Question 1

Cookies placed on a Web site's visitor's computer can be used as a part of the _____ method of gathering primary data.

Accepted Answer

A)  observation 
B)  hypothesis 
C)  data mining 
D)  experimental 
E)  research 
A)  observation 
B)  hypothesis 
C)  data mining 
D)  experimental 
E)  research

Question 2

The largest provider of demographic information is:

Accepted Answer

A)  the federal government. 
B)  syndicated services. 
C)  marketing information systems. 
D)  trade journals. 
E)  SRI PRIZM. 
A)  the federal government. 
B)  syndicated services. 
C)  marketing information systems. 
D)  trade journals. 
E)  SRI PRIZM.

Question 3

The _____ method of gathering market research provides information about what happens-not why it happens.

Accepted Answer

A)  Internet 
B)  single-source data 
C)  experimental 
D)  observation 
E)  interview 
A)  Internet 
B)  single-source data 
C)  experimental 
D)  observation 
E)  interview

Question 4

Marketing researchers who rely on secondary data risk:

Accepted Answer

A)  spending too much time finding secondary data. 
B)  wasting a great deal of time directing how the secondary data should be gathered. 
C)  jeopardizing the whole project because secondary data are so expensive. 
D)  the potential of making errors in their surveys. 
E)  having no control over how, when, by whom, or why the data were collected. 
A)  spending too much time finding secondary data. 
B)  wasting a great deal of time directing how the secondary data should be gathered. 
C)  jeopardizing the whole project because secondary data are so expensive. 
D)  the potential of making errors in their surveys. 
E)  having no control over how, when, by whom, or why the data were collected.

Question 5

For which of the following situations is the observation method of gathering research data best suited?

Accepted Answer

A)  estimating the number of people who will attend a Bruce Springsteen concert 
B)  determining how many packets of ketchup the average person uses on a regular order of fries 
C)  finding out what radio stations people listen to when they are stuck in a traffic jam 
D)  determining how many people accessed a company through its Web site 
E)  estimating the number of people who borrow books from a library each month 
A)  estimating the number of people who will attend a Bruce Springsteen concert 
B)  determining how many packets of ketchup the average person uses on a regular order of fries 
C)  finding out what radio stations people listen to when they are stuck in a traffic jam 
D)  determining how many people accessed a company through its Web site 
E)  estimating the number of people who borrow books from a library each month

Question 6

A marketing information system (MkIS) has the ability to:

Accepted Answer

A)  replace managerial judgment and experience. 
B)  determine what information a manager really needs for decision-making. 
C)  analyze data using mathematical models that represent the real world. 
D)  tell with certainty if a new product will succeed. 
E)  do all of the above. 
A)  replace managerial judgment and experience. 
B)  determine what information a manager really needs for decision-making. 
C)  analyze data using mathematical models that represent the real world. 
D)  tell with certainty if a new product will succeed. 
E)  do all of the above.

Question 7

Gold Love Tokens is a company that manufactures and distributes roses, leaves, and other types of flowers that have been dipped in 24K gold. Sales for the last three quarters have been stagnant. The company's owner believes marketing research will indicate how the company can get its sales growing once again. During the situation analysis part of the research, she should use her collection of trade journals and a trip to the library to look:

Accepted Answer

A)  up the history of gold-dipped products. 
B)  at the type of products being produced by the competition. 
C)  at current fads to find new ideas for product items. 
D)  at sales in the gift industry as a whole. 
E)  at all of the above. 
A)  up the history of gold-dipped products. 
B)  at the type of products being produced by the competition. 
C)  at current fads to find new ideas for product items. 
D)  at sales in the gift industry as a whole. 
E)  at all of the above.

Question 8

Because some subjects selected to be part of a sample will be unavailable, and others will refuse to participate, many marketing research projects actually use _____ samples.

Accepted Answer

A)  random 
B)  probability 
C)  convenience 
D)  stratified 
E)  cluster 
A)  random 
B)  probability 
C)  convenience 
D)  stratified 
E)  cluster

Question 9

Avondale Berries wants to determine if consumers in the Southeast would buy a line of Berry-Hot preserves, which combines fruits and garlic. A marketing research project used to determine the answer to this type of question is called a:

Accepted Answer

A)  correlation analysis. 
B)  concept test. 
C)  customer satisfaction study. 
D)  copy test. 
E)  market-share analysis. 
A)  correlation analysis. 
B)  concept test. 
C)  customer satisfaction study. 
D)  copy test. 
E)  market-share analysis.

Question 10

Once a market researcher has analyzed the data and presented his or her report, the marketing research project is over.

Accepted Answer

A) True 
 B)False

Question 11

In March of 1908, Board, Armstrong & Company opened a plant in Alexandria, Virginia to make apple cider vinegar. It decided to call its use the brand name White House because it was located across the river from the Presidential mansion. In 1913, it changed its name to National Fruit Product Company, and that is its name today. In 1999, the company conducted focus groups of young mothers in North Carolina and Florida to determine it label improvements would allow it to more effectively market its apple juice.
-The young mothers from North Carolina and Florida were the:

Accepted Answer

A)  target market. 
B)  demographic representatives. 
C)  sample population. 
D)  representative population. 
E)  target audience. 
A)  target market. 
B)  demographic representatives. 
C)  sample population. 
D)  representative population. 
E)  target audience.

Question 12

The marketing information system (MkIS) provides a continuous, scheduled flow of standardized reports to managers.

Accepted Answer

A) True 
 B)False

Question 13

A decision support system produces usable information faster than a marketing information system.

Accepted Answer

A) True 
 B)False

Question 14

In which of the following situations would test marketing be the most appropriate method of marketing research?

Accepted Answer

A)  McDonald's wants to see how people feel about its increased use of more biodegradable food wrappers. 
B)  The manufacturer of Tone bar soap wants to know consumer response to Tone body wash. 
C)  A mall wants to know what customers think of its extended hours. 
D)  A movie theater wants to know if people like the reduced price tickets for afternoon shows. 
E)  A concert promoter wants to estimate how many people will attend a SheDaisy concert. 
A)  McDonald's wants to see how people feel about its increased use of more biodegradable food wrappers. 
B)  The manufacturer of Tone bar soap wants to know consumer response to Tone body wash. 
C)  A mall wants to know what customers think of its extended hours. 
D)  A movie theater wants to know if people like the reduced price tickets for afternoon shows. 
E)  A concert promoter wants to estimate how many people will attend a SheDaisy concert.

Question 15

The _____ _____ is a background investigation that involves obtaining information about the company and its business environment by means of library research and extensive interviewing of company officials.

Accepted Answer

The due diligence process is a backgroun

Question 16

Iridium, the communications company, was unsuccessful in marketing its global wireless phone service. Which of the following statements describe ways Iridium could have benefited from the use of marketing research?

Accepted Answer

A)  Marketing research should have provided insight into how well the product functioned. 
B)  Iridium's marketers had to learn how to operate in both domestic and foreign markets, and marketing . research could have made this process easier. 
C)  Marketing research could have prevented Iridium from making mistakes associated with being the market pioneer. 
D)  The lack of timely, adequate information about customers in terms of price they were willing to pay . could have prevented lost business. 
E)  All of the above are reasons why Iridium's marketers needed to engage in marketing research. 
A)  Marketing research should have provided insight into how well the product functioned. 
B)  Iridium's marketers had to learn how to operate in both domestic and foreign markets, and marketing . research could have made this process easier. 
C)  Marketing research could have prevented Iridium from making mistakes associated with being the market pioneer. 
D)  The lack of timely, adequate information about customers in terms of price they were willing to pay . could have prevented lost business. 
E)  All of the above are reasons why Iridium's marketers needed to engage in marketing research.

Question 17

Angela received a telephone call last night from a telemarketer who said she was gathering research information on people's feelings about how well the local welfare system cares for the needy in their community. After she answered the questions, Angela was asked if she wanted to improve the plight of the poor in her community by contributing to People United Against Poverty, an organization that holds the same views as Angela. The telemarketer who called Angela engaged in _____.

Accepted Answer

The telemarketer who

Question 18

Companies typically use paper shredders and require a password to enter computer data files to:

Accepted Answer

A)  help the environment. 
B)  limit competitive intelligence gathering. 
C)  prevent environmental auditing. 
D)  secure the right to privacy. 
E)  foil government investigators. 
A)  help the environment. 
B)  limit competitive intelligence gathering. 
C)  prevent environmental auditing. 
D)  secure the right to privacy. 
E)  foil government investigators.

Question 19

Even though Robert has presented his report on how parents choose which diapers to buy for their infants to the firm's project manager, his job is not finished. He must now:

Accepted Answer

A)  determine whether his results and recommendations are being used. 
B)  identify other problem areas for study. 
C)  posttest his survey questionnaires to make sure they were valid. 
D)  review the primary data collected to see that they were collected properly. 
E)  reassess all available secondary data to see if anything new has been discovered. 
A)  determine whether his results and recommendations are being used. 
B)  identify other problem areas for study. 
C)  posttest his survey questionnaires to make sure they were valid. 
D)  review the primary data collected to see that they were collected properly. 
E)  reassess all available secondary data to see if anything new has been discovered.

Question 20

The Chicago Symphony Orchestra wants to identify its most loyal and dedicated patrons and create marketing efforts targeted to them. In its _____, the Chicago Symphony's researchers would have noted that the competition for patrons is intense for leisure activities, especially in Chicago where there are so many outlets for art enthusiasts.

Accepted Answer

A)  situation analysis 
B)  socioeconomic audit 
C)  marketing audit 
D)  environmental audit 
E)  source analysis 
A)  situation analysis 
B)  socioeconomic audit 
C)  marketing audit 
D)  environmental audit 
E)  source analysis

Cookies placed on a Web site's visitor's computer can be used as a part of the _____ method of gathering primary data.

The largest provider of demographic information is:

The _____ method of gathering market research provides information about what happens-not why it happens.

Marketing researchers who rely on secondary data risk:

For which of the following situations is the observation method of gathering research data best suited?

A marketing information system (MkIS) has the ability to:

Because some subjects selected to be part of a sample will be unavailable, and others will refuse to participate, many marketing research projects actually use _____ samples.

Avondale Berries wants to determine if consumers in the Southeast would buy a line of Berry-Hot preserves, which combines fruits and garlic. A marketing research project used to determine the answer to this type of question is called a:

Once a market researcher has analyzed the data and presented his or her report, the marketing research project is over.

The marketing information system (MkIS) provides a continuous, scheduled flow of standardized reports to managers.

A decision support system produces usable information faster than a marketing information system.

In which of the following situations would test marketing be the most appropriate method of marketing research?

The _ _ is a background investigation that involves obtaining information about the company and its business environment by means of library research and extensive interviewing of company officials.

Iridium, the communications company, was unsuccessful in marketing its global wireless phone service. Which of the following statements describe ways Iridium could have benefited from the use of marketing research?

Companies typically use paper shredders and require a password to enter computer data files to:

Even though Robert has presented his report on how parents choose which diapers to buy for their infants to the firm's project manager, his job is not finished. He must now:

The Field of Marketing

The Dynamic Marketing Environment

Global Markets and Marketing

Consumer Markets and Buying Behavior

Business Markets and Buying Behavior

Product Planning and Development

Product-Mix Strategies

Brands, Packaging, and Other Product Features

Services Marketing

Price Determination

Pricing Strategies

Channels of Distribution

Retailing

Wholesaling and Physical Distribution

Integrated Marketing Communications

Personal Selling and Sales Management

Advertising, Sales Promotion, and Public Relations

Strategic Marketing Planning

Marketing Implementation and Evaluation

Marketing and the Information Economy

Market Segmentation Targeting and Positioning

Filters

Exam 7: Marketing Research and Market Information

Cookies placed on a Web site's visitor's computer can be used as a part of the _____ method of gathering primary data.

The largest provider of demographic information is:

The _____ method of gathering market research provides information about what happens-not why it happens.

Marketing researchers who rely on secondary data risk:

For which of the following situations is the observation method of gathering research data best suited?

A marketing information system (MkIS) has the ability to:

Because some subjects selected to be part of a sample will be unavailable, and others will refuse to participate, many marketing research projects actually use _____ samples.

Avondale Berries wants to determine if consumers in the Southeast would buy a line of Berry-Hot preserves, which combines fruits and garlic. A marketing research project used to determine the answer to this type of question is called a:

Once a market researcher has analyzed the data and presented his or her report, the marketing research project is over.

The marketing information system (MkIS) provides a continuous, scheduled flow of standardized reports to managers.

A decision support system produces usable information faster than a marketing information system.

In which of the following situations would test marketing be the most appropriate method of marketing research?

The _____ _____ is a background investigation that involves obtaining information about the company and its business environment by means of library research and extensive interviewing of company officials.

Iridium, the communications company, was unsuccessful in marketing its global wireless phone service. Which of the following statements describe ways Iridium could have benefited from the use of marketing research?

Companies typically use paper shredders and require a password to enter computer data files to:

Even though Robert has presented his report on how parents choose which diapers to buy for their infants to the firm's project manager, his job is not finished. He must now:

The Field of Marketing

The Dynamic Marketing Environment

Global Markets and Marketing

Consumer Markets and Buying Behavior

Business Markets and Buying Behavior

Product Planning and Development

Product-Mix Strategies

Brands, Packaging, and Other Product Features

Services Marketing

Price Determination

Pricing Strategies

Channels of Distribution

Retailing

Wholesaling and Physical Distribution

Integrated Marketing Communications

Personal Selling and Sales Management

Advertising, Sales Promotion, and Public Relations

Strategic Marketing Planning

Marketing Implementation and Evaluation

Marketing and the Information Economy

Market Segmentation Targeting and Positioning

Filters

The _ _ is a background investigation that involves obtaining information about the company and its business environment by means of library research and extensive interviewing of company officials.