Question 1

A valid study

Accepted Answer

A) portrays the population being studied. 
B) results in a causal relationship between the independent and dependent variables. 
C) uses random sampling. 
D) verifies expected results. 
E) measures what it is supposed to. 
A) portrays the population being studied. 
B) results in a causal relationship between the independent and dependent variables. 
C) uses random sampling. 
D) verifies expected results. 
E) measures what it is supposed to.

Question 2

If Weight Watchers is interested in collecting information about Americans' perceptions of dieting programs, and the company believes that significant regional differences may exist, the best type of sampling would be

Accepted Answer

A) random. 
B) quota. 
C) population. 
D) stratified. 
E) nonquota. 
A) random. 
B) quota. 
C) population. 
D) stratified. 
E) nonquota.

Question 3

In ____ sampling, there is no way to calculate the likelihood that a specific element of the population being studied will be chosen.

Accepted Answer

A) population 
B) random 
C) stratified 
D) probability 
E) nonprobability 
A) population 
B) random 
C) stratified 
D) probability 
E) nonprobability

Question 4

Data regarding attitudes toward a particular product are collected. To test a hypothesis, the data are used and then stored. If these data are used again in a future research study, they will be considered primary data.

Accepted Answer

A) True 
 B)False

Question 5

In probability sampling, there is no way to calculate the likelihood that a specific element of the population being studied will be chosen.

Accepted Answer

A) True 
 B)False

Question 6

What pitfalls should a marketing researcher avoid in preparing a report for a company executive? Why?

Accepted Answer

The answer of What pitfalls should a marketing researcher avoid...

Question 7

Data that are observed or collected directly from respondents are called

Accepted Answer

A) direct samples. 
B) secondary data. 
C) stratified data. 
D) primary data. 
E) firsthand information. 
A) direct samples. 
B) secondary data. 
C) stratified data. 
D) primary data. 
E) firsthand information.

Question 8

Marketing research is a systematic and orderly gathering of information supplied through the routine reporting system within the organization.

Accepted Answer

A) True 
 B)False

Question 9

Secondary data are data collected from inside the organization; primary data are those collected from outside the organization.

Accepted Answer

A) True 
 B)False

Question 10

Problem location and definition is the first step toward finding a solution to a marketing problem or launching a research study. The first sign of a problem

Accepted Answer

A) involves an informed guess or assumption about a certain set of circumstances. 
B) is usually accompanied by a cost/benefit analysis. 
C) most often comes in the form of customer complaints. 
D) is often mentioned in secondary data reports, such as trade journals. 
E) is typically a departure from some normal function, such as a failure to attain objectives. 
A) involves an informed guess or assumption about a certain set of circumstances. 
B) is usually accompanied by a cost/benefit analysis. 
C) most often comes in the form of customer complaints. 
D) is often mentioned in secondary data reports, such as trade journals. 
E) is typically a departure from some normal function, such as a failure to attain objectives.

Question 11

Which one of the following best characterizes a marketing information system (MIS)?

Accepted Answer

A) An MIS is an orderly gathering of information that is not supplied through routine reporting systems such as sales reports and accounting data. 
B) An MIS provides a continuous flow of information about such things as distribution costs, prices, sales, and advertising expenses. 
C) An MIS is conducted on a special-project basis when needed. 
D) An MIS requires adjustments to its techniques to adapt to environmental circumstances and is in reality part of the accounting system. 
E) An MIS involves internal information collection about employees and customers. 
A) An MIS is an orderly gathering of information that is not supplied through routine reporting systems such as sales reports and accounting data. 
B) An MIS provides a continuous flow of information about such things as distribution costs, prices, sales, and advertising expenses. 
C) An MIS is conducted on a special-project basis when needed. 
D) An MIS requires adjustments to its techniques to adapt to environmental circumstances and is in reality part of the accounting system. 
E) An MIS involves internal information collection about employees and customers.

Question 12

A framework for gathering and managing information from sources both inside and outside an organization is referred to as

Accepted Answer

A) marketing research agencies. 
B) a marketing information system. 
C) the marketing mix. 
D) a marketing research system. 
E) a secondary data system. 
A) marketing research agencies. 
B) a marketing information system. 
C) the marketing mix. 
D) a marketing research system. 
E) a secondary data system.

Question 13

A research method in which a number of people are exposed to an idea or concept and the interaction of the people is observed is called a(n)

Accepted Answer

A) in-home interview. 
B) mail-group survey. 
C) focus-group interview. 
D) shopping mall intercept interview. 
E) chat room interview. 
A) in-home interview. 
B) mail-group survey. 
C) focus-group interview. 
D) shopping mall intercept interview. 
E) chat room interview.

Question 14

Discuss the role of the marketing information system in helping marketing managers make better decisions.

Accepted Answer

The answer of Discuss the role of the marketing information...

Question 15

Crowdsourcing refers to the process of taking tasks usually performed by a marketer or researcher and outsourcing them to a crowd, or potential market, through an open call.

Accepted Answer

A) True 
 B)False

Question 16

American Flooring sells all types of floor coverings to contractors and other businesses. It keeps a collection of information about all of its clients that can be easily accessed on the company's computer system. This collection of information is called a

Accepted Answer

A) marketing information system. 
B) database. 
C) management information system. 
D) single-source data. 
E) marketing decision support system. 
A) marketing information system. 
B) database. 
C) management information system. 
D) single-source data. 
E) marketing decision support system.

Question 17

A survey question that requires a yes or no answer is called a

Accepted Answer

A) qualifier. 
B) multiple-choice question. 
C) 50-50 question. 
D) dichotomous question. 
E) bimodal question. 
A) qualifier. 
B) multiple-choice question. 
C) 50-50 question. 
D) dichotomous question. 
E) bimodal question.

Question 18

In general, corporate executives prefer research reports that are short, clear, and simply expressed.

Accepted Answer

A) True 
 B)False

Question 19

Quota sampling is most commonly used in

Accepted Answer

A) descriptive research. 
B) population research. 
C) surveys. 
D) collecting primary data. 
E) exploratory studies. 
A) descriptive research. 
B) population research. 
C) surveys. 
D) collecting primary data. 
E) exploratory studies.

Question 20

Information provided by a single firm on household demographics, consumer purchases, television viewing behavior, and responses to promotions is called ____ data.

Accepted Answer

A) single-source 
B) census 
C) consumer demographic 
D) multi-point 
E) single-point 
A) single-source 
B) census 
C) consumer demographic 
D) multi-point 
E) single-point

Exam 5: Marketing Research and Information Systems

A valid study

If Weight Watchers is interested in collecting information about Americans' perceptions of dieting programs, and the company believes that significant regional differences may exist, the best type of sampling would be

In ____ sampling, there is no way to calculate the likelihood that a specific element of the population being studied will be chosen.

Data regarding attitudes toward a particular product are collected. To test a hypothesis, the data are used and then stored. If these data are used again in a future research study, they will be considered primary data.

In probability sampling, there is no way to calculate the likelihood that a specific element of the population being studied will be chosen.

What pitfalls should a marketing researcher avoid in preparing a report for a company executive? Why?

Data that are observed or collected directly from respondents are called

Marketing research is a systematic and orderly gathering of information supplied through the routine reporting system within the organization.

Secondary data are data collected from inside the organization; primary data are those collected from outside the organization.

Problem location and definition is the first step toward finding a solution to a marketing problem or launching a research study. The first sign of a problem

Which one of the following best characterizes a marketing information system (MIS)?

A framework for gathering and managing information from sources both inside and outside an organization is referred to as

A research method in which a number of people are exposed to an idea or concept and the interaction of the people is observed is called a(n)

Discuss the role of the marketing information system in helping marketing managers make better decisions.

Crowdsourcing refers to the process of taking tasks usually performed by a marketer or researcher and outsourcing them to a crowd, or potential market, through an open call.

American Flooring sells all types of floor coverings to contractors and other businesses. It keeps a collection of information about all of its clients that can be easily accessed on the company's computer system. This collection of information is called a

A survey question that requires a yes or no answer is called a

In general, corporate executives prefer research reports that are short, clear, and simply expressed.

Quota sampling is most commonly used in

Information provided by a single firm on household demographics, consumer purchases, television viewing behavior, and responses to promotions is called ____ data.

An Overview of Strategic Marketing

Planning Implementing and Evaluating Marketing Strategies

The Marketing Environment

Social Responsibility and Ethics in Marketing

Target Markets: Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Product Concepts

Developing and Managing Products

Services Marketing

Branding and Packaging

Marketing Channels and Supply Chain Management

Retailing, Direct Marketing, and Wholesaling

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Setting Prices

Filters