Question 1

Which step in the marketing research process involves the use of data analysis and statistical techniques to help draw conclusions?

Accepted Answer

A) Locating and defining problems or research issues 
B) Developing hypotheses 
C) Collecting data 
D) Interpreting research findings 
E) Reporting research findings 
A) Locating and defining problems or research issues 
B) Developing hypotheses 
C) Collecting data 
D) Interpreting research findings 
E) Reporting research findings

Question 2

One overlooked internal source of secondary marketing information discussed in the text is

Accepted Answer

A) sales receipts. 
B) accounting records. 
C) interviews with salespeople. 
D) quality control data. 
E) consumer surveys. 
A) sales receipts. 
B) accounting records. 
C) interviews with salespeople. 
D) quality control data. 
E) consumer surveys.

Question 3

Peter, the director of marketing at Holcomb, Inc., calls in Andrea, the firm's marketing research director. Peter wants a study done to assess the company's image relative to a new competitor, Levitt Labs. He has a flexible time schedule, has very little money to devote to the research, and feels that a relatively low response rate will not be a major problem. Andrea will probably recommend using a ____ survey.

Accepted Answer

A) mail 
B) telephone 
C) random 
D) personal interview 
E) population 
A) mail 
B) telephone 
C) random 
D) personal interview 
E) population

Question 4

If Procter & Gamble, the maker of Dawn dishwashing liquid, wants to know what percentage of customers examine product labels before making a product selection in the grocery store, it can best gain this information through

Accepted Answer

A) focus groups. 
B) mail surveys. 
C) personal interviews. 
D) observation. 
E) mall intercepts. 
A) focus groups. 
B) mail surveys. 
C) personal interviews. 
D) observation. 
E) mall intercepts.

Question 5

Survey and observation are considered secondary data collection techniques.

Accepted Answer

A) True 
 B)False

Question 6

Assume that Verizon Wireless is interested in studying the pricing expectations of its customers. If the study calls for selecting at random 100 people from each of three age groupings, ____ sampling is being used.

Accepted Answer

A) random 
B) stratified 
C) quota 
D) area 
E) experimental 
A) random 
B) stratified 
C) quota 
D) area 
E) experimental

Question 7

Ethical conflict typically occurs because the parties involved in marketing research often have different objectives.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following is the least flexible survey method?

Accepted Answer

A) Telephone surveys 
B) Focus-group interviews 
C) Personal interview surveys 
D) Mail surveys 
E) Observation 
A) Telephone surveys 
B) Focus-group interviews 
C) Personal interview surveys 
D) Mail surveys 
E) Observation

Question 9

When marketing researchers consider sampling techniques, they are preparing to collect ____ data.

Accepted Answer

A) census 
B) statistical 
C) internal secondary 
D) external secondary 
E) primary 
A) census 
B) statistical 
C) internal secondary 
D) external secondary 
E) primary

Question 10

What is the primary factor contributing to the increasing difficulty associated with gathering primary data through surveys?

Accepted Answer

A) Most companies do not have any funding for survey research. 
B) Fewer people are willing to participate in surveys. 
C) Laws significantly limit firms' ability to conduct surveys. 
D) Unreliable methods of distributing surveys make them difficult to conduct. 
E) Very little useful information is ever gathered from survey results. 
A) Most companies do not have any funding for survey research. 
B) Fewer people are willing to participate in surveys. 
C) Laws significantly limit firms' ability to conduct surveys. 
D) Unreliable methods of distributing surveys make them difficult to conduct. 
E) Very little useful information is ever gathered from survey results.

Question 11

According to the text, ____ interpretation focuses on what is typical or what deviates from the average.

Accepted Answer

A) statistical 
B) descriptive 
C) exploratory 
D) secondary 
E) primary 
A) statistical 
B) descriptive 
C) exploratory 
D) secondary 
E) primary

Question 12

In the MIS, the means of gathering data receive less attention than the procedures for expediting the flow of information.

Accepted Answer

A) True 
 B)False

Question 13

Why is it essential that a questionnaire be carefully designed and prepared? What problems can arise when a survey has not been well thought out?

Accepted Answer

The answer of Why is it essential that a questionnaire...

Question 14

Experimental research is used to make tentative hypotheses more specific.

Accepted Answer

A) True 
 B)False

Question 15

Max is the product manager for a new type of lumbar supports used in the production of office chairs. His company sells the lumbar supports to approximately 70 different chair manufacturers. The price for this new product still needs to be finalized. Max has decided to take the data recently collected in a marketing research study and apply it to different pricing scenarios in order to set the best price for his company. He will be utilizing computer software to obtain results from the various scenarios. Max is most likely using a

Accepted Answer

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

Question 16

Low response rate and privacy are both issues of concern related to

Accepted Answer

A) personal interview surveys. 
B) telephone surveys. 
C) shopping mall intercept interviews. 
D) e-mail surveys. 
E) online experimentation. 
A) personal interview surveys. 
B) telephone surveys. 
C) shopping mall intercept interviews. 
D) e-mail surveys. 
E) online experimentation.

Question 17

If a marketing researcher is interested in observing group interaction during an informal, unstructured, and open-ended data collection process, he or she should use

Accepted Answer

A) observation. 
B) a focus-group interview. 
C) an on-site computer interview. 
D) a shopping mall intercept interview. 
E) a telephone survey. 
A) observation. 
B) a focus-group interview. 
C) an on-site computer interview. 
D) a shopping mall intercept interview. 
E) a telephone survey.

Question 18

A study that is valid and reliable

Accepted Answer

A) is called a marketing research study. 
B) measures what it is supposed to measure and produces almost identical results every time. 
C) is expensive to implement and complete. 
D) measures subtle differences in the population being studied. 
E) is difficult to produce without expert researchers. 
A) is called a marketing research study. 
B) measures what it is supposed to measure and produces almost identical results every time. 
C) is expensive to implement and complete. 
D) measures subtle differences in the population being studied. 
E) is difficult to produce without expert researchers.

Question 19

Which sampling design gives every member of the population an equal chance of appearing in the sample?

Accepted Answer

A) Nonprobability 
B) Random 
C) Quota 
D) Stratified 
E) Poll 
A) Nonprobability 
B) Random 
C) Quota 
D) Stratified 
E) Poll

Question 20

An overall plan for obtaining the information needed to address a research problem or issue is called the

Accepted Answer

A) research design. 
B) problem recognition. 
C) hypothesis. 
D) data collection method. 
E) sampling procedure. 
A) research design. 
B) problem recognition. 
C) hypothesis. 
D) data collection method. 
E) sampling procedure.

Which step in the marketing research process involves the use of data analysis and statistical techniques to help draw conclusions?

One overlooked internal source of secondary marketing information discussed in the text is

If Procter & Gamble, the maker of Dawn dishwashing liquid, wants to know what percentage of customers examine product labels before making a product selection in the grocery store, it can best gain this information through

Survey and observation are considered secondary data collection techniques.

Assume that Verizon Wireless is interested in studying the pricing expectations of its customers. If the study calls for selecting at random 100 people from each of three age groupings, ____ sampling is being used.

Ethical conflict typically occurs because the parties involved in marketing research often have different objectives.

Which of the following is the least flexible survey method?

When marketing researchers consider sampling techniques, they are preparing to collect ____ data.

What is the primary factor contributing to the increasing difficulty associated with gathering primary data through surveys?

According to the text, ____ interpretation focuses on what is typical or what deviates from the average.

In the MIS, the means of gathering data receive less attention than the procedures for expediting the flow of information.

Why is it essential that a questionnaire be carefully designed and prepared? What problems can arise when a survey has not been well thought out?

Experimental research is used to make tentative hypotheses more specific.

Low response rate and privacy are both issues of concern related to

If a marketing researcher is interested in observing group interaction during an informal, unstructured, and open-ended data collection process, he or she should use

A study that is valid and reliable

Which sampling design gives every member of the population an equal chance of appearing in the sample?

An overall plan for obtaining the information needed to address a research problem or issue is called the

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

Exam 5: Marketing Research and Information Systems

Which step in the marketing research process involves the use of data analysis and statistical techniques to help draw conclusions?

One overlooked internal source of secondary marketing information discussed in the text is

If Procter & Gamble, the maker of Dawn dishwashing liquid, wants to know what percentage of customers examine product labels before making a product selection in the grocery store, it can best gain this information through

Survey and observation are considered secondary data collection techniques.

Assume that Verizon Wireless is interested in studying the pricing expectations of its customers. If the study calls for selecting at random 100 people from each of three age groupings, ____ sampling is being used.

Ethical conflict typically occurs because the parties involved in marketing research often have different objectives.

Which of the following is the least flexible survey method?

When marketing researchers consider sampling techniques, they are preparing to collect ____ data.

What is the primary factor contributing to the increasing difficulty associated with gathering primary data through surveys?

According to the text, ____ interpretation focuses on what is typical or what deviates from the average.

In the MIS, the means of gathering data receive less attention than the procedures for expediting the flow of information.

Why is it essential that a questionnaire be carefully designed and prepared? What problems can arise when a survey has not been well thought out?

Experimental research is used to make tentative hypotheses more specific.

Low response rate and privacy are both issues of concern related to

If a marketing researcher is interested in observing group interaction during an informal, unstructured, and open-ended data collection process, he or she should use

A study that is valid and reliable

Which sampling design gives every member of the population an equal chance of appearing in the sample?

An overall plan for obtaining the information needed to address a research problem or issue is called the

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