Question 1

Ethnographic research is a form of experiment research because it is conducted without any preconceptions.

Accepted Answer

A) True 
 B)False

Question 2

Dr.Neuman is a marketing professor and uses her students in research studies because they are convenient and readily accessible.She is using a _____ sample.

Accepted Answer

A)  single-source 
B)  random 
C)  probability 
D)  representational 
E)  convenience 
A)  single-source 
B)  random 
C)  probability 
D)  representational 
E)  convenience

Question 3

The research design specifies:

Accepted Answer

A)  follow-up procedures for the research 
B)  the information that will be found 
C)  how the final report will be written 
D)  how the information gathered will be used to predict external environmental changes 
E)  the research questions to be answered 
A)  follow-up procedures for the research 
B)  the information that will be found 
C)  how the final report will be written 
D)  how the information gathered will be used to predict external environmental changes 
E)  the research questions to be answered

Question 4

The characteristics of a true DSS are interactive,flexible,discovery-oriented,and accessible.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following is a source of competitive intelligence?

Accepted Answer

A)  a company's salespeople 
B)  government agencies 
C)  the Yellow Pages 
D)  periodicals 
E)  all of these choices 
A)  a company's salespeople 
B)  government agencies 
C)  the Yellow Pages 
D)  periodicals 
E)  all of these choices

Question 6

A research manager decides to pick households for interviews by selecting street intersections at random,and then using a given route for the interviewers to follow--such as every fifth house on the right side of the road until the end of the street and then turn east and interview every fifth house on the left.This is a:

Accepted Answer

A)  convenience sample 
B)  stratified sample 
C)  nonprobability sample 
D)  sampling error 
E)  probability sample 
A)  convenience sample 
B)  stratified sample 
C)  nonprobability sample 
D)  sampling error 
E)  probability sample

Question 7

What is the chief advantage of primary data?

Accepted Answer

A)  low cost compared to secondary data 
B)  relevance to the problem at hand 
C)  availability to any interested party for use 
D)  accessibility through computerized databases 
E)  avoiding interviewer biases 
A)  low cost compared to secondary data 
B)  relevance to the problem at hand 
C)  availability to any interested party for use 
D)  accessibility through computerized databases 
E)  avoiding interviewer biases

Question 8

Low response rate is a problem commonly associated with:

Accepted Answer

A)  exit interviews 
B)  executive interviews 
C)  mail surveys 
D)  mall intercept interviews 
E)  in-home interviews 
A)  exit interviews 
B)  executive interviews 
C)  mail surveys 
D)  mall intercept interviews 
E)  in-home interviews

Question 9

A furniture manufacturer wants to test how consumers will respond to furniture upholstered in fabric made from recycled plastic by having consumers feel and respond to the fabric.Which form of survey would allow it to do this?

Accepted Answer

A)  telephone interview 
B)  mail questionnaire 
C)  mall intercept 
D)  observation study 
E)  laboratory test 
A)  telephone interview 
B)  mail questionnaire 
C)  mall intercept 
D)  observation study 
E)  laboratory test

Question 10

Because some companies have been conducting market research for many years on particular markets they are interested in,they understand the characteristics of target customers.For this reason,marketing research should not be undertaken when:

Accepted Answer

A)  the actual costs are less than the forecasted benefits 
B)  there are no secondary data in existence to guide the project definition 
C)  it will take a long time to complete 
D)  the research would be redundant and a waste of money 
E)  the perceived costs are the same as the forecasted benefits 
A)  the actual costs are less than the forecasted benefits 
B)  there are no secondary data in existence to guide the project definition 
C)  it will take a long time to complete 
D)  the research would be redundant and a waste of money 
E)  the perceived costs are the same as the forecasted benefits

Question 11

Trade groups,commercial publications,and government data can be used as sources of:

Accepted Answer

A)  secondary data 
B)  consensual information 
C)  primary data 
D)  artificial intelligence 
E)  marketing audits 
A)  secondary data 
B)  consensual information 
C)  primary data 
D)  artificial intelligence 
E)  marketing audits

Question 12

Nonprobability samples:

Accepted Answer

A)  require more expensive marketing research than probability sampling 
B)  include any sample in which little is done to obtain a representative cross section of the population 
C)  by definition must be representative of the population 
D)  often start out with random numbers to ensure selection of subjects is truly random 
E)  offer an easy method for determining sampling error 
A)  require more expensive marketing research than probability sampling 
B)  include any sample in which little is done to obtain a representative cross section of the population 
C)  by definition must be representative of the population 
D)  often start out with random numbers to ensure selection of subjects is truly random 
E)  offer an easy method for determining sampling error

Question 13

In contrast to marketing research problems,management decision problems are:

Accepted Answer

A)  action oriented 
B)  pervasive 
C)  narrower in scope 
D)  synergistic 
E)  information oriented 
A)  action oriented 
B)  pervasive 
C)  narrower in scope 
D)  synergistic 
E)  information oriented

Question 14

What are secondary data? List four major sources of secondary data and discuss why most research efforts rely on secondary data and usually collect secondary data before primary data are collected.

Accepted Answer

Secondary data are data that have been p

Question 15

A company wanted to collected data on consumers' perceptions of its new brand.The marketing research director has recommended using a mail panel operated by Synovate.What can the company expect from a mail panel?

Accepted Answer

A)  a very high response rate 
B)  the response rate will be low, as it is for all self-administered surveys 
C)  the participants are not usually compensated for their assistance, so it will be inexpensive 
D)  data collection is more rapid than telephone interviews 
E)  the panel of consumers will meet monthly to discuss products that were sent to them to try 
A)  a very high response rate 
B)  the response rate will be low, as it is for all self-administered surveys 
C)  the participants are not usually compensated for their assistance, so it will be inexpensive 
D)  data collection is more rapid than telephone interviews 
E)  the panel of consumers will meet monthly to discuss products that were sent to them to try

Question 16

A recent survey reported 65 percent of the people responding said they were willing to spend more money for environmentally-friendly goods.Marketing research on how to best use this information will begin with the:

Accepted Answer

A)  collection of the data 
B)  specification of the sampling plan 
C)  definition of the problem 
D)  research design 
E)  recognition of the marketing opportunity 
A)  collection of the data 
B)  specification of the sampling plan 
C)  definition of the problem 
D)  research design 
E)  recognition of the marketing opportunity

Question 17

_____ research is the study of human behavior in its natural condition.It often proves that consumers do not do what they say they do,such as how they use a computer or what they watch on television.

Accepted Answer

A)  Ethnographic 
B)  Action-based 
C)  Experiment 
D)  Survey 
E)  Visualization 
A)  Ethnographic 
B)  Action-based 
C)  Experiment 
D)  Survey 
E)  Visualization

Question 18

Competitive intelligence allows managers to do all of the following EXCEPT:

Accepted Answer

A)  predict changes in business relationships 
B)  forecast a competitor's strategy 
C)  become more efficient and effective competitors 
D)  guard against threats 
E)  eliminate the need for marketing research 
A)  predict changes in business relationships 
B)  forecast a competitor's strategy 
C)  become more efficient and effective competitors 
D)  guard against threats 
E)  eliminate the need for marketing research

Question 19

Post Properties is a company that manages apartments in various communities.It is concerned with a glut of apartments in Atlanta,Orlando,and Dallas Its market researcher begins by examining the rental markets in the Southeast,the history of apartment buildings,local economies,competitive rents,and ownership--all information that was on hand and did not require any new research to locate.The market researcher looked at:

Accepted Answer

A)  a closed study 
B)  secondary data 
C)  primary data 
D)  a statistical analysis 
E)  priority databases 
A)  a closed study 
B)  secondary data 
C)  primary data 
D)  a statistical analysis 
E)  priority databases

Question 20

According to the text,a true marketing decision support system should be interactive,which means:

Accepted Answer

A)  managers can probe for trends, isolate problems, and ask "what if" questions 
B)  managers that aren't skilled with computers can easily learn to use the system 
C)  managers are able to sort, regroup, total, average, and manipulate data in various ways 
D)  managers can give simple instructions and see immediate results 
E)  managers can find optimum solutions to marketing problems 
A)  managers can probe for trends, isolate problems, and ask "what if" questions 
B)  managers that aren't skilled with computers can easily learn to use the system 
C)  managers are able to sort, regroup, total, average, and manipulate data in various ways 
D)  managers can give simple instructions and see immediate results 
E)  managers can find optimum solutions to marketing problems

Ethnographic research is a form of experiment research because it is conducted without any preconceptions.

Dr.Neuman is a marketing professor and uses her students in research studies because they are convenient and readily accessible.She is using a _____ sample.

The research design specifies:

The characteristics of a true DSS are interactive,flexible,discovery-oriented,and accessible.

Which of the following is a source of competitive intelligence?

What is the chief advantage of primary data?

Low response rate is a problem commonly associated with:

A furniture manufacturer wants to test how consumers will respond to furniture upholstered in fabric made from recycled plastic by having consumers feel and respond to the fabric.Which form of survey would allow it to do this?

Because some companies have been conducting market research for many years on particular markets they are interested in,they understand the characteristics of target customers.For this reason,marketing research should not be undertaken when:

Trade groups,commercial publications,and government data can be used as sources of:

Nonprobability samples:

In contrast to marketing research problems,management decision problems are:

What are secondary data? List four major sources of secondary data and discuss why most research efforts rely on secondary data and usually collect secondary data before primary data are collected.

A company wanted to collected data on consumers' perceptions of its new brand.The marketing research director has recommended using a mail panel operated by Synovate.What can the company expect from a mail panel?

A recent survey reported 65 percent of the people responding said they were willing to spend more money for environmentally-friendly goods.Marketing research on how to best use this information will begin with the:

_____ research is the study of human behavior in its natural condition.It often proves that consumers do not do what they say they do,such as how they use a computer or what they watch on television.

Competitive intelligence allows managers to do all of the following EXCEPT:

According to the text,a true marketing decision support system should be interactive,which means:

An Overview of Marketing

Strategic Planning for Competitive Advantage

Ethics & Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Product Concepts

Developing and Managing Products

Services and Nonprofit Organization Marketing

Marketing Channels

Supply Chain Management

Retailing

Promotional Planning for Competitive Advantage

Advertising and Public Relations

Sales Promotion and Personal Selling

Pricing Concepts

Setting the Right Price

Customer Relationship Management (CRM)

Filters

Exam 9: Decision Support Systems and Marketing Research

Ethnographic research is a form of experiment research because it is conducted without any preconceptions.

Dr.Neuman is a marketing professor and uses her students in research studies because they are convenient and readily accessible.She is using a _____ sample.

The research design specifies:

The characteristics of a true DSS are interactive,flexible,discovery-oriented,and accessible.

Which of the following is a source of competitive intelligence?

What is the chief advantage of primary data?

Low response rate is a problem commonly associated with:

A furniture manufacturer wants to test how consumers will respond to furniture upholstered in fabric made from recycled plastic by having consumers feel and respond to the fabric.Which form of survey would allow it to do this?

Because some companies have been conducting market research for many years on particular markets they are interested in,they understand the characteristics of target customers.For this reason,marketing research should not be undertaken when:

Trade groups,commercial publications,and government data can be used as sources of:

Nonprobability samples:

In contrast to marketing research problems,management decision problems are:

What are secondary data? List four major sources of secondary data and discuss why most research efforts rely on secondary data and usually collect secondary data before primary data are collected.

A company wanted to collected data on consumers' perceptions of its new brand.The marketing research director has recommended using a mail panel operated by Synovate.What can the company expect from a mail panel?

A recent survey reported 65 percent of the people responding said they were willing to spend more money for environmentally-friendly goods.Marketing research on how to best use this information will begin with the:

_____ research is the study of human behavior in its natural condition.It often proves that consumers do not do what they say they do,such as how they use a computer or what they watch on television.

Competitive intelligence allows managers to do all of the following EXCEPT:

According to the text,a true marketing decision support system should be interactive,which means:

An Overview of Marketing

Strategic Planning for Competitive Advantage

Ethics & Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Product Concepts

Developing and Managing Products

Services and Nonprofit Organization Marketing

Marketing Channels

Supply Chain Management

Retailing

Promotional Planning for Competitive Advantage

Advertising and Public Relations

Sales Promotion and Personal Selling

Pricing Concepts

Setting the Right Price

Customer Relationship Management (CRM)

Filters