Question 1

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

Accepted Answer

​A marketing information system (MIS) is

Question 2

Observation may be used in combination with interviewing.

Accepted Answer

A) True 
 B)False

Question 3

Costco believes that most of its sales are to small businesses rather than consumers -- and that women are more likely to be making the purchasing decisions. This is an example of a(n) ____ that Costco could test through marketing research.

Accepted Answer

A) descriptive sample 
B) hypothesis 
C) experimental question 
D) sampling error 
E) conceptual error 
A) descriptive sample 
B) hypothesis 
C) experimental question 
D) sampling error 
E) conceptual error

Question 4

To maintain the control needed to obtain accurate information, marketers approach marketing research as a process. Which of the following steps of that process focuses on uncovering the nature and boundaries of the marketing situation to be studied?

Accepted Answer

A) Locating and defining problems 
B) Designing the project 
C) Collecting data 
D) Interpreting findings 
E) Reporting findings 
A) Locating and defining problems 
B) Designing the project 
C) Collecting data 
D) Interpreting findings 
E) Reporting findings

Question 5

Corporate executives often prefer marketing research findings to be put into a report

Accepted Answer

A) full of statistical analysis with details on methods employed by the researchers. 
B) examining the ethical implications of implementing results from the research report. 
C) that exposes no deficiencies or limitations of the research process. 
D) that is clear, short, and simply expressed. 
E) expressing the views and beliefs of top management about the research problem. 
A) full of statistical analysis with details on methods employed by the researchers. 
B) examining the ethical implications of implementing results from the research report. 
C) that exposes no deficiencies or limitations of the research process. 
D) that is clear, short, and simply expressed. 
E) expressing the views and beliefs of top management about the research problem.

Question 6

Carlos was given the task of conducting a research project for his firm and proceeds with the following steps: he asks questions to determine the research topic, conducts a telephone survey, writes a report describing the survey results, and gives that report to his boss. Which step of the marketing research process has Carlos omitted?

Accepted Answer

A) Collecting data 
B) Defining and locating problems 
C) Interpreting research 
D) Designing the research project 
E) Reporting research findings 
A) Collecting data 
B) Defining and locating problems 
C) Interpreting research 
D) Designing the research project 
E) Reporting research findings

Question 7

​While shopping at the mall over the weekend, you noticed a group of young women asking shoppers if they could spare five minutes to answer some questions about their shopping experience at the mall. Given your marketing experience, you immediately recognize that these young women were conducting a marketing research project.Which step in the five-step marketing research process were they in?

Accepted Answer

A) Step 1 - Locating and defining the problem​ 
B) Step 2 - Designing the research project 
C) Step 3 - Collecting data 
D) Step 4 - Interpreting research findings 
E) Step 5 - Reporting research findings 
A) Step 1 - Locating and defining the problem​ 
B) Step 2 - Designing the research project 
C) Step 3 - Collecting data 
D) Step 4 - Interpreting research findings 
E) Step 5 - Reporting research findings

Question 8

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 9

​You are working with the data scientist from your Sales Department to develop a regression model for forecasting your company's sales based on changes in the U.S. economy.Which of the following types of data do you need the most in order to enhance the accuracy of the model's forecasts?

Accepted Answer

A) Quantitative data about your company's historical sales and U.S. economic performance statistics.​ 
B) Qualitative data about your company's historical sales and U.S. economic performance statistics. 
C) Qualitative data about the department's sales force. 
D) Quantitative data about your company's historical sales only. 
E) Qualitative data about your marketing environment. 
A) Quantitative data about your company's historical sales and U.S. economic performance statistics.​ 
B) Qualitative data about your company's historical sales and U.S. economic performance statistics. 
C) Qualitative data about the department's sales force. 
D) Quantitative data about your company's historical sales only. 
E) Qualitative data about your marketing environment.

Question 10

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 11

Mika is the marketing research manager for a company that sells skis and other sporting equipment. His company currently has a profitable brand and a good share of the traditional ski market, but would like to enter the "extreme" category of winter sports. Mika needs to obtain information about consumer attitudes of the company's current products as well as attitudes of potential customers in the "extreme" consumer market. He does not have constraints on time, but he does have a modest budget for research. Mika should probably use _____ to obtain the data about the company's current products, and _____ to obtain information about the extreme consumers' attitudes.

Accepted Answer

A) Crowdsourcing; online surveys 
B) Online surveys; focus groups 
C) Telephone surveys; focus groups 
D) Personal interview surveys; online surveys 
E) Focus groups; mail surveys 
A) Crowdsourcing; online surveys 
B) Online surveys; focus groups 
C) Telephone surveys; focus groups 
D) Personal interview surveys; online surveys 
E) Focus groups; mail surveys

Question 12

Suppose that a retail store conducts a mail survey of its customers and finds that 50 percent of the customers believe store personnel are "courteous." Which benchmark or comparison would be most useful for interpreting this result?

Accepted Answer

A) The annual dollars spent at the store by those customers who believe store personnel are courteous 
B) How the 50 percent figure compares with that for competitors 
C) The percentage of store personnel who have completed training in customer service and public relations 
D) How the 50 percent figure compares with industrial or wholesale institutions and stores 
E) The percentage of store personnel who feel they are courteous to customers 
A) The annual dollars spent at the store by those customers who believe store personnel are courteous 
B) How the 50 percent figure compares with that for competitors 
C) The percentage of store personnel who have completed training in customer service and public relations 
D) How the 50 percent figure compares with industrial or wholesale institutions and stores 
E) The percentage of store personnel who feel they are courteous to customers

Question 13

If the University Bookstore wanted to understand the textbook and school supplies needs on the campus of the University of Michigan, the population of study would be

Accepted Answer

A) the faculty and staff of the University of Michigan. 
B) all college-aged adults in the state of Michigan. 
C) all the people who live in Ann Arbor and surrounding areas. 
D) undergraduate students at the University of Michigan. 
E) all students, faculty, supporters, and staff of the University of Michigan. 
A) the faculty and staff of the University of Michigan. 
B) all college-aged adults in the state of Michigan. 
C) all the people who live in Ann Arbor and surrounding areas. 
D) undergraduate students at the University of Michigan. 
E) all students, faculty, supporters, and staff of the University of Michigan.

Question 14

The two basic types of sampling that marketing researchers use are

Accepted Answer

A) random and nonrandom. 
B) probability and nonprobability. 
C) stratified and quota. 
D) even and odd. 
E) planned and spontaneous. 
A) random and nonrandom. 
B) probability and nonprobability. 
C) stratified and quota. 
D) even and odd. 
E) planned and spontaneous.

Question 15

Cameras, counting machines, and scanners are used most often in

Accepted Answer

A) surveys. 
B) secondary data gathering. 
C) field settings. 
D) observation. 
E) experimentation. 
A) surveys. 
B) secondary data gathering. 
C) field settings. 
D) observation. 
E) experimentation.

Question 16

A(n) ____ is a collection of information arranged for easy access and retrieval.

Accepted Answer

A) database 
B) marketing information system 
C) marketing decision support system 
D) online information service 
E) e-mail system 
A) database 
B) marketing information system 
C) marketing decision support system 
D) online information service 
E) e-mail system

Question 17

Information from the U.S. Census Bureau is commonly used as ____ by a variety of agencies and organizations.

Accepted Answer

A) external secondary data 
B) sampling systems 
C) primary data 
D) internal secondary data 
E) hypotheses 
A) external secondary data 
B) sampling systems 
C) primary data 
D) internal secondary data 
E) hypotheses

Question 18

Compare and contrast the response rates of the four basic survey methods. Are there methods to increase any of these response rates?

Accepted Answer

​The four basic survey methods include m

Question 19

​Your company is seeking to hire a consultant to assist with completing a specialized marketing research project that is focused on tech-savvy, young consumers. One of the firms describes its state-of-the-art marketing research system as follows: ​
"It's a social intelligence system that provides insightful, actionable information about what people are saying about your brand. It integrates information from millions of sources and empowers you to, among other things, help your organization understand and even shape relevant conversations in the social media sphere".Based on the description, which of the following is the best reason for hiring this company?

Accepted Answer

A) This company is strong in the area of ethical marketing. 
B) This company is likely run by recent college graduates who will understand our target market better than other firms. 
C) This company's expertise and information systems are a good fit for the project. 
D) This company is a socially responsible company. 
E) The CEO of this company has a close personal relationship with our marketing director. 
A) This company is strong in the area of ethical marketing. 
B) This company is likely run by recent college graduates who will understand our target market better than other firms. 
C) This company's expertise and information systems are a good fit for the project. 
D) This company is a socially responsible company. 
E) The CEO of this company has a close personal relationship with our marketing director.

Question 20

The following are all guidelines for questionnaire introduction that support ethical marketing research except

Accepted Answer

A) allow the interviewer to introduce him/herself by name. 
B) indicate that this is a marketing research project. 
C) explain that no sales will be involved. 
D) state the likely duration of the interview. 
E) keep the name of the research company confidential. 
A) allow the interviewer to introduce him/herself by name. 
B) indicate that this is a marketing research project. 
C) explain that no sales will be involved. 
D) state the likely duration of the interview. 
E) keep the name of the research company confidential.

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

Observation may be used in combination with interviewing.

Costco believes that most of its sales are to small businesses rather than consumers -- and that women are more likely to be making the purchasing decisions. This is an example of a(n) ____ that Costco could test through marketing research.

To maintain the control needed to obtain accurate information, marketers approach marketing research as a process. Which of the following steps of that process focuses on uncovering the nature and boundaries of the marketing situation to be studied?

Corporate executives often prefer marketing research findings to be put into a report

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

You are working with the data scientist from your Sales Department to develop a regression model for forecasting your company's sales based on changes in the U.S. economy.Which of the following types of data do you need the most in order to enhance the accuracy of the model's forecasts?

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

Suppose that a retail store conducts a mail survey of its customers and finds that 50 percent of the customers believe store personnel are "courteous." Which benchmark or comparison would be most useful for interpreting this result?

If the University Bookstore wanted to understand the textbook and school supplies needs on the campus of the University of Michigan, the population of study would be

The two basic types of sampling that marketing researchers use are

Cameras, counting machines, and scanners are used most often in

A(n) ____ is a collection of information arranged for easy access and retrieval.

Information from the U.S. Census Bureau is commonly used as ____ by a variety of agencies and organizations.

Compare and contrast the response rates of the four basic survey methods. Are there methods to increase any of these response rates?

The following are all guidelines for questionnaire introduction that support ethical marketing research except

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, Branding and Packaging

Developing and Managing Products

Services Marketing

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

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

Observation may be used in combination with interviewing.

Costco believes that most of its sales are to small businesses rather than consumers -- and that women are more likely to be making the purchasing decisions. This is an example of a(n) ____ that Costco could test through marketing research.

To maintain the control needed to obtain accurate information, marketers approach marketing research as a process. Which of the following steps of that process focuses on uncovering the nature and boundaries of the marketing situation to be studied?

Corporate executives often prefer marketing research findings to be put into a report

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

​You are working with the data scientist from your Sales Department to develop a regression model for forecasting your company's sales based on changes in the U.S. economy.Which of the following types of data do you need the most in order to enhance the accuracy of the model's forecasts?

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

Suppose that a retail store conducts a mail survey of its customers and finds that 50 percent of the customers believe store personnel are "courteous." Which benchmark or comparison would be most useful for interpreting this result?

If the University Bookstore wanted to understand the textbook and school supplies needs on the campus of the University of Michigan, the population of study would be

The two basic types of sampling that marketing researchers use are

Cameras, counting machines, and scanners are used most often in

A(n) ____ is a collection of information arranged for easy access and retrieval.

Information from the U.S. Census Bureau is commonly used as ____ by a variety of agencies and organizations.

Compare and contrast the response rates of the four basic survey methods. Are there methods to increase any of these response rates?

The following are all guidelines for questionnaire introduction that support ethical marketing research except

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, Branding and Packaging

Developing and Managing Products

Services Marketing

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

You are working with the data scientist from your Sales Department to develop a regression model for forecasting your company's sales based on changes in the U.S. economy.Which of the following types of data do you need the most in order to enhance the accuracy of the model's forecasts?