Question 1

How can companies use information technology as a competitive advantage?

Accepted Answer

The answer of How can companies use information technology as...

Question 2

A firm has conducted market research and found that customer satisfaction with its product is quite high.Nonetheless,repurchase behavior is very low.The research design evidently has a problem with

Accepted Answer

A)  secondary data. 
B)  reliability. 
C)  validity. 
D)  reporting findings. 
E)  generalizability. 
A)  secondary data. 
B)  reliability. 
C)  validity. 
D)  reporting findings. 
E)  generalizability.

Question 3

Why is defining the problem the most important step in marketing research?

Accepted Answer

Defining the problem is the most importa

Question 4

Why would a personal interview be favored over a mail or telephone survey?

Accepted Answer

The answer of Why would a personal interview be favored...

Question 5

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 6

Marketing information systems and marketing research have changed rapidly because customers and companies around the world have been linked by

Accepted Answer

A)  the computer. 
B)  the super database. 
C)  the Interactive network. 
D)  electronic online services. 
E)  evolving telecommunications. 
A)  the computer. 
B)  the super database. 
C)  the Interactive network. 
D)  electronic online services. 
E)  evolving telecommunications.

Question 7

Behavior Scan,a research company,provides information on household demographics,television viewing habits,and purchases tracked with Hotline cards.This is

Accepted Answer

A)  a marketing information system. 
B)  a business software database. 
C)  online information. 
D)  U.S.Census data. 
E)  single-source data. 
A)  a marketing information system. 
B)  a business software database. 
C)  online information. 
D)  U.S.Census data. 
E)  single-source data.

Question 8

The first step in drawing conclusions from most research is to rank the data according to importance.

Accepted Answer

A) True 
 B)False

Question 9

Conclusive research is used when marketers need more information about a problem or want to make a tentative hypothesis more specific.

Accepted Answer

A) True 
 B)False

Question 10

Emily Dawson and seven other people were paid to get together and discuss a new product idea proposed by Johnson & Johnson.Researchers observed the interaction of the group.This method is called a

Accepted Answer

A)  focus-group interview. 
B)  group survey. 
C)  personal interview survey. 
D)  sampling team. 
E)  mail survey. 
A)  focus-group interview. 
B)  group survey. 
C)  personal interview survey. 
D)  sampling team. 
E)  mail survey.

Question 11

The purpose of marketing research is to inform an organization about customers' needs and desires,marketing opportunities for particular goods and services,and changing attitudes and purchase patterns of customers.

Accepted Answer

A) True 
 B)False

Question 12

Survey and observation are considered secondary data collection techniques.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following statements about conducting marketing research internationally is false?

Accepted Answer

A)  The marketing research process may need to be modified to allow for regional differences. 
B)  A detailed search for and analysis of secondary data can help researchers gain a greater understanding of a particular marketing environment and pinpoint issues that must be taken into account in gathering primary research data. 
C)  Primary data gathering may have a greater chance of success if the firm employs local researchers who better understand how to approach potential respondents and can do so in their own language. 
D)  Specific differences among countries can have a profound influence in data gathering. 
E)  Specific differences among countries have no affect on data gathering or the marketing research process. 
A)  The marketing research process may need to be modified to allow for regional differences. 
B)  A detailed search for and analysis of secondary data can help researchers gain a greater understanding of a particular marketing environment and pinpoint issues that must be taken into account in gathering primary research data. 
C)  Primary data gathering may have a greater chance of success if the firm employs local researchers who better understand how to approach potential respondents and can do so in their own language. 
D)  Specific differences among countries can have a profound influence in data gathering. 
E)  Specific differences among countries have no affect on data gathering or the marketing research process.

Question 14

The hypothesis being tested determines the general data-gathering approach to use.

Accepted Answer

A) True 
 B)False

Question 15

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 16

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 17

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 18

Designing research procedures that produce reliable marketing data means that

Accepted Answer

A)  others using the same procedure will get almost identical data. 
B)  the procedure must give results that support the hypothesis. 
C)  the procedure must not give results that contradict other research studies. 
D)  the procedure may give results that contradict other research studies. 
E)  sampling must be done in a completely random manner. 
A)  others using the same procedure will get almost identical data. 
B)  the procedure must give results that support the hypothesis. 
C)  the procedure must not give results that contradict other research studies. 
D)  the procedure may give results that contradict other research studies. 
E)  sampling must be done in a completely random manner.

Question 19

Compare the advantages and disadvantages of the two types of collecting a sample.

Accepted Answer

The answer of Compare the advantages and disadvantages of the...

Question 20

In reporting marketing research findings,the researcher should

Accepted Answer

A)  provide explanations in language that those who use the report to make decisions can understand. 
B)  write the report in an extremely technical and statistical style. 
C)  fit the problem to a favored statistical technique. 
D)  not acknowledge any limitations associated with the study. 
E)  give management the answers it wants. 
A)  provide explanations in language that those who use the report to make decisions can understand. 
B)  write the report in an extremely technical and statistical style. 
C)  fit the problem to a favored statistical technique. 
D)  not acknowledge any limitations associated with the study. 
E)  give management the answers it wants.

Exam 4: Information for Marketing Decisions

How can companies use information technology as a competitive advantage?

A firm has conducted market research and found that customer satisfaction with its product is quite high.Nonetheless,repurchase behavior is very low.The research design evidently has a problem with

Why is defining the problem the most important step in marketing research?

Why would a personal interview be favored over a mail or telephone survey?

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

Marketing information systems and marketing research have changed rapidly because customers and companies around the world have been linked by

Behavior Scan,a research company,provides information on household demographics,television viewing habits,and purchases tracked with Hotline cards.This is

The first step in drawing conclusions from most research is to rank the data according to importance.

Conclusive research is used when marketers need more information about a problem or want to make a tentative hypothesis more specific.

Emily Dawson and seven other people were paid to get together and discuss a new product idea proposed by Johnson & Johnson.Researchers observed the interaction of the group.This method is called a

The purpose of marketing research is to inform an organization about customers' needs and desires,marketing opportunities for particular goods and services,and changing attitudes and purchase patterns of customers.

Survey and observation are considered secondary data collection techniques.

Which of the following statements about conducting marketing research internationally is false?

The hypothesis being tested determines the general data-gathering approach to use.

The two basic types of sampling that marketing researchers use are

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

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.

Designing research procedures that produce reliable marketing data means that

Compare the advantages and disadvantages of the two types of collecting a sample.

In reporting marketing research findings,the researcher should

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