Question 1

Jamal has just finished collecting data about the texting habits of students during their lunch hour.He used both online surveys to ask the students about their texting behavior,as well as observational techniques in the cafeteria.What is the next step in the marketing research process for Jamal to begin?

Accepted Answer

A) Reporting research results 
B) Selecting the research method 
C) Interpreting research findings 
D) Designing the research project 
E) Refining the research issue

Question 2

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.

Question 3

Marketing research is best defined as

Accepted Answer

A) the systematic design,collection,interpretation,and reporting of information to help marketers solve specific marketing problems or take advantage of market opportunities. 
B) a framework for the day-to-day management and structuring of information gathered by marketers. 
C) a continuous gathering of data for an organization to make marketing decisions 
D) the collecting of data from secondary sources and internal documents. 
E) an intuitive process for making decisions based on personal knowledge and experience.

Question 4

In the process of conducting marketing research,marketers should allow for

Accepted Answer

A) periodic review of data during the collection period. 
B) continual evaluation of the data during the entire collection period. 
C) no data review during collection;instead,they should wait for later interpretation of research findings. 
D) descriptive research to solve general problems. 
E) statistical analysis during the collection period.

Question 5

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.

Question 6

Palmetto Regional Hospital has designed an upcoming research project for determining the best methods for improving patient care.The next step the organization must take in the marketing research process is

Accepted Answer

A) interpreting research findings. 
B) collecting data. 
C) developing a testable hypothesis. 
D) sampling the population. 
E) reporting research findings.

Question 7

Participants in ____ frequently get to see pictures,products,advertising samples,and diagrams.

Accepted Answer

A) online surveys 
B) personal interview surveys 
C) mail surveys 
D) telephone surveys 
E) probability samples

Question 8

The final step in the marketing research process is

Accepted Answer

A) interpreting research findings. 
B) making sure the marketing research was conducted in an ethical manner. 
C) putting the results into a written document that is technical and written in formal language. 
D) reporting the research findings. 
E) deciding what the next research project should investigate.

Question 9

An informed guess or assumption about a certain problem or set of circumstances is known as

Accepted Answer

A) a description of the situation. 
B) good research design. 
C) a hypothesis. 
D) a reliable guess. 
E) managerial intuition.

Question 10

Cover Girl believes that sales of one of its lipstick lines have fallen due to the introduction of a new color palette.However,in order to best determine the impact of the color palette,Cover Girl should conduct _____ before proceeding with this tentative hypothesis.

Accepted Answer

A) experimental research. 
B) hypothesis testing. 
C) exploratory research. 
D) conclusive research. 
E) descriptive research.

Question 11

Nathan,a marketing manager for Casual Express,a retail clothing store chain,wants to use observation methods to gather information about shopping behavior.Which of the following should Nathan know about observation methods of data collection?

Accepted Answer

A) Observation uses secondary sources of data. 
B) Observation depends on mall interviews. 
C) Observation can tell Nathan what is being done,but not why. 
D) Observation focuses on open-ended questions. 
E) Observation works best for telephone surveys.

Question 12

An item on the University Book Store's survey asks respondents to tell the store,in their own words,what they like least about textbook shopping.This item would be an example of a(n)____ question.

Accepted Answer

A) open-ended 
B) dichotomous 
C) forced-sum-choice 
D) multiple-choice 
E) limited-choice

Question 13

Scenario 5.1
Use the following to answer the questions.
Because of the development of optical scanners and cable television,marketing researchers can now test the effectiveness of advertising more precisely.Volunteers in a minimum of six cities are offered food discounts in return for allowing marketing research firms to monitor grocery purchases and send trial commercials to their homes through cable television.
The research subjects shop only at stores equipped with UPC scanners,and their purchases are identified by a special card.Respondents are also told that some of the commercials they see on cable television may differ from those seen by their neighbors.Buying patterns are then compared.For example,Kashi cereals tested a Crunchy Wheat promotion using this system.Half of the 5,000 participating homes in one city saw a commercial announcing the promotion;the other half saw a commercial that did not mention the promotion.Kashi used scanner data to evaluate the promotion's success and offered the commercials nationwide.
-Refer to Scenario 5.1.Suppose that when selecting the 5,000 homes to participate in scanner studies in one city,the research firm first divided the city's population into upper-,middle-,and lower-class families,then took a probability sample within each group.This would be a(n)____ sample.

Accepted Answer

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

Question 14

If a research method measures what it is supposed to measure,it is said to be reliable.

Accepted Answer

A) True 
 B)False

Question 15

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 16

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 17

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.

Question 18

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

Question 19

Subscription services from firms such as ACNielsen provide marketing researchers with a good source of ____ data.

Accepted Answer

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

Question 20

Nelson Marketing Research is concerned about using surveys to conduct a marketing research project because

Accepted Answer

A) response rates are declining. 
B) primary data are so much cheaper and easier to gather. 
C) survey data collection is highly inaccurate. 
D) survey data do not provide in-depth responses. 
E) the survey method has been replaced by the Internet.

Exam 5: Marketing Research and Information Systems

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

Marketing research is best defined as

In the process of conducting marketing research,marketers should allow for

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

Palmetto Regional Hospital has designed an upcoming research project for determining the best methods for improving patient care.The next step the organization must take in the marketing research process is

Participants in ____ frequently get to see pictures,products,advertising samples,and diagrams.

The final step in the marketing research process is

An informed guess or assumption about a certain problem or set of circumstances is known as

Cover Girl believes that sales of one of its lipstick lines have fallen due to the introduction of a new color palette.However,in order to best determine the impact of the color palette,Cover Girl should conduct _____ before proceeding with this tentative hypothesis.

Nathan,a marketing manager for Casual Express,a retail clothing store chain,wants to use observation methods to gather information about shopping behavior.Which of the following should Nathan know about observation methods of data collection?

An item on the University Book Store's survey asks respondents to tell the store,in their own words,what they like least about textbook shopping.This item would be an example of a(n) ____ question.

If a research method measures what it is supposed to measure,it is said to be reliable.

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.

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

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

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?

Subscription services from firms such as ACNielsen provide marketing researchers with a good source of ____ data.

Nelson Marketing Research is concerned about using surveys to conduct a marketing research project because