Question 1

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.

Question 2

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 3

Research that allows marketers to make causal inferences about relationships is called

Accepted Answer

A)  variable research. 
B)  relationality. 
C)  exploratory research. 
D)  linkage research. 
E)  experimental research.

Question 4

The main difference between marketing research and a marketing information system is that the MIS is an information-gathering process for specific situations whereas marketing research provides continuous data input.

Accepted Answer

A) True 
 B)False

Question 5

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.

Question 6

Stratified sampling may reduce some of the error that could occur in a simple random sample.

Accepted Answer

A) True 
 B)False

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

If Little Caesars wants to determine the impact of different coupon offers on pizza unit sales,it needs to conduct

Accepted Answer

A)  exploratory research. 
B)  hypothesis development. 
C)  survey research. 
D)  stratified sampling. 
E)  experimental research.

Question 9

The National Do-Not-Call list affects the ability of marketing researchers to use

Accepted Answer

A)  mail surveys. 
B)  sampling. 
C)  personal interview surveys. 
D)  in-home interviews. 
E)  telephone surveys.

Question 10

For demographic purposes,a mail survey sent out by the American Cancer Society asks each respondent to identify their race by choosing among a list of possibilities.This common type of question is called a(n)____ question.

Accepted Answer

A)  dichotomous 
B)  multiple-choice 
C)  categorized 
D)  open-ended 
E)  optional response

Question 11

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 12

In which type of sampling design is the final choice of respondents left up to the interviewer?

Accepted Answer

A)  Stratified 
B)  Random 
C)  Cluster 
D)  Area 
E)  Quota

Question 13

In quota sampling,all elements in a population have an equal chance of appearing in the sample.

Accepted Answer

A) True 
 B)False

Question 14

Customer advisory boards are small groups of actual customers who serve as sounding boards for new product ideas and offer insights into their feelings and attitudes toward a firm's products,promotion,pricing,and other elements of marketing strategy.

Accepted Answer

A) True 
 B)False

Question 15

A marketing decision support system aids marketing managers in decision making by helping them to anticipate the effects of certain decisions.

Accepted Answer

A) True 
 B)False

Question 16

One of the most overlooked sources of secondary data is the organization's own accounting records.

Accepted Answer

A) True 
 B)False

Question 17

All the elements,individuals,or units of interest to researchers for a specific study are called the

Accepted Answer

A)  data set. 
B)  sample. 
C)  population. 
D)  focus group. 
E)  target market.

Question 18

The potential advantages of traditional mail surveys are quick response and lower cost than online surveys,but this advantage has yet to be achieved.

Accepted Answer

A) True 
 B)False

Question 19

If Weight Watchers is interested in collecting information about Americans' perceptions of dieting programs,and the company believes that significant regional differences may exist,the best type of sampling would be

Accepted Answer

A)  random. 
B)  quota. 
C)  population. 
D)  stratified. 
E)  nonquota.

Question 20

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

Exam 4: Information for Marketing Decisions

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

The final step in the marketing research process is

Research that allows marketers to make causal inferences about relationships is called

The main difference between marketing research and a marketing information system is that the MIS is an information-gathering process for specific situations whereas marketing research provides continuous data input.

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

Stratified sampling may reduce some of the error that could occur in a simple random sample.

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

If Little Caesars wants to determine the impact of different coupon offers on pizza unit sales,it needs to conduct

The National Do-Not-Call list affects the ability of marketing researchers to use

For demographic purposes,a mail survey sent out by the American Cancer Society asks each respondent to identify their race by choosing among a list of possibilities.This common type of question is called a(n) ____ question.

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

In which type of sampling design is the final choice of respondents left up to the interviewer?

In quota sampling,all elements in a population have an equal chance of appearing in the sample.

Customer advisory boards are small groups of actual customers who serve as sounding boards for new product ideas and offer insights into their feelings and attitudes toward a firm's products,promotion,pricing,and other elements of marketing strategy.

A marketing decision support system aids marketing managers in decision making by helping them to anticipate the effects of certain decisions.

One of the most overlooked sources of secondary data is the organization's own accounting records.

All the elements,individuals,or units of interest to researchers for a specific study are called the

The potential advantages of traditional mail surveys are quick response and lower cost than online surveys,but this advantage has yet to be achieved.

If Weight Watchers is interested in collecting information about Americans' perceptions of dieting programs,and the company believes that significant regional differences may exist,the best type of sampling would be

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