Question 1

When marketing researchers try to manipulate an independent variable and measure the resulting changes in a dependent variable,they are engaging in

Accepted Answer

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

Question 2

When Pepsi Max implemented a telephone survey to determine the effectiveness of a recent advertising campaign.One of the questions the interviewer asked was,"Have you ever heard of a cola with twice the caffeine of regular colas?" This is an example of which of the following kinds of questions?

Accepted Answer

A)  Open-ended 
B)  Dichotomous 
C)  Multiple-choice 
D)  Imperative 
E)  Declarative

Question 3

Students from marketing research class collect data from three areas on campus.When they analyze their data the responses are very similar.The students can state they achieved which of the following?

Accepted Answer

A)  reliability 
B)  causal relationships 
C)  validity 
D)  sampling 
E)  measurability

Question 4

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.

Question 5

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 6

In the MIS,the means of gathering data receive less attention than the procedures for expediting the flow of information.

Accepted Answer

A) True 
 B)False

Question 7

An on-site computer interview is a variation of the shopping mall intercept interview.

Accepted Answer

A) True 
 B)False

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

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 10

Information provided by a single firm on household demographics,consumer purchases,television viewing behavior,and responses to promotions is called ____ data.

Accepted Answer

A)  single-source 
B)  census 
C)  consumer demographic 
D)  multi-point 
E)  single-point

Question 11

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

Accepted Answer

The answer of Discuss the role of the marketing information...

Question 12

A research technique is said to be reliable if it produces almost identical results in successive repeated trials.

Accepted Answer

A) True 
 B)False

Question 13

If a marketing researcher is interested in observing group interaction during an informal,unstructured,and open-ended data collection process,he or she should use

Accepted Answer

A)  observation. 
B)  a focus-group interview. 
C)  an on-site computer interview. 
D)  a shopping mall intercept interview. 
E)  a telephone survey.

Question 14

Patricia Robertson is running for Congress from the Sixth District in her state.She is interested in knowing the intended choices of the voters.All the registered voters in her district would constitute the study's

Accepted Answer

A)  experiment. 
B)  dependent variable. 
C)  population. 
D)  independent variable. 
E)  sample.

Question 15

Decreasing sales,increasing expenses,or decreasing profits

Accepted Answer

A)  are to be expected during the marketing research process. 
B)  are examples of symptoms that point to larger problems. 
C)  usually have no effect on the marketing research process. 
D)  are important considerations in designing the research project. 
E)  should be carefully considered before collecting data.

Question 16

Three types of objective questions that can be designed for questionnaires are closed questions,linkage questions,and multiple-choice questions.

Accepted Answer

A) True 
 B)False

Question 17

Telephone surveys allow an interviewer to gain rapport with respondents and to ask probing questions.

Accepted Answer

A) True 
 B)False

Question 18

Marketing researchers should allow for continual evaluation of the data during the entire data collection period.

Accepted Answer

A) True 
 B)False

Question 19

Bart's Appliance Center owner Ron Bart feels that his organization has access to a great deal of information generated both inside and outside the firm,but much of this information is presently going to waste.Apparently,Bart needs to develop a

Accepted Answer

A)  marketing research focus. 
B)  marketing knowledge bank. 
C)  marketing information system. 
D)  marketing strategy. 
E)  data-gathering system.

Question 20

How is it possible to increase the response rate of a mail survey?

Accepted Answer

The answer of How is it possible to increase the...

Exam 4: Information for Marketing Decisions

When marketing researchers try to manipulate an independent variable and measure the resulting changes in a dependent variable,they are engaging in

When Pepsi Max implemented a telephone survey to determine the effectiveness of a recent advertising campaign.One of the questions the interviewer asked was,"Have you ever heard of a cola with twice the caffeine of regular colas?" This is an example of which of the following kinds of questions?

Students from marketing research class collect data from three areas on campus.When they analyze their data the responses are very similar.The students can state they achieved which of the following?

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

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

In the MIS,the means of gathering data receive less attention than the procedures for expediting the flow of information.

An on-site computer interview is a variation of the shopping mall intercept interview.

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

Marketing research is best defined as

Information provided by a single firm on household demographics,consumer purchases,television viewing behavior,and responses to promotions is called ____ data.

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

A research technique is said to be reliable if it produces almost identical results in successive repeated trials.

If a marketing researcher is interested in observing group interaction during an informal,unstructured,and open-ended data collection process,he or she should use

Patricia Robertson is running for Congress from the Sixth District in her state.She is interested in knowing the intended choices of the voters.All the registered voters in her district would constitute the study's

Decreasing sales,increasing expenses,or decreasing profits

Three types of objective questions that can be designed for questionnaires are closed questions,linkage questions,and multiple-choice questions.

Telephone surveys allow an interviewer to gain rapport with respondents and to ask probing questions.

Marketing researchers should allow for continual evaluation of the data during the entire data collection period.

Bart's Appliance Center owner Ron Bart feels that his organization has access to a great deal of information generated both inside and outside the firm,but much of this information is presently going to waste.Apparently,Bart needs to develop a

How is it possible to increase the response rate of a mail survey?