Question 1

The scientific method is important in marketing research because it:

Accepted Answer

A)   forces the researcher to follow certain procedures, thereby reducing the need to rely on intuition.
B)   develops hypotheses and then tests them.
C)   specifies a marketing strategy which is almost bound to succeed.
D)   Both A and B are correct.
E)   All of the above are correct.F) A) and B)
G) All of the above

Question 2

_________ concerns the extent to which data measures what it is intended to measure.

Accepted Answer

A)   Conformance
B)   Reliability
C)   Depth
D)   Validity
E)   PenetrationF) B) and D)
G) A) and D)

Question 3

Which of the following is NOT part of the five-step marketing research process discussed in the text?

Accepted Answer

A)   Writing the proposal
B)   Analyzing the situation
C)   Solving the problem
D)   Interpreting the data
E)   Defining the problemF) A) and E)
G) C) and D)

Question 4

Two similar groups of consumers are shown different magazines which include the same ad. Then each consumer is asked questions about the advertised product. This seems to be a description of

Accepted Answer

A)   the experimental method.
B)   a set of focus group interviews.
C)   a consumer panel research project.
D)   a set of personal interviews.
E)   None of the above.F) A) and E)
G) D) and E)

Question 5

With regard to getting problem-specific data:

Accepted Answer

A)   the observation method involves asking consumers direct questions about their observations.
B)   surveys distributed by e-mail are declining in popularity.
C)   focus group interviews are usually more representative than a set of personal interviews.
D)   telephone surveys are limited to short, simple questions--they don't allow the interviewer to learn what a respondent is really thinking.
E)   None of the above is a true statement.F) B) and D)
G) B) and C)

Question 6

The extent to which marketing research data measures what it is intended to measure is known as the confidence level.

Accepted Answer

A) True 
 B)False

Question 7

In a grocery store's "valued customer" program, every shopper gets a card that he/she presents to the clerk in the checkout aisle. The card is scanned along with the customer's groceries. The store's computer system tracks each shopper's purchases and automatically provides special valued customer discounts. Every month, the customers in the program receive a newsletter containing coupons that are based on the customer's purchase history. For example, someone purchasing a lot of baby formula and disposable diapers might get a coupon for a free box of baby wipes. This valued customer program is based to a large extent on which of the following types of research?

Accepted Answer

A)   Questioning.
B)   Experimentation.
C)   Observation.
D)   Online surveys.
E)   Personal interviews.F) C) and D)
G) A) and B)

Question 8

When a marketing manager has phone conversations with key wholesalers of the firm's products to try to obtain information about why the firm's product sales are down, this is an example of a(n) :

Accepted Answer

A)   hypothesis testing.
B)   situation analysis.
C)   data warehouse.
D)   intranet.
E)   experiment.F) A) and B)
G) C) and D)

Question 9

An intranet is useful for numeric data but not for text documents.

Accepted Answer

A) True 
 B)False

Question 10

It is the job of the marketing manager to ask for the right information in the right form.

Accepted Answer

A) True 
 B)False

Question 11

When getting information for marketing decisions, the marketing manager:

Accepted Answer

A)   can benefit from new developments in computer networks and software.
B)   should have access to ongoing information about business performance.
C)   may need to make some decisions based on incomplete information.
D)   All of the above are true.
E)   None of the above is true.F) A) and B)
G) A) and C)

Question 12

Marketing managers should be able to explain the kinds of problems they are facing and the kinds of marketing research information that will help them make decisions.

Accepted Answer

A) True 
 B)False

Question 13

A marketing manager wants to know if a "2 for 1" coupon will attract new customers. He will get the most persuasive results if he uses

Accepted Answer

A)   a focus group to ask consumers if they like the idea.
B)   an experimental method in which only some consumers get the coupon and the purchases of the two groups (with and without coupons)  are compared.
C)   personal interviewers to ask consumers how they will react.
D)   a mail survey to ask consumers if they use coupons and why.
E)   none of the above would allow the manager to determine if the coupon will help get new customers.F) B) and C)
G) D) and E)

Question 14

Validity concerns the extent to which data measures what it is intended to measure.

Accepted Answer

A) True 
 B)False

Question 15

A complete marketing information system should:

Accepted Answer

A)   provide a good overall view on many types of problems.
B)   allows marketing managers to get needed information while they are actually making decisions.
C)   provide answers to specific questions.
D)   continually gather data from internal and external sources, and from market research studies.
E)   All of the above are true.F) A) and C)
G) A) and E)

Question 16

Which of the following statements about the marketing research process is NOT TRUE?

Accepted Answer

A)   Defining the problem is important because this decision will remain unchanged throughout the process.
B)   The situation analysis step helps educate a researcher.
C)   Researchers and marketing managers need to work together.
D)   The situation analysis includes looking at secondary data.
E)   Marketing managers often have to explain problems to researchers.F) A) and B)
G) None of the above

Question 17

Which of the following is an ethical problem in marketing research?

Accepted Answer

A)   A researcher does not disclose problems that occurred during consumer interviews.
B)   A company calls consumers under the guise of doing research when the phone calls are really sales pitches for the company's products.
C)   A manager informs a researcher that the only acceptable results are ones that confirm the manager's existing viewpoints.
D)   A researcher deliberately withholds details about how a research study was conducted.
E)   All of the above.F) All of the above
G) C) and D)

Question 18

The scientific method in marketing research

Accepted Answer

A)   forces an orderly research process.
B)   is an informal approach to define problems.
C)   is not a valid decision-making approach.
D)   is based on hunches rather than evidence.
E)   makes guesses about what will happen in the future.F) C) and E)
G) D) and E)

Question 19

The Internet is an excellent source for primary data, but not secondary data.

Accepted Answer

A) True 
 B)False

Question 20

Once marketing managers use a marketing information system (MIS), they are eager for more information.

Accepted Answer

A) True 
 B)False

Exam 8: Improving Decisions With Marketing Information

The scientific method is important in marketing research because it:

Correct Answer
verified

An intranet is useful for numeric data but not for text documents.

Correct Answer
verified

A marketing manager wants to know if a "2 for 1" coupon will attract new customers. He will get the most persuasive results if he uses

Correct Answer
verified

The scientific method in marketing research

Correct Answer
verified

When a marketing manager has phone conversations with key wholesalers of the firm's products to try to obtain information about why the firm's product sales are down, this is an example of a(n) :

Correct Answer
verified

When getting information for marketing decisions, the marketing manager:

Correct Answer
verified

Two similar groups of consumers are shown different magazines which include the same ad. Then each consumer is asked questions about the advertised product. This seems to be a description of

Correct Answer
verified

Correct Answer
verified

The Internet is an excellent source for primary data, but not secondary data.

Correct Answer
verified

Which of the following is an ethical problem in marketing research?

Correct Answer
verified

With regard to getting problem-specific data:

Correct Answer
verified

Validity concerns the extent to which data measures what it is intended to measure.

Correct Answer
verified

Marketing managers should be able to explain the kinds of problems they are facing and the kinds of marketing research information that will help them make decisions.

Correct Answer
verified

Once marketing managers use a marketing information system (MIS), they are eager for more information.

Correct Answer
verified

Which of the following statements about the marketing research process is NOT TRUE?

Correct Answer
verified

The extent to which marketing research data measures what it is intended to measure is known as the confidence level.

Correct Answer
verified

Which of the following is NOT part of the five-step marketing research process discussed in the text?

Correct Answer
verified

It is the job of the marketing manager to ask for the right information in the right form.

Correct Answer
verified

_________ concerns the extent to which data measures what it is intended to measure.

Correct Answer
verified

A complete marketing information system should:

Correct Answer
verified

Exam 8: Improving Decisions With Marketing Information

The scientific method is important in marketing research because it:

Correct AnswerverifiedShow Answer

An intranet is useful for numeric data but not for text documents.

Correct AnswerverifiedShow Answer

A marketing manager wants to know if a "2 for 1" coupon will attract new customers. He will get the most persuasive results if he uses

Correct AnswerverifiedShow Answer

The scientific method in marketing research

Correct AnswerverifiedShow Answer

When a marketing manager has phone conversations with key wholesalers of the firm's products to try to obtain information about why the firm's product sales are down, this is an example of a(n) :

Correct AnswerverifiedShow Answer

When getting information for marketing decisions, the marketing manager:

Correct AnswerverifiedShow Answer

Two similar groups of consumers are shown different magazines which include the same ad. Then each consumer is asked questions about the advertised product. This seems to be a description of

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The Internet is an excellent source for primary data, but not secondary data.

Correct AnswerverifiedShow Answer

Which of the following is an ethical problem in marketing research?

Correct AnswerverifiedShow Answer

With regard to getting problem-specific data:

Correct AnswerverifiedShow Answer

Validity concerns the extent to which data measures what it is intended to measure.

Correct AnswerverifiedShow Answer

Marketing managers should be able to explain the kinds of problems they are facing and the kinds of marketing research information that will help them make decisions.

Correct AnswerverifiedShow Answer

Once marketing managers use a marketing information system (MIS), they are eager for more information.

Correct AnswerverifiedShow Answer

Which of the following statements about the marketing research process is NOT TRUE?

Correct AnswerverifiedShow Answer

The extent to which marketing research data measures what it is intended to measure is known as the confidence level.

Correct AnswerverifiedShow Answer

Which of the following is NOT part of the five-step marketing research process discussed in the text?

Correct AnswerverifiedShow Answer

It is the job of the marketing manager to ask for the right information in the right form.

Correct AnswerverifiedShow Answer

_________ concerns the extent to which data measures what it is intended to measure.

Correct AnswerverifiedShow Answer

A complete marketing information system should:

Correct AnswerverifiedShow Answer

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