Question 1

Which of the following is most consistent with the scientific method approach to marketing research as described in the text?

Accepted Answer

A)  "We continually survey our customers because the results give us good ideas for hypotheses."
B)  "Once we interpret the data,we can define our problem."
C)  "Our research is as precise as possible,because we want to be 100 percent accurate."
D)  "Sometimes the answers from the early stages of the research process are good enough,so we stop the research and make our decisions."
E)  None of these answers is correct.

Question 2

Use of the scientific method in marketing research helps managers make the best decisions possible.

Accepted Answer

A) True 
 B)False

Question 3

About what percentage of marketing research spending is for syndicated research data?

Accepted Answer

A)  20 percent
B)  30 percent
C)  40 percent
D)  50 percent
E)  60 percent

Question 4

Use of the scientific method in marketing research forces researchers to use an orderly process.

Accepted Answer

A) True 
 B)False

Question 5

How do large companies engage in marketing research activities?

Accepted Answer

A)  They often rely on outside specialists and consultants for marketing research projects.
B)  They use the results of smaller companies,after modifications.
C)  They depend on nonprofit organizations for marketing research.
D)  They rely on their salespeople or managers for marketing research.
E)  They do not involve marketing managers in their design of marketing research.

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

Which of the following statements about marketing research is accurate?

Accepted Answer

A)  It is an organized way of gathering and analyzing information marketing managers need.
B)  It involves a wide range of techniques,including Internet searches,customer surveys,and more.
C)  It is a department in most small companies.
D)  It is only needed by producers who have long channels of distribution.
E)  It is not considered an alternative to a marketing information system.

Question 8

When a marketing manager is doing similar research projects in different markets around the world,he or she should

Accepted Answer

A)  establish basic guidelines,at the outset,to compare different research projects.
B)  avoid standardizing all research projects.
C)  treat each project independently with individual importance.
D)  develop separate standards for each project,according to needs.

Question 9

Marketing information systems rely heavily on

Accepted Answer

A)  information gathered by salespeople.
B)  customer surveys.
C)  teamwork between IT experts and marketing managers.
D)  direct observation of customers.
E)  marketing research departments.

Question 10

What would be the best way for the marketing manager of a supermarket to find out how consumers move through the store?

Accepted Answer

A)  have an interviewer go through the store with each customer
B)  observe customers with hidden cameras
C)  give customers a questionnaire after they have finished shopping
D)  install checkout counters at the end of each aisle
E)  None of these methods would be very good.

Question 11

Educated guesses about the relationships between things or about what will happen in the future are called

Accepted Answer

A)  theories.
B)  laws.
C)  facts.
D)  hypotheses.
E)  data.

Question 12

J.D.Powers' surveys of customer satisfaction are a popular example of syndicated research.

Accepted Answer

A) True 
 B)False

Question 13

The extent to which data measure what they are intended to measure is called

Accepted Answer

A)  cross-tabulation.
B)  validity.
C)  regularity.
D)  dependability.
E)  confidence.

Question 14

A decision support system (DSS)is a computer program that makes it easy for a marketing manager to get and use information as he or she is making decisions.

Accepted Answer

A) True 
 B)False

Question 15

Jane,a marketing manager for the Grocery SuperStore retail chain,fired up a computer program that gave her ready access to information about product availability and customer buying.The program helped her immediately set prices for bananas and cherries.This type of computer program is called

Accepted Answer

A)  a decision support system.
B)  data warehouse management.
C)  an Internet.
D)  market analysis software.
E)  a raw data manager.

Question 16

What is the fourth step of the five-step marketing research process?

Accepted Answer

A)  defining the problem
B)  analyzing the situation
C)  getting problem-specific data
D)  interpreting the data
E)  focusing on additional problems

Question 17

Marketing research focuses on changing information needs,while an MIS focuses on recurring information needs.

Accepted Answer

A) True 
 B)False

Question 18

What is the significance of a research proposal in the marketing research process?

Accepted Answer

A)  It develops and analyzes new information about a market.
B)  It specifies what information will be obtained and how.
C)  It is an informal study of what information is already available in the problem area.
D)  It seeks in-depth,open-ended responses,not yes or no answers.
E)  It provides results in a typical database format for standard website search engines to use.

Question 19

Setting up a marketing information system can be valuable to marketing managers because

Accepted Answer

A)  most companies have a great deal of useful information,but it often isn't available or accessible when the manager needs it.
B)  most market-oriented companies only need a certain type of information once or twice.
C)  marketing research data is rarely as accurate as data from a marketing information system.
D)  market-oriented managers can always use more data.
E)  a company that can't afford marketing research should at least have a marketing information system.

Question 20

Validity concerns the extent to which data measure what they are intended to measure.

Accepted Answer

A) True 
 B)False

Exam 7: Improving Decisions With Marketing Information

What is the significance of a research proposal in the marketing research process?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

What would be the best way for the marketing manager of a supermarket to find out how consumers move through the store?

Correct AnswerverifiedShow Answer

How do large companies engage in marketing research activities?

Correct AnswerverifiedShow Answer

Marketing research focuses on changing information needs,while an MIS focuses on recurring information needs.

Correct AnswerverifiedShow Answer

Marketing information systems rely heavily on

Correct AnswerverifiedShow Answer

Setting up a marketing information system can be valuable to marketing managers because

Correct AnswerverifiedShow Answer

Which of the following statements about marketing research is accurate?

Correct AnswerverifiedShow Answer

Use of the scientific method in marketing research helps managers make the best decisions possible.

Correct AnswerverifiedShow Answer

About what percentage of marketing research spending is for syndicated research data?

Correct AnswerverifiedShow Answer

Jane,a marketing manager for the Grocery SuperStore retail chain,fired up a computer program that gave her ready access to information about product availability and customer buying.The program helped her immediately set prices for bananas and cherries.This type of computer program is called

Correct AnswerverifiedShow Answer

A decision support system (DSS)is a computer program that makes it easy for a marketing manager to get and use information as he or she is making decisions.

Correct AnswerverifiedShow Answer

Which of the following is most consistent with the scientific method approach to marketing research as described in the text?

Correct AnswerverifiedShow Answer

What is the fourth step of the five-step marketing research process?

Correct AnswerverifiedShow Answer

Use of the scientific method in marketing research forces researchers to use an orderly process.

Correct AnswerverifiedShow Answer

Validity concerns the extent to which data measure what they are intended to measure.

Correct AnswerverifiedShow Answer

The extent to which data measure what they are intended to measure is called

Correct AnswerverifiedShow Answer

J.D.Powers' surveys of customer satisfaction are a popular example of syndicated research.

Correct AnswerverifiedShow Answer

When a marketing manager is doing similar research projects in different markets around the world,he or she should

Correct AnswerverifiedShow Answer

Educated guesses about the relationships between things or about what will happen in the future are called

Correct AnswerverifiedShow Answer

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