Marketing Chapter 5 Test
True
True or False: A marketing information system (MkIS) may be as simple as a filing cabinet or which the owner collects, organizes, and stores customer information
True
True or False: A marketing research report should describe the purpose of the study and the research procedures followed to collect the information
False
True or False: A test market is a planned set of questions to which individuals or groups of people may respond
False
True or False: An effective marketing information system (MkIS) can automate all types of decisions, including both routine and unique situations
True
True or False: An important characteristic of a storage system in an MkIS is that it must protect the data
True
True or False: An objective way for researchers to collect information is by observing the behavior of participants
True
True or False: Because most consumers are able to satisfy their basic needs, they devote more of their resources to satisfying their wants
False
True or False: Businesses that have effective marketing information systems don't need to use marketing research
False
True or False: Businesses that understand their customers' wants and needs in their home country will be able to use the same marketing strategies in international markets
False
True or False: Competition is becoming less intense for most businesses
False
True or False: Customer records and sales information are examples of external information
False
True or False: Customers' needs generally remain the same over time
False
True or False: Discretionary purchases satisfy the purchaser's basic needs
True
True or False: Effective marketing information improves decisions made by businesses.
True
True or False: Effective marketing information reduces the risk of decision making
True
True or False: Experiments aren't used as often in marketing research as surveys or observations
False
True or False: Experiments occur when researchers give two different forms of a survey to respondents
True
True or False: Focus groups can be composed of participants who are experts on the topic rather than a random sample of the population
False
True or False: For most marketing decisions, there is usually only one good source of information
True
True or False: In most cases, the marketing researchers completing the study don't make the final decisions about solutions
True
True or False: Information already collected for another purpose that can be used to solve the current problem is secondary data
True
True or False: Information previously collected but useful for a current problem is called secondary data
False
True or False: It is not legal for businesses to use information obtained from trade and professional associations
True
True or False: Marketing information can come from internal sources, external sources, and marketing research
True
True or False: Marketing research follows the steps of scientific problem solving
False
True or False: Marketing research is usually too expensive and time-consuming to be a valuable tool for businesses
True
True or False: Marketing research may help businesses that are involved in international competition
True
True or False: Marketing research should be used when a business needs to solve an specific and unique problem
True
True or False: Open-ended questions are best used when researchers are trying to identify a problem
True
True or False: Open-ended questions are often used while researchers are trying to identify a problem or are completing a situational analysis
True
True or False: Open-ended questions are used when researchers are attempting to identify the problem or completing a situation analysis
True
True or False: Open-ended questions don't provide possible choices
True
True or False: Secondary data is usually less expensive to obtain than primary data
True
True or False: Surveys should only ask questions that are needed to accomplish the objectives of the research
True
True or False: Test markets should be selected that reflect consumer and competitive characteristics important to the company
False
True or False: The first step in marketing research is to complete a situation analysis
False
True or False: The most important performance measure is a comparison to past performance
False
True or False: The most precise and objective information about a potential market segment is obtained through focus groups
True
True or False: The number of people in a sample is smaller than the number in a population
False
True or False: The output element of an MkIS has to do w/ the organization and study of information
True
True or False: The responses to a survey should be kept confidential
False
True or False: The results of marketing research should be presented orally to decision makers rather than in a written report
True
True or False: To become more competitive, a business needs to understand the strengths and weaknesses of its competition
False
True or False: Using a marketing information system (MkIS) will require more time to gather information than using marketing research
False
True or False: When possible, survey questions should be written in such a way that respondents are directed to one answer rather than the others
False
True or False: When possible, surveys should collect more information than necessary in order to answer future questions
False
True or False: Whether or not to use marketing research depends solely on its cost
Both "simulation" and "test market"
Which of the following is a type of experiment?
All of these choices are important
Which of the following would not be an important source of information for marketers?
It requires less time and expense than using surveys
Which of these is NOT true of observation research?
All are categories of information businesses need to make effective decisions
Which of these is not a category of information that businesses need to make effective decisions?
Discretionary
_________________________ purchases aren't essential, so consumers can decide whether or not to purchase them.
Survey
a planned set of questions to which individuals or groups of people respond
Observation
a way to collect information by recording actions w/o interacting or communicating w/ the participant
True
True or False: A customer club is an effective way for a business to gather information about its customers
A focus group
A small number of people brought together to discuss identified elements of an issue or problem is called...
True
True or False: A great deal can be learned about purchase behavior by observing consumers
Random sampling
A procedure in which everyone in the population has an equal chance of being selected in the sample is...
Marketing research
A procedure to identify solutions to a specific solutions to a specific marketing problem through the use of specific problem solving
All of these choices are correct
A research report should...
A small number of people who meet to discuss an issue
A focus group is...
A survey
A planned set of questions to which individuals or groups of people respond is
Might be able to identify a solution w/o completing a research study
After reviewing the situation and the available information, a researcher...
Population
All of the people in the group the company is interested in studying are known as the...
Population
All the people in the group that a company is interested in studying
Government records
An external source of information for marketers is...
Marketing system information
An organized method of collecting, storing, analyzing, and retrieving information to improve the effectiveness and efficiency of marketing decisions
All of these choices are correct
Characteristics of a storage system in an MkIS should include...
Simulations
Experiments operated in laboratories where researchers create the situation to be studied are known as...
Sources of external information
Govt reports, trade and professional associations, and business publications are all...
Larger marketing budgets
Important factors facing businesses today that increase the need to gather and study information include all of the following except...
Primary
Information collected for the first time to solve the problem being studied is _________________ data
Input
Information that goes into a system that's needed for decision making
Analysis
One of the five elements of an effective information system includes...
All of these choices are correct
Survey questions must be carefully written so that...
Experiments
The most precise and objective information is obtained through...
All of these choices are correct
The role of govt in business is...
All of these choices are correct
To make effective marketing decisions, marketers need information about...
True
True or False: A business must evaluate each source of information to determine if it meets the organization's needs in terms of accuracy, time, detail, and cost
Experiments
carefully designed and controlled situations in which all important factors are the same except the one being studied
Secondary data
information already collected for another purpose that can be used to solve the current problem
Primary data
information collected for the first time to solve the problem being studied
Internal information
information developed from activities that occur within the organization
Open-ended questions
questions that allow respondents to develop their own answers w/o information about possible choices
Test market
specific cities or geographic areas in which marketing experiments are conducted
Analysis
the process of summarizing, combining, or comparing information so that decisions can be made
Storage
the resources used to maintain information, including equipment and procedures, so that it can be accessed when needed
Output
the result of analysis provided to decision makers
