Marketing chapter 7

Which of the following is most consistent with the marketing research process discussed in the text?

"Secondary data is often all we need to solve our problems.", in many instances, a situation analyses, which finds relevant secondary data, can help focus further research or even eliminate the need for it entirely.

Which of the following is probably NOT a part of situation analysis?

A computer company asks ten lawyers to participate in a focus group on how they use computers.; a situation analysis is an informal study dealing with the collection of secondary data, while the focus group is a method for collecting primary data.

All of the following are examples of secondary data sources EXCEPT:

A phone survey this month of past customers

A complete marketing information system includes each of the following except:

All of these alternatives are correct

Marketing research is concerned with developing and analyzing new information to help marketing managers do a better job of:

All of these alternatives are correct

Secondary data:

All of these alternatives are correct; secondary data is the data that has been collected or published already either internally or outside the firm. It may eliminate the need for further research and provide the solution. Primary data is collected when secondary data does not solve the problem.

A complete marketing information system should:

All of these alternatives are true

Which of the following is likely to be part of a situation analysis?

All of these are good choices; the situation analysis should find relevant secondary data. These data are available from libraries, advertising agencies, newspapers, and magazines, internet directories, trade associates, government agencies, and private research organizations.

Secondary data is often available-at little or no cost-from:

All of these are good sources for secondary data

Big date does not come from which of the following sources?

Big data comes from all of these sources

Regarding a marketing information system(MIS):

Can be used to improve implementation and control

A situation analysis

Can be very informative, but takes little time; the virtue of a good situation analysis is that it be very if restive but takes little time or money.

Marketing research:

Can get changing information that is not available in the MIS:

Which of the following statements about doing a situation analysis is correct?

Doing a good situation analysis is usually much less expensive than collecting primary data, a situation analysis, which finds secondary data, is very informative and takes little time. Because secondary data is readily available at little or no cost it can be obtained cheaper than primary data.

Which of the following statements about using the internet to gather secondary information is FALSE?

Information on the internet is readily available and very reliable

Secondary data

Information that has been collected already

Marketing research:

Involves a wide range of techniques including internet search, customer surveys, and more.

Secondary data from federal government soirces

Is often very helpful for estimating the size of a market; federal and state governments publish data on many subject. These secondary data are often useful in estimating the size of the markets.

The marketing manager at Massimino and McCarthy, a chain of retail stores that sells men's clothing, is reviewing marketing research data to try to determine if changes in marketing strategy are needed. Which of the following sources of data would be a secondary data source?

Looking through the company's marketing information system to see past sales trends.

Which of the following would be a source of primary data?

Market tests; in primary data collection, there two basic methods for obtaining information about customers: questioning and observing. Primary data collection includes market tests, focus group interviews, surveys, and observation studies.

A_______ is an organized way of continually gathering, accessing, and analyzing information that marketing managers need to make ongoing decisions:

Marketing information system

A_________ is an organized way of continually gathering and analyzing data to get information to help marketing managers make ongoing decisions.

Marketing information system

______refers to an organized wya if continually gathering, accessing, and analyzing information that marketing managers need to make ongoing decisions.

Marketing information system

___________utilizes qualitative and quantitative analysis procedures to help marketing managers make more informed decisions.

Marketing research

Identify the INCORRECT statement about marketing research:

Most small companies have a separate marketing research department.

________is an example of a primary data source.

Observation; in primary data collection, there are two basic methods for obtaining information about customers: questioning and observing.

Which of the following is NOT a secondary data source?

Panels

A company that sells equipment through independent wholesalers wants to find out why sales are down in one region. An analyst is asked to interview the wholesaler in that region. This seems to be

Part of a situation analysis

Searching the internet, reviewing secondary data, and monitoring "chatter" on the web are inexpensive and informal ways for marketers to:

Perform a situation analysis; a situation analysis is an informal study of what information is already available in the problem area. It can help define the problem and specify what additional information is needed. The situation analysis may begin with quick research-perhaps an Internet search-and should also include a review of relevant secondary data or even "web chatter"

Which of the following is NOT true about search on the internet?

Search engines have access to all information on the internet.

Data that has already been collected or published is:

Secondary data

Which of the following statements about secondary data is correct?

Secondary data may be available much faster than primary data.

Which of the following statements concerning secondary data is correct?

Secondary data was originally collected for some other purpose.

Data which have been collected in a previous study are called_______data, while data that are generated by a phone survey this month of key customers are called_______data.

Secondary, primary

A fast-food chain is redesigning it's restaurants. One of the main questions facing the chains management is, "should they nee restaurant include a salad bar?" A researcher in the company finds an article in a restaurant trade magazine containing the results of a study about salad bars. The results indicate that salad bars are costly to maintain and are not a major attraction to consumers. Based on this information, management decides that it will not have a salad bar as part of the new restaurant design. This example illustrates the point that:

Situation analysis sometimes eliminates the need for conducting further research in a problem area; in many instances, a situation analysis, which finds relevant secondary data, can help focus further research or even eliminate the need for it entirely.

A good place for a marketing analyst to START looking for published statistical data is the:

Statistical abstract of the United States; the statistics abstract of the United States provides a summary of statistics in the social, political, and economic organization of the United States. It is issued annually and can also be accessed online.

Marketing information systems rely heavily on:

Teamwork between IT experts and marketing managers

The phrase "big data" refers to:

The massive amount of data being collected and processed by today's organizations.

A marketing manager wants to know why her sales are down. She talks with several sales reps and finds that a competitor has introduced a successful new product. This "research" seems to be part of

The situation analysis

The statistical abstract of the United States is a useful summary reference of the U.S. market prepared by the:

U.S. Census Bureau

The research proposal may include information about all of the following except

What the possible solutions are; a research proposal refers to a plan that specifies what information will be obtained and how. It may include information about costs, data collection, data analysis, and processing time. It does not include possible solutions.

Procedures that develop and analyze new information to help marketing managers make decisions are called:

marketing research

Which of the following is NOT likely to be included in a research proposal?

preliminary recommendations on how to solve the problem; a research proposal refers to a plan that specifies what information will be obtained and how. It includes information about costs, data collection, data analysis, and processing time. It does not include possible solutions.

A research proposal

specifies what information will be obtained and how; a research proposal refers to a plan that specifies what information will be obtained and how. It may include information about costs, data collection, data analysis, and processing time.