Prin of Marketing: Getting to know you

Which of the following is the most important reason for creating a written plan for a marketing-research project:

to keep a project on track

A marketing researcher is determining whether to collect data about individual consumers, households, or geographic areas. The researcher is choosing the

unit of analysis

Which of the following data-collection methods obtains product information during the point-of-purchase process:

volume tracking scanner

Which of the following is a primary factor that affects a company's choice of promotional mix elements:

Characteristics of the company's product

Which of the following is a type of external marketing information that helps businesses make decisions:

Demographic trends

What is one way that promotional activities benefit consumers?

Increase awareness

What type of research is intended to obtain detailed information about customers' opinions and experiences?

Qualitative

Which of the following research techniques usually answers questions related to "how many":

Qunatitative

Which of the following is a type of internal marketing information:

Sales Reports

Which of the following types of media may include catalogs:

direct mail

What research approach do businesses often use to test new product ideas?

experimental

Which of the following is a method used to obtain primary market research:

focus groups

A company wants consumers to try out its newest product. What type of promotion would be most effective for the company to use?

free samples

What is the advantage in using personal interviews to collect marketing data?

high flexibility

The first step in deciding which information to monitor for marketing decision-making is to

identify the information needs of the organization.

The first step in the marketing research process involves

identifying the problem

Orson, a researcher, is asking a customer a series of questions during a scheduled meeting. Orson is using the __________ method to collect marketing data.

interview

Which of the following situations indicates that a marketer should conduct marketing research to resolve a problem:

losing market share

Descriptive research is a type of marketing research that is used by businesses when they need to

obtain specific data related to the business's situation.

Holding a focus group is one way for a business to collect _________ marketing-research data.

primary

The promotion of baseball-nut ice cream during baseball season would be classified as __________ promotion.

product

An advantage of promotional activities is that they contribute to economic growth through increased

purchases and jobs

A cost-effective way for a business to monitor its competitors' activities is to

read their promotional literature.

Cookie's Palace, a new boutique for children, wanted to attract more customers. The manager planned a puppet show, a new window display, and bought balloons to give to children. This is an example of

sales promotion

Which of the following is an example of a secondary source of data that a business can obtain internally:

sales report

Trade-association web sites and online libraries are Internet sources from which marketing researchers obtain

secondary information

A university is considering changes to its business administration degree. To obtain feedback on the idea from students, the university selects a sample of business majors who are seniors. What type of sampling did the university use?

simple

Which of the following situations is an example of a marketing researcher obtaining secondary data:

Ben reads a trade magazine

An essential characteristic of marketing research is that it must be

Objective

Which of the following statements about marketing research problems is true:

Problems that company decision-makers identify are often just symptoms of larger problems that need to be researched.

Which of the following is an advantage of newspaper advertising:

broad coverage

Which of the following is information about customers that businesses often monitor in order to make pricing decisions:

buying behavior

When marketers sampled 100 15-year-old girls, they found that they all were 5 feet 2 inches tall. What type of sampling error contributed to this finding?

chance

Because the Hubert Company is not sure how to define its marketing problem, it should begin examining the issue by

conducting exploratory research

A company's sponsorship of a free cholesterol test for the community is an example of __________ promotion.

corporate

XYZ Company is interested in developing, producing, and selling a new product. Before it does so, the company spends six months conducting marketing research. What are the primary advantages of this course of action

To determine customer preferences and minimize losses

A business that test-markets a new product is using what method of marketing research?

Experiment

If a manufacturer has chosen to advertise on national radio and in magazines, which of the following factors has influenced the promotional mix

Geographical location of the market

Which of the following is an example of specialty advertising:

Giving customers pens with the business's name

Which of the following is demographic information that businesses might monitor when making marketing decisions:

Income

Why is it important for businesses to obtain marketing information about economic conditions, political systems, and technological changes throughout the world?

To remain competitive

A marketer needs to collect quality control information about car batteries that a manufacturer is thinking about using on new cars. To collect the needed data, marketers have to cut the batteries in half. Which of the following is a true statement about collecting data about a sample rather than the population of batteries:

To test the population of batteries, marketers would need to dismantle all of the batteries, thereby leaving no batteries available to go on the cars.

What type of information is often included in a salesperson's lost-business reports that a business might use to change its marketing strategy?

Why customers no longer buy

Which of the following is an example of a sales promotion activity:

holding a contest

A local car company just expanded and needs to develop a primary product promotion for its cars. Which line of cars would benefit the most from this type of promotion?

new line of cars

A print medium that is low in cost, has a short lead time, and usually covers an entire metropolitan area is

newspapers

What do businesses create to help answer the research problem?

objectives

An effective research approach that provides accurate information about what people do is the __________ method.

observation

Which of the following is the most appropriate research approach to use when a business wants to determine how its employees interact with customers:

observation

To develop a better understanding of a problem's complexity, marketing researchers often gather background information about the issue via a __________ analysis.

situation

Useful marketing information often helps businesses to

solve problems.

Newspapers and magazines are sometimes referred to as __________ media.

space

The goal of determining a sampling plan is to identify an accurate segment of the

target population

A business with its own marketing-research department is most likely to use outside marketing research when

the business needs more research than the department can handle.

When developing a sampling plan for a marketing-research project, a business must first determine

the size of the group it intends to survey