MKTG - CH 5, 7-8 - QUIZZES

T/F: Secondary data are data collected from inside the organization; primary data are those collected from outside the organization.

FALSE

T/F: Specific details regarding terms, credit arrangements, and technical assistance are worked out during the product specification stage of the buying decision process.

FALSE

T/F: Survey and observation are considered secondary data collection techniques.

FALSE

T/F: Marketers may try to change consumers' attitudes toward a product if they feel that a significant number of consumers have strong negative attitudes toward it.

TRUE

T/F: Retailers purchase products and resell them to final consumers.

TRUE

T/F: Statistical interpretation focuses on what is typical or what deviates from the average.

TRUE

T/F: In general, corporate executives prefer research reports that are short, clear, and simply expressed.

TRUE

Third Eye Research, a marketing communications and strategy consulting firm, is assisting a client to understand the effects of promotional offers on consumer purchases. Its consultants propose the company consider offering three different versions of a coupon that would be mailed to purchasers. The value of the coupon would be manipulated, and the company could track the return of the coupon and how much money was spent by the purchaser. Third Eye suggests three different versions of the coupon: $1, $3, and $5. The client would select three groups of consumers to receive the coupon offer and a random process would be utilized to determine which coupon offer a consumer would receive. The research will provide important insights about consumer purchasing habits and which coupon offer would lead to the highest level of sales and coupon redemption. This is an example of ______________ research. A. experimental B. focus-group C. observation D. descriptive E. conclusive

A. experimental

Henry's little brother Christopher joined the Boy Scouts recently. Henry notices that in addition to wearing the Boy Scout uniform, Christopher has been better about keeping his everyday clothes neat and clean, has been searching online for camping gear, and has become interested in "green" products. Henry believes that the Boy Scouts are now a reference group for Christopher because he A. has taken on many of the values, attitudes, or behaviors of group members. D. became a formal member of the group. C. became familiar with the group's activities.

A. has taken on many of the values, attitudes, or behaviors of group members.

Shortly after moving into their new home, Elizabeth and Philip Jennings purchase and install smoke detectors and an alarm system. The Jennings are concerned about fulfilling their need for A. safety. B. self-actualization. C. esteem. D. belonging. E. Survival

A. safety

Which one of the following best characterizes a marketing information system (MIS)? A. An MIS is an orderly gathering of information that is not supplied through routine reporting systems such as sales reports and accounting data. B. An MIS provides a continuous flow of information about such things as distribution costs, prices, sales, and advertising expenses. C. An MIS is conducted on a special-project basis when needed. D. An MIS requires adjustments to its techniques to adapt to environmental circumstances and is in reality part of the accounting system. E. An MIS involves internal information collection about employees and customers.

B. An MIS provides a continuous flow of information about such things as distribution costs, prices, sales, and advertising expenses.

Within the buying center, ____ are technical personnel who develop product specifications and evaluate alternatives, while _____ actually choose the products. A. users; buyers B. influencers; deciders C. gatekeepers; deciders D. influencers; buyers E. deciders; buyers

B. influencers; deciders

Marketing research is a process designed to gather information A. exclusively about a company's customers. B. from the company's database. C. not currently available to decision makers. D. about the needs and desires of employees. E. concerning the interpretation of the company's sales goals.

C. not currently available to decision makers.

Suhail is shopping for a new suit to wear to an important interview. He really wants to impress his prospective employer and is shopping at many stores to find the right outfit. Suhail is using which type of consumer decision-making process? A. Routinized response behavior B. Habitual response C. Limited decision making D. Extended decision making E. Intensive decision making

D. Extended decision making

Which of the following is most judgmental? A. Stratified sampling B. You Answered Random sampling C. Probability sampling D. Quota sampling

D. Quota sampling

The consumer buying decision process involves _______ stages. The first stage is ____________, and the last stage is _____________. A. five; evaluation of alternatives; postpurchase evaluation B. five; information search; purchase C. six; problem recognition; purchase D. five; problem recognition; postpurchase evaluation E. six; evaluation of alternatives; purchase

D. five; problem recognition; postpurchase evaluation

The first phase of international marketing research recommended by experts should A. gather primary data using methods such as focus groups and telephone surveys to refine a firm's understanding of specific customer needs and preferences. B. gather secondary data using methods such as focus groups and telephone surveys to refine a firm's understanding of specific customer needs and preferences. C. hire a research firm with experience in the country of interest. D. involve a detailed search for and analysis of secondary data. E. involve a careful consideration of the firm's code of conduct.

D. involve a detailed search for and analysis of secondary data.

T/F: Ads for beauty products often suggest that purchasing these products will bring love, helping to fulfill one's social needs.

TRUE

T/F: Although marketers may attempt to influence what a consumer learns, their attempts are seldom fully successful.

TRUE

T/F: An on-site computer interview is a variation of the shopping mall intercept interview.

TRUE