Marketing Chapter 7
1. A search engine may make it easier for a marketing manager to get information from the Internet, but it would not be useful on an intranet.
False
1. All marketing research projects are worthwhile because they gather new information--even if the research doesn't have action implications.
False
1. Defining the problem is the first step in marketing research--and is usually the easiest job for the researcher.
False
1. During the situation analysis, a marketing researcher will evaluate primary data rather than secondary data.
False
1. In a quantitative marketing research study, the total group of people a marketing manager is interested in learning something about is known as the sample.
False
1. It isn't necessary for marketing managers to be involved with marketing research specialists, since research requires statistical skills which managers usually don't have.
False
1. One reason for the popularity of mail surveys is that the response rates are usually very high.
False
1. Qualitative research seeks clear yes or no answers.
False
1. Use of the scientific method in marketing research forces researchers to use an inflexible process.
False
1. Unless the problem is precisely defined, research effort may be wasted on the wrong problem, and may lead to costly mistakes.
True
1. Validity concerns the extent to which data measures what it is intended to measure.
True
1. A consumer panel is a group of consumers who provide information on a continuing basis.
True
1. A formal marketing research project usually involves gathering primary data.
True
1. A marketing dashboard displays up-to-the-minute marketing data in an easy-to-read format.
True
1. A marketing information system (MIS) is an organized way of continually gathering, accessing, and analyzing information that marketing managers need to make ongoing decisions.
True
1. A marketing manager should seek help from research only for problems where the risk of a decision can be greatly reduced at a reasonable cost.
True
1. An intranet is a system for linking computers within a company.
True
1. Applying the experimental method in marketing research usually means the responses of groups are compared.
True
1. In the observation method, researchers try to see or record what the subject does naturally.
True
1. Nielsen's TV audience research and Arbitron's radio audience research illustrate that observing is a common research method in advertising.
True
1. Response rate is the percentage of people contacted who complete a given questionnaire.
True
1. Secondary data is information which is already published or collected.
True
1. The function of marketing research is to develop and analyze new information to help marketing managers make better decisions.
True
1. One weakness of telephone interviews is that they do not allow an interviewer to probe and really learn what the respondent is thinking.
false
1. Open-ended questions are less likely to be asked in quantitative research than in qualitative research.
true
