Ch. 7

A ______________ is an organized way of continually gathering and analyzing data to get information to help marketing managers make ongoing decisions. A. marketing information system B. marketing model C. marketing research project D. marketing research department E. marketing logistics system

A

Which method of quantitative research would probably produce the best results when the questions are simple and require only quick "yes" or "no" answers? A. Telephone interviews. B. Focus group interviews. C. Mail questionnaires. D. Personal interviews. E. Observation.

A

Which of the following is NOT part of the five-step marketing research process discussed in the text? A. Writing the proposal B. Analyzing the situation C. Solving the problem D. Interpreting the data E. Defining the problem

A

Which of the following is a disadvantage of quantitative research (compared to qualitative research)? A. It is harder to get in-depth answers. B. The conclusions are likely to vary more from analyst to analyst. C. The results are harder to summarize. D. It is not as fast for respondents. E. None of the above is true.

A

A consumer products manufacturer wants consumer reaction to its existing products. Interaction is considered important to stimulate thinking. The firm should use: A. the observation method. B. focus group interviews. C. the GSR (galvanic skin response) method. D. quantitative interviews. E. telephone interviews.

B

Often the most difficult step in the marketing research process is: A. analyzing the situation. B. defining the problem. C. getting problem-specific data. D. interpreting the data. E. All of the above.

B

What would be the best way for the marketing manager of a supermarket to find out how consumers move through the store? A. Have an interviewer go through the store with each customer. B. Observe customers with hidden cameras. C. Give customers a questionnaire after they have finished shopping. D. Install checkout counters at the end of each aisle. E. None of the above would be very good.

B

When the VP of Sales gathers secondary data related to a problem, such as household income in an area in which a new retail store is being considered, this is an example of a(n): A. Hypothesis testing B. Situation analysis C. Gathering problem-specific data D. Interpreting data E. Problem development

B

Which of the following statements BEST reflects the point of view of the text with respect to marketing research? A. "We don't use computers, surveys and the like because marketing's information needs are usually not that precise anyway." B. "When we work with outside marketing research specialists, we expect them to take the time to really understand the problem we are trying to solve." C. "As marketing manager, I feel that the marketing researchers should be left alone to do their research--since they often come up with interesting suggestions." D. "As marketing research director, I should know the marketing manager's position in advance, so we can prove it is correct if possible." E. "Our company is very small, but we should have our own marketing research department anyway--to get the information we need to make good decisions."

B

Which of the following statements about secondary data is correct? A. Secondary data is obtained only from sources outside of the firm. B. Secondary data may be available much faster than primary data. C. Results of "old" surveys are not secondary data. D. Secondary data is usually more expensive to obtain than primary data. E. All of the above are true.

B

The big advantage of qualitative research in marketing is: A. ease of interpretation. B. it provides a good basis for statistical analysis. C. the in-depth responses it provides. D. the analysis can be handled on a personal computer.

C

Which of the following statements concerning secondary data is correct? A. Secondary data usually takes longer to obtain than primary data. B. Secondary data is only available within the firm. C. Secondary data was originally collected for some other purpose. D. All of the above are correct. E. None of the above are correct.

C

Educated guesses about the relationships between things or about what will happen in the future are: A. theories. B. laws. C. "facts." D. hypotheses. E. None of the above.

D

Marketing research: A. provides new information for use in decision-making. B. must be a joint effort between the researcher and the manager. C. may be handled by outside specialists or by people within the firm. D. All of the above are true. E. None of the above is true.

D

The Cereal Bar, a fast-food restaurant that sells breakfast cereal, wanted to see if a different price for its Wild O's breakfast special would affect demand. So the marketing manager used ________ when she tested two different prices at two different stores and compared sales. A. idea testing B. segmentation research C. experimental method D. test-marketing E. focus groups

D

The scientific method is important in marketing research because it: A. forces the researcher to follow certain procedures, thereby reducing the need to rely on intuition. B. develops hypotheses and then tests them. C. specifies a marketing strategy which is almost bound to succeed. D. Both A and B are correct. E. All of the above are correct.

D

____ is an example of a primary data source. A. Cost data B. A marketing information system C. Company files D. Observation E. Library

D

_________ concerns the extent to which data measures what it is intended to measure. A. Conformance B. Reliability C. Depth D. Validity E. Penetration

D

A complete marketing information system should: A. provide a good overall view on many types of problems. B. allows marketing managers to get needed information while they are actually making decisions. C. provide answers to specific questions. D. continually gather data from internal and external sources, and from market research studies. E. All of the above are true.

E

Regarding "marketing research" and "marketing information systems": A. marketing information systems gather, access, and analyze data from intracompany sources, while marketing research handles all external sources. B. both tend to focus on nonrecurring information needs. C. marketing information systems tend to increase the quantity of information available for decision making, but with some decrease in quality. D. most firms have gone "too far" trying to apply modern decision-making techniques. E. None of the above is true.

E

When a marketing manager scans a firm's MIS to try to obtain information about why the firm's product sales are down, this is an example of a(n): A. intranet. B. hypothesis testing. C. experiment. D. data warehouse. E. situation analysis.

E