Question 1

Secondary data from federal government sources

Accepted Answer

A)   is readily available, but there is usually not much information at state and local levels.
B)   focuses mostly on agriculture.
C)   is often very helpful for estimating the size of a market.
D)   is only available from the Commerce Department in Washington.
E)   None of these alternatives is correct.F) A) and B)
G) A) and E)

Question 2

Which of the following statements best reflects the point of view of the text with respect to marketing research?

Accepted Answer

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."F) B) and D)
G) C) and D)

Question 3

Data that has been collected or published already is:

Accepted Answer

A)   primary data.
B)   free.
C)   franchised data.
D)   secondary data.
E)   none of these are good choices.F) B) and E)
G) A) and E)

Question 4

In the context of marketing research,which of the following is the most common ethical issues?

Accepted Answer

A)   Distrusting data and analytics due to differences in judgment
B)   Blowing minor findings out of proportion
C)   Making decisions to withhold certain information about the research
D)   Sharing the results of marketing research with everyone
E)   Collecting response only from individuals who reply without "guessing"F) All of the above
G) A) and D)

Question 5

Online focus groups can offset some of the limitations of traditional focus groups because one aggressive member is less likely to dominate the group.

Accepted Answer

A) True 
 B)False

Question 6

A marketing researcher wants to do a survey to probe in-depth consumer attitudes about their experiences with the company's products.He is LEAST likely to get what he wants if he uses:

Accepted Answer

A)   personal interviews.
B)   online focus groups.
C)   telephone interviews.
D)   a mail survey.
E)   None of these choices is very useful for getting in-depth information about consumer attitudes.F) A) and B)
G) B) and E)

Question 7

Which of the following is considered a limitation of the focus group interview approach?

Accepted Answer

A)   Ideas generated by the group can't be tested later with other research.
B)   It is difficult to measure the results objectively.
C)   It is difficult to get in-depth information about the research topic.
D)  Focus groups can be conducted at relatively high cost.
E)   The results do not reflect the viewpoint of the researcher.F) C) and D)
G) All of the above

Question 8

A typical cost for a focus group interview of 6 to 10 participants is about ________ each.

Accepted Answer

A)   $1,000
B)   $2,000
C)   $3,000
D)   $4,000
E)   $5,000F) A) and B)
G) A) and C)

Question 9

In the experimental method,researchers compare the responses of two or more groups that are similar even on the characteristic being tested.

Accepted Answer

A) True 
 B)False

Question 10

Focus groups are a way to gather primary data quickly,but at a relatively high cost.

Accepted Answer

A) True 
 B)False

Question 11

What is the purpose of the five-step marketing research process?

Accepted Answer

A)   Define and solve a problem.
B)   Design, implement, and control marketing plans and activities.
C)   Narrow down a broad generic market into useful target markets.
D)   Identify the main steps in the consumer decision process.
E)   Help marketers choose between consumer markets or B2B markets.F) A) and B)
G) B) and D)

Question 12

_____ are one widely used form of qualitative questioning in marketing research.

Accepted Answer

A)   Focus group interviews
B)   Situation analyses
C)   Telephone surveys
D)   Direct observations of customers
E)   Experimental research studiesF) C) and E)
G) C) and D)

Question 13

Statistical packages are easy-to-use computer programs that analyze data.

Accepted Answer

A) True 
 B)False

Question 14

The part of the relevant population that is surveyed by a researcher is called the:

Accepted Answer

A)   representative group.
B)   focal group.
C)   target population.
D)   sample.
E)   research group.F) D) and E)
G) A) and D)

Question 15

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.

Accepted Answer

A) True 
 B)False

Question 16

Why is setting up a marketing information system considered valuable to marketing managers?

Accepted Answer

A)   It helps in getting a continual flow of information whenever needed.
B)   It focuses more on primary data than secondary data.
C)   It provides generalized information and not problem-specific data.
D)   It concentrates only on numerical data and supports fast analysis.
E)   It serves as a source of information for small companies that can't afford marketing research.F) B) and D)
G) A) and D)

Question 17

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

Accepted Answer

A)   part of a situation analysis.
B)   the beginning of a focus group interview.
C)   gathering information that will be analyzed by a statistical package.
D)   a bad practice, since the problem has not been defined yet.
E)   None of these choices is correct.F) All of the above
G) A) and D)

Question 18

What is the likely goal of a situation analysis?

Accepted Answer

A)   It usually involves formal talks with informed people.
B)   It helps define the problem.
C)   It is an approach that focuses on being objective and orderly in testing ideas before accepting them.
D)   It helps marketing managers in dealing with familiar areas.
E)   It provides a controlled test of a hypothesis.F) A) and E)
G) B) and C)

Question 19

Marketing managers turn information into knowledge when they use their experience to answer "how" and "why" questions.

Accepted Answer

A) True 
 B)False

Question 20

Syndicated research is an economical approach for collecting specific research needed by one firm for a specific problem.

Accepted Answer

A) True 
 B)False

Exam 9: Improving Decisions With Marketing Information

What is the purpose of the five-step marketing research process?

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Syndicated research is an economical approach for collecting specific research needed by one firm for a specific problem.

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Which of the following is considered a limitation of the focus group interview approach?

Correct AnswerverifiedShow Answer

Data that has been collected or published already is:

Correct AnswerverifiedShow Answer

Statistical packages are easy-to-use computer programs that analyze data.

Correct AnswerverifiedShow Answer

In the experimental method,researchers compare the responses of two or more groups that are similar even on the characteristic being tested.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

In the context of marketing research,which of the following is the most common ethical issues?

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What is the likely goal of a situation analysis?

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

Why is setting up a marketing information system considered valuable to marketing managers?

Correct AnswerverifiedShow Answer

The part of the relevant population that is surveyed by a researcher is called the:

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Secondary data from federal government sources

Correct AnswerverifiedShow Answer

Which of the following statements best reflects the point of view of the text with respect to marketing research?

Correct AnswerverifiedShow Answer

_____ are one widely used form of qualitative questioning in marketing research.

Correct AnswerverifiedShow Answer

A typical cost for a focus group interview of 6 to 10 participants is about ________ each.

Correct AnswerverifiedShow Answer

Marketing managers turn information into knowledge when they use their experience to answer "how" and "why" questions.

Correct AnswerverifiedShow Answer

Focus groups are a way to gather primary data quickly,but at a relatively high cost.

Correct AnswerverifiedShow Answer

Online focus groups can offset some of the limitations of traditional focus groups because one aggressive member is less likely to dominate the group.

Correct AnswerverifiedShow Answer

A marketing researcher wants to do a survey to probe in-depth consumer attitudes about their experiences with the company's products.He is LEAST likely to get what he wants if he uses:

Correct AnswerverifiedShow Answer

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