Question 1

The extent to which data measure what they are intended to measure is called ________.

Accepted Answer

A)   cross-tabulation
B)   validity
C)   regularity
D)   dependability
E)   confidenceF) D) and E)
G) A) and D)

Question 2

Focus groups:

Accepted Answer

A)   Are usually composed of 15-25 people.
B)   Yield results that are largely dependent on the viewpoint of the researcher.
C)   Always do a good job of representing the broader target market.
D)   Are expensive compared to other marketing research methods.
E)   Are conducted in a formal group setting.F) A) and D)
G) B) and C)

Question 3

Defining the problem is always the easiest step in the marketing research process.

Accepted Answer

A) True 
 B)False

Question 4

Big data involves data sets too large and complex to work with typical database management tools.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following would be a source of primary data?

Accepted Answer

A)   U.S. Census Bureau reports.
B)   Company records on sales, costs, and advertising.
C)   Market tests.
D)   A Google search.
E)   None of these is a good choice.F) B) and C)
G) C) and D)

Question 6

Regarding "marketing research" and "marketing information systems":

Accepted Answer

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)   neither involves the use of big data.
E)   None of these alternatives is true.F) A) and C)
G) A) and D)

Question 7

In general,a marketing researcher should get some problem-specific data before planning a formal research project.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following is secondary data that is easily accessible to marketers and generated inside their own firms?

Accepted Answer

A)   Focus group surveys
B)   Library research
C)   Marketing information system
D)   U.S. government-published data
E)   Internet researchF) A) and E)
G) A) and B)

Question 9

Regarding a marketing information system (MIS) :

Accepted Answer

A)   The input of marketing managers is not needed in developing an MIS; marketers should leave everything to information technology specialists.
B)   Can be used to improve implementation and control.
C)   A good MIS converts information into raw data.
D)   An MIS provides an alternative to big data.
E)   All of these statements about a marketing information system are correct.F) C) and D)
G) A) and B)

Question 10

When getting information for marketing decisions,the marketing manager:

Accepted Answer

A)   may use both internal and external sources of information.
B)   may need to make some decisions based on incomplete information.
C)   may need to rely on his or her own instincts to make some decisions.
D)   should have access to ongoing information about business performance.
E)   all of these alternatives are correct.F) A) and D)
G) C) and D)

Question 11

Regarding the marketing research process,defining the problem

Accepted Answer

A)   means identifying the symptoms.
B)   usually requires that problem specific data be collected and interpreted.
C)   may have to wait until after a situation analysis has been completed.
D)   All of these alternatives are true.E) B) and D)
F) B) and C)

Question 12

A market research online community combines qualitative and quantitative approaches in private online communities.

Accepted Answer

A) True 
 B)False

Question 13

What is a marketing model?

Accepted Answer

A)   It is a procedure that develops and analyzes new information about a market.
B)   It identifies a detailed breakdown of a company's sales records.
C)   It refers to a plan that specifies what information will be obtained and how.
D)   It is a statement of relationships among marketing variables.
E)   It supports a software that organizes incoming information into a data warehouse.F) A) and C)
G) All of the above

Question 14

Which of the following statements about using the Internet to gather secondary information is FALSE?

Accepted Answer

A)   Internet searches often identify too many irrelevant sources.
B)   Information on the Internet is readily available and very reliable.
C)   Much of the information stored on the Internet is in database formats.
D)   The key to the Internet is finding what's needed.
E)   Powerful Internet search engines provide lists of links to websites that include words specified by the researcher.F) C) and E)
G) All of the above

Question 15

Which of the following is true of international marketing research?

Accepted Answer

A)   If a firm is well-established internationally, working with local market research firms in the countries of interest is less useful.
B)   It is impossible to coordinate similar marketing research efforts under way in several countries due to language and cultural differences.
C)   Accurate data (both primary and secondary data)  may be hard to find in international markets.
D)   It is impossible to standardize the elements of an international marketing information system.
E)   Comparing the results of one market area to another complicates a home office manager's understanding of markets.F) A) and B)
G) B) and D)

Question 16

Setting up a marketing information system can be valuable to marketing managers because

Accepted Answer

A)   most companies have much useful information, but it often isn't available or accessible when the manager needs it.
B)   most market-oriented companies only need a certain type of information once or twice.
C)   marketing research data is rarely as accurate as data from a marketing information system.
D)   market-oriented managers can always use more data.
E)   a company that can't afford marketing research should at least have a marketing information system.F) All of the above
G) B) and C)

Question 17

A qualitative research method in which an interviewer asks questions that encourage the interviewee to provide details is called ________.

Accepted Answer

A)   data warehouse
B)   non-directive interview
C)   response rate
D)   consumer panel
E)   situation analysisF) D) and E)
G) None of the above

Question 18

Which of the following statements is True regarding the last step in the marketing research process-solving the problem?

Accepted Answer

A)   In this step, managers use the research results to make decisions.
B)   Research needs to have action implications to have value.
C)   Managers should be able to apply the research findings to marketing strategy planning.
D)   Research that does not provide information that is useful for decision-making is a waste of time and money.
E)   All of these statements are True.F) B) and D)
G) C) and D)

Question 19

Which of the following is a disadvantage of telephone surveys?

Accepted Answer

A)   They are not effective for getting quick answers.
B)   Fast data analysis is not possible.
C)   Response rates are low.
D)   They cannot be used in markets where illiteracy is a problem.
E)   They are very expensive.F) D) and E)
G) All of the above

Question 20

The percent of people contacted in a survey who complete a questionnaire is called the ________ rate.

Accepted Answer

A)   qualitative
B)   sample
C)   population
D)   response
E)   expectancyF) B) and D)
G) B) and C)

Exam 9: Improving Decisions With Marketing Information

Regarding "marketing research" and "marketing information systems":

Correct AnswerverifiedShow Answer

Setting up a marketing information system can be valuable to marketing managers because

Correct AnswerverifiedShow Answer

A market research online community combines qualitative and quantitative approaches in private online communities.

Correct AnswerverifiedShow Answer

The extent to which data measure what they are intended to measure is called ________.

Correct AnswerverifiedShow Answer

The percent of people contacted in a survey who complete a questionnaire is called the ________ rate.

Correct AnswerverifiedShow Answer

When getting information for marketing decisions,the marketing manager:

Correct AnswerverifiedShow Answer

What is a marketing model?

Correct AnswerverifiedShow Answer

Regarding a marketing information system (MIS) :

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Which of the following is a disadvantage of telephone surveys?

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Which of the following statements is True regarding the last step in the marketing research process-solving the problem?

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Regarding the marketing research process,defining the problem

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Which of the following would be a source of primary data?

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Big data involves data sets too large and complex to work with typical database management tools.

Correct AnswerverifiedShow Answer

Defining the problem is always the easiest step in the marketing research process.

Correct AnswerverifiedShow Answer

A qualitative research method in which an interviewer asks questions that encourage the interviewee to provide details is called ________.

Correct AnswerverifiedShow Answer

Which of the following statements about using the Internet to gather secondary information is FALSE?

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Which of the following is secondary data that is easily accessible to marketers and generated inside their own firms?

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Which of the following is true of international marketing research?

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In general,a marketing researcher should get some problem-specific data before planning a formal research project.

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Focus groups:

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