Question 1

Which of the following is an ethical problem in marketing research?

Accepted Answer

A)   A researcher does not disclose problems that occurred during consumer interviews.
B)   A company calls consumers under the guise of doing research when the phone calls are really sales pitches for the company's products.
C)   A manager informs a researcher that the only acceptable results are ones that confirm the manager's existing viewpoints.
D)   A researcher deliberately withholds details about how a research study was conducted.
E)   All of these statements illustrate ethical problems in marketing research.F) D) and E)
G) A) and B)

Question 2

The scientific method

Accepted Answer

A)   rejects the idea that marketing managers can make "educated guesses" about marketing relationships.
B)   shows that every marketing research project should have five steps.
C)   is an orderly and objective approach to judging how good an idea really is.
D)   recognizes that statistical analysis provides the only basis for rejecting an hypothesis.
E)   None of these alternatives is true.F) A) and B)
G) All of the above

Question 3

Which of the following statements about the cost and value of information is False?

Accepted Answer

A)   Dependable information can be expensive.
B)   Managers rarely get all the information they would like to have.
C)   Money may be wasted if a manager ignores the facts revealed in a marketing research study and bases his/her decisions on guesswork.
D)   The cost of gathering additional information is always justified by its value.
E)   All of these statements are False.F) C) and D)
G) B) and D)

Question 4

A decision support system (DSS) is a computer program that makes it easy for a marketing manager to get and use information as he or she is making decisions.

Accepted Answer

A) True 
 B)False

Question 5

The scientific method is a research process which consists of five stages: observation, developing hypotheses, predicting the future, collecting data, and using statistical methods of analysis.

Accepted Answer

A) True 
 B)False

Question 6

Qualitative research seeks in-depth, open-ended responses.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following is probably NOT a part of a situation analysis?

Accepted Answer

A)   A marketing manager asks a radio station for a copy of an audience study.
B)   A marketing analyst determines from a Census publication how many manufacturers are in the Portland area.
C)   A marketing analyst looks in the Index of Business Periodicals for articles about a large retail chain.
D)   A computer company asks ten lawyers to participate in a focus group on how they use the internet.
E)   All of these alternatives seem to be part of a situation analysis.F) B) and D)
G) A) and E)

Question 8

Searching the Internet, reviewing secondary data, and monitoring "chatter" on the web are inexpensive and informal ways for marketers to:

Accepted Answer

A)   use a decision support system.
B)   perform a situation analysis.
C)   perform a focus group interview.
D)   join a market research online community (MRO
C)  .
E)   interpret data.F) A) and B)
G) C) and D)

Question 9

Even though marketing managers might like more information, they must balance the high cost of good research against its probable value to management.

Accepted Answer

A) True 
 B)False

Question 10

When seeking problem-specific data through qualitative research, the researcher:

Accepted Answer

A)   attempts to get yes or no answers from subjects.
B)   creates strict guidelines to direct responses to questions.
C)   tries to prevent the subject from giving open-ended responses.
D)   seeks for subjects to share their honest thoughts on a topic without interference.
E)   desires to obtain broad generalities from subjects.F) A) and B)
G) A) and C)

Question 11

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.

Accepted Answer

A) True 
 B)False

Question 12

When a marketing manager searches the Internet to find information about a research problem, this is an example of a(n) :

Accepted Answer

A)   intranet.
B)   experiment.
C)   hypothesis testing.
D)   situation analysis.
E)   data warehouse.F) B) and E)
G) B) and D)

Question 13

Reshma Ananda, a marketing manager for the Grocery SuperStore retail chain, fired up a computer program that gave her ready access to information about product availability and customer buying. The program helped her immediately set prices for bananas and cherries. This type of computer program is called ______.

Accepted Answer

A)   a decision support system
B)   data warehouse management
C)   an Internet
D)   PRICE analysis software
E)   raw data managerF) A) and B)
G) B) and C)

Question 14

Observing-as a method of collecting data-should focus on a well-defined problem.

Accepted Answer

A) True 
 B)False

Question 15

______ research accounts for about 40 percent of marketing research spending.

Accepted Answer

A)   Experimental method
B)   Observation method
C)   Syndicated
D)   Cross-tabulation
E)   Online surveyF) B) and C)
G) A) and E)

Question 16

The percent of people contacted in a survey who complete a questionnaire is the:

Accepted Answer

A)   qualitative rate.
B)   sample rate.
C)   population rate.
D)   response rate.
E)   None of these choices is a good answer.F) C) and E)
G) B) and C)

Question 17

In quantitative research, it is common for researchers to ask questions and offer a variety of fixed answers from which to choose-such as multiple-choice questions. This approach is advantageous for all the following reasons except:

Accepted Answer

A)   responses can be summarized in percentages, averages, or other statistics.
B)   it simplifies analysis of the replies.
C)   it is more convenient for computer analysis.
D)   respondents may reply faster and easier.
E)   it limits the broad range of possible answers to ones envisioned by the researchers.F) C) and E)
G) A) and B)

Question 18

_____ refers to an organized way of continually gathering, accessing, and analyzing information that marketing managers need to make ongoing decisions.

Accepted Answer

A)   Active marketing
B)   Manufacturing information system
C)   Marketing research
D)   Marketing information system
E)   Target marketingF) A) and E)
G) B) and C)

Question 19

Applying the experimental method in marketing research usually means the responses of groups are compared.

Accepted Answer

A) True 
 B)False

Question 20

Use of the scientific method in marketing research forces researchers to use an inflexible process.

Accepted Answer

A) True 
 B)False

Exam 7: Improving Decisions With Marketing Information

Use of the scientific method in marketing research forces researchers to use an inflexible process.

Correct Answer
verified

The scientific method

Correct Answer
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Searching the Internet, reviewing secondary data, and monitoring "chatter" on the web are inexpensive and informal ways for marketers to:

Correct Answer
verified

Correct Answer
verified

In quantitative research, it is common for researchers to ask questions and offer a variety of fixed answers from which to choose-such as multiple-choice questions. This approach is advantageous for all the following reasons except:

Correct Answer
verified

Which of the following is an ethical problem in marketing research?

Correct Answer
verified

Observing-as a method of collecting data-should focus on a well-defined problem.

Correct Answer
verified

Even though marketing managers might like more information, they must balance the high cost of good research against its probable value to management.

Correct Answer
verified

Which of the following statements about the cost and value of information is False?

Correct Answer
verified

Qualitative research seeks in-depth, open-ended responses.

Correct Answer
verified

The scientific method is a research process which consists of five stages: observation, developing hypotheses, predicting the future, collecting data, and using statistical methods of analysis.

Correct Answer
verified

Which of the following is probably NOT a part of a situation analysis?

Correct Answer
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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.

Correct Answer
verified

When seeking problem-specific data through qualitative research, the researcher:

Correct Answer
verified

______ research accounts for about 40 percent of marketing research spending.

Correct Answer
verified

When a marketing manager searches the Internet to find information about a research problem, this is an example of a(n) :

Correct Answer
verified

A decision support system (DSS) is a computer program that makes it easy for a marketing manager to get and use information as he or she is making decisions.

Correct Answer
verified

_____ refers to an organized way of continually gathering, accessing, and analyzing information that marketing managers need to make ongoing decisions.

Correct Answer
verified

Applying the experimental method in marketing research usually means the responses of groups are compared.

Correct Answer
verified

The percent of people contacted in a survey who complete a questionnaire is the:

Correct Answer
verified

Exam 7: Improving Decisions With Marketing Information

Use of the scientific method in marketing research forces researchers to use an inflexible process.

Correct AnswerverifiedShow Answer

The scientific method

Correct AnswerverifiedShow Answer

Searching the Internet, reviewing secondary data, and monitoring "chatter" on the web are inexpensive and informal ways for marketers to:

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

In quantitative research, it is common for researchers to ask questions and offer a variety of fixed answers from which to choose-such as multiple-choice questions. This approach is advantageous for all the following reasons except:

Correct AnswerverifiedShow Answer

Which of the following is an ethical problem in marketing research?

Correct AnswerverifiedShow Answer

Observing-as a method of collecting data-should focus on a well-defined problem.

Correct AnswerverifiedShow Answer

Even though marketing managers might like more information, they must balance the high cost of good research against its probable value to management.

Correct AnswerverifiedShow Answer

Which of the following statements about the cost and value of information is False?

Correct AnswerverifiedShow Answer

Qualitative research seeks in-depth, open-ended responses.

Correct AnswerverifiedShow Answer

The scientific method is a research process which consists of five stages: observation, developing hypotheses, predicting the future, collecting data, and using statistical methods of analysis.

Correct AnswerverifiedShow Answer

Which of the following is probably NOT a part of a situation analysis?

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

When seeking problem-specific data through qualitative research, the researcher:

Correct AnswerverifiedShow Answer

______ research accounts for about 40 percent of marketing research spending.

Correct AnswerverifiedShow Answer

When a marketing manager searches the Internet to find information about a research problem, this is an example of a(n) :

Correct AnswerverifiedShow Answer

A decision support system (DSS) is a computer program that makes it easy for a marketing manager to get and use information as he or she is making decisions.

Correct AnswerverifiedShow Answer

_____ refers to an organized way of continually gathering, accessing, and analyzing information that marketing managers need to make ongoing decisions.

Correct AnswerverifiedShow Answer

Applying the experimental method in marketing research usually means the responses of groups are compared.

Correct AnswerverifiedShow Answer

The percent of people contacted in a survey who complete a questionnaire is the:

Correct AnswerverifiedShow Answer

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