Question 1

Conclusive research is used when marketers need more information about a problem or want to make a tentative hypothesis more specific.

Accepted Answer

A) True 
 B)False

Question 2

American Flooring sells all types of floor coverings to contractors and other businesses. It keeps a collection of information about all of its clients that can be easily accessed on the company's computer system. This collection of information is called a .

Accepted Answer

A)   marketing information system
B)   database
C)   management information system
D)   single-source data
E)   marketing decision support system

Question 3

The main focus of a marketing information system is on .

Accepted Answer

A)   the coordination of external information sources
B)   classifying data into the proper information categories
C)   data storage and retrieval
D)   accurate maintenance of inventory levels
E)   gathering information

Question 4

A research technique is said to be reliable if it produces almost identical results in successive repeated trials.

Accepted Answer

A) True 
 B)False

Question 5

Compared to a mail survey, telephone surveys have .

Accepted Answer

A)   lower response rates but higher validity
B)   a slower response time, but less cost
C)   faster response time, but less cost
D)   fewer expenses overall
E)   higher response rates, but higher costs

Question 6

Which of the following surveys is most inflexible among the basic survey methods?

Accepted Answer

A)   Telephone survey
B)   Focus-group interview
C)   Personal interview survey
D)   Mail survey
E)   Observation

Question 7

One of the most overlooked sources of secondary data is the organization's own accounting records.

Accepted Answer

A) True 
 B)False

Question 8

Pointing out any deficiencies and the possible reasons for them should be done in the step of the marketing research process.

Accepted Answer

A)   interpreting research findings
B)   collecting data
C)   defining the issue or problem
D)   reporting research findings
E)   designing the research project

Question 9

Which of the following statements about conducting marketing research internationally is false?

Accepted Answer

A)   The marketing research process may need to be modified to allow for regional differences.
B)   A detailed search for and analysis of secondary data can help researchers gain a greater understanding of a particular marketing environment and pinpoint issues that must be taken into account in gathering primary research data.
C)   Primary data gathering may have a greater chance of success if the firm employs local researchers who better understand how to approach potential respondents and can do so in their own language.
D)   Specific differences among countries can have a profound influence in data gathering.
E)   Specific differences among countries have no effect on data gathering or the marketing research process.

Question 10

In reporting marketing research findings, the researcher should .

Accepted Answer

A)   provide explanations in an easily understood language
B)   write the report in an extremely technical and statistical style
C)   fit the problem to a favored statistical technique
D)   not acknowledge any limitations associated with the study
E)   give management the answers it wants

Question 11

If a research method measures what it is supposed to measure, it is said to be reliable.

Accepted Answer

A) True 
 B)False

Question 12

Exploratory research is concerned with identifying the characteristics of markets or categorizing market activities.

Accepted Answer

A) True 
 B)False

Question 13

Why would a personal interview be favored over a mail or telephone survey?

Accepted Answer

In a personal interview survey, particip...

Question 14

Maggie is currently working on the three-year strategic plan for a professional hockey team. She needs data to help make decisions about a new pricing strategy, but she needs the data from a wide geographic area. She would like to have the best response but also has a limited budget for the project. Under these circumstances, Maggie should use _.

Accepted Answer

A)   telephone surveys
B)   online surveys
C)   mail surveys
D)   shopping mall intercept interviews
E)   focus-group interviews

Question 15

Weight Watchers is interested in collecting information about Americans' perceptions of dieting programs, and the company believes that significant regional differences may exist; the best type of sampling for this research would be sampling.

Accepted Answer

A)   random
B)   quota
C)   population
D)   stratified
E)   nonquota

Question 16

Suppose that marketers at Lever Bros. are trying to determine whether the use of free samples of Snuggle fabric softener was the reason for the sales to increase in a particular store. The type of research conducted to answer this question is .

Accepted Answer

A)   exploratory
B)   descriptive
C)   experimental
D)   informal
E)   qualitative

Question 17

Marketing researchers typically favor because they are most flexible.

Accepted Answer

A)   mail surveys
B)   direct observation
C)   experiments
D)   personal interviews
E)   telephone surveys

Question 18

Problem location and definition is the first step toward finding a solution to a marketing problem or launching a research study. The first sign of a problem:

Accepted Answer

A)   involves an informed guess or assumption about a certain set of circumstances.
B)   is usually accompanied by a cost/benefit analysis.
C)   most often comes in the form of customer complaints.
D)   is often mentioned in secondary data reports, such as trade journals.
E)   is typically a departure from some normal function.

Question 19

When marketing researchers consider sampling techniques, they are preparing to collect data.

Accepted Answer

A)   census
B)   statistical
C)   internal secondary
D)   external secondary
E)   primary

Question 20

Secondary data are data collected from inside the organization; primary data are those collected from outside the organization.

Accepted Answer

A) True 
 B)False

Exam 4: Marketing Research and Information Systems

Conclusive research is used when marketers need more information about a problem or want to make a tentative hypothesis more specific.

Correct Answer
verified

Which of the following surveys is most inflexible among the basic survey methods?

Correct Answer
verified

Suppose that marketers at Lever Bros. are trying to determine whether the use of free samples of Snuggle fabric softener was the reason for the sales to increase in a particular store. The type of research conducted to answer this question is .

Correct Answer
verified

American Flooring sells all types of floor coverings to contractors and other businesses. It keeps a collection of information about all of its clients that can be easily accessed on the company's computer system. This collection of information is called a .

Correct Answer
verified

Problem location and definition is the first step toward finding a solution to a marketing problem or launching a research study. The first sign of a problem:

Correct Answer
verified

Compared to a mail survey, telephone surveys have .

Correct Answer
verified

The main focus of a marketing information system is on .

Correct Answer
verified

A research technique is said to be reliable if it produces almost identical results in successive repeated trials.

Correct Answer
verified

Weight Watchers is interested in collecting information about Americans' perceptions of dieting programs, and the company believes that significant regional differences may exist; the best type of sampling for this research would be sampling.

Correct Answer
verified

In reporting marketing research findings, the researcher should .

Correct Answer
verified

If a research method measures what it is supposed to measure, it is said to be reliable.

Correct Answer
verified

When marketing researchers consider sampling techniques, they are preparing to collect data.

Correct Answer
verified

Pointing out any deficiencies and the possible reasons for them should be done in the step of the marketing research process.

Correct Answer
verified

Which of the following statements about conducting marketing research internationally is false?

Correct Answer
verified

Why would a personal interview be favored over a mail or telephone survey?

Correct Answer
verified
In a personal interview survey, particip...
View Answer

Secondary data are data collected from inside the organization; primary data are those collected from outside the organization.

Correct Answer
verified

Marketing researchers typically favor because they are most flexible.

Correct Answer
verified

Exploratory research is concerned with identifying the characteristics of markets or categorizing market activities.

Correct Answer
verified

Correct Answer
verified

One of the most overlooked sources of secondary data is the organization's own accounting records.

Correct Answer
verified

Exam 4: Marketing Research and Information Systems

Conclusive research is used when marketers need more information about a problem or want to make a tentative hypothesis more specific.

Correct AnswerverifiedShow Answer

Which of the following surveys is most inflexible among the basic survey methods?

Correct AnswerverifiedShow Answer

Suppose that marketers at Lever Bros. are trying to determine whether the use of free samples of Snuggle fabric softener was the reason for the sales to increase in a particular store. The type of research conducted to answer this question is .

Correct AnswerverifiedShow Answer

American Flooring sells all types of floor coverings to contractors and other businesses. It keeps a collection of information about all of its clients that can be easily accessed on the company's computer system. This collection of information is called a .

Correct AnswerverifiedShow Answer

Problem location and definition is the first step toward finding a solution to a marketing problem or launching a research study. The first sign of a problem:

Correct AnswerverifiedShow Answer

Compared to a mail survey, telephone surveys have .

Correct AnswerverifiedShow Answer

The main focus of a marketing information system is on .

Correct AnswerverifiedShow Answer

A research technique is said to be reliable if it produces almost identical results in successive repeated trials.

Correct AnswerverifiedShow Answer

Weight Watchers is interested in collecting information about Americans' perceptions of dieting programs, and the company believes that significant regional differences may exist; the best type of sampling for this research would be sampling.

Correct AnswerverifiedShow Answer

In reporting marketing research findings, the researcher should .

Correct AnswerverifiedShow Answer

If a research method measures what it is supposed to measure, it is said to be reliable.

Correct AnswerverifiedShow Answer

When marketing researchers consider sampling techniques, they are preparing to collect data.

Correct AnswerverifiedShow Answer

Pointing out any deficiencies and the possible reasons for them should be done in the step of the marketing research process.

Correct AnswerverifiedShow Answer

Which of the following statements about conducting marketing research internationally is false?

Correct AnswerverifiedShow Answer

Why would a personal interview be favored over a mail or telephone survey?

Correct AnswerverifiedIn a personal interview survey, particip...View AnswerShow Answer

Secondary data are data collected from inside the organization; primary data are those collected from outside the organization.

Correct AnswerverifiedShow Answer

Marketing researchers typically favor because they are most flexible.

Correct AnswerverifiedShow Answer

Exploratory research is concerned with identifying the characteristics of markets or categorizing market activities.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

One of the most overlooked sources of secondary data is the organization's own accounting records.

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
verified

Correct Answer
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Correct Answer
verified
In a personal interview survey, particip...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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