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Basic Marketing: A Global Managerial Approach, 10/e

Stanley J. Shapiro
Kenneth B. Wong, Queens School of Business
William D. Perreault, University of North Carolina
E. Jerome McCarthy, Michigan State University

Using Marketing Information to Make Better Decisions

Quiz Questions


1	Consumer panels are groups of consumers who provide information on a continuing basis.
		A)	True
		B)	False


2	A statistical package is likely to be used with quantitative research, but not with qualitative research.
		A)	True
		B)	False


3	Random sampling means each member of the population has a different chance of being included in the sample.
		A)	True
		B)	False


4	Validity concerns the extent to which data measures what it is intended to measure.
		A)	True
		B)	False


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


6	Which of the following information would not be readily accessible to a store?
		A)	level of consumer spending in the economy
		B)	location of competitors' stores
		C)	price a competitor pays to its supplier
		D)	household income in the area around a store location
		E)	its own profit margin


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


8	When getting information for marketing decisions, the marketing manager:
		A)	should have access to ongoing information about business performance.
		B)	may use both internal and external sources of information.
		C)	may need to rely on his or her own instincts to make some decisions.
		D)	may need to make some decisions based on incomplete information.
		E)	All of the above.


9	Procedures to gather and analyze new information to help marketing managers make decisions are called:
		A)	statistical techniques.
		B)	marketing research.
		C)	marketing information systems.
		D)	analytical research.
		E)	strategy planning.


10	Marketing research:
		A)	is only needed by producers who have long channels of distribution.
		B)	should be planned by research specialists who understand research techniques better than marketing managers.
		C)	is needed to keep isolated marketing managers in touch with their markets.
		D)	consists mainly of survey design and statistical techniques.
		E)	All of the above.


11	In what ways should marketing managers be involved in marketing research?
		A)	explain what information they need
		B)	understand limitations of the findings
		C)	hire the research firm
		D)	co-operate with the researchers
		E)	all of the above


12	A decision-making approach that focuses on being objective and orderly in testing ideas before accepting them is the:
		A)	DSS method.
		B)	marketing models method.
		C)	scientific method.
		D)	MIS method.
		E)	statistical method.


13	Which of the following is most consistent with the scientific method approach to marketing research discussed in the text?
		A)	"Sometimes the answers from the early stages of the research process are good enough so we stop the research and make our decisions."
		B)	"We continually survey our customers because the results give us good ideas for hypotheses."
		C)	"Our research is as precise as possible—because we want to be 100 percent accurate."
		D)	"Once we interpret the data, we can define our problem."
		E)	None of the above is consistent with the scientific method.


14	Which of the following is NOT part of the five step marketing research process discussed in the text?
		A)	defining the problem
		B)	solving the problem
		C)	analyzing the situation
		D)	interpreting the data
		E)	developing the marketing information system


15	A company with a new product has defined its problem as "will this sell?". This problem definition:
		A)	is a good basis to begin market research.
		B)	supports the scientific method.
		C)	does little to provide direction for marketing efforts.
		D)	is very precise.
		E)	completes the marketing research process for this company.


16	The first thing a marketing manager should do if one of his or her firm's products drops in sales volume is:
		A)	phone competitors.
		B)	interview representative customers.
		C)	set research priorities.
		D)	conduct a survey to see what is wrong.
		E)	define the problem.


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


18	Data that has already been collected or published is:
		A)	rarely—if ever—used for marketing decision making.
		B)	free data.
		C)	secondary data.
		D)	useful data.
		E)	primary data.


19	Syndicated data:
		A)	is available for free.
		B)	can be found in public libraries.
		C)	comes primarily from government sources.
		D)	all of the above (a, b & c).
		E)	is sold by private research firms.


20	With focus group interviews:
		A)	the objective is to get the group to interact, so many ideas are generated.
		B)	researchers try to select a large sample so they can extend the results to the whole population.
		C)	marketing managers can estimate the size of the market for a new product.
		D)	consumers talk as a group for about 10 minutes, and then meet individually with an interviewer.
		E)	it is typical for the researcher to develop quantitative summaries of the results.


21	One of the major disadvantages of the focus group interview approach is that
		A)	there is no interviewer, so the research questions may not be answered.
		B)	it is difficult to get in-depth information about the research topic.
		C)	once the interview is over there is no way for a marketing manager who was not there to evaluate what went on.
		D)	it is difficult to measure the results objectively.
		E)	ideas generated by the group can't be tested later with other research.


22	A marketing researcher wants to get extensive information about family spending patterns as part of a survey. She is most likely to get the needed information with:
		A)	telephone interviews.
		B)	a mail survey.
		C)	personal interviews.
		D)	statistical packages.
		E)	any of the above.

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