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| 1 | |
In a marketing information system (MIS), a computer program that makes it easy for a marketing manager to get and use information as he/she is making decisions is a(n): |
| | A) | intranet. |
| | B) | data warehouse. |
| | C) | decision support system (DSS). |
| | D) | marketing model. |
| | E) | None of the above. |
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| 2 | |
Regarding a marketing information system (MIS): |
| | A) | the input of marketing managers is not needed in developing an MIS; marketers should leave everything to information technology specialists. |
| | B) | although not every firm has one, MIS use is growing rapidly. |
| | C) | a good MIS will convert information into raw data. |
| | D) | an MIS forces managers to make decisions more slowly, because the MIS provides so much information for consideration. |
| | E) | all of the above. |
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| 3 | |
________________ is composed of procedures to develop and analyze new information that will help marketing managers make decisions. |
| | A) | Marketing planning |
| | B) | Marketing processing |
| | C) | Marketing structure |
| | D) | Marketing research |
| | E) | Marketing strategy |
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| 4 | |
Which of the following is an ethical problem in marketing research? |
| | 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 the above. |
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| 5 | |
Which of the following is the correct sequence of steps in the marketing research process? |
| | A) | Getting problem-specific data; interpreting data; defining the problem; analyzing the situation; solving the problem. |
| | B) | Analyzing the situation; getting problem-specific data; interpreting data; defining the problem; solving the problem. |
| | C) | Defining the problem; getting problem-specific data; interpreting data; analyzing the situation; solving the problem. |
| | D) | Defining the problem; analyzing the situation; getting problem-specific data; interpreting the data; solving the problem. |
| | E) | None of the above. |
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| 6 | |
Which of the following statements about a situation analysis is FALSE? |
| | A) | A situation analysis is mainly a study of new information that is not already available. |
| | B) | A situation analysis may involve informal discussions with knowledgeable people. |
| | C) | A situation analysis may help educate a researcher who is dealing with an unfamiliar subject. |
| | D) | A situation analysis should include finding relevant secondary data. |
| | E) | None of the above statements is false. |
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| 7 | |
A fast-food chain is redesigning its restaurants. One of the main questions facing the chain's management is, "Should the new restaurant design include a salad bar?" A researcher in the company finds an article in a restaurant trade magazine containing the results of a study about salad bars. The results indicate that salad bars are costly to maintain and are not a major attraction to consumers. Based on this information, management decides that it will not have a salad bar as part of the new restaurant design. This example illustrates the point that: |
| | A) | collecting primary data is always necessary in order to make good decisions. |
| | B) | situation analysis is very costly in terms of time and money. |
| | C) | secondary data from sources outside the company is always better than secondary data from sources inside the company. |
| | D) | secondary data from private sources is always better than secondary data from government sources. |
| | E) | situation analysis sometimes eliminates the need for conducting further research in a problem area. |
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| 8 | |
After two months on the job, a new pastor at an established church notices a decline in attendance at Sunday services and a reduction in the amount of money donated in the weekly collection. The pastor has no idea about why this situation has developed, and there is no secondary data available that would help him to understand the underlying causes. The pastor would be well-advised to conduct a: |
| | A) | mail survey. |
| | B) | focus group. |
| | C) | Internet survey. |
| | D) | telephone survey. |
| | E) | marketing experiment. |
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| 9 | |
Qualitative research, compared to quantitative research: |
| | A) | is designed to provide greater depth of responses. |
| | B) | provides more representative samples of consumers. |
| | C) | relies on open-ended questioning. |
| | D) | all of the above. |
| | E) | A and C only. |
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| 10 | |
Focus groups: |
| | A) | are usually composed of 10-15 people as participants. |
| | 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) | take a long time to set up, conduct, and analyze. |
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| 11 | |
Quantitative research: |
| | A) | involves structured responses that can be summarized. |
| | B) | is not a good method for measuring consumer attitudes and opinions. |
| | C) | mainly uses small samples of respondents. |
| | D) | is only possible by using a mail survey. |
| | E) | relies on open-ended responses to survey questions instead of multiple-choice responses. |
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| 12 | |
Which of the following is NOT an advantage of mail surveys as a method of quantitative research? |
| | A) | Ability to do extensive questioning. |
| | B) | Ability of the respondent to compete the survey at his/her convenience. |
| | C) | Greater willingness of the respondent to provide personal information. |
| | D) | High response rates. |
| | E) | Low cost relative to personal interview surveys. |
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| 13 | |
In a grocery store's "valued customer" program, every shopper gets a card that he/she presents to the clerk in the checkout aisle. The card is scanned along with the customer's groceries. The store's computer system tracks each shopper's purchases and automatically provides special valued customer discounts. Every month, the customers in the program receive a newsletter containing coupons that are based on the customer's purchase history. For example, someone purchasing a lot of baby formula and disposable diapers might get a coupon for a free box of baby wipes. This valued customer program is based to a large extent on which of the following types of research? |
| | A) | Questioning. |
| | B) | Experimentation. |
| | C) | Observation. |
| | D) | Online surveys. |
| | E) | Personal interviews. |
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| 14 | |
Test marketing is an example of a(n): |
| | A) | mail survey. |
| | B) | focus group. |
| | C) | situation analysis. |
| | D) | telephone survey. |
| | E) | experiment. |
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| 15 | |
A random sample: |
| | A) | reduces the chances of drawing a representative sample from the population. |
| | B) | will tend to have the same characteristics--and be representative of--the population. |
| | C) | is less costly and easier to obtain than a nonrandom sample. |
| | D) | gives each member of the population a different chance of being included in the sample. |
| | E) | all of the above. |
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| 16 | |
A marketing researcher did a survey of 800 shoppers at an electronics store to determine whether they would shop at the store again, based on their most recent purchase experience. She asked them to respond "Yes" or "No" to the following question: "Based on what you experienced in your most recent shopping trip, do you plan to shop at this store again?" Among the 800 shoppers, 75% said "Yes." At a 95 percent confidence level, this percentage was accurate to within plus or minus three percentage points. The range of 72% to 78% is known as a: |
| | A) | random sample. |
| | B) | validity range. |
| | C) | population interval. |
| | D) | confidence interval. |
| | E) | Cannot be determined from the information provided. |
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| 17 | |
Which of the following statements is TRUE regarding the last step in the marketing research process; solving the problem? |
| | 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 the above. |
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| 18 | |
Regarding international marketing research: |
| | A) | if a firm is well-established internationally, there is nothing to be gained from working with local market research firms in the countries of interest. |
| | B) | it is impossible to coordinate similar marketing research efforts underway in several countries due to language and cultural differences. |
| | C) | companies with operations in several countries often try to centralize some marketing research functions to reduce costs. |
| | D) | it is impossible to standardize the elements of an international marketing information system. |
| | E) | none of the above. |
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| 19 | |
Which of the following statements about the cost and value of information is FALSE? |
| | A) | Dependable information can be expensive. |
| | B) | Managers never get all the information they would like to have. |
| | C) | The cost of gathering additional information is always justified by its value. |
| | D) | Money may be wasted if a manager ignores the facts revealed in a marketing research study and bases his/her decisions on guesswork. |
| | E) | All of the above statements are false. |
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