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1 | |
An organized way of continually gathering, accessing, and analyzing information that marketing managers need to make decisions is a ________________________. |
| | A) | Management information system (MIS) |
| | B) | Marketing information system (MIS) |
| | C) | Marketing data warehouse |
| | D) | Decision support system (DSS) |
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2 | |
A computer program that makes it easy for a marketing manager to get and use information as he or she is making decisions is a(n) _______________. |
| | A) | Marketing information system (MIS) |
| | B) | Search engine |
| | C) | Decision support system (DSS) |
| | D) | Marketing data warehouse |
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3 | |
A _________ is a statement of relationships among marketing variables. |
| | A) | Marketing model |
| | B) | Hypotheses |
| | C) | Situation analysis |
| | D) | Research proposal |
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4 | |
Marketing research involves procedures to develop and analyze new information to help marketing managers make decisions, using "facts" that are currently available in the MIS. |
| | A) | True |
| | B) | False |
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5 | |
It is _____________ for a firm to contact customers under the pretense of doing research, when the real purpose is to sell something. |
| | A) | Illegal |
| | B) | Ethical |
| | C) | Unethical |
| | D) | Unfair |
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6 | |
Applying the scientific method, what is the first step of the marketing research process? |
| | A) | Analyze the situation |
| | B) | Define the problem |
| | C) | Gather problem-specific data |
| | D) | Interpret the data |
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7 | |
A___________ is an informal study of what information is already available in a particular problem area. |
| | A) | Position statement |
| | B) | Situation analysis |
| | C) | Market research process |
| | D) | Focus group interview |
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8 | |
The two basic methods for obtaining information about customers are ___________. |
| | A) | Questioning and focus group interviews |
| | B) | Survey questionnaires and focus group interviews |
| | C) | Observing and survey questionnaires |
| | D) | Questioning and observing |
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9 | |
Quantitative research seeks in-depth, open-ended responses, not yes or no answers. |
| | A) | True |
| | B) | False |
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10 | |
The most widely used form of qualitative questioning in marketing research is the _________________. |
| | A) | Focus group interview |
| | B) | Survey questionnaires |
| | C) | Telephone surveys |
| | D) | Mail/email surveys |
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11 | |
The conclusions reached from a focus group session can be relied on as "facts" that apply to a broad target market. |
| | A) | True |
| | B) | False |
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12 | |
____________ is survey research that seeks structured responses that can be summarized in numbers, like percentages, averages or other statistics. |
| | A) | Qualitative research |
| | B) | Quantitative research |
| | C) | Scientific method |
| | D) | Situation analysis |
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13 | |
The percentage of people contacted who complete a questionnaire is known as the ___________. |
| | A) | Sample population |
| | B) | Confidence interval |
| | C) | Response rate |
| | D) | Sample reliability |
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14 | |
A "people meter" is a research device that involves attaching a machine to the TV set in the homes of selected families, and recording when the TV is on and what station was tuned in. |
| | A) | True |
| | B) | False |
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15 | |
A group of consumers who provide information on a continuing basis is a(n) __________. |
| | A) | Focus group |
| | B) | Consumer panel |
| | C) | Sample population |
| | D) | Target market |
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16 | |
Using the ____________________, researchers compare the responses of two or more groups that are similar except on the characteristic being tested. |
| | A) | Scientific method |
| | B) | Marketing research process |
| | C) | Situation analysis |
| | D) | Experimental method |
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17 | |
The total group a researcher is interested in is known as the ______________, and the part of the relevant group studied is called a __________________ . |
| | A) | Population; sample |
| | B) | Sample; population |
| | C) | Mass market; target market |
| | D) | Population; random sample |
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18 | |
An estimate from a representative sample usually varies somewhat from the true value for a total population. |
| | A) | True |
| | B) | False |
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19 | |
Reliability concerns the extent to which data actually measures what is intended to be measured. |
| | A) | True |
| | B) | False |
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2003 McGraw-Hill Higher Education