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| 1 | |
Marketing research: |
| | A) | should be planned by research specialists who understand research techniques better than marketing managers. |
| | B) | is needed to keep marketing managers in touch with their markets. |
| | C) | consists mainly of survey design and statistical techniques. |
| | D) | is only needed by producers who have long channels of distribution. |
| | E) | All of the above. |
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| 2 | |
In small companies, |
| | A) | there is no need for marketing research. |
| | B) | there should be a marketing research department—or there will be no one to do marketing research. |
| | C) | the emphasis of marketing research should be on customer surveys. |
| | D) | salespeople often do what marketing research gets done. |
| | E) | there usually isn't enough money for a manager to use a search engine. |
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| 3 | |
Marketing research: |
| | A) | usually requires complex statistical techniques, so marketing managers should leave planning of the research to the research specialists. |
| | B) | is likely to be more effective when guided by the strategy planning framework. |
| | C) | should gather as much information as possible. |
| | D) | begins by analyzing the situation. |
| | E) | All of the above are true. |
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| 4 | |
A complete marketing information system: |
| | A) | provides a good overall view on many types of problems, but usually cannot provide answers to specific questions. |
| | B) | eliminates the need for "one-shot" marketing research projects. |
| | C) | is organized to continually gather data from internal and external sources, including market research studies. |
| | D) | is usually too complicated for the marketing manager to use without help from data processing specialists. |
| | E) | All of the above are true. |
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| 5 | |
When getting information for marketing decisions, the marketing manager: |
| | A) | can benefit from new developments in computer networks and software. |
| | B) | should have access to ongoing information about business performance. |
| | C) | may need to make some decisions based on incomplete information. |
| | D) | All of the above are true. |
| | E) | None of the above is true. |
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| 6 | |
Which of the following statements about marketing information systems is true? |
| | A) | Marketing information systems are used to gather, access, and analyze data from intracompany sources, while marketing research deals with external sources. |
| | B) | Decision support systems allow managers to see how answers to questions might change in different situations. |
| | C) | Computerized marketing information systems tend to increase the quantity of information available for decision making but not without some corresponding decrease in quality. |
| | D) | The value of decision support systems is limited because the manager can't use them while he is actually making his decisions. |
| | E) | All of the above are true statements. |
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| 7 | |
Which of the following statements about marketing research is FALSE? |
| | A) | A low response rate may affect the accuracy of results. |
| | B) | Managers never get all the information they would like to have. |
| | C) | Getting more or better information is not always worth the cost. |
| | D) | Because of the risks involved, marketing managers should never base their decision on incomplete information. |
| | E) | A marketing manager should evaluate beforehand whether research findings will be relevant. |
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| 8 | |
The scientific method |
| | 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 the above is true. |
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| 9 | |
The scientific method is important in marketing research because it: |
| | A) | forces the researcher to follow certain procedures, thereby reducing the need to rely on intuition. |
| | B) | develops hypotheses and then tests them. |
| | C) | specifies a marketing strategy which is almost bound to succeed. |
| | D) | Both A and B are correct. |
| | E) | All of the above are correct. |
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| 10 | |
Which of the following is most consistent with the scientific method approach to marketing research discussed in the text? |
| | A) | "We continually survey our customers because the results give us good ideas for hypotheses." |
| | B) | "Once we interpret the data, we can define our problem." |
| | C) | "Our research is as precise as possible—because we want to be 100 percent accurate." |
| | D) | "Sometimes the answers from the early stages of the research process are good enough so we stop the research and make our decisions." |
| | E) | None of the above is true. |
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| 11 | |
The most difficult step of the marketing research process is: |
| | A) | analyzing the situation. |
| | B) | collecting data. |
| | C) | observation. |
| | D) | defining the problem. |
| | E) | interpreting the data. |
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| 12 | |
Often the most difficult step in the marketing research process is: |
| | A) | analyzing the situation. |
| | B) | defining the problem. |
| | C) | getting problem-specific data. |
| | D) | interpreting the data. |
| | E) | All of the above. |
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| 13 | |
The first thing a marketing manager should do if one of his firm's products drops in sales volume is: |
| | A) | conduct a survey to see what is wrong. |
| | B) | define the problem. |
| | C) | set research priorities. |
| | D) | do a situation analysis. |
| | E) | interview representative customers. |
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| 14 | |
A small manufacturing firm has just experienced a rapid drop in sales. The marketing manager thinks that he knows what the problem is and has been carefully analyzing secondary data to check his thinking. His next step should be to: |
| | A) | conduct an experiment. |
| | B) | develop a formal research project to gather primary data. |
| | C) | conduct informal discussion with outsiders, including intermediaries, to see if he has correctly defined the problem. |
| | D) | develop a hypothesis and predict the future behavior of sales. |
| | E) | initiate corrective action before sales drop any further. |
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| 15 | |
A research proposal |
| | A) | should be written by the marketing manager—not the researcher—since the manager knows what needs to be done. |
| | B) | usually can't provide much information about how data will be collected, since it is hard to tell until the research is started. |
| | C) | might lead a marketing manager to decide that the proposed research will cost more than it is worth. |
| | D) | is a plan developed during the problem definition stage of research. |
| | E) | All of the above are true. |
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| 16 | |
With regard to getting problem-specific data: |
| | A) | the observation method involves asking consumers direct questions about their observations. |
| | B) | surveys distributed by e-mail are declining in popularity. |
| | C) | focus group interviews are usually more representative than a set of personal interviews. |
| | D) | telephone surveys are limited to short, simple questions—they don't allow the interviewer to learn what a respondent is really thinking. |
| | E) | None of the above is a true statement. |
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| 17 | |
A marketing researcher wants to do in-depth research on business customers' experiences with the company's products. She is MOST likely to get what she wants if she uses |
| | A) | an e-mail survey. |
| | B) | the focus group approach. |
| | C) | the observation approach. |
| | D) | personal interviews. |
| | E) | None of the above is very useful for getting in-depth information about business customers' attitudes. |
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| 18 | |
Which of the following is NOT a good example of the observation method of marketing research? |
| | A) | The manager of a supermarket occasionally walks through the store to see what customers are doing. |
| | B) | A drugstore installs optical scanners at its checkout counters. |
| | C) | The owner of a shopping center puts a counting device at the entrance to count how many cars come in. |
| | D) | A store manager studies videotapes of consumers shopping in the store. |
| | E) | All of the above are good examples of observation research. |
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| 19 | |
The response rate to a survey affects |
| | A) | who is in the population for a marketing research study. |
| | B) | whether a statistical package can be used to analyze the data. |
| | C) | how representative the sample is. |
| | D) | All of the above are good answers. |
| | E) | None of the above is a good answer. |
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| 20 | |
At the step when data are interpreted, a marketing manager should: |
| | A) | leave it to the technical specialists to draw the correct conclusions. |
| | B) | realize that statistical summaries from a sample may not be precise for the whole population. |
| | C) | know that quantitative survey responses are valid, but qualitative research may not be valid. |
| | D) | be satisfied with the sample used as long as it is large. |
| | E) | All of the above are correct. |
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