Ch 1: quiz

Small companies
a) do not have a need for marketing research.
b) depend on their salespeople or managers to conduct marketing research.
c) do not use marketing information systems.
d) typically call in specialized marketing consultants and marketing research organizations to take charge of a whole project.
e) typically have a separate marketing research department to plan and manage research projects.
Databases are stored in ______ so that they are available when needed.
a) data dashboards
b) data mines
c) data sources
d) data warehouses
e) data matrices
Which of the following displays up-to-the-minute marketing data in an easy-to-read format that managers can use to monitor business activity and respond quickly to problems?
a) a consumer panel
b) a marketing dashboard
c) a marketing model
d) a data warehouse
e) a data catalogue
Marketing research helps managers make better marketing decisions because it
a) offers objective information gathered using the scientific method.
b) is completely based on intuition.
c) lets computers make the final decisions.
d) is based on common sense and hunches.
e) focuses on accepting ideas before testing them.
The scientific method is important in marketing research because it
a) forces the researcher to rely on intuition, thereby reducing the need to follow certain procedures.
b) uses observations to develop hypotheses and then test them.
c) directly introduces products into the market without wasting time and money in running consumer tests.
d) eliminates the need for managers to specify the information they need to gather.
e) always specifies a marketing strategy that is bound to succeed.
The most difficult step in the marketing research process is
a) analyzing the situation.
b) defining the problem.
c) observing.
d) collecting data.
e) interpreting the data.
Which of the following is a common mistake marketing managers tend to make during the first step of the marketing research process?
a) They question if they know enough about a market before proceeding with their plans and strategies.
b) They tend to narrow down research objectives.
c) They conduct research instead of merely relying on intuition.
d) They deny that a problem exists even when there is one.
e) They confuse problems with symptoms.
b – flag
A small manufacturing firm has just experienced a rapid drop in sales. The marketing manager thinks he knows what the problem is and carefully analyzes secondary data to verify his assumption. His next step should be to
a) conduct an experiment.
b) develop a hypothesis and predict the future behavior of sales.
c) quickly initiate corrective action before sales drop any further.
d) develop a formal research project to gather primary data.
e) conduct informal discussions with outsiders to check his assumption.
b – flag
A situation analysis aids the marketing research process in all the following ways except that it
a) helps researchers gain knowledge about the marketing environment.
b) helps researchers figure out how to help the marketing managers.
c) aids marketing managers in assessing what information is currently available regarding the problem area.
d) helps marketing managers educate themselves about unfamiliar situations.
e) interprets data and converts it to useful knowledge and business wisdom.
Secondary data refers to
a) data that is more accurate and reliable than primary data.
b) data that cannot be accessed via the Internet.
c) information that has been collected or published already.
d) information specifically collected to solve a current problem.
e) data that is rarely available and is expensive to retrieve.
A research proposal
may include information about costs, what data will be collected, and how long the process will take.
is a plan developed during the problem definition stage of research.
usually cannot provide much information about how data will be collected, since it is hard to tell until the research is started.
should be written by the marketing manager, not the researcher, since the manager knows what needs to be done.
should be conducted before the situational analysis.
Shonda is using open-ended questions to interview people from her company’s target market in order to find out, in-depth, about their feelings about a new product. Shonda is conducting ______ research.
fixed response
Which of the following is a major problem with questionnaires?
They often have a poor response rate.
They are often very expensive.
They are often inconvenient for respondents.
They only deliver qualitative data.
They cannot be used to gather large amounts of data.
Eva, 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
the observation approach.
a mail survey.
secondary data.
an online survey.
a personal interview.
A market research online community is best defined as
a group of researchers who use online message boards to compare research techniques.
an industry-specific network of marketers who work together to analyze market research.
a group of people who share a common interest and use the Internet to participate in ongoing research.
an online group of marketers who share secondary data with each other to reduce expenses.
researchers who use the Internet to conduct both quantitative and qualitative research.
For the experimental method to work, researchers must use two or more groups that are
ethnically diverse.
similar in most ways, except the characteristic being tested.
similar on the characteristic being tested.
representative of different social classes.
different in most ways.
When conducting surveys, researchers
collect information about everyone in a population.
study only a sample of the population they are interested in.
hand select each person to be surveyed.
can expect sample results to exactly match those of the larger population.
study anyone they can, regardless of whether they are part of the target population.
When using randomly selected samples, researchers determine the likely accuracy of the sample by analyzing it with regard to the ______, or the range on either side of an estimate that is likely to hold the true value for the population.
quantitative spread
validity measure
sampling confidence
confidence interval
secondary value
When interpreting data, a marketing manager should
realize that statistical summaries from a sample may not be precise for the whole population.
know that quantitative survey responses are valid, but qualitative research may not be valid.
be satisfied with the sample used as long as it is large.
leave it to the technical specialists to draw the correct conclusions.
recognize that outliers are routinely wrong and should be ignored and discarded.
Lucy is conducting market research to gauge home owners’ interest levels in different types of imported rugs. However, because this is a somewhat specialized topic, she is worried that respondents may not know enough to tell the types apart, meaning they may indicate that they like Bokhara rugs best when they really prefer Khotan rugs. In other words, Lucy is concerned about the ______ of her results, or the extent to which her data measures what it is intended to measure.
hidden purpose
decision support
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