question

Identify the INCORRECT statement about marketing research

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Most small companies have a separate marketing research department.

question

Marketing Research

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- provides new information for use in decision-making. - must be a joint effort between the researcher and the manager. - may be handled by outside specialists or by people within the firm.

question

Marketing information systems rely heavily on:

answer

-Data about current customers -Overall product sales reports -Inventory levels

question

A __________ is an organized way of continually gathering, accessing, and analyzing information that marketing managers need to make ongoing decisions

answer

marketing information system

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A complete marketing information system should:

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- provide a good overall view on many types of problems. - allow marketing managers to get needed information while they are actually making decisions. - provide answers to specific questions. - continually gather data from internal and external sources, and from market research studies.

question

Big data does not comes from which of the following sources?

answer

big data comes from spreadsheets, social media sites, clickstreams, and digital sensors on industrial equipment

question

When getting information for marketing decisions, the marketing manager:

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- may use both internal and external sources of information. - may need to make some decisions based on incomplete information. - may need to rely on his or her own instincts to make some decisions. - should have access to ongoing information about business performance.

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Regarding "marketing research" and "marketing information systems":

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marketing information systems make information more available and more accessible.

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Setting up a marketing information system can be valuable to marketing managers because

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most companies have much useful information, but it often isn't available or accessible when the manager needs it.

question

Managers at Wayzata Communications, an Internet service provider, want access to a continual flow of information about their market—available whenever they need it. Wayzata managers need a(n)

answer

marketing information system

question

Which of the following statements about intranets is NOT TRUE?

answer

Access to websites on an intranet is unrestricted.

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A decision support system

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typically helps change raw data into more useful information.

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Juan Quito, marketing manager at Branded Food Co., reviewed his ______, the up-to-the-minute marketing data on his computer screen. It was organized in an easy-to-read format and customized to his area of responsibility.

answer

marketing dashboard

question

At Verizon Communications, a marketing manager can view up-to-date marketing data that has been customized to fit his area of responsibility by using a:

answer

marketing dashboard

question

The _____ is a decision-making approach that focuses on being objective and orderly in testing ideas before accepting them

answer

scientific method

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The scientific method

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is an orderly and objective approach to judging how good an idea really is.

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Which of the following statements accurately describes the collaboration between marketing managers and market researchers?

answer

Marketers explain real marketing problems and request information from researchers; Researchers conduct tests that provide information to marketers.

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Regarding marketing managers and the development of market research:

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marketing managers may only be consumers of research

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Regarding the marketing research process, defining the problem

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may have to wait until after a situation analysis has been completed.

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During a "situation analysis," a marketing researcher should:

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study what information is already available

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Which of the following statements about doing a situation analysis is correct?

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It doesn't make sense to start a situation analysis until the problem has begun to surface

question

When a marketing manager searches the Internet to find information about a research problem, this is an example of a(n)

answer

situation analysis.

question

When a marketing manager scans a firm's MIS to try to obtain information about why the firm's product sales are down, this is an example of a(n):

answer

situation analysis

question

Data that has already been collected or published is:

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secondary data

question

Which of the following statements concerning secondary data is correct?

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Secondary data was originally collected for some other purpose.

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Secondary data

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is information that has been collected already

question

Which of the following is NOT a secondary data source?

answer

Customer files

question

Which of the following statements about using the Internet to gather secondary information is FALSE?

answer

Information on the Internet is readily available and very reliable

question

Searching the Internet, reviewing secondary data, and monitoring "chatter" on the web are inexpensive and informal ways for marketers to:

answer

perform a situation analysis

question

A good place for a marketing analyst to START looking for published statistical data is the:

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Statistical Abstract of the United States

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A situation analysis

answer

can help define the problem.

question

Which of the following statements about secondary data is correct?

answer

Secondary data may be available much faster than primary data

question

Which of the following is NOT likely to be included in a research proposal?

answer

preliminary recommendations on how to solve the problem

question

____ is an example of a primary data source.

answer

Observation

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The two basic methods for obtaining primary information about customers are

answer

questioning and observing

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For marketers, the purpose of gathering primary data is usually

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to learn what consumer think or how they behave in certain situations

question

When seeking problem-specific data through qualitative research, the researcher

answer

seeks for subjects to share their honest thoughts in a topic without interference

question

In quantitative research, it is common for researchers to ask questions and offer a variety of fixed answers from which to choose-such as multiple-choice questions. This approach is advantageous for all the following reasons except

answer

it limits the broad range of possible answers to ones envisioned by researchers

question

The big advantage of qualitative research in marketing is

answer

the in-depth responses it provides.

question

______ are one widely used form of qualitative questioning in marketing research.

answer

focus groups

question

When focus group interviews are used in marketing

answer

The research conclusions will vary depending on who watches the interview whether online or off-line.

question

Which of the following is a disadvantage of quantitative research (compared to qualitative research)?

answer

It is harder to get in-depth answers

question

Which method of quantitative research would probably produce the best results when the questions are simple and require only quick "yes" or "no" answers?

answer

telephone interviews

question

Which method of data collection is typically best when you want respondents to quickly answer a small number of fairly simple questions?

answer

telephone

question

Which variation of personal interview surveys helps reduce the cost of locating consumer respondents?

answer

Mall intercept interviews

question

The observing method in marketing research:

answer

is used to gather data without consumers being influenced by the process.

question

When a Walmart clerk checks out a customer by scanning the bar codes of items in the customer's shopping basket, this is an example of what type of research?

answer

observation

question

A marketing manager wants to know if a "2 for 1" coupon will attract new customers. He will get the most persuasive results if he uses

answer

an experimental method in which only some consumers get the coupon and the purchases of the two groups (with and without coupons) are compared

question

______ research accounts for about 40 percent of marketing research spending.

answer

Syndicated

question

Business market researchers commonly use ______________ because of their flexibility.

answer

personal interviews

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