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1.  In 1985, Coca-Cola made a major marketing blunder by dropping their flagship

     brand (Coca-Cola) in favor of New Coke.  Quick reaction to the blunder saved the

     company from potential disaster.  Looking back, marketers can now see that a

     major problem for Coca-Cola was that it:

     a.  did not spend enough money on advertising to make the new brand work.

     b.  defined its marketing research problem too narrowly.

     c.  failed to take into account the growing influence of the Internet on consumer

          spending.

     d.  failed to account for the marketing power of rival Pepsi Cola.

  

2.  A _________________ consists of people, equipment, and procedures to gather,

     sort, analyze, evaluate, and distribute needed, timely, and accurate information to

     marketing decision makers.

     a.  management information system

     b.  marketing information system

     c.  financial information system

     d.  management intelligence plan

  

3.  Marketing information systems begin and end with information users.  They 

     _______________, develop needed information, and distribute information.

     a.  assess information needs

     b.  forecast problem situations

     c.  gather marketing intelligence

     d.  tighten internal security over information

  

4.  In a marketing information system, it is necessary to develop needed information.

     All of the following would be primary sources of this needed information EXCEPT:

     a.  psychoanalytical models.

     b.  internal company databases.

     c.  marketing intelligence.

     d.  marketing research.

 

 

5.  A good marketing information system balances the information managers would

     like to have against:

     a.  information that competitors have.

     b.  information that is available.

     c.  what they really need and what is feasible to offer.

     d.  what is supplied by consultants.

 

6.  One of the greatest problems in obtaining and accessing information that is relevant

     to a marketing manager is:

     a.  the intelligence of the manager.

     b.  the cost of obtaining the information.

     c.  the number of people that are seeking the information.

     d.  a cataloging system for the information.

 

 

7.  A(n) __________________ is a computerized collection of information obtained

     from data sources within the company.

     a.  retrieval system

     b.  marketing research report

     c.  flow diagram and a PERT chart

     d.  internal database

 

 

8.  Information in the company database can come from many sources.  Which of the

     following would not be chief among these sources?

     a.  the accounting department

     b.  the manufacturing department

     c.  the marketing department

     d.  interviews with stockholders

 

 

9. Which of the following information forms available to the marketing manager can

     usually be accessed more quickly and cheaply than other information sources?

     a.  marketing intelligence

     b.  marketing research

     c.  customer profiles

     d.  internal databases

 

 

10. One of the most common problems with using internal information is that:

a.  since it was probably collected for some other purpose, it may be incomplete or wrong.

     b.  it is usually expensive to retrieve.

     c.  top executives are usually unwilling to relinquish data, therefore, the data has

          limits.

     d.  the data is almost always unsecured and, therefore, suspect as to reliability.

 

 

11.  ______________ is(are) the systematic collection and analysis of publicly available

     information about competitors and developments in the marketing environment.

     a.  Marketing research

     b.  Internal company records

     c.  Marketing intelligence

     d.  Competitor analysis

 

 

12. The goal of marketing intelligence is to:

     a.  improve strategic decision making.

     b.  improve external security of the organization.

     c.  prevent regulators from persecuting the company or its officers.

     d.  monitor employees and ensure the company against leaks or fraud.

 

 

13. The systematic design, collection, analysis, and reporting of data relevant to a

     specific marketing situation facing an organization is called:

     a.  internal company records.

     b.  marketing research.

     c.  marketing implementation.

     d.  marketing intelligence.

 

 

14. If Compaq Computers wants to know how many and what kinds of people or

     companies will buy its new light-weight super-fast notebook computer, it would

     probably undertake which of the following?

     a.  internal company records search

     b.  marketing research

     c.  marketing implementation analysis

     d.  marketing intelligence

 

 

15. Typical situations in which ________________ is used include market potential and

     market share studies, assessments of customer satisfaction and purchase behavior,    

     and/or studies of pricing, product, distribution, and promotion activities.

     a.  marketing intelligence

     b.  marketing control

     c.  internal company records

     d.  marketing research

 

 

16. The first step in the formal marketing research process is best described as being one

     where the marketing manager has to:

     a.  define the problem and research objectives.

     b.  interpret and report the findings.

     c.  develop the research plan for collecting information.

     d.  implement the research plan, and collect and analyze the data.

 

 

17. Managers believe that the hardest step to accomplish successfully in the marketing

     research process is the one where the marketing manager has to:

     a.  define the problem and research objectives.

     b.  interpret and report the findings.

     c.  develop the research plan for collecting information.

     d.  implement the research plan, and collect and analyze the data.

 

 

18. When a manager knows that something is wrong, but is unsure of the specific causes,

     the marketing research process is most likely to be in which of the following stages?

     a.  define the problem and research objectives

     b.  interpret and report the findings

     c.  develop the research plan for collecting information

     d.  implement the research plan, collect, and analyze the data

 

 

19. After the problem has been defined carefully, the next step in the marketing research

     process is to:

     a.  develop the product concept.

     b.  develop the advertising campaign.

     c.  develop the research plan for collecting information.

     d.  proceed with collecting the information.

 

 

20. ________________ is marketing research to gather preliminary information that will

     help define problems and suggest hypotheses.

     a.  Descriptive research

     b.  Causal research

     c.  Exploratory research

     d.  Experimental research

 

 

21. The type of research used to gather preliminary information to help generate research

     hypotheses is called:

     a.  descriptive research.

     b.  causal research.

     c.  exploratory research.

     d.  experimental research.

  

22. __________________ is marketing research to better describe marketing problems,

     situations, or markets.

     a.  Descriptive research

     b.  Causal research

     c.  Exploratory research

     d.  Experimental research

  

23. The type of research used to describe things such as the market potential for a product

     is called:

     a.  descriptive research.

     b.  causal research.

     c.  exploratory research.

     d.  investigative research.

  

24. ___________________ is marketing research to test hypotheses about cause-and-

     effect relationships.

     a.  Descriptive research

     b.  Causal research

     c.  Exploratory research

     d.  Experimental research

  

25. The type of research used to test hypotheses about cause-and-effect relationships is

     called:

     a.  descriptive research.

     b.  causal research.

     c.  exploratory research.

     d.  investigative research.

  

26. The owner of a small men’s clothing store has noticed that sales for men’s suits are

     especially high on Saturdays and at the end of the month.  If he chooses to investigate

     this phenomenon he would probably choose which of the following research formats?

     a.  descriptive research

     b.  causal research

     c.  exploratory research

     d.  investigative research

  

27. The second step of the marketing research process is ____________________.

     During this step an outline of sources of existing data, specific research approaches,

     contact methods, sampling plans, and instruments that researchers will use to gather

     new data are presented.

     a.  defining the problem and research objectives

     b.  implementing the research plan

     c.  developing the research plan for collecting information

     d.  interpreting and reporting the findings

  

28. Research objectives can be translated into specific information needs.  Which of the

     following would not be a good example of such specific information needs that could

     be matched to research objectives as applied to consumers?

     a.  demographic, economic, and lifestyle characteristics of users

     b.  consumer-usage patterns

     c.  profit margins

     d.  attitudes toward proposed new packaging

  

29.  __________________ is information that already exists somewhere, having been

     collected for another purpose.

     a.  Experimental information

     b.  External information

     c.  Primary data

     d.  Secondary data

 

 

30. _________________ is information collected for the specific purpose at hand.

     a.  Experimental information

     b.  External information

     c.  Primary data

     d.  Secondary data

 

 

31. The first type of data normally collected and processed in a research effort is called

     ____________________ data.

     a.  experimental

     b.  external

     c.  primary

     d.  secondary

 

 

32. _________________ are computerized collections of information available from

     online commercial sources or via the Internet.

     a.  Internal databases

     b.  Intranet databases

     c.  Online databases

     d.  Synergistic databases

 

 

33. Which of the following would be a good example of an online database?

     a.  Linux

     b.  LEXIS-NEXIS

     c.  AOL

     d.  Quicken

 

 

 

 

34. All of the following are advantages of using secondary data EXCEPT:

     a.  secondary data can be obtained from either internal or external sources.

     b.  secondary data can be obtained more quickly than primary data.

     c.  secondary data usually costs more (but is usually worth it) than primary data.

     d.  secondary data can often provide data that an individual company cannot collect on

          its own.

 

 

35. Problems associated with secondary data include all of the following EXCEPT:

     a.  consistency.

     b.  relevancy.

     c.  accuracy.

     d.  current status (currency).

 

 

36. Designing a plan for primary data collection usually calls for decisions in all of the

     following areas EXCEPT:

     a.  payment methods.

     b.  research approaches.

     c.  contact methods.

     d.  research instruments.

 

 

37. ________________ research is the gathering of primary data by observing relevant

     people, actions, and situations.

     a.  Questionnaire

     b.  Observational

     c.  Survey

     d.  Experimental

 

 

38. Steelcase office equipment company, when designing its highly successful Personal

     Harbor modular office units, set up video cameras at various companies to study

     motions and behavior patterns that customers themselves might not even notice.

     This would be an example of which of the following research approaches?

     a.  questionnaire research

     b.  observational research

     c.  survey research

     d.  experimental research

 

 

39. A wide range of companies now use ___________ research—which combines

     intensive observation with customer interviews—to gain deep insights into how

     customers buy and live with their products.

     a.  experimental

     b.  dyad

     c.  ethnographic

     d.  experimental

 

 

40.  A people meter or a checkout scanner would be examples of which of the following

     forms of research?

     a.  ethnographic

     b.  survey

     c.  experimental

     d.  mechanical

 

 

41. ______________ is the gathering of primary data by asking people questions about

     their knowledge, attitudes, preferences, and buying behavior.

     a.  Observational research

     b.  Survey research

     c.  Experimental research

     d.  Mechanical research

 

 

42. The most widely used method for primary data collection is called:

     a.  observational research.

     b.  survey research.

     c.  experimental research.

     d.  mechanical research.

 

 

43. Electronic monitoring systems that link consumers’ exposure to television

     advertising and promotion (measured using television meters) with what they buy

     in stores (measured using store checkout scanners) are called:

     a.  covert intelligence devices.

     b.  single-source data systems.

     c.  motivational research systems.

     d.  subliminal persuasion measurement devices.

 

 

44. The major advantage of survey research is its:

     a.  simplicity.

     b.  structure.

     c.  organization.

     d.  flexibility.

 

 

45. ________________ is the gathering of primary data by selecting matched groups of

     subjects, giving them different treatments, controlling related factors, and checking for

     differences in group responses.

     a.  Observational research

     b.  Survey research

     c.  Experimental research

     d.  Mechanical research

 

 

46. Which of the following common survey methods is rated “excellent” for the control

     of the sample?

     a.  mail

     b.  telephone

     c.  personal

     d.  online

 

 

47. Which of the following common survey methods is rated “poor” in terms of speed

     of data collection?

     a.  mail

     b.  telephone

     c.  personal

     d.  online

 

 

48. Of all the survey contact methods available for the marketing researcher, the

     _______________ method is the only one rated as “excellent” in the cost category

     (it can collect many responses cheaply).

     a.  mail

     b.  telephone

     c.  personal

     d.  online

 

49. Which of the following common survey methods is rated “excellent” in terms of

     flexibility?

     a.  mail

     b.  telephone

     c.  personal

     d.  online

 

 

50. When personal interviewing involves inviting six to ten people to gather for a few

     hours with a trained interviewer to talk about a product, service, or organization, the

     method is called:

     a.  selective sponsorship.

     b.  probing.

     c.  focus group interviewing.

     d.  the Delphi method.

 

 

51. One of the problems with focus group interviewing is the potential for greater:

     a.  interviewer bias.

     b.  respondent boredom.

     c.  respondent ignorance.

     d.  interviewer incompetence.

  

52. Sam Moise goes to a local cybercafe once a week to participate in a unique form of

     marketing research.  He sits at one of the computers in the cafe, receives questions

     from a pre-programmed disk, reads the questions, and types in his answers while an

     interviewer is present in the cafe to monitor and assist with the process.  Which of the

     following would be the best description of the form of research in which Sam has just

     been a participant?

     a.  mechanical interviewing

     b.  computer-assisted interviewing

     c.  focus group interviewing

     d.  online or Internet interviewing

 

 

53. When a marketing research organization chooses a segment of the population that

     represents the population as a whole, they have chosen a _______________.

     a.  group

     b.  bi-variant population

     c.  sample

     d.  market target

 

 

54. Designing the sample in a research process requires three decisions.  Which of the

     following is not one of those decisions?

     a.  Who is to be surveyed?

     b.  How many people are to be surveyed?

     c.  How should the people in the survey be chosen?

     d.  Who will check the accuracy of the sample?

 

 

55. When the researcher is using a _____________, each population member has a

     known chance of being included in the sample.

     a.  sampling unit

     b.  sample size measure

     c.  probability sample

     d.  nonprobability sample

 

 

56. When the sampling error cannot be calculated due to the method used to select the

     sample, the researcher has just used a(n):

     a.  sampling unit sample.

     b.  inverted sample.

     c.  probability sample.

     d.  nonprobability sample.

 

 

57. If the researcher (because of time or cost constraints) selects the easiest population

     members from which to obtain the information, he or she has just selected a(n):

     a.  judgment sample.

     b.  sample random sample.

     c.  convenience sample.

     d.  stratified random sample.

 

 

58. If the researcher is faced with a research problem wherein the population needs to be

     divided into mutually exclusive groups (such as age groups), and random samples

     are drawn from each group, the researcher has just selected a(n):

     a.  judgment sample.

     b.  sample random sample.

     c.  convenience sample.

     d.  stratified random sample.

 

 

59. If every member of the population has a known and equal chance of being chosen to

     survey, then the researcher has just used a(n):

     a.  judgment sample.

     b.  sample random sample.

     c.  convenience sample.

     d.  stratified random sample.

 

 

60.  Perhaps the most explosive issue facing online researchers concerns:

     a.  the extremely high costs of online research.

     b.  consumer privacy.

     c.  lack of accuracy with respondent responses.

     d.  difficulty in verifying sample demographics.

 

 

61. ____________________ include all the possible answers, and subjects make choices

     among them.

     a.  Closed-parameter questions

     b.  Open-end questions

     c.  Closed-end questions

     d.  Conditioned response questions

 

62. _________________ allow respondents to answer questions in their own words.

     a.  Closed-parameter questions

     b.  Open-end questions

     c.  Closed-end questions

     d.  Conditioned response questions

 

 

63. If a researcher wanted to measure a respondent’s physical responses with a

     mechanical device, he or she could use a(n):

     a.  galvanometer.

     b.  people meter.

     c.  scanner.

     d.  brain probe.

 

 

64. In recent years, many companies have acquired or developed special software and

     analysis techniques called ________________for integrating and applying the

     mountains of individual customer data contained in their databases.

     a.  integration management

     b.  people probes

     c.  customer relationship management

     d.  psychographics

  

65. Francis Smith wishes to pull psychographic data about customers’ wants and desires

     from the company’s database.  The company has been maintaining elaborate records

     about the wants and desires of its customers for years in what would now be called

     a data warehouse.  When Francis pulls the needed data gems from the data

     warehouse, she has just participated in the process of:

     a.  data research.

     b.  nonmetric-multidimensional scaling.

     c.  data mining.

   &nbs

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