MKT CH 7

66. Procedures that develop and analyze new information to help marketing managers make decisions are called:

A) strategy planning.

B) operational planning.

C) analytical research.

D) marketing research.

E) statistical techniques.

| Ans: D | Easy | LO: 1 | Pg. 170 | Definitional |

67. Procedures that develop and analyze new information to help marketing managers make

decisions are called:

A) marketing research.

B) statistical techniques.

C) operational planning.

D) strategy planning.

E) sample building units (SBUs).

| Ans: A | Easy | LO: 1 | Pg. 170 | Definitional |

68. Marketing research is concerned with developing and analyzing new information to help marketing managers do a better job of:

A) executing marketing strategies.

B) planning marketing strategies.

C) making operational decisions.

D) controlling marketing strategies.

E) All of the above.

| Ans: E | Medium | LO: 1 | Pg. 170 | Comprehension |

69. 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.

| Ans: B | Easy | LO: 1 | Pg. 170 | Self-Test |

70. A ______________ is an organized way of continually gathering and analyzing data to get information to help marketing managers make ongoing decisions.

A) marketing information system

B) marketing model

C) marketing research project

D) marketing research department

E) marketing logistics system

| Ans: A | Easy | LO: 1 | Pg. 170 | Definitional |

71. 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.

| Ans: D | Easy | LO: 1 | Pg. 170 | Self-Test |

72. Regarding “marketing research” and “marketing information systems”:

A) marketing information systems gather and analyze data from sources inside the company,

while marketing research handles all external sources.

B) marketing information systems make information more available and more accessible.

C) marketing information systems tend to increase the quantity of information available for decision making, but with some decrease in quality.

D) most firms have gone “too far” trying to apply modern decision-making techniques.

E) All of the above are true.

| Ans: B | Medium | LO: 1 | Pg. 170 | Comprehension |

73. Regarding “marketing research” and “marketing information systems”:

A) marketing information systems gather, access, and analyze data from intracompany sources, while marketing research handles all external sources.

B) both tend to focus on nonrecurring information needs.

C) marketing information systems tend to increase the quantity of information available for decision making, but with some decrease in quality.

D) most firms have gone “too far” trying to apply modern decision-making techniques.

E) None of the above is true.

| Ans: E | Medium | LO: 1 | Pg. 170 | Comprehension |

74. When getting information for marketing decisions, the marketing manager:

A) may use both internal and external sources of information.

B) may need to make some decisions based on incomplete information.

C) may need to rely on his or her own instincts to make some decisions.

D) should have access to ongoing information about business performance.

E) all of the above.

| Ans: E | Medium | LO: 1 | Pg. 170-73 | Comprehension |

75. Marketing research:

A) provides new information for use in decision-making.

B) must be a joint effort between the researcher and the manager.

C) may be handled by outside specialists or by people within the firm.

D) All of the above are true.

E) None of the above is true.

| Ans: D | Easy | LO: 1 | Pg. 170-73 | Comprehension |

76. Marketing research:

A) should be planned by research specialists who understand research techniques better than marketing managers.

B) is only needed by producers who use long channels of distribution.

C) should be planned by marketing managers–who understand the problem–not researchers.

D) is not needed by business marketers because their needs are different.

E) can get changing information that is not available in the MIS.

| Ans: E | Medium | LO: 1 | Pg. 170-71 | Comprehension |

77. Regarding marketing research,

A) when time is short and a decision must be made, it is better not to do a research project that

can answer only some of the questions.

B) a good researcher will understand the marketing problem as well as the technical details of marketing research.

C) marketing managers really don’t have to know much about how to plan marketing research to use the results effectively.

D) most large companies don’t use outside research specialists.

E) the marketing manager is usually too involved to be objective, so a research specialist should define the problem.

| Ans: B | Medium | LO: 1 | Pg. 170-73 | Comprehension |

78. 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.

| Ans: B | Easy | LO: 1 | Pg. 170-75 | Self-Test |

79. Which of the following statements BEST reflects the point of view of the text with respect to marketing research?

A) “We don’t use computers, surveys and the like because marketing’s information needs are usually not that precise anyway.”

B) “When we work with outside marketing research specialists, we expect them to take the time to really understand the problem we are trying to solve.”

C) “As marketing manager, I feel that the marketing researchers should be left alone to do their research–since they often come up with interesting suggestions.”

D) “As marketing research director, I should know the marketing manager’s position in advance, so we can prove it is correct if possible.”

E) “Our company is very small, but we should have our own marketing research department anyway–to get the information we need to make good decisions.”

| Ans: B | Hard | LO: 1 | Pg. 170-73 | Comprehension |

80. 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.

| Ans: C | Easy | LO: 1 | Pg. 170-73 | Self-Test |

81. A complete marketing information system should:

A) provide a good overall view on many types of problems.

B) allows marketing managers to get needed information while they are actually making decisions.

C) provide answers to specific questions.

D) continually gather data from internal and external sources, and from market research studies.

E) All of the above are true.

| Ans: E | Medium | LO: 1 | Pg. 170-73 | Comprehension |

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

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

B) most market-oriented companies only need a certain type of information once or twice.

C) marketing research data is rarely as accurate as data from a marketing information system.

D) market-oriented managers can always use more data.

E) a company that can’t afford marketing research should at least have a marketing information system.

| Ans: A | Medium | LO: 1 | Pg. 171-73 | Comprehension |

83. 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.

| Ans: D | Easy | LO: 1 | Pg. 171-73 | Self-Test |

84. 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.

| Ans: B | Easy | LO: 1 | Pg. 173 | Self-Test |

85. 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.

| Ans: C | Easy | LO: 2 | Pg. 175 | Self-Test |

86. 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.

| Ans: D | Easy | LO: 2 | Pg. 175 | Self-Test |

87. A decision-making approach that focuses on being objective and orderly in testing ideas before accepting them is the:

A) MIS method.

B) scientific method.

C) statistical method.

D) DSS method.

E) marketing models method.

| Ans: B | Easy | LO: 2 | Pg. 175 | Definitional |

88. Educated guesses about the relationships between things or about what will happen in the future are:

A) theories.

B) laws.

C) “facts.”

D) hypotheses.

E) None of the above.

| Ans: D | Easy | LO: 2 | Pg. 175 | Definitional |

89. Educated guesses about the relationships between things or about what will happen in the future are:

A) hypotheses.

B) laws.

C) proposals.

D) theories.

E) predictions.

| Ans: A | Easy | LO: 2 | Pg. 175 | Definitional |

90. The scientific method

A) rejects the idea that marketing managers can make “educated guesses” about marketing

relationships.

B) is an orderly way of presenting your point of view.

C) assumes that statistical analysis provides the only basis for rejecting an hypothesis.

D) All of the above are true.

E) None of the above is true.

| Ans: E | Medium | LO: 2 | Pg. 175 | Comprehension |

91. Which of the following is NOT part of the five-step marketing research process discussed in the text?

A) Writing the proposal

B) Analyzing the situation

C) Solving the problem

D) Interpreting the data

E) Defining the problem

| Ans: A | Easy | LO: 2 | Pg. 175 | Definitional |

92. Which of the following is NOT part of the five-step marketing research process discussed in the text?

A) Interpreting the data.

B) Developing the marketing information system (MIS).

C) Analyzing the situation.

D) Defining the problem.

E) Solving the problem.

| Ans: B | Easy | LO: 2 | Pg. 175 | Definitional |

93. 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.

| Ans: D | Easy | LO: 2 | Pg. 175 | Self-Test |

94. 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.

| Ans: D | Easy | LO: 2 | Pg. 176 | Self-Test |

95. 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.

| Ans: B | Easy | LO: 2 | Pg. 176 | Self-Test |

96. 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.

| Ans: B | Easy | LO: 2 | Pg. 176 | Self-Test |

97. Regarding the marketing research process, defining the problem

A) is often confused with identifying the symptoms of the problem.

B) can be guided by the marketing strategy planning framework.

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

D) All of the above are true.

E) None of the above is true.

| Ans: D | Easy | LO: 2 | Pg. 176-77 | Comprehension |

98. Regarding the marketing research process, defining the problem

A) means identifying the symptoms.

B) usually requires that problem specific data be collected and interpreted.

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

D) All of the above are true.

E) None of the above is true.

| Ans: C | Medium | LO: 2 | Pg. 177 | Comprehension |

99. During a “situation analysis,” a marketing researcher should:

A) collect primary data.

B) talk with competitors facing similar problems.

C) begin to talk informally to as many customers as possible.

D) study what information is already available.

E) All of the above.

| Ans: D | Medium | LO: 2 | Pg. 177 | Definitional |

100. A company that sells equipment through independent wholesalers wants to find out why sales are down in one region. An analyst is asked to interview the wholesaler in that region.

This seems to be

A) part of a situation analysis.

B) the beginning of a focus group interview.

C) gathering information that will be analyzed by a statistical package.

D) bad practice, since the problem has not been defined yet.

E) None of the above is true.

| Ans: A | Medium | LO: 2 | Pg. 177 | Application |

101. 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 middlemen, 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.

| Ans: C | Easy | LO: 2 | Pg. 177 | Self-Test |

102. A marketing manager wants to know why her sales are down. She talks with several sales reps and finds that a competitor has introduced a successful new product. This “research” seems to be part of

A) the situation analysis.

B) the problem solution stage.

C) obtaining problem-specific data.

D) the data interpretation stage.

E) the problem definition stage of the research process.

| Ans: A | Medium | LO: 2 | Pg. 177 | Application |

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

A) Libraries have good data on specific topics, but it is expensive to find.

B) It doesn’t make sense to start a situation analysis until the problem has begun to surface.

C) Much good data is available from the government, but most of it is expensive.

D) A good situation analysis is usually more expensive than collecting primary data.

E) None of the above is true.

| Ans: B | Medium | LO: 2 | Pg. 177 | Comprehension |

104. Data that has already been collected or published is:

A) useful data.

B) secondary data.

C) primary data.

D) free data.

E) rarely–if ever–useful for marketing decision making.

| Ans: B | Medium | LO: 3 | Pg. 177 | Definitional |

105. Data that has been collected or published already is:

A) primary data.

B) free.

C) franchised data.

D) secondary data.

E) none of the above.

| Ans: D | Easy | LO: 3 | Pg. 177 | Definitional |

106. Which of the following statements concerning secondary data is correct?

A) Secondary data usually takes longer to obtain than primary data.

B) Secondary data is only available within the firm.

C) Secondary data was originally collected for some other purpose.

D) All of the above are correct.

E) None of the above are correct.

| Ans: C | Medium | LO: 3 | Pg. 177 | Comprehension |

107. Secondary data:

A) may not be specific enough to answer the question under consideration.

B) should be considered before primary data is collected.

C) is often all that is needed to solve a problem.

D) is available both internally and outside the firm.

E) all of the above.

| Ans: E | Easy | LO: 3 | Pg. 177 | Comprehension |

108. Secondary data is often available–at little or no cost–from:

A) both private and government sources.

B) the Internet.

C) trade associations.

D) company files.

E) All of the above.

| Ans: E | Easy | LO: 3 | Pg. 177-80 | Definitional |

109. Popular Internet search engines for locating secondary data include:

A) Google

B) Northern Light

C) Ask

D) Yahoo

E) All of the above are likely to be useful.

| Ans: E | Medium | LO: 3 | Pg. 172,178 | Application |

110. Marketing managers can search the Internet for secondary data by using:

A) a popular Internet subject directory like Yahoo.

B) a library Internet subject directory like INFOMINE.

C) a powerful Internet search engine like Google.

D) a relevant database that is accessed by using software at the website where the database is

located.

E) all of the above.

| Ans: E | Easy | LO: 3 | Pg. 178 | Application |

111. Secondary data from federal government sources

A) is readily available, but there is usually not much information at state and local levels.

B) focuses mostly on agriculture.

C) is often very helpful for estimating the size of a market.

D) is only available from the Commerce Department in Washington.

E) None of the above is true.

| Ans: C | Easy | LO: 3 | Pg. 179 | Comprehension |

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

A) Encyclopedia of Associations.

B) Congressional Record.

C) The Wall Street Journal.

D) Statistical Abstract of the United States.

E) New York Times research files.

| Ans: D | Medium | LO: 3 | Pg. 179 | Comprehension |

113. Which of the following is likely to be part of a situation analysis?

A) A marketing analyst looks up data in Advertising Age magazine about expenditures in the firm’s market.

B) A marketing researcher asks a trade association for one of its reports.

C) A marketing manager searches the subject directory of the Librarians Index to the Internet.

D) All of the above.

E) None of the above.

| Ans: D | Hard | LO: 3 | Pg. 177-80 | Application |

114. Which of the following statements about secondary data is correct?

A) Secondary data is obtained only from sources outside of the firm.

B) Secondary data may be available much faster than primary data.

C) Results of “old” surveys are not secondary data.

D) Secondary data is usually more expensive to obtain than primary data.

E) All of the above are true.

| Ans: B | Medium | LO: 3 | Pg. 177,180 | Comprehension |

115. Which of the following is most consistent with the marketing research process discussed in the text?

A) “We know that time is always short, so as soon as we define the problem we get on with our data collection.”

B) “We pay a lot for marketing research experts, so our managers don’t waste time trying to

figure out how projects should be conducted.”

C) “We always use mail surveys, so that we won’t have to worry about nonresponse problems.”

D) “Secondary data is often all we need to solve our problems.”

E) None of the above is a good answer.

| Ans: D | Medium | LO: 3 | Pg. 177,180 | Comprehension |

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

A) There is very little government data on business and commercial markets.

B) Doing a good situation analysis is usually much less expensive than collecting primary data.

C) There is little value to having a marketing researcher involved because a good marketing manager is able to do what is required.

D) All of the above are true.

E) None of the above is true.

| Ans: B | Easy | LO: 3 | Pg. 180 | Comprehension |

117. Which of the following is probably NOT a part of a situation analysis?

A) a marketing manager asks a radio station for a copy of an audience study.

B) a marketing analyst determines from a Census publication how many manufacturers are in the Portland area.

C) a marketing analyst looks in the Index of Business Periodicals for articles about a large retail chain.

D) a computer company asks ten lawyers to participate in a focus group on how they use computers.

E) All of the above seem to be part of a situation analysis.

| Ans: D | Hard | LO: 3 | Pg. 179-81 | Application |

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

A) how long the research will take.

B) preliminary recommendations on how to solve the problem.

C) information about what the research will cost.

D) a description of what data will be collected.

E) a description of how data will be collected.

| Ans: B | Medium | LO: 3 | Pg. 180 | Definitional |

119. 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.

| Ans: C | Easy | LO: 3 | Pg. 180 | Self-Test |

120. Which of the following would be a source of primary data?

A) U.S. Census Bureau reports.

B) company records on sales, costs, and advertising.

C) market tests.

D) all of the above.

E) B and C only.

| Ans: C | Easy | LO: 3 | Pg. 180 | Definitional |

121. Which of the following would NOT be a source of primary data?

A) The Wall Street Journal

B) Market tests

C) Focus groups

D) Observation studies

E) Surveys

| Ans: A | Easy | LO: 3 | Pg. 180 | Definitional |

122. “Qualitative research” involves:

A) talks with the firm’s own managers.

B) questioning to obtain in-depth open-ended responses.

C) “yes-no” questionnaires.

D) studying secondary data.

E) None of the above.

| Ans: B | Easy | LO: 4 | Pg. 180 | Definitional |

123. The big advantage of qualitative research in marketing is:

A) ease of interpretation.

B) it provides a good basis for statistical analysis.

C) the in-depth responses it provides.

D) the analysis can be handled on a personal computer.

E) None of the above.

| Ans: C | Medium | LO: 4 | Pg. 180 | Comprehension |

124. An interview with 6 to 10 people in an informal group setting is called a(an):

A) secondary interview.

B) focus group interview.

C) observation interview.

D) quantitative research interview.

E) informal investigation.

| Ans: B | Easy | LO: 4 | Pg. 181 | Definitional |

125. With focus group interviews,

A) consumers talk as a group for about 10 minutes, and then meet individually with an

interviewer.

B) it is typical for the researcher to develop quantitative summaries of the results.

C) marketing managers can estimate the size of the market for a new product.

D) the objective is to get the group to interact, so that many ideas are generated.

E) researchers try to select a large sample so they can extend the results to the whole population.

| Ans: D | Easy | LO: 4 | Pg. 181 | Comprehension |

126. A consumer products manufacturer wants consumer reaction to its existing products. Interaction is considered important to stimulate thinking. The firm should use:

A) the observation method.

B) focus group interviews.

C) the GSR (galvanic skin response) method.

D) quantitative interviews.

E) telephone interviews.

| Ans: B | Easy | LO: 4 | Pg. 181 | Application |

127. One of the major disadvantages of the focus group interview approach is that

A) ideas generated by the group can’t be tested later with other research.

B) it is difficult to measure the results objectively.

C) it is difficult to get in-depth information about the research topic.

D) there is no interviewer, so the research questions may not be answered.

E) once the interview is over there is no way for a marketing manager who was not there to evaluate what went on.

| Ans: B | Medium | LO: 4 | Pg. 181 | Comprehension |

128. When focus group interviews are used in marketing,

A) each person in the group answers the same questionnaire, to focus the discussion.

B) the typical group size is 15 to 20 typical consumers whether online or off-line.

C) it is primarily as a follow-up to more quantitative research.

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

E) the consumer in the group who knows the most about the topic is asked to lead the discussion.

| Ans: D | Medium | LO: 4 | Pg. 181 | Comprehension |

129. Quantitative marketing research

A) usually makes it easier and faster for respondents to answer the questions (compared to qualitative research).

B) can use a large, representative sample.

C) data can be collected by mail, e-mail, online, telephone, or personal interviews.

D) makes it easier for the research analyst to summarize answers.

E) All of the above are true.

| Ans: E | Easy | LO: 4 | Pg. 182-84 | Comprehension |

130. Which of the following is a disadvantage of quantitative research (compared to qualitative

research)?

A) it is harder to get in-depth answers.

B) the conclusions are likely to vary more from analyst to analyst.

C) the results are harder to summarize.

D) it is not as fast for respondents.

E) None of the above is true.

| Ans: A | Medium | LO: 4 | Pg. 182 | Comprehension |

131. Marketing research which seeks structured responses that can be summarized is called:

A) focus group research.

B) quantitative research.

C) qualitative research.

D) situation analysis research.

E) open-ended research.

| Ans: B | Easy | LO: 4 | Pg. 182 | Definitional |

132. The percent of people contacted in a survey who complete a questionnaire is the:

A) qualitative rate.

B) sample rate.

C) population rate.

D) response rate.

E) none of the above.

| Ans: D | Easy | LO: 4 | Pg. 183 | Definitional |

133. The percent of people contacted who complete a survey questionnaire is the:

A) response rate.

B) sample base unit (SBU) rate.

C) population rate.

D) sample rate.

E) hit rate.

| Ans: A | Easy | LO: 4 | Pg. 183 | Definitional |

134. A marketing researcher wants to get sensitive information about family spending patterns as part of a survey. He is most likely to get the needed information

A) with a mail, e-mail, or online survey.

B) with a focus group.

C) with personal interviews.

D) with telephone interviews.

E) Any of the above is about equally effective for getting sensitive information.

| Ans: A | Easy | LO: 4 | Pg. 183 | Application |

135. A marketing researcher wants to do a survey to probe in-depth consumer attitudes about their experiences with the company’s products. He is LEAST likely to get what he wants if he

uses:

A) personal interviews.

B) online focus groups.

C) telephone interviews.

D) a mail survey.

E) None of the above is very useful for getting in-depth information about consumer attitudes.

| Ans: D | Medium | LO: 4 | Pg. 183 | Application |

136. Mail surveys:

A) may be more successful than personal interviews for getting personal information.

B) are often limited by low response rates.

C) are popular because they can be a convenient and economical approach.

D) All of the above are true.

E) None of the above is true.

| Ans: D | Easy | LO: 4 | Pg. 183-84 | Comprehension |

137. A firm intends to use an online survey questionnaire in a marketing research project. Compared to a mail survey:

A) feedback will likely be faster online.

B) the response rate will likely be lower online.

C) respondents will likely be younger and better educated online.

D) costs will likely be less online.

E) all of the above.

| Ans: E | Easy | LO: 4 | Pg. 183 | Comprehension |

138. Which of the following is NOT an advantage of telephone surveys?

A) They are effective for getting answers to simple questions.

B) They usually can be conducted quite quickly.

C) They are especially good for getting confidential and personal information.

D) Response rates are high.

E) All of the above are advantage of telephone surveys.

| Ans: C | Easy | LO: 4 | Pg. 183 | Comprehension |

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

A) telephone interviews.

B) focus group interviews.

C) mail questionnaires.

D) personal interviews.

E) observation.

| Ans: A | Medium | LO: 4 | Pg. 183 | Application |

140. 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.

| Ans: D | Easy | LO: 4 | Pg. 183-84 | Self-Test |

141. Business market researchers commonly use ______________ because of their flexibility.

A) mail questionnaires

B) focus group interviews

C) personal interviews

D) telephone interviews

E) none of the above

| Ans: C | Medium | LO: 4 | Pg. 184 | Application |

142. The observing method in marketing research:

A) uses personal interviews.

B) may require customers to change their normal shopping behavior.

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

D) is not suitable for obtaining primary data.

E) All of the above.

| Ans: C | Medium | LO: 4 | Pg. 184 | Comprehension |

143. What would be the best way for the marketing manager of a supermarket to find out how consumers move through the store?

A) Have an interviewer go through the store with each customer.

B) Observe customers with hidden cameras.

C) Give customers a questionnaire after they have finished shopping.

D) Install checkout counters at the end of each aisle.

E) None of the above would be very good.

| Ans: B | Easy | LO: 4 | Pg. 184 | Application |

144. 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.

| Ans: A | Easy | LO: 4 | Pg. 184 | Self-Test |

145. 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.

| Ans: E | Easy | LO: 4 | Pg. 180-85 | Self-Test |

146. Information is obtained on a continuing basis from the same respondents using a:

A) contributor group.

B) consumer panel.

C) responder group.

D) consumer experiment.

E) statistical package.

| Ans: B | Easy | LO: 4 | Pg. 185 | Definitional |

147. Joy Rinaldo has agreed to participate in marketing research in which she will provide information about her purchases on an ongoing basis. She is probably part of a:

A) population study.

B) statistical package.

C) contributor group.

D) consumer panel.

E) focus group.

| Ans: D | Easy | LO: 4 | Pg. 185 | Definitional |

148. The ______________ method is an information gathering method in which the responses of groups which are similar–except on the characteristic being tested–are compared.

A) focus group

B) random

C) observing

D) experimental

E) qualitative questioning

| Ans: D | Easy | LO: 4 | Pg. 185 | Definitional |

149. Two similar groups of consumers are shown different magazines which include the same ad. Then each consumer is asked questions about the advertised product. This seems to be a description of

A) the experimental method.

B) a set of focus group interviews.

C) a consumer panel research project.

D) a set of personal interviews.

E) None of the above.

| Ans: A | Easy | LO: 4 | Pg. 185 | Application |

150. 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

A) a focus group to ask consumers if they like the idea.

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

C) personal interviewers to ask consumers how they will react.

D) a mail survey to ask consumers if they use coupons and why.

E) none of the above would allow the manager to determine if the coupon will help get new customers.

| Ans: B | Medium | LO: 4 | Pg. 185 | Application |

151. Marketing research experiments

A) may be difficult to set up in real world situations.

B) may involve a combination of observing and questioning.

C) may be disrupted by competitors’ promotion or pricing efforts.

D) All of the above.

E) None of the above.

| Ans: D | Easy | LO: 4 | Pg. 185-86 | Comprehension |

152. To get problem-specific data, a marketing researcher would use:

A) the experimental method.

B) a questioning method.

C) an observing method.

D) Any or all of the above.

E) Either A or B–but not C.

| Ans: D | Medium | LO: 4 | Pg. 180-86 | Definitional |

153. About ______________ percent of marketing research spending is for syndicated research.

A) 10

B) 25

C) 40

D) 60

E) 75

| Ans: C | Medium | LO: 4 | Pg. 186 | Definitional |

154. 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.

| Ans: D | Easy | LO: 4 | Pg. 186 | Self-Test |

155. Statistical packages are:

A) easy-to-use computer programs that analyze data.

B) syndicated research services that do quantitative research.

C) procedures used to be sure that a sample is representative.

D) product packages that make it possible to collect data at checkout counters.

E) None of the above.

| Ans: A | Easy | LO: 4 | Pg. 187 | Definitional |

156. The total group a survey researcher is interested in is called the:

A) population.

B) sample.

C) study group.

D) representative group.

E) None of the above.

| Ans: A | Easy | LO: 4 | Pg. 188 | Definitional |

157. The part of the relevant population that is surveyed by a researcher is called the:

A) representative group.

B) focal group.

C) target population.

D) sample.

E) research group.

| Ans: D | Easy | LO: 4 | Pg. 188 | Definitional |

158. 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.

| Ans: C | Easy | LO: 4 | Pg. 188 | Self-Test |

159. ______________ is concerned with whether the research data measures what it is intended to.

A) Cross-tabulation

B) Validity

C) Regularity

D) Dependability

E) Confidence

| Ans: B | Easy | LO: 4 | Pg. 189 | Definitional |

160. 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.

| Ans: B | Easy | LO: 4 | Pg. 188 | Self-Test |

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