Marketing 2014, 17th Edition by William M - Test Bank

Marketing 2014, 17th Edition by William M – Test Bank

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Sample Questions Are Posted Below

Chapter 5—Marketing Research and Information Systems

ESSAY

Why is defining the problem the most important step in marketing research?

ANS:

Answer not provided.

PTS: 1 DIF: Difficulty: Easy OBJ: LO: 05-01

NAT: BUSPROG: Reflective Thinking STA: DISC: Research

KEY: Bloom’s: Knowledge

Compare reliability and validity. Why are they important considerations in marketing research?

ANS:

Answer not provided.

PTS: 1 DIF: Difficulty: Moderate OBJ: LO: 05-02

NAT: BUSPROG: Reflective Thinking STA: DISC: Research

KEY: Bloom’s: Knowledge

Explain the conditions that would favor an exploratory study over a conclusive study.

ANS:

Answer not provided.

PTS: 1 DIF: Difficulty: Moderate OBJ: LO: 05-01

NAT: BUSPROG: Analytic STA: DISC: Research

KEY: Bloom’s: Knowledge

How is it possible to increase the response rate of a mail survey?

ANS:

Answer not provided.

PTS: 1 DIF: Difficulty: Easy OBJ: LO: 05-02

NAT: BUSPROG: Analytic STA: DISC: International Perspective

KEY: Bloom’s: Knowledge

Why would a personal interview be favored over a mail or telephone survey?

ANS:

Answer not provided.

PTS: 1 DIF: Difficulty: Moderate OBJ: LO: 05-02

NAT: BUSPROG: Analytic STA: DISC: International Perspective

KEY: Bloom’s: Knowledge

Why is it essential that a questionnaire be carefully designed and prepared? What problems can arise when a survey has not been well thought out?

ANS:

Answer not provided.

PTS: 1 DIF: Difficulty: Moderate OBJ: LO: 05-02

NAT: BUSPROG: Reflective Thinking STA: DISC: Strategy

KEY: Bloom’s: Knowledge

Compare the advantages and disadvantages of the two types of collecting a sample.

ANS:

Answer not provided.

PTS: 1 DIF: Difficulty: Moderate OBJ: LO: 05-02

NAT: BUSPROG: Analytic STA: DISC: International Perspective

KEY: Bloom’s: Knowledge

What pitfalls should a marketing researcher avoid in preparing a report for a company executive? Why?

ANS:

Answer not provided.

PTS: 1 DIF: Difficulty: Moderate OBJ: LO: 05-02

NAT: BUSPROG: Analytic STA: DISC: International Perspective

KEY: Bloom’s: Knowledge

Discuss the role of the marketing information system in helping marketing managers make better decisions.

ANS:

Answer not provided.

PTS: 1 DIF: Difficulty: Easy OBJ: LO: 05-03

NAT: BUSPROG: Communication STA: DISC: Online/Computer

KEY: Bloom’s: Knowledge

How can companies use information technology as a competitive advantage?

ANS:

Answer not provided.

PTS: 1 DIF: Difficulty: Moderate OBJ: LO: 05-03

NAT: BUSPROG: Analytic STA: DISC: Online/Computer

KEY: Bloom’s: Knowledge

Why is ethics an important consideration in marketing research?

ANS:

Answer not provided.

PTS: 1 DIF: Difficulty: Easy OBJ: LO: 05-04

NAT: BUSPROG: Ethics STA: DISC: International Perspective

KEY: Bloom’s: Knowledge

How does marketing research differ when conducted in other countries?

ANS:

Answer not provided.

PTS: 1 DIF: Difficulty: Moderate OBJ: LO: 05-04

NAT: BUSPROG: Diversity STA: DISC: International Perspective

KEY: Bloom’s: Knowledge

MULTIPLE CHOICE

Marketing research is best defined as

a.	the systematic design, collection, interpretation, and reporting of information to help marketers solve specific marketing problems or take advantage of market opportunities.
b.	a framework for the day-to-day management and structuring of information gathered by marketers.
c.	a continuous gathering of data for an organization to make marketing decisions
d.	the collecting of data from secondary sources and internal documents.
e.	an intuitive process for making decisions based on personal knowledge and experience.

ANS: A PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-01 NAT: BUSPROG: Communication STA: DISC: Research

KEY: Bloom’s: Knowledge

Marketing research is a process designed to gather information

a.	exclusively about a company’s customers.
b.	from the company’s database.
c.	not currently available to decision makers.
d.	about the needs and desires of employees.
e.	concerning the interpretation of the company’s sales goals.

ANS: C PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-01 NAT: BUSPROG: Communication STA: DISC: Research

KEY: Bloom’s: Knowledge

The use of marketing research is

a.	limited strictly to large corporations.
b.	limited to for-profit businesses of all sizes.
c.	controlled by the federal government.
d.	widespread throughout business and nonprofit organizations.
e.	carefully monitored by each state’s trade agencies.

ANS: D PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-01 NAT: BUSPROG: Communication STA: DISC: Research

KEY: Bloom’s: Knowledge

The real value of marketing research to the organization can best be measured by

a.	its immediate impact on profits.
b.	the amount of time spent.
c.	how much it costs.
d.	improvements in the ability to make decisions.
e.	the increase in sales volume or market share.

ANS: D PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-01 NAT: BUSPROG: Communication STA: DISC: Research

KEY: Bloom’s: Knowledge

Wade is puzzled by the recent decrease in sales at one of the Auto Zone locations for which he is the regional manager. He knows that new car sales are down by reading the paper, so he thinks that people should be driving more used cars, which need repairs. Wade knows that he needs to find out why customers are coming to the stores in his area, and the best way to approach this problem and obtain accurate information is to use

a.	the marketing research process.
b.	the opinions of store managers.
c.	company sales’ data.
d.	hypothesis testing.
e.	stratified sampling of customers.

ANS: A PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-01 NAT: BUSPROG: Reflective Thinking STA: DISC: Research

KEY: Bloom’s: Application

All of the following are steps in the marketing research process except

a.	collecting data.
b.	interpreting research findings.
c.	designing the research project.
d.	reporting research findings.
e.	understanding your customer.

ANS: E PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-02 NAT: BUSPROG: Communication STA: DISC: Research

KEY: Bloom’s: Knowledge

Pointing out any deficiencies and the possible reasons for them should be done in the ____ step of the marketing research process.

a.	interpreting research findings
b.	collecting data
c.	defining the issue or problem
d.	reporting research findings
e.	designing the research project

ANS: D PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication STA: DISC: Research

KEY: Bloom’s: Knowledge

Problem location and definition is the first step toward finding a solution to a marketing problem or launching a research study. The first sign of a problem

a.	involves an informed guess or assumption about a certain set of circumstances.
b.	is usually accompanied by a cost/benefit analysis.
c.	most often comes in the form of customer complaints.
d.	is often mentioned in secondary data reports, such as trade journals.
e.	is typically a departure from some normal function, such as a failure to attain objectives.

ANS: E PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-02 NAT: BUSPROG: Communication STA: DISC: Strategy

KEY: Bloom’s: Knowledge

To maintain the control needed to obtain accurate information, marketers approach marketing research as a process. Which of the following steps of that process focuses on uncovering the nature and boundaries of the marketing situation to be studied?

a.	Locating and defining problems
b.	Designing the project
c.	Collecting data
d.	Interpreting findings
e.	Reporting findings

ANS: A PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-02 NAT: BUSPROG: Communication STA: DISC: Strategy

KEY: Bloom’s: Knowledge

Decreasing sales, increasing expenses, or decreasing profits

a.	are to be expected during the marketing research process.
b.	are examples of symptoms that point to larger problems.
c.	usually have no effect on the marketing research process.
d.	are important considerations in designing the research project.
e.	should be carefully considered before collecting data.

ANS: B PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-02 NAT: BUSPROG: Communication STA: DISC: Strategy

KEY: Bloom’s: Comprehension

An overall plan for obtaining the information needed to address a research problem or issue is called the

a.	research design.
b.	problem recognition.
c.	hypothesis.
d.	data collection method.
e.	sampling procedure.

ANS: A PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication STA: DISC: Research

KEY: Bloom’s: Knowledge

Jack knows his business has a problem because of an increasing number of consumer complaints received recently. He has decided how to make this problem a precise, researchable statement and should next move on to

a.	calculating reliability and validity.
b.	designing the research project.
c.	collecting data.
d.	interpreting research findings.
e.	taking corrective action.

ANS: B PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-02 NAT: BUSPROG: Analytic STA: DISC: Strategy

KEY: Bloom’s: Application

An informed guess or assumption about a certain problem or set of circumstances is known as

a.	a description of the situation.
b.	good research design.
c.	a hypothesis.
d.	a reliable guess.
e.	managerial intuition.

ANS: C PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication STA: DISC: Strategy

KEY: Bloom’s: Knowledge

Students from a marketing research class are involved in a project about the level of sleep, exercise, and stress individuals experience. They have decided to collect data from three student-center areas on campus. When they analyze their data they find the responses are very similar across the three areas. The students feel comfortable they have achieved which of the following with regard to their data?

a.	reliability
b.	causal relationships
c.	validity
d.	sampling accuracy
e.	measurability

ANS: A PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-01 NAT: BUSPROG: Reflective Thinking STA: DISC: Research

KEY: Bloom’s: Application

Costco believes that most of its sales are to small businesses rather than consumers — and that women are more likely to be making the purchasing decisions. This is an example of a(n) ____ that Costco could test through marketing research.

a.	descriptive sample
b.	hypothesis
c.	experimental question
d.	sampling error
e.	conceptual error

ANS: B PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-01 NAT: BUSPROG: Reflective Thinking STA: DISC: Research

KEY: Bloom’s: Application

____ that are either accepted or rejected become the primary conclusions of a marketing research study.

a.	Descriptions
b.	Issues
c.	Primary data
d.	Samples
e.	Hypotheses

ANS: E PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication STA: DISC: Research

KEY: Bloom’s: Knowledge

When more information is needed about a problem and a tentative hypothesis needs to be made more specific, marketers usually conduct ____ research.

a.	descriptive
b.	experimental
c.	exploratory
d.	analytical statistical
e.	conclusive

ANS: C PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-01 NAT: BUSPROG: Analytic STA: DISC: Research

KEY: Bloom’s: Knowledge

Cover Girl believes that sales of one of its lipstick lines have fallen due to the introduction of a new color palette. However, in order to best determine the impact of the color palette, Cover Girl should conduct _____ before proceeding with this tentative hypothesis.

a.	experimental research.
b.	hypothesis testing.
c.	exploratory research.
d.	conclusive research.
e.	descriptive research.

ANS: C PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-02 NAT: BUSPROG: Reflective Thinking STA: DISC: Research

KEY: Bloom’s: Application

Research designed to verify insights through an objective procedure to help marketers to choose between several alternatives is called

a.	primary.
b.	secondary.
c.	exploratory.
d.	conclusive.
e.	hypothetical.

ANS: D PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-01 NAT: BUSPROG: Analytic STA: DISC: Research

KEY: Bloom’s: Knowledge

Research that is conducted to clarify the characteristics of certain phenomena to solve a particular problem is called ____ research.

a.	primary
b.	experimental
c.	descriptive
d.	secondary
e.	exploratory

ANS: C PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-01 NAT: BUSPROG: Communication STA: DISC: Research

KEY: Bloom’s: Knowledge

The Gap has determined that the group of customers aged 50 to 65 could be the target market to increase its market share. It decides to conduct a survey of men and women in the age group of 45 to 70 to find out how often and for what type of activities they wear casual clothing. The Gap is using _____, and should use _____ to obtain the information.

a.	reliability research; paper surveys
b.	exploratory research; paper surveys
c.	probability sampling; Facebook
d.	descriptive research; paper surveys
e.	descriptive research; Facebook

ANS: D PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-02 NAT: BUSPROG: Reflective Thinking STA: DISC: Research

KEY: Bloom’s: Application

Research that allows marketers to make causal inferences about relationships is called

a.	variable research.
b.	relationality.
c.	exploratory research.
d.	linkage research.
e.	experimental research.

ANS: E PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-01 NAT: BUSPROG: Communication STA: DISC: Research

KEY: Bloom’s: Knowledge

Suppose that marketers at Lever Bros. are trying to determine whether the use of free samples of Snuggle fabric softener was the reason for a sales increase in a particular store. The type of research conducted to answer this question is

a.	exploratory.
b.	descriptive.
c.	experimental.
d.	informal.
e.	qualitative.

ANS: C PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-01 NAT: BUSPROG: Analytic STA: DISC: Research

KEY: Bloom’s: Application

If Little Caesars wants to determine the impact of different coupon offers on pizza unit sales, it needs to conduct

a.	exploratory research.
b.	hypothesis development.
c.	survey research.
d.	stratified sampling.
e.	experimental research.

ANS: E PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-01 NAT: BUSPROG: Communication STA: DISC: Research

KEY: Bloom’s: Application

When marketing researchers try to manipulate an independent variable and measure the resulting changes in a dependent variable, they are engaging in

a.	surveys.
b.	secondary data gathering.
c.	interviews.
d.	observation.
e.	experimentation.

ANS: E PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-01 NAT: BUSPROG: Analytic STA: DISC: Research

KEY: Bloom’s: Knowledge

Designing research procedures that produce reliable marketing data means that

a.	others using the same procedure will get almost identical data.
b.	the procedure must give results that support the hypothesis.
c.	the procedure must not give results that contradict other research studies.
d.	the procedure may give results that contradict other research studies.
e.	sampling must be done in a completely random manner.

ANS: A PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication STA: DISC: Research

KEY: Bloom’s: Comprehension

Marketing researchers at Nike decided to test several new designs and colors of shoes with its young, urban target market. The shoe colors used in the experiment were bright yellow, light blue, bright green, red, and black. Nike repeated the particular experiment several times in different large cities and discovered that the results produced each time were nearly identical. The participants preferred the green, red, and black. However, when the shoes were produced, the sales were higher for the plain white version, the black, and red. The sales of the bright green were very low. Nike couldn’t understand why the test results were consistent, but the results didn’t match with the actual sales. This phenomenon would indicate that the test results were _____ but not _____.

a.	reliable; valid
b.	valid; reliable
c.	compatible; useful
d.	predictable; compatible
e.	compatible; valid

ANS: A PTS: 1 DIF: Difficulty: Challenging

OBJ: LO: 05-02 NAT: BUSPROG: Reflective Thinking STA: DISC: Research

KEY: Bloom’s: Application

A valid study

a.	portrays the population being studied.
b.	results in a causal relationship between the independent and dependent variables.
c.	uses random sampling.
d.	verifies expected results.
e.	measures what it is supposed to.

ANS: E PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication

STA: DISC: International Perspective KEY: Bloom’s: Knowledge

A firm has conducted market research and found that customer satisfaction with its product is quite high. Nonetheless, repurchase behavior is very low. The research design evidently has a problem with

a.	secondary data.
b.	reliability.
c.	validity.
d.	reporting findings.
e.	generalizability.

ANS: C PTS: 1 DIF: Difficulty: Challenging

OBJ: LO: 05-02 NAT: BUSPROG: Analytic STA: DISC: Research

KEY: Bloom’s: Application

A study that is valid and reliable

a.	is called a marketing research study.
b.	measures what it is supposed to measure and produces almost identical results every time.
c.	is expensive to implement and complete.
d.	measures subtle differences in the population being studied.
e.	is difficult to produce without expert researchers.

ANS: B PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-02 NAT: BUSPROG: Analytic

STA: DISC: International Perspective KEY: Bloom’s: Comprehension

Palmetto Regional Hospital has designed an upcoming research project for determining the best methods for improving patient care. The next step the organization must take in the marketing research process is

a.	interpreting research findings.
b.	collecting data.
c.	developing a testable hypothesis.
d.	sampling the population.
e.	reporting research findings.

ANS: B PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-02 NAT: BUSPROG: Analytic STA: DISC: Research

KEY: Bloom’s: Application

Primary data are best described as the

a.	first batch of data collected for a specific study.
b.	data that are necessary for a correct decision.
c.	data that are observed, recorded, or collected directly from subjects.
d.	data that are compiled for some purpose other than the study in question.
e.	data that are collected inside and outside the organization for some purpose other than the current investigation.

ANS: C PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication

STA: DISC: International Perspective KEY: Bloom’s: Knowledge

Data that are observed or collected directly from respondents are called

a.	direct samples.
b.	secondary data.
c.	stratified data.
d.	primary data.
e.	firsthand information.

ANS: D PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication

STA: DISC: International Perspective KEY: Bloom’s: Knowledge

Saks Fifth Avenue wants to learn about its consumers’ attitudes toward on-line purchases. There are numerous studies that are available about consumers and on-line buying, but Saks believes its customers might be different from the usual on-line consumer profile, so they decide to conduct their own study. If Saks were to use the available data about consumer attitudes, it would be using ___ data; however, if Saks does its own study it would collect ______ data.

a.	descriptive; primary
b.	experimental; descriptive
c.	secondary; primary
d.	primary; secondary
e.	secondary; descriptive

ANS: C PTS: 1 DIF: Difficulty: Challenging

OBJ: LO: 05-02 NAT: BUSPROG: Reflective Thinking STA: DISC: Research

KEY: Bloom’s: Application

Marketers often begin the data collection phase of a research project by gathering secondary data. This type of information may come from both ____ and ____ sources.

a.	government; business
b.	internal; external
c.	primary; secondary
d.	formal; informal
e.	collected; distributed

ANS: B PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Analytic

STA: DISC: International Perspective KEY: Bloom’s: Knowledge

Secondary data cannot be obtained from

a.	trade journals.
b.	the government.
c.	international sources.
d.	surveys.
e.	computerized literature retrieval databases.

ANS: D PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication

STA: DISC: International Perspective KEY: Bloom’s: Knowledge

One overlooked internal source of secondary marketing information discussed in the text is

a.	sales receipts.
b.	accounting records.
c.	interviews with salespeople.
d.	quality control data.
e.	consumer surveys.

ANS: B PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Analytic

STA: DISC: International Perspective KEY: Bloom’s: Knowledge

Time Warner Cable uses its sales reports broken down by geographic regions as part of its marketing research to determine which markets are most rapidly adopting high-speed Internet connections. In this example, Time Warner Cable is using

a.	internal sampling.
b.	internal primary data.
c.	external secondary data.
d.	external primary data.
e.	internal secondary data.

ANS: E PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-02 NAT: BUSPROG: Reflective Thinking STA: DISC: Research

KEY: Bloom’s: Application

Georgia-Pacific needs information about trends in housing starts and remodeling around the country. Since it will be difficult to collect _______ from the numerous locations, it decides to use _____ data from the U.S. Department of Commerce reports to get this information.

a.	descriptive; primary
b.	exploratory; secondary
c.	primary; exploratory
d.	descriptive; secondary
e.	primary; secondary

ANS: E PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-02 NAT: BUSPROG: Reflective Thinking STA: DISC: Research

KEY: Bloom’s: Application

When working as a summer intern for a local retail store, Jan Halverson was sent to the library to look up data on population forecasts for the city of San Antonio. The population information she found would be considered

a.	primary data.
b.	secondary data.
c.	information data from syndicated research services.
d.	secondhand data.
e.	a primary database.

ANS: B PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-02 NAT: BUSPROG: Analytic

STA: DISC: International Perspective KEY: Bloom’s: Application

Information from the U.S. Census Bureau is commonly used as ____ by a variety of agencies and organizations.

a.	external secondary data
b.	sampling systems
c.	primary data
d.	internal secondary data
e.	hypotheses

ANS: A PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-02 NAT: BUSPROG: Communication

STA: DISC: International Perspective KEY: Bloom’s: Knowledge

Subscription services from firms such as ACNielsen provide marketing researchers with a good source of ____ data.

a.	census
b.	statistical
c.	internal secondary
d.	external secondary
e.	primary

ANS: D PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-02 NAT: BUSPROG: Communication

STA: DISC: International Perspective KEY: Bloom’s: Knowledge

Kristen is the new marketing manager for the footwear division of her company and is currently planning next season’s product lines. She needs to gain access to data about recent purchasing patterns in the industry, but has a limited budget and time. Which type of data would be the best choice for Kristen to use in this situation?

a.	sampling data.
b.	secondary data.
c.	quota data.
d.	primary data.
e.	survey data.

ANS: B PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-02 NAT: BUSPROG: Reflective Thinking STA: DISC: Research

KEY: Bloom’s: Application

All the elements, individuals, or units of interest to researchers for a specific study are called the

a.	data set.
b.	sample.
c.	population.
d.	focus group.
e.	target market.

ANS: C PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication

STA: DISC: International Perspective KEY: Bloom’s: Knowledge

If the University Bookstore wanted to understand the textbook and school supplies needs on the campus of the University of Michigan, the population of study would be

a.	the faculty and staff of the University of Michigan.
b.	all college-aged adults in the state of Michigan.
c.	all the people who live in Ann Arbor and surrounding areas.
d.	undergraduate students at the University of Michigan.
e.	all students, faculty, supporters, and staff of the University of Michigan.

ANS: E PTS: 1 DIF: Difficulty: Challenging

OBJ: LO: 05-02 NAT: BUSPROG: Analytic

STA: DISC: International Perspective KEY: Bloom’s: Application

Patricia Robertson is running for Congress from the Sixth District in her state. She is interested in knowing the intended choices of the voters. All the registered voters in her district would constitute the study’s

a.	experiment.
b.	dependent variable.
c.	population.
d.	independent variable.
e.	sample.

ANS: C PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-02 NAT: BUSPROG: Analytic

STA: DISC: International Perspective KEY: Bloom’s: Application

If you were to choose a sample with which to study the market for preschool toys in Illinois, the population would logically be defined as all

a.	children in Illinois.
b.	families in Illinois that have or are expecting preschool children.
c.	people in Illinois.
d.	preschools in Illinois.
e.	preschool children in Illinois.

ANS: B PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-02 NAT: BUSPROG: Analytic

STA: DISC: International Perspective KEY: Bloom’s: Application

In marketing research, a sample is best described as

a.	a small group that is a part of a larger group.
b.	all the elements, units, or individuals of interest to researchers for a specific study.
c.	a limited number of units chosen to represent the characteristics of a total population.
d.	a group that shares a common attribute within a population.
e.	a small portion of a product offered to customers to try a new product.

ANS: C PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication STA: DISC: Research

KEY: Bloom’s: Knowledge

When marketing researchers consider sampling techniques, they are preparing to collect ____ data.

a.	census
b.	statistical
c.	internal secondary
d.	external secondary
e.	primary

ANS: E PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication STA: DISC: Research

KEY: Bloom’s: Knowledge

The objective of sampling in marketing research is to

a.	obtain responses from as many people as possible.
b.	control independent variables that might influence research results.
c.	select representative units from a total population.
d.	ensure that measures in the study are reliable.
e.	provide data that can be used to test the hypotheses being investigated.

ANS: C PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication STA: DISC: Research

KEY: Bloom’s: Knowledge

The two basic types of sampling that marketing researchers use are

a.	random and nonrandom.
b.	probability and nonprobability.
c.	stratified and quota.
d.	even and odd.
e.	planned and spontaneous.

ANS: B PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication STA: DISC: Research

KEY: Bloom’s: Knowledge

In what type of sampling does every element have a known chance of being selected for study?

a.	Quota
b.	Stratified
c.	Random
d.	Nonprobability
e.	Probability

ANS: E PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication

STA: DISC: International Perspective KEY: Bloom’s: Knowledge

Which sampling design gives every member of the population an equal chance of appearing in the sample?

a.	Nonprobability
b.	Random
c.	Quota
d.	Stratified
e.	Poll

ANS: B PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-02 NAT: BUSPROG: Communication

STA: DISC: International Perspective KEY: Bloom’s: Knowledge

In which of the following sampling designs do all members of a population have an equal chance of being selected?

a.	Stratified
b.	Nonprobability
c.	Quota
d.	Random
e.	Judgment

ANS: D PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication

STA: DISC: International Perspective KEY: Bloom’s: Knowledge

Subway wants to collect data about employee satisfaction within its organization. It decides to survey a sample of 500 employees by having a computer program automatically pick which employees will be in the sample. If it uses the payroll database as the list of names to chose from, which type of sampling method is Subway using?

a.	random sampling.
b.	sampling populations.
c.	stratified sampling.
d.	nonprobability sampling.
e.	quota sampling.

ANS: A PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-02 NAT: BUSPROG: Reflective Thinking STA: DISC: Research

KEY: Bloom’s: Application

Which of the following is a probability sampling technique used to reduce errors within random sampling?

a.	Quota
b.	Stratified
c.	Nonprobability
d.	Cluster
e.	Snowball

ANS: B PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication

STA: DISC: International Perspective KEY: Bloom’s: Knowledge

Assume that Verizon Wireless is interested in studying the pricing expectations of its customers. If the study calls for selecting at random 100 people from each of three age groupings, ____ sampling is being used.

a.	random
b.	stratified
c.	quota
d.	area
e.	experimental

ANS: B PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-02 NAT: BUSPROG: Analytic

STA: DISC: International Perspective KEY: Bloom’s: Application

Baskin Robbins is conducting research on possible new ice cream flavors and products. It is selecting at random 100 males and 100 females in order to collect data. This is an example of ____ sampling.

a.	nonprobability
b.	random
c.	quota
d.	stratified
e.	selective

ANS: D PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-02 NAT: BUSPROG: Analytic

STA: DISC: International Perspective KEY: Bloom’s: Knowledge

If Weight Watchers is interested in collecting information about Americans’ perceptions of dieting programs, and the company believes that significant regional differences may exist, the best type of sampling would be

a.	random.
b.	quota.
c.	population.
d.	stratified.
e.	nonquota.

ANS: D PTS: 1 DIF: Difficulty: Challenging

OBJ: LO: 05-02 NAT: BUSPROG: Analytic

STA: DISC: International Perspective KEY: Bloom’s: Application

In ____ sampling, there is no way to calculate the likelihood that a specific element of the population being studied will be chosen.

a.	population
b.	random
c.	stratified
d.	probability
e.	nonprobability

ANS: E PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication

STA: DISC: International Perspective KEY: Bloom’s: Knowledge

In which type of sampling design is the final choice of respondents left up to the interviewer?

a.	Stratified
b.	Random
c.	Cluster
d.	Area
e.	Quota

ANS: E PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication

STA: DISC: International Perspective KEY: Bloom’s: Knowledge

When researchers divide the population of interest in a study into groups and then arbitrarily choose participants from each group, they are using

a.	quota sampling.
b.	selective surveying.
c.	random sampling.
d.	stratified sampling.
e.	researcher samples.

ANS: A PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication

STA: DISC: International Perspective KEY: Bloom’s: Knowledge

Quota sampling is most commonly used in

a.	descriptive research.
b.	population research.
c.	surveys.
d.	collecting primary data.
e.	exploratory studies.

ANS: E PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication

STA: DISC: International Perspective KEY: Bloom’s: Knowledge

Nelson Marketing Research is concerned about using surveys to conduct a marketing research project because

a.	response rates are declining.
b.	primary data are so much cheaper and easier to gather.
c.	survey data collection is highly inaccurate.
d.	survey data do not provide in-depth responses.
e.	the survey method has been replaced by the Internet.

ANS: A PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-02 NAT: BUSPROG: Communication STA: DISC: Research

KEY: Bloom’s: Application

What is the primary factor contributing to the increasing difficulty associated with gathering primary data through surveys?

a.	Most companies do not have any funding for survey research.
b.	Fewer people are willing to participate in surveys.
c.	Laws significantly limit firms’ ability to conduct surveys.
d.	Unreliable methods of distributing surveys make them difficult to conduct.
e.	Very little useful information is ever gathered from survey results.

ANS: B PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-02 NAT: BUSPROG: Communication

STA: DISC: International Perspective KEY: Bloom’s: Comprehension

Which of the following is the least flexible survey method?

a.	Telephone surveys
b.	Focus-group interviews
c.	Personal interview surveys
d.	Mail surveys
e.	Observation

ANS: D PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication

STA: DISC: International Perspective KEY: Bloom’s: Knowledge

Peter, the director of marketing at Holcomb, Inc., calls in Andrea, the firm’s marketing research director. Peter wants a study done to assess the company’s image relative to a new competitor, Levitt Labs. He has a flexible time schedule, has very little money to devote to the research, and feels that a relatively low response rate will not be a major problem. Andrea will probably recommend using a ____ survey.

a.	mail
b.	telephone
c.	random
d.	personal interview
e.	population

ANS: A PTS: 1 DIF: Difficulty: Challenging

OBJ: LO: 05-02 NAT: BUSPROG: Reflective Thinking

STA: DISC: International Perspective KEY: Bloom’s: Application

Maggie is currently working on the three-year strategic plan for a professional hockey team. She needs data to help make decisions about a new pricing strategy, but she needs the data from a wide geographic area. She would like to have the best response but also has a limited budget for the project. Under these circumstances, Maggie should use

a.	telephone surveys.
b.	online surveys.
c.	mail surveys.
d.	shopping mall intercept interviews.
e.	focus-group interviews.

ANS: C PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-02 NAT: BUSPROG: Reflective Thinking STA: DISC: Research

KEY: Bloom’s: Application

The major disadvantage of a mail survey versus a telephone or personal survey is

a.	having to offer premiums.
b.	the failure of respondents to return the questionnaire.
c.	the elimination of interview bias.
d.	the lack of open-ended questions.
e.	the cost.

ANS: B PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication

STA: DISC: International Perspective KEY: Bloom’s: Knowledge

An offshoot of mail surveys, ____ have shortcomings because the people who participate in them generally have higher incomes and education levels than the general population.

a.	purchase diaries
b.	telephone surveys
c.	online surveys
d.	focus-group interviews
e.	immediate feedback forms

ANS: A PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication

STA: DISC: International Perspective KEY: Bloom’s: Knowledge

Compared to a mail survey, telephone surveys have

a.	lower response rates but higher validity
b.	a slower response time, but less cost
c.	faster response time, but less cost
d.	fewer expenses overall
e.	higher response rates, but higher costs

ANS: E PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication STA: DISC: Research

KEY: Bloom’s: Knowledge

The manager of MegaMarket is interested in asking consumers what they think about the store’s new layout and expanded produce selection. If the manager would like to obtain a high response rate and have the study conducted as quickly as possible, which data collection method would you recommend?

a.	Mail survey
b.	Direct observation of consumers in the store
c.	Telephone survey
d.	Focus-group interview
e.	Shopping mall intercept interview

ANS: C PTS: 1 DIF: Difficulty: Challenging

OBJ: LO: 05-02 NAT: BUSPROG: Analytic

STA: DISC: International Perspective KEY: Bloom’s: Application

Although telephone surveys can be conducted very quickly, a major limitation is

a.	the ability to gain rapport with respondents.
b.	the difficulty in asking probing questions.
c.	that few companies prefer this survey method.
d.	that only a small portion of the population likes to participate in telephone surveys.
e.	the expense compared to in-home interviews.

ANS: D PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Reflective Thinking STA: DISC: Research

KEY: Bloom’s: Comprehension

The use of land lines is declining, causing it to be more difficult for market researchers to

a.	conduct valid surveys
b.	ensure reliability
c.	surveys.
d.	in-home interviews.
e.	use phone surveys to collect a random sample.

ANS: E PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Reflective Thinking STA: DISC: Research

KEY: Bloom’s: Comprehension

Which of the following survey methods has the potential to offer quick response at a lower cost than traditional mail and telephone surveys?

a.	Total population surveys
b.	In-home (door-to-door) interviews
c.	Focus-group interviews
d.	Personal interview surveys
e.	Online surveys

ANS: E PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication

STA: DISC: International Perspective KEY: Bloom’s: Knowledge

Mika is the marketing research manager for a company that sells skis and other sporting equipment. His company currently has a profitable brand and a good share of the traditional ski market, but would like to enter the “extreme” category of winter sports. Mika needs to obtain information about consumer attitudes of the company’s current products as well as attitudes of potential customers in the “extreme” consumer market. He does not have constraints on time, but he does have a modest budget for research. Mika should probably use _____ to obtain the data about the company’s current products, and _____ to obtain information about the extreme consumers’ attitudes.

a.	Mail surveys; online surveys
b.	Online surveys; focus groups
c.	Telephone surveys; focus groups
d.	Personal interview surveys; online surveys
e.	Focus groups; mail surveys

ANS: B PTS: 1 DIF: Difficulty: Challenging

OBJ: LO: 05-02 NAT: BUSPROG: Analytic STA: DISC: Research

KEY: Bloom’s: Application

Low response rate and privacy are both issues of concern related to

a.	personal interview surveys.
b.	telephone surveys.
c.	shopping mall intercept interviews.
d.	e-mail surveys.
e.	online experimentation.

ANS: D PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication STA: DISC: Research

KEY: Bloom’s: Knowledge

Marketing researchers typically favor ____ because they are extremely flexible.

a.	mail surveys
b.	direct observation
c.	experiments
d.	personal interviews
e.	telephone surveys

ANS: D PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication

STA: DISC: International Perspective KEY: Bloom’s: Knowledge

Participants in ____ frequently get to see pictures, products, advertising samples, and diagrams.

a.	online surveys
b.	personal interview surveys
c.	mail surveys
d.	telephone surveys
e.	probability samples

ANS: B PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-02 NAT: BUSPROG: Communication

STA: DISC: International Perspective KEY: Bloom’s: Knowledge

If a marketing researcher is interested in observing group interaction during an informal, unstructured, and open-ended data collection process, he or she should use

a.	observation.
b.	a focus-group interview.
c.	an on-site computer interview.
d.	a shopping mall intercept interview.
e.	a telephone survey.

ANS: B PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-01 NAT: BUSPROG: Analytic STA: DISC: Research

KEY: Bloom’s: Knowledge

A research method in which a number of people are exposed to an idea or concept and the interaction of the people is observed is called a(n)

a.	in-home interview.
b.	mail-group survey.
c.	focus-group interview.
d.	shopping mall intercept interview.
e.	chat room interview.

ANS: C PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-01 NAT: BUSPROG: Analytic STA: DISC: Research

KEY: Bloom’s: Knowledge

Emily Dawson and seven other people were paid to get together and discuss a new product idea proposed by Johnson & Johnson. Researchers observed the interaction of the group. During the discussion, Emily was annoyed that Jack, another participant, seemed to “hog” the discussion and didn’t give others a chance to speak. This is an example of a problem when using ________.

a.	focus-group interviews.
b.	group surveys.
c.	personal interview surveys.
d.	sampling teams.
e.	group think.

ANS: A PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-02 NAT: BUSPROG: Reflective Thinking STA: DISC: Research

KEY: Bloom’s: Application

Kelsey thinks she will be able to get the highest quality of responses concerning the product features most sought by consumers through personal interviews. She decides to conduct her interviews at ____ because this is the most common location for personal interviews.

a.	a shopping mall
b.	the respondent’s home
c.	the interviewer’s home
d.	the company’s offices
e.	a city park

ANS: A PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-02 NAT: BUSPROG: Analytic

STA: DISC: International Perspective KEY: Bloom’s: Application

A survey question that requires a yes or no answer is called a

a.	qualifier.
b.	multiple-choice question.
c.	50-50 question.
d.	dichotomous question.
e.	bimodal question.

ANS: D PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication

STA: DISC: International Perspective KEY: Bloom’s: Knowledge

An item on the University Book Store’s survey asks respondents to tell the store, in their own words, what they like least about textbook shopping. This item would be an example of a(n) ____ question.

a.	open-ended
b.	dichotomous
c.	forced-sum-choice
d.	multiple-choice
e.	limited-choice

ANS: A PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-02 NAT: BUSPROG: Communication

STA: DISC: International Perspective KEY: Bloom’s: Application

When Pepsi Max implemented a telephone survey to determine the effectiveness of a recent advertising campaign. One of the questions the interviewer asked was, “Have you ever heard of a cola with twice the caffeine of regular colas?” This is an example of which of the following kinds of questions?

a.	Open-ended
b.	Dichotomous
c.	Multiple-choice
d.	Imperative
e.	Declarative

ANS: B PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-02 NAT: BUSPROG: Analytic

STA: DISC: International Perspective KEY: Bloom’s: Application

An online survey conducted before students could register for their fall semester classes asked, “Do you think online professor evaluation forms would be better than paper and pencil forms administered during class?” This is an example of a(n) ____ question.

a.	close-ended
b.	short answer
c.	multiple-choice
d.	open-ended
e.	dichotomous

ANS: E PTS: 1 DIF: Difficulty: Challenging

OBJ: LO: 05-02 NAT: BUSPROG: Analytic

STA: DISC: International Perspective KEY: Bloom’s: Application

For demographic purposes, a mail survey sent out by the American Cancer Society asks each respondent to identify their race by choosing among a list of possibilities. This common type of question is called a(n) ____ question.

a.	dichotomous
b.	multiple-choice
c.	categorized
d.	open-ended
e.	optional response

ANS: B PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-02 NAT: BUSPROG: Analytic

STA: DISC: International Perspective KEY: Bloom’s: Application

Carmen has been hired by a market research company to collect data about the drinking habits of 25 to 35-year old urban professionals. Carmen is to go to “happy hour” with a group of individuals and observe what type of alcoholic beverages they order, how often, and what brands. The data that Carmen will obtain is ______ and she will use ______ in its collection.

a.	secondary; observation.
b.	primary; personal interviews
c.	primary; ethnographic
d.	secondary; ethnographic.
e.	primary; focus groups.

ANS: C PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-02 NAT: BUSPROG: Reflective Thinking STA: DISC: Research

KEY: Bloom’s: Application

Cameras, counting machines, and scanners are used most often in

a.	surveys.
b.	secondary data gathering.
c.	field settings.
d.	observation.
e.	experimentation.

ANS: D PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-02 NAT: BUSPROG: Communication

STA: DISC: International Perspective KEY: Bloom’s: Knowledge

Having recording biases and collecting only descriptive information are two of the primary drawbacks to

a.	statistical interpretation.
b.	mail surveys.
c.	observation.
d.	personal interviews.
e.	experimentation.

ANS: C PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-02 NAT: BUSPROG: Communication

STA: DISC: International Perspective KEY: Bloom’s: Knowledge

If Procter & Gamble, the maker of Dawn dishwashing liquid, wants to know what percentage of customers examine product labels before making a product selection in the grocery store, it can best gain this information through

a.	focus groups.
b.	mail surveys.
c.	personal interviews.
d.	observation.
e.	mall intercepts.

ANS: D PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-02 NAT: BUSPROG: Analytic

STA: DISC: International Perspective KEY: Bloom’s: Application

Nathan, a marketing manager for Casual Express, a retail clothing store chain, wants to use observation methods to gather information about shopping behavior. Which of the following should Nathan know about observation methods of data collection?

a.	Observation uses secondary sources of data.
b.	Observation depends on mall interviews.
c.	Observation can tell Nathan what is being done, but not why.
d.	Observation focuses on open-ended questions.
e.	Observation works best for telephone surveys.

ANS: C PTS: 1 DIF: Difficulty: Challenging

OBJ: LO: 05-02 NAT: BUSPROG: Analytic

STA: DISC: International Perspective KEY: Bloom’s: Application

Jamal has just finished collecting data about the texting habits of students during their lunch hour. He used both online surveys to ask the students about their texting behavior, as well as observational techniques in the cafeteria. What is the next step in the marketing research process for Jamal to begin?

a.	Reporting research results
b.	Selecting the research method
c.	Interpreting research findings
d.	Designing the research project
e.	Refining the research issue

ANS: C PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-02 NAT: BUSPROG: Analytic STA: DISC: Research

KEY: Bloom’s: Analysis

Carlos was given the task of conducting a research project for his firm and proceeds with the following steps: he asks questions to determine the research topic, conducts a telephone survey, writes a report describing the survey results, and gives that report to his boss. Which step of the marketing research process has Carlos omitted?

a.	Collecting data
b.	Defining and locating problems
c.	Interpreting research
d.	Designing the research project
e.	Reporting research findings

ANS: C PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-02 NAT: BUSPROG: Analytic STA: DISC: Research

KEY: Bloom’s: Knowledge

In the process of conducting marketing research, marketers should allow for

a.	periodic review of data during the collection period.
b.	continual evaluation of the data during the entire collection period.
c.	no data review during collection; instead, they should wait for later interpretation of research findings.
d.	descriptive research to solve general problems.
e.	statistical analysis during the collection period.

ANS: B PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-02 NAT: BUSPROG: Communication STA: DISC: Research

KEY: Bloom’s: Knowledge

Which step in the marketing research process involves the use of data analysis and statistical techniques to help draw conclusions?

a.	Locating and defining problems or research issues
b.	Developing hypotheses
c.	Collecting data
d.	Interpreting research findings
e.	Reporting research findings

ANS: D PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication STA: DISC: Research

KEY: Bloom’s: Knowledge

According to the text, ____ interpretation focuses on what is typical or what deviates from the average.

a.	statistical
b.	descriptive
c.	exploratory
d.	secondary
e.	primary

ANS: A PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication

STA: DISC: International Perspective KEY: Bloom’s: Knowledge

Darren uses Microsoft Excel to determine how much the responses to his survey about household decision making for toilet paper vary. Darren is in the ____ step of the marketing research process.

a.	interpreting research findings
b.	reporting research findings
c.	collecting data
d.	designing the research project
e.	developing a hypothesis

ANS: A PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-02 NAT: BUSPROG: Analytic

STA: DISC: International Perspective KEY: Bloom’s: Application

Suppose that a retail store conducts a mail survey of its customers and finds that 50 percent of the customers believe store personnel are “courteous.” Which benchmark or comparison would be most useful for interpreting this result?

a.	The annual dollars spent at the store by those customers who believe store personnel are courteous
b.	How the 50 percent figure compares with that for competitors
c.	The percentage of store personnel who have completed training in customer service and public relations
d.	How the 50 percent figure compares with industrial or wholesale institutions and stores
e.	The percentage of store personnel who feel they are courteous to customers

ANS: B PTS: 1 DIF: Difficulty: Challenging

OBJ: LO: 05-02 NAT: BUSPROG: Analytic

STA: DISC: International Perspective KEY: Bloom’s: Application

The final step in the marketing research process is

a.	interpreting research findings.
b.	making sure the marketing research was conducted in an ethical manner.
c.	putting the results into a written document that is technical and written in formal language.
d.	reporting the research findings.
e.	deciding what the next research project should investigate.

ANS: D PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication STA: DISC: Research

KEY: Bloom’s: Knowledge

Corporate executives often prefer marketing research findings to be put into a report

a.	full of statistical analysis with details on methods employed by the researchers.
b.	examining the ethical implications of implementing results from the research report.
c.	that exposes no deficiencies or limitations of the research process.
d.	that is clear, short, and simply expressed.
e.	expressing the views and beliefs of top management about the research problem.

ANS: D PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Analytic STA: DISC: Research

KEY: Bloom’s: Knowledge

In reporting marketing research findings, the researcher should

a.	provide explanations in language that those who use the report to make decisions can understand.
b.	write the report in an extremely technical and statistical style.
c.	fit the problem to a favored statistical technique.
d.	not acknowledge any limitations associated with the study.
e.	give management the answers it wants.

ANS: A PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Analytic STA: DISC: Research

KEY: Bloom’s: Knowledge

There is some concern that marketing research has been used incorrectly by some firms. The major problem comes from ____ because the researcher wants to obtain favorable results.

a.	using an inappropriate sample
b.	bias and distortion
c.	trying to be objective about views and opinions
d.	using in-house research departments
e.	employing large research firms, such as Gallup

ANS: B PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Analytic STA: DISC: Research

KEY: Bloom’s: Knowledge

A framework for gathering and managing information from sources both inside and outside an organization is referred to as

a.	marketing research agencies.
b.	a marketing information system.
c.	the marketing mix.
d.	a marketing research system.
e.	a secondary data system.

ANS: B PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-03 NAT: BUSPROG: Technology STA: DISC: Online/Computer

KEY: Bloom’s: Knowledge

Which one of the following best characterizes a marketing information system (MIS)?

a.	An MIS is an orderly gathering of information that is not supplied through routine reporting systems such as sales reports and accounting data.
b.	An MIS provides a continuous flow of information about such things as distribution costs, prices, sales, and advertising expenses.
c.	An MIS is conducted on a special-project basis when needed.
d.	An MIS requires adjustments to its techniques to adapt to environmental circumstances and is in reality part of the accounting system.
e.	An MIS involves internal information collection about employees and customers.

ANS: B PTS: 1 DIF: Difficulty: Challenging

OBJ: LO: 05-03 NAT: BUSPROG: Technology STA: DISC: Online/Computer

KEY: Bloom’s: Comprehension

The main focus of a marketing information system is on

a.	the coordination of external information sources.
b.	classifying data into the proper information categories.
c.	data storage and retrieval.
d.	the accurate maintenance of inventory levels.
e.	gathering information on competitive activity.

ANS: C PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-03 NAT: BUSPROG: Technology STA: DISC: Online/Computer

KEY: Bloom’s: Knowledge

American Flooring sells all types of floor coverings to contractors and other businesses. It keeps a collection of information about all of its clients that can be easily accessed on the company’s computer system. This collection of information is called a

a.	marketing information system.
b.	database.
c.	management information system.
d.	single-source data.
e.	marketing decision support system.

ANS: B PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-02 NAT: BUSPROG: Technology STA: DISC: Online/Computer

KEY: Bloom’s: Application

Bart’s Appliance Center owner Ron Bart feels that his organization has access to a great deal of information generated both inside and outside the firm, but much of this information is presently going to waste. Apparently, Bart needs to develop a

a.	marketing research focus.
b.	marketing knowledge bank.
c.	marketing information system.
d.	marketing strategy.
e.	data-gathering system.

ANS: C PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-03 NAT: BUSPROG: Technology STA: DISC: Online/Computer

KEY: Bloom’s: Application

A(n) ____ is a collection of information arranged for easy access and retrieval.

a.	database
b.	marketing information system
c.	marketing decision support system
d.	online information service
e.	e-mail system

ANS: A PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-03 NAT: BUSPROG: Technology STA: DISC: Online/Computer

KEY: Bloom’s: Knowledge

Information provided by a single firm on household demographics, consumer purchases, television viewing behavior, and responses to promotions is called ____ data.

a.	single-source
b.	census
c.	consumer demographic
d.	multi-point
e.	single-point

ANS: A PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-03 NAT: BUSPROG: Communication STA: DISC: Online/Computer

KEY: Bloom’s: Knowledge

Behavior Scan, a research company, provides information on household demographics, television viewing habits, and purchases tracked with Hotline cards. This is

a.	a marketing information system.
b.	a business software database.
c.	online information.
d.	U.S. Census data.
e.	single-source data.

ANS: E PTS: 1 DIF: Difficulty: Challenging

OBJ: LO: 05-03 NAT: BUSPROG: Communication STA: DISC: Online/Computer

KEY: Bloom’s: Application

Max is the product manager for a new type of lumbar supports used in the production of office chairs. His company sells the lumbar supports to approximately 70 different chair manufacturers. The price for this new product still needs to be finalized. Max has decided to take the data recently collected in a marketing research study and apply it to different pricing scenarios in order to set the best price for his company. He will be utilizing computer software to obtain results from the various scenarios. Max is most likely using a

a.	database.
b.	marketing research system.
c.	marketing information system.
d.	marketing decision support system.
e.	single-source system.

ANS: D PTS: 1 DIF: Difficulty: Challenging

OBJ: LO: 05-03 NAT: BUSPROG: Reflective Thinking STA: DISC: Research

KEY: Bloom’s: Application

Marketing information systems and marketing research have changed rapidly because customers and companies around the world have been linked by

a.	the computer.
b.	the super database.
c.	the Interactive network.
d.	electronic online services.
e.	evolving telecommunications.

ANS: E PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-03 NAT: BUSPROG: Technology STA: DISC: Online/Computer

KEY: Bloom’s: Knowledge

The following are all guidelines for questionnaire construction that support ethical marketing research except to

a.	allow the interviewer to introduce him/herself by name.
b.	indicate that this is a marketing research project.
c.	explain that no sales will be involved.
d.	state the likely duration of the interview.
e.	keep the name of the research company confidential.

ANS: E PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-04 NAT: BUSPROG: Ethics STA: DISC: Research

KEY: Bloom’s: Comprehension

Which of the following statements about conducting marketing research internationally is false?

a.	The marketing research process may need to be modified to allow for regional differences.
b.	A detailed search for and analysis of secondary data can help researchers gain a greater understanding of a particular marketing environment and pinpoint issues that must be taken into account in gathering primary research data.
c.	Primary data gathering may have a greater chance of success if the firm employs local researchers who better understand how to approach potential respondents and can do so in their own language.
d.	Specific differences among countries can have a profound influence in data gathering.
e.	Specific differences among countries have no affect on data gathering or the marketing research process.

ANS: E PTS: 1 DIF: Difficulty: Challenging

OBJ: LO: 05-04 NAT: BUSPROG: Ethics STA: DISC: Research

KEY: Bloom’s: Comprehension

Scenario 5.1

Use the following to answer the questions.

Because of the development of optical scanners and cable television, marketing researchers can now test the effectiveness of advertising more precisely. Volunteers in a minimum of six cities are offered food discounts in return for allowing marketing research firms to monitor grocery purchases and send trial commercials to their homes through cable television.

The research subjects shop only at stores equipped with UPC scanners, and their purchases are identified by a special card. Respondents are also told that some of the commercials they see on cable television may differ from those seen by their neighbors. Buying patterns are then compared. For example, Kashi cereals tested a Crunchy Wheat promotion using this system. Half of the 5,000 participating homes in one city saw a commercial announcing the promotion; the other half saw a commercial that did not mention the promotion. Kashi used scanner data to evaluate the promotion’s success and offered the commercials nationwide.

Refer to Scenario 5.1. Kashi’s testing of the Crunchy Wheat promotion is an example of

a.	the collection of secondary data used in a descriptive study
b.	information feedback used in an exploratory study.
c.	the collection of secondary data used in an exploratory study.
d.	the collection of primary data used in a descriptive study.
e.	the defining and locating problems through an observational technique.

ANS: D PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-02 NAT: BUSPROG: Reflective Thinking STA: DISC: Research

KEY: Bloom’s: Application

Refer to Scenario 5.1. Suppose that when selecting the 5,000 homes to participate in scanner studies in one city, the research firm first divided the city’s population into upper-, middle-, and lower-class families, then took a probability sample within each group. This would be a(n) ____ sample.

a.	random
b.	stratified
c.	area
d.	quota
e.	population

ANS: B PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-02 NAT: BUSPROG: Analytic STA: DISC: Research

KEY: Bloom’s: Application

Refer to Scenario 5.1. The 5,000 households that allowed their group purchases to be scanned are a

a.	focus group.
b.	quota.
c.	sample.
d.	target market.
e.	population.

ANS: C PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Analytic STA: DISC: Research

KEY: Bloom’s: Comprehension

Refer to Scenario 5.1. When the researchers compared the average sales of Crunchy Wheat for the group that saw the promotion with the average sales for the group that did not see the promotion, in which stage of the marketing research process were they?

a.	Defining and locating problems
b.	Reporting research findings
c.	Developing hypotheses
d.	Collecting data
e.	Interpreting research findings

ANS: E PTS: 1 DIF: Difficulty: Challenging

OBJ: LO: 05-02 NAT: BUSPROG: Analytic STA: DISC: Research

KEY: Bloom’s: Analysis

Scenario 5.2

Use the following to answer the questions.

Colin Jackson recently purchased Blue Waters Adventures, a kayak and canoeing rental business near the Chatsworth River in Arizona. Blue Waters Adventures had been in operation for five years and was located in an ideal area. Even though the winters in the area can be cold, kayaking and canoeing activities are generally popular year-round. After two months of operation, it became clear why the previous owners had sold the business. While the business appeared to be ideally located, sales were extremely disappointing.

Refer to Scenario 5.2. Colin decided to apply some of the things he had learned in his marketing research class to his business. The first thing he should do is to ___________ which will help him ______

a.	develop a questionnaire; collect the necessary data.
b.	identify a sample frame; contact the appropriate respondents.
c.	define the problem to be researched; determine his data needs.
d.	conduct store exit interviews; give him an idea of the problem.
e.	collect secondary data; contact the appropriate respondents.

ANS: C PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-01 NAT: BUSPROG: Reflective Thinking STA: DISC: Research

KEY: Bloom’s: Application

Refer to Scenario 5.2. Colin developed a research design to aid his investigation. This design included a questionnaire that attempted to measure “outdoor activity preferences”; however, Colin’s professor said that the questionnaire measured not “outdoor activity preferences” but something else. The professor was questioning the research design’s

a.	reliability.
b.	significance.
c.	truthfulness.
d.	corroboration.
e.	validity.

ANS: E PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-02 NAT: BUSPROG: Analytic STA: DISC: Research

KEY: Bloom’s: Application

Refer to Scenario 5.2. Colin went to the university library and collected everything he could find on the kayaking and canoeing sports industries. He found a significant amount of information, but it didn’t seem to be in the format that he could actually use in his analysis. Colin realized that he could just use this preliminary data as a resource to help him design his plan for utilizing focus groups and possibly for designing a survey. The preliminary data is referred to as _____, while the data from focus groups and surveys is ______.

a.	primary data; secondary and observational
b.	secondary data; primary
c.	secondary data; observational
d.	exploratory data; primary
e.	primary data; descriptive

ANS: B PTS: 1 DIF: Difficulty: Challenging

OBJ: LO: 05-02 NAT: BUSPROG: Reflective Thinking STA: DISC: Research

KEY: Bloom’s: Application

Refer to Scenario 5.2. Besides administering the questionnaire, Colin observed people who went kayaking and canoeing on the Chatsworth River, making notes about their appearance and behavior. The type of data he collected are ____ data.

a.	indirect
b.	mechanical
c.	secondary
d.	primary
e.	direct

ANS: D PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Analytic

STA: DISC: International Perspective KEY: Bloom’s: Application

Refer to Scenario 5.2. Before administering the questionnaire, Colin discovered through talking to other sports rental businesses that, although retired males made up a small percentage of the area’s population, they often rented kayaks and canoes. In light of this, Colin decided to include a minimum of 25 percent retired males in his sample. The final choice of respondents was left up to the interviewers. This sampling method is known as ____ sampling.

a.	quota
b.	stratified
c.	random
d.	representative
e.	area

ANS: A PTS: 1 DIF: Difficulty: Challenging

OBJ: LO: 05-02 NAT: BUSPROG: Analytic STA: DISC: Research

KEY: Bloom’s: Application

TRUE/FALSE

Marketing research is a systematic and orderly gathering of information supplied through the routine reporting system within the organization.

ANS: F PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-01 NAT: BUSPROG: Communication STA: DISC: Research

KEY: Bloom’s: Knowledge

The purpose of marketing research is to inform an organization about customers’ needs and desires, marketing opportunities for particular goods and services, and changing attitudes and purchase patterns of customers.

ANS: T PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-01 NAT: BUSPROG: Communication STA: DISC: Research

KEY: Bloom’s: Knowledge

The first sign of a problem is usually a departure from some normal function, such as a failure to attain objectives.

ANS: T PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-02 NAT: BUSPROG: Communication

STA: DISC: International Perspective KEY: Bloom’s: Knowledge

The key to locating and defining problems is always to probe beneath any superficial symptoms.

ANS: T PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication STA: DISC: Strategy

KEY: Bloom’s: Knowledge

Marketing research can be used to test a hypothesis.

ANS: T PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication STA: DISC: Research

KEY: Bloom’s: Knowledge

A hypothesis is a fact about the problem or topic under investigation.

ANS: F PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication

STA: DISC: International Perspective KEY: Bloom’s: Knowledge

The hypothesis being tested determines the general data-gathering approach to use.

ANS: T PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-02 NAT: BUSPROG: Communication

STA: DISC: International Perspective KEY: Bloom’s: Knowledge

Exploratory research is concerned with identifying the characteristics of markets or categorizing market activities.

ANS: F PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication STA: DISC: Research

KEY: Bloom’s: Knowledge

Conclusive research is used when marketers need more information about a problem or want to make a tentative hypothesis more specific.

ANS: F PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication STA: DISC: Research

KEY: Bloom’s: Knowledge

Descriptive research can be used to better understand the characteristics of certain phenomena to solve a particular problem.

ANS: T PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication STA: DISC: Research

KEY: Bloom’s: Knowledge

Experimental research is used to make tentative hypotheses more specific.

ANS: F PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication STA: DISC: Research

KEY: Bloom’s: Knowledge

A research technique is said to be reliable if it produces almost identical results in successive repeated trials.

ANS: T PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication STA: DISC: Research

KEY: Bloom’s: Knowledge

If a research method measures what it is supposed to measure, it is said to be reliable.

ANS: F PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication STA: DISC: Research

KEY: Bloom’s: Knowledge

The opportunity to obtain data via the Internet has resulted in more than half of all marketing research coming from secondary sources.

ANS: T PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication STA: DISC: Research

KEY: Bloom’s: Knowledge

Secondary data are data collected from inside the organization; primary data are those collected from outside the organization.

ANS: F PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication

STA: DISC: International Perspective KEY: Bloom’s: Knowledge

One of the most overlooked sources of secondary data is the organization’s own accounting records.

ANS: T PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication

STA: DISC: International Perspective KEY: Bloom’s: Knowledge

Survey and observation are considered secondary data collection techniques.

ANS: F PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-02 NAT: BUSPROG: Communication

STA: DISC: International Perspective KEY: Bloom’s: Knowledge

Data regarding attitudes toward a particular product are collected. To test a hypothesis, the data are used and then stored. If these data are used again in a future research study, they will be considered primary data.

ANS: F PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-02 NAT: BUSPROG: Analytic

STA: DISC: International Perspective KEY: Bloom’s: Knowledge

The technique of sampling in marketing research is the process of selecting representative units from a total population (a sample) and being able to project the characteristics of the total population from the sample considered.

ANS: T PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Analytic STA: DISC: Research

KEY: Bloom’s: Knowledge

In probability sampling, there is no way to calculate the likelihood that a specific element of the population being studied will be chosen.

ANS: F PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-02 NAT: BUSPROG: Communication

STA: DISC: International Perspective KEY: Bloom’s: Knowledge

Stratified sampling may reduce some of the error that could occur in a simple random sample.

ANS: T PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-02 NAT: BUSPROG: Communication

STA: DISC: International Perspective KEY: Bloom’s: Knowledge

In quota sampling, all elements in a population have an equal chance of appearing in the sample.

ANS: F PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-02 NAT: BUSPROG: Communication

STA: DISC: International Perspective KEY: Bloom’s: Knowledge

The four fundamental survey methods used to obtain data in marketing research are telephone surveys, mail surveys, online surveys, and personal interviews.

ANS: T PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication

STA: DISC: International Perspective KEY: Bloom’s: Knowledge

Results of a mail survey can be misleading if there is a high non-response rate.

ANS: T PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication

STA: DISC: International Perspective KEY: Bloom’s: Knowledge

Telephone surveys allow an interviewer to gain rapport with respondents and to ask probing questions.

ANS: T PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication

STA: DISC: International Perspective KEY: Bloom’s: Knowledge

A telephone survey is a good example of a completely random sample for the entire population.

ANS: F PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Analytic

STA: DISC: International Perspective KEY: Bloom’s: Knowledge

The potential advantages of traditional mail surveys are quick response and lower cost than online surveys, but this advantage has yet to be achieved.

ANS: F PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-02 NAT: BUSPROG: Analytic

STA: DISC: International Perspective KEY: Bloom’s: Knowledge

The in-home (door-to-door) interview is an example of a focus-group interview.

ANS: F PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication

STA: DISC: International Perspective KEY: Bloom’s: Knowledge

Focus-group interviews are useful if the researcher is interested in observing group interaction.

ANS: T PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication

STA: DISC: International Perspective KEY: Bloom’s: Knowledge

Customer advisory boards are small groups of actual customers who serve as sounding boards for new product ideas and offer insights into their feelings and attitudes toward a firm’s products, promotion, pricing, and other elements of marketing strategy.

ANS: T PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-01 NAT: BUSPROG: Analytic

STA: DISC: International Perspective KEY: Bloom’s: Knowledge

An on-site computer interview is a variation of the shopping mall intercept interview.

ANS: T PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication

STA: DISC: International Perspective KEY: Bloom’s: Knowledge

One common mistake in questionnaire construction is developing the questionnaire before objectives have been established.

ANS: T PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication

STA: DISC: International Perspective KEY: Bloom’s: Knowledge

Three types of objective questions that can be designed for questionnaires are closed questions, linkage questions, and multiple-choice questions.

ANS: F PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication

STA: DISC: International Perspective KEY: Bloom’s: Knowledge

The observation method of research systematically examines and records secondary data information about the physical conditions, events, and overt behavior of respondents.

ANS: F PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-02 NAT: BUSPROG: Communication STA: DISC: Research

KEY: Bloom’s: Knowledge

Observation may be used in combination with interviewing.

ANS: T PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication

STA: DISC: International Perspective KEY: Bloom’s: Knowledge

Marketing researchers should allow for continual evaluation of the data during the entire data collection period.

ANS: T PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication STA: DISC: Research

KEY: Bloom’s: Knowledge

The first step in drawing conclusions from most research is to rank the data according to importance.

ANS: F PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication STA: DISC: Research

KEY: Bloom’s: Knowledge

Statistical interpretation focuses on what is typical or what deviates from the average.

ANS: T PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication

STA: DISC: International Perspective KEY: Bloom’s: Knowledge

The final step in the marketing research process is to assess the ethicality of the data collection phase.

ANS: F PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-02 NAT: BUSPROG: Communication STA: DISC: Research

KEY: Bloom’s: Knowledge

In general, corporate executives prefer research reports that are short, clear, and simply expressed.

ANS: T PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication STA: DISC: Research

KEY: Bloom’s: Knowledge

Unethical behavior in the research process is not a major problem in the reporting of research findings.

ANS: F PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Ethics STA: DISC: Research

KEY: Bloom’s: Knowledge

A marketing information system provides an irregular and unstructured flow of information from internal sources within the organization.

ANS: F PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-03 NAT: BUSPROG: Technology STA: DISC: Online/Computer

KEY: Bloom’s: Knowledge

In the MIS, the means of gathering data receive less attention than the procedures for expediting the flow of information.

ANS: T PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-03 NAT: BUSPROG: Technology STA: DISC: Online/Computer

KEY: Bloom’s: Knowledge

The main difference between marketing research and a marketing information system is that the MIS is an information-gathering process for specific situations whereas marketing research provides continuous data input.

ANS: F PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-03 NAT: BUSPROG: Technology STA: DISC: Online/Computer

KEY: Bloom’s: Knowledge

A database is a collection of information arranged for easy access and retrieval.

ANS: T PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-03 NAT: BUSPROG: Technology STA: DISC: Online/Computer

KEY: Bloom’s: Knowledge

Marketers can only use databases developed by other firms.

ANS: F PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-03 NAT: BUSPROG: Technology STA: DISC: Online/Computer

KEY: Bloom’s: Knowledge

A marketing decision support system aids marketing managers in decision making by helping them to anticipate the effects of certain decisions.

ANS: T PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-03 NAT: BUSPROG: Technology STA: DISC: Online/Computer

KEY: Bloom’s: Knowledge

Ethical conflict typically occurs because the parties involved in marketing research often have different objectives.

ANS: T PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-04 NAT: BUSPROG: Ethics STA: DISC: Research

KEY: Bloom’s: Knowledge

When conducting marketing research in another country, researchers should begin by using focus groups and other survey methods to refine their understanding of customer needs and preferences.

ANS: F PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-04 NAT: BUSPROG: Diversity STA: DISC: Research

KEY: Bloom’s: Knowledge

Crowdsourcing refers to the process of taking tasks usually performed by a marketer or researcher and outsourcing them to a crowd, or potential market, through an open call.

ANS: T PTS: 1 DIF: Difficulty: Easy

OBJ: LO: 05-02 NAT: BUSPROG: Communication

STA: DISC: International Perspective KEY: Bloom’s: Knowledge

Callsourcing refers to the process of taking tasks usually performed by a marketer or researcher and outsourcing them to a potential market through an open call.

ANS: F PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-02 NAT: BUSPROG: Communication

STA: DISC: International Perspective KEY: Bloom’s: Knowledge

Online focus groups gather data from large and geographically diverse groups in a less intensive manner than focus-group interviews.

ANS: T PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-01 NAT: BUSPROG: Communication

STA: DISC: International Perspective KEY: Bloom’s: Knowledge

Online focus groups are more expensive than tradition sit down groups.

ANS: F PTS: 1 DIF: Difficulty: Moderate

OBJ: LO: 05-01 NAT: BUSPROG: Communication

STA: DISC: International Perspective KEY: Bloom’s: Knowledge

Marketing 2014, 17th Edition by William M - Test Bank

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Marketing 2014, 17th Edition by William M - Test Bank

Description

Additional Information

Reviews

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