Marketing Test

Chapter 7
Essentials of Marketing 9th ed.

1. The percent of people contacted who complete a survey questionnaire is the:
A.sample base unit (SBU) rate.
B.population rate.
C.sample rate.
D.hit rate.
E.response rate.


2. Setting up a marketing information system can be valuable to marketing managers because
A.most market-oriented companies only need a certain type of information once or twice.
B.marketing research data is rarely as accurate as data from a marketing information system.
C.market-oriented managers can always use more data.
D.a company that can't afford marketing research should at least have a marketing information system.
E.most companies have much useful information available, but it often isn't easy to access when the manager needs it.


3. Which of the following is NOT a good example of the observation method of marketing research?
A.A drugstore installs optical scanners at its checkout counters.
B.The owner of a shopping center puts a counting device at the entrance to count how many cars come in.
C.A store manager studies videotapes of consumers shopping in the store.
D.The manager of a supermarket occasionally walks through the store to see what customers are doing.
E.All of the above are good examples of observation research.


4. Which of the following statements concerning secondary data is correct?
A.Secondary data is only available within the firm.
B.Secondary data was originally collected for some other purpose.
C.Secondary data usually takes longer to obtain than primary data.
D.All of the above are correct.
E.None of the above are correct.


5. Regarding marketing research,
A.a good researcher will understand the marketing problem as well as the technical details of marketing research.
B.marketing managers really don't have to know much about how to plan marketing research to use the results effectively.
C.most large companies don't use outside research specialists.
D.the marketing manager is usually too involved to be objective, so a research specialist should define the problem.
E.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.


6. Secondary data from federal government sources
A.focuses mostly on agriculture.
B.is often very helpful for estimating the size of a market.
C.is only available from the Commerce Department in Washington.
D.is readily available, but there is usually not much information at state and local levels.
E.None of the above is true.


7. Procedures to gather and analyze new information to help marketing managers make decisions are called:
A.statistical techniques.
B.operational planning.
C.strategy planning.
D.sample building units (SBUs).
E.marketing research.


8. What would be the best way for the marketing manager of a supermarket to find out how consumers move through the store?
A.Observe customers with hidden cameras.
B.Give customers a questionnaire after they have finished shopping.
C.Install checkout counters at the end of each aisle.
D.Have an interviewer go through the store with each customer.
E.None of the above would be very good.


9. Which of the following is NOT part of the five-step marketing research process discussed in the text?
A.Analyzing the situation
B.Solving the problem
C.Interpreting the data
D.Defining the problem
E.Writing the proposal


10. Regarding "marketing research" and "marketing information systems":
A.marketing information systems make information more accessible.
B.marketing information systems tend to increase the quantity of information available for decision making, but with some decrease in quality.
C.most firms have gone "too far" trying to apply modern decision-making techniques.
D.marketing information systems gather and analyze data from sources inside the company, while marketing research handles all external sources.
E.All of the above are true.


11. The first thing a marketing manager should do if one of his firm's products drops in sales volume is:
A.define the problem.
B.set research priorities.
C.do a situation analysis.
D.interview representative customers.
E.conduct a survey to see what is wrong.


12. Data that has been collected or published already is:
A.free.
B.franchised data.
C.secondary data.
D.primary data.
E.none of the above.


13. 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.an experimental method in which only some consumers get the coupon and the purchases of the two groups (with and without coupons) are compared.
B.personal interviewers to ask consumers how they will react.
C.a mail survey to ask consumers if they use coupons and why.
D.a focus group to ask consumers if they like the idea.
E.none of the above would allow the manager to determine if the coupon will help get new customers.


14. A ______________ is an organized way of continually gathering and analyzing data to get information to help marketing managers make decisions.
A.marketing model
B.marketing research project
C.marketing research department
D.marketing logistics system
E.marketing information system


15. The big advantage of qualitative research in marketing is:
A.it provides a good basis for statistical analysis.
B.the in-depth responses it provides.
C.the analysis can be handled on a personal computer.
D.ease of interpretation.
E.None of the above.


16. The scientific method
A.shows that every marketing research project should have five steps.
B.is an orderly and objective approach to judging how good an idea really is.
C.recognizes that statistical analysis provides the only basis for rejecting an hypothesis.
D.rejects the idea that marketing managers can make "educated guesses" about marketing relationships.
E.None of the above is true.


17. 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.random
B.observing
C.experimental
D.qualitative questioning
E.focus group


18. Quantitative marketing research
A.can use a large, representative sample.
B.data can be collected by mail, telephone, or personal interviews.
C.makes it easier for the research analyst to summarize answers.
D.usually makes it easier and faster for respondents to answer the questions (compared to qualitative research).
E.All of the above are true.


19. Data that has already been collected or published is:
A.secondary data.
B.primary data.
C.free data.
D.rarely--if ever--useful for marketing decision making.
E.useful data.


20. Regarding "marketing research" and "marketing information systems":
A.both tend to focus on nonrecurring information needs.
B.marketing information systems tend to increase the quantity of information available for decision making, but with some decrease in quality.
C.most firms have gone "too far" trying to apply modern decision-making techniques.
D.marketing information systems gather, access, and analyze data from intracompany sources, while marketing research handles all external sources.
E.None of the above is true.


21. 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.a set of focus group interviews.
B.a consumer panel research project.
C.a set of personal interviews.
D.the experimental method.
E.None of the above.


22. Which of the following is most consistent with the marketing research process discussed in the text?
A."We pay a lot for marketing research experts, so our managers don't waste time trying to figure out how projects should be conducted."
B."We always use mail surveys, so that we won't have to worry about nonresponse problems."
C."Secondary data is often all we need to solve our problems."
D."We know that time is always short, so as soon as we define the problem we get on with our data collection."
E.None of the above is a good answer.


23. When getting information for marketing decisions, the marketing manager:
A.should have access to ongoing information about business performance.
B.may need to make some decisions based on incomplete information.
C.may need to rely on instincts to make some decisions.
D.All of the above are true.
E.None of the above is true.


24. Marketing research is concerned with gathering and analyzing new information to help marketing managers do a better job of:
A.planning marketing strategies.
B.controlling marketing strategies.
C.executing marketing strategies.
D.All of the above.
E.None of the above.


25. Information is obtained on a continuing basis from the same respondents using a:
A.consumer panel.
B.responder group.
C.consumer experiment.
D.statistical package.
E.contributor group.


26. Which of the following would NOT be a source of primary data?
A.Market tests
B.Focus groups
C.Observation studies
D.Surveys
E.The Wall Street Journal


27. 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.the beginning of a focus group interview.
B.gathering information that will be analyzed by a statistical package.
C.bad practice, since the problem has not been defined yet.
D.part of a situation analysis.
E.None of the above is true.


28. Which of the following statements BEST reflects the point of view of the text with respect to marketing research?A. "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."
A."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."
B."As marketing research director, I should know the marketing manager's position in advance, so we can prove it is correct if possible."
C."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."
D."We don't use computers, surveys and the like because marketing's information needs are usually not that precise anyway."


29. Marketing research:
A.is likely to be more effective when guided by the strategy planning framework.
B.should gather as much information as possible.
C.is useful for strategy planning but not for operational planning.
D.should be planned by research specialists only, because it requires technical statistical techniques.
E.All of the above are true.


30. Mail surveys:
A.are often limited by low response rates.
B.are popular because they can be a convenient and economical approach.
C.may be more successful than personal interviews for getting personal information.
D.All of the above are true.
E.None of the above is true.


31. Marketing research:
A.is only needed by producers who use long channels of distribution.
B.should be planned by marketing managers--who understand the problem--not researchers.
C.is not needed by business marketers because their needs are different.
D.can get the "facts" that are not available in the MIS.
E.should be planned by research specialists who understand research techniques better than marketing managers.


32. Which of the following is a disadvantage of quantitative research (compared to qualitative research)?
A.the conclusions are likely to vary more from analyst to analyst.
B.the results are harder to summarize.
C.it is not as fast for respondents.
D.it is harder to get in-depth answers.
E.None of the above is true.


33. Which of the following is NOT an advantage of telephone surveys?
A.They usually can be conducted quite quickly.
B.They are especially good for getting in-depth information.
C.Response rates are high.
D.They are effective for getting answers to simple questions.
E.All of the above are advantage of telephone surveys.


34. A decision-making approach that focuses on being objective and orderly in testing ideas before accepting them is the:
A.scientific method.
B.statistical method.
C.DSS method.
D.marketing models method.
E.MIS method.


35. During a "situation analysis," a marketing researcher should:
A.talk with competitors facing similar problems.
B.begin to talk informally to as many customers as possible.
C.study what information is already available.
D.collect primary data.
E.All of the above.


36. Which of the following is most consistent with the scientific method approach to marketing research discussed in the text?
A."Once we interpret the data, we can define our problem."
B."Our research is as precise as possible--because we want to be 100 percent accurate."
C."Sometimes the answers from the early stages of the research process are good enough so we stop the research and make our decisions."
D."We continually survey our customers because the results give us good ideas for hypotheses."
E.None of the above is true.


37. One of the major disadvantages of the focus group interview approach is that
A.it is difficult to measure the results objectively.
B.it is difficult to get in-depth information about the research topic.
C.there is no interviewer, so the research questions may not be answered.
D.once the interview is over there is no way for a marketing manager who was not there to evaluate what went on.
E.ideas generated by the group can't be tested later with other research.


38. Which of the following is NOT part of the five-step marketing research process discussed in the text?
A.Developing the marketing information system (MIS).
B.Analyzing the situation.
C.Defining the problem.
D.Solving the problem.
E.Interpreting the data.


39. 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.


40. A good place for a marketing analyst to START looking for published statistical data is the:
A.Congressional Record.
B.The Wall Street Journal.
C.Statistical Abstract of the United States.
D.New York Times research files.
E.Encyclopedia of Associations.



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