Reference no: EM131139728
1.Which of the following statements is in line with Peter Drucker's notion of effectiveness?
a.Do the important thing.
b.Do the right thing. (moderate)
c.Do things right.
d.Do unto others as you would have them do unto you.
e.Do the best thing.
2.A marketing information system (MIS) consists of .
a.the set of procedures and sources used by managers to obtain everyday information and relevant developments in the marketing environment
b.the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation
c.an organized collection of comprehensive data about individual customers, prospects, or suspects that is currently accessible for marketing purposes
d.the people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers (difficult)
e.the coordination of the collection of data, systems, tools, and techniques with supporting software and hardware by which an organization gathers and interprets information from the business environment
3.When Molly's parents retired, they decided they wanted to travel. They found an ideal job that allows them to travel for free, but the only catch is they have to stay at Holiday Inns. During each stay, they test all the amenities offered by the motel and evaluate each. The evaluation forms are sent to the motel headquarters where it becomes part of the motel's system.
a.sales reporting
b.marketing research
c.experiential research data
d.accountability information system (AIS)
e.marketing intelligence (moderate)
4.Which of the following is NOT a step that might be used to improve the quality of a firm's marketing intelligence?
a.Setting up a consumer panel.
b.Collecting competitive intelligence by buying a competitor's products.
c.Watching how the stock market reacts to interest rate changes. (moderate)
d.Motivating distributors to pass along important intelligence from the marketplace. e.
Purchasing information from outside suppliers.
5.The systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company is termed .
a. The sales reporting system
b. marketing research (moderate)
c. marketing intelligence
d. the sales force
e. top management
6.Small companies can engage in marketing research in a number of creative and inexpensive ways, including .
a.setting up their own Web site
b.hiring an independent marketing research firm
c.buying information from database companies like A.C. Nielsen
d.using its own internal marketing research department
e.using an online information service such as the Internet (moderate)
7.The second step in the marketing research process is the .
a.development of the research plan (moderate)
b.definition of the problem and research objectives
c.survey of stakeholders to determine if problems exist
d.decision regarding the research tools and target group
e.collection of the available sources for needed information
8.All of the following are steps in the marketing research process EXCEPT:
a.define the problem and research objectives.
b.develop the research plan.
c.collect the information.
d.compare data to government sources. (moderate)
e.present the findings.
9.The step in the marketing research process that includes determining who will be sampled is to
a.define the problem and research objectives
b.develop the research plan (moderate)
c.collect the information
d.make a decision based on the project outcomes
e.present the findings
10.Which of the following is NOT a consideration when preparing a sampling plan?
a.Who is to be surveyed?
b.How many are to be surveyed?
c.How will the sample respondents be paid? (moderate)
d.Should a probability sample be used or not?
e.How should respondents be chosen?
11.Rita Jenkins, president of a local Chamber of Commerce, had difficulty getting members to assist in running the organization. She felt it was because of lack of commitment to the Chamber. Her vice-president felt it was due to having too many meetings. The organization's secretary felt it was because there were several other professional organizations to which the members also belonged. If Rita wants to do research to determine the real reason why members do not want to run for office, she should begin by .
a.determining the optimum number of meetings
b.evaluating the advantages the Chamber offers over other similar organizations
c.defining the problem (difficult)
d.developing the marketing research plan that she would employ
e.holding focus groups of members of similar organizations to determine whether the problems the Chamber is facing are universal or local
12.After working for a roofing contractor for ten years, Cameron Gomez finally established his own operation. Unfortunately, Cameron's first six months have been disappointing. He decided to conduct a marketing research study to gather preliminary data to shed light on the nature of the problem and suggest some new ideas. He needs to conduct research.
a.exploratory (difficult)
b. causal
c.Secondary
d. descriptive
e.observational
13.Which of the following is a type of causal research project that would be used by a company that publishes custom memory books that are used as fundraisers for churches, colleges, and civic groups?
a.A study to determine the types of fundraising most commonly used by church groups.
b.A survey of previous customers to see if they are interested in a new edition.
c.A study to see if more people buy the custom memory book if the cover has a picture relating to the group selling it rather than just a generic cover. (difficult)
d.A study to determine the price range for an average-sized cookbook.
E.An industrial study of what similar publishing companies are doing to better serve their customers.
14.data are data that were gathered for another purpose and already exist.
a.Primary
b.Descriptive
c.Causal
d.Secondary (moderate)
e. Observational
15.Which of the following is NOT typical of a focus group?
a.Approximately, 14-18 participants spend a few hours together. (moderate)
b.A skilled moderator guides the discussion.
c.The discussion centers on a product, service, or marketing entity
d.They can gauge consumer reaction to product features or design.
e.They can give quick consumer feedback to new ideas.
16.Which of the following is an example of how ACE Crafts, a manufacturer of acrylic paints used in arts and crafts, would use observational research to gather primary data?
a.Survey current users to find out ways the paint could be improved.
b.Watch how members of a class learning to paint unfinished crafts use the paint. (moderate)
c.Ask users of other brands of paint to list the most important attributes for acrylic paint. d.
Conduct a focus group of current users to determine how ACE is positioned in their minds when it is compared to similar products.
e.Include a mail survey with each bottle of paint sold.
17.A(n) is a gathering of 6 to 10 people who spend a few hours with a skilled moderator to discuss a product, service, or other marketing entity.
a.focus group (moderate)
b.intermediary team
c.agent group
d.consolidated group
e.grouped dataset
18.are best suited for descriptive research such as learning about people's knowledge, beliefs, preferences, and satisfaction, and measuring these magnitudes in the general population.
a.Observational research methods
b.Focus groups
c.Surveys (moderate)
d.In-depth interviews
e.Qualitative research methods
19.A catalog retailer wants to know more about the buying habits of people who order more than once a month from its pages. The catalog retailer will use its database to examine data.
a. observation
b.survey
c. primary
d.experimental
e.behavioral (moderate)
20.The manufacturer of Babylok brand sewing sergers wants to know the effect rebates have on sales. It plans on dividing its retailers into three regions. One group will offer consumers who buy a Babylok serger a $25 cash rebate. One will offer buyers of the machine $50 worth of "free" machine accessory parts. A third region will offer buyers a $40 store credit. The results of this market research will provide Babylok with data.
a. observation
b.survey c. primary
d.experimental (difficult)
e. descriptive