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Question 1 1 / 1 pts A complete marketing information system should: All of these alternatives are true. provide a good overall view on many types of problems. organize incoming information into a data warehouse. provide answers to specific questions. provide answers to specific questions. Question 2 1 / 1 pts The scientific method is an orderly and objective approach to judging how good an idea really is. rejects the idea that marketing managers can make "educated guesses" about marketing relationships. shows that every marketing research project should have five steps. recognizes that statistical analysis provides the only basis for rejecting an hypothesis. None of these alternatives is correct. Question 3 1 / 1 pts Which of the following statements explains why marketers use focus groups to conduct research? 6 to 10 people provide feedback to marketing questions in a single event. People may not feel free to express their honest thoughts in groups. People may not feel free to express their honest thoughts in groups. Conclusions reached from a session usually vary depending on the viewpoint of the researcher. Question 4

1 / 1 pts Juan Quito, marketing manager at Branded Food Co., reviewed his ______, the up-to-the-minute marketing data on his computer screen. It was organized in an easy-to-read format and customized to his area of responsibility.

dashboard internal data sources data warehouse internal search engine Question 5 1 / 1 pts Which of the following would be a source of primary data? Market tests U.S. Census Bureau reports. A Google search. Company records on sales, costs, and advertising. Question 6 1 / 1 pts Identify the correct sequence in the marketing research process.

Defining the problem, analyzing the situation, getting problem-specific data, interpreting the data, solving the problem Analyzing the situation, getting problem-specific data, interpreting the data, defining the problem, solving the problem. Analyzing the situation, defining the problem, getting problem-specific data, interpreting the data, solving the problem. Getting problem-specific data, interpreting the data, analyzing the situation, defining the problem, solving the problem.

Getting problem-specific data, interpreting the data, defining the problem, solving the problem, analyzing the situation. Question 7 1 / 1 pts The phrase "big data" refers to: the massive amount of data being collected and processed by today's organizations. the top five firms in the marketing research industry. the use of market research in big marketing decisions. marketing research data taken from Internet sources. market information taken from the U.S. Census. Question 8 1 / 1 pts To get problem-specific data, a marketing researcher would use:

Any or all of these could be used. consumer panels and focus groups. an observing method. a questioning method. the experimental method. Question 9 1 / 1 pts Marketing research is concerned with developing and analyzing new information to help marketing managers do a better job of:

All of these alternatives are correct. executing marketing strategies.

planning marketing strategies. making operational decisions. controlling marketing strategies. Question 10 1 / 1 pts All of the following are examples of secondary data sources EXCEPT:

a phone survey this month of past customers. Statistical Abstract of the United States. library sources. trade association studies. government reports. Question 11 1 / 1 pts The _____ is a qualitative research method in which an interviewer asks very broad questions that encourage the interviewee to provide details. non-directive interview data warehouse response rate consumer panel situation analysis Question 12 1 / 1 pts _____ is an informal study of what information is already available in the problem area. Situation analysis

Qualitative research A focus group interview Quantitative research A marketing model IncorrectQuestion 13 0 / 1 pts The purpose of the five-step marketing research process is to:

define and solve a problem. design, implement, and control marketing plans and activities. narrow down a broad generic market into useful target markets. identify the main steps in the consumer decision process. help marketers choose between consumer markets or B2B markets. IncorrectQuestion 14 0 / 1 pts The research proposal may include information about all of the following except what the possible solutions are. what the costs will be. who will analyze the data. who will analyze the data. how long the process will take. Question 15 1 / 1 pts Since marketers can't collect information from everyone, they collect information from a small number of people taken from the larger group they are analyzing--a sample. This technique is effective when:

the sample group is representative of the larger population. the sample group is different from the larger population. the sample group is questioned using online surveys. the sample group is questioned using personal interviews.

Question 1 1 / 1 pts To get problem-specific data, a marketing researcher would use:

Any or all of these could be used. consumer panels and focus groups. an observing method. a questioning method. the experimental method. Question 2 1 / 1 pts All of the following are examples of secondary data sources EXCEPT:

a phone survey this month of past customers. Statistical Abstract of the United States. library sources. trade association studies. government reports.

Question 3 1 / 1 pts The first step of the marketing research process-defining the problem-is the most important because:

failure to correctly define the problem will cause all subsequent steps to be wasted effort. it involves qualitative research. many problems go away once they are clearly defined. it's easy to separate problems with symptoms at this stage. Question 4 1 / 1 pts Which of the following would be a source of primary data? Market tests U.S. Census Bureau reports. A Google search. Company records on sales, costs, and advertising. Question 5 1 / 1 pts The two basic methods for obtaining primary information about customers are questioning and observing. defining and analyzing. intranet and data from private research organizations. marketing information systems and cost data. Internet search and library search. Question 6 1 / 1 pts

A fast-food chain is redesigning its restaurants. One of the main questions facing the chain's management is, "Should the new restaurant design include a salad bar?" A researcher in the company finds an article in a restaurant trade magazine containing the results of a study about salad bars. The results indicate that salad bars are costly to maintain and are not a major attraction to consumers. Based on this information, management decides that it will not have a salad bar as part of the new restaurant design. This example illustrates the point that: Situation analysis sometimes eliminates the need for conducting further research in a problem area. Situation analysis is very costly in terms of time and money. Secondary data from sources outside the company is always better than secondary data from sources inside the company. Secondary data from private sources is always better than secondary data from government sources. Collecting primary data is always necessary in order to make good decisions. Question 7 1 / 1 pts Identify the correct sequence in the marketing research process.

Defining the problem, analyzing the situation, getting problem-specific data, interpreting the data, solving the problem Analyzing the situation, getting problem-specific data, interpreting the data, defining the problem, solving the problem. Analyzing the situation, defining the problem, getting problem-specific data, interpreting the data, solving the problem. Getting problem-specific data, interpreting the data, analyzing the situation, defining the problem, solving the problem. Getting problem-specific data, interpreting the data, defining the problem, solving the problem, analyzing the situation. Question 8 1 / 1 pts

A complete marketing information system should: All of these alternatives are true. provide a good overall view on many types of problems. organize incoming information into a data warehouse. provide answers to specific questions. provide answers to specific questions. Question 9 1 / 1 pts For raw data to become useful to marketers, it must be:

transformed into information and knowledge. stored in a data warehouse. gathered from internal company sources. gathered from external sources. communicated to executives through a formal report. IncorrectQuestion 10 0 / 1 pts The purpose of the five-step marketing research process is to:

define and solve a problem. design, implement, and control marketing plans and activities. narrow down a broad generic market into useful target markets. identify the main steps in the consumer decision process. help marketers choose between consumer markets or B2B markets. Question 11

1 / 1 pts Juan Quito, marketing manager at Branded Food Co., reviewed his ______, the up-to-the-minute marketing data on his computer screen. It was organized in an easy-to-read format and customized to his area of responsibility.

dashboard internal data sources data warehouse internal search engine Question 12 1 / 1 pts Since marketers can't collect information from everyone, they collect information from a small number of people taken from the larger group they are analyzing--a sample. This technique is effective when:

the sample group is representative of the larger population. the sample group is different from the larger population. the sample group is questioned using online surveys. the sample group is questioned using personal interviews. Question 13 1 / 1 pts The scientific method is an orderly and objective approach to judging how good an idea really is. rejects the idea that marketing managers can make "educated guesses" about marketing relationships. shows that every marketing research project should have five steps. recognizes that statistical analysis provides the only basis for rejecting an hypothesis. None of these alternatives is correct.

Question 14 1 / 1 pts In quantitative research, it is common for researchers to ask questions and offer a variety of fixed answers from which to choose-such as multiple-choice questions. This approach is advantageous for all the following reasons except: it limits the broad range of possible answers to ones envisioned by the researchers. respondents may reply faster and easier. it is more convenient for computer analysis. it simplifies analysis of the replies. responses can be summarized in percentages, averages, or other statistics. Question 15 1 / 1 pts ________________ ________________ utilizes qualitative and quantitative analysis procedures to help marketing managers make more informed decisions. Market research Marketing planning Marketing processing Marketing structure Marketing strategy...