Basic Marketing A Marketing Strategy Planning Approach 18th Edition by Perreault TB

Basic Marketing A Marketing Strategy Planning Approach 18th Edition by Perreault TB

Chapter 08
Improving Decisions with Marketing Information

True / False Questions

1. The function of marketing research is to develop and analyze new information to help marketing managers make better decisions.
True False

2. One of the important jobs of marketing researchers is to provide marketing managers with information that is changing.
True False

3. Marketing research projects are conducted one-at-a-time, instead of routinely.
True False

4. Marketing research focuses on changing information needs while an MIS focuses on recurring information needs.
True False

5. A marketing information system (MIS) is an organized way of continually gathering, accessing, and analyzing information that marketing managers need to make ongoing decisions.
True False

6. A marketing information system (MIS) is a large computer which allows consumers to determine the prices of food products at grocery stores in any geographic area.
True False

7. An intranet is useful for numeric data but not for text documents.
True False

8. An intranet is a system for linking computers within a company.
True False

9. An intranet works like the Internet but access is limited to a company’s employees.
True False

10. Access to information on an intranet is usually limited to a firm’s own employees.
True False

11. Only large firms have their own intranets.
True False

12. It is the job of the MIS specialist to ask for the right information in the right form.
True False

13. It is the job of the marketing manager to ask for the right information in the right form.
True False

14. A decision support system (DSS) is a computer program that makes it easy for a marketing manager to get and use information as he or she is making decisions.
True False

15. A search engine may make it easier for a marketing manager to get information from the Internet, but it would not be useful on an intranet.
True False

16. A search engine is a computer program that helps find information.
True False

17. Search engines use words or phrases to guide the search for information.
True False

18. A marketing manager who uses a search engine would have little need for a decision support system.
True False

19. A search engine is typically used to help change raw data into more useful information.
True False

20. A DSS typically helps change raw data into more useful data.
True False

21. A marketing dashboard displays up-to-the minute marketing data in an easy-to-read format.
True False

22. Decision support systems that include marketing models help managers by showing the relationships among marketing variables.
True False

23. A marketing manager can use an MIS to conduct sales and perform analyses that show a more detailed breakdown of what’s happening.
True False

24. Once marketing managers use a marketing information system (MIS), they are eager for more information.
True False

25. Use of the scientific method in marketing research helps managers make the best decisions possible.
True False

26. A marketing researcher using the scientific method develops and tests hypotheses about the relationships between things or about what will happen in the future.
True False

27. Use of the scientific method in marketing research forces researchers to use an inflexible process.
True False

28. Use of the scientific method in marketing research forces researchers to use an orderly process.
True False

29. Hypotheses are educated guesses about the relationships between things or about what will happen in the future.
True False

30. The scientific method is a research process which consists of five stages: observation, developing hypotheses, predicting the future, collecting data, and using statistical methods of analysis.
True False

31. It isn’t necessary for marketing managers to be involved with marketing research specialists, since research requires statistical skills which managers usually don’t have.
True False

32. Marketing managers should be able to explain the kinds of problems they are facing and the kinds of marketing research information that will help them make decisions.
True False

33. Since marketing managers have to be able to evaluate research results, they should be involved in the design of research projects–even though they may not be research specialists.
True False

34. Defining the problem is the first step in marketing research–and is usually the easiest job for the researcher.
True False

35. Defining the problem is always the easiest step in the marketing research process.
True False

36. Defining the problem is often the most difficult step in the marketing research process.
True False

37. To avoid wasting time working on the wrong problem, marketing researchers can use a logical strategy planning framework to guide their efforts.
True False

38. Unless the problem is precisely defined, research effort may be wasted on the wrong problem, and may lead to costly mistakes.
True False

39. A situation analysis is a formal study of what information is already available in the problem area.
True False

40. During the situation analysis, marketing researchers may talk to informed people within the company, study internal records, search libraries for available information, or browse the Internet with a search engine.
True False

41. Secondary data is information which is already published or collected.
True False

42. Secondary data involves information that has been collected or published already.
True False

43. During the situation analysis, a marketing researcher will evaluate primary data rather than secondary data.
True False

44. The Internet is an excellent source for primary data, but not secondary data.
True False

45. Much of the secondary data on the Internet is stored in database formats that standard website search engines cannot find.
True False

46. Specialized search engines like Blogdex and Google Groups can locate websites that allow marketing managers to listen in or ask questions as customers chat about companies and brands.
True False

47. The government, advertising agencies, newspapers, trade associations, and research subscription services are all major sources of primary data.
True False

48. The Statistical Abstract of the United States is one of the most useful summaries of secondary data published by the federal government.
True False

49. A good situation analysis is usually inexpensive compared with more formal research efforts, such as a large scale survey.
True False

50. A research proposal involves interviewing 6 to 10 people in an informal group setting.
True False

51. In general, a marketing researcher should get some problem-specific data before planning a formal research project.
True False

52. A formal marketing research project usually involves gathering primary data.
True False

53. Qualitative research seeks in-depth, open-ended responses.
True False

54. Qualitative research seeks clear yes or no answers.
True False

55. Focus group interviews are a form of quantitative research.
True False

56. A focus group interview involves interviewing 6 to 10 people in an informal group setting.
True False

57. Electronic focus groups now participate in sessions via the Internet.
True False

58. Focus groups are popular in both consumer and business markets.
True False

59. Online focus groups can offset some of the limitations of traditional focus groups because one aggressive member is less likely to dominate the group.
True False

60. Online focus group participants usually feel freer to express their honest opinions than do participants in traditional focus groups.
True False

61. Focus groups are a way to gather primary data quickly, but at a relatively high cost.
True False

62. Qualitative research seeks structured responses that can be summarized in numbers, like percentages, averages, or other statistics.
True False

63. Open-ended questions are less likely to be asked in quantitative research than in qualitative research.
True False

64. A common quantitative research approach is to use survey questionnaires with multiple-choice questions.
True False

65. One reason for the popularity of mail surveys is that the response rates are usually very high.
True False

66. Response rate is the percentage of people contacted who complete a given questionnaire.
True False

67. One weakness of telephone interviews is that they do not allow an interviewer to probe and really learn what the respondent is thinking.
True False

68. Telephone surveys are practical if the information needed is not too personal.
True False

69. Observing–as a method of collecting data–should focus on a well-defined problem.
True False

70. In the observation method, researchers try to see or record what the subject does naturally.
True False

71. With the observation method, the researcher skillfully engages the subject in conversation.
True False

72. Nielsen’s TV audience research and Arbitron’s radio audience research illustrate that observing is a common research method in advertising.
True False

73. A consumer panel is a group of consumers who provide information on a continuing basis.
True False

74. Applying the experimental method in marketing research usually means the responses of groups are compared.
True False

75. In the experimental method, researchers compare the responses of two or more groups that are similar even on the characteristic being tested.
True False

76. Syndicated research is an economical approach for collecting specific research needed by one firm for a specific problem.
True False

77. Only about 25 percent of marketing research spending is for syndicated research.
True False

78. J.D. Power’s surveys of customer satisfaction are a popular example of syndicated research.
True False

79. Even though marketing managers might like more information, they must balance the high cost of good research against its probable value to management.
True False

80. A marketing manager should seek help from research only for problems where the risk of a decision can be greatly reduced at a reasonable cost.
True False

81. Statistical packages are easy-to-use computer programs that analyze data.
True False

82. A statistical package is likely to be used with quantitative research, but not with qualitative research.
True False