Deck 5: Acquiring and Using Marketing Information

Question 1

How is marketing research different from everyday observation and careful thought?

Answer 1

.It is planned
.It is based on some formal model or understanding of how target audiences respond -or might respond - to marketer inputs
.It is tied to specific decision-making situations

Question 2

Describe and explain the "research myths" commonly held by nonprofit managers.

Answer 2

.The "big decision" myth - managers believe research should only be done for decisions with major financial implications
.The "Survey Myopia" myth - Managers think only expensive quantitative surveys are "research."
.The "focus group" myth - managers think "we do research" just because they occasionally do focus groups
.The "big bucks" myth - Managers just assume they can't afford good, useful research
.The "we can't wait" myth -managers skip doing research because they think it will take too long and delay important decisions and work
.The "sophisticated researcher" myth - managers think they don't have the expertise or can't afford to hire the expertise to conduct and analyze research
.The "most-research-is-not-read" myth - managers don't want to bother or fear the results of research will use those feelings to justify not gathering data

Question 3

What are the elements of an organization-level Marketing Knowledge System (MKS)?

Answer 3

.Researchers and Managers collaborate on information gathering
.Managers must monitor the external marketing environment, target audiences, marketing channels, competitors, publics, and macro-environmental forces.
.Developments and trends in the external environment are picked up through one of four subsystems: (1) Internal Reports (2) The Market Intelligence System (3) The Marketing Research System, and (4) The Analytical Marketing System
.Information flows to the marketing managers to help in planning, execution and control.

Question 4

Describe the backward research process

Question 5

What are some low-cost research alternatives for nonprofit organizations?

Question 6

Managers who routinely read newspapers and trade publications, and who talk to outside the firm are typically gathering

A) market research
B) market intelligence
C) internal reports
D) insider trading information
E) analytical marketing material

Question 7

Marketing research is different from everyday observation in that it is

A) planned
B) based on prior experience
C) done with care and thought
D) expensive
E) quantitative

Question 8

A hospital manager who analyzed internal reports to tally how many patients were served in each facility is using

A) descriptive research methods
B)causation analysis methods
C)association analysis methods
D)predictive research methods
E)experimental research methods

Question 9

The backward research process begins by

A) defining the problem
B) translating the problem into research methodology
C) examining the research data
D) reviewing secondary data to eliminate research needing to be done
E) determining key decisions to be made in collaboration with management

Question 10

The resource-based theory of the firm is designed to take advantage of

A) marketing
B) intellectual capital
C) research
D) target audience analysis
E) financial and asset resources of the organization

Question 11

A fund raiser for United Way who divides his organization's donor mailing list into three groups and sends out a different kind of solicitation for each group and compares the relative response rates is doing

A) convenience sampling
B) focus group research
C) experimentation

Question 12

Participants in a study are asked to suggest names of others, like them. This is an example of

A) piggyback sampling
B) focus group research
C) snowball sampling

Question 13

When can research be justified, even if the financial risk of the decision is small?

A) The research can be done inexpensively
B) It will not take very long to complete
C) A lot of the information can be obtained from secondary sources
D) It will help to clarify the actions to be take or decisions to be made
E) all of the above

Question 14

Looking at what is associated with what, causation and reasons for causation involves which aspect of research?

A) Descriptive research
B) Explanation research
C) Focus group research
D) Predictive research
E) Quantitative research

Question 15

Lexis-Nexis is an example of what type of research?

A) Descriptive research
B) Explanation research
C) Focus group research
D) Secondary research
E) Quantitative research