Deck 9: Improving Decisions With Marketing Information

Question 1

Sales data becomes wisdom when it provides answers to questions of "who," "what," "where," "how much," and "when."

Answer 1

False
Explanation: Sales data becomes information when it provides answers to questions of "who," "what," "where," "how much," and "when."

Question 2

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.

Answer 2

True
Explanation: 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.

Question 3

A marketing model displays up-to-the-minute marketing data in an easy to read format.

Answer 3

False
Explanation: A marketing model is a statement of relationships among marketing variables. This question provides the definition of a marketing dashboard.

Question 4

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

Question 5

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

Question 6

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

Question 7

Big data involves data sets too large and complex to work with typical database management tools.

Question 8

Marketing managers turn information into knowledge when they use their experience to answer "how" and "why" questions.

Question 9

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

Question 10

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

Question 11

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

Question 12

An intranet works like the Internet but access is limited to a company's employees.

Question 13

In its raw form,marketing managers find data useful.

Question 14

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

Question 15

A marketing manager can use a marketing model to look at the sales (and costs)expected with different types of promotion and select the marketing mix that is best for a particular target market.

Question 16

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

Question 17

A data warehouse is filled with file cabinets and binders where past market research is stored.

Question 18

Only large firms have their own intranets.

Question 19

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

Question 20

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

Question 21

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

Question 22

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

Question 23

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.

Question 24

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

Question 25

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

Question 26

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

Question 27

The government,advertising agencies,newspapers,and research subscription services are all major sources of primary data.

Question 28

Defining the problem is the first step in the marketing research process-and is usually the easiest job for the researcher.

Question 29

A good situation analysis is usually expensive and takes more time compared with more formal research efforts,such as a large scale survey.

Question 30

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

Question 31

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

Question 32

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.

Question 33

Secondary data is information that is already published or collected.

Question 34

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.

Question 35

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

Question 36

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

Question 37

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.

Question 38

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

Question 39

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.

Question 40

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

Question 41

Qualitative research seeks in-depth,open-ended responses,not yes or no answers.

Question 42

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

Question 43

Focus group interviews are a form of quantitative research.

Question 44

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

Question 45

Observing,as a method of collecting data,should focus on a well-defined problem.

Question 46

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

Question 47

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

Question 48

A market research online community combines qualitative and quantitative approaches in private online communities.

Question 49

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

Question 50

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

Question 51

Market research online communities are one-time events.

Question 52

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

Question 53

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

Question 54

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

Question 55

With roots in biology,ethnographic research studies different cultures by examining their physiology.

Question 56

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

Question 57

A formal marketing research project usually involves gathering primary data.

Question 58

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

Question 59

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

Question 60

Qualitative research seeks clear yes or no answers.

Question 61

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

Question 62

Observing-as a method of collecting data-should focus on a well-defined problem.

Question 63

When a firm is doing similar research projects in different international markets,it makes sense for the marketing manager to coordinate the efforts so that comparisons across markets are possible.

Question 64

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

Question 65

In a quantitative marketing research study,the total group of people a marketing manager is interested in learning something about is known as the sample.

Question 66

Nielsen's TV audience research illustrates that observing is a common research method in advertising.

Question 67

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

Question 68

A good marketing manager knows that the value of additional information lies in the ability to design more effective marketing strategies.

Question 69

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

Question 70

Applying the experimental method in marketing research usually means comparing the responses of two or more groups.

Question 71

All marketing research projects are worthwhile because they gather new information-even if the research doesn't have action implications.

Question 72

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

Question 73

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

Question 74

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.

Question 75

J.D.Power's surveys of customer satisfaction are a popular example of syndicated research.

Question 76

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

Question 77

Validity concerns the extent to which data measures what it is intended to measure.

Question 78

In marketing research,a population is a part of the relevant sample.

Question 79

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

Question 80

The extent to which marketing research data measures what it is intended to measure is known as the confidence level.