Deck 8: Improving Decisions With Marketing Information

Question 1

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.

Answer 1

FAL SE

Question 2

An intranet is a system for linking computers within a company.

Answer 2

True

Question 3

Only large firms have their own intranets.

Answer 3

False

Question 4

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

Question 5

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 6

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

Question 7

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 8

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.

Question 9

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

Question 10

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

Question 11

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

Question 12

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

Question 13

A DSS typically helps change raw data into more useful data.

Question 14

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

Question 15

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

Question 16

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

Question 17

Access to information on an intranet is usually limited to a firm's own employees.

Question 18

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

Question 19

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

Question 20

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

Question 21

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 22

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

Question 23

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 24

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

Question 25

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

Question 26

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

Question 27

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

Question 28

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

Question 29

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

Question 30

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 31

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

Question 32

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

Question 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.

Question 34

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

Question 35

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 36

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

Question 37

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

Question 38

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

Question 39

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

Question 40

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 41

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 42

Qualitative research seeks clear yes or no answers.

Question 43

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

Question 44

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

Question 45

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

Question 46

A formal marketing research project usually involves gathering primary data.

Question 47

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

Question 48

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

Question 49

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.

Question 50

Secondary data is information which is already published or collected.

Question 51

Electronic focus groups now participate in sessions via the Internet.

Question 52

Focus group interviews are a form of quantitative research.

Question 53

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

Question 54

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

Question 55

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

Question 56

Focus groups are popular in both consumer and business markets.

Question 57

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

Question 58

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

Question 59

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

Question 60

Qualitative research seeks in-depth, open-ended responses.

Question 61

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

Question 62

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

Question 63

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

Question 64

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

Question 65

Nielsen's TV audience research and Arbitron's radio audience research illustrate that observing is a common research method in advertising.

Question 66

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

Question 67

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 68

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

Question 69

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

Question 70

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

Question 71

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

Question 72

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

Question 73

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

Question 74

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

Question 75

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

Question 76

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

Question 77

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

Question 78

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

Question 79

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

Question 80

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