Question 1

When a marketing manager has phone conversations with key wholesalers of the firm's products to try to obtain information about why the firm's product sales are down, this is an example of a(n):
A) hypothesis testing.
B) situation analysis.
C) data warehouse.
D) intranet.
E) experiment.

Accepted Answer

The situation analysis may begin with quick research-perhaps an Internet search, utilizing MIS, and phone calls or informal talks with people familiar with the industry, problem, or situation.

Question 2

Regarding the marketing research process, defining the problem
A) means identifying the symptoms.
B) usually requires that problem specific data be collected and interpreted.
C) may have to wait until after a situation analysis has been completed.
D) All of these alternatives are true.

Accepted Answer

A list of research questions that includes all the possible problem areas can be developed. Then, a situation analysis is carried out before narrowing down to final research objectives.

Question 3

When a marketing manager searches the Internet to find information about a research problem, this is an example of a(n):
A) intranet.
B) experiment.
C) hypothesis testing.
D) situation analysis.
E) data warehouse.

Accepted Answer

The situation analysis may begin with quick research-perhaps an Internet search, utilizing MIS, and phone calls or informal talks with people familiar with the industry, problem, or situation.

Question 4

Regarding the marketing research process, defining the problem
A) is often confused with identifying the symptoms of the problem.
B) can be guided by the marketing strategy planning framework.
C) precisely may have to wait until after a situation analysis has been completed.
D) All of these alternatives are true.

Accepted Answer

Defining the problem is often confused with symptoms. The strategy planning framework is useful for guiding the problem definition step. Situation analysis is carried out before narrowing down to final research objectives.

Question 5

Secondary data
A) may provide some background, but never provides the answer.
B) is information that has been collected already.
C) is rarely available and is expensive.
D) is specifically collected to solve a current problem.
E) can be in the form of online surveys or observations.

Accepted Answer

Secondary data refers to information that has been collected or published already.

Question 6

Marketing research:
A) usually requires complex statistical techniques, so marketing managers should leave planning of the research to the research specialists.
B) is likely to be more effective when guided by the strategy planning framework.
C) should gather as much information as possible.
D) begins by analyzing the situation.
E) All of these alternatives about marketing research are correct.

Accepted Answer

The strategy planning framework is useful for guiding the problem definition step of marketing research. It helps the researcher identify the real problem area and the information needed.

Question 7

A company that sells equipment through independent wholesalers wants to find out why sales are down in one region. An analyst is asked to interview the wholesaler in that region. This seems to be
A) part of a situation analysis.
B) the beginning of a focus group interview.
C) gathering information that will be analyzed by a statistical package.
D) a bad practice, since the problem has not been defined yet.
E) None of these choices is correct.

Accepted Answer

The situation analysis may begin with quick research-perhaps an Internet search, utilizing MIS, and phone calls or informal talks with people familiar with the industry, problem, or situation.

Question 8

Which of the following is secondary data that is easily accessible to marketers and generated inside their own firms?
A) Focus group surveys
B) Library research
C) Marketing information system
D) U.S. government-published data
E) Internet research

Accepted Answer

A marketing information system (MIS) is an excellent source of secondary data generated from inside the firm.

Question 9

A situation analysis
A) usually involves formal talks with informed people.
B) can help define the problem.
C) should never involve a firm's customers.
D) is a step that can often be skipped.
E) provides a controlled test of an hypothesis.

Accepted Answer

A situation analysis is an informal study of what information is already available in the problem area. It can help define the problem.

Question 10

A situation analysis is highly beneficial to marketers for all the following reasons except:
A) it is very informative.
B) it requires little time.
C) it is inexpensive compared to formal research efforts.
D) it requires only a phone or Internet access.
E) it yields relevant primary data.

Accepted Answer

A situation analysis is a method of gathering secondary data, not primary data. Secondary data is information that has been collected or published already.

Question 11

During a "situation analysis," a marketing researcher should:
A) collect primary data.
B) talk with competitors facing similar problems.
C) begin to talk informally to as many customers as possible.
D) study what information is already available.
E) All of these are good choices.

Accepted Answer

A situation analysis is an informal study of what information is already available in the problem area.

Question 12

A marketing manager wants to know why her sales are down. She talks with several sales reps and finds that a competitor has introduced a successful new product. This "research" seems to be part of
A) the situation analysis.
B) the problem solution stage.
C) obtaining problem-specific data.
D) the data interpretation stage.
E) the problem definition stage of the research process.

Accepted Answer

The situation analysis may begin with quick research-perhaps an Internet search, utilizing MIS, and phone calls or informal talks with people familiar with the industry, problem, or situation.

Question 13

Which of the following statements about doing a situation analysis is correct?
A) Libraries have good data on specific topics, but it is expensive to find.
B) It doesn't make sense to start a situation analysis until the problem has begun to surface.
C) Much good data are available from the government, but expensive.
D) A good situation analysis is usually more expensive than collecting primary data.
E) None of these statements about doing a situation analysis is true.

Accepted Answer

When a marketing manager thinks the real problem has begun to surface, a situation analysis is useful. A situation analysis is an informal study of what information is already available in the problem area.

Question 14

Data that has been collected or published already is:
A) primary data.
B) free.
C) franchised data.
D) secondary data.
E) none of these are good choices.

Accepted Answer

Secondary data refers to information that has been collected or published already.

Question 15

Which of the following statements about a situation analysis is False?
A) A situation analysis is mainly a study of new information that is not already available.
B) A situation analysis may involve informal discussions with knowledgeable people.
C) A situation analysis may help educate a researcher who is dealing with an unfamiliar subject.
D) A situation analysis should include finding relevant secondary data.
E) None of these statements about a situation analysis is False.

Accepted Answer

A situation analysis is an informal study of what information is already available in the problem area. It can help define the problem.

Question 16

Which of the following statements concerning secondary data is correct?
A) Secondary data usually takes longer to obtain than primary data.
B) Secondary data is only available within the firm.
C) Secondary data was originally collected for some other purpose.
D) Secondary data may provide some background, but never provides the answer.
E) None of these statements is correct.

Accepted Answer

Data that have already been collected in a previous study are called secondary data.

Question 17

_____ is an informal study of what information is already available in the problem area.
A) Qualitative research
B) Situation analysis
C) A focus group interview
D) Quantitative research
E) A marketing model

Accepted Answer

A situation analysis is an informal study of what information is already available in the problem area. It can help define the problem.

Question 18

Data that has already been collected or published is:
A) useful data.
B) secondary data.
C) primary data.
D) free data.
E) rarely-if ever-useful for marketing decision making.

Accepted Answer

Secondary data refers to information that has been collected or published already.

Question 19

When a marketing manager scans a firm's MIS to try to obtain information about why the firm's product sales are down, this is an example of a(n):
A) intranet.
B) hypothesis testing.
C) experiment.
D) data warehouse.
E) situation analysis.

Accepted Answer

The situation analysis may begin with quick research-perhaps an Internet search, utilizing MIS, and phone calls or informal talks with people familiar with the industry, problem, or situation.

Question 20

Data which have already been collected in a previous study are called __________ data, while data that are generated by a phone survey this month of key customers are called _______ data.
A) primary; secondary
B) primary; intranet
C) secondary; primary
D) secondary; experimental
E) intranet; sample

Accepted Answer

Primary data is information specifically collected to solve a current problem. Secondary data refers to information that has been collected or published already.

Quiz 7: Improving Decisions With Marketing Information

When a marketing manager has phone conversations with key wholesalers of the firm's products to try to obtain information about why the firm's product sales are down, this is an example of a(n) :

Regarding the marketing research process, defining the problem

When a marketing manager searches the Internet to find information about a research problem, this is an example of a(n) :

Regarding the marketing research process, defining the problem

Secondary data

Marketing research:

A company that sells equipment through independent wholesalers wants to find out why sales are down in one region. An analyst is asked to interview the wholesaler in that region. This seems to be

Which of the following is secondary data that is easily accessible to marketers and generated inside their own firms?

A situation analysis

A situation analysis is highly beneficial to marketers for all the following reasons except:

During a "situation analysis," a marketing researcher should:

A marketing manager wants to know why her sales are down. She talks with several sales reps and finds that a competitor has introduced a successful new product. This "research" seems to be part of

Which of the following statements about doing a situation analysis is correct?

Data that has been collected or published already is:

Which of the following statements about a situation analysis is False?

Which of the following statements concerning secondary data is correct?

_____ is an informal study of what information is already available in the problem area.

Data that has already been collected or published is:

When a marketing manager scans a firm's MIS to try to obtain information about why the firm's product sales are down, this is an example of a(n) :

Data which have already been collected in a previous study are called ____ data, while data that are generated by a phone survey this month of key customers are called _ data.