Question 1

Information that has already been collected or published is called ________ data.
A) useful
B) secondary
C) primary
D) free
E) collective

Accepted Answer

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

Question 2

What is the likely goal of a situation analysis?
A) It usually involves formal talks with informed people.
B) It helps define the problem.
C) It is an approach that focuses on being objective and orderly in testing ideas before accepting them.
D) It helps marketing managers in dealing with familiar areas.
E) It provides a controlled test of a 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 and specify what additional information, if any, is needed.

Question 3

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 4

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 5

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 6

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 7

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 8

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 9

Which of the following statements is true of a marketing research?
A) It usually requires complex statistical techniques, so research specialists should leave planning of the research to the marketing managers.
B) It is likely to be more effective when guided by the strategy planning framework.
C) It should gather very less information to avoid confusion.
D) It ends with analyzing the situation.
E) It keeps researchers as informed consumers.

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 10

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 11

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 12

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 13

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" is likely 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 14

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) Good data are available from the government, but obtaining them is expensive.
D) A good situation analysis is usually more expensive than collecting primary data.
E) It is effective if the researcher has good knowledge about the management decisions to be made.

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 15

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 16

To conduct a marketing research process,the first thing a marketing manager should do if one of his firm's products drops in sales volume is to ________.
A) conduct a survey to see what is wrong
B) define the problem
C) set research priorities
D) do a situation analysis
E) interview representative customers

Accepted Answer

Defining the problem is the first step in the marketing research process.

Question 17

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

Refer to Exhibit 7-4. A marketing information system (MIS) is an excellent source of secondary data generated from inside the firm.

Question 18

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 19

An informal study of what information is already available in the problem area is called ________.
A) qualitative research
B) situation analysis
C) focus group interview
D) quantitative research
E) 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 20

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.

Quiz 9: Improving Decisions With Marketing Information

Information that has already been collected or published is called ________ data.

What is the likely goal of a situation analysis?

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

Regarding the marketing research process,defining the problem

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

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) :

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

Which of the following statements is true of a marketing research?

Which of the following statements concerning secondary data is correct?

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 statements about a situation analysis is False?

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" is likely to be part of ________.

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

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

To conduct a marketing research process,the first thing a marketing manager should do if one of his firm's products drops in sales volume is to ________.

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

Data that has been collected or published already is:

An informal study of what information is already available in the problem area is called ________.

Regarding the marketing research process,defining the problem