Question 1

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):

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

Often the most difficult step in the marketing research process is:

Accepted Answer

Defining the problem, which is the first step in the marketing research process, is often the most difficult also.

Question 3

Which of the following statements BEST reflects the point of view of the text with respect to marketing research?

Accepted Answer

Good marketing research requires cooperation between researchers and marketing managers. Researchers must be sure their research focuses on real problems. Marketing managers must explain their problems and kinds of information they need to the researchers.

Question 4

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

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 5

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

Accepted Answer

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

Question 6

A situation analysis

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 7

Regarding the marketing research process, defining the problem

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 8

Marketing research:

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 9

Which of the following is most consistent with the scientific method approach to marketing research discussed in the text?

Accepted Answer

The marketing research process is a five-step application of the scientific method. But, the marketing research process may lead to a solution before all of the steps are completed.

Question 10

Regarding marketing research,

Accepted Answer

Researchers must be sure their research focuses on real problems. Marketing managers must explain their problems and information needs to the researchers.

Question 11

What is the first step in the marketing research process?

Accepted Answer

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

Question 12

The first thing a marketing manager should do if one of his firm's products drops in sales volume is:

Accepted Answer

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

Question 13

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):

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

The most difficult and important step in the scientific approach to marketing research is:

Accepted Answer

Defining the problem, which is the first step in the marketing research process, is often the most difficult also.

Question 15

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

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 is NOT part of the five-step marketing research process discussed in the text?

Accepted Answer

The marketing research process is a five-step application of the scientific method. This includes: 1) Defining the problem, 2) Analyzing the situation, 3) Getting problem-specific data, 4) Interpreting the data, and 5) Solving the problem.

Question 17

Regarding the marketing research process, defining the problem

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 18

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

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 19

Which of the following is NOT part of the five-step marketing research process discussed in the text?

Accepted Answer

The marketing research process is a five-step application of the scientific method. This includes: 1) Defining the problem, 2) Analyzing the situation, 3) Getting problem-specific data, 4) Interpreting the data, and 5) Solving the problem.

Question 20

Which of the following statements about the marketing research process is NOT TRUE?

Accepted Answer

Defining the problem sounds simple, but it's easy to confuse problems with symptoms. So, the problem may need to be redefined several times.

Quiz 7: Improving Decisions With Marketing Information

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) :

Often the most difficult step in the marketing research process is:

Which of the following statements BEST reflects the point of view of the text with respect to marketing research?

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

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

A situation analysis

Regarding the marketing research process, defining the problem

Marketing research:

Which of the following is most consistent with the scientific method approach to marketing research discussed in the text?

Regarding marketing research,

What is the first step in the marketing research process?

The first thing a marketing manager should do if one of his firm's products drops in sales volume is:

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) :

The most difficult and important step in the scientific approach to marketing research is:

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

Which of the following is NOT part of the five-step marketing research process discussed in the text?

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) :

Which of the following is NOT part of the five-step marketing research process discussed in the text?

Which of the following statements about the marketing research process is NOT TRUE?