Question 1

The purpose of a _____ _____, a form of personal interview with 4 to 10 people, is to generate concepts and hypotheses that can be tested on large, representative samples of people.

Accepted Answer

The answer of The purpose of a _____ _____, a...

Question 2

Salespeople are the primary source of competitive intelligence data.

Accepted Answer

Salespeople are often in direct contact with customers and competitors, making them a valuable source of competitive intelligence data.

Question 3

The producers of a reality series were eager to find out how its audience reacted to a newspaper story that informed people its participants were actors and not the everyday people they pretended to be. The quickest method to conduct the survey would be to use a _____ survey.

Accepted Answer

The answer of The producers of a reality series were...

Question 4

The federal government, The Wall Street Journal, and annual stockholders' reports are all good examples of _____ data.

Accepted Answer

The answer of The federal government, The Wall Street Journal,...

Question 5

Interviews with the company's largest clients about distribution issues are one way of gathering primary data about the efficiency of product distribution.

Accepted Answer

Interviews with the company's largest clients provide firsthand information directly from the users, making it a method of gathering primary data.

Question 6

Researchers should check the source of secondary data, why they were gathered, and the definitions of key terms used in the gathering process before relying on secondary data.

Accepted Answer

Secondary data may have been collected for purposes different from the researcher's, with varying definitions and methodologies, which can affect its relevance and accuracy for the current research project.

Question 7

An _____ is the method of gathering primary data in which the researcher is able to observe the results of changing one variable in a situation while holding all other conditions constant.

Accepted Answer

The answer of An _____ is the method of gathering...

Question 8

There is a potential for legal and ethical abuses in gathering competitive intelligence.

Accepted Answer

Gathering competitive intelligence can sometimes involve tactics that border on or cross into unethical or illegal territory, such as industrial espionage, hacking, or misrepresentation to gain confidential information.

Question 9

There is a significant difference between the way a manager uses a marketing information system and the way he or she uses a decision support system.

Accepted Answer

A marketing information system (MIS) is primarily used for the systematic collection, analysis, and management of market data to make informed marketing decisions. In contrast, a Decision Support System (DSS) is used more broadly to analyze business data and support decision-making across various domains, not limited to marketing, incorporating analytical models and user-friendly software for complex decision-making processes.

Question 10

Interviews that Procter & Gamble, the manufacturer of Crisco shortening, conducted with blue-ribbon-winning cooks at various local and state fairs about how they used shortening, are examples of _____  data for P&G.

Accepted Answer

The answer of Interviews that Procter & Gamble, the manufacturer...

Question 11

The _____ _____ is a background investigation that involves obtaining information about the company and its business environment by means of library research and extensive interviewing of company officials.

Accepted Answer

The answer of The _____ _____ is a background investigation...

Question 12

A _____ _____ _____ is a procedure that allows a manager to interact with data and methods of analysis to gather, analyze, and interpret information.

Accepted Answer

The answer of A _____ _____ _____ is a procedure...

Question 13

A business directory, a report from the local Chamber of Commerce, bulletins from the Small Business Administration, and the monthly reports of a company's sales staff are all sources of secondary data.

Accepted Answer

These are all examples of secondary data because they are not collected firsthand by the researcher but rather obtained from existing sources that were originally collected for another purpose.

Question 14

_____ _____ is the development, interpretation, and communication of decision-oriented information to be used in the strategic marketing process.

Accepted Answer

The answer of _____ _____ is the development, interpretation, and...

Question 15

When Conally interviewed the company's salespeople and its managers, he gathered information about the organization's financial history and its macroenvironment. He was probably conducting a situation analysis.

Accepted Answer

A situation analysis involves collecting and reviewing information about an organization's internal conditions and external environment, which includes financial history and macroenvironmental factors.

Question 16

The Direct Marketing Association believes that direct marketing sales are growing rapidly in Mexico. To test this _____, it could use market research.

Accepted Answer

A research hypothesis is a specific, clear, and testable proposition or predictive statement about the possible outcome of a scientific research study based on the theory. In the context of testing the belief about the growth of direct marketing sales in Mexico, a research hypothesis would be formulated to guide the market research efforts.

Question 17

The most frequent concern expressed by researchers who use Internet surveys is the:

Accepted Answer

The most frequent concern among researchers using Internet surveys is the high probability of a sampling error. This is because the sample may not accurately represent the broader population, often due to the self-selecting nature of online participants and the digital divide affecting who has internet access.

Question 18

The telemarketer who called Amy last night began the phone conversation by asking Amy if she minded answering certain questions about her family's vacation for marketing research. After Amy answered questions about how much her family usually spends on vacations and what destination sites they like best, the telemarketer tried to sell Amy a timeshare for a condominium in Branson, Missouri. The telemarketer engaged in:

Accepted Answer

The telemarketer engaged in "sugging," which stands for "selling under the guise of research." This is when a marketer pretends to conduct research but is actually trying to sell a product or service.

Question 19

Prior to offering its brand of insurance to the Canadian market, DirectProtect conducted several face-to-face interviews with groups of eight to determine how Canadians feel about home and auto insurance. DirectProtect used:

Accepted Answer

DirectProtect used focus groups, which involve gathering groups of people to discuss their perceptions, opinions, beliefs, and attitudes towards a product, service, concept, advertisement, idea, or packaging. In this case, groups of eight were interviewed to understand Canadian perspectives on home and auto insurance.

Question 20

How does a decision support system (DSS) differ from a marketing information system (MkIS)?

Accepted Answer

A DSS is designed to allow managers to interact more directly with data and models to analyze and solve complex problems, which is a key distinction from an MkIS that primarily focuses on collecting and presenting marketing data.

Quiz 7: Marketing Research and Market Information

The purpose of a _ _, a form of personal interview with 4 to 10 people, is to generate concepts and hypotheses that can be tested on large, representative samples of people.