Question 1

The major advantage of an experiment is its ability to

Accepted Answer

Experiments are uniquely powerful in research because they can demonstrate cause-and-effect relationships by manipulating one or more variables while controlling others, allowing researchers to infer causality.

Question 2

The potential effects of various marketing factors are studied using a software program in

Accepted Answer

Simulation is the correct answer because it involves using software programs or models to study the potential effects of various marketing factors under different conditions without interfering in real-world processes.

Question 3

What is the most appropriate use for a survey?

Accepted Answer

Surveys are most appropriate for relating consumer traits to their willingness to buy a selected item, as they collect data on consumer preferences and behaviors.

Question 4

Each response is labeled from 01 to 050 in a questionnaire. This illustrates which stage of the data analysis process?

Accepted Answer

Coding is the process of assigning a code, often numeric, to each answer so that responses can be input into a database or spreadsheet more easily. This step is crucial before analysis, classification, or tabulation can occur, as it organizes the data into a format that can be easily handled.

Question 5

A market researcher concluded that 50 of the respondents to a survey took a pain reliever one or more times during a recent one-week time period. This illustrates which stage of the data analysis process?

Accepted Answer

Tabulation involves summarizing numerical data and categorizing responses, which is what is described by counting the respondents who took a pain reliever.

Question 6

A market researcher concluded that 22 percent of the respondents to a survey took a pain reliever one or more times during a recent one-week time period. This illustrates which stage of the data analysis process?

Accepted Answer

The conclusion about the percentage of respondents who took a pain reliever during a specific time period is part of the analysis stage of the data analysis process. This stage involves interpreting the data to draw conclusions or insights, as opposed to merely organizing or coding the data.

Question 7

In what stage of the marketing research process are responses evaluated, usually by statistical procedures?

Accepted Answer

Data analysis is the stage in the marketing research process where responses are evaluated, often through statistical procedures, to interpret the data collected during the research.

Question 8

Which of these statements about the implementation of marketing research findings is correct?

Accepted Answer

If key decision makers ignore findings, the research has little value because the purpose of marketing research is to inform and guide decision-making processes.

Question 9

Marketing managers are apt to implement research findings if

Accepted Answer

Marketing managers are more likely to implement research findings if they have input into the research design, as this involvement increases their commitment to and confidence in the research process and outcomes.

Question 10

A new car dealer evaluates its performance on several factors each quarter: number of new customers, customer image, number of responses per advertisement, and commission income per salesperson. The broker utilizes

Accepted Answer

The dealer is using a marketing information system, which collects data from various sources (like sales, customer feedback, and advertising effectiveness) and analyzes it to evaluate performance and make decisions.

Question 11

Lack of awareness about the changing environment, and slow response time to important opportunities could be avoided by

Accepted Answer

A marketing information system helps in collecting, analyzing, and distributing timely and relevant information, enabling quicker and more informed decision-making.

Question 12

The vice-president of marketing of a foam mattress manufacturer regularly reads important trade publications, visits the firm's distributors to determine new competitive developments, and purchases competitors' products to determine their relative advantages and disadvantages. This executive is involved with

Accepted Answer

The answer of The vice-president of marketing of a foam...

Question 13

What aspect of the information system is being utilized when salespeople transfer important information (on order sizes, customer preferences, and sales) from their computer notebooks to the firm's centralized computer system?

Accepted Answer

Data warehousing involves collecting and managing data from various sources to provide meaningful business insights. In this scenario, salespeople are transferring data to a centralized system, which is a key function of data warehousing.

Question 14

A cosmetics manufacturer gathers data on competitors (such as number of models by product type and price range, distribution outlets, and advertising by medium) and compiles these statistics into a complex computer data bank. The firm is involved with

Accepted Answer

Data warehousing involves collecting and managing large amounts of data from multiple sources to create a central repository for analysis and decision-making. In this case, the cosmetics manufacturer is gathering data on competitors and compiling it into a complex computer data bank, which is a characteristic of data warehousing.

Question 15

In which part of a marketing intelligence network would past information from a commercial data base be found?

Accepted Answer

Data warehousing is where past information from various sources, including commercial databases, is stored and managed for future analysis and retrieval.

Question 16

Which of these statements about marketing information systems is correct?

Accepted Answer

Marketing information systems help firms analyze long-term data to identify trends, which is crucial for strategic planning and decision-making.

Question 17

A marketing manager of a small firm seeks information on the ice cream industry. He/she intends to do a key word information search using such terms as "ice cream," "dairy products/desserts," and "frozen food products." The manager should use what type of secondary source?

Accepted Answer

A commercial database is the most appropriate secondary source for conducting a keyword information search on a broad industry like ice cream. These databases compile vast amounts of information from various sources, making it easier to find specific industry data, trends, and reports.

Question 18

Which of the following is NOT an application of data-base marketing?

Accepted Answer

Option C is not an application of database marketing because it focuses on internal sales performance tracking rather than targeting or understanding customer behavior, which is the primary purpose of database marketing.

Question 19

The major difference between a marketing information system and marketing research from a decision making perspective is that marketing research is

Accepted Answer

Marketing research is typically reactive, addressing specific issues as they arise. In contrast, a marketing information system is proactive, continuously gathering data to inform ongoing decision-making.

Question 20

Which of the following findings is NOT an example of marketing research?

Accepted Answer

Marketing research focuses on gathering and analyzing information about consumers, market trends, and the effectiveness of marketing strategies. Employee satisfaction (choice B) is related to human resources and internal management, not directly to marketing research. Choices A, C, and D all involve understanding consumer behavior and brand perception, which are central to marketing research.

Quiz 4: Information for Marketing Decisions