Essentials of Marketing A Marketing

Strategy Planning Approach 14th Edition

Perreault

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Chapter 07

Improving Decisions with Marketing Information

True / False Questions

1. The function of marketing research is to develop and analyze new information to help
marketing managers make better decisions.

True False

7-1
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2. Marketing research focuses on changing information needs while an MIS focuses on
recurring information needs.

True False

3. A marketing information system (MIS) is an organized way of continually gathering,

accessing, and analyzing information that marketing managers need to make ongoing
decisions.

True False

4. It is the job of the MIS specialist to ask for the right information in the right form.

True False

5. It is the job of the marketing manager to ask for the right information in the right form.

True False

6. Big data involves data sets too large and complex to work with typical database management
tools.

True False

7. A data warehouse is filled with file cabinets and binders where past market research is
stored.

True False

8. In its raw form, marketing managers find data useful.

True False

9. Sales data becomes wisdom when it provides answers to questions of "who," "what,"
"where," "how much," and "when."

True False

7-2
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10. Marketing managers turn information into knowledge when they use their experience to
answer "how" and "why" questions.

True False

11. An intranet works like the Internet but access is limited to a company's employees.

True False

12. Only large firms have their own intranets.

True False

13. A decision support system (DSS) is a computer program that makes it easy for a marketing
manager to get and use information as he or she is making decisions.

True False

14. Decision support systems that include marketing models help managers by showing the
relationships among marketing variables.

True False

15. A marketing manager can use a DSS to conduct sales and perform analyses that show a
more detailed breakdown of what's happening.

True False

16. A marketing dashboard displays up-to-the-minute marketing data in an easy-to-read format.

True False

17. A marketing model displays up-to-the-minute marketing data in an easy to read format.

True False

7-3
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18. Use of the scientific method in marketing research helps managers make the best decisions
possible.

True False

19. A marketing researcher using the scientific method develops and tests hypotheses about the
relationships between things or about what will happen in the future.

True False

20. Use of the scientific method in marketing research forces researchers to use an inflexible
process.

True False

21. Use of the scientific method in marketing research forces researchers to use an orderly
process.

True False

22. Hypotheses are educated guesses about the relationships between things or about what will
happen in the future.

True False

23. The scientific method is a research process which consists of five stages: observation,
developing hypotheses, predicting the future, collecting data, and using statistical methods of
analysis.

True False

24. It isn't necessary for marketing managers to be involved with marketing research specialists,
since research requires statistical skills which managers usually don't have.

True False

7-4
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25. Marketing managers should be able to explain the kinds of problems they are facing and the
kinds of marketing research information that will help them make decisions.

True False

26. Since marketing managers have to be able to evaluate research results, they should be
involved in the design of research projects-even though they may not be research
specialists.

True False

27. Defining the problem is the first step in the marketing research process-and is usually the
easiest job for the researcher.

True False

28. Defining the problem is always the easiest step in the marketing research process.

True False

29. Defining the problem is often the most difficult step in the marketing research process.

True False

30. To avoid wasting time working on the wrong problem, marketing researchers can use a
logical strategy planning framework to guide their efforts.

True False

31. Unless the problem is precisely defined, research effort may be wasted on the wrong
problem, and may lead to costly mistakes.

True False

32. A situation analysis is a formal study of what information is already available in the problem
area.

True False

7-5
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33. During the situation analysis, marketing researchers may talk to informed people within the
company, study internal records, search libraries for available information, or browse the
Internet with a search engine.

True False

34. Secondary data is information that is already published or collected.

True False

35. Secondary data involves information that has been collected or published already.

True False

36. During the situation analysis, a marketing researcher will evaluate primary data rather than
secondary data.

True False

37. The Internet is an excellent source for primary data, but not secondary data.

True False

38. Much of the secondary data on the Internet is stored in database formats that standard
website search engines cannot find.

True False

39. Specialized search engines like Blogdex and Google Groups can locate websites that allow
marketing managers to listen in or ask questions as customers chat about companies and
brands.

True False

40. The government, advertising agencies, newspapers, trade associations, and research
subscription services are all major sources of primary data.

True False

7-6
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41. The Statistical Abstract of the United States is one of the most useful summaries of
secondary data published by the federal government.

True False

42. A good situation analysis is usually inexpensive compared with more formal research efforts,
such as a large scale survey.

True False

43. A research proposal involves interviewing 6 to 10 people in an informal group setting.

True False

44. In general, a marketing researcher should get some problem-specific data before planning a
formal research project.

True False

45. A formal marketing research project usually involves gathering primary data.

True False

46. Qualitative research seeks in-depth, open-ended responses.

True False

47. Qualitative research seeks clear yes or no answers.

True False

48. Focus group interviews are a form of quantitative research.

True False

49. A focus group interview involves interviewing 6 to 10 people in an informal group setting.

True False

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50. Online focus groups can offset some of the limitations of traditional focus groups because
one aggressive member is less likely to dominate the group.

True False

51. Focus groups are a way to gather primary data quickly, but at a relatively high cost.

True False

52. Qualitative research seeks structured responses that can be summarized in numbers, like
percentages, averages, or other statistics.

True False

53. Open-ended questions are less likely to be asked in quantitative research than in qualitative
research.

True False

54. A common quantitative research approach is to use survey questionnaires with multiple-
choice questions.

True False

55. One reason for the popularity of mail surveys is that the response rates are usually very high.

True False

56. Response rate is the percentage of people contacted who complete a given questionnaire.

True False

57. One weakness of telephone interviews is that they do not allow an interviewer to probe and
really learn what the respondent is thinking.

True False

7-8
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58. Telephone surveys are practical if the information needed is not too personal.

True False

59. A market research online community combines qualitative and quantitative approaches in
private online communities.

True False

60. Market research online communities are one-time events.

True False

61. With roots in biology, ethnographic research studies different cultures by examining their
physiology.

True False

62. Observing-as a method of collecting data-should focus on a well-defined problem.

True False

63. In the observation method, researchers try to see or record what the subject does naturally.

True False

64. With the observation method, the researcher skillfully engages the subject in conversation.

True False

65. Nielsen's TV audience research and Arbitron's radio audience research illustrate that
observing is a common research method in advertising.

True False

66. A consumer panel is a group of consumers who provide information on a continuing basis.

True False

7-9
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67. Applying the experimental method in marketing research usually means the responses of
groups are compared.

True False

68. In the experimental method, researchers compare the responses of two or more groups that
are similar even on the characteristic being tested.

True False

69. Syndicated research is an economical approach for collecting specific research needed by
one firm for a specific problem.

True False

70. Only about 25 percent of marketing research spending is for syndicated research.

True False

71. J.D. Power's surveys of customer satisfaction are a popular example of syndicated research.

True False

72. Even though marketing managers might like more information, they must balance the high
cost of good research against its probable value to management.

True False

73. A marketing manager should seek help from research only for problems where the risk of a
decision can be greatly reduced at a reasonable cost.

True False

74. Statistical packages are easy-to-use computer programs that analyze data.

True False

7-10
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75. A statistical package is likely to be used with quantitative research, but not with qualitative
research.

True False

76. In a quantitative marketing research study, the total group of people a marketing manager is
interested in learning something about is known as the sample.

True False

77. In marketing research, a population is a part of the relevant sample.

True False

78. The extent to which marketing research data measures what it is intended to measure is
known as the confidence level.

True False

79. Validity concerns the extent to which data measures what it is intended to measure.

True False

80. All marketing research projects are worthwhile because they gather new information-even if
the research doesn't have action implications.

True False

81. When a firm is doing similar research projects in different international markets, it makes
sense for the marketing manager to coordinate the efforts so that comparisons across
markets are possible.

True False

Multiple Choice Questions

7-11
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82. Procedures that develop and analyze new information to help marketing managers make
decisions are called:

A. strategy planning.
B. operational planning.
C. analytical research.
D. marketing research.
E. statistical techniques.

83. Procedures that develop and analyze new information to help marketing managers make
decisions are called:

A. marketing research.
B. statistical techniques.
C. operational planning.
D. strategy planning.
E. sample building units (SBUs).

84. _____ refers to the procedures that develop and analyze new information about a market.

A. Marketing research
B. Marketing information system
C. Frequency monitoring program
D. Marketing plan
E. Management information system

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85. ________________ ________________ utilizes qualitative and quantitative analysis procedures
to help marketing managers make more informed decisions.

A. Marketing planning
B. Marketing processing
C. Marketing structure
D. Marketing research
E. Marketing strategy

86. Marketing research is concerned with developing and analyzing new information to help
marketing managers do a better job of:

A. executing marketing strategies.

B. planning marketing strategies.
C. making operational decisions.
D. controlling marketing strategies.
E. All of these alternatives are correct.

87. Marketing research:

A. is an organized way of gathering and analyzing information marketing managers need.

B. involves a wide range of techniques including Internet search, customer surveys, and
more.
C. is a department in most small companies.
D. is only needed by producers who have long channels of distribution.
E. is an alternative to a marketing information system.

7-13
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88. Identify the INCORRECT statement about marketing research.

A. Most small companies have a separate marketing research department.

B. People in marketing research departments often rely on outside specialists.
C. Some nonprofit organizations have begun to use marketing research.
D. Marketing managers should be involved in design of marketing information system.
E. Marketing research may involve use of questionnaires, interviews with customers,
experiments, etc.

89. Marketing research:

A. should be planned by research specialists who understand research techniques better

than marketing managers.
B. is only needed by producers who use long channels of distribution.
C. is not needed by nonprofits because they determine success differently from for-profits.
D. is not needed by business marketers because their needs are different from consumer
marketers.
E. can get changing information that is not available in the MIS.

90. A ______________ is an organized way of continually gathering and analyzing data to get
information to help marketing managers make ongoing decisions.

A. marketing information system

B. marketing model
C. marketing research project
D. marketing research department
E. marketing logistics system

7-14
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91. _____ refers to an organized way of continually gathering, accessing, and analyzing
information that marketing managers need to make ongoing decisions.

A. Active marketing
B. Manufacturing information system
C. Marketing research
D. Marketing information system
E. Target marketing

92. Regarding a marketing information system (MIS):

A. The input of marketing managers is not needed in developing an MIS; marketers should
leave everything to information technology specialists.
B. Can be used to improve implementation and control.
C. A good MIS converts information into raw data.
D. An MIS provides an alternative to big data.
E. All of these statements about a marketing information system are correct.

93. Marketing information systems rely heavily on:

A. information gathered by salespeople.

B. customer surveys.
C. teamwork between IT experts and marketing managers.
D. direct observation of customers.
E. marketing research departments.

7-15
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