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| 1 | |
_____ is the development, interpretation, and communications of decision-oriented information to be used in all phases of the marketing process. |
| | A) | Organizational strategy |
| | B) | Competitive intelligence |
| | C) | Database management |
| | D) | Marketing research |
| | E) | Advertising research |
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| 2 | |
The ideal marketing information system (MkIS): |
| | A) | does not include real-time data |
| | B) | integrates new and old data to provide information updates and identify trends |
| | C) | does not try to use mathematical modeling to replicate the real world |
| | D) | only generates reports when something out of the ordinary occurs |
| | E) | is accurately described by none of the above |
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| 3 | |
Every time, someone makes a purchase at the Fashion Merchandise store, he or she is asked to give a home phone number to confirm the customer is already receiving all Fashion Merchandise promotional mailings. If the customer's number is not in the store's _____, he or she is asked to provide that information. |
| | A) | database |
| | B) | facts sheet |
| | C) | information base |
| | D) | information source |
| | E) | trade record |
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| 4 | |
Probably the most important source for customer databases that contain information about shopping habits is: |
| | A) | secondary sources |
| | B) | EDI systems |
| | C) | satellite-based networks |
| | D) | a data mine |
| | E) | retail scanners |
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| 5 | |
Brown & Williamson (B&W) is the U.S.'s third-largest tobacco manufacturer. It markets Kool menthol cigarettes. It wants to determine why sales of Kool cigarettes have stagnated. It will use marketing research to guide each step of the strategy. Its first step would be to: |
| | A) | study the activities of the competition |
| | B) | decide to test a new advertising campaign in Hawaii because 17 percent of its smokers already smoke Kool cigarettes |
| | C) | determine the current perception of Kool cigarettes |
| | D) | determine the effectiveness of its new slogan, "We Built the House of Kool" |
| | E) | define an objective, such as to determine ways to increase sales of Kool cigarettes |
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| 6 | |
A research hypothesis is created during which step of the marketing research procedure? |
| | A) | objective definition |
| | B) | informal investigation |
| | C) | situation analysis |
| | D) | formal investigation plan |
| | E) | database creation |
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| 7 | |
Brown & Williamson (B&W) is the U.S.'s third-largest tobacco manufacturer. It markets Kool menthol cigarettes and is planning to position Kool as the cigarette of choice if a smoker wants to have a mentholated smoke. To conduct its marketing research, B&W will use an in-house list of names that has been acquired through various methods over many years. B&W will us: |
| | A) | internal secondary data |
| | B) | single-source data |
| | C) | internal primary data |
| | D) | external primary data |
| | E) | external secondary data |
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| 8 | |
The three widely used methods of gathering primary data are observation, survey, and: |
| | A) | focus group |
| | B) | setting cookies |
| | C) | perceptual mapping |
| | D) | experimentation |
| | E) | mall intercept |
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| 9 | |
To determine how consumers reacted to Choglit brand flavored milk, created through a joint venture between Coca-Cola and Nestlé, the beverage was test marketed. Coca-Cola and Nestlé used: |
| | A) | experimentation to gather secondary data |
| | B) | observation to gather secondary data |
| | C) | a survey to gather primary data |
| | D) | observation to gather primary data |
| | E) | experimentation to gather primary data |
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| 10 | |
Which of the following statements about the design of a data gathering form is true? |
| | A) | A question such as, "Describe your favorite vacation spot?" will produce a richer answer than a question such as, "Have you ever visited Panama City?" |
| | B) | A good questionnaire should begin with the most difficult questions and end with the easiest. |
| | C) | Questionnaires should not be pretested. |
| | D) | A question such as "Do you prefer red or black seats in your car?" will provide a richer answer than a question that asks, "Are you married?" |
| | E) | A question that asks, "Is this your first marketing course?" will gather more information than a question that asks, "Why do you like living on campus?" |
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| 11 | |
According to the research done by an outside auditing company, a doll museum in the City of Greeneville would never generate enough traffic to make a profit. During the _____ stage of the marketing research process, the auditing company learned the city had decided to fund the doll museum anyway. |
| | A) | follow-up |
| | B) | informal investigation |
| | C) | situation analysis |
| | D) | formal investigation plan |
| | E) | data analysis |
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| 12 | |
_____ is simply the process of gathering and analyzing public information about the activities and plans of competitors. |
| | A) | SWOT espionage |
| | B) | Data mining |
| | C) | MkIS |
| | D) | Competitive intelligence |
| | E) | Competitive-sourcing |
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| 13 | |
Sugging and frugging are: |
| | A) | two methods commonly used for gathering competitive intelligence |
| | B) | unethical means of conducting marketing research |
| | C) | synonyms for pretesting and posttesting respectively |
| | D) | two methods of modifying variables during experimentation |
| | E) | ways that marketers set cookies |
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| 14 | |
According to the text, why is there a less-then-universal acceptance of marketing research? |
| | A) | The costs of marketing research are greater than its benefits. |
| | B) | Marketing research is too often treated as a continuous process. |
| | C) | Marketing research is an inexact science. |
| | D) | Marketing research should only be used when management realizes that it has a marketing problem. |
| | E) | All of the above statements help to explain why is there a less-then-universal acceptance of marketing research. |
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