Reference no: EM13218810

1. What is the basic purpose for conducting marketing research? (Points: 1)
To make decisions for managers 
To furnish information that helps managers make better decisions 
To assist government regulatory agencies 
To help develop new products 
To confirm management's decisions 

2. Historically, one problem with the research project emphasis of gathering marketing intelligence has been __________. (Points: 1)
its crisis-response orientation 
its lack of validity 
the lack of trained researchers 
the lack of computer resources 
misinterpretation of data by decision makers 

3. The fundamental difference between a Marketing Information System (MIS) and a Decision Support System (DSS) is that __________. (Points: 1)
they use different types of data 
a DSS relies on sophisticated statistical analysis; an MIS does not 
an MIS uses data that is timelier than that used by a DSS 
using an MIS requires extensive training; a DSS does not 
a DSS is used interactively; an MIS is not 

4. Data that has already been collected for some other program or study is called __________. (Points: 1)
primary data 
secondary data 
preliminary data 
exploratory data 

5. A store manager for Kroger noticed that several of his regular customers had stopped coming to his store. He also noticed that most of these customers had started shopping at the Wal-Mart Super center that had opened about a mile from Kroger a few months ago. The fundamental source of this marketing problem might best be described as __________. (Points: 1)
a planned change in the marketing environment 
serendipity 
an uncontrollable change in the marketing environment 
a planned change that occurred at the Kroger store 
None of the above 

6. The Transportation Department at University of Houston wishes to determine what type of campus transportation system is preferred by UH's 30,000 undergraduate students. Data is collected from 400 undergraduate students enrolled in one section of Freshman English Literature. What type of sample is being utilized in this project? (Points: 1)
Stratified sample 
Nonprobability sample 
Objective sample 
Probability sample 
User sample 

7. The owner of Cathy's Calendar Company, upon realizing that the main distributors of the calendars produced by the company were limited to small gift shops, posed the following question: Are there promising markets that we have not yet reached? Such a question focuses on which aspect of marketing research? (Points: 1)
Planning 
Problem solving 
Control 
Product placement 
Distributorship selection 

8. Which of the following illustrate marketing? (Points: 1)
Taco Bell offers value menus to its customers 
The U.S. Postal Service exchanges postal services for stamp/mailing fees. 
The Red Cross exchanges its services for donations from citizens by caring for unfortunate people after a hurricane. 
Song Airlines offers lower-priced fares to its customers than Delta Airlines 
All of the above illustrate marketing. 

9. It is important to meet with the client at the earliest stages of the research project __________. (Points: 1)
so that an appropriate budget can be established 
so that the researcher(s) and client can begin to develop rapport and trust 
so that research methods can be selected in time to meet project deadlines 
so that the researcher(s) can get as much background information as possible 
Both b and d 

10. A customer service representative for a large financial institution noticed that several of the bank's customers had recently closed accounts and paid off loans long before the loans were due. He also noticed that most of the customers had closed their accounts shortly after a competitor had opened a new branch nearby. The fundamental source of this marketing problem might best be described as __________. (Points: 1)
a planned change in the marketing environment 
serendipity 
the presence of a new competitor 
an unplanned change in the marketing environment 
None of the above.