NAME:______
MARKETING TEST 9 – 4.03, 4.04, 4.05, & 4.06
**Be sure to print neatly! If I cannot read it, then it is definitely WRONG! SPELLING COUNTS!!!
- Explain the number one reason MIM is important to a business?
- List and label 1 example of an internal source of MIM & 1 example of an external source of MIM &
- List the 4 types of marketing research and give a brief explanation of each:
a.
b.
c.
d.
- What are the 2 biggest obstacles (limitations) for a business that wants to use/obtain MIM?
a.b.
- Explain the differences between “market research,” “marketing research,” & “marketing information management:”
- Explain the differences between “population,” “sample,” & “sampling:”
- Explain the differences between “quantitative” & “qualitative” information AND circle the one that provides more valuable information to a business.
- List & define are the 2 sources of data for MIM:
a.
b.
- Why should a business conduct secondary research before completing the primary research plan and tools?
- What are the 3 methods of obtaining primary data?
a.b.c.
- List the 10 step marketing research process:
a.
b.
c.
d.
e.
f.
g.
h.
i.
j.
- List the 7 characteristics of effective marketing research:
a.
b.
c.
d.
e.
f.
g.
- What are the 4 types of marketing research objectives?
a.
b.
c.
d.
14. List the 6 sampling methods:
a.
b.
c.
d.
e.
f.
15. Match the term to the correct definition:
Marketing research problemindividual, groups of people (customers), etc.
Decision problem what the company plans or needs to accomplish
Variablesthings that can change when conducting research
Unit of analysis asks what research needs to be done to solve the decision problem
Research objectives the basic issue the business’s managers are facing
16. Write the correct type of MIM design (descriptive, exploratory, casual, or research) in FRONT:
______To identify the cause of something that is happening.
______To find out why (the root cause)
______This genre of research simply allows the marketer to gain a greater understanding of something that s/he doesn’t know enough about.
______To learn more about an issue, competitor, current customers, potential customers
______To understand
______Explores the effect of one thing on another and more specifically, the effect of one variable on
another
______A formal plan of action for a research project
______Helps me find out what is going on
______Helps me understand something better
______What impact a specific change will have on existing business (cause and effect)
What is an example of marketing information that a business could gather by surveying its customers?
1-Planned product improvements2-The company's current market share
3-Location of the company's market4-Financial status of competitors
Which characteristic of useful marketing information is represented by the statement "The benefits of using the information should be greater than the expense of gathering the data used to generate this information"?
1-Timeliness2-Accessibility
3-Relevancy4-Cost-effectiveness
Why do marketers continue to gather information?
1-Today's consumers are easy to please
2-The marketing environment is constantly changing.
3-Marketers are decreasing their geographic scope.
4-Competition in general has decreased.
How can researchers protect the integrity of the marketing information they collect?
1-By organizing it logically2-By reviewing it frequently
3-By publishing it openly4-By interpreting it correctly
What is an important ethical issue involved with the collection and use of marketing information?
1-Adaptability2-Standardization
3-Confidentiality4-Commercialization
A major credit card company has hired a marketing-research firm to conduct a survey regarding the use of consumer credit. Would it be considered ethical to use the database information collected in a direct marketing campaign?
1-No, businesses should not undertake any non-research activities involving data collected.
2-Yes, the consumers know surveys are just a way to get information for advertising
3-No, the database is probably not a reliable source of marketing information.
4-Yes, the credit card company paid for the research and should be able to use it any way it wants.
Why do many businesses use computerized databases to sort and organize information about customers' purchases, brand preferences, and dollar amounts spent?
1-To regulate the user's access to information
2-To make it easy for the user to find the web site
3-To track the number of times the user buys a product
4-To guarantee that the web site is secure
How can businesses place a cookie on a user's hard drive when the user visits the business's web site?
1-To maintain sales strategies2-To prepare financial reports
3-To develop inventory control plans4-To customize its marketing efforts
How can using a database to track its customers' preferences and buying habits help a business?
1-Decreases the need to analyze marketing activities
2-Obtains additional deductions for its semi-annual tax return
3-Reduces unnecessary operational expenses
4-Builds strong, loyal customer relationships
Which situation is an example of SUGGING?
1-A salesperson offers a customer the opportunity to try an expensive product free of charge.
2-A telemarketer asks a customer if s/he knows anyone who would want to buya certain product.
3-A marketer tells a customer that s/he is conducting research and then begins a sales pitch.
4-A business promotes a product by sending samples to its customers without authorization.
What is the most significant reason why marketing research is important to businesses?
1-It makes competitors take notice of the business.2-It improves financial management.
3-It contributes to business success.4-It helps the business to base decisions on opinions.
How could a business use marketing-research data it has gathered about the average age, income, educational levels, and spending patterns of area consumers?
1-To identify problems within the business2-To create a mailing list for the business
3-To develop a profile of the typical customer4-To establish an appropriate operating budget
What is an advantage of using secondary data in a marketing-research project?
1-Less expensive to collect than primary data2-More up-to-date than primary data
3-Less likely to be available to competitors4-More relevant than primary data
Which statement about marketing research problems is true?
1-Problems that company decision-makers identify are often just symptoms of larger problems that need to be researched.
2-Company decision-makers typically finalize marketing research problems prior to involving marketing researchers.
3-Marketing research problems are commonly based on specific research objectives and research instruments.
4-Marketing research problems are usually only needed when marketing researchers plan to gather external information.
What is a benefit of having managers and researchers "on the same page" about the marketing-research problem?
1-It allows the two parties to avoid establishing research objectives.
2-It keeps the business from wasting resources.
3-It ensures favorable results from the study.
4-It improves the business's market share.
What research option usually answers questions related to "how many"?
1-Intelligence2-Quantitative
3-Syndicated4-Economic
What is an example of a secondary source of data that a business can obtain internally?
1-Trade journal2-Sales report
3-Government web site4-Magazine article
What type of research is intended to obtain detailed data about customers' opinions and experiences?
1-Sampling2-Qualitative
3-Observation4-Forecasting
What research approach do businesses often use to test new product ideas?
1-Questioning 2-Technological
3-Recording4-Experimental
What type of research would a business conduct if it wanted to identify potential issues or opportunities?
1-Descriptive2-Experimental
3-Exploratory4-Causal
A business has identified a sample of the population that it plans to survey to determine who is using their product in a foreign country. What research design should it use?
1-Exploratory2-Causal
3-Descriptive4-Experimental
What question does establishing a sampling plan for a research project answer?
1-What type of product to study2-How many people to survey
3-When to conduct an interview4-Why the issue is important
The TUV Company wants to conduct marketing research by surveying a sample of its vast customer base. What should companies use to reduce the possibility of bias?
1-Personal interviews2-Telephone Interviews
3-Referral sampling4-Random sampling
When marketers sampled 100 15-year-old girls, they found that they all were 5 feet 2 inches tall. What type of sampling error contributed to this finding?
1-Non-response2-Interviewer bias
3-Chance4-The way the question was asked
A university is considering changes to its business administration degree. To obtain feedback on the idea from students, the university selects a sample of business majors who are seniors. What type of sampling did the university use?
1-Cluster2-Proportionate
3-Stratified random4-Simple
The SBU Company developed a survey in which respondents are provided the same number of favorable and unfavorable rating options. What type of scale has this survey used?
1-Sequential2-Continious
3-Spliced4-Balanced
What type of scale is a firm using when a survey format has a seven-point rating system consisting of opposite adjectives on each end of the scale?
1-Semantic differential2-Likert
3-Stapel4-Random rating
What is a common method of collecting research data that often involves the use of questionnaires?
1-Case study2-Mail survey
3-Message board4-Behavior chart
What data-collection method can be used to obtain product information during the point-of-purchase process?
1-Volume-tracking scanner2-Photographic scanner
3-E-mail survey4-Statistical survey
What is the most appropriate data-collection method to use when a business wants to determine how its employees interact with customers?
1-Experiment2-Observation
3-Employee survey4-Telephone interview
What is an example of a marketing-research method that is used to collect primary data?
1-Customer survey2-Census data
3-Trade-journal article4-External reports
How can ill-designed questionnaires affect survey participants?
1-Can make them question the survey's purpose
2-Can decrease their response rate
3-Can decrease their desire to answer personal questions
4-Can make them take their time to complete the survey
When should researchers ask potentially sensitive questions during an interview?
1-Toward the end of the interview
2-At the beginning of the inventory to get them out of the way
3-Throughout the interview
4-At the mid-point of the interview to allow time for the researcher to build rapport
For 50 possible Bonus Points:
This answer will be a separate sheet of paper that is stapled to the back of this test (be sure your name is on the top of this page please). Using at least 3 secondary sources locate write 1-3 paragraph description of the Asheville Community that would be useful for a business that is thinking of locating here. Be sure to include demographic, lifestyle, and psychographic data. List the resources you used in alphabetical order on the bottom of the sheet of paper.