MIS 309 chapter 5 Exam Questions
With All Complete Solutions Rated A+
Marketing research is best defined as - Answer- the systematic design, collection,
interpretation, and reporting of information to help marketers solve specific marketing
problems or take advantage of market opportunities.
Marketing research is a process designed to gather information - Answer- not currently
available to decision makers.
The use of marketing research is - Answer- widespread throughout business and
nonprofit organizations.
The real value of marketing research to the organization can best be measured by -
Answer- improvements in the ability to make decisions.
Wade is puzzled by the recent decrease in sales at one of the Auto Zone locations for
which he is the regional manager. He knows the best way to approach this problem and
obtain accurate information is to use - Answer- the marketing research process.
Pointing out any deficiencies and the possible reasons for them should be done in the
_______ step of the marketing research process. - Answer- reporting research findings
Problem location and definition is the first step toward finding a solution to a marketing
problem or launching a research study. The first sign of a problem - Answer- is typically
a departure from some normal function, such as a failure to attain objectives.
To maintain the control needed to obtain accurate information, marketers approach
marketing research as a process. Which of the following steps of that process focuses
on uncovering the nature and boundaries of the marketing situation to be studied? -
Answer- Locating and defining problems
Decreasing sales, increasing expenses, or decreasing profits - Answer- are examples of
symptoms that point to larger problems.
An overall plan for obtaining the information needed to address a research problem or
issue is called the - Answer- research design.
Jack Bateson knows his business has a problem because of an increasing number of
consumer complaints received recently. He has decided how to make this problem a
precise, researchable statement and should next move on to - Answer- designing the
research project.
, An informed guess or assumption about a certain problem or set of circumstances is
known as - Answer- a hypothesis.
Students from marketing research class collect data from three areas on campus. When
they analyze their data the responses are very similar. The students can state they
achieved which of the following? - Answer- reliability
If Staples believes that most of its sales are to businesses rather than consumers and
that women are more likely to be making purchasing decisions, this would be a(n)
______ that Staples could test through marketing research. - Answer- hypothesis
that are either accepted or rejected become the primary conclusions of a marketing
research study. - Answer- Hypotheses
When more information is needed about a problem and a tentative hypothesis needs to
be made more specific, marketers usually conduct _________ research. - Answer-
exploratory
Avon believes that sales of one of its lipstick lines have fallen due to the introduction of
a new lipstick line, but it wants to make this tentative hypothesis more specific before
proceeding. Avon should conduct - Answer- exploratory research.
Research designed to verify insights through an objective procedure to help marketers
to choose between several alternatives is called - Answer- conclusive.
Research that is conducted to clarify the characteristics of certain phenomena to solve a
particular problem is called ______ research. - Answer- descriptive
The Gap wants to target an older crowd in order to increase its market share so it
surveys men and women from ages 40 to 60 about how often and for what type of
activities they wear casual clothing. This is an example of - Answer- descriptive
research.
Research that allows marketers to make causal inferences about relationships is called
- Answer- experimental research.
Suppose that marketers at Lever Bros. are trying to determine whether the use of free
samples of Snuggle fabric softener was the reason for a sales increase in a particular
store. The type of research conducted to answer this question is - Answer-
experimental.
If Little Caesars wants to determine the impact of different coupon offers on pizza unit
sales, it needs to conduct - Answer- experimental research.
With All Complete Solutions Rated A+
Marketing research is best defined as - Answer- the systematic design, collection,
interpretation, and reporting of information to help marketers solve specific marketing
problems or take advantage of market opportunities.
Marketing research is a process designed to gather information - Answer- not currently
available to decision makers.
The use of marketing research is - Answer- widespread throughout business and
nonprofit organizations.
The real value of marketing research to the organization can best be measured by -
Answer- improvements in the ability to make decisions.
Wade is puzzled by the recent decrease in sales at one of the Auto Zone locations for
which he is the regional manager. He knows the best way to approach this problem and
obtain accurate information is to use - Answer- the marketing research process.
Pointing out any deficiencies and the possible reasons for them should be done in the
_______ step of the marketing research process. - Answer- reporting research findings
Problem location and definition is the first step toward finding a solution to a marketing
problem or launching a research study. The first sign of a problem - Answer- is typically
a departure from some normal function, such as a failure to attain objectives.
To maintain the control needed to obtain accurate information, marketers approach
marketing research as a process. Which of the following steps of that process focuses
on uncovering the nature and boundaries of the marketing situation to be studied? -
Answer- Locating and defining problems
Decreasing sales, increasing expenses, or decreasing profits - Answer- are examples of
symptoms that point to larger problems.
An overall plan for obtaining the information needed to address a research problem or
issue is called the - Answer- research design.
Jack Bateson knows his business has a problem because of an increasing number of
consumer complaints received recently. He has decided how to make this problem a
precise, researchable statement and should next move on to - Answer- designing the
research project.
, An informed guess or assumption about a certain problem or set of circumstances is
known as - Answer- a hypothesis.
Students from marketing research class collect data from three areas on campus. When
they analyze their data the responses are very similar. The students can state they
achieved which of the following? - Answer- reliability
If Staples believes that most of its sales are to businesses rather than consumers and
that women are more likely to be making purchasing decisions, this would be a(n)
______ that Staples could test through marketing research. - Answer- hypothesis
that are either accepted or rejected become the primary conclusions of a marketing
research study. - Answer- Hypotheses
When more information is needed about a problem and a tentative hypothesis needs to
be made more specific, marketers usually conduct _________ research. - Answer-
exploratory
Avon believes that sales of one of its lipstick lines have fallen due to the introduction of
a new lipstick line, but it wants to make this tentative hypothesis more specific before
proceeding. Avon should conduct - Answer- exploratory research.
Research designed to verify insights through an objective procedure to help marketers
to choose between several alternatives is called - Answer- conclusive.
Research that is conducted to clarify the characteristics of certain phenomena to solve a
particular problem is called ______ research. - Answer- descriptive
The Gap wants to target an older crowd in order to increase its market share so it
surveys men and women from ages 40 to 60 about how often and for what type of
activities they wear casual clothing. This is an example of - Answer- descriptive
research.
Research that allows marketers to make causal inferences about relationships is called
- Answer- experimental research.
Suppose that marketers at Lever Bros. are trying to determine whether the use of free
samples of Snuggle fabric softener was the reason for a sales increase in a particular
store. The type of research conducted to answer this question is - Answer-
experimental.
If Little Caesars wants to determine the impact of different coupon offers on pizza unit
sales, it needs to conduct - Answer- experimental research.
