Chap009 - Chapter 09 - Marketing Research and Information...

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Unformatted text preview: Chapter 09 - Marketing Research and Information Systems Chapter 09 Marketing Research and Information Systems True / False Questions 1. One of the benefits of market research is it reduces the uncertainty under which managers make decisions. True False 2. Although MkIS is inexpensive, if used properly, it can be a valuable investment. True False 3. Market research should be used only to produce favorable recommendations for senior management to consider. True False 4. The Marketing Research Process follows five steps, and in order to be effective they must be followed in order without omitting any. True False 5. Before conducting market research, the first question to ask is, will it be useful? True False 6. Briena is looking at the results of a syndicated study conducted two years ago. Briena is looking at primary data. True False 7. The Internet is proving to be a consistently excellent source of trustworthy secondary data. True False 9-1 Chapter 09 - Marketing Research and Information Systems 8. A major advantage of primary research is that it can be tailored to fit the pertinent research questions. True False 9. Data collection begins only after the research design process. True False 10. Warren is not sure what questions to ask and who to survey. Warren will likely conduct conclusive research. True False 11. Quentin is in a group of 8 to 12 people and being asked questions by a trained moderator. Quentin is part of an in-depth interview group. True False 12. Researchers designing survey questionnaires should remember a variation of Murphy's Law, "If it can be misinterpreted, it will be misinterpreted." True False 13. Donald is analyzing and interpreting data. In the process, he is converting data into information. True False 9-2 Chapter 09 - Marketing Research and Information Systems Multiple Choice Questions 14. McDonald's used marketing research to develop a store redesign program worldwide. Among the recommendations from the marketing research were efforts for McDonald's to: A. abandon its traditional red and yellow color scheme for a more patriotic red, white and blue. B. create a quiet, more private area for customers who wanted a more intimate meeting space. C. identify three actionable segments, each with specific design needs. D. eliminate drive-throughs in all future new restaurants. E. All of the above. 15. To be effective, market researchers must ___________ collect, record, analyze, and interpret data. A. intravenously B. randomly C. occasionally D. systematically E. eventually 16. Market research includes all of the following except: A. collecting data B. creating data C. recording data D. interpreting data E. analyzing data 17. After a year in business, Tyrone hired a market research company to analyze his sales data and tell him which groups of customers were the most profitable to his firm. Tyrone will likely use the results of this research to: A. define market segments....
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Chap009 - Chapter 09 - Marketing Research and Information...

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