Marketing Final Exam

And analysis of data relevant to marketing decision

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Unformatted text preview: uter 3. Marketing research has three roles: persuasive, reminder, and informative. ANS: F The three roles are descriptive, diagnostic, and predictive. PTS: 1 REF: 140 Thinking KEY: CB&E Model Research OBJ: 09-2 TOP: AACSB Reflective MSC: BLOOMS Knowledge 4. A marketing decision support system involves the planning, collection, and analysis of data relevant to marketing decision making and the communication of the results of this analysis to management. ANS: F This defines marketing research. PTS: 1 REF: 140 Thinking KEY: CB&E Model Research OBJ: 09-2 TOP: AACSB Reflective MSC: BLOOMS Knowledge 5. Marketing research provides decision makers with data on the effectiveness of the current marketing mix and also with insights for necessary changes. ANS: T PTS: 1 TOP: AACSB Reflective Thinking MSC: BLOOMS Comprehension REF: 140 OBJ: 09-2 KEY: CB&E Model Research 6. The first step in the marketing research process is to plan the research design and gather primary data. ANS: F The first step in the marketing research process is identifying and formulating the problem/opportunity. See Exhibit 9.1. PTS: 1 REF: 140 Thinking KEY: CB&E Model Research OBJ: 09-2 TOP: AACSB Reflective MSC: BLOOMS Comprehension 7. The last step in the marketing research process is to prepare and present the report. ANS: F The last step is to follow up. See Exhibit 9.1. PTS: 1 REF: 140 Thinking KEY: CB&E Model Research OBJ: 09-2 TOP: AACSB Reflective MSC: BLOOMS Comprehension 8. To save money on marketing research, a marketing manager suggests that the company use the results of a survey conducted last year because similar questions were asked then. The manager is suggesting use of primary data. ANS: F This is describing secondary data, which are data previously collected for any purpose other than the one at hand. PTS: 1 REF: 141 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Application 9. The quality of secondary data should never be questioned. ANS: F The quality of secondary data may pose a problem, so researchers should ask: Who gathered the data? Why were the data obtained? What methodology was used? and so on. PTS: 1 REF: 142 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Comprehension 10. Stuart Marketing Research is gathering information on the way people wrap gifts specifically for a large manufacturer of gift wrap paper that is considering introducing reusable wrapping paper with Velcro fasteners. The information gathered would be an example of primary data. ANS: T PTS: 1 TOP: AACSB Reflective Thinking MSC: BLOOMS Application REF: 142 OBJ: 09-3 KEY: CB&E Model Research 11. The most popular technique for gathering primary data is by observation. ANS: F The most popular technique for gathering primary data is survey research. PTS: 1 REF: 143 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Evaluation 12. Questionnaires include three basic types of...
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This document was uploaded on 09/29/2013.

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