Marketing Final Exam

Its next step in the marketing research process

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: LOOMS Application 18. A small brewery has noticed a 20 percent decrease in the sale of its dark beer over the last three years. The company’s owner wants to determine why the decline has occurred and how to reverse the trend. Once the owner has identified the problem as a consumer perception that dark beer is bitter and calorie laden, its next step in the marketing research process should be to: a. collect the data b. recognize the marketing problem c. analyze the marketplace d. plan the research design e. specify the sampling plan ANS: D Once the problem is identified and formulated, the next step is to plan the research design and gather primary data. See Exhibit 9.1. PTS: 1 REF: 140 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Application 19. A recent survey reported that 65 percent of the people responding said they were willing to spend more money for environmentally friendly goods. Marketing research on how to best use this information will begin with the: a. collection of the data b. specification of the sampling plan c. definition of the problem d. research design e. recognition of the marketing opportunity ANS: E Marketing research can hone in and clarify where the best opportunities lie. PTS: 1 REF: 140 Thinking KEY: CB&E Model Research 20. The marketing research problem: a. b. c. d. e. OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Application is information oriented involves determining what resources will be used in research efforts is action driven does not rely on managerial experience is accurately described by none of these choices ANS: A One characteristic of the marketing research problem is that it is information oriented and involves determining what information is needed and how that information can be obtained efficiently and effectively. PTS: 1 REF: 141 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Comprehension 21. In contrast to marketing research problems, management decision problems are: a. action oriented b. pervasive c. narrower in scope d. synergistic e. information oriented ANS: A The marketing research problem is information oriented, but the management decision problem is action oriented. PTS: 1 REF: 141 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Comprehension 22. Managers must combine specific pieces of information needed to identify the marketing research problem. Their _____ is to provide insightful decision-making information. a. company-correlated goal b. autonomous task c. dichotomous goal d. marketing research objective e. field service objective ANS: D This is the objective of the marketing research. PTS: 1 REF: 141 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Comprehension 23. Data previously collected for purposes other than the one at hand are an important source of information as the researcher defines the problem. These data are called _____ data. a. s...
View Full Document

This document was uploaded on 09/29/2013.

Ask a homework question - tutors are online