Chapter 05 Test Bank
1. The organizational activity that links the consumer, customer, and public to the marketer through information is known as
A. the scientific method.
B. market analysis.
2. John works for a consumer products company. His job is to use information to identify and define marketing opportunities,
evaluate marketing actions, and monitor marketing performance. John’s work involves
A. sales tracking.
B. consumer behavior.
3. Organizations transform raw data into actionable intelligence through the systematic process of
05-2
Blooms: Understand
Difficulty: 2 Medium
Learning Objective: 05-01 Explain the importance of marketing research to firms and individuals.
Topic: Marketing Research
4. Marketing research has an impact on the four Ps of marketing: product, price, place, and
5. What is used to estimate how much customer demand there is for a particular product and understand the factors that drive
it?
6. When a company needs to determine how much product to hold in inventory at various points in the distribution network,
which of the fours Ps of marketing is being considered?
7. ________ is based on research that estimates how much of a product will sell over a given period of time.
A. Demand analysis
B. Sales tracking
8. Which tool would allow a manager to estimate how much of a product will sell in a three-month period?
9. Which studies measure how well an advertising campaign meets marketing objectives like increasing market share,
generating consumer awareness of a product, or creating a favorable impression of the products?
10. Jason just completed an advertising campaign for a new dog shampoo, and he wants to know if it generated consumer
awareness. What method should he use to evaluate it?
11. Which tool looks at changes in sales during and after promotional programs to see how the marketing efforts affected
company sales?
12. Which term describes both the growth in information that inundates businesses each day and the complex tools used to
analyze the data and derive meaningful insights?
13. According to your text, both structured and unstructured information is growing exponentially with regard to
14. According to research by IBM, what percentage of CEOs believe that their organizations are effective in managing data
derived from social media and online sources?
15. Collectively, the people, technologies, and procedures aimed at supplying an organization’s marketing information needs are
called
16. In a marketing information system (MIS), data flows through the organization from internal company data, competitive
intelligence, and
A. statistical models.
B. customer insights.
17. What is a DSS?
18. Which of the following would you use if you were tasked with reviewing company data in order to look for trends in sales,
identify problems with elements of the marketing mix, and provide quick feedback to managers concerning proposed marketing
plans?
19. The use of statistical techniques and algorithms based on patterns of past behavior to predict future buying behavior is
called
20. Using science, statistics, and computer coding to make predictions based on patterns discovered in data is the idea behind
21. Which of the following has the ability to crunch large amounts of structured and unstructured data, taking the guesswork out
of various marketing tasks in order to identify messages that are more likely to be well received?
A. competitive intelligence
B. demand analysis
05-8
Learning Objective: 05-02 Describe the various types of marketing information systems and the sources of their information.
Topic: Managing Market Information
22. The largest source of information that flows through an organization comes from
23. Company sales records, customer support records, and sales force reports are all forms of
24. Gathering data about what competitors are doing in the marketplace is
A. usage studies.
25. Breen wanted to know if her main rival in the personalized dog clothing business was increasing its prices. She talked to her
rival’s distributors, her suppliers, and some of her customers to get this information. Breen was engaging in
26. There are many ways in which a company can obtain information about its competitors. Which of the following is one of
them?
27. Hiring people to tap phone lines or place surveillance cameras on the premises of rival companies are examples of
___________ competitive intelligence practices.
28. The first step in the marketing research process is
29. Which step in the marketing research process includes setting specific, measurable research objectives?
30. Research plan development is also sometimes called
31. Which type of research seeks to discover new insights that will help the firm better understand the problem or consumer
thoughts, needs, and behavior?
A. analytic
B. predictive
32. The owner of Tools by Joe has hired a company to help him find out whether customers and potential customers would
prefer to shop in his store or online. What type of research would this company be conducting?
33. To find out what scent consumers prefer for a new floor cleaner, the researcher conducts a focus group and exposes the
participants to several scents, asking them which one they would buy. Select the type of research being conducted.
34. The generic term used to describe a measurement device such as a survey, test, or questionnaire is the
35. When designing a research study, what two things do marketing researchers hope to achieve?
36. Carla decided to pretest her survey questions to make sure they would be interpreted by the participants in the way she
wanted. Carla was concerned with
37. In order to develop a plan for marketing his new vitamin water, Rashid decides to conduct focus groups with members of
fitness centers. This type of research is considered to be
38. Information collected for alternative purposes prior to the study is referred to as
39. Which of the following would be considered secondary data for research on how to improve the sales of an existing
product?
A. interviews with prospective users about the product
B. feedback from sales reps on the product
40. A group of consumers is given various types of cleaning products and is asked to use the product for six months. During that
time, the consumers are to record in a journal their level of satisfaction with each product, noting what they liked and/or disliked
about each. This is an example of
41. Data obtained from UPC codes at check-out counters is what type of data?
42. Which of the following is not a qualitative method for data collection?
43. GM wanted to know what features were used the most in their new cars, so they invited 10 people who owned GM cars to sit
in a room with a moderator and answer questions. This is an example of
44. Review the following and choose the one that is NOT a characteristic of an interview.
45. Which data collection method uses techniques from the field of anthropology in order to study consumer behavior?
46. What is the term for observing the behavior of online communities that have been organized around a particular consumer
interest?
A. phishing
B. creeping
47. What allows researchers to see how people behave and record behaviors that are relevant to the research objective?
48. Jayla and Stuart are trained researchers. They visit restaurants posing as customers in order to assess the level of service,
quality of food, and competence of the wait staff. Jayla and Stuart are called
A. focus groups.
B. mobile researchers.
49. “Cookies” that are placed on consumers’ browsers in order to trace which websites they visited are a form of
50. Which of the following is a form of quantitative research that can be used to measure consumer attitudes, intended behavior,
and the motivations behind behavior?
A. mathematical models
B. experiments
51. An experiment that is performed in a natural setting, like a mall or someone’s home, is called
A. neuromarketing.
B. informal research.
52. Jane wants to know what percentage of freshmen at her college purchase clothing with college logos. She decides to
randomly interview 10 people from each of the dorms and ask them. These people are her
53. What type of sampling occurs when every person in the target population has a chance of being selected, and the probability
of each person being selected is known?
54. Bart wanted to know how often freshman boys at his school drank alcohol, but he couldn’t survey every one of them. Bart
decided that in order to give all freshman boys an equal chance of being selected to participate in his mini-study, he would visit
the dorms at dinnertime and ask them to choose numbers out of a hat. The ones with the number 5 were given a quick three–
question survey. Bart is demonstrating
55. Quota sampling is a type of ________ sampling.
A. probability
56. Select the scenario that is using snowball sampling.
57. Nadine is sitting outside the grocery store and recording what people do with their shopping carts after emptying them. She
is gathering information on customer behaviors in order to determine how to make it easier for them to shop at this particular
store. Nadine is in which step of the marketing research process?
58. When a marketing researcher converts the information obtained from qualitative research, such as focus groups and
surveys, into a form that can be used to solve a marketing problem, what step in the marketing research process is taking
place?
A. problem solving
B. data collection
59. All of the following are reasons qualitative data analysis can be challenging and misleading except
60. The fifth and final step of the marketing research process is
A. analyzing outcomes.