Kotler / Armstrong 11e, Chapter 4

Managers today often receive _____ information.

1. too much

2. too little

3. irrelevant

4. both 1 and 3

Kotler / Armstrong 11e, Chapter 4

Managers today often receive _____ information.

1. too much

2. too little

3. irrelevant

4. both 1 and 3

Kotler / Armstrong 11e, Chapter 4

A _____ consists of the people, equipment and procedures to gather, sort, analyze and distribute accurate information to marketing decision makers.

1. marketing intelligence system

2. database mining system

3. marketing information system

4. marketing research system

Kotler / Armstrong 11e, Chapter 4

A _____ consists of the people, equipment and procedures to gather, sort, analyze and distribute accurate information to marketing decision makers.

1. marketing intelligence system

2. database mining system

3. marketing information system

4. marketing research system

Kotler / Armstrong 11e, Chapter 4

A marketing information system begins and ends with information from _____.

1. customers

2. databases

3. administrators

4. users

Kotler / Armstrong 11e, Chapter 4

A marketing information system begins and ends with information from _____.

1. customers

2. databases

3. administrators

4. users

Kotler / Armstrong 11e, Chapter 4

The costs of obtaining, processing, storing and delivering information is relatively inexpensive.

1. True

2. False

Kotler / Armstrong 11e, Chapter 4

The costs of obtaining, processing, storing and delivering information is relatively inexpensive.

1. True

2. False (the costs can increase quickly, forcing managers to decide if the information is worth the expense)

Kotler / Armstrong 11e, Chapter 4

Which of the following is a problem with using internal databases?

1. the information was collected for another reason

2. the information is in the wrong format

3. the information may be out of date

4. all of the above

Kotler / Armstrong 11e, Chapter 4

Which of the following is a problem with using internal databases?

1. the information was collected for another reason

2. the information is in the wrong format

3. the information may be out of date

4. all of the above

Kotler / Armstrong 11e, Chapter 4

The goal of _____ is to improve strategic decision making, access and track competitors’ actions, and to provide early warning of opportunities and threats.

1. competitive research analysis

2. marketing intelligence

3. information technology

4. marketing segmentation

Kotler / Armstrong 11e, Chapter 4

The goal of _____ is to improve strategic decision making, access and track competitors’ actions, and to provide early warning of opportunities and threats.

1. competitive research analysis

2. marketing intelligence

3. information technology

4. marketing segmentation

Kotler / Armstrong 11e, Chapter 4

A new source for competitor-supplied information is the Internet.

1. True

2. False

Kotler / Armstrong 11e, Chapter 4

A new source for competitor-supplied information is the Internet.

1. True

2. False

Kotler / Armstrong 11e, Chapter 4

What are the four steps (in order) of the marketing research process?1. Define the problem, develop the research plan,

implement the research plan, survey the participants.

2. Define the problem, develop the research plan, implement the research plan, report the findings.

3. Define the problem, develop the research plan, survey the participants, report the findings.

4. Develop the research plan, implement the research plan, survey the participants, report the findings.

Kotler / Armstrong 11e, Chapter 4

What are the four steps (in order) of the marketing research process?1. Define the problem, develop the research plan,

implement the research plan, survey the participants.

2. Define the problem, develop the research plan, implement the research plan, report the findings.

3. Define the problem, develop the research plan, survey the participants, report the findings.

4. Develop the research plan, implement the research plan, survey the participants, report the findings.

Kotler / Armstrong 11e, Chapter 4

What is the often the hardest step in the marketing research process?

1. defining the problem

2. developing the research plan

3. implementing the research plan

4. reporting the findings

Kotler / Armstrong 11e, Chapter 4

What is the often the hardest step in the marketing research process?

1. defining the problem

2. developing the research plan

3. implementing the research plan

4. reporting the findings

Kotler / Armstrong 11e, Chapter 4

The objective of _____ is to gather preliminary information that will help define the problem and suggest reasons.

1. causal research

2. competitive research

3. descriptive research

4. exploratory research

Kotler / Armstrong 11e, Chapter 4

The objective of _____ is to gather preliminary information that will help define the problem and suggest reasons.

1. causal research

2. competitive research

3. descriptive research

4. exploratory research

Kotler / Armstrong 11e, Chapter 4

_____ consists of information that already exists having been collected prior to the research plan.

1. Primary data

2. Secondary data

3. Exploratory data

4. Sales research

Kotler / Armstrong 11e, Chapter 4

_____ consists of information that already exists having been collected prior to the research plan.

1. Primary data

2. Secondary data

3. Exploratory data

4. Sales research

Kotler / Armstrong 11e, Chapter 4

Researchers usually start with _____ when developing the research plan.

1. primary data

2. secondary data

3. projection research

4. sales research

Kotler / Armstrong 11e, Chapter 4

Researchers usually start with _____ when developing the research plan.

1. primary data

2. secondary data

3. projection research

4. sales research

Kotler / Armstrong 11e, Chapter 4

The three types of research approaches a marketer may use are _____, _____ and _____.

1. surveys; observations; historic reviews

2. observations; surveys; databases

3. observations; experiments; surveys

4. experiments; databases; surveys

Kotler / Armstrong 11e, Chapter 4

The three types of research approaches a marketer may use are _____, _____ and _____.

1. surveys; observations; historic reviews

2. observations; surveys; databases

3. observations; experiments; surveys

4. experiments; databases; surveys

Kotler / Armstrong 11e, Chapter 4

The most widely used form of primary research and the one best suited for descriptive information is _____

1. survey research

2. ethnographic research

3. observational research

4. experimental research

Kotler / Armstrong 11e, Chapter 4

The most widely used form of primary research and the one best suited for descriptive information is _____

1. survey research

2. ethnographic research

3. observational research

4. experimental research

Kotler / Armstrong 11e, Chapter 4

Which type of research is best suited for gathering causal information?

1. survey research

2. ethnographic research

3. observational research

4. experimental research

Kotler / Armstrong 11e, Chapter 4

Which type of research is best suited for gathering causal information?

1. survey research

2. ethnographic research

3. observational research

4. experimental research

Kotler / Armstrong 11e, Chapter 4

If a marketer wanted to collect large amounts of information at a low cost per respondent, she could use _____.

1. telephone interviews

2. mail questionnaires

3. focus groups

4. approach interviews

Kotler / Armstrong 11e, Chapter 4

If a marketer wanted to collect large amounts of information at a low cost per respondent, she could use _____.

1. telephone interviews

2. mail questionnaires

3. focus groups

4. approach interviews

Kotler / Armstrong 11e, Chapter 4

If a marketer wanted to collect information quickly and allow for flexible answers, he should use _____.

1. telephone interviews

2. mail questionnaires

3. focus groups

4. approach interviews

Kotler / Armstrong 11e, Chapter 4

If a marketer wanted to collect information quickly and allow for flexible answers, he should use _____.

1. telephone interviews

2. mail questionnaires

3. focus groups

4. approach interviews

Kotler / Armstrong 11e, Chapter 4

Interviewer bias is often greater with _____.

1. telephone interviews

2. mail questionnaires

3. focus groups

4. online surveys

Kotler / Armstrong 11e, Chapter 4

Interviewer bias is often greater with _____.

1. telephone interviews

2. mail questionnaires

3. focus groups

4. online surveys

Kotler / Armstrong 11e, Chapter 4

If an interviewer wanted to reach the teen market, a fast and low cost method would be to use _____.

1. telephone interviews

2. mail questionnaires

3. focus groups

4. online surveys

Kotler / Armstrong 11e, Chapter 4

If an interviewer wanted to reach the teen market, a fast and low cost method would be to use _____.

1. telephone interviews

2. mail questionnaires

3. focus groups

4. online surveys

Kotler / Armstrong 11e, Chapter 4

Which of the following is not one of the decisions a marketer must make when designing a sample?1. who should be sampled2. how many people should be sampled3. how the people in the sample should be

chosen4. all of the above are important sampling

decisions

Kotler / Armstrong 11e, Chapter 4

Which of the following is not one of the decisions a marketer must make when designing a sample?1. who should be sampled2. how many people should be sampled3. how the people in the sample should be

chosen4. all of the above are important sampling

decisions

Kotler / Armstrong 11e, Chapter 4

One of the biggest challenges facing marketing researchers today is that some consumers believe collecting the research violates their privacy.

1. True

2. False

Kotler / Armstrong 11e, Chapter 4

One of the biggest challenges facing marketing researchers today is that some consumers believe collecting the research violates their privacy.

1. True

2. False