Afsana onty :

question of chapter 4:1A systematic process for obtaining information to aid in decision making is called:

Amarketing research.

Bproduct analysis.

Caudit.

Ddata processing.

2Which of the following statements about marketing research is true?

AThe most carefully executed research will always be error free.

BMarketing research is an aid to decision making and not a substitute for it.

CMarketing managers should rely on marketing research for making decisions rather than intuition or experience.

DMarketing research forecasts with certainty what will happen in the future.

3All of the following are true of market research

Aeven the most carefully executed research can be fraught with errors.

Bmarketing research does not forecast the future with certainty.

Cdecisions must be made in light of managers' own knowledge and experience.

Dmarketing research is a substitute for decision making.

4Reading of Toledo, Inc. makes a streaked griddle that produces char-broiled looking meat without the grease flare-ups, smoke or wasted energy. Sales have been down recently for its streaked griddle. Its marketing manager wonders if consumer health concerns about grilled meat causing cancer are responsible for the decrease in sales. The manager wants to conduct marketing research to see if the firm needs to modify the product or advertise more. The marketing manager

Ais in the first stage of the market research process.

Bis uninformed about the scientific and political issues involved.

Cwill have to rely solely on secondary data.

Dwill next need to determine how the gathered data will be processed.

5Isabel Nunez wants to open a gallery in which she will feature young Hispanic artists. She was unsure if the new business would succeed until she read in the local newspaper that 60 percent of the community in which she will be operating the gallery is Hispanic. Which of the following statements could describe this situation?

ANunez realized that she must carefully conduct research in order to eliminate all errors.

BNunez us

Afsana onty :

1A systematic process for obtaining information to aid in decision making is called:

Amarketing research.

Bproduct analysis.

Caudit.

Ddata processing.

2Which of the following statements about marketing research is true?

AThe most carefully executed research will always be error free.

BMarketing research is an aid to decision making and not a substitute for it.

CMarketing managers should rely on marketing research for making decisions rather than intuition or experience.

DMarketing research forecasts with certainty what will happen in the future.

3All of the following are true of market research

Aeven the most carefully executed research can be fraught with errors.

Bmarketing research does not forecast the future with certainty.

Cdecisions must be made in light of managers' own knowledge and experience.

Dmarketing research is a substitute for decision making.

4Reading of Toledo, Inc. makes a streaked griddle that produces char-broiled looking meat without the grease flare-ups, smoke or wasted energy. Sales have been down recently for its streaked griddle. Its marketing manager wonders if consumer health concerns about grilled meat causing cancer are responsible for the decrease in sales. The manager wants to conduct marketing research to see if the firm needs to modify the product or advertise more. The marketing manager

Ais in the first stage of the market research process.

Bis uninformed about the scientific and political issues involved.

Cwill have to rely solely on secondary data.

Dwill next need to determine how the gathered data will be processed.

Afsana onty :

5Isabel Nunez wants to open a gallery in which she will feature young Hispanic artists. She was unsure if the new business would succeed until she read in the local newspaper that 60 percent of the community in which she will be operating the gallery is Hispanic. Which of the following statements could describe this situation?

ANunez realized that she must carefully conduct research in order to eliminate all errors.

BNunez used primary marketing research before she invested her money and time into the project.

CNunez used secondary data to aid her in decision making.

DNunez realized that her decisions should be totally based on research and not on intuition or experience.

6What is the advantage of secondary data over primary data?

AIt is always available for strategy-specific research questions.

BThere are limited sources for secondary data making it easier to use.

CIt is less expensive.

DIt is very systematic.

7Retail marketers are conducting research to estimate the traffic flow during peak hours at various intersections. This is to help determine the best locations for check-out stores. What type of research is being used?

AObservational research

BSurvey research

CExperimental research

DFocus research

8Quantitative research involves:

Amore systematic procedures designed to obtain and analyze numerical data.

Bface-to-face interviews with respondents designed to develop a better understanding of what they think.

Cdiscussions among a small number of individuals led by an interviewer.

Dconducting an interview with a single respondent for several hours.

Afsana onty :

9Which of the following involves the collection of data by means of a questionnaire either by mail, phone or in person?

AExperimental research

BLong interviews

CSurvey research

DObservational research

10Which of the following is an example of qualitative research?

AResearch conducted by watching how a buyer selects a ripe melon.

BResearch conducted by comparing how people act when they are waiting for service at a fast-food restaurant and how they act when they are waiting for a table at a four-star restaurant.

CA mail survey about perceived benefits of breast feeding.

DA 3-hour interview during which the interviewee discusses his allergies and the products that have improved the quality of his life.