Chapter 7 Quiz

An informal study of what information is already available in the problem area is called

A decision-making approach that focuses on being objective and orderly in testing ideas before accepting them is called

A research proposal involves interviewing 6 to 10 people in an informal group setting.

Which of the following would be a marketing manager's best source of secondary data

Use of the scientific method in marketing research helps managers make the best decisions possible.

The Internet is an excellent source for primary data but not secondary data.

A marketing information system (MIS) is an organized way of continually gathering, accessing, and analyzing information

Secondary data is information that is already published or collected.

Procedures that develop and analyze new information to help marketing managers make decisions are called

Information that has already been collected or published is called ________ data.

Marketing information systems rely heavily on

The research proposal may include information about all of the following EXCEPT

Internet, library, and government databases are all major sources of primary data

Open-ended questions are less likely to be asked in quantitative research than in qualitative research.

Qualitative research seeks in-depth, open-ended responses, not yes or no answers.

To get problem-specific data, a marketing researcher would use

The percentage of people contacted who complete a survey questionnaire is the

A marketing information system includes which of the following?

Marketing research focuses on changing information needs, while an MIS focuses on recurring information needs.

Which of the following is NOT part of the five-step marketing research process discussed in the text

Qualitative research seeks clear yes or no answers

Big data involves data sets too large and complex to work with typical database management tools.

How often should external data for an MIS be collected

Which of the following is/are NOT a secondary data source

A marketing manager searches the Internet to find information about a research problem. This is an example of

A focus group interview involves interviewing 6 to 10 people in an informal group setting.

One example of a primary data source is

Focus groups are a way to gather primary data quickly but at a relatively high cost.

Which of the following is a disadvantage of telephone surveys

What is the purpose of the five-step marketing research process

Educated guesses about the relationships between things or about what will happen in the future are called

The most difficult and important step in the scientific approach to marketing research is

Defining the problem is the first step in the marketing research process and is usually the easiest job

Marketing managers find data in raw form very useful.

What are the two basic methods for obtaining primary information about customers