Chapter 9

Question 1

Soon after the Chenault Military Museum expanded its hours and began charging a small fee to pay for the extra help needed to keep it open longer, attendance decreased. To determine why this decrease in attendance occurred, the museum staff could rely on:

Answer 1

Marketing research

Question 2

The Johnsonville Sausage Company wants to know which areas of the country consume the most sausage. The company is not especially interested in an explanation for the popularity of sausage in different regions; it simply wants factual information about it. Johnsonville is interested in using marketing research in its _____ role.

Answer 2

Descriptive

Question 3

The first step in the marketing research process is to:

Answer 3

identify and formulate the problem/opportunity to be studied

Question 4

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:

Answer 4

Plan the research design

Question 5

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.

Answer 5

Secondary

Question 6

The last step in the marketing research process is to prepare and present the report.

Answer 6

False

Question 7

To save money on marketing research, a marketing manager suggests that the company use the results of a survey conducted last year because similar questions were asked then. The manager is suggesting use of primary data.

Answer 7

False

Question 8

The most popular technique for gathering primary data is by observation.

Answer 8

False

Question 9

Martina was interested in how students perceive the health service provided by her university. To collect data on this issue, she interviewed the students in her evening class. Martina has used a random sampling procedure.

Answer 9

False

Question 10

A company that identifies customer relationships with the organization, captures relevant customer data from interactions, stores and integrates that customer data, and identifies its profitable customers is implementing a customer relationship management cycle.

Answer 10

True