MKTG Chapter 7

Question 1

Marketing research:

Answer 1

is needed to keep marketing managers in touch with their markets.

Question 2

An outside sales force can provide customers with up-to-date inventory levels, product prices, delivery dates, and so forth by accessing information on the firm’s own:

Answer 2

intranet.

Question 3

The first thing a marketing manager should do if one of his firm’s products drops in sales volume is:

Answer 3

define the problem.

Question 4

Which of the following actions would not take place during a situation analysis?

Answer 4

Phone and email surveys

Question 5

Data which have already been collected in a previous study are called _____ data, while data that are generated by a phone survey this month of key customers are called _____ data.

Answer 5

secondary; primary

Question 6

Which of the following statements is accurate regarding qualitative research?

Answer 6

A common application of qualitative research is the focus group

Question 7

Which of the following is not a good example of the observation method of marketing research?

Answer 7

The manager of a supermarket occasionally walks through the store to see what customers are doing.

Question 8

Which of the following research methods primarily uses observation as a means of collecting data?

Answer 8

Ethnography

Question 9

The response rate to a survey affects:

Answer 9

how representative the sample is.

Question 10

In an international setting, marketers should partner with locals to conduct marketing research for all the following reasons except:

Answer 10

locals are experts who know the firm’s business the best.