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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 the information may be out of date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 the information may be out of date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 sampled
2. how many people should be sampled
3. how the people in the sample should be
chosen
4. 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 sampled
2. how many people should be sampled
3. how the people in the sample should be
chosen
4. 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