Market Research Essentials

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Marketing in Today's Business Milieu
Marketing Foundations: Global, Ethical, Sustainable
Elements of Marketing Strategy, Planning, and Competition
Market Research Essentials
CRM, Big Data, and Marketing Analytics
Understand Consumer and Business Markets
Segmentation, Target Marketing, and Positioning
Product Strategy and New Product Development
Build the Brand
Service as the Core Offering
Manage Pricing Decisions
Manage Marketing Channels, Logistics, and Supply Chain
Promotion Essentials: Digital and Social Media Marketing
Promotion Essentials: Legacy Approaches

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Question 1

Free

True/False

A major problem for most managers today is having too little information.

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True

False

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Question 2

Free

True/False

A market information system (MIS) is a software package that companies purchase to help decision makers cope with critical information.

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True

False

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Question 3

Free

True/False

Market information systems serve as an information bank where important data are stored until it is needed.

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True

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Question 4

Free

True/False

The information needs of all marketing managers are essentially the same.

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Question 5

Free

True/False

In marketing planning, situation analysis involves identification of competitive strengths, weaknesses, and trends.

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Question 6

True/False

Technology companies such as Apple use market research to understand product users' needs and also to understand the competition.

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True

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Question 7

True/False

Managers are typically aware of all the information in their own company.

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Question 8

True/False

Most companies do a good job of maximizing their existing information.

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Question 9

True/False

Not tracking and responding to demographic changes is a management failure because the data are easy to obtain and major changes occur slowly.

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Question 10

True/False

Companies can use demographic data to create profiles of current customers and identify new market opportunities.

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Question 11

True/False

Good marketing research looks to develop answers to fit a predecided outcome.

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Question 12

True/False

Secondary data are collected for some other purpose than the problem currently being considered.

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Question 13

True/False

Research almost always involves secondary data collection.

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Question 14

True/False

Market research can be a useful tool helping senior managers identify and deal with the real issue.

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Question 15

True/False

Causal research is useful for identifying characteristics of a target market or determining how customers use a product.

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Question 16

True/False

Primary data are collected specifically for the research question at hand.

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Question 17

True/False

An in-depth interview is a structured conversation with an individual who was selected at random.

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Question 18

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Open-ended questions allow respondents to express themselves freely, which tends to result in more detailed responses that are useful for exploratory research.

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Question 19

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Conducting an online (virtual) focus group is an appropriate alternative to a traditional focus group format, and it offers cost-efficiency and convenience.

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Question 20

Multiple Choice

A continuing process of identifying, collecting, analyzing, accumulating, and dispensing critical data to marketing decision makers is known as ________ .

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market-driven strategic planning

a marketing concept

the marketing mix

marketing orientation

a market information system

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