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WorksheetsMarketing Chapter 5 Review
Total questions: 43
Worksheet time: 4hrs 35mins
Name
Class
Date
1.
Competition is becoming less intense for most businesses.
a)
true
b)
false
2.
To become more competitive, a business needs to understand the strengths and weaknesses of its competition.
a)
true
b)
false
3.
Customers’ needs generally remain the same over time.
a)
true
b)
false
4.
Because most consumers (in first world countries) are able to satisfy their basic needs, they devote more of their resources to satisfying their wants.
a)
true
b)
false
5.
Effective marketing information improves decisions made by businesses.
a)
true
b)
false
6.
Businesses that understand their customers’ wants and needs in their home country will be able to use the same marketing strategies in international markets.
a)
true
b)
false
7.
Effective marketing information reduces the risk of decision making.
a)
true
b)
false
8.
Effective marketing information reduces the risk of decision making.
a)
unwanted
b)
secondary
c)
luxury
d)
discretrionary
9.
Important factors facing businesses today that increase the need to gather and study information include all of the following except
a)
consumer differences
b)
expanding choices
c)
larger marketing budgets
10.
To make effective marketing decisions, marketers need information about
a)
consumers
b)
the business environment
c)
the marketing mix
d)
all of the above
11.
For most marketing decisions, there is usually only one good source of information.
a)
true
b)
false
12.
Customer records and sales information are examples of external information.
a)
true
b)
false
13.
A business must evaluate each source of information to determine if it meets the organization’s needs in terms of accuracy, time, detail, and cost.
a)
true
b)
false
14.
Marketing information can come from internal sources, external sources, and marketing research.
a)
true
b)
false
15.
A customer club is an effective way for a business to gather information about its customers.
a)
true
b)
false
16.
It is not legal for businesses to use information obtained from trade and professional associations.
a)
true
b)
false
17.
Using a marketing information system (MkIS) will require more time to gather information than using marketing research.
a)
true
b)
false
18.
An important characteristic of a storage system in an MkIS is that it must protect the data.
a)
true
b)
false
19.
Which of the following would not be an important source of information for marketers?
a)
sales records
b)
production reports
c)
marketing performance information
d)
all are important
20.
An external source of information for marketers is
a)
government records
b)
sales records
c)
financial statements
d)
all of the above
21.
One of the five elements of an effective information system includes
a)
market research
b)
analysis
c)
results
d)
marketing mix
22.
Marketing research should be used when a business needs to solve a specific and unique problem.
a)
true
b)
false
23.
The first step in marketing research is to complete a situation analysis.
a)
true
b)
false
24.
Information already collected for another purpose that can be used to solve the current problem is secondary data.
a)
true
b)
false
25.
The number of people in a sample is smaller than the number in a population.
a)
true
b)
false
26.
The results of marketing research should be presented orally to decision makers rather than in a written report.
a)
true
b)
false
27.
A marketing research report should describe the purpose of the study and the research procedures followed to collect the information.
a)
true
b)
false
28.
In most cases, the marketing researchers completing the study do not make the final decisions about solutions.
a)
true
b)
false
29.
Marketing research is usually too expensive and time-consuming to be a valuable tool for businesses.
a)
true
b)
false
30.
After reviewing the situation and the available information, a researcher
a)
states the problem
b)
asks others to review the problem statement
c)
might be able to identify a solution without completing a research study
d)
prepares the research report
31.
Information collected for the first time to solve the problem being studied is ________ data.
a)
biased
b)
numerical
c)
secondary
d)
primary
32.
A procedure in which everyone in the population has an equal chance of being selected in the sample is
a)
a focus group
b)
random sampling
c)
marketing research
d)
an experiment
33.
Open-ended questions are used when researchers are attempting to identify the problem or completing a situation analysis.
a)
true
b)
false
34.
When possible, survey questions should be written in such a way that respondents are directed to one answer rather than the others.
a)
true
b)
false
35.
The responses to a survey should be kept confidential.
a)
true
b)
false
36.
When possible, surveys should collect more information than necessary in order to answer future questions.
a)
true
b)
false
37.
An objective way for researchers to collect information is by observing the behavior of participants.
a)
true
b)
false
38.
Experiments occur when researchers give two different forms of a survey to respondents.
a)
true
b)
false
39.
Experiments are not used as often in marketing research as surveys or observations.
a)
true
b)
false
40.
Test markets should be selected that reflect consumer and competitive characteristics important to the company.
a)
true
b)
false
41.
A planned set of questions to which individuals or groups of people respond is
a)
a survey
b)
random sampling
c)
a marketing research report
d)
an experiment
42.
A focus group is
a)
a group of marketers who develop a survey
b)
a small number of people who meet to discuss an issue
c)
a list of specific questions to be included in a survey
d)
another name for a target market
43.
Experiments operated in laboratories where researchers create the situation to be studied are known as
a)
focus groups
b)
test markets
c)
simulations
d)
random sampling
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