WorksheetsMarketing Chapter 5 Test Review
Total questions: 30
Worksheet time: 15mins
Competition is becoming much more intense for most businesses.
True
False
When products have limited differences, businesses try to compete for sales emphasizing such things as their name, availability, or price.
True
False
As businesses develop an international focus, differences among customer groups and the number of distinct market segments tend to diminish.
True
False
Many companies keep a complete record of all transactions they have with a customer. Such records are examples of internal marketing information.
True
False
A marketing information system is an organized method of collecting, storing, analyzing, and retrieving information to improve the effectiveness and efficiency of marketing decisions.
True
False
Random sampling ensures that everyone in the population has an equal chance of being selected in the sample.
True
False
Non-numerical data is much easier for researchers to analyze than numerical data.
True
False
The most important part of a marketing research report is the presentation of the results of the research.
True
False
In most cases, the marketing researchers completing the study are the ones who make final decisions for a business.
True
False
A population is a specific city or geographic area in which marketing experiments are conducted.
True
False
Most businesses today
have a production emphasis.
recognize that different customers have different wants and needs.
believe customers will buy a product simply because it is available.
think that all customers basically want the same thing.
Type of competition, economic regulations, and government regulations are all considered information about
consumers
the marketing mix
the business environment
all of the above
Effective marketing information
reduces the risk of decision making.
is too costly for a small business to worry about.
guarantees that a business will be successful.
eliminates all business risk.
What is the first step a business usually takes in the process of gathering marketing information?
Enter the information into a marketing information system.
Determine the available sources of each type of information.
Select the information sources that best meet the identified needs.
Identify the types of information needed.
The most important performance measure for a company is
to compare actual performance with expected or planned performance.
to compare performance with that of similar businesses.
to compare current performance with past performance.
to compare employee and customer perceptions of performance.
Which of the following is NOT an external information source for a business?
an invoice recording the details of a recent sale made by the company.
Forbes magazine
the Dun & Bradstreet business database
the U.S. Census Bureau
Which MkIS element answers the question, "Which methods should be used to organize and study the information in order to make effective marketing decisions?"
storage
decision making
output
analysis
The first step in implementing a marketing research study is to
develop a data-collection procedure.
analyze the situation.
define the problem.
develop an MkIS.
Which of the following is an example of a close-ended question?
What are the product's most important features?
Rate this item on a scale of 1 to 10.
What did you like most about this product?
How does the durability of this product compare to other products you have used?
A carefully designed and controlled situation in which all important factors are the same except the one being studied is called a(n)
survey
hypothesis
interview
experiment
Marketing information developed from activities that occur within the organization is called ___ information.
internal
external
input
secondary
__ information provides an understanding of factors outside the organization.
External
Internal
Primary
Secondary
The information that goes into a marketing information system that is needed for decision making is called __.
input
output
storage
analysis
___ involves the resources used to maintain information, including equipment and procedures, so that is can be used when needed.
storage
input
output
analysis
The result of analysis given to decision makers is called __.
output
input
analysis
storage
Marketing __ is a procedure designed to identify solutions to a specific marketing problem through the use of scientific problem solving.
research
observation
output
focus
Information already collected for another purpose that can be used to solve the current problem is __ data.
secondary
primary
input
internal
__ data is obtained through data collection designed specifically in response to current needs of the company.
primary
secondary
internal
external
A(n) __ group is a small number of people brought togheter to discuss identified elements of an issue or problem.
focus
research
experiment
internal
__ collects information by recording actions without interacting or communicating with participants.
Observation
Experiments
Focus groups
Secondary groups
