MIS 309 chapter 5 Exam Questions With All Complete Solutions Rated A
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1. Marketing research is best defined as: the systematic design, collection, interpretation, and re-
porting of information to help marketers solve specific marketing problems or take advantage of market opportunities.
2. Marketing research is a process designed to gather information: not currently
available to decision makers.
3. The use of marketing research is: widespread throughout business and nonprofit organizations.
4. The real value of marketing research to the organization can best be mea-
sured by: improvements in the ability to make decisions.
5. Wade is puzzled by the recent decrease in sales at one of the Auto Zone
locations for which he is the regional manager. He knows the best way to
approach this problem and obtain accurate information is to use: the marketing
research process.
6. Pointing out any deficiencies and the possible reasons for them should be
done in the _______ step of the marketing research process.: reporting research findings
7. Problem location and definition is the first step toward finding a solution to a
marketing problem or launching a research study. The first sign of a problem: is
typically a departure from some normal function, such as a failure to attain objectives.
8. To maintain the control needed to obtain accurate information, marketers
approach marketing research as a process. Which of the following steps of that
process focuses on uncovering the nature and boundaries of the marketing
situation to be studied?: Locating and defining problems
9. Decreasing sales, increasing expenses, or decreasing profits: are examples of symp-
toms that point to larger problems.
10. An overall plan for obtaining the information needed to address a research
problem or issue is called the: research design.
11. Jack Bateson knows his business has a problem because of an increasing
number of consumer complaints received recently. He has decided how to
make this problem a precise, researchable statement and should next move
on to: designing the research project.
12. An informed guess or assumption about a certain problem or set of circum-
stances is known as: a hypothesis.
1/9
, MIS 309 chapter 5 Exam Questions With All Complete Solutions Rated A
Study online at https://quizlet.com/_i0ogbj
13. Students from marketing research class collect data from three areas on
campus. When they analyze their data the responses are very similar. The
students can state they achieved which of the following?: reliability
14. If Staples believes that most of its sales are to businesses rather than con-
sumers and that women are more likely to be making purchasing decisions,
this would be a(n) ______ that Staples could test through marketing research.: -
hypothesis
15. that are either accepted or rejected become the primary conclusions of a
marketing research study.: Hypotheses
16. When more information is needed about a problem and a tentative hy-
pothesis needs to be made more specific, marketers usually conduct _________
research.: exploratory
17. Avon believes that sales of one of its lipstick lines have fallen due to the
introduction of a new lipstick line, but it wants to make this tentative hypothesis
more specific before proceeding. Avon should conduct: exploratory research.
18. Research designed to verify insights through an objective procedure to help
marketers to choose between several alternatives is called: conclusive.
19. Research that is conducted to clarify the characteristics of certain phenom-
ena to solve a particular problem is called ______ research.: descriptive
20. The Gap wants to target an older crowd in order to increase its market share
so it surveys men and women from ages 40 to 60 about how often and for what
type of activities they wear casual clothing. This is an example of: descriptive research.
21. Research that allows marketers to make causal inferences about relation-
ships is called: experimental research.
22. Suppose that marketers at Lever Bros. are trying to determine whether the
use of free samples of Snuggle fabric softener was the reason for a sales
increase in a particular store. The type of research conducted to answer this
question is: experimental.
23. If Little Caesars wants to determine the impact of different coupon offers on
pizza unit sales, it needs to conduct: experimental research.
2/9
Study online at https://quizlet.com/_i0ogbj
1. Marketing research is best defined as: the systematic design, collection, interpretation, and re-
porting of information to help marketers solve specific marketing problems or take advantage of market opportunities.
2. Marketing research is a process designed to gather information: not currently
available to decision makers.
3. The use of marketing research is: widespread throughout business and nonprofit organizations.
4. The real value of marketing research to the organization can best be mea-
sured by: improvements in the ability to make decisions.
5. Wade is puzzled by the recent decrease in sales at one of the Auto Zone
locations for which he is the regional manager. He knows the best way to
approach this problem and obtain accurate information is to use: the marketing
research process.
6. Pointing out any deficiencies and the possible reasons for them should be
done in the _______ step of the marketing research process.: reporting research findings
7. Problem location and definition is the first step toward finding a solution to a
marketing problem or launching a research study. The first sign of a problem: is
typically a departure from some normal function, such as a failure to attain objectives.
8. To maintain the control needed to obtain accurate information, marketers
approach marketing research as a process. Which of the following steps of that
process focuses on uncovering the nature and boundaries of the marketing
situation to be studied?: Locating and defining problems
9. Decreasing sales, increasing expenses, or decreasing profits: are examples of symp-
toms that point to larger problems.
10. An overall plan for obtaining the information needed to address a research
problem or issue is called the: research design.
11. Jack Bateson knows his business has a problem because of an increasing
number of consumer complaints received recently. He has decided how to
make this problem a precise, researchable statement and should next move
on to: designing the research project.
12. An informed guess or assumption about a certain problem or set of circum-
stances is known as: a hypothesis.
1/9
, MIS 309 chapter 5 Exam Questions With All Complete Solutions Rated A
Study online at https://quizlet.com/_i0ogbj
13. Students from marketing research class collect data from three areas on
campus. When they analyze their data the responses are very similar. The
students can state they achieved which of the following?: reliability
14. If Staples believes that most of its sales are to businesses rather than con-
sumers and that women are more likely to be making purchasing decisions,
this would be a(n) ______ that Staples could test through marketing research.: -
hypothesis
15. that are either accepted or rejected become the primary conclusions of a
marketing research study.: Hypotheses
16. When more information is needed about a problem and a tentative hy-
pothesis needs to be made more specific, marketers usually conduct _________
research.: exploratory
17. Avon believes that sales of one of its lipstick lines have fallen due to the
introduction of a new lipstick line, but it wants to make this tentative hypothesis
more specific before proceeding. Avon should conduct: exploratory research.
18. Research designed to verify insights through an objective procedure to help
marketers to choose between several alternatives is called: conclusive.
19. Research that is conducted to clarify the characteristics of certain phenom-
ena to solve a particular problem is called ______ research.: descriptive
20. The Gap wants to target an older crowd in order to increase its market share
so it surveys men and women from ages 40 to 60 about how often and for what
type of activities they wear casual clothing. This is an example of: descriptive research.
21. Research that allows marketers to make causal inferences about relation-
ships is called: experimental research.
22. Suppose that marketers at Lever Bros. are trying to determine whether the
use of free samples of Snuggle fabric softener was the reason for a sales
increase in a particular store. The type of research conducted to answer this
question is: experimental.
23. If Little Caesars wants to determine the impact of different coupon offers on
pizza unit sales, it needs to conduct: experimental research.
2/9
