Marketing Principles 2nd Edition by William M. Pride – Test Bank

Marketing Principles 2nd Edition by William M. Pride – Test Bank

Chapter 3

Marketing research and information systems

SHORT ANSWER

1. What is the purpose of marketing research?

AACSB Outcomes: Analytical; Communication

DF: E LO: 1 Topic Heading: The importance of marketing research

Type: KN

2. Briefly discuss the marketing research process.

AACSB Outcomes: Analytical; Communication

DF: E LO: 2 Topic Heading: The marketing research process

Type: KN

3. Why is defining the problem the most important step in marketing research?

AACSB Outcomes: Communication

DF: E LO: 2 Topic Heading: The marketing research process

Type: KN

4. Explain the conditions that would favor an exploratory study over an experimental study.

AACSB Outcomes: Communication

DF: M LO: 2 Topic Heading: Types of research

Type: KN

5. Compare reliability and validity. Why are they important considerations in marketing research?

AACSB Outcomes: Analytical; Communication

DF: M LO: 2 Topic Heading: Research reliability and validity

Type: KN

6. Why would a personal interview be favoured over a mail or telephone survey?

AACSB Outcomes: Analytical; Communication

DF: M LO: 3 Topic Heading: Survey methods

Type: KN

7. Why is it essential that a questionnaire be carefully designed and prepared? What problems can arise when a survey has not been well thought out?

AACSB Outcomes: Communication

DF: M LO: 3 Topic Heading: Questionnaire construction

Type: KN

8. Compare the advantages and disadvantages of the four ways to collect a sample.

AACSB Outcomes: Analytical; Communication

DF: M LO: 3 Topic Heading: Survey methods

Type: KN

9. Discuss the role of the marketing information system in helping marketing managers make better decisions.

AACSB Outcomes: Communication

DF: E LO: 4 Topic Heading: Marketing information systems

Type: KN

10. How can companies use information technology as a competitive advantage?

AACSB Outcomes: Communication; Technology

DF: M LO: 4 Topic Heading: Databases

Type: KN

11. Why is ethics an important consideration in marketing research?

AACSB Outcomes: Communication; Ethics

DF: M LO: 5 Topic Heading: The importance of ethical marketing research

Type: KN

12. How does marketing research differ when conducted internationally?

AACSB Outcomes: Communication

DF: M LO: 5 Topic Heading: International issues in marketing research

Type: KN