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Saks Fith Avenue want to leam about its consumers' attitudes toward online purchases. There are numerous studies that are available about consumers and online buying, but Saks believes its customers might be different from the usual online consumer profile. Therefore, the decided to conduct their own study. If Saks were to use the available data bout consumer attitudes, it would be using subjective data; however, if Saks does its own study it would collect objective data. True False QUESTION 17 Alecis Gutierez is the Marketing Manager assigned to the Crunchy Cookie product. She has determined that a marketing research study addressing the pricing strategy needs to be developed and implemented. Accordingly, it is underatood that consumers believe that Crunchy Cookle cookies are over-priced. At Alecia 's direction the Cambridge Research Company has developed a concise plan that describes how the research should be conducted. What would you reccomend to Alecia that should be done NEXTT? Presentation to manogement. Tost marketing. Specifically and clenty define the problem. Develope the hypothesis. Collect data. The Crunchy Cookie Company (CCC) previously decided to contribute to the local Ronald Mcdonald House. Since. CCC is also profitable, the company has reached the top levol of the Pyramid of Corporate Social Responsiblity, and should be considered to be a socially responsibility company. True- False QUESTION 19 Marketing research is best defined as the systematic design, collection, interpretation, and reporting of information to help marketers solve specific marketing problems, make management decisions or take edvantage of market opportunities. a framework for the day-to-day manegement and structuring of information gathered by marketers. a continuous gathering of data for an organization to define its corporate culture. the collecting of data from secondary sources. a process for making decisions based on personal knowledge and experience. John Winebrenner (Sudsey Duds Company Marketing Department) and Paul Ray (Cambridge Group Marketing Research Company - CGMRC) just compleed a meeting. concerning a product (Susdey Bath Gel) that is currently in test market. CGMRC has vigorously recommended that the product should be advanced to national introduction. John agreed with CGMRC and shared the following rationale: "That's why we pay CGMRC big bucks to make these difficult decisionsl". Do you agree with John's rationale for accepting the CGMRC reccomendation? DISAGREE, marketing research is a decision-making tool, not a decision maker. DISAGREE, national introduction would be too risky. AGREE, the primary purpose of marketing research is to make marketing decisions. AGREE, going national will preempt competitive threats. Both Answer 1 and Answer 2 are correct QUESTION 21 Amarketing OBJECTIVE. is a desired and expected outcome acoomplished through marketing activities. states HOW the goais will be acoomplished. is seldom measurable. is usually included in the marketing plan. is the same as a marketing strategy. Databases usually are a collection of electronic information arranged to easy access and retrieval. True False QUESTION 23 Raphaol was reviewing his bank statement for the last month. He had paid his rent, car payment, electric bill, phone bal, and made three trips to purchase groceries. Raphael also had bought tickets to a Uot. football game and a Uoh. hoodie to wear at the game. The moriey spent on Raphaei's rent, car, electric, and phone bill was likely from his di seretionary income white the money spent on the game tcket and the hoodie was from hils dieposable income. True False QUESTION 24 The 5 sieps of the Market Research Process serve marketing management very much like the Scientific Method. True False