If the owners of Six Flags over Georgia want to know where the amusement park's patrons are coming from, they could send an employee out to collect the state names from the license plates of cars parked in the Six Flags' parking lot. This is an example of the ___________ method of gathering marketing research.

1. Focus group

2. Experimental

3. Observation

4. Mail survey

5. Mall intercept

Answer: 3. Observation

__________ is a good example of a field experiment.

1. A mail survey

2. A laboratory test

3. A focus group

4. A mall intercept

5. Test marketing

Answer: 5. Test Marketing

One of the biggest mistakes in marketing research is to:

1. Refine the problem definition.

2. Collect primary data before exhausting the information available from secondary sources.

3. Begin the search for primary data after all secondary data have been gathered.

4. Use a mail survey without first doing a focus group interviews.

5. Hire an outside agency to gather information

Answer: 2. Collect primary data before exhausting the information available from secondary sources.

The first step in the marketing research process is to:

1. Gather primary data

2. Conduct an informal investigation

3. Gather secondary data

4. Define the problem or question

5. Perform a situation analysis

Answer: 4. Define the problem or question

The Eli Cutter test market discussed in class probably failed because:

1. The test market was conducted in the wrong cities - cities not representative of the actual target market were used

2. Eli Cutter was positioned too close to its likely major competitor - Marlboro

3. The test market employed marketing mix elements different than those the firm intended to use if and when the product was commercialized

4. The test market was conducted at the wrong time of the year. They should have waited until Summer to avoid competing for commercial air-time with other new products that were being heavily promoted

5. None of the above suggests why Eli Cutter failed.

Answer: Eli Cutter was positioned too close to its likely major competitor - Marlboro

Barbara has opened a small business. She is selling a bottled mixture of hot and mild peppers, stuffed green olives and spices. The product is distributed by mail. So far, no promotion other than word-of-mouth has been needed. For only $4.75, you can buy a pint jar of the mixture that you can use on everything from chili to Chinese food. The preceding describes the ______________ for Barbara's company.

1. Marketing mix

2. Perfect strategy

3. Organizational strategy

4. Strategic objective

5. Strategic tactic

Answer: 1. Marketing Mix