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Chapter 07
Improving Decisions with Marketing Information
True / False Questions
1. The function of marketing research is to develop and analyze new information to help
marketing managers make better decisions.
True False
2. Marketing research focuses on changing information needs while an MIS focuses on

recurring information needs.
True False
3. A marketing information system (MIS) is an organized way of continually gathering,

accessing, and analyzing information that marketing managers need to make ongoing
decisions.
True False
4. It is the job of the MIS specialist to ask for the right information in the right form.
True False
5. It is the job of the marketing manager to ask for the right information in the right form.
True False
6. Big data involves data sets too large and complex to work with typical database management
tools.
True False
7-1
Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
7. A data warehouse is filled with file cabinets and binders where past market research is
stored.
True False
8. In its raw form, marketing managers find data useful.
True False
9. Sales data becomes wisdom when it provides answers to questions of "who," "what,"
"where," "how much," and "when."
True False
10. Marketing managers turn information into knowledge when they use their experience to
answer "how" and "why" questions.
True False
11. An intranet works like the Internet but access is limited to a company's employees.
True False
12. Only large firms have their own intranets.
True False
13. A decision support system (DSS) is a computer program that makes it easy for a marketing
manager to get and use information as he or she is making decisions.
True False
14. Decision support systems that include marketing models help managers by showing the
relationships among marketing variables.
True False
7-2
15. A marketing manager can use a DSS to conduct sales and perform analyses that show a
more detailed breakdown of what's happening.
True False
16. A marketing dashboard displays up-to-the-minute marketing data in an easy-to-read format.
True False
17. A marketing model displays up-to-the-minute marketing data in an easy to read format.
True False
18. Use of the scientific method in marketing research helps managers make the best decisions
possible.
True False
19. A marketing researcher using the scientific method develops and tests hypotheses about the
relationships between things or about what will happen in the future.
True False
20. Use of the scientific method in marketing research forces researchers to use an inflexible
process.
True False
21. Use of the scientific method in marketing research forces researchers to use an orderly
process.
True False
22. Hypotheses are educated guesses about the relationships between things or about what will
happen in the future.
True False
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23. The scientific method is a research process which consists of five stages: observation,
developing hypotheses, predicting the future, collecting data, and using statistical methods of
analysis.
True False
24. It isn't necessary for marketing managers to be involved with marketing research specialists,
since research requires statistical skills which managers usually don't have.
True False
25. Marketing managers should be able to explain the kinds of problems they are facing and the
kinds of marketing research information that will help them make decisions.
True False
26. Since marketing managers have to be able to evaluate research results, they should be
involved in the design of research projects-even though they may not be research
specialists.
True False
27. Defining the problem is the first step in the marketing research process-and is usually the
easiest job for the researcher.
True False
28. Defining the problem is always the easiest step in the marketing research process.
True False
29. Defining the problem is often the most difficult step in the marketing research process.
True False
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30. To avoid wasting time working on the wrong problem, marketing researchers can use a
logical strategy planning framework to guide their efforts.
True False
31. Unless the problem is precisely defined, research effort may be wasted on the wrong
problem, and may lead to costly mistakes.
True False
32. A situation analysis is a formal study of what information is already available in the problem
area.
True False
33. During the situation analysis, marketing researchers may talk to informed people within the
company, study internal records, search libraries for available information, or browse the
Internet with a search engine.
True False
34. Secondary data is information that is already published or collected.
True False
35. Secondary data involves information that has been collected or published already.
True False
36. During the situation analysis, a marketing researcher will evaluate primary data rather than
secondary data.
True False
37. The Internet is an excellent source for primary data, but not secondary data.
True False
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38. Much of the secondary data on the Internet is stored in database formats that standard
website search engines cannot find.
True False
39. Specialized search engines like Blogdex and Google Groups can locate websites that allow
marketing managers to listen in or ask questions as customers chat about companies and
brands.
True False
40. The government, advertising agencies, newspapers, trade associations, and research
subscription services are all major sources of primary data.
True False
41. The Statistical Abstract of the United States is one of the most useful summaries of
secondary data published by the federal government.
True False
42. A good situation analysis is usually inexpensive compared with more formal research efforts,
such as a large scale survey.
True False
43. A research proposal involves interviewing 6 to 10 people in an informal group setting.
True False
44. In general, a marketing researcher should get some problem-specific data before planning a
formal research project.
True False
45. A formal marketing research project usually involves gathering primary data.
True False
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46. Qualitative research seeks in-depth, open-ended responses.
True False
47. Qualitative research seeks clear yes or no answers.
True False
48. Focus group interviews are a form of quantitative research.
True False
49. A focus group interview involves interviewing 6 to 10 people in an informal group setting.
True False
50. Online focus groups can offset some of the limitations of traditional focus groups because
one aggressive member is less likely to dominate the group.
True False
51. Focus groups are a way to gather primary data quickly, but at a relatively high cost.
True False
52. Qualitative research seeks structured responses that can be summarized in numbers, like
percentages, averages, or other statistics.
True False
53. Open-ended questions are less likely to be asked in quantitative research than in qualitative
research.
True False
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54. A common quantitative research approach is to use survey questionnaires with multiple-
choice questions.
True False
55. One reason for the popularity of mail surveys is that the response rates are usually very high.
True False
56. Response rate is the percentage of people contacted who complete a given questionnaire.
True False
57. One weakness of telephone interviews is that they do not allow an interviewer to probe and
really learn what the respondent is thinking.
True False
58. Telephone surveys are practical if the information needed is not too personal.
True False
59. A market research online community combines qualitative and quantitative approaches in
private online communities.
True False
60. Market research online communities are one-time events.
True False
61. With roots in biology, ethnographic research studies different cultures by examining their
physiology.
True False
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62. Observing-as a method of collecting data-should focus on a well-defined problem.
True False
63. In the observation method, researchers try to see or record what the subject does naturally.
True False
64. With the observation method, the researcher skillfully engages the subject in conversation.
True False
65. Nielsen's TV audience research and Arbitron's radio audience research illustrate that
observing is a common research method in advertising.
True False
66. A consumer panel is a group of consumers who provide information on a continuing basis.
True False
67. Applying the experimental method in marketing research usually means the responses of
groups are compared.
True False
68. In the experimental method, researchers compare the responses of two or more groups that
are similar even on the characteristic being tested.
True False
69. Syndicated research is an economical approach for collecting specific research needed by
one firm for a specific problem.
True False
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70. Only about 25 percent of marketing research spending is for syndicated research.
True False
71. J.D. Power's surveys of customer satisfaction are a popular example of syndicated research.
True False
72. Even though marketing managers might like more information, they must balance the high
cost of good research against its probable value to management.
True False
73. A marketing manager should seek help from research only for problems where the risk of a
decision can be greatly reduced at a reasonable cost.
True False
74. Statistical packages are easy-to-use computer programs that analyze data.
True False
75. A statistical package is likely to be used with quantitative research, but not with qualitative
research.
True False
76. In a quantitative marketing research study, the total group of people a marketing manager is
interested in learning something about is known as the sample.
True False
77. In marketing research, a population is a part of the relevant sample.
True False
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78. The extent to which marketing research data measures what it is intended to measure is
known as the confidence level.
True False
79. Validity concerns the extent to which data measures what it is intended to measure.
True False
80. All marketing research projects are worthwhile because they gather new information-even if
the research doesn't have action implications.
True False
81. When a firm is doing similar research projects in different international markets, it makes
sense for the marketing manager to coordinate the efforts so that comparisons across
markets are possible.
True False
Multiple Choice Questions
82. Procedures that develop and analyze new information to help marketing managers make
decisions are called:
A. strategy planning.
B. operational planning.
C. analytical research.
D. marketing research.
E. statistical techniques.
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83. Procedures that develop and analyze new information to help marketing managers make
decisions are called:
A. marketing research.
B. statistical techniques.
C. operational planning.
D. strategy planning.
E. sample building units (SBUs).
84. _____ refers to the procedures that develop and analyze new information about a market.
A. Marketing research
B. Marketing information system
C. Frequency monitoring program
D. Marketing plan
E. Management information system
85. ________________ ________________ utilizes qualitative and quantitative analysis procedures

to help marketing managers make more informed decisions.
A. Marketing planning
B. Marketing processing
C. Marketing structure
D. Marketing research
E. Marketing strategy
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86. Marketing research is concerned with developing and analyzing new information to help
marketing managers do a better job of:
A. executing marketing strategies.

B. planning marketing strategies.
C. making operational decisions.
D. controlling marketing strategies.
E. All of these alternatives are correct.
87. Marketing research:
A. is an organized way of gathering and analyzing information marketing managers need.

B. involves a wide range of techniques including Internet search, customer surveys, and
more.
C. is a department in most small companies.
D. is only needed by producers who have long channels of distribution.
E. is an alternative to a marketing information system.
88. Identify the INCORRECT statement about marketing research.
A. Most small companies have a separate marketing research department.

B. People in marketing research departments often rely on outside specialists.
C. Some nonprofit organizations have begun to use marketing research.
D. Marketing managers should be involved in design of marketing information system.
E. Marketing research may involve use of questionnaires, interviews with customers,
experiments, etc.
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89. Marketing research:
A. should be planned by research specialists who understand research techniques better

than marketing managers.
B. is only needed by producers who use long channels of distribution.
C. is not needed by nonprofits because they determine success differently from for-profits.
D. is not needed by business marketers because their needs are different from consumer
marketers.
E. can get changing information that is not available in the MIS.
90. A ______________ is an organized way of continually gathering and analyzing data to get
information to help marketing managers make ongoing decisions.
A. marketing information system

B. marketing model
C. marketing research project
D. marketing research department
E. marketing logistics system
91. _____ refers to an organized way of continually gathering, accessing, and analyzing
information that marketing managers need to make ongoing decisions.
A. Active marketing
B. Manufacturing information system
C. Marketing research
D. Marketing information system
E. Target marketing
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92. Regarding a marketing information system (MIS):
A. The input of marketing managers is not needed in developing an MIS; marketers should
leave everything to information technology specialists.
B. Can be used to improve implementation and control.
C. A good MIS converts information into raw data.
D. An MIS provides an alternative to big data.
E. All of these statements about a marketing information system are correct.
93. Marketing information systems rely heavily on:
A. information gathered by salespeople.

B. customer surveys.
C. teamwork between IT experts and marketing managers.
D. direct observation of customers.
E. marketing research departments.
94. A __________ is an organized way of continually gathering, accessing, and analyzing

information that marketing managers need to make ongoing decisions.
A. big data repository

B. data warehouse
C. marketing information system
D. research specialist network
E. marketing model
95. A complete marketing information system includes each of the following except:
A. data from internal sources.

B. marketing models.
C. decision support systems.
D. a data warehouse.
E. All of these alternatives are correct.
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96. A complete marketing information system should:
A. provide a good overall view on many types of problems.

B. organize incoming information into a data warehouse.
C. provide answers to specific questions.
D. continually gather data from internal and external sources, and from market research
studies.
E. All of these alternatives are true.
97. Big data does not comes from which of the following sources?
A. spreadsheets
B. social media sites
C. clickstreams
D. digital sensors on industrial equipment
E. big data comes from all of these sources
98. The phrase "big data" refers to:
A. the top five firms in the marketing research industry.

B. the massive amount of data being collected and processed by today's organizations.
C. the use of market research in big marketing decisions.
D. marketing research data taken from Internet sources.
E. market information taken from the U.S. Census.
99. Which of the following trends creates difficult challenges for marketing managers?
A. Market data can now be gathered from social media websites.

B. Market data may be gathered from internal sources and external sources.
C. IT managers have become an important part of the marketing research process.
D. Data warehouses have become a central part of most marketing information systems.
E. Today's businesses process 1000 times as much data as they did in the year 2000.
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100.For raw data to become useful to marketers, it must be:
A. stored in a data warehouse.

B. transformed into information and knowledge.
C. gathered from internal company sources.
D. gathered from external sources.
E. communicated to executives through a formal report.
101.When getting information for marketing decisions, the marketing manager:
A. may use both internal and external sources of information.

B. may need to make some decisions based on incomplete information.
C. may need to rely on his or her own instincts to make some decisions.
D. should have access to ongoing information about business performance.
E. all of these alternatives are correct.
102.Marketing manager Carl Hammer looked through his marketing information system where he
learned who was buying his product and where. He was looking at:
A. raw data.
B. information.
C. a marketing model.
D. big insights.
E. a knowledge network.
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103.Marketing manager Ricki Stephens reviewed her marketing information system to learn who
was buying her company's products and at what stores they were buying. She found this
internal and external data in her company's:
A. data warehouse.
B. big data set.
C. market research network.
D. annual report.
E. focus group.
104.Regarding "marketing research" and "marketing information systems":
A. marketing information systems gather, access, and analyze data from intracompany
sources, while marketing research handles all external sources.
B. both tend to focus on nonrecurring information needs.
C. marketing information systems tend to increase the quantity of information available for
decision making, but with some decrease in quality.
D. neither involves the use of big data.
E. None of these alternatives is true.
105.Setting up a marketing information system can be valuable to marketing managers because
A. most companies have much useful information, but it often isn't available or accessible
when the manager needs it.
B. most market-oriented companies only need a certain type of information once or twice.
C. marketing research data is rarely as accurate as data from a marketing information
system.
D. market-oriented managers can always use more data.
E. a company that can't afford marketing research should at least have a marketing
information system.
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106.Which of the following observations about the use of a marketing information system (MIS)
is FALSE?
A. Not every firm has a complete MIS.

B. An MIS tends to focus on recurring information needs.
C. For most firms it pays to wait to until you have important questions you can't answer.
D. It is the job of the MIS specialist to ask for the right information in the right form.
E. An MIS shouldn't be the only source of information for managers while making decisions.
107.A marketing information system (MIS) includes all of the following except:
A. Data warehouses.
B. Decision support systems.
C. Internet support systems.
D. Marketing models.
E. Information technology specialists.
108.Managers at Wayzata Communications, an Internet service provider, want access to a

continual flow of information about their market-available whenever they need it. Wayzata
managers need a(n)
A. marketing information system.

B. intranet.
C. data warehouse.
D. customer relationship management system.
E. big data.
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109.Which of the following statements about intranets is NOT TRUE?
A. Intranets are a system for linking computers within a company.

B. Information is available on demand.
C. An intranet is easy to update.
D. Access to websites on an intranet is unrestricted.
E. Even very small firms may have their own intranet.
110.An outside sales force can provide customers with up-to-date inventory levels, product
prices, delivery dates, and so forth by accessing information on the firm's own:
A. marketing model.
B. marketing dashboard.
C. intranet.
D. JIT system.
E. EDI system.
111.Reshma Ananda, a marketing manager for the Grocery SuperStore retail chain, fired up a
computer program that gave her ready access to information about product availability and
customer buying. The program helped her immediately set prices for bananas and cherries.
This type of computer program is called ______.
A. a decision support system

B. data warehouse management
C. an Internet
D. PRICE analysis software
E. raw data manager
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112.A decision support system
A. focuses only on numerical data.

B. makes it easy for a marketing manager to get and use information as s/he is making
decisions.
C. organizes incoming information into a data warehouse.
D. is a place where databases are stored so that they are available when needed.
E. is a system for linking computers within a company.
113.Juan Quito, marketing manager at Branded Food Co., reviewed his ______, the up-to-the-
minute marketing data on his computer screen. It was organized in an easy-to-read format
and customized to his area of responsibility.
A. intranet
B. marketing dashboard
C. internal data sources
D. data warehouse
E. internal search engine
114.At Verizon Communications, a marketing manager can view up-to-date marketing data that
has been customized to fit his area of responsibility by using a:
A. data warehouse.
B. search engine.
C. situation analysis.
D. marketing dashboard.
E. validity study.
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115.A marketing model is a
A. procedure that develops and analyzes new information about a market.

B. detailed breakdown of a company's sales records.
C. plan that specifies what information will be obtained and how.
D. statement of relationships among marketing variables.
E. software that organizes incoming information into a data warehouse.
116.A decision-making approach that focuses on being objective and orderly in testing ideas
before accepting them is the:
A. MIS method.
B. scientific method.
C. statistical method.
D. DSS method.
E. marketing models method.
117.The _____ is a decision-making approach that focuses on being objective and orderly in
testing ideas before accepting them.
A. decision support system

B. situation analysis
C. idea generation process
D. marketing information system
E. scientific method
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118.The scientific method
A. rejects the idea that marketing managers can make "educated guesses" about marketing
relationships.
B. shows that every marketing research project should have five steps.
C. is an orderly and objective approach to judging how good an idea really is.
D. recognizes that statistical analysis provides the only basis for rejecting an hypothesis.
E. None of these alternatives is true.
119.The scientific method in marketing research
A. forces an orderly research process.

B. is an informal approach to define problems.
C. is not a valid decision-making approach.
D. is based on hunches rather than evidence.
E. makes guesses about what will happen in the future.
120.The scientific method
A. rejects the idea that marketing managers can make "educated guesses" about marketing
relationships.
B. is an orderly way of presenting your point of view.
C. assumes that statistical analysis provides the only basis for rejecting an hypothesis.
D. is a hit-or-miss approach.
E. None of these alternatives is correct.
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121.Educated guesses about the relationships between things or about what will happen in the
future are:
A. theories.
B. laws.
C. facts.
D. hypotheses.
E. None of these is a good choice.
122.Educated guesses about the relationships between things or about what will happen in the
future are:
A. hypotheses.
B. laws.
C. proposals.
D. theories.
E. predictions.
123.____ are educated guesses about the relationships between things or about what will happen
in the future.
A. Data insights
B. Observations
C. Situation analyses
D. Hypotheses
E. Marketing models
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124.The purpose of the five-step marketing research process is to:
A. define and solve a problem.

B. design, implement, and control marketing plans and activities.
C. narrow down a broad generic market into useful target markets.
D. identify the main steps in the consumer decision process.
E. help marketers choose between consumer markets or B2B markets.
125.The five-step marketing research process ends at which step?
A. Defining the problem

B. Analyzing the situation
C. Getting problem-specific data
D. Interpreting the data
E. Any step at which the problem is solved
126.Which of the following statements accurately describes the collaboration between marketing
managers and market researchers?
A. Marketers explain real marketing problems and request information from researchers;
Researchers conduct tests that provide information to marketers.
B. Marketers conduct tests; Researchers turn data into useful information.
C. Marketers submit bids; Researchers evaluate bids.
D. Marketers gather data from secondary sources; Researchers input data into data
warehouses for computer processing.
E. Marketers conduct tests; Researchers identify marketing problems.
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127.Which of the following statements is NOT accurate concerning the five-step approach?
A. Step 1 defines the problem.

B. Step 2 is early identification of solution.
C. Step 3 gathers problem-specific data.
D. Step 4 interprets data.
E. All of these are correct.
128.Identify the correct sequence in the marketing research process.
A. Analyzing the situation, getting problem-specific data, interpreting the data, defining the
problem, solving the problem
B. Analyzing the situation, defining the problem, getting problem-specific data, interpreting
the data, solving the problem
C. Defining the problem, analyzing the situation, getting problem-specific data, interpreting
the data, solving the problem
D. Getting problem-specific data, interpreting the data, analyzing the situation, defining the
problem, solving the problem
E. Getting problem-specific data, interpreting the data, defining the problem, solving the
problem, analyzing the situation
129.Which of the following is the correct sequence of steps in the marketing research process?
A. Getting problem-specific data; interpreting data; defining the problem; analyzing the
situation; solving the problem.
B. Analyzing the situation; getting problem-specific data; interpreting data; defining the
problem; solving the problem.
C. Defining the problem; getting problem-specific data; interpreting data; analyzing the
situation; solving the problem.
D. Defining the problem; analyzing the situation; getting problem-specific data; interpreting
the data; solving the problem.
E. None of these is the correct sequence of steps in the marketing research process.
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130.Which of the following is NOT part of the five-step marketing research process discussed in
the text?
A. Writing the proposal

B. Analyzing the situation
C. Solving the problem
D. Interpreting the data
E. Defining the problem
131.Which of the following is NOT part of the five-step marketing research process discussed in
the text?
A. Interpreting the data

B. Developing the marketing information system (MIS)
C. Analyzing the situation
D. Defining the problem
E. Solving the problem
132.Which of the following is most consistent with the scientific method approach to marketing
research discussed in the text?
A. "We continually survey our customers because the results give us good ideas for
hypotheses."
B. "Once we interpret the data, we can define our problem."
C. "Our research is as precise as possible-because we want to be 100 percent accurate."
D. "Sometimes the answers from the early stages of the research process are good enough
so we stop the research and make our decisions."
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133.Regarding marketing managers and the development of market research:
A. Marketing managers may only be consumers of research.

B. Marketing managers do not need to be able to explain what they want from research-
specialists know.
C. Marketing managers do not have to use the language of marketing research specialists.
D. Marketing managers do not need to know the basic research process.
E. All of these are true.
134.Which of the following statements BEST reflects the point of view of the text with respect to
marketing research?
A. "We don't use computers, surveys and the like because marketing's information needs are
usually not that precise anyway."
B. "When we work with outside marketing research specialists, we expect them to take the
time to really understand the problem we are trying to solve."
C. "As marketing manager, I feel that the marketing researchers should be left alone to do
their research-since they often come up with interesting suggestions."
D. "As marketing research director, I should know the marketing manager's position in
advance, so we can prove it is correct if possible."
E. "Our company is very small, but we should have our own marketing research department
anyway-to get the information we need to make good decisions."
135.The first step of the marketing research process-defining the problem-is the most important
because:
A. it comes first.
B. it involves qualitative research.
C. failure to correctly define the problem will cause all subsequent steps to be wasted effort.
D. many problems go away once they are clearly defined.
E. it's easy to confuse problems with symptoms at this stage.
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136.What is the first step in the marketing research process?
A. Analyzing the situation

B. Interpreting the data
C. Defining the problem
D. Getting problem-specific data
E. Solving the problem
137.Often the most difficult step in the marketing research process is:
A. analyzing the situation.

B. defining the problem.
C. getting problem-specific data.
D. interpreting the data.
138.The most difficult and important step in the scientific approach to marketing research is:
A. defining the problem.

B. interpreting the data.
C. solving the problem.
D. analyzing the situation.
E. getting problem-specific data.
139.Which of the following statements about the marketing research process is NOT TRUE?
A. Defining the problem is important because this decision will remain unchanged throughout
the process.
B. The situation analysis step helps educate a researcher.
C. Researchers and marketing managers need to work together.
D. The situation analysis includes looking at secondary data.
E. Marketing managers often have to explain problems to researchers.
7-29
140.The first thing a marketing manager should do if one of his firm's products drops in sales
volume is:
A. conduct a survey to see what is wrong.

B. define the problem.
C. set research priorities.
D. do a situation analysis.
E. interview representative customers.
141.Regarding the marketing research process, defining the problem
A. is often confused with identifying the symptoms of the problem.

B. can be guided by the marketing strategy planning framework.
C. precisely may have to wait until after a situation analysis has been completed.
D. All of these alternatives are true.
142.Marketing research:
A. usually requires complex statistical techniques, so marketing managers should leave

planning of the research to the research specialists.
B. is likely to be more effective when guided by the strategy planning framework.
C. should gather as much information as possible.
D. begins by analyzing the situation.
E. All of these alternatives about marketing research are correct.
143.Regarding the marketing research process, defining the problem
A. means identifying the symptoms.

B. usually requires that problem specific data be collected and interpreted.
C. may have to wait until after a situation analysis has been completed.
D. All of these alternatives are true.
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144._____ is an informal study of what information is already available in the problem area.
A. Qualitative research
B. Situation analysis
C. A focus group interview
D. Quantitative research
E. A marketing model
145.A situation analysis
A. usually involves formal talks with informed people.

B. can help define the problem.
C. should never involve a firm's customers.
D. is a step that can often be skipped.
E. provides a controlled test of an hypothesis.
146.During a "situation analysis," a marketing researcher should:
A. collect primary data.

B. talk with competitors facing similar problems.
C. begin to talk informally to as many customers as possible.
D. study what information is already available.
E. All of these are good choices.
147.Which of the following statements about doing a situation analysis is correct?
A. Libraries have good data on specific topics, but it is expensive to find.

B. It doesn't make sense to start a situation analysis until the problem has begun to surface.
C. Much good data are available from the government, but expensive.
D. A good situation analysis is usually more expensive than collecting primary data.
E. None of these statements about doing a situation analysis is true.
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148.When a marketing manager searches the Internet to find information about a research
problem, this is an example of a(n):
A. intranet.
B. experiment.
C. hypothesis testing.
D. situation analysis.
E. data warehouse.
149.When a marketing manager scans a firm's MIS to try to obtain information about why the
firm's product sales are down, this is an example of a(n):
A. intranet.
B. hypothesis testing.
C. experiment.
D. data warehouse.
E. situation analysis.
150.When a marketing manager has phone conversations with key wholesalers of the firm's
products to try to obtain information about why the firm's product sales are down, this is an
example of a(n):
A. hypothesis testing.
B. situation analysis.
C. data warehouse.
D. intranet.
E. experiment.
7-32
151.Which of the following statements about a situation analysis is False?
A. A situation analysis is mainly a study of new information that is not already available.
B. A situation analysis may involve informal discussions with knowledgeable people.
C. A situation analysis may help educate a researcher who is dealing with an unfamiliar
subject.
D. A situation analysis should include finding relevant secondary data.
E. None of these statements about a situation analysis is False.
152.A situation analysis is highly beneficial to marketers for all the following reasons except:
A. it is very informative.
B. it requires little time.
C. it is inexpensive compared to formal research efforts.
D. it requires only a phone or Internet access.
E. it yields relevant primary data.
153.Which of the following is secondary data that is easily accessible to marketers and generated
inside their own firms?
A. Focus group surveys

B. Library research
C. Marketing information system
D. U.S. government-published data
E. Internet research
7-33
154.A company that sells equipment through independent wholesalers wants to find out why
sales are down in one region. An analyst is asked to interview the wholesaler in that region.
This seems to be
A. part of a situation analysis.

B. the beginning of a focus group interview.
C. gathering information that will be analyzed by a statistical package.
D. a bad practice, since the problem has not been defined yet.
E. None of these choices is correct.
155.A marketing manager wants to know why her sales are down. She talks with several sales
reps and finds that a competitor has introduced a successful new product. This "research"
seems to be part of
A. the situation analysis.

B. the problem solution stage.
C. obtaining problem-specific data.
D. the data interpretation stage.
E. the problem definition stage of the research process.
156.Data that has already been collected or published is:
A. useful data.
B. secondary data.
C. primary data.
D. free data.
E. rarely-if ever-useful for marketing decision making.
7-34
157.Data that has been collected or published already is:
A. primary data.
B. free.
C. franchised data.
D. secondary data.
E. none of these are good choices.
158.Which of the following statements concerning secondary data is correct?
A. Secondary data usually takes longer to obtain than primary data.

B. Secondary data is only available within the firm.
C. Secondary data was originally collected for some other purpose.
D. Secondary data may provide some background, but never provides the answer.
E. None of these statements is correct.
159.Secondary data
A. may provide some background, but never provides the answer.

B. is information that has been collected already.
C. is rarely available and is expensive.
D. is specifically collected to solve a current problem.
E. can be in the form of online surveys or observations.
160.Data which have already been collected in a previous study are called __________ data, while
data that are generated by a phone survey this month of key customers are called _______
data.
A. primary; secondary
B. primary; intranet
C. secondary; primary
D. secondary; experimental
E. intranet; sample
7-35
161.Secondary data is often available-at little or no cost-from:
A. both private and government sources.

B. the Internet.
C. trade associations.
D. company files.
E. All of these are good sources for secondary data.
162.All of the following are examples of secondary data sources EXCEPT:
A. Statistical Abstract of the United States.

B. a phone survey this month of past customers.
C. library sources.
D. trade association studies.
E. government reports.
163.The marketing manager at Massimino and McCarthy, a chain of retail stores that sells men's
clothing, is reviewing marketing research data to try to determine if changes in marketing
strategy are needed. Which of the following sources of data would be a secondary data
source?
A. Looking through the company's marketing information system to see past sales trends
B. Reviewing videotapes of a recent focus group
C. Making phone calls to some of the best customers to learn their interest in a new line of
clothing
D. Spending time in stores observing customers' behavior
E. Looking through the results of an online customer satisfaction survey
7-36
164.Which of the following is NOT a secondary data source?
A. Company files
B. Intranet reports
C. Libraries
D. Private research organizations
E. Panels
165.Which of the following is NOT true about searches on the Internet?
A. The Internet provides information useful to marketing managers.

B. Search directories are useful for general information about a broader topic area.
C. Search engines have access to all information on the Internet.
D. Sites like Complete Planet give a listing of more than 70,000 searchable databases.
E. Search engines like Google are useful when you have a pretty clear idea about what you
are seeking.
166.Which of the following statements about using the Internet to gather secondary information
is FALSE?
A. Internet searches often identify too many irrelevant sources.

B. Information on the Internet is readily available and very reliable.
C. Much of the information stored on the Internet is in database formats.
D. The key to the Internet is finding what's needed.
E. Powerful Internet search engines provide lists of links to websites that include words
specified by the researcher.
7-37
167.Searching the Internet, reviewing secondary data, and monitoring "chatter" on the web are
inexpensive and informal ways for marketers to:
A. use a decision support system.

B. perform a situation analysis.
C. perform a focus group interview.
D. join a market research online community (MROC).
E. interpret data.
168.Secondary data from federal government sources
A. is readily available, but there is usually not much information at state and local levels.
B. focuses mostly on agriculture.
C. is often very helpful for estimating the size of a market.
D. is only available from the Commerce Department in Washington.
169.A good place for a marketing analyst to START looking for published statistical data is the:
A. Encyclopedia of Associations.
B. Congressional Record.
C. Wall Street Journal.
D. Statistical Abstract of the United States.
E. New York Times research files.
170.The Statistical Abstract of the United States is a useful summary reference of the U.S.
market prepared by the:
A. Bureau of Economic Analysis.

B. Internal Revenue Service.
C. U.S. Census Bureau.
D. International Trade Administration.
E. Small Business Administration.
7-38
171.Which of the following is likely to be part of a situation analysis?
A. A marketing analyst looks up data in Advertising Age magazine about expenditures in the
firm's market
B. A marketing researcher asks a trade association for one of its reports
C. A marketing manager searches data.gov
D. All of these are good choices
172.Secondary data:
A. may not be specific enough to answer the question under consideration.

B. should be considered before primary data is collected.
C. is often all that is needed to solve a problem.
D. is available both internally and outside the firm.
E. all of these alternatives are correct.
173.A situation analysis
A. can never eliminate the need for further research.

B. is used primarily in the problem solving step.
C. is expensive compared with more formal research efforts.
D. can be very informative, but takes little time.
E. must be quantitative to be useful.
174.Which of the following statements about secondary data is correct?
A. Secondary data is obtained only from sources outside of the firm.

B. Secondary data may be available much faster than primary data.
C. Results of "old" surveys are not secondary data.
D. Secondary data is usually more expensive to obtain than primary data.
E. None of these statements about secondary data is true.
7-39
175.Which of the following is most consistent with the marketing research process discussed in
the text?
A. "We know that time is always short, so as soon as we define the problem we get on with
our data collection."
B. "We pay a lot for marketing research experts, so our managers don't waste time trying to
figure out how projects should be conducted."
C. "We always use mail surveys, so that we won't have to worry about nonresponse
problems."
D. "Secondary data is often all we need to solve our problems."
E. None of the statements is a good answer.
176.Which of the following statements about doing a situation analysis is correct?
A. There is very little government data on business and commercial markets.

B. Doing a good situation analysis is usually much less expensive than collecting primary
data.
C. There is little value to having a marketing researcher involved because a good marketing
manager is able to do what is required.
D. Doing a good situation analysis usually takes much longer than gathering primary data.
E. None of these statements about doing a situation analysis is true.
7-40
177.A fast-food chain is redesigning its restaurants. One of the main questions facing the chain's
management is, "Should the new restaurant design include a salad bar?" A researcher in the
company finds an article in a restaurant trade magazine containing the results of a study
about salad bars. The results indicate that salad bars are costly to maintain and are not a
major attraction to consumers. Based on this information, management decides that it will
not have a salad bar as part of the new restaurant design. This example illustrates the point
that:
A. Situation analysis sometimes eliminates the need for conducting further research in a
problem area.
B. Situation analysis is very costly in terms of time and money.
C. Secondary data from sources outside the company is always better than secondary data
from sources inside the company.
D. Secondary data from private sources is always better than secondary data from
government sources.
E. Collecting primary data is always necessary in order to make good decisions.
178.Which of the following is probably NOT a part of a situation analysis?
A. A marketing manager asks a radio station for a copy of an audience study.

B. A marketing analyst determines from a Census publication how many manufacturers are in
the Portland area.
C. A marketing analyst looks in the Index of Business Periodicals for articles about a large
retail chain.
D. A computer company asks ten lawyers to participate in a focus group on how they use the
internet.
E. All of these alternatives seem to be part of a situation analysis.
7-41
179.A research proposal
A. develops and analyzes new information about a market.

B. specifies what information will be obtained and how.
C. is an informal study of what information is already available in the problem area.
D. seeks in-depth, open-ended responses, not yes or no answers.
E. is typically in a database format that standard website search engines can find.
180.The research proposal may include information about all of the following except
A. what the costs will be.

B. who will analyze the data.
C. what data will be collected.
D. how long the process will take.
E. what the possible solutions are.
181.Which of the following is NOT likely to be included in a research proposal?
A. How long the research will take.

B. Preliminary recommendations on how to solve the problem.
C. Information about what the research will cost.
D. A description of what data will be collected.
E. A description of how data will be collected.
182.____ is an example of a primary data source.
A. Cost data
B. A marketing information system
C. Company files
D. Observation
E. Library
7-42
183.Which of the following would be a source of primary data?
A. U.S. Census Bureau reports.

B. Company records on sales, costs, and advertising.
C. Market tests.
D. A Google search.
184.Which of the following would NOT be a source of primary data?
A. The Wall Street Journal

B. Market tests
C. Focus groups
D. Observation studies
E. Surveys
185.The two basic methods for obtaining primary information about customers are
A. defining and analyzing.

B. questioning and observing.
C. intranet and data from private research organizations.
D. marketing information systems and cost data.
E. Internet search and library search.
186.For marketers, the purpose of gathering primary data is usually:
A. to learn what customers think or how they behave in certain situations.

B. to specify what information needs to be obtained and how.
C. to monitor what others are saying online about the company or its products.
D. to define the problem that needs to be solved.
E. to help develop a hypothesis.
7-43
187.When seeking problem-specific data through qualitative research, the researcher:
A. attempts to get yes or no answers from subjects.

B. creates strict guidelines to direct responses to questions.
C. tries to prevent the subject from giving open-ended responses.
D. seeks for subjects to share their honest thoughts on a topic without interference.
E. desires to obtain broad generalities from subjects.
188.The _____ is a qualitative research method in which an interviewer asks very broad questions
that encourage the interviewee to provide details.
A. data warehouse
B. non-directive interview
C. response rate
D. consumer panel
E. situation analysis
189.Which of the following statements explains why marketers use focus groups to conduct
research?
A. People may not feel free to express their honest thoughts in groups.
B. Some individuals may dominate group discussion.
C. 6 to 10 people provide feedback to marketing questions in a single event.
D. The results cannot be measured objectively.
E. Conclusions reached from a session usually vary depending on the viewpoint of the
researcher.
7-44
190.In quantitative research, it is common for researchers to ask questions and offer a variety of
fixed answers from which to choose-such as multiple-choice questions. This approach is
advantageous for all the following reasons except:
A. responses can be summarized in percentages, averages, or other statistics.

B. it simplifies analysis of the replies.
C. it is more convenient for computer analysis.
D. respondents may reply faster and easier.
E. it limits the broad range of possible answers to ones envisioned by the researchers.
191.To get problem-specific data, a marketing researcher would use:
A. the experimental method.

B. a questioning method.
C. an observing method.
D. consumer panels and focus groups.
E. Any or all of these could be used.
192.Qualitative research, compared to quantitative research:
A. Asks closed-ended questions.

B. Asks yes or no type questions.
C. Provides more representative samples of consumers.
D. Relies on open-ended questioning.
E. Uses statistics to analyze data.
193."Qualitative research" involves:
A. talks with the firm's own managers.

B. questioning to obtain in-depth open-ended responses.
C. "yes-no" questionnaires.
D. studying secondary data.
7-45
Another random document with
no related content on Scribd:
grande sforzo, vi sarete capacitati del vero stato e delle condizioni di
Pompei al momento della sua distruzione.
A me, sorretto dalla memoria delle antiche storie e de’ classici
scrittori e de’ poeti di Roma antica, percorrendo fra i più concitati
sussulti del cuore le vie dissepolte di Pompei, davanti le macerie e
gli avanzi solenni di questi pubblici edificj, quest’opera di
immaginosa ricostruzione riuscì agevole e spontanea. Fu per poco,
se nel varcar la soglia della Basilica, non udissi le arringhe degli
avvocati, nel rasentar le colonne del Foro non mi togliessi per
reverenza il cappello al passar delle maestose figure di Pansa e di
Olconio e non mi commovessi alla passione di questo giovane
innamorato, che lungi dall’aver guasto il cuore dalla general
corruzione, così io credessi vedere graffire sentimentalmente sulla
muraglia:
Scribenti mi dictat amor monstratque Cupido

Ah! peream sine te si Deus esse velim [315].
FINE DEL PRIMO VOLUME

INDICE
Dedica Pag. V
Intendimenti dell’Opera VII
Introduzione 1
CAPITOLO I. — Il Vesuvio. — La carrozzella

napoletana — La scommessa d’un Inglese
— Il valore d’uno schiaffo — Pompei! —
Prime impressioni — Il Vesuvio — Temerità
giustificata — Topografia del Vesuvio — La
storia delle sue principali eruzioni — Ercole
nella Campania — Vi fonda Ercolano — Se
questa città venisse distrutta
contemporaneamente a Pompei — I popoli
dell’Italia Centrale al Vesuvio —
Combattimento di Spartaco — L’eruzione
del 79 — Le posteriori — L’eruzione del
1631 e quella del 1632 — L’eruzione del
1861, e un’iscrizione di V. Fornari —
L’eruzione del 1868 — Il Vesuvio ministro
di morte e rovina, di vita e ricchezza —
Mineralogia — Minuterie — Ascensioni sul
Vesuvio — Temerità punita —
Pompejorama 15
CAPITOLO II. — Storia. Primo periodo. — 41

Divisione della storia — Origini di Pompei
— Ercole e i buoi di Gerione — Oschi e
Pelasgi — I Sanniti — Occupano la
Campania — Dedizione di questa a Roma
— I Feciali Romani indicon guerra a’
Sanniti — Vittoria dell’armi romane — Lega
de’ Campani co’ Latini contro i Romani —
L. Annio Setino e T. Manlio Torquato —
Disciplina militare — Battaglia al Vesuvio
— Le Forche Caudine — Rivincita de’
Romani — Cospirazioni campane contro
Roma — I Pompejani battono i soldati della
flotta romana — Ultima guerra de’ Sanniti
contro i Romani
CAPITOLO III. — Storia. Periodo secondo.

— La legione Campana a Reggio — È
vinta e giustiziata a Roma — Guerra
sociale — Beneficj di essa — Lucio Silla
assedia Stabia e la smantella — Battaglia
di Silla e Cluenzio sotto Pompei — Minazio
Magio — Cluenzio è sconfitto a Nola —
Silla e Mario — Vendette Sillane — Pompei
eretto in municipio — Silla manda una
colonia a Pompei — Che e quante fossero
le colonie romane — Pompei si noma
Colonia Veneria Cornelia — Resistenza di
Pompei ai Coloni — Seconda guerra
servile — Morte di Spartaco — Congiura di
Catilina — P. Silla patrono di Pompei
accusato a Roma — Difeso da Cicerone e
assolto — Ninnio Mulo — I patroni di
Pompei — Augusto vi aggiunge il Pagus
Augustus Felix — Druso muore in Pompei
— Contesa di Pompejani e Nocerini —
Nerone e Agrippina — Tremuoto del 63
che distrugge parte di Pompei 61
CAPITOLO IV. — Storia. Periodo secondo. 91

— Leggi, Monete, Offici e Costume — Il
Municipio — Ordini cittadini — Decurioni,
Duumviri, Quinquennale, Edili, Questore —
Il flamine Valente — Sollecitazioni elettorali
— I cavalieri — Gli Augustali — Condizioni
fatte alle Colonie — Il Bisellium — Dogane
in Pompei — Pesi e misure — Monete —
La Hausse e la Baisse — Posta —
Invenzione della Posta — I portalettere
romani — Lingua parlata in Pompei —
Lingua scritta — Papiri — Modo di scrivere
— Codicilli e Pugillares — Lusso in Pompei
— Il leone di Marco Aurelio — Schiavi —
Schiavi agricoltori — Vini pompejani —
Camangiari rinvenuti negli scavi — Il garo
o caviale liquido pompejano — Malati
mandati a Pompei
CAPITOLO V. — Storia. Periodo secondo.

— Il Cataclisma — T. Svedio Clemente
compone le differenze tra Pompejani e
Coloni — Pompei si rinnova — Affissi
pubblici — La flotta romana e Plinio il
Vecchio ammiraglio — Sua vita — La
Storia Naturale e altre sue opere — Il
novissimo giorno — Morte di Plinio il
Vecchio — Prima lettera di Plinio il Giovane
a Tacito — Diversa pretesa morte di Plinio
il Vecchio — Seconda lettera di Plinio il
Giovane a Tacito — Provvedimenti inutili di
Tito Vespasiano 127
CAPITOLO VI. — Gli Scavi e la Topografia. 161

— I Guardiani — Un inconveniente a
riparare — Ladri antichi — Vi fu una
seconda Pompei? — Scoperta della città
— Rinvenimento d’Ercolano — Preziosità
ercolanesi — Possibilità d’un’intera
rivendicazione alla luce di Ercolano —
Scavi regolari in Pompei — Disordini e
provvedimenti — Scuola d’antichità in
Pompei — C. A. Vecchi — Topografia di
Pompei — Le Saline e le Cave di pomici —
Il Sarno
CAPITOLO VII. — Le Mura — Le Porte —

Le Vie. — Le Mura, loro misura e
costruzione — Fortificazioni — Torri —
Terrapieno e Casematte — Le Porte — Le
Regioni e le Isole — Le Vie — I
Marciapiedi — Il lastrico e la manutenzione
delle vie — La via Consolare e le vie
principali — Vie minori — Fontane
pubbliche — Tabernacoli sulle vie —
Amuleti contro la jettatura — Iscrizioni
scritte o graffite sulle muraglie —
Provvedimenti edili contro le immondezze
— Botteghe — Archi — Carrozze — Cura
delle vie 181
CAPITOLO VIII. — I Templi. — Fede e 219

superstizione — Architettura generale de’
templi — Collocazione degli altari — Are
ed altari — Della scelta dei luoghi —
Tempio di Venere — Le due Veneri —
Culto a Venere Fisica — Processione —
Descrizione del tempio di Venere in
Pompei — Oggetti d’arte e iscrizioni in
esso — Jus luminum opstruendorum —
Tempio di Giove — I sacri principj —
Tempio d’Iside — Culto d’Iside — Bandito
da Roma, rimesso dopo in maggior onore
— Tibullo e Properzio — Notti isiache —
Origini — Leggenda egizia — Chiave della
leggenda — Gerarchia Sacerdotale — Riti
— Descrizione del tempio d’Iside in
Pompei — Oggetti rinvenuti — Curia Isiaca
— Voltaire e gli Zingari — Tempio
d’Esculapio — Controversie — Cenni
mitologici — Il Calendario Ovidiano concilia
le differenze — Descrizione — Tempio di
Mercurio — Descrizione del tempio —
Tempio della Fortuna — Venerata questa
dea in Roma e in Grecia — Descrizione del
suo tempio — Antistites, Sacerdotes,
Ministri — Tempio d’Augusto — Sodales
Augustales — Descrizione e Pittura,
Monete — Tempio di Ercole o di Nettuno —
Detto anche tempio greco — Descrizione
— Bidental e Puteal — Tempio di Cerere
— Presunzioni di sua esistenza — Favole
— I Misteri della Dea Bona e P. Clodio — Il
Calcidico era il tempio di Cerere? — Priapo
— Lari e Penati — Cristianesimo — Ebrei e
Cristiani
CAPITOLO IX. — I Fori. — Cosa fossero i

Fori — Agora Greco — Fori di Roma —
Civili e venali — Foro Romano — Comizj
— Centuriati e tributi — Procedimento in
essi per le elezioni de’ magistrati, per le
leggi, per i giudizii — Foro Civile
Pompejano — Foro Nundinario o
Triangolare — Le Nundine —
Hecatonstylon — Orologio Solare 305
CAPITOLO X. — La Basilica. — Origine
della denominazione di Basilica — Sua
destinazione in Roma — Poeti e cantanti
— Distribuzione della giornata — Interno
ed esterno delle Basiliche — Perchè
conservatone il nome alle chiese cristiane
— Basiliche principali cristiane — Basilica
di Pompei — Amministrazione della
giustizia, procedura civile e penale —
Magistrati speciali per le persone di vil
condizione — Episodio giudiziario di Ovidio
— Giurisprudenza criminale — Pene —
Del supplizio della croce — La pena
dell’adulterio — Avvocati e Causidici 325
CAPITOLO XI. — Le Curie, il Caldicico, le

Prigioni. — Origine ed uso delle Curie —
Curie di Pompei — Curia o Sala del Senato
— Il Calcidico — Congetture di sua
destinazione — Forse tempio — Passaggio
per gli avvocati — Di un passo dell’Odissea
d’Omero — Eumachia sacerdotessa
fabbrica il Calcidico in Pompei —
Descrizione — Cripta e statua della
fondatrice — Le prigioni di Pompei —
Sistema carcerario romano — Le Carceri
Mamertine — Ergastuli per gli schiavi —
Carnifex e Carnificina — Ipotiposi 365
ERRORI CORREZIONI
Pag. lin.
4 17, vi morisse e Stazio e Silio
Italico e altri
illustri vi si
ispirassero
6 ultima linea: S’intromette il S’intromette il
Tirreno. Tirreno infuriato
13 19, mi do dovea mi dovea
28 12, dice chè dice che
41 17, horrendum, horrendum,
ingens informe, ingens
44 24, dovendo dovendo
poggiare appoggiarsi
71 5, soggetta ligia persona
persona
74 6, Lucio Lucio Cornelio
Cornelio congiunto
parente
76 11, non veridiche non sempre
veridiche
79 9, la dissenzione la dissensione
81 22, patrizii e i patrizii e i plebei
plebei
203 15, distici di distici che
Ovidio erroneamente
alcuni dissero di
Ovidio
325 in fine del La pena
sommario dell’adulterio —
Avvocati e
Causidici
NOTE:
1. Epist. Ex Ponto. Lib. II. ep. III.
Il primo ei fu che me sì audace rese

Da commettere i miei carmi alla Fama;
Egli all’ingegno mio guida cortese.
2. Veggasi al Canto XII l’Odissea d’Omero, così egregiamente tradotta in

versi dal chiarissimo cav. dottor Paolo Maspero, da oscurar di molto la
fama della versione di Ippolito Pindemonte.
3. Già Casina Reale, avente a lato sinistro il Castel dell’Ovo che si avanza
in mare, donata da Garibaldi dittatore ad Alessandro Dumas; ma
rivendicata poscia — non da Garibaldi — venne venduta e convertita
nell’attuale Albergo di Washington, tra i primarj della città.
4. Naturalis Historiæ, Lib. III.
5. Hortensii villa quæ est ad Baulos, Cicero Acad. Quæst. Lib. 4.
6. Ενθα διὲ Κιμμερἰων ανδρων δῆμοστε πὀλιστε, che si tradurrebbe

letteralmente: Qui poi sono degli uomini Cimmerj, il popolo e la città.
7. Lib. 1. 6; Dionigi d’Alicarnasso, IV; Aulo Gellio, 1. 19.
8. Georgica L. II. v. 161. Questi versi suonerebbero nel nostro idioma:
O fia che il porto qui rammenti e l’opre

Al Lucrin lago aggiunte, e il corrucciato
Flutto ch’alto vi mugge; ove lontano
Respinto il mar, la Giulia onda risuona
E dove dentro dell’Averno i gorghi
S’intromette il Tirreno infuriato.
9. Virgil. Georg. L. I. v. 468.
10. Monumenta epigraphica pompejana ad fidem archetyporum expressa.

Napoli 1854. Edizione di soli cento esemplari fatta a spesa di Alberto
Detken.
11. Le Case ed i Monumenti di Pompei disegnati e descritti. Napoli, in corso

di publicazione.
12. Pompei. Seconda edizione, Firenze 1868. Successori Le Monnier.
13. Inscriptions gravée au trait sur les murs de Pompei.
14. Sono gli uomini di questo villaggio che vengono più specialmente
reclutati per la difficile e perigliosa pesca del corallo sulle coste di
Barberia, e così possono ricondursi di poi in patria con un bel gruzzolo
di danaro.
15. La misurazione dell’elevazione del Vesuvio sopra il livello del mare varia
nelle scritture dei dotti che la vollero fissare. Nollet nel 1749 la disse di
593 tese; Poli nel 1791 di 608 tese; il colonnello Visconti nel 1816 di
621; Humboldt dopo l’eruzione del 1822 la rinvenne di 607 tese, e nel
settembre 1831 l’altezza della punta più alta del cono risultò di tese 618.
La tesa, antica misura di Francia, era lunga sei piedi; la nuova tesa
francese si chiama doppio metro e per conseguenza contiene 6 piedi, 1
pollice, 10 linee. Siffatta varietà di misure non da altro procede che dagli
elevamenti e dalle depressioni, le quali si avvicendano secondo le
diverse eruzioni.
16. «Ricerche filosofico istoriche sull’antico stato dell’estremo ramo degli

Appennini che termina dirimpetto l’isola di Capri.»
17. «Partito Ercole di poi dal Tevere, seguendo il lido italiano si condusse al
Campo Cumeo, nel quale è fama essere stati uomini assai forti, ed a
cagione di loro scelleratezze, appellati giganti. Lo stesso Campo del
resto, denominato Flegreo, dal colle che vomitando sovente fuoco a
guisa dell’Etna sicula, ora si chiama Vesuvio, e conserva molte vestigia
delle antiche arsioni.»
18. Storia degli Italiani, Tom. 1, pag. 99. Torino 1857.
19. Nella vita di Marco Crasso.
20. Anno 1674, pag. 146.
21. Ragguaglio dell’incendio del Vesuvio. Napoli 1694.
22. L’eguale fenomeno si avverò sul Vesuvio nella eruzione del 79. Ecco le
parole di Plinio: Nubes (incertum procul intuentibus ex quo monte;
Vesuvium fuisse postea cognitum est) oriebatur: cujus similitudinem et
formam non alia magis arbor, quam pinus expresserit. Nam longissimo
velut trunco elato in altum, quibusdam ramis diffundebatur, etc. Epist.
XVI. Lib. VI.
23. Prodromo della Mineralogia Vesuviana. Napoli 1825.
24. Horatius, Lib. 1. Od. 3. In Virgilium Athenas proficiscentem. Gargallo

traduce, o a meglio dire, parafrasa così:
Ov’è maggior l’ostacolo,

Più impetuosa ed avida
L’umana razza avventasi
Ad ogni rischio impavida.
25. Vedi i dispacci telegrafici e giornali dell’ultima settimana del dicembre

1869.
26. Vedi Descrizione del Vesuvio di Logan Lobley.
27. Sylv. 2
«Nè allettin più del Pompejano Sarno

Gli ozii.»
28. Satir. Lib. II. Sat. 1. v. 35. Così traduce Tommaso Gargallo:
Io, che s’appulo son, se non lucano,

Dir non saprei, perchè tra due confini
L’aratro volga il venosin colono,
Colà spedito (come è vecchia fama)
Cacciatine i Sabini.
29. Secondo Esiodo, Gerione era il più forte di tutti gli uomini nell’isola
d’Eritia presso Gade o Cadice sulla costa della Spagna. I poeti venuti di
poi ne hanno fatto un gigante con tre corpi, che Ercole combattendo
uccise, menandone seco i buoi. Coloro i quali ridur vorrebbero tutta la
scienza mitologica ad un solo principio, cioè, al culto antico della natura,
pretesero Ercole un essere allegorico e non significar altro che il Sole.
Questa impresa vinta su Gerione sarebbe il decimo segno che il sole
trascorre, vale a dire i benefizj d’esso che, giunto al segno equinoziale
del Toro, avviva tutta la natura e consola tutte le genti. Vedi Dizionario
della Mitologia di tutti i Popoli di Gio. Pozzoli e Felice Romani. Milano
presso Gio. Pirotta.
30. La Mitologia chiama i Dioscuri figliuoli di Giove e afferma essere il
soprannome di Castore e Polluce. Glauco fu il primo che così li chiamò,
quando apparve agli Argonauti nella Propontide (Filostr. Paus.). È stato
dato questo nome anche agli Anaci, ai Cabiri, e ai tre fratelli che
Cicerone (De Natura Deorum 3, c. 53) chiama Alcone, Melampo ed
Eumolo. Sanconiatone conserva l’identità dei Dioscuri coi Cabiri, che
Cicerone vuol figli di Proserpina. Ritornerò su tale argomento nel
capitolo I Templi.
31. Titi Livii Historiarum. Lib. VII c. XXIX.
32. I Feciali erano sacerdoti, l’uffizio de’ quali corrispondeva a un di presso

a quello degli Araldi d’armi. Essi dovevano trovarsi particolarmente
presenti alle dichiarazioni di guerra, ai trattati di pace che si facevano,
ed avvertivano a che i Romani non intraprendessero guerre illegittime.
Allorchè qualche popolo avea offeso la Republica, uno de’ Feciali si
portava da quello per chiedergli riparazione: se questa non era
accordata subito, gli si concedevano trenta dì a deliberare, dopo i quali
legittima si teneva la guerra. E questa dichiaravasi col ritornare il Feciale
sulla frontiera nemica e piantarvi una picca tinta di sangue. Anche i
trattati si facevano da un Feciale, che durante le negoziazioni veniva
appellato pater patratus, per l’autorità che egli aveva di giurare pel
popolo. Vegliavano pure al rispetto degli alleati, annullavano i trattati di
pace che giudicavano nocivi alla Republica, e davano in mano ai nemici
coloro che li avevano stipulati.
33. Secondo la più probabile opinione, Caudio era situato dove ora il borgo
Arpaja, e le Forche Caudine in quell’angusto passo donde si discende
ad Arienzo, specialmente nel sito che si chiama pur oggi le Furchie.
34. Ora Lucera delli Pagani, nella Puglia Daunia, volgarmente Capitanata,
provincia di Foggia, nel già reame di Napoli.
35. Tito Livio; Lib. IX, c. XXXVIII.
36. Dante, Paradiso c. VII. 47. Qui parla il Poeta di Manlio Torquato che
comandò, come più sopra narrai, la morte del figliuolo per inobbedienza,
e parla di Quinzio Cincinnato.
37. Vellei Paterculi, Historiæ Lib. II. c. XIII.
38. Bell. Civ. Lib. I. c. 94.
39. De Legibus, II. 2.

40. Roma Illustrata, Ant. Thisli J. C. Amstelodami.
41. Veglie storiche. Milano 1869, presso A. Maglia.
42. Sallustio, Bellum Catilinarium, c. XVII: «Lucio Tullo, Marco Lepido

consulibus, Publius Autronius et Publius Sulla, designati consules,
legibus ambitus interrogati, pœnas dederunt. Post paullo, Catilina
pecuniarum repetundarum reus, prohibitus erat consulatum petere, quod
inter legitimas dies profiteri nequiverit». La legge Calpurnia dell’àmbito,
prodotta dal console Calpurnio Pisone nell’anno 686, era che chi avesse
colle largizioni o capziosamente conseguito il magistrato, dovesse
lasciarlo e pagare una multa pecuniaria. Catilina era stato escluso dal
chiedere il consolato, perchè reo repetundarum, che noi diremmo di
concussione, cioè di ripetizione di cose, la cui restituzione si esige da
colui che, magistrato, abbia spogliato la provincia. Essendosi i legati
d’Africa querelati assai gravemente di Catilina, ne veniva pubblicamente
accusato da Publio Clodio.
43. Quid ergo indicat, aut quid affert, aut ipse Cornelius, aut vos, qui ab eo
hæc mandata defertis? Gladiatores emptos esse, Fausti simulatione, ad
cœdem, ac tumultum. Ita prorsus: interpositi sunt gladiatores, quos
testamento patris videmus deberi. Cic. Pro. P. Sulla cap. XIX.
44. Id. ibid. cap. XXI.
45. Questi erano i triumviri deputati a trasportare, o come meglio direbbesi

con frase latina, a dedurre le colonie, chiamati perciò patroni di esse.
46. La Clientela venne istituita da Romolo, onde avvincere in nodo d’affetto

maggiore e d’interessi i patrizi e i plebei. Questi eleggevano i loro patres
per esserne protetti, e ai patres correva debito di proteggere i colentes;
interdetto ad entrambi di accusarsi avanti i tribunali, nè mai essere
nemici; pena a chi infrangesse la legge di aver mozzo il capo, vittima
sacra a Plutone. La purezza dì questa istituzione durò buona pezza: poi
degenerò come ogni umana cosa.
47. In Toscana l’aveva alle falde degli Appennini e dalla regione in cui era
situata si dicea Tusci; in Romagna l’aveva sul litorale del Mediterraneo
fra le due città di Laurento e di Ostia, e per esser più vicina a quella città
chiamavala Laurentino e l’abitava nel verno; in Lombardia due ne
possedeva lungo le ridenti sponde del Lario una nel paesello di Villa e si
nomava Commedia, e l’Amoretti nel suo Viaggio ai tre laghi credette
riconoscerla nel luogo ove v’ha la villeggiatura dei signori Caroe,
pretendendosi persino di vederne tuttora i ruderi contro l’onde del lago;
l’altra, detta Tragedia, in altra località che forse fu presso Bellagio. Lo
che valga a rettifica dell’opinione volgare che crede la Commedia fosse
dove ora è la Pliniana, così detta unicamente perchè vi si trovi la fonte
da lui descritta nell’ultima Epistola del libro IV e dell’opinioni di taluni
scrittori che la assegnano in altra parte del lago. Alla Pliniana, venne
fabbricato da Giovanni Anguissola, altro degli uccisori di Pier Luigi
Farnese, nè prima di lui vi si riscontrarono ruderi che accusassero
antecedenti edificazioni. Della prima, in Toscana, fa una magnifica
descrizione nella lettera 6 del lib. V; della seconda in Romagna, nella
lettera 17 del lib. II.
48. Plures iisdem in locis villas possidebcat, adamatisque novis, priora

negligebat. Lett. 7 a Caccinio, lib. III. Silio Italico morì anzi in una sua
villa sul tenere di Napoli.
49. Da una fiera e passionata invettiva contro Cicerone, che Quintiliano

attribuisce senz’altro a Sallustio di lui nemico (Instit. lib. IV), tolgo il
seguente brano che ricorda appunto le villa sua in Pompei: «Vantarti
della congiura soffocata? Meglio dovresti arrossire che, te console, sia
stata messa la republica sottosopra. Tu in casa con Terenzia tua
deliberavi ogni cosa e chi dannare nel capo e chi multar con denaro, a
seconda del capriccio. Un cittadino ti fabbricava la casa, un altro la villa
di Tusculo, un altro quella di Pompei, e costoro ti parevano buoni; chi pel
contrario non ti avesse giovato, era quegli un malvagio che ti tramava
insidie nel Senato, che t’assaliva in casa, che minacciava incendiar la
città. E vaglia il vero, qual fortuna avevi e quale or possiedi? quanto
arricchisti col procacciarti cause? Come ti procurasti le splendide ville?
col sangue e colle viscere de’ cittadini; supplichevole coi nemici, altero
cogli amici, riprovevole in ogni fatto. Ed hai cuore di dire o fortunata
Roma nata te console? Infelicissima che patì pessima persecuzione,
quando nelle mani avesti giudizi e leggi. E nondimeno non ti stanchi di
rintronarci le orecchie cedan l’armi alla toga, alla favella i lauri, tu che
della Republica pensi altra cosa in piedi ed altra seduto, banderuola non
fedele a vento alcuno.» Ognuno comprenderà quanta ira partigiana
ispirasse questa invereconda tirata. Fra’ luoghi in cui Cicerone parla del
suo Casino, ve ne ha uno nell’epistola 3, lib. 7 al suo amico M. Mario,
che villeggiava in Pompei.
50. Ovidio nei Fasti, I. 614, canta:
Sancta vocant augusta patres; augusta vocantur

Templa, sacerdotum rite dicata manu
Hujus et augurium dependet origine verbi,
Et quodcumque sua Jupiter auget ope.
51. Cap. XVII.
52. Tacito nel libro XV degli Annali c. XVII non fa che accennare sotto
quest’anno un tanto disastro: «Un terremoto in Terra di Lavoro rovinò
gran parte di Pompeja, terra grossa.»
53. Canto VI. v. 45 e segg.
54. Aulo Gellio trova la etimologia del municipio a munere capessendo; più
propriamente forse il giureconsulto Paolo: quia munia civilia capiant. E
l’uno e l’altro accennano al diritto o dono conferito della cittadinanza, a
differenza di quelle altre località che erano solo fœderatæ, ricevute dopo
vinte e a condizione inferiore, che non acquistavano la podestà patria,
nè le nozze alla romana, nè la capacità di testare a pro’ d’un romano
cittadino, o d’ereditarne, nè l’inviolabilità della persona.
55. Gargallo traduce al solito infedelmente:
Manchin seimila o sette al censo equestre,

E prode, onesto sii, probo, facondo,
Plebe sarai.
Orazio nel suo primo verso non disse censo equestre, ma sì

quadringentis: perchè il Gargallo non potè dire quattrocento? Avrebbe
egli pure fatto sapere come il poeta che traduceva, che il censo
equestre era di quattrocentomila.
56. Il laticlavo era una striscia di porpora che orlava la toga di porpora,
scendendo dal petto fino a’ ginocchi. Essa era alquanto larga a
distinzione della striscia de’ cavalieri, che però dicevasi augusticlavo.
Come basterebbe oggi dire porporato per intendersi cardinale, allora
dicevasi laticlavius per senatore; onde leggesi in Svetonio (in August., c.
38): binos laticlavios præposuit, per dire due senatori.
57. Trattato dell’Onore del Bisellio.
58. Fabretti, Inscr. 3. 324. e 601. Gruter., 475, 3.
59.
D’oro lucente altri ricchezze aduni

E molti di terreno jugeri tenga.
Lib. 1 Eleg. 1.
60. Vol. I. Appendice VI.
61. Tutti i mulattieri con Agato Vajo si raccomandano a C. Cuspio Pansa

Edile. — Il Collega Giulio Polibio fece.
62. Vedi Plinio epistola 12 del lib. II: Implevi promissum, priorisque epistolæ
fidem exsolvi, quam ex spatio temporis jam recipisse te colligo. Nam et
festinanti et diligenti tabellario dedi. Vedi anche dello stesso Plinio
l’epistola 17 del lib. III e 12 del VII e la nota alla prima lettera del suo
volgarizzatore Pier Alessandro Paravia. Venezia Tip. del Commercio
1831.
63. Storia della decadenza e rovina dell’Impero Romano di Edoardo Gibbon.

Cap. II. — Vedi anche Plin. Stor. Natur. III. 5. S. Agostino De Civitate Dei
XIX. 7. Giusto Lipsio De Pronuntiatione linguæ latinæ, c. 3.
64. Vita di Claudio, c. 6.
65. Op. cit. cap. II.
66. Tra i papiri latini si conta un frammento di poema sulla guerra di Azio.
67. Milano, 1822.
68. Ad retia sedebam: erant in proximo non venabulum aut lancea, sed
stilus et pugillares. Così Plin. loc. cit. Vedi anche Boldetti, Osserv. sopra
i Cimelii, l. 2, c. 2.
69.
Sardoniche, smeraldi, diamanti,

E diaspri egli porta in un sol dito.
V. II.
70. Svetonio, in Nerone, II.
71. Plutarco, Vita di Lucullo.
72. Plin. XIV. 6.
73. Eccone la traduzione del cav. P. Magenta:
Ecco il Vesuvio, di pampinose

Frondi or or verde, ed ove in tumidi
Vasi spremeansi uve famose.
Ecco il bel clivo, che anteponea
Sin Bacco a Niso, su cui de’ Satiri
Lo stuol le danze testè movea.
Desso era il seggio più a Vener caro

Dello Spartano, desso era il poggio
Che col suo nome Ercol fe’ chiaro.
74.
Questa che ognor di verde erba si veste,

Che agli olmi avvince le festanti viti,
D’ulivi attrice, alla coltura, al gregge
Troverai pronta e al vomere paziente,
Questa terra ubertosa ara la ricca
Capua e l’abitator delle fiorenti
Del Vesèvo pendici.
75. Histor. Natur. Lib. XXXI, c. 7.
76. Id. ib., c. 8. Laudantur et Clazomenæ garo, Pompeiique, et Leptis.
77. Satir. Lib. II. sat. 8.
78.
Ma ingente il cucinier mucchio consumi

Di pepe e aggiunga indi falerno vino
Al garo arcano.
Lib. 7. epig. 27.
Sostituii la mia versione a quella del Magenta, perchè non comprese

che cosa fosse il garo, ch’ei tradusse per aceto, non avvertendo che ad
esso mal si sarebbe allora potuto applicare l’aggettivo secreto.
79.
Del nobil garo ora lasciva ho sete.

Lib. 13. ep. 77.
80. Avuta autorità dall’imperatore Cesare Vespasiano Augusto i luoghi

pubblici da’ privati posseduti Tito Svedio Clemente tribuno, ventilate le
cause ed eseguite le misure, restituì alla republica de’ Pompejani.
81. Guida di Pompei, pag. 27.

82. Giorn. degli Scavi. Luglio e Agosto 1863, pag. 228.
83. Ne’ possedimenti di Giulia Felice, figlia di Spurio, si affittano dalle prime
idi di agosto alle seste idi per cinque anni continui un bagno, un
venereo, e novecento botteghe colle pergole e co’ cenacoli. Se taluno
esercitasse in casa (o il condannato) lenocinio, non è ammesso alla
conduzione.
La formula invece, quale è ristabilita dal sen. Fiorelli, vorrebbe dire: se
trascorrerà il quinquennio, la locazione ai riterrà tacitamente rinnovata.
Altri poi, leggendo aggiunta alla iscrizione surriferita anche le parole
SMETTIVM . VERVM . ADE, pretendono interpretare le sigle in
questione nella seguente maniera: si quis dominum loci ejus non
cognoverit, — se alcuno non conosca il padrone di questo luogo, si
rivolga a Smettio Vero.
84. Veggasi: Della Patria dei due Plinii, Dissertazione di Pier Alessandro
Paravia indirizzata al cav. Ippolito Pindemonte, edita nell’appendice al
Volgarizzamento delle Lettere di Plinio il Giovane dello stesso Paravia,
già altre volte da noi citato. Il Paravia prova, a non più lasciar ombra di
dubbio, i Plinii essere stati di Como.
85. Essai de Zoologie Générale, par. I. 1, 5.
86. De Viris Illustribus.
87. «Le mofete, scrive Giuseppe Maria Galanti, formano molti fenomeni
curiosi. Terminate le grandi eruzioni sogliono esse manifestarsi sotto le
antiche lave e ne’ sotterranei, e qualche volta hanno infettata tutta
l’atmosfera. Non sono che uno sviluppamento di acido carbonico. Circa
quaranta giorni dopo l’ultima grande eruzione del 1822 comparvero le
mofete nelle cantine ed altri luoghi sotterranei delle adiacenze del
Vulcano. L’aria mofetica cominciava all’altezza del suolo superiore, e
spesso infettava anche l’aria esterna. In alcuni sotterranei si
manifestarono rapidamente, in altri lentamente: dove durarono pochi
giorni e dove sino a due mesi. Dopo l’eruzione del 1794 molte persone
perirono per mancanza di precauzione contro queste mofete. Esse si
sviluppano più assai nei luoghi dove terminano le antiche lave, cioè nei
luoghi prossimi alla pedementina del Vulcano, forse perchè il gas acido
carbonico che si svolge in copia nell’interno del Vulcano, si fa strada
negli interstizi delle lave, le quali partono tutte dal focolare vulcanico.»
Napoli e Contorni, 1829. — Vedi anche La storia de’ fenomeni del
Vesuvio di Monticelli e Covelli. Napoli, 1843.

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Essentials of Marketing A Marketing

Strategy Planning Approach 14th

Improving Decisions with Marketing Information

True / False Questions

2. Marketing research focuses on changing information needs while an MIS focuses on

3. A marketing information system (MIS) is an organized way of continually gathering,

8. In its raw form, marketing managers find data useful.

12. Only large firms have their own intranets.

16. A marketing dashboard displays up-to-the-minute marketing data in an easy-to-read format.

34. Secondary data is information that is already published or collected.

43. A research proposal involves interviewing 6 to 10 people in an informal group setting.

47. Qualitative research seeks clear yes or no answers.

48. Focus group interviews are a form of quantitative research.

60. Market research online communities are one-time events.

77. In marketing research, a population is a part of the relevant sample.

Multiple Choice Questions

85. ________________ ________________ utilizes qualitative and quantitative analysis procedures

A. executing marketing strategies.

87. Marketing research:

A. is an organized way of gathering and analyzing information marketing managers need.

88. Identify the INCORRECT statement about marketing research.

A. Most small companies have a separate marketing research department.

A. should be planned by research specialists who understand research techniques better

A. marketing information system

93. Marketing information systems rely heavily on:

A. information gathered by salespeople.

94. A __________ is an organized way of continually gathering, accessing, and analyzing

A. big data repository

A. data from internal sources.

A. provide a good overall view on many types of problems.

98. The phrase "big data" refers to:

A. the top five firms in the marketing research industry.

A. Market data can now be gathered from social media websites.

A. stored in a data warehouse.

101.When getting information for marketing decisions, the marketing manager:

A. may use both internal and external sources of information.

104.Regarding "marketing research" and "marketing information systems":

105.Setting up a marketing information system can be valuable to marketing managers because

A. Not every firm has a complete MIS.

108.Managers at Wayzata Communications, an Internet service provider, want access to a

A. marketing information system.

A. Intranets are a system for linking computers within a company.

A. a decision support system

A. focuses only on numerical data.

A. procedure that develops and analyzes new information about a market.

A. decision support system

119.The scientific method in marketing research

A. forces an orderly research process.

120.The scientific method

A. define and solve a problem.

125.The five-step marketing research process ends at which step?

A. Defining the problem

A. Step 1 defines the problem.

128.Identify the correct sequence in the marketing research process.

A. Writing the proposal

A. Interpreting the data

A. Marketing managers may only be consumers of research.

A. Analyzing the situation

A. analyzing the situation.

A. defining the problem.

A. conduct a survey to see what is wrong.

141.Regarding the marketing research process, defining the problem

A. is often confused with identifying the symptoms of the problem.

85. utilizes qualitative and quantitative analysis procedures