Question 1

London Business School's Tim Ambler believes the evaluation of marketing performance can be split into two parts: ________.

Accepted Answer

A)  long-term results and changes in brand equity 
B)  short-term results and changes in brand equity 
C)  long-term results and changes in consumer perceptions 
D)  short-term results and changes in profitability 
E)  changes in market share and changes in profitability 
A)  long-term results and changes in brand equity 
B)  short-term results and changes in brand equity 
C)  long-term results and changes in consumer perceptions 
D)  short-term results and changes in profitability 
E)  changes in market share and changes in profitability B

Question 2

The goal of ethnographic research is to immerse the researcher into consumers' lives to uncover unarticulated desires that might not surface in any other form of research.

Accepted Answer

A) True 
 B)False  True

Question 3

Why do firms employ two or three research methods?

Accepted Answer

A)  To exhibit similar tastes and preferences. 
B)  To show findings are equal across different customer segments. 
C)  To show a unique approach to what they do. 
D)  To increase confidence in the results. 
E)  The firms want to provide consumers with a greater number of research choices. 
A)  To exhibit similar tastes and preferences. 
B)  To show findings are equal across different customer segments. 
C)  To show a unique approach to what they do. 
D)  To increase confidence in the results. 
E)  The firms want to provide consumers with a greater number of research choices. D

Question 4

What are some drawbacks to qualitative research?

Accepted Answer

The in-depth insights that emerge have t

Question 5

What are the major shortcomings of marketing-mix modeling?

Accepted Answer

The major shortcomings of marketing-mix

Question 6

Anne, a beautician by profession, owns a salon in Bangkok, Thailand. Every weekend, she makes it a point to visit the other salons in Bangkok to find out about the beauty services they offer to customers. Anne is attempting to conduct market research by _______.

Accepted Answer

A)  studying customer behavior 
B)  forming alliances with competing firms 
C)  using experimental research techniques 
D)  checking out rivals 
E)  tapping into marketing partner expertise 
A)  studying customer behavior 
B)  forming alliances with competing firms 
C)  using experimental research techniques 
D)  checking out rivals 
E)  tapping into marketing partner expertise

Question 7

A company would like to study the impact of advertising expenditure on sales and sales revenue. This is an example of ________ research.

Accepted Answer

A)  prescriptive 
B)  causal 
C)  secondary 
D)  exploratory 
E)  qualitative 
A)  prescriptive 
B)  causal 
C)  secondary 
D)  exploratory 
E)  qualitative

Question 8

________ analyze(s) data from a variety of sources, such as retailer scanner data, company shipment data, pricing, media, and promotion spending data, to understand more precisely the effects of specific marketing activities.

Accepted Answer

A)  Marketing metrics 
B)  Marketing-mix models 
C)  Marketing forecasting 
D)  Marketing intelligence databases 
E)  Marketing decision systems 
A)  Marketing metrics 
B)  Marketing-mix models 
C)  Marketing forecasting 
D)  Marketing intelligence databases 
E)  Marketing decision systems

Question 9

Which of the following is an advantage of online research?

Accepted Answer

A)  Samples are generally representative of the target population. 
B)  Members of online panels and communities tend to have low turnover. 
C)  Online research is relatively free of technological problems and inconsistencies. 
D)  People tend to be honest and thoughtful online. 
E)  Online research is slow but gather detailed information. 
A)  Samples are generally representative of the target population. 
B)  Members of online panels and communities tend to have low turnover. 
C)  Online research is relatively free of technological problems and inconsistencies. 
D)  People tend to be honest and thoughtful online. 
E)  Online research is slow but gather detailed information.

Question 10

Which of the following is true of qualitative research?

Accepted Answer

A)  It is a structured measurement approach that permits a range of possible responses. 
B)  It is means of ascertaining consumer perceptions that may otherwise be difficult to uncover. 
C)  It requires large sample sizes. 
D)  Its results can be easily generalized to broader populations. 
E)  It generally results in similar results and conclusions across researchers. 
A)  It is a structured measurement approach that permits a range of possible responses. 
B)  It is means of ascertaining consumer perceptions that may otherwise be difficult to uncover. 
C)  It requires large sample sizes. 
D)  Its results can be easily generalized to broader populations. 
E)  It generally results in similar results and conclusions across researchers.

Question 11

If a company actively tracks the satisfaction of its suppliers, banks, and distributors, it is using what is called a ________.

Accepted Answer

A)  customer-performance scorecard 
B)  stakeholder-performance scorecard 
C)  marketing balanced scorecard 
D)  vendor scorecard 
E)  generic scorecard 
A)  customer-performance scorecard 
B)  stakeholder-performance scorecard 
C)  marketing balanced scorecard 
D)  vendor scorecard 
E)  generic scorecard

Question 12

Especially popular with such companies as Procter & Gamble, marketing-mix modeling is used to allocate or reallocate expenditures.

Accepted Answer

A) True 
 B)False

Question 13

A dichotomous question is a question with three or more answers.

Accepted Answer

A) True 
 B)False

Question 14

What is the chief advantage of using each of the following contact methods: mail questionnaire, telephone interview, and personal interview?

Accepted Answer

The chief advantage of each contact meth

Question 15

Thailand's Boon Rawd Brewery conducted a brand personification study and found that Leo, a local beer, was perceived to have a mature personality that values Thai heritage. Singha, another local beer, was perceived as having an international Thai personality - someone who is modern and proud to be a Thai, and yet a citizen of the world with international ambitions. Heineken was viewed as the Master European Brewer, while Chang, a low-cost beer targeted at the rural market, had no clear brand personality. Which of the following qualitative research approaches relates to the approach described above?

Accepted Answer

A)  projective techniques 
B)  visualization 
C)  brand personification 
D)  laddering 
E)  brand architecture 
A)  projective techniques 
B)  visualization 
C)  brand personification 
D)  laddering 
E)  brand architecture

Question 16

Which of the following is an advantage of personal interviews?

Accepted Answer

A)  It is a relatively inexpensive method of gathering information. 
B)  The possibility of interviewer bias is minimized. 
C)  Participants can choose to respond at their own convenience. 
D)  It facilitates anonymous responses. 
E)  Interviewers can record additional observation about the respondent such as body language. 
A)  It is a relatively inexpensive method of gathering information. 
B)  The possibility of interviewer bias is minimized. 
C)  Participants can choose to respond at their own convenience. 
D)  It facilitates anonymous responses. 
E)  Interviewers can record additional observation about the respondent such as body language.

Question 17

________ measure the interest or emotions aroused by exposure to a specific ad or picture.

Accepted Answer

A)  Tachistoscopes 
B)  Polygraphs 
C)  Galvanometers 
D)  Audiometers 
E)  GPS systems 
A)  Tachistoscopes 
B)  Polygraphs 
C)  Galvanometers 
D)  Audiometers 
E)  GPS systems

Question 18

An item in a questionnaire states that "most politicians cannot be trusted." Respondents are required to provide their answers by choosing any one of the following options: 1) Strongly disagree, 2) Disagree, 3) Neither agree nor disagree, 4) Agree, 5) Strongly agree. This is an example of a ________.

Accepted Answer

A)  semantic differential 
B)  word association question 
C)  Thematic Appreciation Test (TAT) 
D)  Likert scale 
E)  dichotomous question 
A)  semantic differential 
B)  word association question 
C)  Thematic Appreciation Test (TAT) 
D)  Likert scale 
E)  dichotomous question

Question 19

Which of the following types of marketing research firms gathers consumer and trade information and then sells it for a fee (e.g., Nielsen Media Research)?

Accepted Answer

A)  custom marketing research firms 
B)  syndicated-service research firms 
C)  specialty-line marketing research firms 
D)  generic marketing research firms 
E)  focused marketing research firms 
A)  custom marketing research firms 
B)  syndicated-service research firms 
C)  specialty-line marketing research firms 
D)  generic marketing research firms 
E)  focused marketing research firms

Question 20

A marketing research firm has instructed its research associates to collect primary data by stopping people at a shopping mall or busy street corner and request an interview on the spot. Which contact method is being used by the researchers in this case? What probable risk may the researchers face while using this method?

Accepted Answer

The researchers are using inte

London Business School's Tim Ambler believes the evaluation of marketing performance can be split into two parts: ________.

The goal of ethnographic research is to immerse the researcher into consumers' lives to uncover unarticulated desires that might not surface in any other form of research.

Why do firms employ two or three research methods?

What are some drawbacks to qualitative research?

What are the major shortcomings of marketing-mix modeling?

Anne, a beautician by profession, owns a salon in Bangkok, Thailand. Every weekend, she makes it a point to visit the other salons in Bangkok to find out about the beauty services they offer to customers. Anne is attempting to conduct market research by _______.

A company would like to study the impact of advertising expenditure on sales and sales revenue. This is an example of ________ research.

________ analyze(s) data from a variety of sources, such as retailer scanner data, company shipment data, pricing, media, and promotion spending data, to understand more precisely the effects of specific marketing activities.

Which of the following is an advantage of online research?

Which of the following is true of qualitative research?

If a company actively tracks the satisfaction of its suppliers, banks, and distributors, it is using what is called a ________.

Especially popular with such companies as Procter & Gamble, marketing-mix modeling is used to allocate or reallocate expenditures.

A dichotomous question is a question with three or more answers.

What is the chief advantage of using each of the following contact methods: mail questionnaire, telephone interview, and personal interview?

Which of the following is an advantage of personal interviews?

________ measure the interest or emotions aroused by exposure to a specific ad or picture.

Which of the following types of marketing research firms gathers consumer and trade information and then sells it for a fee (e.g., Nielsen Media Research)?

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Gathering Information and Scanning the Environment

Creating Customer Value, Satisfaction, and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Competitive Dynamics

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Marketing Channels and Value Networks

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations

Managing Personal Communications: Direct Marketing and Personal Selling

Introducing New Market Offerings

Tapping Into Global Markets

Managing a Holistic Marketing Organization for the Long Run

Filters

Exam 4: Conducting Marketing Research and Forecasting Demand

London Business School's Tim Ambler believes the evaluation of marketing performance can be split into two parts: ________.

The goal of ethnographic research is to immerse the researcher into consumers' lives to uncover unarticulated desires that might not surface in any other form of research.

Why do firms employ two or three research methods?

What are some drawbacks to qualitative research?

What are the major shortcomings of marketing-mix modeling?

Anne, a beautician by profession, owns a salon in Bangkok, Thailand. Every weekend, she makes it a point to visit the other salons in Bangkok to find out about the beauty services they offer to customers. Anne is attempting to conduct market research by _______.

A company would like to study the impact of advertising expenditure on sales and sales revenue. This is an example of ________ research.

________ analyze(s) data from a variety of sources, such as retailer scanner data, company shipment data, pricing, media, and promotion spending data, to understand more precisely the effects of specific marketing activities.

Which of the following is an advantage of online research?

Which of the following is true of qualitative research?

If a company actively tracks the satisfaction of its suppliers, banks, and distributors, it is using what is called a ________.

Especially popular with such companies as Procter & Gamble, marketing-mix modeling is used to allocate or reallocate expenditures.

A dichotomous question is a question with three or more answers.

What is the chief advantage of using each of the following contact methods: mail questionnaire, telephone interview, and personal interview?

Which of the following is an advantage of personal interviews?

________ measure the interest or emotions aroused by exposure to a specific ad or picture.

Which of the following types of marketing research firms gathers consumer and trade information and then sells it for a fee (e.g., Nielsen Media Research)?

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Gathering Information and Scanning the Environment

Creating Customer Value, Satisfaction, and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Competitive Dynamics

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Marketing Channels and Value Networks

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations

Managing Personal Communications: Direct Marketing and Personal Selling

Introducing New Market Offerings

Tapping Into Global Markets

Managing a Holistic Marketing Organization for the Long Run

Filters