Question 1

Which of the following is the best definition of marketing research? Marketing research is:

Accepted Answer

A) the activity of analyzing secondary information and providing executives with timely reports. 
B) the process of designing experiments that provide decision makers with causal information. 
C) the linking of consumers with information managers. 
D) the process of analyzing existing information so that decision makers can make better decisions. 
E) the process of designing,gathering,analyzing,and reporting information that may be used to solve a specific marketing problem. 
A) the activity of analyzing secondary information and providing executives with timely reports. 
B) the process of designing experiments that provide decision makers with causal information. 
C) the linking of consumers with information managers. 
D) the process of analyzing existing information so that decision makers can make better decisions. 
E) the process of designing,gathering,analyzing,and reporting information that may be used to solve a specific marketing problem.

Question 2

Barnes & Noble managers were prompted to ________ when presented with marketing research which indicated that its competitor,Amazon,had developed the Kindle to begin selling books online.

Accepted Answer

A) identify market opportunities 
B) improve marketing as a process 
C) monitor marketing performance 
D) generate,refine,and evaluate potential marketing actions 
E) select new target markets 
A) identify market opportunities 
B) improve marketing as a process 
C) monitor marketing performance 
D) generate,refine,and evaluate potential marketing actions 
E) select new target markets

Question 3

Professors at Texas A&M University conducted research to determine the best way to measure customer satisfaction with services.Their method was published in the Journal of Marketing and may be used by any firm wishing to measure their own customers' satisfaction levels.This would be an example of:

Accepted Answer

A) basic research. 
B) customer services research. 
C) research applied to specific problems. 
D) research aimed at identifying market opportunities. 
A) basic research. 
B) customer services research. 
C) research applied to specific problems. 
D) research aimed at identifying market opportunities.

Question 4

Marketing strategy is defined as a planned design to reach the largest portion of the market by leveraging the benefits of both low marketing costs and promotion using the mass media to reach the largest audience.

Accepted Answer

A) True 
 B)False

Question 5

Allison is the CEO of a large consumer products company.She asks the marketing research department to gather information to help her determine target markets having the most potential from among several market segments.She also asks the research department to give her an assessment as to the best product,price,distribution,and promotion to appeal to the various market segments.Allison is collecting information to help her implement a:

Accepted Answer

A) marketing mix. 
B) marketing audit. 
C) marketing concept. 
D) marketing strategy. 
A) marketing mix. 
B) marketing audit. 
C) marketing concept. 
D) marketing strategy.

Question 6

Which of the following is NOT one of the components of the marketing information system?

Accepted Answer

A) internal reports 
B) marketing intelligence 
C) marketing decision support 
D) consumer information support system 
E) marketing research system 
A) internal reports 
B) marketing intelligence 
C) marketing decision support 
D) consumer information support system 
E) marketing research system

Question 7

The service-dominant logic for marketing philosophy suggests that marketing decision makers will need less information in the future.

Accepted Answer

A) True 
 B)False

Which of the following is the best definition of marketing research? Marketing research is:

Barnes & Noble managers were prompted to ________ when presented with marketing research which indicated that its competitor,Amazon,had developed the Kindle to begin selling books online.

Professors at Texas A&M University conducted research to determine the best way to measure customer satisfaction with services.Their method was published in the Journal of Marketing and may be used by any firm wishing to measure their own customers' satisfaction levels.This would be an example of:

Marketing strategy is defined as a planned design to reach the largest portion of the market by leveraging the benefits of both low marketing costs and promotion using the mass media to reach the largest audience.

Which of the following is NOT one of the components of the marketing information system?

The service-dominant logic for marketing philosophy suggests that marketing decision makers will need less information in the future.

The Marketing Research Industry

The Marketing Research Process Defining the Problem and Research Objectives

Research Design

Secondary Data Packaged Information

Utilizing Exploratory and Qualitative Research Techniques

Evaluating Survey Data Collection Methods

Understanding Measurement, developing Questions, and Designing the Questionnaire

Selecting the Sample

Determining the Size of a Sample

Dealing With Fieldwork and Data Quality

Using Basic Descriptive Analysis, performing Population Estimates, and Testing Hypotheses

Implementing Basic Differences Tests

Making Use of Associations Tests

Understanding Regression Analysis Basics

Writing the Research Report

Filters

Exam 1: Introduction to Marketing Research

Which of the following is the best definition of marketing research? Marketing research is:

Barnes & Noble managers were prompted to ________ when presented with marketing research which indicated that its competitor,Amazon,had developed the Kindle to begin selling books online.

Professors at Texas A&M University conducted research to determine the best way to measure customer satisfaction with services.Their method was published in the Journal of Marketing and may be used by any firm wishing to measure their own customers' satisfaction levels.This would be an example of:

Marketing strategy is defined as a planned design to reach the largest portion of the market by leveraging the benefits of both low marketing costs and promotion using the mass media to reach the largest audience.

Which of the following is NOT one of the components of the marketing information system?

The service-dominant logic for marketing philosophy suggests that marketing decision makers will need less information in the future.

The Marketing Research Industry

The Marketing Research Process Defining the Problem and Research Objectives

Research Design

Secondary Data Packaged Information

Utilizing Exploratory and Qualitative Research Techniques

Evaluating Survey Data Collection Methods

Understanding Measurement, developing Questions, and Designing the Questionnaire

Selecting the Sample

Determining the Size of a Sample

Dealing With Fieldwork and Data Quality

Using Basic Descriptive Analysis, performing Population Estimates, and Testing Hypotheses

Implementing Basic Differences Tests

Making Use of Associations Tests

Understanding Regression Analysis Basics

Writing the Research Report

Filters