Question 1

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 B

Question 2

As a marketing controller of a company, you have been asked to create a stakeholder-performance scorecard that tracks the satisfaction of various constituencies who have a critical interest and impact your company's performance. List four constituencies that might be included.

Accepted Answer

The stakeholder-performance scorecard could track the satisfaction of employees, suppliers, banks, distributors, retailers, and stockholders.

Question 3

Give reasons to justify that online research is versatile.

Accepted Answer

Increased broadband penetration offers online research even more flexibility and capabilities. For instance, virtual reality software lets visitors inspect 3-D models of products such as cameras, cars, and medical equipment and manipulate product characteristics. Even at the basic tactile level, online surveys can make answering a questionnaire easier and more fun than paper-and-pencil versions. Online community blogs allow customer participants to interact with each other.

Question 4

Designing a research plan calls for decisions on all of the following EXCEPT ________.

Accepted Answer

A)  research objectives 
B)  data sources 
C)  research approaches 
D)  research instruments 
E)  sampling plans 
A)  research objectives 
B)  data sources 
C)  research approaches 
D)  research instruments 
E)  sampling plans

Question 5

Give an account of the different technological devices that have been developed to provide insight into the consumers' behavior to the researchers.

Accepted Answer

There has been much interest in recent y

Question 6

________ approach uses concepts and tools from anthropology and other social science disciplines to provide deep cultural understanding of how people live and work.

Accepted Answer

A)  Cognitive research 
B)  Inductive research 
C)  Archaeological research 
D)  Ethnographic research 
E)  Deductive research 
A)  Cognitive research 
B)  Inductive research 
C)  Archaeological research 
D)  Ethnographic research 
E)  Deductive research

Question 7

________ 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 8

Marketing expenses and investments as inputs can be quantified only in the long run, whereas the resulting outputs such as broader brand awareness, enhanced brand image, greater customer loyalty, and improved new product prospects manifest themselves in the short run.

Accepted Answer

A) True 
 B)False

Question 9

Give an account of experimental research.

Accepted Answer

Experimental research is designed to cap

Question 10

The goal of exploratory research is to shed light on the real nature of the problem and to suggest possible solutions or new ideas.

Accepted Answer

A) True 
 B)False

Question 11

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 12

The marketing manager needs to know the cost of the research project before approving it. During which stage of the marketing research process would such a consideration most likely take place?

Accepted Answer

A)  Step 1 defining the problem 
B)  Step 4 analyzing the information 
C)  Step 5 drafting the report 
D)  Step 2 developing the research plan 
E)  Step 3 collecting information 
A)  Step 1 defining the problem 
B)  Step 4 analyzing the information 
C)  Step 5 drafting the report 
D)  Step 2 developing the research plan 
E)  Step 3 collecting information

Question 13

Ryan has been appointed by Target Internationals, a hardware manufacturing firm, as a marketing researcher and has been asked to conduct a marketing research to produce new insights of consumer attitude on its vacuum tubes. Ryan begins with the research process by defining the problem, the decision alternatives, and research objectives. Mention the next step that Ryan will follow to continue with the research.

Accepted Answer

After defining the problem, the decision

Question 14

Good marketing insights often form the basis of successful marketing programs.

Accepted Answer

A) True 
 B)False

Question 15

Most large companies prefer to use external marketing research consultants rather than employ their own marketing research department.

Accepted Answer

A) True 
 B)False

Question 16

Explain what qualitative research is and why it might be useful to marketers. What are its major drawbacks?

Accepted Answer

Qualitative research techniques are rela

Question 17

Marketing accountability means that marketers must more precisely estimate the effects of different marketing investments.

Accepted Answer

A) True 
 B)False

Question 18

You are the marketing research director of a medium-sized manufacturing firm and you would like to engage an outside marketing research firm to conduct field interviews. Which of the following options categories of marketing research firms should you use?

Accepted Answer

A)  syndicated-service research firms 
B)  custom marketing research firms 
C)  global research management firms 
D)  specialty-line marketing research firms 
E)  brand management specialty research firms 
A)  syndicated-service research firms 
B)  custom marketing research firms 
C)  global research management firms 
D)  specialty-line marketing research firms 
E)  brand management specialty research firms

Question 19

Marketing researchers should have a healthy skepticism toward glib assumptions made by managers about how a market works.

Accepted Answer

A) True 
 B)False

Question 20

The primary purpose of ________ is to identify the range of possible brand associations in consumers' minds.

Accepted Answer

A)  experimental research 
B)  deshboarding 
C)  laddering 
D)  semantic differentials 
E)  word associations 
A)  experimental research 
B)  deshboarding 
C)  laddering 
D)  semantic differentials 
E)  word associations

Exam 4: Conducting Marketing Research

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

As a marketing controller of a company, you have been asked to create a stakeholder-performance scorecard that tracks the satisfaction of various constituencies who have a critical interest and impact your company's performance. List four constituencies that might be included.

Give reasons to justify that online research is versatile.

Designing a research plan calls for decisions on all of the following EXCEPT ________.

Give an account of the different technological devices that have been developed to provide insight into the consumers' behavior to the researchers.

________ approach uses concepts and tools from anthropology and other social science disciplines to provide deep cultural understanding of how people live and work.

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

Marketing expenses and investments as inputs can be quantified only in the long run, whereas the resulting outputs such as broader brand awareness, enhanced brand image, greater customer loyalty, and improved new product prospects manifest themselves in the short run.

Give an account of experimental research.

The goal of exploratory research is to shed light on the real nature of the problem and to suggest possible solutions or new ideas.

Which of the following is an advantage of personal interviews?

The marketing manager needs to know the cost of the research project before approving it. During which stage of the marketing research process would such a consideration most likely take place?

Good marketing insights often form the basis of successful marketing programs.

Most large companies prefer to use external marketing research consultants rather than employ their own marketing research department.

Explain what qualitative research is and why it might be useful to marketers. What are its major drawbacks?

Marketing accountability means that marketers must more precisely estimate the effects of different marketing investments.

You are the marketing research director of a medium-sized manufacturing firm and you would like to engage an outside marketing research firm to conduct field interviews. Which of the following options categories of marketing research firms should you use?

Marketing researchers should have a healthy skepticism toward glib assumptions made by managers about how a market works.

The primary purpose of ________ is to identify the range of possible brand associations in consumers' minds.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Collecting Information and Forecasting Demand

Creating Long-Term Loyalty Relationships

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 Integrated Marketing Channels

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

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

Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling

Introducing New Market Offerings

Tapping into Global Markets

Managing a Holistic Marketing Organization for the Long Run

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