Question 1

Which of the issues listed below would be addressed using problem-solving research?

Accepted Answer

A) the need to understand market potential 
B) the need to understand current cultural trends 
C) the need to understand changes in consumer behavior 
D) the need to determine where to locate retail outlets 
A) the need to understand market potential 
B) the need to understand current cultural trends 
C) the need to understand changes in consumer behavior 
D) the need to determine where to locate retail outlets D

Question 2

The findings of problem solving research are used in making decisions that will solve specific marketing problems.

Accepted Answer

A) True 
 B)False  True

Question 3

Limited-service suppliers ________.

Accepted Answer

A) specialize in one or a few phases of the marketing research project 
B) are research studies conducted for different client firms but in a different way 
C) collect and sell common pools of data designed to serve information needs shared by a number of clients. 
D) offer a wide variety of marketing research services tailored to suit a client's specific needs 
A) specialize in one or a few phases of the marketing research project 
B) are research studies conducted for different client firms but in a different way 
C) collect and sell common pools of data designed to serve information needs shared by a number of clients. 
D) offer a wide variety of marketing research services tailored to suit a client's specific needs A

Question 4

Customized services ________.

Accepted Answer

A) specialize in one or a few phases of the marketing research project 
B) are research studies conducted for different client firms but in a different way 
C) collect and sell common pools of data designed to serve information needs shared by a number of clients 
D) offer a wide variety of marketing research services tailored to suit a client's specific needs 
A) specialize in one or a few phases of the marketing research project 
B) are research studies conducted for different client firms but in a different way 
C) collect and sell common pools of data designed to serve information needs shared by a number of clients 
D) offer a wide variety of marketing research services tailored to suit a client's specific needs

Question 5

ORC International (orcinternational.com)offers several products under the Caravan  family.The products include both online and telephone survey options among households selected at random from the U.S.population.Clients are charged based on the number of questions they ask.Caravan  is a ________.

Accepted Answer

A) field service 
B) branded market research product 
C) data analysis service 
D) analytical service 
A) field service 
B) branded market research product 
C) data analysis service 
D) analytical service

Question 6

Syndicated services ________.

Accepted Answer

A) specialize in one or a few phases of the marketing research project 
B) are research studies conducted for different client firms but in a different way 
C) are companies that collect and sell common pools of data designed to serve information needs shared by a number of clients 
D) offer a wide variety of marketing research services customized to suit a client's specific needs 
A) specialize in one or a few phases of the marketing research project 
B) are research studies conducted for different client firms but in a different way 
C) are companies that collect and sell common pools of data designed to serve information needs shared by a number of clients 
D) offer a wide variety of marketing research services customized to suit a client's specific needs

Question 7

Write a short essay explaining the differences between a marketing information system and a decision support system.

Accepted Answer

Developed to overcome the limi

Question 8

Traditionally,marketing researchers were responsible for assessing information needs and providing the relevant information,whereas marketing decisions were made by the managers.Discuss why the roles of marketing managers and marketing researchers are changing.

Accepted Answer

These roles are changing and marketing r

Question 9

Marketing research helps the marketing manager link the ________ with the ________ and the customer groups.

Accepted Answer

A) marketing variables;environment 
B) marketing variables;marketing information system 
C) marketing information system;environment 
D) none of the above 
A) marketing variables;environment 
B) marketing variables;marketing information system 
C) marketing information system;environment 
D) none of the above

Question 10

Why is international marketing research more complex than domestic marketing research?

Accepted Answer

Conducting international marketing resea

Question 11

Describe the stakeholders in marketing research.How do ethical issues arise?

Accepted Answer

Marketing research has often been descri

Question 12

Satmetrix capitalizes on the need for "recent" marketing research by providing clients with data on a weekly basis.

Accepted Answer

A) True 
 B)False

Question 13

Write a short essay detailing what a person or student should do to prepare for a career in marketing research.

Accepted Answer

∙ Take all the marketing courses you can

Question 14

Sales analysis research is a type of problem solving research.

Accepted Answer

A) True 
 B)False

Question 15

Once a problem or opportunity has been identified,market potential research is undertaken to arrive at a solution.

Accepted Answer

A) True 
 B)False

Question 16

Boeing commissioned Harris Interactive,Inc.to conduct a study to determine the aircraft preferences of fliers.Boeing did this because they understood the importance of continuously monitoring the dynamic marketplace and understanding the needs and priorities of Boeing customers.

Accepted Answer

A) True 
 B)False

Question 17

NBC utilized Satmetrix services to obtain feedback from viewers.Which of the following is true about their relationship?

Accepted Answer

A) It helps the network to learn what viewers are looking for. 
B) NBC created the show "The Voice" as a result of the research results. 
C) Viewer feedback has been instrumental in composing and modifying scripts and storylines. 
D) all of the above 
A) It helps the network to learn what viewers are looking for. 
B) NBC created the show "The Voice" as a result of the research results. 
C) Viewer feedback has been instrumental in composing and modifying scripts and storylines. 
D) all of the above

Question 18

Analytical services include designing and pretesting questionnaires,determining the best means of collecting data,designing sampling plans,and conducting statistical analysis of quantitative data.

Accepted Answer

A) True 
 B)False

Question 19

According to the author of the text,international research refers to which of the following types of research?

Accepted Answer

A) foreign research 
B) multinational research 
C) cross-cultural research 
D) all of the above 
A) foreign research 
B) multinational research 
C) cross-cultural research 
D) all of the above

Question 20

In order to determine customer needs and to implement marketing strategies and programs aimed at satisfying those needs,marketing managers need information about ________.

Accepted Answer

A) customers 
B) competitors 
C) other forces in the marketplace 
D) all of the above 
A) customers 
B) competitors 
C) other forces in the marketplace 
D) all of the above

Exam 1: Introduction to Marketing Research

Which of the issues listed below would be addressed using problem-solving research?

The findings of problem solving research are used in making decisions that will solve specific marketing problems.

Limited-service suppliers ________.

Customized services ________.

ORC International (orcinternational.com)offers several products under the Caravan family.The products include both online and telephone survey options among households selected at random from the U.S.population.Clients are charged based on the number of questions they ask.Caravan is a ________.

Syndicated services ________.

Write a short essay explaining the differences between a marketing information system and a decision support system.

Traditionally,marketing researchers were responsible for assessing information needs and providing the relevant information,whereas marketing decisions were made by the managers.Discuss why the roles of marketing managers and marketing researchers are changing.

Marketing research helps the marketing manager link the ________ with the ________ and the customer groups.

Why is international marketing research more complex than domestic marketing research?

Describe the stakeholders in marketing research.How do ethical issues arise?

Satmetrix capitalizes on the need for "recent" marketing research by providing clients with data on a weekly basis.

Write a short essay detailing what a person or student should do to prepare for a career in marketing research.

Sales analysis research is a type of problem solving research.

Once a problem or opportunity has been identified,market potential research is undertaken to arrive at a solution.

Boeing commissioned Harris Interactive,Inc.to conduct a study to determine the aircraft preferences of fliers.Boeing did this because they understood the importance of continuously monitoring the dynamic marketplace and understanding the needs and priorities of Boeing customers.

NBC utilized Satmetrix services to obtain feedback from viewers.Which of the following is true about their relationship?

Analytical services include designing and pretesting questionnaires,determining the best means of collecting data,designing sampling plans,and conducting statistical analysis of quantitative data.

According to the author of the text,international research refers to which of the following types of research?

In order to determine customer needs and to implement marketing strategies and programs aimed at satisfying those needs,marketing managers need information about ________.

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Secondary Data

Exploratory Research Design: Qualitative Research

Descriptive Research Design: Survey and Observation

Causal Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Noncomparative Scaling Techniques

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork

Data Preparation

Frequency Distribution,cross-Tabulation,and Hypothesis Testing

Analysis of Variance and Covariance

Correlation and Regression

Discriminant and Logit Analysis

Factor Analysis

Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Structural Equation Modeling and Path Analysis

Report Preparation and Presentation

Filters

ORC International (orcinternational.com)offers several products under the Caravan family.The products include both online and telephone survey options among households selected at random from the U.S.population.Clients are charged based on the number of questions they ask.Caravanis a ________.

Marketing research helps the marketing manager link the with the and the customer groups.