Question 1

Which of the following statements is true regarding the marketing research step, "defining the problem"?

Accepted Answer

A)  Defining the problem is the third most important step in the research process. 
B)  Defining the problem is the most important step in the marketing research process. 
C)  Defining the problem should be undertaken only after the project has been approved by top management. 
D)  Defining the problem should be undertaken only after a sufficient number of firms have been gathered to conduct the marketing research project. 
E)  Defining the problem is the eighth step in the marketing research process. 
A)  Defining the problem is the third most important step in the research process. 
B)  Defining the problem is the most important step in the marketing research process. 
C)  Defining the problem should be undertaken only after the project has been approved by top management. 
D)  Defining the problem should be undertaken only after a sufficient number of firms have been gathered to conduct the marketing research project. 
E)  Defining the problem is the eighth step in the marketing research process. B

Question 2

The sample plan determines the accuracy of survey results.

Accepted Answer

A) True 
 B)False  False

Question 3

Which of the following is true regarding causal research?

Accepted Answer

A)  Causal research is the questions of who, what, where, when, and how. 
B)  Causal research isolates causes and effects. 
C)  Causal research is informal and unstructured. 
D)  Causal research describes marketing phenomena. 
E)  Causal research is the seventh step in the marketing research process. 
A)  Causal research is the questions of who, what, where, when, and how. 
B)  Causal research isolates causes and effects. 
C)  Causal research is informal and unstructured. 
D)  Causal research describes marketing phenomena. 
E)  Causal research is the seventh step in the marketing research process. B

Question 4

Carol Rodgers is a brand manager for Hershey Candy Company. Mars, a competitor, has introduced a new flavored candy bar, and sales for the new bar have skyrocketed. Hershey is losing market share rapidly. Carol Rodgers is considering conducting marketing research. She should:

Accepted Answer

A)  not conduct marketing research because the timing is wrong 
B)  conduct marketing research to determine why market share is going down 
C)  conduct marketing research to determine how the new Mars bar is preferred versus existing Hershey bars 
D)  conduct marketing research because the profitability of Hershey is being affected 
E)  not conduct marketing research, but instead consult her marketing information system 
A)  not conduct marketing research because the timing is wrong 
B)  conduct marketing research to determine why market share is going down 
C)  conduct marketing research to determine how the new Mars bar is preferred versus existing Hershey bars 
D)  conduct marketing research because the profitability of Hershey is being affected 
E)  not conduct marketing research, but instead consult her marketing information system

Question 5

Managers should always consider the cost of research and the value they expect they receive from conducting the research.

Accepted Answer

A) True 
 B)False

Question 6

Colleen Moore-Mezler, President of Moore Research Services, stated the importance of viewing marketing research as a step-by-step process. Which of the following best reflects Ms. Moore's reasoning?

Accepted Answer

A)  Since each customer's situation is so different, the step-by-step approach gives us a stabilizing framework which allows us to better sort out the client's situation 
B)  Since each customer's situation is so similar, the step-by-step approach gives us a link to making financial and accounting decisions 
C)  Since each customer's situation is so straight forward, the step-by-step approach gives us a fast way of getting each client "out the door" 
D)  A step-by-step process is easy for clients and our own shareholders to "see" what we are doing 
E)  Ms. Moore does not value a step-by-step process at all. Rather, she believes marketing research is holistic 
A)  Since each customer's situation is so different, the step-by-step approach gives us a stabilizing framework which allows us to better sort out the client's situation 
B)  Since each customer's situation is so similar, the step-by-step approach gives us a link to making financial and accounting decisions 
C)  Since each customer's situation is so straight forward, the step-by-step approach gives us a fast way of getting each client "out the door" 
D)  A step-by-step process is easy for clients and our own shareholders to "see" what we are doing 
E)  Ms. Moore does not value a step-by-step process at all. Rather, she believes marketing research is holistic

Question 7

A good way of setting research objectives is to ask, "What information is needed in order to solve the problem?"

Accepted Answer

A) True 
 B)False

Question 8

Jeff Williams is the marketing director for Acme Ford. Jeff receives the customer satisfaction scores for the month and notices that they are below objectives and are significantly lower than they have been in the last two years. This means that there is a gap between:

Accepted Answer

A)  what did happen and what could have happened 
B)  what was supposed to happen and what did happen 
C)  what already has happened and what will happen in the future 
D)  what will happen in the future and what happened in the past 
E)  what happened in the past and what could have happened in the past 
A)  what did happen and what could have happened 
B)  what was supposed to happen and what did happen 
C)  what already has happened and what will happen in the future 
D)  what will happen in the future and what happened in the past 
E)  what happened in the past and what could have happened in the past

Question 9

Sometimes managers know that marketing research is not needed. In which of the following cases would marketing research NOT be needed?

Accepted Answer

A)  Competitors have introduced a successful new product and it is too late to respond. 
B)  Brand managers wish to assess the profitability of different items in the product line and this information is available from the internal reports system. 
C)  There have been significant changes in the demographic characteristics of the market since marketing research was last conducted. 
D)  A competitor has introduced a new innovative distribution system. 
E)  An internal analysis indicates that the company is losing distributors at an alarming rate. 
A)  Competitors have introduced a successful new product and it is too late to respond. 
B)  Brand managers wish to assess the profitability of different items in the product line and this information is available from the internal reports system. 
C)  There have been significant changes in the demographic characteristics of the market since marketing research was last conducted. 
D)  A competitor has introduced a new innovative distribution system. 
E)  An internal analysis indicates that the company is losing distributors at an alarming rate.

Question 10

Carolyn Wolf is considering conducting a significant amount of marketing research to determine how to wrap boxes of products that she sends to several trade shows during the year. Carolyn's boss suggests that she should not conduct the research because:

Accepted Answer

A)  competitors have not conducted such research 
B)  the value of the research will likely outweigh its cost 
C)  the cost of this research will likely outweigh its value 
D)  the CEO of the company has not asked for the research 
E)  the marketing manager is not favorable toward research 
A)  competitors have not conducted such research 
B)  the value of the research will likely outweigh its cost 
C)  the cost of this research will likely outweigh its value 
D)  the CEO of the company has not asked for the research 
E)  the marketing manager is not favorable toward research

Question 11

Which of the following involves entering data in computer files, inspecting the data for errors, and running tabulations and various statistical tests?

Accepted Answer

A)  data analysis 
B)  data entry 
C)  data cleaning 
D)  data tabulation 
E)  statistical inference testing 
A)  data analysis 
B)  data entry 
C)  data cleaning 
D)  data tabulation 
E)  statistical inference testing

Question 12

Many times companies conduct marketing research when the information gathered is already available in the company. One reason for this situation is that departments in companies often act as "silos," not sharing information with other departments.

Accepted Answer

A) True 
 B)False

Question 13

A prospective car wash franchiser wants to know how car owners in Austin, TX would respond to a new promotional message she has just created. She would need to collect secondary data.

Accepted Answer

A) True 
 B)False

Question 14

Woodrow Cushing is president of the Bank of Texas. Woodrow is interested in knowing how consumers in the Dallas-Ft. Worth market perceive his bank on certain dimensions such as friendliness of employees, convenience of locations, availability of loans, and interest rates. Mr. Cushing needs:

Accepted Answer

A)  exploratory research 
B)  descriptive research 
C)  causal research 
D)  an experiment 
E)  basic bank research 
A)  exploratory research 
B)  descriptive research 
C)  causal research 
D)  an experiment 
E)  basic bank research

Question 15

The first step in the marketing research process is:

Accepted Answer

A)  defining the problem 
B)  gathering the budget necessary to conduct the research 
C)  establishing the need for marketing research 
D)  getting approval from top management to do research 
E)  finding an appropriate marketing firm to carry out the research project 
A)  defining the problem 
B)  gathering the budget necessary to conduct the research 
C)  establishing the need for marketing research 
D)  getting approval from top management to do research 
E)  finding an appropriate marketing firm to carry out the research project

Question 16

The size of the sample determines the representativeness of the survey results.

Accepted Answer

A) True 
 B)False

Question 17

Research is likely to have greater value when the information will help a company establish its brand with a competitive advantage.

Accepted Answer

A) True 
 B)False

Question 18

Most research projects do not follow an orderly step-by-step process.

Accepted Answer

A) True 
 B)False

Question 19

Although there may be valid reasons not to conduct marketing research, timing is not among those reasons; it is never too late to conduct marketing research.

Accepted Answer

A) True 
 B)False

Question 20

When we have a gap between what did happen and could have happened, we normally refer to the gap as an opportunity.

Accepted Answer

A) True 
 B)False

Which of the following statements is true regarding the marketing research step, "defining the problem"?

The sample plan determines the accuracy of survey results.

Which of the following is true regarding causal research?

Carol Rodgers is a brand manager for Hershey Candy Company. Mars, a competitor, has introduced a new flavored candy bar, and sales for the new bar have skyrocketed. Hershey is losing market share rapidly. Carol Rodgers is considering conducting marketing research. She should:

Managers should always consider the cost of research and the value they expect they receive from conducting the research.

Colleen Moore-Mezler, President of Moore Research Services, stated the importance of viewing marketing research as a step-by-step process. Which of the following best reflects Ms. Moore's reasoning?

A good way of setting research objectives is to ask, "What information is needed in order to solve the problem?"

Jeff Williams is the marketing director for Acme Ford. Jeff receives the customer satisfaction scores for the month and notices that they are below objectives and are significantly lower than they have been in the last two years. This means that there is a gap between:

Sometimes managers know that marketing research is not needed. In which of the following cases would marketing research NOT be needed?

Carolyn Wolf is considering conducting a significant amount of marketing research to determine how to wrap boxes of products that she sends to several trade shows during the year. Carolyn's boss suggests that she should not conduct the research because:

Which of the following involves entering data in computer files, inspecting the data for errors, and running tabulations and various statistical tests?

Many times companies conduct marketing research when the information gathered is already available in the company. One reason for this situation is that departments in companies often act as "silos," not sharing information with other departments.

A prospective car wash franchiser wants to know how car owners in Austin, TX would respond to a new promotional message she has just created. She would need to collect secondary data.

Woodrow Cushing is president of the Bank of Texas. Woodrow is interested in knowing how consumers in the Dallas-Ft. Worth market perceive his bank on certain dimensions such as friendliness of employees, convenience of locations, availability of loans, and interest rates. Mr. Cushing needs:

The first step in the marketing research process is:

The size of the sample determines the representativeness of the survey results.

Research is likely to have greater value when the information will help a company establish its brand with a competitive advantage.

Most research projects do not follow an orderly step-by-step process.

Although there may be valid reasons not to conduct marketing research, timing is not among those reasons; it is never too late to conduct marketing research.

When we have a gap between what did happen and could have happened, we normally refer to the gap as an opportunity.

Introduction to Marketing Research

The Marketing Research Industry

Defining the Problem and Determining Research Objectives

Research Design

Using Secondary Data and Online Information Databases

Standardized Information Sources

Observation, Focus Groups, and Other Qualitative Methods

Survey Data-Collection Methods

Measurement in Marketing Research

Designing the Questionnaire

Determining How to Select the Sample

Determining the Size of a Sample

Data Collection in the Field, Nonresponse Error, and Questionnaire Screening

Basic Data Analysis: Descriptive Statistics

Generalizing a Sample's Findings to its Population and Testing Hypotheses About Percents and Means

Testing for Differences Between Two Groups or Among More Than

Determining and Interpreting Associations Among Variables

Regression Analysis in Marketing Research

The Marketing Research Report: Preparation and Presentation

Filters

Exam 2: The Marketing Research Process

Which of the following statements is true regarding the marketing research step, "defining the problem"?

The sample plan determines the accuracy of survey results.

Which of the following is true regarding causal research?

Carol Rodgers is a brand manager for Hershey Candy Company. Mars, a competitor, has introduced a new flavored candy bar, and sales for the new bar have skyrocketed. Hershey is losing market share rapidly. Carol Rodgers is considering conducting marketing research. She should:

Managers should always consider the cost of research and the value they expect they receive from conducting the research.

Colleen Moore-Mezler, President of Moore Research Services, stated the importance of viewing marketing research as a step-by-step process. Which of the following best reflects Ms. Moore's reasoning?

A good way of setting research objectives is to ask, "What information is needed in order to solve the problem?"

Jeff Williams is the marketing director for Acme Ford. Jeff receives the customer satisfaction scores for the month and notices that they are below objectives and are significantly lower than they have been in the last two years. This means that there is a gap between:

Sometimes managers know that marketing research is not needed. In which of the following cases would marketing research NOT be needed?

Carolyn Wolf is considering conducting a significant amount of marketing research to determine how to wrap boxes of products that she sends to several trade shows during the year. Carolyn's boss suggests that she should not conduct the research because:

Which of the following involves entering data in computer files, inspecting the data for errors, and running tabulations and various statistical tests?

Many times companies conduct marketing research when the information gathered is already available in the company. One reason for this situation is that departments in companies often act as "silos," not sharing information with other departments.

A prospective car wash franchiser wants to know how car owners in Austin, TX would respond to a new promotional message she has just created. She would need to collect secondary data.

Woodrow Cushing is president of the Bank of Texas. Woodrow is interested in knowing how consumers in the Dallas-Ft. Worth market perceive his bank on certain dimensions such as friendliness of employees, convenience of locations, availability of loans, and interest rates. Mr. Cushing needs:

The first step in the marketing research process is:

The size of the sample determines the representativeness of the survey results.

Research is likely to have greater value when the information will help a company establish its brand with a competitive advantage.

Most research projects do not follow an orderly step-by-step process.

Although there may be valid reasons not to conduct marketing research, timing is not among those reasons; it is never too late to conduct marketing research.

When we have a gap between what did happen and could have happened, we normally refer to the gap as an opportunity.

Introduction to Marketing Research

The Marketing Research Industry

Defining the Problem and Determining Research Objectives

Research Design

Using Secondary Data and Online Information Databases

Standardized Information Sources

Observation, Focus Groups, and Other Qualitative Methods

Survey Data-Collection Methods

Measurement in Marketing Research

Designing the Questionnaire

Determining How to Select the Sample

Determining the Size of a Sample

Data Collection in the Field, Nonresponse Error, and Questionnaire Screening

Basic Data Analysis: Descriptive Statistics

Generalizing a Sample's Findings to its Population and Testing Hypotheses About Percents and Means

Testing for Differences Between Two Groups or Among More Than

Determining and Interpreting Associations Among Variables

Regression Analysis in Marketing Research

The Marketing Research Report: Preparation and Presentation

Filters