Exam 1: The Purpose and Process of Marketing Research

It is rather easy to calculate the benefits of a research project,but calculating costs is much more difficult.

The purpose of marketing research is to gather information that will improve managerial decisions.

In practice,decision-making rarely relies wholly on an input-output framework of marketing research and formal statistical models,but combines them with managers' experience,judgment,and intuition.

Obstacles (or barriers)to the effective use of marketing research by management include all of the following except

Variables directly under the control of management that lead the organization's performance to fall short of objectives are

Syndicated data sources

The main disadvantage of the integrated structure of a marketing research department is the isolation of researchers from day-to-day activities and problems and the difficulty of finding qualified people.

Because of their role in collecting,analyzing,and reporting data,marketing researchers are often asked to make managerial decisions.

Research suppliers can be used to conduct components of a research study,but they are never given total responsibility for a research study in its entirety.

Elements of the marketing mix,such as pricing and ad spending,are viewed as decision variables that the firm can use to steer the market.Therefore,in developing a model these decision variables would be considered

The process of identifying problems and opportunities involves analyzing future situations that a firm will face; the past is a sunk cost because it can no longer be changed.

The value or benefit of formal marketing research is typically commensurate with

In the marketing management process,essential sets of information required for planning include all of the following except

_______________ answers the questions,"What specific information is required to attain the objectives?"

The growth of marketing research activity dramatically increased after World War II because of

As a general rule,frequently purchased consumer goods can support more expensive marketing research than can high-cost durable goods.

If syndicated research companies collect data through large-scale consumer panels and track what its participants do,buy,and think,then marketing research is playing a role in

Conclusive research is meant to provide information to help the decision-maker

In designing the sample,researchers need to clearly define all of the followingexcept

The general approach and techniques of marketing research applies to both domestic and international contexts,but additional issues that must be considered in international research.Discuss these issues that are unique to the international arena.