Exam 1: Introduction to Marketing Research

In a short essay, discuss the differences between problem-identification research and problem-solving research.Include a description of situations in which each type of research would be most appropriate.

Companies whose primary service offering is their expertise in collecting data for research projects are called ________.

The services of full-service suppliers can be categorized into all of the following types of services EXCEPT ________.

In a short essay, describe the characteristics of a marketing information system and discuss how it differs from a decision support system.

All of the following are steps involved in the data-preparation stage of collected data EXCEPT ________.

The first step in any marketing research project is to ________.

Companies whose primary service offering is their expertise in collecting data for research projects are called coding and data entry services.

A formalized set of procedures for generating, analyzing, storing, and distributing pertinent information to marketing decision makers on an ongoing basis is called a marketing information system.

Promotion is considered an uncontrollable environmental factor.

All of the following are considered to be controllable marketing variables EXCEPT ________.

According to the text, the most common entry-level position in the marketing research industry for people with bachelor's degrees is assistant project director.

A marketing research project is warranted when ________.

According to the text, problem-solving research is typically used to assess the environment and diagnose problems.

Either a strong qualitative or a strong quantitative background is sufficient to be a successful in marketing research.

Which of the following actions is NOT a step a person would take to prepare for a career in marketing research?

Distribution research is an example of a topic typically addressed by problem-identification research.

Formulating an analytical framework along with models, research questions, hypotheses, and the information needed are included in developing an approach to the problem.

Problem-identification research involves going below the surface to identify the true underlying problem that the marketing manager is facing.

The marketing chief of Fossil is considering the introduction of a super functional, fashionable wristwatch for men and women priced at $99.For this, he decided on 30 telephonic interviews from their customer database, 50 valid survey responses from individuals whose income is greater than $60,000 and 2 focus groups.To which of the six steps of the marketing research process do the actions of the marketing chief for Fossil fall into?

Which of the following classifications of marketing research involves going below the surface to identify the true underlying problem that the marketing manager is facing?