Exam 1: Introduction to Marketing Research

In order to compare the national retailers' success in selling its brands of digital cameras with the national retailers' success in selling traditional camera equipment, the marketing manager for Sony decided to use the billing information Sony has for these national retailers.This information is fed into spreadsheets formatted in tabular form and updated continuously as accounts change.In doing so, the marketing manager for Sony utilized which one of the following?

Unstructured problems and the use of models are characteristics that describe a decision support system.

Which of the following is NOT a form of interviewing in the data collection stage of the research process?

An information system that enables decision makers to interact directly with both databases and analysis models is called a decision support system.

Which of the following statements is most FALSE about marketing research?

Which of the following is NOT a characteristic of a marketing information system?

According to the text, ________ is typically used to assess the environment and diagnose problems.

In a short essay, describe the stages of developing a career in the marketing research industry.List at least four steps a student should take in order to properly prepare for a career in the marketing research industry.

Researchers enter the realm of the decision maker when they ________.

Problem-identification research is typically used to address pricing issues.

Which of the following are mentioned in the text as steps to take to prepare for a career in marketing research?

Which of the following is NOT mentioned as a limitation of social media for conducting marketing research?

The first step in any marketing research project is to formulate the research design.

Outside marketing research companies hired to supply marketing research data are called ________.

According to the text, most of the research suppliers are ________.

Intel is mentioned as a marketing research firm specializing in social media research.

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.

________ research is undertaken to help identify problems that are not necessarily apparent on the surface and yet exist or are likely to arise in the future.

The United States accounts for 60 percent of the marketing research expenditures worldwide.

Marketing research departments located within a firm are called internal suppliers.