Question 1

Problem-identification research is the more common of the forms of research and is undertaken by virtually all marketing firms.

Accepted Answer

A) True 
 B)False

Question 2

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

Accepted Answer

A) Marketing research follows an unpredictable path. 
B) Marketing research is systematic. 
C) Marketing research cannot be planned. 
D) All of the answer selections are FALSE. 
E) A and C are both true. 
A) Marketing research follows an unpredictable path. 
B) Marketing research is systematic. 
C) Marketing research cannot be planned. 
D) All of the answer selections are FALSE. 
E) A and C are both true.

Question 3

Hardware and a communication network are recognized as important components of a decision support system.

Accepted Answer

A) True 
 B)False

Question 4

Focus groups represent the main method by which syndicated services collect data.

Accepted Answer

A) True 
 B)False

Question 5

The book advocates the use of social media to replace the traditional ways in which research is conducted.

Accepted Answer

A) True 
 B)False

Question 6

Collecting and analyzing data are steps involved in the data-processing stage.

Accepted Answer

A) True 
 B)False

Question 7

Research undertaken to help solve specific marketing problems is called ________.

Accepted Answer

A) problem-solving research 
B) problem-manipulation research 
C) problem-identification research 
D) problem-correction research 
E) problem exception 
A) problem-solving research 
B) problem-manipulation research 
C) problem-identification research 
D) problem-correction research 
E) problem exception

Question 8

Outside marketing research companies hired to supply marketing research data are called external suppliers.

Accepted Answer

A) True 
 B)False

Question 9

Segmentation is an example of a topic typically addressed by problem-solving research.

Accepted Answer

A) True 
 B)False

Question 10

Problem-identification research is typically used to address all of the following topics EXCEPT ________.

Accepted Answer

A) market share 
B) short-range forecasting 
C) long-range forecasting 
D) pricing 
E) market potential 
A) market share 
B) short-range forecasting 
C) long-range forecasting 
D) pricing 
E) market potential

Question 11

Which of the following stakeholders is NOT mentioned as being directly affected by marketing research activities?

Accepted Answer

A) the government 
B) the client 
C) the respondent 
D) the public 
E) the marketing researcher 
A) the government 
B) the client 
C) the respondent 
D) the public 
E) the marketing researcher

Question 12

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

Accepted Answer

Marketing research has often been descri

Question 13

Pricing, promotion, and distribution are all considered controllable marketing variables.

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

A) competition 
B) pricing 
C) promotion 
D) distribution 
E) product 
A) competition 
B) pricing 
C) promotion 
D) distribution 
E) product

Question 15

According to the text, which of the following organizations was recognized as the largest global research firm based on global research revenues?

Accepted Answer

A) IMS Health Inc. 
B) Arbitron Inc. 
C) Nielsen 
D) Ipsos 
E) GfK SE 
A) IMS Health Inc. 
B) Arbitron Inc. 
C) Nielsen 
D) Ipsos 
E) GfK SE

Question 16

According to the text, Nielsen Holding was recognized as the largest global research firm based on global research revenues.

Accepted Answer

A) True 
 B)False

Question 17

Fieldwork or data collection is the fourth step of the marketing research process.

Accepted Answer

A) True 
 B)False

Question 18

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

Accepted Answer

A) True 
 B)False

Problem-identification research is the more common of the forms of research and is undertaken by virtually all marketing firms.

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

Hardware and a communication network are recognized as important components of a decision support system.

Focus groups represent the main method by which syndicated services collect data.

The book advocates the use of social media to replace the traditional ways in which research is conducted.

Collecting and analyzing data are steps involved in the data-processing stage.

Research undertaken to help solve specific marketing problems is called ________.

Outside marketing research companies hired to supply marketing research data are called external suppliers.

Segmentation is an example of a topic typically addressed by problem-solving research.

Problem-identification research is typically used to address all of the following topics EXCEPT ________.

Which of the following stakeholders is NOT mentioned as being directly affected by marketing research activities?

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

Pricing, promotion, and distribution are all considered controllable marketing variables.

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

According to the text, which of the following organizations was recognized as the largest global research firm based on global research revenues?

According to the text, Nielsen Holding was recognized as the largest global research firm based on global research revenues.

Fieldwork or data collection is the fourth step of the marketing research process.

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

Defining the Marketing Research Problem and Developing an Approach

Research Design, Secondary and Syndicated Data

Qualitative Research

Survey and Observation

Experimentation and Causal Research

Measurement and Scaling

Questionnaire and Form Design

Sampling: Design and Procedures

Data Collection and Preparation

Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation

Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression

Report Preparation and Presentation

Filters

Exam 1: Introduction to Marketing Research

Problem-identification research is the more common of the forms of research and is undertaken by virtually all marketing firms.

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

Hardware and a communication network are recognized as important components of a decision support system.

Focus groups represent the main method by which syndicated services collect data.

The book advocates the use of social media to replace the traditional ways in which research is conducted.

Collecting and analyzing data are steps involved in the data-processing stage.

Research undertaken to help solve specific marketing problems is called ________.

Outside marketing research companies hired to supply marketing research data are called external suppliers.

Segmentation is an example of a topic typically addressed by problem-solving research.

Problem-identification research is typically used to address all of the following topics EXCEPT ________.

Which of the following stakeholders is NOT mentioned as being directly affected by marketing research activities?

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

Pricing, promotion, and distribution are all considered controllable marketing variables.

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

According to the text, which of the following organizations was recognized as the largest global research firm based on global research revenues?

According to the text, Nielsen Holding was recognized as the largest global research firm based on global research revenues.

Fieldwork or data collection is the fourth step of the marketing research process.

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

Defining the Marketing Research Problem and Developing an Approach

Research Design, Secondary and Syndicated Data

Qualitative Research

Survey and Observation

Experimentation and Causal Research

Measurement and Scaling

Questionnaire and Form Design

Sampling: Design and Procedures

Data Collection and Preparation

Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation

Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression

Report Preparation and Presentation

Filters