Question 1

Marketing research should be conducted whenever a decision has to be made.

Accepted Answer

A) True 
 B)False  False

Question 2

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

Accepted Answer

A) True 
 B)False  False

Question 3

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

Accepted Answer

A) True 
 B)False  False

Question 4

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.

Accepted Answer

a. A career in research often begins wit

Question 5

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?

Accepted Answer

A)  defining the problem 
B)  developing an approach to the problem 
C)  doing analysis 
D)  doing fieldwork or collecting data 
E)  formulating the research design 
A)  defining the problem 
B)  developing an approach to the problem 
C)  doing analysis 
D)  doing fieldwork or collecting data 
E)  formulating the research design

Question 6

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

Accepted Answer

A)  syndicated services 
B)  environmental services 
C)  customized services 
D)  Internet services 
E)  All of the above are types of full-service suppliers. 
A)  syndicated services 
B)  environmental services 
C)  customized services 
D)  Internet services 
E)  All of the above are types of full-service suppliers.

Question 7

Social media embody social computing tools commonly referred to as Web 1.0.

Accepted Answer

A) True 
 B)False

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

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

Accepted Answer

A) True 
 B)False

Question 10

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

Accepted Answer

A)  field services 
B)  Internet services 
C)  coding and data entry services 
D)  data analysis services 
E)  research directorates 
A)  field services 
B)  Internet services 
C)  coding and data entry services 
D)  data analysis services 
E)  research directorates

Question 11

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

Accepted Answer

A) True 
 B)False

Question 12

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

Accepted Answer

A)  horizontal suppliers 
B)  vertical suppliers 
C)  external suppliers 
D)  internal suppliers 
E)  full-service suppliers 
A)  horizontal suppliers 
B)  vertical suppliers 
C)  external suppliers 
D)  internal suppliers 
E)  full-service suppliers

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

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 15

Define marketing research.

Accepted Answer

Marketing research is the systematic and

Question 16

Which of the following is NOT a step in the marketing research process?

Accepted Answer

A)  problem definition 
B)  problem correction 
C)  research design formulation 
D)  report generation and presentation 
E)  data preparation and analysis 
A)  problem definition 
B)  problem correction 
C)  research design formulation 
D)  report generation and presentation 
E)  data preparation and analysis

Question 17

The ability to improve decision making by using "what-if" analysis is a characteristic of a marketing information system.

Accepted Answer

A) True 
 B)False

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

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 20

Telephone,mail,personal and electronic interviewing are forms of interviewing in the data collection stage of the research process.

Accepted Answer

A) True 
 B)False

Marketing research should be conducted whenever a decision has to be made.

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

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

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.

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

Social media embody social computing tools commonly referred to as Web 1.0.

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

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

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

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

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

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

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

Define marketing research.

Which of the following is NOT a step in the marketing research process?

The ability to improve decision making by using "what-if" analysis is a characteristic of a marketing information system.

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

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

Telephone,mail,personal and electronic interviewing are forms of interviewing in the data collection stage of the research process.

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

Marketing research should be conducted whenever a decision has to be made.

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

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

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.

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

Social media embody social computing tools commonly referred to as Web 1.0.

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

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

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

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

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

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

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

Define marketing research.

Which of the following is NOT a step in the marketing research process?

The ability to improve decision making by using "what-if" analysis is a characteristic of a marketing information system.

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

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

Telephone,mail,personal and electronic interviewing are forms of interviewing in the data collection stage of the research process.

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