Question 1

Kantar,Westat,and Burke,Inc.are examples of marketing research firms that offer customized services.

Accepted Answer

A) True 
 B)False

Question 2

Companies that collect and sell common pools of data designed to serve information needs that a number of clients share are called syndicated services.

Accepted Answer

A) True 
 B)False

Question 3

________ 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.

Accepted Answer

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

Question 4

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

Accepted Answer

A)  acquire computer and Internet skills 
B)  obtain any type of work experience 
C)  take courses in statistics and quantitative methods 
D)  acquire effective written and verbal communication skills 
E)  think creatively 
A)  acquire computer and Internet skills 
B)  obtain any type of work experience 
C)  take courses in statistics and quantitative methods 
D)  acquire effective written and verbal communication skills 
E)  think creatively

Question 5

A marketing research project is warranted when ________.

Accepted Answer

A)  the required information is already in the organization 
B)  the decision which the research addresses has already been made 
C)  the research will be used for gaining political ends 
D)  time or money are not available in adequate amounts 
E)  the cost of the research is less than its eventual benefits 
A)  the required information is already in the organization 
B)  the decision which the research addresses has already been made 
C)  the research will be used for gaining political ends 
D)  time or money are not available in adequate amounts 
E)  the cost of the research is less than its eventual benefits

Question 6

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.

Accepted Answer

These roles are changing and marketing r

Question 7

Which of the following is the more common of the forms of research and is undertaken by virtually all marketing firms?

Accepted Answer

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

Question 8

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 9

Expectations about objectivity among bloggers and other social media users are lower.

Accepted Answer

A) True 
 B)False

Question 10

Marketing research is not concerned with factors that are not under the control of the marketing manager.

Accepted Answer

A) True 
 B)False

Question 11

The services of full-service suppliers can be categorized into syndicated,customized,and Internet services.

Accepted Answer

A) True 
 B)False

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

Marketing research involves all of the following regarding information EXCEPT ________.

Accepted Answer

A)  identification 
B)  collection 
C)  analysis 
D)  manipulation 
E)  dissemination 
A)  identification 
B)  collection 
C)  analysis 
D)  manipulation 
E)  dissemination

Question 14

The decision to conduct research is automatic.

Accepted Answer

A) True 
 B)False

Question 15

According to the text,most of the research suppliers are Fortune 500 operations.

Accepted Answer

A) True 
 B)False

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

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

Accepted Answer

A)  Marketing research follows a predictable path. 
B)  Marketing research is systematic. 
C)  Marketing research is planned. 
D)  Marketing research leads to automatic decisions. 
E)  All of the answer selections are FALSE. 
A)  Marketing research follows a predictable path. 
B)  Marketing research is systematic. 
C)  Marketing research is planned. 
D)  Marketing research leads to automatic decisions. 
E)  All of the answer selections are FALSE.

Question 18

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 19

A good knowledge of marketing is essential to be a successful in marketing research.

Accepted Answer

A) True 
 B)False

Question 20

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

Accepted Answer

A) True 
 B)False

Kantar,Westat,and Burke,Inc.are examples of marketing research firms that offer customized services.

Companies that collect and sell common pools of data designed to serve information needs that a number of clients share are called syndicated services.

________ 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.

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

A marketing research project is warranted when ________.

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.

Which of the following is the more common of the forms of research and is undertaken by virtually all marketing firms?

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

Expectations about objectivity among bloggers and other social media users are lower.

Marketing research is not concerned with factors that are not under the control of the marketing manager.

The services of full-service suppliers can be categorized into syndicated,customized,and Internet services.

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

Marketing research involves all of the following regarding information EXCEPT ________.

The decision to conduct research is automatic.

According to the text,most of the research suppliers are Fortune 500 operations.

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

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

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

A good knowledge of marketing is essential to be a successful in marketing research.

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

Kantar,Westat,and Burke,Inc.are examples of marketing research firms that offer customized services.

Companies that collect and sell common pools of data designed to serve information needs that a number of clients share are called syndicated services.

________ 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.

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

A marketing research project is warranted when ________.

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.

Which of the following is the more common of the forms of research and is undertaken by virtually all marketing firms?

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

Expectations about objectivity among bloggers and other social media users are lower.

Marketing research is not concerned with factors that are not under the control of the marketing manager.

The services of full-service suppliers can be categorized into syndicated,customized,and Internet services.

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

Marketing research involves all of the following regarding information EXCEPT ________.

The decision to conduct research is automatic.

According to the text,most of the research suppliers are Fortune 500 operations.

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

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

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

A good knowledge of marketing is essential to be a successful in marketing research.

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