Question 1

Marketing research departments located within a firm are called ________.

Accepted Answer

A)  internal suppliers 
B)  horizontal suppliers 
C)  virtual suppliers 
D)  external suppliers 
E)  smart zones 
A)  internal suppliers 
B)  horizontal suppliers 
C)  virtual suppliers 
D)  external suppliers 
E)  smart zones

Question 2

If an outside agency was brought in to conduct work for a research project after the first three steps in the marketing research process were completed,which step would the agency conduct?

Accepted Answer

A)  define the problem 
B)  develop an approach to the problem 
C)  formulate the research design 
D)  correct the problem 
E)  do fieldwork or collect data 
A)  define the problem 
B)  develop an approach to the problem 
C)  formulate the research design 
D)  correct the problem 
E)  do fieldwork or collect data

Question 3

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

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 4

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 5

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

Accepted Answer

A) True 
 B)False

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

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 8

Selecting an outside supplier is always done with a formal "request for proposal."

Accepted Answer

A) True 
 B)False

Question 9

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

Accepted Answer

A) True 
 B)False

Question 10

Promotion is considered an uncontrollable environmental factor.

Accepted Answer

A) True 
 B)False

Question 11

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

Accepted Answer

A)  transactions processing system 
B)  formal system 
C)  marketing information system 
D)  expert system 
E)  research directorate 
A)  transactions processing system 
B)  formal system 
C)  marketing information system 
D)  expert system 
E)  research directorate

Question 12

A manager has control over a competitor's pricing policy.

Accepted Answer

A) True 
 B)False

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

A)  editing 
B)  coding 
C)  transcribing 
D)  collecting 
E)  initial inspection 
A)  editing 
B)  coding 
C)  transcribing 
D)  collecting 
E)  initial inspection

Question 15

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

Accepted Answer

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

Question 16

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.

Accepted Answer

A) True 
 B)False

Question 17

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

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

Question 19

ABC is a company which is involved in selling data that is designed to serve information needs of firms like PepsiCo and Coca-Cola.The data are primarily collected through surveys,purchase and media panels,and scanners.What kind of service does ABC provide in the marketing research industry?

Accepted Answer

A)  Internet service 
B)  data analysis service 
C)  limited-service suppliers 
D)  coding and data entry services 
E)  syndicated services 
A)  Internet service 
B)  data analysis service 
C)  limited-service suppliers 
D)  coding and data entry services 
E)  syndicated services

Question 20

In a short essay,discuss the characteristics of full-service marketing research suppliers and describe three types of these full service suppliers.Include a description of the various services offered by each type of supplier to support your answer.

Accepted Answer

Full-service marketing research supplier

Marketing research departments located within a firm are called ________.

If an outside agency was brought in to conduct work for a research project after the first three steps in the marketing research process were completed,which step would the agency conduct?

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

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

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

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

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

Selecting an outside supplier is always done with a formal "request for proposal."

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

Promotion is considered an uncontrollable environmental factor.

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

A manager has control over a competitor's pricing policy.

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

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

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

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.

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

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

ABC is a company which is involved in selling data that is designed to serve information needs of firms like PepsiCo and Coca-Cola.The data are primarily collected through surveys,purchase and media panels,and scanners.What kind of service does ABC provide in the marketing research industry?

In a short essay,discuss the characteristics of full-service marketing research suppliers and describe three types of these full service suppliers.Include a description of the various services offered by each type of supplier to support your answer.

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 departments located within a firm are called ________.

If an outside agency was brought in to conduct work for a research project after the first three steps in the marketing research process were completed,which step would the agency conduct?

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

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

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

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

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

Selecting an outside supplier is always done with a formal "request for proposal."

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

Promotion is considered an uncontrollable environmental factor.

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

A manager has control over a competitor's pricing policy.

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

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

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

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.

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

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

ABC is a company which is involved in selling data that is designed to serve information needs of firms like PepsiCo and Coca-Cola.The data are primarily collected through surveys,purchase and media panels,and scanners.What kind of service does ABC provide in the marketing research industry?

In a short essay,discuss the characteristics of full-service marketing research suppliers and describe three types of these full service suppliers.Include a description of the various services offered by each type of supplier to support your answer.

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