Question 1

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  False

Question 2

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

Accepted Answer

A)  objectivity standards for social media are lower 
B)  self selection bias 
C)  advocacy bias 
D)  expressive bias 
E)  all of these are mentioned as limitations 
A)  objectivity standards for social media are lower 
B)  self selection bias 
C)  advocacy bias 
D)  expressive bias 
E)  all of these are mentioned as limitations D

Question 3

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

Accepted Answer

A) True 
 B)False  False

Question 4

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 5

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

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

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 8

Which of the following stakeholders is NOT mentioned as being 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 9

An advanced form of decision support system,called expert systems,uses artificial intelligence procedures to incorporate expert judgment.

Accepted Answer

A) True 
 B)False

Question 10

________ 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 11

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 12

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 with

Question 13

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 14

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

Question 15

In a short essay,describe the characteristics of a marketing information system and discuss how it differs from a decision support system.

Accepted Answer

a.A marketing information system (MIS)is

Question 16

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

Accepted Answer

A)  telephone interviewing 
B)  mail interviewing 
C)  electronic interviewing 
D)  observational interviewing 
E)  personal interviewing 
A)  telephone interviewing 
B)  mail interviewing 
C)  electronic interviewing 
D)  observational interviewing 
E)  personal interviewing

Question 17

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 18

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

Accepted Answer

A) True 
 B)False

Question 19

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 20

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

Accepted Answer

A) True 
 B)False

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

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

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

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

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

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

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 stakeholders is NOT mentioned as being affected by marketing research activities?

An advanced form of decision support system,called expert systems,uses artificial intelligence procedures to incorporate expert judgment.

________ 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.

A marketing research project is warranted when ________.

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.

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

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

In a short essay,describe the characteristics of a marketing information system and discuss how it differs from a decision support system.

Which of the following is NOT a form of interviewing in the data collection stage of the 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.

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

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

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

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Secondary Data

Exploratory Research Design: Syndicated Sources of Secondary Data

Exploratory Research Design: Qualitative Research

Descriptive Research Design: Survey and Observation

Causal Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Noncomparative Scaling Techniques

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork: Data Collection

Data Preparation and Analysis Strategy

Frequency Distribution,hypothesis Testing,and Cross-Tabulation

Hypothesis Testing Related to Differences

Correlation and Regression

Report Preparation and Presentation

Filters

Exam 1: Introduction to Marketing Research

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

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

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

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

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

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

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 stakeholders is NOT mentioned as being affected by marketing research activities?

An advanced form of decision support system,called expert systems,uses artificial intelligence procedures to incorporate expert judgment.

________ 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.

A marketing research project is warranted when ________.

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.

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

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

In a short essay,describe the characteristics of a marketing information system and discuss how it differs from a decision support system.

Which of the following is NOT a form of interviewing in the data collection stage of the 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.

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

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

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

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Secondary Data

Exploratory Research Design: Syndicated Sources of Secondary Data

Exploratory Research Design: Qualitative Research

Descriptive Research Design: Survey and Observation

Causal Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Noncomparative Scaling Techniques

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork: Data Collection

Data Preparation and Analysis Strategy

Frequency Distribution,hypothesis Testing,and Cross-Tabulation

Hypothesis Testing Related to Differences

Correlation and Regression

Report Preparation and Presentation

Filters