Question 1

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 A

Question 2

Define marketing research.

Accepted Answer

Marketing research is the systematic and objective identification, collection, analysis, dissemination, and use of information for the purpose of improving decision making related to the identification and solution of problems and opportunities in marketing.

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 C

Question 4

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 5

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 6

Research undertaken to identify 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 7

Research undertaken to help solve specific marketing problems is called problem-solving research.

Accepted Answer

A) True 
 B)False

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

All of the following are examples of topics typically addressed by problem-solving research EXCEPT ________.

Accepted Answer

A) segmentation 
B) product 
C) market potential 
D) market share 
E) C and D 
A) segmentation 
B) product 
C) market potential 
D) market share 
E) C and D

Question 10

Which of the following marketing research firms does NOT offer customized services?

Accepted Answer

A) Kantar 
B) Westat 
C) Burke, Inc. 
D) Field Work Chicago, Inc. 
E) All offer customized services. 
A) Kantar 
B) Westat 
C) Burke, Inc. 
D) Field Work Chicago, Inc. 
E) All offer customized services.

Question 11

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 12

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 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 examples of topics typically addressed by problem-solving research EXCEPT ________.

Accepted Answer

A) segmentation 
B) product 
C) promotion 
D) market share 
E) pricing 
A) segmentation 
B) product 
C) promotion 
D) market share 
E) pricing

Question 15

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 16

In order to compare the national retailers' success in selling its brands of digital cameras with the national retailers' success in selling traditional camera equipment, the marketing manager for Sony decided to use the billing information Sony has for these national retailers. This information is fed into spreadsheets formatted in tabular form and updated continuously as accounts change. In doing so, the marketing manager for Sony utilized which one of the following?

Accepted Answer

A) a rolling audit 
B) a functional system 
C) an expert system 
D) a decision support system 
E) a marketing information system 
A) a rolling audit 
B) a functional system 
C) an expert system 
D) a decision support system 
E) a marketing information system

Question 17

According to the text, most of the research suppliers are ________.

Accepted Answer

A) multinational operations 
B) Fortune 500 operations 
C) foreign operations 
D) small operations 
E) 501(c)(3)organizations 
A) multinational operations 
B) Fortune 500 operations 
C) foreign operations 
D) small operations 
E) 501(c)(3)organizations

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

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

Question 20

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

Accepted Answer

A) True 
 B)False

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

Define marketing research.

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

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

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

Research undertaken to identify marketing problems is called ________.

Research undertaken to help solve specific marketing problems is called problem-solving research.

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

All of the following are examples of topics typically addressed by problem-solving research EXCEPT ________.

Which of the following marketing research firms does NOT offer customized services?

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.

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

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

All of the following are examples of topics typically addressed by problem-solving research EXCEPT ________.

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

According to the text, most of the research suppliers are ________.

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

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.

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

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

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

Define marketing research.

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

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

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

Research undertaken to identify marketing problems is called ________.

Research undertaken to help solve specific marketing problems is called problem-solving research.

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

All of the following are examples of topics typically addressed by problem-solving research EXCEPT ________.

Which of the following marketing research firms does NOT offer customized services?

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.

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

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

All of the following are examples of topics typically addressed by problem-solving research EXCEPT ________.

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

According to the text, most of the research suppliers are ________.

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

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.

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

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