Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

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

Accepted Answer

A) True 
 B)False

Question 3

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

Accepted Answer

A) True 
 B)False

Question 4

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

Accepted Answer

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

Question 5

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

Accepted Answer

A) True 
 B)False

Question 6

Which of the following is NOT considered an uncontrollable environmental factor?

Accepted Answer

A) competition 
B) social and cultural factors 
C) political factors 
D) promotion 
E) economy 
A) competition 
B) social and cultural factors 
C) political factors 
D) promotion 
E) economy

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

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 9

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

Accepted Answer

A) True 
 B)False

Question 10

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

Accepted Answer

A) True 
 B)False

Question 11

According to the text, the most common entry-level position in the marketing research industry for people with bachelor's degrees is ________.

Accepted Answer

A) assistant project director 
B) project director 
C) operational supervisor 
D) research analyst 
E) account executive 
A) assistant project director 
B) project director 
C) operational supervisor 
D) research analyst 
E) account executive

Question 12

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 13

Problem-identification research involves going below the surface to identify the true underlying problem that the marketing manager is facing.

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

A) True 
 B)False

Question 15

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 16

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)i

Question 17

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 18

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

Accepted Answer

A) True 
 B)False

Question 19

Which of the following are mentioned in the text as steps to take to prepare for a career in marketing research?

Accepted Answer

A) acquire computer and Internet skills 
B) acquire written communication skills 
C) take courses in statistics and quantitative methods 
D) develop verbal communication skills 
E) all of the above 
A) acquire computer and Internet skills 
B) acquire written communication skills 
C) take courses in statistics and quantitative methods 
D) develop verbal communication skills 
E) all of the above

Question 20

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

Accepted Answer

A) True 
 B)False

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

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

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

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

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

Which of the following is NOT considered an uncontrollable environmental factor?

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

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

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

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

According to the text, the most common entry-level position in the marketing research industry for people with bachelor's degrees is ________.

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

Problem-identification research involves going below the surface to identify the true underlying problem that the marketing manager is facing.

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

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

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

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?

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

Which of the following are mentioned in the text as steps to take to prepare for a career in marketing research?

A good knowledge of marketing is essential 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

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

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

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

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

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

Which of the following is NOT considered an uncontrollable environmental factor?

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

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

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

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

According to the text, the most common entry-level position in the marketing research industry for people with bachelor's degrees is ________.

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

Problem-identification research involves going below the surface to identify the true underlying problem that the marketing manager is facing.

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

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

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

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?

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

Which of the following are mentioned in the text as steps to take to prepare for a career in marketing research?

A good knowledge of marketing is essential 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