Exam 1: Introduction to Marketing Research

Problem-solving 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 is NOT a form of interviewing in the data collection stage of the research process?

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

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

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

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

Telephone, mail, personal and electronic interviewing are forms of interviewing in the data collection stage of the research process.

All of the following are important components of a decision support system EXCEPT:

The marketing chief of Fossil is considering the introduction of a super functional, fashionable wristwatch for men and women priced at $99. For this, he decided on 30 telephonic interviews from their customer database, 50 valid survey responses from individuals whose income is greater than $60,000 and 2 focus-groups. To which of the six steps of the marketing research process do the actions of the marketing chief for Fossil fall into?

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

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.

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

Promotion is considered an uncontrollable environmental factor.

The first step in any marketing research project is to ________.

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

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.

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?

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

Marketing research departments located within a firm are called ________.

Which of the following stakeholders is NOT mentioned as being affected by marketing research activities?