Exam 1: Introduction to Marketing Research

In a short essay, discuss the differences between problem-identification research and problem-solving research. Include a description of situations in which each type of research would be most appropriate.

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?

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

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

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

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

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

Which of the following classifications of marketing research involves going below the surface to identify the true underlying problem that the marketing manager is facing?

Pricing, promotion, and distribution are all considered controllable marketing variables.

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

The services of full-service suppliers can be categorized into syndicated, customized, and Internet services.

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

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.

Problem-identification research is typically used to address all of the following topics EXCEPT:

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

All of the following are mentioned in the text as steps to take to prepare for a career in marketing research EXCEPT:

Researchers enter the realm of the decision maker when they ________.

The services of full-service suppliers can be categorized into all of the following types of services EXCEPT:

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

Companies that collect and sell common pools of data designed to serve information needs that a number of clients share are called syndicated services.