Exam 1: Introduction to Marketing Research

Toyota conducted a secret market research project code-named Genesis which led to the development of the Scion line of cars.

Marketing managers need the information provided by marketing research for many reasons. Which of the following is not a reason to need information provided by marketing research?

Which of the following statements is (are)true concerning big firms?

Which of the issues listed below would be addressed using problem-solving research?

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

Marketing management decisions are complicated by interactions between the uncontrollable marketing variables and the uncontrollable environmental factors.

Branded marketing research products and services are specialized problem identification, data collection and analysis procedures developed to address specific types of marketing research problems. These procedures are patented, given brand names, and marketed like any other branded products.

Most marketing research is conducted for clients representing commercial firms.

Marketing Research, as defined by the author, is everything except ________.

The procedures followed at each stage of marketing research are methodologically sound, well documented, and, as much as possible, planned in advance. The previous statement defines the ________ aspect of the definition of marketing research.

________ may be defined as the process of enhancing marketplace competitiveness through a greater understanding of a firm's competitors and the competitive environment.

Which of the tasks below might be conducted by the researcher during the "problem definition," the "development of an approach to the problem," or the "research design formulation" steps of the marketing research process?

In the Kellogg's example given in your text, as a result of problem-solving research, Kellogg's found out that it was not being creative in introducing new products to meet the needs of the adult market.

Ethical issues arise when the interests of the stakeholders are in conflict and when one or more of the stakeholders are lacking in their responsibilities.

Field service organizations are limited service suppliers that specialize in interviewing or specialize in collecting data through the mail or though personal or telephone interviewing.

Quick-Track is a syndicated market research project conducted quarterly to track key consumer behavioral and attitudinal measures for all major fast food and pizza chains in individual markets.

Which of the following is not a characteristic of a decision support system?

Boeing commissioned Harris Interactive, Inc.to conduct a study to determine the aircraft preferences of fliers. Boeing did this because they understood the importance of continuously monitoring the dynamic marketplace and understanding the needs and priorities of Boeing customers.

Synovate (www.synovate.com)offers several products under the TeleNation family.One of their products, TeleNation, is a twice-a-week multi-client telephone study among households selected at random from the U.S.population.Clients are charged based on the number of questions they ask.TeleNation is a ________.

________ is conceptualized as consisting of six steps which include problem definition, developing an approach to the problem, research design formulation, field work, data preparation and analysis, and report generation and presentation.