Question 1

Once a problem or opportunity has been identified, market potential research is undertaken to arrive at a solution.

Accepted Answer

A) True 
 B)False

Question 2

There are many entry level marketing research positions available for persons with BBAs or MBAs. Which one of the following is not an entry-level position?

Accepted Answer

A) operational supervisor 
B) senior analyst 
C) junior research analyst 
D) research analyst 
A) operational supervisor 
B) senior analyst 
C) junior research analyst 
D) research analyst

Question 3

________ is undertaken to help identify problems that are perhaps not apparent on the surface and yet exist or are likely to arise in the future.

Accepted Answer

A) Problem identification research 
B) Segmentation research 
C) Problem solving research 
D) Marketing information systems 
A) Problem identification research 
B) Segmentation research 
C) Problem solving research 
D) Marketing information systems

Question 4

Companies that base their business on the Web do not have international marketing problems.

Accepted Answer

A) True 
 B)False

Question 5

The emphasis in marketing is on the identification and satisfaction of ________.

Accepted Answer

A) business needs 
B) marketing goals 
C) market needs 
D) customer needs 
A) business needs 
B) marketing goals 
C) market needs 
D) customer needs

Question 6

________ is a type of problem identification research.

Accepted Answer

A) Distribution research 
B) Pricing research 
C) Market characteristics research 
D) Promotion research 
A) Distribution research 
B) Pricing research 
C) Market characteristics research 
D) Promotion research

Question 7

Marketing research helps the marketing manager link the ________ with the ________ and the customer groups.

Accepted Answer

A) marketing variables; environment 
B) marketing variables; marketing information system 
C) marketing information system; environment 
D) none of the above 
A) marketing variables; environment 
B) marketing variables; marketing information system 
C) marketing information system; environment 
D) none of the above

Question 8

Problem identification research provides information about the marketing environment and helps diagnose a problem.

Accepted Answer

A) True 
 B)False

Question 9

Write a short essay detailing what a person or student should do to prepare for a career in marketing research.

Accepted Answer

∙ Take all the marketing courses you can

Question 10

DSS differs from MIS in that the DSS is more rigidly structured than the MIS.

Accepted Answer

A) True 
 B)False

Question 11

If a firm lacks the resources to implement the findings arising from marketing research, spending the resources to conduct the research may not be warranted.

Accepted Answer

A) True 
 B)False

Question 12

Define and discuss problem identification and problem-solving research. Discuss how the two types of research are related. Develop an example showing the relationship between these two types of research.

Accepted Answer

Problem identification research is under

Question 13

It is best to do marketing research even if the resources are not available to conduct a quality project.

Accepted Answer

A) True 
 B)False

Question 14

International marketing research is much simpler to conduct than domestic research.

Accepted Answer

A) True 
 B)False

Question 15

When conducting international research, the environment prevailing in the countries, cultural units, or international markets that are being researched, influences the way the six steps of the marketing research process should be performed.

Accepted Answer

A) True 
 B)False

Question 16

According to the text, marketing research has become ________.

Accepted Answer

A) global 
B) real time 
C) more integrative with marketing and product development 
D) all of the above 
A) global 
B) real time 
C) more integrative with marketing and product development 
D) all of the above

Question 17

Sales analysis research is a type of problem solving research.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following is true about a decision support system?

Accepted Answer

A) DSS can enhance decision-making effectiveness by using "what if" analysis. 
B) DSS have been further developed to expert systems that utilize artificial intelligence procedures to incorporate expert judgment. 
C) The information provided by a DSS is rigidly structured and cannot be easily manipulated. 
D) Both A and B are correct. 
A) DSS can enhance decision-making effectiveness by using "what if" analysis. 
B) DSS have been further developed to expert systems that utilize artificial intelligence procedures to incorporate expert judgment. 
C) The information provided by a DSS is rigidly structured and cannot be easily manipulated. 
D) Both A and B are correct.

Question 19

Marketing researchers are becoming more involved in decision making, whereas marketing managers are not becoming more involved with research.

Accepted Answer

A) True 
 B)False

Question 20

NBC utilized Satmetrix services to obtain feedback from viewers.Which of the following is true about their relationship?

Accepted Answer

A) It helps the network to learn what viewers are looking for. 
B) NBC created the show "Will and Grace" as a result of the research results. 
C) Viewer feedback has been instrumental in composing and modifying scripts and storylines. 
D) all of the above 
A) It helps the network to learn what viewers are looking for. 
B) NBC created the show "Will and Grace" as a result of the research results. 
C) Viewer feedback has been instrumental in composing and modifying scripts and storylines. 
D) all of the above

Exam 1: Introduction to Marketing Research

Once a problem or opportunity has been identified, market potential research is undertaken to arrive at a solution.

There are many entry level marketing research positions available for persons with BBAs or MBAs. Which one of the following is not an entry-level position?

________ is undertaken to help identify problems that are perhaps not apparent on the surface and yet exist or are likely to arise in the future.

Companies that base their business on the Web do not have international marketing problems.

The emphasis in marketing is on the identification and satisfaction of ________.

________ is a type of problem identification research.

Marketing research helps the marketing manager link the ________ with the ________ and the customer groups.

Problem identification research provides information about the marketing environment and helps diagnose a problem.

Write a short essay detailing what a person or student should do to prepare for a career in marketing research.

DSS differs from MIS in that the DSS is more rigidly structured than the MIS.

If a firm lacks the resources to implement the findings arising from marketing research, spending the resources to conduct the research may not be warranted.

Define and discuss problem identification and problem-solving research. Discuss how the two types of research are related. Develop an example showing the relationship between these two types of research.

It is best to do marketing research even if the resources are not available to conduct a quality project.

International marketing research is much simpler to conduct than domestic research.

When conducting international research, the environment prevailing in the countries, cultural units, or international markets that are being researched, influences the way the six steps of the marketing research process should be performed.

According to the text, marketing research has become ________.

Sales analysis research is a type of problem solving research.

Which of the following is true about a decision support system?

Marketing researchers are becoming more involved in decision making, whereas marketing managers are not becoming more involved with research.

NBC utilized Satmetrix services to obtain feedback from viewers.Which of the following is true about their relationship?

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Secondary Data

Exploratory Research Design: Qualitative Research

Descriptive Research Design: Survey and Observation

Causal Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Noncomparative Scaling Techniques

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork

Data Preparation

Frequency Distribution, Cross-Tabulation, and Hypothesis Testing

Analysis of Variance and Covariance

Correlation and Regression

Discriminant and Logit Analysis

Factor Analysis

Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Structural Equation Modeling and Path Analysis

Report Preparation and Presentation

International Marketing Research

Filters

Marketing research helps the marketing manager link the with the and the customer groups.