Question 1

The findings of problem solving research are used in making decisions that will solve specific marketing problems.

Accepted Answer

A) True 
 B)False

Question 2

In the Kellogg's example given in your text, Kellogg's performed several tasks to identify their problem. Which of the tasks below was not used by Kellogg's to identify their problem?

Accepted Answer

A) They spoke to decision makers within the company. 
B) They developed and tested several new flavors of cereal using mall intercept interviews with adult customers 
C) They interviewed industry experts. 
D) They surveyed customers about their perceptions and preferences for cereals. 
A) They spoke to decision makers within the company. 
B) They developed and tested several new flavors of cereal using mall intercept interviews with adult customers 
C) They interviewed industry experts. 
D) They surveyed customers about their perceptions and preferences for cereals.

Question 3

Customized services ________.

Accepted Answer

A) specialize in one or a few phases of the marketing research project 
B) are research studies conducted for different client firms but in a different way 
C) collect and sell common pools of data designed to serve information needs shared by a number of clients 
D) offer a wide variety of marketing research services tailored to suit a client's specific needs 
A) specialize in one or a few phases of the marketing research project 
B) are research studies conducted for different client firms but in a different way 
C) collect and sell common pools of data designed to serve information needs shared by a number of clients 
D) offer a wide variety of marketing research services tailored to suit a client's specific needs

Question 4

According to the author of the text, international research refers to which of the following types of research?

Accepted Answer

A) foreign research 
B) multinational research 
C) cross-cultural research 
D) all of the above 
A) foreign research 
B) multinational research 
C) cross-cultural research 
D) all of the above

Question 5

________ are integrated systems including hardware, communications network, data base, model base, software base, and the ________ user (decision maker)that collect and interpret information for decision making.

Accepted Answer

A) Marketing information systems (MIS); MIS 
B) Management information systems (MIS); MIS 
C) Decision support systems (DSS); DSS 
D) none of the above 
A) Marketing information systems (MIS); MIS 
B) Management information systems (MIS); MIS 
C) Decision support systems (DSS); DSS 
D) none of the above

Question 6

Analytical services include designing and pretesting questionnaires, determining the best means of collecting data, designing sampling plans, and conducting statistical analysis of quantitative data.

Accepted Answer

A) True 
 B)False

Question 7

Limited-service suppliers ________.

Accepted Answer

A) specialize in one or a few phases of the marketing research project 
B) are research studies conducted for different client firms but in a different way 
C) collect and sell common pools of data designed to serve information needs shared by a number of clients. 
D) offer a wide variety of marketing research services tailored to suit a client's specific needs 
A) specialize in one or a few phases of the marketing research project 
B) are research studies conducted for different client firms but in a different way 
C) collect and sell common pools of data designed to serve information needs shared by a number of clients. 
D) offer a wide variety of marketing research services tailored to suit a client's specific needs

Question 8

Which of the following is not an example of a full-service supplier (Figure 1.4 in the text)?

Accepted Answer

A) syndicated services 
B) customized services 
C) Internet services 
D) analytical services 
A) syndicated services 
B) customized services 
C) Internet services 
D) analytical services

Question 9

Which of the following is not a consideration when making the decision to conduct marketing research?

Accepted Answer

A) the consumer's attitude toward research 
B) the costs versus the benefits of research 
C) the resources available to conduct the research 
D) the resources available to implement the research findings 
A) the consumer's attitude toward research 
B) the costs versus the benefits of research 
C) the resources available to conduct the research 
D) the resources available to implement the research findings

Question 10

Syndicated services ________.

Accepted Answer

A) specialize in one or a few phases of the marketing research project 
B) are research studies conducted for different client firms but in a different way 
C) are companies that collect and sell common pools of data designed to serve information needs shared by a number of clients 
D) offer a wide variety of marketing research services customized to suit a client's specific needs 
A) specialize in one or a few phases of the marketing research project 
B) are research studies conducted for different client firms but in a different way 
C) are companies that collect and sell common pools of data designed to serve information needs shared by a number of clients 
D) offer a wide variety of marketing research services customized to suit a client's specific needs

Question 11

Marketing research has often been described as having four stakeholders. These stakeholders have certain responsibilities to each other and to the research project.Which of the following is not one of the stakeholders?

Accepted Answer

A) the marketing researcher 
B) the respondent 
C) the public 
D) the environment 
A) the marketing researcher 
B) the respondent 
C) the public 
D) the environment

Question 12

In order to determine customer needs and to implement marketing strategies and programs aimed at satisfying those needs, marketing managers need information about ________.

Accepted Answer

A) customers 
B) competitors 
C) other forces in the marketplace 
D) all of the above 
A) customers 
B) competitors 
C) other forces in the marketplace 
D) all of the above

Question 13

Competitive intelligence ________.

Accepted Answer

A) enables senior managers in companies to make informed decisions about everything 
B) consists of integrated systems of hardware, communications networks, and software 
C) is a continuous process involving the legal and ethical collection of information 
D) A and C are both correct 
A) enables senior managers in companies to make informed decisions about everything 
B) consists of integrated systems of hardware, communications networks, and software 
C) is a continuous process involving the legal and ethical collection of information 
D) A and C are both correct

Question 14

Briefly define and discuss the six steps of the marketing research process.

Accepted Answer

Step 1: Problem Definition In def

Question 15

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.

Accepted Answer

These roles are changing and marketing r

Question 16

When a firm cannot conduct an entire marketing research project in house, it must select an external supplier for one or more phases of the project. One of the things that the firm does not need to consider or do when selecting an external research supplier is ________.

Accepted Answer

A) compile a list of prospective suppliers 
B) realize that the cheapest bid is not always the best bid 
C) develop criteria for selecting an outside supplier 
D) All of the above must be considered or done. 
A) compile a list of prospective suppliers 
B) realize that the cheapest bid is not always the best bid 
C) develop criteria for selecting an outside supplier 
D) All of the above must be considered or done.

Question 17

External research suppliers can be classified as ________ and ________.

Accepted Answer

A) limited-service; partial-service 
B) full-service; partial-service 
C) full-service; limited-service 
D) none of the above 
A) limited-service; partial-service 
B) full-service; partial-service 
C) full-service; limited-service 
D) none of the above

Question 18

Marketing research is the systematic and objective identification, collection, analysis, dissemination, and use of information for the purpose of assisting management in decision making related to the identification and solution of problems (and opportunities)in marketing.

Accepted Answer

A) True 
 B)False

Question 19

Satmetrix capitalizes on the need for "recent" marketing research by providing clients with data on a weekly basis.

Accepted Answer

A) True 
 B)False

Question 20

International marketing research is expected to grow at a faster rate than domestic research.

Accepted Answer

A) True 
 B)False

Exam 1: Introduction to Marketing Research

The findings of problem solving research are used in making decisions that will solve specific marketing problems.

In the Kellogg's example given in your text, Kellogg's performed several tasks to identify their problem. Which of the tasks below was not used by Kellogg's to identify their problem?

Customized services ________.

According to the author of the text, international research refers to which of the following types of research?

________ are integrated systems including hardware, communications network, data base, model base, software base, and the ________ user (decision maker)that collect and interpret information for decision making.

Analytical services include designing and pretesting questionnaires, determining the best means of collecting data, designing sampling plans, and conducting statistical analysis of quantitative data.

Limited-service suppliers ________.

Which of the following is not an example of a full-service supplier (Figure 1.4 in the text)?

Which of the following is not a consideration when making the decision to conduct marketing research?

Syndicated services ________.

Marketing research has often been described as having four stakeholders. These stakeholders have certain responsibilities to each other and to the research project.Which of the following is not one of the stakeholders?

In order to determine customer needs and to implement marketing strategies and programs aimed at satisfying those needs, marketing managers need information about ________.

Competitive intelligence ________.

Briefly define and discuss the six steps of the marketing research process.

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.

When a firm cannot conduct an entire marketing research project in house, it must select an external supplier for one or more phases of the project. One of the things that the firm does not need to consider or do when selecting an external research supplier is ________.

External research suppliers can be classified as ________ and ________.

Marketing research is the systematic and objective identification, collection, analysis, dissemination, and use of information for the purpose of assisting management in decision making related to the identification and solution of problems (and opportunities)in marketing.

Satmetrix capitalizes on the need for "recent" marketing research by providing clients with data on a weekly basis.

International marketing research is expected to grow at a faster rate than domestic research.

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

are integrated systems including hardware, communications network, data base, model base, software base, and the user (decision maker)that collect and interpret information for decision making.

External research suppliers can be classified as and .