Exam 1: Introduction to Marketing Research

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Effective competitive intelligence is a continuous process involving the legal and ethical collection of information, analysis that avoids unwelcome conclusions, and controlled dissemination of actionable intelligence to decision makers.

(True/False)

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Question 61

Marketing research has often been described as having three stakeholders.

(True/False)

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Question 62

Each phase of the marketing research process is important. If in the first phase of the process the problem is identified, what is done after that but before data is collected?

(Multiple Choice)

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Question 63

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

(Multiple Choice)

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Question 64

The Nielsen Television Index is a set of information of known commercial value that is provided to multiple clients on a subscription basis. The Nielsen Index is an example of ________.

(Multiple Choice)

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Question 65

The task of marketing research is to assess the information needs and provide management with relevant, accurate, reliable, cheap, and current information.

(True/False)

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Question 66

The definition of a(n) is similar to marketing research, except that a(n) provides information continuously rather than on the basis of ad hoc research studies.

(Multiple Choice)

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Question 67

Marketing research suppliers can be classified as internal or external.

(True/False)

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Question 68

What is competitive intelligence and how does it help companies in making their marketing decisions?

(Essay)

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Question 69

Operational supervisor, project manager, research director, analyst, and statistician/data processing specialist are all positions in the marketing research field.

(True/False)

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Question 70

________ features statistical programs such a Missing Values, SamplePower, Decision Time and Data Entry.

(Multiple Choice)

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Question 71

When Eric Kim came to Samsung in 1999, he realized that Samsung's basic problem lay in the brand's image. Describe the state of Samsung's brand image at that time and discuss the actions Kim took to fix the brand image problem.

(Essay)

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Question 72

The Scion line of cars was advertised through traditional channels such as network television and magazines.

(True/False)

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Question 73

More information can be obtained from MIS than from ad hoc marketing research projects, but MIS is limited in the amount and nature of information it provides and the way this information can be used by the decision maker.

(True/False)

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Question 74

Marketing research is classified into two areas-problem identification and problem solving research.

(True/False)

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Question 75

Showing 61 - 75 of 75

Effective competitive intelligence is a continuous process involving the legal and ethical collection of information, analysis that avoids unwelcome conclusions, and controlled dissemination of actionable intelligence to decision makers.

Marketing research has often been described as having three stakeholders.

Each phase of the marketing research process is important. If in the first phase of the process the problem is identified, what is done after that but before data is collected?

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

The Nielsen Television Index is a set of information of known commercial value that is provided to multiple clients on a subscription basis. The Nielsen Index is an example of ________.

The task of marketing research is to assess the information needs and provide management with relevant, accurate, reliable, cheap, and current information.

The definition of a(n) is similar to marketing research, except that a(n) provides information continuously rather than on the basis of ad hoc research studies.

Marketing research suppliers can be classified as internal or external.

What is competitive intelligence and how does it help companies in making their marketing decisions?

Operational supervisor, project manager, research director, analyst, and statistician/data processing specialist are all positions in the marketing research field.

________ features statistical programs such a Missing Values, SamplePower, Decision Time and Data Entry.

When Eric Kim came to Samsung in 1999, he realized that Samsung's basic problem lay in the brand's image. Describe the state of Samsung's brand image at that time and discuss the actions Kim took to fix the brand image problem.

The Scion line of cars was advertised through traditional channels such as network television and magazines.

More information can be obtained from MIS than from ad hoc marketing research projects, but MIS is limited in the amount and nature of information it provides and the way this information can be used by the decision maker.

Marketing research is classified into two areas-problem identification and problem solving 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

Exam 1: Introduction to Marketing Research

Effective competitive intelligence is a continuous process involving the legal and ethical collection of information, analysis that avoids unwelcome conclusions, and controlled dissemination of actionable intelligence to decision makers.

Marketing research has often been described as having three stakeholders.

Each phase of the marketing research process is important. If in the first phase of the process the problem is identified, what is done after that but before data is collected?

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

The Nielsen Television Index is a set of information of known commercial value that is provided to multiple clients on a subscription basis. The Nielsen Index is an example of ________.

The task of marketing research is to assess the information needs and provide management with relevant, accurate, reliable, cheap, and current information.

The definition of a(n)________ is similar to marketing research, except that a(n)________ provides information continuously rather than on the basis of ad hoc research studies.

Marketing research suppliers can be classified as internal or external.

What is competitive intelligence and how does it help companies in making their marketing decisions?

Operational supervisor, project manager, research director, analyst, and statistician/data processing specialist are all positions in the marketing research field.

________ features statistical programs such a Missing Values, SamplePower, Decision Time and Data Entry.

When Eric Kim came to Samsung in 1999, he realized that Samsung's basic problem lay in the brand's image. Describe the state of Samsung's brand image at that time and discuss the actions Kim took to fix the brand image problem.

The Scion line of cars was advertised through traditional channels such as network television and magazines.

More information can be obtained from MIS than from ad hoc marketing research projects, but MIS is limited in the amount and nature of information it provides and the way this information can be used by the decision maker.

Marketing research is classified into two areas-problem identification and problem solving 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

The definition of a(n) is similar to marketing research, except that a(n) provides information continuously rather than on the basis of ad hoc research studies.