Question 1

Marketing research:

Accepted Answer

A)  is the use of information to identify and define marketing problems. 
B)  aims to improve our understanding of management as a process. 
C)  aims to promote government regulation of research activities. 
D)  is only useful in companies with over $1 million in annual sales. 
E)  is not very useful to a provider of services, such as banks. 
A)  is the use of information to identify and define marketing problems. 
B)  aims to improve our understanding of management as a process. 
C)  aims to promote government regulation of research activities. 
D)  is only useful in companies with over $1 million in annual sales. 
E)  is not very useful to a provider of services, such as banks.

Question 2

Descriptive and causal research are also known as ____________________.

Accepted Answer

The answer of Descriptive and causal research are also known...

Question 3

Which of the following is FALSE?

Accepted Answer

A)  A study to gauge the properties of a material for its suitability to manufacture a particular product is market research. 
B)  An attempt to determine the most efficient allocation of funding to various promotional activities is an example of marketing research. 
C)  A survey designed to identify the characteristics of light, average, and heavy users of detergent is an example of marketing research. 
D)  Videotaping computer users to understand the context of software use is an example of marketing research. 
E)  Visiting various restaurants and sampling different menu items in preparation for opening a new restaurant is an example of marketing research. 
A)  A study to gauge the properties of a material for its suitability to manufacture a particular product is market research. 
B)  An attempt to determine the most efficient allocation of funding to various promotional activities is an example of marketing research. 
C)  A survey designed to identify the characteristics of light, average, and heavy users of detergent is an example of marketing research. 
D)  Videotaping computer users to understand the context of software use is an example of marketing research. 
E)  Visiting various restaurants and sampling different menu items in preparation for opening a new restaurant is an example of marketing research.

Question 4

Data collected specifically for a particular study is known as ____________________.

Accepted Answer

The answer of Data collected specifically for a particular study...

Question 5

Contacting people under the guise of marketing research when the real goal is to sell products or services is known as ____________________.

Accepted Answer

The answer of Contacting people under the guise of marketing...

Question 6

____________________ research is not custom designed for a particular client, but is designed and collected by the research company and sold to multiple clients.

Accepted Answer

The answer of ____________________ research is not custom designed for...

Question 7

Emma's Ice Cream hires a local marketing research firm to find out which flavors and innovations local customers would prefer. The marketing research firm in the above scenario is conducting what type of research?

Accepted Answer

A)  Causal research 
B)  Exploratory research 
C)  Advocacy research 
D)  Transnational research 
E)  Syndicated research 
A)  Causal research 
B)  Exploratory research 
C)  Advocacy research 
D)  Transnational research 
E)  Syndicated research

Question 8

Which of the following currently uses market research?

Accepted Answer

A)  Retail companies 
B)  Political institutions 
C)  Religious organizations 
D)  Not-for-profit institutions 
E)  All of the above 
A)  Retail companies 
B)  Political institutions 
C)  Religious organizations 
D)  Not-for-profit institutions 
E)  All of the above

Question 9

The primary reasons for studying marketing research include:

Accepted Answer

A)  Some may pursue a career in marketing research. 
B)  Knowledge of the marketing research makes for a "smarter" consumer. 
C)  Managers should know the benefits and limitations of marketing research. 
D)  Managers should gain an appreciation for the marketing research process. 
E)  All of the above are reasons for studying marketing research. 
A)  Some may pursue a career in marketing research. 
B)  Knowledge of the marketing research makes for a "smarter" consumer. 
C)  Managers should know the benefits and limitations of marketing research. 
D)  Managers should gain an appreciation for the marketing research process. 
E)  All of the above are reasons for studying marketing research.

Marketing research:

Descriptive and causal research are also known as ____________________.

Which of the following is FALSE?

Data collected specifically for a particular study is known as ____________________.

Contacting people under the guise of marketing research when the real goal is to sell products or services is known as ____________________.

____________________ research is not custom designed for a particular client, but is designed and collected by the research company and sold to multiple clients.

Emma's Ice Cream hires a local marketing research firm to find out which flavors and innovations local customers would prefer. The marketing research firm in the above scenario is conducting what type of research?

Which of the following currently uses market research?

The primary reasons for studying marketing research include:

The Research Question: Formulation of the Problem

Exploratory, Descriptive, and Causal Research Designs

Collecting Secondary Data from Inside and Outside the Organization

Collecting Primary Data by Observation

Collecting Primary Data by Communication

Asking Good Questions

Designing the Questionnaire

Developing the Sampling Plan

Data Collection: Enhancing Response Rates while Limiting Errors

Data Preparation for Analysis

Analysis & Interpretation: Individual Variables Independently

Analysis & Interpretation: Multiple Variables Simultaneously

The Research Report

Filters

Exam 1: Marketing Research: From Data to Information to Action

Marketing research:

Descriptive and causal research are also known as ____________________.

Which of the following is FALSE?

Data collected specifically for a particular study is known as ____________________.

Contacting people under the guise of marketing research when the real goal is to sell products or services is known as ____________________.

____________________ research is not custom designed for a particular client, but is designed and collected by the research company and sold to multiple clients.

Emma's Ice Cream hires a local marketing research firm to find out which flavors and innovations local customers would prefer. The marketing research firm in the above scenario is conducting what type of research?

Which of the following currently uses market research?

The primary reasons for studying marketing research include:

The Research Question: Formulation of the Problem

Exploratory, Descriptive, and Causal Research Designs

Collecting Secondary Data from Inside and Outside the Organization

Collecting Primary Data by Observation

Collecting Primary Data by Communication

Asking Good Questions

Designing the Questionnaire

Developing the Sampling Plan

Data Collection: Enhancing Response Rates while Limiting Errors

Data Preparation for Analysis

Analysis & Interpretation: Individual Variables Independently

Analysis & Interpretation: Multiple Variables Simultaneously

The Research Report

Filters