Question 1

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.

Accepted Answer

A) True 
 B)False  True

Question 2

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

Accepted Answer

A) True 
 B)False  True

Question 3

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?

Accepted Answer

A)  Determine what information is needed,identify relevant information sources,and evaluate data collection methods 
B)  Determine what information is needed,evaluate data collection methods,and analyze the data 
C)  Determine the solution to the problem,identify relevant information sources and evaluate data collection methods 
D)  Determine the solution to the problem,determine what information is needed,and identify relevant information sources. 
A)  Determine what information is needed,identify relevant information sources,and evaluate data collection methods 
B)  Determine what information is needed,evaluate data collection methods,and analyze the data 
C)  Determine the solution to the problem,identify relevant information sources and evaluate data collection methods 
D)  Determine the solution to the problem,determine what information is needed,and identify relevant information sources. A

Question 4

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

Accepted Answer

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

Question 5

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

Accepted Answer

A) True 
 B)False

Question 6

Most marketing research is conducted for clients representing commercial firms.

Accepted Answer

A) True 
 B)False

Question 7

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

Question 8

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?

Accepted Answer

A)  Consumers have become more affluent and sophisticated. 
B)  Competition has become more intense. 
C)  Firms have become national and international in scope. 
D)  All of the above are reasons to need information provided by marketing research. 
A)  Consumers have become more affluent and sophisticated. 
B)  Competition has become more intense. 
C)  Firms have become national and international in scope. 
D)  All of the above are reasons to need information provided by marketing research.

Question 9

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 10

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

Accepted Answer

A) True 
 B)False

Question 11

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.

Accepted Answer

A) True 
 B)False

Question 12

Marketing research has often been described as having three stakeholders.

Accepted Answer

A) True 
 B)False

Question 13

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.

Accepted Answer

A) True 
 B)False

Question 14

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 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

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

Question 17

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?

Accepted Answer

A)  qualitative research 
B)  interviews with industry experts 
C)  analysis of secondary data 
D)  all of the above 
A)  qualitative research 
B)  interviews with industry experts 
C)  analysis of secondary data 
D)  all of the above

Question 18

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 19

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?

Accepted Answer

A)  qualitative research 
B)  interviews with industry experts 
C)  analysis of secondary data 
D)  all of the above 
A)  qualitative research 
B)  interviews with industry experts 
C)  analysis of secondary data 
D)  all of the above

Question 20

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

Accepted Answer

Competitive intelligence may be defined

Exam 1: Introduction to Marketing Research

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.

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

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?

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

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

Most marketing research is conducted for clients representing commercial firms.

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?

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?

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

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 has often been described as having three stakeholders.

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.

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.

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.

________ 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.

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?

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

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?

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

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

Casual Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Non Comparative 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