Deck 1: Introduction to Marketing Research

Question 1

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

Answer 1

False

Question 2

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.

Answer 2

False

Question 3

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

Answer 3

True

Question 4

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

Question 5

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.

Question 6

Field service organizations are limited service suppliers that specialize in interviewing or specialize in collecting data through the mail or though personal or telephone interviewing.

Question 7

Marketing management decisions are complicated by interactions between the uncontrollable marketing variables and the uncontrollable environmental factors.

Question 8

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

Question 9

Marketing research suppliers can be classified as internal or external.

Question 10

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

Question 11

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

Question 12

Sales analysis research is a type of problem solving research.

Question 13

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

Question 14

Boeing commissioned Harris Interactive, Inc.to conduct a study to determine the aircraft preferences of fliers. Boeing did this because they understood the importance of continuously monitoring the dynamic marketplace and understanding the needs and priorities of Boeing customers.

Question 15

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

Question 16

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.

Question 17

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

Question 18

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

Question 19

In the Kellogg's example given in your text, as a result of problem-solving research, Kellogg's found out that it was not being creative in introducing new products to meet the needs of the adult market.

Question 20

Quick-Track is a syndicated market research project conducted quarterly to track key consumer behavioral and attitudinal measures for all major fast food and pizza chains in individual markets.

Question 21

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

Question 22

________ 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.

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

Question 23

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.

Question 24

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

Question 25

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

Question 26

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?

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

Question 27

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

Question 28

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

Question 29

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.

Question 30

Most marketing research is conducted for clients representing commercial firms.

Question 31

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

Question 32

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.

Question 33

Marketing research has often been described as having three stakeholders.

Question 34

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.

Question 35

The procedures followed at each stage of marketing research are methodologically sound, well documented, and, as much as possible, planned in advance. The previous statement defines the ________ aspect of the definition of marketing research.

A)systematic
B)accuracy
C)identification of information
D)collection of information

Question 36

Which of the issues listed below would be addressed using problem-solving research?

A)the need to understand market potential
B)the need to understand current cultural trends
C)the need to understand changes in consumer behavior
D)the need to determine where to locate retail outlets

Question 37

According to the text, marketing research has become ________.

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

Question 38

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

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

Question 39

________ is a type of problem identification research.

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

Question 40

Marketing Research, as defined by the author, is everything except ________.

A)systematic
B)politically biased
C)objective
D)useful for the purpose of improving decision-making

Question 41

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

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 42

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

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

Question 43

________ may be defined as the process of enhancing marketplace competitiveness through a greater understanding of a firm's competitors and the competitive environment.

A)Market intelligence
B)Competitive intelligence
C)A marketing information system
D)A decision support system

Question 44

Synovate (www.synovate.com)offers several products under the TeleNation family.One of their products, TeleNation, is a twice-a-week multi-client telephone study among households selected at random from the U.S.population.Clients are charged based on the number of questions they ask.TeleNation is a ________.

A)field service
B)branded market research product
C)data analysis service
D)analytical service

Question 45

________ is conceptualized as consisting of six steps which include problem definition, developing an approach to the problem, research design formulation, field work, data preparation and analysis, and report generation and presentation.

A)The marketing research process
B)Marketing information systems
C)Marketing research problem
D)A decision support system

Question 46

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

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

Question 47

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?

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

Question 48

Customized services ________.

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 49

External research suppliers can be classified as ________ and ________.

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

Question 50

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 ________.

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 51

Competitive intelligence ________.

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 52

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?

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

Question 53

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 ________.

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

Question 54

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?

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 55

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

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

Question 56

Syndicated services ________.

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 57

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?

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

Question 58

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

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

Question 59

Limited-service suppliers ________.

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 60

Which of the following statements is (are)true concerning big firms?

A)Many firms maintain in-house marketing research departments.
B)The marketing research department's place in the organizational structure may vary considerably.
C)Firms with in-house research departments never use external research suppliers.
D)Both A and B are correct.

Question 61

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

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

Question 62

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

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 63

A ________ is a formalized set of procedures for generating, analyzing, storing, and distributing pertinent information to marketing decision makers on an ongoing basis.

A)marketing information system
B)management information system
C)decision support system
D)none of the above

Question 64

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

Question 65

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.

Question 66

________ 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.

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

Question 67

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

A)SAS
B)MINITAB
C)SPSS
D)EXCEL

Question 68

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.

Question 69

Which of the following is not a characteristic of a decision support system?

A)rigidly structured problems
B)"what-if" analysis available
C)easy-to-use interactive mode
D)all of the above

Question 70

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

Question 71

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

Question 72

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?

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

Question 73

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.

Question 74

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.

A)marketing information system (MIS); MIS
B)management information system (MIS); MIS
C)decision support system (DSS); DSS
D)none of the above

Question 75

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?

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