Deck 1: Marketing Research for Managerial Decision Making

Question 1

Services provided by standardized research firms that include data made or developed from a common data pool or database are called _____ services.

A) debriefed
B) syndicated business
C) customized
D) highly tailored
E) branded "black-box"

Answer 1

B

Question 2

In the context of types of marketing research firms, external research suppliers:

A) chosen by companies on a study-by-study basis help the companies gain greater flexibility.
B) strictly perform only selected aspects of marketing research.
C) are typically organizational units that reside within a company.
D) provide research method consistency unlike internal research providers.
E) are less objective in their approach and more subject to company politics and regulations than internal research providers.

Answer 2

A

Question 3

The three most common research tasks in integrated marketing communications are advertising effectiveness studies, sales tracking, and:

A) in-store traffic patterns.
B) attitudinal research.
C) location analysis.
D) trade area analysis.
E) store image studies.

Answer 3

B

Question 4

Research depicts the typical Saturn dirt bike shopper as a middle-aged person with an income of $75,000 per annum. This is an example of:

A) positioning research.
B) retailing research.
C) focus group research.
D) market segmentation research.
E) pricing strategy research.

Question 5

Marketing to consumers based on research of the entire process consumers go through when making a purchase is termed:

A) shopper marketing.
B) behavioral targeting.
C) retailing research.
D) test marketing.
E) a benefit and lifestyle study.

Question 6

In the context of marketing research, which of the following highlights problems and opportunities for marketers that are based on consumers' actual behavior?

A) Deanonymizing data
B) Situation analysis
C) Curbstoning
D) Sugging
E) Ethnography

Question 7

Apex Corp. asks its consumers to determine how they perceive the similarities and dissimilarities among relevant product attributes for a group of competing brands. In this case, Apex Corp. is most likely using the technique of _____.

A) concept testing
B) behavioral targeting
C) perceptual mapping
D) bivariate regression analysis
E) analysis of variance (ANOVA)

Question 8

Research investigations that focus on topics such as trade area analysis, store image/perception, in-store traffic patterns, and location analysis are collectively called:

A) perceptual mapping.
B) positioning research.
C) retailing research.
D) test marketing.
E) focus group research.

Question 9

Which of the following illustrates the abuse of respondents in marketing research?

A) Selling unnecessary or unwarranted research services
B) Not providing the promised incentive for completing interviews or questionnaires
C) Having friends and relatives fill out surveys
D) Not using the designated sample of respondents but rather anyone who is conveniently available to complete a survey
E) Revealing one's clients to respondents

Question 10

The process of fully explaining to respondents any deception that was used during research is known as _____.

A) the practice of sugging
B) the practice of frugging
C) rocking-chair interviewing
D) subject debriefing
E) deanonymizing data

Question 11

Aura Inc. is a research firm that conducts store audits for a variety of retail stores. It follows an established, common approach in research design so the results of a study conducted for one client can be compared to norms from studies done for other clients. In the context of types of marketing research firms, Aura Inc. is a(n) _____.

A) customized research firm
B) internal research provider
C) standardized research firm
D) specialty market research firm
E) brokerage firm

Question 12

Test marketing _____.

A) identifies two or more segments within the market for a particular company's products
B) provides information for decisions on product improvements and new-product introductions
C) includes choosing and evaluating locations, channels, and distribution partners
D) focuses on database development through optical scanning at the point of purchase
E) involves understanding how one's target consumers behave as shoppers, in different channels and formats, and leveraging this intelligence to the benefit of all stakeholders

Question 13

In the context of marketing research, curbstoning occurs when:

A) a researcher does not maintain respondent confidentiality.
B) a researcher deanonymizes information on the Internet by combining different publicly available records available at social networks.
C) a researcher's trained interviewers or observers make up observed respondents' behaviors.
D) a researcher fully explains to respondents any deception that was used during research.
E) e-tailers display ads at one website based on a user's previous surfing behavior.

Question 14

Zephyr Corp. manufactures air purifiers. It comes up with an idea for a new range of air purifiers called alpha purifiers. Before launching the range of purifiers, Zephyr lets some people try out the product and then collects feedback from them to identify any problems with it. Which of the following is best exemplified in this scenario?

A) Curbstoning
B) Concept testing
C) Perceptual mapping
D) Behavioral targeting
E) Branded "black-box" methodology

Question 15

The practice of data collection personnel filling out surveys for fake respondents is called _____.

A) sugging
B) frugging
C) curbstoning
D) debriefing
E) deanonymizing data

Question 16

Sally browses through different articles featured on Pop.com. She notices ads for skirts that she recently viewed on Trendz.com, an online apparel store, being displayed on Pop.com. In this scenario, Trendz.com is using the technique of _____.

A) perceptual mapping
B) test marketing
C) behavioral targeting
D) theoretical sampling
E) concept positioning

Question 17

Which of the following is a technique that is used to picture the relative position of products on two or more product dimensions important to consumer purchase decisions?

A) Retailing wheel
B) Optical scanning
C) Store image studies
D) Perceptual mapping
E) Behavioral targeting

Question 18

A new supermarket, The Deluxe Mart, collates its sales data using scanners at the point of purchase. It uses this data to identify the products to stock and the type of content and media to use to attract customers. In this scenario, The Deluxe Mart is most likely using:

A) perceptual mapping.
B) test marketing.
C) retailing research.
D) logistical assessment.
E) concept testing.

Question 19

Which of the following is True of marketing research?

A) It draws heavily on the social sciences both for methods and theory.
B) It is exclusively used by large businesses.
C) It solely relies on quantitative techniques.
D) It solely relies on qualitative techniques.
E) It involves management of the activities in a supply chain to maximize product value.

Question 20

Which of the following pertains to the creation of a perceptual map?

A) Retailers focus on database development through optical scanning at the point of purchase.
B) Marketers have to work on branding of both new and existing products.
C) Marketing research considers the total performance of a promotional program as each effort often affects others in the promotional mix.
D) Consumers have to indicate how similar or dissimilar a group of relevant brands or products is to each other.
E) Consumer behavior activities embedded in a cultural context are studied by marketers using ethnographic research.

Question 21

As marketing research firms expand their geographic scope, many fundamental skill requirements will change and negotiation skills will be replaced by statistical skills.

Question 22

In the field of marketing research, analytics exclusively uses qualitative techniques to determine performance efficiency.

Question 23

Many companies use internal research suppliers because the suppliers can be more objective and less subject to company politics and regulations than external suppliers.

Question 24

Which of the following is ethical in marketing research practices?

A) Sugging
B) Frugging
C) Rocking-chair interviewing
D) Subject debriefing
E) Deanonymizing data

Question 25

The benefits of internal marketing research providers include research method consistency, shared information across the company, lower research costs, and ability to produce actionable research results.

Question 26

Which of the following illustrates an unethical activity of research users?

A) Decision makers requesting detailed research proposals from research providers
B) Not using the designated sample of respondents but rather anyone who is conveniently available to complete a survey
C) Obtaining first drafts of questionnaires and using the information to perform the research project themselves
D) Prohibiting market researchers from deanonymizing data
E) Not following up on the established callback procedures indicated in the research procedure

Question 27

Frugging leads to consumers turning down legitimate research inquiries because they do not want to be solicited.

Question 28

Which of the following is True of frugging?

A) It occurs when research firms do not fully disclose how the methodology works.
B) It creates a negative impact on the entire industry.
C) It must be conducted at the end of any study involving deception.
D) It occurs when anyone who is conveniently available completes a survey.
E) It occurs when different publicly available information are combined to determine consumers' identities.

Question 29

The process of identifying people or markets a company wants to serve is called positioning.

Question 30

Marketing research methods are diverse, spanning a wide variety of qualitative and quantitative techniques and borrowing from disciplines such as psychology, sociology, and anthropology.

Question 31

Frugging means:

A) claiming that a survey is for research purposes and then asking for a sale or donation.
B) fully explaining to respondents any deception that was used during research.
C) using data collection personnel to fill out surveys for fake respondents.
D) combining different publicly available information on the Internet to determine consumers' identities.
E) conducting research below professional standards.

Question 32

If a client is unable to get sufficient insight into a testing method's strengths and weaknesses prior to purchase from a marketing research supplier, the client can choose another supplier.

Question 33

Individuals who ignore emotional experiences find marketing research to be a rewarding career.

Question 34

Creating customer profiles and understanding behavioral characteristics are major focuses of any marketing research project.

Question 35

Research firms are required to maintain client confidentiality.

Question 36

Subject debriefing means claiming that a survey is for research purposes and then asking for a sale or donation.

Question 37

Which of the following is True of the guidelines developed by the Marketing Research Association (MRA) for Internet marketing research issues?

A) It states that researchers must deanonymize data on the Internet by combining different publicly available records available at social networks.
B) It encourages the use of digital technologies such as GPS as they do not result in privacy-related issues.
C) It does not allow clickstream tracking.
D) It prohibits the use of cookies.
E) It states that researchers must discontinue follow-up e-mails if requested to by respondents.

Question 38

Given the nonlinear nature of marketing research, it is not a very systematic process.

Question 39

The purpose of marketing theory is to generalize relationships between concepts in a way that is applicable to a wide variety of business and often other settings.

Question 40

Marketers are interested in consumer subcultures, as products are often used to enact and support subculture participation.

Question 41

The Marketing Research Association (MRA) guidelines prohibit clickstream tracking.

Question 42

How does marketing research impact pricing decisions?

Question 43

What are the key skills that recruiters look for in a candidate when they are hiring for marketing researcher positions?

Question 44

The Code of Ethics for the American Marketing Association applies to all marketing functions, including research.

Question 45

What are some of the major emerging trends in the field of marketing research?

Question 46

Define marketing research. Describe the advantages of marketing research.

Question 47

One of the recent trends in the marketing research industry is a movement toward data analysis.

Question 48

Explain the different types of marketing research firms.

Question 49

While cookies are usually designed to maintain consumer privacy with respect to identity at least, they still nevertheless collect and utilize consumer data.

Question 50

If a respondent does not want a researcher to find out the truth, it is ethical for the respondent to lie on a survey.