Deck 4: Conducting Marketing Research and Forecasting Demand

Question 1

All of the following are rules of thumb for questionnaire design EXCEPT ________.

A)making questions as simple as possible
B)making the questions specific
C)ensuring that fixed responses overlap
D)avoiding hypothetical questions
E)avoiding questions with a negative in them

Answer 1

C

Question 2

________ are data that were collected for another purpose and already exist.

A)Primary data
B)Secondary data
C)Tertiary data
D)Inordinate data
E)Ordinate data

Answer 2

B

Question 3

Companies normally budget marketing research at ________ of company sales.

A)1% to 2%
B)2% to 3%
C)4%
D)6.5%
E)10% to 12%

Answer 3

A

Question 4

________ provide diagnostic information about how and why we observe certain effects in the marketplace,and what that means to marketers.

A)Marketing insights
B)Marketing metrics
C)Marketing diagnostics
D)Marketing intelligence
E)Marketing-mix models

Question 5

Which of the following types of marketing research firms would best be described as being one that gathers consumer and trade information which they sell for a fee (e.g. ,Nielsen Media Research)?

A)Custom marketing research firms
B)Syndicated-service research firms
C)Specialty-line marketing research firms
D)General-line marketing research firms
E)Nonprofit marketing research firms

Question 6

A question that uses a scale that connects two bipolar words wherein the respondent selects the point that represents his or her opinion is called ________.

A)a dichotomous question
B)a multiple-choice question
C)a Likert scale
D)the semantic differential
E)a word association question

Question 7

Which of the following is considered to be the last step in the marketing research process?

A)Present the findings
B)Analyze the information
C)Control the environment
D)Make the decision
E)Draft the report

Question 8

Some marketers prefer more ________ methods for gauging consumer opinion because consumer actions do not always match their answers to survey questions.

A)quantitative
B)qualitative
C)psychographic
D)covert
E)subliminal

Question 9

Companies undertake surveys to learn about people's knowledge,________,preferences,and satisfaction and to measure these magnitudes in the general population.

A)beliefs
B)psyche
C)inner id
D)deepest secrets
E)intelligence and literacy

Question 10

If a marketing research firm were also known as a field-service firm (e.g. ,it sells its field interviewing services to other firms),it would be called a ________.

A)custom marketing research firm
B)syndicated-service research firm
C)specialty-line marketing research firm
D)general-line marketing research firm
E)systematic marketing research firm

Question 11

The marketing manager needs to know the cost of the research project before approving it.During which of the following stages of the marketing research process would such a consideration most likely take place?

A)Step 1-defining the problem
B)Step 1-creating decision alternatives
C)Step 1-drafting the research objectives
D)Step 2-develop the research plan
E)Step 3-information collection

Question 12

Marketing research is now about a ________ billion industry globally.

A)$50
B)$24
C)$16.5
D)$10
E)$7.5

Question 13

The most common instrument used to collect primary data is the ________.

A)human eye (through observation)
B)Internet
C)bar-code reader (behavioral data research)
D)video camera (e.g. ,focus-group research)
E)questionnaire

Question 14

________ is the systematic design,collection,analysis,and reporting of data and findings relevant to a specific marketing situation facing the company.

A)Marketing intelligence
B)MIS (marketing information system)
C)Marketing research
D)Demographics
E)Marketing management

Question 15

A ________ is a gathering of 6 to 10 people who are carefully selected based on certain demographic,psychographic,or other considerations and brought together to discuss at length various topics of interest.

A)market maven
B)virtual research market
C)consumer dyad
D)focus group
E)Nielsen sample family

Question 16

The most scientifically valid research is ________ research.

A)observation
B)focus-group
C)survey
D)behavioral data
E)experimental

Question 17

Primary data can be collected in several ways.Which of the following primary data collection methods would be exemplified by constructing see-through mirrors in a retail store whereby consumers' actions could be recorded?

A)Focus groups
B)Surveys
C)Observation
D)Behavioral data
E)Experiments

Question 18

Designing a research plan calls for decisions on all of the following EXCEPT ________.

A)drafting research objectives
B)data sources
C)research approaches
D)research instruments
E)sampling plans

Question 19

All of the following would be among the ways that small companies can conduct marketing research in creative and affordable ways EXCEPT ________.

A)using the Internet
B)engaging students to design and carry out projects
C)checking out rivals
D)engaging professors to design and carry out projects
E)hiring syndicated-service research firms to conduct projects

Question 20

The first step in the marketing research process is to ________.

A)develop a research plan
B)define the problem and research objectives
C)analyze the internal environment
D)read marketing research journals
E)contact a professional consultant

Question 21

The ________ phase of marketing research is generally the most expensive and the most prone to error.

A)research objectives
B)research planning
C)questionnaire design
D)interview design
E)data collection

Question 22

One of the biggest obstacles to conducting international research is ________.

A)cost
B)lack of consistency
C)language difficulties
D)religious bias
E)lack of management's commitment in this area

Question 23

Which of the following is one of the key disadvantages of online market research?

A)Online research is expensive.
B)Online research is slow.
C)People tend to be dishonest online.
D)Online research lacks versatility.
E)Samples can be small and skewed.

Question 24

All of the following are considered to be among the seven characteristics of good marketing research EXCEPT ________.

A)the scientific method
B)research creativity
C)multiple methods
D)ethical marketing
E)independence of models and data

Question 25

Which of the following types of tests shows a picture and asks respondents to make up a story about what they think is happening or may happen in the picture?

A)Word association
B)Completely unstructured question
C)Story completion
D)Thematic Apperception Test (TAT)
E)Holistic association

Question 26

Marketers are increasing being held accountable for their ________ and must be able to justify marketing expenditures to senior management.

A)product quotas
B)employees
C)own training
D)investments
E)personal character traits

Question 27

________ is(are)the set of measures that helps firms to quantify,compare,and interpret their marketing performance.

A)Marketing diagnostics
B)Psychographics
C)Demographics
D)Marketing intelligence
E)Marketing metrics

Question 28

If a marketing researcher wished to reach people who would not give personal interviews or whose responses might be biased or distorted by the interviewers,he or she should choose the ________ as the best way to reach people.

A)mail questionnaire
B)telephone interview
C)online interview
D)focus group interview
E)cell phone interview

Question 29

Which of the following is considered to be the most versatile of the questioning or interviewing methods?

A)mail questionnaire
B)telephone interview
C)personal interview
D)online interview
E)cell phone interview

Question 30

With respect to the sampling plan,three decisions must be made: (1)the sampling unit-who is to be surveyed; (2)sample size-how many people should be surveyed;and (3)________.

A)sample cost-how much the sampling costs
B)surveyor skill-who does the surveying
C)sample security-how to protect the sample data
D)sampling procedure-how the respondents are chosen
E)sample supervisor-who leads the sampling effort

Question 31

If a marketing researcher selects the most accessible population members,he or she would have selected the ________ sampling method.

A)simple random
B)stratified random
C)cluster
D)judgment
E)convenience

Question 32

All of the following are considered to be advantages of online research EXCEPT that ________.

A)online research is inexpensive
B)online research is fast
C)online research is relatively free of technological problems and inconsistencies
D)online research is versatile
E)people tend to be more honest online than in other interviewing methods

Question 33

In the famous case where Coca-Cola introduced New Coke after much research,the failure of New Coke was largely due to a marketing research barrier identified as ________.

A)a narrow conception of the research
B)uneven caliber of researchers
C)poor framing of the problem
D)late and occasional erroneous findings
E)personality and presentation differences

Question 34

In spite of the rapid growth of marketing research,many companies still fail to use it sufficiently or correctly.Barriers to the use of marketing research include all of the following EXCEPT ________.

A)a broad conception of the research
B)uneven caliber of researchers
C)poor framing of the problem
D)late and occasionally erroneous findings
E)personality and presentational differences

Question 35

If a marketing researcher asks subjects what kind of person they think of when the brand is mentioned in order to understand how consumers feel about a particular brand,the marketing researcher is using the ________ approach.

A)word association
B)projective
C)visualization
D)brand personification
E)laddering

Question 36

If a researcher finds and interviews a prescribed number of people in each of several categories,the researcher is using the ________ sampling method.

A)judgment
B)quota
C)convenience
D)cluster
E)simple random

Question 37

A ________ has been defined as being a coordinated collection of data,systems,tools,and techniques with supporting software and hardware by which an organization gathers and interprets relevant information from business and environment and turns it into a basis for marketing action.

A)marketing information system
B)marketing intelligence system
C)marketing decision support system
D)marketing research system
E)database management system

Question 38

If a marketing researcher chooses to use a word association question,the researcher has chosen which of the following type of question for the research questionnaire?

A)Closed-end question
B)Likert scale question
C)Open-end question
D)Rating scale question
E)Semantic differential question

Question 39

Two complimentary approaches to measure marketing productivity are ________ and marketing-mix modeling.

A)quality ratios
B)salesperson satisfaction scales
C)marketing metrics to assess marketing effects
D)distributor satisfaction surveys
E)end-user samples

Question 40

Online research has grown significantly in the past several years.It is estimated that ________ of all survey-based research was done online in 2006.

A)12%
B)21%
C)33%
D)37%
E)45%

Question 41

A company with a ________ may be held back by low brand awareness,low brand availability,benefit deficiencies,and high price.

A)high market-penetration index
B)high share-penetration index
C)low market-penetration index
D)low share-penetration index
E)none of the above

Question 42

The _____ is the limit approached by market demand as industry marketing expenditures approach infinity for a given marketing environment.

A)market forecast
B)product-penetration percentage
C)company demand
D)market minimum
E)market potential

Question 43

There are several methods for assessing market potential.Which of these methods do business marketers prefer?

A)Market-buildup method
B)Multiple-factor index method
C)Brand-development index method
D)Purchase-profitability index
E)Market-test index

Question 44

Time-series analysis,exponential smoothing,and statistical demand analysis are all forms of ________.

A)expert opinion
B)market-test methods
C)buyer intention surveys
D)past-sales analysis
E)none of the above

Question 45

Racquetball playing,which is very much affected in size by the level of industry marketing expenditures,is known as a(n)________.

A)nonexpansible market
B)market demand function
C)expansible market
D)potential market
E)target market

Question 46

________ is the art of anticipating what buyers are likely to do under a given set of conditions.

A)Forecasting
B)Market penetration
C)Demand
D)Market buildup
E)Brand development

Question 47

The ________ is the set of customers who are buying the company's product.

A)potential market
B)available market
C)target market
D)penetrated market
E)repositioned market

Question 48

London Business School's Tim Ambler believes evaluation of marketing performance can be split into two parts: ________.

A)(1)long-term results and (2)changes in brand equity
B)(1)short-term results and (2)changes in brand equity
C)(1)long-term results and (2)changes in consumer perceptions
D)(1)short-term results and (2)changes in profitability
E)(1)changes in market share and (2)changes in profitability

Question 49

A ________ records how well the company is doing year after year on customer-based measures (e.g. ,percentage of new customers to average number of customers).

A)customer-performance scorecard
B)stakeholder-performance scorecard
C)mission/objectives scorecard
D)variance scorecard
E)management scorecard

Question 50

A marketing manager,during an annual planning meeting,would like to have the department's staff examine the set of consumers who have interest,income,and access to the company's offers,known as the ________.

A)potential market
B)available market
C)target market
D)penetrated market
E)repositioned market

Question 51

Companies assume that the lower the ________,the higher the market potential.

A)market forecast
B)product-penetration percentage
C)company demand
D)market minimum
E)market potential

Question 52

A low market-penetration index indicates ________.

A)substantial growth potential for all firms
B)substantial growth opportunities for few firms
C)it will be very expensive to attract more prospects
D)price competition is increasing
E)profit margins are falling

Question 53

All forecasts are built on one of three informational bases: what people say,what people do,or ________.

A)what marketers think they'll do
B)what they say they'll do
C)what people say others do
D)what people have done
E)none of the above

Question 54

All of the following would be considered to be external marketing metrics EXCEPT ________.

A)market share
B)relative price
C)number of complaints
D)perceived quality/esteem
E)relative employee satisfaction

Question 55

According to marketing consultant Pat LaPointe,the ________ measurement pathway of the marketing dashboard reflects what marketers know about sales volumes,the marketing cost per unit sold,and where and how margin is optimized.

A)customer metrics
B)unit metrics
C)cash-flow metrics
D)brand metrics
E)productivity metrics

Question 56

If a company actively tracks the satisfaction of its suppliers,banks,and distributors,it is using what is called a ________.

A)customer-performance scorecard
B)stakeholder-performance scorecard
C)mission/objectives scorecard
D)variance scorecard
E)management scorecard

Question 57

The company's estimated share of market demand at alternative levels of company marketing effort in a given time period is known as the ________.

A)market forecast
B)product-penetration percentage
C)company demand
D)market minimum
E)market potential

Question 58

When calculating the market demand function,the ________ is the base sales that would take place without any demand-stimulating expenditures.

A)market supply
B)market minimum
C)market potential
D)market demand
E)inert market

Question 59

According to marketing consultant Pat LaPointe,the ________ measurement pathway of the marketing dashboard reflects how prospects become customers.

A)customer metrics
B)unit metrics
C)cash-flow metrics
D)brand metrics
E)productivity metrics

Question 60

________ for a product is the total volume that would be bought by a defined customer group in a defined geographical area in a defined time period in a defined marketing environment under a defined marketing program.

A)Market share
B)Market supply
C)Market demand
D)Market potential
E)Market penetration

Question 61

The most common instrument used to collect primary data is the questionnaire.

Question 62

One way companies can conduct market research in a creative and affordable way is to engage students to design and carry out projects,such as the Innovation Challenge sponsored by American Express,GE,and Hilton Hotels.

Question 63

Most large companies use outside marketing research consultants rather than employ their own marketing research department.

Question 64

A good illustration of what is called the arranged interview occurs when interviewers stop people in a shopping mall or on a busy street and solicit information necessary to their research effort.

Question 65

After developing the research plan,the marketing researcher should define the problem and research objectives.

Question 66

"What is your opinion of the American way of life?" is an example of what might be called the semantic differential.

Question 67

If a marketing researcher is looking for a contact method that can gather information quickly and allow the interviewer to clarify questions if necessary,he or she will choose the telephone interview method.

Question 68

The most scientifically valid research is focus-group research.

Question 69

A good example of collecting behavioral data would be when a store uses scanners to read bar codes on products selected by consumers.

Question 70

James collected primary data when he distributed a survey to dorm residents to discover their attitudes and opinions on campus life.

Question 71

"What does the Coca-Cola name mean to you?" would be an illustration of a question that might be used in a projective technique.

Question 72

The data analysis phase of the marketing research process is generally the most expensive and the most prone to error.

Question 73

Probability sampling allows confidence limits to be calculated for sampling error and makes the sampling more representative.

Question 74

Researchers frequently should and do successfully generalize findings from focus-group participants to the whole market.

Question 75

All research must begin with an exploratory research study.

Question 76

Because of their versatility and speed,the use of telephone interviewing as a marketing research tool is projected to increase dramatically over the next few years.

Question 77

Samples of less than 1% of a population can often provide good reliability,with a credible sampling procedure.

Question 78

If a marketing researcher decides to use a Likert scale,the researcher has chosen a technique wherein the respondent reviews a statement that shows the amount of agreement/disagreement with some product,service,or concept.

Question 79

A good illustration of a syndicated-service research firm is Nielsen Media Research.

Question 80

If a marketing researcher bases his or her sample on population members who are good prospects for accurate information,a judgment sample has been selected.