Question 1

According to the text, most of the research suppliers are Fortune 500 operations.

Accepted Answer

A) True 
 B)False

Question 2

________ research is undertaken to help identify problems that are not necessarily apparent on the surface and yet exist or are likely to arise in the future.

Accepted Answer

A)  Problem-solving 
B)  Problem-identification 
C)  Problem-manipulation 
D)  Problem-correction 
E)  Problem exception

Question 3

According to the text, the most common entry-level position in the marketing research industry for people with bachelor's degrees is ________.

Accepted Answer

A)  assistant project director 
B)  project director 
C)  operational supervisor 
D)  research analyst 
E)  account executive

Question 4

According to the text, the Nielsen Co. was recognized as the largest global research firm based on global research revenues.

Accepted Answer

A) True 
 B)False

Question 5

A marketing research project is warranted when ________.

Accepted Answer

A)  the required information is already in the organization 
B)  the decision which the research addresses has already been made 
C)  the research will be used for gaining political ends 
D)  time or money are not available in adequate amounts 
E)  the cost of the research is less than its eventual benefits

Question 6

All of the following are steps involved in the data-preparation stage of collected data EXCEPT:

Accepted Answer

A)  editing. 
B)  coding. 
C)  transcribing. 
D)  collecting. 
E)  initial inspection.

Question 7

Hardware and a communication network are recognized as important components of a decision support system.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following is the more common of the forms of research and is undertaken by virtually all marketing firms?

Accepted Answer

A)  problem-solving research 
B)  problem-identification research 
C)  problem-manipulation research 
D)  problem-correction research 
E)  problem exception

Question 9

Which of the following marketing research firms does NOT offer customized services?

Accepted Answer

A)  Synovate 
B)  Westat 
C)  Burke, Inc. 
D)  Field Work Chicago, Inc. 
E)  both B and D

Question 10

Competitive intelligence (CI) may sometimes use ethically questionable procedures as the end justifies the means.

Accepted Answer

A) True 
 B)False

Question 11

According to the text, which of the following organizations was recognized as the largest global research firm based on global research revenues?

Accepted Answer

A)  IMS Health Inc. 
B)  Arbitron Inc. 
C)  Nielsen 
D)  Synovate 
E)  GfK SE

Question 12

Research undertaken to help solve specific marketing problems is called problem-solving research.

Accepted Answer

A) True 
 B)False

Question 13

Synovate, Westat, and Burke, Inc. are examples of marketing research firms that offer customized services.

Accepted Answer

A) True 
 B)False

Question 14

The book advocates the use of social media to replace the traditional ways in which research is conducted.

Accepted Answer

A) True 
 B)False

Question 15

Marketing research departments located within a firm are called internal suppliers.

Accepted Answer

A) True 
 B)False

Question 16

Problem-identification research is typically used to address pricing issues.

Accepted Answer

A) True 
 B)False

Question 17

All of the following are characteristics that describe a decision support system EXCEPT:

Accepted Answer

A)  can improve decision making by clarifying new data. 
B)  unstructured problems. 
C)  use of models. 
D)  adaptability. 
E)  both A and B

Question 18

Which of the following is NOT a characteristic of a marketing information system?

Accepted Answer

A)  structured problems 
B)  use of reports 
C)  information displaying restricted 
D)  can improve decision making by using "what if" analysis 
E)  can improve decision making by clarifying new data

Question 19

All of the following are considered to be controllable marketing variables EXCEPT:

Accepted Answer

A)  competition. 
B)  pricing. 
C)  promotion. 
D)  distribution. 
E)  product.

Question 20

If an outside agency was brought in to conduct work for a research project after the first three steps in the marketing research process were completed, which step would the agency conduct?

Accepted Answer

A)  define the problem 
B)  develop an approach to the problem 
C)  formulate the research design 
D)  correct the problem 
E)  doing fieldwork or collecting data

Exam 1: Introduction to Marketing Research

According to the text, most of the research suppliers are Fortune 500 operations.

________ research is undertaken to help identify problems that are not necessarily apparent on the surface and yet exist or are likely to arise in the future.

According to the text, the most common entry-level position in the marketing research industry for people with bachelor's degrees is ________.

According to the text, the Nielsen Co. was recognized as the largest global research firm based on global research revenues.

A marketing research project is warranted when ________.

All of the following are steps involved in the data-preparation stage of collected data EXCEPT:

Hardware and a communication network are recognized as important components of a decision support system.

Which of the following is the more common of the forms of research and is undertaken by virtually all marketing firms?

Which of the following marketing research firms does NOT offer customized services?

Competitive intelligence (CI) may sometimes use ethically questionable procedures as the end justifies the means.

According to the text, which of the following organizations was recognized as the largest global research firm based on global research revenues?

Research undertaken to help solve specific marketing problems is called problem-solving research.

Synovate, Westat, and Burke, Inc. are examples of marketing research firms that offer customized services.

The book advocates the use of social media to replace the traditional ways in which research is conducted.

Marketing research departments located within a firm are called internal suppliers.

Problem-identification research is typically used to address pricing issues.

All of the following are characteristics that describe a decision support system EXCEPT:

Which of the following is NOT a characteristic of a marketing information system?

All of the following are considered to be controllable marketing variables EXCEPT:

If an outside agency was brought in to conduct work for a research project after the first three steps in the marketing research process were completed, which step would the agency conduct?