Question 1

An intranet provides easy access to external data.

Accepted Answer

A) True 
 B)False  False

Question 2

Marketing researchers need to distinguish between symptoms and problems.

Accepted Answer

A) True 
 B)False  True

Question 3

When Kellogg's increases its square feet of shelf space for its Corn Flakes in Kansas City supermarkets to determine the impact of this change on unit sales,this is an example of what kind of research design?

Accepted Answer

A)  Experiment
B)  Focus group
C)  Secondary data analysis
D)  Descriptive study
E)  Experience survey A

Question 4

The first step in the marketing research process is:

Accepted Answer

A)  choosing the data analysis technique.
B)  secondary data analysis.
C)  designing a survey.
D)  stating the objectives of the study.
E)  defining the problem.

Question 5

All of the following are examples of exploratory research EXCEPT:

Accepted Answer

A)  focus groups.
B)  pilot studies.
C)  experience surveys.
D)  experiments.
E)  secondary data analysis.

Question 6

When an executive at American Airlines interviews the airline's flight attendants in an attempt to determine how customer service on the airline can be improved,this is an example of a(n):

Accepted Answer

A)  secondary data analysis.
B)  experience survey.
C)  focus group.
D)  case analysis.
E)  longitudinal study.

Question 7

Bank One of Columbus,Ohio is famous in the banking industry for creating new products and services that can be sold to its existing business customers.When UMB Bank in St.Louis studies the products and services offered by Bank One to see which ones would be good products or services to offer to UMB's business customers,this is a form of what type of research?

Accepted Answer

A)  Secondary data analysis
B)  Focus group analysis
C)  Experiment
D)  Experience survey
E)  Case analysis

Question 8

When Southwest Airlines sends a five-item questionnaire over the Internet to its frequent fliers from St.Louis to Newark the day after the flight to determine their degree of customer satisfaction with the airline,this is an example of what type of research design?

Accepted Answer

A)  Experience survey
B)  Experiment
C)  Observation
D)  Secondary data analysis
E)  Survey research

Question 9

When the city of St.Louis uses cameras at busy intersections to record the license plates of drivers who run a red light so that it can send them a ticket for a $100 fine in the mail,this is a type of what kind of research design?

Accepted Answer

A)  Focus group
B)  Experiment
C)  Secondary data
D)  Observation
E)  Experience survey

Question 10

Research findings which are "interesting" need to be translated into decision-making information in order to be useful.

Accepted Answer

A) True 
 B)False

Question 11

When Procter & Gamble sends a request to several marketing research suppliers asking them to bid on a test market study for a new type of shampoo,this is an example of a(n):

Accepted Answer

A)  MBO.
B)  PERT.
C)  dependent variable.
D)  independent variable.
E)  RFP.

Question 12

A management decision problem describes an action that needs to be taken.

Accepted Answer

A) True 
 B)False

Question 13

There is always one best research design to be used in a marketing research study.

Accepted Answer

A) True 
 B)False

Question 14

When McDonald's conducts an in-depth discussion for 90 minutes with eight of its current customers in a group discussion led by a moderator to try to come up with new menu offerings that would be of interest to these customers,this type of research is:

Accepted Answer

A)  secondary data analysis.
B)  an experiment.
C)  focus group research.
D)  a descriptive study.
E)  a case analysis.

Question 15

When a marketing researcher at Burger King believes that if Burger King increases it advertising budget in St.Louis by $100,000 over the next three months,that St.Louis profits will increase by five percent,this is an example of a(n):

Accepted Answer

A)  hypothesis.
B)  focus group.
C)  descriptive study.
D)  experience survey.
E)  secondary data analysis.

Question 16

The first step in problem definition is:

Accepted Answer

A)  determining why the information is needed.
B)  using symptoms to help clarify the problem.
C)  recognizing a problem or opportunity.
D)  determining whether or not the information already exists.
E)  stating the research objectives.

Question 17

When a marketing researcher designs a test market study in two cities in which the price of one of its products in increased by five percent in one of these cities but is not increased in the other city to determine the impact of this price change on the product's profits,price is:

Accepted Answer

A)  the dependent variable.
B)  the moderator variable.
C)  the independent variable.
D)  the spurious variable.
E)  the outlier variable.

Question 18

The last step in the problem definition process is:

Accepted Answer

A)  stating the research objectives.
B)  determining whether the information already exists.
C)  recognizing the problem or opportunity.
D)  analyzing the data.
E)  selecting the type of statistical analysis needed.

Question 19

When BMW designs a research study to determine the age,gender,income,and education of buyers of its 3-sedan during the past year,this is a type of what type of research design?

Accepted Answer

A)  Experience study
B)  Descriptive study
C)  Focus group
D)  Secondary data analysis
E)  Causal study

Question 20

When a marketing researcher who works for the St.Louis Rams professional football team studies the Web site of ESPN to determine which offensive and defensive statistics appear to be most closely related to the number of games a team wins in a season,this is an example of:

Accepted Answer

A)  case study analysis.
B)  a focus group.
C)  a depth interview.
D)  secondary data analysis.
E)  an experience survey.

Exam 3: Problem Definition,exploratory Research,and the Research Process

An intranet provides easy access to external data.

Marketing researchers need to distinguish between symptoms and problems.

When Kellogg's increases its square feet of shelf space for its Corn Flakes in Kansas City supermarkets to determine the impact of this change on unit sales,this is an example of what kind of research design?

The first step in the marketing research process is:

All of the following are examples of exploratory research EXCEPT:

When an executive at American Airlines interviews the airline's flight attendants in an attempt to determine how customer service on the airline can be improved,this is an example of a(n) :

When Southwest Airlines sends a five-item questionnaire over the Internet to its frequent fliers from St.Louis to Newark the day after the flight to determine their degree of customer satisfaction with the airline,this is an example of what type of research design?

When the city of St.Louis uses cameras at busy intersections to record the license plates of drivers who run a red light so that it can send them a ticket for a $100 fine in the mail,this is a type of what kind of research design?

Research findings which are "interesting" need to be translated into decision-making information in order to be useful.

When Procter & Gamble sends a request to several marketing research suppliers asking them to bid on a test market study for a new type of shampoo,this is an example of a(n) :

A management decision problem describes an action that needs to be taken.

There is always one best research design to be used in a marketing research study.

When McDonald's conducts an in-depth discussion for 90 minutes with eight of its current customers in a group discussion led by a moderator to try to come up with new menu offerings that would be of interest to these customers,this type of research is:

When a marketing researcher at Burger King believes that if Burger King increases it advertising budget in St.Louis by $100,000 over the next three months,that St.Louis profits will increase by five percent,this is an example of a(n) :

The first step in problem definition is:

When a marketing researcher designs a test market study in two cities in which the price of one of its products in increased by five percent in one of these cities but is not increased in the other city to determine the impact of this price change on the product's profits,price is:

The last step in the problem definition process is:

When BMW designs a research study to determine the age,gender,income,and education of buyers of its 3-sedan during the past year,this is a type of what type of research design?

When a marketing researcher who works for the St.Louis Rams professional football team studies the Web site of ESPN to determine which offensive and defensive statistics appear to be most closely related to the number of games a team wins in a season,this is an example of: