Deck 1: Introduction to Marketing Research

Question 1

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

Answer 1

True

Question 2

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

Answer 2

False

Question 3

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

Answer 3

True

Question 4

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

Question 5

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

Question 6

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 7

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 8

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

Question 9

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

Question 10

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

Question 11

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

Question 12

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 13

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 14

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

Question 15

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

Question 16

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 17

Sales analysis research is a type of problem solving research.

Question 18

Branded marketing research products and services are specialized problem identification,data collection and analysis procedures developed to address specific types of marketing research problems.

Question 19

Marketing research suppliers can be classified as internal or external.

Question 20

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 21

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 22

Mobile marketing research can execute the principles of traditional research with reach,scale,and affordability.

Question 23

Expectations about objectivity among bloggers and other social media users are lower.

Question 24

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 25

Marketing research has often been described as having three stakeholders.

Question 26

Most marketing research is conducted for clients representing commercial firms.

Question 27

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 "The Voice" 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 28

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 29

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 30

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 31

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

Question 32

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

Question 33

An advantage of mobile marketing research is that surveys must be kept short and simple.

Question 34

________ 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 35

Social media embody social computing tools commonly referred to as Web 1.0.

Question 36

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

Question 37

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 38

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

Question 39

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 40

________ is a type of problem identification research.

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

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

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 43

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 44

________ 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 45

Which of the following is not an example of a full-service supplier (Figure 1.3 in the text)?

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

Question 46

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 47

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 48

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

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

Question 49

The information obtained through marketing research becomes an integral part of the firm' ________ and ________.

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

Question 50

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 51

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 52

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 53

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 54

________ 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 55

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 56

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 57

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 58

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 59

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 60

ORC International (orcinternational.com)offers several products under the Caravan^® family.The products include both online and telephone survey options among households selected at random from the U.S.population.Clients are charged based on the number of questions they ask.Caravan^® is a ________.

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

Question 61

In a short essay,describe the stages of developing a career in the marketing research industry.List at least four steps a student should take in order to properly prepare for a career in the marketing research industry.

Question 62

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

Question 63

In a short essay,discuss the differences between problem-identification research and problem-solving research.Include a description of situations in which each type of research would be most appropriate.

Question 64

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 65

________ features statistical programs as integrated statistical packages for data analysis.

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

Question 66

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 67

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 68

Why is international marketing research more complex than domestic marketing research?

Question 69

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

Question 70

Which of the following is not mentioned as a limitation of social media for conducting marketing research?

A)lower objectivity standards for social media
B)self-selection bias
C)advocacy bias
D)expressive bias
E)All of these are mentioned as limitations.

Question 71

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 72

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

Question 73

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

Question 74

Write a short essay explaining the differences between a marketing information system and a decision support system.

Question 75

Describe the stakeholders in marketing research.How do ethical issues arise?

Question 76

Define marketing research.

Question 77

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 78

In a short essay describe the advantages of mobile marketing research (MMR).