Deck 2: Marketing Research in Practice

Question 1

Databases have value even if the insights they contain cannot be retrieved

Answer 1

False

Question 2

________ companies routinely collect information on several different issues and provide it to firms that subscribe to their services

A) Customized services
B) Syndicated services
C) Branded products services
D) Standardized services

Answer 2

Syndicated services

Question 3

Analysis capabilities can be used to relate data to models but cannot be used to identify exceptions and clarify relationships.

Answer 3

False

Question 4

___________ research is done to test different decision alternatives such as new product concept testing, advertising copy testing, and pretest marketing.

A) Selective
B) Programmatic
C) Evaluative
D) Optional

Question 5

Which research is carried out to assess performance of programs, including tracking advertising recall and corporate and brand image studies?

A) Selective
B) Programmatic
C) Evaluative
D) Optional

Question 6

The four components of a typical MDSS are database, analysis, display and modeling

Question 7

A syndicated research differs from a customized research in that

A) it takes less time to complete a research project
B) it is jointly sponsored by several different organizations
C) it provides more accurate data
D) none of the above

Question 8

MDSS can provide complex plots, charts, and other graphic displays

Question 9

Evaluative research is used to

A)assess program performance.
B)choose between decision choices.
C)develop marketing options.
D)test decision alternatives.
E)none of the above.

Question 10

Standardized services are provided by companies that specialize in just one or two aspects of marketing research.

Question 11

An information system is an interacting structure of people, equipment, and procedures designed to disseminate timely, accurate, and pertinent information to decision makers.

Question 12

In practice, a marketing research department's goal can be grouped into three major categories: Programmatic, Evaluative, and Selective.

Question 13

Which one of the following can affect market research?

A) available resources to conduct research
B) the objectives of the sponsor
C) the decision maker's understanding of the problem
D) all of the above

Question 14

The purpose of an MDSS is to combine marketing data from diverse sources into a single database for line managers to enter interactively and obtain information.

Question 15

Though MDSS leads to substantial cost savings, it does not lead to a better understanding of the decision environment.

Question 16

A good MDSS should be able to present data in a single format and at a single level alone

Question 17

Even if a company has an in-house research department, it is not unusual for it to seek the assistance of external suppliers

Question 18

___________ research is conducted to develop marketing options.

A)Selective
B)Programmatic
C)Evaluative
D)Optional
E)None of the above

Question 19

A database typically contains data from all sources, stored in a sufficiently disaggregated way so that it can be analyzed by products or geographic regions or customers or by time intervals.

Question 20

Which of these is a continuing and interacting structure of people, equipment, and procedures designed to gather; sort; analyze; evaluate; and distribute pertinent, timely, and accurate information to decision makers?

A) database
B) information system
C) decision support system
D) none of the above

Question 21

Selective service firms are

A)firms with specialized data collection and analyses procedures.
B)firms that specialize in just one or two aspects of marketing research.
C)firms that collect only data for projects.
D)firms that selectively choose clients.
E)firms that provide routine information on various issues.

Question 22

Marketing research firms that are involved only in data collection are called

A)syndicated service firms.
B)standardized service firms.
C)customized service firms.
D)field service firms.
E)none of the above.

Question 23

Models are used to

A)test alternative marketing programs.
B)assist in setting up realistic objectives.
C)answer "what if" questions.
D)all of these.
E)none of the above.

Question 24

Firms that work with individual clients and help them develop and implement a complete marketing research project are called providers of

A)customized services.
B)syndicated services.
C)selective services.
D)field services.
E)in-house services.

Question 25

PRIZM, a Claritas Corporation product that forms clusters of the population on the basis of lifestyle and Zip Code classifications, is an example of:

A) selective service
B) syndicated service
C) branded products service
D) standardized service

Question 26

A decision support system

A)retrieves data, transforms it into information, and disseminates it to the user.
B)organizes, stores, and retrieves information.
C)gathers, sorts, and analyzes information.
D)stores, analyzes, and sorts data.
E)none of the above.