Deck 1: Introduction to Marketing Research

Question 1

Image research is an example of a topic typically addressed by problem-identification research.

Answer 1

True

Question 2

A manager has control over a competitor's pricing policy.

Answer 2

False

Question 3

Telephone, mail, personal and electronic interviewing are forms of interviewing in the data collection stage of the research process.

Answer 3

True

Question 4

Promotion is considered an uncontrollable environmental factor.

Question 5

Distribution research is an example of a topic typically addressed by problem-identification research.

Question 6

Formulating an analytical framework along with models, research questions, hypotheses, and the information needed are included in developing an approach to the problem.

Question 7

According to the text, problem-solving research is typically used to assess the environment and diagnose problems.

Question 8

Pricing, promotion, and distribution are all considered controllable marketing variables.

Question 9

Problem-identification research involves going below the surface to identify the true underlying problem that the marketing manager is facing.

Question 10

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

Question 11

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

Question 12

Market potential is an example of a topic typically addressed by problem-identification research.

Question 13

Collecting and analyzing data are steps involved in the data-processing stage.

Question 14

Marketing research is not concerned with factors that are not under the control of the marketing manager.

Question 15

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

Question 16

Fieldwork or data collection is the fourth step of the marketing research process.

Question 17

Market share is an example of a topic typically addressed by problem-solving research.

Question 18

Problem-identification research is the more common of the forms of research and is undertaken by virtually all marketing firms.

Question 19

Segmentation is an example of a topic typically addressed by problem-solving research.

Question 20

The first step in any marketing research project is to formulate the research design.

Question 21

A good knowledge of marketing is essential to be a successful in marketing research.

Question 22

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

Question 23

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

Question 24

An information system that enables decision makers to interact directly with both databases and analysis models is called a decision support system.

Question 25

The decision to conduct research is automatic.

Question 26

The ability to improve decision making by using "what-if" analysis is a characteristic of a marketing information system.

Question 27

A formalized set of procedures for generating, analyzing, storing, and distributing pertinent information to marketing decision makers on an ongoing basis is called a marketing information system.

Question 28

Companies whose primary service offering is their expertise in collecting data for research projects are called coding and data entry services.

Question 29

Outside marketing research companies hired to supply marketing research data are called external suppliers.

Question 30

Focus groups represent the main method by which syndicated services collect data.

Question 31

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

Question 32

Companies that collect and sell common pools of data designed to serve information needs that a number of clients share are called syndicated services.

Question 33

Selecting an outside supplier is always done with a formal "request for proposal."

Question 34

Either a strong qualitative or a strong quantitative background is sufficient to be a successful in marketing research.

Question 35

Data analysis services perform services that include editing competing questionnaires, developing a coding scheme, and transcribing the data onto diskettes or magnetic tapes for input into the computer.

Question 36

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

Question 37

Unstructured problems and the use of models are characteristics that describe a decision support system.

Question 38

The services of full-service suppliers can be categorized into syndicated, customized, and Internet services.

Question 39

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

Question 40

Marketing research should be conducted whenever a decision has to be made.

Question 41

Intel is mentioned as a marketing research firm specializing in social media research.

Question 42

Which of the following classifications of marketing research involves going below the surface to identify the true underlying problem that the marketing manager is facing?

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

Question 43

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

Question 44

The United States accounts for 60 percent of the marketing research expenditures worldwide.

Question 45

Which of the following statements is most FALSE about marketing research?

A)Marketing research follows a predictable path.
B)Marketing research is systematic.
C)Marketing research is planned.
D)Marketing research leads to automatic decisions.
E)All of the answer selections are FALSE.

Question 46

Research undertaken to identify marketing problems is called ________.

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

Question 47

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

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

Question 48

Research undertaken to help solve specific marketing problems is called ________.

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

Question 49

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

Question 50

________ 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.

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

Question 51

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

Question 52

The first step in any marketing research project is to ________.

A)define the problem
B)develop an approach to the problem
C)formulate the research design
D)correct the problem
E)eliminate the problem

Question 53

All of the following are examples of topics typically addressed by problem-solving research EXCEPT ________.

A)segmentation
B)product
C)promotion
D)market share
E)pricing

Question 54

Marketing research involves all of the following regarding information EXCEPT ________.

A)identification
B)collection
C)analysis
D)manipulation
E)dissemination

Question 55

Which of the following is NOT a step in the marketing research process?

A)problem correction
B)fieldwork
C)research design formulation
D)report generation and presentation
E)data preparation and analysis

Question 56

All of the following are examples of topics typically addressed by problem-solving research EXCEPT ________.

A)segmentation
B)product
C)market potential
D)market share
E)C and D

Question 57

According to the text, ________ is typically used to assess the environment and diagnose problems.

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

Question 58

Which of the following statements is most TRUE about marketing research?

A)Marketing research follows an unpredictable path.
B)Marketing research is systematic.
C)Marketing research cannot be planned.
D)All of the answer selections are FALSE.
E)A and C are both true.

Question 59

Which of the following is NOT a step in the marketing research process?

A)problem definition
B)problem correction
C)research design formulation
D)report generation and presentation
E)data preparation and analysis

Question 60

Problem-identification research is typically used to address all of the following topics EXCEPT ________.

A)market share
B)short-range forecasting
C)long-range forecasting
D)pricing
E)market potential

Question 61

ABC is a company which is involved in selling data that is designed to serve information needs of firms like PepsiCo and Coca-Cola. The data are primarily collected through surveys, purchase and media panels, and scanners. What kind of service does ABC provide in the marketing research industry?

A)Internet service
B)data analysis service
C)limited-service suppliers
D)coding and data entry services
E)syndicated services

Question 62

Which of the following is NOT considered an uncontrollable environmental factor?

A)competition
B)social and cultural factors
C)political factors
D)promotion
E)economy

Question 63

Marketing research departments located within a firm are called ________.

A)internal suppliers
B)horizontal suppliers
C)virtual suppliers
D)external suppliers
E)smart zones

Question 64

Companies that collect and sell common pools of data designed to serve information needs that a number of clients share are called ________.

A)environmental services
B)customized services
C)syndicated services
D)Internet services
E)field services

Question 65

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

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

Question 66

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

A)Kantar
B)Westat
C)Burke, Inc.
D)Field Work Chicago, Inc.
E)All offer customized services.

Question 67

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

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

Question 68

Outside marketing research companies hired to supply marketing research data are called ________.

A)horizontal suppliers
B)vertical suppliers
C)external suppliers
D)internal suppliers
E)full-service suppliers

Question 69

Companies whose primary service offering is their expertise in collecting data for research projects are called ________.

A)field services
B)Internet services
C)coding and data entry services
D)data analysis services
E)research directorates

Question 70

A marketing research project is warranted when ________.

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 71

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

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

Question 72

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?

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

Question 73

Researchers enter the realm of the decision maker when they ________.

A)make an appointment no less than 2 weeks in advance
B)state the facts
C)send an invoice for professional services they have rendered
D)explain the research design
E)give justification for a recommended course of action over others

Question 74

The marketing chief of Fossil is considering the introduction of a super functional, fashionable wristwatch for men and women priced at $99. For this, he decided on 30 telephonic interviews from their customer database, 50 valid survey responses from individuals whose income is greater than $60,000 and 2 focus groups. To which of the six steps of the marketing research process do the actions of the marketing chief for Fossil fall into?

A)defining the problem
B)developing an approach to the problem
C)doing analysis
D)doing fieldwork or collecting data
E)formulating the research design

Question 75

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

A)economy
B)pricing
C)promotion
D)distribution
E)All are controllable.

Question 76

According to the text, most of the research suppliers are ________.

A)multinational operations
B)Fortune 500 operations
C)foreign operations
D)small operations
E)501(c)(3)organizations

Question 77

The services of full-service suppliers can be categorized into all of the following types of services EXCEPT ________.

A)syndicated services
B)environmental services
C)customized services
D)Internet services
E)All of the above are types of full-service suppliers.

Question 78

All of the following represent main methods used by syndicated services to collected data EXCEPT ________.

A)focus groups
B)surveys
C)panels
D)scanners
E)audits

Question 79

Which of the following is NOT a form of interviewing in the data collection stage of the research process?

A)telephone interviewing
B)mail interviewing
C)electronic interviewing
D)observational interviewing
E)personal interviewing

Question 80

Marketing research departments located outside a firm and comprising the marketing research industry are called ________.

A)internal suppliers
B)horizontal suppliers
C)virtual suppliers
D)external suppliers
E)smart zones