Deck 1: Introduction to Marketing Research

Question 1

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

Answer 1

True

Question 2

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

Answer 2

True

Question 3

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

Answer 3

True

Question 4

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

Question 5

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

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

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

Question 8

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

Question 9

Competitive intelligence (CI) may be defined as the process of enhancing marketplace competitiveness through a greater understanding of a firm's competitors and the competitive environment.

Question 10

Problem-solving 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.

Question 11

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

Question 12

Promotion is considered an uncontrollable environmental factor.

Question 13

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

Question 14

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

Question 15

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

Question 16

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

Question 17

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

Question 18

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

Question 19

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

Question 20

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 21

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

Question 22

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

Question 23

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

Question 24

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

Question 25

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

Question 26

The U.S. accounts for 60 percent of the marketing research expenditures worldwide.

Question 27

An advanced form of decision support system, called expert systems, uses artificial intelligence procedures to incorporate expert judgment.

Question 28

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

Question 29

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

Question 30

Marketing research involves all of the following regarding information EXCEPT:

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

Question 31

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

Question 32

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 33

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 34

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

Question 35

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

Question 36

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 37

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

Question 38

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

Question 39

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 40

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

Question 41

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 redeemed
D) explain the research design
E) give justification for a recommended course of action over others

Question 42

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) excise the problem

Question 43

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 44

________ 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 45

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 46

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 47

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 48

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 49

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

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

Question 50

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 51

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 52

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 53

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

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

Question 54

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 55

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 56

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 57

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 58

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 59

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 60

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) doing fieldwork or collecting data

Question 61

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) B and D

Question 62

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 63

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

A) transaction processing system
B) decision support system
C) expert system
D) marketing information system
E) information load

Question 64

In a short essay, list and discuss the six steps in the marketing research process.

Question 65

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 66

In order to compare the national retailers' success in selling its brands of digital cameras with the national retailers' success in selling traditional camera equipment, the marketing manager for Sony decided to use the billing information Sony has for these national retailers. This information is fed into spreadsheets formatted in tabular form and updated continuously as accounts change. In doing so, the marketing manager for Sony utilized which one of the following?

A) a rolling audit
B) a functional system
C) an expert system
D) a decision support system
E) a marketing information system

Question 67

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) Synovate
E) GfK SE

Question 68

All of the following are important components of a decision support system EXCEPT:

A) hardware and a communication network.
B) model base.
C) software base.
D) data entry procedures.
E) DSS user.

Question 69

An advanced form of decision support system, called ________, uses artificial intelligence procedures to incorporate expert judgment.

A) management information systems
B) transaction processing systems
C) expert systems
D) marketing information systems
E) total quality management

Question 70

Which of the following is NOT mentioned as a limitation of social media for conducting marketing research.

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

Question 71

Which of the following stakeholders is NOT mentioned as being affected by marketing research activities?

A) the government
B) the client
C) the respondent
D) the public
E) the marketing researcher

Question 72

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

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 73

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 74

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

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

Question 75

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 76

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 77

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

A) transactions processing system
B) formal system
C) marketing information system
D) expert system
E) research directorate

Question 78

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

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

Question 79

All of the following are mentioned in the text as steps to take to prepare for a career in marketing research EXCEPT:

A) acquire computer and Internet skills.
B) obtain any work experience.
C) take courses in statistics and quantitative methods.
D) acquire effective written and verbal communication skills.
E) think creatively.

Question 80

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

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