Deck 20: A: Managing Marketing Research

Question 1

In accounting terms,return on investment equals after-tax income from an investment
________ the dollar amount of the investment.

A)times
B)minus
C)divided by
D)squared,and then added to
E)plus

Answer 1

C

Question 2

The key to good supplier-client relationships is good two-way communication.

Answer 2

True

Question 3

When a political poll states that the data have "a margin of error of 4 percent," what does
This refer to?

A)The research design
B)Interviewer bias
C)Wording of the survey questions
D)Implementation of the research procedures
E)Random sampling error

Answer 3

E

Question 4

The percentage of people in the population that "fit" the qualifications needed in order to
Be interviewed in a research study is called a(n):

A)incidence rate.
B)refusal rate.
C)sampling error.
D)chi-square baserate.
E)sampling frame error.

Question 5

In a research study,all of the following are tactical issues,instead of strategic issues,
EXCEPT:

A)setting prices.
B)advertising.
C)distributing products.
D)developing new products.
E)adding new features to an existing product.

Question 6

Keeping track of the development of communication systems,data quality,time
Schedules,cost controls,client profitability,and staff development is called:

A)time management.
B)quarterly reporting.
C)monthly reporting.
D)research management.
E)annual reporting.

Question 7

ROI is theoretically flawed because it divides profit return by the expenditure instead of
subtracting it.

Question 8

New knowledge that has the potential to create significant marketing impact is called:

A)insight.
B)research management.
C)innovation.
D)outsourcing.
E)creativity.

Question 9

The most important objective of research management is to:

A)clean the data before data entry.
B)write a good research report.
C)ensure the quality of the data produced by the research process.
D)use appropriate statistical techniques.
E)keep the project within budget.

Question 10

A key argument against the traditional accounting way of determining return on
Investment is that it:

A)adds profit return to expenditure instead of multiplying it.
B)divides profit return by expenditure instead of subtracting it.
C)divides profit return by expenditure instead of adding it.
D)multiplies profit return by expenditure instead of adding it.
E)subtracts profit return by expenditure instead of multiplying it.

Question 11

Hiring a company in another country to perform some of the marketing research project
Steps is known as:

A)the incidence rate.
B)innovation.
C)outsourcing.
D)creativity.
E)insourcing.

Question 12

Estimating the financial return from a research project provides a quantitative way to
identify good research projects.

Question 13

The people who work at a research company are that company's most important asset.

Question 14

The ability to generate and recognize potentially useful ideas is called:

A)insight.
B)research management.
C)innovation.
D)outsourcing.
E)creativity.

Question 15

When Market Directions asked marketing research clients to rate the importance of
statements regarding research departments,the most important factor was maintaining client confidentiality.

Question 16

A key argument against the traditional accounting way of determining return on
Investment is that it:

A)adds profit return to expenditure instead of multiplying it.
B)ROI focuses on short-term instead of long-term marketing development.
C)divides profit return by expenditure instead of adding it.
D)multiplies profit return by expenditure instead of adding it.
E)subtracts profit return by expenditure instead of multiplying it.

Question 17

The successful implementation of creative ideas within a company is known as:

A)insight.
B)research management.
C)innovation.
D)outsourcing.
E)creativity.

Question 18

When a research supplier creates a wholly-owned subsidiary for outsourcing,this is
Called:

A)the incidence rate.
B)innovation.
C)outsourcing.
D)captive outsourcing.
E)insourcing.

Question 19

"ROI Lite" is found by taking the dollar value times increased confidence,and then:

A)adding the cost of research.
B)multiplying the cost of research.
C)subtracting the cost of research.
D)dividing by the cost of research.
E)squaring and then adding the cost of research.

Question 20

According to the textbook,how often should progress reports for a research study be sent to a client?

A)Daily
B)Weekly
C)Monthly
D)Bi-monthly
E)Quarterly