Question 1

Define marketing research.

Accepted Answer

The answer of Define marketing research....

Question 2

Which of the following stakeholders is NOT mentioned as being directly affected by marketing research activities?
A) the government
B) the client
C) the respondent
D) the public
E) the marketing researcher

Accepted Answer

While the government may have an interest in the results of marketing research, it is not usually considered a direct stakeholder in the research process. The client, respondent, public, and marketing researcher are all directly impacted by marketing research activities.

Question 3

Which of the following are mentioned in the text as steps to take to prepare for a career in marketing research?
A) acquire computer and Internet skills
B) acquire written communication skills
C) take courses in statistics and quantitative methods
D) develop verbal communication skills
E) all of the above

Accepted Answer

All of the listed steps (acquiring computer and Internet skills, written communication skills, taking courses in statistics and quantitative methods, and developing verbal communication skills) are mentioned in the text as necessary steps for preparing for a career in marketing research.

Question 4

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

Accepted Answer

The marketing manager for Sony utilized a marketing information system (MIS) to gather and analyze information about the national retailers' success in selling its brands of digital cameras compared to traditional camera equipment. MIS is a management information system designed specifically for managing marketing data. It collects, analyzes, and distributes marketing information to support decision-making related to marketing planning, implementation, and control. The billing information Sony has for these national retailers would be stored and analyzed in the MIS spreadsheets, which are updated continuously as accounts change.

Question 5

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.

Accepted Answer

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Question 6

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

Accepted Answer

The answer of According to the text,the most common entry-level...

Question 7

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

Accepted Answer

The answer of Why is international marketing research more complex...

Question 8

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

Accepted Answer

A marketing information system (MIS) is a formalized set of procedures for generating, analyzing, storing, and distributing pertinent information to marketing decision makers on an ongoing basis. While transactions processing systems and expert systems can be part of an MIS, they do not encompass the full scope of a marketing information system. A formal system and research directorate are not specific to marketing and do not necessarily relate to the ongoing process of generating and distributing marketing information.

Question 9

In a short essay,discuss the characteristics of full-service marketing research suppliers and describe three types of these full service suppliers.Include a description of the various services offered by each type of supplier to support your answer.

Accepted Answer

The answer of In a short essay,discuss the characteristics of...

Question 10

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

Accepted Answer

The answer of Which of the following is NOT a...

Question 11

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.

Accepted Answer

The answer of Traditionally,marketing researchers were responsible for assessing information...

Question 12

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.

Accepted Answer

The answer of Which of the following is NOT mentioned...

Question 13

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

Accepted Answer

The answer of In a short essay,list and discuss the...

Question 14

In a short essay,describe the characteristics of a marketing information system and discuss how it differs from a decision support system.

Accepted Answer

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Question 15

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

Accepted Answer

A decision support system (DSS) enables decision makers to interact directly with both databases and analysis models in order to make better, more informed decisions. DSS provide support for unstructured and semi-structured decision-making tasks, as opposed to "transactional" systems (such as transaction processing systems) that are primarily designed to automate routine, structured tasks. Expert systems and marketing information systems are more specialized types of information systems, and "information load" is not a recognized term in this context.

Question 16

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

Accepted Answer

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Question 17

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.

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Question 18

Which of the following actions is NOT a step a person would take to prepare for a career in marketing research?
A) acquire computer and Internet skills
B) obtain any type of work experience
C) take courses in statistics and quantitative methods
D) acquire effective written and verbal communication skills
E) think creatively

Accepted Answer

Obtaining work experience may be helpful, but it is not a necessary step in preparing for a career in marketing research. The other options mentioned are all important skills and knowledge areas that would be necessary for success in this field.

Quiz 1: Introduction to Marketing Research

Define marketing research.

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

Which of the following are mentioned in the text as steps to take to prepare for a career in marketing research?

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.

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

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

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) ________.

In a short essay,discuss the characteristics of full-service marketing research suppliers and describe three types of these full service suppliers.Include a description of the various services offered by each type of supplier to support your answer.

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

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.

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

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

In a short essay,describe the characteristics of a marketing information system and discuss how it differs from a decision support system.

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

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

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.

Which of the following actions is NOT a step a person would take to prepare for a career in marketing research?