Deck 1: Introduction to Marketing Research

Question 1

Developing an understanding of consumer needs, wants, and perceptions is a prerequisite to effective decision making.

Answer 1

True

Question 2

Developing an understanding of consumer needs, wants, and perceptions is not a prerequisite to effective decision making.

Answer 2

False

Question 3

Marketing research is the specific marketing function relied upon to provide information for marketing decisions.

Answer 3

True

Question 4

Marketing research is not the specific marketing function relied upon to provide information for marketing decisions.

Question 5

Marketing research alone cannot guarantee that better decisions will be made.

Question 6

Marketing research alone can guarantee that better decisions will be made.

Question 7

Research, in the business context, is an organized, formal inquiry into an area to obtain information used for decision making.

Question 8

Research, in the business context, is not an organized, formal inquiry into an area to obtain information used for decision making.

Question 9

Marketing research refers to procedures and techniques involved in the design, data collection, analysis, and presentation of information used in making marketing decisions.

Question 10

Marketing research refers to procedures and techniques involved in the design, data collection, analysis, and presentation of information used in making research and development decisions.

Question 11

Marketing research should focus on decisions to be made rather than the collection techniques used to gather information to facilitate decision making

Question 12

Marketing research should focus on the collection techniques used to gather information to facilitate decision making.

Question 13

The basic purpose of marketing research is to reduce uncertainty and error in decision making.

Question 14

The basic purpose of marketing research is to analyze what is involved in making a decision.

Question 15

Several different problems may produce the same set of symptoms.

Question 16

Several different problems cannot produce the same set of symptoms.

Question 17

In the decision-making context, the best researchers think like researchers in search of information to make decisions rather than to search for answers to research questions.

Question 18

In the decision-making context, the best researchers think like researchers in search of answers to research questions.

Question 19

Strategic decisions are long run in scope and may not be altered if successful.

Question 20

Strategic decisions are short run in scope and effect and are usually altered on a regular basis.

Question 21

Tactical decisions are short run in scope and effect and are usually altered on a regular basis.

Question 22

Tactical decisions are long run in scope and may not be altered if successful.

Question 23

A tracking study is an ongoing periodic survey of pre-recruited consumers who record their use of various products or services.

Question 24

A tracking study is conducted in a controlled environment where consumers are recruited to taste the product and give their evaluations.

Question 25

Despite the cost, small businesses and entrepreneurial ventures utilize marketing research to obtain results to help them make better marketing decisions.

Question 26

Small businesses and entrepreneurial ventures do not benefit from marketing research due to the high cost of the research.

Question 27

In order to conduct scientific research, one may find it necessary to use conventional and unconventional methods of research.

Question 28

In order to conduct scientific research, one must only use conventional methods of research.

Question 29

Research can be both scientific and unconventional as long as the research results are relevant and believable.

Question 30

Research cannot be both scientific and unconventional if the research results are to be both relevant and believable.

Question 31

Decision making is defined as a choice among alternative courses of action.

Question 32

Scientific research is defined as a choice among alternative courses of action.

Question 33

The proper utilization of the findings from marketing research by managers is directly affected by the quality of interactions that take place between managers and researchers, plus the level of researcher involvement in the research-decision making process.

Question 34

The proper utilization of the findings from marketing research by managers is not directly affected by the quality of interactions that take place between managers and researchers, plus the level of researcher involvement in the research-decision making process.

Question 35

Asking "what if" questions promote better decision making.

Question 36

Asking "how" questions promote better decision making.

Question 37

The decisional criteria are those pieces of information that can be used to identify which alternatives are truly capable of solving the problem.

Question 38

The decisional alternatives are those pieces of information that can be used to identify which alternatives are truly capable of solving the problem.

Question 39

The research purpose should be declared after the decision alternatives, criteria, and timing and significance of the decisions have been considered.

Question 40

The research purpose should be declared before the decision alternatives, criteria, and timing and significance of the decisions have been considered.

Question 41

The research questions represent the decomposition of the problem into a series of statements that constitute the end results sought by the research project.

Question 42

The decisional criteria represent the decomposition of the problem into a series of statements that constitute the end results sought by the research project.

Question 43

The starting point in a research project should be an attempt to clearly define the problem.

Question 44

The starting point in a research project should be to determine the method to be used to collect the data.

Question 45

Hypotheses are not the same as the findings of the research

Question 46

Hypotheses are the same as the findings of the research

Question 47

Flexibility is an important aspect of the research design.

Question 48

Flexibility is not an important aspect of the research design.

Question 49

Exploratory research is usually called for if the management problem is vague or can be only broadly defined.

Question 50

Exploratory research is usually called for if the management problem is clear or can be exactly defined.

Question 51

Descriptive research is conducted when there is a need to measure the frequency with which a sampled population behaves, thinks, or is likely to act or to determine the extent to which two variables covary.

Question 52

Descriptive research is conducted when the management problem is vague or can be only broadly defined.

Question 53

Causal research is highly structured.

Question 54

Causal research is not highly structured.

Question 55

Secondary data are data that have already been collected for other purposes than the research under investigation.

Question 56

Secondary data are data collected explicitly for the research study at hand.

Question 57

Primary data are data collected explicitly for the research study at hand.

Question 58

Primary data are data that have already been collected for other purposes than the research under investigation.

Question 59

The universe or population must be defined for each research project.

Question 60

The universe or population does not have to be defined for each research project.

Question 61

All of the following items are uses of marketing information except

A) identify and define marketing opportunities and problems
B) generate, refine, and evaluate marketing actions
C) improve the production process
D) monitor marketing performance

Question 62

Marketing research is the function which links the ___________, ____________, and ___________ to the marketer through information.

A) consumer, customer, public
B) consumer, marketer, public
C) employee, consumer, customer
D) researcher, consumer, customer

Question 63

Marketing research includes which of the following procedures and techniques?

A) data collection
B) design
C) analysis
D) A and B
E) A, B, and C

Question 64

Which one of the following shows the correct sequence of the four-step decision-making process?

A) define problem, identify problem, identify alternative courses of action, select an alternative course of action
B) identify problem, define problem, identify alternative courses of action, select an alternative course of action
C) define problem, identify problem, select an alternative course of action, identify alternative courses of action
D) identify problem, identify alternative courses of action, define problem, select an alternative course of action

Question 65

All of the following are included in the four-step decision-making process except

A) identify problem
B) define problem
C) implement the course of action
D) select an alternative course of action

Question 66

The second stage in the decision-making process is to

A) define the problem or opportunity
B) identify the problem or opportunity
C) identify alternative courses of action
D) select an alternative course of action

Question 67

The third stage in the decision-making process is to

A) define the problem or opportunity
B) identify the problem or opportunity
C) identify alternative courses of action
D) select an alternative course of action

Question 68

The fourth stage in the decision-making process is to

A) define the problem or opportunity
B) identify the problem or opportunity
C) identify alternative courses of action
D) select an alternative course of action

Question 69

In the final stage of the decision-making process, information provided by research can aid a manager by

A) exploring the problem
B) providing alternative options to solve the problem
C) estimating the effects of various alternatives on the decision criteria
D) defining the problem

Question 70

Entering a new industry is an example of _____ decision making.

A) strategic
B) tactical

Question 71

Deciding on the price of a new product is an example of _____ decision making.

A) strategic
B) tactical

Question 72

It is essential that the researcher and the manager specify in advance

A) the information sources for the decision
B) the time frame for the decision
C) the alternative courses of action
D) the implementation of the selected alternative

Question 73

An example of strategic decision making is

A) Pricing of a new product
B) Designing a products package
C) Determine the product size
D) Enter into a new market

Question 74

A(n) _____consists of evaluating consumer responses to a new product or concept.

A) concept/product testing
B) tracking study
C) product/brand service usage
D) advertising penetration

Question 75

A(n) _____ is an ongoing periodic survey of pre-recruited consumers who record their usage of various products or services.

A) concept/product testing
B) tracking study
C) product/brand service usage study
D) advertising penetration study

Question 76

A(n) _____ serves to determine current demand for the various brands of a product or service.

A) concept/product testing
B) tracking study
C) product/brand service usage study
D) advertising penetration study

Question 77

A(n) _____ evaluates the message that is actually being communicated to a target market.

A) concept/product testing
B) tracking study
C) product/brand service usage study
D) advertising penetration study

Question 78

A(n) _____ provides feedback relative to the image a company, product, or service has in the eyes of the consumer.

A) image evaluation study
B) public opinion survey
C) copy test
D) test market/product placement analysis

Question 79

A(n) _____ determines the key issues in the minds of the public or specific customers relative to a specific issue, individuals, or business sector.

A) image evaluation study
B) public opinion survey
C) copy test
D) test market/product placement analysis

Question 80

A(n) _____ is an evaluation of consumer response to advertising copy that has been produced or is being considered.

A) image evaluation study
B) public opinion survey
C) copy test
D) test market/product placement analysis