Deck 1: Introduction to Marketing Research

Question 1

Once a problem or opportunity has been identified,market potential research is undertaken to arrive at a solution.

Answer 1

False

Question 2

The findings of problem solving research are used in making decisions that will solve specific marketing problems.

Answer 2

True

Question 3

The Scion line of cars was advertised through traditional channels such as network television and magazines.

Answer 3

False

Question 4

Problem identification research provides information about the marketing environment and helps diagnose a problem.

Question 5

Satmetrix capitalizes on the need for "recent" marketing research by providing clients with data on a weekly basis.

Question 6

Boeing commissioned Harris Interactive,Inc.to conduct a study to determine the aircraft preferences of fliers.Boeing did this because they understood the importance of continuously monitoring the dynamic marketplace and understanding the needs and priorities of Boeing customers.

Question 7

It is best to do marketing research even if the resources are not available to conduct a quality project.

Question 8

Marketing researchers are becoming more involved in decision making,whereas marketing managers are not becoming more involved with research.

Question 9

In the Kellogg's example given in your text,as a result of problem-solving research,Kellogg's found out that it was not being creative in introducing new products to meet the needs of the adult market.

Question 10

Sales analysis research is a type of problem solving research.

Question 11

Field service organizations are limited service suppliers that specialize in interviewing or specialize in collecting data through the mail or though personal or telephone interviewing.

Question 12

Toyota conducted a secret market research project code-named Genesis which led to the development of the Scion line of cars.

Question 13

If a firm lacks the resources to implement the findings arising from marketing research,spending the resources to conduct the research may not be warranted.

Question 14

The task of marketing research is to assess the information needs and provide management with relevant,accurate,reliable,cheap,and current information.

Question 15

Marketing research is classified into two areas problem identification and problem solving research.

Question 16

Quick-Track is a syndicated market research project conducted quarterly to track key consumer behavioral and attitudinal measures for all major fast food and pizza chains in individual markets.

Question 17

Marketing management decisions are complicated by interactions between the uncontrollable marketing variables and the uncontrollable environmental factors.

Question 18

Marketing research is the systematic and objective identification,collection,analysis,dissemination,and use of information for the purpose of assisting management in decision making related to the identification and solution of problems (and opportunities)in marketing.

Question 19

Effective competitive intelligence is a continuous process involving the legal and ethical collection of information,analysis that avoids unwelcome conclusions,and controlled dissemination of actionable intelligence to decision makers.

Question 20

Marketing research suppliers can be classified as internal or external.

Question 21

Marketing Research,as defined by the author,is everything except ________.

A) useful for the purpose of improving decision-making
B) objective
C) systematic
D) politically biased

Question 22

Each phase of the marketing research process is important.If in the first phase of the process the problem is identified,what is done after that but before data is collected?

A) Determine what information is needed,identify relevant information sources,and evaluate data collection methods
B) Determine what information is needed,evaluate data collection methods,and analyze the data
C) Determine the solution to the problem,identify relevant information sources and evaluate data collection methods
D) Determine the solution to the problem,determine what information is needed,and identify relevant information sources.

Question 23

DSS differs from MIS in that the DSS is more rigidly structured than the MIS.

Question 24

The procedures followed at each stage of marketing research are methodologically sound,well documented,and,as much as possible,planned in advance.The previous statement defines the ________ aspect of the definition of marketing research.

A) identification of information
B) collection of information
C) accuracy
D) systematic

Question 25

International marketing research is expected to grow at a faster rate than domestic research.

Question 26

More information can be obtained from MIS than from ad hoc marketing research projects,but MIS is limited in the amount and nature of information it provides and the way this information can be used by the decision maker.

Question 27

International marketing research is much simpler to conduct than domestic research.

Question 28

________ is a type of problem identification research.

A) Distribution research
B) Promotion research
C) Market characteristics research
D) Pricing research

Question 29

________ is undertaken to help identify problems that are perhaps not apparent on the surface and yet exist or are likely to arise in the future.

A) Problem solving research
B) Marketing information systems
C) Segmentation research
D) Problem identification research

Question 30

Most marketing research is conducted for clients representing commercial firms.

Question 31

Which of the issues listed below would be addressed using problem-solving research?

A) the need to understand current cultural trends
B) the need to determine where to locate retail outlets
C) the need to understand changes in consumer behavior
D) the need to understand market potential

Question 32

When conducting international research,the environment prevailing in the countries,cultural units,or international markets that are being researched,influences the way the six steps of the marketing research process should be performed.

Question 33

NBC utilized Satmetrix services to obtain feedback from viewers.Which of the following is true about their relationship?

A) Viewer feedback has been instrumental in composing and modifying scripts and storylines.
B) NBC created the show "Will and Grace" as a result of the research results.
C) It helps the network to learn what viewers are looking for.
D) all of the above

Question 34

Marketing research has often been described as having three stakeholders.

Question 35

Ethical issues arise when the interests of the stakeholders are in conflict and when one or more of the stakeholders are lacking in their responsibilities.

Question 36

Analytical services include designing and pretesting questionnaires,determining the best means of collecting data,designing sampling plans,and conducting statistical analysis of quantitative data.

Question 37

According to the text,marketing research has become ________.

A) global
B) more integrative with marketing and product development
C) real time
D) all of the above

Question 38

Operational supervisor,project manager,research director,analyst,and statistician/data processing specialist are all positions in the marketing research field.

Question 39

Companies that base their business on the Web do not have international marketing problems.

Question 40

Branded marketing research products and services are specialized problem identification,data collection and analysis procedures developed to address specific types of marketing research problems.These procedures are patented,given brand names,and marketed like any other branded products.

Question 41

________ is conceptualized as consisting of six steps which include problem definition,developing an approach to the problem,research design formulation,field work,data preparation and analysis,and report generation and presentation.

A) Marketing research problem
B) Marketing information systems
C) The marketing research process
D) A decision support system

Question 42

Which of the tasks below might be conducted by the researcher during the "problem definition," the "development of an approach to the problem," or the "research design formulation" steps of the marketing research process?

A) qualitative research
B) interviews with industry experts
C) analysis of secondary data
D) all of the above

Question 43

In the Kellogg's example given in your text,Kellogg's performed several tasks to identify their problem.Which of the tasks below was not used by Kellogg's to identify their problem?

A) They surveyed customers about their perceptions and preferences for cereals.
B) They developed and tested several new flavors of cereal using mall intercept interviews with adult customers
C) They interviewed industry experts.
D) They spoke to decision makers within the company.

Question 44

Write a short essay detailing what a person or student should do to prepare for a career in marketing research.

Question 45

When Eric Kim came to Samsung in 1999,he realized that Samsung's basic problem lay in the brand's image.Describe the state of Samsung's brand image at that time and discuss the actions Kim took to fix the brand image problem.

Question 46

________ may be defined as the process of enhancing marketplace competitiveness through a greater understanding of a firm's competitors and the competitive environment.

A) A marketing information system
B) Market intelligence
C) Competitive intelligence
D) A decision support system

Question 47

Which of the tasks below might be conducted by the researcher during the "problem definition" and the "development of an approach to the problem" steps of the marketing research process?

A) qualitative research
B) interviews with industry experts
C) analysis of secondary data
D) all of the above

Question 48

Write a short essay explaining the differences between a marketing information system and a decision support system.

Question 49

Competitive intelligence ________.

A) is a continuous process involving the legal and ethical collection of information
B) consists of integrated systems of hardware,communications networks,and software
C) enables senior managers in companies to make informed decisions about everything
D) A and C are both correct

Question 50

Marketing managers need the information provided by marketing research for many reasons.Which of the following is not a reason to need information provided by marketing research?

A) Consumers have become more affluent and sophisticated.
B) Competition has become more intense.
C) Firms have become national and international in scope.
D) All of the above are reasons to need information provided by marketing research.

Question 51

In order to determine customer needs and to implement marketing strategies and programs aimed at satisfying those needs,marketing managers need information about ________.

A) other forces in the marketplace
B) customers
C) competitors
D) all of the above

Question 52

Marketing research helps the marketing manager link the ________ with the ________ and the customer groups.

A) marketing information system;environment
B) marketing variables;marketing information system
C) marketing variables;environment
D) none of the above

Question 53

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.

Question 54

Briefly define and discuss the six steps of the marketing research process.

Question 55

The emphasis in marketing is on the identification and satisfaction of ________.

A) market needs
B) business needs
C) marketing goals
D) customer needs

Question 56

What is competitive intelligence and how does it help companies in making their marketing decisions?

Question 57

Define and discuss problem identification and problem-solving research.Discuss how the two types of research are related.Develop an example showing the relationship between these two types of research.