Question 1

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 2

Marketing research has often been described as having four stakeholders.These stakeholders have certain responsibilities to each other and to the research project.Which of the following is not one of the stakeholders?

Accepted Answer

The stakeholders in marketing research are the marketing researcher, the respondent, the client (who commissioned the research), and the public (who may be affected by the research). The environment is not considered a stakeholder in marketing research.

Question 3

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 4

There are many entry level marketing research positions available for persons with BBAs or MBAs.Which one of the following is not an entry-level position?

Accepted Answer

A senior analyst is not an entry-level position as it typically requires several years of experience and advanced analytical skills. Operational supervisor, junior research analyst, and research analyst are all considered entry-level positions.

Question 5

________ features statistical programs as integrated statistical packages for data analysis.

Accepted Answer

Both SAS and SPSS are integrated statistical packages for data analysis. While MINITAB and Excel also have statistical analysis capabilities, they are not considered as comprehensive as SAS and SPSS in terms of statistical methodology and functionality. Therefore, the best choice(s) for statistical programs with integrated statistical packages for data analysis are SAS and SPSS.

Question 6

When a firm cannot conduct an entire marketing research project in house,it must select an external supplier for one or more phases of the project.One of the things that the firm does not need to consider or do when selecting an external research supplier is ________.

Accepted Answer

When selecting an external research supplier, a firm must consider and do all of the above, including compiling a list of prospective suppliers, realizing that the cheapest bid is not always the best bid, and developing criteria for selecting an outside supplier. It is important for the firm to carefully evaluate potential suppliers and select the best fit for their specific research needs.

Question 7

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.

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Question 8

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

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Question 9

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

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Question 10

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

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Question 11

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.

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Question 12

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

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Question 13

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

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Question 14

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

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Question 15

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

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Question 16

Define marketing research.

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Question 17

According to the author of the text,international research refers to which of the following types of research?

Accepted Answer

International research can encompass foreign research, multinational research, and cross-cultural research, as it involves studies conducted across different countries and cultures.

Question 18

In a short essay describe the advantages of mobile marketing research (MMR).

Accepted Answer

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Quiz 1: Introduction to Marketing Research