Question 1

________ 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

Accepted Answer

The six steps described in the question refer to the marketing research process, which is a systematic approach to gathering and analyzing information relevant to marketing decision making. Option A (marketing research problem) is just the first step in the process, while option B (marketing information systems) refers to the broader infrastructure and technology used to support marketing activities. Option D (a decision support system) is a related but distinct concept that refers to computer-based tools and techniques used to assist with decision making in a variety of contexts.

Question 2

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

Accepted Answer

All of the tasks mentioned (qualitative research, interviews with industry experts, and analysis of secondary data) are typically conducted during the problem definition, development of an approach to the problem, and research design formulation steps of the marketing research process. These steps are crucial for understanding the problem, determining the research methodologies to be used, and creating a plan for how to execute the research study.

Question 3

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.

Accepted Answer

The task of developing and testing new flavors of cereal using mall intercept interviews with adult customers was not used by Kellogg's to identify their problem.

Question 4

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

Accepted Answer

The answer of Write a short essay detailing what a...

Question 5

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.

Accepted Answer

The answer of When Eric Kim came to Samsung in...

Question 6

________ 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

Accepted Answer

Competitive intelligence is the process of gathering and analyzing information about competitors and the competitive market to develop a strategic advantage. A marketing information system is a broader system that collects and analyzes marketing-related data. A decision support system is a computer-based system that provides support for making decisions. Market intelligence is similar to competitive intelligence, but focuses more broadly on the overall market trends and consumer behaviors. Therefore, the best choice for the given definition is C) Competitive intelligence.

Question 7

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

Accepted Answer

All of the tasks listed may be conducted during the problem definition and development of an approach to the problem steps of the marketing research process. Qualitative research can help to provide insights into customer needs and preferences, while interviews with industry experts can provide valuable perspectives on industry trends and challenges. Analysis of secondary data can help to identify key trends and patterns in the market that can inform the research process.

Question 8

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

Accepted Answer

The answer of Write a short essay explaining the differences...

Question 9

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

Accepted Answer

Competitive intelligence is a continuous process involving the legal and ethical collection of information that enables senior managers in companies to make informed decisions about everything.

Question 10

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.

Accepted Answer

All three options (consumers becoming more affluent and sophisticated, increased competition, and firms becoming national/international) are reasons why marketing managers need the information provided by marketing research. Therefore, D is the correct answer.

Question 11

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

Accepted Answer

In order to design effective marketing strategies and programs, marketing managers need information about various factors including customers, competitors, and other forces in the marketplace. Therefore, the best choice is D, all of the above.

Question 12

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

Accepted Answer

Marketing research assists the marketing manager in connecting the marketing variables (product, price, promotion, and place) with the environment (social, economic, technological, and legal factors) and the customer groups, as they evaluate market conditions and assess customer needs, attitudes, and behaviours. A marketing information system, on the other hand, is a tool that aids in collecting, evaluating, and storing data regarding the company's marketing operations and helps the manager make better-informed decisions. Therefore, option C is the correct answer, while the other choices are not accurate.

Question 13

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 14

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

Accepted Answer

The answer of Briefly define and discuss the six steps...

Question 15

The emphasis in marketing is on the identification and satisfaction of ________.
A) market needs
B) business needs
C) marketing goals
D) customer needs

Accepted Answer

Marketing is all about identifying and satisfying customer needs. Understanding the needs and preferences of the target audience is crucial in developing effective marketing strategies and building long-term customer relationships. While business needs and marketing goals are also important, they are ultimately driven by the needs of the customers.

Question 16

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

Accepted Answer

The answer of What is competitive intelligence and how does...

Question 17

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.

Accepted Answer

The answer of Define and discuss problem identification and problem-solving...

Quiz 1: Introduction to Marketing Research

________ 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.

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?

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?

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

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.

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

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?

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

Competitive intelligence ________.

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?

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

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

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.

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

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

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

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.