question

1) Problem-solving research is undertaken to help identify problems that are not necessarily apparent on the surface and yet exist or are likely to arise in the future.

answer

False

question

2) Problem-identification research involves going below the surface to identify the true underlying problem that the marketing manager is facing.

answer

True

question

3) Problem-identification research is typically used to address pricing issues.

answer

False

question

4) Problem-identification research is the more common of the forms of research and is undertaken by virtually all marketing firms.

answer

True

question

5) According to the text, problem-solving research is typically used to assess the environment and diagnose problems.

answer

Fasle

question

6) Research undertaken to help solve specific marketing problems is called problem-solving research.

answer

True

question

7) Market share is an example of a topic typically addressed by problem-solving research.

answer

False

question

8) The first step in any marketing research project is to formulate the research design.

answer

False

question

9) Formulating an analytical framework along with models, research questions, hypotheses, and the information needed are included in developing an approach to the problem.

answer

True

question

10) Telephone, mail, personal and electronic interviewing are forms of interviewing in the data collection stage of the research process.

answer

True

question

11) Collecting and analyzing data are steps involved in the data-processing stage.

answer

False

question

12) Promotion is considered an uncontrollable environmental factor.

answer

False

question

13) Pricing, promotion, and distribution are all considered controllable marketing variables.

answer

True

question

14) Competitive intelligence (CI) may be defined as the process of enhancing marketplace competitiveness through a greater understanding of a firm's competitors and the competitive environment.

answer

True

question

15) Competitive intelligence (CI) may sometimes use ethically questionable procedures as the end justifies the means.

answer

False

question

16) Marketing research departments located within a firm are called internal suppliers.

answer

True

question

17) Outside marketing research companies hired to supply marketing research data are called external suppliers.

answer

True

question

18) According to the text, most of the research suppliers are Fortune 500 operations.

answer

False

question

19) The services of full-service suppliers can be categorized into syndicated, customized, and Internet services.

answer

True

question

20) Companies that collect and sell common pools of data designed to serve information needs that a number of clients share are called syndicated services.

answer

True

question

21) Focus groups represent the main method by which syndicated services collect data.

answer

False

question

22) According to the text, the Nielsen Co. was recognized as the largest global research firm based on global research revenues.

answer

True

question

23) Synovate, Westat, and Burke, Inc. are examples of marketing research firms that offer customized services.

answer

True

question

24) Companies whose primary service offering is their expertise in collecting data for research projects are called coding and data entry services.

answer

False

question

25) Data analysis services perform services that include editing competing questionnaires, developing a coding scheme, and transcribing the data onto diskettes or magnetic tapes for input into the computer.

answer

False

question

26) Selecting an outside supplier is always done with a formal "request for proposal."

answer

False

question

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

answer

False

question

28) A formalized set of procedures for generating, analyzing, storing, and distributing pertinent information to marketing decision makers on an ongoing basis is called a marketing information system.

answer

True

question

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

answer

True

question

30) Hardware and a communication network are recognized as important components of a decision support system.

answer

True

question

31) The ability to improve decision making by using "what if" analysis is a characteristic of a marketing information system.

answer

False

question

32) Unstructured problems and the use of models are characteristics that describe a decision support system.

answer

True

question

33) An advanced form of decision support system, called expert systems, uses artificial intelligence procedures to incorporate expert judgment.

answer

True

question

34) The U.S. accounts for 60 percent of the marketing research expenditures worldwide.

answer

False

question

35) Social media embody social computing tools commonly referred to as Web 1.0.

answer

Fasle

question

36) Expectations about objectivity among bloggers and other social media users are lower.

answer

True

question

37) Cymphony is mentioned as a marketing research firm specializing in social media research.

answer

True

question

38) The book advocates the use of social media to replace the traditional ways in which research is conducted.

answer

False

question

39) Marketing research involves all of the following regarding information EXCEPT:

answer

D) manipulation.

question

40) Which of the following statements is most TRUE about marketing research?

answer

B) Marketing research is systematic.

question

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

answer

B) Problem-identification

question

42) Which of the following classifications of marketing research involves going below the surface to identify the true underlying problem that the marketing manager is facing?

answer

D) problem-identification

question

43) Problem-identification research is typically used to address all of the following topics EXCEPT:

answer

D) pricing.

question

44) Which of the following is the more common of the forms of research and is undertaken by virtually all marketing firms?

answer

B) problem-identification research

question

45) According to the text, ________ research is typically used to assess the environment and diagnose problems.

answer

C) problem-identification

question

46) Research undertaken to help solve specific marketing problems is called ________.

answer

A) problem-solving research

question

47) All of the following are examples of topics typically addressed by problem-solving research EXCEPT:

answer

D) market share.

question

48) Which of the following is NOT a step in the marketing research process?

answer

B) problem correction

question

49) The first step in any marketing research project is to ________.

answer

A) define the problem

question

50) If an outside agency was brought in to conduct work for a research project after the first three steps in the marketing research process were completed, which step would the agency conduct?

answer

E) doing fieldwork or collecting data

question

51) The marketing chief of Fossil is considering the introduction of a super functional, fashionable wristwatch for men and women priced at $99. For this, he decided on 30 telephonic interviews from their customer database, 50 valid survey responses from individuals whose income is greater than $60,000 and 2 focus-groups. To which of the six steps of the marketing research process do the actions of the marketing chief for Fossil fall into?

answer

E) formulating the research design

question

52) Which of the following is NOT a form of interviewing in the data collection stage of the research process?

answer

D) observational interviewing

question

53) All of the following are steps involved in the data-preparation stage of collected data EXCEPT:

answer

D) collecting.

question

54) Which of the following is NOT considered an uncontrollable environmental factor?

answer

D) promotion

question

55) All of the following are considered to be controllable marketing variables EXCEPT:

answer

A) competition.

question

56) Researchers enter the realm of the decision maker when they ________.

answer

E) give justification for a recommended course of action over others

question

57) Marketing research departments located within a firm are called ________.

answer

A) internal suppliers

question

58) A marketing research project is warranted when ________.

answer

E) the cost of the research is less than its eventual benefits

question

59) ABC is a company which is involved in selling data that is designed to serve information needs of firms like PepsiCo and Coca-Cola. The data are primarily collected through surveys, purchase and media panels and scanners. What kind of service does ABC provide in the marketing research industry?

answer

E) syndicated services

question

60) Outside marketing research companies hired to supply marketing research data are called ________.

answer

C) external suppliers

question

61) According to the text, most of the research suppliers are ________.

answer

D) small operations

question

62) The services of full-service suppliers can be categorized into all of the following types of services EXCEPT:

answer

B) environmental services.

question

63) Companies that collect and sell common pools of data designed to serve information needs that a number of clients share are called ________.

answer

C) syndicated services

question

64) All of the following represent main methods used by syndicated services to collected data EXCEPT:

answer

A) focus groups.

question

65) According to the text, which of the following organizations was recognized as the largest global research firm based on global research revenues?

answer

C) Nielsen

question

66) Which of the following marketing research firms does NOT offer customized services?

answer

D) Field Work Chicago, Inc.

question

67) Companies whose primary service offering is their expertise in collecting data for research projects are called ________.

answer

A) field services

question

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

answer

C) operational supervisor

question

69) All of the following are mentioned in the text as steps to take to prepare for a career in marketing research EXCEPT:

answer

B) obtain any work experience.

question

70) 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) ________.

answer

C) marketing information system

question

71) 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?

answer

E) a marketing information system

question

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

answer

B) decision support system

question

73) All of the following are important components of a decision support system EXCEPT:

answer

D) data entry procedures.

question

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

answer

D) can improve decision making by using "what if" analysis

question

75) All of the following are characteristics that describe a decision support system EXCEPT:

answer

A) can improve decision making by clarifying new data.

question

76) An advanced form of decision support system, called ________, uses artificial intelligence procedures to incorporate expert judgment.

answer

C) expert systems

question

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

answer

D) expressive bias

question

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

answer

A) the government

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