question

marketing research involves all of the following regarding information except

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manipulation

question

which of the following statements is most true about marketing research?

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marketing research is systematic

question

____ research is undertaken to help identify problems that are not necessarily apparent on the surface or are likely to arise in the future

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problem-identification

question

which of the following classifications of marketing research involves going below the surface to identify the true underlying problem that the marketing manger is facing?

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problem-identification

question

Problem-identification research is typically used to address all of the following topics except:

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pricing

question

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

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problem-identification research

question

According to the text, ______ research is typically used to assess the environment and diagnose problems.

answer

problem-identification research

question

Research undertaken to help solve specific marketing problems is called

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problem-solving research

question

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

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market share

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which of the following is NOT a step in the marketing research process?

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problem correction

question

The first step in any marketing research project is to

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define the problem

question

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

define the problem

question

The marketing chief of fossil is considering the introduction of a super functional, fashion wristwatch for men and women priced at $99.

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formulating the research design

question

Which of the following is not a form of interviewing in the data collection stage of the research process?

answer

Observational interviewing

question

all of the following are steps involved in the data-processing stage of collected data except

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collecting

question

which of the following is not considered an uncontrollable environmental factor?

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promotion

question

all of the following are considered to be controllable marketing variables except

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competition

question

Which of the following are links in the information value chain?

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knowledge

question

Researchers enter the realm of the decision maker when they

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give justification for a recommended course of action over others.

question

Marketing research departments located within a firm are called

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internal suppliers

question

a marketing research project is warranted when

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the research is less than its eventual benefits

question

ABC is a company which is involved in selling data that is designed to serve information needs to company's like pepsico and coco-cola.

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syndicated services

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outside marketing research companies hired to supply marketing research data are called

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external suppliers

question

according to the text, most of the research suppliers are

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small operations

question

the services of full-services suppliers can be categorized into all of the following types of services except

answer

environmental services

question

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

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syndicated services

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all of the following represent main methods for which data for syndicated series are collected except

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focus groups

question

according to the text, which of the following organizations was recognized as the largest global research firm based on year 2000 global research revenues?

answer

VNU N.V.

question

Which of the following marketing research firms does not offer customized services?

answer

field work chicago, inc.

question

companies whose primary service offering is their expertise in collecting data for research projects are called

answer

field services

question

which of the following types of research suppliers 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.

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coding and data entry services

question

according to the text, the most common entry-level position in the marketing research industry for people with bachelor's degrees is

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operational supervisor

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all of the following are mentioned in the text as steps to take to prepare for a career in marketing research except:

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obtain any work experience

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

answer

marketing information system

question

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 an updated continuously as accounts change.

answer

a marketing information system

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an information system that enables decision makers to interact directly with both databases and analysis models is called a

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decision support system

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all of the following are important components of a decision support system except

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data entry procedures

question

which of the following is not a characteristic of a marketing information system?

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can improve decision making by using "what if analysis"

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all of the following are characteristics that describe a decision support system EXCEPT

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can improve decision making by clarifying new data

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an advanced form of decision support system, called _____, uses artificial intelligence procedures to incorporate expert judgment.

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expert systems

question

according to alvin toffler's book the third wave, the third wave features

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using decision support systems and expert systems

question

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

answer

the government

question

while every step in a marketing research project is important, _____ is the most important step.

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problem definition

question

a broad statement of the general problem and identification of the specific components of the marketing research problem is called.

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problem definition

question

michael dell of dell computers

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composing the research design

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___is a comprehesive examination of a marketing problem to understand its origin and nature

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Problem audit.

question

The problem audit involves discussions with the decision maker on all of the following issues EXCEPT:

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the national culture as it's related to a country's trade barriers.

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____ are data collected for some purpose other than the problem at hand.

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secondary data

question

according to the text, ____ are an economical and quick source of background information

answer

secondary data

question

all of the following represent examples of sources of secondary data except

answer

survey data

question

which sources of secondary data would be helpful in defining the problem of Wendy's increasing its share of the fast food market.

answer

b and c only

question

data originated by the research specifically to address the research problem are called

answer

primary data

question

An unstructured, exploratory research methodology based on small samples intended to provide insight and understanding of the problem setting is called

answer

qualitative research

question

______ tend to be less structured and to have a smaller samples than large-scale surveys

answer

pilot surveys

question

according to the text, examples of cases used in case studies could be all of the following except:

answer

surveys

question

all of the following represent factors that comprise the environmental context of the problem except

answer

accounting practices used by the firm twenty years ago

question

___ is a body of knowledge that tries to understand and predict consumers' reactions based on an individuals' specific characteristics.

answer

buyer behavior

question

according to the text ______ is a central component of the environment

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buyer behavior

question

_____ includes the underlying motives, perceptions, attitudes, buying habits, and demographic and psychographic profiles of buyers and potential buyers.

answer

buyer behavior

question

the researcher must have a clear understanding of two types of objectives. objectives

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of the organization, and o the decision maker.

question

which of the following is not considered an element of the legal environment?

answer

general economic conditions

question

all of the following are considered as elements in the economic environment except

answer

public policies

question

the problem confronting the decision maker is typically referred to as the

answer

management decision problem

question

the ____ asks what information is needed and how it can best be obtained

answer

marketing research problem

question

according to the text, the ____ is information oriented

answer

marketing research problem

question

which of the following is not a characteristic of a management decision problem?

answer

focused on the underlying causes

question

all of the following are characteristics of a marketing research problem EXCEPT

answer

asks what the decision maker needs to do

question

which of the following is not an issue that would be addressed in a management decision problem

answer

determine the impact on sales and profits of carious levels of price changes

question

unbiased evidence that is supported by empirical findings is called

answer

objective evidence

question

an _____ is a conceptual scheme based on foundation statements, which are assumed to be true

answer

theory

question

an explicit specification of a set of variables and their interrelationships designed to represent some real system or process in whole or in part is called an

answer

analytical model

question

which of the following is not a common form of a model

answer

technological model

question

in _____ the variables and their relationships are stated in prose form

answer

verbal models

question

which of the following models are often a summary or restatement of the main points of the theory?

answer

verbal models

question

_____ are visual and pictorially represent the theory

answer

graphical models

question

which of the following models are used to isolate variables and to suggest directions of relationships but are not designed to provide numerical results?

answer

graphical models

question

according to the text, ___ are logical, preliminary steps to developing mathematical models.

answer

graphical models

question

___ explicitly specify the strength and direction of relationships among variables, usually in equation form.

answer

mathematical models.

question

_____ are refined statements of the specific components of the problem.

answer

research questions

question

unproved statement or proposition about a factor or phenomenon that i of interest to the researcher is called

answer

hypothesis

question

___ are statements about proposed relationships rather than merely questions to be answered

answer

hypotheses

question

an unproven statement or proposition about a factor or phenomenon that is of interest to the researcher is called a

answer

hypothesis

marketing research chapters 1&2 – Flashcards

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