question

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

F

question

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

answer

T

question

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

answer

F

question

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

answer

T

question

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

answer

F

question

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

answer

T

question

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

answer

F

question

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

answer

F

question

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

answer

T

question

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

answer

T

question

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

answer

F

question

Promotion is considered an uncontrollable environmental factor.

answer

F

question

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

answer

T

question

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

T

question

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

answer

F

question

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

answer

T

question

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

answer

T

question

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

answer

F

question

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

answer

T

question

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

T

question

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

answer

F

question

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

answer

T

question

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

answer

T

question

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

answer

F

question

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

F

question

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

answer

F

question

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

F

question

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

T

question

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

answer

T

question

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

answer

T

question

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

answer

F

question

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

answer

T

question

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

answer

T

question

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

answer

F

question

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

answer

F

question

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

answer

T

question

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

answer

T

question

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

answer

F

question

Marketing research involves all of the following regarding information EXCEPT:

answer

manipulation.

question

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

answer

Marketing research is systematic.

question

________ 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

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 manager is facing?

answer

problem-identification

question

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

answer

pricing.

question

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

answer

problem-identification research

question

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

answer

problem-identification

question

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

answer

problem-solving research

question

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

answer

market share.

question

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

answer

problem correction

question

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

answer

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

doing fieldwork or collecting data

question

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

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-preparation stage of collected data EXCEPT:

answer

collecting.

question

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

answer

promotion

question

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

answer

competition.

question

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

answer

give justification for a recommended course of action over others

question

Marketing research departments located within a firm are called ________.

answer

internal suppliers

question

A marketing research project is warranted when ________.

answer

the cost of 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 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

syndicated services

question

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

answer

external suppliers

question

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

answer

small operations

question

The services of full-service 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 ________.

answer

syndicated services

question

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

answer

focus groups.

question

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

answer

Nielsen

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

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

answer

operational supervisor

question

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

answer

obtain any work experience.

question

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

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 and updated continuously as accounts change. In doing so, the marketing manager for Sony utilized which one of the following?

answer

a marketing information system

question

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

answer

decision support system

question

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

answer

data entry procedures.

question

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

answer

can improve decision making by using "what if" analysis

question

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

answer

can improve decision making by clarifying new data

question

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

answer

expert systems

question

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

answer

expressive bias

question

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

answer

the government

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