Chapter 4 Marketing Management

________ is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company.
A) Marketing communications
B) Internal marketing
C) Marketing research
D) Market segmentation
E) Marketing planning
C
Which of the following types of marketing research firms gathers consumer and trade information and then sells it for a fee (e.g., Nielsen Media Research)?
A) custom marketing research firms
B) syndicated-service research firms
C) specialty-line marketing research firms
D) generic marketing research firms
E) focused marketing research firms
B
Amity Inc., is a firm which collects and processes household data and sells it to other firms which produce consumer durables. Amity is an example of a ________.
A) custom marketing research firm
B) specialty-line marketing research firm
C) syndicated-service research firm
D) generic marketing research firm
E) focused marketing research firm
C
A field-service firm is a ________.
A) custom marketing research firm
B) syndicated-service research firm
C) specialty-line marketing research firm
D) consumer marketing research firm
E) social marketing research firm
C
You are the marketing research director of a medium-sized manufacturing firm and you would like to engage an outside marketing research firm to conduct field interviews. Which of the following options categories of marketing research firms should you use?
A) syndicated-service research firms
B) custom marketing research firms
C) global research management firms
D) specialty-line marketing research firms
E) brand management specialty research firms
D
The marketing research process begins by ________.
A) developing a research plan
B) defining the problem, the decision alternatives, and research objectives
C) analyzing the internal environment
D) reading marketing research journals
E) contacting a professional research consultant
B
Which of the following is considered to be the last step in the marketing research process?
A) presenting findings
B) analyzing information
C) controlling the environment
D) arriving at a decision
E) drafting the report
D
If the goal of marketing research is to shed light on the real nature of a problem and to suggest possible solutions or new ideas, the research is said to be ________.
A) descriptive
B) quantitative
C) primary
D) secondary
E) exploratory
E
Unistar Inc., is an FMCG company that produces a wide range of offerings such as grocery items and personal care products. If Unistar wants to estimate the demand for its new line of body moisturizers, which are all priced at $18, it should opt for ________ research.
A) descriptive
B) exploratory
C) prescriptive
D) causal
E) qualitative
A
A company would like to study the impact of advertising expenditure on sales and sales revenue. This is an example of ________ research.
A) prescriptive
B) causal
C) secondary
D) exploratory
E) qualitative
B
The marketing manager needs to know the cost of the research project before approving it. During which stage of the marketing research process would such a consideration most likely take place?
A) Step 1 defining the problem
B) Step 4 analyzing the information
C) Step 5 drafting the report
D) Step 2 developing the research plan
E) Step 3 collecting information
D
A(n) ________ is a gathering of 6 to 10 people carefully selected by researchers based on certain demographic, psychographic, or other considerations and brought together to discuss various topics of interest at length.
A) target group
B) pilot group
C) focus group
D) customer base
E) ethnographic group
C
As the marketing manager of Cominform Pvt. Ltd., a manufacturer of health drinks, you have selected 10 individuals who match the profile of your target customer, to participate in a discussion on changing lifestyle trends related to health. You have also hired a skilled moderator to facilitate the discussion and ensure that everyone participates and stays focused on the topic. The moderator provides questions and probes based on the “script” prepared by you. The discussions are also recorded for further analysis. Which of the following methods of acquiring primary data is being used in this case?
A) observational research
B) surveys
C) behavioral data
D) experiments
E) focus groups
E
Why must the researchers avoid generalizing from focus-group participants to the whole market?
A) Participants’ responses are not reliable.
B) Most of the participants are likely to be ignorant about the topic of discussion.
C) The size of the group is too small and the sample is not drawn randomly.
D) Most of the participants are likely to exhibit similar tastes and preferences.
E) The participants usually come from diverse backgrounds.
C
Which of the following is used to assess people’s knowledge, beliefs, preferences, and satisfaction and to measure these magnitudes in the general population?
A) observational research
B) descriptive research
C) quantitative research
D) survey research
E) experimental research
D
The most scientifically valid research is ________ research.
A) observation
B) focus-group
C) survey
D) behavioral
E) experimental
E
________ is designed to capture cause-and-effect relationships by eliminating competing explanations of the observed findings.
A) Experimental research
B) Behavioral research
C) Observational research
D) Focus group research
E) Descriptive research
A
Which of the following rules must be kept in mind while framing a questionnaire?
A) Use broad and loosely defined words in the questions.
B) Avoid using response bands.
C) Ensure that fixed responses overlap.
D) Frame hypothetical questions.
E) Allow for the answer “other” in fixed-response questions.
E
Because of its flexibility, ________ are the most common technique of collecting primary data.
A) questionnaires
B) telephonic interviews
C) behavioral research studies
D) experimental designs
E) focus groups
A
________ allow respondents to answer in their own words and often reveal more about how people think.
A) Open-end questions
B) Dichotomous questions
C) Likert scale questions
D) Multiple choice questions
E) Semantic differential questions
A
A scale that connects two bipolar words is called a ________.
A) dichotomous question
B) multiple-choice question
C) Likert scale
D) semantic differential
E) word association
D
A question that respondents can answer in an almost unlimited number of ways is called a ________.
A) structured question
B) closed-end question
C) completely unstructured question
D) dichotomous question
E) multiple choice question
C
“Truancy should be checked in schools: 1) Strongly disagree, 2) Disagree, 3) Neither agree nor disagree, 4) Agree, 5) Strongly agree.” This is an example of a ________.
A) Likert scale
B) semantic differential
C) multiple choice question
D) Thematic Appreciation Test (TAT)
E) dichotomous question
A
An item in a questionnaire states that “most politicians cannot be trusted.” Respondents are required to provide their answers by choosing any one of the following options: 1) Strongly disagree, 2) Disagree, 3) Neither agree nor disagree, 4) Agree, 5) Strongly agree. This is an example of a ________.
A) semantic differential
B) word association question
C) Thematic Appreciation Test (TAT)
D) Likert scale
E) dichotomous question
D
If a marketing researcher chooses to use word associations, the researcher is using ________.
A) closed-end questions
B) Likert scale questions
C) open-end questions
D) rating scale questions
E) semantic differential questions
C
The question “What is your opinion of the measures taken by the government to control inflation?” is an example of a ________ question.
A) semantic differential
B) word association
C) completely unstructured
D) story completion
E) dichotomous
C
In which of the following qualitative method are subjects asked to complete an incomplete stimulus?
A) word association
B) projective techniques
C) visualization
D) brand personification
E) laddering
B
________ requires people to create a collage from magazine photos or drawings to depict their perceptions.
A) Brand personification
B) Projective technique
C) Visualization
D) Laddering
E) Metaphor Elicitation Technique
C
The primary purpose of ________ is to identify the range of possible brand associations in consumers’ minds.
A) experimental research
B) deshboarding
C) laddering
D) semantic differentials
E) word associations
E
With respect to the sampling plan, three decisions must be made: (1) the sampling unit—who is to be surveyed; (2) sample size—how many people should be surveyed; and (3) ________.
A) sample cost—how much does sampling cost
B) surveyor skill—who should conduct the survey
C) sample security—how should the sample data be protected
D) sampling procedure—how should respondents be chosen
E) sample supervisor—who leads the sampling effort
D
According to the concept of ________, a series of increasingly more specific “why” questions can reveal consumer motivation and consumers’ deeper, more abstract goals.
A) word association
B) projection
C) visualizing
D) brand personification
E) laddering
E
________ measure the interest or emotions aroused by exposure to a specific ad or picture.
A) Tachistoscopes
B) Polygraphs
C) Galvanometers
D) Audiometers
E) GPS systems
C
________ flash an ad to a subject with an exposure interval that may range from less than one hundredth of a second to several seconds.
A) Tachistoscopes
B) Audiometers
C) Polygraphs
D) GPS systems
E) Galvanometers
A
________ attached to television sets in participating homes now record when the set is on and to which channel it is tuned.
A) Tachistoscopes
B) Polygraphs
C) GPS systems
D) Audiometers
E) Galvanometers
D
Which of the following statements about telephonic interview is true?
A) It usually takes a long time to gather information through telephonic interviews.
B) The interviewer is unable to clarify questions if respondents do not understand them.
C) The response rate for telephonic interviews has been typically lower than for mailed questionnaires.
D) The U.S. government generally encourages telemarketing by firms.
E) Telephone interviewing in the U.S. is getting more difficult because of consumers’ growing antipathy toward telemarketers.
E
If a marketing researcher wishes to reach those people who would not give personal interviews or whose responses might be biased or distorted by interviewers, he or she should use ________.
A) mail questionnaires
B) telephonic interviews
C) online interviews
D) focus groups
E) observational research
A
Which of the following is considered to be the most versatile of all the contact methods?
A) mail questionnaires
B) telephone interviews
C) personal interviews
D) online interviews
E) field trials
C
Which of the following is an advantage of personal interviews?
A) It is a relatively inexpensive method of gathering information.
B) The possibility of interviewer bias is minimized.
C) Participants can choose to respond at their own convenience.
D) It facilitates anonymous responses.
E) Interviewers can record additional observation about the respondent such as body language.
E
Which of the following is one of the key disadvantages of online market research?
A) Online research is expensive.
B) Online research is time consuming.
C) People tend to be dishonest online.
D) Online research lacks versatility.
E) Samples can be small and skewed.
E
Which of the following is an advantage of online research?
A) Samples are generally representative of the target population.
B) Members of online panels and communities tend to have low turnover.
C) Online research is relatively free of technological problems and inconsistencies.
D) People tend to be honest and thoughtful online.
E) Online research is slow but gather detailed information.
D
The ________ phase of marketing research is generally the most expensive and the most prone to error.
A) contact
B) research planning
C) questionnaire design
D) interview design
E) data collection
E
After collecting the relevant information, the next step in the marketing research process is to ________.
A) develop the research plan
B) define the problem and research objectives
C) present the project report
D) make the final decision
E) analyze the acquired data
E
After computing averages and measures of dispersion for the major variables and applying advanced statistical techniques and decision models in the hope of discovering additional findings from the gathered information, the researchers ________.
A) define the problem, the decision alternatives, and the research objectives
B) present findings relevant to the major marketing decisions facing management
C) evaluate the costs associated with data collected
D) analyze the appropriateness of the data sources used
E) develop the research plan
B
Why do firms employ more than one persona to gather information about the target consumers?
A) Within a group, consumers usually exhibit similar tastes and preferences.
B) The distribution of income and wealth are more or less equal across different customer segments.
C) Although customers have uniques, essentially their basic needs and requirements are the same.
D) Any target market may have a range of consumers who vary along a number of key dimensions.
E) The firms want to provide consumers with a greater number of product choices.
D
Two complimentary approaches to measure marketing productivity are ________ and marketing-mix modeling.
A) quality ratios
B) salesperson satisfaction rates
C) marketing metrics
D) retailer satisfaction indices
E) customer feedback surveys
C
Which of the following refers to the set of measures that help firms to quantify, compare, and interpret their marketing performance?
A) marketing diagnostics
B) marketing information systems
C) marketing simulation
D) marketing intelligence
E) marketing metrics
E
London Business School’s Tim Ambler believes the evaluation of marketing performance can be split into two parts: ________.
A) long-term results and changes in brand equity
B) short-term results and changes in brand equity
C) long-term results and changes in consumer perceptions
D) short-term results and changes in profitability
E) changes in market share and changes in profitability
B
Which of the following is an external marketing metric that companies need to monitor?
A) resource adequacy
B) staffing or skill levels
C) active innovation support
D) market share
E) relative employee satisfaction
D
________ analyze(s) data from a variety of sources, such as retailer scanner data, company shipment data, pricing, media, and promotion spending data, to understand more precisely the effects of specific marketing activities.
A) Marketing metrics
B) Marketing-mix models
C) Marketing forecasting
D) Marketing intelligence databases
E) Marketing decision systems
B
When the marketers of a mobile phone manufacturing company want to determine the impact of individual media such as television and online display ads on sales as well as that of trade activities like every day low price, off-shelf display and so on, they usually use ________.
A) marketing metrics
B) market segmentation strategies
C) market capitalization techniques
D) market basket analysis
E) marketing-mix models
E
A ________ records how well the company is doing year after year based on measures such as the average perception of the company’s product quality relative to its chief competitor.
A) customer-performance scorecard
B) stakeholder-performance scorecard
C) marketing balanced scorecard
D) vendor scorecard
E) generic scorecard
A
If a company actively tracks the satisfaction of its suppliers, banks, and distributors, it is using what is called a ________.
A) customer-performance scorecard
B) stakeholder-performance scorecard
C) marketing balanced scorecard
D) vendor scorecard
E) generic scorecard
B
According to marketing consultant Pat LaPointe, the ________ measurement pathway of the marketing dashboard reflects how prospects become consumers.
A) customer metrics
B) unit metrics
C) cash-flow metrics
D) brand metrics
E) productivity metrics
A
According to marketing consultant Pat LaPointe, the ________ measurement pathway of the marketing dashboard focuses on how well marketing expenditures are achieving short-term returns.
A) customer metrics
B) unit metrics
C) cash-flow metrics
D) brand metrics
E) productivity metrics
C