Marketing Research: An Applied Orientation (Multiple Choice)

Typically, a ___________ involves the tasks of designing the information needed, specifying the measurement and scaling procedures, and developing a plan of data analysis
A.Research classification
B.Research design
C. Design formulation
D. None of the above
B.Research Design
The primary objective of________ is to provide insights into, an understanding of, the problem confronting the researcher
A. exploratory research
B. Conclusive research
C. Causal research
D. Descriptive research
A. Exploratory Research
Joan needs to determine which variables and relationships she should examine further as part of the research she is conducting for the Flager Truck Company.Joan is about to embark on what type of research?
A. simple research
B. Exploratory research
C. Descriptive research
D. Causal research
B. Exploratory Research
Which data collection method is used in casual research?
A. Experiments
B. Surveys
C. Expert surveys
D. Panels
A. Experiments
Jerry and the team working on the Roger Tire company marketing research project are developing ways to test their hypothesis that drivers of larger trucks prefer dual belted radial tires. What type of research are they conducting?
A. Simple research
B. Exploratory research
C. Descriptive research
D. Causal research
C. Descriptive Research
You work for innovative Focus, and internationally recognized consulting firm. You are working on the waterpik account to help them with finding their next successful product. You are meeting with the waterpik marketing professionals tomorrow to conduct a trends meeting to list and prioritize key consumer wants and needs. You have also scheduled a meeting with the waterpik engineers to uncover applicable technologies and the company’s internal competencies. What type of research are you conducting in your meetings with waterpik?

A. Simple research
B. Exploratory research
C. Descriptive research
D. Causal research

B. Exploratory Research
A formal research design specifies the methods for selecting the sources of information and for collecting data from those sources. A________ design requires a clear specification of the who, what, when, where, why, and way (the 6 Ws) of the research.

A. Descriptive
B. Causal
C. Exploratory
D. None of the above

A. Descriptive
__________ is the most used descriptive design in marketing research

A. Longitudinal Design
B. Exploratory Design
C. Cross-sectional Design
D. None of the above

C. Cross-sectional design
__________ is a type of research design involving a fixed sample of population elements that is measured repeatedly. The sample remains the same over time thus providing a series of pictures which, when viewed together, portray a vivid illustration of the situation and the changes that are taking place over time.

A. Exploratory research design
B. Causal research design
C. Cross-sectional research design
D. Longitudinal research design

D. Longitudinal Research Design
NBC utilized Satmetrix services to obtain feedback from viewers. Which of the following is TRUE about their relationship?
A. It helps the network to learn what viewers are looking for
B. NBC created the show “Will and Grace” as a result of the research results
C.Viewer feedback has been instrumental in composing and modifying scripts and storylines
D. all of the above
D. ALL OF THE ABOVE
According to the text, marketing research has become ______

A. Global
B. Real time
C. More integrative with marketing and product development
D. All of the above

D. ALL OF THE ABOVE
Marketing research, as defined by the author, is everything except

A. Systematic
B. Politically Biased
C. Objective
D. Useful for the purpose of improving decision-making

B. Politically Biased
The procedures followed at each stage of marketing research are methodologically sound, well documented, and , as much as possible, planned in advance. The previous statement defines the____ aspect of the definition of marketing research

A. systematic
B. Accuracy
C. Identification of information
D. Collection of information

A.Systematic
Each phase of the marketing research process is important. If in the first phase of the process the problem is identified, what is done after that but before data is collected?

A. Determine the solution to the problem, identify relevant information sources and evaluate data collection methods
B. Determine what information is needed, identify relevant information sources, and evaluate data collection methods
C. Determine the solution to the problem, determine what information is needed, and identify relevant information sources
D. Determine what information is needed, evaluate data collection methods, and analyze the data.

B. Determine what information is needed, identify relevant information sources, and evaluate data collection methods
_____ is undertaken to help identify problems that are perhaps not apparent on the surface and yet exists or are likely to arise in the future

A. Problem identification research
B. Segmentation research
C. Problem solving research
D. Marketing information systems

A. Problem identification research
______ is a type of problem identification research

A. Distribution research
B. Pricing research
C. Market characteristics research
D. The need to determine where to locate retail outlets

C. Market characteristics research
Which of the issues listed below would be addressed using problem-solving research?

A. The need to understand market potential
B. The need to understand current cultural trends
C. The need to understand changes in consumer behavior
D. The need to determine where to locate retail outlets

D. The need to determine where to locate retail outlets
_______ 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. The marketing research process
B. Marketing information systems
C. Marketing research problem
D. A decision support system

A. The marketing research process
Which of the tasks below might be conducted by the researcher during the “problem identification” and the “development of an approach to the problem” steps of the marketing research process?

A. analysis of secondary data
B. interviews with industry experts
C. qualitative research
D. All of the above

D. All of the above
The emphasis in marketing is on the identification and satisfaction of_____

A. Business needs
B. Marketing goals
C. Market needs
D. Customer needs

D. Customer Needs
In order to determine customer needs and to implement marketing strategies and programs aimed at satisfying those needs, marketing managers need information about_______

A. Customers
B. Competitors
C. Other forces in the marketplace
D. All of the above

D. All of the above
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. Firms have become national and international in scope
B. Consumers have become more affluent and sophisticated
C. Competition has become more intense
D. All of the above are reasons to need information provided by marketing research

D. All of the above are reasons to need information provided by marketing research
Marketing research helps the marketing manager link the _____ with the _________ and the customer groups.

A. Marketing Variables; environment
B. Marketing variables; marketing information systems
C. Marketing information systems; environment
D. None of the above

A. Marketing variables; environment
_______ may be defined as the process of enhancing marketplace competitiveness through a greater understanding of a firm’s competitors and competitive environment

A. Market intelligence
B. Competitive intelligence
C. A marketing information system
D. A decision support-system

B. Competitive Intelligence
Competitive intelligence __________

A. Enables senior managers in companies to make informed decisions about everything
B. Consists of integrated systems of hardware, communications networks, and software
C.Is a continuous process involving the legal and ethical collection of information
D. A and C are both correct

D. A and C are both correct
Which of the following statements is (Are ) True concerning big firms?

A. Many firms maintain in-house marketing research departments
B. The marketing research department’s place in the organizational structure may vary considerably
C. Firms with in-house research departments never use external research suppliers
D. Both A and B are correct

D. Both A and B are correct
External research suppliers can be classified as _________ and _____

A. Limited-service; partial-service
B. Full-service; partial-service
C. Full-service; limited-service
D. None of the above

C. Full service; limited-service
Which of the following is not an example of a full service supplier

A. Syndicated services
B. Customized services
C. Internet services
D. Analytical services

D.Analytical Services
The Nielsen Television Index is a set of information of known commercial value that is provided to multiple clients on a subscription basis. The Nielsen Index is an example of ________

A. Syndicated services
B. Customized services
C. standardized services
D. analytical services

C. Syndicated Services
Syndicated services __________

A. specialize in one or a few phases of the marketing research project
B. are research studies conducted for different client firms but in a different way
C. are companies that collect and sell common pools of data designed to serve information needs shared by a number of clients
D. offer a wide variety of marketing research services customized to suit a client’s specific needs

C. Are companies that collect and sell common pools of data designed to serve information needs shared by a number of clients
Customized services ___________

A.specialize in one or a few phases of the marketing research project
B. are research studies conducted for different client firms but in a different way
C. Collect and sell common pools of data designed to serve information needs shared by a number of clients
D. offer a wide variety of marketing research services tailored to suit a client’s specific needs

D. Offer a wide variety of marketing research services tailored to suit a client’s specific needs
Limited-service suppliers ________

A.specialize in one or a few phases of the marketing research project
B. are research studies conducted for different client firms but in a different way
C. Collect and sell common pools of data designed to serve information needs shared by a number of clients
D. offer a wide variety of marketing research services tailored to suit a client’s specific needs

A. Specialize in one or a few phases of the marketing research project
Synovate offers several products under the TeleNation family. One of their product, TeleNation , is a twice a week multi client telephone study among household selected at random from the U.S population. Clients are charged based on the number of questions they ask. TeleNation is a ___________

A. field service
B. branded market research product
C. Data analysis service
D. Analytical service

B. Branded market research product
When a firm cannot conduct an entire marketing research project in house, it must select an external supplier for one or more phases of the project. One of the things that the firm foes not need to consider or do when selecting an external research supplier is________

A. Compile list of prospective suppliers
B. Realize that the cheapest bid is not always the best bid
C. Develop criteria for selecting an outside supplier
D. All of the above most be considered or done

D. All of the above most be considered or done
There are many entry level marketing research positions available for persons with BBA’s or MBA’s. Which one of the following is not an entry level position?

A. operational supervisor
B. Senior analyst
C. Junior Research analyst
D. Research analyst

B. senior analyst
A _________ is a formalized set of procedures for generating, analyzing, storing, and distributing pertinent information to marketing decision makers on an ongoing basis

A. Marketing information system
B. Management information system
C. Decision support system
D. none of the above

A. Marketing information system
The definition of a (n) ____________ is similar to marketing research, except that a (n)____________________ provides information continuously rather than on the basis of ad hoc research studies

A. marketing information system
B. Management information system
C. Decision support system
D. none of the above

A. marketing information system
___________ are integrated systmes including hardware, communications network, data base, model base, software base, and the __________ user (decision maker) that collect and interpret information for decision making

A. marketing information system
B. Management information systems
C. Decision support systems
D. none of the above

C. Decision support systems
Marketing research has often been described as having four stakeholders. These stakeholders have certain responsibilities to each other and to the research project. Which of the following is not one of the stakeholders?

A. the marketing research
B. The respondent
C. The public
D. the environment

D. The environment
__________ features statistical programs such a missing values, samplepower, decision time and data entry.

A. SAS
B. MINITAB
C. SPSS
D. EXCEL

C. SPSS