Mktg Res #1 Test

Which of the following is TRUE?
Opportunities in marketing research exist for people with a variety of skills.
A store manager for Kroger noticed that several of his regular customers have stopped coming to his store. He also noticed that most of these customers had started shopping at the Walmart Supercenter that had opened about a mile from Kroger a few months ago. The fundamental source of this marketing problem might best be described as
an uncontrollable change in the marketing environment.
Which of the following skills are needed as a senior-level marketing researcher?
Statistical
Financial
Planning
Verbal communication
All of the above are needed by senior-level marketing researchers.
What is the basic purpose of marketing research?
To furnish information that helps managers make better decisions.
The function that links the consumer to the organization through information is
Marketing research.
Which of the following is FALSE?
Marketing research as an organizational function was adopted by most firms when they could no longer satisfy demand for their products.
Which of the following is NOT a common activity of a marketing research department?
Creating new advertising.
Marketing research
is the use of information to identify and define marketing problems.

spans the informational boundary between the firm and its environment.

Which of the following is NOT a potential application for marketing research principles and techniques?
Determining the type of raw materials used.
The primary reasons for studying marketing research include:
Some may pursue a career in marketing research.
Knowledge of the marketing research makes for a “smarter” consumer.

Managers should know the benefits and limitations of marketing research.

Managers should gain an appreciation for the marketing research process.

All of the above are reasons for studying marketing research.

The Houston Texans have created a new sub-group within its marketing department. This sub-group’s sole responsibility is to constantly acquire information on events occurring outside the Texans’ organization in order to identify and interpret potential trends. This new sub-group would most appropriately be engaging in
Environmental scanning/analysis
Which of the following skills are NOT needed in marketing research?
Production management
Which of the following is TRUE?
Marketing researchers need good verbal and written skills along with statistical skills.

Successful marketing researchers are proactive rather than reactive.

Both b and d are true.

Which of the following phases of the information-management process is NOT part of marketing research?
The use of the information.
Which of the following is FALSE?
Problem-solving marketing research focuses only on short-term marketing decisions with respect to the marketing mix elements.
The MAIN purpose of marketing research is:
To gather information to help managers make better decisions.
Which of the following is NOT a common marketing research job title?
Computer Operator
Emma’s Ice Cream hires a local marketing research firm to distribute 250 surveys to potential customers. Upon collecting the information, the researchers return the surveys so that Emma’s marketing department can analyze the results. The marketing research firm in the above scenario is conducting what type of research?
Field Service
Marketing research
Generates information in the firm’s environment.
Transmits information from the environment to the firm.
Interprets feedback information.
All of the above.
The Handy Hand Tools Company commissioned a survey designed to determine whether homeowners prefer plastic or metal casings on electric screwdrivers. The results of this survey will likely be used as input into decisions concerning which element of the marketing mix?
Product
Which of the following factors cannot normally be controlled by marketing management?
Political and legal environment
Which of the following skills is least needed as an entry-level marketing researcher?
Planning
Which of the following is FALSE?
The principal task of marketing is to increase profit.
Which of the following skills are needed as a senior-level marketing researcher?
Statistical
Financial
Planning
Verbal communication
All of the above are needed by senior-level marketing researchers.
Which of the following is FALSE?
Marketing research as an organizational function was adopted by most firms when they could no longer satisfy demand for their products.
Which of the following is not a part of the data analysis and interpretation stage of the research process?
Designing the data-collection forms
After determining the research design, the next step in the research process is
design the data collection method and forms.
What method of ethical reasoning focuses on society as the unit of analysis and stresses the consequences of an act on all those directly or indirectly affected by it?
The utility approach
If the research problem was defined as “what attributes do car buyers today prefer in our U.S. manufactured cars?” the most appropriate type of research would be
Descriptive research
A study which uses data that has already been collected for some other purpose is using
Secondary Data
When the list of all individuals who took the Graduate Management Admissions Test (GMAT) during the past year is used for selecting a simple random sample of students who took the GMAT, it is known as the
Sampling Frame
The sample design stage of the research process includes specifying
the population from which the sample elements will be drawn.
the sampling frame.
the type of sample.
the sample size.
All of the above.
The process of checking completed data-collection forms for completeness, consistency, and adherence to instructions is known as
Editing
Which of the following situations could make use of exploratory research?
Sony is interested in developing advanced HDTV imaging technology.
Hillary Clinton, a potential democratic candidate for the U.S. presidency in 2008, is wondering how to allocate her campaign resources efficiently across various states.
A newly formed religious organization is wondering what strategies it should use to seek donations from the public.
Proctor and Gamble is interested in determining what type of appeal is best suited for its new shaver.
All of the above could use exploratory research.
Which of the following statements is FALSE?
The most important step in the marketing research process is to determine research design.
The utility approach holds that the correct course of action is one that
promotes “the greatest good” for the greatest number.

focuses on society as the unit of analysis.

both a & b

Which of the following is TRUE?
A research project may have one objective or several objectives.
Which of the following is FALSE?
A program strategy and a project strategy are identical.
Jerie’s Jerseys, a manufacturer of soccer jerseys, has experienced slumping sales over the last quarter. The marketing research department has been asked to investigate this disturbing development. What should be the first step taken by the researchers in their investigation?
Formulate a specific problem statement.
The Transportation Department at University of Houston wishes to determine what type of campus transportation system is preferred by UH’s 30,000 undergraduate students. Data is collected from 400 undergraduate students enrolled in one section of Freshman English Literature. What type of sample is being utilized in this project?
Nonprobability sample
The most important step in the research process is
formulating the problem.
The marketing manager of Flat Tire Brewing Inc. of Colorado states that he is very concerned with the continuing decline in sales of the company’s major product, a dark lager beer. The manager has asked for assistance in finding the reasons for the sales decline. Since not much is know about the reasons for the sales decline, the most appropriate way to begin would be with
exploratory research
Which approach(s) to ethical reasoning focuses on the individual as the unit of analysis and specifically on the rights to which every individual is entitled?
The rights approach
Ben and Jerry’s Ice Cream, Inc. decided to collect information from consumers regarding their brand awareness and satisfaction with Chocoholic flavored ice creams via personal interviews. These studies demonstrate what type of marketing research strategy?
Project strategy
The management of Dirty Dan’s Diaper Service is concerned about their choice of advertising media in the Madison, WI area. They aren’t sure if advertising placed in the local newspaper is reaching their target market. A research project is launched with the objective of determining the relationship between newspaper readership and use of cotton diapers. What type of research design is most appropriate for this project?
Descriptive Design
The strategy that specifies the purposes and types of research studies generally conducted by a company is known as the
Program Strategy
The concept that recognizes the possibility that errors occurring in specific stages of the research process may interact to influence the final results of the study is the concept of
Total Error
Data collected specifically for a study is called
Primary Data
A process by which numbers are assigned to each of the answers on a form, so they can be analyzed is called
Coding
The strategy that specifies how a company designs individual research studies is called the
Project Strategy
Which one of the following best represents the desired composition of focus groups?
Homogeneous participants within each group.
Avoid participants that are friends and relatives.
Avoid participants who have participated in other focus groups.
Try having between 8 and 12 members in each focus group.
All of the above.
Which of the following is FALSE?
The goal in the case analysis approach is to test explanations.
An exploratory study is NOT productively used to
describe the characteristics of certain groups.
Small groups of individuals brought together simultaneously and guided by a moderator through an unstructured, spontaneous discussion format for the purpose of gaining information through group discussion can be categorized under which type of research design?
Exploratory
Which of the following is TRUE?
A projective technique involves the use of a stimulus that an individual is asked to describe, expand upon, or build a structure around.
An exploratory study should NOT be used for
investigating the strength of the relationship between variables.
Exploratory studies
are characterized by flexibility
The descriptive study
is concerned with determining the frequency with which something occurs.
The manager of Capitol Brewing Inc. states that he is very concerned with the continuing decline in sales of the company’s major product, a dark lager. The manager has asked for your assistance in finding the reasons for the sales decline. The most appropriate way to begin would be with
Exploratory Research
Prior to beginning a formal research project, Jane Doe is interviewing a few knowledgeable people to gain a better understanding of the nature of the problem her team faces and the characteristics of the environment in which it exists. Jane is conducting a(n)
depth Interview.

exploratory research.

Both a and d.

In which of the following situations should exploratory research be used?
To measure the relationships among variables.To clarify concepts.

To develop hypotheses.

Both b and c.

Researchers use projective methods to
uncover feelings that subjects are reluctant to discuss.
A causal research design is typically concerned with
the determination of cause-and-effect relationships.
“A child who wears Pampers diapers is ____.” This is an example of a technique where the subjects are directed to complete with the first words that come to mind.
Sentence Completion
A hypothesis
is a conjectural statement about the relationship between two variables that are measurable or potentially measurable.
Which of the following techniques is characterized as a set of probing questions posed one-on-one to a subject by an interviewer so as to get the subject to talk freely and to express his or her true feelings? This technique helped researchers determine that young smoker measure time spent at a nigh club in terms of cigarettes smoked.
Depth interview
Benefits of focus groups include
ideas that can drop “out of the blue.”

snowballing of ideas.

more spontaneous responses than in one-on-one interviews.

a, b, and c.

The major emphasis in exploratory research is on
the discovery of ideas and insights.
You are product manager for Brand X coffee, a nationally distributed brand. Brand X has been declining in absolute level of sales for the last four consecutive months. You ask the marketing research department to do a study to determine why sales have declined. The most appropriate research strategy would be
An exploratory study
A small group of people brought together to discuss a topic of interest to researchers is known as a(n)
Focus Group
Storytelling is an example of the ____ method of communication.
unstructured-disguised
Which of the following best represents the objective of the moderator in conducting a focus group?
Striking a balance between stimulating, natural discussions while ensuring the group does not wander too far from the topic.
If a respondent hesitates but then responds when taking a word association test, it is taken to indicate
that the respondent is emotionally involved in the word so that he searches for an acceptable response.
A literature search most closely resembles which type of research?
Exploratory
One of the quickest and most economical ways to discover hypotheses is through
A Literature search
The basic assumption underlying projective methods is
that the subject’s organization of unstructured stimuli is indicative of his or her perceptions and reactions.
Which of the following uses the projective method?
Sentence Completion
Which of the following characteristics is NOT desirable in a focus group interviewer moderating a session?
Kind but firm

Permissiveness

Flexibility

Sensitivity

All of the above are desirable characteristics.

Word association tests are an example of the ____ method of communication.
unstructured-disguised
Exploratory research can be used to
increase the analyst’s familiarity with the problem.

clarify concepts.

establish priorities in dealing with explanations of problems.

All of the above.

Burger King recently experienced a decline in burger sales after E-coli bacteria were discovered in one of their restaurants. The marketing managers reviewed published information about a similar situation that had occurred at a Jack-in-the Box restaurant a few years ago. Which of the following type of exploratory research is this?
Case Analysis