Question 1

Give reasons to justify that online research is versatile.

Accepted Answer

Online research is versatile for several

Question 2

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.

Accepted Answer

A)  descriptive 
B)  exploratory 
C)  prescriptive 
D)  causal 
E)  qualitative 
A)  descriptive 
B)  exploratory 
C)  prescriptive 
D)  causal 
E)  qualitative

Question 3

Which of the following is true of qualitative research?

Accepted Answer

A)  It is a structured measurement approach that permits a range of possible responses. 
B)  It is indirect in nature, so consumers may be less guarded. 
C)  It requires large sample sizes. 
D)  Its results can be easily generalized to broader populations. 
E)  It generally results in similar results and conclusions across researchers. 
A)  It is a structured measurement approach that permits a range of possible responses. 
B)  It is indirect in nature, so consumers may be less guarded. 
C)  It requires large sample sizes. 
D)  Its results can be easily generalized to broader populations. 
E)  It generally results in similar results and conclusions across researchers.

Question 4

As a marketing researcher of Matrix Private Limited you have been asked to forecast the demand for your new range of body wash if a discount of 10 percent is offered on each unit sold. Identify the research category into which this market research falls.

Accepted Answer

Here the researcher needs to study the e

Question 5

As a marketing researcher of a firm, you plan to conduct behavioral research to develop marketing insight. What procedure would you follow in this case?

Accepted Answer

In order to conduct behavioral

Question 6

Safeway supermarket's scanner data shows that high-income people don't necessarily buy the more expensive brands. This is an example of survey research.

Accepted Answer

A) True 
 B)False

Question 7

After collecting the relevant information, the next step in the marketing research process is to ________.

Accepted Answer

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 
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

Question 8

Designing a research plan calls for decisions on all of the following EXCEPT ________.

Accepted Answer

A)  research objectives 
B)  data sources 
C)  research approaches 
D)  research instruments 
E)  sampling plans 
A)  research objectives 
B)  data sources 
C)  research approaches 
D)  research instruments 
E)  sampling plans

Question 9

During his research about people's perceptions of Broadway musicals, Gerry asked people to create collages, on their own, out of magazine photos, which is a technique called ________.

Accepted Answer

A)  brand personification 
B)  projective technique 
C)  visualization 
D)  laddering 
E)  transformation 
A)  brand personification 
B)  projective technique 
C)  visualization 
D)  laddering 
E)  transformation

Question 10

A dichotomous question is a question with three or more answers.

Accepted Answer

A) True 
 B)False

Question 11

The ________ phase of marketing research is generally the most expensive and the most prone to error.

Accepted Answer

A)  contact 
B)  research planning 
C)  questionnaire design 
D)  interview design 
E)  data collection 
A)  contact 
B)  research planning 
C)  questionnaire design 
D)  interview design 
E)  data collection

Question 12

Give an example of experimental research.

Accepted Answer

Experimental research is designed to cap

Question 13

Marketing ________ 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.

Accepted Answer

A)  metrics 
B)  mix models 
C)  forecasting 
D)  intelligence databases 
E)  decision systems 
A)  metrics 
B)  mix models 
C)  forecasting 
D)  intelligence databases 
E)  decision systems

Question 14

The most scientifically valid research is ________ research.

Accepted Answer

A)  observation 
B)  focus group 
C)  survey 
D)  behavioral 
E)  experimental 
A)  observation 
B)  focus group 
C)  survey 
D)  behavioral 
E)  experimental

Question 15

According to marketing consultant Pat LaPointe, the ________ metrics measurement pathway of the marketing dashboard reflects how prospects become consumers.

Accepted Answer

A)  customer 
B)  unit 
C)  cash-flow 
D)  brand 
E)  productivity 
A)  customer 
B)  unit 
C)  cash-flow 
D)  brand 
E)  productivity

Question 16

The John Deere brand might make someone think of a rugged, Midwestern male who is hardworking and trustworthy, which the brand management folks would learn through ________ research.

Accepted Answer

A)  brand personification 
B)  projective technique 
C)  visualization 
D)  laddering 
E)  Zaltman Metaphor Elicitation Technique 
A)  brand personification 
B)  projective technique 
C)  visualization 
D)  laddering 
E)  Zaltman Metaphor Elicitation Technique

Question 17

What is the chief advantage of using each of the following contact methods: mail questionnaire, telephone interview, and personal interview?

Accepted Answer

The chief advantage of each contact meth

Question 18

A scale that describes the respondent's intention to buy a particular product is called a rating scale.

Accepted Answer

A) True 
 B)False

Question 19

"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 ________.

Accepted Answer

A)  Likert scale 
B)  semantic differential 
C)  multiple choice question 
D)  Thematic Appreciation Test (TAT) 
E)  dichotomous question 
A)  Likert scale 
B)  semantic differential 
C)  multiple choice question 
D)  Thematic Appreciation Test (TAT) 
E)  dichotomous question

Question 20

Jane is a marketing researcher of a cellular service providing firm. She is conducting market research before the firm decides to launch its 4G services. After deciding on the research approach and instruments, what is the next step that Jane should follow? What are the three things that she is required to consider in this step?

Accepted Answer

After deciding on the research approach

Exam 4: Conducting Marketing Research

Give reasons to justify that online research is versatile.

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.

Which of the following is true of qualitative research?

As a marketing researcher of Matrix Private Limited you have been asked to forecast the demand for your new range of body wash if a discount of 10 percent is offered on each unit sold. Identify the research category into which this market research falls.

As a marketing researcher of a firm, you plan to conduct behavioral research to develop marketing insight. What procedure would you follow in this case?

Safeway supermarket's scanner data shows that high-income people don't necessarily buy the more expensive brands. This is an example of survey research.

After collecting the relevant information, the next step in the marketing research process is to ________.

Designing a research plan calls for decisions on all of the following EXCEPT ________.

During his research about people's perceptions of Broadway musicals, Gerry asked people to create collages, on their own, out of magazine photos, which is a technique called ________.

A dichotomous question is a question with three or more answers.

The ________ phase of marketing research is generally the most expensive and the most prone to error.

Give an example of experimental research.

Marketing ________ 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.

The most scientifically valid research is ________ research.

According to marketing consultant Pat LaPointe, the ________ metrics measurement pathway of the marketing dashboard reflects how prospects become consumers.

The John Deere brand might make someone think of a rugged, Midwestern male who is hardworking and trustworthy, which the brand management folks would learn through ________ research.

What is the chief advantage of using each of the following contact methods: mail questionnaire, telephone interview, and personal interview?

A scale that describes the respondent's intention to buy a particular product is called a rating scale.

"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 ________.

Defining Marketing for the New Realities

Developing Marketing Strategies and Plans

Collecting Information and Forecasting Demand

Creating Long-Term Loyalty Relationships

Analyzing Consumer Markets

Analyzing Business Markets

Tapping Into Global Markets

Identifying Market Segments and Targets

Crafting the Brand Positioning

Creating Brand Equity

Addressing Competition and Driving Growth

Setting Product Strategy

Designing and Managing Services

Introducing New Market Offerings

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing Channels

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Managing Digital Communications: Online, Social Media, and Mobile

Managing Personal Communications: Direct and Database Marketing and Personal Selling

Managing a Holistic Marketing Organization for the Long Run

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