Question 1

Which of the following is considered to be the most versatile of all the contact methods?

Accepted Answer

A) mail questionnaires 
B) telephone interviews 
C) personal interviews 
D) online interviews 
E) field trials 
A) mail questionnaires 
B) telephone interviews 
C) personal interviews 
D) online interviews 
E) field trials

Question 2

Ryan has been appointed by Target Internationals,a hardware manufacturing firm,as a marketing researcher and has been asked to conduct a marketing research to produce new insights of consumer attitude on its vacuum tubes.Ryan begins with the research process by defining the problem,the decision alternatives,and research objectives.Mention the next step that Ryan will follow to continue with the research.

Accepted Answer

After defining the problem,the decision

Question 3

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 ________.

Accepted Answer

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 
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

Question 4

Jane is a marketing researcher of a cellular service providing firm.She is conducting a 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

Question 5

Which of the following is an internal marketing metric that companies need to monitor?

Accepted Answer

A) market share 
B) consumer satisfaction 
C) relative perceived quality 
D) total number of customers 
E) relative employee satisfaction 
A) market share 
B) consumer satisfaction 
C) relative perceived quality 
D) total number of customers 
E) relative employee satisfaction

Question 6

Primary data can be collected in several ways.Installing CCTV cameras in a retail store whereby consumers' actions can be recorded is an example of ________.

Accepted Answer

A) focus group research 
B) survey research 
C) observational research 
D) behavioral research 
E) experimental research 
A) focus group research 
B) survey research 
C) observational research 
D) behavioral research 
E) experimental research

Question 7

As the marketing manager of Cominform Pte 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?

Accepted Answer

A) observational research 
B) surveys 
C) behavioral data 
D) experiments 
E) focus groups 
A) observational research 
B) surveys 
C) behavioral data 
D) experiments 
E) focus groups

Question 8

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 9

Distinguish between closed-end and open-end questions.

Accepted Answer

Closed-end questions specify all the pos

Question 10

The primary purpose of ________ is to identify the range of possible brand associations in consumers' minds.

Accepted Answer

A) experimental research 
B) deshboarding 
C) laddering 
D) semantic differentials 
E) word associations 
A) experimental research 
B) deshboarding 
C) laddering 
D) semantic differentials 
E) word associations

Question 11

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 12

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.

Accepted Answer

A) target group 
B) pilot group 
C) focus group 
D) customer base 
E) ethnographic group 
A) target group 
B) pilot group 
C) focus group 
D) customer base 
E) ethnographic group

Question 13

A stakeholder-performance scorecard tracks the satisfaction with the company and its products and services among such entities as suppliers,banks,and stockholders.

Accepted Answer

A) True 
 B)False

Question 14

A good example of collecting behavioral data would be when a store uses scanners to read bar codes on products selected by consumers.

Accepted Answer

A) True 
 B)False

Question 15

Samples of less than 1% of a population can often provide good reliability,with a credible sampling procedure.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following is an advantage of online research?

Accepted Answer

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. 
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.

Question 17

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 ________.

Accepted Answer

A) mail questionnaires 
B) telephonic interviews 
C) online interviews 
D) focus groups 
E) observational research 
A) mail questionnaires 
B) telephonic interviews 
C) online interviews 
D) focus groups 
E) observational research

Question 18

Probability sampling allows confidence limits to be calculated for sampling error and makes the sampling more representative.

Accepted Answer

A) True 
 B)False

Question 19

What are some drawbacks to qualitative research?

Accepted Answer

The in-depth insights that emerge have t

Question 20

What are the major shortcomings of marketing-mix modeling?

Accepted Answer

The major shortcomings of marketing-mix

Which of the following is considered to be the most versatile of all the contact methods?

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 ________.

Which of the following is an internal marketing metric that companies need to monitor?

Primary data can be collected in several ways.Installing CCTV cameras in a retail store whereby consumers' actions can be recorded is an example of ________.

The most scientifically valid research is ________ research.

Distinguish between closed-end and open-end questions.

The primary purpose of ________ is to identify the range of possible brand associations in consumers' minds.

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

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 stakeholder-performance scorecard tracks the satisfaction with the company and its products and services among such entities as suppliers,banks,and stockholders.

A good example of collecting behavioral data would be when a store uses scanners to read bar codes on products selected by consumers.

Samples of less than 1% of a population can often provide good reliability,with a credible sampling procedure.

Which of the following is an advantage of online research?

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 ________.

Probability sampling allows confidence limits to be calculated for sampling error and makes the sampling more representative.

What are some drawbacks to qualitative research?

What are the major shortcomings of marketing-mix modeling?

Defining Marketing for the New Realities

Developing Marketing Strategies and Plans

Gathering Information and Forecasting Demand

Creating Customer Value,satisfaction,and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Competitive Dynamics

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Marketing Channels and Value Networks

Managing Retailing,wholesaling,and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, sales Promotions, events, and Public Relations

Managing Digital Communications: Online, social Media, and Mobile

Managing Personal Communications: Direct and Database Marketing and Personal Selling

Introducing New Market Offerings

Tapping Into Global Markets

Managing a Holistic Marketing Organization

Filters

Exam 4: Conducting Marketing Research

Which of the following is considered to be the most versatile of all the contact methods?

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 ________.

Which of the following is an internal marketing metric that companies need to monitor?

Primary data can be collected in several ways.Installing CCTV cameras in a retail store whereby consumers' actions can be recorded is an example of ________.

The most scientifically valid research is ________ research.

Distinguish between closed-end and open-end questions.

The primary purpose of ________ is to identify the range of possible brand associations in consumers' minds.

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

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 stakeholder-performance scorecard tracks the satisfaction with the company and its products and services among such entities as suppliers,banks,and stockholders.

A good example of collecting behavioral data would be when a store uses scanners to read bar codes on products selected by consumers.

Samples of less than 1% of a population can often provide good reliability,with a credible sampling procedure.

Which of the following is an advantage of online research?

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 ________.

Probability sampling allows confidence limits to be calculated for sampling error and makes the sampling more representative.

What are some drawbacks to qualitative research?

What are the major shortcomings of marketing-mix modeling?

Defining Marketing for the New Realities

Developing Marketing Strategies and Plans

Gathering Information and Forecasting Demand

Creating Customer Value,satisfaction,and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Competitive Dynamics

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Marketing Channels and Value Networks

Managing Retailing,wholesaling,and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, sales Promotions, events, and Public Relations

Managing Digital Communications: Online, social Media, and Mobile

Managing Personal Communications: Direct and Database Marketing and Personal Selling

Introducing New Market Offerings

Tapping Into Global Markets

Managing a Holistic Marketing Organization

Filters