Question 1

The first step in the marketing research process is to ________.

Accepted Answer

A) develop a research plan 
B) define the problem and research objectives 
C) analyze the internal environment 
D) read marketing research journals 
E) contact a professional consultant 
A) develop a research plan 
B) define the problem and research objectives 
C) analyze the internal environment 
D) read marketing research journals 
E) contact a professional consultant

Question 2

Some marketers prefer more ________ methods for gauging consumer opinion because consumer actions do not always match their answers to survey questions.

Accepted Answer

A) quantitative 
B) qualitative 
C) psychographic 
D) covert 
E) subliminal 
A) quantitative 
B) qualitative 
C) psychographic 
D) covert 
E) subliminal

Question 3

After developing the research plan,the marketing researcher should define the problem and research objectives.

Accepted Answer

A) True 
 B)False

Question 4

Barry's company sells in a nonexpansible market.As a marketer,Barry should focus on ________.

Accepted Answer

A) increasing marketing expenditure to increase the overall market size 
B) more effectively allocating his budget to increase demand for his company's product category 
C) decreasing the marketing sensitivity of demand for his product 
D) improving his company's market share by attracting competitors' customers 
E) all of the above 
A) increasing marketing expenditure to increase the overall market size 
B) more effectively allocating his budget to increase demand for his company's product category 
C) decreasing the marketing sensitivity of demand for his product 
D) improving his company's market share by attracting competitors' customers 
E) all of the above

Question 5

Some marketing managers view marketing research as little more than a clerical activity and treat it as such.This is a reflection of which of the barriers that must be overcome if successful marketing research is to occur?

Accepted Answer

A) Uneven caliber of researchers 
B) Poor framing of the problem 
C) Erroneous findings 
D) Personality differences 
E) Presentation differences 
A) Uneven caliber of researchers 
B) Poor framing of the problem 
C) Erroneous findings 
D) Personality differences 
E) Presentation differences

Question 6

With respect to past-sales analysis,econometric analysis consists of projecting the next period's sales by combining an average of past sales and the most recent sales,giving more weight to the latter.

Accepted Answer

A) True 
 B)False

Question 7

Bank of America's research following baby-boomer women at home and while they shopped yielded two insights-they rounded up financial transactions because it was more convenient,and those with children found it difficult to save.In what category of research would this study fall?

Accepted Answer

This study was an ex

Question 8

You have been asked to develop a customer-performance scorecard for your company's toy division.List three measures you might include.

Accepted Answer

Table 4.5 presents a list of sample cust

Question 9

One set of consumers,during a focus-group session,indicated that Dell computers reminded them of a surfer,Apple computers were equated to a mad scientist,and IBM computers to Scrooge from the Dickens's tale.Which of the following qualitative research approaches matches to the approach described above?

Accepted Answer

A) Projective techniques 
B) Visualization 
C) Brand personification 
D) Laddering 
E) Pyramiding 
A) Projective techniques 
B) Visualization 
C) Brand personification 
D) Laddering 
E) Pyramiding

Question 10

A good illustration of a syndicated-service research firm is Nielsen Media Research.

Accepted Answer

A) True 
 B)False

Question 11

Describe a marketing decision support system (MDSS).

Accepted Answer

A marketing decision support system is d

Question 12

A stakeholder-performance scorecard tracks the satisfaction of various constituencies who have a critical interest and impact on the company's performance.List four constituencies that might be included.

Accepted Answer

The stakeholder-performance sc

Question 13

Which of the following types of tests shows a picture and asks respondents to make up a story about what they think is happening or may happen in the picture?

Accepted Answer

A) Word association 
B) Completely unstructured question 
C) Story completion 
D) Thematic Apperception Test (TAT) 
E) Holistic association 
A) Word association 
B) Completely unstructured question 
C) Story completion 
D) Thematic Apperception Test (TAT) 
E) Holistic association

Question 14

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

Accepted Answer

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

Question 15

The company's estimated share of market demand at alternative levels of company marketing effort in a given time period is known as the ________.

Accepted Answer

A) market forecast 
B) product-penetration percentage 
C) company demand 
D) market minimum 
E) market potential 
A) market forecast 
B) product-penetration percentage 
C) company demand 
D) market minimum 
E) market potential

Question 16

"What is your opinion of the American way of life?" is an example of what might be called the semantic differential.

Accepted Answer

A) True 
 B)False

Question 17

The multiple-factor index method for assessing area market potential is most commonly used by those interested in consumer markets.

Accepted Answer

A) True 
 B)False

Question 18

Most large companies use outside marketing research consultants rather than employ their own marketing research department.

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

What are the six steps in the marketing research process?

Accepted Answer

The six steps are: (1)define the problem

Exam 4: Conducting Marketing Research and Forecasting Demand

The first step in the marketing research process is to ________.

Some marketers prefer more ________ methods for gauging consumer opinion because consumer actions do not always match their answers to survey questions.

After developing the research plan,the marketing researcher should define the problem and research objectives.

Barry's company sells in a nonexpansible market.As a marketer,Barry should focus on ________.

Some marketing managers view marketing research as little more than a clerical activity and treat it as such.This is a reflection of which of the barriers that must be overcome if successful marketing research is to occur?

With respect to past-sales analysis,econometric analysis consists of projecting the next period's sales by combining an average of past sales and the most recent sales,giving more weight to the latter.

Bank of America's research following baby-boomer women at home and while they shopped yielded two insights-they rounded up financial transactions because it was more convenient,and those with children found it difficult to save.In what category of research would this study fall?

You have been asked to develop a customer-performance scorecard for your company's toy division.List three measures you might include.

A good illustration of a syndicated-service research firm is Nielsen Media Research.

Describe a marketing decision support system (MDSS).

A stakeholder-performance scorecard tracks the satisfaction of various constituencies who have a critical interest and impact on the company's performance.List four constituencies that might be included.

Which of the following types of tests shows a picture and asks respondents to make up a story about what they think is happening or may happen in the picture?

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

The company's estimated share of market demand at alternative levels of company marketing effort in a given time period is known as the ________.

"What is your opinion of the American way of life?" is an example of what might be called the semantic differential.

The multiple-factor index method for assessing area market potential is most commonly used by those interested in consumer markets.

Most large companies use outside marketing research consultants rather than employ their own marketing research department.

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

What are the six steps in the marketing research process?

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Gathering Information and Scanning the Environment

Creating Customer Value, satisfaction, and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Dealing With Competition

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing

Managing Retailing, wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications:

Managing Personal Communications:

Introducing New Market Offerings

Tapping Into Global Markets

Managing a Holistic Marketing Organization

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