Question 1

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 2

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

Accepted Answer

A) True 
 B)False

Question 3

A ________ has been defined as a coordinated collection of data, systems, tools, and techniques with supporting software and hardware by which an organization gathers and interprets relevant information from business and environment and turns it into a basis for marketing action.

Accepted Answer

A)  marketing metric 
B)  marketing channel system 
C)  marketing decision support system 
D)  marketing research system 
E)  database management system 
A)  marketing metric 
B)  marketing channel system 
C)  marketing decision support system 
D)  marketing research system 
E)  database management system

Question 4

Once they have determined the sampling unit, marketers must develop a sampling frame so that a small section in the target population has a greater chance of being sampled.

Accepted Answer

A) True 
 B)False

Question 5

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 6

In which of the following types of tests is a picture presented and respondents are asked to make up a story about what they think is happening or may happen in the picture?

Accepted Answer

A)  visual perception test 
B)  Rorschach Ink-blot Test 
C)  story completion test 
D)  Thematic Apperception Test 
E)  Renfrew Action Picture Test 
A)  visual perception test 
B)  Rorschach Ink-blot Test 
C)  story completion test 
D)  Thematic Apperception Test 
E)  Renfrew Action Picture Test

Question 7

Which of the following is one of the key disadvantages of online market research?

Accepted Answer

A)  Online research is expensive. 
B)  Online research is time consuming. 
C)  People tend to be dishonest online. 
D)  Online research lacks versatility. 
E)  Samples can be small and skewed. 
A)  Online research is expensive. 
B)  Online research is time consuming. 
C)  People tend to be dishonest online. 
D)  Online research lacks versatility. 
E)  Samples can be small and skewed.

Question 8

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 9

Owing to its greater flexibility, a questionnaire is by far the most common instrument used to collect primary data.

Accepted Answer

A) True 
 B)False

Question 10

Highspeed Motors is planning to introduce its new sports bike into the market. It collects data on prices, designs, features, and performance of sports bikes manufactured by other companies from their respective Web sites. What type of data is being used by Highspeed motors in this case?

Accepted Answer

Highspeed Motors is

Question 11

Amity Inc., is a firm which collects and processes household data and sells it to other firms which produce consumer durables. Amity is an example of a ________.

Accepted Answer

A)  custom marketing research firm 
B)  specialty-line marketing research firm 
C)  syndicated-service research firm 
D)  generic marketing research firm 
E)  focused marketing research firm 
A)  custom marketing research firm 
B)  specialty-line marketing research firm 
C)  syndicated-service research firm 
D)  generic marketing research firm 
E)  focused marketing research firm

Question 12

London Business School's Tim Ambler believes the evaluation of marketing performance can be split into two parts: ________.

Accepted Answer

A)  long-term results and changes in brand equity 
B)  short-term results and changes in brand equity 
C)  long-term results and changes in consumer perceptions 
D)  short-term results and changes in profitability 
E)  changes in market share and changes in profitability 
A)  long-term results and changes in brand equity 
B)  short-term results and changes in brand equity 
C)  long-term results and changes in consumer perceptions 
D)  short-term results and changes in profitability 
E)  changes in market share and changes in profitability

Question 13

Management can assemble a summary set of relevant internal and external measures in a marketing dashboard for synthesis and interpretation.

Accepted Answer

A) True 
 B)False

Question 14

Jane is a marketing researcher of a cellular service providing firm. She is conducting a market research before the firm decides to launch its 3G 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 15

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

Accepted Answer

A) True 
 B)False

Question 16

Copra, a manufacturer of cigarettes, conducts a survey before launching its new range of herbal cigarettes. What is the basic purpose of undertaking such a survey by Copra?

Accepted Answer

Copra undertakes the survey to

Question 17

Greenfoods, a manufacturer of ready-to-eat foods, conducts over 60,000 customer surveys each month through its retail outlets. What risk is Greenfoods likely to face by putting out so many surveys each month?

Accepted Answer

By putting out so many surveys

Question 18

A good illustration of what is called the arranged interview occurs when interviewers stop people in a shopping mall or on a busy street and solicit information necessary to their research effort.

Accepted Answer

A) True 
 B)False

Question 19

The goal of ethnographic research is to ________.

Accepted Answer

A)  capture cause-and-effect relationships by eliminating competing explanations of the observed findings 
B)  understand consumers' behavior by observing a sample groups discussing various topics of interest at length 
C)  study demographic variables such as age, gender, income, education, and so on, in relation to consumer buying patterns 
D)  analyze customers' purchasing behavior through catalog purchases and customer databases 
E)  immerse the researcher into consumers' lives to uncover unarticulated desires that might not surface in any other form of research 
A)  capture cause-and-effect relationships by eliminating competing explanations of the observed findings 
B)  understand consumers' behavior by observing a sample groups discussing various topics of interest at length 
C)  study demographic variables such as age, gender, income, education, and so on, in relation to consumer buying patterns 
D)  analyze customers' purchasing behavior through catalog purchases and customer databases 
E)  immerse the researcher into consumers' lives to uncover unarticulated desires that might not surface in any other form of research

Question 20

A ________ records how well the company is doing year after year based on measures such as the average perception of the company's product quality relative to its chief competitor.

Accepted Answer

A)  customer-performance scorecard 
B)  stakeholder-performance scorecard 
C)  marketing balanced scorecard 
D)  vendor scorecard 
E)  generic scorecard 
A)  customer-performance scorecard 
B)  stakeholder-performance scorecard 
C)  marketing balanced scorecard 
D)  vendor scorecard 
E)  generic scorecard

Exam 4: Conducting Marketing Research

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

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

A ________ has been defined as a coordinated collection of data, systems, tools, and techniques with supporting software and hardware by which an organization gathers and interprets relevant information from business and environment and turns it into a basis for marketing action.

Once they have determined the sampling unit, marketers must develop a sampling frame so that a small section in the target population has a greater chance of being sampled.

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.

In which of the following types of tests is a picture presented and respondents are asked to make up a story about what they think is happening or may happen in the picture?

Which of the following is one of the key disadvantages of online market research?

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 ________.

Owing to its greater flexibility, a questionnaire is by far the most common instrument used to collect primary data.

Highspeed Motors is planning to introduce its new sports bike into the market. It collects data on prices, designs, features, and performance of sports bikes manufactured by other companies from their respective Web sites. What type of data is being used by Highspeed motors in this case?

Amity Inc., is a firm which collects and processes household data and sells it to other firms which produce consumer durables. Amity is an example of a ________.

London Business School's Tim Ambler believes the evaluation of marketing performance can be split into two parts: ________.

Management can assemble a summary set of relevant internal and external measures in a marketing dashboard for synthesis and interpretation.

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

Copra, a manufacturer of cigarettes, conducts a survey before launching its new range of herbal cigarettes. What is the basic purpose of undertaking such a survey by Copra?

Greenfoods, a manufacturer of ready-to-eat foods, conducts over 60,000 customer surveys each month through its retail outlets. What risk is Greenfoods likely to face by putting out so many surveys each month?

A good illustration of what is called the arranged interview occurs when interviewers stop people in a shopping mall or on a busy street and solicit information necessary to their research effort.

The goal of ethnographic research is to ________.

A ________ records how well the company is doing year after year based on measures such as the average perception of the company's product quality relative to its chief competitor.

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Collecting Information and Forecasting Demand

Creating Long-Term Loyalty Relationships

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 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 Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling

Introducing New Market Offerings

Tapping into Global Markets

Managing a Holistic Marketing Organization for the Long Run

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