Question 1

What are the six steps involved in the marketing research process?

Accepted Answer

The six steps are: (1) define the proble

Question 2

Visualization requires people to create a collage from magazine photos or drawings to depict their perceptions.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following refers to the set of measures that help firms to quantify, compare, and interpret their marketing performance?

Accepted Answer

A)  marketing diagnostics 
B)  marketing information systems 
C)  marketing simulation 
D)  marketing intelligence 
E)  marketing metrics 
A)  marketing diagnostics 
B)  marketing information systems 
C)  marketing simulation 
D)  marketing intelligence 
E)  marketing metrics

Question 4

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

Accepted Answer

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

Question 5

According to marketing consultant Pat LaPointe, the ________ measurement pathway of the marketing dashboard focuses on how well marketing expenditures are achieving short-term returns.

Accepted Answer

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

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

As a marketing researcher, if you plan to conduct your research using qualitative measures like brand personification, what are you likely to ask the respondents in order to elicit their impression on your brand?

Accepted Answer

Student answers may vary. When the marke

Question 8

List the challenges faced to conduct a good focus group discussion.

Accepted Answer

There are many challenges to conducting

Question 9

Which of the following types of marketing research firms gathers consumer and trade information and then sells it for a fee (e.g., Nielsen Media Research)?

Accepted Answer

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

Question 10

The response rate is usually very high for mail questionnaires.

Accepted Answer

A) True 
 B)False

Question 11

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 12

James collected primary data when he distributed a survey to dorm residents to discover their attitudes and opinions on campus life.

Accepted Answer

A) True 
 B)False

Question 13

If a marketing researcher chooses to use word associations, the researcher is using ________.

Accepted Answer

A)  closed-end questions 
B)  Likert scale questions 
C)  open-end questions 
D)  rating scale questions 
E)  semantic differential questions 
A)  closed-end questions 
B)  Likert scale questions 
C)  open-end questions 
D)  rating scale questions 
E)  semantic differential questions

Question 14

Because of its flexibility, ________ are the most common technique of collecting primary data.

Accepted Answer

A)  questionnaires 
B)  telephonic interviews 
C)  behavioral research studies 
D)  experimental designs 
E)  focus groups 
A)  questionnaires 
B)  telephonic interviews 
C)  behavioral research studies 
D)  experimental designs 
E)  focus groups

Question 15

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 16

Which of the following rules must be kept in mind while framing a questionnaire?

Accepted Answer

A)  Use broad and loosely defined words in the questions. 
B)  Avoid using response bands. 
C)  Ensure that fixed responses overlap. 
D)  Frame hypothetical questions. 
E)  Allow for the answer "other" in fixed-response questions. 
A)  Use broad and loosely defined words in the questions. 
B)  Avoid using response bands. 
C)  Ensure that fixed responses overlap. 
D)  Frame hypothetical questions. 
E)  Allow for the answer "other" in fixed-response questions.

Question 17

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

Accepted Answer

The three measures that might be include

Question 18

Marketing-mix modeling is used to estimate causal relationships and measure how marketing activity affects outcomes.

Accepted Answer

A) True 
 B)False

Question 19

A scale that connects two bipolar words is called a ________.

Accepted Answer

A)  dichotomous question 
B)  multiple-choice question 
C)  Likert scale 
D)  semantic differential 
E)  word association 
A)  dichotomous question 
B)  multiple-choice question 
C)  Likert scale 
D)  semantic differential 
E)  word association

Question 20

What are the relative advantages of online and in-person focus groups?

Accepted Answer

An area of increasing interest is online

Exam 4: Conducting Marketing Research

What are the six steps involved in the marketing research process?

Visualization requires people to create a collage from magazine photos or drawings to depict their perceptions.

Which of the following refers to the set of measures that help firms to quantify, compare, and interpret their marketing performance?

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

According to marketing consultant Pat LaPointe, the ________ measurement pathway of the marketing dashboard focuses on how well marketing expenditures are achieving short-term returns.

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

As a marketing researcher, if you plan to conduct your research using qualitative measures like brand personification, what are you likely to ask the respondents in order to elicit their impression on your brand?

List the challenges faced to conduct a good focus group discussion.

Which of the following types of marketing research firms gathers consumer and trade information and then sells it for a fee (e.g., Nielsen Media Research)?

The response rate is usually very high for mail questionnaires.

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

James collected primary data when he distributed a survey to dorm residents to discover their attitudes and opinions on campus life.

If a marketing researcher chooses to use word associations, the researcher is using ________.

Because of its flexibility, ________ are the most common technique of collecting primary data.

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

Which of the following rules must be kept in mind while framing a questionnaire?

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

Marketing-mix modeling is used to estimate causal relationships and measure how marketing activity affects outcomes.

A scale that connects two bipolar words is called a ________.

What are the relative advantages of online and in-person focus groups?

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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