Question 1

Which of the following is used to assess people's knowledge, beliefs, preferences, and satisfaction and to measure these magnitudes in the general population?

Accepted Answer

A)  observational research 
B)  descriptive research 
C)  quantitative research 
D)  survey research 
E)  experimental research 
A)  observational research 
B)  descriptive research 
C)  quantitative research 
D)  survey research 
E)  experimental research

Question 2

________ is designed to capture cause-and-effect relationships by eliminating competing explanations of the observed findings.

Accepted Answer

A)  Experimental research 
B)  Behavioral research 
C)  Observational research 
D)  Focus group research 
E)  Descriptive research 
A)  Experimental research 
B)  Behavioral research 
C)  Observational research 
D)  Focus group research 
E)  Descriptive research

Question 3

The purpose of causal research is to test a cause-and-effect relationship.

Accepted Answer

A) True 
 B)False

Question 4

An item in a questionnaire states that "most politicians cannot be trusted." Respondents are required to provide their answers by choosing any one of the following options: 1)Strongly disagree, 2)Disagree, 3)Neither agree nor disagree, 4)Agree, 5)Strongly agree. This is an example of a ________.

Accepted Answer

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

Question 5

If a marketing researcher is looking for a contact method that can gather information quickly and allow the interviewer to clarify questions if necessary, he or she will choose the telephone interview method.

Accepted Answer

A) True 
 B)False

Question 6

Qualitative research techniques are relatively structured measurement approaches that permit limited possible responses.

Accepted Answer

A) True 
 B)False

Question 7

Aromas is a popular brand of cosmetic products. During the last quarter, the company suffered a drop in sales of some of its more popular offerings. In an attempt to find out the problem, Aromas designed an online questionnaire for its existing customers, who can fill out the questionnaire and also leave their comments and suggestions for improvement. What are the problems that Aromas is likely to face by using this method of contacting its customers?

Accepted Answer

Student answers will vary. Aromas is usi

Question 8

"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 9

A field-service firm is a ________.

Accepted Answer

A)  custom marketing research firm 
B)  syndicated-service research firm 
C)  specialty-line marketing research firm 
D)  consumer marketing research firm 
E)  social marketing research firm 
A)  custom marketing research firm 
B)  syndicated-service research firm 
C)  specialty-line marketing research firm 
D)  consumer marketing research firm 
E)  social marketing research firm

Question 10

________ attached to television sets in participating homes now record when the set is on and to which channel it is tuned.

Accepted Answer

A)  Tachistoscopes 
B)  Polygraphs 
C)  GPS systems 
D)  Audiometers 
E)  Galvanometers 
A)  Tachistoscopes 
B)  Polygraphs 
C)  GPS systems 
D)  Audiometers 
E)  Galvanometers

Question 11

________ provide diagnostic information about how and why we observe certain effects in the marketplace, and what that means to marketers.

Accepted Answer

A)  Marketing insights 
B)  Marketing metrics 
C)  Marketing channels 
D)  Marketing information systems 
E)  Marketing-mix models 
A)  Marketing insights 
B)  Marketing metrics 
C)  Marketing channels 
D)  Marketing information systems 
E)  Marketing-mix models

Question 12

Suppose, as a marketing manager of a firm, you have planned to conduct a market research using qualitative measures. For the purpose of developing consumer insight you have distributed among the respondents a picture of a man and woman in a coffee shop, and have asked the respondents to make up a story about what is happening in the picture. Identify and define the type of question used in this case.

Accepted Answer

The marketing manager has used Thematic

Question 13

Online surveys are fast because the survey can automatically direct respondents to applicable questions and transmit results immediately.

Accepted Answer

A) True 
 B)False

Question 14

What are the major shortcomings of marketing-mix modeling?

Accepted Answer

The major shortcomings of marketing-mix

Question 15

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

Accepted Answer

A) True 
 B)False

Question 16

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 17

The marketing research process begins by ________.

Accepted Answer

A)  developing a research plan 
B)  defining the problem, the decision alternatives, and research objectives 
C)  analyzing the internal environment 
D)  reading marketing research journals 
E)  contacting a professional research consultant 
A)  developing a research plan 
B)  defining the problem, the decision alternatives, and research objectives 
C)  analyzing the internal environment 
D)  reading marketing research journals 
E)  contacting a professional research consultant

Which of the following is used to assess people's knowledge, beliefs, preferences, and satisfaction and to measure these magnitudes in the general population?

________ is designed to capture cause-and-effect relationships by eliminating competing explanations of the observed findings.

The purpose of causal research is to test a cause-and-effect relationship.

An item in a questionnaire states that "most politicians cannot be trusted." Respondents are required to provide their answers by choosing any one of the following options: 1)Strongly disagree, 2)Disagree, 3)Neither agree nor disagree, 4)Agree, 5)Strongly agree. This is an example of a ________.

If a marketing researcher is looking for a contact method that can gather information quickly and allow the interviewer to clarify questions if necessary, he or she will choose the telephone interview method.

Qualitative research techniques are relatively structured measurement approaches that permit limited possible responses.

"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 ________.

A field-service firm is a ________.

________ attached to television sets in participating homes now record when the set is on and to which channel it is tuned.

________ provide diagnostic information about how and why we observe certain effects in the marketplace, and what that means to marketers.

Online surveys are fast because the survey can automatically direct respondents to applicable questions and transmit results immediately.

What are the major shortcomings of marketing-mix modeling?

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

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.

The marketing research process begins by ________.

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

Filters

Exam 4: Conducting Marketing Research

Which of the following is used to assess people's knowledge, beliefs, preferences, and satisfaction and to measure these magnitudes in the general population?

________ is designed to capture cause-and-effect relationships by eliminating competing explanations of the observed findings.

The purpose of causal research is to test a cause-and-effect relationship.

An item in a questionnaire states that "most politicians cannot be trusted." Respondents are required to provide their answers by choosing any one of the following options: 1)Strongly disagree, 2)Disagree, 3)Neither agree nor disagree, 4)Agree, 5)Strongly agree. This is an example of a ________.

If a marketing researcher is looking for a contact method that can gather information quickly and allow the interviewer to clarify questions if necessary, he or she will choose the telephone interview method.

Qualitative research techniques are relatively structured measurement approaches that permit limited possible responses.

"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 ________.

A field-service firm is a ________.

________ attached to television sets in participating homes now record when the set is on and to which channel it is tuned.

________ provide diagnostic information about how and why we observe certain effects in the marketplace, and what that means to marketers.

Online surveys are fast because the survey can automatically direct respondents to applicable questions and transmit results immediately.

What are the major shortcomings of marketing-mix modeling?

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

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.

The marketing research process begins by ________.

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

Filters