Question 1

Ethical issues arise when the interests of the stakeholders are in conflict and when one or more of the stakeholders are lacking in their responsibilities.

Accepted Answer

A) True 
 B)False

Question 2

In a short essay,discuss the differences between problem-identification research and problem-solving research.Include a description of situations in which each type of research would be most appropriate.

Accepted Answer

Problem-identification research involves

Question 3

External research suppliers can be classified as ________ and ________.

Accepted Answer

A) limited-service;partial-service 
B) full-service;partial-service 
C) full-service;limited-service 
D) none of the above 
A) limited-service;partial-service 
B) full-service;partial-service 
C) full-service;limited-service 
D) none of the above

Question 4

________ is conceptualized as consisting of six steps which include problem definition,developing an approach to the problem,research design formulation,field work,data preparation and analysis,and report generation and presentation.

Accepted Answer

A) The marketing research process 
B) Marketing information systems 
C) Marketing research problem 
D) A decision support system 
A) The marketing research process 
B) Marketing information systems 
C) Marketing research problem 
D) A decision support system

Question 5

Which of the following statements is (are)true concerning big firms?

Accepted Answer

A) Many firms maintain in-house marketing research departments. 
B) The marketing research department's place in the organizational structure may vary considerably. 
C) Firms with in-house research departments never use external research suppliers. 
D) Both A and B are correct. 
A) Many firms maintain in-house marketing research departments. 
B) The marketing research department's place in the organizational structure may vary considerably. 
C) Firms with in-house research departments never use external research suppliers. 
D) Both A and B are correct.

Question 6

When conducting international research,the environment prevailing in the countries,cultural units,or international markets that are being researched,influences the way the six steps of the marketing research process should be performed.

Accepted Answer

A) True 
 B)False

Question 7

________ is a type of problem identification research.

Accepted Answer

A) Distribution research 
B) Pricing research 
C) Market characteristics research 
D) Promotion research 
A) Distribution research 
B) Pricing research 
C) Market characteristics research 
D) Promotion research

Question 8

In a short essay,describe the stages of developing a career in the marketing research industry.List at least four steps a student should take in order to properly prepare for a career in the marketing research industry.

Accepted Answer

a.A career in research often begins with

Question 9

In the Kellogg's example given in your text,Kellogg's performed several tasks to identify their problem.Which of the tasks below was not used by Kellogg's to identify their problem?

Accepted Answer

A) They spoke to decision makers within the company. 
B) They developed and tested several new flavors of cereal using mall intercept interviews with adult customers 
C) They interviewed industry experts. 
D) They surveyed customers about their perceptions and preferences for cereals. 
A) They spoke to decision makers within the company. 
B) They developed and tested several new flavors of cereal using mall intercept interviews with adult customers 
C) They interviewed industry experts. 
D) They surveyed customers about their perceptions and preferences for cereals.

Question 10

In the Kellogg's example given in your text,as a result of problem-solving research,Kellogg's found out that it was not being creative in introducing new products to meet the needs of the adult market.

Accepted Answer

A) True 
 B)False

Question 11

Define marketing research.

Accepted Answer

Marketing research is the systematic and

Question 12

If a firm lacks the resources to implement the findings arising from marketing research,spending the resources to conduct the research may not be warranted.

Accepted Answer

A) True 
 B)False

Question 13

What is competitive intelligence and how does it help companies in making their marketing decisions?

Accepted Answer

Competitive intelligence may be defined

Question 14

International marketing research is much simpler to conduct than domestic research.

Accepted Answer

A) True 
 B)False

Question 15

Quick-Track® is a syndicated market research project conducted quarterly to track key consumer behavioral and attitudinal measures for all major fast food and pizza chains in individual markets.

Accepted Answer

A) True 
 B)False

Question 16

According to the text,marketing research has become ________.

Accepted Answer

A) global 
B) real time 
C) more integrative with marketing and product development 
D) all of the above 
A) global 
B) real time 
C) more integrative with marketing and product development 
D) all of the above

Question 17

There are many entry level marketing research positions available for persons with BBAs or MBAs.Which one of the following is not an entry-level position?

Accepted Answer

A) operational supervisor 
B) senior analyst 
C) junior research analyst 
D) research analyst 
A) operational supervisor 
B) senior analyst 
C) junior research analyst 
D) research analyst

Question 18

Marketing research is classified into two areas: problem identification and problem solving research.

Accepted Answer

A) True 
 B)False

Question 19

Marketing researchers are becoming more involved in decision making,whereas marketing managers are not becoming more involved with research.

Accepted Answer

A) True 
 B)False

Question 20

Expectations about objectivity among bloggers and other social media users are lower.

Accepted Answer

A) True 
 B)False

Exam 1: Introduction to Marketing Research

Ethical issues arise when the interests of the stakeholders are in conflict and when one or more of the stakeholders are lacking in their responsibilities.

In a short essay,discuss the differences between problem-identification research and problem-solving research.Include a description of situations in which each type of research would be most appropriate.

External research suppliers can be classified as ________ and ________.

________ is conceptualized as consisting of six steps which include problem definition,developing an approach to the problem,research design formulation,field work,data preparation and analysis,and report generation and presentation.

Which of the following statements is (are)true concerning big firms?

When conducting international research,the environment prevailing in the countries,cultural units,or international markets that are being researched,influences the way the six steps of the marketing research process should be performed.

________ is a type of problem identification research.

In a short essay,describe the stages of developing a career in the marketing research industry.List at least four steps a student should take in order to properly prepare for a career in the marketing research industry.

In the Kellogg's example given in your text,Kellogg's performed several tasks to identify their problem.Which of the tasks below was not used by Kellogg's to identify their problem?

In the Kellogg's example given in your text,as a result of problem-solving research,Kellogg's found out that it was not being creative in introducing new products to meet the needs of the adult market.

Define marketing research.

If a firm lacks the resources to implement the findings arising from marketing research,spending the resources to conduct the research may not be warranted.

What is competitive intelligence and how does it help companies in making their marketing decisions?

International marketing research is much simpler to conduct than domestic research.

Quick-Track® is a syndicated market research project conducted quarterly to track key consumer behavioral and attitudinal measures for all major fast food and pizza chains in individual markets.

According to the text,marketing research has become ________.

There are many entry level marketing research positions available for persons with BBAs or MBAs.Which one of the following is not an entry-level position?

Marketing research is classified into two areas: problem identification and problem solving research.

Marketing researchers are becoming more involved in decision making,whereas marketing managers are not becoming more involved with research.

Expectations about objectivity among bloggers and other social media users are lower.

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Secondary Data

Exploratory Research Design: Qualitative Research

Descriptive Research Design: Survey and Observation

Causal Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Noncomparative Scaling Techniques

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork

Data Preparation

Frequency Distribution,cross-Tabulation,and Hypothesis Testing

Analysis of Variance and Covariance

Correlation and Regression

Discriminant and Logit Analysis

Factor Analysis

Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Structural Equation Modeling and Path Analysis

Report Preparation and Presentation

Filters

External research suppliers can be classified as and .

Quick-Track^®is a syndicated market research project conducted quarterly to track key consumer behavioral and attitudinal measures for all major fast food and pizza chains in individual markets.