Question 1

In practice, a marketing research department's goal can be grouped into three major categories: Programmatic, Evaluative, and Selective.

Accepted Answer

A) True 
 B)False  True

Question 2

The four components of a typical MDSS are database, analysis, display and modeling

Accepted Answer

A) True 
 B)False  True

Question 3

Standardized services are provided by companies that specialize in just one or two aspects of marketing research.

Accepted Answer

A) True 
 B)False  False

Question 4

A good MDSS should be able to present data in a single format and at a single level alone

Accepted Answer

A) True 
 B)False

Question 5

________ companies routinely collect information on several different issues and provide it to firms that subscribe to their services

Accepted Answer

A)  Customized services 
B)  Syndicated services 
C)  Branded products services 
D)  Standardized services 
A)  Customized services 
B)  Syndicated services 
C)  Branded products services 
D)  Standardized services

Question 6

An information system is an interacting structure of people, equipment, and procedures designed to disseminate timely, accurate, and pertinent information to decision makers.

Accepted Answer

A) True 
 B)False

Question 7

A syndicated research differs from a customized research in that

Accepted Answer

A)  it takes less time to complete a research project 
B)  it is jointly sponsored by several different organizations 
C)  it provides more accurate data 
D)  none of the above 
A)  it takes less time to complete a research project 
B)  it is jointly sponsored by several different organizations 
C)  it provides more accurate data 
D)  none of the above

Question 8

The purpose of an MDSS is to combine marketing data from diverse sources into a single database for line managers to enter interactively and obtain information.

Accepted Answer

A) True 
 B)False

Question 9

Firms that work with individual clients and help them develop and implement a complete marketing research project are called providers of

Accepted Answer

A) customized services. 
B) syndicated services. 
C) selective services. 
D) field services. 
E) in-house services. 
A) customized services. 
B) syndicated services. 
C) selective services. 
D) field services. 
E) in-house services.

Question 10

Which one of the following can affect market research?

Accepted Answer

A)  available resources to conduct research 
B)  the objectives of the sponsor 
C)  the decision maker's understanding of the problem 
D)  all of the above 
A)  available resources to conduct research 
B)  the objectives of the sponsor 
C)  the decision maker's understanding of the problem 
D)  all of the above

Question 11

Evaluative research is used to

Accepted Answer

A) assess program performance. 
B) choose between decision choices. 
C) develop marketing options. 
D) test decision alternatives. 
E) none of the above. 
A) assess program performance. 
B) choose between decision choices. 
C) develop marketing options. 
D) test decision alternatives. 
E) none of the above.

Question 12

___________ research is conducted to develop marketing options.

Accepted Answer

A) Selective 
B) Programmatic 
C) Evaluative 
D) Optional 
E) None of the above 
A) Selective 
B) Programmatic 
C) Evaluative 
D) Optional 
E) None of the above

Question 13

___________ research is done to test different decision alternatives such as new product concept testing, advertising copy testing, and pretest marketing.

Accepted Answer

A)  Selective 
B)  Programmatic 
C)  Evaluative 
D)  Optional 
A)  Selective 
B)  Programmatic 
C)  Evaluative 
D)  Optional

Question 14

Databases have value even if the insights they contain cannot be retrieved

Accepted Answer

A) True 
 B)False

Question 15

Analysis capabilities can be used to relate data to models but cannot be used to identify exceptions and clarify relationships.

Accepted Answer

A) True 
 B)False

Question 16

Though MDSS leads to substantial cost savings, it does not lead to a better understanding of the decision environment.

Accepted Answer

A) True 
 B)False

Question 17

Even if a company has an in-house research department, it is not unusual for it to seek the assistance of external suppliers

Accepted Answer

A) True 
 B)False

Question 18

Selective service firms are

Accepted Answer

A) firms with specialized data collection and analyses procedures. 
B) firms that specialize in just one or two aspects of marketing research. 
C) firms that collect only data for projects. 
D) firms that selectively choose clients. 
E) firms that provide routine information on various issues. 
A) firms with specialized data collection and analyses procedures. 
B) firms that specialize in just one or two aspects of marketing research. 
C) firms that collect only data for projects. 
D) firms that selectively choose clients. 
E) firms that provide routine information on various issues.

Question 19

Which research is carried out to assess performance of programs, including tracking advertising recall and corporate and brand image studies?

Accepted Answer

A)  Selective 
B)  Programmatic 
C)  Evaluative 
D)  Optional 
A)  Selective 
B)  Programmatic 
C)  Evaluative 
D)  Optional

Question 20

A decision support system

Accepted Answer

A) retrieves data, transforms it into information, and disseminates it to the user. 
B) organizes, stores, and retrieves information. 
C) gathers, sorts, and analyzes information. 
D) stores, analyzes, and sorts data. 
E) none of the above. 
A) retrieves data, transforms it into information, and disseminates it to the user. 
B) organizes, stores, and retrieves information. 
C) gathers, sorts, and analyzes information. 
D) stores, analyzes, and sorts data. 
E) none of the above.

Exam 2: Marketing Research in Practice

In practice, a marketing research department's goal can be grouped into three major categories: Programmatic, Evaluative, and Selective.

The four components of a typical MDSS are database, analysis, display and modeling

Standardized services are provided by companies that specialize in just one or two aspects of marketing research.

A good MDSS should be able to present data in a single format and at a single level alone

________ companies routinely collect information on several different issues and provide it to firms that subscribe to their services

An information system is an interacting structure of people, equipment, and procedures designed to disseminate timely, accurate, and pertinent information to decision makers.

A syndicated research differs from a customized research in that

The purpose of an MDSS is to combine marketing data from diverse sources into a single database for line managers to enter interactively and obtain information.

Firms that work with individual clients and help them develop and implement a complete marketing research project are called providers of

Which one of the following can affect market research?

Evaluative research is used to

___________ research is conducted to develop marketing options.

___________ research is done to test different decision alternatives such as new product concept testing, advertising copy testing, and pretest marketing.

Databases have value even if the insights they contain cannot be retrieved

Analysis capabilities can be used to relate data to models but cannot be used to identify exceptions and clarify relationships.

Though MDSS leads to substantial cost savings, it does not lead to a better understanding of the decision environment.

Even if a company has an in-house research department, it is not unusual for it to seek the assistance of external suppliers

Selective service firms are

Which research is carried out to assess performance of programs, including tracking advertising recall and corporate and brand image studies?

A decision support system

A Decision Making Perspective on Marketing Intelligence

The Marketing Research Process

Research Design and Implementation

Secondary Sources of Marketing Data

Standardized Sources of Marketing Data

Marketing Research on the Internet

Information Collection: Qualitative and Observational Methods

Information From Respondents: Issues in Data Collection

Information From Respondents: Survey Methods

Attitude Measurement

Designing the Questionnaire

Experimentation

Sampling Fundamentals

Sample Size and Statistical Theory

Fundamentals of Data Analysis

Hypothesis Testing: Basic Concepts and Tests of Association

Hypothesis Testing: Means and Proportions

Correlation Analysis and Regression Analysis

Discriminant, Factor and Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Presenting the Results

Marketing-Mix Measures

Brand and Customer Metrics

New Age Strategies

Filters