Question 1

The first step in the market research process is:

Accepted Answer

A)  interpreting the research findings. 
B)  engaging a qualified market research agency to carry out the research. 
C)  developing the research plan. 
D)  defining the problem and research objectives. 
E)  implementing the research plan. 
A)  interpreting the research findings. 
B)  engaging a qualified market research agency to carry out the research. 
C)  developing the research plan. 
D)  defining the problem and research objectives. 
E)  implementing the research plan.

Question 2

The Big Corporation is preparing a test marketing study of the impact of various prices on sales. This effort would be an example of experimental research.

Accepted Answer

A) True 
 B)False

Question 3

A researcher is attempting to develop a problem statement and research objectives for her firm's current marketing research programme. The type of data she will most likely use is:

Accepted Answer

A)  primary data. 
B)  syndicated data. 
C)  qualitative data. 
D)  experimental data. 
E)  secondary data. 
A)  primary data. 
B)  syndicated data. 
C)  qualitative data. 
D)  experimental data. 
E)  secondary data.

Question 4

Hypotheses are normally tested through the use of:

Accepted Answer

A)  exploratory research. 
B)  observational research. 
C)  causal research. 
D)  experimental research. 
E)  ethnographic research. 
A)  exploratory research. 
B)  observational research. 
C)  causal research. 
D)  experimental research. 
E)  ethnographic research.

Question 5

Which phase of the market research programme is generally the most costly?

Accepted Answer

A)  interpreting data 
B)  preparing reports on findings 
C)  collecting data 
D)  analysing data 
E)  all of the above 
A)  interpreting data 
B)  preparing reports on findings 
C)  collecting data 
D)  analysing data 
E)  all of the above

Question 6

The primary advantages associated with personal interviewing are costs and sampling problems.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following is NOT an example of internal data?

Accepted Answer

A)  sales force reports on reseller activities 
B)  electronic records of customer purchases and loyalty 
C)  a government report about ways to improve industry productivity 
D)  sales force reports on competitor activities 
E)  customer service department records of satisfaction and complaints 
A)  sales force reports on reseller activities 
B)  electronic records of customer purchases and loyalty 
C)  a government report about ways to improve industry productivity 
D)  sales force reports on competitor activities 
E)  customer service department records of satisfaction and complaints

Question 8

The first step in marketing research is developing the research plan.

Accepted Answer

A) True 
 B)False

Question 9

The purpose of causal research is to link the consumer, customer, and public to the marketer through information.

Accepted Answer

A) True 
 B)False

Question 10

The contact method that is the least expensive is:

Accepted Answer

A)  mail. 
B)  phone. 
C)  personal interview. 
D)  CATI. 
E)  online. 
A)  mail. 
B)  phone. 
C)  personal interview. 
D)  CATI. 
E)  online.

Question 11

In a classic study, researchers used magnetic resonance imaging (MRI) scans to compare the physiology of the brain when subjects were presented with Coca- Cola and Pepsi. The study's findings showed that when presented with Coca- Cola, the ventromedial prefrontal cortex (VMPFC) of subjects' brains was more activated than when subjects were presented with Pepsi. The VMPFC is associated with "warm, feel good" emotions. This study is an example of which type of research?

Accepted Answer

A)  neuromarketing 
B)  single source market research 
C)  customer scanning 
D)  thematic apperception test 
E)  none of the above 
A)  neuromarketing 
B)  single source market research 
C)  customer scanning 
D)  thematic apperception test 
E)  none of the above

Question 12

Which of the following types of market research is designed to test hypotheses about cause and effect relationships?

Accepted Answer

A)  descriptive research 
B)  observational research 
C)  causal research 
D)  exploratory research 
E)  ethnographic research 
A)  descriptive research 
B)  observational research 
C)  causal research 
D)  exploratory research 
E)  ethnographic research

Question 13

Carefully distinguish between observational research and ethnographic research.

Accepted Answer

Observational research is a form of qual

Question 14

The part of a population selected to represent the population as a whole is called a(n):

Accepted Answer

A)  trial set. 
B)  sample. 
C)  test set. 
D)  focus set. 
E)  observation set. 
A)  trial set. 
B)  sample. 
C)  test set. 
D)  focus set. 
E)  observation set.

Question 15

Information that already exists and was collected for a different purpose is known as:

Accepted Answer

A)  primary data. 
B)  syndicated data. 
C)  publicly available data. 
D)  commercial research. 
E)  secondary data. 
A)  primary data. 
B)  syndicated data. 
C)  publicly available data. 
D)  commercial research. 
E)  secondary data.

Question 16

Telephone interviewing is less effective than mail questionnaires for gathering information quickly, and does not allow for flexibility in the data collection process.

Accepted Answer

A) True 
 B)False

Question 17

A researcher is preparing to submit his final research report to management. He should use the latest, most sophisticated statistical techniques and provide extensive numerical documentation to ensure its acceptance and use.

Accepted Answer

A) True 
 B)False

Question 18

Defining the problem and identifying research objectives are typically the most difficult tasks in the research process.

Accepted Answer

A) True 
 B)False

Question 19

Sampling error cannot be measured in which of the following samples?

Accepted Answer

A)  simple random sample 
B)  stratified random sample 
C)  cluster sample 
D)  quota sample 
E)  none of the above 
A)  simple random sample 
B)  stratified random sample 
C)  cluster sample 
D)  quota sample 
E)  none of the above

Question 20

In a study, reported in your text, chief marketing officers reported that the single most important input into marketing strategy was:

Accepted Answer

A)  commitment. 
B)  human resources. 
C)  time. 
D)  marketing research. 
E)  all of the above 
A)  commitment. 
B)  human resources. 
C)  time. 
D)  marketing research. 
E)  all of the above

The first step in the market research process is:

The Big Corporation is preparing a test marketing study of the impact of various prices on sales. This effort would be an example of experimental research.

A researcher is attempting to develop a problem statement and research objectives for her firm's current marketing research programme. The type of data she will most likely use is:

Hypotheses are normally tested through the use of:

Which phase of the market research programme is generally the most costly?

The primary advantages associated with personal interviewing are costs and sampling problems.

Which of the following is NOT an example of internal data?

The first step in marketing research is developing the research plan.

The purpose of causal research is to link the consumer, customer, and public to the marketer through information.

The contact method that is the least expensive is:

Which of the following types of market research is designed to test hypotheses about cause and effect relationships?

Carefully distinguish between observational research and ethnographic research.

The part of a population selected to represent the population as a whole is called a(n):

Information that already exists and was collected for a different purpose is known as:

Telephone interviewing is less effective than mail questionnaires for gathering information quickly, and does not allow for flexibility in the data collection process.

A researcher is preparing to submit his final research report to management. He should use the latest, most sophisticated statistical techniques and provide extensive numerical documentation to ensure its acceptance and use.

Defining the problem and identifying research objectives are typically the most difficult tasks in the research process.

Sampling error cannot be measured in which of the following samples?

In a study, reported in your text, chief marketing officers reported that the single most important input into marketing strategy was:

Marketing: Creating Superior Customer Value

Marketing: Delivering and Capturing Value

Strategic Planning and Marketing

Marketing Strategies for Competitive Advantage

The Global Marketing Environment

Consumer Behaviour

Business-To-Business Behaviour

Market Segmentation, Targeting and Positioning

Products and Services Marketing

New Products

Pricing for Value

Marketing Channels and Logistics Networks

Retailing and Wholesaling

Advertising and Public Relations

Sales Promotion and Selling

Direct and Online Marketing

Tapping Into Markets Across the Globe

Responsible Marketing

Filters

Exam 6: Information Management and Marketing Research

The first step in the market research process is:

The Big Corporation is preparing a test marketing study of the impact of various prices on sales. This effort would be an example of experimental research.

A researcher is attempting to develop a problem statement and research objectives for her firm's current marketing research programme. The type of data she will most likely use is:

Hypotheses are normally tested through the use of:

Which phase of the market research programme is generally the most costly?

The primary advantages associated with personal interviewing are costs and sampling problems.

Which of the following is NOT an example of internal data?

The first step in marketing research is developing the research plan.

The purpose of causal research is to link the consumer, customer, and public to the marketer through information.

The contact method that is the least expensive is:

Which of the following types of market research is designed to test hypotheses about cause and effect relationships?

Carefully distinguish between observational research and ethnographic research.

The part of a population selected to represent the population as a whole is called a(n):

Information that already exists and was collected for a different purpose is known as:

Telephone interviewing is less effective than mail questionnaires for gathering information quickly, and does not allow for flexibility in the data collection process.

A researcher is preparing to submit his final research report to management. He should use the latest, most sophisticated statistical techniques and provide extensive numerical documentation to ensure its acceptance and use.

Defining the problem and identifying research objectives are typically the most difficult tasks in the research process.

Sampling error cannot be measured in which of the following samples?

In a study, reported in your text, chief marketing officers reported that the single most important input into marketing strategy was:

Marketing: Creating Superior Customer Value

Marketing: Delivering and Capturing Value

Strategic Planning and Marketing

Marketing Strategies for Competitive Advantage

The Global Marketing Environment

Consumer Behaviour

Business-To-Business Behaviour

Market Segmentation, Targeting and Positioning

Products and Services Marketing

New Products

Pricing for Value

Marketing Channels and Logistics Networks

Retailing and Wholesaling

Advertising and Public Relations

Sales Promotion and Selling

Direct and Online Marketing

Tapping Into Markets Across the Globe

Responsible Marketing

Filters