Question 1

_____ is the "plan of attack" in the marketing research process.

Accepted Answer

The answer of _____ is the "plan of attack" in...

Question 2

_____ questions are easier to tabulate than _____ questions.

Accepted Answer

Closed-end

Question 3

In the case of _____ research,all of a product's marketing elements are held constant except one.

Accepted Answer

A)  exploratory 
B)  focus group 
C)  causal 
D)  descriptive 
E)  ethnographic 
A)  exploratory 
B)  focus group 
C)  causal 
D)  descriptive 
E)  ethnographic

Question 4

The goal that is to be accomplished by marketing research is known as the:

Accepted Answer

A)  research objective. 
B)  research problem. 
C)  research design. 
D)  research purpose. 
E)  research study. 
A)  research objective. 
B)  research problem. 
C)  research design. 
D)  research purpose. 
E)  research study.

Question 5

A(n)_____ is a way to manage the vast amount of information firms have on hand.

Accepted Answer

A)  EDS 
B)  RFID 
C)  MRS 
D)  MIS 
E)  SCM 
A)  EDS 
B)  RFID 
C)  MRS 
D)  MIS 
E)  SCM

Question 6

Market research is on the path to failure from the start if the problem is improperly defined.

Accepted Answer

A) True 
 B)False

Question 7

Pretesting a questionnaire is typically a waste of valuable company resources.

Accepted Answer

A) True 
 B)False

Question 8

It is important to keep the audience in mind when writing a research report.

Accepted Answer

A) True 
 B)False

Question 9

What types of questions should marketers ask when gauging the credibility of secondary data?

Accepted Answer

-Who gathered the information?
-For what

Question 10

Marketing information systems involve all of the following EXCEPT:

Accepted Answer

A)  a system for collecting market intelligence on an ongoing basis. 
B)  a system for recording marketing research information. 
C)  a system for collecting test market information. 
D)  a system for recording internally generated data and reports. 
E)  marketing analytics software to help managers with their decision making. 
A)  a system for collecting market intelligence on an ongoing basis. 
B)  a system for recording marketing research information. 
C)  a system for collecting test market information. 
D)  a system for recording internally generated data and reports. 
E)  marketing analytics software to help managers with their decision making.

Question 11

Scanner-based research involves buying research reports from other marketing research companies and then selling the reports in their entirety or in pieces to other firms.

Accepted Answer

A) True 
 B)False

Question 12

A _____ looks at how another company solved a problem being researched.

Accepted Answer

A)  marketing research report 
B)  primary data report 
C)  Nielsen rating 
D)  case study 
E)  scenario analysis 
A)  marketing research report 
B)  primary data report 
C)  Nielsen rating 
D)  case study 
E)  scenario analysis

Question 13

When creating a questionnaire,it is important to:

Accepted Answer

A)  use acronyms to save space. 
B)  use jargon that relates to the topic. 
C)  ask two questions in one to increase response rates. 
D)  be as blunt as possible. 
E)  be clear and unambiguous. 
A)  use acronyms to save space. 
B)  use jargon that relates to the topic. 
C)  ask two questions in one to increase response rates. 
D)  be as blunt as possible. 
E)  be clear and unambiguous.

Question 14

Descriptive research answers the question "Why?" when describing phenomenon.

Accepted Answer

A) True 
 B)False

Question 15

Exploratory research includes:

Accepted Answer

A)  examining cause-and-effect relationships. 
B)  depth interviews and projective techniques. 
C)  gathering hard numbers. 
D)  measuring people's involuntary physical responses. 
E)  measuring responses to advertising. 
A)  examining cause-and-effect relationships. 
B)  depth interviews and projective techniques. 
C)  gathering hard numbers. 
D)  measuring people's involuntary physical responses. 
E)  measuring responses to advertising.

Question 16

The advantage of market research is that it:

Accepted Answer

A)  can be expensive. 
B)  takes time. 
C)  can help make a good decision. 
D)  is infallible. 
E)  is always done. 
A)  can be expensive. 
B)  takes time. 
C)  can help make a good decision. 
D)  is infallible. 
E)  is always done.

Question 17

The list from which the sample is drawn is known as the _____.

Accepted Answer

A)  population 
B)  sampling frame 
C)  field 
D)  probability sample 
E)  convenience sample 
A)  population 
B)  sampling frame 
C)  field 
D)  probability sample 
E)  convenience sample

Question 18

Standards for the Code of Ethics for Market Intelligence Professionals includes:

Accepted Answer

A)  manipulating the data as the researcher sees fit. 
B)  providing honest and realistic recommendations and conclusions in the execution of one's duties. 
C)  complying with enforced laws, but allowing for bribery where socially acceptable. 
D)  abiding by personal guidelines, even if they fall out of line with the company's guidelines. 
E)  concealing information, such as one's identity, for the integrity of the results. 
A)  manipulating the data as the researcher sees fit. 
B)  providing honest and realistic recommendations and conclusions in the execution of one's duties. 
C)  complying with enforced laws, but allowing for bribery where socially acceptable. 
D)  abiding by personal guidelines, even if they fall out of line with the company's guidelines. 
E)  concealing information, such as one's identity, for the integrity of the results.

Question 19

Cite some of the reasons that should not be taken into account while deciding on whether to conduct marketing research.

Accepted Answer

-The research is performed because it ha

Question 20

Even if you simply get good information that is of no use,marketing research should be performed because the marketer is better equipped for his/her job.

Accepted Answer

A) True 
 B)False

_____ is the "plan of attack" in the marketing research process.

_ questions are easier to tabulate than _ questions.

In the case of _____ research,all of a product's marketing elements are held constant except one.

The goal that is to be accomplished by marketing research is known as the:

A(n)_____ is a way to manage the vast amount of information firms have on hand.

Market research is on the path to failure from the start if the problem is improperly defined.

Pretesting a questionnaire is typically a waste of valuable company resources.

It is important to keep the audience in mind when writing a research report.

What types of questions should marketers ask when gauging the credibility of secondary data?

Marketing information systems involve all of the following EXCEPT:

Scanner-based research involves buying research reports from other marketing research companies and then selling the reports in their entirety or in pieces to other firms.

A _____ looks at how another company solved a problem being researched.

When creating a questionnaire,it is important to:

Descriptive research answers the question "Why?" when describing phenomenon.

Exploratory research includes:

The advantage of market research is that it:

The list from which the sample is drawn is known as the _____.

Standards for the Code of Ethics for Market Intelligence Professionals includes:

Cite some of the reasons that should not be taken into account while deciding on whether to conduct marketing research.

Even if you simply get good information that is of no use,marketing research should be performed because the marketer is better equipped for his/her job.

What Is Marketing?

Strategic Planning

Consumer Behavior: How People Make Buying Decisions

Business Buying Behavior

Market Segmenting, Targeting, and Positioning

Creating Offerings

Developing and Managing Offerings

Using Marketing Channels to Create Value for Customers

Using Supply Chains to Create Value for Customers

Integrated Marketing Communications and the Changing Media Landscape

Public Relations, Social Media, and Sponsorships

Professional Selling

Customer Satisfaction, Loyalty, and Empowerment

Price,the Only Revenue Generator

The Marketing Plan

Filters

Exam 10: Gathering and Using Information: Marketing Research and Market Intelligence

_____ is the "plan of attack" in the marketing research process.

_____ questions are easier to tabulate than _____ questions.

In the case of _____ research,all of a product's marketing elements are held constant except one.

The goal that is to be accomplished by marketing research is known as the:

A(n)_____ is a way to manage the vast amount of information firms have on hand.

Market research is on the path to failure from the start if the problem is improperly defined.

Pretesting a questionnaire is typically a waste of valuable company resources.

It is important to keep the audience in mind when writing a research report.

What types of questions should marketers ask when gauging the credibility of secondary data?

Marketing information systems involve all of the following EXCEPT:

Scanner-based research involves buying research reports from other marketing research companies and then selling the reports in their entirety or in pieces to other firms.

A _____ looks at how another company solved a problem being researched.

When creating a questionnaire,it is important to:

Descriptive research answers the question "Why?" when describing phenomenon.

Exploratory research includes:

The advantage of market research is that it:

The list from which the sample is drawn is known as the _____.

Standards for the Code of Ethics for Market Intelligence Professionals includes:

Cite some of the reasons that should not be taken into account while deciding on whether to conduct marketing research.

Even if you simply get good information that is of no use,marketing research should be performed because the marketer is better equipped for his/her job.

What Is Marketing?

Strategic Planning

Consumer Behavior: How People Make Buying Decisions

Business Buying Behavior

Market Segmenting, Targeting, and Positioning

Creating Offerings

Developing and Managing Offerings

Using Marketing Channels to Create Value for Customers

Using Supply Chains to Create Value for Customers

Integrated Marketing Communications and the Changing Media Landscape

Public Relations, Social Media, and Sponsorships

Professional Selling

Customer Satisfaction, Loyalty, and Empowerment

Price,the Only Revenue Generator

The Marketing Plan

Filters

_ questions are easier to tabulate than _ questions.