Question 1

Researchers increasingly are being asked to play a more proactive, consulting role in translating data and information into insights and recommendations.

Accepted Answer

A) True 
 B)False

Question 2

A question that respondents can answer in an almost unlimited number of ways is called a ________.

Accepted Answer

A)  structured question 
B)  closed-end question 
C)  dichotomous question 
D)  completely unstructured question 
E)  multiple choice question 
A)  structured question 
B)  closed-end question 
C)  dichotomous question 
D)  completely unstructured question 
E)  multiple choice question

Question 3

One of the disadvantages to doing research online is that it is often more expensive than traditional means of gathering the same information.

Accepted Answer

A) True 
 B)False

Question 4

The first step in the marketing research process is to

Accepted Answer

A)  contact a professional consultant. 
B)  develop a research plan. 
C)  define the problem and research objectives. 
D)  analyze the internal environment. 
E)  read marketing research journals. 
A)  contact a professional consultant. 
B)  develop a research plan. 
C)  define the problem and research objectives. 
D)  analyze the internal environment. 
E)  read marketing research journals.

Question 5

If a company's profit and loss statement showed that sales for the month were $60 000 and cost of goods sold were $39 000, what would be the gross margin?

Accepted Answer

A)  $99 000 
B)  65 percent 
C)  $21 000 
D)  153.84 percent 
E)  Would be unable to calculate given the problem's figures. 
A)  $99 000 
B)  65 percent 
C)  $21 000 
D)  153.84 percent 
E)  Would be unable to calculate given the problem's figures.

Question 6

Assume that you are a marketing research director for a medium-sized manufacturing firm and you would like to engage an outside marketing research firm to conduct your field interviews. Which of the following options would be your best choice to achieve your objective?

Accepted Answer

A)  a brand-management specialty research firm 
B)  a custom marketing research firm 
C)  a syndicated-service research firm 
D)  a specialty-line marketing research firm 
E)  a global research management firm 
A)  a brand-management specialty research firm 
B)  a custom marketing research firm 
C)  a syndicated-service research firm 
D)  a specialty-line marketing research firm 
E)  a global research management firm

Question 7

What are the six steps in the marketing research process and what is involved in each?

Accepted Answer

The six steps are:(1)define the problem

Question 8

If a marketing research firm sells its field interviewing services to other firms, it would be called an example of a

Accepted Answer

A)  custom marketing research firm. 
B)  specialty-line marketing research firm. 
C)  syndicated-service research firm. 
D)  systematic marketing research firm. 
E)  general-line marketing research firm. 
A)  custom marketing research firm. 
B)  specialty-line marketing research firm. 
C)  syndicated-service research firm. 
D)  systematic marketing research firm. 
E)  general-line marketing research firm.

Question 9

If a company, such as Air Canada, desires to assess the magnitude of consumers' knowledge, beliefs, preferences, and satisfaction relating to air travel, the company will most likely choose which of the five research approaches outlined in the text?

Accepted Answer

The company will most likely choose the

Question 10

Why must the researchers avoid generalizing from focus-group participants to the whole market?

Accepted Answer

A)  Participants' responses are not reliable. 
B)  Most of the participants are likely to be ignorant about the topic of discussion. 
C)  Most of the participants are likely to exhibit similar tastes and preferences. 
D)  The size of the group is too small and the sample is not drawn randomly. 
E)  The participants usually come from diverse backgrounds. 
A)  Participants' responses are not reliable. 
B)  Most of the participants are likely to be ignorant about the topic of discussion. 
C)  Most of the participants are likely to exhibit similar tastes and preferences. 
D)  The size of the group is too small and the sample is not drawn randomly. 
E)  The participants usually come from diverse backgrounds.

Question 11

The most scientifically valid research is ________ research.

Accepted Answer

A)  observation 
B)  survey 
C)  experimental 
D)  focus group 
E)  behavioural data 
A)  observation 
B)  survey 
C)  experimental 
D)  focus group 
E)  behavioural data

Question 12

Describe and illustrate the following question formats: dichotomous, Likert scale, word association, and Thematic Appreciation Test (TAT).

Accepted Answer

Dichotomous questions are questions with

Question 13

Anne, a beautician by profession, owns a salon in the small town of Franklin, New Jersey. Every weekend, she makes it a point to visit the other salons in Franklin to find out about the beauty services they offer to customers. Anne is attempting to conduct market research by _______.

Accepted Answer

A)  engaging professors to design and carry out projects 
B)  checking out rivals 
C)  forming alliances with competing firms 
D)  studying customer behavior 
A)  engaging professors to design and carry out projects 
B)  checking out rivals 
C)  forming alliances with competing firms 
D)  studying customer behavior

Question 14

If a questionnaire says "Small college classes are better places to learn effectively: (choose) 1__ Strongly disagree, 2__ Disagree, 3__ Neither agree nor disagree, 4__ Agree, 5__ Strongly agree," the researcher would be using which of the following to discover data?

Accepted Answer

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

Question 15

Describe what might occur in an intercept interview concerning favourite television programs. What are the chief disadvantages of this method of contact?

Accepted Answer

Intercept interviews involve stopping pe

Question 16

Jason is examining a recent breakdown of his company's West Coast market. The terms in the report are somewhat confusing since there was no attached vocabulary key to assist the uninformed reader. Jason is looking for the set of consumers who are currently buying his company's products. Which of the following terms will assist him in finding the right column for his data query?

Accepted Answer

A)  available market 
B)  bi-lateral market 
C)  target market 
D)  penetrated market 
E)  potential market 
A)  available market 
B)  bi-lateral market 
C)  target market 
D)  penetrated market 
E)  potential market

Question 17

Which of the following types of marketing research firms would best be described as being one that gathers consumer and trade information which they sell for a fee (e.g., Nielsen Media Research)?

Accepted Answer

A)  syndicated-service research firms 
B)  nonprofit marketing research firms 
C)  custom marketing research firms 
D)  general-line marketing research firms 
E)  specialty-line marketing research firms 
A)  syndicated-service research firms 
B)  nonprofit marketing research firms 
C)  custom marketing research firms 
D)  general-line marketing research firms 
E)  specialty-line marketing research firms

Question 18

Describe the following terms and explain the relationships involved among these groups: potential market, available market, qualified available market, target market, and penetrated market.

Accepted Answer

The potential market is the set of consu

Question 19

Which of the following is considered to be the last step in the marketing research process?

Accepted Answer

A)  Analyze the information. 
B)  Draft the report. 
C)  Control the environment. 
D)  Present the findings. 
E)  Make the decision. 
A)  Analyze the information. 
B)  Draft the report. 
C)  Control the environment. 
D)  Present the findings. 
E)  Make the decision.

Question 20

According to the financial model of return on net worth, return on assets times (×) financial leverage equals (=)

Accepted Answer

A)  profit margin. 
B)  sales expenses. 
C)  asset turnover. 
D)  the acid test ratio. 
E)  rate of return on net worth. 
A)  profit margin. 
B)  sales expenses. 
C)  asset turnover. 
D)  the acid test ratio. 
E)  rate of return on net worth.

Exam 4: Conducting Marketing Research

Researchers increasingly are being asked to play a more proactive, consulting role in translating data and information into insights and recommendations.

A question that respondents can answer in an almost unlimited number of ways is called a ________.

One of the disadvantages to doing research online is that it is often more expensive than traditional means of gathering the same information.

The first step in the marketing research process is to

If a company's profit and loss statement showed that sales for the month were $60 000 and cost of goods sold were $39 000, what would be the gross margin?

Assume that you are a marketing research director for a medium-sized manufacturing firm and you would like to engage an outside marketing research firm to conduct your field interviews. Which of the following options would be your best choice to achieve your objective?

What are the six steps in the marketing research process and what is involved in each?

If a marketing research firm sells its field interviewing services to other firms, it would be called an example of a

If a company, such as Air Canada, desires to assess the magnitude of consumers' knowledge, beliefs, preferences, and satisfaction relating to air travel, the company will most likely choose which of the five research approaches outlined in the text?

Why must the researchers avoid generalizing from focus-group participants to the whole market?

The most scientifically valid research is ________ research.

Describe and illustrate the following question formats: dichotomous, Likert scale, word association, and Thematic Appreciation Test (TAT).

Anne, a beautician by profession, owns a salon in the small town of Franklin, New Jersey. Every weekend, she makes it a point to visit the other salons in Franklin to find out about the beauty services they offer to customers. Anne is attempting to conduct market research by _______.

If a questionnaire says "Small college classes are better places to learn effectively: (choose) 1__ Strongly disagree, 2__ Disagree, 3__ Neither agree nor disagree, 4__ Agree, 5__ Strongly agree," the researcher would be using which of the following to discover data?

Describe what might occur in an intercept interview concerning favourite television programs. What are the chief disadvantages of this method of contact?

Which of the following types of marketing research firms would best be described as being one that gathers consumer and trade information which they sell for a fee (e.g., Nielsen Media Research)?

Describe the following terms and explain the relationships involved among these groups: potential market, available market, qualified available market, target market, and penetrated market.

Which of the following is considered to be the last step in the marketing research process?

According to the financial model of return on net worth, return on assets times (×) financial leverage equals (=)

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 Position

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 Marketing Offerings

Tapping into Global Markets

Managing a Holistic Marketing Organization

Filters

If a questionnaire says "Small college classes are better places to learn effectively: (choose) 1 Strongly disagree, 2 Disagree, 3 Neither agree nor disagree, 4 Agree, 5__ Strongly agree," the researcher would be using which of the following to discover data?