Question 1

Which of the following is the best definition of marketing research? Marketing research is:

Accepted Answer

A)  the activity of analyzing secondary information and providing executives with timely reports. 
B)  the process of designing experiments that provide decision makers with causal information. 
C)  the linking of consumers with information managers. 
D)  the process of analyzing existing information so that decision makers can make better decisions. 
E)  the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem. 
A)  the activity of analyzing secondary information and providing executives with timely reports. 
B)  the process of designing experiments that provide decision makers with causal information. 
C)  the linking of consumers with information managers. 
D)  the process of analyzing existing information so that decision makers can make better decisions. 
E)  the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem.

Question 2

Eye Tracking, Inc., is a specialized research technique firm. These firms are much more widely used in the United States than in Canada.

Accepted Answer

A) True 
 B)False

Question 3

The products and services that the Marketing Research and Intelligence Association (MRIA) offers include certification, professional development, publications, advocacy and lobbying, ethical and practice standards, career support services, and annual conferences and trade shows.

Accepted Answer

A) True 
 B)False

Question 4

Marketing research critics, Vijay Mahajan and Yoram Wind, highly regarded academics and business consultants, believe marketing researchers should be more involved with their clients. In order to do that they recommend all of the following except:

Accepted Answer

A)  Focus on diagnosing problems 
B)  Use information technology to increase speed and efficiency 
C)  Take an integrative approach 
D)  Expand the strategic impact of marketing research 
E)  Incorporate intuitive decision making practices 
A)  Focus on diagnosing problems 
B)  Use information technology to increase speed and efficiency 
C)  Take an integrative approach 
D)  Expand the strategic impact of marketing research 
E)  Incorporate intuitive decision making practices

Question 5

Which of the following marketing information subsystems gathers information about events and happenings "outside" the firm?

Accepted Answer

A)  marketing intelligence system 
B)  internal reports system 
C)  consumer information support system 
D)  external environment reports system 
E)  decision support system 
A)  marketing intelligence system 
B)  internal reports system 
C)  consumer information support system 
D)  external environment reports system 
E)  decision support system

Question 6

Loss of research integrity can take the form of:

Accepted Answer

A)  s 
B)  Providing full disclosure of information. 
C)  Maintaining accuracy of research results. 
D)  Presenting data as uncovered. 
E)  Misinterpreting the research findings due to inexperience. 
A)  s 
B)  Providing full disclosure of information. 
C)  Maintaining accuracy of research results. 
D)  Presenting data as uncovered. 
E)  Misinterpreting the research findings due to inexperience.

Question 7

The marketing concept is a business philosophy that holds the key to achieving organizational goals in being effective at creating, delivering, and communicating customer value by putting the customer first. When a business implements a marketing strategy, it is necessary to select a target market and design a "mix" that satisfies the wants and needs of that target market. These definitions indicate that:

Accepted Answer

A)  in order to develop a successful marketing strategy one must adopt the marketing concept. 
B)  in order to implement the marketing concept one must adopt a successful marketing strategy. 
C)  successful businesses know how to "mix" needs and wants. 
D)  marketing and marketing research are interrelated. 
A)  in order to develop a successful marketing strategy one must adopt the marketing concept. 
B)  in order to implement the marketing concept one must adopt a successful marketing strategy. 
C)  successful businesses know how to "mix" needs and wants. 
D)  marketing and marketing research are interrelated.

Question 8

We can classify marketing research studies according to:

Accepted Answer

A)  the size of the financial investment. 
B)  the NAICS codes. 
C)  the level of complexity. 
D)  the application. 
E)  CAMRO. 
A)  the size of the financial investment. 
B)  the NAICS codes. 
C)  the level of complexity. 
D)  the application. 
E)  CAMRO.

Question 9

Marketing research is infallible.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following refers to applying marketing research to a specific market area?

Accepted Answer

A)  marketing research 
B)  market research 
C)  area marketing research 
D)  geographical research 
E)  target area research 
A)  marketing research 
B)  market research 
C)  area marketing research 
D)  geographical research 
E)  target area research

Question 11

The difference between basic research and applied research is that basic research is conducted to:

Accepted Answer

A)  determine the most appropriate basic price for new products. 
B)  determine the most efficient basic distribution channels for products. 
C)  expand our knowledge rather than to solve a specific problem. 
D)  determine the most basic desired features in new products. 
E)  understand the basic desires and motives of consumers. 
A)  determine the most appropriate basic price for new products. 
B)  determine the most efficient basic distribution channels for products. 
C)  expand our knowledge rather than to solve a specific problem. 
D)  determine the most basic desired features in new products. 
E)  understand the basic desires and motives of consumers.

Question 12

Which of the following marketing information subsystems provides studies conducted for specific situations facing the company?

Accepted Answer

A)  marketing intelligence system 
B)  marketing research system 
C)  consumer information support system 
D)  decision support system 
E)  internal reports system 
A)  marketing intelligence system 
B)  marketing research system 
C)  consumer information support system 
D)  decision support system 
E)  internal reports system

Question 13

Ipsos Reid offers the Canadian Telephone Express Omnibus, which measures brand advantages and usage. This would make Ipsos Reid an example of a:

Accepted Answer

A)  standardized service firm. 
B)  customized service firm. 
C)  syndicated data service firm. 
D)  digital research services firm. 
A)  standardized service firm. 
B)  customized service firm. 
C)  syndicated data service firm. 
D)  digital research services firm.

Question 14

In order to implement the "right" strategy, managers must make many decisions, and they must have objective, accurate, and timely information in order to make these decisions correctly.

Accepted Answer

A) True 
 B)False

Question 15

Research conducted to solve specific problems is called basic research.

Accepted Answer

A) True 
 B)False

Question 16

The information system that gathers information generated by an organization's reports such as orders, billing, receivables, inventory levels, is called the:

Accepted Answer

A)  consumer information support system 
B)  marketing research system 
C)  marketing decision support system 
D)  internal reports system 
E)  marketing intelligence system. 
A)  consumer information support system 
B)  marketing research system 
C)  marketing decision support system 
D)  internal reports system 
E)  marketing intelligence system.

Question 17

The marketing research industry has a Certified Marketing Research Professional (CMRP) designation facilitated by the:

Accepted Answer

A)  Marketing Research and Intelligence Association (MRI
A)  
B)  Professional Marketing Research Society (PMRS) 
C)  Canadian Association of Market Research Organizations (CAMRO) 
D)  Institute for Professional Development 
E)  Canadian Marketing Association (CM
A)  
A)  Marketing Research and Intelligence Association (MRI
A)  
B)  Professional Marketing Research Society (PMRS) 
C)  Canadian Association of Market Research Organizations (CAMRO) 
D)  Institute for Professional Development 
E)  Canadian Marketing Association (CM
A)

Question 18

The key point in the marketing concept is to put the product first.

Accepted Answer

A) True 
 B)False

Question 19

Strategic alliances allow firms with strong expertise in one area to form partnerships with firms offering expertise in another area.

Accepted Answer

A) True 
 B)False

Question 20

Firms having internal supplies spend about 10% of sales on marketing research.

Accepted Answer

A) True 
 B)False

Which of the following is the best definition of marketing research? Marketing research is:

Eye Tracking, Inc., is a specialized research technique firm. These firms are much more widely used in the United States than in Canada.

The products and services that the Marketing Research and Intelligence Association (MRIA) offers include certification, professional development, publications, advocacy and lobbying, ethical and practice standards, career support services, and annual conferences and trade shows.

Marketing research critics, Vijay Mahajan and Yoram Wind, highly regarded academics and business consultants, believe marketing researchers should be more involved with their clients. In order to do that they recommend all of the following except:

Which of the following marketing information subsystems gathers information about events and happenings "outside" the firm?

Loss of research integrity can take the form of:

We can classify marketing research studies according to:

Marketing research is infallible.

Which of the following refers to applying marketing research to a specific market area?

The difference between basic research and applied research is that basic research is conducted to:

Which of the following marketing information subsystems provides studies conducted for specific situations facing the company?

Ipsos Reid offers the Canadian Telephone Express Omnibus, which measures brand advantages and usage. This would make Ipsos Reid an example of a:

In order to implement the "right" strategy, managers must make many decisions, and they must have objective, accurate, and timely information in order to make these decisions correctly.

Research conducted to solve specific problems is called basic research.

The information system that gathers information generated by an organization's reports such as orders, billing, receivables, inventory levels, is called the:

The marketing research industry has a Certified Marketing Research Professional (CMRP) designation facilitated by the:

The key point in the marketing concept is to put the product first.

Strategic alliances allow firms with strong expertise in one area to form partnerships with firms offering expertise in another area.

Firms having internal supplies spend about 10% of sales on marketing research.

The Marketing Research Process

Research Design

Using Secondary Data and Online Information Databases

Qualitative Research Methods

Quantitative Data Collection Methods

Survey Measurement Scales

Questionnaire Design

Sampling

Data Collection and Basic Descriptive Statistics

Population Estimates and Hypothesis Testing

Testing of Differences

Relationships Between Variables

Communicating the Research Results

Filters

Exam 1: Introducing Marketing Research

Which of the following is the best definition of marketing research? Marketing research is:

Eye Tracking, Inc., is a specialized research technique firm. These firms are much more widely used in the United States than in Canada.

The products and services that the Marketing Research and Intelligence Association (MRIA) offers include certification, professional development, publications, advocacy and lobbying, ethical and practice standards, career support services, and annual conferences and trade shows.

Marketing research critics, Vijay Mahajan and Yoram Wind, highly regarded academics and business consultants, believe marketing researchers should be more involved with their clients. In order to do that they recommend all of the following except:

Which of the following marketing information subsystems gathers information about events and happenings "outside" the firm?

Loss of research integrity can take the form of:

We can classify marketing research studies according to:

Marketing research is infallible.

Which of the following refers to applying marketing research to a specific market area?

The difference between basic research and applied research is that basic research is conducted to:

Which of the following marketing information subsystems provides studies conducted for specific situations facing the company?

Ipsos Reid offers the Canadian Telephone Express Omnibus, which measures brand advantages and usage. This would make Ipsos Reid an example of a:

In order to implement the "right" strategy, managers must make many decisions, and they must have objective, accurate, and timely information in order to make these decisions correctly.

Research conducted to solve specific problems is called basic research.

The information system that gathers information generated by an organization's reports such as orders, billing, receivables, inventory levels, is called the:

The marketing research industry has a Certified Marketing Research Professional (CMRP) designation facilitated by the:

The key point in the marketing concept is to put the product first.

Strategic alliances allow firms with strong expertise in one area to form partnerships with firms offering expertise in another area.

Firms having internal supplies spend about 10% of sales on marketing research.

The Marketing Research Process

Research Design

Using Secondary Data and Online Information Databases

Qualitative Research Methods

Quantitative Data Collection Methods

Survey Measurement Scales

Questionnaire Design

Sampling

Data Collection and Basic Descriptive Statistics

Population Estimates and Hypothesis Testing

Testing of Differences

Relationships Between Variables

Communicating the Research Results

Filters