Question 1

All research must begin with an exploratory research study.

Accepted Answer

A) True 
 B)False

Question 2

Describe how ethical marketing assists a desire to have good marketing research.

Accepted Answer

Marketing research benefits both the spo

Question 3

In spite of the rapid growth of marketing research,many companies still fail to use it sufficiently or correctly.Barriers to the use of marketing research include all of the following EXCEPT ________.

Accepted Answer

A)  a broad conception of the research 
B)  uneven caliber of researchers 
C)  poor framing of the problem 
D)  late and occasionally erroneous findings 
E)  personality and presentational differences 
A)  a broad conception of the research 
B)  uneven caliber of researchers 
C)  poor framing of the problem 
D)  late and occasionally erroneous findings 
E)  personality and presentational differences

Question 4

The multiple-factor index method for assessing area market potential is most commonly used by those interested in consumer markets.

Accepted Answer

A) True 
 B)False

Question 5

As one marketing executive noted,________ are "…the most cost-effective,quickest,dirtiest way to get information in rapid time on an idea."

Accepted Answer

A)  scanners 
B)  tele-us machines 
C)  surveys 
D)  in-store interviews 
E)  focus groups 
A)  scanners 
B)  tele-us machines 
C)  surveys 
D)  in-store interviews 
E)  focus groups

Question 6

The _____ is the limit approached by market demand as industry marketing expenditures approach infinity for a given marketing environment.

Accepted Answer

A)  market forecast 
B)  product-penetration percentage 
C)  company demand 
D)  market minimum 
E)  market potential 
A)  market forecast 
B)  product-penetration percentage 
C)  company demand 
D)  market minimum 
E)  market potential

Question 7

Samples of less than 1% of a population can often provide good reliability,with a credible sampling procedure.

Accepted Answer

A) True 
 B)False

Question 8

The first step in the marketing research process is to ________.

Accepted Answer

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

Question 9

3M tracks the proportion of sales resulting from its recent innovations.This measurement is an example of a ________.

Accepted Answer

A)  consumer insight 
B)  target market 
C)  secondary information search 
D)  marketing metric 
E)  sales forecast 
A)  consumer insight 
B)  target market 
C)  secondary information search 
D)  marketing metric 
E)  sales forecast

Question 10

List four external marketing metrics that will be useful for the marketing researcher.

Accepted Answer

The text lists 10 external marketing met

Question 11

Barry's company sells in a nonexpansible market.As a marketer,Barry should focus on ________.

Accepted Answer

A)  increasing marketing expenditure to increase the overall market size 
B)  more effectively allocating his budget to increase demand for his company's product category 
C)  decreasing the marketing sensitivity of demand for his product 
D)  improving his company's market share by attracting competitors' customers 
E)  all of the above 
A)  increasing marketing expenditure to increase the overall market size 
B)  more effectively allocating his budget to increase demand for his company's product category 
C)  decreasing the marketing sensitivity of demand for his product 
D)  improving his company's market share by attracting competitors' customers 
E)  all of the above

Question 12

All forecasts are built on one of three informational bases: what people say,what people do,or ________.

Accepted Answer

A)  what marketers think they'll do 
B)  what they say they'll do 
C)  what people say others do 
D)  what people have done 
E)  none of the above 
A)  what marketers think they'll do 
B)  what they say they'll do 
C)  what people say others do 
D)  what people have done 
E)  none of the above

Question 13

________ provide diagnostic information about how and why we observe certain effects in the marketplace,and what that means to marketers.

Accepted Answer

A)  Marketing insights 
B)  Marketing metrics 
C)  Marketing diagnostics 
D)  Marketing intelligence 
E)  Marketing-mix models 
A)  Marketing insights 
B)  Marketing metrics 
C)  Marketing diagnostics 
D)  Marketing intelligence 
E)  Marketing-mix models

Question 14

________ for a product is the total volume that would be bought by a defined customer group in a defined geographical area in a defined time period in a defined marketing environment under a defined marketing program.

Accepted Answer

A)  Market share 
B)  Market supply 
C)  Market demand 
D)  Market potential 
E)  Market penetration 
A)  Market share 
B)  Market supply 
C)  Market demand 
D)  Market potential 
E)  Market penetration

Question 15

A ________ has been defined as being a coordinated collection of data,systems,tools,and techniques with supporting software and hardware by which an organization gathers and interprets relevant information from business and environment and turns it into a basis for marketing action.

Accepted Answer

A)  marketing information system 
B)  marketing intelligence system 
C)  marketing decision support system 
D)  marketing research system 
E)  database management system 
A)  marketing information system 
B)  marketing intelligence system 
C)  marketing decision support system 
D)  marketing research system 
E)  database management system

Question 16

Describe the following terms and then construct an illustration to demonstrate the relationships involved: potential market,available market,qualified available market,target market,and penetrated market.

Accepted Answer

The potential market is the set of consu

Question 17

One set of consumers,during a focus-group session,indicated that Dell computers reminded them of a surfer,Apple computers were equated to a mad scientist,and IBM computers to Scrooge from the Dickens's tale.Which of the following qualitative research approaches matches to the approach described above

Accepted Answer

A)  Projective techniques 
B)  Visualization 
C)  Brand personification 
D)  Laddering 
E)  Pyramiding 
A)  Projective techniques 
B)  Visualization 
C)  Brand personification 
D)  Laddering 
E)  Pyramiding

Question 18

Market demand is not a fixed number,but rather a function of the stated conditions.

Accepted Answer

A) True 
 B)False

Question 19

Probability sampling allows confidence limits to be calculated for sampling error and makes the sampling more representative.

Accepted Answer

A) True 
 B)False

Question 20

The marketing manager needs to know the cost of the research project before approving it.During which of the following stages of the marketing research process would such a consideration most likely take place

Accepted Answer

A)  Step 1-defining the problem 
B)  Step 1-creating decision alternatives 
C)  Step 1-drafting the research objectives 
D)  Step 2-develop the research plan 
E)  Step 3-information collection 
A)  Step 1-defining the problem 
B)  Step 1-creating decision alternatives 
C)  Step 1-drafting the research objectives 
D)  Step 2-develop the research plan 
E)  Step 3-information collection

Exam 4: Conducting Marketing Research and Forecasting Demand

All research must begin with an exploratory research study.

Describe how ethical marketing assists a desire to have good marketing research.

In spite of the rapid growth of marketing research,many companies still fail to use it sufficiently or correctly.Barriers to the use of marketing research include all of the following EXCEPT ________.

The multiple-factor index method for assessing area market potential is most commonly used by those interested in consumer markets.

As one marketing executive noted,________ are "…the most cost-effective,quickest,dirtiest way to get information in rapid time on an idea."

The _____ is the limit approached by market demand as industry marketing expenditures approach infinity for a given marketing environment.

Samples of less than 1% of a population can often provide good reliability,with a credible sampling procedure.

The first step in the marketing research process is to ________.

3M tracks the proportion of sales resulting from its recent innovations.This measurement is an example of a ________.

List four external marketing metrics that will be useful for the marketing researcher.

Barry's company sells in a nonexpansible market.As a marketer,Barry should focus on ________.

All forecasts are built on one of three informational bases: what people say,what people do,or ________.

________ provide diagnostic information about how and why we observe certain effects in the marketplace,and what that means to marketers.

________ for a product is the total volume that would be bought by a defined customer group in a defined geographical area in a defined time period in a defined marketing environment under a defined marketing program.

A ________ has been defined as being a coordinated collection of data,systems,tools,and techniques with supporting software and hardware by which an organization gathers and interprets relevant information from business and environment and turns it into a basis for marketing action.

Describe the following terms and then construct an illustration to demonstrate the relationships involved: potential market,available market,qualified available market,target market,and penetrated market.

Market demand is not a fixed number,but rather a function of the stated conditions.

Probability sampling allows confidence limits to be calculated for sampling error and makes the sampling more representative.

The marketing manager needs to know the cost of the research project before approving it.During which of the following stages of the marketing research process would such a consideration most likely take place

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Gathering Information and Scanning the Environment

Creating Customer Value, Satisfaction, and Loyalty

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Crafting the Brand Positioning

Dealing with Competition

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications:

Managing Personal Communications:

Introducing New Market Offerings

Tapping into Global Markets

Managing a Holistic Marketing Organization

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