Question 1

Which of the following are mentioned in the text as steps to take to prepare for a career in marketing research?

Accepted Answer

A)  acquire computer and Internet skills 
B)  acquire written communication skills 
C)  take courses in statistics and quantitative methods 
D)  develop verbal communication skills 
E)  all of the above 
A)  acquire computer and Internet skills 
B)  acquire written communication skills 
C)  take courses in statistics and quantitative methods 
D)  develop verbal communication skills 
E)  all of the above

Question 2

According to the text,the most common entry-level position in the marketing research industry for people with bachelor's degrees is ________.

Accepted Answer

A)  assistant project director 
B)  project director 
C)  operational supervisor 
D)  research analyst 
E)  account executive 
A)  assistant project director 
B)  project director 
C)  operational supervisor 
D)  research analyst 
E)  account executive

Question 3

Which of the following stakeholders is NOT mentioned as being directly affected by marketing research activities?

Accepted Answer

A)  the government 
B)  the client 
C)  the respondent 
D)  the public 
E)  the marketing researcher 
A)  the government 
B)  the client 
C)  the respondent 
D)  the public 
E)  the marketing researcher

Question 4

Which of the following is NOT mentioned as a limitation of social media for conducting marketing research?

Accepted Answer

A)  lower objectivity standards for social media 
B)  self selection bias 
C)  advocacy bias 
D)  expressive bias 
E)  All of these are mentioned as limitations. 
A)  lower objectivity standards for social media 
B)  self selection bias 
C)  advocacy bias 
D)  expressive bias 
E)  All of these are mentioned as limitations.

Question 5

Companies that collect and sell common pools of data designed to serve information needs that a number of clients share are called ________.

Accepted Answer

A)  environmental services 
B)  customized services 
C)  syndicated services 
D)  Internet services 
E)  field services 
A)  environmental services 
B)  customized services 
C)  syndicated services 
D)  Internet services 
E)  field services

Question 6

Which of the following marketing research firms does NOT offer customized services?

Accepted Answer

A)  Kantar 
B)  Westat 
C)  Burke, Inc. 
D)  Field Work Chicago, Inc. 
E)  All offer customized services. 
A)  Kantar 
B)  Westat 
C)  Burke, Inc. 
D)  Field Work Chicago, Inc. 
E)  All offer customized services.

Question 7

Which of the following is NOT a characteristic of a marketing information system?

Accepted Answer

A)  structured problems 
B)  use of reports 
C)  information displaying restricted 
D)  can improve decision making by using "what-if" analysis 
E)  can improve decision making by clarifying new data 
A)  structured problems 
B)  use of reports 
C)  information displaying restricted 
D)  can improve decision making by using "what-if" analysis 
E)  can improve decision making by clarifying new data

Question 8

Which of the following is NOT a form of interviewing in the data collection stage of the research process?

Accepted Answer

A)  telephone interviewing 
B)  mail interviewing 
C)  electronic interviewing 
D)  observational interviewing 
E)  personal interviewing 
A)  telephone interviewing 
B)  mail interviewing 
C)  electronic interviewing 
D)  observational interviewing 
E)  personal interviewing

Question 9

Why is international marketing research more complex than domestic marketing research?

Accepted Answer

Conducting international marketing resea

Question 10

Distribution research is an example of a topic typically addressed by problem-identification research.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following is NOT considered an uncontrollable environmental factor?

Accepted Answer

A)  competition 
B)  social and cultural factors 
C)  political factors 
D)  promotion 
E)  economy 
A)  competition 
B)  social and cultural factors 
C)  political factors 
D)  promotion 
E)  economy

Question 12

All of the following are considered to be controllable marketing variables EXCEPT ________.

Accepted Answer

A)  economy 
B)  pricing 
C)  promotion 
D)  distribution 
E)  All are controllable. 
A)  economy 
B)  pricing 
C)  promotion 
D)  distribution 
E)  All are controllable.

Question 13

The United States accounts for 60 percent of the marketing research expenditures worldwide.

Accepted Answer

A) True 
 B)False

Question 14

Hardware and a communication network are recognized as important components of a decision support system.

Accepted Answer

A) True 
 B)False

Question 15

All of the following are examples of topics typically addressed by problem-solving research EXCEPT ________.

Accepted Answer

A)  segmentation 
B)  product 
C)  promotion 
D)  market share 
E)  pricing 
A)  segmentation 
B)  product 
C)  promotion 
D)  market share 
E)  pricing

Question 16

Data analysis services perform services that include editing competing questionnaires,developing a coding scheme,and transcribing the data onto diskettes or magnetic tapes for input into the computer.

Accepted Answer

A) True 
 B)False

Question 17

All of the following represent main methods used by syndicated services to collected data EXCEPT ________.

Accepted Answer

A)  focus groups 
B)  surveys 
C)  panels 
D)  scanners 
E)  audits 
A)  focus groups 
B)  surveys 
C)  panels 
D)  scanners 
E)  audits

Question 18

In a short essay,discuss the differences between problem-identification research and problem-solving research.Include a description of situations in which each type of research would be most appropriate.

Accepted Answer

Problem-identification research involves

Question 19

According to the text,most of the research suppliers are ________.

Accepted Answer

A)  multinational operations 
B)  Fortune 500 operations 
C)  foreign operations 
D)  small operations 
E)  501(c)(3) organizations 
A)  multinational operations 
B)  Fortune 500 operations 
C)  foreign operations 
D)  small operations 
E)  501(c)(3) organizations

Question 20

Research undertaken to help solve specific marketing problems is called problem-solving research.

Accepted Answer

A) True 
 B)False

Which of the following are mentioned in the text as steps to take to prepare for a career in marketing research?

According to the text,the most common entry-level position in the marketing research industry for people with bachelor's degrees is ________.

Which of the following stakeholders is NOT mentioned as being directly affected by marketing research activities?

Which of the following is NOT mentioned as a limitation of social media for conducting marketing research?

Companies that collect and sell common pools of data designed to serve information needs that a number of clients share are called ________.

Which of the following marketing research firms does NOT offer customized services?

Which of the following is NOT a characteristic of a marketing information system?

Which of the following is NOT a form of interviewing in the data collection stage of the research process?

Why is international marketing research more complex than domestic marketing research?

Distribution research is an example of a topic typically addressed by problem-identification research.

Which of the following is NOT considered an uncontrollable environmental factor?

All of the following are considered to be controllable marketing variables EXCEPT ________.

The United States accounts for 60 percent of the marketing research expenditures worldwide.

Hardware and a communication network are recognized as important components of a decision support system.

All of the following are examples of topics typically addressed by problem-solving research EXCEPT ________.

Data analysis services perform services that include editing competing questionnaires,developing a coding scheme,and transcribing the data onto diskettes or magnetic tapes for input into the computer.

All of the following represent main methods used by syndicated services to collected data EXCEPT ________.

In a short essay,discuss the differences between problem-identification research and problem-solving research.Include a description of situations in which each type of research would be most appropriate.

According to the text,most of the research suppliers are ________.

Research undertaken to help solve specific marketing problems is called problem-solving research.

Defining the Marketing Research Problem and Developing an Approach

Research Design, secondary and Syndicated Data

Qualitative Research

Survey and Observation

Experimentation and Causal Research

Measurement and Scaling

Questionnaire and Form Design

Sampling: Design and Procedures

Data Collection and Preparation

Data Analysis: Frequency Distribution, hypothesis Testing, and Cross-Tabulation

Data Analysis: Hypothesis Testing Related to Differences, correlation, and Regression

Report Preparation and Presentation

Filters

Exam 1: Introduction to Marketing Research

Which of the following are mentioned in the text as steps to take to prepare for a career in marketing research?

According to the text,the most common entry-level position in the marketing research industry for people with bachelor's degrees is ________.

Which of the following stakeholders is NOT mentioned as being directly affected by marketing research activities?

Which of the following is NOT mentioned as a limitation of social media for conducting marketing research?

Companies that collect and sell common pools of data designed to serve information needs that a number of clients share are called ________.

Which of the following marketing research firms does NOT offer customized services?

Which of the following is NOT a characteristic of a marketing information system?

Which of the following is NOT a form of interviewing in the data collection stage of the research process?

Why is international marketing research more complex than domestic marketing research?

Distribution research is an example of a topic typically addressed by problem-identification research.

Which of the following is NOT considered an uncontrollable environmental factor?

All of the following are considered to be controllable marketing variables EXCEPT ________.

The United States accounts for 60 percent of the marketing research expenditures worldwide.

Hardware and a communication network are recognized as important components of a decision support system.

All of the following are examples of topics typically addressed by problem-solving research EXCEPT ________.

Data analysis services perform services that include editing competing questionnaires,developing a coding scheme,and transcribing the data onto diskettes or magnetic tapes for input into the computer.

All of the following represent main methods used by syndicated services to collected data EXCEPT ________.

In a short essay,discuss the differences between problem-identification research and problem-solving research.Include a description of situations in which each type of research would be most appropriate.

According to the text,most of the research suppliers are ________.

Research undertaken to help solve specific marketing problems is called problem-solving research.

Defining the Marketing Research Problem and Developing an Approach

Research Design, secondary and Syndicated Data

Qualitative Research

Survey and Observation

Experimentation and Causal Research

Measurement and Scaling

Questionnaire and Form Design

Sampling: Design and Procedures

Data Collection and Preparation

Data Analysis: Frequency Distribution, hypothesis Testing, and Cross-Tabulation

Data Analysis: Hypothesis Testing Related to Differences, correlation, and Regression

Report Preparation and Presentation

Filters