Question 1

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 2

Researchers enter the realm of the decision maker when they ________.

Accepted Answer

A)  make an appointment no less than 2 weeks in advance 
B)  state the facts 
C)  send an invoice for professional services they have redeemed 
D)  explain the research design 
E)  give justification for a recommended course of action over others 
A)  make an appointment no less than 2 weeks in advance 
B)  state the facts 
C)  send an invoice for professional services they have redeemed 
D)  explain the research design 
E)  give justification for a recommended course of action over others

Question 3

Problem-solving research is undertaken to help identify problems that are not necessarily apparent on the surface and yet exist or are likely to arise in the future.

Accepted Answer

A) True 
 B)False

Question 4

Social media embody social computing tools commonly referred to as Web 1.0.

Accepted Answer

A) True 
 B)False

Question 5

In a short essay,discuss the characteristics of full-service marketing research suppliers and describe three types of these full service suppliers.Include a description of the various services offered by each type of supplier to support your answer.

Accepted Answer

Full-service marketing research supplier

Question 6

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 7

The marketing chief of Fossil is considering the introduction of a super functional,fashionable wristwatch for men and women priced at $99.For this,he decided on 30 telephonic interviews from their customer database,50 valid survey responses from individuals whose income is greater than $60,000 and 2 focus-groups.To which of the six steps of the marketing research process do the actions of the marketing chief for Fossil fall into?

Accepted Answer

A)  defining the problem 
B)  developing an approach to the problem 
C)  doing analysis 
D)  doing fieldwork or collecting data 
E)  formulating the research design 
A)  defining the problem 
B)  developing an approach to the problem 
C)  doing analysis 
D)  doing fieldwork or collecting data 
E)  formulating the research design

Question 8

Pricing,promotion,and distribution are all considered controllable marketing variables.

Accepted Answer

A) True 
 B)False

Question 9

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

Accepted Answer

A) True 
 B)False

Question 10

Which of the following classifications of marketing research involves going below the surface to identify the true underlying problem that the marketing manager is facing?

Accepted Answer

A)  problem-solving 
B)  problem-manipulation 
C)  problem-correction 
D)  problem-identification 
E)  problem exception 
A)  problem-solving 
B)  problem-manipulation 
C)  problem-correction 
D)  problem-identification 
E)  problem exception

Question 11

ABC is a company which is involved in selling data that is designed to serve information needs of firms like PepsiCo and Coca-Cola.The data are primarily collected through surveys,purchase and media panels and scanners.What kind of service does ABC provide in the marketing research industry?

Accepted Answer

A)  internet service 
B)  data analysis service 
C)  limited-service suppliers 
D)  coding and data entry services 
E)  syndicated services 
A)  internet service 
B)  data analysis service 
C)  limited-service suppliers 
D)  coding and data entry services 
E)  syndicated services

Question 12

Problem-identification research is the more common of the forms of research and is undertaken by virtually all marketing firms.

Accepted Answer

A) True 
 B)False

Question 13

All of the following are steps involved in the data-preparation stage of collected data EXCEPT:

Accepted Answer

A)  editing. 
B)  coding. 
C)  transcribing. 
D)  collecting. 
E)  initial inspection. 
A)  editing. 
B)  coding. 
C)  transcribing. 
D)  collecting. 
E)  initial inspection.

Question 14

If an outside agency was brought in to conduct work for a research project after the first three steps in the marketing research process were completed,which step would the agency conduct?

Accepted Answer

A)  define the problem 
B)  develop an approach to the problem 
C)  formulate the research design 
D)  correct the problem 
E)  doing fieldwork or collecting data 
A)  define the problem 
B)  develop an approach to the problem 
C)  formulate the research design 
D)  correct the problem 
E)  doing fieldwork or collecting data

Question 15

Which of the following is the more common of the forms of research and is undertaken by virtually all marketing firms?

Accepted Answer

A)  problem-solving research 
B)  problem-identification research 
C)  problem-manipulation research 
D)  problem-correction research 
E)  problem exception 
A)  problem-solving research 
B)  problem-identification research 
C)  problem-manipulation research 
D)  problem-correction research 
E)  problem exception

Question 16

Problem-identification research is typically used to address all of the following topics EXCEPT:

Accepted Answer

A)  market share. 
B)  short-range forecasting. 
C)  long-range forecasting. 
D)  pricing. 
E)  market potential. 
A)  market share. 
B)  short-range forecasting. 
C)  long-range forecasting. 
D)  pricing. 
E)  market potential.

Question 17

Formulating an analytical framework along with models,research questions,hypotheses,and the information needed are included in developing an approach to the problem.

Accepted Answer

A) True 
 B)False

Question 18

Synovate,Westat,and Burke,Inc.are examples of marketing research firms that offer customized services.

Accepted Answer

A) True 
 B)False

Question 19

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 20

The U.S.accounts for 60 percent of the marketing research expenditures worldwide.

Accepted Answer

A) True 
 B)False

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

Researchers enter the realm of the decision maker when they ________.

Problem-solving research is undertaken to help identify problems that are not necessarily apparent on the surface and yet exist or are likely to arise in the future.

Social media embody social computing tools commonly referred to as Web 1.0.

In a short essay,discuss the characteristics of full-service marketing research suppliers and describe three types of these full service suppliers.Include a description of the various services offered by each type of supplier to support your answer.

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

Pricing,promotion,and distribution are all considered controllable marketing variables.

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

Which of the following classifications of marketing research involves going below the surface to identify the true underlying problem that the marketing manager is facing?

ABC is a company which is involved in selling data that is designed to serve information needs of firms like PepsiCo and Coca-Cola.The data are primarily collected through surveys,purchase and media panels and scanners.What kind of service does ABC provide in the marketing research industry?

Problem-identification research is the more common of the forms of research and is undertaken by virtually all marketing firms.

All of the following are steps involved in the data-preparation stage of collected data EXCEPT:

If an outside agency was brought in to conduct work for a research project after the first three steps in the marketing research process were completed,which step would the agency conduct?

Which of the following is the more common of the forms of research and is undertaken by virtually all marketing firms?

Problem-identification research is typically used to address all of the following topics EXCEPT:

Formulating an analytical framework along with models,research questions,hypotheses,and the information needed are included in developing an approach to the problem.

Synovate,Westat,and Burke,Inc.are examples of marketing research firms that offer customized services.

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

The U.S.accounts for 60 percent of the marketing research expenditures worldwide.

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Secondary Data

Exploratory Research Design: Syndicated Sources of Secondary Data

Exploratory Research Design: Qualitative Research

Descriptive Research Design: Survey and Observation

Causal Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Noncomparative Scaling Techniques

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork: Data Collection

Data Preparation and Analysis Strategy

Frequency Distribution,hypothesis Testing,and Cross-Tabulation

Hypothesis Testing Related to Differences

Correlation and Regression

Report Preparation and Presentation

Filters

Exam 1: Introduction to Marketing Research

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

Researchers enter the realm of the decision maker when they ________.

Problem-solving research is undertaken to help identify problems that are not necessarily apparent on the surface and yet exist or are likely to arise in the future.

Social media embody social computing tools commonly referred to as Web 1.0.

In a short essay,discuss the characteristics of full-service marketing research suppliers and describe three types of these full service suppliers.Include a description of the various services offered by each type of supplier to support your answer.

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

Pricing,promotion,and distribution are all considered controllable marketing variables.

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

Which of the following classifications of marketing research involves going below the surface to identify the true underlying problem that the marketing manager is facing?

ABC is a company which is involved in selling data that is designed to serve information needs of firms like PepsiCo and Coca-Cola.The data are primarily collected through surveys,purchase and media panels and scanners.What kind of service does ABC provide in the marketing research industry?

Problem-identification research is the more common of the forms of research and is undertaken by virtually all marketing firms.

All of the following are steps involved in the data-preparation stage of collected data EXCEPT:

If an outside agency was brought in to conduct work for a research project after the first three steps in the marketing research process were completed,which step would the agency conduct?

Which of the following is the more common of the forms of research and is undertaken by virtually all marketing firms?

Problem-identification research is typically used to address all of the following topics EXCEPT:

Formulating an analytical framework along with models,research questions,hypotheses,and the information needed are included in developing an approach to the problem.

Synovate,Westat,and Burke,Inc.are examples of marketing research firms that offer customized services.

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

The U.S.accounts for 60 percent of the marketing research expenditures worldwide.

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Secondary Data

Exploratory Research Design: Syndicated Sources of Secondary Data

Exploratory Research Design: Qualitative Research

Descriptive Research Design: Survey and Observation

Causal Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Noncomparative Scaling Techniques

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork: Data Collection

Data Preparation and Analysis Strategy

Frequency Distribution,hypothesis Testing,and Cross-Tabulation

Hypothesis Testing Related to Differences

Correlation and Regression

Report Preparation and Presentation

Filters