Question 1

___________ is the successful implementation of creative ideas within an organization.

Accepted Answer

A) Creativity 
B) Innovation 
C) Improvements 
D) Entrepreneurship 
E) None of these 
A) Creativity 
B) Innovation 
C) Improvements 
D) Entrepreneurship 
E) None of these B

Question 2

In the context of moving marketing research more into a decision making role,rather than purely a staff/support function,define the following 3 terms:
a)Insight
b)Innovation
c)Creativity

Accepted Answer

Insight:From the perspective of providing more marketplace impact,"Insight" is new knowledge that has the potential to create significant marketing impact.
Innovation:Innovation is the successful implementation of creative ideas within an organization.
Creativity:The ability to generate and recognize potentially useful ideas.
Hence,when marketing researchers begin providing leadership with regard to strategic priorities,their role will expand from that of a staff supplier of information to one of increasing decision making importance.

Question 3

The key to good supplier-client relations is ____________.

Accepted Answer

A) hard work 
B) communication 
C) a fair price 
D) positive results 
E) keeping the project on schedule 
A) hard work 
B) communication 
C) a fair price 
D) positive results 
E) keeping the project on schedule B

Question 4

Which of the following are benefits of quantifying the economic value of research?

Accepted Answer

A) Increased credibility with senior management and other functional areas 
B) Increase focus on the factors in the processes that drive the most economic value 
C) More ammunition in defending the research budget 
D) Better prioritization and allocation of research resources 
E) All of these 
A) Increased credibility with senior management and other functional areas 
B) Increase focus on the factors in the processes that drive the most economic value 
C) More ammunition in defending the research budget 
D) Better prioritization and allocation of research resources 
E) All of these

Question 5

Low involvement by a client with a marketing research supplier may result in the results of a marketing report not being used.

Accepted Answer

A) True 
 B)False

Question 6

Asking a client for their budget on a project helps the research firm to learn what the client has in mind.

Accepted Answer

A) True 
 B)False

Question 7

Incidence rate problems increase the amount of time required to complete the sample of a project,but can also lower the cost of data-collection.

Accepted Answer

A) True 
 B)False

Question 8

What steps and actions should a research supplier take to try to become a strategic partner with a research client?

Accepted Answer

Marketing research departments can take

Question 9

Which of the following takes into account the value,increased confidence,and the cost of research?

Accepted Answer

A) ROI 
B) ROI Lite 
C) ROI Complete 
D) None of these 
A) ROI 
B) ROI Lite 
C) ROI Complete 
D) None of these

Question 10

Asking a vendor for the academic background and experience of the persons slated to work on the project is considered unprofessional.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following is not a key factor in the effective use of marketing research information?

Accepted Answer

A) perceived credibility of the report by users 
B) perceived usefulness of the report by users 
C) degree of client/researcher interaction 
D) perceived credibility of the user of the report 
E) All of these are key factors in the effective use of marketing research information. 
A) perceived credibility of the report by users 
B) perceived usefulness of the report by users 
C) degree of client/researcher interaction 
D) perceived credibility of the user of the report 
E) All of these are key factors in the effective use of marketing research information.

Question 12

Cost-plus projects are typically found in situations where:

Accepted Answer

A) the researchers are required to travel. 
B) a research firm is recognized as providing high-quality output. 
C) a client requires frequent progress reports. 
D) a research department of a large corporation conducts a project for another departmen 
E) a research firm's fees fall within the 90ᵗʰ percentile. 
A) the researchers are required to travel. 
B) a research firm is recognized as providing high-quality output. 
C) a client requires frequent progress reports. 
D) a research department of a large corporation conducts a project for another departmen 
E) a research firm's fees fall within the 90ᵗʰ percentile.

Question 13

The key to staying on the acceptable vendor lists is in the contribution a supplier makes to the company.This means understanding _______________.

Accepted Answer

A) The client's industry 
B) The tracking of industry trends 
C) Customization of offerings to meet client's unique needs 
D) All of these 
A) The client's industry 
B) The tracking of industry trends 
C) Customization of offerings to meet client's unique needs 
D) All of these

Question 14

By reducing the organizational distance between the client and staff members,it is easier for them to appreciate the client's situation and focus on serving his or her needs.

Accepted Answer

A) True 
 B)False

Question 15

Providing the firm's full financial information to even senior level employees is rarely,if ever,advisable.

Accepted Answer

A) True 
 B)False

Question 16

To get the attention of senior management,researchers must move beyond crunching numbers to analyzing the information and providing results.

Accepted Answer

A) True 
 B)False

Question 17

Marketing research suppliers must take client profitability into account.

Accepted Answer

A) True 
 B)False

Question 18

The two most important things a client wants in a vendor are confidentiality and honesty.

Accepted Answer

A) True 
 B)False

Question 19

A major problem with the effective use of marketing research information is that different marketing managers use and value research information differently.

Accepted Answer

A) True 
 B)False

Question 20

Many department heads say that they believe it's important for the research group to have a discretionary budget for important projects.

Accepted Answer

A) True 
 B)False

___________ is the successful implementation of creative ideas within an organization.

In the context of moving marketing research more into a decision making role,rather than purely a staff/support function,define the following 3 terms: a)Insight b)Innovation c)Creativity

The key to good supplier-client relations is ____________.

Which of the following are benefits of quantifying the economic value of research?

Low involvement by a client with a marketing research supplier may result in the results of a marketing report not being used.

Asking a client for their budget on a project helps the research firm to learn what the client has in mind.

Incidence rate problems increase the amount of time required to complete the sample of a project,but can also lower the cost of data-collection.

What steps and actions should a research supplier take to try to become a strategic partner with a research client?

Which of the following takes into account the value,increased confidence,and the cost of research?

Asking a vendor for the academic background and experience of the persons slated to work on the project is considered unprofessional.

Which of the following is not a key factor in the effective use of marketing research information?

Cost-plus projects are typically found in situations where:

The key to staying on the acceptable vendor lists is in the contribution a supplier makes to the company.This means understanding _______________.

By reducing the organizational distance between the client and staff members,it is easier for them to appreciate the client's situation and focus on serving his or her needs.

Providing the firm's full financial information to even senior level employees is rarely,if ever,advisable.

To get the attention of senior management,researchers must move beyond crunching numbers to analyzing the information and providing results.

Marketing research suppliers must take client profitability into account.

The two most important things a client wants in a vendor are confidentiality and honesty.

A major problem with the effective use of marketing research information is that different marketing managers use and value research information differently.

Many department heads say that they believe it's important for the research group to have a discretionary budget for important projects.

The Role of Marketing Research in Management Decision Making

The Marketing Research Industry and Research Ethics

Problem Definition and the Research Process

Secondary Data and Databases

Qualitative Research

Traditional Survey Research

Online Marketing Research-The Growth of Mobile and Social Media Research

Primary Data Collection: Observation

Primary Data Collection: Experimentation and Test Markets

The Concept of Measurement

Using Measurement Scales to Build Marketing Effectiveness

Questionnaire Design

Basic Sampling Issues

Sample Size Determination

Data Processing and Fundamental Data Analysis

Statistical Testing of Differences and Relationships

Bivariate Correlation and Regression

Multivariate Data Analysis

Communicating the Research Results

Filters

Exam 20: Managing Marketing Research

___________ is the successful implementation of creative ideas within an organization.

In the context of moving marketing research more into a decision making role,rather than purely a staff/support function,define the following 3 terms: a)Insight b)Innovation c)Creativity

The key to good supplier-client relations is ____________.

Which of the following are benefits of quantifying the economic value of research?

Low involvement by a client with a marketing research supplier may result in the results of a marketing report not being used.

Asking a client for their budget on a project helps the research firm to learn what the client has in mind.

Incidence rate problems increase the amount of time required to complete the sample of a project,but can also lower the cost of data-collection.

What steps and actions should a research supplier take to try to become a strategic partner with a research client?

Which of the following takes into account the value,increased confidence,and the cost of research?

Asking a vendor for the academic background and experience of the persons slated to work on the project is considered unprofessional.

Which of the following is not a key factor in the effective use of marketing research information?

Cost-plus projects are typically found in situations where:

The key to staying on the acceptable vendor lists is in the contribution a supplier makes to the company.This means understanding _______________.

By reducing the organizational distance between the client and staff members,it is easier for them to appreciate the client's situation and focus on serving his or her needs.

Providing the firm's full financial information to even senior level employees is rarely,if ever,advisable.

To get the attention of senior management,researchers must move beyond crunching numbers to analyzing the information and providing results.

Marketing research suppliers must take client profitability into account.

The two most important things a client wants in a vendor are confidentiality and honesty.

A major problem with the effective use of marketing research information is that different marketing managers use and value research information differently.

Many department heads say that they believe it's important for the research group to have a discretionary budget for important projects.

The Role of Marketing Research in Management Decision Making

The Marketing Research Industry and Research Ethics

Problem Definition and the Research Process

Secondary Data and Databases

Qualitative Research

Traditional Survey Research

Online Marketing Research-The Growth of Mobile and Social Media Research

Primary Data Collection: Observation

Primary Data Collection: Experimentation and Test Markets

The Concept of Measurement

Using Measurement Scales to Build Marketing Effectiveness

Questionnaire Design

Basic Sampling Issues

Sample Size Determination

Data Processing and Fundamental Data Analysis

Statistical Testing of Differences and Relationships

Bivariate Correlation and Regression

Multivariate Data Analysis

Communicating the Research Results

Filters