Question 1

Professional respondents are generally viewed in a positive light by marketing researchers.

Accepted Answer

A) True 
 B)False

Question 2

Subjectivity should be discouraged in marketing research.

Accepted Answer

A) True 
 B)False

Question 3

Which U.S.marketing research firm is not in the top five in revenue,based on
Exhibit 2.3 The 40 Largest U.S.Marketing Research Firms.

Accepted Answer

A) The Nielson Co. 
B) Q Research Solutions Inc. 
C) Symphony IRI 
D) Kantar 
E) IMS Health Inc. 
A) The Nielson Co. 
B) Q Research Solutions Inc. 
C) Symphony IRI 
D) Kantar 
E) IMS Health Inc.

Question 4

Black box branding techniques are usually easy for a potential client to decipher.

Accepted Answer

A) True 
 B)False

Question 5

All of the following firms represent the front line of the research industry except
What?

Accepted Answer

A) Custom research firms 
B) Syndicated research firms 
C) Limited function research firms 
D) Specialized service firms 
A) Custom research firms 
B) Syndicated research firms 
C) Limited function research firms 
D) Specialized service firms

Question 6

When a research supplier purchases a list of 3,000 customers,it is contracting with what type of company?

Accepted Answer

A) Syndicated service firm 
B) specialized service firm 
C) software firm 
D) sampling firm 
E) none of the above 
A) Syndicated service firm 
B) specialized service firm 
C) software firm 
D) sampling firm 
E) none of the above

Question 7

Mystery shoppers:

Accepted Answer

A) develop strategic partnerships. 
B) play an important role in the distribution function. 
C) develop new product ideas. 
D) are heavy users of marketing research. 
E) work for franchisors and provide information for franchisees. 
A) develop strategic partnerships. 
B) play an important role in the distribution function. 
C) develop new product ideas. 
D) are heavy users of marketing research. 
E) work for franchisors and provide information for franchisees.

Question 8

Which of the following is not a way marketing research is used by corporate marketing departments to support the marketing decision-making process?

Accepted Answer

A) to evaluate the ongoing success of operational marketing strategies 
B) to identify new target markets 
C) to measure the quality of customer service and level of satisfaction 
D) to assess changes in the internal environment 
E) All of the above are used to support the marketing decision-making process. 
A) to evaluate the ongoing success of operational marketing strategies 
B) to identify new target markets 
C) to measure the quality of customer service and level of satisfaction 
D) to assess changes in the internal environment 
E) All of the above are used to support the marketing decision-making process.

Question 9

When selecting a research supplier,a client firm would be wise to do which of the following?

Accepted Answer

A) not do business with a supplier who guarantees an outcome 
B) always choose the supplier with the lowest price 
C) work with a supplier only one time 
D) all of the above 
A) not do business with a supplier who guarantees an outcome 
B) always choose the supplier with the lowest price 
C) work with a supplier only one time 
D) all of the above

Question 10

Field service firms:

Accepted Answer

A) are data collection specialists who collect data on a subcontract basis. 
B) design research strategies for large marketing companies. 
C) analyze interviews and provide this analysis to clients. 
D) specialize in going into the field and generating new product ideas. 
E) do only exploratory research. 
A) are data collection specialists who collect data on a subcontract basis. 
B) design research strategies for large marketing companies. 
C) analyze interviews and provide this analysis to clients. 
D) specialize in going into the field and generating new product ideas. 
E) do only exploratory research.

Question 11

Your company has decided it needs some marketing research done.However,you are inexperienced in the evaluation of research suppliers.What are some things to consider in the selection of a marketing research supplier?

Accepted Answer

The text notes a number of war

Question 12

When research is commissioned for public relations purposes or to prove a position,this is referred to as a(n)_________ study.

Accepted Answer

A) qualitative 
B) quantitative 
C) advocacy 
D) valid 
A) qualitative 
B) quantitative 
C) advocacy 
D) valid

Question 13

A marketing research supplier that quotes an unrealistically low price for marketing research,only to raise it,is engaging in _______.

Accepted Answer

A) price skimming 
B) price penetration 
C) price leadership 
D) low-ball pricing 
E) none of the above 
A) price skimming 
B) price penetration 
C) price leadership 
D) low-ball pricing 
E) none of the above

Question 14

An organization's marketing department is an example of an external user of marketing research.

Accepted Answer

A) True 
 B)False

Question 15

Syndicated service firms are relatively few and,compared to custom research
firms,relatively large.

Accepted Answer

A) True 
 B)False

Question 16

Syndicated service firms:

Accepted Answer

A) are relatively small. 
B) are large in number. 
C) specialize in product movement and audience media data. 
D) do nothing but collect data. 
E) account for 90% of all monies spent on market research. 
A) are relatively small. 
B) are large in number. 
C) specialize in product movement and audience media data. 
D) do nothing but collect data. 
E) account for 90% of all monies spent on market research.

Question 17

In terms of revenues,the largest marketing research firms tend to be syndicated research suppliers.

Accepted Answer

A) True 
 B)False

Exam 2: A: The Marketing Research Industry and Research Ethics

Professional respondents are generally viewed in a positive light by marketing researchers.

Subjectivity should be discouraged in marketing research.

Which U.S.marketing research firm is not in the top five in revenue,based on Exhibit 2.3 The 40 Largest U.S.Marketing Research Firms.

Black box branding techniques are usually easy for a potential client to decipher.

All of the following firms represent the front line of the research industry except What?

When a research supplier purchases a list of 3,000 customers,it is contracting with what type of company?

Mystery shoppers:

Which of the following is not a way marketing research is used by corporate marketing departments to support the marketing decision-making process?

When selecting a research supplier,a client firm would be wise to do which of the following?

Field service firms:

Your company has decided it needs some marketing research done.However,you are inexperienced in the evaluation of research suppliers.What are some things to consider in the selection of a marketing research supplier?

When research is commissioned for public relations purposes or to prove a position,this is referred to as a(n)_________ study.

A marketing research supplier that quotes an unrealistically low price for marketing research,only to raise it,is engaging in _______.

An organization's marketing department is an example of an external user of marketing research.

Syndicated service firms are relatively few and,compared to custom research firms,relatively large.

Syndicated service firms:

In terms of revenues,the largest marketing research firms tend to be syndicated research suppliers.

The Role of Marketing Research in Management Decision Making

A: The Role of Marketing Research in Management Decision Making

The Marketing Research Industry and Research Ethics

Problem Definition,exploratory Research,and the Research Process

A: Problem Definition and the Research Process

Secondary Data and Databases

A: Secondary Data and Databases

Qualitative Research

A: Qualitative Research

Traditional Survey Research

A: Traditional Survey Research

Online Marketing Research

A: Online Marketing Research

Primary Data Collection: Observation

A: Primary Data Collection: Observation

Primary Data Collection: Experimentation and Test Markets

A: Primary Data Collection: Experimentation and Test Markets

The Concept of Measurement

A: The Concept of Measurement

Using Measurement Scales to Build Marketing Effectiveness

A: Using Measurement Scales to Build Marketing Effectiveness

Questionnaire Design

A: Questionnaire Design

Basic Sampling Issues

A: Basic Sampling Issues

Sample Size Determination

A: Sample Size Determination

Data Processing and Fundamental Data Analysis

A: Data Processing and Fundamental Data Analysis

Statistical Testing of Differences and Relationships

A: Statistical Testing of Differences and Relationships

Bivariate Correlation and Regression

A: Bivariate Correlation and Regression

Multivariate Data Analysis

A: Multivariate Data Analysis

Communicating the Research Results

A: Communicating the Research Results

Managing Marketing Research

A: Managing Marketing Research

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