Question 1

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

Question 2

What is a recent trend with regard to outsourcing versus insourcing marketing research services?

Accepted Answer

For the last 10-plus years the trend was toward outsourcing some of the marketing research functions.However,in the context of data collection,especially when the mode is an online survey,companies are conducting the surveys themselves (insourcing).It is being used as a means of saving on the cost side of the marketing research project.

Question 3

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  False

Question 4

Employee liability is an important issue when a research supplier outsources to third-party providers.

Accepted Answer

A) True 
 B)False

Question 5

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

Accepted Answer

A) True 
 B)False

Question 6

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 7

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 8

Describe CRI's Client Profitability Analysis and how it is used in their business.

Accepted Answer

CRI realized they had too many clients,o

Question 9

A 66 percent majority of adults believe,wrongly,that the phrase "margin of error" includes calculation of errors caused by how the questions are worded.

Accepted Answer

A) True 
 B)False

Question 10

If a marketing research firm plans to subcontract any part of a project,it's better not to give this information to the client.

Accepted Answer

A) True 
 B)False

Question 11

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 department. 
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 department. 
E) a research firm's fees fall within the 90th percentile.

Question 12

Which of the following is not a suggestion given for staff development in a research firm?

Accepted Answer

A) Foster recognition and accountability. 
B) Connect rewards to a business result. 
C) Create an environment that encourages perfection. 
D) Attract and support people with entrepreneurial attitudes. 
E) Provide job autonomy within a certain structure. 
A) Foster recognition and accountability. 
B) Connect rewards to a business result. 
C) Create an environment that encourages perfection. 
D) Attract and support people with entrepreneurial attitudes. 
E) Provide job autonomy within a certain structure.

Question 13

Ways of retaining skills staff include:

Accepted Answer

A) conducting regular performance reviews 
B) giving pay raises in spite of below average performance 
C) giving staff a variety of work tasks 
D) A and B only 
E) A and C only 
A) conducting regular performance reviews 
B) giving pay raises in spite of below average performance 
C) giving staff a variety of work tasks 
D) A and B only 
E) A and C only

Question 14

___________ is newer knowledge that has the potential to create significant marketing impact.

Accepted Answer

A) Innovation 
B) Insight 
C) A & B 
D) Neither A nor B 
A) Innovation 
B) Insight 
C) A & B 
D) Neither A nor B

Question 15

Research management involves overseeing the development of:

Accepted Answer

A) communication systems. 
B) schedules 
C) client profitability 
D) all of the above 
E) none of the above 
A) communication systems. 
B) schedules 
C) client profitability 
D) all of the above 
E) none of the above

Question 16

What is the general rule for selecting a marketing research supplier?

Accepted Answer

A) Choose the least expensive supplier and,if the project's needs exceed their abilities,move to the next supplier. 
B) Choose the smallest firm consistent with the scope of the project,as long as the project is not more than 30% of the supplier's annual revenues. 
C) Choose the vendor that has the best reputation. 
D) Choose the smallest firm consistent with the scope of the project,as long as the project is not more than 15% of the supplier's annual revenues. 
E) There is no general rule. 
A) Choose the least expensive supplier and,if the project's needs exceed their abilities,move to the next supplier. 
B) Choose the smallest firm consistent with the scope of the project,as long as the project is not more than 30% of the supplier's annual revenues. 
C) Choose the vendor that has the best reputation. 
D) Choose the smallest firm consistent with the scope of the project,as long as the project is not more than 15% of the supplier's annual revenues. 
E) There is no general rule.

Question 17

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 providi

Question 18

Outsourcing is becoming a popular way for research firms to cut costs.

Accepted Answer

A) True 
 B)False

Question 19

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 20

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

Exam 20: Managing Marketing Research

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

What is a recent trend with regard to outsourcing versus insourcing marketing research services?

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

Employee liability is an important issue when a research supplier outsources to third-party providers.

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

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

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

Describe CRI's Client Profitability Analysis and how it is used in their business.

A 66 percent majority of adults believe,wrongly,that the phrase "margin of error" includes calculation of errors caused by how the questions are worded.

If a marketing research firm plans to subcontract any part of a project,it's better not to give this information to the client.

Cost-plus projects are typically found in situations where:

Which of the following is not a suggestion given for staff development in a research firm?

Ways of retaining skills staff include:

___________ is newer knowledge that has the potential to create significant marketing impact.

Research management involves overseeing the development of:

What is the general rule for selecting a marketing research supplier?

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

Outsourcing is becoming a popular way for research firms to cut costs.

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.

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.

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

A: 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

A: Managing Marketing Research

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