Question 1

Good procedures for cost control include all of the following except:

Accepted Answer

A) Systems that accurately capture data collection and other costs associated with the project on a daily basis. 
B) Policies and practices that quickly identify overbudget situations and then find causes and seek solutions. 
C) Daily reporting of costs to the communication liaison. 
D) Policies and practices that find and account for underbudget situations. 
E) Policies and practices in the research organization that require the liaison to communicate the budget picture to clients and to senior managers at the
Research company. 
A) Systems that accurately capture data collection and other costs associated with the project on a daily basis. 
B) Policies and practices that quickly identify overbudget situations and then find causes and seek solutions. 
C) Daily reporting of costs to the communication liaison. 
D) Policies and practices that find and account for underbudget situations. 
E) Policies and practices in the research organization that require the liaison to communicate the budget picture to clients and to senior managers at the
Research company.

Question 2

Imagine you are responsible for your research department budget.What steps would you take to make sure the funds are allocated wisely?

Accepted Answer

Student answers will vary.One idea invol

Question 3

To increase a client's ROI,a marketing research firm can:

Accepted Answer

A) invest more in research 
B) invest less in research 
C) reduce the anticipated dollar value of the decision based on the research 
D) invest more in advertising 
E) enter a riskier new market 
A) invest more in research 
B) invest less in research 
C) reduce the anticipated dollar value of the decision based on the research 
D) invest more in advertising 
E) enter a riskier new market

Question 4

Which of the following is a reason marketing research information may not be used effectively?

Accepted Answer

A) Managers in the same business for a long time think they know customers' markets in depth. 
B) Some managers are skeptical of new information and see it as a threat to their authority. 
C) Some managers have a pro-innovation bias and are likely to try anything new. 
D) all of the above 
E) none of the above 
A) Managers in the same business for a long time think they know customers' markets in depth. 
B) Some managers are skeptical of new information and see it as a threat to their authority. 
C) Some managers have a pro-innovation bias and are likely to try anything new. 
D) all of the above 
E) none of the above

Question 5

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

Question 6

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 the above 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 the above are key factors in the effective use of marketing research information.

Question 7

Which of the following is NOT one of the goals of research management?

Accepted Answer

A) stay on schedule 
B) manage client profitability 
C) develop staff 
D) meet potential new clients 
E) build an effective organization 
A) stay on schedule 
B) manage client profitability 
C) develop staff 
D) meet potential new clients 
E) build an effective organization

Question 8

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 9

Top management's support and approval of marketing research has little to do with how effectively the results of the report are utilized by middle marketing managers.

Accepted Answer

A) True 
 B)False

Question 10

Time management is important in marketing research because clients often have a specified time schedule that they must meet.

Accepted Answer

A) True 
 B)False

Question 11

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 the above 
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 the above

Question 12

Encouraging risk taking among marketing research staff can pay off if the risks are measured,but employees should also be strongly cautioned.

Accepted Answer

A) True 
 B)False

Question 13

The least important objective of research management is to ensure the quality or integrity of the data produced by the research process.

Accepted Answer

A) True 
 B)False

Question 14

The text lists 10 things that clients want from the marketing research supplier.However,the discussion is expanded to include "Making Difficult Clients Happy." Summarize what it takes to "Make Difficult Clients Happy."

Accepted Answer

Being a good listener,keeping detailed n

Question 15

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 16

Which of the following was perceived as the most important interpersonal factor between marketing research suppliers and users?

Accepted Answer

A) perceived integrity of the researcher 
B) perceived ability of the researcher 
C) amount of client interaction 
D) ability of the researcher to interpret the data in a user-friendly manner 
E) All of the above are equally important. 
A) perceived integrity of the researcher 
B) perceived ability of the researcher 
C) amount of client interaction 
D) ability of the researcher to interpret the data in a user-friendly manner 
E) All of the above are equally important.

Question 17

Captive outsourcing is:

Accepted Answer

A) when a research firm outsources to a firm in a small,developing country. 
B) when a research firm creates a wholly-owned foreign facility for outsourcing. 
C) outsourcing to prisoners held against their will. 
D) outsourcing to a third-party provider. 
E) the most cost efficient way to hire a market researcher staff. 
A) when a research firm outsources to a firm in a small,developing country. 
B) when a research firm creates a wholly-owned foreign facility for outsourcing. 
C) outsourcing to prisoners held against their will. 
D) outsourcing to a third-party provider. 
E) the most cost efficient way to hire a market researcher staff.

Question 18

The best project manager does all of the following except:

Accepted Answer

A) Lets the client define all the research objectives and design on his/her own 
B) Executes the project flawlessly 
C) Monitors the project closely 
D) Delivers beyond expectations 
E) Provides insights about the findings 
A) Lets the client define all the research objectives and design on his/her own 
B) Executes the project flawlessly 
C) Monitors the project closely 
D) Delivers beyond expectations 
E) Provides insights about the findings

Exam 20: Managing Marketing Research

Good procedures for cost control include all of the following except:

Imagine you are responsible for your research department budget.What steps would you take to make sure the funds are allocated wisely?

To increase a client's ROI,a marketing research firm can:

Which of the following is a reason marketing research information may not be used effectively?

The key to good supplier-client relations is ____________.

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

Which of the following is NOT one of the goals of research management?

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

Top management's support and approval of marketing research has little to do with how effectively the results of the report are utilized by middle marketing managers.

Time management is important in marketing research because clients often have a specified time schedule that they must meet.

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

Encouraging risk taking among marketing research staff can pay off if the risks are measured,but employees should also be strongly cautioned.

The least important objective of research management is to ensure the quality or integrity of the data produced by the research process.

The text lists 10 things that clients want from the marketing research supplier.However,the discussion is expanded to include "Making Difficult Clients Happy." Summarize what it takes to "Make Difficult Clients Happy."

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

Which of the following was perceived as the most important interpersonal factor between marketing research suppliers and users?

Captive outsourcing is:

The best project manager does all of the following except:

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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