Question 1

A ________ has been defined as a coordinated collection of data, systems, tools, and techniques with supporting software and hardware by which an organization gathers and interprets relevant information from business and environment and turns it into a basis for marketing action.

Accepted Answer

A)  marketing metric 
B)  marketing channel system 
C)  marketing decision support system 
D)  marketing research system 
E)  database management system

Question 2

Which of the following types of marketing research firms gathers consumer and trade information and then sells it for a fee (e.g., Nielsen Company)?

Accepted Answer

A)  custom marketing research firms 
B)  syndicated-service research firms 
C)  specialty-line marketing research firms 
D)  generic marketing research firms 
E)  focused marketing research firms

Question 3

You are the marketing research director of a medium-sized manufacturing firm and you would like to engage an outside marketing research firm to conduct field interviews. Which of the following categories of marketing research firms should you use?

Accepted Answer

A)  syndicated-service research firms 
B)  custom marketing research firms 
C)  global research management firms 
D)  specialty-line marketing research firms 
E)  brand management specialty research firms

Question 4

Marketing accountability means that marketers must more precisely estimate the effects of different marketing investments.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following is considered to be the last step in the marketing research process?

Accepted Answer

A)  presenting findings 
B)  analyzing information 
C)  controlling the environment 
D)  arriving at a decision 
E)  drafting the report

Question 6

Which of the following is considered to be the most versatile of all the contact methods?

Accepted Answer

A)  mail questionnaires 
B)  telephone interviews 
C)  personal interviews 
D)  online interviews 
E)  field trials

Question 7

Primary data can be collected in several ways. Installing CCTV cameras in a retail store whereby consumers' actions can be recorded is an example of ________ research.

Accepted Answer

A)  focus group 
B)  survey 
C)  observational 
D)  behavioral 
E)  experimental

Question 8

A question that respondents can answer in an almost unlimited number of ways is called a ________ question.

Accepted Answer

A)  structured 
B)  closed-end 
C)  completely unstructured 
D)  dichotomous 
E)  multiple choice

Question 9

Ryan has been appointed by Target Internationals, a hardware manufacturing firm, as a marketing researcher and has been asked to conduct marketing research to produce new insights of consumer attitude on its vacuum tubes. Ryan begins the research process by defining the problem, the decision alternatives, and research objectives. Mention the next step that Ryan will follow to continue with the research.

Accepted Answer

The answer of Ryan has been appointed by Target Internationals,...

Question 10

If the goal of marketing research is to shed light on the real nature of a problem and to suggest possible solutions or new ideas, the research is said to be ________.

Accepted Answer

A)  descriptive 
B)  quantitative 
C)  primary 
D)  secondary 
E)  exploratory

Question 11

________ measure the interest or emotions aroused by exposure to a specific ad or picture.

Accepted Answer

A)  Tachistoscopes 
B)  Polygraphs 
C)  Galvanometers 
D)  Audiometers 
E)  GPS systems

Question 12

In which of the following types of tests is a picture presented and respondents are asked to make up a story about what they think is happening or may happen in the picture?

Accepted Answer

A)  semantic differential test 
B)  word association test 
C)  story completion test 
D)  thematic apperception test 
E)  picture test

Question 13

An item in a questionnaire states that "most politicians cannot be trusted." Respondents are required to provide their answers by choosing any one of the following options: 1) Strongly disagree, 2) Disagree, 3) Neither agree nor disagree, 4) Agree, 5) Strongly agree. This is an example of a ________.

Accepted Answer

A)  semantic differential 
B)  word association question 
C)  Thematic Appreciation Test (TAT) 
D)  Likert scale 
E)  dichotomous question

Question 14

A customer-performance scorecard tracks the satisfaction of various constituencies who have a critical interest in and impact on the company's performance: employees, suppliers, banks, distributors, retailers and stockholders.

Accepted Answer

A) True 
 B)False

Question 15

The marketing manager needs to know the cost of the research project before approving it. During which stage of the marketing research process would such a consideration most likely take place?

Accepted Answer

A)  defining the problem 
B)  analyzing the information 
C)  drafting the report 
D)  developing the research plan 
E)  collecting information

Question 16

Keeping a survey short and simple and contacting customers no more than once a month are two keys to drawing people into the data collection effort.

Accepted Answer

A) True 
 B)False

Question 17

Copra, a manufacturer of cigarettes, conducts a survey before launching its new range of herbal cigarettes. What is the basic purpose of undertaking such a survey by Copra?

Accepted Answer

The answer of Copra, a manufacturer of cigarettes, conducts a...

Question 18

A question that respondents can answer in an almost unlimited number of ways like "What is your opinion of Cracker Barrel?" is a completely unstructured question.

Accepted Answer

A) True 
 B)False

Question 19

________ requires people to create a collage from magazine photos or drawings to depict their perceptions.

Accepted Answer

A)  Brand personification 
B)  Projective technique 
C)  Visualization 
D)  Laddering 
E)  Zaltman Metaphor Elicitation Technique

Question 20

If a marketing researcher wishes to reach those people who would not give personal interviews or whose responses might be biased or distorted by interviewers, he or she should use ________.

Accepted Answer

A)  mail questionnaires 
B)  telephonic interviews 
C)  online interviews 
D)  focus groups 
E)  observational research

Exam 4: Conducting Marketing Research

A ________ has been defined as a coordinated collection of data, systems, tools, and techniques with supporting software and hardware by which an organization gathers and interprets relevant information from business and environment and turns it into a basis for marketing action.

Which of the following types of marketing research firms gathers consumer and trade information and then sells it for a fee (e.g., Nielsen Company) ?

You are the marketing research director of a medium-sized manufacturing firm and you would like to engage an outside marketing research firm to conduct field interviews. Which of the following categories of marketing research firms should you use?

Marketing accountability means that marketers must more precisely estimate the effects of different marketing investments.

Which of the following is considered to be the last step in the marketing research process?

Which of the following is considered to be the most versatile of all the contact methods?

Primary data can be collected in several ways. Installing CCTV cameras in a retail store whereby consumers' actions can be recorded is an example of ________ research.

A question that respondents can answer in an almost unlimited number of ways is called a ________ question.

If the goal of marketing research is to shed light on the real nature of a problem and to suggest possible solutions or new ideas, the research is said to be ________.

________ measure the interest or emotions aroused by exposure to a specific ad or picture.

In which of the following types of tests is a picture presented and respondents are asked to make up a story about what they think is happening or may happen in the picture?

A customer-performance scorecard tracks the satisfaction of various constituencies who have a critical interest in and impact on the company's performance: employees, suppliers, banks, distributors, retailers and stockholders.

The marketing manager needs to know the cost of the research project before approving it. During which stage of the marketing research process would such a consideration most likely take place?

Keeping a survey short and simple and contacting customers no more than once a month are two keys to drawing people into the data collection effort.

Copra, a manufacturer of cigarettes, conducts a survey before launching its new range of herbal cigarettes. What is the basic purpose of undertaking such a survey by Copra?

A question that respondents can answer in an almost unlimited number of ways like "What is your opinion of Cracker Barrel?" is a completely unstructured question.

________ requires people to create a collage from magazine photos or drawings to depict their perceptions.

If a marketing researcher wishes to reach those people who would not give personal interviews or whose responses might be biased or distorted by interviewers, he or she should use ________.