Question 1

Marketing research provides decision makers with data on the effectiveness of the current marketing mix and also with insights for necessary changes.

Accepted Answer

A) True 
 B)False

Question 2

Many people surveyed say they are environmentally-conscious and favor green products even if they are more expensive than traditional products.Some marketers are worried that many people may not actually purchase green products.This concern is about the potential for what kind of sampling error?

Accepted Answer

A)  nonresponse 
B)  frame 
C)  random 
D)  measurement 
E)  none of the choices

Question 3

Marketing research has three functional roles.These roles are:

Accepted Answer

A)  normative, descriptive, and explanatory 
B)  predictive, normative, and persuasive 
C)  descriptive, diagnostic, and predictive 
D)  flexible, interactive, and discovery-oriented 
E)  descriptive, explanatory, and predictive

Question 4

A _____ sample is any sample in which little or no attempt is made to obtain a representative cross section of the population.

Accepted Answer

A)  frame 
B)  random 
C)  probability 
D)  nonprobability 
E)  representational

Question 5

_____ is essential to the success of focus-group research.

Accepted Answer

A)  Empowerment 
B)  Group dynamics 
C)  Individualism 
D)  Group acculturation 
E)  Corporate synergy

Question 6

Managers must combine specific pieces of information needed to identify the marketing research problem.Their _____ is to provide insightful decision-making information.

Accepted Answer

A)  company-correlated goal 
B)  autonomous task 
C)  dichotomous goal 
D)  marketing research objective 
E)  field service objective

Question 7

Discuss the advantages of Internet surveys.

Accepted Answer

The answer of Discuss the advantages of Internet surveys....

Question 8

_____ research depends on watching what people do.

Accepted Answer

A)  Anonymous viewership 
B)  Observation 
C)  Interactive 
D)  Personal scanner 
E)  Survey

Question 9

After listening to a group of middle-aged women discuss there biggest concerns about the jeans they wore,a company designed a new line of comfortable women's jeans and touted them as "not your daughter's jeans." This is an example of research conducted to:

Accepted Answer

A)  improve the quality of their decision making 
B)  find out why a marketing plan failed 
C)  learn how to more efficiently retain customers 
D)  understand the ever-changing marketplace 
E)  do all of these

Question 10

A(n)_____ is a company that acquires,catalogs,reformats,segments,and resells reports already published by marketing research firms.

Accepted Answer

A)  syndicated vendor 
B)  research directory 
C)  marketing research aggregator 
D)  secondary data provider 
E)  marketing research compiler

Question 11

Phillip Morris USA,the manufacturer of Marlboro Ultra Smooth cigarette targeted to people who want to smoke a potentially safer cigarette has asked for marketing research to explain the reasons for the recent failure of the new cigarette.This type of research is described as:

Accepted Answer

A)  descriptive 
B)  predictive 
C)  diagnostic 
D)  normative 
E)  historical

Question 12

When a university began thinking about offering more online degrees it used primary data to get potential students' attitudes and intentions. What is the most likely reason for using primary data?

Accepted Answer

A)  this information was already freely available to all interested parties 
B)  the value of the research is unrelated to sample size 
C)  the information can be collected quickly and at low cost 
D)  the information will fit the university's needs exactly since it will be collected specifically for this study 
E)  it will benchmark consumers' interest in grading equipment

Question 13

A(n)_____ is an interactive,flexible computerized information system that enables managers to obtain and manipulate information as they are making decisions.

Accepted Answer

A)  expert system 
B)  marketing information system 
C)  artificial intelligence system 
D)  marketing decision support system 
E)  database marketing system

Question 14

Community Trust Bank management decided to design a new product and promotion to appeal to small to medium-sized businesses.A researcher conducted a series of focus groups with business owners to find out more about what they wanted in bank services.With the focus groups Community Trust was collecting _____ data.

Accepted Answer

A)  primary 
B)  ethnographic 
C)  consensual 
D)  secondary 
E)  collaborative

Question 15

Research done by ShopLocal.com Americans today are concerned enough about sustaining the environment that they are willing to spend more.Suppose,to cut the cost of the research,ShopLocal.com included a second study asking consumers about their preferences in the upcoming presidential elections.This research would be an example of:

Accepted Answer

A)  a dual-purpose analysis 
B)  a piggyback study 
C)  a Siamese twin project 
D)  a two-for-one integrative study 
E)  dual experimentation

Question 16

A bowling alley operator could use _____ to determine why customers do not seem to like his bowling alley's new location.

Accepted Answer

A)  transactional marketing 
B)  public relations 
C)  an EDI system 
D)  market synergy 
E)  marketing research

Question 17

Representatives of the Tourism Board of Arkansas visited state welcome centers and asked visitors to the state,"What is your reason for coming to Arkansas?" This would be an example of a(n)_____ question.

Accepted Answer

A)  scaled-response 
B)  Likert scale 
C)  open-ended 
D)  dichotomous 
E)  multiple choice

Question 18

All of the following statements explain the success of Internet marketing research EXCEPT:

Accepted Answer

A)  It allows for faster and better decision making through more rapid access to business intelligence. 
B)  It slashes labor- and time-intensive research activities and associated costs. 
C)  Its use makes it much easier to conduct follow-up studies. 
D)  It improves the ability to respond quickly to customer needs and market shifts. 
E)  It relieves the researcher of having to determine the research design.

Question 19

An online focus group is a selected group of consumers who agree to participate in an ongoing dialogue with a particular corporation.

Accepted Answer