MKTG 380 Midterm 1

What is a wrong reason for doing marketing research? a. A manager wants proof for the decision he's made. b. The market seems ripe for a change. c. Diversifying product offerings could be beneficial. d. Entering a foreign market means revisiting the marketing strategy. e. None of the above.

a. A manager wants proof for the decision he's made.

A recent university study suggests that spectators of sporting events have higher levels of involvement with the products being advertised when the home team is winning. What type of research is this? a. Correct Basic research b. Problem-based research c. Applied research d. Pure analytical research e. None of the above

a. Basic research

Which of the following would NOT be characteristic of basic research? a. Determining the most attractive price for a new product. b. Validating an existing theory. c. Learning more about a concept. d. Conducted by professors at larger "flagship-type" universities. e. All are characteristic of basic research.

a. Determining the most attractive

What is a plan for addressing the research objectives or hypotheses? In essence, the researcher develops a structure or framework to answer a specific research problem/opportunity. a. Research Design b. Design Strategy c. Research Opportunity d. Strategic Design

a. Research Design

_______________ is a discussion with knowledgeable individuals, both inside and outside the organization, who may provide insights into a problem. a. Pilot study b. Experience survey c. Case analysis d. Situation analysis e. None of the above

b. Experience survey

What is the primary channel that will allow management to make timely decisions in the marketing process? a. Financing decisions b. Marketing research c. Making business decisions based on feel and what looks good d. None of the above

b. Marketing research

_______________ is a goal statement, defining specific information needed to solve the marketing research problem. a. Exploratory research b. Marketing research objective c. Management objective d. Managerial decision problem e. None of the above

b. Marketing research objective

What does the iceberg principle refer to? a. Most data analysis techniques tend to be outdated. b. Research objectives are not often clearly defined. c. Symptoms are often mistaken for problems in business. d. None of the above.

b. Research objectives are not often clearly defined.

Which of the following is under control of the marketer? a. The external environment. b. The marketing mix. c. Economic conditions. d. Political stability. e. None of the above is under marketers' control.

b. The marketing mix.

Why would a bank NOT be interested in a study that would tell them which of their male customers have a poor self-concept and tend to be introverted? a. Resources for the study are lacking b. The research results would not be useful c. The managerial decision has already been made d. Decision-making information already exists e. None of the above

b. The research results would not be useful

Most marketing research studies which aim to assist a company with its marketing function are categorized as ___________ research. a. pure b. applied c. basic d. evaluative e. none of the above

b. applied

If a network executive wondered if an audience would tune into a young adult series, what type of exploratory research would you recommend to help him answer the question? a. situation analysis b. case analysis c. focus groups d. none of the above

b. case analysis

The best way for a business to achieve brand loyalty is to measure and monitor ________. a. production output b. customer satisfaction c. continual improvement d. none of the above e. all of the above

b. customer satisfaction

VISA considers updating its affiliate offerings to customers during the holiday season based on their buying habits over the last four years. This is an example of _________. a. an internal database b. data mining c. URL marketing d. database marketing e. none of the above

b. data mining

Which of the following would NOT be a source of internally generated secondary data? a. reports to stockholders b. government documents c. product testing results d. annual reports e. all of the above are internally generated data

b. government documents

Because consumers' responses on surveys aren't always consistent with their actions, researchers sometimes turn to this type of research. a. syndicated research b. observation research c. experimental research d. cause and effect research e. none of the above

b. observation research

When retailers monitor consumer shopping behavior by using scanner technology, this is an example of _______. a. survey research b. observation research c. experimental research d. cause-effect research e. none of the above

b. observation research

Which of the following might provide a good reason NOT to conduct marketing research? a. Insufficient time to conduct research. b. No budget allocated for research. c. Decision-making data already exists. d. All of the above are reasons to conduct marketing research. e. All of the above are reasons not to conduct marketing research.

c. Decision-making data already exists.

A marketing firm bids on a project for a bank study. In the study, a minimum of $20,000 is budgeted for data collection and focus groups after the survey. The bank responds by saying that it can only allocate $10,000 for data collection alone. What should the marketing research firm do? a. Scale back the project sample size b. Delete the focus group research c. Decline the project d. Both (a) and (b) e. None of the above

c. Decline the project

In depth discussions, usually consisting of 8-12 participants, led by a moderator and generally limited to one particular concept, idea or them are: a. Study groups b. Accuracy groups c. Focus groups d. Case groups

c. Focus groups

Which of the following is NOT part of the definition of marketing? a. Planning and execution regarding the marketing mix. b. Creating exchange. c. Gauging production efficiency. d. Satisfying consumer needs as well as organizational objectives. e. All of the above are part of the definition of marketing.

c. Gauging production efficiency.

Achieving a 15% rate of return on investment would identify with which of the following orientations? a. Production orientation. b. Systems orientation. c. Goal orientation. d. Consumer orientation. e. All are part of the requirements for adopting the marketing concept.

c. Goal orientation.

When you are not sure who gathered secondary data, its __________ may be questionable. a. availability b. relevance c. accuracy d. timeliness e. none of the above

c. accuracy

Who puts together a request for proposal (RFP)? a. custom research suppliers b. syndicated data suppliers c. companies that want to hire a research supplier d. respondents e. none of the above

c. companies that want to hire a research supplier

Which of the following is not NOT of defining a problem? a. recognize the problem or opportunity b. determine whether the information already exists c. compile a list of symptoms for individual research d. determine whether the question can be answered

c. compile a list of symptoms for individual research

The recent emphasis on customer satisfaction research by many companies relies on the notion that customer satisfaction is closely linked with ___________. a. customer defection b. customer complaints c. customer loyalty d. value consciousness e. none of the above

c. customer loyalty

At the heart of marketing research is the analysis of _________. a. decisions b. results c. data d. management e. none of the above

c. data

A manager who wants to show cause-and-effect between two variables would be advised to use which basic method of research? a. survey b. observation c. experiment d. none of the above

c. experiment

USA Today conducted a poll which found that 84% of the persons responding to the poll indicated they had changed in some significant way since 9/11. This type of data would be considered which of the following? a. internally generated secondary data b. internally generated primary data c. externally generated secondary data d. externally generated primary data e. none of the above

c. externally generated secondary data

"We believe that raising the price of membership of our country club will make it more desirable, and will increase our membership base" is an example of a(n) _______. a. objective b. management problem c. hypothesis d. marketing research problem e. none of the above

c. hypothesis

Managers may have the ability to look up previous research projects if their company has a sophisticated __________. a. pilot study b. experience survey c. intranet d. situation analysis e. none of the above

c. intranet

According to a recent survey, what is the most desirable quality in a marketing researcher, from the client's perspective? a. flexibility b. attention to detail c. maintains client confidentiality d. customer-oriented

c. maintains client confidentiality

Which of the following should be action oriented? a. objectives statement b. marketing research problem c. management decision problem d. statement of problem symptoms e. none of the above

c. management decision problem

American Express regularly stuffs its monthly statements with combinations of products depending upon customer characteristics. This data mining application is referred to as _______. a. customer retention b. customer abandonment c. market basket analysis d. customer acquisition e. none of the above

c. market basket analysis

What type of secondary data source would most likely charge a fee to access its information? a. government site b. university site c. market research aggregator site d. search engine

c. market research aggregator site

Database marketing is sometimes referred to as ____________. a. macromarketing b. niche marketing c. micromarketing d. none of the above

c. micromarketing

A manager at a publishing house asks for a single question to be added to a research study because she's curious about whether customers would be interested in a different genre of romance novels. You advise her that the information may be interesting, but it isn't actionable. This is called: a. hypothesis b. case analysis c. nice to know syndrome d. the information already exists

c. nice to know syndrome

The researcher cannot compute the statistical reliability of this type of sample. a. probability sample b. experimental sample c. nonprobability sample d. observational sample e. all of the above

c. nonprobability sample

A marketing database would be easiest to set up for which type of business? a. traditional retailer b. international retailer c. online retailer d. specialty retailer

c. online retailer

What type of company could most easily compile a large internal database? a. CPG, such as Kellogg's b. service, such as Delta Airlines c. online, such as Yahoo d. entertainment, such as Universal

c. online, such as Yahoo

A _____________ sample is characterized by every element in the population having a nonzero chance of being selected. a. nonrandom b. nonprobability c. probability d.(a) and (b) e. none of the above

c. probability

A teen consumer products firm notes that there were 30 million babies born between 1990 and 2002. The firm also recognizes that because of more single parent homes and dual-earner households, these young consumers are making many more purchase decisions. Beginning the process of marketing to that group of young consumers would be an example of which of the following? a. determining if the information exists b. using symptoms to clarify a problem c. recognizing an opportunity d. stating research objectives e. none of the above

c. recognizing an opportunity

Database marketing has come under scrutiny based on the idea that it may infringe on consumers' ___________. a. right to know b. right to choose c. right to privacy d. right to not be deceived

c. right to privacy

A laboratory experiment would be better than a field experiment in helping a researcher eliminate _______. a. causality b. concomitant variation variables c. spurious associations d. none of the above

c. spurious associations

Which of the following is NOT an advantage of secondary data? a. Secondary data can help clarify the research problem. b. Secondary data may provide a solution to the problem. c. Secondary data may provide the sample frame. d. All of the above are advantages of secondary data.

d. All of the above are advantages of secondary data.

Determining what consumer attitudes are with regard to a particular product and its advertising would be part of the _________ function in marketing research. a. descriptive b. diagnostic c. predictive d.forecasting e. none of the above

descriptive

Who uses marketing research? a. Developers b. Managers c. Boards of Directors d. None of the Above e. All of the Above

e. All of the Above Marketing research is used by developers, managers, and the BOD

All of the following are sections of a formal research request except: a. Action b. Use c. Information d. Logistics e. All of the above

e. All of the above

Which of the following is a key question at the problem-definition stage? a. Why is the information being sought? b. Does the information already exist? c. Can the question really be answered? d. Is there an understanding of the decision making environment? e. All of the above

e. All of the above

Which of the following would characterize an applied research effort? a. Determining the best package design for a Hispanic market b. Forecasting the demand for a new service c. Determining whether or not to add a new model of option d. Deciding which retail locations will produce the most consumer traffic e. All of the above

e. All of the above

What information would a weight loss program need to sample to create an effective marketing mix? a. Value of taste b. Value of cost c. Customer goals d. Brand trust e. All of the above

e. All of the above Value of taste, value of cost, customer goals, and brand trust

All of the following are advantages of secondary data except: a. It can help clarify or redefine the problem during the exploratory research process. b. It may provide a solution to the problem. c. It may provide primary data research method alternatives. d. It may provide the necessary background information and build credibility for the research report. e. All of the above.

e. All of the above.

Where could market researchers begin a search for user generated content regarding a television show while it 'aired'? a. Twitter. b. Focus group. c. Blog recaps. d. Facebook. e. Both a and d.

e. Both a and d. Twitter and Facebook

Which of the following is NOT a form of exploratory research? a. secondary data analysis. b. situation analysis. c. pilot study. d. experience survey. e. all of the above are forms of exploratory research.

e. all of the above are forms of exploratory research.

Which of the following would not be part of a database that would be ripe for data mining? a. electronic point-of-sale transactions. b. inventory records. c. online customer orders. d. customer demographics. e. all of the above could be part of the data mining process.

e. all of the above could be part of the data mining process.

Large amounts of money, time, and effort are wasted because requests for marketing information were poorly formulated. The preceding could have been avoided if the researcher had: a. found out exactly why the information was being sought. b. stated his/her objectives more clearly. c. recognized the opportunity. d. determined whether the information already exists. e. all of the above.

e. all of the above.

A producer of toys for small children asks a marketing research firm to conduct a survey to determine what percentage of the households in a region have children under six years of age. The marketing research firm should probably decline the project because of which of the following? a. Decision-making information already exists b. Toy managers confused about what information is needed c. Costs of research outweigh the benefits d. Decision has already been made e. None of the above

Decision-making information already exists

A marketing research firm is discussing the possibility of a major project for a real estate company. The research firm has already conducted extensive exploratory research for the project and has been compensated. For the subsequent survey, the top managers in the real estate firm cannot agree on exactly what the specific research objectives should be. What should the marketing research firm do? a. Decline the project b. Conduct more exploratory research c. Tell the top managers what the research objectives should be and do the project d. Agree to do the subsequent project for a lower cost e. None of the above

Decline the project

A market researcher was negotiating with a client concerning the best way to accomplish the client's objectives. The researcher discovered a study, which had some circumstances similar to that of the present client. Which of the following best describes what happened? a. Secondary data provided primary research alternatives. b. Secondary data actually provided the solution to the problem. c. Secondary data helped to clarify the problem. d. Secondary data provided necessary background information. e. None of the above.

a. Secondary data provided primary research alternatives.

Which of the following would be the strongest reason for NOT conducting marketing research? a. Small market yielding a small profit b. Small market yielding a large profit c. Large market yielding a small profit d. Large market yielding a large profit e. None of the above

a. Small market yielding a small profit

In which condition would you be least likely to perform marketing research? a. Small profit margin b. Large profit margin c. Large market size d. Small market size e.None of the above

a. Small profit margin

Which activity is included in marketing research? a. Surveys b. Market Saturation Point c. Retail Demographics d. Price Setting e. None of the above

a. Surveys

___________ orientation monitors the external environment in order to deliver the marketing mix to the target market. a. Systems. b. Goal. c. Diagnostic. d. Proactive. e. A combination of all of the above is correct.

a. Systems.

Which of the following websites would include the most credible data? a. U.S. Census Bureau b. local newspaper's website c. chamber of commerce website d. an individual's homepage

a. U.S. Census Bureau

Charming Charlie's, a lady's accessory store, wants to increase brand awareness of the latest season's colors. Their goal calls for increasing click through rate with their online advertising. The researcher needs to use ________________ to achieve the company's goals. a. behavioral targeting b. data mining c. database marketing d. none of the above

a. behavioral targeting

In analyzing the effects of shelf placement on sales, shelf placement of the product is the _______. a. independent variable b. dependent variable c. spurious variable d. temporal variable e. none of the above

a. independent variable

A marketing researcher wants to know what percentage of consumers would purchase a car that has not yet been produced. She would likely have a hard time finding secondary data to address this due to __________. a. lack of availability b. lack of relevance c. inaccuracy d. insufficiency e. none of the above

a. lack of availability

A hotel chain wants to explore whether to add or reduce the number of franchises in a city. Where should the researcher look for secondary data first? a. local visitor's bureau b. travel magazines c. competitor's upcoming news sites d. none of the above

a. local visitor's bureau

Marketresearch.com is an example of a(n) _______. a. marketing research aggregator b. search engine c. URL d.cookie e. none of the above

a. marketing research aggregator

Which of the following is NOT characteristic of secondary data? a. observation data collected for the project at hand. b. might be relevant to the problem at hand. c. gathered previously for another purpose. d. (b) and (c). e. all are characteristic of secondary data.

a. observation data collected for the project at hand

A/An _______________ is a survey using a limited number of respondents and often employing less rigorous sampling techniques than are employed in large quantitative studies. a. pilot study b. experience survey c. case analysis d. situation analysis e. none of the above

a. pilot study

What type of document does a research supplier prepare in response to an RFP? a. research proposal b. sampling report c. finished research report d. none of the above

a. research proposal

Which of the following is not a limitation of secondary data? a. takes more time to collect than primary data. b. may lack relevance for the present study. c. may not be available in the form needed for the present study. d. may not be accurate. e. all of the above are possible limitations of secondary data.

a. takes more time to collect than primary data.

What is the most important determinant of research use? a. technical quality b. research findings c. type of study d. none of the above

a. technical quality

Suppose a sales manager makes the statement, "The problem with this company is declining sales." Why is such a statement shortsighted? a. the sales manager has identified only a symptom of a deeper problem. b. the sales manager is not in a position to make such a statement. c. the sales manager has not been shortsighted, but has identified the problem. d. (a) or (b). e. none of the above.

a. the sales manager has identified only a symptom of a deeper problem.

Which answer BEST describes a market researcher? a. one who is academically trained for market research b. one who understands the marketing process as well as the subtleties of marketing problems and opportunities c. one who is well trained in statistics and can design proper sampling procedures d. one who has a strong background in communications and advertising

b. one who understands the marketing process as well as the subtleties of marketing problems and opportunities

Which of the following is NOT a tool that is used in data mining? a. probability sampling b. qualitative analysis c. multivariate statistics d. descriptive statistics

b. qualitative analysis

The first step in the problem-definition process is: a. stating research objectives. b. recognizing that there is a problem or opportunity. c. determining if the needed information is already available. d. determining why the information is being sought. e. none of the above.

b. recognizing that there is a problem or opportunity.

In a causal study of the effect of shelf placement on sales of a brand of cereal, which is the dependent variable? a. where the cereal was placed on the shelf b. sales of the cereal c. concomitant variation of the cereal d. none of the above

b. sales of the cereal

When a research firm conducts focus groups to test three potential ad concepts for its client, they are using which type of applied research? a. programmatic b. selective c. evaluative d. diagnostic e. none of the above

b. selective

Which of the following is a problem associated with laboratory experiments? a. they provide little useful information about a population. b. the participants may act differently in a real-world setting. c. the cost of simulating the real-world environment outweighs the benefits. d. all of the above. e. none of the above.

b. the participants may act differently in a real-world setting.

Which of the following is NOT done by marketing research? a. Specifying information to address a marketing issue b. Managing the data collection process c. Analyzing data from the collection process d. Based on the information deciding to terminate a product or service that is not meeting organizational goals e. All of the above are done by marketing research.

d. Based on the information deciding to terminate a product or service that is not meeting organizational goals

The fact that cell phones now come in a vast array of designs and colors relates to which specific component of the marketing concept? a. Production orientation b. Systems orientation c. Goal orientation d. Consumer orientation e. None of the above

d. Consumer orientation

Target marketing most closely identifies with which of the following orientations? a. Production orientation. b. Systems orientation. c. Goal orientation. d. Consumer orientation. e. All are part of the requirements for adopting the marketing concept.

d. Consumer orientation.

____________ is preliminary research conducted to increase the understanding of a concept, to clarify the exact nature of the problem to be solved, or to identify important variables to be studied. a. Pilot study b. Experience survey c. Case analysis d. Exploratory research e. Situation analysis

d. Exploratory research

Ideally, who should define the problem in the marketing research process? a. Entry-level employees b. Middle managers c. Always the CEO d. Top Management

d. Top Management

When comparing the collection of secondary data with primary data, secondary data relative to primary data: a. takes less time to collect. b. costs less to collect. c. is more convenient. d. all of the above e. none of the above

d. all of the above (takes less time to collect, costs less to collect, is more convenient.)

To test the effectiveness of changes in an advertising campaign, a marketing research firm decides to implement certain changes in Atlanta, other changes in Dallas, and no change to the ad campaign in Denver. With regard to the products in question, the purchasing propensities in the three cities are equal. What type of research design is the marketing research firm invoking? a. exploratory study design b. observational study design c. descriptive study design d. causal study design e. all of the above

d. causal study design

Which of the following would be the least reliable source of secondary data? Data compiled by_______. a. the Federal Government. b. a University Bureau of Business & Economic Research. c. a major trade association. d. city's Chamber of Commerce. e. all of the above are equally reliable.

d. city's Chamber of Commerce.

Market basket analysis is a common application of _______. a. GIS systems b. blogs c. cookies d. data mining

d. data mining

Jiffy Lube keeps records of its customers and notifies them when it is time for an oil change. This is an example of _______. a. an internal database b. data mining c. URL marketing d. database marketing e. none of the above

d. database marketing

Starbuck's keeps records of its customers' purchases via their Starbuck's reward card and provides them with a coupon for a free drink after five purchases. This is an example of __________. a. an internal database b. data mining c. URL marketing d. database marketing e. none of the above

d. database marketing

Extremely low-incidence studies, such as trying to survey the automobile buyer characteristics of astronauts, are usually not feasible. A marketing research firm concerned about the feasibility of such a project would probably: a. see if the information already exists. b. first conduct a pilot survey. c. conduct a focus group. d. determine whether or not the question can be answered. e. all of the above.

d. determine whether or not the question can be answered.

An advertiser recently learned that over 50 percent of its target market regularly uses text messaging. This is an example of monitoring the ____________ environment. a. marketing b. internal c. predictive d. external e. none of the above

d. external

Amazon populates weekly email recommendations and offers up customer recommendations when a customer logs in. How does this form of data mining help the client? a. purchasing habits dictate the only products a customer will buy b. privacy isn't an issue if the customer shopped there before c. behavioral targeting is the only form of marketing for an online retailer d. focused promotion strategies are more effective

d. focused promotion strategies are more effective

If you were interested in finding out how many people buy low-fat dog food for their dogs, you would most likely seek out a(n) _______. a. newsgroup b. congressional information service c. American statistical indexer d. marketing research aggregator e. none of the above

d. marketing research aggregator

Using marketing research to find and evaluate new opportunities is _________. a. situation analysis b. case analysis c. research design d. opportunity identification

d. opportunity identification

Most clients tend to prefer what type of reports? a. elaborate written reports b. oral reports d. powerpoint presentations e. none of the above

d. powerpoint presentations

Once the research project is completed, it is critical to determine if the ___________ have been met. a. situation analyses b. pilot studies c. experience surveys d. research objectives e. all of the above

d. research objectives

Which of the following is NOT a source of externally generated secondary data? a. syndicated marketing research data. b. news media reports. c. web-based reports. d. salesperson strategic intelligence reports. e. all of the above are externally generated data.

d. salesperson strategic intelligence reports.