MKT 431 Ch. 1
Telephone, mail, personal and electronic interviewing are forms of interviewing in the data collection stage of the research process.
T
The services of full-service suppliers can be categorized into syndicated, customized, and Internet services.
T
Unstructured problems and the use of models are characteristics that describe a decision support system.
T
The first step in any marketing research project is to formulate the research design.
F
Pricing, promotion, and distribution are all considered controllable marketing variables.
T
Problem-identification research involves going below the surface to identify the true underlying problem that the marketing manager is facing.
T
Problem-identification research is the more common of the forms of research and is undertaken by virtually all marketing firms.
T
Research undertaken to help solve specific marketing problems is called problem-solving research.
T
All of the following are characteristics that describe a decision support system EXCEPT: A) can improve decision making by clarifying new data. B) unstructured problems. C) use of models. D) adaptability. E) both A and B
A) can improve decision making
All of the following are considered to be controllable marketing variables EXCEPT: A) competition. B) pricing. C) promotion. D) distribution. E) product.
A) competition.
The first step in any marketing research project is to ________. A) define the problem B) develop an approach to the problem C) formulate the research design D) correct the problem E) excise the problem
A) define the problem
Companies whose primary service offering is their expertise in collecting data for research projects are called ________. A) field services B) Internet services C) coding and data entry services D) data analysis services E) research directorates
A) field services
All of the following represent main methods used by syndicated services to collected data EXCEPT: A) focus groups. B) surveys. C) panels. D) scanners. E) audits.
A) focus groups.
Marketing research departments located within a firm are called ________. A) internal suppliers B) horizontal suppliers C) virtual suppliers D) external suppliers E) smart zones
A) internal suppliers
Research undertaken to help solve specific marketing problems is called ________. A) problem-solving research B) problem-manipulation research C) problem-identification research D) problem-correction research E) problem exception
A) problem-solving research
Which of the following stakeholders is NOT mentioned as being affected by marketing research activities? A) the government B) the client C) the respondent D) the public E) the marketing researcher
A) the government
Which of the following statements is most TRUE about marketing research? A) Marketing research follows an unpredictable path. B) Marketing research is systematic. C) Marketing research cannot be planned. D) All of the answer selections are FALSE. E) A and C are both true.
B) Marketing research is systematic.
________ research is undertaken to help identify problems that are not necessarily apparent on the surface and yet exist or are likely to arise in the future. A) Problem-solving B) Problem-identification C) Problem-manipulation D) Problem-correction E) Problem exception
B) Problem-identification
An information system that enables decision makers to interact directly with both databases and analysis models is called a(n) ________. A) transaction processing system B) decision support system C) expert system D) marketing information system E) information load
B) decision support system
62) The services of full-service suppliers can be categorized into all of the following types of services EXCEPT: A) syndicated services. B) environmental services. C) customized services. D) Internet services. E) B and D
B) environmental services.
All of the following are mentioned in the text as steps to take to prepare for a career in marketing research EXCEPT: A) acquire computer and Internet skills. B) obtain any work experience. C) take courses in statistics and quantitative methods. D) acquire effective written and verbal communication skills. E) think creatively.
B) obtain any work experience.
Which of the following is NOT a step in the marketing research process? A) problem definition B) problem correction C) research design formulation D) report generation and presentation E) data preparation and analysis
B) problem correction
Which of the following is the more common of the forms of research and is undertaken by virtually all marketing firms? A) problem-solving research B) problem-identification research C) problem-manipulation research D) problem-correction research E) problem exception
B) problem-identification research
According to the text, which of the following organizations was recognized as the largest global research firm based on global research revenues? A) IMS Health Inc. B) Arbitron Inc. C) Nielsen D) Synovate E) GfK SE
C) Nielsen
An advanced form of decision support system, called ________, uses artificial intelligence procedures to incorporate expert judgment. A) management information systems B) transaction processing systems C) expert systems D) marketing information systems E) total quality management
C) expert systems
Outside marketing research companies hired to supply marketing research data are called ________. A) horizontal suppliers B) vertical suppliers C) external suppliers D) internal suppliers E) full-service suppliers
C) external suppliers
A formalized set of procedures for generating, analyzing, storing, and distributing pertinent information to marketing decision makers on an ongoing basis is called a(n) ________. A) transactions processing system B) formal system C) marketing information system D) expert system E) research directorate
C) marketing information system
According to the text, the most common entry-level position in the marketing research industry for people with bachelor's degrees is ________. A) assistant project director B) project director C) operational supervisor D) research analyst E) account executive
C) operational supervisor
According to the text, ________ research is typically used to assess the environment and diagnose problems. A) problem-solving B) problem-manipulation C) problem-identification D) problem-correction E) problem exception
C) problem-identification
Companies that collect and sell common pools of data designed to serve information needs that a number of clients share are called ________. A) environmental services B) customized services C) syndicated services D) Internet services E) field services
C) syndicated services
Which of the following marketing research firms does NOT offer customized services? A) Synovate B) Westat C) Burke, Inc. D) Field Work Chicago, Inc. E) both B and D
D) Field Work Chicago, Inc.
Which of the following is NOT a characteristic of a marketing information system? A) structured problems B) use of reports C) information displaying restricted D) can improve decision making by using "what if" analysis E) can improve decision making by clarifying new data
D) can improve decision making by using "what if" analysis
All of the following are steps involved in the data-preparation stage of collected data EXCEPT: A) editing. B) coding. C) transcribing. D) collecting. E) initial inspection.
D) collecting.
All of the following are important components of a decision support system EXCEPT: A) hardware and a communication network. B) model base. C) software base. D) data entry procedures. E) DSS user.
D) data entry procedures.
Which of the following is NOT mentioned as a limitation of social media for conducting marketing research. A) objectivity standards for social media are lower B) self selection bias C) advocacy bias D) expressive bias E) all of these are mentioned as limitations
D) expressive bias
Marketing research involves all of the following regarding information EXCEPT: A) identification. B) collection. C) analysis. D) manipulation. E) dissemination.
D) manipulation.
All of the following are examples of topics typically addressed by problem-solving research EXCEPT: A) segmentation. B) product. C) promotion. D) market share. E) pricing.
D) market share.
Which of the following is NOT a form of interviewing in the data collection stage of the research process? A) telephone interviewing B) mail interviewing C) electronic interviewing D) observational interviewing E) personal interviewing
D) observational interviewing
Problem-identification research is typically used to address all of the following topics EXCEPT: A) market share. B) short-range forecasting. C) long-range forecasting. D) pricing. E) market potential.
D) pricing.
Which of the following classifications of marketing research involves going below the surface to identify the true underlying problem that the marketing manager is facing? A) problem-solving B) problem-manipulation C) problem-correction D) problem-identification E) problem exception
D) problem-identification
Which of the following is NOT considered an uncontrollable environmental factor? A) competition B) social and cultural factors C) political factors D) promotion E) economy
D) promotion
According to the text, most of the research suppliers are ________. A) multinational operations B) Fortune 500 operations C) foreign operations D) small operations E) 501(c)(3) organizations
D) small operations
In order to compare the national retailers' success in selling its brands of digital cameras with the national retailers' success in selling traditional camera equipment, the marketing manager for Sony decided to use the billing information Sony has for these national retailers. This information is fed into spreadsheets formatted in tabular form and updated continuously as accounts change. In doing so, the marketing manager for Sony utilized which one of the following? A) a rolling audit B) a functional system C) an expert system D) a decision support system E) a marketing information system
E) a marketing information system
If an outside agency was brought in to conduct work for a research project after the first three steps in the marketing research process were completed, which step would the agency conduct? A) define the problem B) develop an approach to the problem C) formulate the research design D) correct the problem E) doing fieldwork or collecting data
E) doing fieldwork or collecting data
The marketing chief of Fossil is considering the introduction of a super functional, fashionable wristwatch for men and women priced at $99. For this, he decided on 30 telephonic interviews from their customer database, 50 valid survey responses from individuals whose income is greater than $60,000 and 2 focus-groups. To which of the six steps of the marketing research process do the actions of the marketing chief for Fossil fall into? A) defining the problem B) developing an approach to the problem C) doing analysis D) doing fieldwork or collecting data E) formulating the research design
E) formulating the research design
The ability to improve decision making by using "what if" analysis is a characteristic of a marketing information system.
F
The book advocates the use of social media to replace the traditional ways in which research is conducted.
F
Researchers enter the realm of the decision maker when they ________. A) make an appointment no less than 2 weeks in advance B) state the facts C) send an invoice for professional services they have redeemed D) explain the research design E) give justification for a recommended course of action over others
E) give justification for a recommended course of action over others
ABC is a company which is involved in selling data that is designed to serve information needs of firms like PepsiCo and Coca-Cola. The data are primarily collected through surveys, purchase and media panels and scanners. What kind of service does ABC provide in the marketing research industry? A) internet service B) data analysis service C) limited-service suppliers D) coding and data entry services E) syndicated services
E) syndicated services
A marketing research project is warranted when ________. A) the required information is already in the organization B) the decision which the research addresses has already been made C) the research will be used for gaining political ends D) time or money are not available in adequate amounts E) the cost of the research is less than its eventual benefits
E) the cost of the research is less than its eventual benefits
According to the text, most of the research suppliers are Fortune 500 operations.
F
According to the text, problem-solving research is typically used to assess the environment and diagnose problems.
F
According to the text, the most common entry-level position in the marketing research industry for people with bachelor's degrees is assistant project director.
F
Collecting and analyzing data are steps involved in the data-processing stage.
F
Companies whose primary service offering is their expertise in collecting data for research projects are called coding and data entry services.
F
Competitive intelligence (CI) may sometimes use ethically questionable procedures as the end justifies the means.
F
Data analysis services perform services that include editing competing questionnaires, developing a coding scheme, and transcribing the data onto diskettes or magnetic tapes for input into the computer.
F
Focus groups represent the main method by which syndicated services collect data.
F
Market share is an example of a topic typically addressed by problem-solving research.
F
Problem-identification research is typically used to address pricing issues.
F
Problem-solving research is undertaken to help identify problems that are not necessarily apparent on the surface and yet exist or are likely to arise in the future.
F
Promotion is considered an uncontrollable environmental factor.
F
Selecting an outside supplier is always done with a formal "request for proposal."
F
Social media embody social computing tools commonly referred to as Web 1.0.
F
The U.S. accounts for 60 percent of the marketing research expenditures worldwide.
F
Synovate, Westat, and Burke, Inc. are examples of marketing research firms that offer customized services.
T
A formalized set of procedures for generating, analyzing, storing, and distributing pertinent information to marketing decision makers on an ongoing basis is called a marketing information system.
T
According to the text, the Nielsen Co. was recognized as the largest global research firm based on global research revenues.
T
An advanced form of decision support system, called expert systems, uses artificial intelligence procedures to incorporate expert judgment.
T
An information system that enables decision makers to interact directly with both databases and analysis models is called a decision support system.
T
Companies that collect and sell common pools of data designed to serve information needs that a number of clients share are called syndicated services.
T
Competitive intelligence (CI) may be defined as the process of enhancing marketplace competitiveness through a greater understanding of a firm's competitors and the competitive environment.
T
Cymphony is mentioned as a marketing research firm specializing in social media research.
T
Expectations about objectivity among bloggers and other social media users are lower.
T
Formulating an analytical framework along with models, research questions, hypotheses, and the information needed are included in developing an approach to the problem.
T
Hardware and a communication network are recognized as important components of a decision support system.
T
Marketing research departments located within a firm are called internal suppliers.
T
Outside marketing research companies hired to supply marketing research data are called external suppliers.
T
