Chapter 1 Basic Marketing research: T/F, Multiple choice
1) 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.
False
11) Collecting and analyzing data are steps involved in the data-processing stage.
False
12) Promotion is considered an uncontrollable environmental factor.
False
15) Competitive intelligence (CI) may sometimes use ethically questionable procedures as the end justifies the means.
False
18) According to the text, most of the research suppliers are Fortune 500 operations.
False
21) Focus groups represent the main method by which syndicated services collect data.
False
24) Companies whose primary service offering is their expertise in collecting data for research projects are called coding and data entry services.
False
25) 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.
False
26) Selecting an outside supplier is always done with a formal "request for proposal."
False
27) 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.
False
3) Problem-identification research is typically used to address pricing issues.
False
31) The ability to improve decision making by using "what if" analysis is a characteristic of a marketing information system.
False
34) The U.S. accounts for 60 percent of the marketing research expenditures worldwide.
False
38) The book advocates the use of social media to replace the traditional ways in which research is conducted.
False
7) Market share is an example of a topic typically addressed by problem-solving research.
False
8) The first step in any marketing research project is to formulate the research design.
False
35) Social media embody social computing tools commonly referred to as Web 1.0.
Fasle
5) According to the text, problem-solving research is typically used to assess the environment and diagnose problems.
Fasle
75) All of the following are characteristics that describe a decision support system EXCEPT:
A) can improve decision making by clarifying new data.
55) All of the following are considered to be controllable marketing variables EXCEPT:
A) competition.
49) The first step in any marketing research project is to ________.
A) define the problem
67) Companies whose primary service offering is their expertise in collecting data for research projects are called ________.
A) field services
64) All of the following represent main methods used by syndicated services to collected data EXCEPT:
A) focus groups.
57) Marketing research departments located within a firm are called ________.
A) internal suppliers
46) Research undertaken to help solve specific marketing problems is called ________.
A) problem-solving research
78) Which of the following stakeholders is NOT mentioned as being affected by marketing research activities?
A) the government
40) Which of the following statements is most TRUE about marketing research?
B) Marketing research is systematic.
41) ________ 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.
B) Problem-identification
72) An information system that enables decision makers to interact directly with both databases and analysis models is called a(n) ________.
B) decision support system
62) The services of full-service suppliers can be categorized into all of the following types of services EXCEPT:
B) environmental services.
69) All of the following are mentioned in the text as steps to take to prepare for a career in marketing research EXCEPT:
B) obtain any work experience.
48) Which of the following is NOT a step in the marketing research process?
B) problem correction
44) Which of the following is the more common of the forms of research and is undertaken by virtually all marketing firms?
B) problem-identification research
65) According to the text, which of the following organizations was recognized as the largest global research firm based on global research revenues?
C) Nielsen
76) An advanced form of decision support system, called ________, uses artificial intelligence procedures to incorporate expert judgment.
C) expert systems
60) Outside marketing research companies hired to supply marketing research data are called ________.
C) external suppliers
70) 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) ________.
C) marketing information system
68) According to the text, the most common entry-level position in the marketing research industry for people with bachelor's degrees is ________.
C) operational supervisor
45) According to the text, ________ research is typically used to assess the environment and diagnose problems.
C) problem-identification
63) Companies that collect and sell common pools of data designed to serve information needs that a number of clients share are called ________.
C) syndicated services
66) Which of the following marketing research firms does NOT offer customized services?
D) Field Work Chicago, Inc.
74) Which of the following is NOT a characteristic of a marketing information system?
D) can improve decision making by using "what if" analysis
53) All of the following are steps involved in the data-preparation stage of collected data EXCEPT:
D) collecting.
73) All of the following are important components of a decision support system EXCEPT:
D) data entry procedures.
77) Which of the following is NOT mentioned as a limitation of social media for conducting marketing research.
D) expressive bias
39) Marketing research involves all of the following regarding information EXCEPT:
D) manipulation.
47) All of the following are examples of topics typically addressed by problem-solving research EXCEPT:
D) market share.
52) Which of the following is NOT a form of interviewing in the data collection stage of the research process?
D) observational interviewing
43) Problem-identification research is typically used to address all of the following topics EXCEPT:
D) pricing.
42) 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?
D) problem-identification
54) Which of the following is NOT considered an uncontrollable environmental factor?
D) promotion
61) According to the text, most of the research suppliers are ________.
D) small operations
71) 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?
E) a marketing information system
50) 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?
E) doing fieldwork or collecting data
51) 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?
E) formulating the research design
56) Researchers enter the realm of the decision maker when they ________.
E) give justification for a recommended course of action over others
59) 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?
E) syndicated services
58) A marketing research project is warranted when ________.
E) the cost of the research is less than its eventual benefits
10) Telephone, mail, personal and electronic interviewing are forms of interviewing in the data collection stage of the research process.
True
13) Pricing, promotion, and distribution are all considered controllable marketing variables.
True
14) 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.
True
16) Marketing research departments located within a firm are called internal suppliers.
True
17) Outside marketing research companies hired to supply marketing research data are called external suppliers.
True
19) The services of full-service suppliers can be categorized into syndicated, customized, and Internet services.
True
2) Problem-identification research involves going below the surface to identify the true underlying problem that the marketing manager is facing.
True
20) Companies that collect and sell common pools of data designed to serve information needs that a number of clients share are called syndicated services.
True
22) According to the text, the Nielsen Co. was recognized as the largest global research firm based on global research revenues.
True
23) Synovate, Westat, and Burke, Inc. are examples of marketing research firms that offer customized services.
True
28) 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.
True
29) An information system that enables decision makers to interact directly with both databases and analysis models is called a decision support system.
True
30) Hardware and a communication network are recognized as important components of a decision support system.
True
32) Unstructured problems and the use of models are characteristics that describe a decision support system.
True
33) An advanced form of decision support system, called expert systems, uses artificial intelligence procedures to incorporate expert judgment.
True
36) Expectations about objectivity among bloggers and other social media users are lower.
True
37) Cymphony is mentioned as a marketing research firm specializing in social media research.
True
4) Problem-identification research is the more common of the forms of research and is undertaken by virtually all marketing firms.
True
6) Research undertaken to help solve specific marketing problems is called problem-solving research.
True
9) Formulating an analytical framework along with models, research questions, hypotheses, and the information needed are included in developing an approach to the problem.
True
