BUS 369 Midterm (Marketing Research 13th Edition, Kumar)

Marketing research is basically about conducting surveys.

False

Marketing research is restricted to the promotion aspect of the marketing mix.

False

Researchers shouldn't draw conclusions from a sample.

False

The development of a research purpose and the formulation of research objectives that serve to guide the research unfortunately are the least important steps in the research process.

False

The research process consists of connected stages or steps that guide a project from its conception to the final analysis, recommendations, and ultimate action.

True

The three types of marketing research are exploratory, descriptive, and casual.

True

When a marketing researcher describes the age, gender, income, and education of consumers in a particular city, this is known as geo-demographic information.

True

____ research aims to clarify ambiguous situations or discover ideas that may amount to true business opportunities. a. Exploratory b. Preliminary c. Clarifying d. Descriptive

a. Exploratory

The Small Business Development Center is conducting an email survey with 25 of its client small businesses to examine the use of mobile marketing applications. This is a precursor to a larger study in which the questionnaire will be sent nationwide to more than 1,000 similar small businesses. This initial small-scale project is known as a _____. a. testing study b. pilot study c. preliminary study d. test marke

b. pilot study

The detailed blueprint used to guide a research study toward its objectives refers to a. research design b. primary data c. secondary data d. Sampling error

a. research design

All of the following are primary purposes of exploratory research EXCEPT: a. discovering new ideas. b. providing conclusive evidence. c. diagnosing a situation. d. screening alternatives

b. providing conclusive evidence.

Sampling error is a. the difference between a true measure obtained from the population and a measure obtained from a sample representing the population. b. the difference between the expected measure of the population and a true measure obtained from the population. c. the difference between the expected measure of the sample and a true measure obtained from the sample in a previous study. d. a researcher induced error. e. none of the above

a. the difference between a true measure obtained from the population and a measure obtained from a sample representing the population.

The difference between primary and secondary data centers on a. who collected the data b. the variables the data describe c. why the data was collected d. the richness of the data e. the diversity of the dat

a. who collected the data

When Wal-Mart transmits information electronically each day to Wrangler jeans about unit sales of this product in its retail outlets so that Wrangler can replenish Wal-Mart's inventory on an as-needed basis, this is an example of: a. cookies. b. Electronic data interchange: EDI. c. the Internet. d. None of the above

b. Electronic data interchange: EDI.

Which type of research tries to verify a theory or to learn more about a marketing concept and is not intended to solve a particular marketing problem? a. performance-monitoring research b. basic research c. total quality management d. the scientific method

b. basic research

To find out the effect of price on sales of a particular brand, the most appropriate research design would be a. exploratory research b. causal research c. descriptive research d. primary research e. none of the above

b. causal research

Which of the following is a process that allows important day-to-day operational data to be stored and organized for simplified access? a. global information system b. data warehousing c. proprietary marketing research d. keyword search

b. data warehousing

_____ is the application of the scientific method in searching for the truth about marketing phenomena. a. Marketing b. Business c. Marketing Research d. Science

c. Marketing Research

A computer-based system that helps decision makers confront problems through direct interaction with databases and systems is known as a(n) _____. a. Internet b. Intranet c. decision support system (DSS) d. global positioning satellite system

c. decision support system (DSS)

Which of the following should be understood before developing the research purpose? a. The decision alternatives and means of choosing among them b. The timing and importance of the decision to be made c. Anticipated problems or opportunities d. The expectations and objectives of the research users e. All of these

e. All of these

Which aspect of causality deals with the time order of events? a. concomitant variation b. temporal sequence c. nonspurious association d. parallel sequencing

b. temporal sequence

Which of the following are the two types of marketing research based on the specificity of its purpose? a. basic and applied b. scientific and non-scientific c. cross-sectional and qualitative d. quantitative and seconda

a. basic and applied

A marketing professor is examining the relationship between age and shoplifting behavior. The research is not being conducted for any specific retailer, but rather it is intended to better understand and predict this behavior. This professor is conducting which type of marketing research? a. basic marketing research b. formal marketing research c. applied marketing research d. abstract marketing research

a. basic marketing research

In research conducted for a specific client, research objectives are often referred to as _____. a. deliverables b. outcomes c. conclusions d. action item

a. deliverables

What type of information describes the demographic profile of consumers in a particular geographic region? a. geo-demographics b. psychographics c. economic indicators d. place-based demographic

a. geo-demographics

Asking consumers what they think about possible brand names for a new product is an example of which type of research? a. product research b. promotion research c. product testing d. concept testing

a. product research

The Food and Drug Administration is targeting salt in processed foods as a health hazard, and some experts believe the agency will require food manufacturers to limit the amount of salt in processed foods. However, the reduction will occur in phases, with salt content being reduced in steps so that consumers will be weaned off of salt gradually. Carefully controlled research studies are underway in which the salt levels are varied and consumers' reactions to the taste are measured. This research is an example of a(n) _____. a. exploratory study b. descriptive study c. experiment d. diagnostic analysi

c. experiment

Which aspect of the marketing mix is represented by the value that a consumer places on a good when this consumer purchases that good? a. product b. place c. price d. Promotion

c. price

Which of the following is a method of data collection that is used in surveys? a. Telephone b. Mail c. The Internet d. All of the above

d. All of the above

Which of the following is an important aspect of the marketing concept? a. a cross-functional perspective for the coordination of the organization's activities b. an emphasis on long-term profitability instead of dollar sales volume c. a consumer orientation d. all of these choices

d. all of these choices

Statistical hypotheses are a. qualitative in nature b. usually selected in a positive form c. incapable of definitive testing d. either accepted or rejected

d. either accepted or rejected

Which of the following is a carefully controlled study in which the researcher manipulates a proposed cause and observes any corresponding change in the proposed effect? a. survey b. unobtrusive observation c. diagnostic analysis d. experiment

d. experiment

All of the following are a type of product research EXCEPT _____. a. concept testing b. product testing c. brand-name evaluation d. pricing analysis

d. pricing analysis