Marketing Research exam 1
9. What is a prime example of a "sample design" in a report? Ch. 3 a. What was the target population? b. Were the results collected by survey or experiment? c. What was the gender classification? d. Did the data come from primary or secondary sources?
a
A forecast analyst is a employee who provides technical assistances such as running programs ands manipulating data to generate a sales forecast. a. True b. False
a
Ambiguity means that the nature of the problem itself is unclear. a. True b. False
a
Data files stored on devices that make them directly accessible via the internet are.. (Page 31) A. Cloud storage B. Data warehouse C. Database D. Data warehousing
a
Define research suppliers a. commercial providers of marketing research service b. Companies that supply made up data c. A marketplace where research can be purchased d. Computerized skill
a
Define temporal sequence a. the appropriate casual order of events b. two phenomena vary together c. an absence of alternative plausible explanations d. carefully controlled study
a
Market research provides input that can make a traveler happy about the bag they tote through an airport. Is this statement true or false? a. True b. False
a
Probing is: a. An interview technique to try to draw deeper and elaborate more from the respondent b. A type of data mining search tool c. Not useful for clarification or contrast d. A type of focus group run
a
Research suppliers are commercial providers of marketing research services a. True b. False
a
The letter of Authorization: a. Shows that the researcher approves the project b. Does not detail who had responsibility for it c. It is always written by the researcher d. Does not describe the resources available for support
a
What are some problems that transpire in directing research? Ch. 4 a. The research management role often is not formally recognized b. Skilled research professionals don't like to conduct research better than managing people c. Miscommunication between customers' desires and opinions d. None of the above
a
What is crucial means for communicating the whole project benefits a. research report b. Social media page c. Powerpoint d. Excel document
a
1) The marketing research process applying the scientific method includes all but :(one is wrong and doesn't belong in the group) a. Problem Definition b. Social Networking c. Analyzing Data d. Idea & Theory Development
b
1. What is research conducted to address a specific marketing decision for a specific firm or organization? a. Basic Marketing Research b. Applied Marketing Research c. Hypothesis d. Research Questions
b
11. Common conflicts that arise between marketing management and marketing research are: Ch. 4 a. Conducting a study that is only needed in marketing research b. Sources of error when studies are rushed c. Both A and B d. None of the above
b
1) Big Data is all but: a) Large quantities of data being taken from multiple varied sources b) Sources like Social Media platforms c) NOT available to be analytically applied to provide input to organizational decision making d) Were not intended to be used together
c
1. "A business situation that makes some significant negative consequence more likely" is a... a. Market opportunity b. Symptom c. Market problem d. Market research
c
1. "Recorded facts or measures of certain phenomena" is the definition of... a. Surveys b. Database c. Data d. Information
c
1. How many people is ideal for a focus group interview? (page 65) A. 1-3 B. 1-5 C. 6-12 D. 13-22
c
1. What is the way researchers go about using knowledge and evidence to reach objective conclusions about the real world? (Page 7) A. Applied marketing research B. Basic marketing research C. Scientific method D. Marketing concept
c
1. Which is a key disadvantage of focus group interviews? (Pae 121) A. Can be done quickly B. Flexibility C. Expensive D. Gain multiple perspectives
c
1. Which of the following is not a way the marketing research team helped Metlife? a. Build stronger relationships with customers b. Develop informative content that drives consumers to its websites c. Run a lot of ad campaigns d. Integrate customer and competitor information into decisions processes
c
1. Which of the following is not one of the questions successful businesses should keep in mind? a. What do we sell? b. What do customers desire? c. How much money can we make? d. How do consumers view our company?
c
1. Which of the following is not one of the three critical pieces of casual evidence? a. Temporal Sequence b. Concomitant Variance c. Diagnostic Analysis d. Nonspurious Association
c
12. The application of morals to behavior related to the exchange environment: Ch. 4 a. Ethical dilemma b. Moral standards c. Marketing ethics d. Philosophical marketing
c
14. An interview technique that tries to draw deeper and more elaborate explanations from a respondent: Ch. 5 a. Grounded theory b. Phenomenology c. Probing d. Free form thinking
c
2. Marketing research information is: Ch. 1 a. Not accurate and objective b. Not relevant to all aspects of the marketing mix c. Not intuitive or haphazardly gathered d. Not limited by one's definition of marketing
c
3) From the 6 major sources of marketing input for Decision Support Systems which one is the highest on the tier of availability? a. Behavioral Tracking b. Salesperson Input c. Internal Records d. Web Tracking
c
All of these are Conflicts between Management and Marketing Research but one: a. Conflict caused by money, time or criticism b. Sources of error when studies are rushed c. Stating clear job descriptions and working together as a team d. Ethical issues like moral standards
c
Common Techniques used in Qualitative research include all but a. Focus group interviews b. Collages c. Surveys d. Conversations
c
DSS" stands for.... a. Definite support system b. Decision survey system c. Decision support system d. Distant system support
c
One of the most useful types of charts is: Ch. 16 a. Histogram b. Bar Graph c. Pie Charts d. Line Graph
c
Qualitative Research are all these but one: a. More interested in Qualities b. Researcher Dependent c. Addresses research objectives through empirical assessments including statistical analysis d. Useful when it's difficult to develop specific decision statements.
c
Which is not one of the four points that should be included in the research methodology section? (Page 449) A. Research design B. Sample design C. The Appendix D. Analysis
c
With ____ technology consumers request information from a web page and the browser then determines a response, the consumer is essentially asking for the data. a. Push b. Smartphone c. Pull d. Request
c
1) Researcher's role in decision making process: a. Recognizing the nature of the problem or opportunity b. Identify how much info. Is currently available & how reliable it is c. Determining what info. is needed to better deal w/ situation d. All of the above
d
1. Which briefly explains why the research project was conducted, what aspects of the problem were considered, what the outcome was, and what should be done? (Page 448) A. Letter of authorization B. The appendix C. The introduction section D. The executive summary, or summary
d
1. Which is NOT an advantage of in house research? (page 78) A. Quick turn-around B. Better collaboration among employees C. Cheaper D. Fresh perspective
d
1. Which is NOT included in the Marketing Research process? Ch. 1 a. Idea and theory development b. Analyzing data c. Information gathering d. Finding an objective
d
1. Which of the following is not a major category of qualitative research? a. Phenomenology b. Ethnography c. Case Studies d. Brand Image
d
1. Which of the following is not one of the four possible business functions that marketing research serves? a. Foundational b. Performance c. Testing d. Finance
d
1.) All of the following are Major Elements of a Report Format except a. Title page b. Letter of transmittal c. Letter of authorization d. Picture of the author
d
15. A Thematic Apperception Test (TAT) presents subjects with an ambiguous picture (s) in which consumers and ______ are the center of attention. Ch. 5 a. The investigator b. Animals c. Services d. Products
d
16. A _______ is a formal presentation and/or written statement that communicates research results and draws appropriate conclusions following from a research project Ch. 16 a. Title page b. Executive summary c. Table of contents d. Research report
d
2) Characteristics of Valuable Data: a. Relevance b. Completeness and Quality c. Timeliness d. All of the Above
d
2) Marketing Research Information is all but: (one is wrong and doesn't belong in the group) -- a. Not Intuitive b. Accurate & Objective c. Relevant to all aspects of the marketing mix d. NOT limited by one's definition of marketing
d
2.) All of the following are part of the decision making situation except a. Certainty b. Uncertainty c. Ambiguity d. Trustfulness
d
2.) Sources of conflict between marketing management and marketing research include: a. Research that implies criticism b. Money c. Time d. Number of participants
d
3.) All of the following are effective charts except a. Pie chart b. Line graph c. Bar graph d. Popularity poll
d
5. What is an example of a trait of valuable information? Ch. 2 a. Testing b. Performance c. Customer Relationships Management d. Quality
d
From these categories of Qualitative Research which one does NOT belong: a. Phenomenology and Hermeneutics b. Ethnography c. Case Studies d. Statistical Analysis and Quantity Calculations
d
In a basic marketing research report, which does ot belong in the discussion section? (Page 450) A. Implications B. Limitations C. Future research D. Literature review
d
In a research report, charts should include: Ch. 16 a. A title b. Explanatory legends c. Source and footnotes d. All of the above
d
The report's format needs a: a. Title Page b. Table of Contents c. Letter of Transmittal d. All of the Above
d
There are rights and obligations at marketing research between: a. Client or Sponsor b. Researcher c. Participant d. All of the Above
d
Which describes depth interviews? (Page 121) A. Recorded notes describing observed events B. Small group discussions led by a trained moderator C. Respondent assembles pictures that represent their thoughts/ feelings D. One-on-one probing interview between a trained researcher and a respondent
d
Which is not one of the four characteristics of valuable data? (Page 28) A. Relevance B. Completeness C. Timeliness D. Database accessibility
d
Which of the following is a conflict between marketing management and marketing research? a. Money b. Time c. Intuitive decision making d. All of the above
d
You could also include these in your research report: a. Pie Charts b. Letter of Authorization and Approval c. Line Graphs d. A and B
d
______ oriented recognizes that multiple parties are affected by firm decisions. (Page 8) A. Product B. Marketing C. Consumer D. Stakeholder
d
which one of these is not a means for implementing the marketing concept? a. tracking trends b. forecasting sales volume c. analysis of existing data d. calling consumers
d
Relationship marketing
idea that a major goal of marketing is to build long-term relationships with the customers contributing to their success
.How is marketing research defined? a.Application of scientific method in research b.Application of outsourcing c.Implementation of sales motivators d.Problem locator
a
1) An independent research firm contracted by the company that actually will benefit from the research a. Outside Agency b. In-house research c. Research suppliers d. Syndicated service
a
1) Conducted to clarify ambiguous situations or discover ideas that may be potential business opportunities a. Exploratory research b. Descriptive research c. Diagnostic analysis d. Casual inference
a
1) Recorded facts or measures of certain things a. Data b. Information c. Market intelligence d. Data quality
a
1) Research that addresses marketing objectives through techniques that allow the researcher to provide elaborate interpretations of market phenomena without depending on numerical measurement a. Qualitative research b. Researcher-dependent c. Quantitative research d. Subjective data
a
1. "Represent phenomena by assigning numeric values in an ordered and meaningful way" is the definition of a. Quantitative data b. Qualitative research c. Qualitative surveys d. Qualitative data
a
1. An oral presentation or written statement of research results, strategic recommendations, and/or other conclusions to a specific audience is: a. A research report. b. A title page. c. A letter of transmittal. d. A results section.
a
1. Facts or recorded measures of certain phenomena (things or events) a. Data b. Big data c. Information d. Market intelligence
a
1. Marketing research is a. The application of the scientific method in searching for the truth about marketing phenomena. b. Advertising for research firms. c. Marketing the research of pharmaceutical companies. d. A management position.
a
1. Marketing research is the application of the ____ method in searching for the truth about marketing phenomena. a. Scientific b. Marketing c. Educated guess d. Research
a
1. Research projects that are tailored specifically to a client's unique needs is: a. Custom research b. Specific research. c. Client research. d. Tailored research.
a
1. The part of the body of a research report that discusses background information and the specific objectives of the research is the a. Introduction section b. Results section c. Research section d. Market section
a
1. Which of the following is Not a characteristic of valuable information? a. Quantity b. Timeliness c. Quality d. Completeness
a
1. Which one addresses marketing objectives through techniques allowing the researcher to provide elaborate interpretations of market phenomena without depending on numerical measurement a. Qualitative marketing research b. Quantitative research c. Probing d. Concept testing
a
1.) Represent phenomena by assigning numbers in an ordered and meaningful way a. quantitative data b. Qualitative data c. probing d. idea generation
a
10. Research Instruments a. Questionares, Mechanical Instruments b. Questionares, Surveys c. Surveys, Data Analysis d. Data Analysis, Mechanical Instruments
a
11) What is In-House Research? a. Research performed by employees of the company that will benefit from the research. b. Research that is conducted in a house c. Research performed by an outside agency d. Research done indoors instead of outside
a
11. What is a marketing research supplier that provides standardized information for many clients in return for a fee known as? a. Syndicated Service b. Research Suppliers c. Limited Research d. Marketing Research
a
11. data mining 4 primary applications a. customer acquisition, customer retention and loyalty, customer abandonment, market basket analysis b. define the research problem, determine the research design, choose the method to collect primary data, design the sample c. sophisticated analysis techniques to take advantage of the massive amount of transaction information now available
a
14) What is quantitative market research? a. b. Market research that deals with specific information c. Research that is high in quality d. Research that is small in numbers Addresses research objectives through empirical assessments that involve numerical measurement and statistical and/or computational analysis.
a
14. The application of ethno- graphic research procedures to online phenomena. a. Netnography b. Ethnographic Study c. Participant observation d. Ethnography
a
15. What is the procedure called in which one respondent stimulates thought among others; as this process continues, increasingly creative insights are possible? a. Piggyback b. Flexibility c. Scrutiny d. Focus Group
a
17. Rejection of the null hypothesis when, in fact, it is true a. type I error (α error) b. type II error (β error) c. decision rule d. related samples
a
18. One simple rule: Be as ____ as possible a. Straightforward b. Detailed c. Loud d. All of the above
a
18. What is the part of the body of a report that presents the findings of the project; it includes tables, charts, and an organized narrative called/ a. Results Section b. The Executive Summary c. The Conclusion d. The Literature Review Section
a
2) A carefully controlled study in which the researcher manipulates a proposed cause and observes any corresponding change in the proposed effect a. Experiment b. Contributory causality c. Absolute causality d. Manipulation
a
2) Pictures or diagrams used to clarify complex points or emphasize a message a. Graphic Aids b. Oral presentation c. Hermeneutics d. Probing
a
2) Research projects that are tailored specifically to a client's unique needs a. Custom Research b. Pilot testing c. Focus group d. Experiment
a
2. Causal inference: a. Is sometimes confused with correlation b. Is the exact same thing as correlation. c. Is the name of a popular punk rock band. d. Can never be determined because nothing is certain.
a
2. Each marketing research chart should include: a. Figure Numbers b. Source notes c. Stubheads/bannerheads d. All of the above
a
2. Ethnography consists of: a. Participant observation b. Documenting history of a particular person c. Pictures that resemble feelings d. Recorded dialogue
a
2. The documented history of a particular person, group, organization, or event is a: a. Case study. b. People study. c. Document study. d. Descriptive study.
a
2. Types of Marketing Research? (3) a. Applied Marketing research, Basic marketing research, Marketing Intelligence. b. Marketing Management, Marketing Intelligence, Analytic Data c. Product Research, Applied Marketing research, Research Intelligence
a
2. What describes a firm in which all decisions are made with a conscious awareness of their effect on the consumer? a. Customer Oriented b. Marketing Oriented c. Stakeholder Orientation d. Marketing Concept
a
2. Which of the following is NOT a critical piece of casual evidence? a. Variable sequence b. Concomitant variance c. Temporal Variance d. Nonspurious association
a
3) An approach to understanding phenomenology that relies on analysis of texts through which a person tells a story about him/herself a. Hermeneutics b. Sociology c. Psychology d. Ethnography
a
3) Re-contacting decision-makers and/or clients after they have had a chance read over a research report in order to determine whether additional information or clarification is necessary a. Research follow-up b. Custom research c. Outside agency d. Focus Group
a
3) Research projects conducted to study specific company problems generate data is: (textbook, pg. 32) a) proprietary marketing research b) behavioral tracking c) scanner data d) applied marketing research
a
3) Researcher use exploratory research to: (textbook, pg. 64) a) help discover and define the decisions themselves b) describe characteristics of objects, people, groups, organizations, or environments c) make causal inferences by identifying the cause-and-effect relationships d) define research objectives
a
3) The communication function of the firm responsible for informing and persuading buyers a. Promotion b. Promotion research c. Supply chain d. Marketing channel
a
3) What is applied research? a. Research conducted to address a specific marketing decision for a specific firm or organization. b. Research done to address global marketing decisions c. Research done to address general marketing decisions
a
3) When a firm adopts the marketing concept, it develops a marketing research. Which of the following is true of a marketing-oriented firm? (textbook, pg. 8) a) being customer oriented b) input from from technicians and experts c) prioritizes efficiency and effectiveness of the production processes d) recognizes that multiple parties are affected by the firm's decisions
a
3) Which of the following is one of the most impactful trends in recent times for consumers finding information about a brand? (textbook, pg. 133) a) social networking b) online focus group c) software development d) focus blog
a
3) Which type of chart shows the changes in the value of a dependent variable? (textbook, pg. 454) a) bar charts b) line graphs c) area charts d) pie charts
a
3. A false experimental effect used to create the perception that some effect has been administered is a: a. Placebo. b. Plantain. c. Placenta. d. Plant.
a
3. Cloud storage: a. Is data files stored on devices that make them directly accessible via the Internet. b. Is poorly affected by rain. c. Is going to be discontinued by Google. d. Is data stored in a building shaped like a cloud.
a
3. The methods and procedures for collecting and analyzing the needed information is a. Research design b. Experiment c. Causal research d. Diagnostic analysis
a
3. Type of exchange that occurs when one company's computer system is integrated with another company's computer system a. Electronic data interchange b. Open source information c. Data exchange d. Near field communication
a
3. Types of Business Orientations a. Product, Production, Marketing, Stakeholder b. Product, Price, Industry, Management c. Time, Product, Production, Marketing d. Product, Production, Marketing, Industy
a
4) What is data? a. Recorded facts or measures of certain phenomena (things). b. Opinions about information c. Information regarding everything known to humankind d. Information found on the web
a
4. What is the characteristic of data reflecting how pertinent these particular facts are to the situation at hand, known as? a. Relevance b. Completeness c. Quality d. Timeliness
a
4. Which is a source of conflict between marketing management and market research? a. Money b. People c. envy d. Market errors
a
4. _____ is information collected specifically for a current research problem or opportunity. a. Primary data b. Alternate data c. Secondary data d. Warehouse data e. Backup data
a
4. _______ is data formatted (structured) to support decision making or define the relationship between two or more data points. a. Information b. Big data c. Marketing research d. MIS
a
5) What is big data? a. Large quantities of data taken from multiple, varied sources that were not intended to be used together, that are available to be analytically applied to provide input to organizational decision-making. b. A lot of data c. Too much data d. Data in big quantities from one single source
a
6) What is market intelligence? a. The subset of information that actually has some explanatory power enabling effective decisions to be made. b. Intelligence markets of people c. Markets full of intelligence ideas
a
6. What is the type of exchange that occurs when one company's computer system is integrated with an- other company's system? a. Electronic Data Interchange b. Search-Engine Optimizer c. Open Source Information d. Data Wholesalers
a
6. _________ information is structured data that is openly shared between companies. a. Open sourced b. Research c. Secondary d. Marketing
a
7) What is decision making? a. the process of developing and deciding among alternative ways of resolving a problem or choosing from among alternative opportunities b. Making decisions using easy information c. The idea of making decisions based on gut feelings d. Making a decision based on the best options available
a
7. A market _____ is a situation that makes some potential competitive advantage possible. a. Opportunity b. Problem c. Trend d. Identity
a
7. What are the 2 types of conclusive research? a. Descriptive, causal b. Structured, clearly defined information c. Determining, evaluating d. Surveys, case studies
a
8. What is conducted to clarify ambiguous situations or discover ideas that may be potential business opportunities? a. Exploratory Research b. Descriptive Research c. Marketing Research d. Diagnostic Analysis
a
9) What are symptoms? a. Observable cues that serve as a signal of a problem. b. Coughing when you're sick c. Sneezing when you're sick d. Having a headache
a
9. What are the methods and procedures for collecting and analyzing the needed information for a given type of research known as? a. Research Design b. Empirical Testing c. Theory d. Survey
a
9. conditional causality a. means that a cause is necessary but not sufficient to bring about an effect b. means that a cause is necessary t to bring about an effect c. means that a cause is not necessary but not sufficient to bring about an effect d. means that a cause is not necessary but sufficient to bring about an effect
a
A conclusion that when one thing happens, another specific thing will follow ● Causal inference ● Causal research ● Temporal sequence ● Diagnostic analysis
a
A conclusion that when one thing happens, another specific thing will follow. a. Causal inference b. Casual research c. Temporal Sequence
a
A database is a collection of ____ a. Raw data b. Hardware c. Motherboard d. Graphics card
a
A letter of authorization approves the __ a. project b. Investment c. Management d. Workers
a
A standard outline that marketing research use as a guide to make sure that the key elements are presented in a logical and usable order ● Report format ● Result section ● Research methodology section ● Graphic aids
a
A term that reflects the degree to which one bases one's morality on moral standards ● Idealism ● Marketing ethics ● Moral standards ● Relativism
a
Addresses research objectives through empirical assessments that involve numerical measurement and statistical and/or computational analysis a. Quantitative marketing research b. Qualitative marketing research c. Numerical marketing research
a
An approach to understanding phenomenology that relies on analysis of texts through which a person tells a story about him/herself. a. Hermeneutics b. Word Cloud c. Ethnography
a
An oral presentation or written statement of research results, strategic recommendations, and/or other conclusions to a specific audience. a. Research Report b. Project Report c. Presentation
a
Commercial providers of marketing research services ● Research suppliers ● Syndicated service ● Outside agency ● Research
a
Conducted to clarify ambiguous situations or discover ideas that may be potential business opportunities. a. Exploratory research b. Explanitory research c. Marketing Research
a
Cross-functional teams include the following except: a. Interns b. Production c. Finance d. marketing
a
Data formatted to support decisions making or define the relationship between two or more data points ● Information ● Market intelligence ● Relevance ● Data quality
a
Data that are not characterized by numeric values and instead are textual, visual, or oral; focus is on stories, visual portrayals, meaningful characterizations, interpretations, and other expressive description a. Qualitative data b. Quantitative data c. Numerical data
a
Define Market Research a. The application of the scientific method in searching for the truth about market and marketing phenomena. b. A specific way to gain information about customers through marketing stratigies c. The research of data from surveys d. A particular way of analyzing data
a
Describes a firm in which all decisions are made with a con- scious awareness of their effect on the consumer a. Customer Oriented b. Stakeholder Orientation c. Marketing Concepts
a
Describes a firm that prioritizes decisions making in a way that emphasizes technical superiority in the product? ● Product oriented ● Production oriented ● Marketing concept ● Customer oriented
a
Descriptive research describes characteristics of the following except. a. Unions b. Objects c. People d. Environments
a
EDI stands for a. Electronic Data Interchange b. Electronic Decision Interchange c. Electronic Research Interchange
a
Ethnography is a major category of a qualitative research a. True b. False
a
Idealism is, term that reflects the degree to which one bases one's _____ on moral standards. a. Morality b. Ethics c. Business Decisions
a
Market intelligence is___ a. Subset of data and information b. Collection of sales number c. Array of company's weakness d. Environmental screening
a
Marketing Research is defined as, The application of the ________method in searching for the truth about marketing phenomena a. Scientific b. Social c. Single
a
Observable cues that serve as a signal of problem ● Symptoms ● Decision making ● Market opportunity ● Market problem
a
Pictures or diagrams used to clarify complex points or emphasize a message ● Graphic aids ● Result section ● Oral presentation ● Research follow-up
a
Probing is an interview technique that tries to draw deeper and more elaborate explanations from a respondent. a. True b. False
a
Quality, Timeliness, Completeness and Relevance are all characteristics of valuable data. a. True b. False
a
Research performed by employees of the company that will benefit from the research ● In-house research ● Outside agency ● Research suppliers ● Syndicated service
a
Research performed by employees of the company that will benefit from the research. a. In- House Research b. Outside agency c. Internal Research
a
Structured data openly shared between companies. a. Open source information b. Data wholesalers c. Data retailers
a
Tables are most useful for presenting numerical information. a. True b. False
a
The appendix of the report format contains all of the following except a. Market entry b. Detailed calculations c. Bibliography d. Data collection forms
a
The application of ethnographic research procedures to online phenomena ● Netnography ● Phenomenology ● Word cloud ● hermeneutics
a
The documented history of a particular person, group, organization or event ● Case studies ● Grounded theory ● Netnography ● Participant ethnography
a
The executive summary does all of the following except a. Explain product assembly b. Explains the purpose of the research project c. Plays a vital role in a report d. Should be written after report is completed
a
The goals to be achieved by conducting research ● Research objectives ● Deliverables ● Data gathering ● sampling
a
The part of the body of a report that provides opinions based on the results and suggestions for action. a. Conclusions and recommendations section b. The Appendix c. Results Sections
a
The way researchers go about using knowledge and evidence to reach objective conclusions about the real world a. Scientific Method b. Basic Marketing Research c. Applied Marketing Research
a
Timelessness a. Means the data are not so old that they are b. Represents the rate of change in environmental and competitive factors c. the accumulated records resulting from in-store point- of-sale data recording
a
What are hermeneutics? a. An approach to understanding phenomenology that relies on analysis of texts through which a person tells a story about him/herself b. Facts about a market researcher names Hermen c. A specific tool in which researchers can gather data d. A tool in which researchers start gossip about one another
a
What are syndicated service? a. Marketing research supplier that provides standardized info for many clients in return for a fee b. Commercial providers of marketing research services c. Companies that develop a unique methodology for investigating a specific business speciality area
a
What defines as a market opportunity ? a. Competitive advantage is possible b. Market share is open c. Stock investment d. Stakeholder interest
a
What does cloud storage store ? a. Data files b. Company images c. Devices d. Sales number
a
What is a research supplier? a. Commercial provider of marketing research service b. Someone who supplies data c. Someone who supplies research d. Someone who conducts research in a house and sells it
a
What is an outside agency? a. an independent research firm contracted by the company that actually will benefit from the research b. An agency with an outside location c. An agency located outside of a company's 5-mile radius d. An agency with no environmental consciousness
a
What is big data ? a. Large quantities of data b. Small quantities of data c. Medium quantities of data d. Extra quantities of data
a
What is certainty? a. Decision maker has all the info needed to make an optimal decision b. Manager grasps the general nature of desired objectives, but info about alternatives is incomplete c. Nature of problem itself is unclear such that objectives are vague and decision alternatives are difficult to define
a
What is cloud storage? a. Data files stored on devices that make them directly accessible via the internet b. Multi-tiered computer storehouse of current and historical data c. Collection of raw data arranged logically and organized d. None of the above
a
What is market opportunity? a. Situation that makes some potential competitive advantage possible b. Situation that makes some significant negative consequence more likely c. Problems that are inferred from symptoms
a
What is market tracking? a. the observation and analysis of trends in industry volume and brand share over time b. Tracking market changes c. Observing the market for changes over a period of time
a
What is probing? a. Interview technique that tries to draw deeper and more elaborate explanations from a respondent b. Research that generates ideas for new products, advertising, promotional ideas, etc. c. A frequently performed type of exploratory research representing many similar research procedures all having the same response
a
What is qualitative market research? a. Research that addresses marketing objectives through techniques that allow the researcher to provide elaborate interpretations of market phenomena. b. Research having to do with numbers c. Research addressing general markets d. Researching techniques that provide statistical results to researchers
a
What is quantitative data? a. Represent phenomena by assigning numbers in an ordered and meaningful way b. Data characterized by visuals, oral, and is textual c. Focuses on stories, visual portrayals, meaningful characterizations, interpretations, and other expressive descriptions
a
What method is used in market research? a. Scientific method b. Darwin's method c. Make to order approach d. Hypothesis method
a
What topic addresses research objectives through empirical assessments that involve numerical measurement and statistical and/or computational analysis? a. Quantitative Marketing Research b. Qualitative Research c. Data Collection d. Subjective Research
a
When an individual understands researcher wants him or her to do and agrees to be a participant in the research study. a. Informed consent b. Uninformed consent c. Semi-Informed consent
a
Which is a problem in directing research? a. Management is not often recognized formally b. Research is inconclusive c. Poor Management d. No feedback
a
Which is not a decision making situation? a. Confidence b. Certainty c. Uncertainty d. ambiguity
a
Which is not a major element of a report format? a. Page number b. Title page c. Letter of transmittal d. Letter of authorization
a
Which is not a type of decision making? a. Marketing b. Descriptive c. Casual
a
Which of the following is not a characteristic of valuable data a. Readiness b. Relevance c. Completeness d. Quality
a
Which of the following is not part of a report a. Biography b. Title Page c. Table of Contents
a
why is market research conducted? a. For a specific marketing decision b. For operations managers checklist c. To decide what shift workers have d. To comply with government regulations 3. What method is used in market research?
a
what are the three types of degree of causality?
absolute, conditional, and contributory causality
what is causal research
allows causal interference to be made- they identify cause- and- effect relationships
How is market research defined?
application of the scientific method in searching for the truth about marketing phenomena
"Research conducted to address a specific marketing decision for a specific firm or organization" is what type of market research? a. Digital marketing b. Applied marketing c. Basic market research d. Marketing orientation
b
1) An oral presentation or a written statement of research results, strategic recommendations, and or other conclusions to a specific audience a. Report format b. Research report c. Results d. Methodology
b
1) The way researchers go about using knowledge and evidence to reach objective conclusions about the real world a. Market research b. Scientific method c. International marketing d. Product orientation
b
1) What are one of the major categories of qualitative research? (textbook, pg. 115) a) clarification b) grounded theory c) hermeneutics d) anthropology
b
1) What is the term that reflects the degree to which one rejects moral standards in favor of acceptability of some action? (textbook, pg. 88) a) idealism b) relativism c) Darwinism d) ethical dilemma
b
1) Which of the following is NOT a factor when marketing research is needed? (textbook, pg. 18) a) the availability of data b) promoting products c) nature of the decision d) time constraints
b
1. A situation that makes some potential competitive advantage possible a. Market problem b. Market opportunity c. Market certainty d. Market ambiguity
b
1. Descriptive research: a. Involves physically painting the subjects of the research. b. Describes characteristics of objects, people, groups, organizations, or environments. c. Is never used ever to describe market segments. d. Only works if you have an aesthetically pleasing topic.
b
1. Which of the following is NOT a part of a research report? a. Title Page b. Abstract c. Letter of authorization d. Body
b
1. Which of the following is NOT a type of marketing research? a. Exploratory b. Quantitative c. Descriptive d. Casual
b
1. Which of the following is NOT one of the major categories of qualitative research? a. Phenomenology b. Surveys c. Case studies d. Grounded theory
b
12. Who is a person responsible for client contact, project design, preparation of proposals, selection of research suppliers, and supervision of data collection, analysis, and reporting activities? a. Director of Marketing Research b. Research Analyst c. Research Assistants d. Marketing Firm
b
12. _________ is direct include demographic and psychological information about customers while _______ is data already researched a. Initial, Valuable b. Primary Data, Secondary data c. Case study, Ethnography
b
16. What is an oral presentation or written statement of research results, strategic recommendations, and/or other conclusions to a specific audience called? a. Financial Report b. Research Report c. Market Analysis Report d. The Executive Summary
b
18. failure to reject the null hypothesis when, in fact it is false a. type I error (α error) b. type II error (β error) c. decision rule d. related samples
b
2) A formal statement explaining some specific outcome is: (textbook, pg. 66) a) theory b) hypothesis c) empirical testing d) experimental variable
b
2) A philosophical approach to studying human experiences based on the idea that human experience itself is inherently subjective and determined by which the context in which people live a. Concept testing b. Phenomenology c. Probing d. Word cloud
b
2. Ethical behavior between buyer and seller, an open relationship with research suppliers and interested parties are all ... a. Ways to avoid harming a participant b. Issues in the client researcher relationship c. Marketing ethics d. Moral standards
b
2. The subset of data and information that actually has some explanatory power enabling effective decision to be made a. Information b. Market intelligence c. Data d. Big data
b
3) A small-scale research project that collects data from respondents similar to those to be used in the full study a. Research proposal b. Focus group c. Pilot Study d. Theory
b
3) Employee who provides technical assistance such as running computer programs and manipulating data to generate a sales forecast a. Research assistants b. Forecast analyst c. Research analyst d. Cross-functional terms
b
3. A spoken summary of the major findings, conclusions, and recommendations, given to clients or line managers to provide them with the opportunity to clarify any ambiguous issues by asking questions is: a. An uneffective way of presenting findings. b. An oral presentation. c. A bar chart. d. A pie chart.
b
3. Distribution research consists of: a. Marketing channel b. Promotion research c. Supply chain d. Studies aimed at selecting sites for retail & warehouse
b
3. Product orientated means: a. A firm that ignores production completely. b. A firm that prioritizes decision making in a way that emphasizes technical superiority in the product. c. Only applies to services companies. d. Only focusing on one product and ignoring every other product.
b
3. What involves finding the amount of monetary sacrifice that best represents the value customers perceive in a product after considering various market constraints a. Product research b. Pricing research c. Distribution research d. Promotion research
b
5. What is a computer-based system that helps decision-makers confront problems through direct interaction with databases and systems? a. Customer Relationship Management b. Decision Support System c. Databases d. Cloud Storage
b
8) What is Market Opportunity? a. Opportunities in a market b. a situation that makes some potential competitive advantage possible. c. No advantage in a market d. A market with opportunities to utilize
b
8. A market ______ is a situation that makes some significant negative consequence more likely. a. Opportunity b. Problem c. Trend d. Identity
b
A ____ Graph is useful for showing the relationship of one variable to another. a. Pie b. Line c. Bar d. Scattered
b
A collection of raw data arranged logically and organized in a form that can be stored and processed by a computer a. Cloud storage b. Database c. Decision Support System d. Customer Relation Management
b
Chapter 16 An oral presentation or written statement of research results, strategic recommendations and/or other conclusions to a specific audience ● Introduction section ● Research report ● Report format ● Result section
b
Communicates the idea that a major goal of marketing is to build long-term relationships with the customers contributing to their success? ● Customer orientated ● Relationship marketing ● Basic marketing research ● Scientific method
b
Picture or diagrams used to clarify complex points or emphasize a message are called Graphic tables. a. True b. False
b
What are cookies? a. Something delicious b. Small data files that content providers can save onto the computer of someone who visits its website c. A company's private data network
b
What is push technology? a. Consumers is essentially asking for the data b. Sends data to a user without a request being made c. Software capable of learning an internet user's preferences and automatically searching out info in selected websites and then distributing it
b
Which is not one of the primary barriers to scientific decisions (Page 137) A. Time B. Text mining C. Emotion D. Money
b
1) Experimental manipulation refers to: (textbook, pg. 59) a) representing the proposed cause that researcher controls by manipulating its value b) a cause that is necessary/sufficient to bring about the effect c) the researcher alters the level of the variable in specific increments d) one of the three criteria for causality
c
1. Marketing Mix includes: a. Product, Price, Place b. Product, Price, Place, Points c. Product, Price, Place, Promotion d. Product, Price, Place, Public
c
10. What are companies that develop a unique methodology for investigating a specific business specialty area called? a. Research Suppliers b. Syndicated Service c. Standardized Research Service d. Limited Research
c
13. Quantitative research entails: a. Moe interpretation b. Less analysis c. Less interpretation d. More analysis
c
15. The documented history of a particular person, group, organization, or event. a. Probing b. Hermeneutics c. Case studies d. Grounded Studies
c
16) What is secondary data? a. Data that is worse than primary data b. Data that is never used because it is not necessary c. Data that have been previously collected for some purpose other than the one at hand d. Data collected directly from someone
c
17) What is data transformation? a. Taking data and other ingredients and making a project b. the process of changing the original form of the data to a format suitable to achieve the research objective; also called data transformation c. Taking a piece of data and turning it into something else
c
17. What is the part of the report body that describes the research process, which often includes explanations of potentially complex, technical procedure called? a. Results Section b. Conclusions and Recommendations Section c. Research Method Section d. The Executive Summary
c
2) Focus groups offer several advantages EXCEPT: (textbook, pg. 122) a) easy to execute b) provide a high degree of scrutiny c) the laddering approach d) relatively fast
c
2) Recognizing that multiple parties are affected by the firm's decisions a. Product orientation b. Marketing concept c. Stakeholder orientation d. Customer orientation
c
2) What are the characteristics of valuable data? (textbook, pg. 28) a) relevance, quality, importance, worthy b) importance, timeliness, notable, proper c) timeliness, completeness, quality, relevance d) completeness, relevance, quality, appropriate
c
2) _____ can clarify complex points or emphasize a message. (textbook, pg. 450) a) oral presentation b) self-contained presentations c) graphic aids d) research follow-up
c
2. A graphic aid: a. Only involves text on a page. b. Should only be seen by researchers and no one else. c. Is pictures or diagrams used to clarify complex points or emphasize a message. d. Is not an effective presentation tool.
c
2. Data quality refers to: a. Whether the data is printed on glossy paper or non glossy paper. b. Whether you did the data yourself. c. How accurately the data actually matches reality. d. The timeliness of the data.
c
2. Idealism is: a. A set of completely reachable standards. b. A participant's right to privacy. c. The degree to which one bases one's morality on moral standards. d. Confidentiality.
c
2. The definition of marketing suggests that marketing research includes all of the following except a. Accurate and objective b. Relevant to all aspects of the marketing mix c. Intuitively gathered d. Limited by one's definition of marketing
c
2. The scientific method is: a. Only used in science classes. b. A method that isn't very scientific. c. The way researchers go about using knowledge and evidence to reach objective conclusions about the real world. d. Completely unrelated to marketing.
c
2. What is Data warehousing? a. Data is stored on devises that make files directly available via the internet b. Collection of raw data arranged logically and organized in a form that can be stored and processed by a computer c. Process allowing important day-to-day operational data to be stored and organized for simplified access
c
2. What is NOT a conflict between marketing management and marketing research? a. Time b. Money c. Avaliability d. research that implies criticism
c
2. Which of the following questions should NOT be asked when going over "Benefits vs. Costs"? a. Will the payoff be worth the investment? b. Will the information gained by the marketing research improve the quality of the marketing decision enough to warrant the expenditure? c. Is the research plan within the parameters of a given timeline d. Is the proposed research expenditure the best use of the available funds?
c
3. Absolute, Conditional, and contributory are all degrees of what? a. Experiments b. Surveys c. Causality d. distributions
c
3. An unstructured, free-flowing interview with a small group is a: a. Unfocused group interview. b. Thematic group interview c. Focus group interview. d. Quantitative interview.
c
3. Pilot study is: a. The first episode of a television series. b. The marketing study of airplanes. c. The small-scale research project that collects data from respondents similar to those to be used in the full study. d. The only major if you attend the US Air Force Academy.
c
3. What is NOT an advantage of Focus group interviews? a. Flexibility b. Can be done quickly c. Cheap d. Gain multiple perspectives
c
3. Which of the following explains how the report represents a key deliverable and invites further discussion on the matter a. Appendix b. Table of contents c. Letter of transmittal d. Executive summary
c
4. What is the subset of data and information that actually has some explanatory power enabling effective decisions to be made? Ch. 2 a. Timeliness b. Big Data c. Market Intelligence d. Data
c
6. The iceberg principle provides information concerning the _____. a. selection of the appropriate research design b. execution of the research design c. determination of the research problem d. communication of the research results e. interpretation of data to create knowledge
c
7. What is the process of developing and deciding among alternative ways of resolving a problem or choosing from among alternative opportunities? a. Marketing Research b. Market Opportunity c. Decision Making d. Market Problem
c
Means the data are not so old that they are irrelevant ● Market dynamism ● Data quality ● Timeliness ● relevance
c
Recorded facts or measure of certain phenomena? ● Big data ● Small data ● Data ● Megabyte
c
The communication function of the firm responsible for informing and persuading buyers? ● Promotion research ● Supply chain ● Promotion ● Pricing
c
What are some problems in directed research? a. Skilled research professionals like conducting research better than managing people b. Research management role often is not formally recognized c. All the above d. None of the above
c
Which one is NOT one of the three critical pieces of casual evidence. a. Temporal Sequences b. Nonspurious Association c. Temporal Variance d. Concomitant Variance
c
how is reliability and validity used in secondary data?
cross checks: the comparison of data from one source with data from another source to determine the similarity of independent projects
1) What does CRM stand for? (textbook, pg. 30) a) customer revloving manager b) client realty management c) client relationship maintenance d) customer relationship management
d
1) What is marketing research? a. Research about different markets b. Research about online marketplaces c. Research about flea-markets d. Studying the different things that come together to create a business environment.
d
1) Which are one of the four points that should be included in the research methodology section? (textbook, pg. 449) a) implications b) future research c) limitations d) sample design
d
1. All of the following belong in an executive summary except a. Objectives b. Results c. Recommendations d. Letter of transmittal
d
1. Big data is: a. Small quantities of data taken from few, unvaried sources that were intended to be used together. b. Data that when printed takes up only one sheet of paper. c. Unrelated to analytics. d. Large quantities of data taken from multiple, varied sources that were not intended to be used together, that are available to be analytically applied to provide input to organizational decision-making
d
1. Quantitative data: a. Is subjective and has no numbers. b. Always determines causality. c. Is never used. d. Represents phenomena by assigning numeric values in an ordered and meaningful way.
d
1. Sources of conflict between marketing management and marketing research are all of the following except a. Time b. Money c. Research that implies criticism d. Inadequate data
d
1. The process of scientific method includes all of the following except a. Idea and theory development b. Problem definition c. Information gathering d. repeating the same research procedures
d
1. What is a syndicated service? a. Commercial providers of marketing research services b. Service that provides a unique methodology for investigating a business specialty area c. Service that provides technical assistance to forecast sales d. Marketing research supplier that provides standardized information for clients in return for a fee
d
1. _________ firm prioritizes decision making in a way that emphasizes technical superiority of their offerings a. Marketing orientation b. Customer oriented c. Stakeholder oriented d. Product oriented
d
1.) All of the following are characteristics of data view except a. Relevance b. Completeness c. Quality d. Perfection
d
10. All of the following are advantages of in-house research, except... a. Quick turn around b. Better collaboration among employees c. Greater secrecy d. Data is gathered for you
d
11. All of the following are advantages of out-house research, except... a. Fresh perspective b. Greater objectivity c. Special expertise d. Greater secrecy
d
12. All of the following are sources of conflict between marketing management and marketing research, except... a. Research that implies criticism b. Money c. Time d. Secrecy
d
13. All of the following are important for a creative mindset, except... a. Free form thinking b. Wider is better c. Secondary data d. Both a. and c
d
14. Probing is useful for the following reasons, except... a. Clarification b. Contrast c. Change d. Expense
d
14. What is the philosophical approach to studying human experiences based on the idea that human experience itself is inherently subjective and determined by the content in which people live in, called? a. Hermeneutic b. Ethnography c. Netnography d. Phenomenology
d
15. All of the following are barriers to scientific decisions, except... a. Time b. Money c. Emotion d. Free form thinking
d
16. Major elements of a report format include all of the following, except... a. Title page b. Letter of transmittal c. Executive summary d. Declaration of research
d
17. Charts should include... a. Figure numbers b. Title c. Explanatory legends d. All of the above
d
2) Means the data is not so old that it is irrelevant a. Market dynamism b. Relevance c. Data Quality d. Timeliness
d
2) What is the 2nd stage of developing/implementing a marketing strategy? (textbook, pg. 13) a) keeping customers and building relationships b) analyzing firm performance c) evaluating market opportunities d) analyzing market segments and selecting target markets
d
2) Who has the responsibility for client contact, project design, preparation of proposals, selection of research suppliers, and supervision of data collection, analysis, reporting activities? (textbook, pg. 82) a) research assistant b) Director of marketing research c) executive researchers d) research analyst
d
2. Appendix contains all but a. Data collection forms b. Detailed calculations c. General tables d. Recommendations
d
2. Descriptive research describes characteristics of each of the following except a. Objects b. People c. Groups d. Companies
d
2. Qualitative data is a. Not characterized by numbers b. Textual c. Visual d. All of the above
d
2. The definition of marketing research suggests that marketing research information is... a. Not intuitive of haphazardly gathered b. Accurate and objective c. Relevant to all aspects of the marketing mix d. All of the above
d
3) IRB stands for: (textbook, pg. 94) a) International Review Board b) Institutional Reliance Branch c) International Review Branch d) Institutional Review Board
d
3. A network of interdependent institutions that performs the logistics necessary for con- Pricing research by its nature also involves consumer quality perceptions, is known as? a. Pricing b. Supply Chain c. Marketing Research d. Marketing Channel
d
3. Checklist for a creative mindset a. Quantity leads to quality b. Wilder is better c. Do not judge d. All of the above
d
3. Customer priorities, previous orders, inventory, and product sales history is a source of what? a. Proprietary marketing research b. Web tracking c. Salesperson input d. Internal records
d
3. Marketing research includes all of the following except... a. Analyzing data b. Information gathering c. Idea and theory development d. Time value of money
d
3. Professional organizations with codes of ethics for marketing researchers are all of the following except a. Marketing research society b. American marketing association c. European society for opinion and market research d. National Marketing society
d
3. What is one ethical issue in marketing research? a. Moral standards b. Informed consent c. Placebo d. Participant's right to privacy
d
3. Which part of the research report is supposed to announce formally the release of or delivery of the report to the client? a. Title page b. Executive summary c. Table of contents d. Letter of transmittal
d
5. All of the following are characteristics of valuable data, except... a. Completeness b. Quality c. Relevance d. Quantity
d
8. What is a purpose of exploratory research? Ch. 3 a. To clarify ambiguous situations b. To discover ideas that may be potential business opportunities c. To provide conclusive evidence d. Both A and B
d
9. All of the following are degrees of causality, except... a. Absolute causality b. Conditional causality c. Contributory causality d. Dynamic causality
d
A marketing oriented firm must a. Be customer oriented b. Emphasize long run probability c. Adopt cross-functional perspective d. All the above
d
Appendix contains all except a. Data collection forms b. Detailed calculations c. General tables d. Methodology
d
Represent phenomena by assigning numeric values in an ordered and meaningful way ● Qualitative data ● Subjective ● Researcher dependent ● Quantitative data
d
The marketing research definition suggests that marketing research is a. Not intuitive or haphazardly gathered b. Accurate and objective c. Relevant to all aspects of marketing mix d. All the above
d
What are critical pieces of causality? a. Temporal sequence b. Concomitant variation c. Nonspurious association d. All the above
d
What is not on the checklist for a creative mindset? a. Quantity leads to quality b. Wilder is better c. Do not judge d. Do not question assumptions
d
When creating tables you must include a. Title b. Subheads and bannerheads c. Source notes d. All the above
d
Which is not a source of conflict? a. Research that implies criticism b. Money c. Time d. Sampling difficulties
d
Which is not included in the executive summary? a. Objectives b. Results c. Conclusions d. Letter of authorization
d
Which of these deal with product research? a. Concept testing b. Product testing c. Brand evaluation d. Pricing research
d
when is qualitative research useful?
difficult to develop specific and actionable decision statements or research objectives
2) Which aspects of the marketing mix is market research useful for? a. Product b. Price c. Place d. Promotion e. All of the above.
e
5. The first task in the information research process is to _____. a. redefine the decision problems as research problem b. determine the measurement issues and scale c. determine the sample plan and sample size d. determine the research design and data sources e. identify and clarify management's information needs
e
what is concept testing?
frequently performed type of exploratory research representing many similar research procedures all having same purpose
what are factors of ethical digital data gathering?
has the consumer implicitly or explicitly consented to being traced? does the tracking behavior violate any explicit or implicit contracts or agreements?
what is relationship marketing?
idea that a major goal of marketing is to build long-term relationship with the customers contributing to their success
what are some ways to reduce conflict between researchers and managers?
involve researchers and decision makers working closely together State clear job descriptions Communicate research findings and research designs
when should marketing research be applied?
it's usually conducted to address a specific marketing decision for a specific firm or organization
what are the main examples of commercial sources?
market- shared data, consumer attitude and public opinion research, consumption and purchase behavior data, advertising research, consumer data
what is the main purpose of research design?
methods and procedures for collecting and analyzing the needed framework, providing framework or plan of action for the research
what are two things that go into experimental designs?
placebo and debriefing
what is data warehousing?
process allowing important day to day operational data to be stored and organized for simplified access
what's the difference between push and pull tech?
pull- consumer is essentially asking for the data push- sends data to a user without request being made
what consists on a checklist for a creative mindset?
quantity leads to quality, wilder is better, don't judge, question assumption
what are some conflicts between marketing management and research?
research that implies criticism, money, time
what is data mining?
use of powerful computers to dig through volumes of data to discover patterns about organization's customers and products
1. "Research performed by employees of the company that will benefit from the research" is a a. In - house research b. Outside agency c. Survey research d. Market research
a
1. What are cookies? (Page 42) A. Small data files that a content provider can save onto the computer of someone who visits a website B. Activities that covertly discover and record the websites that a consumer visits C. Companies that provide access to data directly to the end consumer for a fee D. Salesperson inputs
a
1. Which of the following comes after the title page in a research project? a. Letter of transmittal b. Body c. Appendix d. Executive summary
a
1.) A situation that makes some potential competitive advantage possible a. Market opportunity b. Market problem c. Management seeker d. Computer Information systems
a
2.) A collection of raw data arranged logically and organized in a form that can be stored and processed by a computer is a. Database b. Computer closet c. Organizational Marketing d. Raw Data files
a
3) A marketing oriented firm must be: a. Customer Oriented b. Emphasizing on short-term profitability c. Integrate marketing just in one and not in other business functions d. Makes decisions sometimes with a conscious awareness
a
3. What is relationship marketing? Ch. 1 a. The idea that a major goal of marketing is to build long-term relationships with the customers contributing to their success b. Testing new products before launch c. Using sales data to offer customers product suggestions d. Identifying changes in customer needs, uses, and demand for products
a
3.) Type of exchange that occurs when one company's computer system is integrated with anyone company's computer system a. Electronic data interchange b. U.S. Census c. Information Technology d. Near Field Communication
a
6. Small data files that a content provider can save onto the computer of someone who visits its website are ______. Ch. 2 a. Cookies b. Intranets c. Smart agent software d. Pull technology
a
What is informed consent? (Page 90) A. When an individual understands what the researcher wants him or her to do and agrees to the research study B. Restricts any telemarketing effort from calling consumers who either register with a non call list or who request not to be called C. Assures respondents that they cannot be identified or linked to their response in any way D. The information involved in a research will not be shared with others
a
What is one of the most impactful trends in recent times? a. social networking b. Coffee breaks c. Field approach d. Software development
a
What is the application of morals to behavior related to the exchange environment? (Page 88) A. Marketing ethics B. Relativism C. Ethical dilemma D. Idealism
a
What type of marketing research is conducted to clarify ambiguous situations or discover ideas that may be potential business opportunities? (Page 54) A. Exploratory research B. Descriptive research C. Causal research D. Experiment
a
Which of the following is the method and procedure for collecting and analyzing the needed information for a given type of research? a. Research design b. Empirical testing c. Literature review d. Focus group
a
_______ is the process of allowing important day-to-day operational data to be stores and organized for simplified access a. Data warehousing b. Data warehouse c. Cloud storage d. Database
a
behaviors that are openly performed in public implies that one is willing to have others observe a. implicit consent b. Active research c. Experimental design d. Push poll
a
define ethnography a. originating in anthropology b. Originating in sociology c. Originating in psychology and in business research d. Graphical depiction of the frequency with which words occur
a
designed to evaluate and develop new products to learn how to adapt existing product lines is... a. product research b. price research c. management research d. scientific research
a
13. Qualitative marketing research _____. Ch. 5 a. Extracts meaning from unstructured responses b. Addresses marketing objectives through techniques allowing the researcher to provide elaborate interpretations of market phenomena without depending on numerical measurement c. Does not focus on discovering true inner meanings and new insights d. Focuses on addressing research objectives through empirical assessments that involve numerical analysis
b
2) Which one is NOT a decision making situation a. Uncertainty b. Unknown c. Certainty d. Ambiguity
b
4) All of these are Advantages of In House Research but :(one is wrong and doesn't belong in the group) a. Better Collaboration among Employees b. Greater Objectivity c. Quick Turn Around d. Greater Secrecy
b
7. What is a market opportunity? Ch. 3 a. A situation that makes more significant negative consequence more likely b. A situation that makes some potential competitive advantage possible c. When the decision maker has all the information needed to make an optimal decision d. When the manager grasps the general nature of desired objectives, but the information about alternatives is incomplete
b
In a focus group discussing smoking cigarettes of the four groups that might be used one would not be? a. Single current smokers b. Children c. Nonsmokers d. Children of smokers
b
The four points that should be included in the research methodology section include all but: a. Research Design b. The survey c. Data collection and fieldwork d. Analysis
b
What is a market problem? (Page 51) A. A situation that makes some potential competitive advantage possible B. A business situation that makes some significant negative consequences more likely C. Observable cues that serve as a signal of a problem D. The process of developing and deciding among alternative ways of resolving a problem
b
____ marketing research is conducted to address specific marketing decisions for a specific firm or organization. a. Basic b. Applied c. Advanced d. Scientific
b
_____ causality means that a cause is necessary but not sufficient to bring about the effect. a. Contributory b. Conditional c. Experiment d. Manipulation
b
_____ research service are companies that develop a unique methodology for investigating a specific business specialty area. a. Specialized b. Standardized c. Advertising d. None of the above
b
