MKT 3053

All of the following represent examples of the causal research approach, except: a. Determining the frequency with which something occurs within a population b. Determining what price to charge for a product c. Determining which product packaging design is most effective d. Determining which version of a product to offer

a

Considering how managers use marketing research, which use applies to a manager who wishes to allocate resources in the best way to pursue business opportunities? a. Marketing research used for planning b. Marketing research used for problem solving c. Marketing research used for control d. Both B and C

a

How a firm responds to a new product introduced by a competitor is an example of which type of marketing problem/opportunity? a. Unplanned change in the marketing environment b. Planned change in the marketing environment c. Both types of change are applicable to this example. d. Neither type of change is applicable to this example.

a

The first thing that must occur for research to be properly designed: a. The problem or opportunity must be precisely defined. b. Primary research data must be collected. c. A research request agreement must be put in place. d. Secondary research must be analyzed.

a

The most critical error in research work is a. total error. b. editing error. c. coding error. d. sampling error.

a

The stage of marketing research in which error can enter the process is a. Error can enter during any stage. b. data analysis. c. problem definition. d. data capture.

a

What descriptive analysis technique might a retailer use to analyze millions of transactions to understand the relationship between things in the shopping carts (market baskets) of consumers? a. Data mining b. Regression analysis c. Monte Carlo simulation d. None of these techniques are appropriate for market basket analysis.

a

What is true about Customer Relationship Management (CRM)? a. It is a system for gathering all relevant information about a company's customers. b. It's goal is to better understand sales representative needs and behaviors. c. CRM cannot be part of the larger DSS of an organization. d. All of these statements about CRM are true.

a

Which method of ethical reasoning holds that the correct course of action is the one that promotes the greatest good for the greatest number of people? a. Utility approach b. Justice approach c. Rights approach d. All approaches do this.

a

Which systems approach makes the most sense for a manager in a dynamic marketing environment that needs data at irregular intervals? a. Decision support system (DSS) b. Marketing Dashboard c. Marketing information system (MIS) d. A systems approach does not make sense for a manager under these conditions.

a

A concern or pitfall about the use of focus groups for exploratory research is a. that the participants talk to each other rather than the moderator. b. that managers find it too easy to use focus group data to intentionally support their positions. c. that participants in the group are relatively homogeneous. d. that everyone in the group will try to contribute ideas

b

Companies that wish to gain insights through big data analysis are likely to face which challenges? a. The lack of structured and unstructured data b. The lack of employees with analytical skills to turn data into information c. The lack of technology and tools for big data analysis d. All of these are challenges companies will face.

b

Data mining is an exploratory research technique that is defined as a. studying selected examples of the phenomenon about which insights are needed. b. searching for statistical patterns in datasets. c. Data mining is not an exploratory research technique. d. making detached and prolonged observations of consumer emotional responses, cognitions, and behaviors.

b

Under which moral reasoning framework is it more difficult to judge an action as ethical? a. The utility approach b. The rights approach c. It is equally difficult for all approaches d. The justice approach

b

What is the fifth V of big data - value - most concerned with? a. Handling the high pace of data inflows and outflows b. Increasing existing or creating new revenue streams c. Integrating the highly variable sources of data d. Developing accurate and trustworthy data sources and systems

b

Which broad approach to marketing research sheds light on a particular issue at a particular time? a. Putting systems in place that provide marketing intelligence on an ongoing basis b. Collecting data to address specific problems c. Both A and B d. Neither A nor B

b

Which component of a decision support system (DSS) has modules containing information about customers, general economic and demographic data, competitor information, and industry information such as market trends? a. Dialog system b. Data system c. Logic system d. Model system

b

Which of the following is probably the best source of data for a marketer doing research on the U.S. labor force? a. A trade association b. A federal government agency c. A marketing research company d. A university's bureau of business research

b

Which of the following statements about the research proposal is true? a. It does not include a description of the population t be studied. b. It specifies the techniques that will be used for implementing the research. c. It predicts the outcome of the research project. d. It does not include a detailed plan to complete the study.

b

Which type of data, when analyzed, is useful for identifying "super-influencers" who can make or break a product, brand, or service? a. Mobile data b. Social data c. Omni-channel transaction data d. Structured data

b

Why does the research request agreement make the job of the researcher easier? a. Because it describes exactly how to conduct the research b. Because it makes certain that the client and the researcher agree about the research problem to be addressed c. Because it describes the research conclusions the researcher should try to obtain d. All of these statements are correct.

b

Why is it important for the researcher to be actively involved in problem formulation? a. Because researchers have a better understanding of the problem than the manager does b. Because researchers bring a new perspective to the problem/opportunity situation c. Because managers are focused on root causes, not symptoms, of the problem d. All of the above are correct.

b

"Sugging" is best described by which of the following statements? a. Salespeople using results of marketing research studies to help sell their products b. Conducting research to support a particular position with pseudo-scientific results c. Attempting to sell products or services after telling respondents you are conducting marketing research d. All of these statements describe "sugging."

c

All of the following statements describe attributes of successful marketing researchers except which one? a. They realize research is done primarily to help managers make better marketing decisions. b. They are proactive rather than reactive. c. They simply respond to explicit requests for information. d. They tend to identify and lead the direction of individual studies and overall programs

c

Managers who study and understand marketing research will know which of the following statements about the research process are NOT true? a. The process is detailed, time consuming, and requires a lot of thought and effort. b. The process of gathering data and generating information is full of opportunities for errors to slip into the results. c. Marketing research is inexpensive to an organization and can therefore be undertaken on trivial issues. d. No research is perfect and managers must take this into account when making decisions

c

One of the quickest and least costly ways of conducting exploratory research is a. projective methods. b. depth interviews. c. literature search. d. case analyses.

c

Secondary data is typically more accurate when a. the data collection process is not disclosed. b. it comes from an anonymous, external source. c. it comes from the primary source that originated the data. d. it has been collected in support of an advocacy research effort.

c

The introduction of New Coke in the early 1980s is an example of a product introduction, backed by research, that had a disastrous result. Why did the marketing research process fail in the case of New Coke? a. Because researchers asked complicated questions b. Because researchers asked too many questions c. Because researchers asked all the wrong questions d. Because researchers forgot to ask any questions

c

What is the role in a focus group that is most critical to its success? a. Facilitator b. Coordinator c. Moderator d. Monitor

c

Which broad type of data represents the greater challenge for integration and analysis as part of big data analysis? a. Structured b. Restructured c. Unstructured d. All types are equally challenging to integrate and analyze.

c

Which component of a decision support system (DSS) has routines or tools for helping managers do things like make better marketing mix decisions and new product development decisions or assess alternative marketing plans? a. Dialog system b. Data system c. Model system d. Logic system

c

Which exploratory research approach is best if you're concerned about minimizing the potential for "group think?" a. Focus groups b. Depth interviews c. Nominal groups d. All of these approaches minimize the potential for "group think."

c

Which of the following examples represents a strategy-oriented decision problem for a restaurant owner? a. Providing information about customer satisfaction with the restaurant b. Providing information about the overall awareness level of the restaurant in a target market c. Determining the effectiveness of two proposed advertising campaigns for the restaurant d. Understanding consumer perceptions of competing restaurants

c

Which of the following statements about primary data is true? a. It should be generated even when information can be obtained from the company's internal or external sources. b. It is not new-to-the-world data. c. It is time-consuming to generate primary data. d. It is inexpensive to generate primary data.

c

Which of the following statements about the ethical reasoning frameworks is true? a. It's easy to apply these frameworks to marketing research decisions. b. It's optional to use one or more of these ethical reasoning frameworks. c. These frameworks will not always lead to the same conclusion about the ethics of research. d. All of these statements about ethical reasoning frameworks are true.

c

Which type of research would an advertising agency most likely conduct? a. Research designed to develop and market their products b. Research done on a regular basis to sell in syndication c. Research designed to create effective campaigns and measure their effectiveness d. Research to gather information about consumer preferences

c

Why might omni-channel transactional data analysis be important to a retailer? a. Because it provides Voice of the Customer (VOC) data b. Because it lets you set up "geofences" to reach customers by location c. Because it lets you identify customers' paths to eventual purchase points d. All of the above are true.

c

A manager needing to investigate why market share for a product has slipped might use which of the following exploratory research approaches to identify a research problem? a. Analysis of sales data in company databases b. A focus group with consumers c. A quick online survey of current product users d. All of these are appropriate exploratory research approaches in this example.

d

A request-for-proposal (RFP) is a document a manager would use for what research-related purpose? a. To hire staff for an in-house research department b. To get authorization from upper management to conduct research c. To share proposed actions or steps recommended by research d. To ask research providers for proposals and cost estimates for a research project Hide Feedback

d

Evidence that the research that collected secondary data was done properly involves understanding what details about the data collection process? a. Definitions b. Data collection forms c. Method of sampling d. All of the above provide evidence that research was done properly.

d

How can a company avoid the trap of researching the wrong problem? a. Meet with the client to get as much information about the problem/opportunity. b. Delay research until the problem is properly defined. c. Conduct exploratory research to pin down the issues. d. All of the above are correct.

d

Marketing research should be avoided when a. it is unethical. b. management bias cannot be overcome with valid research results. c. it wastes a company's resources. d. All of these statements about avoiding marketing research are true.

d

The growth in the need for marketing research is creating demand for individuals who can a. collect and analyze information. b. collect and interpret information. c. analyze and interpret information . d. collect, analyze, and interpret information.

d

What approach seeks to systematically collect organizational knowledge and make it accessible to others? a. Human resources management b. Enterprise resource planning c. Customer relationship management d. Knowledge management

d

What differentiates a decision problem from a research problem? a. A research problem is a restatement of the decision problem, from the researcher's perspective. b. A research problem states specifically what research can be done to provide answers. c. A decision problem takes the manager's perspective. d. All of these statements are correct.

d

What is the primary advantage of a focus group over other exploratory techniques? a. Selected participants usually form a heterogeneous group. b. It involves detached and prolonged observation of consumers' emotional responses, cognitions, and behaviors. c. It overcomes the subjects' reluctance to discuss their feelings or provide truthful answers. d. It features group interaction, allowing participants to hear and respond to others' ideas.

d

What source of secondary data might be useful for a company seeking to understand the type of people who use its products? a. An online survey of people who have purchased the products b. U.S. Census Bureau data c. Cost data from accounting d. Product registration card data

d

What type of analysis might a government health agency use to predict the symptoms and spread of an influenza outbreak? a. Regression analysis b. Association rule learning c. Neural network analysis d. Time series analysis

d

Which dimension of "big data" refers to the pace of data flow both into and out of a firm? a. Volume b. Validity c. Variety d. Velocity

d

Which of the following are not valid examples of marketing research? a. A salesperson using research study results to help sell products b. A politician using polling data to plan campaign strategies c. A media company using research to better understand its audience so it can better sell advertising d. All of these are valid examples of marketing research

d

Which of the following are potential sources of unstructured data? a. Product reviews found on Amazon.com b. Instagram photos c. Text messages d. All of these are potential sources of unstructured data.

d

Which of the following is a limitation of the systems approach? a. The cost and time required to build information systems b. Different managers have different data needs. c. Managers are limited to the data available in the system. d. All of these are limitations of the systems approach.

d

Which of the following statements about "big data" is NOT true? a. Mistakes in data can breed mistakes in the information derived from analyzing data. b. Finding which combinations of data are most valuable is challenging. c. Determining how to combine the variety of data types is challenging. d. The sources of big data are highly invariable.

d

Which of the following statements are characteristics of depth interviews? a. Participants are selected based their likely ability to provide useful information. b. It's important to include people with differing viewpoints and opinions. c. They don't require a random sample. d. All of these statements are characteristics of depth interviews.

d

Which statement about an exploratory study is true? a. It consumes the bulk of the research budget. b. It is almost always relatively large in scale. c. It is appropriate for a problem that is well-known and understood. d. It is flexible regarding methods used for gaining insight.

d

Why is it important for business people, who are increasingly exposed to research results, to study marketing research? a. So they won't take research results at face value b. So they will know how to ask the right questions about the research c. So they can determine the validity of the results d. All of the above

d