MR Exam 1
How should a researcher determine if case analysis is an appropriate component of exploratory research? He should ask himself questions to determine the relevance of prior cases She should determine how similar phenomenon in the past is with phenomenon in the present. It is not necessary to determine appropriateness, because case analysis should always be included in exploratory research. She should conduct research on other researchers who have studied the subject in question and ask for appropriate case studies. A and B are correct.
A and B are correct.
A research firm that specializes in one, or, at most, a few marketing research activities is: A full-service supplier firm. A syndicated data service firm. An internal supplier firm. A limited-service supplier firm. A integrated supplier firm.
A limited-service supplier firm.
Nielsen Ratings service, which measures TV audience size and viewer demographics for TV programs, is an example of: A syndicated data processing firm. A standardized data processing firm. A syndicated data services firm. A packaged data services firm. A customer data services firm.
A syndicated data services firm.
An example of basic research is: A winery needs to solve a specific pricing issue relative to its competitors. A winery needs to respond to issues related to its distribution network. A winery needs to understand more about exporting wine. A winery needs to solve a problem it is having exporting wine. A winery needs to design a new wine brand.
A winery needs to understand more about exporting wine.
When is marketing research NOT needed? The information is already available. The timing is wrong. Funds are not available. Marketing research is always needed. A, B and C.
A, B and C.
Which of the following is NOT a question marketing research can assist in answering? What kinds of people purchase our products? What kind of packaging should we use? What should our per-unit profit margin? What is our level of service satisfaction? All are marketing research problem
All are marketing research problem
Experience survey may help formulate the marketing research problem. Which of the following statements is true about experience survey? The experienced experts may be found both inside and outside the firm who are knowledgeable about the firm and the industry. They could be knowledgeable customers or market mavens. Typically, information is obtained by unstructured personal interviews or focus groups without administering a formal questionnaire. It is helpful to prepare a list of topics to be covered during the interview. All of the above are true.
All of the above are true.
What are the potential applications of marketing research? Identify a marketing problem and opportunity. Generate, refine, and evaluate potential marketing actions. Monitor marketing performance. Improve marketing as a process. All of the above.
All of the above.
Which of the following is a use of secondary data? To determine the population and growth rate in almost any geographical area. To evaluate market performance. To help make public policy decisions. To predict broad changes in a culture's "way of life." All of the above.
All of the above.
Which of the following should you look for in evaluating a study that is secondary data? What was the sample? How large was the sample? What was the response rate? Was the information validated? All of the above.
All of the above.
Which of the following would be a question that we would try to answer with descriptive research? Who are our customers? What brands do our customers buy? When do our customers shop? How did our customers find out about our products? All of the above.
All of the above.
The ________ may represent the most significant change in the availability of secondary data to be used for marketing research purposes in several decades. U.S. Census American Community Survey County Business Patterns Census of e-Retail Trade Journal of Consumer Research
American Community Survey
Which of the following is NOT true? Marketing decision problems occur when a problem is recognized. Marketing research questions occur when a marketing decision problem needs to be solved. Marketing decision problems are action oriented while marketing research questions are information oriented. An example of a marketing research question is "design a new package for Coca Cola" and the corresponding decision problem is "evaluate the effectiveness of three alternative package designs of Coca Cola." All of the above is true.
An example of a marketing research question is "design a new package for Coca Cola" and the corresponding decision problem is "evaluate the effectiveness of three alternative package designs of Coca Cola."
Which of the following is a type of exploratory research that refers to a review of available information about a former situation(s) that has some similarities to the present research problem? secondary data analysis experience surveys Answer case analysis projective techniques ex post facto studies
Answer case analysis
Which of the following is true regarding worldwide spending on marketing research? Although the economic recovery, we expect that the marketing research industry will go down. The economic recession has no impact on the marketing research industry at all. The total global spending for the marketing research industry was about $1 billion in 2011. The 2009 estimates indicate that total global spending for the industry will be greater than in 2008 despite the worldwide recession. Based on ESOMAR estimates, the marketing research industry is about a $47 billion industry.
Based on ESOMAR estimates, the marketing research industry is about a $47 billion industry.
Which of the following best illustrates the significance of research design? Because research designs may be "matched" to different kinds of problems, the research design may serve as a blueprint for the researcher. Because all research problems are different, research designs are applicable only in an academic setting; they cannot be used in the real world Because research designs are like blueprints, they are most helpful during data analysis. Research designs are used after studies are completed and are used to make improvements in future research studies. All of the above are true.
Because research designs may be "matched" to different kinds of problems, the research design may serve as a blueprint for the researcher.
Which of the following is a type of research design? Casual. Exploratory. Causal. Both A and B. Both B and C
Both B and C
As environments change, what should be revised on an ongoing basis to produce the right strategy for the new environment? Market plan decisions. Product development decisions. Business decisions. Financial decisions. None of the above.
Business decisions.
What type of research design should a researcher use if he/she wishes to determine the effect of a change in price on the sales of a particular brand? Exploitive. Longitudinal. Exploratory. After-only. Causal.
Causal.
What type of descriptive research study measures units from a sample of the population at only one point in time? Sample surveys. Cross-sectional studies. Longitudinal studies. Population research. Both B and C are correct.
Cross-sectional studies.
Dirt Devil vacuum cleaning company is interested in knowing if a proposed advertising message will be effective in generating interest in purchasing their portable vacuum cleaner. They contact marketing research firm InsightExpress®, which has a service that tests proposed ad copy with consumers they have recruited to participate. Copies of the ad are prepared and are shown to several hundred consumers online. Consumers evaluate the ad and the results are given to Dirt Devil. This is an example of which of the following? Longitudinal study. Causal research. Experimental research. Exhaustive research. Cross-sectional study.
Cross-sectional study.
Which of the following would be classified as a part of internal secondary data? Online information database. Customer database. Demographic data within a company's target market. Any government data. Google.
Customer database.
Which of the following may NOT be an example of secondary data? Census data Export data Economic trends data Data from a current customer survey Customer database data
Data from a current customer survey
Which of the following was NOT discussed as a disadvantage of using secondary data? There is a mismatch of the units of measurement. Differing classifications of the data in terms of what is available and what is needed. The data may be dated. Data may be collected too quickly causing problems with the project schedule. Geographic reporting units are incompatible.
Data may be collected too quickly causing problems with the project schedule.
Once a firm decides to conduct marketing research, the second step is to: Decide the research approach. Establish the research objective. Establish the research budget. Define the problem. Determine the research design
Define the problem.
What type of research design should a marketing researcher use to find out how many customers there are, what brands they buy and in what quantities, which advertisements they recall, what are their attitudes toward the company, and who is the competition? Exploratory research. Causal research. Explicit research. Descriptive research. Population research.
Descriptive research.
Which of the following would NOT be considered an application of secondary data? Predicting every broad changes in a culture's "way of life." Selecting a street address for a new car wash. Determining the likelihood of customers purchasing a brand new product. Determining population growth rates in different geographical areas. Examining information about competitors.
Determining the likelihood of customers purchasing a brand new product.
A winery wants to know more about sales channels, product outlets, and even whether these channels are motivated. What type of research would the winery use to answer these questions? Product research Pricing research Promotion research Distribution research Consumer research
Distribution research
The marketing research process contains multiple steps. The first step of the process is: Establishing the need for marketing research. Defining the problem. Establishing the research objectives. Determining methods of accessing data. Present the finding.
Establishing the need for marketing research.
A marketing firm launched a major advertising campaign to position its brand as superior to its competitors. After the campaign had run for six months, the marketing team wanted to use marketing research to determine if it had achieved its objective. Which of the functions of marketing research is carried out by the firm? Monitoring marketing performances. Identification of market problems. Refinement of marketing actions. Identification of market-driven opportunities. Evaluation of marketing actions.
Evaluation of marketing actions.
The use of social media data for marketing research also has quite a few disadvantages. Which of the following is NOT considered one of those disadvantages? Commenters may not represent a brand's target audience Vocal critics may have a more active voice and distort the conversation. Even though much of the material on social media is shallow or useless, it is always relevant. Demographic and geographic information of the consumers may not be identifiable or may be falsified. All of the above.
Even though much of the material on social media is shallow or useless, it is always relevant.
The difference between basic research and applied research is that applied research is conducted to: Understand the basic desires and motives of consumers. Expand our knowledge to solve a specific problem. Expand our knowledge, rather than solve a specific problem. Determine the most basic desired features in new products. None of the above.
Expand our knowledge to solve a specific problem.
A medical device company developing a cardiac device surveys well-known cardiac surgeons with subject matter knowledge about the problem the device company is trying to solve. This is an example of: Exploratory research. Descriptive research. Causal research. Experience research. Secondary data research.
Exploratory research.
The less we know about a market or subject, the more likely it is that a researcher should use: Causal research. Descriptive research. Exploratory research. Formal research. Standard research.
Exploratory research.
Which of the following is most commonly unstructured, informal research that is undertaken to gain background information about the general nature of the research problem? Casual research. Exploratory research. Causal research. Descriptive research. Either A or D.
Exploratory research.
Although there is no step-by-step fashion for which order to use research designs, which of the following is the order in which most research designs should be carried out? Exploratory-descriptive-causal. Descriptive-exploratory-causal. Causal-descriptive-exploratory. Causal-exploratory-descriptive. Exploratory-causal-descriptive.
Exploratory-descriptive-causal.
A small family-owned jeweler experiences more than a 20 percent decline in sales. The owners do not know what the problem is. The research design they should use is: Causal. Explanatory. Exploratory. Descriptive. Standard .
Exploratory.
A retailer may experience a decrease in sales over previous periods, a website begins losing traffic, or an advertising campaign does not reach its expected level of awareness. These situations are examples of: Failure to perform marketing research. Failure to perform marketing planning. Failure to meet sales targets. Failure to meet objectives. Failure to fulfill the order
Failure to meet objectives.
When managers must make decisions and they have inadequate information, this signals the need: To define the problem. For marketing research. To establish research objectives. To establish research design. For marketing manager
For marketing research.
Which of the following does NOT belong to using marketing research to identify a marketing problem and opportunity? Wal-Mart estimates the market potential in local Blacksburg. Porsche identifies five segments of Porsche buyers that differ in personalities: "top guns" whose purchase is driven by ambition, "elitists" who are brand loyal, "proud" who buy for self-satisfaction, "bon vivants" who are seeking for speed and excitement, and "fantastists" who takes the car as an escape. Apple conducts a SWOT analysis of its new iPad product lines. Ford sends out a satisfaction survey to evaluate the satisfaction of Ford dealers. Kodak performs a business portfolio analysis to determine where its product lines (digital camera, digital photo printer, digital picture frame, and film) belongs in the BCG matrix.
Ford sends out a satisfaction survey to evaluate the satisfaction of Ford dealers.
A research objective should specify: The research design used in the research study. The sample size used in the research study. The sampling procedure used in the research study. From whom information is to be gathered. Whether marketing research is needed.
From whom information is to be gathered.
Wrangler® developed several different proposed advertisements. They then used marketing research to test consumers' preferences for the different promotional messages expressed in the various ads. This is an example of which use of marketing research? Identify market opportunities and problems. Generate, define, and evaluate potential marketing actions. Monitor marketing performance. Improve marketing as a process. Communications research.
Generate, define, and evaluate potential marketing actions.
In 2014, General Mills acquired Annie's Homegrown, an organic food company, to meet a growing demand by consumers to have access to organic and natural foods. The company used marketing research to identify ways to grow the brand, promote it, and evaluated plans to market it. This is an example of what use of marketing research? Generating and identifying potential marketing actions Generating, refining, and evaluating potential marketing actions Identifying marketing opportunities and problems Identifying market problems and generating marketing actions Improving marketing as a process.
Generating, refining, and evaluating potential marketing actions
A new use for a product is identified on social media, or those in a target market would like to have a service delivered to their doors. These would be examples of: Identification of an opportunity. Identification of an alternative product. Identification of a market. Identification of a target market. Identification of a product development method
Identification of an opportunity.
When everyone saw the music industry facing a terrible decline due to pirating of songs on the Internet, Apple saw an opportunity for iTunes. This example illustrates which use of marketing research? Identify market opportunities and problems. Generate, refine, and evaluate potential marketing actions. Monitor marketing performance. Improve marketing as a process. Improve marketing research as a process.
Identify market opportunities and problems.
High gasoline prices and concerns about fossil emissions bothered consumers, so Toyota developed the Prius. This is an example of what use of marketing research? Generating potential marketing actions Identifying potential marketing segments Identifying marketing opportunities and problems Identifying market problems and marketing actions Improving marketing as a process.
Identifying marketing opportunities and problems
A great deal of marketing research is conducted to determine the size of various market segments. Not only are managers interested in knowing the size of a market segment but also: If that segment is shrinking and why competitors did not fulfill the wants and needs of that segment. If that segment is growing and how well competitors are fulfilling the needs of that segment. If that segment is growing and how well competitors are fulfilling the wants and needs of that segment. If that segment is growing or shrinking and how well competitors are fulfilling the wants and needs of that segment. None of the above.
If that segment is growing or shrinking and how well competitors are fulfilling the wants and needs of that segment.
One of the most important emerging trends for client-side marketing research departments is: Specialized internal research teams. Specialized internal research teams. B) Increasing use of specialized research agencies. Informal departments organized around specific product. Increasing use of do-it-yourself research. None of the above.
Increasing use of do-it-yourself research.
Which of the following is NOT true of a good research objective? It specifies from whom information will be gathered. It specifies what information (construct) is needed. It specifies the unit of measurement used to gather the information. It specifies word questions used to gather the information in the respondents' frame of reference. It specifies potential answers to the research question.
It specifies potential answers to the research question.
The appeal of do-it-yourself research has to do with: Its cost effectiveness and increasing availability of marketing research tools. The increasing availability of marketing research tools. Its cost effectiveness and the ability to visualize data. The increasing availability of marketing research tools and ability to visualize data. None of the above.
Its cost effectiveness and increasing availability of marketing research tools.
________ is a type of research design involving a fixed sample of population elements that is measured repeatedly. The sample remains the same over time thus providing a series of pictures which, when viewed together, portray a vivid illustration of the situation and the changes that are taking place over time. Exploratory research design Causal research design Cross-sectional research design Longitudinal research design none of the above is true
Longitudinal research design
What are the two basic types of studies that are categorized as descriptive research? Focus groups and case analysis. Longitudinal studies and case analysis. Longitudinal studies and cross-sectional studies. Focus groups and cross-sectional studies. Population research and cross-sectional research.
Longitudinal studies and cross-sectional studies.
A panel of respondents is often used in which type of study? Cross-sectional. Longitudinal. Sample survey. Case analysis. Population research.
Longitudinal.
Which of the following is true of marketing research? It does not require collecting analyzing data. It is typically conducted for branding of new products but not for existing products. It can be applied to a variety of problems including price, product and promotion, but excluding place. Statistical skills are most important in marketing research than other skills. Market research analyst is ranked as the best business jobs by US News in 2013.
Market research analyst is ranked as the best business jobs by US News in 2013.
Applying marketing research to a specific geographical marketing area is referred to as: Geocentric research Market research. Area marketing research. Geographical zone research. Local research.
Market research.
General Motors did research on what became the minivan-a small van suitable for families. The research did not convince them to produce it. Later, Chrysler introduced the Dodge Caravan and Plymouth Voyager minivans, which turned out to be among the most successful models in automotive history. This example most closely demonstrates that: Marketing research does not always provide management with the right answer. Marketing research does not provide correct answers most of the time. Management should question the methods used to conduct product market research. Marketing research is not as reliable as management's intuition. None of the above.
Marketing research does not always provide management with the right answer.
A strategic marketing process includes situation analysis, STP process (segmentation, targeting, positioning), and the marketing mix (product, price, promotion and place). Which stage of the strategic marketing process does marketing research belong? Situation analysis. STP process. Marketing mix. Marketing research plays a pivotal role in every stage of the strategic marketing process. Marketing research has nothing to do with the strategic marketing process.
Marketing research plays a pivotal role in every stage of the strategic marketing process.
Which of the following is a short definition of marketing? Meeting needs profitably Meeting wants profitably Meeting consumer demands profitably Meeting business-to-business wants profitably Meeting governmental needs profitably
Meeting needs profitably
After many years of relative stability in marketing research methods, the industry is undergoing great change in recent years due to: New sources of data and technology. Expanded focus on qualitative methods. Reluctance of clients to adopt new research methods. New uses of traditional research tools. Economic booming.
New uses of traditional research tools.
Which of the following does NOT belong to using marketing research to monitor marketing performance? Palmolive offers a $3 coupon to Kroger shoppers who purchased its new Colgate toothpaste. Ford sends out a satisfaction survey to evaluate the satisfaction of Ford dealers. AT&T called Amanda for his opinions about how to improve its customer service. IBM conduct a survey to its employees to determine the reason for low morale.
Palmolive offers a $3 coupon to Kroger shoppers who purchased its new Colgate toothpaste.
Exploratory research is unstructured research, which means it does not have a: Predetermined set of procedures. Predetermined timetable for completion. Predetermined management approval. Predetermined budget. Predetermined marketing researcher selection.
Predetermined set of procedures
When a revolutionary new product is created, marketers use research to determine the "value" consumers perceive in the new product. The main use of this type of research would be related to: Product research. Pricing research. Promotion research. Distribution research. Consumer research
Pricing research.
Which type of data refers to information that is developed or gathered by the researcher specifically for the research project at hand? Basic data. Primary data. Complex data. Secondary data. Standardized data.
Primary data.
A retailer wants to understand the consequences of an increase in sales by baby boomers and a decrease in sales by millennials during the past 12 months. This is an example of: Problem definition Problem statement Weighing alternatives Problem consequences Research objective
Problem statement
Chobani launched a campaign, called "The Break You Make," in 2015 to increase awareness of the Chobani Flip, an afternoon snack yogurt. Research determined that the campaign was very successful, with sales of Chobani Flip up 300% over the previous year. The main use of this type of research would be related to: Product research. Pricing research. Promotion research. Distribution research Consumer research
Promotion research
________ are sources of information that are prepared for public distribution and are normally found in libraries and online. Data aggregators Official statistics Published sources Custom sources Corporate sources
Published sources
Which of the following statements about customer value is most accurate? Firms gain loyal customers by providing unique value. Loyal customers are less profitable in the long-run since they expect the lower initial price offering. Research suggests that all firms can provide value to everyone. It is impossible to place a dollar value on a loyal satisfied customer. Quality, price, convenience, on-time delivery, and both before-sale and after-sale service are all elements used to create unique benefits to targeted buyers.
Quality, price, convenience, on-time delivery, and both before-sale and after-sale service are all elements used to create unique benefits to targeted buyers.
Social media have a number of strengths as a source of marketing research data. Which of the following is NOT considered one of those strengths? Fast, immediate, up-to-date feedback from consumers. Relatively inexpensive to access data. Little or no expertise is needed to organize and analyze data. Unprompted, unfiltered, and authentic voice of the consumer. All of the above.
Relatively inexpensive to access data.
Which of the following is true about research design? Research design should be the first consideration in a research project. Research design decisions should be made after data analysis. Research design should be selected during the initial meeting with a client. Research design should be selected after thoroughly considering the problem and research objectives. Research designs should be made after data collection.
Research design should be selected after thoroughly considering the problem and research objectives.
The reason to justify the significance placed on research design includes: Research designs may be "matched" to different kinds of problems, the research design may serve as a blueprint for the researcher. Research designs are like blueprints, they are most helpful during data analysis. Research designs are used after studies are completed and are used to make improvements in future research studies. Research designs are important because clients often decide to fund research if they find the design is pleasing to the eye. All of the above.
Research designs are important because clients often decide to fund research if they find the design is pleasing to the eye.
________ need to be very clear, since they will determine the methods used and the content of the measurement instrument. Research instruments Research objectives Research approaches Research design plans Research findings
Research objectives
Which of the following was NOT discussed as an advantage of using secondary data? Secondary data may be obtained quickly. Secondary data may be obtained in all formats desired by the researcher. Secondary data is relatively inexpensive. Secondary data is usually available. Secondary data sometimes enhances primary data.
Secondary data may be obtained in all formats desired by the researcher.
Which type of data refers to data that have been gathered by someone other than the researcher and/or for some other purpose than the research project at hand? Basic data. Primary data. Complex data. Secondary data. Standardized data.
Secondary data.
Research design should be: Selected after thoroughly considering the problem and research objectives. Formulated after data analysis. The first consideration in a research project. Selected during the initial meeting with a client. Research design is not needed at all.
Selected after thoroughly considering the problem and research objectives.
One of the fastest-growing areas of marketing research involves the organization and analysis of: Social media data. Consumer products data. Consumer healthcare data. Mass media usage data. Open data.
Social media data.
________ is (are) collected in a standard format and sold to a number of clients. Basic data Complex data Written data Standardized information Syndicated data
Syndicated data
Retailers who purchase Nielsen's tracking data for their category get up-to-date information about what brands are selling at which retailers at the SKU level, and learn what their competitors are selling. The tracking studies are examples of: Syndicated services. Customized services. Media services. Packaged services Purchase services
Syndicated services.
Syndicated data has several advantages. Of the following, which is NOT a key advantage of syndicated data? The quality of the data collected is typically high. The client has control over which data are to be collected. Because there are many subscribers, the cost is usually reduced. Information is collected and is quickly disseminated to subscribers. All of the above.
The client has control over which data are to be collected.
Which of the following is NOT consistent with the definition of marketing research? The definition is broad. The definition stresses the importance of using data obtained to fine-tune the marketing decision-making process. The definition emphasizes the function as a link between consumers and the firm. The definition states that marketing research is focused on data collected by someone else. Neither b nor d is consistent with the definition.
The definition states that marketing research is focused on data collected by someone else.
Which of the following does NOT refer to an advantage of syndicated data? Many client firms may subscribe to the information. The cost of the service is greatly reduced to any one subscriber firm. The quality of data is typically very high. The data are normally disseminated very quickly. The key advantage is taking advantage of the experience of the research firm offering the service.
The key advantage is taking advantage of the experience of the research firm offering the service.
Which of the following skills are NOT required at the entry level of marketing research? Critical thinking. Use statistical packages appropriately. Oral communication. Ability to find secondary data and collect primary data. They are all required.
They are all required.
Which of the following is most accurate? The uniqueness of every problem situation precludes applying research designs. Though every problem is unique there are enough similarities among problems and objectives to allow us to make some advance decisions about the best plan to use to resolve the problem. Every problem is so unique there are not enough similarities among problems and objectives to allow us to make any advance decisions about the best plan to use to resolve the problem. Since research standards are standard, actions determining the research design may be pre-planned. None of the above are accurate.
Though every problem is unique there are enough similarities among problems and objectives to allow us to make some advance decisions about the best plan to use to resolve the problem.
Which of the following best describes the role of the researcher in problem definition? To help managers ensure they have properly defined the problem. To help managers ensure they have properly defined the problem particularly when managers have not yet defined the problem in general terms. To help managers ensure they have properly defined the problem particularly when managers have already defined the problem very specifically. The researcher should not be involved in problem definition but must remain totally objective. None of the above - managers define problems and researchers carry out the research objectives.
To help managers ensure they have properly defined the problem particularly when managers have already defined the problem very specifically.
Which of the following is NOT a situation in which exploratory research should be used? To clarify problems. To measure the relationships among variables. To establish research priorities. To gain background To clarify hypotheses.
To measure the relationships among variables.
Which of the following is the best statement reflecting the purpose of marketing research? To provide information that improves profitability. To link the environments to the firm. To link the consumer to the marketer by providing information that can be used in making marketing decisions. To link target markets to specific decision makers at all levels within firms. To be perceived as providing value to higher level executives within the firm.
To provide information that improves profitability.
Which of the following secondary information sources provides a baseline of data every ten years? Baseline Reports. NAICS (decade report). US Census. Survey of Buying Power. Decennial Database Reports.
US Census.
Which of the following is a good description of causality? Understanding a phenomenon in terms of conditional statements of the form "If x, then y." A very casual understanding of a topic. Understanding a phenomenon in terms of two phenomena occurring at the same time. Understanding of two phenomena that never occur at the same time. None of the above.
Understanding a phenomenon in terms of conditional statements of the form "If x, then y."
Which of the following does NOT belong to using marketing research to generate, refine, and evaluate potential marketing actions? Black & Decker asked housewives to evaluate three prototypes of rice cooker. Palmolive offers a $3 coupon to Kroger shoppers who purchased its new Colgate toothpaste. Wal-Mart estimates the market potential in local Blacksburg. McDonald tests difference prices for its new burger. Doritos pretested the effectiveness of five advertising copies for the Super Bowl last week.
Wal-Mart estimates the market potential in local Blacksburg
Which of the following best describes research objectives? When achieved, they provide a clear picture of the problem. When achieved, they provide a basis for future research. When achieved, they provide the necessary information to solve the problem at hand. When achieved, the researcher may go on to the next step in the research process. When achieved, they provide a basis for secondary data research.
When achieved, they provide the necessary information to solve the problem at hand.
Working for the Allright Insurance Company, you gather data on the following characteristics for a represetntative sample of 10,000 drivers: age, sex, miles, driven/year, and the number of accidents during the last five years. This is an example of an exploratory research strategy. a descriptive research using the longitudinal approach. a descriptive research using the survey approach. a field experiment. none of the above.
a descriptive research using the survey approach.
Which of the following is true regarding secondary data? It is rare for a marketing research project to be conducted without including some secondary data. Some research projects may be totally based upon secondary data. There can be many uses of secondary data. Secondary data have many applications including economic trend forecasting and competitive intelligence. all of the above are true
all of the above are true
Appropriate methods for conducting exploratory research would include: secondary data analysis. experience surveys. case analysis. only A and B. all of the above.
all of the above.
The key advantage of syndicated data is: the currency of the information. the shared costs. high quality of the data. data are quickly disseminated to users. all of the above.
all of the above.
A syndicated services data firm collects data in a standard format and makes it available to: only the first firm that purchases the data. all who subscribe to the data. shareholders in the company. government regulators. no one; syndicated services data firms do not collect data in a standard format.
all who subscribe to the data.
Descriptive studies are conducted to: specify the causality in the problem. describe previous findings in similar problems. answer who, what, when, where, and how describe secondary data from previous studies. all of the above.
answer who, what, when, where, and how
Market research refers to________. applying marketing research to a specific geographical marketing area. a process used by businesses to collect information used to make sound business decisions and successfully manage the business. a process used by businesses to analyze and interpret information used to make sound business decisions and successfully manage the business. Market research is exactly the same as marketing research but easier to type. information used to identify and define marketing opportunities and problems
applying marketing research to a specific geographical marketing area.
Establishing the need for marketing research: arises when managers have a marketing problem that must be solved but have inadequate information for the solution. is determined by a quantitative analysis of the appropriateness of marketing research should be undertaken for every decision made in the firm. stems from the need to establish a monitoring system that alerts mid management to either opportunities in the marketplace or problems. should not come from a monitoring system but rather from management intuition. should be determined only after the problem is clearly defined.
arises when managers have a marketing problem that must be solved but have inadequate information for the solution.
Researchers must carefully ________ of secondary data in deciding whether to use it as a basis for making decisions. assess the quality and validity consider the cost against the value of the project assess the quality and cost assess the cost, quality, and value assess the source
assess the quality and validity
An important step in the problem definition process involves ________, which is the quantity and quality of evidence a manager possesses for each of his or her assumptions. assessing the existing information state explaining the existing information state assessing research objectives assessing marketing actions assess the need for marketing research
assessing the existing information state
As compared to primary data, secondary data are collected ________. rapidly and easily at a relatively low cost in a short time all of the above none of the above
at a relatively low cost
When tracking data are not collected by scanners, they may be collected by: income tax documents. auditors who prepare the financial statements for the firm and, therefore, have access to sales records. auditors who conduct retail-store audit customers of stores who are surveyed and asked for their recollections of the inventory levels in stores they have recently patronized. all of the above.
auditors who conduct retail-store audit
A disadvantage of syndicated data is: current data are not available. buyers have little control over what information is collected. it is regulated by the FTC, Syndicated Services Division. data are distributed only every six months to end users. all of the above.
buyers have little control over what information is collected.
You are a senior analyst in the marketing research department of Starbucks Coffee Company. You have been requested to forecast the effect of the advertising campaign of 5-Hour Energy on its sales. This is primarily a(n) exploratory study. descriptive study. field experiment. causal study. laboratory experiment.
causal study.
The question, "How did the American people rate the performance of George W. Bush immediately after the war in Afghanistan?" would be addressed using a ________. However, a ________ would be used to address the question, "How did the American people change their view of Bush's performance during the war in Afghanistan?" longitudinal design; multiple cross-sectional cross-sectional design; longitudinal design longitudinal design; cross-sectional design cross-sectional design; multiple longitudinal design none of the above
cross-sectional design; longitudinal design
Which of the following marketing research activities is unique to the 21st century? forecast sales customer satisfaction survey evaluation of salesforce performance customer relationship marketing advertising copy test
customer relationship marketing
What type of research design should a marketing researcher use to find out how many customers there are, what brands they buy and in what quantities, which advertisements they recall, what are their attitudes toward the company, and who is the competition? exploratory research causal research explicit research exhaustive research descriptive research
descriptive research
Woodrow Cushing is president of the Bank of Texas. Woodrow is interested in knowing how consumers in the Dallas-Ft. Worth market perceive his bank on certain dimensions such as friendliness of employees, convenience of locations, availability of loans, and interest rates. Mr. Cushing needs: exploratory research. descriptive research. causal research. an experiment. basic bank research.
descriptive research.
You would like to determine the demographic characteristics of owners of recreational vehicles. The appropriate research strategy would be analysis of insight-stimulating examples. exploratory research. descriptive research. field experiment. laboratory research.
descriptive research.
Diane Fisher of ABC Research determined that her client's problem was lack of knowledge about customer preferences for features on the company's products. Diane then determined that she should gather information on the level of preferences for the six different product features among customers in the company's trading area. Diane's decision to gather preference information for the product features is an example of her: defining a specific problem. determining customer preferences through the marketing research determining research design. determining research objective defining the problem in terms of information gap
determining research objective
A boat manufacturer wishes to use secondary data to locate cities that may offer good market potential for their yachts. They need cities with average incomes exceeding $75,000. However, the secondary information source they find has the income category of $50,000 and over. This represents: a mismatch of the units of measurement. differing class definitions of the data. dated data. data having high credibility. incompatible reporting units.
differing class definitions of the data.
When two or more secondary sources provide conflicting information, you should: select the one source that has been in business the longest evaluate the information from each source and select the source that best suits your needs for reliable and valid information probably abandon the project if there is conflicting information; you will never have objective results upon which to base your decision call the client/manager and ask which source is desired report the discrepancies immediately to the two sources
evaluate the information from each source and select the source that best suits your needs for reliable and valid information
When two or more secondary sources provide conflicting information you should: select the one source that has been in business the longest. evaluate the information from each source and select the source that best suits your needs for reliable and valid information. probably abandon the project; you will never have objective results upon which to base your decision. call the client/manager and ask which source is desired. select the source reporting information that is most likely to please the client.
evaluate the information from each source and select the source that best suits your needs for reliable and valid information.
If the research objective is to gain background information, it is likely that the most appropriate research design would be: exploitive exhaustive exploratory deductive causal
exploratory
What type of research is unstructured and informal and have only tentative research outcome? deductive exploratory causal exploitive exhaustive
exploratory
Small groups of people brought together and guided by a moderator through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem can be categorized under which type of research design? causal research exploratory research deductive research exploitive research exhaustive research
exploratory research
You work for Innovative Focus, an internationally recognized consulting firm. You are working on the Waterpik account to help them with finding their next successful product. You are meeting with the Waterpik marketing professionals tomorrow to conduct a trends meeting to list and prioritize key consumer wants and needs. You have also scheduled a meeting with the Waterpik engineers to uncover applicable technologies and the company's internal competencies. What type of research are you conducting in your meetings with Waterpik? simple research exploratory research descriptive research causal research none of the above is true
exploratory research
The manager of Capital Brewing Inc. states that he is very concerned with the continuing decline in sales of the company's major product, a dark lager. The manager has asked for your assistance in finding the reasons for the sales decline. The most appropriate way to begin would be with exploratory research. descriptive research. causal research. an experiment. a consumer study.
exploratory research.
The various types of research design include: exploratory, exploitive, and competitive. deductive, descriptive, and exploitive. exploratory, causal, and competitive. exploratory, descriptive, and causal. action, standard, experiential.
exploratory, descriptive, and causal.
Marketing researchers should avoid defining the problem either too broadly or too narrowly. A proper problem definition means that the researchers should balance the trade-off of _______. feasibility and value capability and value feasibility and confidence risk and reward None of the above is true.
feasibility and value
MTV has reported that Baby Boomer parents have been influenced by their children and many are watching The Osbourne Family, reality TV show, together. This example was used in the book to illustrate: how marketers focus on TV watching trends. how marketers, using secondary data, monitor TV viewing habits. how marketers, using secondary data, study the attitudes and behaviors of selected. demographic groups such as Baby Boomers and Gen Y-ers. how firms such as MTV report unusual secondary data in order to get publicity. why marketing research firms cannot stereotype demographic groups.
how marketers, using secondary data, study the attitudes and behaviors of selected. demographic groups such as Baby Boomers and Gen Y-ers.
Dexter Alvarez learns of a new breakthrough in solar panel technology by reading one of his online science magazines. Being a businessman, Dexter would like information regarding whether or not this breakthrough would make practical some solar panel applications that are presently not in use. Dexter considers hiring a marketing research firm. This would be an example of: identifying a problem through the control process identifying a type of problem that is called an "opportunity" identifying a symptom using a hypothesis to determine the need for research the value of research information being far less than the cost of the research
identifying a type of problem that is called an "opportunity"
General Mills conducted research on a "new, improved" version of their cereal, TRIX. Consumer taste tests showed the new version was preferred over the old TRIX, but the new version was a failure when it was introduced. It was noted that the research was flawed in that the new version of TRIX was compared with the old TRIX, a choice that consumers in the marketplace would not have. The correct research should have compared the new TRIX with competitor brands. This example was presented to illustrate: poor budgeting for research. how researchers in large firms are in "silos" and are not open to outside suggestions. how former research studies often determine the design of present studies. improper research design. a case where exploratory research should have been undertaken after the causal research.
improper research design.
In order to create the right strategies for decision-making, managers must have objective, accurate, and timely: reports about the competition's products. reports about customers' wants and needs. evidence of the number and sizes of market segments. information. resources.
information
The primary advantage of the American Community Survey is that: it will be a new form that is more interesting to people. new, more important questions will be asked. it will provide data annually instead of once every ten years. more people will be able to understand the questions. it will be translated into more languages.
it will provide data annually instead of once every ten years.
A major advantage of ________ over the cross-sectional design is the ability to detect change as a result of repeated measurement of the same variables on the same sample. longitudinal design descriptive research design causal research design conclusive research design None of the above is true
longitudinal design
Nielsen tracking studies are ________ that monitor a variable such as sales or market share over time. cross-sectional studies prevalence studies longitudinal studies transversal studies survey studies
longitudinal studies
What are the two basic types of studies that are categorized as descriptive research? focus groups and case analysis longitudinal studies and case analysis longitudinal studies and cross-sectional studies focus groups and cross-sectional studies case analysis and experiments
longitudinal studies and cross-sectional studies
Abe would like to locate a new unit of his franchised fast-food restaurant chain. He orders an evaluation of several city blocks from a marketing research firm. The research firm will determine the population, population growth, income, and other important demographic information for the defined geographical area. The research company will be performing: a marketing research study. marketing research. market research. a restaurant location study. basic research.
market research.
Marketing research depicts the Saturn Motorcycle shopper as a middle-aged, college-educated individual with an average annual income of $75,000. This is an example of: market analysis pricing strategy research positioning research market segmentation research retailing research
market segmentation research
A ________ is a structure consisting of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers. customer relationship management system sales information management system marketing relationship management system marketing information system marketing intelligence system
marketing information system
Which of the following was NOT discussed as an advantage of using secondary data? may be obtained quickly may be obtained in any form desired by the researcher it is relatively inexpensive it is usually available it may achieve the research objective
may be obtained in any form desired by the researcher
Carol Rodgers is a brand manager for Hershey Candy Company. Mars, a competitor, has introduced a new flavored candy bar, and sales for the new bar have skyrocketed. Hershey is losing market share rapidly. Carol Rodgers is considering conducting marketing research. She should: conduct marketing research to determine why market share is going down. conduct marketing research to determine how the new Mars bar is preferred versus existing Hershey bars. conduct marketing research because the profitability of Hershey is being affected. not conduct marketing research, but instead consult her marketing information system. not conduct marketing research because the timing is wrong.
not conduct marketing research because the timing is wrong.
Myron Pitts works for Paramount Entertainment. He reads in a technical newsletter about a new three-dimensional process that produces lifelike three-dimensional images on LCD screens. Myron is considering conducting research because he recognizes this as a: problem. competitive disadvantage. opportunity. way to increase return on investment. way to increase shareholder wealth.
opportunity
Standardized information services collect market tracking data at the household level by using: video cameras, 35mm cameras, and tape recorders, and scanning devices. panels of consumers who may use scanning devices, diaries, and home audit panels of auditors, diaries of store managers, and video cameras. consumer protocol data and household pantry inventories. focus groups, ethnographic studies, and diaries.
panels of consumers who may use scanning devices, diaries, and home audit
External data may be grouped into which two sources? published and syndicated services data published and electronic sources syndicated services data and complex data fields and databases published and CRMs
published and syndicated services data
Longitudinal studies can be described as techniques that: repeatedly measure the same sample units from the population over a period of time measure the population at only one point in time develop an understanding of a phenomenon in terms of "if-then" conditional statements search for and interpret existing information relevant to the research problem studies conducted parallel (longitude) to one another, which allows for comparisons to be made between such studies
repeatedly measure the same sample units from the population over a period of time
A(n) ________ is a set of advance decisions that makes up the master plan specifying the methods and procedures for collecting and analyzing the needed information. research design exploratory study research plan sample description research action plan
research design
Which of the following is NOT an example of external secondary data? Encyclopedia of Business Information Sources Business Source Complete sales data Brands and Their Companies census data
sales data
Suggested applications for ________ include forecasting economic trends analyzing the competition, choosing international markets to enter, understanding consumer concerns during a crisis situation, and many others. secondary data government data primary data big data census data
secondary data
The process of searching for and interpreting existing information relevant to the research problem can be described as: an experience survey secondary data analysis causal analysis exploitive research exhaustive research
secondary data analysis
The process of searching for and interpreting existing information relevant to the research problem can be described as: an experience survey. secondary data analysis. causal analysis. exploitive research. exhaustive research.
secondary data analysis.
A marketing researcher, Robert D. Aaron, states that when researchers take on a new client, they need to learn about the client's industry and the issues within the industry. Therefore, researchers should use ________ at the beginning of the research project to gain an independent view of the industry. secondary data research other marketing research agencies with a history of research in the client's industry stock analyst reports on the client's industry a survey of industry experts an analysis of court cases in the industry
secondary data research
Collecting information that is made available to multiple subscribers in standardized form would be characteristic of: a syndicated data service firm. an internal supplier firm. customized process firms. syndicated services firms. a standardized service firm.
syndicated services firms.
An experimental design is a procedure for ensuring that: the change in the dependent variable may be solely attributed to the change in the independent variable. the change in the independent variable may be solely attributed to the change in the complex variable. the change in the dependent variable may be solely attributed to the change in the extraneous variable. any and all effects on all experimental values are measured. the manipulation made on the complex variable is measured accurately.
the change in the dependent variable may be solely attributed to the change in the independent variable.
Carolyn Wolf is considering conducting a significant amount of marketing research to determine how to wrap boxes of products that she sends to several trade shows during the year. Carolyn's boss suggests that she should not conduct the research because: competitors have not conducted such research the cost of this research will likely outweigh its value the value of the research will likely outweigh its cost the CEO of the company has not asked for the research All of the above are true.
the cost of this research will likely outweigh its value
If you were to ask a sample of marketing researchers today what their biggest concern is, it would no doubt be: the lack of a certification program leading to a CPA-MR. the future economy and big data. the lack of graduates with Marketing Research degrees. the questionable legitimacy of the industry the image of the industry.
the future economy and big data.
Marketing mix refers to the multiple strategies that can be used to promote a product. the uncontrollable factors - social, economic, technological, competitive, and regulatory forces to which the marketing manager must constantly adapt. the marketing manager's controllable factors- product, price, promotion, and place - that can be used to solve marketing problems. the multiple channels of distribution by which a product will ultimately reach the consumer. a set of complementary products that when sold together generate more sales than when sold apart.
the marketing manager's controllable factors- product, price, promotion, and place - that can be used to solve marketing problems.
Improving our understanding of ________ entails conducting research to expand our knowledge of marketing. the marketing concept the marketing planning process the market mix process the marketing process the marketing orientation
the marketing process
Which of the following is the best definition of marketing research? Marketing research is: the activity of analyzing secondary information and providing executives with timely reports. the process of designing experiments that provide decision makers with causal information. the linking of consumers with information managers. the process of gathering and analyzing data that may be used to solve a specific marketing decision problem. none of the above.
the process of gathering and analyzing data that may be used to solve a specific marketing decision problem.
Jeff Williams is the marketing director for Acme Ford. Jeff receives the customer satisfaction scores for the month and notices that they are below objectives and are significantly lower than they have been in the last two years. This means that there is a gap between: what was supposed to happen and what did happen what did happen and what could have happened what already has happened and what will happen in the future what will happen in the future and what happened in the past None of the above; there is no "gap."
what was supposed to happen and what did happen