Chapter 1
E) a marketing information system
In order to compare the national retailers' success in selling its brands of digital cameras with the national retailers' success in selling traditional camera equipment, the marketing manager for Sony decided to use the billing information Sony has for these national retailers. This information is fed into spreadsheets formatted in tabular form and updated continuously as accounts change. In doing so, the marketing manager for Sony utilized which one of the following? A) a rolling audit B) a functional system C) an expert system D) a decision support system E) a marketing information system
B) obtain any type of work experience
Which of the following actions is NOT a step a person would take to prepare for a career in marketing research? A) acquire computer and Internet skills B) obtain any type of work experience C) take courses in statistics and quantitative methods D) acquire effective written and verbal communication skills E) think creatively
E) all of the above
Which of the following are mentioned in the text as steps to take to prepare for a career in marketing research? A) acquire computer and Internet skills B) acquire written communication skills C) take courses in statistics and quantitative methods D) develop verbal communication skills E) all of the above
E) syndicated services
) ABC is a company which is involved in selling data that is designed to serve information needs of firms like PepsiCo and Coca-Cola. The data are primarily collected through surveys, purchase and media panels, and scanners. What kind of service does ABC provide in the marketing research industry? A) Internet service B) data analysis service C) limited-service suppliers D) coding and data entry services E) syndicated services
E) do fieldwork or collect data
) If an outside agency was brought in to conduct work for a research project after the first three steps in the marketing research process were completed, which step would the agency conduct? A) define the problem B) develop an approach to the problem C) formulate the research design D) correct the problem E) do fieldwork or collect data
C) marketing information system
A formalized set of procedures for generating, analyzing, storing, and distributing pertinent information to marketing decision makers on an ongoing basis is called a(n) ________. A) transactions processing system B) formal system C) marketing information system D) expert system E) research directorate
E) the cost of the research is less than its eventual benefits
A marketing research project is warranted when ________. A) the required information is already in the organization B) the decision which the research addresses has already been made C) the research will be used for gaining political ends D) time or money are not available in adequate amounts E) the cost of the research is less than its eventual benefits
C) problem-identification research
According to the text, ________ is typically used to assess the environment and diagnose problems. A) problem-solving research B) problem-manipulation research C) problem-identification research D) problem-correction research E) problem exception
D) small operations
According to the text, most of the research suppliers are ________. A) multinational operations B) Fortune 500 operations C) foreign operations D) small operations E) 501(c)(3) organizations
C) operational supervisor
According to the text, the most common entry-level position in the marketing research industry for people with bachelor's degrees is ________. A) assistant project director B) project director C) operational supervisor D) research analyst E) account executive
C) Nielsen
According to the text, which of the following organizations was recognized as the largest global research firm based on global research revenues? A) IMS Health Inc. B) Arbitron Inc. C) Nielsen D) Ipsos E) GfK SE
A) competition
All of the following are considered to be controllable marketing variables EXCEPT ________. A) competition B) pricing C) promotion D) distribution E) product
A) economy
All of the following are considered to be controllable marketing variables EXCEPT ________. A) economy B) pricing C) promotion D) distribution E) All are controllable.
E) C and D
All of the following are examples of topics typically addressed by problem-solving research EXCEPT ________. A) segmentation B) product C) market potential D) market share E) C and D
D) market share
All of the following are examples of topics typically addressed by problem-solving research EXCEPT ________. A) segmentation B) product C) promotion D) market share E) pricing
D) collecting
All of the following are steps involved in the data-preparation stage of collected data EXCEPT ________. A) editing B) coding C) transcribing D) collecting E) initial inspection
A) focus groups
All of the following represent main methods used by syndicated services to collected data EXCEPT ________. A) focus groups B) surveys C) panels D) scanners E) audits
B) decision support system
An information system that enables decision makers to interact directly with both databases and analysis models is called a(n) ________. A) transaction processing system B) decision support system C) expert system D) marketing information system E) information load
C) syndicated services
Companies that collect and sell common pools of data designed to serve information needs that a number of clients share are called ________. A) environmental services B) customized services C) syndicated services D) Internet services E) field services
A) field services
Companies whose primary service offering is their expertise in collecting data for research projects are called ________. A) field services B) Internet services C) coding and data entry services D) data analysis services E) research directorates
D) external suppliers
Marketing research departments located outside a firm and comprising the marketing research industry are called ________. A) internal suppliers B) horizontal suppliers C) virtual suppliers D) external suppliers E) smart zones
A) internal suppliers
Marketing research departments located within a firm are called ________. A) internal suppliers B) horizontal suppliers C) virtual suppliers D) external suppliers E) smart zones
D) manipulation
Marketing research involves all of the following regarding information EXCEPT ________. A) identification B) collection C) analysis D) manipulation E) dissemination
C) external suppliers
Outside marketing research companies hired to supply marketing research data are called ________. A) horizontal suppliers B) vertical suppliers C) external suppliers D) internal suppliers E) full-service suppliers
D) pricing
Problem-identification research is typically used to address all of the following topics EXCEPT ________. A) market share B) short-range forecasting C) long-range forecasting D) pricing E) market potential
A) problem-solving research
Research undertaken to help solve specific marketing problems is called ________. A) problem-solving research B) problem-manipulation research C) problem-identification research D) problem-correction research E) problem exception
C) problem-identification research
Research undertaken to identify marketing problems is called ________. A) problem-solving research B) problem-manipulation research C) problem-identification research D) problem-correction research E) problem exception
E) give justification for a recommended course of action over others
Researchers enter the realm of the decision maker when they ________. A) make an appointment no less than 2 weeks in advance B) state the facts C) send an invoice for professional services they have rendered D) explain the research design E) give justification for a recommended course of action over others
A) define the problem
The first step in any marketing research project is to ________. A) define the problem B) develop an approach to the problem C) formulate the research design D) correct the problem E) eliminate the problem
E) formulating the research design
The marketing chief of Fossil is considering the introduction of a super functional, fashionable wristwatch for men and women priced at $99. For this, he decided on 30 telephonic interviews from their customer database, 50 valid survey responses from individuals whose income is greater than $60,000 and 2 focus groups. To which of the six steps of the marketing research process do the actions of the marketing chief for Fossil fall into? A) defining the problem B) developing an approach to the problem C) doing analysis D) doing fieldwork or collecting data E) formulating the research design
B) environmental services
The services of full-service suppliers can be categorized into all of the following types of services EXCEPT ________. A) syndicated services B) environmental services C) customized services D) Internet services E) All of the above are types of full-service suppliers.
D) problem identification
Which of the following classifications of marketing research involves going below the surface to identify the true underlying problem that the marketing manager is facing? A) problem solving B) problem manipulation C) problem correction D) problem identification E) problem exception
D) can improve decision making by using "what-if" analysis
Which of the following is NOT a characteristic of a marketing information system? A) structured problems B) use of reports C) information displaying restricted D) can improve decision making by using "what-if" analysis E) can improve decision making by clarifying new data
D) observational interviewing
Which of the following is NOT a form of interviewing in the data collection stage of the research process? A) telephone interviewing B) mail interviewing C) electronic interviewing D) observational interviewing E) personal interviewing
A) problem correction
Which of the following is NOT a step in the marketing research process? A) problem correction B) fieldwork C) research design formulation D) report generation and presentation E) data preparation and analysis
B) problem correction
Which of the following is NOT a step in the marketing research process? A) problem definition B) problem correction C) research design formulation D) report generation and presentation E) data preparation and analysis
D) promotion
Which of the following is NOT considered an uncontrollable environmental factor? A) competition B) social and cultural factors C) political factors D) promotion E) economy
D) expressive bias
Which of the following is NOT mentioned as a limitation of social media for conducting marketing research? A) lower objectivity standards for social media B) self selection bias C) advocacy bias D) expressive bias E) All of these are mentioned as limitations
B) problem-identification research
Which of the following is the more common of the forms of research and is undertaken by virtually all marketing firms? A) problem-solving research B) problem-identification research C) problem-manipulation research D) problem-correction research E) problem exception
D) Field Work Chicago, Inc.
Which of the following marketing research firms does NOT offer customized services? A) Kantar B) Westat C) Burke, Inc. D) Field Work Chicago, Inc. E) All offer customized services
A) the government
Which of the following stakeholders is NOT mentioned as being directly affected by marketing research activities? A) the government B) the client C) the respondent D) the public E) the marketing researcher
D) Marketing research leads to automatic decisions
Which of the following statements is most FALSE about marketing research? A) Marketing research follows a predictable path. B) Marketing research is systematic. C) Marketing research is planned. D) Marketing research leads to automatic decisions. E) All of the answer selections are FALSE.
B) Marketing research is systematic.
Which of the following statements is most TRUE about marketing research? A) Marketing research follows an unpredictable path. B) Marketing research is systematic. C) Marketing research cannot be planned. D) All of the answer selections are FALSE. E) A and C are both true.
B) Problem-identification
________ research is undertaken to help identify problems that are not necessarily apparent on the surface and yet exist or are likely to arise in the future. A) Problem-solving B) Problem-identification C) Problem-manipulation D) Problem-correction E) Problem exception
