MK320

As internationalization of marketing __________, the demand of marketing research ____________. a. increases; increases. b. decreases; increases. c. increases; decreases. d. increase; stays the same.

a. increases; increases.

In relationship marketing, a sale is viewed as ________. a. the beginning of a customer relationship b. a successful business completion c. the start of customer trouble d. the end of a final transaction

a. the beginning of a customer relationship

Marketing researchers contribute to decision making in several key ways EXCEPT: a. Identify useful decision statements. b. Assess how well a marketing reality describes marketing theory. c. Test ideas that assist in implementing marketing strategy. d. Help to define firm's current situation.

b. Assess how well a marketing reality describes marketing theory.

To enhance data quality, researchers offer the following advice: a. All data are created equal. b. Automate data collection and entry. c. Avoid data cleaning. d. Benefits always outweigh costs of improving data quality.

b. Automate data collection and entry.

Carla is interested in studying how different types of music in a retail environment influence consumer purchase behavior. Carla is conducting what type of research? a. Applied b. Basic c. Alternative d. Broad

b. Basic

__________ are companies that put together consortia of data sources into packages that are offered to municipal, corporate, and university libraries for a fee. a. Keyword search b. Data wholesalers c. Content provider d. Data retailers

b. Data wholesalers

A system that helps decision-makers confront problems through direct interaction with computerized databases and systems is referred to as a _____________. a. Customer relationship management b. Decision support system c. Database d. Performance function

b. Decision support system

The three different types of research designs that can be implemented in the marketing research process are: a. Casual, Descriptive, Exploratory b. Descriptive, Exploratory, Causal c. Exploratory, Causal, Determinant d. Explicit, Causal, Descriptive

b. Descriptive, Exploratory, Causal

A company is trying to determine if a new retail location should be opened or an online platform should be designed to increase overall sales. To answer this type of research question the company needs to engage in _____________. a. Pricing research b. Distribution research c. Product research d. Promotion research

b. Distribution research

Prior to conducting her experiment on how the shape of the glass influences the taste perception of consumers, Laura wants to make sure that all participants will be protected from harm. As an ethical researcher, Laura should ask herself all of these questions EXCEPT: a. Is substantial physical harm or psychological trauma involved in the experiment? b. Has the experiment been paid for? c. Have all participants provided consent to participate in the experiment? d. Can the participant be easily returned to his or her initial state?

b. Has the experiment been paid for?

Researchers formulate theory driven formal statements that explain specific outcomes referred to as _______________. a. Survey b. Hypothesis c. Empirical testing d. Focus group

b. Hypothesis

Researchers use __________ to measure relevant data and apply analytical tools in an effort to better understand how a firm can enhance marketing performance. a. Predictive analytics b. Marketing analytics c. Geolocation technologies d. Pull technology

b. Marketing analytics

Which of the following is TRUE about marketing research departments for large firms: a. Large firms range from 200 to about 500 employees. b. Marketing research departments are structured by product or strategic business unit. c. The VP of Marketing reports to the Director of Marketing. d. The manager of decision support system oversees all marketing research activities within a department.

b. Marketing research departments are structured by product or strategic business unit.

Liz is implementing a small-scale research project to test her research design and sampling approach to make sure her full study does not contain a fatal flaw. Liz is administering a __________. a. Pretest b. Pilot study c. Focus group d. Literature review

b. Pilot study

Marketing research generally follows six steps as part of the marketing research process. After planning a research design, a researcher's next step in the research process is: a. Define a research objective b. Plan a sample c. Collect data d. Formulate a conclusion

b. Plan a sample

Consumers receiving automatic advertisements based on previous website visits are exposed to ___________ used by companies to deliver customized information to a specific consumer segment. a. Pull technology b. Push technology c. Environmental scanning d. RFID

b. Push technology

Numerous research studies that come together to address multiple, related research questions are referred to as _____________. a. Data analysis b. Research program c. Survey d. Research project

b. Research program

Jessica is using a single marketing research study to understand how the interior color of her store effects overall store sales. Jessica is administering: a. Research program b. Research project c. Research design d. Research proposal

b. Research project

Companies can utilize various sources of marketing input to enter into the decision support systems. Scanner data, click-through sequences, universal product codes, and automated customer counts represent which one of the six different major sources of market input? a. Proprietary marketing research b. Web tracking c. Behavioral tracking d. Internal records

c. Behavioral tracking

A researcher might experience ____________________ if the company gets hired for research projects by two direct competitors. a. Conflict of conscious b. Conflict of reporting c. Conflict of interest d. Conflict of society at large

c. Conflict of interest

To verify that empirical findings from one culture also exist and behave similarly in another culture is referred to as ____________. a. Culture analysis b. International focus c. Culturally cross-validate d. Global marketing

c. Culturally cross-validate

Research projects that are tailored specifically to a client's unique needs are administered in _____________. a. Diagnostic research b. Syndicated service c. Custom research d. Standardized service

c. Custom research

Researchers who compile research reports for consulting clients use the term ___________ to describe research objectives in terms of how the research project will address research questions. a. Literature review b. Research objective c. Deliverables d. Research proposal

c. Deliverables

A company that integrates its own computer system with another company's computer system is implementing __________. a. Scanner data b. Open source information c. Electronic data interchange d. Search-engine optimizer

c. Electronic data interchange

One common issue in decision making is that causes of problems are often identified by _________ yet decisions are made by _______________. a. Consumers; researchers b. Upper management; researchers c. Researchers; upper management d. Symptoms; market problems

c. Researchers; upper management

Research suppliers offering _______________ offer information to clients more economically because costs of producing results are spread among multiple subscribers. a. Standardized services b. Synchronized services c. Syndicated services d. Custom-oriented services

c. Syndicated services

Researchers conducting studies in highly dynamic markets face _____ risk in relying on ________ data. a. greater; timely. b. smaller; untimely. c. greater; untimely. d. smaller; timely.

c. greater; untimely.

Marketing managers often implement cross-functional teams in research projects because _________. a. it helps organizations focus on a business process different from its core process. b. None of these answers are correct. c. it minimizes tendency for employees to focus on isolated functional activity. d. it decreases customer value.

c. it minimizes tendency for employees to focus on isolated functional activity.

___________ research addresses who, what, when, where, why, and how questions. a. Exploratory b. Diagnostic c. Causal d. Descriptive

d. Descriptive

____________ is the proposed cause that the researcher controls by altering its value. a. Manipulation b. Manipulation variable c. Experiment d. Experimental variable

d. Experimental variable

Which one of research designs is most suitable for new product development research projects? a. Diagnostic b. Causal c. Descriptive d. Exploratory

d. Exploratory

Mark is working for a big marketing research firm that has recently been hired to conduct a major marketing research project on consumer attitude towards self-driving cars. The first part of the project entails field interviews with consumers who have first-hand experiences with self-driving cars. Mark contracts L.F. Interview, a company specializing on field-interviews, to assist with this portion of the research project. In this situation, Mark is the __________ and L.F. Interview is the _____________. a. Field-service research supplier; full-service research supplier b. Limited-service research supplier; full-service research supplier c. Full-service research supplier; field-service research supplier d. Full-service research supplier; limited-service research supplier

d. Full-service research supplier; limited-service research supplier

A decision situation that includes many noticeable symptoms that all point towards a single problem is characterized as: a. High ambiguity and problem-focused b. High certainty and opportunity-focused c. Discovery oriented and problem-focused d. High certainty and problem-focused

d. High certainty and problem-focused

Successful companies gather information for effective decision making and consumer perception management. All of the following key questions can provide meaningful information to the company EXCEPT? a. What do consumers desire? b. What do we sell? c. How do consumers view our company? d. How do consumers touch our brand?

d. How do consumers touch our brand?

The final sampling decision a researcher must make is: a. Who should conduct the sampling? b. How big should the sample be? c. Who should be sampled? d. How to select sampling units?

d. How to select sampling units?

__________ is data formatted to support decision making efforts of a company or to define relationships between two or more data points. a. Market intelligence b. Relevance c. Big data d. Information

d. Information

Researchers should consider all of these potential drawbacks of causal research prior to implementing this research design EXCEPT: a. It requires knowledge of intricate designs. b. It can be rather costly. c. It usually requires marketing experiments. d. It is time efficient and quickly administered.

d. It is time efficient and quickly administered.

After conducting a research study, Sharon identifies consumers between the ages of 35 to 45 as an underserved market segment. This market segment represents a _________ for Sharon's company. a. Sharing economy b. Market problem c. Symptoms d. Market opportunity

d. Market opportunity

When a company hires an independent research firm to conduct a research study, the research firm is also called ___________. a. Research suppliers b. In-house research c. Out-house research d. Outside agency

d. Outside agency

Marketing research serves four possible business function that align with the purposes of marketing research. These four business functions include: a. Issues, Production, Foundational, Testing b. Foundational, Promotional, Issues, Testing c. Testing, Finance, Issues, Performance d. Performance, Foundational, Testing, Issues

d. Performance, Foundational, Testing, Issues

A product manager is conducting a research study to justify a decision he has already made. If the test-market results do not support his decision, the new research findings will not be presented at the next company meeting. The product manager is engaging in _____________. a. Advocacy research b. Psychic-research c. Placebo d. Pseudo-research

d. Pseudo-research

When consumers are requesting information from a Web page and the browser then determines a response, a company implements _________ to deliver data. a. Smart agent software b. Push technology c. Environmental scanning d. Pull technology

d. Pull technology

Telemarketing under guise of research intended to "sell" a particular political position of point of view is called ____________. a. Pseudo-research b. Plush-research c. Placebo d. Push poll

d. Push poll

The question "Will a change in the data coincide with a change in some important outcome?" relates to which of the four characteristics of data value? a. Timeliness b. Quality c. Completeness d. Relevance

d. Relevance

Companies often engage in performance-monitoring research to gain feedback for the evaluation and control of marketing activities. What are the two most common forms of performance-monitoring research? a. Customer value and sales benchmarking b. Universal Product Codes and ROI assessment c. Profit and loss analysis d. Sales and marketshare analysis

d. Sales and marketshare analysis

The most common method that researchers use to collect primary data is: a. Mystery shopper b. Pilot study c. Focus group d. Survey

d. Survey

Systems Inc. is scheduled to launch its new software application in the next two weeks. Tim would like to hire a marketing research company to study the market situation prior to the launch. The market research company needs four weeks to complete the research project and deliver comprehensive results. Therefore, Tim decides against hiring the research company and goes ahead with the scheduled launch without further research. What factor is the determinant of the need for marketing research in Tim' situation? a. Nature of the decision b. Benefits vs costs c. Availability of data d. Time constraints

d. Time constraints

Organizations develop strategic management orientations that guide decision making efforts and strategic positioning. These strategic management orientations can include all of the following EXCEPT: a. Marketing oriented b. Product oriented c. Customer oriented d. Value oriented

d. Value oriented

Highly ethical behaviors are those that are fair, just, and ____________. a. are in accordance with company policies. b. are not illegal. c. conform to the notion of "wrong." d. do not cause feeling of shame.

d. do not cause feeling of shame.

Considering that marketing is a behavioral science, which one of the degrees of causality is marketing researchers least likely to establish? a. Absolute b. Contributory c. Conditional d. Affective

a. Absolute

Researchers often conduct _____________ in their role as an expert witness. a. Advocacy research b. Placebo c. Pseudo-research d. Debriefing

a. Advocacy research

A researcher is administer a survey that includes a statement assuring respondents that they cannot and will not be personally identified to or linked to their responses in any way. The researcher has guaranteed respondents ___________ while participating in the study. a. Anonymity b. Confidentiality c. Implicit consent d. Debriefing

a. Anonymity

____________ marketing research is relatively specific and focuses on solving a particular issue of one single company. a. Applied b. Basic c. Alternative d. Scientific

a. Applied

Hiring an outside agency to conduct a marketing research study can provide numerous benefits EXCEPT: a. Consistent perspective b. Special expertise c. Greater objectivity d. Local market knowledge

a. Consistent perspective

Selling price of purchased items, clicks per page, and Web page visits are examples of: a. Data b. Information c. Archival data d. Market intelligence

a. Data

A customer mailing list is an example of _____________. a. Database b. Scanner data c. Data warehousing d. Cloud storage

a. Database

Considering that the scientific method is applicable to basic and applied marketing research, the results of these research studies should always: a. Expand knowledge base for the marketing discipline and facilitate decision making. b. Support existing knowledge for marketing and companies. c. Apply knowledge and information. d. Broaden firm information and narrow a marketing phenomenon.

a. Expand knowledge base for the marketing discipline and facilitate decision making.

What factor is NOT a determinant of the need for marketing research? a. Inferiority of data b. Benefits vs. costs c. Nature of the decision d. Time constraints

a. Inferiority of data

Marketing managers are more action-oriented and often prefer to base decision-making on quick ________ than on slow ____________. a. Intuition; data b. People; computer c. Processes; data d. Intuition; computers

a. Intuition; data

A company selling healthy snacks is interested in finding out if their current name is appropriate for their new line of high-protein cookies. The CEO of the company has hired a marketing research firm to conduct a study to answer this specific research question. What type of research will the marketing research firm implement? a. Product research b. Promotion research c. Pricing research d. Distribution research

a. Product research

As a marketing manager, Megan carefully reviews all marketing tactics and tools to make sure that a consistent message is being communicated. Consistency across all marketing efforts is an essential goal of her company. What strategic orientation does Megan's company implement? a. Marketing orientation b. Consumer orientation c. Product orientation d. Production orientation

b. Consumer orientation

Within an organization, the relationship between marketing researchers and marketing managers can lead to conflict based on the following sources EXCEPT: a. Research findings implying criticism b. Cross-functional teams c. Research budget d. Time

b. Cross-functional teams

Companies often collect customer data including customer preferences, sales numbers, and marketing promotions to characterize the interaction between the customer and the firm. These company actions are part of ____________. a. Data warehousing b. Customer relationship management c. Market dynamism d. Cloud storage

b. Customer relationship management

The sixth step in the marketing research process is _____________. a. Analyzing data b. Drawing a conclusion and preparing a report c. Collecting data d. Planning a sample

b. Drawing a conclusion and preparing a report

Loyalty programs, coupons, and premiums all belong to what type of research area? a. Product research b. Promotion research c. Pricing research d. Channel research

b. Promotion research

A research company is calling residents to ask them about their opinions and perceptions about a new supermarket chain moving into the area. Here is one of the questions: "The Mayor says that the proposed supermarket chain would bring over 200 jobs to this area and allow neighborhood residents access to fresh food. Do you support the new supermarket chain store's construction?" The statement above is an example of: a. Poll push research b. Push poll c. Pseudo-research d. Advocacy research

b. Push poll

The potential ____________ of marketing research should always ________ the potential burdens placed on members of society. a. Harm; heighten b. Benefits; lower c. Benefits; outweigh d. Harm; lower

c. Benefits; outweigh

Diana has noticed that when the sun shines, she sells more yellow t-shirts in her clothing boutique. This exemplifies _________. a. Temporal sequence b. Nonspurious Association c. Concomitant variation d. Conditional variation

c. Concomitant variation

____________ is the application of computation, summarizing, and reasoning to understand the gathered information. a. Pretest b. Unobtrusive method c. Data analysis d. Survey

c. Data analysis

Which of the following is true regarding global marketing research: a. Research has identified a typical European consumer. b. An increase in geographic boundaries has limited global marketing research. c. Global business first requires an understanding of the nature of the particular markets. d. Global marketing never requires customized marketing strategies.

c. Global business first requires an understanding of the nature of the particular markets.

__________ is a term for activities that covertly discover and record the websites that a consumer visits without using cookies. a. Open data partnership b. Geolocation technologies c. History sniffing d. Predictive analytics

c. History sniffing

Market intelligence derived from data analysis enables effective decision making, which _____ value for customers and _________ organizational performance. a. Decreases; increases b. Increases; decreases c. Increases; increases d. Decreases; decreases

c. Increases; increases

Which of the following statements about working in marketing research is NOT true? a. The Internet of Things continuously provides research with consumer data. b. High tech firms heavily utilize research in routine customer communications. c. Marketing research departments should always perform a staff function in firms. d. Market research jobs grow faster than in other industries.

c. Marketing research departments should always perform a staff function in firms.

___________ are principles reflecting one's beliefs about what is ethical and what is unethical. a. Marketing ethics b. Ethical dilemma c. Moral standards d. Idealism

c. Moral standards

Standardized research suppliers conduct research studies for __________ individual client(s) using ________ method(s). a. Multiple; multiple b. One; multiple c. Multiple; the same d. One; the same

c. Multiple; the same

A marketing manager asking the question "Is the decision of considerable strategic or tactical importance?" prior to conducting research is checking which of the determinants of the need for marketing research? a. Availability of data b. Benefits vs. costs c. Nature of the decision d. Time constraints

c. Nature of the decision

A key metric that often triggers decision making in customer relationship management is: a. Marketing promotion b. Market trend c. Overall lifetime value of a customer d. Sales data

c. Overall lifetime value of a customer

What type of research often uses test markets to address the question how consumers will respond to new product offered to different price points? a. Distribution research b. Product research c. Pricing research d. Promotion research

c. Pricing research

Which development influenced the extension of traditional data analysis to marketing analytics? a. Software packages b. Social media usage c. Raise of big data d. Smart agent software

c. Raise of big data

Firms hiring an outside agency to conduct marketing research must interact with commercial providers of marketing research services also known as _____________. a. In-house agency b. Research syndicator c. Research suppliers d. Syndicate agency

c. Research suppliers

Time is one potential source of conflict between marketing researchers and marketing managers working in the same firm. However, when research is rushed, some serious issues with the studies can arise. Which one of the following statements best exemplifies an issue that can arise when research is rushed? a. Addressing the right issue. b. Conducting research that is needed. c. Sampling constraints leading to low quality data. d. Adequate data analysis.

c. Sampling constraints leading to low quality data.

One way that the development of communication technologies has influenced how marketing researchers are conducting research is: a. Record data with paper surveys. b. Hack customer personal smartphones to monitor their every move. c. Using new devices like iPads to display images to respondents. d. All of these are correct.

c. Using new devices like iPads to display images to respondents.

Within the field of digital marketing, consumers are often creators of important data researchers use in marketing research projects. Examples of this consumer created data include: a. Online product reviews. b. Likes on Instagram. c. Twitter posts. d. All of these are correct.

d. All of these are correct.

Marketing researchers collect and analyze data to create knowledge. Specifically, data contributes to research in all of the following ways EXCEPT: a. Allow assessment of ideas. b. Deliver answers to research questions. c. Provide testing mechanism for hypotheses. d. Always expands global market insights.

d. Always expands global market insights.

Data that have been previously collected for some purpose other than the one at hand is referred to as ____________. a. Data b. Big data c. Information d. Archival data

d. Archival data

Researchers should consider the following factors relevant to data ethics gathered through digital means EXCEPT: a. Has the consumer provider implicit or explicit consent to being traced? b. Do benefits from consumer tracking balance out potential privacy invasions? c. Does the tracking behavior violate explicit or implicit contracts or agreements? d. Can researchers keep what information is available to data miners from consumers?

d. Can researchers keep what information is available to data miners from consumers?

Which strategic management orientation relies heavily on marketing research involving consumer attitudes, beliefs, and desires? a. Production oriented b. Product oriented c. Value oriented d. Customer oriented

d. Customer oriented

The process of developing and deciding among alternative ways of resolving a problem or choosing from among alternative opportunities is referred to as ____________. a. Market opportunity b. Symptoms c. Market problem d. Decision making

d. Decision making

Researchers should practice good business ethics and avoid: a. Disguising a sales pitch as a research study. b. Ensuring confidentiality of the client. c. Disseminating theoretically sound and empirically validated results. d. Conducting research with non-competing clients.

a. Disguising a sales pitch as a research study.

The second step of developing and implementing a successful marketing strategy involves: a. Evaluate market segments and determine target markets. b. Identify and evaluate market opportunities. c. Plan and implement a marketing mix that provides value to customers and meets firm objectives. d. Assess company performance.

a. Evaluate market segments and determine target markets.

All of the following questions are relevant to marketing managers in determining if marketing research is needed EXCEPT: a. Is there sufficient time to start the research before decisions will have to be made? b. Is the potential payoff worth the investment? c. Does the potential value exceed the research expenditures? d. Can the required data can be obtained?

a. Is there sufficient time to start the research before decisions will have to be made?

Companies that decide to conduct in-house research can take advantage of numerous benefits associated with this type of research approach apart of: a. Lower secrecy b. Better employee collaboration c. Time saving d. More economical

a. Lower secrecy

___________ represents the rate of change in environmental and competitive factors. a. Market dynamism b. Quality c. Timeliness d. Relevance

a. Market dynamism

Step four of the Market Research Process involves the collection of data. What is the primary goal during this step? a. Minimize error b. Make causal inferences c. Plan a sample d. Define objectives

a. Minimize error

Larry is working in the customer relationship department of a major furniture retailer. His job primarily involves responding to negative Twitter posts from dissatisfied customers and addressing these customer complaints. Sometimes Larry also comes across satisfied customer comments, which he likes or shares to keep track of. What type of strategic behavior is Larry engaging in? a. Online sentiment analysis b. Geo-demographics c. Marketing concept d. Relationship marketing

a. Online sentiment analysis

These type of databases often record marketing variables by geographical area. a. Statistical b. Video c. Financial d. Data retailers

a. Statistical

Managers need to carefully monitor ________ as indicators of potential __________ which could negatively impact firm performance. a. Symptoms; market problems b. Symptoms; market opportunities c. Market opportunities; market problems d. Market problems; symptoms

a. Symptoms; market problems

Marketing research involves the application of the scientific method while studying a marketing phenomenon. The inclusion of the scientific method in the marketing research process emphasizes: a. The generated results should be objective. b. The potential bias should be maximized to enhance the value of the research. c. The main purpose of the research is to support a preconceived idea. d. The personal attachment of the researcher to the project.

a. The generated results should be objective.

Which of the following statement about theory is NOT TRUE? a. Theory is only relevant to basic marketing research. b. Theory requires knowledge of applicable theoretical areas. c. Theory is based on simple logical deduction. d. Theory is built through previous findings.

a. Theory is only relevant to basic marketing research.

The four important characteristics that influence the value of data include: a. Timeliness, Completeness, Relevance, Quality b. Quality, Intelligence, Completeness, Timeliness c. Relevance, Value, Completeness, Timeliness d. Market Dynamism, Quality, Timeliness, Completeness

a. Timeliness, Completeness, Relevance, Quality