MKT 1-5
5 69) Gallup and Robinson Magazine Impact Research Service (MIRS) test ads using an at-home in-magazine context among widely dispersed samples. Test ads may naturally appear in the magazine or are inserted as tip-ins. It provides strong, validated measures of recall, persuasion, and ad reaction with responsive scheduling. The MIRS is an example of surveys being used ________. A) to evaluate advertising B) to examine purchase and consumption behavior C) for market segmentation D) all of the above
A Diff: 1 Page Ref: 116 AACSB: Reflective Thinking
2 46) ________ are the most important qualitative research procedure. A) Focus groups B) Depth interviews C) Projective techniques D) Association techniques
A Diff: 1 Page Ref: 141
4 73) A(n) ________ is an unstructured, indirect form of questioning that encourages respondents to project their underlying motivations, beliefs, attitudes, or feelings regarding the issues of concern. A) projective technique B) focus group C) association technique D) depth interview
A Diff: 1 Page Ref: 158
5 85) In ________, respondents are asked to play the role or assume the behavior of someone else. A) role playing B) sentence completion C) cartoon test D) third-party technique
A Diff: 1 Page Ref: 161
1 89) ________ is one of the three general steps that should be followed when analyzing qualitative data. In this step, the researcher develops a visual interpretation of the data with the use of such tools as a diagram, chart or matrix. A) Data display B) Data reduction C) Data determination D) Conclusion drawing and verification
A Diff: 1 Page Ref: 164 AACSB: Analytic Skills
3 46) If the key variables have not been defined or are defined in a manner inconsistent with the researcher's definition, then the usefulness of the data is limited. This statement refers to the ________ criteria for evaluating secondary data. A) nature B) objective C) error/accuracy D) currency
A Diff: 2 Page Ref: 104 AACSB: Analytic Skills
4 55) ________ are helpful for identifying individuals or organizations that collect specific data. A) Directories B) Indexes C) Guides D) Statistical published data
A Diff: 2 Page Ref: 109
39) Baby boomers are a large consumer target for many products and "show and tell" focus groups are being used by consumer researchers. Which of the following statements is not true about "show and tell" focus groups? A) Respondents' attitudes are uncovered by analyzing their responses to scenarios that are deliberately unstructured, vague, and ambiguous. B) They provide the needed insight into the core values boomers hold close to their hearts. C) Participants bring in three or four items that represent their ideal environment. D) Group discussion is centered on the items brought in for "show and tell."
A Diff: 2 Page Ref: 137 AACSB: Reflective Thinking
3 47) Which of the following is not one of the key qualifications of focus group moderators? A) joviality B) kindness with firmness C) flexibility D) sensitivity
A Diff: 2 Page Ref: 142-143
3 60) Which of the following statements is not a disadvantage of online focus groups? A) Moderators may also be able to carry on side conversations with individual respondents, probing deeper into interesting areas. B) It can be difficult to verify that a respondent is a member of a target group. C) Only audio and visual stimuli can be tested. D) Only people that have and know how to use a computer can participate.
A Diff: 2 Page Ref: 150-152 AACSB: Reflective Thinking
3 61) Which of the situations mentioned below is not suitable for online focus groups? A) highly emotional issues B) companies that use the Internet to sell products or services and want to either gain market share or gather intelligence C) corporations that want to gather feedback on workplace issues like downsizing, job changes, and diversity D) none of the above
A Diff: 2 Page Ref: 150-152 AACSB: Reflective Thinking
3 51) It is recommended that at least ________ focus groups be conducted. A) two B) three C) four D) five
A Diff: 2 Page Ref: 153
4 68) ________ is a type of depth interview that attempts to locate personal sore spots related to deeply felt personal concerns. A) Hidden issue questioning B) Symbolic analysis C) Laddering D) None of the above
A Diff: 2 Page Ref: 154-155 AACSB: Analytic Skills
5 76) With ________ respondents are presented with a list of words, one at a time. After each word, they are asked to give the first word that comes to mind. A) word association B) sentence completion C) story completion D) none of the above
A Diff: 2 Page Ref: 158
6 62) A ________ is a formalized set of procedures for generating, analyzing, storing, and distributing pertinent information to marketing decision makers on an ongoing basis. A) marketing information system B) management information system C) decision support system D) none of the above
A Diff: 2 Page Ref: 21 AACSB: Use of IT
2 56) A formal research design specifies the methods for selecting the sources of information and for collecting data from those sources. A ________ design requires a clear specification of the who, what, when, where, why, and way (the six Ws) of the research. A) descriptive B) causal C) exploratory D) none of the above
A Diff: 2 Page Ref: 74 AACSB: Reflective Thinking
2 62) ________ is a cross-sectional design in which there are two or more samples of respondents and information is obtained from each sample only once. A) Multiple cross-sectional design B) Single cross-sectional design C) Cohort analysis D) None of the above
A Diff: 2 Page Ref: 76
2 69) 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. A) longitudinal design B) descriptive research design C) causal research design D) conclusive research design
A Diff: 2 Page Ref: 79
3 75) ________ is the error due to the particular sample selected being an imperfect representation of the population of interest. It may be defined as the variation between the true mean value for the sample and the true mean value of the population. A) Random sampling error B) Non-response error C) Non-sampling error D) Response error
A Diff: 2 Page Ref: 85 AACSB: Analytic Skills
5 84) The marketing research proposal consists of many sections. The ________ section is normally a statement of the problem, including the specific components. A) problem definition/objectives of the research B) approach to the problem C) executive summary D) research design
A Diff: 2 Page Ref: 88
4 57) Examples of other government publications published by the federal government include all of the following except ________. A) Periodical Abstract B) Business Conditions Digest C) Statistical Abstract of the United States D) Survey of Current Business
A Diff: 3 Page Ref: 110
4 59) You are researching secondary data on the shopping habits of households for your project. A marketing research firm that had done research in the area has agreed to allow you to dial into their mainframe computer to access the data. You will be accessing a(n) ________. A) online database B) special purpose database C) offline database D) customer database
A Diff: 3 Page Ref: 111 AACSB: Reflective Thinking
5 65) Which of the following is a disadvantage of surveys (Table 4.3 in the text)? A) interviewer errors; respondent errors B) data is lacking in terms of content, quantity, and quality C) data may not be representative; quality of data limited D) coverage may be incomplete; matching of data on the competitive activity may be difficult
A Diff: 3 Page Ref: 115 AACSB: Reflective Thinking
3 54) A focus group interview conducted by two moderators where the moderators deliberately take opposite positions on the issues to be discussed is called a ________. A) dueling-moderator group B) two-way focus group C) dual-moderator group D) respondent-moderator group
A Diff: 3 Page Ref: 148-149 AACSB: Analytic Skills
2 72) According to your text, non-representativeness in panels may arise because of all of the following except ________. A) respondent intelligence B) mortality C) refusal to cooperate D) payment
A Diff: 3 Page Ref: 78-79
1 43) The ________ is one type of qualitative research in which the purposes of the project are disclosed to the respondent or are obvious, given the nature of the interview. A) indirect approach B) direct approach C) focus group approach D) descriptive approach
B Diff: 1 Page Ref: 140-141
5 75) Word association is the best known of the ________ techniques. A) expressive B) association C) completion D) construction
B Diff: 1 Page Ref: 158
5 79) ________ is a projective technique in which respondents are presented with a number of incomplete sentences and asked to complete them. A) Word association B) Sentence completion C) Story completion D) Expression completion
B Diff: 1 Page Ref: 159
5 82) In ________, cartoon characters are shown in a specific situation related to the problem. The respondents are asked to indicate what one cartoon character might say in response to the comments of another character. A) picture response techniques B) cartoon tests C) third-person techniques D) role playing
B Diff: 1 Page Ref: 161
3 51) ________ is the problem confronting the decision maker. It asks what the decision maker needs to do. A) The environmental context of the problem B) The management decision problem C) The marketing research problem D) Problem definition
B Diff: 1 Page Ref: 47 AACSB: Reflective Thinking
3 80) The error that arises from the respondent's unwillingness to provide accurate information is ________. Respondents may intentionally misreport their answers because of a desire to provide socially acceptable answers, avoid embarrassment, or please the interviewer. A) questioning error B) unwillingness error C) sampling frame error D) recording error
B Diff: 1 Page Ref: 87 AACSB: Analytic Skills
1 38) The ________ for primary data is very involved and the ________ is high. A) collection purpose; collection time B) collection process; collection cost C) collection process; collection purpose D) collection cost; collection time
B Diff: 2 Page Ref: 100
2 40) Which of the following statements refer to the currency criteria when evaluating secondary data? A) Data should be reliable and generalizable to the problem at hand. B) Syndicated firms periodically update census data. C) The objective will determine the relevance of the data. Reconfigure the data to increase their usefulness, if possible. D) Assess accuracy by comparing data from different sources.
B Diff: 2 Page Ref: 102 AACSB: Analytic Skills
3 45) When evaluating secondary data, the ________ criteria asks the question of "why the data were collected in the first place." A) nature B) objective C) error/accuracy D) currency
B Diff: 2 Page Ref: 103 AACSB: Analytic Skills
4 51) The CRM system used by Chrysler is an example of ________. A) directory databases B) database marketing C) audits D) none of the above
B Diff: 2 Page Ref: 107 AACSB: Reflective Thinking
4 54) Published external secondary data sources may be broadly classified as ________ or ________ sources (Figure 4.2 in the text). A) public business; government B) general business; government C) general business; federal D) public business; federal
B Diff: 2 Page Ref: 108
4 56) It is possible to locate information on a particular topic in several different publications by using ________. A) directories B) indexes C) guides D) statistical published data
B Diff: 2 Page Ref: 109
4 61) ________ are databases composed of citations to articles in journals, magazines, newspapers, marketing research studies, technical reports, government documents, and the like. A) Offline databases B) Bibliographic databases C) Online databases D) Internet databases
B Diff: 2 Page Ref: 112
5 66) Which of the following is a characteristic of purchase panels (Table 4.3 in the text)? A) household purchases recorded through electronic scanners in supermarkets B) households provide specific information regularly over an extended period of time; respondents asked to record specific behaviors as they occur C) verification of product movement by examining physical records or performing inventory analysis D) data banks on industrial establishment created through direct inquiries of companies, clipping services, and corporate reports
B Diff: 2 Page Ref: 115 AACSB: Reflective Thinking
5 74) The uses of retail and wholesale audit data include all of the following except ________. A) identifying shelf space allocation and inventory problems B) establishing profiles of specific user groups C) developing sales potentials and forecasts D) analyzing distribution problems
B Diff: 2 Page Ref: 123
3 49) Constructing a detailed moderator's outline for use during the focus group interviews involves extensive discussions among the ________, ________, and ________. A) researcher; moderator; and respondents. B) researcher; client; moderator. C) researcher; client; respondent. D) client; respondent; moderator.
B Diff: 2 Page Ref: 144 AACSB: Analytic Skills
4 69) ________ is a technique for conducting depth interviews in which the symbolic meaning of objects is analyzed by comparing them with their opposites. A) Hidden issue questioning B) Symbolic analysis C) Laddering D) None of the above
B Diff: 2 Page Ref: 154-155 AACSB: Analytic Skills
5 83) The two main expressive techniques are ________ and ________. A) role playing; word association B) role playing; third-person technique C) word association; sentence completion D) third-person technique; word association
B Diff: 2 Page Ref: 161
7 93) The 2000, 2004 and 2008 presidential elections were cited in your text for negative attacks by both the Republican and Democratic parties. The negative attacks were based on qualitative marketing research used to help design the messages. Which ethical concern is this use of marketing research related to? A) disguising the purpose of the research and the use of deceptive procedures B) using qualitative research for questionable purposes C) comfort level of the respondents D) none of the above
B Diff: 2 Page Ref: 167-168 AACSB: Ethical Reasoning
2 59) ________ is a cross-sectional design in which one sample of respondents is drawn from the target population and information is obtained from this sample once. A) Multiple cross-sectional design B) Single cross-sectional design C) Cohort analysis D) None of the above
B Diff: 2 Page Ref: 76
2 61) Single cross-sectional designs are also called ________. A) experiment designs B) sample survey research designs C) qualitative research designs D) none of the above
B Diff: 2 Page Ref: 76
2 67) Sometimes the term ________ is used interchangeably with the term longitudinal design. A) experiment B) panel C) survey D) none of the above
B Diff: 2 Page Ref: 78
3 78) ________ is a type of non-sampling error that occurs when some of the respondents included in the sample do not respond. This error may be defined as the variation between the true mean value of the variable in the original sample and the true mean value in the net sample. A) Random sampling error B) Non-response error C) Non-sampling error D) Response error
B Diff: 2 Page Ref: 86 AACSB: Analytic Skills
3 82) Which of the following is not a budgeting and scheduling approach for managing a project? A) program evaluation and review technique (PERT) B) critical evaluation and review technique (CERT) C) critical path method (CPM) D) graphical evaluation and review technique (GERT)
B Diff: 2 Page Ref: 88
3 48) An overall indication of the dependability of data may be obtained by examining the ________, credibility, reputation, and ________ of the source. A) accuracy; trustworthiness B) trustworthiness; expertise C) expertise; accuracy D) None of the above is correct.
B Diff: 3 Page Ref: 104 AACSB: Analytic Skills
5 71) According to your text, volume tracking data and scanner panels with cable TV are sources of scanner data. Which of the following is also a type of scanner data? A) grocery panels B) scanner panels C) Both A and B are correct. D) none of the above
B Diff: 3 Page Ref: 121 AACSB: Use of IT
7 77) Sales & Marketing Management's annual Survey of Buying Power provides data to help you analyze each of your U.S. markets, whether they are cities, counties, metro areas, or states. What of the following information is also true of the Survey of Buying Power? A) It features statistics, rankings, and projections for every county and media market in the United States with demographic broken out by age, race, city, county, and state. B) It features information on retail spending; and projections for future growth in these areas. C) It features a unique measure of spending power that takes population, EBI, and retail sales into account to determine a market's ability to buy. D) All of the above are true.
B Diff: 3 Page Ref: 126 AACSB: Analytic Skills
3 57) Focus groups can be used to address substantive issues such as ________. A) defining a problem more precisely B) generating new ideas about older products C) developing an approach to a problem D) interpreting previously obtained quantitative results
B Diff: 3 Page Ref: 150 AACSB: Reflective Thinking
4 67) In a study the researcher was investigating attitudes toward airlines among male middle managers. Questions asked included, "What would it be like if you could no longer use airplanes?" Responses like, "Without planes, I would have to rely on e-mail, letters, and telephone calls" were received. This suggests that what airlines sell to the managers is face-to-face communication. The depth interview techniques used in the study is called ________. A) hidden issue questioning B) symbolic analysis C) laddering D) none of the above
B Diff: 3 Page Ref: 154-155 AACSB: Analytic Skills
5 86) Projective techniques are used less frequently than unstructured direct methods (focus groups and depth interviews). A possible exception may be ________, which is used commonly to test brand names and occasionally to measure attitudes about particular products, brands, packages, or advertisements. A) story completion B) word association C) sentence completion D) cartoon tests
B Diff: 3 Page Ref: 163
5 88) ________ is one of the three general steps that should be followed when analyzing qualitative data. In this step, the researcher chooses which aspects of the data are emphasized, minimized, or set aside for the project at hand. A) Data display B) Data reduction C) Data determination D) Conclusion drawing and verification
B Diff: 3 Page Ref: 164 AACSB: Analytic Skills
2 66) 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?" A) longitudinal design; multiple cross-sectional B) cross-sectional design; longitudinal design C) longitudinal; cross-sectional design D) none of the above
B Diff: 3 Page Ref: 78 AACSB: Reflective Thinking
3 41) Which of the following statements refer to the objective criteria when evaluating secondary data? A) Data should be reliable and generalizable to the problem at hand. B) Syndicated firms periodically update census data. C) The objective will determine the relevance of the data. Reconfigure the data to increase their usefulness, if possible. D) Assess accuracy by comparing data from different sources.
C Diff: 1 Page Ref: 102 AACSB: Analytic Skills
3 43) Errors in the approach, research design, sampling, data collection, analysis, and reporting stages of the project refer to the ________ criteria for evaluating secondary data. A) nature B) objective C) error/accuracy D) currency
C Diff: 1 Page Ref: 102 AACSB: Analytic Skills
4 64) "Why do you say that?", "That's interesting, can you tell me more?" or, "Would you like to add anything else?" are examples of ________. A) focusing B) projecting C) probing D) none of the above
C Diff: 1 Page Ref: 153-154 AACSB: Reflective Thinking
5 80) ________ is a projective technique in which the respondents are provided with part of a story and required to give the conclusion in their own words. A) Word association B) Sentence completion C) Story completion D) Expression completion
C Diff: 1 Page Ref: 159
5 81) ________ require the respondent to construct a response in the form of a story, dialogue, or description. A) Association techniques B) Expressive techniques C) Construction techniques D) Impression techniques
C Diff: 1 Page Ref: 160
3 79) The variation between the population defined by the researcher and the population as implied by the sampling frame (list) used is ________. A) questioning error B) unwillingness error C) sampling frame error D) recording error
C Diff: 1 Page Ref: 86 AACSB: Analytic Skills
1 39) Which of the following is not a disadvantage of secondary data? A) The objectives, nature, and methods used to collect the secondary data may not be appropriate to the present situation. B) Secondary data may be lacking in accuracy. C) Secondary data may be expensive and time consuming. D) Secondary data may not be completely current or dependable.
C Diff: 2 Page Ref: 101 AACSB: Reflective Thinking
3 42) Based on the criteria for evaluating secondary data shown in Table 4.2 in the text, the data collected by Nielsen Media Research may be suspect because of all of the following criteria except ________. A) specification/methodology B) error/accuracy C) objective D) dependability
C Diff: 2 Page Ref: 102 AACSB: Analytic Skills
3 49) Which of the following classifications of secondary data is not a classification for external secondary data (Figure 4.1 in the text)? A) published materials B) computerized databases C) ready-to-use D) syndicated services
C Diff: 2 Page Ref: 105
4 52) Caterpillar needed to know what truck fleets should test their two new engines; how they could get a marketing strategy that could be measured; and how to adjust for the coming downturn in sales. To answer these questions, they gave their salesforce laptops and paid them to enter customer information related to each sale they made. Caterpillar analyzed the newly acquired customer data and developed strategies to address their marketing questions. Caterpillar utilized ________. A) secondary marketing B) external marketing C) database marketing D) internal marketing
C Diff: 2 Page Ref: 107-108 AACSB: Reflective Thinking
4 53) ________ are an excellent source of standard or recurring information. A) Directories B) Indexes C) Guides D) Statistical published data
C Diff: 2 Page Ref: 109
4 58) ________ are databases stored in computers that require a telecommunications network to access. A) Offline databases B) Bibliographic databases C) Online databases D) Special purpose databases
C Diff: 2 Page Ref: 111
4 60) You are researching secondary data on the shopping habits of households for your project. You found a data source available via CD-ROM at the library. You are about to check out a(n) ________. A) online database B) internet database C) offline database D) customer database
C Diff: 2 Page Ref: 111 AACSB: Reflective Thinking
4 63) ________ databases provide information on individuals, organizations and services. A) Special purpose B) Bibliographic C) Directory D) Numeric
C Diff: 2 Page Ref: 112
5 67) Which of the following is a characteristic of audit services (Table 4.3 in the text)? A) household purchases recorded through electronic scanners in supermarkets B) households provide specific information regularly over an extended period of time; respondents asked to record specific behaviors as they occur C) verification of product movement by examining physical records or performing inventory analysis D) data banks on industrial establishment created through direct inquiries of companies, clipping services, and corporate reports
C Diff: 2 Page Ref: 115
5 72) Scanner data where panel members are identified by an ID card allowing each panel member's purchases to be stored with respect to the individual shopper are referred to as ________. A) scanner panels with cable TV B) volume tracking data C) scanner panels D) none of the above
C Diff: 2 Page Ref: 121 AACSB: Use of IT
5 76) ________ combines geography with demographic information and a company's sales data or other proprietary information to develop thematic maps. A) Single-source data B) Demographic mapping C) Computer mapping D) Thematic mapping
C Diff: 2 Page Ref: 125
6 78) Which of the following concerns are important when evaluating secondary data for international projects? A) Measurement units may not be equivalent across countries. B) The accuracy of secondary data may vary from country to country. C) Both A and B are correct. D) None of the above are correct.
C Diff: 2 Page Ref: 127 AACSB: Multicultural and Diversity
1 40) Whenever a new marketing research problem is being addressed, ________ research must be preceded by appropriate ________ research. A) qualitative; quantitative B) observational; experimental C) quantitative; qualitative D) experimental; observational
C Diff: 2 Page Ref: 139
4 65) ________ is a technique for conducting depth interviews in which a line of questioning proceeds from product characteristics to user characteristics. A) Hidden issue questioning B) Symbolic analysis C) Laddering D) None of the above
C Diff: 2 Page Ref: 154-155 AACSB: Analytic Skills
5 74) In ________, an individual is presented with a stimulus and asked to respond with the first thing that comes to mind. A) completion techniques B) focus groups C) association techniques D) depth interviews
C Diff: 2 Page Ref: 158
1 41) Research designs may be broadly classified as ________ or ________ (Figure 3.1 in the text). A) exploratory; causal B) conclusive; causal C) exploratory; conclusive D) conclusive; descriptive
C Diff: 2 Page Ref: 70-71
2 58) ________ designs involve the collection of information from any given sample of population elements only once. A) Exploratory B) Causal C) Cross-sectional D) None of the above
C Diff: 2 Page Ref: 76
2 60) ________ is the most used descriptive design in marketing research. A) Longitudinal design B) Exploratory design C) Cross-sectional design D) None of the above
C Diff: 2 Page Ref: 76
2 63) ________ is a multiple cross-sectional design consisting of a series of surveys conducted at appropriate time intervals, where the cohort serves as the basic unit of analysis. A) Multiple cross-sectional design B) Single cross-sectional design C) Cohort analysis D) None of the above
C Diff: 2 Page Ref: 77
2 68) ________ refers to a sample of respondents who have agreed to provide information at specified intervals over an extended period. A) Experiment B) Survey C) Panel D) None of the above
C Diff: 2 Page Ref: 78
2 73) When trying to determine which research design is best to choose, it is best to begin with exploratory research if the objective of the research is to ________. A) test hypotheses B) conduct an annual customer satisfaction survey C) define the problem more precisely D) quantify the relative salience of social causes that businesses should be concerned about
C Diff: 2 Page Ref: 82-83
2 74) ________ is the variation between the true mean value in the population of the variable of interest and the observed mean value obtained in the marketing research project. A) Measurement error B) Recording error C) Total error D) Cheating error
C Diff: 2 Page Ref: 85 AACSB: Analytic Skills
3 76) ________ are errors that can be attributed to sources other than sampling, and they can be random or nonrandom. A) Random sampling error B) Non-response error C) Non-sampling error D) Response error
C Diff: 2 Page Ref: 85 AACSB: Analytic Skills
4 83) ________ is defined as the official layout of the planned marketing research activity for management. It describes the research problem, the approach, the research design, data collection methods, data analysis methods, and reporting methods. A) Research design B) The critical path method C) The marketing research proposal D) The marketing research problem
C Diff: 2 Page Ref: 88
3 47) You are reviewing secondary data to help with a project concerning consumer preferences for television programs based on viewer income. Which of the following statements would not be of concern when considering the nature criteria for evaluating secondary data? A) The relationships examined should be taken into account. B) Secondary data may be measured in units that may not be appropriate for the current problem. C) The researcher must determine if the data are accurate enough for the purpose of the present study. D) It is possible to reconfigure the available data so that the resulting data are more useful to the problem at hand.
C Diff: 3 Page Ref: 102 AACSB: Analytic Skills
3 52) A focus group interview conducted by two moderators where one moderator is responsible for the smooth flow of the session, and the other ensures that specific issues are discussed is called a ________. A) two-way focus group B) dueling-moderator group C) dual-moderator group D) respondent-moderator group
C Diff: 3 Page Ref: 148-149
3 53) Focus groups can use several variations of the standard procedure. Which of the following is not one of the variations mentioned in your text? A) respondent-moderator group B) client-participant group C) tag-team moderator group D) mini-group
C Diff: 3 Page Ref: 148-149 AACSB: Analytic Skills
5 56) Syndicated services ________. A) specialize in one or a few phases of the marketing research project B) are research studies conducted for different client firms but in a different way C) are companies that collect and sell common pools of data designed to serve information needs shared by a number of clients D) offer a wide variety of marketing research services customized to suit a client's specific needs
C Diff: 3 Page Ref: 15
3 56) Which of the following is a methodological application of focus groups? A) obtaining impressions of new product concepts B) generating alternative courses of action C) Both B and D are correct. D) generating hypotheses that can be tested quantitatively
C Diff: 3 Page Ref: 150 AACSB: Analytic Skills
4 66) In a study the researcher was investigating attitudes toward airlines among male middle managers. Each airline attribute, such as wide-body aircrafts, was probed (why do you like to travel in wide-body aircrafts?) to determine why it was important (I can get more work done) and then that reason was probed (I accomplish more), and so on (I feel good about myself). The depth interview techniques used in the study is called ________. A) hidden issue questioning B) symbolic analysis C) laddering D) none of the above
C Diff: 3 Page Ref: 154-155 AACSB: Analytic Skills
2 39) ________ is a type of problem identification research. A) Distribution research B) Pricing research C) Market characteristics research D) Promotion research
C Diff: 3 Page Ref: 8
3 44) Which of the following statements is not true about the currency of secondary data? A) The time lag between data collection and publication may be long. B) The value of secondary data is diminished as it becomes dated. C) The data may not be updated frequently enough for the problem at hand. D) All of the above are correct.
D Diff: 1 Page Ref: 103 AACSB: Analytic Skills
5 68) Surveys can be used for which of the following purposes? A) to evaluate advertising B) to examine purchase and consumption behavior C) for market segmentation D) all of the above
D Diff: 1 Page Ref: 117
8 79) Which of the following practices might be unethical? A) the use of secondary data alone when the research requires primary data collection B) the client is billed a fixed fee for the project C) the unnecessary collection of expensive primary data when the research problem can be addressed based on secondary sources alone D) Both A and C are correct.
D Diff: 1 Page Ref: 128-129 AACSB: Ethical Reasoning
3 47) Marketing managers need the information provided by marketing research for many reasons. Which of the following is not a reason to need information provided by marketing research? A) Firms have become national and international in scope. B) Consumers have become more affluent and sophisticated. C) Competition has become more intense. D) All of the above are reasons to need information provided by marketing research.
D Diff: 1 Page Ref: 13
2 45) Focus groups are a(n) ________ research procedure and projective techniques are a(n) ________ research procedure. A) experimental; direct B) indirect; direct C) direct; experimental D) direct; indirect
D Diff: 1 Page Ref: 140-141
3 48) The procedure for planning and conducting focus groups is described in Figure 5.3 in the text. Planning begins with ________. A) specifying the objectives of qualitative research B) writing a screening questionnaire C) developing a moderator's guide D) determining objectives of the marketing research project and defining the problem
D Diff: 1 Page Ref: 143 AACSB: Analytic Skills
4 71) In a depth interview, the interviewer should ________. A) not accept brief "yes" or "no" answers B) not probe the respondent C) ask questions in an informative manner D) A and C are both correct
D Diff: 1 Page Ref: 153-156 AACSB: Reflective Thinking
4 70) In a depth interview, the interviewer should ________. A) avoid appearing superior and put the respondent at ease B) be detached and objective, yet personable C) probe the respondent D) all of the above
D Diff: 1 Page Ref: 153-156 AACSB: Reflective Thinking
5 78) ________ is a projective technique that requires the respondent to complete an incomplete stimulus situation. A) Association technique B) Expressive technique C) Construction technique D) Completion technique
D Diff: 1 Page Ref: 159
5 84) ________ is a projective technique in which the respondent is presented with a verbal or visual situation and asked to relate the beliefs and attitudes of a third person to the situation. A) Role playing B) Sentence completion C) Cartoon test D) Third-person technique
D Diff: 1 Page Ref: 162
2 64) Which of the following statements is true about cohort analysis? A) A cohort is a group of respondents who experience the same event within the same time interval. B) It is unlikely that any of the individuals studied at time one will also be in the sample at time two. C) The term cohort analysis refers to any study in which there are measures of some characteristics of one or more cohorts at two or more points in time. D) All are correct.
D Diff: 1 Page Ref: 77 AACSB: Reflective Thinking
5 85) The ________ section of the marketing research proposal should discuss how the data will be collected and who will collect it. The ________ section of the proposal discusses the kind of data analysis that will be conducted and how the results will be interpreted. A) appendices; data analysis B) fieldwork/data collection; reporting C) research design; data analysis D) fieldwork/data collection; data analysis
D Diff: 1 Page Ref: 88
37) As compared to primary data, secondary data are collected ________. A) rapidly and easily B) at a relatively low cost C) in a short time D) all of the above
D Diff: 2 Page Ref: 100
4 62) InfoUSA (www.infousa.com) is a leading provider of sales and marketing support data. InfoUSA provides data via a ________. A) offline database B) bibliographic database C) online database D) internet database
D Diff: 2 Page Ref: 112
5 70) A data gathering technique that is comprised of samples of respondents whose television viewing behavior is automatically recorded by electronic devices, supplementing the purchase information recorded online or in a diary is referred to as ________. A) scanner diary panels/cable TV B) scanner panels C) purchase panels D) media panels
D Diff: 2 Page Ref: 118
5 75) Information provided by industry services is useful for which of the following? A) sales management decisions such as defining territories and setting quotas B) advertising decisions such as allocating advertising budgets C) segmenting the market and designing custom products and services for important segments D) all of the above
D Diff: 2 Page Ref: 124 AACSB: Reflective Thinking
1 42) There are several reasons to use qualitative research. Which of the following is not a reason to use qualitative research? A) It is not always possible, or desirable, to use fully structured or formal methods to obtain information from respondents. B) People may be unwilling or unable to answer certain questions. C) People are unwilling to give truthful answers to questions that invade their privacy, embarrass them, or have a negative impact on their ego or status. D) none of the above
D Diff: 2 Page Ref: 140 AACSB: Reflective Thinking
2 44) An interview conducted by a trained moderator among a small group of respondents in an unstructured and natural manner is a(n) ________. A) depth interview B) projective technique C) association technique D) focus group
D Diff: 2 Page Ref: 140-141
3 50) The Real Research Mall of Atlanta focus group example in the text used focus groups to uncover ________. A) information on the mall visit experience B) information on mall brand identity versus other malls C) information on the brand value of the mall D) all of the above
D Diff: 2 Page Ref: 146-147 AACSB: Analytic Skills
5 54) Which of the following is not an example of a full-service supplier (Figure 1.4 in the text)? A) syndicated services B) customized services C) Internet services D) analytical services
D Diff: 2 Page Ref: 15
3 59) Which of the following statements is not an advantage of online focus groups? A) The researcher can reach segments that are usually hard to survey. B) Researchers can re-contact group participants at a later date. C) The cost of the online focus group is much less. D) Only people that have and know how to use a computer can participate.
D Diff: 2 Page Ref: 150-152 AACSB: Reflective Thinking
3 58) Which statement is not true about online focus groups? A) The group interaction lasts for about an hour. B) The general practice is for moderators to pose their questions in all capital letters and the respondents to respond using upper and lower case. C) The whole process is much faster than the traditional method. D) To enter the online focus group, participants must supply the room name, user name, and password to the moderator via email.
D Diff: 2 Page Ref: 150-152 AACSB: Reflective Thinking
3 62) A ________ is an unstructured, direct, personal interview in which a single respondent is probed by a highly skilled interviewer to uncover underlying motivations, beliefs, attitudes, and feelings on a topic. A) focus group B) qualitative interview C) projective interview D) depth interview
D Diff: 2 Page Ref: 153-154
5 77) In word association, responses are analyzed by calculating ________. A) the frequency with which any word is given as a response B) the amount of time that elapses before a response is given C) the number of respondents who do not respond at all to a test word within a reasonable period of time D) all of the above
D Diff: 2 Page Ref: 158 AACSB: Analytic Skills
1 90) ________ is one of the three general steps that should be followed when analyzing qualitative data. In this step, the researcher considers the meaning of analyzed data and assesses its implications for the research question at hand. A) Data display B) Data reduction C) Data determination D) Conclusion drawing and verification
D Diff: 2 Page Ref: 164 AACSB: Analytic Skills
6 92) Which of the following is not an ethical issue of concern to the researcher? A) disguising the purpose of the research and the use of deceptive procedures B) videotaping and recording the proceedings C) comfort level of the respondents D) none of the above
D Diff: 2 Page Ref: 167 AACSB: Ethical Reasoning
6 61) In the process of developing an approach, research should be based on objective evidence and supported by theory. A theory ________. A) serves as a foundation on which the researcher can organize and interpret the findings B) also plays a vital role in influencing the research procedures adopted in basic research C) is incomplete D) all of the above
D Diff: 2 Page Ref: 51 AACSB: Analytic Skills
6 63) A(n) ________ is a set of variables and their interrelationships designed to represent, in whole or in part, some real system or process. A) mathematical model B) graphical model C) verbal model D) all of the above
D Diff: 2 Page Ref: 51 AACSB: Analytic Skills
2 65) ________ 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. A) Exploratory research design B) Causal research design C) Cross-sectional research design D) Longitudinal research design
D Diff: 2 Page Ref: 76 AACSB: Reflective Thinking
2 71) Which of these statements is true about panels? A) Relatively large amounts of data can be collected. B) Panel data can be more accurate than cross-sectional data. C) Panels may not be representative. D) All of the above statements are correct.
D Diff: 2 Page Ref: 78
3 77) ________ is a type of non-sampling error arising from respondents who do respond but give inaccurate answers, or their answers are mis-recorded or mis-analyzed. It may be defined as the variation between the true mean value of the variable in the net sample and the observed mean value obtained in the marketing research project. A) Random sampling error B) Non-response error C) Non-sampling error D) Response error
D Diff: 2 Page Ref: 86 AACSB: Analytic Skills
4 50) Creating a marketing database involves all of the following steps except ________. A) transferring raw sales information to a microcomputer B) enhancing consumer purchase information by overlaying it with demographic and psychographic information C) analyzing information in terms of a customer's activity over the life of the business relationship D) none of the above
D Diff: 3 Page Ref: 106-107 AACSB: Reflective Thinking
4 64) Which of the following is a disadvantage of audit services (Table 4.3 in the text)? A) interviewer errors; respondent errors B) data is lacking in terms of content, quantity, and quality C) data may not be representative; quality of data limited D) coverage may be incomplete; matching of data on the competitive activity may be difficult
D Diff: 3 Page Ref: 115 AACSB: Reflective Thinking
5 73) The different types of scanner data are useful for a variety of purposes. Which of the following purposes applies to scanner data? A) data used for consumer beliefs B) data used for establishing consumer attitudes C) data used to determine customer motives D) making advertising decisions, including budget, copy and media, pricing
D Diff: 3 Page Ref: 122 AACSB: Use of IT
1 41) According to Table 5.1 in the text, which of the following does not apply to qualitative research? A) a small number of nonrepresentative cases B) non-statistical data analysis C) unstructured form of data collection D) outcome is used to recommend a final course of action
D Diff: 3 Page Ref: 139 AACSB: Reflective Thinking
3 55) One of the findings of the Mall of Atlanta focus group research mentioned in the text was that respondents who go to the mall for entertainment try to hold costs to under $30, except for special occasions. The client reviewed this information and decided to design a mall experience package that would cost $29.95 The client has fallen victim to which disadvantage of focus groups? A) misuse B) misrepresentation C) messy D) Both A and B are correct.
D Diff: 3 Page Ref: 146-147 AACSB: Analytic Skills
4 63) Depth interviews are like focus group in all of the following ways except________. A) both are unstructured interviews B) both are direct ways of obtaining information C) both are qualitative research methods D) both are one-on-one interviews
D Diff: 3 Page Ref: 153-154 AACSB: Analytic Skills
4 72) Depth interviews suffer from many of the disadvantages of focus groups and often to a greater extent. Which of the following disadvantages is not shared with focus groups? A) Skilled interviewers capable of conducting depth interviews are expensive and difficult to find. B) The lack of structure makes the results susceptible to the interviewer's influence. C) The data obtained are difficult to analyze and interpret. D) All of the above are shared with focus groups.
D Diff: 3 Page Ref: 156 AACSB: Reflective Thinking
5 87) Which of the following guidelines does not enhance the usefulness of projective techniques? A) Projective techniques should be used because the required information cannot be accurately obtained by direct methods. B) Projective techniques should be used for exploratory research to gain initial insights and understanding. C) Given their complexity, projective techniques should not be used naively. D) none of the above
D Diff: 3 Page Ref: 163 AACSB: Reflective Thinking
1 91) When conducting international marketing research, focus group moderators should not only be trained in focus group methodology but should also be familiar with the ________ of the country. A) language B) culture C) patterns of social interaction D) all of the above
D Diff: 3 Page Ref: 166 AACSB: Multicultural and Diversity
1 40) Which of the following tasks is not a component of research design? A) Design the exploratory, descriptive, and/or causal phases of the research. B) Construct and pretest a questionnaire (interviewing form) or an appropriate form for data collection. C) Specify the sampling process and sample size. D) Develop hypotheses.
D Diff: 3 Page Ref: 70
2 57) Descriptive research, in contrast to exploratory research, is marked by all of the following except ________. A) a clear statement of the problem B) specific hypotheses C) detailed information needs D) flexibility
D Diff: 3 Page Ref: 72 AACSB: Reflective Thinking
2 70) All of the following are advantages of longitudinal designs over cross-sectional designs (Table 3.4 in the text) except ________. A) detecting change B) accuracy C) large amount of data collection D) representative sampling
D Diff: 3 Page Ref: 79
3 81) In a recent study, the population of the affluent households was defined in four different ways: (1) households with income of $50,000 or more; (2) the top 20 percent of households, as measured by income; (3) households with net worth over $250,000; and (4) households with spendable discretionary income 30 percent higher than that of comparable households. The number and characteristics of the affluent households varied depending upon the definition, underscoring the need to avoid ________. A) sampling frame error B) respondent selection error C) measurement error D) population definition error
D Diff: 3 Page Ref: 86 AACSB: Analytic Skills
5 58) Limited-service suppliers ________. A) specialize in one or a few phases of the marketing research project B) are research studies conducted for different client firms but in a different way C) collect and sell common pools of data designed to serve information needs shared by a number of clients. D) offer a wide variety of marketing research services tailored to suit a client's specific needs
A Diff: 1 Page Ref: 18
3 47) To formulate a marketing research problem of appropriate scope, it is necessary to take into account both the resources available, such as money and research skills, and the constraints on the organization, such as cost and time. These considerations refer to which of the factors related to the environmental context of the problem? A) resources and constraints B) buyer behavior C) legal environment D) economic environment
A Diff: 1 Page Ref: 44
7 63) The definition of a(n) ________ is similar to marketing research, except that a(n) ________ provides information continuously rather than on the basis of ad hoc research studies. A) marketing information system (MIS); MIS B) management information system (MIS); MIS C) decision support system (DSS); DSS D) none of the above
A Diff: 2 Page Ref: 21 AACSB: Use of IT
7 65) Which of the following is not a characteristic of a decision support system? A) rigidly structured problems B) "what-if" analysis available C) easy-to-use interactive mode D) all of the above
A Diff: 2 Page Ref: 21 AACSB: Use of IT
2 29) According to the Chain Restaurant Study in your text, the researcher had collected data but did not know ________. A) the marketing research problem B) the management decision problem C) the data collection process D) the approach to the problem
A Diff: 2 Page Ref: 37
2 35) The ________ provides a useful framework for interacting with the DM and identifying the underlying causes of the problem. A) problem audit B) management problem C) problem definition D) none of the above
A Diff: 2 Page Ref: 38
2 36) The ________ is a comprehensive examination of a marketing problem with the purpose of understanding its origin and nature. A) problem audit B) management problem C) problem definition D) none of the above
A Diff: 2 Page Ref: 38
3 50) Regulatory policies and norms within which organizations must operate, refer to the ________ factor of the environmental context of the problem. A) legal environment B) economic environment C) objectives D) buyer behavior
A Diff: 2 Page Ref: 46
6 60) Unbiased evidence that is supported by empirical findings is ________. A) objective evidence B) a theory C) an analytical model D) none of the above
A Diff: 2 Page Ref: 51 AACSB: Analytic Skills
2 38) ________ is undertaken to help identify problems that are perhaps not apparent on the surface and yet exist or are likely to arise in the future. A) Problem identification research B) Segmentation research C) Problem solving research D) Marketing information systems
A Diff: 2 Page Ref: 7
2 36) The procedures followed at each stage of marketing research are methodologically sound, well documented, and, as much as possible, planned in advance. The previous statement defines the ________ aspect of the definition of marketing research. A) systematic B) accuracy C) identification of information D) collection of information
A Diff: 2 Page Ref: 7
1 43) The primary objective of ________ is to provide insights into, and an understanding of, the problem confronting the researcher. A) exploratory research B) conclusive research C) causal research D) descriptive research
A Diff: 2 Page Ref: 72
1 51) Which data collection method is used in causal research? A) experiments B) surveys C) expert surveys D) panels
A Diff: 2 Page Ref: 81 AACSB: Reflective Thinking
2 42) ________ is conceptualized as consisting of six steps which include problem definition, developing an approach to the problem, research design formulation, field work, data preparation and analysis, and report generation and presentation. A) The marketing research process B) Marketing information systems C) Marketing research problem D) A decision support system
A Diff: 2 Page Ref: 9
3 48) Marketing research helps the marketing manager link the ________ with the ________ and the customer groups. A) marketing variables; environment B) marketing variables; marketing information system C) marketing information system; environment D) none of the above
A Diff: 3 Page Ref: 11-13
3 51) Which of the following is not a consideration when making the decision to conduct marketing research? A) the consumer's attitude toward research B) the costs versus the benefits of research C) the resources available to conduct the research D) the resources available to implement the research findings
A Diff: 3 Page Ref: 14
5 55) The Nielsen Television Index is a set of information of known commercial value that is provided to multiple clients on a subscription basis. The Nielsen Index is an example of ________. A) syndicated services B) customized services C) standardized services D) analytical services
A Diff: 3 Page Ref: 15
1 32) According to Figure 2.1 in the text, the components of the ________ consist of: objective/theoretical foundations, analytical models, research questions, hypotheses, and specification of the information needed. A) approach to the problem B) management decision problem C) marketing research problem D) environmental context of the problem
A Diff: 3 Page Ref: 38
1 33) The need for the researcher to understand the nature of what decision managers face and what they hope to learn from research is one of the reasons to conduct ________. A) discussions with decision makers B) interview with experts C) secondary data analysis D) qualitative research
A Diff: 3 Page Ref: 38 AACSB: Communication
1 42) Exploratory research is used in all of the following cases except ________. A) selecting the course of action to take in a given situation B) when you must define the problem more precisely C) when you must identify relevant courses of action D) when you must gain additional insights before an approach can be developed
A Diff: 3 Page Ref: 72
1 39) Typically, a ________ involves the tasks of designing the information needed, specifying the measurement and scaling procedures, and developing a plan of data analysis. A) research classification B) research design C) design formulation D) none of the above
B Diff: 3 Page Ref: 70
3 49) ________ may be defined as the process of enhancing marketplace competitiveness through a greater understanding of a firm's competitors and the competitive environment. A) Market intelligence B) Competitive intelligence C) A marketing information system D) A decision support system
B Diff: 2 Page Ref: 13
5 59) Synovate (www.synovate.com) offers several products under the TeleNation® family. One of their products, TeleNation®, is a twice-a-week multi-client telephone study among households selected at random from the U.S. population. Clients are charged based on the number of questions they ask. TeleNation® is a ________. A) field service B) branded market research product C) data analysis service D) analytical service
B Diff: 2 Page Ref: 18
5 61) There are many entry level marketing research positions available for persons with BBAs or MBAs. Which one of the following is not an entry-level position? A) operational supervisor B) senior analyst C) junior research analyst D) research analyst
B Diff: 2 Page Ref: 19
2 39) As one of the seven Cs that characterize the interaction between the DM and the researcher, confidence is best defined as: ________. A) there should not be any hidden agendas, and an attitude of openness should prevail B) the interaction between the DM and the researcher should be guided by mutual trust C) marketing research is a team project in which both parties (DM and researcher) must cooperate D) the interaction between the DM and the researcher should be creative rather than formulaic
B Diff: 2 Page Ref: 40 AACSB: Communication
2 43) ________ is an unstructured, exploratory research methodology based on small samples intended to provide insight and understanding of the problem setting. A) Primary research B) Qualitative research C) Secondary research D) Quantitative research
B Diff: 2 Page Ref: 41-42
4 56) If the management decision problem is: "Should a new product be introduced?" what is the most appropriate marketing research problem? A) determining the price elasticity of demand and the impact on sales and profits of various levels of price changes B) determining consumer preferences and purchase intentions for the proposed new product C) determining the effectiveness of the current advertising campaign D) determining the impact of new distribution outlets
B Diff: 2 Page Ref: 48 AACSB: Reflective Thinking
7 67) Ethical issues arise if the process of defining the problem and developing an approach is compromised by the personal agendas of the client (DM) or the researcher. Which of these statements concerning ethics in marketing research is not true? A) The DM has the obligation to be candid and disclose to the researcher all the relevant information that will enable a proper definition of the marketing research problem. B) The researcher is ethically bound to offer the most expensive set of services to each client. C) The problem definition process is adversely affected when the DM has hidden objectives such as gaining a promotion. D) The researcher is ethically bound to define the problem so as to further the best interest of the client, rather than the interest of the research firm.
B Diff: 2 Page Ref: 57-58 AACSB: Ethical Reasoning
1 35) Marketing Research, as defined by the author, is everything except ________. A) systematic B) politically biased C) objective D) useful for the purpose of improving decision-making
B Diff: 2 Page Ref: 7
1 38) ________ is a framework or blueprint for conducting the marketing research project. It specifies the details of the procedures necessary for obtaining the information needed to structure and/or solve marketing research problems. A) Research classification B) Research design C) Design formulation D) None of the above
B Diff: 2 Page Ref: 70
1 44) ________ is research designed to assist the decision maker in determining, evaluating, and selecting the best course of action to take in a given situation. A) Exploratory research B) Conclusive research C) Complex research D) Problem-identification research
B Diff: 2 Page Ref: 70-72 AACSB: Reflective Thinking
1 50) Which of the following statements is not true about exploratory research? A) It is flexible. B) It is a pre-planned and structured design. C) It is versatile. D) It is often the front end of total research design.
B Diff: 2 Page Ref: 70-73
28) In the example given in your text, the Harley Davidson management decision problem and the marketing research problem were defined with the help of all of the following except ________. A) discussions with industry experts B) discussions with a committee of top management C) secondary data on motorcycle owners D) focus groups with motorcycle owners
B Diff: 3 Page Ref: 35-36 AACSB: Reflective Thinking
4 53) The management decision problem focuses on ________, while the marketing research problem focuses on ________. A) symptoms; solutions B) symptoms; underlying causes C) solutions; underlying causes D) none of the above
B Diff: 3 Page Ref: 48 AACSB: Reflective Thinking
6 59) A conceptual scheme based on foundational statements called axioms, which are assumed to be true, is ________. A) objective evidence B) a theory C) an analytical model D) none of the above
B Diff: 3 Page Ref: 51 AACSB: Analytic Skills
6 64) ________ are refined statements of the specific components of the problem. A) Hypotheses B) Research questions C) Marketing research problems D) Analytical models
B Diff: 3 Page Ref: 52 AACSB: Analytic Skills
1 46) Joan needs to determine which variables and relationships she should examine further as part of the research she is conducting for the Flager Truck Company. Joan is about to embark on what type of research? A) simple research B) exploratory research C) descriptive research D) causal research
B Diff: 3 Page Ref: 70-73 AACSB: Reflective Thinking
2 53) 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? A) simple research B) exploratory research C) descriptive research D) causal research
B Diff: 3 Page Ref: 71 AACSB: Reflective Thinking
2 41) In the Kellogg's example given in your text, Kellogg's performed several tasks to identify their problem. Which of the tasks below was not used by Kellogg's to identify their problem? A) They spoke to decision makers within the company. B) They developed and tested several new flavors of cereal using mall intercept interviews with adult customers C) They interviewed industry experts. D) They surveyed customers about their perceptions and preferences for cereals.
B Diff: 3 Page Ref: 9
2 37) Each phase of the marketing research process is important. If in the first phase of the process the problem is identified, what is done after that but before data is collected? A) Determine the solution to the problem, identify relevant information sources and evaluate data collection methods B) Determine what information is needed, identify relevant information sources, and evaluate data collection methods C) Determine the solution to the problem, determine what information is needed, and identify relevant information sources. D) Determine what information is needed, evaluate data collection methods, and analyze the data
B Diff: 3 Page Ref: 9
5 53) External research suppliers can be classified as ________ and ________. A) limited-service; partial-service B) full-service; partial-service C) full-service; limited-service D) none of the above
C Diff: 1 Page Ref: 15
4 54) Based on Table 2.1 in the text, which statement is true about the management decision problem? A) It asks what information is needed and how it should be obtained. B) It is information oriented. C) It asks what the decision maker needs to do. D) It focuses on the underlying causes.
C Diff: 1 Page Ref: 48 AACSB: Reflective Thinking
7 64) ________ are integrated systems including hardware, communications network, data base, model base, software base, and the ________ user (decision maker) that collect and interpret information for decision making. A) Marketing information systems (MIS); MIS B) Management information systems (MIS); MIS C) Decision support systems (DSS); DSS D) none of the above
C Diff: 2 Page Ref: 21 AACSB: Use of IT
9 69) ________ features statistical programs such a Missing Values, SamplePower, Decision Time and Data Entry. A) SAS B) MINITAB C) SPSS D) EXCEL
C Diff: 2 Page Ref: 27 AACSB: Use of IT
1 30) The ________ is a broad statement of the general problem and identification of the specific components of the marketing research problem. A) problem audit B) management problem C) problem definition D) none of the above
C Diff: 2 Page Ref: 37
2 38) The interaction between the DM and the researcher should be characterized by the seven Cs. Which of the following is not one of the seven Cs? A) continuity B) communication C) causality D) candor
C Diff: 2 Page Ref: 40 AACSB: Communication
2 45) ________ consists of the factors that have an impact on the definition of the marketing research problem, including past information and forecasts, resources and constraints of the firm, objectives of the decision maker, buyer behavior, legal environment, economic environment, and marketing and technological skills of the firm. A) The approach to the problem B) Research design C) The environmental context of the problem D) Problem definition
C Diff: 2 Page Ref: 43
4 52) ________ is a problem that entails determining what information is needed and how it can be obtained in the most feasible way. A) The environmental context of the problem B) The management decision problem C) The marketing research problem D) Problem definition
C Diff: 2 Page Ref: 47 AACSB: Reflective Thinking
1 47) Which of the objectives below would best represent exploratory research? A) Describe market characteristics or functions. B) Determine cause and effect relationships. C) Provide insights and understanding. D) Test specific hypotheses and examine relationships.
C Diff: 2 Page Ref: 70-73
1 49) If there were a need to isolate key variables and relationships for further examination, it would be best to perform ________. A) descriptive research B) causal research C) exploratory research D) conclusive research
C Diff: 2 Page Ref: 70-73
2 55) Descriptive research is conducted for all of the following reasons except ________. A) to describe the characteristics of relevant groups, such as consumers, salespeople, organizations, or market areas B) to determine the degree to which marketing variables are associated C) to understand which variables are the cause and which variables are the effect of a phenomenon D) to determine the perceptions of product characteristics
C Diff: 2 Page Ref: 74 AACSB: Reflective Thinking
1 45) Cross-sectional and longitudinal designs are types of ________ (Figure 3.1 in the text). A) causal research B) exploratory research C) descriptive research D) none of the above
C Diff: 2 Page Ref: 76
1 31) According to the problem definition and approach development process as shown in Figure 2.1 in the text, the tasks involved in problem definition consist of all of the following except ________. A) discussions with the decision makers B) interviews with industry experts C) analysis of project costs D) analysis of secondary data
C Diff: 3 Page Ref: 38
6 65) Which statement about hypotheses is not true? A) A hypothesis is an unproven statement or proposition about a factor or phenomenon that is of interest to the researcher. B) Hypotheses are declarative and can be tested empirically. C) It is possible to formulate hypotheses in all situations. D) An important role of a hypothesis is to suggest variables to be included in the research design.
C Diff: 3 Page Ref: 53-54 AACSB: Analytic Skills
37) Which statement is not true about research design? A) Research design is a framework for conducting the marketing research project. B) Research design specifies the measurement and scaling procedures. C) Research design is undertaken before developing the approach to the problem. D) Research design is undertaken after the marketing research problem is defined.
C Diff: 3 Page Ref: 69 AACSB: Reflective Thinking
2 52) Jerry and the team working on the Roger Tire Company marketing research project are developing ways to test their hypothesis that drivers of larger trucks prefer dual belted radial tires. What type of research are they conducting? A) simple research B) exploratory research C) descriptive research D) causal research
C Diff: 3 Page Ref: 74 AACSB: Reflective Thinking
2 45) The emphasis in marketing is on the identification and satisfaction of ________. A) business needs B) marketing goals C) market needs D) customer needs
D Diff: 1 Page Ref: 12
3 46) In order to determine customer needs and to implement marketing strategies and programs aimed at satisfying those needs, marketing managers need information about ________. A) customers B) competitors C) other forces in the marketplace D) all of the above
D Diff: 1 Page Ref: 12-13
5 60) When a firm cannot conduct an entire marketing research project in house, it must select an external supplier for one or more phases of the project. One of the things that the firm does not need to consider or do when selecting an external research supplier is ________. A) compile a list of prospective suppliers B) realize that the cheapest bid is not always the best bid C) develop criteria for selecting an outside supplier D) All of the above must be considered or done.
D Diff: 1 Page Ref: 18
8 68) Marketing research has often been described as having four stakeholders. These stakeholders have certain responsibilities to each other and to the research project. Which of the following is not one of the stakeholders? A) the marketing researcher B) the respondent C) the public D) the environment
D Diff: 1 Page Ref: 25 AACSB: Ethical Reasoning
2 42) Which of the following statements about secondary data is true? A) Secondary data are originated by the researcher for the specific purpose of addressing the research problem at hand. B) Secondary data are an economical and quick source of background information. C) Primary data should not be collected until the available secondary data have been fully analyzed. D) Both B and C are true.
D Diff: 1 Page Ref: 41
2 52) Which of the following statements is (are) true concerning big firms? A) Many firms maintain in-house marketing research departments. B) The marketing research department's place in the organizational structure may vary considerably. C) Firms with in-house research departments never use external research suppliers. D) Both A and B are correct.
D Diff: 2 Page Ref: 14
5 57) Customized services ________. A) specialize in one or a few phases of the marketing research project B) are research studies conducted for different client firms but in a different way C) collect and sell common pools of data designed to serve information needs shared by a number of clients D) offer a wide variety of marketing research services tailored to suit a client's specific needs
D Diff: 2 Page Ref: 15
7 66) Which of the following is true about a decision support system? A) DSS can enhance decision-making effectiveness by using "what if" analysis. B) DSS have been further developed to expert systems that utilize artificial intelligence procedures to incorporate expert judgment. C) The information provided by a DSS is rigidly structured and cannot be easily manipulated. D) Both A and B are correct.
D Diff: 2 Page Ref: 21 AACSB: Use of IT
7 67) According to the author of the text, international research refers to which of the following types of research? A) foreign research B) multinational research C) cross-cultural research D) all of the above
D Diff: 2 Page Ref: 23 AACSB: Multicultural and Diversity
2 37) It is important to perform a problem audit because ________. A) the DM knows the cause of the problem B) DMs tend to focus on symptoms rather than on causes C) the DM, in most cases, has only a vague idea of what the problem is D) both B and C are correct
D Diff: 2 Page Ref: 39
2 40) Interviews with industry expertsindividuals knowledgeable about the firm and the industrymay help formulate the marketing research problem. Which of the following statements is true about interviews with industry experts? A) These experts may be found both inside and outside the firm. B) Typically, expert information is obtained by unstructured personal interviews without administering a formal questionnaire. C) It is helpful to prepare a list of topics to be covered during the interview. D) All of the above are true.
D Diff: 2 Page Ref: 40-41 AACSB: Communication
2 44) ________ is not a qualitative research technique. A) Depth interview B) Word association C) Focus group D) Conclusive research
D Diff: 2 Page Ref: 41-42
3 46) Many factors have an impact on the definition of the marketing research problem. These factors encompass the environmental context of the problem. Which of the following is not one of the factors? A) marketing and technological skills of the firm B) objectives C) past information and forecasts pertaining to the industry and the firm D) political environment
D Diff: 2 Page Ref: 43
3 48) Media consumption behavior and response to promotions, price sensitivity, and retail outlets patronized are factors that should be considered in the ________ component of the environmental context of the problem. A) objectives B) legal environment C) economic environment D) buyer behavior
D Diff: 2 Page Ref: 45
4 55) Based on Table 2.1 in the text, which statement is true about the marketing research problem? A) It focuses on underlying causes. B) It focuses on symptoms. C) It is information oriented. D) Both A and C are correct.
D Diff: 2 Page Ref: 48 AACSB: Reflective Thinking
4 57) Which statement is true concerning defining the marketing research problem? A) The definition should allow the researcher to obtain all the information needed to address the management decision problem. B) The definition should guide the researcher in proceeding with the project. C) The marketing research problem should be stated in broad, general terms with specific components identified. D) All of the above are correct.
D Diff: 2 Page Ref: 49 AACSB: Reflective Thinking
33) NBC utilized Satmetrix services to obtain feedback from viewers. Which of the following is true about their relationship? A) It helps the network to learn what viewers are looking for. B) NBC created the show "Will and Grace" as a result of the research results. C) Viewer feedback has been instrumental in composing and modifying scripts and storylines. D) all of the above
D Diff: 2 Page Ref: 5 AACSB: Analytic Skills
8 68) Which of the following ethical issues is/are pertinent in developing an approach? A) When a client solicits proposals, not with the intent of subcontracting the research, but with the intent of gaining the expertise of research firms without pay, an ethical breach has occurred. B) The research firm has the ethical obligation to develop an appropriate approach. C) Proprietary models and approaches developed by a research firm are the property of that firm and should not be reused by the client in subsequent studies without the permission of the research firm. D) All of the issues are pertinent.
D Diff: 2 Page Ref: 57-58 AACSB: Ethical Reasoning
1 48) Which of the objectives below would best represent conclusive research? A) Describe market characteristics or functions. B) Determine cause and effect relationships. C) Provide insights and understanding. D) A and B are correct.
D Diff: 2 Page Ref: 70-73
2 54) ________ is a type of conclusive research that has as its major objective the description of somethingusually market characteristics or functions. A) Exploratory research B) Conclusive research C) Causal research D) Descriptive research
D Diff: 2 Page Ref: 74 AACSB: Reflective Thinking
2 43) Which of the tasks below might be conducted by the researcher during the "problem definition" and the "development of an approach to the problem" steps of the marketing research process? A) analysis of secondary data B) interviews with industry experts C) qualitative research D) all of the above
D Diff: 3 Page Ref: 10
2 44) Which of the tasks below might be conducted by the researcher during the "problem definition," the "development of an approach to the problem," or the "research design formulation" steps of the marketing research process? A) analysis of secondary data B) interviews with industry experts C) qualitative research D) all of the above
D Diff: 3 Page Ref: 10-11
3 50) Competitive intelligence ________. A) enables senior managers in companies to make informed decisions about everything B) consists of integrated systems of hardware, communications networks, and software C) is a continuous process involving the legal and ethical collection of information D) A and C are both correct
D Diff: 3 Page Ref: 13-14
2 34) To identify the management problem, the researcher must possess considerable skill in interacting with the DM. Which of the following is a factor that might complicate this interaction? A) Access to the DM may be difficult and some organizations have complicated protocols for access to top executives. B) The organizational status of the researcher or the research department may make it difficult to reach the key DM in the early stages of the project. C) There may be more than one key DM and meeting with them collectively or individually may be difficult. D) All of the above are correct.
D Diff: 3 Page Ref: 38-39 AACSB: Communication
2 41) Because of potential difficulties when seeking advice from experts, it is best to use interviews with experts when conducting marketing research ________. A) for industrial firms B) for products of a technical nature C) in situations where little information is available from other sources D) all of the above
D Diff: 3 Page Ref: 40 AACSB: Communication
3 49) The "Got Milk?" campaign sponsored by the California Milk Processor Board and mentioned in your text, used an understanding of ________ to identify the real causes that led to the decline in milk consumption. A) objectives B) the legal environment C) the economic environment D) buyer behavior
D Diff: 3 Page Ref: 46
5 58) The outputs of the approach development process should include all of the following components except ________. A) objective/theoretical framework B) analytical models C) hypotheses D) all of the above
D Diff: 3 Page Ref: 51 AACSB: Analytic Skills
6 62) The researcher should rely on ________ to determine which variables should be investigated. A) objective evidence B) theory C) an analytical model D) all of the above
D Diff: 3 Page Ref: 51 AACSB: Analytic Skills
6 66) Before defining the problem, the researcher must isolate and examine the impact of the self-reference criterion (SRC), or the unconscious reference to one's own cultural values. Which of the following steps does not help researchers account for environmental and cultural differences when defining the problem in an international marketing context? A) Define the marketing research problem in terms of domestic environmental and cultural factors. This involves an identification of relevant American (domestic country) traits, economics, values, needs, or habits. B) Define the marketing research problem in terms of foreign environmental and cultural factors. Make no judgments. This involves an identification of the related traits, economics, values, needs, or habits in the proposed market culture. This task requires input from researchers familiar with the foreign environment. C) Isolate the self-reference criterion (SRC) influence on the problem and examine it carefully to see how it complicates the problem. D) All of the above are correct.
D Diff: 3 Page Ref: 56 AACSB: Multicultural and Diversity
1 34) According to the text, marketing research has become ________. A) global B) real time C) more integrative with marketing and product development D) all of the above
D Diff: 3 Page Ref: 6 AACSB: Analytic Skills
2 40) Which of the issues listed below would be addressed using problem-solving research? A) the need to understand market potential B) the need to understand current cultural trends C) the need to understand changes in consumer behavior D) the need to determine where to locate retail outlets
D Diff: 3 Page Ref: 8
8 69) Briefly discuss problem definition and why it is the most important task in the marketing research project.
Problem definition involves stating the general problem and identifying the specific components of the marketing research problem. Only when the marketing research problem has been clearly defined can research be designed and conducted properly. Of all the tasks in a marketing research project, none is more vital to the ultimate fulfillment of a client's needs than a proper definition of the research problem. All the effort, time, and money spent from this point on will be wasted if the problem is misunderstood or ill defined. Diff: 2 Page Ref: 37 AACSB: Reflective Thinking
