MKTG 334 Exam 1 (2)
An organization's inventory figures are a good example of ___. a. cookies b. internal records c. external records d. CRM
B
Which aspect of the marketing mix is represented by the value that a consumer places on a good when the consumer purchases that good? a. product b. place c. price d. promotion
C
Which term describes the subset of data and information that actually has some explanatory power to enable effective decisions to be made? a. knowledge b. intellectual capital c. market intelligence d. decision support system
C
Commercial providers of marketing research services are called ____. a. research suppliers b. research generalists c. research analysts d. research syndicators
a
A company that develops a unique methodology for investigating a specific business specialty area is called a(n) ____. a. cross functional team b. standardized research service c. research generalist company d. advocacy research org
b
Which of the following assures respondents that they cannot be identified or linked to their response in any way? a. implicit consent b. anonymity c. confidentiality d. informed consent
b
Which of the following is the weakest form of causality, but is still a useful concept? a. absolute b. contributory c. conditional d. secondary
b
Which process seeks to diagnose reasons for market outcomes and focuses specifically on the beliefs and feelings consumers have about and toward competing products? a. Causal research b. Diagnostic analysis c. concomitant research d. test market
b
An example of behavioral tracking is ____. a. product sales histories b. test market results c. supermarket scanner data d. survey findings
C
A firm focusing more on how to provide value to customers than on the physical product or production process is embracing a(n) _____ orientation. a. marketing b. quality c. external d. value
a
A potential advantage of using an outside research supplier over an in-house research department is that it may be possible for the outside supplier to conduct the project ___. a. more objectively b. at a lower cost c. at a faster rate d. with more secrecy
a
Which communication function of a firm is responsible for informing and persuading buyers? a. marketing b. research c. distribution d. promotion
D
Which type of research attempts to determine the critical attributes of the product that consumers use to perceive the value of the product? a. product research b. distribution research c. promotion research d. pricing research
D
Facts or recorded measures of certain phenomena (things/events) are known as _____. a. data b. information c. market intelligence d. knowledge
a
Juan has noticed that when the temperature rises, sales at his retail clothing store also rise. This is an example of _____. a. concomitant variation b. non spurious c. diagnostic d. absolute
a
Marketing research directors typically ____. a. spend more time in meetings and managing than actually conducting research b. find that companies place great importance on marketing research c. have extensive opportunities to engage in research themselves d. can expect to average salaries of over $250000 a year
a
Over the past two years, home values have been decreasing. This is an example of a(n): a. symptom b. ambiguous situation c. descriptive hypothesis d. causal inference
a
Suppose a major department store conducts research to determine which products it should offer to customers over the internet. This store is involved in which type of research? a. distribution b. promotion c. pricing d. product
a
The two types of marketing research based on the specificity of purpose are ____. a. basic and applied b. scientific and non-scientific c. cross-sectional and qualitative d. quantitative and secondary
a
When ATT hires a research agency to conduct research tailored to its unique needs, ATT is being provided with ____. a. custom research b. syndicated research c. limited research d. commercial research
a
Which procedure refers to a small-scale study in which the results are only preliminary and intended only to assist in design of a subsequent study? a. pretest b. focus group c. primary test d. preliminary study
a
Which step comes last in developing a marketing strategy? a. analyzing firm performance b. identifying and evaluating market opportunities c. selecting target markets d. planning and implementing a marketing mix
a
Which type of research is being conducted when a researcher conducts an experiment to answer the question "Will consumers purchase more of our brand if we change the package design?" a. causal research b. exploratory research c. pilot study research d. descriptive research
a
All of the following are types of marketing research EXCEPT ___. a. exploratory marketing b. selective c. descriptive d. causal
b
Calebs job at a marketing research firm is to provide technical assistance with questionnaire design. Which title best describes calebs job? a. director of MR b. research assistant c. forecast analyst d. research generalist
b
Janna discovers a market segment that is underserved by competitors' products. For Janna's company, this segment represents a: a. market threat b. market opportunity c. backward linkage d. test market
b
What is the first stage of the marketing research process? a. planning a design b. defining research objectives c. analyzing the data d. planning a sample
b
What type of research is being conducted to answer the question "would this target market be interested in this type of new product?" a. causal b. exploratory c. situation analysis research d. descriptive
b
When JD Power and Associates sell the results of its research studies on new-car satisfaction to multiple automobile producers, JD Power is acting as a ____. a. pseudo research supplier b. syndicated service c. cross functional team d. custom research supplier
b
Which step comes first in developing a marketing strategy? a. analyzing firm performance b. identifying and evaluating market opportunities c. selecting target markets d. planning and implementing a marketing mix
b
Which type of research attempts to verify a theory or to learn more about a marketing concept, but is not intended to solve a particular marketing problem? a. performance monitoring research b. basic research c. total quality management d. scientific method
b
An org is attempting to decide whether to add home delivery to its customer service options. Which type of research would be most effective? a. promotion b. pricing c. distribution d. product
c
Marketers of snack foods who consider the nutritional value that parents desire as well as the fun and experience that children want are demonstrating a(n) _____. a. emphasis on short term profits b. cross functional perspective c. customer orientation d. product orientation
c
The data characteristic that refers to the degree to which data represent the true situation is known as ____. a. timeliness b. completeness c. quality d. relevance
c
Which type of marketing research addresses "who, what, when, why, how" questions? a. causal b. exploratory c. descriptive d. proscriptive
c
_____ is the process of developing and selecting from alternative methods of resolving a problem or choosing from among alternative opportunities a. marketing b. marketing research c. decision making d. verification
c
A researcher working for _____ would be considered a conflict of interest. a. a for profit firm b. a non profit and a for profit firm c. more than two firms d. two competing firms
d
All of the following are a type of product research EXCEPT ______. a. concept testing b. product testing c. brand-name evaluation d. pricing analysis
d
All of the following are examples of exploratory research techniques EXCEPT: a. previous research b. pilot studies c. case studies d. experimentation
d
Companies such as Kraft conduct research to clarify ambiguous situations or discover ideas that may be potential business opportunities. What type of marketing research is this? a. inferential b. causal c. descriptive d. exploratory
d
P & G regularly monitors trends and info posted about their products and brands by consumers on several websites. Which source of data input does this represent? a. scanner data b. internet records c. behavioral tracking d. web tracking
d
Researchers have an obligation to respect the participant rights to _____. a. honest reporting b. responsible participation c. open discussion d. privacy
d
Rob provies leadership in research effots and integrates all staff-level research activities in the firm in which he is employed. Rob's job title is most likely a ___. a. research analyst b. research associate c. manager of DSS d. Director of MR
d
The idea that info involved in a research will not be shared with others is known as ____. a. consent b. privacy c. anonymity d. confidentiality
d
Which term refers to the application of principles of conduct to business behavior as related to the exchange environment? a. moral relativism b. moral idealism c. marketing idealism d. marketing ethics
d
Which type of marketing research is conducted to adadress a specific marketing decision for a specific firm/org? a. basic b. qualitative c. quantitative d. applied
d
A research firm has been hired by an attorney to undertake research that will support his client's defense in a legal dispute. What type of research is the firm being asked to conduct? a. push poll b. advocacy research c. confidentiality research d. deceptive research
b
All of the following are advantages of in-house research EXCEPT _____. a. quick turnaround b. better internal collaboration c. more objectivity d. cheaper costs
c
A network of interdependent institutions that perform the logistics necessary for consumption to occur is called a(n) ____. a. marketing channel b. distribution network c. supply channel d. distribution linkage
A
Asking consumers what they think about a possible brand name for a new product is an example of which type of research? a. product research b. promotion research c. product testing d. concept testing
A
Which part of the decision support system addresses exchanges between the firm and its customers? a. CRM system b. data warehouse c. global info system (GIS) d. Intellectual capital system
A
A fast food chain studies traffic patterns and population density patterns in order to select sites for future restaurants. Which type of research is being performed? a. Pricing b. distribution c. promotion d. product
B
Which source of input data is represented when a company conducts marketing research to identify the characteristics of its customers? a. internal records b. proprietary marketing research c. salesperson input d. behavioral tracking
B
An important aspect of the marketing concept is a(n) ____. a. single-functional perspective b. emphasis on short term profitability c. consumer orientation d. producer chain
C
An organizations mailing list of current customers is an example of a ____/ a. cookie b. script c. Database d. hyperlink
C
The application of the scientific method in searching for the truth about marketing phenomena is known as ___. A. Profit validation b. Business analysis c. Marketing Research d. Scientific metrics
C
The management of a superstore chain is attempting to decide where to locate its regional warehouses in order to minimize travel time from its warehouses to its local sites. Which type of research would be most effective? a. product b. pricing c. distribution d. promotion
C
Which approach focuses on using knowledge and evidence to reach objective conclusions about the real world? a. qualitative method b. integrated analysis c. scientific method d. production analysis
C
Asking target market members to compare the performance of a prototype of a possible new product to the performance of a competitors product is an example of which type of research? a. distribution research b. copy testing c. promotion research d. product testing
D
Which characteristic is LEAST important in evaluating the value of information? a. timeliness b. relevance c. completeness d. consistency
D
