pmk 221 midterm
80) Companies whose primary service offering is their expertise in collecting data for research projects are called ________. A) field services B) Internet services C) coding and data entry services D) data analysis services E) research directorates
A) field services
77) All of the following represent main methods used by syndicated services to collected data EXCEPT ________. A) focus groups B) surveys C) panels D) scanners E) audits
A) focus groups
34) Which of the following models are used to isolate variables and to suggest directions of relationships but are not designed to provide numerical results? A) graphical models B) mathematical models C) verbal models D) technological models E) specific models
A) graphical models
43. Telephone interviewing is not a popular mode of administering questionnaires in countries that ________. A) have a low rate of households with telephones B) have a high rate of households with telephones C) use English as a national language D) use Spanish as a national language E) all of the above
A) have a low rate of households with telephones
24. The disadvantages of using mail interviews to collect research data include all of the following EXCEPT ________. A) high interviewer bias B) limited to simple questions C) low sample control for cold mail D) no control of environment E) low speed
A) high interviewer bias
26. All of the following are recognized as disadvantages of using electronic interviewing to collect research data EXCEPT ________. A) high interviewer bias B) limited to simple questions C) low sample control D) low response rate E) moderate quantity of data
A) high interviewer bias
69) Marketing research departments located within a firm are called ________. A) internal suppliers B) horizontal suppliers C) virtual suppliers D) external suppliers E) smart zones
A) internal suppliers
66) Which of the following is NOT one of the key qualifications of focus group moderators? A) joviality B) skill C) experience D) knowledge of the discussion topic E) knowledge of the marketing research project
A) joviality
15. Which of the following is NOT an advantage of using telephone interviewing to collect research data? A) large quantity of data can be collected B) high sample control C) good control of the field force D) good response rate E) fast
A) large quantity of data can be collected
13. Which of the following is NOT a category of personal interviewing methods? A) mail panel B) in-home C) mall intercept D) computer-assisted E) All of the above are categories of personal interviewing
A) mail panel
21) The problem confronting the decision maker is typically referred to as the ________. A) management decision problem B) theoretical decision problem C) hypothetical decision problem D) marketing research problem E) research context problem
A) management decision problem
25) According to the text, the ________ is information oriented. A) marketing research problem B) management decision problem C) theoretical decision problem D) hypothetical decision problem E) research context problem
A) marketing research problem
91) 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 E) relevance
A) nature
30) Unbiased evidence that is supported by empirical findings is called ________. A) objective evidence B) sound evidence C) legal evidence D) subjective evidence E) research data
A) objective evidence
81) Sentence completion can be extended to ________. A) paragraph completion B) word association C) cartoon test D) means-end chaining E) laddering
A) paragraph completion
104) Which of the following are the two types of general surveys? A) periodic and panel B) panel and shared C) shared and periodic D) cross-sectional and shared E) quasi and true
A) periodic and panel
20. The disadvantages of using mall intercept interviews to collect research data include all of the following EXCEPT ________. A) poor response rate B) potential for interviewer bias C) moderate quantity of data can be collected D) high cost E) high social desirability
A) poor response rate
17) Data originated by the researcher specifically to address the research problem are called ________. A) primary data B) secondary data C) virtual data D) census data E) research data
A) primary data
8) The ________ provides a useful framework for interacting with the decision maker and identifying the underlying causes of the problem. A) problem audit B) management problem C) problem definition D) research presentation E) none of the above
A) problem audit
59) Which of the following is NOT a step in the marketing research process? A) problem correction B) fieldwork C) research design formulation D) report generation and presentation E) data preparation and analysis
A) problem correction
1) While every step in a marketing research project is important, ________ is the most important step. A) problem definition B) problem correction C) research design formulation D) report generation and presentation E) project completion
A) problem definition
54) Research undertaken to help solve specific marketing problems is called ________. A) problem-solving research B) problem-manipulation research C) problem-identification research D) problem-correction research E) problem exception
A) problem-solving research
76) An unstructured and indirect form of questioning that encourages respondents to project their underlying motivations, beliefs, attitudes, or feelings regarding the issues of concern is called the ________. A) projective technique B) quantitative technique C) survey technique D) evaluation technique E) motivation elicitation
A) projective technique
36. A(n) ________ is sent to only those respondents who complete the survey. A) promised incentive B) observed incentive C) prepaid incentive D) virtual incentive E) completion incentive
A) promised incentive
47) In addition to defining the problem and developing an approach, ________ is also appropriate when facing a situation of uncertainty. A) qualitative research B) quantitative research C) statistical research D) hypothetical research E) lead research
A) qualitative research
52) In contrast to ________ research, the findings of ________ research should be treated as tentative and are not used to recommend a final course of action. A) quantitative; qualitative B) observational; qualitative C) qualitative; quantitative D) descriptive; observational E) partial; total
A) quantitative; qualitative
5) According to the problem definition and approach development process as given in the text, the tasks involved in problem definition consist of ________. A) secondary data analysis B) experimentation C) budgeting of the project D) scheduling of the project E) all of the above
A) secondary data analysis
123) An effort to combine data from different sources by gathering integrated information on household and marketing variables applicable to the same set of respondents is called ________. A) single-source data B) dual-source data C) multiple-source data D) qualitative data E) cashier data
A) single-source data
113) According to the text, ________ are the primary means of obtaining information about consumers' motives, attitudes, and preferences. A) surveys B) focus groups C) secondary research D) experiments E) in-depth interviews
A) surveys
99) Which of the following describes information services offered by marketing research organizations that provide information from a common database to firms that subscribe to the service? A) syndicated services B) primary services C) secondary services D) modular services E) online services
A) syndicated services
102) Companies that collect and sell common pools of data designed to serve information needs shared by a number of clients are called ________. A) syndicated services /sources B) data processing services C) field services D) qualitative research services E) pooling services
A) syndicated services /sources
27) Which of the following is a characteristic of a management decision problem? A) tends to focus on symptoms B) asks what the decision maker would do without the need for information C) focuses on the underlying causes D) occurs late in the research process E) all of the above
A) tends to focus on symptoms
80) A projective technique in which respondents are presented with a list of words, one at a time, is called ________. A) word association B) sentence completion C) story completion D) role playing E) piecewise thought-listing
A) word association
79) Which of the following describes the projective technique in which the respondent is presented with a stimulus and asked to respond with the first thing that comes to mind? A) word association technique B) sentence completion technique C) construction technique D) expressive technique E) evaluation technique
A) word association technique
6) A statement of the management decision problem and a broad statement of marketing research problem and identification of the specific components is called ________. A) problem correction B) problem definition C) hypotheses generation D) problem audit E) project conceptualization
B) problem definition
52) Which of the following is the more common of the forms of research and is undertaken by virtually all marketing firms? A) problem-solving research B) problem-identification research C) problem-manipulation research D) problem-correction research E) problem exception
B) problem-identification research
18) An unstructured, exploratory research methodology based on small samples intended to provide insight and understanding of the problem setting is called ________. A) quantitative research B) qualitative research C) descriptive research D) causal research E) secondary data
B) qualitative research
53) Whenever a new marketing research problem is addressed, ________ research must be preceded by appropriate ________ research. A) qualitative; quantitative B) quantitative; qualitative C) observational; qualitative D) descriptive; observational E) total; partial
B) quantitative; qualitative
17. Which of the following advantages does NOT apply to using in-home interviewing to collect research data? A) good for physical stimuli B) relatively inexpensive C) good sample control D) large quantity of data can be collected E) complex questions can be asked
B) relatively inexpensive
59) The ________ is a framework or blueprint for conducting the marketing research project that specifies the procedures necessary to obtain the information needed to structure and/or solve the marketing research problem. A) problem definition B) research design C) fieldwork design D) data preparation and analysis E) research directive
B) research design
The percentage of the total attempted interviews that are completed is referred to as ________. A) sample control B) response rate C) social desirability D) interviewer bias E) cooperation rate
B) response rate
85) Which of the following types of data represent any data that have already been collected for purposes other than the problem at hand? A) primary data B) secondary data C) experimental data D) virtual data E) special data
B) secondary data
84) A projective technique in which respondents are presented with a number of incomplete sentences and asked to complete them is called ________. A) word association B) sentence completion C) story completion D) role playing E) evaluation technique
B) sentence completion
27. The tendency of the respondents to give answers that may not be accurate but that may be desirable from a social standpoint is called ________. A) interviewer bias B) social desirability C) nonresponse error D) response rate E) the fundamental attribution error
B) social desirability
Use of a formal questionnaire that presents questions in a prearranged order is called ________. A) exploratory data collection B) structured data collection C) randomized data collection D) hypothetical data collection E) pre-arranged data collection
B) structured data collection
44. Which of the following is NOT mentioned as an advantage of social media for conducting surveys? A) wider coverage B) survey administration is easy to control C) simplicity in implementing surveys D) ability to field more complex questions E) responses are more candid
B) survey administration is easy to control
22) The management decision problem is ________. A) the shakeup of the management B) the problem confronting the decision maker C) how to boost the stock price D) how to meet objectives E) how to please stockholders
B) the problem confronting the decision maker
31) A(n) ________ is a conceptual scheme based on foundation statements, which are assumed to be true. A) experiment B) theory C) objective D) incident E) investigation
B) theory
51) In contrast to ________ research, the findings of ________ research can be treated as conclusive and used to recommend a final course of action. A) quantitative; qualitative B) observational; qualitative C) qualitative; quantitative D) descriptive; observational E) partial; total
C) qualitative; quantitative
49) Which of the following types of research seeks conclusive evidence, which is based on large, representative samples and typically applies some form of statistical analysis? A) qualitative research B) lead research C) quantitative research D) hypothetical research E) total research
C) quantitative research
50) Which of the following types of research seeks statistical evidence, based on large, representative samples? A) qualitative research B) exploratory research C) quantitative research D) hypothetical research E) quasi-experimental research
C) quantitative research
86) According to the text, the collection process of secondary data is ________ compared to the collection process of primary data. A) very involved B) the same C) rapid and easy D) not correlated E) long and involved
C) rapid and easy
117) 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) scanner panels
15) According to the text, ________ are an economical and quick source of background information. A) primary data B) virtual data C) secondary data D) observational data E) all of the above
C) secondary data
2. A structured questionnaire is given to a sample of a population and is designed to elicit specific information from respondents when using the ________. A) focus group method B) exploratory method C) survey method D) sampling method E) motivation elicitation technique
C) survey method
76) Companies that collect and sell common pools of data designed to serve information needs that a number of clients share are called ________. A) environmental services B) customized services C) syndicated services D) Internet services E) field services
C) syndicated services
108) For which of the following types of syndicated services do electronic devices automatically record behavior that supplement a diary? A) purchase panels B) audit services C) surveys D) media panels E) online surveys
D) media panels
115) A data gathering technique that is comprised of samples of respondents whose television viewing behavior is automatically recorded by electronic devices is referred to as ________. A) scanner panels/cable TV B) scanner panels C) purchase panels D) media panels
D) media panels
63) Which of the following is NOT a form of interviewing in the datacollection stage of the research process? A) telephone interviewing B) mail interviewing C) electronic interviewing D) observational interviewing E) personal interviewing
D) observational interviewing
16. Which of the following disadvantages does NOT apply to using telephone interviewing to collect research data? A) no use of physical stimuli B) limited to simple questions C) low quantity of data D) poor response rate E) labor costs
D) poor response rate
22. All of the following are recognized as disadvantages of using computer-assisted personal interviewing to collect research data EXCEPT ________. A) high social desirability B) moderate quantity of data can be collected C) high cost D) poor response rate E) accessibility
D) poor response rate
51) Problem-identification research is typically used to address all of the following topics EXCEPT ________. A) market share B) short-range forecasting C) long-range forecasting D) pricing E) market potential
D) pricing
50) Which of the following classifications of marketing research involves going below the surface to identify the true underlying problem that the marketing manager is facing? A) problem solving B) problem manipulation C) problem correction D) problem identification E) problem exception
D) problem identification
65) Which of the following is NOT considered an uncontrollable environmental factor? A) competition B) social and cultural factors C) political factors D) promotion E) economy
D) promotion
According to the text, which of the following types of questions does NOT apply to survey research? A) questions regarding behavior B) questions regarding attitudes C) questions regarding lifestyle characteristics D) questions regarding observational research E) questions regarding motivations
D) questions regarding observational research
37) A hypothesis is a possible answer to a ________. A) management decision problem B) marketing research problem C) theory D) research question E) none of the above
D) research question
74) According to the text, most of theresearch suppliers are ________. A) multinational operations B) Fortune 500 operations C) foreign operations D) small operations E) 501(c)(3) organizations
D) small operations
97) According to the text, ________ is the largest source of secondary data in the United States. A) Nielsen B) Yahoo! C) Arbitron D) the U.S. government E) Microsoft
D) the U.S. government
68) Researchers enter the realm of the decision maker when they ________. A) make an appointment no less than 2 weeks in advance B) state the facts C) send an invoice for professional services they have rendered D) explain the research design E) give justification for a recommended course of action over others
E) give justification for a recommended course of action over others
88) Cartoon characters are shown in a specific situation related to the problem in which of the following projective techniques? A) word association B) sentence completion C) story completion D) motivation elicitation E) cartoon tests
E) cartoon tests
7) Michael Dell of Dell Computers wants his company to take market share from HewlettPackard and Apple in the category of printers. As his marketing research director, which of the following would NOT be part of the tasks involved in formulating the marketing research problem to support Dell's strategic initiative in selling printers? A) qualitative research B) interviews with experts C) secondary data analysis D) discussions with Michael Dell E) composing the research design
E) composing the research design
77) Which of the following is NOT an advantage of depth interviews over traditional focus groups? A) richer discussion of sensitive topics B) deeper insights about underlying motives C) less social pressure to conform D) scheduling of respondents E) cost per respondent
E) cost per respondent
95) A ________ is a centralized database that consolidates company-wide data from a variety of operational systems. A) syndicated service B) bibliography C) competitive intelligence system D) Standard Industry Classification (SIC) system E) data warehouse
E) data warehouse
74) Which of the following is described as loosely structured conversations with individuals drawn from the target audience? A) experiments B) quantitative surveys C) panels D) conversation interviews E) depth interviews
E) depth interviews
61) If an outside agency was brought in to conduct work for a research project after the first three steps in the marketing research process were completed, which step would the agency conduct? A) define the problem B) develop an approach to the problem C) formulatethe research design D) correct the problem E) do fieldwork or collect data
E) do fieldwork or collect data
59) The main purpose of a(n) ________ is to gain insights on issues of interest to the researcher by listening to a group of people from the appropriate target market. A) depth interview B) quantitative survey C) experiment D) moderator group E) focus group
E) focus group
62) The marketing chief of Fossil is considering the introduction of a super functional, fashionable wristwatch for men and women priced at $99. For this, he decided on30 telephonic interviews from their customer database, 50 valid survey responses from individuals whose income is greater than $60,000 and 2 focus groups. To which of the six steps of the marketing research process do the actions of the marketing chief for Fossil fall into? A) defining the problem B) developing an approach to the problem C) doing analysis D) doing fieldwork or collecting data E) formulating the research design
E) formulating the research design
105) Syndicated sources can be classified based on units of measurement, such as ________ and ________. A) observations; insights B) surveys; interviews C) qualitative; quantitative D) secondary; primary E) households/consumer; institutions
E) households/consumer; institutions
14. All of the following are examples of advantages of using in-home interviewing to collect research data EXCEPT that ________. A) it enables the interviewer to provide clarifications to the respondent, allowing for complex questions B) it permits the use of physical stimuli and allows the interviewer to display or demonstrate the product C) it provides very good sample control since homes can be selected without generating a list of all the homes in a given area D) it allows for longer interviews E) it permits easy interviewer supervision and control as the interviewers are traveling doorto-door
E) it permits easy interviewer supervision and control as the interviewers are traveling doorto-door
100) Comparisons between numerical data from different countries can be difficult because of all of the following EXCEPT ________. A) units of measurement might differ B) accuracy may vary across countries C) frequency of census data collection can differ D) differences in tax evasion rates affect reported business income E) language differs across countries
E) language differs across countries
32. Which of the following is NOT a disadvantage of electronic methods of data collection? A) no control of the environment B) low sample control C) low response rate D) only moderate quantities of data can be obtained E) low social desirability
E) low social desirability
24) The ________ asks what information is needed and how can it best be obtained. A) management decision problem B) theoretical decision problem C) hypothetical decision problem D) research context problem E) marketing research problem
E) marketing research problem
67) All of the following are considered to be controllable marketing variables EXCEPT ________. A) economy B) pricing C) promotion D) distribution E) All are controllable
A) economy
55) ________ 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) A direct approach B) An indirect approach C) A panel D) A survey E) An informed approach
A) A direct approach
94) ________ is marketing that involves using powerful computers with advanced statistical and other software to analyze large databases to discover hidden patterns in the data. A) Data mining B) Mass marketing C) Parallel marketing D) Traditional marketing E) Competitive intelligence
A) Data mining
67) ________ is particularly useful whenever research questions relate to describing a market phenomenon, such as frequency of purchase, identifying relationships, or making predictions. A) Descriptive research B) Exploratory research C) Causal research D) Subjective research E) Identifying research
A) Descriptive research
61) ________ is research conducted to gain ideas and insight into the problem confronting the management or the researcher. A) Exploratory research B) Conclusive research C) Descriptive research D) Causal research E) Directed research
A) Exploratory research
58) ________ are the most important qualitative research procedure. A) Focus groups B) Depth interviews C) Projective techniques D) Association techniques
A) Focus groups
33) ________ are visual and pictorially represent the theory. A) Graphical models B) Mathematical models C) Verbal models D) Technological models E) Cartoons
A) Graphical models
122) ________ provide secondary data derived from industrial and organizational sources that are intended for industrial or institutional use. A) Industrial Firms/Organizations B) Single-source services C) Customized services D) Retail services E) Movement services
A) Industrial Firms/Organizations
The method of interviewing that is one of the most popular in the United States for collecting survey data is the ________. A) Internet interview B) mail interview C) telephone interview D) mall intercept interview E) in-home personal interview
A) Internet interview
106) ________ collect data on the same set of variables at regular intervals, each time sampling from a new group of respondents. A) Periodic surveys B) Panel surveys C) Shared surveys D) Parallel surveys E) Regular surveys
A) Periodic surveys
84) ________ is data originated by the researcher for the specific purpose of addressing the research problem. A) Primary data B) Secondary data C) Experimental data D) Virtual data E) Problem-focused data
A) Primary data
48) ________ is a research methodology that seeks to quantify the data and, typically, applies some form of statistical analysis. A) Quantitative research B) Qualitative research C) Experimental research D) Hypothetical research E) Thorough research
A) Quantitative research
35) ________ are refined statements of the specific components of the problem. A) Research questions B) Theories C) Hypotheses D) Experiments E) Scientific information
A) Research questions
116) ________ are data obtained by passing merchandise over a laser scanner that reads the UPC code from the packages. A) Scanner data B) Secondary data C) Qualitative data D) Modular data E) Cashier data
A) Scanner data
28) Which of the following is NOT a characteristic of a marketing research problem? A) asks what the decision maker needs to do B) asks what information is needed and how it should be obtained C) is information oriented D) focuses on the underlying causes E) All are characteristics
A) asks what the decision maker needs to do
120) The collection of product movement data for wholesalers and retailers is called a(n) ________. A) audit B) panel C) survey D) focus group E) movement exam
A) audit
70) Which of the following is NOT a characteristic of descriptive research? A) based on data that is collected using small, nonrepresentative samples B) based on a clear statement of the problem C) based on specific hypotheses D) based on specification of the information needed E) collection of data in a structured fashion
A) based on data that is collected using small, nonrepresentative samples
64) All of the following are steps the moderator must take in order to increase the success rate of the focus group EXCEPT to ________. A) choose which participant will be the group leader B) state the rules of group interaction C) probe the respondents and provoke intense discussion in the relevant areas D) attempt to summarize the group's response to determine the extent of agreement E) establish rapport with the group
A) choose which participant will be the group leader
66) All of the following are considered to be controllable marketing variables EXCEPT ________. A) competition B) pricing C) promotion D) distribution E) product
A) competition
72) A type of research design involving the one-time collection of information from any given sample of population elements is called ________. A) cross-sectional design B) longitudinal design C) horizontal design D) vertical design E) conditional design
A) cross-sectional design
60) The first step in any marketing research project is to ________. A) define the problem B) develop an approach to the problem C) formulate the research design D) correct the problem E) eliminate the problem
A) define the problem
4) According to the problem definition and approach development process as given in the text, the tasks involved in problem definition consist of ________. A) discussions with the decision makers B) estimates of expected results C) analysis of project costs D) recommendations for decision makers E) all of the above
A) discussions with the decision makers
Which of the following is NOT an advantage of using the survey method? A) ease of use B) reliability C) cost D) validity E) All are advantages
A) ease of use
83) ________ is a natural extension of word association techniques, generating more detail about the individual's underlying feelings and beliefs. A) Evaluation techniques B) Sentence completion techniques C) Construction techniques D) Expressive techniques E) Detail techniques
B) Sentence completion techniques
103) ________ make their money by collecting data and designing research products that fit the information needs of more than one organization. A) Data processing services B) Syndicated services C) Field services D) Qualitative research services E) Pooling services
B) Syndicated services
77) ________ is a type of conclusive research whose major objective is to obtain evidence regarding cause-and-effect relationships. A) Descriptive research B) Causal research C) Exploratory research D) Subjective research E) Conditional research
B) Causal research
64) ________ research is typically more formal and structured than ________ research. A) Exploratory; conclusive B) Conclusive; exploratory C) Exploratory; descriptive D) Subjective; observational E) Lead; supporting
B) Conclusive; exploratory
73) ________ are unstructured, direct, personal interviews 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 groups B) Depth interviews C) Quantitative surveys D) Experiments E) Probing interviews
B) Depth interviews
69) ________ assumes that the researcher has prior knowledge about the problem situation. A) Exploratory research B) Descriptive research C) Objective research D) Subjective research E) Lead research
B) Descriptive research
63) ________ is conducted on a small and nonrepresentative sample, so the findings should be regarded as tentative and should be used as building blocks for further research. A) Causal research B) Exploratory research C) Conclusive research D) Descriptive research E) Focused research
B) Exploratory research
69) Which of the following is NOT an advantage of using focus groups in marketing research? A) The richness of the comments, which come from real customers, makes this technique highly useful. B) Focus groups are easy to moderate. C) The comments of one person in a focus group can trigger unexpected reactions from others. D) The responses in a focus group are generally spontaneous and candid, and they provide rich insights. E) Ideas are more likely to arise out of the blue
B) Focus groups are easy to moderate.
73) ________ is a type of research design involving a fixed sample of population elements that is measured repeatedly. A) Cross-sectional design B) Longitudinal design C) Horizontal design D) Vertical design E) Fixed design Answer: B
B) Longitudinal design
47) Which of the following statements is most TRUE about marketing research? A) Marketing research follows an unpredictable path. B) Marketing research is systematic .C) Marketing research cannot be planned. D) All of the answer selections are FALSE. E) A and C are both true.
B) Marketing research is systematic
30. ________ is the bias that arises when actual respondents differ from those who refuse to participate in ways that affect the survey results. A) Response bias B) Nonresponse bias C) Social desirability D) Interviewer bias E) Facsimile bias
B) Nonresponse bias
19) ________ tend to be less structured and to have smaller samples than large-scale surveys. A) Mail surveys B) Pilot surveys C) Online surveys D) Census surveys E) Telephone surveys
B) Pilot surveys
49) ________ research is undertaken to help identify problems that are not necessarily apparent on the surface and yet exist or are likely to arisein the future. A) Problem-solving B) Problem-identification C) Problem-manipulation D) Problem-correction E) Problem exception
B) Problem-identification
111) ________ refer to the psychological profiles of individuals and to psychologically based measures of lifestyle, such as brand loyalty and risk taking. A) Psychometrics B) Psychographics C) Demographics D) Geodemographics E) Ego-profiling
B) Psychographics
13) ________ are data collected for some purpose other than the problem at hand. A) Primary data B) Secondary data C) Virtual data D) Observational data E) Research data
B) Secondary data
98) Which of the following is true about census data? A) The information in census data is available in only one form. B) The data can be geographically categorized at various levels of detail. C) Census data does not need to be detailed as long as it is accurate. D) Integrating enhanced census data with internal company databases is a waste of secondary sources. E) all of the above
B) The data can be geographically categorized at various levels of detail.
109) Verification of product movement by examining physical records or performing inventory analysis are characteristics of which of the following types of syndicated services? A) surveys B) audits C) purchase panels D) media panels E) movement exams
B) audits
86) An information system that enables decision makers to interact directly with both databases and analysis models is called a(n) ________. A) transaction processing system B) decision support system C) expert system D) marketing information system E) information load
B) decision support system
82) Which of the following is NOT a task a researcher must perform in formulating a research design? A) specify the information needed B) determine how to make the research design error free C) specify the measurement and scaling procedures D) determine the sampling process and sample size E) develop a plan of analysis
B) determine how to make the research design error free
54) Qualitative research procedures are classified as either ________. A) primary or secondary B) direct or indirect C) descriptive or exploratory D) theoretical or non-theoretical E) partial or total
B) direct or indirect
75) The services of full-service suppliers can be categorized into all of the following types of services EXCEPT ________. A) syndicated services B) environmental services C) customized services D) Internet services E) All of the above are types of full-service suppliers
B) environmental services
78) Which of the following is NOT a classification of the projective techniques used in marketing research? A) word association B) evaluation technique C) sentence completion D) picture response E) third person technique
B) evaluation technique
89) According to the text, a basic rule of research is to ________. A) examine primary data first B) examine secondary data first C) examine experimental data first D) examine virtual data first E) examine special data first
B) examine secondary data first
62) Which of the following types of research design should be used when management realizes a problem exists but does not yet understand why? A) conclusive research B) exploratory research C) descriptive research D) causal research E) expeditionary research
B) exploratory research
57) A(n) ________ is an interview conducted by a trained moderator among a small group of respondents in an unstructured and natural manner. A) experiment B) focus group C) quantitative survey D) depth interview E) moderator group
B) focus group
78) According to the text, the main method of causal research is a(n) ________. A) panel B) focus group C) survey D) experiment E) client project
B) focus group
23. Which of the following is NOT recognized as an advantage of using mail interviews to collect research data? A) no interviewer bias B) good control of environment C) low social desirability D) low/moderate cost E) no field force problems
B) good control of environment
36) An unproved statement or proposition about a factor or phenomenon that is of interest to the researcher is called a(n) ________. A) theory B) hypothesis C) model D) experiment E) relationship
B) hypothesis
112) The distinctive models of living of a society or some of its segments refers to ________. A) geodemographics B) lifestyles C) psychometrics D) demographics E) usage segments
B) lifestyles
74) According to the text, a ________ provides a series of pictures, which track the changes that take place over time. A) cross-sectional design B) longitudinal design C) horizontal design D) vertical design E) photographic design
B) longitudinal design
21. Which of the following is NOT an advantage of using computer-assisted personal interviewing to collect research data? A) good response rate B) low cost C) low potential for interviewer bias D) good for physical stimuli E) very good control of environment
B) low cost
Which of the following methods of collecting survey data is the least popular in the United States? A) telephone interview B) mail interview C) observational interview D) electronic interview E) personal interview
B) mail interview
38. The recording of behavioral patterns of people, objects, and events in a systematic manner to obtain information about the phenomenon of interest is called ________. A) projection B) observation C) description D) exploration E) micro-pattern research
B) observation
75) A(n) ________ consists of a sample of respondents, generally households that have agreed to provide information over an extended period. A) focus group B) panel C) hypothesis D) theory E) research mix
B) panel
107) Which of the following types of general surveys measure the same group of respondents over time but not necessarily on the same variables? A) periodic surveys B) panel surveys C) shared surveys D) parallel surveys E) regular surveys
B) panel surveys
82) Which of the following describes the projective technique in which respondents are shown a picture and asked to tell a story describing it? A) word association technique B) picture response technique C) cartoon test D) third person technique E) B and C
B) picture response technique
87) The ________ is a projective technique in which the respondent is shown a picture and asked to tell a story describing it. A) association technique B) picture response technique C) construction technique D) expressive technique E) evaluation technique
B) picture response technique
58) Which of the following is NOT a step in the marketing research process? A) problem definition B) problem correction C) research design formulation D) report generation and presentation E) data preparation and analysis
B) problem correction
68) Which of the following is NOT an example of a descriptive research goal? A) to develop a profile of a target market B) to determine the cause of a sales decrease C) to estimate the frequency of product use as a basis for sales forecasts D) to determine the degree to which marketing variables are associated E) to determine the relationship between product use and perception of product characteristics
B) to determine the cause of a sales decrease
79) Which of the following is the best example in which to apply causal research? A) the Andrew Jergens Company periodically conducting surveys to measure consumer's perceptions, attitudes and use of soap bars and related personal care products B) to determine the relationship between sales promotion and advertising expenditures and sales of Mercedes C) to gain insights on why Nokia is losing market share in Asia D) to understand how consumers evaluate the Home Depot brand compared to competing brands E) one-on-one depth interviews matching respondents and interviewers by gender
B) to determine the relationship between sales promotion and advertising expenditures and sales of Mercedes
118) Scanner data that provides information on purchases by brand, size, price, and flavor or formulation are called ________. A) segmenting data B) volume-tracking data C) secondary data D) modular data E) audiologs
B) volume-tracking data
101) According to the text, what is an ethical responsibility of a research agency? A) To use all forms of data, as well as data obtained from any source — internal or external. B) Discussion about all issues surrounding the relevance and accuracy of the secondary data used with the client should be done only when required by law. C) After a detailed analysis of secondary data has been conducted, the researcher should reexamine the collection of primary data stipulated in the proposal. D) Privacy related to the client's issues is not as important as safe keeping of the client's databases. E) B and D are valid statements.
C) After a detailed analysis of secondary data has been conducted, the researcher should reexamine the collection of primary data stipulated in the proposal.
20) ________ is a body of knowledge that tries to understand and predict consumers' reactions based on an individual's specific characteristics. A) Economic behavior B) Organizational behavior C) Buyer behavior D) Ethical behavior E) Census data
C) Buyer behavior
14) Which of the following is true about secondary data? A) Collection time is long. B) Quality of data is high. C) Cost of collecting the data is low. D) It is easy to access. E) It is highly relevant to marketing research problems
C) Cost of collecting the data is low
29) Which of the following is NOT an issue that would be addressed in a management decision problem? A) Should the advertising campaign be changed? B) Should the price of the product be changed? C) Determine the impact on sales and profits of various levels of price changes. D) What can a company do to expand its share of its product category? E) B and C
C) Determine the impact on sales and profits of various levels of price changes.
81) ________ is very versatile and can be used at any point in a study. A) Causal research B) Descriptive research C) Exploratory research D) Observational research E) Provisional research
C) Exploratory research
28. ________ is defined as the error due to the interviewer's failure to follow the correct interviewing procedures. A) Social desirability B) Nonresponse error C) Interviewer bias D) Response bias E) The fundamental attribution error
C) Interviewer bias
39. ________ is an observational research strategy in which human observers record the phenomenon being observed as it occurs. A) Mechanical observation B) Virtual observation C) Personal observation D) Perceptual observation E) Simultaneous rigor
C) Personal observation
58) 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) Research design is undertaken before developing the approach to the problem.
9. Which of the following statements is NOT correct about computer-assisted telephone interviewing (CATI)? A) The computer checks the responses for appropriateness and consistency. B) Interviewing time is reduced, data quality is enhanced, and the laborious steps in the datacollection process, coding questionnaires and entering the data into the computer, are eliminated. C) The CATI software cannot perform skip patterns. D) Interim and update reports on data collection or results can be provided almost instantaneously.
C) The CATI software cannot perform skip patterns.
76) Which of the following is an example of a longitudinal design in a descriptive research project? A) surveys involving 600 mall intercepts in six major cities to determine the likes and dislikes of health food B) a variety of promotional offers displayed in stores, with each group of respondents seeing only one offer and the resulting brand sales would be monitored. C) a panel that consists of households that provide purchasing information at specified intervals over an extended period D) a cross-sectional study of the elderly held once at the end of the fiscal year E) all of the above
C) a panel that consists of households that provide purchasing information at specified intervals
2) According to the problem definition and approach development process as given 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) analysis of project costs
3) According to the problem definition and approach development process as given in the text, thetasks 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 schedule D) analysis of secondary data E) qualitative research
C) analysis of project schedule
71) Which of the following is NOT one of the major types of descriptive studies? A) internally or externally focused sales studies B) consumer perception and behavior studies C) cause-and-effect qualitative studies D) market characteristic studies E) consumer behavior studies
C) cause-and-effect qualitative studies
65) Large, representative samples are used to collect data that are analyzed with statistical techniques for which of the following types of research designs? A) subjective research B) exploratory research C) conclusive research D) observational research E) supporting research
C) conclusive research
66) Descriptive research is a type of ________ that has as its major objective the description of something — usually market characteristics or functions. A) subjective research B) exploratory research C) conclusive research D) observational research E) supporting research
C) conclusive research
63) A focus group typically consists of how many participants? A) one to four B) five to eight C) eight to twelve D) thirteen to fifteen E) more than fifteen
C) eight to twelve
80) When little is known about the problem situation, it is desirable to begin with ________. A) causal research B) descriptive research C) exploratory research D) observational research E) conditional research
C) exploratory research
73) Outside marketing research companies hired to supply marketing research data are called ________. A) horizontal suppliers B) vertical suppliers C) external suppliers D) internal suppliers E) full-service suppliers
C) external suppliers
39) An unproven statement or proposition about a factor or phenomenon that is of interest to the researcher is called a(n) ________. A) situation B) incident C) hypothesis D) theory E) research question
C) hypothesis
45. Which of the following is NOT mentioned as a disadvantage of social media for conducting surveys? A) surveys do not address the responses from nonusers of social media B) survey administration is difficult to control. C) inability to field more complex questions D) response rates may be low E) confidentiality is an issue
C) inability to field more complex questions
56) The type of qualitative research in which the purposes of the project are disguised from the respondents is called a(n) ________. A) direct approach B) panel C) indirect approach D) survey E) masked approach
C) indirect approach
87) Compared to the collection cost of primary data, secondary data is ________. A) more expensive B) approximately the same cost C) less expensive D) nonexistent E) more elusive
C) less expensive
19. Which of the following is NOT an advantage of using mall intercept interviews to collect research data? A) good for physical stimuli B) good control of the environment C) low cost D) good response rate E) complex questions can be asked
C) low cost
84) A formalized set of procedures for generating, analyzing, storing, and distributing pertinent information to marketing decision makers on an ongoing basis is called a(n) ________. A) transactions processing system B) formal system C) marketing information system D) expert system E) research directorate
C) marketing information system
88) 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) may lack in accuracy C) may be expensive and time consuming D) may not be completely current E) may lack relevance
C) may be expensive and time consuming
Which of the following is NOT recognized as a classification for the various methods of collecting survey data? A) telephone interview B) mail interview C) observational interview D) electronic interview E) personal interview
C) observational interview
62) According to the text, the typical duration of a focus group is ________. A) less than an hour B) two to four hours C) one to three hours D) three to five hours E) more than five hours
C) one to three hours
85) A projective technique in which the respondent is shown a picture and required to construct a response in the form of a story, dialogue, or description of a picture is called the ________. A) association technique B) completion technique C) picture response technique D) third person technique E) laddering
C) picture response technique
18. Which of the following disadvantages does NOT apply to using in-home interviewing to collect research data? A) low control of field force B) potential for interviewer bias C) poor sample control D) most expensive E) may take long to collect the data
C) poor sample control
35. Which of the following types of incentives is included with the survey or questionnaire? A) promised incentive B) observed incentive C) prepaid incentive D) virtual incentive E) Hollywood incentive
C) prepaid incentive
53) According to the text, ________ is typically used to assess the environment and diagnose problems. A) problem-solving research B) problem-manipulation research C) problem-identification research D) problem-correction research E) problem exception
C) problem-identification research
55) Research undertaken to identify marketing problems is called ________. A) problem-solving research B) problem-manipulation research C) problem-identification research D) problem-correction research E) problem exception
C) problem-identification research
46) Which of the following types of research explores a problem with few preconceived notions about the outcome of that exploration? A) quantitative research B) experimental research C) qualitative research D) hypothetical research E) lead research
C) qualitative research
31. Limitations of e-mail surveys include all of the following EXCEPT ________. A) questionnaires cannot utilize programmed skip patterns, logic checks, or randomization B) skipping instructions (e.g., "If the answer to question 5 is yes, go to question 9") must appear explicitly, just as on paper C) there is inherent self-selection bias D) some e-mail software products limit the length of the body of an e-mail message
C) there is inherent self-selection bias
41. Which of the following is NOT a relative disadvantage of using personal observation methods? A) high observation bias B) high analysis bias C) unsuitable in natural settings D) All of the selections are relative disadvantages of using personal observation methods. E) A and B only
C) unsuitable in natural settings
23) The marketing research problem asks the question, ________. A) how can we increase market share B) how can we increase sales and profits C) what information is needed and how can it best be obtained D) how can we save money E) where do we go from here
C) what information is needed and how can it best be obtained
86) A projective technique in which the respondent is presented with a list of words and asked to write the first word or phrase that comes to mind is called the ________. A) cartoon test B) completion technique C) word association D) third person technique E) laddering
C) word association
60) According to the text, the typical focus group costs the client about ________. A) $400 B) $2,000 C) $4,000 - 5,000 D) $6,000 - 8,000 E) $10,000
D) $6,000 - 8,000
33. Advantages of Internet surveys over e-mail surveys include which of the following? A) Graphs, images, animations, and links to other Web pages may be integrated into or around the survey. B) It is possible to validate responses as they are entered. C) Skip patterns can be programmed and performed automatically. D) All of the above are correct.
D) All of the above are correct.
12) Interviews with industry experts, those individuals who are knowledgeable about the firm and the industry, may 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) All of the above are true
125) 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) Both A and C are correct.
38) ________ are statements about proposed relationships rather than merely questions to be answered. A) Theories B) Models C) Experiments D) Hypotheses E) Scientific notations
D) Hypotheses
48) Which of the following statements is most FALSE about marketing research? A) Marketing research follows a predictable path B) Marketing research is systematic. C) Marketing research is planned. D) Marketing research leads to automatic decisions. E) All of the answer selections are FALSE
D) Marketing research leads to automatic results
71) 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. E) The researcher can include geographically dispersed participants.
D) Only people that have and know how to use a computer can participate.
40) The researcher can determine what information should be obtained by focusing on ________. A) the components of the problem B) research questions C) hypotheses D) all of the above E) none of the above
D) all of the above
121) If a company is interested in determining the in-store shelf exposure of their brand versus competitive brands, the most effective way to obtain this information is via ________. A) scanner data B) in-store intercepts where consumers were observed purchasing a product in a particular category C) telephone interviews with individuals who made a recent purchase in a particular category D) an audit E) panel data from individuals in the interested category
D) an audit
87) Which of the following is NOT a characteristic of a marketing information system? A) structured problems B) use of reports C) information displaying restricted D) can improve decision making by using "what-if" analysis E) can improve decision making by clarifying new data
D) can improve decision making by using "what-if" analysis
64) All of the following are steps involved in the data-preparation stage of collected data EXCEPT ________. A) editing B) coding C) transcribing D) collecting E) initial inspection
D) collecting
92) An overall indication of the dependability of the data may be obtained by examining all of the following EXCEPT the ________. A) expertise of the source B) reputation of the source C) trustworthiness of the source D) cost of the source E) source being the original source rather than an acquired source
D) cost of the source
60) A type of research design that has as its primary objective the provision of insights into and comprehension of the problem situation confronting the researcher is called ________. A) conclusive research B) descriptive research C) causal research D) exploratory research E) insight research
D) exploratory research
70) Marketing research departments located outside a firmand comprising the marketing research industry are called ________. A) internal suppliers B) horizontal suppliers C) virtual suppliers D) external suppliers E) smart zones
D) external suppliers
26) Which of the following is NOT a characteristic of a management decision problem? A) focuses on symptoms B) asks what the decision maker needs to do C) is action oriented D) focused on the underlying causes E) All are characteristics of a management decision problem
D) focused on the underlying causes
25. Which of the following is NOT recognized as an advantage of using electronic interviewing to collect research data? A) no interviewer bias B) high speed C) low cost D) high sample control E) hard-to-reach-respondent contact
D) high sample control
29. A large and nationally representative sample of households who have agreed to periodically participate in mail questionnaires, product tests, and telephone surveys are called ________. A) focus groups B) electronic groups C) exploratory groups D) mail panels E) household constituencies
D) mail panels
1. Interviews conducted by Procter & Gamble on Olay Beauty Bar, where the respondents actually washed their hands and face with the bar in a test area before responding to a survey falls under which of the following categories? A) traditional telephone interviews B) computer-assisted telephone interviewing C) personal in-home interviews D) mall-intercept personal interviews E) mail interviews
D) mall-intercept personal interviews
Marketing research involves all of the following regarding information EXCEPT ________. A) identification B) collection C) analysis D) manipulation E) dissemination
D) manipulation
56) All of the following are examples of topics typically addressed by problem-solving research EXCEPT ________. A) segmentation B) product C) promotion D) market share E) pricing
D) market share
40. An observational research strategy in which mechanical devices, rather than human observers, record the phenomenon being observed is called ________. A) personal observation B) virtual observation C) perceptual observation D) mechanical observation E) device recording
D) mechanical observation
72) Which of the following statements is 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 more. D) Only people that have and know how to use a computer can participate. E) A and B
E) A and B
37. Which of the survey methods listed below is preferable when using physical stimuli? A) in-home B) mall intercept C) CAPI D) A and C only E) A, B and C
E) A, B and C
119) Which of the following is a type of scanner data that is currently available? A) scanner panels B) modular data C) volume-tracking data D) scanner panels with cable TV E) A, C, and D
E) A, C, and D
114) Purchase panel respondents like those on NPD's Online Panel provide detailed information on all of the following EXCEPT ________. A) brand and amount purchased B) price paid C) special deals used D) store where purchased E) All of the above are provided by those NPD respondents.
E) All of the above are provided by those NPD respondents.
34. Which of the following is NOT mentioned in the text as a method used to improve response rates? A) prior notification B) incentives C) follow-up D) personalization E) All of these methods are used to improve response rates
E) All of these methods are used to improve response rates
57) All of the following are examples of topics typically addressed by problem-solving research EXCEPT ________. A) segmentation B) product C) market potential D) market share E) C and D
E) C and D
70) Which of the following is NOT an advantage of online focus groups? A) Geographic distance is overcome for respondents. B) Client can observe from home or office. C) Respondents can be re-contacted easier. D) People are less inhibited in their responses. E) Costs are equivalent to traditional focus groups.
E) Costs are equivalent to traditional focus groups.
10) ________ is a comprehensive examination of a marketing problem to understand its origin and nature. A) Problem definition B) Problem correction C) Hypotheses generation D) Research directive E) Problem audit
E) Problem audit
11. ________ is the ability of the survey mode to reach the units specified in the sample effectively and efficiently. A) Social desirability B) Interviewer bias C) Nonresponse bias D) Efficiency effect E) Sample control
E) Sample control
75) Which of the following is NOT an advantage of using depth interviews compared to using focus groups in marketing research? A) Depth interviews can uncover deeper insights than focus groups. B) Depth interviews result in a free exchange of information that may not be possible in focus groups. C) Depth interviews attribute the responses directly to the respondent, unlike focus groups, where it is often difficult to determine which respondent made a particular response. D) With probing, it is possible to get at the real issue when topics are complex. E) Skilled depth interviewers are inexpensive and easy to find compared to focus group moderators
E) Skilled depth interviewers are inexpensive and easy to find compared to focus group moderators
85) In order to compare the national retailers' success in selling its brands of digital cameras with the national retailers' success in selling traditional camera equipment, the marketing manager for Sony decided to use the billing information Sony has for these national retailers. This information is fed into spreadsheets formatted in tabular form and updated continuously as accounts change. In doing so, the marketing manager for Sony utilized which one of the following? A) a rolling audit B) a functional system C) an expert system D) a decision support system E) a marketing information system
E) a marketing information system
10. A list of the disadvantages of telephone interviewing would include which of the following? A) Questioning is restricted to the spoken word. B) Interviewers cannot use physical stimuli such as visual illustrations or product demonstrations. C) Personal rapport and commitment are difficult to establish. D) Respondents are less tolerant of lengthy interviews. E) all of the above
E) all of the above
124) Information gathered from social media is used to ________. A) understand the market B) answer clients' concerns C) connect to consumers and potential participants D) conduct online research E) all of the above
E) all of the above
42. Which of the following is a disadvantage of observational data? A) Attitudes, motivations and values can't be assessed. B) perceptual differences among observers C) Infrequent behaviors are too expensive to record. D) difficulty in observing behaviors
E) all of the above
110) Relatively precise information at the retail and wholesale levels is an advantage of which of the following syndicated services? A) media panels B) surveys C) purchase panels D) movement exams E) audit services
E) audit services
11) The problem audit involves discussions with the decision maker on all of the following issues EXCEPT the ________. A) history of the problem B) criteria that will be used to evaluate the alternative courses of action C) information that is needed to answer the decision maker's questions D) alternative courses of action available to the decision maker E) national culture as it's related to a country's trade barriers
E) national culture as it's related to a country's trade barriers
83) When conducting exploratory research overseas in a country such as Saudi Arabia on the topic of attitudes toward household appliances, it would be most effective to conduct ________. A) focus groups of husbands, wives, and children B) only secondary data collection C) focus groups composed of both males and females D) interviews with several in-country experts now living in the United States E) one-on-one depth interviews matching respondents and interviewers by gender
E) one-on-one depth interviews matching respondents and interviewers by gender
65) Due to financial constraints, the lack of standardization in qualifications for focus group moderators can be minimized by ________. A) hiring moderators with at least 5 years of experience B) putting prospective moderators through company-specific training C) including video or voice recording devices in the focus group D) doing focus groups after the survey work on the project is completed E) preparing a detailed moderator discussion guide
E) preparing a detailed moderator discussion guide
96) Psychographics refers to ________. A) qualitative inventories of business personalities B) pictorial renderings of individuals' psychological traits C) psychological assessments of consumers' behavior D) graphic depictions of psychological testing results E) quantified psychological profiles of individuals
E) quantified psychological profiles of individuals
126) Informed consent is an ethical principle which ________. A) applies to the contracts between clients and research agencies B) applies primarily to syndicate firms C) deals with requests for social security numbers from respondents D) occurs when retailers don't take title to goods until they are purchased by customers E) requires researchers to avoid both uninformed and misinformed participation in marketing research projects
E) requires researchers to avoid both uninformed and misinformed participation in marketing research projects
68) Disadvantages of focus groups include all of the following EXCEPT ________. A) tendency to regard findings as conclusive B) difficulty in moderating focus groups C) completely skilled moderators are rare D) coding, analysis, and interpretation are difficult E) respondents are generally spontaneous
E) respondents are generally spontaneous
16) Which of the following is NOT an example of a source of secondary data? A) trade organizations B) Census Bureau C) Internet D) industry associations E) survey data
E) survey data
72) ABC is a company which is involved in selling data that is designed to serve information needs of firms like PepsiCo and Coca-Cola. The data are primarily collected through surveys, purchase and media panels, and scanners. What kind of service does ABC provide in the marketing research industry? A) Internet service B) data analysis service C) limited-service suppliers D) coding and data entry services E) syndicated services
E) syndicated services
71) A marketing research project is warranted when ________. A) the required information is already in the organization B) the decision which the research addresses has already been made C) the research will be used for gaining political ends D) time or money are not available in adequate amounts E) the cost of the research is less than its eventual benefits
E) the cost of the research is less than its eventual benefits
89) In which of the following projective techniques is the respondent presented with a verbal or visual situation and asked to relate the feelings and attitudes of other people to the situation? A) association technique B) completion technique C) construction technique D) evaluation technique E) third person technique
E) third person technique
90) Define marketing research.
Marketing research is the systematic and objective identification, collection, analysis, dissemination, and use of information for the purpose of improving decision making related to the identification and solution of problems and opportunities in marketing
