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MKT 3413 EXAM 1 2025 | ALL QUESTIONS
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Which of the following best represents what your author's have to say about the marketing research process? A) It is a "lock-step" process; each and every step must be followed, in order, if there is to be valid and objective research. B) Since every research project is different, there aren't enough commonalities among them to lend credibility to such a list of steps known as the research process. C) While such a list is helpful, few research projects follow the steps in the list in exact order and some research projects may even skip some of the steps. D) There should be 15 steps in the list known as the marketing research process. E) The list in your textbook is the approved list used by the MCA. --------- CORRECT ANSWER-----------------C Establishing the need for marketing research: A) arises when managers must make decisions and they have inadequate information B) is determined by a quantitative analysis of the appropriateness of marketing research should be undertaken for every decision made in the firm C) stems from the need to establish a monitoring system that alerts mid management to either opportunities in the marketplace or problems D) should not come from a monitoring system but rather from management intuition E) should be determined only after the problem is clearly defined --------- CORRECT ANSWER-----------------A
Which company policy regarding marketing research would be used by a firm to make sure that problems were spotted early? A) A policy of not conducting marketing research B) A policy of conducting different types of studies on a continuous basis at specified intervals C) A policy regarding the use of certain types of studies being used whenever a particular situation occurs D) A policy of marketing research on an as needed basis E) none of the above ---------CORRECT ANSWER-----------------B When is marketing research not needed? A) The information is already available. B) The timing is wrong. C) Funds are not available. D) Marketing research is always needed. E) A, B and C ---------CORRECT ANSWER-----------------E Which of the following is mentioned in your textbook as a situation in which time is a factor in marketing research? A) A product is nearing the end of its life cycle. B) The necessary information is already in the firm's internal reports. C) Value can be estimated and a more informed decision may be made justifying or not justifying marketing research. D) Marketing managers can quickly and inexpensively access the data. E) both B and D ---------CORRECT ANSWER-----------------A What is the difference between the "problem" and the "research objective" in marketing research? A) Functionally, there is no difference. B) A problem is a situation that calls for managers to make a choice among alternatives; research objectives are totally dependent on the problem but they are different in that they state what the researcher must do.
E) Inferred hypothesis ---------CORRECT ANSWER-----------------C The convenience store example discussed in your textbook illustrates that when we don't know what problem is, we should use: A) problem definition websites B) experiments C) internal supplier firms D) exploratory research E) descriptive research ---------CORRECT ANSWER-----------------D When is it appropriate for marketing researchers to consider selecting a research design? A) never; clients determine the research design B) before collecting data but after data analysis C) after thoroughly considering the problem and the research objectives D) this should be one of the very first decisions researchers make even before the initial client meeting E) after collecting data ---------CORRECT ANSWER-----------------C A(n) ________ is a set of advance decisions that makes up the master plan specifying the methods and procedures for collecting and analyzing the needed information. A) research design B) exploratory study C) research plan D) sample description E) research action plan ---------CORRECT ANSWER-----------------A Which of the following is most accurate? A) The uniqueness of every problem situation precludes applying research designs.
B) Though every problem is unique there are enough similarities among problems and objectives to allow us to make some advance decisions about the best plan to use to resolve the problem. C) Every problem is so unique there are not enough similarities among problems and objectives to allow us to make any advance decisions about the best plan to use to resolve the problem. D) Since research standards are standard, actions determining the research design may be pre-planned. E) none of the above are accurate ---------CORRECT ANSWER----------------
- B How many categories are research designs classified into? A) 4 B) 2 C) 3 D) 6 E) There is no specific number of research design categories. --------- CORRECT ANSWER-----------------C The various types of research design include: A) exploratory, exploitive, and competitive B) deductive, descriptive, and exploitive C) exploratory, causal, and competitive D) exploratory, descriptive, and causal E) action, standard, experiential - --------CORRECT ANSWER-----------------D Which of the following is the order in which research designs should be carried out? A) exploratory-descriptive-causal B) descriptive-exploratory-causal C) causal-descriptive-exploratory D) causal-exploratory-descriptive E) There is no step-by-step fashion for which order to use research designs. ---------CORRECT ANSWER-----------------E
E) custom, non-standard ---------CORRECT ANSWER-----------------B If you were gathering information from those thought to be knowledgeable on the issues relevant to the research problem, you would probably be using which method of exploratory research? A) Secondary data analysis B) Experience surveys C) Case analysis D) Longitudinal studies E) Cross-sectional studies ---------CORRECT ANSWER-----------------B Which of the following would be a question that we would try to answer with descriptive research? A) Who are our customers? B) What brands do our customers buy? C) When do our customers shop? D) How did our customers find out about our products? E) all of the above ---------CORRECT ANSWER-----------------E Appropriate methods for conducting exploratory research would include: A) secondary data analysis B) experience surveys C) case analysis D) only A and B E) all of the above ---------CORRECT ANSWER-----------------E The process of searching for and interpreting existing information relevant to the research problem can be described as: A) an experience survey B) secondary data analysis C) causal analysis D) exploitive research
E) focus group research ---------CORRECT ANSWER-----------------B Which of the following is true of longitudinal studies? A) They measure units from a sample of the population at only one point in time. B) They are often described as "snapshots" of the population. C) They include "sample surveys." D) They are prevalent in marketing research, outnumbering cross-sectional and causal studies. E) They repeatedly measure the same sample units of a population over a period of time. ---------CORRECT ANSWER-----------------E Which of the following is a type of exploratory research which refers to a review of available information about a former situation(s) that has some similarities to the present research problem? A) secondary data analysis B) experience surveys C) case analysis D) projective techniques E) focus group research ---------CORRECT ANSWER-----------------C How should researchers determine if case analysis is an appropriate component of exploratory research? A) They ask themselves questions to determine the relevance of prior cases. B) They determine how similar phenomena in the past is with phenomena in the present. C) it is not necessary to determine appropriateness, because case analysis should always be included in D) Both A and B are correct. E) None of the above are correct. ---------CORRECT ANSWER----------------- D
C) Marketing is an attempt to create long-term customer relationships which will then likely satisfy the organization's objectives. D) Marketing is an attempt to earn profitable dollars. E) Marketing is an attempt to gain customers from competitors while at least breaking even profitwise. ---------CORRECT ANSWER-----------------C According to the AMA definition of marketing, which of the following is true of marketing? A) "Making the sale" should be considered the end of marketing. B) Marketing is carried out for the benefit of the customer. C) Marketing is carried out for the benefit of the stakeholders. D) Marketing should not be considered an organizational function. E) all of the above ---------CORRECT ANSWER-----------------C What does the phrase "hearing the voice of the consumer" mean? A) Companies have the information they need to effectively satisfy wants and needs in the marketplace. B) Companies specifically use telemarketing to hear their customers' opinions. C) Marketing is carried out for the benefit of the customers. D) Marketing managers should take the time to listen in on focus groups. E) Market trials are necessary for certain products. ---------CORRECT ANSWER-----------------A The key reason that the marketing concept has been recognized as the "right philosophy" is that it: A) is well established in the marketing literature B) has been recommended by successful marketing executives C) does not rely on high-pressure selling D) stresses understanding the competition E) always puts the customer first ---------CORRECT ANSWER----------------- E
What would a strategy "that allows a firm to truly meet the wants and needs of the consumers within the market segment that is chosen" be called? A) the "niche" strategy B) the "incentivized" strategy C) the information strategy D) the "right" strategy E) the recommended strategy ---------CORRECT ANSWER-----------------D In order to develop the "right strategy" to succeed in business, managers must make the right decisions; and in order to make the right decisions, they must have objective, accurate, and timely: A) reports about the competition B) reports about customers wants and needs C) information about market trends and changes D) the number and sizes of market segments E) information ---------CORRECT ANSWER-----------------C Which of the following is the best definition of marketing research? Marketing research is: A) the activity of analyzing secondary information and providing executives with timely reports B) the process of designing experiments that provide decision makers with causal information C) the linking of consumers with information managers D) the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem E) the process of designing, gathering, analyzing, and reporting information that may be used to solve general marketing problems ---------CORRECT ANSWER-----------------D Which of the following products was actually a failure after marketing research predicted it would be successful? A) Ice Breakers Pacs
E) improve marketing research as a process ---------CORRECT ANSWER-- ---------------A Which of the following is an example of a study whose goal is to find opportunities or to identify problems with an existing strategy? A) pricing test B) image analysis C) web site evaluation D) environmental analysis studies E) tracking studies ---------CORRECT ANSWER-----------------D Which of the following best illustrates one of the uses of marketing research, monitoring marketing performance? A) marketing research managers closely overseeing the work of subordinates in the marketing research industry B) tracking research that monitors how well products are performing in the marketplace C) describing the return on investment of firms using/not using marketing research D) providing closed circuit TV to monitor the actions of marketing researchers practicing in the field E) identifying opportunities and problems in the marketplace --------- CORRECT ANSWER-----------------B The difference between basic research and applied research is that basic research is conducted to: A) determine the most effective advertising copy B) determine the most appropriate price for new products C) determine the most efficient distribution channels for products D) expand our knowledge rather than solve a specific problem E) determine the most desired features in new products ---------CORRECT ANSWER-----------------D
Which of the following deals with the role of MIS? A) determine decision makers' information needs B) acquire the needed information C) distribute information to the decision makers in a form in which they can use it for decision making D) distribute information to the decision makers at a time when they can use it for decision making E) all of the above ---------CORRECT ANSWER-----------------E Which of the following is NOT one of the subsystems of the marketing information system? A) internal reports B) marketing intelligence C) marketing decision support D) marketing research E) consumer information support system ---------CORRECT ANSWER------- ----------E What is the purpose of the "internal reports system" subsystem of the marketing information system? A) to obtain everyday information about pertinent developments in the environment B) to supply collected data that may be accessed and analyzed using tools and techniques that assist managers in decision making C) to gather information generated by internal reports, which includes orders, billing, receivables, inventory levels, stock-outs, among others D) to generate the particular information needed for the specific situation E) to gather information not gathered by the other MIS component subsystems ---------CORRECT ANSWER-----------------C Which of the following marketing information subsystems gathers information about events and happenings "outside" the firm? A) marketing research
Which MIS subsystem is also called a DSS? A) a marketing decision support system B) a delivery system for standardized data C) a data support system D) detailed systems for standardization E) a distant system for data ---------CORRECT ANSWER-----------------A Marketing research conducted on the popular TV program Seinfeld, starring Jerry Seinfeld, was used to illustrate: A) how marketing research always correctly identifies a product or service that will be popular in the marketplace B) when marketing research should not be used C) when marketing research predicts a failure yet there is success D) when marketing research predicts a failure and there is a failure E) why marketing research may not be applied to all fields, such as entertainment ---------CORRECT ANSWER-----------------C CHAPTER 2 ---------CORRECT ANSWER-----------------CHAPTER 2 The Marketing Research Association is an organization that ________. A) supports the interests and development of customers needing research B) oversees the Professional Researcher Certification C) monitors the Internet for organizations that spam D) audits research firms for the purpose of improving data collection procedures E) is a lobbying organization representing multinational firms --------- CORRECT ANSWER-----------------B The first continuous and organized research is believed to have been conducted in 1911 for ________ to be used ________.
A) MRA; to sell its publications B) MRA; to locate outdoor billboards in the best locations C) Curtis Publishing Company; to better sell advertising space D) Curtis Publishing Company; to determine the optimal mix of cable TV channels on which to advertise E) Charles Coolidge Parlin; to determine pay scales for employees --------- CORRECT ANSWER-----------------C Who is the "Father of Marketing Research"? A) Charles Coolidge Parlin B) Robert Bartels C) A.C. Nielsen D) Alfred Politz E) J.C. Snead ---------CORRECT ANSWER-----------------A Why did the Industrial Revolution lead to a growth in marketing research? A) Manufacturers were producing goods for distant markets and consumers. B) Colleges were teaching courses in marketing research. C) Craftsmen and artisans of the day knew their customers. D) Alfred Politz introduced statistical theory for sampling. E) Growth was limited to the spread of government agencies and so most marketing research was performed for the government. ---------CORRECT ANSWER-----------------A An annual publication that lists the top 25 marketing research firms in the WORLD is known as: A) World's Top 25 B) The Honomichl Global Top 25 C) Research World's 25 D) The J.C. Snead Top 25 E) none; there is no such report available ---------CORRECT ANSWER------ -----------B
Over the years, the Top 50 firms have powered their growth largely by: A) good contracts B) commodities sharing C) merger and acquisition D) alliance sharing E) excellent customer service ---------CORRECT ANSWER-----------------C In discussing the structure of the marketing research industry, your authors define an internal supplier firm as one which: A) makes research decisions based primarily upon information supplied by the internal reports system B) has its marketing research provided by an entity, such as a marketing research department, within the firm C) is organized in a staff relationship to other internal departments D) provides syndicated services but only to members of the syndicate E) provides marketing research obtained from records of the Internal Revenue Service ---------CORRECT ANSWER-----------------B Internal suppliers organize the research function: A) by type of research application and by budget category B) by a series of vice presidents and subordinates handling each marketing research project C) in formal departments, single individuals or a committee, or by assigning no one responsibility D) in informal departments organized around budget categories E) by internal suppliers, because they are internal and do not need to organize ---------CORRECT ANSWER-----------------C Which of the following represents a possible organization of a marketing research department? A) according to area of application B) according to marketing function C) according to research process and area of application D) according to area of application and marketing function
E) all of the above ---------CORRECT ANSWER-----------------E External supplier firms are classified as either: A) vertically or horizontally integrated firms B) syndicated or internal supplier firms C) PRC's or non-certified firms D) full-service or limited-service firms E) limited-service or limitless-service firms ---------CORRECT ANSWER----- ------------D In discussing the structure of the marketing research industry, your authors define an external supplier firm as one which: A) makes research decisions based primarily upon information supplied by the internal reports system B) is an outside firm hired to fulfill a firm's marketing research needs C) provides syndicated services but only to members of the syndicate D) provides marketing research obtained from records of the Internal Revenue Service E) provides marketing services to companies outside the firm's home country ---------CORRECT ANSWER-----------------B Collecting information that is made available to multiple subscribers in standardized form would be characteristic of: A) a syndicated data service firm B) an internal supplier firm C) customized process firms D) syndicated services firms E) a standardized service firm ---------CORRECT ANSWER-----------------A A standardized service firm is one that: A) collects information that is made available to multiple subscribers B) specializes in collecting data
