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MKT 3413 EXAM 1 ACTUAL EXAM | ALL QUESTIONS
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In creating research objectives, researchers should keep which four important qualities of objectives in mind? A) precise, operational, detailed, concise B) precise, objective, detailed, concise C) precise, operational, detailed, clear D) precise, operational, symptomatic, clear E) timely, cost-benefit, axiomatic, detailed ---------CORRECT ANSWER------ -----------C Which of the following is NOT true of a good research objective? A) It specifies from whom information will be gathered. B) It specifies what information (construct) is needed. C) It should specify the unit of measurement used to gather the information. D) It should word questions used to gather the information in the respondents' frame of reference. E) It should word questions used to gather the information in the researchers' frame of reference. ---------CORRECT ANSWER-----------------E Which of the following is an abstract idea inferred from specific instances that are thought to be related? A) Abstract B) Abstract inference C) Construct D) Title abstract 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.
A) Casual research B) Exploratory research C) Causal research D) Descriptive research E) either A or D ---------CORRECT ANSWER-----------------B If the research objective helps to determine terms and concepts, it is likely that the most appropriate research design would be: A) exploitive B) exploratory C) deductive D) causal E) standard ---------CORRECT ANSWER-----------------B Which of the following is not true of secondary data, or information? A) They have been collected for a purpose. B) They are almost always a part of a marketing research project. C) They are widespread and readily available. D) They are difficult to find because you must first petition the researcher to get the data. E) You can conduct a search for secondary information on virtually any topic quickly and efficiently. ---------CORRECT ANSWER-----------------D What type of research is unstructured and informal? A) deductive B) exploratory C) causal D) exploitive 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
B) Discontinuous panels C) Repeated panels D) Repeated measures panels E) Small group panels ---------CORRECT ANSWER-----------------A Although focus groups should encourage open, free-wheeling information, who has the task of ensuring that the conversation stays focused? A) focus group manager B) focus group moderator C) focus group gate keeper D) quantitative research assistant (QRA) E) none of the above ---------CORRECT ANSWER-----------------B Which of the following is the best definition for marketing? A) Marketing is an organizational function and a set of business activities designed to make profits. B) Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. C) Marketing is a business function and a process for determining the value customers desire in order to gain profit for business organizations and to seek societal benefits through nonprofit marketing. D) Marketing is finding a hole and filling it while earning profitable dollars. E) Marketing is the result of the equilibrium of supply, demand, marginal cost, and marginal revenue. ---------CORRECT ANSWER-----------------B Which of the following is most accurate? A) Marketing is an attempt to create an exchange. B) Marketing is an attempt to create long-term customer relationships. 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?
E) all of the above ---------CORRECT ANSWER-----------------E Market research refers to________. A) applying marketing research to a specific geographical marketing area B) a process used by businesses to collect information used to make sound business decisions and successfully manage the business C) a process used by businesses to analyze and interpret information used to make sound business decisions and successfully manage the business D) the function that links the consumer, customer, and public to the marketer through information E) information used to identify and define marketing opportunities and problems ---------CORRECT ANSWER-----------------A Which of the following is the best statement reflecting the purpose of marketing research? A) to provide information that improves profitability B) to link the environments to the firm C) to link the consumer to the marketer by providing information that can be used in making marketing decisions D) to link target markets to specific decision makers at all levels within firms E) to be perceived as providing value to higher level executives within the firm ---------CORRECT ANSWER-----------------C When everyone saw the music industry facing a terrible decline due to pirating of songs on the Internet, Apple saw an opportunity for iTunes. This example illustrates which use of marketing research? A) identify market opportunities and problems B) generate, refine, and evaluate potential marketing actions C) monitor marketing performance D) improve marketing as a process 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
E) external environment reporting system ---------CORRECT ANSWER------ -----------B What is the purpose of the "marketing intelligence 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-----------------A Which of the following marketing information subsystems is NOT continuous? A) consumer information support system B) marketing research system C) internal report system D) decision support system E) marketing intelligence system ---------CORRECT ANSWER----------------- B Ad hoc is a Latin word, meaning ________. A) out of chaos B) from one, many C) by that very act D) with respect to a specific purpose E) and the rest ---------CORRECT ANSWER-----------------D 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
Which of the following statements best describes the state of the marketing research industry in the 1950s? A) There was "no sense of industry." B) Marketing research was needed for survival. C) There were quite large "behemoths" that operated around the globe with revenues in excess of $1 billion. D) The industry was composed of many small, privately owned firms that didn't report their revenues. E) both A and D ---------CORRECT ANSWER-----------------E An annual publication that lists the top 50 marketing research firms BASED in the U.S. is known as: A) World's Top 50 B) Research World's 50 C) The Honomichl Top 50 D) The J.C. Snead Global Top 50 E) none; there is no such report available ---------CORRECT ANSWER------ -----------C Which of the following is true regarding worldwide spending on marketing research? A) From 2007 to 2008, when the recession began, only North America experienced a net increase in spending. B) Latin America had the lowest growth rate from 2007 to 2008. C) Total global spending for the industry was about $1 billion in 2008 according to the European Society of Opinion and Marketing Research (ESOMAR). D) The 2009 estimates indicate that total global spending for the industry will be greater than in 2008 despite the worldwide recession. E) It is safe to say that, as of 2010, the marketing research industry is about a $30 billion industry. ---------CORRECT ANSWER-----------------E 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
E) provides syndicated marketing research services ---------CORRECT ANSWER-----------------E Firms that specialize in collecting data are called: A) data storage firms B) lab service firms C) market segment data specialists D) field service firms E) collection agents ---------CORRECT ANSWER-----------------D What kind of research firm would provide the technical assistance necessary to analyze and interpret data using the more sophisticated data analysis techniques such as conjoint analysis? A) a limitless service supplier firm B) a full service supplier firm C) a syndicated data service firm D) a data analysis firm E) specialized research technique firm ---------CORRECT ANSWER---------- -------E CHAPTER 3 ---------CORRECT ANSWER-----------------CHAPTER 3 The marketing research process is presented to you in your text as: A) a "go-no go" process B) an eleven-step process C) a ten step process D) an inadequate way to view marketing research E) a six step process ---------CORRECT ANSWER-----------------B The last step in the marketing research process is to:
A) prepare and present the final research report B) be sure you have an adequate sample size C) get approval to fund the research D) define the problem E) seek approval from the CIO ---------CORRECT ANSWER-----------------A 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
