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MKT 3413 FINAL EXAM LATEST EXAM 2025
| ALL QUESTIONS AND CORRECT
ANSWERS | VERIFIED ANSWERS | GRADED
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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 ---------CORRECT ANSWER-------------- ---low cost 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 ---------CORRECT ANSWER-----------------poor response rate 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 ---------CORRECT ANSWER-----------------good control of environment
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 ---------CORRECT ANSWER-----------------high interviewer bias 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 ---------CORRECT ANSWER------------- ----high sample control 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 ---------CORRECT ANSWER-----------------high interviewer bias 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
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 ---------CORRECT ANSWER-----------------there is inherent self- selection bias 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 ---------CORRECT ANSWER-----------------low social desirability 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. ---------CORRECT ANSWER-----------------All of the above are correct. 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. --------- CORRECT ANSWER-----------------All of these methods are used to improve response rates. 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 ---------CORRECT ANSWER-----------------prepaid incentive 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 ---------CORRECT ANSWER-----------------promised incentive 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 ---------CORRECT ANSWER-----------------A, B and C
D) All of the selections are relative disadvantages of using personal observation methods. E) A and B only ---------CORRECT ANSWER-----------------unsuitable in natural settings 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 ---------CORRECT ANSWER-----------------all of the above 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 ---------CORRECT ANSWER-----------------have a low rate of households with telephones 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 ---------CORRECT ANSWER----------------- survey administration is easy to control 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 ---------CORRECT ANSWER----------------- inability to field more complex questions Marketing research involves all of the following regarding information EXCEPT ________. A) identification B) collection C) analysis D) manipulation E) dissemination ---------CORRECT ANSWER-----------------Manipulation 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. ---------CORRECT ANSWER----------------- Marketing research is systematic. 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. ---------CORRECT ANSWER----- ------------Marketing research leads to automatic decisions.
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 ---------CORRECT ANSWER-----------------problem- identification research 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 ---------CORRECT ANSWER-----------------problem- solving research 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 ---------CORRECT ANSWER-----------------problem- identification research 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 ---------CORRECT ANSWER-----------------market share
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 ---------CORRECT ANSWER-----------------C and D 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 ---------CORRECT ANSWER----------------- problem correction 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 ---------CORRECT ANSWER----------------- problem correction 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 ---------CORRECT ANSWER-----------------define the problem
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 ---------CORRECT ANSWER-----------------promotion All of the following are considered to be controllable marketing variables EXCEPT ________. ---------CORRECT ANSWER-----------------competition All of the following are considered to be controllable marketing variables EXCEPT ________. ---------CORRECT ANSWER-----------------economy Researchers enter the realm of the decision maker when they ________. -- -------CORRECT ANSWER-----------------give justification for a recommended course of action over others Marketing research departments located within a firm are called ________. ---------CORRECT ANSWER-----------------internal suppliers Marketing research departments located outside a firm and comprising the marketing research industry are called ________. ---------CORRECT ANSWER-----------------external suppliers
A marketing research project is warranted when ________. --------- CORRECT ANSWER-----------------the cost of the research is less than its eventual benefits 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? ---------CORRECT ANSWER-----------------syndicated services 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 ---------CORRECT ANSWER-----------------external suppliers According to the text, most of the research suppliers are ________. A) multinational operations B) Fortune 500 operations C) foreign operations D) small operations E) 501(c)(3) organizations ---------CORRECT ANSWER-----------------small operations The services of full-service suppliers can be categorized into all of the following types of services EXCEPT ________. A) syndicated services B) environmental services
A) Kantar B) Westat C) Burke, Inc. D) Field Work Chicago, Inc. E) All offer customized services. ---------CORRECT ANSWER----------------- Field Work Chicago, Inc. 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 ---------CORRECT ANSWER-----------------field services According to the text, the most common entry-level position in the marketing research industry for people with bachelor's degrees is ________. A) assistant project director B) project director C) operational supervisor D) research analyst E) account executive ---------CORRECT ANSWER-----------------operational supervisor Which of the following actions is NOT a step a person would take to prepare for a career in marketing research? A) acquire computer and Internet skills B) obtain any type of work experience C) take courses in statistics and quantitative methods D) acquire effective written and verbal communication skills E) think creatively ---------CORRECT ANSWER-----------------obtain any type of work experience
Which of the following are mentioned in the text as steps to take to prepare for a career in marketing research? A) acquire computer and Internet skills B) acquire written communication skills C) take courses in statistics and quantitative methods D) develop verbal communication skills E) all of the above ---------CORRECT ANSWER-----------------all of the above 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 ---------CORRECT ANSWER-----------------marketing information system 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 ---------CORRECT ANSWER----------------
- a marketing information system
D) the public E) the marketing researcher ---------CORRECT ANSWER-----------------the government Six steps of marketing research ---------CORRECT ANSWER----------------- Step 1: Defining the problem Step 2: Developing an approach to the problem Step 3: Formulating a research design Step 4: Doing fieldwork or collecting data Step 5: Preparing and analyzing data Step 6: Preparing and presenting the report Describe the stakeholders in marketing research ---------CORRECT ANSWER-----------------(1) the marketing researcher, (2) the client, (3) the respondent, and (4) the public 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 ---------CORRECT ANSWER-----------------problem definition
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 ---------CORRECT ANSWER----------------- analysis of project costs 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 schedule D) analysis of secondary data E) qualitative research ---------CORRECT ANSWER-----------------analysis of project schedule 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 ---------CORRECT ANSWER-----------------discussions with the decision makers 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
