front 1 ________ provide diagnostic information about how and why we observe certain effects in the marketplace, and what that means to marketers.
| back 1 A |
front 2 ________ is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company.
| back 2 C |
front 3 Anne, a beautician by profession, owns a salon in the small town of Franklin, New Jersey. Every weekend, she makes it a point to visit the other salons in Franklin to find out about the beauty services they offer to customers. Anne is attempting to conduct market research by _______.
| back 3 D |
front 4 Which of the following types of marketing research firms gathers consumer and trade information and then sells it for a fee (e.g., Nielsen Media Research)?
| back 4 B |
front 5 Amity Inc., is a firm which collects and processes household data and sells it to other firms which produce consumer durables. Amity is an example of a ________.
| back 5 C |
front 6 A field-service firm is a ________.
| back 6 C |
front 7 You are the marketing research director of a medium-sized manufacturing firm and you would like to engage an outside marketing research firm to conduct field interviews. Which of the following options categories of marketing research firms should you use?
| back 7 D |
front 8 The marketing research process begins by ________.
| back 8 B |
front 9 Which of the following is considered to be the last step in the marketing research process?
| back 9 D |
front 10 If the goal of marketing research is to shed light on the real nature of a problem and to suggest possible solutions or new ideas, the research is said to be ________.
| back 10 E |
front 11 Unistar Inc., is an FMCG company that produces a wide range of offerings such as grocery items and personal care products. If Unistar wants to estimate the demand for its new line of body moisturizers, which are all priced at $18, it should opt for ________ research.
| back 11 A |
front 12 A company would like to study the impact of advertising expenditure on sales and sales revenue. This is an example of ________ research.
| back 12 B |
front 13 The marketing manager needs to know the cost of the research project before approving it. During which stage of the marketing research process would such a consideration most likely take place?
| back 13 D |
front 14 Designing a research plan calls for decisions on all of the following EXCEPT ________.
| back 14 A |
front 15 ________ are data that were collected for another purpose and already exist.
| back 15 B |
front 16 Before Sandra opened her florist shop she read all she could about the floral industry. She also consulted several published research reports to understand growth patterns in the local area with particular interest in the location of florists throughout the city. This ________ helped her to decide on the location of her store.
| back 16 B |
front 17 Primary data can be collected in several ways. Installing CCTV cameras in a retail store whereby consumers' actions can be recorded is an example of ________.
| back 17 C |
front 18 ________ approach uses concepts and tools from anthropology and other social science disciplines to provide deep cultural understanding of how people live and work.
| back 18 D |
front 19 The goal of ethnographic research is to ________.
| back 19 E |
front 20 A(n) ________ is a gathering of 6 to 10 people carefully selected by researchers based on certain demographic, psychographic, or other considerations and brought together to discuss various topics of interest at length.
| back 20 C |
front 21 As the marketing manager of Cominform Pvt. Ltd., a manufacturer of health drinks, you have selected 10 individuals who match the profile of your target customer, to participate in a discussion on changing lifestyle trends related to health. You have also hired a skilled moderator to facilitate the discussion and ensure that everyone participates and stays focused on the topic. The moderator provides questions and probes based on the "script" prepared by you. The discussions are also recorded for further analysis. Which of the following methods of acquiring primary data is being used in this case?
| back 21 E |
front 22 Why must the researchers avoid generalizing from focus-group participants to the whole market?
| back 22 C |
front 23 Which of the following is used to assess people's knowledge, beliefs, preferences, and satisfaction and to measure these magnitudes in the general population?
| back 23 D |
front 24 The most scientifically valid research is ________ research.
| back 24 E |
front 25 ________ is designed to capture cause-and-effect relationships by eliminating competing explanations of the observed findings.
| back 25 A |
front 26 Which of the following rules must be kept in mind while framing a questionnaire?
| back 26 E |
front 27 Because of its flexibility, ________ are the most common technique of collecting primary data.
| back 27 A |
front 28 ________ allow respondents to answer in their own words and often reveal more about how people think.
| back 28 A |
front 29 Which of the following is true of qualitative research?
| back 29 B |
front 30 A scale that connects two bipolar words is called a ________.
| back 30 D |
front 31 A question that respondents can answer in an almost unlimited number of ways is called a ________.
| back 31 C |
front 32 "Truancy should be checked in schools: 1) Strongly disagree, 2) Disagree, 3) Neither agree nor disagree, 4) Agree, 5) Strongly agree." This is an example of a ________.
| back 32 A |
front 33 An item in a questionnaire states that "most politicians cannot be trusted." Respondents are required to provide their answers by choosing any one of the following options: 1) Strongly disagree, 2) Disagree, 3) Neither agree nor disagree, 4) Agree, 5) Strongly agree. This is an example of a ________.
| back 33 D |
front 34 If a marketing researcher chooses to use word associations, the researcher is using ________.
| back 34 C |
front 35 In which of the following types of tests is a picture presented and respondents are asked to make up a story about what they think is happening or may happen in the picture?
| back 35 D |
front 36 The question "What is your opinion of the measures taken by the government to control inflation?" is an example of a ________ question.
| back 36 C |
front 37 In which of the following qualitative method are subjects asked to complete an incomplete stimulus?
| back 37 B |
front 38 ________ requires people to create a collage from magazine photos or drawings to depict their perceptions.
| back 38 C |
front 39 The primary purpose of ________ is to identify the range of possible brand associations in consumers' minds.
| back 39 E |
front 40 With respect to the sampling plan, three decisions must be made: (1) the sampling unit—who is to be surveyed; (2) sample size—how many people should be surveyed; and (3) ________.
| back 40 D |
front 41 During a focus-group session, one set of participants indicated that Dell computers reminded them of a surfer, Apple computers of a mad scientist, and IBM was equated to Ebenezer Scrooge from Charles Dickens's tale, "A Christmas Carol". Which of the following qualitative research approaches relates to the approach described above?
| back 41 C |
front 42 According to the concept of ________, a series of increasingly more specific "why" questions can reveal consumer motivation and consumers' deeper, more abstract goals.
| back 42 E |
front 43 ________ measure the interest or emotions aroused by exposure to a specific ad or picture.
| back 43 C |
front 44 ________ flash an ad to a subject with an exposure interval that may range from less than one hundredth of a second to several seconds.
| back 44 A |
front 45 ________ attached to television sets in participating homes now record when the set is on and to which channel it is tuned.
| back 45 D |
front 46 Which of the following statements about telephonic interview is true?
| back 46 E |
front 47 If a marketing researcher wishes to reach those people who would not give personal interviews or whose responses might be biased or distorted by interviewers, he or she should use ________.
| back 47 A |
front 48 Which of the following is considered to be the most versatile of all the contact methods?
| back 48 C |
front 49 In ________ interviews, researchers stop people at a shopping mall or busy street corner and request an interview on the spot.
| back 49 A |
front 50 Which of the following is an advantage of personal interviews?
| back 50 E |
front 51 Which of the following is one of the key disadvantages of online market research?
| back 51 E |
front 52 Which of the following is an advantage of online research?
| back 52 D |
front 53 The ________ phase of marketing research is generally the most expensive and the most prone to error.
| back 53 E |
front 54 After collecting the relevant information, the next step in the marketing research process is to ________.
| back 54 E |
front 55 After computing averages and measures of dispersion for the major variables and applying advanced statistical techniques and decision models in the hope of discovering additional findings from the gathered information, the researchers ________.
| back 55 B |
front 56 Why do firms employ more than one persona to gather information about the target consumers?
| back 56 D |
front 57 A ________ has been defined as a coordinated collection of data, systems, tools, and techniques with supporting software and hardware by which an organization gathers and interprets relevant information from business and environment and turns it into a basis for marketing action.
| back 57 C |
front 58 All of the following are considered to be among the seven characteristics of good marketing research EXCEPT ________.
| back 58 E |
front 59 ________ are a structured way to disseminate the insights gleaned from the two complementary approaches to measuring marketing productivity within the organization.
| back 59 C |
front 60 Two complimentary approaches to measure marketing productivity are ________ and marketing-mix modeling.
| back 60 C |
front 61 Which of the following refers to the set of measures that help firms to quantify, compare, and interpret their marketing performance?
| back 61 E |
front 62 London Business School's Tim Ambler believes the evaluation of marketing performance can be split into two parts: ________.
| back 62 B |
front 63 Which of the following is an external marketing metric that companies need to monitor?
| back 63 D |
front 64 Which of the following is an internal marketing metric that companies need to monitor?
| back 64 E |
front 65 ________ analyze(s) data from a variety of sources, such as retailer scanner data, company shipment data, pricing, media, and promotion spending data, to understand more precisely the effects of specific marketing activities.
| back 65 B |
front 66 When the marketers of a mobile phone manufacturing company want to determine the impact of individual media such as television and online display ads on sales as well as that of trade activities like every day low price, off-shelf display and so on, they usually use ________.
| back 66 E |
front 67 A ________ records how well the company is doing year after year based on measures such as the average perception of the company's product quality relative to its chief competitor.
| back 67 A |
front 68 If a company actively tracks the satisfaction of its suppliers, banks, and distributors, it is using what is called a ________.
| back 68 B |
front 69 According to marketing consultant Pat LaPointe, the ________ measurement pathway of the marketing dashboard reflects how prospects become consumers.
| back 69 A |
front 70 According to marketing consultant Pat LaPointe, the ________ measurement pathway of the marketing dashboard focuses on how well marketing expenditures are achieving short-term returns.
| back 70 C |
front 71 Good marketing insights often form the basis of successful marketing programs.
| back 71 true |
front 72 Most large companies prefer to use external marketing research consultants rather than employ their own marketing research department.
| back 72 false |
front 73 When the companies engage students to design and carry out projects, the payoff to the students is experience and visibility; the payoff to the companies is a fresh sets of eyes to solve problems at a fraction of what consultants would charge.
| back 73 true |
front 74 A good example of a syndicated-service research firm is Nielsen Media Research.
| back 74 true |
front 75 Custom marketing research firms sell field interviewing services to other firms.
| back 75 false |
front 76 After developing the research plan, the marketing researcher should define the problem and research objectives.
| back 76 false |
front 77 The goal of exploratory research is to shed light on the real nature of the problem and to suggest possible solutions or new ideas.
| back 77 true |
front 78 The purpose of causal research is to test a cause-and-effect relationship.
| back 78 true |
front 79 James collected primary data when he distributed a survey to dorm residents to discover their attitudes and opinions on campus life.
| back 79 true |
front 80 Secondary data are data freshly gathered for a specific purpose or for a specific research project.
| back 80 false |
front 81 The goal of ethnographic research is to immerse the researcher into consumers' lives to uncover unarticulated desires that might not surface in any other form of research.
| back 81 true |
front 82 Researchers should generalize findings from focus-group participants to the whole market.
| back 82 false |
front 83 Keeping a survey short and simple and contacting customers no more than once a month are two keys to drawing people into the data collection effort.
| back 83 true |
front 84 A good example of collecting behavioral data would be when a store uses scanners to read bar codes on products selected by consumers.
| back 84 true |
front 85 Behavioral research is the most scientifically valid research.
| back 85 false |
front 86 Experiments call for selecting matched groups of subjects, subjecting them to different treatments, controlling extraneous variables, and checking whether observed response differences are statistically significant.
| back 86 true |
front 87 Owing to its greater flexibility, a questionnaire is by far the most common instrument used to collect primary data.
| back 87 true |
front 88 Qualitative research techniques are relatively structured measurement approaches that permit limited possible responses.
| back 88 false |
front 89 A questionnaire should contain sophisticated and uncommon words.
| back 89 false |
front 90 If a marketing researcher decides to use a Likert scale, the researcher has chosen a technique wherein the respondent reviews a statement that shows the amount of agreement/disagreement with some product, service, or concept.
| back 90 true |
front 91 A dichotomous question is a question with three or more answers.
| back 91 false |
front 92 A scale that describes the respondent's intention to buy a particular product is called a rating scale.
| back 92 false |
front 93 Visualization requires people to create a collage from magazine photos or drawings to depict their perceptions.
| back 93 true |
front 94 Once they have determined the sampling unit, marketers must develop a sampling frame so that a small section in the target population has a greater chance of being sampled.
| back 94 false |
front 95 Samples of less than 1% of a population can often provide good reliability, with a credible sampling procedure.
| back 95 true |
front 96 Probability sampling allows confidence limits to be calculated for sampling error and makes the sampling more representative.
| back 96 true |
front 97 The response rate is usually very high for mail questionnaires.
| back 97 false |
front 98 If a marketing researcher is looking for a contact method that can gather information quickly and allow the interviewer to clarify questions if necessary, he or she will choose the telephone interview method.
| back 98 true |
front 99 A good illustration of what is called the arranged interview occurs when interviewers stop people in a shopping mall or on a busy street and solicit information necessary to their research effort.
| back 99 false |
front 100 Online surveys are fast because the survey can automatically direct respondents to applicable questions and transmit results immediately.
| back 100 true |
front 101 One of the characteristics of good marketing research is that it uses multiple methods to increase confidence in the results.
| back 101 true |
front 102 Marketing researchers should have a healthy skepticism toward glib assumptions made by managers about how a market works.
| back 102 true |
front 103 Marketing expenses and investments as inputs can be quantified only in the long run, whereas the resulting outputs such as broader brand awareness, enhanced brand image, greater customer loyalty, and improved new product prospects manifest themselves in the short run.
| back 103 false |
front 104 Marketing-mix modeling is used to estimate causal relationships and measure how marketing activity affects outcomes.
| back 104 true |
front 105 Marketing accountability means that marketers must more precisely estimate the effects of different marketing investments.
| back 105 true |
front 106 Especially popular with such companies as Procter & Gamble, marketing-mix modeling is used to allocate or reallocate expenditures.
| back 106 true |
front 107 Marketing-mix modeling focuses on baseline sales or long term effects instead of incremental growth.
| back 107 false |
front 108 Management can assemble a summary set of relevant internal and external measures in a marketing dashboard for synthesis and interpretation.
| back 108 true |
front 109 A stakeholder-performance scorecard tracks the satisfaction with the company and its products and services among such entities as suppliers, banks, and stockholders.
| back 109 true |