Multiple Choice

37. Marketing research involves all of the following regarding information EXCEPT:

· identification.

· collection.

· analysis.

· manipulation. (moderate, page 5)

e. dissemination

38. Which of the following statements is most TRUE about marketing research?

· Marketing research follows an unpredictable path.

· Marketing research is systematic. (difficult, page 6)

· Marketing research cannot be planned.

· All of the answer selections are FALSE.

· a and c are both true.

39. _______________ research is undertaken to help identify problems that are not necessarily apparent on the surface and yet exist or are likely to arise in the future.

· Problem-solving

· Problem-identification (moderate, page 8)

· Problem-manipulation

· Problem-correction

· Problem exception

40. 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?

· problem-solving

· problem-manipulation

· problem-correction

· problem-identification (moderate, page 8)

e. problem exception

41. Problem-identification research is typically used to address all of the following topics EXCEPT:

· market share.

· short-range forecasting.

· long-range forecasting.

· pricing. (difficult, page 8)

e. market potential.

42. Which of the following is the more common of the forms of research and is undertaken by virtually all marketing firms?

· problem-solving research

· problem-identification research (moderate, page 8)

· problem-manipulation research

· problem-correction research

· problem exception

43. According to the text, ______________ research is typically used to assess the environment and diagnose problems.

· problem-solving research

· problem-manipulation research

· problem-identification research (moderate, page 8)

· problem-correction research

· problem exception

44. Research undertaken to help solve specific marketing problems is called ______________.

· problem-solving research (easy, page 8)

· problem-manipulation research

· problem-identification research

· problem-correction research

e. problem exception

45. All of the following are examples of topics typically addressed by problem-solving research EXCEPT:

· segmentation.

· product.

· promotion.

· market share. (difficult, page 8)

e. pricing.

46. Which of the following is NOT a step in the marketing research process?

· problem definition

· problem correction (moderate, page 9)

· research design formulation

· report generation and presentation

· report binding and shelving

47. The first step in any marketing research project is to ______________.

· define the problem (moderate, page 9)

· develop an approach to the problem

· formulate the research design

· correct the problem

· excise the problem

48. 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 (moderate, page 9)

b. develop an approach to the problem

· formulate the research design

· correct the problem

· doing field work or collecting data

49. 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 on 30 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 field work or collecting data

e. formulating the research design (moderate, page 9)

50. Which of the following is NOT a form of interviewing in the data collection stage of the research process?

· telephone interviewing

· mail interviewing

· electronic interviewing

· observational interviewing (moderate, page 10)

e. personal interviewing

51. All of the following are steps involved in the data-processing stage of collected data EXCEPT:

· editing.

· coding.

· transcribing.

· collecting. (moderate, page 10)

e. initial inspection.

52. Which of the following is NOT considered an uncontrollable environmental factor?

· competition

· social and cultural factors

· political factors

· promotion (moderate, page 12)

e. economy

53. All of the following are considered to be controllable marketing variables EXCEPT:

· competition. (moderate, page 12)

· pricing.

· promotion.

· distribution.

· product

54. Which of the following are links in the information value chain?

a. segmentation

b. targeting

c. research agency

d. research design

e. knowledge (easy, page 14)

55. 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 redeemed

d. explain the research design

e. give justification for a recommended course of action over others (moderate, page 14)

56. Marketing research departments located within a firm are called ______________.

· internal suppliers (moderate, page 15)

· horizontal suppliers

· virtual suppliers

· external suppliers

· smart zones

57. 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 (easy page 15)

58. ABC is a company which is involved in selling data that is designed to serve information needs to company's like PepsiCo and Coco-cola. The data is 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 (moderate, page 16)

59. Outside marketing research companies hired to supply marketing research data are called ______________.

· horizontal suppliers

· vertical suppliers

· external suppliers (moderate, page 16)

· internal suppliers

· full-service suppliers

60. According to the text, most of the research suppliers are _______________.

· multinational operations

· Fortune 500 operations

· foreign operations

· small operations (difficult, page 16)

e. 501(c)(3) organizations

61. The services of full-service suppliers can be categorized into all of the following types of services EXCEPT:

· syndicated services.

· environmental services. (moderate, page 16)

· customized services.

· Internet services.

· b and d

62. Companies that collect and sell common pools of data designed to serve information needs that a number of clients share are called ______________.

· environmental services

· customized services

· syndicated services (moderate, page 16)

· Internet services

· field services

63. All of the following represent main methods for which data for syndicated services are collected EXCEPT:

· focus groups. (difficult, page 16)

· surveys.

· dairy panels.

· scanners.

· Audits.

64. According to the text, which of the following organizations was recognized as the largest global research firm based on year 2000 global research revenues?

· NFO WorldGroup Inc.

· Arbitron Inc.

· VNU N.V. (moderate, page 17)

· Roper Starch Worldwide Inc.

· Decision Analyst, Inc.

65. Which of the following marketing research firms does NOT offer customized services?

· Synovate

· TNS

· Burke, Inc.

· Field Work Chicago, Inc. (difficult, page 17)

e. both b and d

66. Companies whose primary service offering is their expertise in collecting data for research projects are called ______________.

· field services (moderate, page 18)

· Internet services

· coding and data entry services

· data analysis services

· research directorates

67. Which of the following types of research suppliers perform services that include editing competing questionnaires, developing a coding scheme, and transcribing the data onto diskettes or magnetic tapes for input into the computer?

· field services

· Internet services

· coding and data entry services (moderate, page 18)

· data analysis services

· research directorates

68. According to the text, the most common entry-level position in the marketing research industry for people with bachelor's degrees is ______________.

· assistant project director

· project director

· operational supervisor (moderate, page 20)

· research analyst

· account executive

69. All of the following are mentioned in the text as steps to take to prepare for a career in marketing research EXCEPT:

· acquire computer and Internet skills.

· obtain any work experience. (easy, page 20)

· take courses in statistics and quantitative methods.

· acquire effective written and verbal communication skills.

· think creatively.

70. 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) ______________.

· transactions processing system

· decision support system

· marketing information system (moderate, page 21)

· expert system

· research directorate

71. 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 (moderate, page 21)

72. An information system that enables decision makers to interact directly with both databases and analysis models is called a(n) _____________.

· transaction processing system

· decision support system (moderate, page 21)

· expert system

· marketing information system

· information load

73. All of the following are important components of a decision support system EXCEPT:

· hardware and a communication network.

· model base.

· software base.

· data entry procedures. (moderate, page 21)

e. DSS user

74. Which of the following is NOT a characteristic of a marketing information system?

· structured problems

· use of reports

· information displaying restricted

· can improve decision making by using "what if" analysis (difficult, page 22)

e. can improve decision making by clarifying new data.

75. All of the following are characteristics that describe a decision support system EXCEPT:

· can improve decision making by clarifying new data. (difficult, page 22)

· unstructured problems.

· use of models.

· adaptability.

· a and b

76. An advanced form of decision support system, called ______________, uses artificial intelligence procedures to incorporate expert judgment.

· management information systems

· transaction processing systems

· expert systems (moderate, page 22)

· marketing information systems

· total quality management

77. According to Alvin Toffler's book The Third Wave, the third wave features

a. supporting management decision with action

b. summarizing underlying patterns in data

c. seat of the pants decision making

d. no data needed

e. using decision support systems and expert systems (moderate, page 24)

78. Which of the following stakeholders is NOT mentioned as being affected by marketing research activities?

· the government (moderate, page 25)

· the client

· the respondent

· the public

· the marketing researcher

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