Marketing Research 416 Exam 1 Summer 2007

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Marketing Research 416

Exam 1

Summer 2007


1)

The definition of a(n) ________ is similar to marketing research, except that a(n) ________ provides
information continuously rather than on the basis of ad hoc research studies.
A)

decision support syst
em (DDS); DSS

B)

management information system (MIS); MIS
C)

marketing information system (MIS); MIS

D)

none of the above


2)

Which of the following is
not

a characteristic of a decision support system?
A)

"what
-
if" analysis availa
ble

B)

easy
-
to
-
use interactive mode
C)

rigidly structured problems

D)

all of the above


3)

________ may be defined as the process of enhancing marketplace competitiveness through a greater
understanding of a firm's competitors and the
competitive environment.
A)

A marketing information system

B)

Competitive intelligence
C)

Market intelligence

D)

A decision support system


4)

When a firm cannot conduct an entire marketing research project in house, it must select

an external supplier
for one or more phases of the project. One of the things that the firm does
not

need to consider or do when
selecting an external research supplier is ________.
A)

develop criteria for selecting an outside supplier
B)

realize

that the cheapest bid is not always the best bid
C)

compile a list of prospective suppliers
D)

All of the above must be considered or done.


5)

________ is a type of problem identification research.
A)

Market characteristics research

B)

Distribution research
C)

Pricing research

D)

Promotion research


6)

External research suppliers can be classified as ________ and ________.
A)

full
-
service; limited
-
service

B)

limited
-
service; partial
-
service
C)

full
-
servi
ce; partial
-
service

D)

none of the above


7)

Marketing research has often been described as having four stakeholders. These stakeholders have certain
responsibilities to each other and to the research project. Which of the following is
not

one

of the
stakeholders?
A)

the environment

B)

the respondent
C)

the public

D)

the marketing researcher


8)

Marketing Research, as defined by the author, is everything
except

________.
A)

politically biased
B)

objective
C)

systematic
D)

useful for the purpose of improving decision
-
making


9)

Which of the tasks below might be conducted by the researcher during the "problem definition" and the
"development of an approach to the problem" steps of the marketing resea
rch process?
A)

qualitative research

B)

analysis of secondary data
C)

interviews with industry experts

D)

all of the above


10)

Which of the following is
true

about a decision support system?
A)

DSS can enhance decision
-
making
effectiveness by using "what if" analysis.
B)

DSS have been further developed to expert systems that utilize artificial intelligence procedures to
incorporate expert judgment.
C)

The information provided by a DSS is rigidly structured and cannot be

easily manipulated.
D)

Both A and B are correct.


11)

Which statement about hypotheses is
not

true?
A)

Hypotheses are declarative and can be tested empirically.
B)

An important role of a hypothesis is to suggest variables to be included

in the research design.
C)

It is possible to formulate hypotheses in all situations.
D)

A hypothesis

is an unproven statement or proposition about a factor or phenomenon that is of interest
to the researcher.


12)

If the management decision

problem is: "Should a new product be introduced?" what is the most appropriate
marketing research problem?
A)

determining consumer preferences and purchase intentions for the proposed new product
B)

determining the effectiveness of the current adve
rtising campaign
C)

determining the price elasticity of demand and the impact on sales and profits of various levels of price
changes
D)

determining the impact of new distribution outlets


13)

________ consists of the factors that have an impac
t on the definition of the marketing research problem,
including past information and forecasts, resources and constraints of the firm, objectives of the decision
maker, buyer behavior, legal environment, economic environment, and marketing and technologic
al skills of
the firm.
A)

Problem definition

B)

The approach to the problem
C)

Research design

D)

The environmental context of the problem


14)

In the example given in your text, the Harley Davidson management decision problem and
the marketing
research problem were defined with the help of all of the following
except

________.
A)

secondary data on motorcycle owners
B)

focus groups with motorcycle owners
C)

discussions with a committee of top management
D)

discussion
s with industry experts


15)

The outputs of the approach development process should include all of the following components
except

________.
A)

analytical models

B)

hypotheses
C)

objective/theoretical framework

D)

all of the above



16)

The interaction between the DM and the researcher should be characterized by the seven Cs. Which of the
following is
not

one of the seven Cs?
A)

continuity

B)

communication

C)

candor

D)

causality


17)

In the process
of developing an approach, research should be based on objective evidence and supported by
theory. A theory ________.
A)

also plays a vital role in influencing the research procedures adopted in basic research
B)

serves as a foundation on which th
e researcher can organize and interpret the findings
C)

is incomplete
D)

all of the above


18)

________ is
not

a qualitative research technique.
A)

Conclusive research

B)

Depth interview
C)

Focus group

D)

Word association


19)

Which of the following statements is true about cohort analysis?
A)

It is unlikely that any of the individuals studied at time one will also be in the sample at time two.
B)

A cohort is a group of respondents who experience the same even
t within the same time interval.
C)

The term cohort analysis refers to any study in which there are measures of some characteristics of one
or more cohorts at two or more points in time.
D)

All are correct.


20)

________ is the most used desc
riptive design in marketing research.
A)

Exploratory design

B)

Cross
-
sectional design
C)

Longitudinal design

D)

None of the above


21)

Joan needs to determine which variables and relationships she should examine further as part of
the research
she is conducting for the Flager Truck Company. Joan is about to embark on what type of research?
A)

descriptive research

B)

causal research
C)

simple research

D)

exploratory research


22)

When trying to determine whi
ch research design is best to choose, it is best to begin with exploratory
research if the objective of the research is to ________.
A)

conduct an annual customer satisfaction survey
B)

define the problem more precisely
C)

quantify the relative

salience of social causes that businesses should be concerned about
D)

test hypotheses


23)

________ is the variation between the true mean value in the population of the variable of interest and the
observed mean value obtained in the marketi
ng research project.
A)

Total error

B)

Cheating error
C)

Recording error

D)

Measurement error


24)

________ is a type of non
-
sampling error that occurs when some of the respondents included in the sample
do not respond. This error m
ay be defined as the variation between the true mean value of the variable in the
original sample and the true mean value in the net sample.
A)

Random sampling error

B)

Response error
C)

Non
-
response error

D)

Non
-
sampling error


25)

Which of the objectives below would best represent exploratory research?
A)

Determine cause and effect relationships.
B)

Describe market characteristics or functions.
C)

Test specific hypotheses and examine relationships.
D)

Provide insig
hts and understanding.


26)

You are researching secondary data on the shopping habits of households for your dissertation. A marketing
research firm that had done research I the area has agreed to allow you to dial into their mainframe
computer to
access the data. You will be accessing a(n) ________. (Choose the best response).
A)

customer database

B)

internet database
C)

online database

D)

offline database


27)

Which of the following concerns are important when evaluating

secondary data for international projects?
A)

The accuracy of secondary data may vary from country to country.
B)

Measurement units may not be equivalent across countries.
C)

Both A and B are correct.
D)

None of the above are correct.


28)

When evaluating secondary data, the ________ criteria asks the question of "why the data were collected in
the first place."
A)

error/accuracy

B)

objective

C)

currency

D)

nature


29)

Creating a marketing database involves
all of the following steps
except
: ________.
A)

transferring raw sales information to a microcomputer
B)

analyzing information in terms of a customer's activity over the life of the business relationship
C)

enhancing consumer purchase informatio
n by overlaying it with demographic and psychographic
information
D)

none of the above


30)

The uses of retail and wholesale audit data include all of the following
except
: ________.
A)

developing sales potentials and forecasts
B)

identif
ying shelf space allocation and inventory problems
C)

establishing profiles of specific user groups
D)

analyzing distribution problems


31)

When conducting international marketing research, focus group moderators should not only be trained i
n
focus group methodology but should also be familiar with the ________ of the country.
A)

patterns of social interaction

B)

language
C)

culture

D)

all of the above


32)

________ is a technique for conducting depth interviews in wh
ich the symbolic meaning of objects is
analyzed by comparing them with their opposites.
A)

Symbolic analysis

B)

Laddering
C)

Hidden issue questioning

D)

None of the above


33)

In
________,
respondents are asked to play the role or
assume the behavior of someone else.
A)

role playing

B)

third
-
party technique
C)

cartoon test

D)

sentence completion


34)

________ require the respondent to construct a response in the form of a story, dialogue, or description.
A
)

Impression techniques

B)

Construction techniques
C)

Association techniques

D)

Expressive techniques


35)

An interview conducted by a trained moderator among a small group of respondents in an unstructured and
natural manner is a(n)

________.
A)

projective technique

B)

association technique
C)

depth interview

D)

focus group


36)

When Canon Cameras was losing market share in the United States to Minolta, Canon decided that its
distributor, Bell & Howell, was n
ot giving adequate support. Canon sent Tatehiro Tsuruta to the United
States to look into the problem. On entering a camera store, he would act just like a customer. He would
note how the cameras were displayed and how the clerks served customers. Cano
n utilized ________,
________ observation in a ________ setting.
A)

structured; undisguised; natural

B)

unstructured; disguised; contrived
C)

structured; undisguised; contrived

D)

unstructured; disguised; natural


37)

Which of the
following advantages is
not

a reason why data analysis bias is low for audits and content
analysis?
A)

because the phenomenon to be observed can be recorded continuously
B)

because the data are quantitative
C)

because the variables are precisely d
efined
D)

because statistical analysis is conducted


38)

Which of the following advantages is the greatest advantage of observation methods?
A)

Observational methods permit measurement of actual behavior rather than reports of intended or
pre
ferred behavior.
B)

Coding, analysis, and interpretation of data are relatively simple.
C)

The data obtained are reliable because the responses are limited to the alternatives stated.
D)

If the observed phenomenon occurs frequently or is of sho
rt duration, observational methods may be
cheaper and faster than survey methods.


39)

Table 6.2 in the text provides a comparative evaluation of survey methods. Which two methods are shown
as low on the quantity of data criteria?
A)

Internet;
mall intercept interviews
B)

computer assisted telephone interviews (CATI); mall intercept interviews
C)

traditional telephone interviews; computer assisted telephone interviews (CATI)
D)

in
-
home interviews; mall intercept interviews


40)

The Nielsen Television Index is a set of information of known commercial value that is provided to multiple
clients on a subscription basis. The Nielsen Index is an example of ________.
A)

customized services

B)

standardized services
C)

anal
ytical services

D)

syndicated services


41)

Which of the tasks below might be conducted by the researcher during the "problem definition," the
"development of an approach to the problem," and the "research design formulation" steps of the marke
ting
research process?
A)

analysis of secondary data

B)

qualitative research
C)

interviews with industry experts

D)

all of the above


42)

In order to determine customer needs and to implement marketing strategies and programs aimed

at
satisfying those needs, marketing managers need information about ________.
A)

competitors

B)

other forces in the marketplace
C)

customers

D)

all of the above


43)

________ is

the problem confronting the decision maker. It ask
s what the decision maker needs to do.
A)

The environmental context of the problem

B)

The management decision problem
C)

Problem definition

D)

The marketing research problem


44)

The ________ is a comprehensive examination of a mar
keting problem with the purpose of understanding its
origin and nature.
A)

problem definition

B)

management problem
C)

problem audit

D)

none of the above


45)

Unbiased evidence that is supported by empirical findings is ________.
A)

a theory

B)

an analytical model
C)

objective evidence

D)

none of the above


46)

________ is a type of conclusive research that has as its major objective the description of something
usually
market characteristics or functions.
A)

Exploratory research

B)

Descriptive research
C)

Causal research

D)

Conclusive research


47)

Which of the following tasks is
not

a component of research design?
A)

Design the explo
ratory, descriptive, and/or causal phases of the research.
B)

Construct and pretest a questionnaire (interviewing form) or an appropriate form for data collection.
C)

Develop hypotheses.
D)

Specify the sampling process and sample size.


48
)

________ are helpful for identifying individuals or organizations that collect specific data.
A)

Statistical published data

B)

Indexes
C)

Guides

D)

Directories


49)

Which of the following is a disadvantage of surveys (Table 4.3

in the text)?
A)

data may not be representative; quality of data limited
B)

data is lacking in terms of content, quantity, and quality
C)

interviewer errors; respondent errors
D)

coverage may be incomplete; matching of data on the competit
ive activity may be difficult


50)

Projective techniques are used less frequently than unstructured direct methods (focus groups and depth
interviews). A possible exception may be ________, which is used commonly to test brand names and
occasionally

to measure attitudes about particular products, brands, packages, or advertisements.
A)

cartoon tests

B)

sentence completion
C)

story completion

D)

word association


51)

Which personal interviewing method utilizes help screens and

courteous error messages?
A)

computer
-
assisted personal interview (CAPI)

B)

in
-
home
C)

e
-
mail

D)

mall intercept


52)

Syndicated services ________.
A)

are research studies conducted for different client firms but in a different

way
B)

are companies that collect and sell common pools of data designed to serve information needs shared
by a number of clients
C)

specialize in one or a few phases of the marketing research project
D)

offer a wide variety of marketing resea
rch services customized to suit a client's specific needs


53)

________ is a problem that entails determining what information is needed and how it can be obtained in the
most feasible way.
A)

The environmental context of the problem

B)

Pro
blem definition
C)

The marketing research problem

D)

The management decision problem


54)

All of the following are advantages of longitudinal designs over cross
-
sectional designs (Table 3.4 in the text)
except
: ________.
A)

detecting ch
ange

B)

representative sampling
C)

large amount of data collection

D)

accuracy


55)

If the key variables have not been defined or are defined in a manner inconsistent with the researcher's
definition, then the usefulness of the data is

limited. This statement refers to the ________ criteria for
evaluating secondary data.
A)

objective

B)

currency

C)

nature

D)

error/accuracy


56)

Depth interviews suffer from many of the disadvantages of focus groups and often to

a greater extent.
Which of the following disadvantages is
not

shared with focus groups?
A)

The data obtained are difficult to analyze and interpret.
B)

The lack of structure makes the results susceptible to the interviewer's influence.
C)

Ski
lled interviewers capable of conducting depth interviews are expensive and difficult to find.
D)

All of the above are shared with focus groups.


57)

The Internet is the fastest method of obtaining data from a large number of respondents. There
are many
reasons for this speed. Which of the following is
not

one of those reasons?
A)

the speed with which the questionnaire is distributed to respondents
B)

the speed with which the incentive is sent
C)

the speed with which the questionnair
e can be created
D)

the speed with which the data are returned


58)

Customized services ________.
A)

offer a wide variety of marketing research services tailored to suit a client's specific needs
B)

specialize in one or a few phases of t
he marketing research project
C)

collect and sell common pools of data designed to serve information needs shared by a number of
clients
D)

are research studies conducted for different client firms but in a different way


59)

Media consumpti
on behavior and response to promotions, price sensitivity, and retail outlets patronized are
factors that should be considered in the ________ component of the environmental context of the problem.
A)

objectives

B)

legal environment
C)

buyer b
ehavior

D)

economic environment


60)

In a recent study, the population of the affluent households was defined in four different ways: (1)
households with income of $50,000 or more; (2) the top 20 percent of households, as measured by income; (3
)
households with net worth over $250,000; and (4) households with spendable discretionary income 30
percent higher than that of comparable households. The number and characteristics of the affluent
households varied depending upon the definition, undersc
oring the need to avoid ________.
A)

measurement error

B)

respondent selection error
C)

population definition error

D)

sampling frame error