MKT 3413 test 1
True - CORRECT ANSWER-Problem-identification research involves going below
the surface to identify the true underlying problem that the marketing manager is
facing.
False - CORRECT ANSWER-Problem-identification research is typically used to
address pricing issues.
True - CORRECT ANSWER-Problem-identification research is the more common of
the forms of research and is undertaken by virtually all marketing firms.
False - CORRECT ANSWER-According to the text, problem-solving research is
typically used to assess the environment and diagnose problems.
True - CORRECT ANSWER-Research undertaken to help solve specific marketing
problems is called problem-solving research.
False - CORRECT ANSWER-Market share is an example of a topic typically
addressed by problem-solving research.
True - CORRECT ANSWER-Market potential is an example of a topic typically
addressed by problem-identification research.
True - CORRECT ANSWER-Segmentation is an example of a topic typically
addressed by problem-solving research.
True - CORRECT ANSWER-Image research is an example of a topic typically
addressed by problem-identification research.
False - CORRECT ANSWER-Distribution research is an example of a topic typically
addressed by problem-identification research.
False - CORRECT ANSWER-The first step in any marketing research project is to
formulate the research design.
True - CORRECT ANSWER-Formulating an analytical framework along with models,
research questions, hypotheses, and the information needed are included in
developing an approach to the problem.
True - CORRECT ANSWER-Fieldwork or data collection is the fourth step of the
marketing research process.
,True - CORRECT ANSWER-Telephone, mail, personal and electronic interviewing
are forms of interviewing in the data collection stage of the research process.
False - CORRECT ANSWER-Collecting and analyzing data are steps involved in the
data-processing stage.
False - CORRECT ANSWER-Promotion is considered an uncontrollable
environmental factor.
False - CORRECT ANSWER-Marketing research is not concerned with factors that
are not under the control of the marketing manager.
False - CORRECT ANSWER-A manager has control over a competitor's pricing
policy.
True - CORRECT ANSWER-Pricing, promotion, and distribution are all considered
controllable marketing variables.
True - CORRECT ANSWER-Marketing research departments located within a firm
are called internal suppliers.
False - CORRECT ANSWER-Marketing research should be conducted whenever a
decision has to be made.
False - CORRECT ANSWER-The decision to conduct research is automatic.
True - CORRECT ANSWER-Outside marketing research companies hired to supply
marketing research data are called external suppliers.
False - CORRECT ANSWER-According to the text, most of the research suppliers
are Fortune 500 operations.
True - CORRECT ANSWER-The services of full-service suppliers can be
categorized into syndicated, customized, and Internet services.
True - CORRECT ANSWER-Companies that collect and sell common pools of data
designed to serve information needs that a number of clients share are called
syndicated services.
False - CORRECT ANSWER-Focus groups represent the main method by which
syndicated services collect data.
True - CORRECT ANSWER-According to the text, Nielsen Holding was recognized
as the largest global research firm based on global research revenues.
,True - CORRECT ANSWER-Kantar, Westat, and Burke, Inc. are examples of
marketing research firms that offer customized services.
False - CORRECT ANSWER-Companies whose primary service offering is their
expertise in collecting data for research projects are called coding and data entry
services.
False - CORRECT ANSWER-Data analysis services 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.
False - CORRECT ANSWER-Selecting an outside supplier is always done with a
formal "request for proposal."
False - CORRECT ANSWER-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.
False - CORRECT ANSWER-Either a strong qualitative or a strong quantitative
background is sufficient to be a successful in marketing research.
True - CORRECT ANSWER-A good knowledge of marketing is essential to be a
successful in marketing research.
True - CORRECT ANSWER-A formalized set of procedures for generating,
analyzing, storing, and distributing pertinent information to marketing decision
makers on an ongoing basis is called a marketing information system.
True - CORRECT ANSWER-An information system that enables decision makers to
interact directly with both databases and analysis models is called a decision support
system.
True - CORRECT ANSWER-Hardware and a communication network are
recognized as important components of a decision support system.
False - CORRECT ANSWER-The ability to improve decision making by using
"what-if" analysis is a characteristic of a marketing information system.
True - CORRECT ANSWER-Unstructured problems and the use of models are
characteristics that describe a decision support system.
False - CORRECT ANSWER-The United States accounts for 60 percent of the
marketing research expenditures worldwide.
, False - CORRECT ANSWER-Social media embody social computing tools
commonly referred to as Web 1.0.
True - CORRECT ANSWER-Expectations about objectivity among bloggers and
other social media users are lower.
False - CORRECT ANSWER-Intel is mentioned as a marketing research firm
specializing in social media research.
False - CORRECT ANSWER-The book advocates the use of social media to replace
the traditional ways in which research is conducted.
D - CORRECT ANSWER-Marketing research involves all of the following regarding
information EXCEPT ________.
A) identification
B) collection
C) analysis
D) manipulation
E) dissemination
B - CORRECT ANSWER-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.
D - CORRECT ANSWER-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.
B - CORRECT ANSWER-________ 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.
A) Problem-solving
B) Problem-identification
C) Problem-manipulation
D) Problem-correction
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