Deck 1: Introduction to Marketing

Question 1

Syndicated services _.

A) are companies that collect and sell common pools of data designed to serve information needs shared by a number of clients
B) specialize in one or a few phases of the marketing research project
C) are research studies conducted for different client firms but in a different way
D) offer a wide variety of marketing research services customized to suit a client's specific needs

Answer 1

A

Question 2

is conceptualized as consisting of six steps which include problem definition, developing an approach to the problem, research design formulation, field work, data preparation and analysis, and report generation and presentation.

A) A marketing information system
B) The marketing research process
C) A marketing research problem
D) A decision support system

Answer 2

B

Question 3

External research suppliers can be classified as and .

A) limited- service; partial- service
B) full- service; limited- service
C) full- service; partial- service
D) none of the above

Answer 3

B

Question 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) compile a list of prospective suppliers
C) realize that the cheapest bid is not always the best bid
D) All of the above must be considered or done.

Question 5

A is a formalized set of procedures for generating, analyzing, storing, and distributing pertinent information to marketing decision makers on an ongoing basis.

A) marketing information system
B) decision support system
C) management information system
D) none of the above

Question 6

The book features a section on at the end of each chapter. This is an integrative statistical package that can be used in the various stages of the marketing research process. We illustrate its use for defining the problem, developing an approach, formulating the research design, conducting the data collection, data preparation and analysis, and report preparation and presentation.

A) Multivariate techniques
B) Access
C) SPSS
D) Windows

Question 7

According to the text, marketing research .

A) is objective and should be conducted impartially
B) should be free from the personal or political biases of the researcher or management
C) attempts to provide accurate information that reflects a true state of affairs
D) is all of the above

Question 8

Which of the following is not a characteristic of a decision support system?

A) "what- if" analysis available
B) easy- to- use interactive mode
C) rigidly structured problems
D) all of the above

Question 9

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) A decision support system
C) Competitive intelligence
D) Market intelligence

Question 10

In the Kellogg's example given in your text, Kellogg's performed several tasks to identify their problem. Which of the tasks below was not used by Kellogg's to identify their problem?

A) They developed and tested several new flavors of cereal using mall intercept interviews with adult customers
B) They surveyed customers about their perceptions and preferences for cereals.
C) They spoke to decision makers within the company.
D) They interviewed industry experts.

Question 11

The procedures followed at each stage of marketing research are methodologically sound, well documented, and, as much as possible, planned in advance. The previous statement defines the aspect of the definition of marketing research.

A) accuracy
B) systematic
C) identification of information
D) collection of information

Question 12

The emphasis in marketing is on the identification and satisfaction of .

A) customer needs
B) market needs
C) business needs
D) marketing goals

Question 13

Which of the following statements is (are) true concerning big firms?

A) Many firms maintain in- house marketing research departments.
B) The marketing research department's place in the organizational structure may vary considerably.
C) Firms with in- house research departments never use external research suppliers.
D) Both A and B are correct.

Question 14

Limited- service suppliers .

A) specialize in one or a few phases of the marketing research project
B) are research studies conducted for different client firms but in a different way
C) offer a wide variety of marketing research services tailored to suit a client's specific needs
D) collect and sell common pools of data designed to serve information needs shared by a number of clients.

Question 15

Competitive intelligence .

A) enables senior managers in companies to make informed decisions about everything
B) consists of integrated systems of hardware, communications networks, and software
C) is a continuous process involving the legal and ethical collection of information
D) A and C are both correct

Question 16

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.

Question 17

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) analytical services
B) syndicated services
C) customized services
D) standardized services

Question 18

are integrated systems including hardware, communications network, data base, model base, software base, and the user (decision maker) that collect and interpret information for decision making.

A) Decision support systems (DSS); DSS
B) Marketing information systems (MIS); MIS
C) Management information systems (MIS); MIS
D) none of the above

Question 19

is (are) undertaken to help identify problems that are perhaps not apparent on the surface and yet exist or are likely to arise in the future.

A) Segmentation research
B) Marketing information systems
C) Problem solving research
D) Problem identification research

Question 20

According to the author of the text, international research refers to which of the following types of research?

A) multinational research
B) foreign research
C) cross- cultural research
D) all of the above

Question 21

Marketing research helps the marketing manager link the with the and the customer groups.

A) marketing variables; marketing information system
B) marketing variables; environment
C) marketing information system; environment
D) none of the above

Question 22

Which of the following is not a consideration when making the decision to conduct marketing research?

A) the resources available to implement the research findings
B) the costs versus the benefits of research
C) the resources available to conduct the research
D) the consumer's attitude toward research

Question 23

Customized services _.

A) specialize in one or a few phases of the marketing research project
B) collect and sell common pools of data designed to serve information needs shared by a number of clients
C) offer a wide variety of marketing research services tailored to suit a client's specific needs
D) are research studies conducted for different client firms but in the same way

Question 24

There are many entry level marketing research positions available for persons with BBAs or MBAs. Which one of the following is not an entry- level position?

A) junior research analyst
B) operational supervisor
C) research analyst
D) senior analyst

Question 25

The findings of problem- solving research are used in making decisions that will solve specific marketing problems.

Question 26

is a type of problem identification research.

A) Distribution research
B) Promotion research
C) Market characteristics research
D) Pricing research

Question 27

DSS differs from MIS in that the DSS is more rigidly structured than the MIS.

Question 28

Most marketing research is conducted for clients representing commercial firms.

Question 29

Each phase of the marketing research process is important. If in the first phase of the process the problem is identified, what is done after that but before data is collected?

A) Determine what information is needed, identify relevant information sources, and evaluate data collection methods.
B) Determine what information is needed, evaluate data collection methods, and analyze the data.
C) Determine the solution to the problem, identify relevant information sources and evaluate data collection methods.
D) Determine the solution to the problem, determine what information is needed, and identify relevant information sources.

Question 30

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

A) objective
B) useful for the purpose of improving decision making
C) politically biased
D) systematic

Question 31

Which of the following is not an example of a full- service supplier (Figure 1.4 in the text)?

A) syndicated services
B) analytical services
C) Internet services
D) customized services

Question 32

Which of the issues listed below would be addressed using problem- solving research?

A) the need to understand market potential
B) the need to understand changes in consumer behavior
C) the need to determine where to locate retail outlets
D) the need to understand current cultural trends

Question 33

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) customers
C) other forces in the marketplace
D) all of the above

Question 34

Marketing research has often been described as having three stakeholders.

Question 35

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

A) decision support system (DSS); DSS
B) marketing information system (MIS); MIS
C) management information system (MIS); MIS
D) none of the above

Question 36

Boeing commissioned Harris Interactive, Inc. to conduct a study to determine the aircraft preferences of fliers. Boeing did this because they understood the importance of continuously monitoring the dynamic marketplace and understanding the needs and priorities of Boeing customers.

Question 37

Effective competitive intelligence is a continuous process involving the legal and ethical collection of information, analysis that avoids unwelcome conclusions, and controlled sharing of actionable intelligence to decision makers.

Question 38

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 marketing researcher
B) the public
C) the respondent
D) the environment

Question 39

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 research process?

A) qualitative research
B) interviews with industry experts
C) analysis of secondary data
D) all of the above

Question 40

Marketing managers need the information provided by marketing research for many reasons. Which of the following is not a reason to need information provided by marketing research?

A) Consumers have become more affluent and sophisticated.
B) Competition has become more intense.
C) Firms have become national and international in scope.
D) All of the above are reasons to need information provided by marketing research.

Question 41

Marketing researchers are becoming more involved in decision making, whereas marketing managers are not becoming more involved with research.

Question 42

Customized services offer a wide variety of marketing research services customized to suit a client's specific needs. Each marketing research project is treated uniquely.

Question 43

Marketing research is classified into two areas-problem identification research and problem solving research.

Question 44

The task of marketing research is to assess the information needs and provide management with relevant, accurate, reliable, cheap, and current information.

Question 45

Sales analysis research is a type of problem solving research.

Question 46

It is best to do marketing research even if the resources are not available to conduct a quality project.

Question 47

International marketing research is much simpler to conduct than domestic research.

Question 48

International marketing research must be conducted so that relevant environmental factors are taken into consideration when going global.

Question 49

By 2010, 40 percent of women in the U.A.E. were using the Internet to shop, compared to 33 percent in 2009.

Question 50

In the Kellogg's example given in your text, as a result of problem- solving research, Kellogg's found out that it was not being creative in introducing new products to meet the needs of the adult market.

Question 51

If a firm lacks the resources to implement the findings arising from marketing research, spending the resources to conduct the research may not be warranted.

Question 52

Lebanese coffee manufacturer Maatouk revised all of its marketing- mix elements, including product packaging, pricing, and communication, based on improved market data.

Question 53

Marketing research suppliers can be classified as internal or external.

Question 54

When conducting international research, the environment prevailing in the countries, cultural units, or international markets that are being researched influences the way the six steps of the marketing research process should be performed.

Question 55

Companies that base their business on the Web do not have international marketing problems.

Question 56

Analytical services include designing and pretesting questionnaires, determining the best means of collecting data, designing sampling plans, and conducting statistical analysis of quantitative data.

Question 57

The findings of the MasterCard study among consumers in the U.A.E. can be extrapolated to consumers in other Arab countries who may not be as ready to engage in online shopping.

Question 58

Marketing management decisions are complicated by interactions between the uncontrollable marketing variables and the uncontrollable environmental factors.

Question 59

Field service organizations are limited service suppliers that specialize in interviewing or specialize in collecting data through the mail or though personal or telephone interviewing.

Question 60

Ethical issues arise when the interests of the stakeholders are in conflict and when one or more of the stakeholders are lacking in their responsibilities.

Question 61

Marketing research is the systematic and objective identification, collection, analysis, dissemination, and use of information for the purpose of assisting management in decision making related to the identification and solution of problems (and opportunities) in marketing.

Question 62

Traditionally, marketing researchers were responsible for assessing information needs and providing the relevant information, whereas marketing decisions were made by the managers. Discuss why the roles of marketing managers and marketing researchers are changing.

Question 63

Write a short essay detailing what a person or student should do to prepare for a career in marketing research.

Question 64

Operational supervisor, project manager, research director, analyst, and statistician/data processing specialist are all positions in the marketing research field.

Question 65

Define and discuss problem identification and problem- solving research. Discuss how the two types of research are related. Develop an example showing the relationship between these two types of research.

Question 66

More information can be obtained from MIS than from ad hoc marketing research projects, but MIS is limited in the amount and nature of information it provides and the way this information can be used by the decision maker.

Question 67

Once a problem or opportunity has been identified, market potential research is undertaken to arrive at a solution.

Question 68

Briefly define and discuss the six steps of the marketing research process.

Question 69

What is competitive intelligence and how does it help companies in making their marketing decisions?

Question 70

Problem identification research provides information about the marketing environment and helps diagnose a problem.

Question 71

Write a short essay explaining the differences between a marketing information system and a decision support system.