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8/19/2019 Test Bank for Marketing Research An Applied Orientation 6E .doc
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download full file at http://testbankinstant.comChapter 1: Introduction to Marketing Research
1.Boeing commissioned Harris I nteractive, Inc. to conduct a st udy to determine t he ai rcraft preferences of iers. B oeing didthis because hey u nderstood the i mportance of continuously monitoring the d ynamic m arketplace and understandingthe n eeds an d priorities of B oeing customers.
True
FalseType: TF
Page R ef: 35AACSB: Reective ThinkingLO : 1
2.Satmetrix capitalizes o n the n eed for "r ecent" m arketing research by providing clients w ith data o n a weekly basis.
Answer:True
False
Type: TF
Page R ef: 36AACSB: Analytic Ski llsLO : 1
3.Toyota con ducted a sec ret market research p roject code-named Genesis w hich l ed to the d evelopment of t he Scion line ofcars.
True
False
Type: TF
Page R ef: 37AACSB:LO : 1
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4.The Sci on line o f cars w as ad vertised through traditional channels such a s net work television and magazines.
Answer:True
False
Type: TF
Page R ef: 37AACSB:LO : 1
5.Quick-Track ® is a s yndicated market research p roject conducted quarterly to t rack k ey co nsumer behavioral andattitudinal measures for all major f ast food and pizza ch ains i n individual markets.
True
False
Type: TF
Page R ef: 38AACSB:LO : 1
6.Marketing research is t he sy stematic an d objective identication, collection, analysis, dissemination, and use o finformation for t he p urpose of assisting management in decision making rel ated to the i dentication and solution ofproblems (and opportunities) in marketing.
True
False
Type: TF
Page R ef: 39AACSB:LO : 2
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7.
Marketing research is cl assied into two areas problem identication and problem solving research.
True
False
Type: TF
Page R ef: 40AACSB:LO : 2
8.Sales an alysis r esearch s a ype o f problem solving research.
Answer:True
False
Type: TF
Page R ef: 40 AACSB:LO : 2
9.Once a p roblem or op portunity has been identied, market potential research is u ndertaken to arrive at a sol ution.
Answer:True
False
Type: TF
Page R ef: 40AACSB:LO : 2
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10.Problem identication research p rovides information about the marketing en vironment and helps diagnose a prob lem.
True
False
Type: TF
Page R ef: 39AACSB:LO : 2
11.The ndings o f problem solving research are u sed in making decisions t hat will solve sp ecic m arketing problems.
True
False
Type: TF
Page R ef: 41AACSB: Reective Thinking
LO : 2
12.In the Kellogg's exam ple g iven in your text, as a r esult of problem-solving research, Kellogg's found out that it was n ot
being cAnswer:
True
False
Type: TF
Page R ef: 42AACSB:LO : 3
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download full file at http://testbankinstant.com13.
The t ask o f marketing research is t o assess the i nformation needs an d provide m anagement with relevant, accurate,reliable, cheap, and current information.
Answer:True
False
Type: TF
Page R ef: 45AACSB: CommunicationLO : 3
14.Marketing management decisions ar e com plicated by interactions bet ween the u ncontrollable m arketing variables and theuncontrollable e nvironmental factors.
Answer:True
False
Type: TF
Page R ef: 45AACSB:LO : 3
15.Marketing researchers are becom ing m ore involved in decision making, whereas marketing managers are no t becomingmore i nvolved with research.
Answer:True
False
Type: TF
Page R ef: 45AACSB: CommunicationLO : 3
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16.
Effective co mpetitive i ntelligence i s a con tinuous p rocess involving th e l egal and ethical collection of information, analysisthat avoi ds u nwelcome co nclusions, and controlled dissemination of act ionable i ntelligence t o decision makers.
Answer:True
False
Type: TF
Page R ef: 45AACSB:LO : 3
17.It is be st to do marketing research even if the resou rces are n ot ava ilable t o conduct a quality project.
Answer:True
False
Type: TF
Page R ef: 46AACSB:LO : 4
18.If a rm lacks t he re sources to implement the ndings ari sing from marketing research, spending the r esources to conductthe research m ay n ot be w arranted.
True
FalseType: TF
Page R ef: 46AACSB:LO : 4
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19.
Marketing research suppliers can be cl assied as i nternal or ext ernal.
True
False
Type: TF
Page R ef: 46AACSB:LO : 5
20.Field service o rganizations are l imited service su ppliers t hat s pecialize in interviewing or s pecialize in collecting datathrough the m ail or t hough personal or t elephone i nterviewing.
True
False
Type: TF
Page R ef: 50AACSB:LO : 5
21.Analytical services i nclude d esigning a nd pretesting q uestionnaires, determining the b est means of collecting d ata,designing sampling plans, and conducting statistical analysis o f quantitative data.
Answer:True
FalseType: TF
Page R ef: 50AACSB:LO : 5
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22.
Branded marketing research products an d services ar e sp ecialized problem identication, data co llection and analysisprocedures devel oped to ad dress specic types of marketing res earch p roblems. T hese p rocedures ar e p atented, given
brand names, aAnswer:
True
False
Type: TF
Page R ef: 50AACSB:LO : 5
23.Operational supervisor, project m anager, research director, analyst, and statistician/data p rocessi ng specialist are a llpositions in the m arketing research eld.
True
False
Type: TF
Page R ef: 52AACSB:LO : 6
24.More i nformation can b e ob tained from MIS than from ad hoc m arketing res earch p rojects, but MIS is limited in theamount and nature of information it provides and the way t his information can b e u sed b y t he d ecision maker.
True
False
Type: TF
Page R ef: 53AACSB: Use of ITLO : 7
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25.
DSS differs from MIS in that the DSS is m ore r igidly structured than the MIS.Answer:
True
False
Type: TF
Page R ef: 53AACSB: Use of ITLO : 7
26.When conducting international research, the en vironment prevailing in the co untries, cultural units, or i nternationalmarkets t hat are bei ng resear ched, inuences the w ay t he si x st eps of the m arketing resear ch p rocess should beperformed.
True
False
Type: TF
Page R ef: 55AACSB: Multicultural and DiversityLO : 8
27.International marketing resear ch i s m uch si mpler to co nduct than domestic research.
Answer:True
False
Type: TF
Page R ef: 55AACSB: Multicultural and DiversityLO : 8
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28.
Companies that base their business on the Web d o n ot have i nternational marketing p roblems.Answer:
True
False
Type: TF
Page R ef: 56AACSB: Use of ITLO : 8
29.International marketing research is exp ected to grow at a f aster r ate t han domestic r esearch.
True
False
Type: TF
Page R ef: 56AACSB: Multicultural and DiversityLO : 8
30.Most marketing res earch is conducted for clients representing co mmercial rms.
True
False
Type: TF
Page R ef: 57AACSB: Ethical ReasoningLO : 9
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31.Ethical issues ar ise w hen the i nterests of the st akeholders are n conict and when one or m ore of t he st akeholders arelacking in their resp onsibilities.
True
False
Type: TF
Page R ef: 57AACSB: Ethical ReasoningLO : 9
32.Marketing research h as of ten been described as h aving three st akeholders.
Answer:True
False
Type: TF
Page R ef: 57 AACSB: Ethical ReasoningLO : 9
33.NBC utilized Satmetrix ser vices to o btain feedback f rom viewers. Which o f the following is true ab out their r elationship?
A)
Viewer feedback h as been instrumental in composing and modifying scripts and storylines.B)
NBC created the sho w "Will and Grace" as a r esult of the r esearch results.C)
It helps t he n etwork to learn what viewers are l ooking for.D)
all of the a boveDType: MC
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download full file at http://testbankinstant.comPage R ef: 37
AACSB: Analytic Ski llsLO : 1
34.According to the t ext, marketing research has becom e ___ _____.
A)
globalB)
more i ntegrative w ith marketing an d product developmentC)
real timeD)
all of the a bove
DType: MC
Page R ef: 38AACSB: Analytic Ski llsLO : 1
35.Marketing Research, as d ened by the au thor, is ever ything except ___ _____.
A)
useful for t he p urpose of improving decision-makingB)
objectiveC)
systematicD)
politically b iasedD
Type: MC
Page R ef: 39AACSB:LO : 2
36.The procedures followed at each st age o f marketing res earch are methodologically sou nd, well documented, and, as much
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download full file at http://testbankinstant.comas po ssible, planned in advance. T he p revious s tatement denes t he ______ __ asp ect of t he d enition of marketingresea rch.
A)
identication of informationB)
collection of informationC)
accuracyD)
systematic
D
Type: MC
Page R ef: 39AACSB:
LO : 2
37.Each phase of the m arketing research process i s important. I f in the rst phase of the p rocess t he p roblem is i dentied,what i s d one aft er t hat bu t before d ata i s col lected?
A)
Determine w hat information is need ed, identify rel evant information sources, and evaluate d ata col lection methodsB)
Determine w hat information is need ed, evaluate d ata col lection methods, and analyze t he d ata C)Determine t he sol ution to the p roblem, identify relevant information sources and evaluate d ata col lection methods
D)
Determine the solution to the p roblem, determine w hat information is needed, and identify rel evant information sources.AType: MC
Page R ef: 41AACSB:LO : 2
38.________ is u ndertaken to help identify problems t hat are p erhaps n ot ap parent on the su rface an d yet exist or are l ikely toarise i n the future.
A)
Problem solving research
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download full file at http://testbankinstant.comB)
Marketing information sy stemsC)
Segmentation researchD)
Problem identication research
D
Type: MC
Page R ef: 39AACSB:LO : 2
39.________ is a t ype o f problem identication research.
A)
Distribution researchB)
Promotion researchC)
Market charact eristics r esearchD)
Pricing researchC
Type: MC
Page R ef: 40AACSB:LO : 2
40.Which o f the issues l isted below would be ad dressed using problem-solving research?
A)
the n eed to understand current cultural trendsB)
the n eed to determine w here t o l ocate ret ail outletsC)
the n eed t o understand changes in con sumer behaviorD)
the n eed to understand market potentialdownload full file at http://testbankinstant.com
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download full file at http://testbankinstant.comABType: MC
Page R ef: 40AACSB:LO : 2
41.In the Kellogg's exam ple g iven in your t ext, Kellogg's p erformed several tasks t o identify their prob lem. W hich of thetasks below was not u sed by Kellogg's t o identify their prob lem?
A)
They su rveyed customers about their percept ions an d preferences f or cer eals.B)
They developed and tested several new avors of cereal using mall intercept interviews w ith adult customers
C)They i nterviewed industry exp erts.
D)
They spok e to d ecision makers within the company.B
Type: MC
Page R ef: 41AACSB:LO : 2
42.________ is conceptualized as c onsisting o f six st eps w hich i nclude p roblem denition, developing a n approach to theproblem, research design formulation, eld work, data p reparation and analysis, and report generation and presentation.
A)
Marketing research p roblemB)
Marketing information sy stemsC)
The m arketing research p rocessD)
A decision support system
C
Type: MC
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download full file at http://testbankinstant.comAACSB:LO : 2
43.Which o f the t asks bel ow might be con ducted by the r esearcher du ring the "problem denition" and the "development ofan approach t o the p roblem" steps of the m arketing research process?
A)
qualitative researchB)
interviews w ith industry ex pertsC)
analysis of secondary d ataD)
all of the a boveDType: MC
Page R ef: 42AACSB:LO : 2
44.Which o f the tasks bel ow might be con ducted by the researcher du ring the "problem denition," the "development of an
approach to the p roblem," or t he "research design formulation" steps of the m arketing research process?A)
qualitative researchB)
interviews w ith industry ex pertsC)
analysis of secondary d ataD)
all of the a bove
D
Type: MC
Page R ef: 42-43AACSB:LO : 2
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download full file at http://testbankinstant.com45.
The em phasis i n marketing is on the i dentication and satisfaction of ________.A)
market needsB)
business C)
marketing goalsD)
customer needsD
Type: MC
Page R ef: 44AACSB:LO : 3
46.In order t o d etermine cust omer needs and to implement marketing st rategies and programs ai med at satisfying thoseneeds, marketing managers need information about ________.
A)
other forces i n the m arketplaceB)
customersC)
competitorsD)
all of the a boveDType: MC
Page R ef: 44-45AACSB:LO : 3
47.Marketing managers need t he information provided by marketing res earch for m any reasons. W hich of the following isnot a r eason to need information provided by marketing res earch?
A)
Consumers have become more affluent and sophisticated.
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Competition has become more intense.C)
Firms have b ecome national and international in scop e.D)
All of t he ab ove are r easons t o need information provided by marketing research.D
Type: MC
Page R ef: 45AACSB:LO : 3
48.
Marketing research h elps t he m arketing manager link the ________ with the ________ an d the cust omer gr oups.A)
marketing information system; environmentB)
marketing variables; marketing information systemC)
marketing variables; environmentD)
none o f the abov e
C
Type: MC
Page R ef: 43-45AACSB:LO : 3
49.________ m ay be d ened as the proces s of enhancing marketplace competitiveness through a g reater understanding of arm's competitors and the com petitive en vironment.
A)
A marketing information systemB)
Market i ntelligenceC)
Competitive intelligenceD)
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download full file at http://testbankinstant.comA decision support systemCType: MC
Page R ef: 45AACSB:LO : 3
50.Competitive intelligence __ ______.
A)
is a co ntinuous p rocess i nvolving the l egal and ethical collection of informationB)
consists of integrated systems of hardware, communications net works, and softwareC)
enables senior managers in com panies to make informed d ecisions about everythingD)
A and C are bot h corr ect
D
Type: MC
Page R ef: 45-46AACSB:LO : 3
51.Which o f the following is not a con sideration when making t he d ecision to con duct marketing res earch?
A)
the r esources avai lable t o implement the r esearch ndingsB)
the con sumer's at titude toward resear chC)
the co sts versu s t he b enets of researchD)
the resou rces ava ilable t o conduct the res earchB
Type: MC
Page R ef: 46AACSB:LO : 2
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52.
Which of t he f ollowing statements i s ( are) true concer ning big rms?A)
Many rms maintain in-house marketing research d epartments.B)
The m arketing research department's p lace i n the o rganizational structure m ay vary con siderably.C)
Firms w ith in-house r esearch departments nev er use ext ernal research suppliers.D)
Both A and B are cor rect.
DType: MC
Page R ef: 46AACSB:LO : 5
53.External research suppliers can be cl assied as ____ ____ and ________.
A)
full-serv ice; limited-serv iceB)
limited-serv ice; parti al-serv iceC)
full-serv ice; partial-serviceD)
none o f the abov eA
Type: MC
Page R ef: 47AACSB:LO : 5
54.Which o f the following is not an example o f a f ull-service su pplier ( Figure 1. 4 in the t ext)?
A)
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B)Internet serv ices
C)analytical serv ices
D)
syndicated services
C
Type: MC
Page R ef: 47AACSB:LO : 5
55.The N ielsen T elevision Index i s a s et of information of known commercial value t hat is prov ided to m ultiple cl ients on asubscription basis. T he N ielsen I ndex i s an ex ample of ________.
A)
standardized servicesB)
customized servicesC)
analytical serv icesD)
syndicated servicesD
Type: MC
Page R ef: 47AACSB:LO : 5
56.Syndicated services ____ ____.
A)
are r esearch st udies c onducted for d ifferent client rms bu t in a d ifferent wayB)
offer a w ide va riety o f marketing research servi ces c ustomized to su it a cl ient's specic ne edsC)
specialize i n one o r a f ew phases of the m arketing research project
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are companies that collect and sell common pools of data d esigned to ser ve information needs shared by a number ofclients
D
Type: MC
Page R ef: 47AACSB:LO : 5
57.Customized services ________.
A)
are r esearch st udies c onducted for d ifferent client rms bu t in a d ifferent wayB)
collect and sell common pools of data d esigned to ser ve i nformation needs shared by a n umber of clientsC)
offer a w ide v ariety of marketing research services t ailored to suit a cl ient's sp ecic n eedsD)
specialize i n one o r a f ew phases of the m arketing research projectC
Type: MC
Page R ef: 47AACSB:LO : 5
58.Limited-service su ppliers ________.
A)
are r esearch st udies c onducted for d ifferent client rms bu t in a d ifferent wayB)
offer a w ide v ariety of marketing research services t ailored to suit a cl ient's sp ecic n eedsC)
collect and sell common pools of data d esigned to serve i nformation needs s hared by a n umber of c lients.D)
specialize i n one o r a f ew phases of the m arketing research project
D
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download full file at http://testbankinstant.comType: MC
Page R ef: 50AACSB:LO : 5
59.
Synovate ( www.synovat e.com ) offers several products un der the Tel eNation ® family. One o f their products, TeleNation ®, i sa t wice-a-week multi-client telephone st udy among households s elected at random from the U .S. population. Clients ar e
charged based on the nu mber of questions they ask. TeleNation ® is a _ _______.A)
eld serviceB)
data an alysis s erviceC)
analytical serv iceD)
branded market
D
Type: MC
Page R ef: 50AACSB:LO : 5
60.When a rm cannot conduct an entire m arketing resear ch p roject in house, it must select an external supplier for one ormore ph ases of the p roject. O ne of the things that the rm does not n eed to consider or d o when selecting an externalresearch supplier i s __ ______.
A)
realize tha t the ch eapest bid is n ot al ways t he b est bidB)
develop criteria f or s electing an outside su pplierC)
compile a l ist of prospective su ppliersD)
All of the abo ve m ust be con sidered or d one.
D
Type: MC
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download full file at http://testbankinstant.comPage R ef: 50
AACSB:LO : 5
61.There ar e many entry level marketing res earch p ositions available for peons w ith BBAs or M BAs. Which o ne of thefollowing is not an entry-level position?
A)
research analystB)
senior an alystC)
operational supervisorD)
junior B
Type: MC
Page R ef: 51AACSB:LO : 6
62.A ________ is a f ormalized set of procedures for gen erating, analyzing, storing, and distributing pertinent information tomarketing d ecision makers on an ongoing basis.
A)
decision support systemB)
management information systemC)
marketing information systemD)
none o f the abov eC
Type: MC
Page R ef: 53AACSB: Use of ITLO : 7
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63.The d enition of a( n) ________ i s s imilar t o marketing research, except that a(n) ________ p rovides i nformationcontinuously rather t han on the b asis of ad hoc r esearch studies.
A)
decision support system (DSS); DSSB)
management information system (MIS); MISC)
marketing information system (MIS); MISD)
none o f the abov e
C
Type: MC
Page R ef: 53AACSB: Use of ITLO : 7
64.________ are integrated systems including hardware, communications net work, data b ase, model base, software ba se, andthe _ _______ user ( decision maker) that c ollect and interpret information for d ecision making.
A)
Management information systems (MIS); MISB)
Marketing information systems ( MIS); MISC)
Decision support systems (DSS); DSSD)
none o f the abov e
C
Type: MC
Page R ef: 53AACSB: Use of ITLO : 7
65.Which o f the following is not a ch aracteristic o f a d ecision support system?
A)
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"what-if" analysis ava ilableB)
rigidly structured problemsC)
easy-to-use interactive m odeD)
all of the a bove
B
Type: MC
Page R ef: 53AACSB: Use of ITLO : 7
66.Which o f the following is true ab out a d ecision support system?
A)
DSS have been further d eveloped to e xpert systems t hat utilize a rticial intelligence p rocedures to incorporate exp ert judgment.
B)DSS can enhance d ecision-making effectiveness by using "what if" anal ysis.
C)The i nformation provided by a D SS is r igidly structured and cannot be easily manipulated.
D)
Both A and B are cor rect.
D
Type: MC
Page R ef: 53AACSB: Use of ITLO : 7
67.According to the au thor of the t ext, international research refers to which of the f ollowing types of r esearch?
A)
cross-cultural resea rchB)
foreign researchC)
multinational researchdownload full file at http://testbankinstant.com
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all of the a bove
D
Type: MC
Page R ef: 55AACSB: Multicultural and DiversityLO : 8
68.Marketing research h as of ten been described as hav ing four stakeholders. T hese s takeholders have cert ain resp onsibilitiesto e ach other and to the rese roject. Which of the following is not one o f the st akeholders?
A)
the env ironmentB)
the p ublicC)
the respondentD)
the m arketing researcher
AType: MC
Page R ef: 57AACSB: Ethical ReasoningLO : 9
69.________ features statisticalprograms such a M issing Values, SamplePower, Decision Time an d Data Entry.
A)
MINITABB)
SPSSC)
EXCELD)
SAS
B
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download full file at http://testbankinstant.comType: MC
Page R ef: 59AACSB: Use of ITLO : 1
70.Dene an d discuss problem identication and problem-solving res earch. D iscuss how the two types of research arerelated. D evelop an example sho wing the r elationship between these t wo types of research.
Problem identication research i s undertaken to help identify p roblems that are perhaps not apparent on the surf ace an dyet exist or ar e l ikely to e xist in the f uture. roblem-solving research is u ndertaken to a rrive at a so lution.
Type: ES
Page R ef: 39-41AACSB: Analytic Ski llsLO : 1
71.Briey dene an d discuss the si x st eps of the m arketing research process.
Step 1 : Problem DenitionIn dening the p roblem, the re searcher s hould take i nto account the p urpose of t he st udy, the rel evant backgroundinformation, the i nformation needed, and how it will be used in decision making. Problem denition involves d iscussionwith the d ecision makers, interviews w ith industry ex perts, analysis of s econdary data, and, perhaps, some q ualitative
research, such a s focus grou ps.Step 2: Development of an A pproach t o the ProblemDevelopment of an approach to t he p roblem includes formulating a n objective o r theoretical framework, analyticalmodels, research q uestions, and hypotheses and identifying the information n eeded. This process is guided bydiscussions w ith management and industry exp erts, analysis of secondary d ata, qualitative res earch, and pragmaticconsiderations.Step 3: Research D esign FormulationA research design is a f ramework o r bl ueprint for con ducting the m arketing research project. I t details t he p roceduresnecessary f or obtaining the requ ired information, and its p urpose i s t o d esign a st udy tha t will test the h ypotheses ofinterest, determine p ossible an swers to the res earch questions, and provide t he i nformation needed for d ecision making.Conducting ex ploratory resear ch, precisely d ening the v ariables, and designing a ppropriate sc ales t o m easure t hem are
also a p art of t he res earch design. The i ssue o f how the d ata sho uld be obtained from the re spondents ( for exam ple, byconducting a su rvey or an experiment) must be addressed. It is al so n ecessary to design a q uestionnaire an d a sam plingplan to select respondents for the st udy.Step 4: Field Work o r Data C ollectionData collection involves a eld force o r s taff that op erates ei ther i n the eld, as i n the ca se o f personal interviewing (in-home, mall intercept, or com puter-assisted personal interviewing), from an office by telephone ( telephone o r c omputer-assisted telephone i nterviewing), through mail (traditional mail and mail panel surveys w ith pre-recruited households),or el ectronically (e-mail or I nternet). Proper sel ection, training, supervision, and evaluation of the eld force h elpsminimize data-collection errors.Step 5: Data P reparation and Analysis
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download full file at http://testbankinstant.comData p reparation includes t he ed iting, coding, transcription, and verication of data. Each questionnaire or ob servationform is inspected or edited and, if necessar y, correct ed. Number or letter codes ar e assi gned to rep resent each response t oeach question in the q uestionnaire. The d ata f rom the q uestionnaires ar e t ranscribed or key punched onto magnetic t ape o rdisks, or i nput directly into the com puter. The d ata are a alyzed to derive i nformation related to the co mponents of themarketing research p roblem and, thus, provide input to the m anagement decision problem.Step 6: Report Preparation and Presentation
Type: ES
Page R ef: 41-42AACSB:LO : 2
72.Traditionally, marketing researcher were r esponsible for assess ing information needs and providing the rel evantinformation, whereas m arketing d ecisions were m ade by t he m anagers. Discuss why the roles of marketing m anagers and
marketing researchers ar e cha nging.These r oles ar e chan ging and marketing researchers ar e becom ing more i nvolved in decision making, whereas m arketingmanagers ar e b ecoming more i nvolved with research. This t rend can be attributed to better training marketing managers,the Internet and other advances in technology, and a shift inhemarketing earcharadigm where more and moremarketing research i s bei ng undertaken on an ongoing b asis r ather than in response to sp ecic m arketing problems oropportunities.
Type: ES
Page R ef: 44AACSB:LO : 3
73.What is competitive i ntelligence an d how does i t help companies i n making their m arketing decisions?Competitive i ntelligence m ay b e d ened as t he p rocess of enhancing marketplace com petitiveness t hrough a g reaterunderstanding of a rm's competitors and the com petitive en vironment. T his p rocess i s u nequivocally ethical. I t involvesthe l egal collection and analysis o f information regarding the ca pabilities, vulnerabilities, and intentions o f businesscompetitors, conducted by using databases and other " open sources" and through ethical marketing research inquiry.
Type: ES
Page R ef: 45-46AACSB: Reective ThinkingLO : 3
74.Write a sh ort essay d etailing what a p erson or s tudent should do to prepare f or a career in marketing research.
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download full file at http://testbankinstant.com· Take al l the m arketing courses you can.· Take co urses i n statistics an d quantitative methods.· Acquire Internet and computer skills. Knowledge o f programming languages i s an ad ded asset.· Take cou rses in p sychology an d consumer behavior.· Acquire effective w ritten and verbal communication sk ills.· Think creatively. Creativity and common sense command a premium.
Type: ES
Page R ef: 51AACSB: Reective ThinkingLO : 6
75.When Eric Kim came to Samsung in 1999, he r ealized that Samsung's bas ic probl em lay in the br and's image. D escribe t hestate of Samsung's brand image at that time an d discuss the act ions Kim took to x the br and image p roblem.
The Sam sung brand was perceived to be inferior t o other brands with comparable p roducts. To d ig out specic actionableissues, Kim conducted marketing research involving focus grou ps, depth interviews, and surveys o f channel partners an dcustomers. T he r esearch re vealed that brand image w as fuzzy and inconsistent from market to m arket. O ne r eason wasthat it employed 55 a d agencies. K im consolidated advertising and sponsored b ig-ticket events l ike t he Sa lt Lake C ityOlympics in 2002, gaining q uick, cost-effective g lobal exposure.
Type: ES
Page R ef: 52-53AACSB: Reective ThinkingLO : 6
76.Write a sho rt essay ex plaining the d ifferences between a m arketing information system and a d ecision support system.
Developed to overcome t he l imitations of MIS, decision support systems (DSS) enable d ecision makers t o interact directlywith databases and analysis m odels. T he t able bel ow gives t he com parison information shown in Figure 1.7 in the t ext.
Marketing Information System Decision Support Systems· Structured Problems · Unstructured Problems· Use of Reports · Use of Models· Rigid Structure · User-Friendly Interact ion· Information Displaying Restricted · A daptability· Can Improve Decision Making byClarifying Raw Data
· Can Improve Decision Making byUsing "What If" Analysis
Type: ES
Page R ef: 54AACSB: Use of ITLO : 7
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1.
TRUE
2.FALSE
3.TRUE
4.FALSE
5.TRUE
6.TRUE
7.TRUE
8.FALSE
9.FALSE
10.TRUE
11.TRUE
12.FALSE
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13.FALSE
14.FALSE
15.FALSE
16.FALSE
17.FALSE
18.TRUE
19.TRUE
20.TRUE
21.FALSE
22.FALSE
23.TRUE
24.TRUE
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download full file at http://testbankinstant.comFALSE
26.TRUE
27.FALSE
28.FALSE
29.TRUE
30.TRUE
31.TRUE
32.FALSE
33.D
34.D
35.D
36.D
37.A
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38.D
39.C
40.B
41.B
42.C
43.D
44.D
45.D
46.D
47.D
48.C
49.C
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download full file at http://testbankinstant.comD
51.B
52.D
53.A
54.C
55.D
56.D
57.C
58.D
59.D
60.D
61.B
62.C
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63.C
64.C
65.B
66.D
67.D
68.A
69.B
70.Problem identication research i s undertaken to help identify p roblems that are perhaps not apparent on the surf ace an dyet exist or ar e l ikely to e xist in the f uture. roblem-solving research is u ndertaken to a rrive at a so lution.
Problem identication research an d problem-solving research go hand in hand because on ce a p roblem or op portunityhas been identied, problem-solving res earch can b e un dertaken. A given marketing res earch p roject may com bine bot htypes of research. This w as i llustrated in the ch apter opening Boeing e xample. The con sumer surveys i dentied potentialdemand for smaller planes ( problem identication). Su bsequent research l ed to the introduction of the n ew version of theBoeing 737, which cat ers t o the 100 t o 215 seat market (problem solving). T he s tudent should supply his/her own similarexamples.
71.Step 1 : Problem DenitionIn dening the p roblem, the re searcher s hould take i nto account the p urpose of t he st udy, the rel evant backgroundinformation, the i nformation needed, and how it will be used in decision making. Problem denition involves d iscussionwith the d ecision makers, interviews w ith industry ex perts, analysis of s econdary data, and, perhaps, some q ualitativeresearch, such a s focus grou ps.Step 2: Development of an A pproach t o the ProblemDevelopment of an approach to t he p roblem includes formulating a n objective o r theoretical framework, analyticalmodels, research q uestions, and hypotheses and identifying the information n eeded. This process is guided bydiscussions w ith management and industry exp erts, analysis of secondary d ata, qualitative res earch, and pragmatic
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download full file at http://testbankinstant.com· Acquire Internet and computer skills. Knowledge o f programming languages i s an ad ded asset.· Take cou rses in p sychology an d consumer behavior.· Acquire effective w ritten and verbal communication sk ills.· Think creatively. Creativity and common sense command a premium.· Marketing researchers should be l iberally educated so t hat they can understand the p roblems confronting managersand address t hem from a broad perspective.
75.The Sam sung brand was perceived to be inferior t o other brands with comparable p roducts. To d ig out specic actionableissues, Kim conducted marketing research involving focus grou ps, depth interviews, and surveys o f channel partners an dcustomers. T he r esearch re vealed that brand image w as fuzzy and inconsistent from market to m arket. O ne r eason wasthat it employed 55 a d agencies. K im consolidated advertising and sponsored b ig-ticket events l ike t he Sa lt Lake C ityOlympics in 2002, gaining q uick, cost-effective g lobal exposure.
76.Developed to overcome t he l imitations of MIS, decision support systems (DSS) enable d ecision makers t o interact directlywith databases and analysis m odels. T he t able bel ow gives t he com parison information shown in Figure 1.7 in the t ext.
Marketing Information System Decision Support Systems· Structured Problems · Unstructured Problems· Use of Reports · Use of Models· Rigid Structure · User-Friendly Interact ion· Information Displaying Restricted · A daptability· Can Improve Decision Making byClarifying Raw Data
· Can Improve Decision Making byUsing "What If" Analysis