Question 1
When a researcher is called in after the management has defined the problem, the researcher should:
Question options:
a) bring in a fresh, unbiased view of the problem statement.
b) accept management's definition of the problem and start the study.
c) ensure that the research is done with maximum accuracy in the shortest possible time.
d) turn the management's statement of the problem into a generally defined research objective.
Question 2
In discussing the structure of the marketing research industry, the textbook authors define an internal supplier firm as one that:
Question options:
a) makes research decisions based primarily upon information supplied by the internal reports system.
b) is organized in a staff relationship to other internal departments.
c) provides syndicated services, but only to members of the syndicate.
d) has its marketing research provided by an entity, such as a marketing research department, within the firm.
Question 3
Which of the following is a breach of ethics?
Question options:
a) Extending the time for the conclusion of a research project to meet standards
b) Seeking help from experts outside the company free-of-cost on nonconfidential matters
c) Using a company's research proposal for competitive bidding
d) Seeking the help of researchers outside the company on nonconfidential matters
Question 4
Which of the following statements best illustrates the service-dominant logic for marketing philosophy?
Question options:
a) Marketing decision makers should know their firm's core competencies.
b) Marketing decision makers need to know how to precisely measure service satisfaction.
c) Marketing decision makers must be able to directly impact ROI.
d) The quality of internal service levels is more important than the quality of external service levels.
Question 5
__________ are statements that are considered true for the purposes of argument or investigation.
Question options:
a) Maxims
b) Hypotheses
c) Aphorisms
d) Assumptions
Question 6
Information gaps are discrepancies between:
Question options:
a) the information collected by a researcher and by a marketer.
b) the information obtained from primary sources and secondary sources.
c) a researcher's and a manager's information states.
d) the current information level and the desired level of information.
Question 7
A marketing research proposal contains:
Question options:
a) important assumptions made by the researcher.
b) the action standards for a project.
c) the timetable for a research project.
d) problem symptoms associated with research.
Question 8
The marketing concept is an important philosophy for marketing managers because it dictates:
Question options:
a) the amount of quarterly profits a firm will earn.
b) the market share a firm will earn.
c) day-to-day decisions that managers will make.
d) whether or not the firm will reach its sales quota.
Question 9
The definition of a construct that describes the actions to be carried out for the construct to be measured empirically is known as a(n):
Question options:
a) ostensive definition.
b) contextual definition.
c) operational definition.
d) theoretical definition.
Question 10
Akron's Children's Hospital hired research firm, Marcus Thomas, LLC, to determine the most effective communication messages to use in a new ad campaign being developed by the hospital. This was an effort in:
Question options:
a) target market selection.
b) product research.
c) pricing research.
d) promotion research.
Question 11
Based on the AMA's definition of marketing research, which of the following is NOT one of the uses of marketing research?
Question options:
a) To identify and define marketing opportunities and problems
b) To solve general, not specific, marketing problems
c) To generate, refine, and evaluate marketing actions
d) To monitor marketing performance
Question 12
The difference between basic research and applied research is that basic research is conducted to:
Question options:
a) determine the most appropriate basic price for new products.
b) determine the most efficient basic distribution channels for products.
c) expand our knowledge, rather than solve a specific problem.
d) determine the most basic desired features in new products.
Question 13
Owners/proprietors of small firms are more likely to take advantage of:
Question options:
a) specialized internal research teams.
b) research agencies.
c) informal departments organized around budget categories.
d) do-it-yourself research.
Question 14
Which of the following professional organizations is devoted to improving the quality of the marketing research industry and to ensuring the future of the marketing research profession?
Question options:
a) AMA (American Marketing Association)
b) MRA (Marketing Research Association)
c) QRCA (Q Research Council & Association)
d) AAPOR (American Association for Public Opinion Research)
Question 15
Professional organizations try to prescribe ethical behavior for members by creating:
Question options:
a) representatives in churches to influence future researchers.
b) codes of ethical behavior.
c) lobbyists who fight for higher ethical standards in government.
d) examples of poor ethical behavior in other professions.
Question 16
The key reason that the marketing concept has been recognized as the "right" philosophy is that it:
Question options:
a) is well-established in marketing literature.
b) has been recommended by successful marketing executives.
c) always focuses on the consumer.
d) does not rely on high-pressure selling.
Question 17
Which of the following is the best definition of marketing research? Marketing research is:
Question options:
a) the activity of analyzing secondary information and providing executives with timely reports.
b) the process of designing experiments that provide decision makers with causal information.
c) the linking of consumers with information managers.
d) the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem.
Question 18
Firms that collect information, store it on a common database, and make it available to multiple subscribers are called:
Question options:
a) internal subscription services.
b) syndicated data service firms.
c) packaged services firms.
d) internal supplier firms.
Question 19
__________ satisfies the need for companies to identify and test new products to replace products which are at the end of their product life cycles.
Question options:
a) Target market selection
b) Product research
c) Distribution research
d) Promotion research
Question 20
To develop the "right strategy" to succeed in business, managers must make the right decisions; and in order to make the right decisions, they must have objective, accurate, and timely:
Question options:
a) reports about the competition.
b) reports about customers' wants and needs.
c) evidence of the number and sizes of market segments.
d) information.
Done
When a researcher is called in after the management has defined the problem, the researcher should:
Question options:
a) bring in a fresh, unbiased view of the problem statement.
b) accept management's definition of the problem and start the study.
c) ensure that the research is done with maximum accuracy in the shortest possible time.
d) turn the management's statement of the problem into a generally defined research objective.
Question 2
In discussing the structure of the marketing research industry, the textbook authors define an internal supplier firm as one that:
Question options:
a) makes research decisions based primarily upon information supplied by the internal reports system.
b) is organized in a staff relationship to other internal departments.
c) provides syndicated services, but only to members of the syndicate.
d) has its marketing research provided by an entity, such as a marketing research department, within the firm.
Question 3
Which of the following is a breach of ethics?
Question options:
a) Extending the time for the conclusion of a research project to meet standards
b) Seeking help from experts outside the company free-of-cost on nonconfidential matters
c) Using a company's research proposal for competitive bidding
d) Seeking the help of researchers outside the company on nonconfidential matters
Question 4
Which of the following statements best illustrates the service-dominant logic for marketing philosophy?
Question options:
a) Marketing decision makers should know their firm's core competencies.
b) Marketing decision makers need to know how to precisely measure service satisfaction.
c) Marketing decision makers must be able to directly impact ROI.
d) The quality of internal service levels is more important than the quality of external service levels.
Question 5
__________ are statements that are considered true for the purposes of argument or investigation.
Question options:
a) Maxims
b) Hypotheses
c) Aphorisms
d) Assumptions
Question 6
Information gaps are discrepancies between:
Question options:
a) the information collected by a researcher and by a marketer.
b) the information obtained from primary sources and secondary sources.
c) a researcher's and a manager's information states.
d) the current information level and the desired level of information.
Question 7
A marketing research proposal contains:
Question options:
a) important assumptions made by the researcher.
b) the action standards for a project.
c) the timetable for a research project.
d) problem symptoms associated with research.
Question 8
The marketing concept is an important philosophy for marketing managers because it dictates:
Question options:
a) the amount of quarterly profits a firm will earn.
b) the market share a firm will earn.
c) day-to-day decisions that managers will make.
d) whether or not the firm will reach its sales quota.
Question 9
The definition of a construct that describes the actions to be carried out for the construct to be measured empirically is known as a(n):
Question options:
a) ostensive definition.
b) contextual definition.
c) operational definition.
d) theoretical definition.
Question 10
Akron's Children's Hospital hired research firm, Marcus Thomas, LLC, to determine the most effective communication messages to use in a new ad campaign being developed by the hospital. This was an effort in:
Question options:
a) target market selection.
b) product research.
c) pricing research.
d) promotion research.
Question 11
Based on the AMA's definition of marketing research, which of the following is NOT one of the uses of marketing research?
Question options:
a) To identify and define marketing opportunities and problems
b) To solve general, not specific, marketing problems
c) To generate, refine, and evaluate marketing actions
d) To monitor marketing performance
Question 12
The difference between basic research and applied research is that basic research is conducted to:
Question options:
a) determine the most appropriate basic price for new products.
b) determine the most efficient basic distribution channels for products.
c) expand our knowledge, rather than solve a specific problem.
d) determine the most basic desired features in new products.
Question 13
Owners/proprietors of small firms are more likely to take advantage of:
Question options:
a) specialized internal research teams.
b) research agencies.
c) informal departments organized around budget categories.
d) do-it-yourself research.
Question 14
Which of the following professional organizations is devoted to improving the quality of the marketing research industry and to ensuring the future of the marketing research profession?
Question options:
a) AMA (American Marketing Association)
b) MRA (Marketing Research Association)
c) QRCA (Q Research Council & Association)
d) AAPOR (American Association for Public Opinion Research)
Question 15
Professional organizations try to prescribe ethical behavior for members by creating:
Question options:
a) representatives in churches to influence future researchers.
b) codes of ethical behavior.
c) lobbyists who fight for higher ethical standards in government.
d) examples of poor ethical behavior in other professions.
Question 16
The key reason that the marketing concept has been recognized as the "right" philosophy is that it:
Question options:
a) is well-established in marketing literature.
b) has been recommended by successful marketing executives.
c) always focuses on the consumer.
d) does not rely on high-pressure selling.
Question 17
Which of the following is the best definition of marketing research? Marketing research is:
Question options:
a) the activity of analyzing secondary information and providing executives with timely reports.
b) the process of designing experiments that provide decision makers with causal information.
c) the linking of consumers with information managers.
d) the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem.
Question 18
Firms that collect information, store it on a common database, and make it available to multiple subscribers are called:
Question options:
a) internal subscription services.
b) syndicated data service firms.
c) packaged services firms.
d) internal supplier firms.
Question 19
__________ satisfies the need for companies to identify and test new products to replace products which are at the end of their product life cycles.
Question options:
a) Target market selection
b) Product research
c) Distribution research
d) Promotion research
Question 20
To develop the "right strategy" to succeed in business, managers must make the right decisions; and in order to make the right decisions, they must have objective, accurate, and timely:
Question options:
a) reports about the competition.
b) reports about customers' wants and needs.
c) evidence of the number and sizes of market segments.
d) information.
Done
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