Reference no: EM131071584

Question 1.1.

(TCO 1) Which best describes market research as it relates to different firms?

Internal if the firm is small

External if the firm is large

It is based on the needs of the firm

None of the above

Question 2.2.

(TCO 1) In the marketing planning process, scanning the environment and identifying threats and opportunities is

none of these.

strategy development.

marketing program development.

opportunity analysis.

Question 3.3.

(TCO 1) Which of the following are components of market intelligence?

Market opportunity identification to build profitable businesses.

Marketing mix creation, acquisition, and retention of customers.

Planning, organization, evaluation, and control market performance.

All of the above

Question 4.4.

(TCO 2) Two characteristics of customized research services that are frequently not found in syndicated research services are
relatively low cost and expertise.

reliability and fast response.

pertinence and accuracy.

None of the above

Question 5.5.

(TCO 2) A decision support system retrieves data, transforms it into information, and disseminates it to the users.

organizes, stores, and retrieves information.

gathers, sorts, and analyzes information.

stores, analyzes, and sorts data.

Question 6.6. (TCO 2)

Firms that work with individual clients and help them develop and implement a complete marketing research project are called providers of

customized services.

syndicated services.

selective services.

field services.

Question 7.7. (TCO 3)

Errors commonly found in research design include

selection error.

measurement error.

data Analysis error.

All of the above

Question 8.8. (TCO 3)

Research mistakes in cross-cultural contexts are due to

differences in socioeconomic conditions.

levels of economic development.

differences in any of the macroenvironmental factors.

All of the above

Question 9.9. (TCO 4)

Which of the following can be called exploratory research?

Experiments

Observation

Case studies

All of the above

Question 10.10. (TCO 4)

A causal approach should be used when

there exists a knowledge of the research problem, the decision alternatives, and the relevant variables.

only speculative hypotheses exist.

the research methods can be highly flexible.

the researcher must show that one variable determines the values of another variable.

Question 11.11. (TCO 4)

Descriptive research is routinely used to discover all of the following except

how a product should be distributed.

unfounded hypotheses.

product innovation.

the target segment for a product.

Question 12.12. (TCO 4)

The probability based scheduling approach that recognizes and measures the uncertainty of the project completion times is the

GANTT chart.

PERT chart.

Critical Path Method.

GERT chart.

Question 13.13. (TCO 4)

Compared to primary data, what are the two advantages of secondary data?

They can be gathered fast and inexpensively.

They are generally more objective and accurate.

They are always internal to the firm and more relevant to the firm's problems.

None of the above

Question 14.14. (TCO 4)

Which of the following is the ideal method to collect data on lifestyles and psychographics?

Census data

Focus groups

Diary panels

None of The above

Question 15.15. (TCO 5)

Consumer panels make it possible to analyze all of the following except

the characteristics of heavy buyers.

brand switching rates.

the effectiveness of the distribution network.

the Total Market.

Page 2

Question 1.1. (TCO 5)

Store audits may give information on all of the following except the

distribution of products.

sales of products.

profitability of products.

media advertising for the total market and for major brands.

Question 2.2. (TCO 5)

Which one of the following is not an expert system based on scanner data services?

Spotlight

Sales advisor

Promotion simulator

Economic Information System

Question 3.3. (TCO 5)

Which of the following is not an application of the standardized data source?

Measuring promotion effectiveness

Measuring ad exposure and effectiveness

Measuring product sales and market shares

Identifying newer markets

Question 4.4.

(TCO 5) All of the following are units used to aggregate census data except the

Standard Metropolitan Statistical Area.

block group.

suburban tract.

block.

Question 5.5.

(TCO 5) Which one of the following is not an external data source?

government reports.

trade association journals.

companies' annual reports.

customer feedback.

Question 6.6.

(TCO 6) The advantage(s) of online panels is/are

possibility of covering a wide audience.

the ability to conduct international research from one place.

the viability of electronic monitoring of respondents through log file analyses.

All of the above

Question 7.7.

(TCO 6) _____ focus groups are based on the premise that true motivations and feelings are subconscious in nature.

Exploratory

Experiencing

Clinical

Traditional

Question 8.8.

(TCO 6) Behavior recording devices include all of the following except

a pupilometer.

a psycholgalvonometer.

an audimeter.

a TAT.

Question 9.9.

(TCO 6) A semi-structured interview

gives the respondent maximum freedom to respond within the bounds of the topics of interest to the interviewer.

attempts to cover a specific list of topics or sub-areas.

depends on the knowledge of the respondent and not on the skill of the interviewer.

cannot effectively cover technical or involved subjects.

Question 10.10. (TCO 6)

The Thematic Appreciation Test (TAT) is

an example of word associated technique.

an example of third person technique.

an example of a completion test.

None of the above