Download MKT 3413 WU FULL ACTUAL EXAM 1 CURRENTLY TESTING QUESTIONS WITH COMPLETE SOLUTIONS and more Exams Marketing in PDF only on Docsity!
MKT 3413 WU FULL ACTUAL EXAM 1 CURRENTLY TESTING QUESTIONS WITH
COMPLETE SOLUTIONS
Which of the following statements is most TRUE about marketing research? Marketing research is systematic Which of the following statements is most FALSE about marketing research? Marketing research leads to automatic decisions. ________ 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. Problem-identification Which of the following classifications of marketing research involves going below the surface to identify the true underlying problem that the marketing manager is facing? problem identification Problem-identification research is typically used to address all of the following topics EXCEPT ________. Pricing
Which of the following is the more common of the forms of research and is undertaken by virtually all marketing firms? problem-identification research According to the text, ________ is typically used to assess the environment and diagnose problems. problem-identification research Research undertaken to help solve specific marketing problems is called ________. problem-solving research Research undertaken to identify marketing problems is called ________. problem-identification research Which of the following is NOT a step in the marketing research process? problem correction All of the following are examples of topics typically addressed by problem-solving research EXCEPT ________. market potential and market share
Which of the following is NOT a form of interviewing in the data collection stage of the research process? personal interviewing All of the following are steps involved in the data-preparation stage of collected data EXCEPT ________. collecting Which of the following is NOT considered an uncontrollable environmental factor? promotion All of the following are considered to be controllable marketing variables EXCEPT ________. competition and economy Researchers enter the realm of the decision-maker when they ________. give justification for a recommended course of action over others Marketing research departments located within a firm are called ________. internal suppliers
Marketing research departments located outside a firm and comprising the marketing research industry are called ________. external suppliers A marketing research project is warranted when ________. the cost of the research is less than its eventual benefits ABC is a company which is involved in selling data that is designed to serve information needs of firms like PepsiCo and Coca-Cola. The data are primarily collected through surveys, purchase and media panels, and scanners. What kind of service does ABC provide in the marketing research industry? syndicated services Outside marketing research companies hired to supply marketing research data are called ________. external suppliers According to the text, most of the research suppliers are ________. small operations
field services According to the text, the most common entry-level position in the marketing research industry for people with bachelor 's degrees is ________. operational supervisor Which of the following actions is NOT a step a person would take to prepare for a career in marketing research? obtain any type of work experience Which of the following are mentioned in the text as steps to take to prepare for a career in marketing research? A) acquire computer and Internet skills B) acquire written communication skills C) take courses in statistics and quantitative methods D) develop verbal communication skills ALL OF THE ABOVE!! A formalized set of procedures for generating, analyzing, storing, and distributing pertinent information to marketing decision makers on an ongoing basis is called a(n) ________. marketing information system
In order to compare the national retailers ' success in selling its brands of digital cameras with the national retailers ' success in selling traditional camera equipment, the marketing manager for Sony decided to use the billing information Sony has for these national retailers. This information is fed into spreadsheets formatted in tabular form and updated continuously as accounts change. In doing so, the marketing manager for Sony utilized which one of the following? a marketing information system An information system that enables decision makers to interact directly with both databases and analysis models is called a(n) ________. decision support system Which of the following is NOT a characteristic of a marketing information system? can improve decision making by using "what-if" analysis Which of the following is NOT mentioned as a limitation of social media for conducting marketing research? expressive bias Which of the following stakeholders is NOT mentioned as being directly affected by marketing research activities? he government
False The resume of the decision maker is one of the issues discussed with the decision maker during the problem audit. False The alternative courses of action available to the DM is one of the issues discussed with the decision maker during the problem audit. True Secondary data are data collected for some purpose other than the problem at hand. True Secondary data are data of secondary importance. False According to the text, primary data are an economical and quick source of background information. False
Data originated by the researcher specifically to address the research problem are called primary data. True Pilot surveys contain fewer open-ended questions than large-scale surveys. False An unstructured, exploratory research methodology based on small samples intended to provide insight and understanding of the problem setting is called quantitative research. False Problem-identification research involves going below the surface to identify the true underlying problem that the marketing manager is facing. True Problem-identification research is typically used to address pricing issues. False
Image research is an example of a topic typically addressed by problem-identification research. True Distribution research is an example of a topic typically addressed by problem-identification research. False The first step in any marketing research project is to formulate the research design. False Formulating an analytical framework along with models, research questions, hypotheses, and the information needed are included in developing an approach to the problem. True Fieldwork or data collection is the fourth step of the marketing research process True Telephone, mail, personal and electronic interviewing are forms of interviewing in the data collection stage of the research process True
Collecting and analyzing data are steps involved in the data-processing stage False Promotion is considered an uncontrollable environmental factor False Marketing research is not concerned with factors that are not under the control of the marketing manager. False A manager has control over a competitor's pricing policy False Pricing, promotion, and distribution are all considered controllable marketing variables. True Marketing research departments located within a firm are called internal suppliers True
Focus groups represent the main method by which syndicated services collect data False According to the text, Nielsen Holding was recognized as the largest global research firm based on global research revenues True Kantar, Westat, and Burke, Inc. are examples of marketing research firms that offer customized services True Companies whose primary service offering is their expertise in collecting data for research projects are called coding and data entry services False 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
Selecting an outside supplier is always done with a formal " request for a proposal."e False 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 Either a strong qualitative or a strong quantitative background is sufficient to be a successful in marketing research False A good knowledge of marketing is essential to be a successful in marketing research True 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
Social media embody social computing tools commonly referred to as Web 1. False Expectations about objectivity among bloggers and other social media users are lower True Intel is mentioned as a marketing research firm specializing in social media research False The book advocates the use of social media to replace the traditional ways in which research is conducted False Marketing research involves all of the following regarding information EXCEPT Manipulation Qualitative research is based on large samples and involves statistical analysis. False The political environment is a factor that comprises the environmental context of the problem. False
Buyer behavior is a body of knowledge that tries to understand and predict consumers' reactions based on an individual#39;s specific characteristics. True According to the text, buyer behavior is a central component of the environmental context of the problem. True General economic conditions are considered elements of the legal environment. False Marketing and technological skills are considered elements of the environmental context. True The problem confronting the decision maker is typically referred to as the marketing research problem. False The management decision problem asks what information is needed and how it can best be obtained.
