Question 1

What types of questions should marketers ask when gauging the credibility of secondary data?

Accepted Answer

-Who gathered the information?
-For what...

Question 2

A _____ looks at how another company solved a problem being researched.

Accepted Answer

A)   marketing research report
B)   primary data report
C)   Nielsen rating
D)   case study
E)   scenario analysisF) D) and E)
G) A) and E)

Question 3

Pretesting a questionnaire is typically a waste of valuable company resources.

Accepted Answer

A) True 
 B)False

Question 4

Scanner-based research involves buying research reports from other marketing research companies and then selling the reports in their entirety or in pieces to other firms.

Accepted Answer

A) True 
 B)False

Question 5

Exploratory research includes:

Accepted Answer

A)   examining cause-and-effect relationships.
B)   depth interviews and projective techniques.
C)   gathering hard numbers.
D)   measuring people's involuntary physical responses.
E)   measuring responses to advertising.F) A) and D)
G) A) and E)

Question 6

When creating a questionnaire,it is important to:

Accepted Answer

A)   use acronyms to save space.
B)   use jargon that relates to the topic.
C)   ask two questions in one to increase response rates.
D)   be as blunt as possible.
E)   be clear and unambiguous.F) None of the above
G) C) and D)

Question 7

The list from which the sample is drawn is known as the _____.

Accepted Answer

A)   population
B)   sampling frame
C)   field
D)   probability sample
E)   convenience sampleF) B) and E)
G) A) and B)

Question 8

_____ questions are easier to tabulate than _____ questions.

Accepted Answer

Closed-end...

Question 9

Cite some of the reasons that should not be taken into account while deciding on whether to conduct marketing research.

Accepted Answer

-The research is performed because it ha...

Question 10

A(n) _____ is a way to manage the vast amount of information firms have on hand.

Accepted Answer

A)   EDS
B)   RFID
C)   MRS
D)   MIS
E)   SCMF) A) and E)
G) B) and C)

Question 11

Descriptive research answers the question "Why?" when describing phenomenon.

Accepted Answer

A) True 
 B)False

Question 12

In the case of _____ research,all of a product's marketing elements are held constant except one.

Accepted Answer

A)   exploratory
B)   focus group
C)   causal
D)   descriptive
E)   ethnographicF) C) and D)
G) D) and E)

Question 13

Marketing information systems involve all of the following EXCEPT:

Accepted Answer

A)   a system for collecting market intelligence on an ongoing basis.
B)   a system for recording marketing research information.
C)   a system for collecting test market information.
D)   a system for recording internally generated data and reports.
E)   marketing analytics software to help managers with their decision making.F) All of the above
G) B) and E)

Question 14

Even if you simply get good information that is of no use,marketing research should be performed because the marketer is better equipped for his/her job.

Accepted Answer

A) True 
 B)False

Question 15

The goal that is to be accomplished by marketing research is known as the:

Accepted Answer

A)   research objective.
B)   research problem.
C)   research design.
D)   research purpose.
E)   research study.F) C) and D)
G) A) and E)

Question 16

Standards for the Code of Ethics for Market Intelligence Professionals includes:

Accepted Answer

A)   manipulating the data as the researcher sees fit.
B)   providing honest and realistic recommendations and conclusions in the execution of one's duties.
C)   complying with enforced laws, but allowing for bribery where socially acceptable.
D)   abiding by personal guidelines, even if they fall out of line with the company's guidelines.
E)   concealing information, such as one's identity, for the integrity of the results.F) C) and D)
G) A) and B)

Question 17

_____ is the "plan of attack" in the marketing research process.

Accepted Answer

The answer of _____ is the "plan of attack" in...

Question 18

Market research is on the path to failure from the start if the problem is improperly defined.

Accepted Answer

A) True 
 B)False

Question 19

The advantage of market research is that it:

Accepted Answer

A)   can be expensive.
B)   takes time.
C)   can help make a good decision.
D)   is infallible.
E)   is always done.F) C) and D)
G) A) and B)

Question 20

It is important to keep the audience in mind when writing a research report.

Accepted Answer

A) True 
 B)False

Exam 10: Gathering and Using Information: Marketing Research and Market Intelligence

The advantage of market research is that it:

Correct AnswerverifiedShow Answer

Standards for the Code of Ethics for Market Intelligence Professionals includes:

Correct AnswerverifiedShow Answer

A(n) _____ is a way to manage the vast amount of information firms have on hand.

Correct AnswerverifiedShow Answer

Descriptive research answers the question "Why?" when describing phenomenon.

Correct AnswerverifiedShow Answer

Scanner-based research involves buying research reports from other marketing research companies and then selling the reports in their entirety or in pieces to other firms.

Correct AnswerverifiedShow Answer

In the case of _____ research,all of a product's marketing elements are held constant except one.

Correct AnswerverifiedShow Answer

Pretesting a questionnaire is typically a waste of valuable company resources.

Correct AnswerverifiedShow Answer

The list from which the sample is drawn is known as the _____.

Correct AnswerverifiedShow Answer

Cite some of the reasons that should not be taken into account while deciding on whether to conduct marketing research.

Correct Answerverified-The research is performed because it ha...View AnswerShow Answer

It is important to keep the audience in mind when writing a research report.

Correct AnswerverifiedShow Answer

Exploratory research includes:

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_____ is the "plan of attack" in the marketing research process.

Correct AnswerverifiedShow Answer

Marketing information systems involve all of the following EXCEPT:

Correct AnswerverifiedShow Answer

Even if you simply get good information that is of no use,marketing research should be performed because the marketer is better equipped for his/her job.

Correct AnswerverifiedShow Answer

A _____ looks at how another company solved a problem being researched.

Correct AnswerverifiedShow Answer

When creating a questionnaire,it is important to:

Correct AnswerverifiedShow Answer

_____ questions are easier to tabulate than _____ questions.

Correct AnswerverifiedClosed-end...View AnswerShow Answer

What types of questions should marketers ask when gauging the credibility of secondary data?

Correct Answerverified-Who gathered the information?-For what...View AnswerShow Answer

The goal that is to be accomplished by marketing research is known as the:

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Market research is on the path to failure from the start if the problem is improperly defined.

Correct AnswerverifiedShow Answer

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-The research is performed because it ha...
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_ questions are easier to tabulate than _ questions.

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Closed-end...
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-Who gathered the information?
-For what...
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