Question 1

A scale that describes the respondent's intention to buy a particular product is called a rating scale.

Accepted Answer

A) True 
 B)False

Question 2

Designing a research plan calls for decisions on all of the following EXCEPT ________.

Accepted Answer

A)   research objectives
B)   data sources
C)   research approaches
D)   research instruments
E)   sampling plans

Question 3

After developing the research plan, the marketing researcher should define the problem and research objectives.

Accepted Answer

A) True 
 B)False

Question 4

The marketing manager needs to know the cost of the research project before approving it. During which stage of the marketing research process would such a consideration most likely take place?

Accepted Answer

A)   Step 1: defining the problem
B)   Step 4: analyzing the information
C)   Step 5: drafting the report
D)   Step 2: developing the research plan
E)   Step 3: collecting information

Question 5

As a marketing researcher, if you plan to conduct your research using qualitative measures like brand personification, what are you likely to ask the respondents in order to elicit their impression on your brand?

Accepted Answer

As a marketing researcher planning to co...

Question 6

When the marketers of a mobile phone manufacturing company want to determine the impact of individual media such as television and online display ads on sales as well as that of trade activities like every day low price, off-shelf display and so on, they usually use ________.

Accepted Answer

A)   marketing metrics
B)   market segmentation strategies
C)   market capitalization techniques
D)   market basket analysis
E)   marketing-mix models

Question 7

Behavioral research is the most scientifically valid research.

Accepted Answer

A) True 
 B)False

Question 8

The goal of ethnographic research is to ________.

Accepted Answer

A)   capture cause-and-effect relationships by eliminating competing explanations of the observed findings
B)   understand consumers' behavior by observing a sample groups discussing various topics of interest at length
C)   study demographic variables such as age, gender, income, education, and so on, in relation to consumer buying patterns
D)   analyze customers' purchasing behavior through catalog purchases and customer databases
E)   immerse the researcher into consumers' lives to uncover unarticulated desires that might not surface in any other form of research

Question 9

As the marketing manager of Cominform Pte Ltd., a manufacturer of health drinks, you have selected 10 individuals who match the profile of your target customer, to participate in a discussion on changing lifestyle trends related to health. You have also hired a skilled moderator to facilitate the discussion and ensure that everyone participates and stays focused on the topic. The moderator provides questions and probes based on the "script" prepared by you. The discussions are also recorded for further analysis. Which of the following methods of acquiring primary data is being used in this case?

Accepted Answer

A)   observational research
B)   surveys
C)   behavioral data
D)   experiments
E)   focus groups

Question 10

Which of the following refers to the set of measures that help firms to quantify, compare, and interpret their marketing performance?

Accepted Answer

A)   marketing diagnostics
B)   marketing information systems
C)   marketing simulation
D)   marketing intelligence
E)   marketing metrics

Question 11

Give reasons to justify that online research is versatile.

Accepted Answer

Increased broadband penetration offers o...

Question 12

Which of the following is considered to be the last step in the marketing research process?

Accepted Answer

A)   presenting findings
B)   analyzing information
C)   controlling the environment
D)   arriving at a decision
E)   drafting the report

Question 13

According to marketing consultant Pat LaPointe, the ________ measurement pathway of the marketing dashboard focuses on how well marketing expenditures are achieving short-term returns.

Accepted Answer

A)   customer metrics
B)   unit metrics
C)   cash-flow metrics
D)   brand metrics
E)   productivity metrics

Question 14

________ allow respondents to answer in their own words and often reveal more about how people think.

Accepted Answer

A)   Open-end questions
B)   Dichotomous questions
C)   Likert scale questions
D)   Multiple choice questions
E)   Semantic differential questions

Question 15

Because of its flexibility, ________ are the most common technique of collecting primary data.

Accepted Answer

A)   questionnaires
B)   telephonic interviews
C)   behavioral research studies
D)   experimental designs
E)   focus groups

Question 16

Discuss the different ways which can be adopted by small manufacturing firms to conduct market research.

Accepted Answer

The small firms can adopt the following ...

Question 17

In ________ interviews, researchers stop people at a shopping mall or busy street corner and request an interview on the spot.

Accepted Answer

A)   intercept
B)   arranged
C)   group
D)   structured
E)   behavioral

Question 18

The marketing research process begins by ________.

Accepted Answer

A)   developing a research plan
B)   defining the problem, the decision alternatives, and research objectives
C)   analyzing the internal environment
D)   reading marketing research journals
E)   contacting a professional research consultant

Question 19

A(n)  ________ is a gathering of 6 to 10 people carefully selected by researchers based on certain demographic, psychographic, or other considerations and brought together to discuss various topics of interest at length.

Accepted Answer

A)   target group
B)   pilot group
C)   focus group
D)   customer base
E)   ethnographic group

Question 20

Visualization requires people to create a collage from magazine photos or drawings to depict their perceptions.

Accepted Answer

A) True 
 B)False

Exam 4: Conducting Marketing Research and Forecasting Demand

In ________ interviews, researchers stop people at a shopping mall or busy street corner and request an interview on the spot.

Correct Answer
verified

As a marketing researcher, if you plan to conduct your research using qualitative measures like brand personification, what are you likely to ask the respondents in order to elicit their impression on your brand?

Correct Answer
Answered by ExamLex AI
As a marketing researcher planning to co...
View Answer

Visualization requires people to create a collage from magazine photos or drawings to depict their perceptions.

Correct Answer
verified

Give reasons to justify that online research is versatile.

Correct Answer
verified
Increased broadband penetration offers o...
View Answer

Which of the following refers to the set of measures that help firms to quantify, compare, and interpret their marketing performance?

Correct Answer
verified

A scale that describes the respondent's intention to buy a particular product is called a rating scale.

Correct Answer
verified

Designing a research plan calls for decisions on all of the following EXCEPT ________.

Correct Answer
verified

The goal of ethnographic research is to ________.

Correct Answer
verified

When the marketers of a mobile phone manufacturing company want to determine the impact of individual media such as television and online display ads on sales as well as that of trade activities like every day low price, off-shelf display and so on, they usually use ________.

Correct Answer
verified

The marketing manager needs to know the cost of the research project before approving it. During which stage of the marketing research process would such a consideration most likely take place?

Correct Answer
verified

A(n) ________ is a gathering of 6 to 10 people carefully selected by researchers based on certain demographic, psychographic, or other considerations and brought together to discuss various topics of interest at length.

Correct Answer
verified

________ allow respondents to answer in their own words and often reveal more about how people think.

Correct Answer
verified

Because of its flexibility, ________ are the most common technique of collecting primary data.

Correct Answer
verified

After developing the research plan, the marketing researcher should define the problem and research objectives.

Correct Answer
verified

The marketing research process begins by ________.

Correct Answer
verified

According to marketing consultant Pat LaPointe, the ________ measurement pathway of the marketing dashboard focuses on how well marketing expenditures are achieving short-term returns.

Correct Answer
verified

Which of the following is considered to be the last step in the marketing research process?

Correct Answer
verified

Discuss the different ways which can be adopted by small manufacturing firms to conduct market research.

Correct Answer
verified
The small firms can adopt the following ...
View Answer

Correct Answer
verified

Behavioral research is the most scientifically valid research.

Correct Answer
verified

Exam 4: Conducting Marketing Research and Forecasting Demand

In ________ interviews, researchers stop people at a shopping mall or busy street corner and request an interview on the spot.

Correct AnswerverifiedShow Answer

As a marketing researcher, if you plan to conduct your research using qualitative measures like brand personification, what are you likely to ask the respondents in order to elicit their impression on your brand?

Correct AnswerAnswered by ExamLex AIAs a marketing researcher planning to co...View AnswerShow Answer

Visualization requires people to create a collage from magazine photos or drawings to depict their perceptions.

Correct AnswerverifiedShow Answer

Give reasons to justify that online research is versatile.

Correct AnswerverifiedIncreased broadband penetration offers o...View AnswerShow Answer

Which of the following refers to the set of measures that help firms to quantify, compare, and interpret their marketing performance?

Correct AnswerverifiedShow Answer

A scale that describes the respondent's intention to buy a particular product is called a rating scale.

Correct AnswerverifiedShow Answer

Designing a research plan calls for decisions on all of the following EXCEPT ________.

Correct AnswerverifiedShow Answer

The goal of ethnographic research is to ________.

Correct AnswerverifiedShow Answer

When the marketers of a mobile phone manufacturing company want to determine the impact of individual media such as television and online display ads on sales as well as that of trade activities like every day low price, off-shelf display and so on, they usually use ________.

Correct AnswerverifiedShow Answer

The marketing manager needs to know the cost of the research project before approving it. During which stage of the marketing research process would such a consideration most likely take place?

Correct AnswerverifiedShow Answer

A(n) ________ is a gathering of 6 to 10 people carefully selected by researchers based on certain demographic, psychographic, or other considerations and brought together to discuss various topics of interest at length.

Correct AnswerverifiedShow Answer

________ allow respondents to answer in their own words and often reveal more about how people think.

Correct AnswerverifiedShow Answer

Because of its flexibility, ________ are the most common technique of collecting primary data.

Correct AnswerverifiedShow Answer

After developing the research plan, the marketing researcher should define the problem and research objectives.

Correct AnswerverifiedShow Answer

The marketing research process begins by ________.

Correct AnswerverifiedShow Answer

According to marketing consultant Pat LaPointe, the ________ measurement pathway of the marketing dashboard focuses on how well marketing expenditures are achieving short-term returns.

Correct AnswerverifiedShow Answer

Which of the following is considered to be the last step in the marketing research process?

Correct AnswerverifiedShow Answer

Discuss the different ways which can be adopted by small manufacturing firms to conduct market research.

Correct AnswerverifiedThe small firms can adopt the following ...View AnswerShow Answer

Correct AnswerverifiedShow Answer

Behavioral research is the most scientifically valid research.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
Answered by ExamLex AI
As a marketing researcher planning to co...
View Answer

Correct Answer
verified

Correct Answer
verified
Increased broadband penetration offers o...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The small firms can adopt the following ...
View Answer

Correct Answer
verified

Correct Answer
verified