Question 1

Under which of the following conditions will marketing research likely have greater value to management?

Accepted Answer

A)   when the research helps clarify problems or opportunities
B)   when the research identifies changes that are occurring in the marketplace among consumers and/or competitors
C)   when the research clearly identifies the best alternatives to pursue
D)   when the research helps a company's brand establish a competitive advantage
E)   all of the above

Question 2

Information gaps are the basis for establishing research objectives.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following is an industry standard on "validation"?

Accepted Answer

A)   2 percent
B)   3 percent
C)   5 percent
D)   10 percent
E)   There is not standard on "validation."

Question 4

Primary data can be acquired through a variety of methods. Which of the following methods does NOT apply to primary data collection?

Accepted Answer

A)   Online panels
B)   Face-to-face interviews
C)   Syndicated data review
D)   Focus groups
E)   Observation

Question 5

Causal research, undertaken to help recognize causes and effects, is carried out through experiments.

Accepted Answer

A) True 
 B)False

Question 6

Secondary information refers to information collected by research companies and made available to clients who may sell the information again on the "secondary" market.

Accepted Answer

A) True 
 B)False

Question 7

Invitations to bid and requests for proposals are sensitive issues in terms of appropriate ethical behaviour.

Accepted Answer

A) True 
 B)False

Question 8

A bank spent several thousand dollars surveying customers to learn if customers were able to conduct transactions at the bank's ATMs. Their ATMs record, up to 4 decimal places, the times when the units are down. This situation illustrates the point that:

Accepted Answer

A)   ATM's are seldom unavailable.
B)   ATMs are not dependable.
C)   the better banks conduct marketing research.
D)   marketing research should not be conducted when the information needed is already available.
E)   marketing research should be used when the information needed is already available.

Question 9

Which of the following statements is true regarding the marketing research step, "defining the problem"?

Accepted Answer

A)   Defining the problem is the third most important step in the research process.
B)   Defining the problem is the most important step in the marketing research process.
C)   Defining the problem should be undertaken only after the project has been approved by top management.
D)   Defining the problem should be undertaken only after a sufficient number of firms have been gathered to conduct the marketing research project.
E)   Defining the problem is an easy second step in the marketing research process.

Question 10

A client must not only look at the cost of conducting marketing research, but also the cost of implementing the research recommendation, when establishing the need for marketing research.

Accepted Answer

A) True 
 B)False

Question 11

The 11-step process that the textbook presents is the universally accepted process supported by the Canadian Marketing Association.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following statements does NOT apply to "symptoms"?

Accepted Answer

A)   Symptoms are changes in the level of some key monitor that measures the achievement of an objective.
B)   The role of symptoms is to alert management to a problem.
C)   Symptoms may be negative but still bring about opportunities.
D)   Another term for symptoms is problems.
E)   Symptoms are not problems.

Question 13

Which is the last step in the marketing research process?

Accepted Answer

A)   collecting payment from the client
B)   follow-up discussions with the client
C)   preparing and presenting the final research report
D)   presenting the final report
E)   conducting an exit interview with the all of those who participated in the research project

Question 14

The marketing director for a local car dealership receives the customer satisfaction scores for the past month and notices that they are below objectives and are significantly lower than they have been in the last two years. This means that there is a gap between:

Accepted Answer

A)   what did happen and what could have happened.
B)   what was supposed to happen and what did happen.
C)   what already has happened and what will happen in the future.
D)   what will happen in the future and what happened in the past.
E)   what happened in the past and what could have happened in the past.

Question 15

Secondary information is information that has already been collected for some other purpose.

Accepted Answer

A) True 
 B)False

Question 16

Carolyn Wolf is considering conducting a significant amount of marketing research to determine how to wrap boxes of products that she sends to their quarterly trade show. Carolyn's boss suggests that she should not conduct the research because:

Accepted Answer

A)   competitors have not conducted such research.
B)   the value of the research will likely outweigh its cost.
C)   the cost of this research will likely outweigh its value.
D)   the CEO of the company has not asked for the research.
E)   the marketing manager is not favourable toward research.

Question 17

Sometimes managers know that marketing research is not needed. In which of the following cases would marketing research NOT be needed?

Accepted Answer

A)   Competitors have introduced a successful new product and it is too late to respond.
B)   Brand managers wish to assess the profitability of different items in the product line and this information is available from the internal reports system.
C)   There have been significant changes in the demographic characteristics of the market since marketing research was last conducted.
D)   A competitor has introduced a new innovative distribution system.
E)   An internal analysis indicates that the company is losing distributors at an alarming rate.

Question 18

Data analysis is a process by which the raw data are checked to verify if they have been correctly input from the data collection form to the computer software program.

Accepted Answer

A) True 
 B)False

Question 19

Researchers must resist the temptation to 'go along' with the first problem definition suggested by the client.

Accepted Answer

A) True 
 B)False

Question 20

The sample plan determines the accuracy of survey results.

Accepted Answer

A) True 
 B)False

Exam 2: The Marketing Research Process

Under which of the following conditions will marketing research likely have greater value to management?

Correct AnswerverifiedShow Answer

Which is the last step in the marketing research process?

Correct AnswerverifiedShow Answer

Sometimes managers know that marketing research is not needed. In which of the following cases would marketing research NOT be needed?

Correct AnswerverifiedShow Answer

Information gaps are the basis for establishing research objectives.

Correct AnswerverifiedShow Answer

Researchers must resist the temptation to 'go along' with the first problem definition suggested by the client.

Correct AnswerverifiedShow Answer

Data analysis is a process by which the raw data are checked to verify if they have been correctly input from the data collection form to the computer software program.

Correct AnswerverifiedShow Answer

Carolyn Wolf is considering conducting a significant amount of marketing research to determine how to wrap boxes of products that she sends to their quarterly trade show. Carolyn's boss suggests that she should not conduct the research because:

Correct AnswerverifiedShow Answer

Which of the following statements is true regarding the marketing research step, "defining the problem"?

Correct AnswerverifiedShow Answer

Primary data can be acquired through a variety of methods. Which of the following methods does NOT apply to primary data collection?

Correct AnswerverifiedShow Answer

Which of the following statements does NOT apply to "symptoms"?

Correct AnswerverifiedShow Answer

Invitations to bid and requests for proposals are sensitive issues in terms of appropriate ethical behaviour.

Correct AnswerverifiedShow Answer

The sample plan determines the accuracy of survey results.

Correct AnswerverifiedShow Answer

The marketing director for a local car dealership receives the customer satisfaction scores for the past month and notices that they are below objectives and are significantly lower than they have been in the last two years. This means that there is a gap between:

Correct AnswerverifiedShow Answer

Causal research, undertaken to help recognize causes and effects, is carried out through experiments.

Correct AnswerverifiedShow Answer

Which of the following is an industry standard on "validation"?

Correct AnswerverifiedShow Answer

Secondary information is information that has already been collected for some other purpose.

Correct AnswerverifiedShow Answer

A client must not only look at the cost of conducting marketing research, but also the cost of implementing the research recommendation, when establishing the need for marketing research.

Correct AnswerverifiedShow Answer

A bank spent several thousand dollars surveying customers to learn if customers were able to conduct transactions at the bank's ATMs. Their ATMs record, up to 4 decimal places, the times when the units are down. This situation illustrates the point that:

Correct AnswerverifiedShow Answer

The 11-step process that the textbook presents is the universally accepted process supported by the Canadian Marketing Association.

Correct AnswerverifiedShow Answer

Secondary information refers to information collected by research companies and made available to clients who may sell the information again on the "secondary" market.

Correct AnswerverifiedShow Answer

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