MKTG-320 Week 4 Midterm

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1. Question : (TCO 1) Which best describes a market researcher? One who is academically trained for market research. One who understands the marketing process as well as the subtleties of marketing problems and opportunities. One who is well trained in statistics and can design proper sampling procedures. One who has a strong background in communications and advertising. 2. Question : (TCO 1) In a company, the marketing research department should report to: The highest level of general management. The top marketing officer. Top executives in various divisions if the marketing research function is decentralized. Any of these, depending on the needs of the organization and the location of the department(s). 3. Question : (TCO 1) Which of the following are applications of Marketing 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. 4. Question : (TCO 2) In general, if primary research does not have an effect on management decisions: It is exploratory It is unobtrusive It is descriptive It should not be done

5. Question : (TCO 2) The most economical and fastest sources of information are generally provided by: Interviews Secondary data Qualitative data None of the above

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Question : (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 7. Question : (TCO 3) The Bayesian approach to decision-making: Assigns probabilities to each state of nature based on relative frequency probabilities. Uses personal probabilities reflecting the decision-maker's confidence in the truth of a specific proposition. Is based on the principle of insufficient reason. Assumes complete ignorance about the true state of nature.

8. Question : (TCO 3) Research problems 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

9. Question : (TCO 4) To find out the effect of price on sales of a particular brand, the most appropriate research design would be: Exploratory research Causal research Descriptive research Primary research None of the above

10. Question : (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. 11. Question : (TCO 4) Of the following research questions, which could not be answered by exploratory research? How does revenue vary with the size of our company's sales staff? What do customers expect from our product? What are the alternative means of transportation for urban commuters?

Are customers satisfied with our product? 12. Question : (TCO 4) A ___________ describes a plan for conducting and controlling a research project. Action plan Research proposal Critical Path Method Research objective

13. Question : (TCO 4) Which one of the following provides a standard source of recurring data? Guides Census Directories Indexes 14. Question : (TCO 4) Which of the following statements about internal records is false? Internal records provide data on marketing inputs and outputs. The data in internal records are intended to satisfy many different information needs and may be inappropriate for marketing decisions. The time frames in which variables such as sales are measured will always correspond to those used in external data. Records of sales staff activity may be exaggerated.

15. Question : (TCO 5) The tendency for new members of a panel to report unusual levels of purchase is the result of: Testing effects Mortality Selection bias Probability sampling 1. Question : (TCO 5) A large grocery product manufacturer has experienced declining sales of canned beans. You are asked to investigate whether the decline is due to the pricing of its product relative to that of the competition. What data source would you use? A warehouse withdrawal service An SIC index A retail store audit A mail diary panel

2. Question : (TCO 5) Information on special displays, in-store advertising, and shelf facings can be obtained through:

A Census of Business Surveying wholesalers Computer scanner checkouts A retail store audit

3. Question : (TCO 5) Continuous panels are beneficial to researchers because: The researcher can study changes in behavior. The researcher can collect buyer characteristics and look to market segment behavior. Not only do you have time series data, but it is not aggregated over all individuals, so a single individual (or family) can be studied. All of the above.

4. Question : (TCO 5) A researcher should keep in mind that the use of the computer-retrieval method is limited by: The slow pace of display after the actual computer search has been done. Inaccessibility to worldwide information services. The fact that information is always available in published form before it is put on a computer. Its dependence on the accuracy of an abstract or citation author.

5. Question : (TCO 5) Data that has been specified, collected, and recorded by someone:other than the user are known as: Historical data External data Primary data Secondary data

6. Question : (TCO 6) True measure of effectiveness of ads on the WWW is measured by: AdCount "Click-through" rates Number of Web cruisers seeing the ad None of the above

7. Question : (TCO 6) A(n) ___________ focus group allows the researcher to experience the emotional framework for which the product is used. Exploratory Experiencing Clinical

Traditional

8. Question : (TCO 6) The following are all examples of projective techniques except: Picture interpretation Direct observation Role playing Third-person techniques

9. Question : (TCO 6) The moderator of a focus group should: Try to keep the discussion as close to a question-answer session as possible. Encourage natural group leaders. Avoid demonstrating an interest in the views of each participant. None of the above.

10. Question : (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 An example of picture interpretation