Exam

Name___________________________________

MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question.
2) ________ is the systematic design, collection, analysis, and reporting of data and findings relevant to a
specific marketing situation facing the company.
A) Marketing communications
B) Internal marketing
C) Marketing research
D) Market segmentation
E) Marketing planning
Answer: C

4) Which of the following types of marketing research firms gathers consumer and trade information and then
sells it for a fee (e.g., Nielsen Media Research)?
A) custom marketing research firms
B) syndicated-service research firms
C) specialty-line marketing research firms
D) generic marketing research firms
E) focused marketing research firms
Answer: B

5) Amity Inc., is a firm which collects and processes household data and sells it to other firms which produce
consumer durables. Amity is an example of a ________.
A) custom marketing research firm
B) specialty-line marketing research firm
C) syndicated-service research firm
D) generic marketing research firm
E) focused marketing research firm
Answer: C

6) A field-service firm is a ________.

A) custom marketing research firm
B) syndicated-service research firm
C) specialty-line marketing research firm
D) consumer marketing research firm
E) social marketing research firm
Answer: C

7) You are the marketing research director of a medium-sized manufacturing firm and you would like to
engage an outside marketing research firm to conduct field interviews. Which of the following options
categories of marketing research firms should you use?
A) syndicated-service research firms
B) custom marketing research firms
C) global research management firms
D) specialty-line marketing research firms
E) brand management specialty research firms
Answer: D

8) The marketing research process begins by ________.

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
Answer: B

10) If the goal of marketing research is to shed light on the real nature of a problem and to suggest possible
solutions or new ideas, the research is said to be ________.
A) descriptive
B) quantitative
C) primary
D) secondary
E) exploratory
Answer: E

11) Unistar Inc., is an FMCG company that produces a wide range of offerings such as grocery items and
personal care products. If Unistar wants to estimate the demand for its new line of body moisturizers, which
are all priced at $18, it should opt for ________ research.
A) descriptive
B) exploratory
C) prescriptive
D) causal
E) qualitative
Answer: A

12) A company would like to study the impact of advertising expenditure on sales and sales revenue. This is an
example of ________ research.
A) prescriptive
B) causal
C) secondary
D) exploratory
E) qualitative
Answer: B

13) 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?
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
Answer: D

15) ________ are data that were collected for another purpose and already exist.
A) Primary data
B) Secondary data
C) Primitive data
D) Cross-sectional data
E) Ordinate data
Answer: B
16) Before Sandra opened her florist shop she read all she could about the floral industry. She also consulted
several published research reports to understand growth patterns in the local area with particular interest in
the location of florists throughout the city. This ________ helped her to decide on the location of her store.
A) primary data
B) secondary data
C) primitive data
D) tertiary information
E) licensed information
Answer: B

17) Primary data can be collected in several ways. Installing CCTV cameras in a retail store whereby consumers'
actions can be recorded is an example of ________.
A) focus group research
B) survey research
C) observational research
D) behavioral research
E) experimental research
Answer: C

20) 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.
A) target group
B) pilot group
C) focus group
D) customer base
E) ethnographic group
Answer: C

21) As the marketing manager of Cominform Pvt. 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?
A) observational research
B) surveys
C) behavioral data
D) experiments
E) focus groups
Answer: E

22) Why must the researchers avoid generalizing from focus-group participants to the whole market?
A) Participants' responses are not reliable.
B) Most of the participants are likely to be ignorant about the topic of discussion.
C) The size of the group is too small and the sample is not drawn randomly.
D) Most of the participants are likely to exhibit similar tastes and preferences.
E) The participants usually come from diverse backgrounds.
Answer: C

23) Which of the following is used to assess people's knowledge, beliefs, preferences, and satisfaction and to
measure these magnitudes in the general population?
A) observational research
B) descriptive research
C) quantitative research
D) survey research
E) experimental research
Answer: D

27) Because of its flexibility, ________ are the most common technique of collecting primary data.
A) questionnaires
B) telephonic interviews
C) behavioral research studies
D) experimental designs
E) focus groups
Answer: A

28) ________ allow respondents to answer in their own words and often reveal more about how people think.
A) Open-end questions
B) Dichotomous questions
C) Likert scale questions
D) Multiple choice questions
E) Semantic differential questions
Answer: A

29) Which of the following is true of qualitative research?

A) It is a structured measurement approach that permits a range of possible responses.
B) It is indirect in nature, so consumers may be less guarded.
C) It requires large sample sizes.
D) Its results can be easily generalized to broader populations.
E) It generally results in similar results and conclusions across researchers.
Answer: B

31) A question that respondents can answer in an almost unlimited number of ways is called a ________.
A) structured question
B) closed-end question
C) completely unstructured question
D) dichotomous question
E) multiple choice question
Answer: C

32) "Truancy should be checked in schools: 1) Strongly disagree, 2) Disagree, 3) Neither agree nor disagree, 4)
Agree, 5) Strongly agree." This is an example of a ________.
A) Likert scale
B) semantic differential
C) multiple choice question
D) Thematic Appreciation Test (TAT)
E) dichotomous question
Answer: A

33) An item in a questionnaire states that "most politicians cannot be trusted." Respondents are required to
provide their answers by choosing any one of the following options: 1) Strongly disagree, 2) Disagree, 3)
Neither agree nor disagree, 4) Agree, 5) Strongly agree. This is an example of a ________.
 A) semantic differential
B) word association question
C) Thematic Appreciation Test (TAT)
D) Likert scale
E) dichotomous question
Answer: D

34) If a marketing researcher chooses to use word associations, the researcher is using ________.
A) closed-end questions
B) likert scale questions
C) open-end questions
D) rating scale questions
E) semantic differential questions
Answer: C

36) The question "What is your opinion of the measures taken by the government to control inflation?" is an
example of a ________ question.
A) semantic differential
B) word association
C) completely unstructured
D) story completion
E) dichotomous
Answer: C

40) With respect to the sampling plan, three decisions must be made: (1) the sampling unit who is to be
surveyed; (2) sample size how many people should be surveyed; and (3) ________.
A) sample cost how much does sampling cost
B) surveyor skill who should conduct the survey
C) sample security how should the sample data be protected
D) sampling procedure how should respondents be chosen
E) sample supervisor who leads the sampling effort
Answer: D

46) Which of the following statements about telephonic interview is true?

A) It usually takes a long time to gather information through telephonic interviews.
B) The interviewer is unable to clarify questions if respondents do not understand them.
C) The response rate for telephonic interviews has been typically lower than for mailed questionnaires.
D) The U.S. government generally encourages telemarketing by firms.
E) Telephone interviewing in the U.S. is getting more difficult because of consumers' growing antipathy
toward telemarketers.
Answer: E

47) If a marketing researcher wishes to reach those people who would not give personal interviews or whose
responses might be biased or distorted by interviewers, he or she should use ________.
A) mail questionnaires
B) telephonic interviews
C) online interviews
D) focus groups
E) observational research
Answer: A
48) Which of the following is considered to be the most versatile of all the contact methods?
A) mail questionnaires
B) telephone interviews
C) personal interviews
D) online interviews
E) field trials
Answer: C

50) Which of the following is an advantage of personal interviews?

A) It is a relatively inexpensive method of gathering information.
B) The possibility of interviewer bias is minimized.
C) Participants can choose to respond at their own convenience.
D) It facilitates anonymous responses.
E) Interviewers can record additional observation about the respondent such as body language.
Answer: E

51) Which of the following is one of the key disadvantages of online market research?
A) Online research is expensive.
B) Online research is time consuming.
C) People tend to be dishonest online.
D) Online research lacks versatility.
E) Samples can be small and skewed.
Answer: E

53) The ________ phase of marketing research is generally the most expensive and the most prone to error.
A) contact
B) research planning
C) questionnaire design
D) interview design
E) data collection
Answer: E

54) After collecting the relevant information, the next step in the marketing research process is to ________.
A) develop the research plan
B) define the problem and research objectives
C) present the project report
D) make the final decision
E) analyze the acquired data
Answer: E

55) After computing averages and measures of dispersion for the major variables and applying advanced
statistical techniques and decision models in the hope of discovering additional findings from the gathered
information, the researchers ________.
A) define the problem, the decision alternatives, and the research objectives
B) present findings relevant to the major marketing decisions facing management
C) evaluate the costs associated with data collected
D) analyze the appropriateness of the data sources used
E) develop the research plan
Answer: B

56) Why do firms employ more than one persona to gather information about the target consumers?
A) Within a group, consumers usually exhibit similar tastes and preferences.
 B) The distribution of income and wealth are more or less equal across different customer segments.
C) Although customers have uniques, essentially their basic needs and requirements are the same.
D) Any target market may have a range of consumers who vary along a number of key dimensions.
E) The firms want to provide consumers with a greater number of product choices.
Answer: D

TRUE/FALSE. Write 'T' if the statement is true and 'F' if the statement is false.

72) Most large companies prefer to use external marketing research consultants rather than employ their own
marketing research department.
Answer: True False

75) Custom marketing research firms sell field interviewing services to other firms.
Answer: True False

76) After developing the research plan, the marketing researcher should define the problem and research
objectives.
Answer: True False

77) The goal of exploratory research is to shed light on the real nature of the problem and to suggest possible
solutions or new ideas.
Answer: True False

78) The purpose of causal research is to test a cause-and-effect relationship.

Answer: True False

79) James collected primary data when he distributed a survey to dorm residents to discover their attitudes and
opinions on campus life.
Answer: True False

80) Secondary data are data freshly gathered for a specific purpose or for a specific research project.
Answer: True False

82) Researchers should generalize findings from focus-group participants to the whole market.
Answer: True False

87) Owing to its greater flexibility, a questionnaire is by far the most common instrument used to collect primary
data.
Answer: True False

88) Qualitative research techniques are relatively structured measurement approaches that permit limited
possible responses.
Answer: True False

89) A questionnaire should contain sophisticated and uncommon words.

Answer: True False

90) If a marketing researcher decides to use a Likert scale, the researcher has chosen a technique wherein the
respondent reviews a statement that shows the amount of agreement/disagreement with some product,
service, or concept.
Answer: True False
 91) A dichotomous question is a question with three or more answers.
Answer: True False

92) A scale that describes the respondent's intention to buy a particular product is called a rating scale.
Answer: True False

94) Once they have determined the sampling unit, marketers must develop a sampling frame so that a small
section in the target population has a greater chance of being sampled.
Answer: True False

97) The response rate is usually very high for mail questionnaires.
Answer: True False

99) A good illustration of what is called the arranged interview occurs when interviewers stop people in a
shopping mall or on a busy street and solicit information necessary to their research effort.
Answer: True False

100) Online surveys are fast because the survey can automatically direct respondents to applicable questions and
transmit results immediately.
Answer: True False

72) FALSE

75) FALSE

76) FALSE

77) TRUE

78) TRUE

79) TRUE

80) FALSE

82) FALSE

87) TRUE

88) FALSE

89) FALSE

90) TRUE

91) FALSE

92) FALSE

94) FALSE
97) FALSE

99) FALSE

100) TRUE