Which best describes a market researcher?The data in internal records are intended to satisfy many different information needs and may be inappropriate for marketing decisions.
Which best describes a market researcher?The data in internal records are intended to satisfy many different information needs and may be inappropriate for marketing decisions.
One who is academically trained for market research.
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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.
(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).
(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.
(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
(TCO 2) The most economical and fastest sources of information are generally provided by:
Interviews
Secondary data
Qualitative data
None of the above
(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
(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.
(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
(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
(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.
(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?
(TCO 4) A ___________ describes a plan for conducting and controlling a research project.
Action plan
Research proposal
Critical Path Method
Research objective
(TCO 4) Which one of the following provides a standard source of recurring data?
Guides
Census
Directories
Indexes
(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.
(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
(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?
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