80 free test bank for modern marketing research 2nd edition

40 Free Test Bank for Modern Marketing Research 2nd Edition by Feinberg Mutiple Choice Questions 25 Free Test Bank for Modern Marketing Research 2nd Edition by Feinberg True – False Questions 10 Free Test Bank for Modern Marketing Research 2nd Edition by Feinberg Free Text Questions 40 Free Test Bank for Modern Marketing Research 2nd Edition by Feinberg Mutiple Choice Questions Conclusive research is meant to provide information to help the decisionmaker a.evaluate and select a specific course of action from among the options previously identified b.select the correct sampling procedure c.identify the information needs based on the research objectives d.clarify the problem or opportunity being faced If a product’s share of the market is below the forecasted share, then this would be an example of a(n) a.problem b.opportunity c.symptom d.both a and b The process of marketing research involves five steps designed to aid managerial decision-making After determining what information is needed, the next step would be to a.manage the data collection b.design a method for collecting information c.communicate the findings d.analyze and interpret the results During which step in the research process would a large proportion of the research budget be spent and a sizeable proportion of the “total error” be incurred? a.designing the data collection procedure b.collecting data c.processing and coding data d.analyzing data Situations where performance can be improved by a change in activities are a.symptoms b.performance measures c.opportunities d.information needs Often decision-makers can identify gaps in the original list of research needs by a.visualizing the research findings b.developing concrete objectives c.selecting the correct sample d.specifying the information needs When visualizing the research findings, the data chosen for presentation in the mock-up should represent all of the following possible results except a.optimistic b.pessimistic c.collected data d.most likely Dependent variables are a.predictors of a phenomenon b.covariates or causes of a phenomenon c.used to explain independent variables d.phenomena one seeks to explain An example of a problem would be a.market share has declined by percent since last year b.brand awareness has declined by percent c.the advertising campaigns used over the last year have been less effective d.all of the above A centralized marketing research department offers all of the following advantages except a.researchers are “are close to the action” of marketing problems and implementation of their recommendations b.more economical and flexible use of facilities and personnel c.greater institutional prestige and credibility to marketing research d.greater likelihood of attracting top-notch researchers and securing an adequate budget Mocked-up data used to visualize the results of a study will tend to lack uncooperative features present in real-world data such as all of the following except a.missing fields b.insufficient sample size c.miscodes d.self-selection bias Typical motives for “pseudo-research” include all of the following except a.using marketing research as a way to gain visibility and power in the organization b.informing a decision among several possible courses of action c.establishing a scapegoat for marketing decisions that not accomplish objectives d.promoting service organizations such as advertising agencies and media to attract new business and impress current clients Contribution margin is a.selling price minus variable costs b.selling price minus fixed costs c.selling price minus variable and fixed costs d.profit per unit divided by variable costs An example of a situational analysis would be an analysis of a.desired product features b.demand c.the firm’s advertising program d.the best price Decision criteria are rules for a.choosing objectives, given various information needs b.choosing sampling procedures, given the size of the sample c.choosing the appropriate quantitative analysis, given the form of the collected data d.selecting among courses of action, given various data outcomes Challenges in conducting effective marketing research internationally include all of the following except a.markets in less developed countries are less likely to have good secondary data b.in some countries cultural dynamics or concerns about government surveillance may negatively impact results c.marketing research techniques used in the United States are not applicable in other countries d.logistical dimensions of implementing marketing research are complex and, therefore, tend to cost more The sum of all errors that may occur in the research process over and above the sampling error is called a.measurement error b.population error c.non-sampling error d.systematic bias It is easier to justify the cost of research as the market size _ and as the ratio of variable costs to selling price _ a.increases, increases b.increases, decreases c.decreases, increases d.decreases, decreases In selecting a sample for a telephone company, a researcher used the local telephone book Given that individuals with an unlisted number, individuals with cell phones, and individuals without any type of phone would not be included, this illustrates which type of non-sampling error? a.incorrect population definition b.sampling frame non-representative of the population c.non-response errors d.faulty problem definition Increasing market share by percent by next year would be an example of a(n) a.symptom b.problem c.opportunity d.decision objective All of the following are characteristics of industrial marketing research except a.difficult to find good executive interviewers b.respondent definitions are usually fairly simple c.study costs per interview are higher than for consumer research d.respondent cooperation is a major concern The difference between a sample value and the true underlying population value is called a.sampling error b.non-response error c.measurement error d.systematic error Conflicts between researchers and management is not uncommon Common attitudes among marketing researchers regarding top management include all of the following except a.required research is generally too costly b.top management is anti-intellectual c.there are too many non-researchable, “fire-fighting,” and proof-of-concept requests d.top management is generally unsympathetic to the importance of problem definition, often re-defining the problem after the research is under way _ answers the questions, “What specific information is required to attain the objectives?” a.Symptoms b.Research design c.Information needs d.Data sources The growth of marketing research activity dramatically increased after World War II because of a.increased computer technology b.mass production of goods c.the development of television d.the acceptance of the marketing concept The first step in the marketing research decision-making process is a.developing a hypothesis b.collecting relevant data c.outlining a process that can be used to collect the necessary information d.recognizing a unique marketing problem or opportunity The main criteria for marketing research includes all of the following except a.systematic b.objective c.related to the P’s d.targeted for decision-making The value or benefit of formal marketing research is typically commensurate with a.the cost of conducting the research b.the amount of time it takes c.the clarity of the decision to be made d.the ability of the research to reduce uncertainty in the decision-making process _ research is often needed to facilitate the development of the statement of problems and opportunities a.Conclusive b.Exploratory c.Pseudo- d.Causal If syndicated research companies collect data through large-scale consumer panels and track what its participants do, buy, and think, then marketing research is playing a role in a.marketing b.the firm c.the marketing research industry d.in society In designing the sample, researchers need to clearly define all of the following except a.the questions to be asked b.the population from which the sample is to be drawn c.method used to select the sample d.the sample size An example of an opportunity would be a.an ad campaign was not as effective as forecasted b.a hotel experiences a decline in revenues c.a competitor has more effective advertising d.consumer preferences for snack foods shifted to products free of wheat gluten Variables directly under the control of management that lead the organization’s performance to fall short of objectives are a.symptoms b.problems c.opportunities d.information needs The formal beginning of marketing research was a.in 1900 b.between 1910-1920 c.between 1925-1940 d.in the 1950s Elements of the marketing mix, such as pricing and ad spending, are viewed as decision variables that the firm can use to steer the market Therefore, in developing a model these decision variables would be considered a.independent variables b.dependent variables c.connecting variables d.statistical variables All of the following are types of non-sampling errors except a.faulty problem definition b.incorrect population definition c.sampling frame is not representative of the population d.small sample size The objective “to study consumer reactions to cartoon characters in advertising” is insufficient for all of the following reasons except a.it does not indicate what type of market will be studied b.it does not indicate what is to be measured c.it does not indicate the cost of the study d.it does not indicate how the information will be used In the marketing management process, essential sets of information required for planning include all of the following except a.marketing mix variables b.situational variables c.marketing mix variables d.performance variables Syndicated data sources a.solve client-specific problems b.collect data and then sell these data on a subscription basis c.provide specific services, such as field interviewing or data analysis d.undertake complete research studies for client organizations Obstacles (or barriers) to the effective use of marketing research by management include all of the following except a.viewing research as a threat to their personal status as decision makers b.inability to work with researchers or use their knowledge and skills c.insistence on considering experience and personal judgment in decision process d.differences in emphasis and temperament 25 Free Test Bank for Modern Marketing Research 2nd Edition by Feinberg True - False Questions Research objectives answer the question, “Why is the project being conducted?” True False Exploratory research can be helpful in identifying innovative courses of action True False In practice, decision-making rarely relies wholly on an input-output framework of marketing research and formal statistical models, but combines them with managers’ experience, judgment, and intuition True False It is rather easy to calculate the benefits of a research project, but calculating costs is much more difficult True False Because of their role in collecting, analyzing, and reporting data, marketing researchers are often asked to make managerial decisions True False The criteria that research be systematic means that researchers strive to be unbiased and impartial in conducting their research True False Exploratory research can be used as an aid in defining the decision a manager must make and developing hypotheses True False The decision-maker, who has a clear perspective on the specific information needed to reduce the uncertainty surrounding the decision situation, should be actively involved in formulating the information needs for a research project True False Despite major differences in consumer and industrial marketing research, the underlying methods and skills are nearly identical True False Dependent variables are inputs or causes used to explain a particular phenomenon True False Non-sampling errors tend to decrease as the sample size increases while sampling errors tend to increase as the sample size increases True False During the 1930s, sampling became a serious methodological issue in marketing research True False Not only are research objectives rarely relayed to the marketing researcher at the outset of a research project, but decision-makers seldom formulate objectives accurately True False A systematic approach to researching the information needs of marketing management facilitates good organizational planning in developing objectives, allocating marketing resources, and auditing performance True False Researchers must develop a data-collection procedure that establishes an effective link between the information needs and the questions to be asked or the observations to be made True False The purpose of marketing research is to gather information that will improve managerial decisions True False In identifying alternative courses of action, “doing nothing” or “status quo” is not a feasible alternative True False The main disadvantage of the integrated structure of a marketing research department is the isolation of researchers from day-to-day activities and problems and the difficulty of finding qualified people True False The process of identifying problems and opportunities involves analyzing future situations that a firm will face; the past is a sunk cost because it can no longer be changed True False One of the steps in the research process is to process and code data Coding involves reviewing the data forms as to legibility, consistency, and completeness True False As a general rule, frequently purchased consumer goods can support more expensive marketing research than can high-cost durable goods True False Problems are performance measures, metrics, and diagnostics that signal the presence of an opportunity True False Research suppliers can be used to conduct components of a research study, but they are never given total responsibility for a research study in its entirety True False Good horizontal relationships (teaming of researchers with product managers) are more important than vertical ones (e.g., reporting to the senior marketing executive) True False Decisions must aim at solving problems or taking advantage of opportunities, not at treating symptoms True False 10 Free Test Bank for Modern Marketing Research 2nd Edition by Feinberg Free Text Questions Discuss the concepts of symptoms, problems, and opportunities Give an example of each Answer Given Symptoms are performance measures, metrics, and diagnostics that signal the presence of a problem or opportunity In marketing research, the word “problem” refers to those variables—particularly variables under direct managerial control— that lead the organization’s performance measures to fall short of objectives An opportunity refers to a situation where performance can be improved by a change in activities Student examples will vary greatly Examples of symptoms should refer to a metric (such as declining sales) divorced from its underlying cause Examples of problems should refer to something that leads to an under performance (such as an ineffective advertising strategy) Examples of opportunities should refer to an instance where a change in a condition opens a new possibility for improved performance (such as adding a new line of product when consumer tastes shift) The field of marketing research amounts to a set of methodologies designed to aid managerial decision-making What are the essential steps in this approach? Answer Given The essential steps are: Determine what information is needed; Design a method for collecting this information; Manage the data collection; Analyze and interpret the results; Communicate the findings in a way that clarifies the implications for decision-making The general approach and techniques of marketing research applies to both domestic and international contexts, but additional issues that must be considered in international research Discuss these issues that are unique to the international arena Answer Given The level of uncertainty pervading the entire enterprise will be greater in the international than in the domestic context The cost of doing marketing research is often much higher outside areas in which there is a highly developed research infrastructure Markets in developing areas are often not as large, so potential revenue an profits are more modest A great deal of attention must be paid to translation of language and sensitivity to cultural differences to avoid big marketing blunders Explain the difference between independent and dependent variables Answer Given Dependent variables are phenomena a researcher seeks to explain, whereas independent variables are used to explain them What is meant by the term “market”? Answer Given Generically, the market is everyone who could possibly participate in buying, leasing, subscribing, or trading for a specific product or service and everything that could plausibly be involved in these activities List the topics that should be considered in a research proposal Answer Given Topics to include are: problem; objectives; alternatives; informational needs; personnel qualifications; evaluation; budget; timetable What is the contribution margin if the selling price is $25.00, variable costs are $13.00, and fixed costs are $50,000 Answer Given $12.00 (25–13) Compare and contrast consumer versus industrial marketing research Answer Given Consumer marketing research involves a large population, respondent accessibility is fairly easy, respondent cooperation has become increasingly more difficult to obtain, sample size can usually be drawn as large as is needed, respondent definitions are usually fairly simple, interviewers can be readily trained, and the key dictators of study costs are sample size and incidence In comparison, industrial marketing research involves a small population, respondent accessibility is difficult, respondent cooperation is a major concern, sample size is usually much smaller than for a consumer sample, respondent definitions are more difficult, interviewers are more difficult to train, and study costs per interview are usually considerably higher than for consumer research Discuss the nature and various types of non-sampling error Answer Given Non-sampling error refers to all errors that may occur in the research process over and above the sampling error, including those arising from both inadvertent mistakes and deliberate deceptions Specific types of non-sampling error include faulty problem definition, incorrect population definition, sampling frame nonrepresentative of the population, non-response errors, poor questionnaire design, measurement error, and improper causal inferences A research project costs $80,000 Selling price is $30.00 and variable costs are $20.00 What is the break even point to cover the costs of the research? Answer Given 8,000 units ((80,000/(30–20)) ... senior marketing executive) True False Decisions must aim at solving problems or taking advantage of opportunities, not at treating symptoms True False 10 Free Test Bank for Modern Marketing Research. .. methodological issue in marketing research True False Not only are research objectives rarely relayed to the marketing researcher at the outset of a research project, but decision-makers seldom formulate objectives... Bank for Modern Marketing Research 2nd Edition by Feinberg True - False Questions Research objectives answer the question, “Why is the project being conducted?” True False Exploratory research