65 free test bank for modern marketing research 2nd

65 Free Test Bank for Modern Marketing Research 2nd
Edition by Feinberg Mutiple Choice Questions

Conclusive research is meant to provide information to help the
decision-maker
1.

a.evaluate and select a specific course of action from among the options
previously identified

2.

b.select the correct sampling procedure

3.

c.identify the information needs based on the research objectives

4.

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)
1.

a.problem

2.

b.opportunity

3.

c.symptom

4.

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
1.

a.manage the data collection

2.

b.design a method for collecting information

3.

c.communicate the findings

4.

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?


1.

a.designing the data collection procedure

2.

b.collecting data

3.

c.processing and coding data

4.

d.analyzing data

Situations where performance can be improved by a change in
activities are
1.

a.symptoms

2.

b.performance measures

3.

c.opportunities

4.

d.information needs

Often decision-makers can identify gaps in the original list of
research needs by
1.

a.visualizing the research findings

2.

b.developing concrete objectives

3.

c.selecting the correct sample

4.

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
1.

a.optimistic

2.

b.pessimistic

3.

c.collected data

4.

d.most likely

Dependent variables are
1.

a.predictors of a phenomenon


2.

b.covariates or causes of a phenomenon

3.

c.used to explain independent variables

4.

d.phenomena one seeks to explain

An example of a problem would be
1.

a.market share has declined by 3 percent since last year

2.

b.brand awareness has declined by 5 percent

3.

c.the advertising campaigns used over the last year have been less effective

4.

d.all of the above

A centralized marketing research department offers all of the
following advantages except
1.

a.researchers are “are close to the action” of marketing problems and
implementation of their recommendations

2.

b.more economical and flexible use of facilities and personnel

3.

c.greater institutional prestige and credibility to marketing research

4.

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
1.

a.missing fields

2.

b.insufficient sample size

3.

c.miscodes

4.

d.self-selection bias

Typical motives for “pseudo-research” include all of the following
except

1.

a.using marketing research as a way to gain visibility and power in the
organization


2.

b.informing a decision among several possible courses of action

3.

c.establishing a scapegoat for marketing decisions that do not accomplish
objectives

4.

d.promoting service organizations such as advertising agencies and media to
attract new business and impress current clients

Contribution margin is
1.

a.selling price minus variable costs

2.

b.selling price minus fixed costs

3.

c.selling price minus variable and fixed costs

4.

d.profit per unit divided by variable costs

An example of a situational analysis would be an analysis of
1.

a.desired product features

2.

b.demand

3.

c.the firm’s advertising program

4.

d.the best price

Decision criteria are rules for
1.

a.choosing objectives, given various information needs

2.

b.choosing sampling procedures, given the size of the sample

3.

4.

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
1.

a.markets in less developed countries are less likely to have good secondary
data


2.

b.in some countries cultural dynamics or concerns about government
surveillance may negatively impact results

3.

c.marketing research techniques used in the United States are not applicable
in other countries

4.

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
1.

a.measurement error

2.

b.population error

3.

c.non-sampling error

4.

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
_______________.
1.

a.increases, increases

2.

b.increases, decreases

3.

c.decreases, increases

4.

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?
1.

a.incorrect population definition

2.

b.sampling frame non-representative of the population

3.

c.non-response errors

4.

d.faulty problem definition


Increasing market share by 3 percent by next year would be an
example of a(n)
1.

a.symptom

2.

b.problem

3.

c.opportunity

4.

d.decision objective

All of the following are characteristics of industrial marketing
research except
1.

a.difficult to find good executive interviewers

2.

b.respondent definitions are usually fairly simple

3.

c.study costs per interview are higher than for consumer research

4.

d.respondent cooperation is a major concern

The difference between a sample value and the true underlying
population value is called
1.

a.sampling error

2.

b.non-response error

3.

c.measurement error

4.

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

1.

a.required research is generally too costly

2.

b.top management is anti-intellectual

3.

c.there are too many non-researchable, “fire-fighting,” and proof-of-concept
requests


4.

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?”
1.

a.Symptoms

2.

b.Research design

3.

c.Information needs

4.

d.Data sources

The growth of marketing research activity dramatically increased
after World War II because of
1.

a.increased computer technology

2.

b.mass production of goods

3.

c.the development of television

4.

d.the acceptance of the marketing concept

The first step in the marketing research decision-making process is
1.

a.developing a hypothesis

2.

b.collecting relevant data

3.

c.outlining a process that can be used to collect the necessary information

4.

d.recognizing a unique marketing problem or opportunity

The main criteria for marketing research includes all of the following
except
1.

a.systematic

2.

b.objective

3.

c.related to the 4 P’s

4.

d.targeted for decision-making

The value or benefit of formal marketing research is typically
commensurate with
1.

a.the cost of conducting the research

2.

b.the amount of time it takes

3.

c.the clarity of the decision to be made

4.

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.
1.

a.Conclusive

2.

b.Exploratory

3.

c.Pseudo-

4.

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
1.

a.marketing

2.

b.the firm

3.

c.the marketing research industry

4.

d.in society

In designing the sample, researchers need to clearly define all of
the following except
1.

a.the questions to be asked

2.

b.the population from which the sample is to be drawn

3.

c.method used to select the sample

4.

d.the sample size


An example of an opportunity would be
1.

a.an ad campaign was not as effective as forecasted

2.

b.a hotel experiences a decline in revenues

3.

c.a competitor has more effective advertising

4.

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
1.

a.symptoms

2.

b.problems

3.

c.opportunities

4.

d.information needs

The formal beginning of marketing research was
1.

a.in 1900

2.

b.between 1910-1920

3.

c.between 1925-1940

4.

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
1.

a.independent variables

2.

b.dependent variables

3.

c.connecting variables

4.

d.statistical variables

All of the following are types of non-sampling errors except
1.

a.faulty problem definition

2.

b.incorrect population definition

3.

c.sampling frame is not representative of the population

4.

d.small sample size

The objective “to study consumer reactions to cartoon characters in
advertising” is insufficient for all of the following reasons except
1.

a.it does not indicate what type of market will be studied

2.

b.it does not indicate what is to be measured

3.

c.it does not indicate the cost of the study

4.

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
1.

a.marketing mix variables

2.

b.situational variables

3.

c.marketing mix variables

4.

d.performance variables

Syndicated data sources
1.

a.solve client-specific problems

2.

b.collect data and then sell these data on a subscription basis

3.

c.provide specific services, such as field interviewing or data analysis

4.

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
1.

a.viewing research as a threat to their personal status as decision makers


2.
3.

4.

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?”
1.

True

2.

False

Exploratory research can be helpful in identifying innovative
courses of action.
1.

True

2.

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.
1.

True

2.

False

It is rather easy to calculate the benefits of a research project, but
calculating costs is much more difficult.
1.

True

2.

False

Because of their role in collecting, analyzing, and reporting data,
marketing researchers are often asked to make managerial
decisions.


1.

True

2.

False

The criteria that research be systematic means that researchers
strive to be unbiased and impartial in conducting their research.
1.

True

2.

False

Exploratory research can be used as an aid in defining the decision
a manager must make and developing hypotheses.
1.

True

2.

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.
1.

True

2.

False

Despite major differences in consumer and industrial marketing
research, the underlying methods and skills are nearly identical.
1.

True

2.

False

Dependent variables are inputs or causes used to explain a
particular phenomenon.
1.

True

2.

False

Non-sampling errors tend to decrease as the sample size increases
while sampling errors tend to increase as the sample size
increases.


1.

True

2.

False

During the 1930s, sampling became a serious methodological issue

in marketing research.
1.

True

2.

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.
1.

True

2.

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.
1.

True

2.

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.
1.

True

2.

False

The purpose of marketing research is to gather information that will
improve managerial decisions.
1.

True

2.

False


In identifying alternative courses of action, “doing nothing” or “status
quo” is not a feasible alternative.
1.

True

2.

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.
1.

True

2.

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.
1.

True

2.

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.
1.

True

2.

False

As a general rule, frequently purchased consumer goods can
support more expensive marketing research than can high-cost
durable goods.
1.

True

2.

False

Problems are performance measures, metrics, and diagnostics that
signal the presence of an opportunity.
1.

True


2.

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.
1.

True

2.

False

Good horizontal relationships (teaming of researchers with product
managers) are more important than vertical ones (e.g., reporting to
the senior marketing executive).
1.

True

2.

False

Decisions must aim at solving problems or taking advantage of
opportunities, not at treating symptoms.
1.

True

2.

False