Free test bank for basic marketing research 4th

Free Test Bank for Basic Marketing Research 4th
Edition by Malhotra Mutiple Choice Questions
The marketing chief of Fossil is considering the introduction of a
super functional, fashionable wristwatch for men and women priced
at $99. For this, he decided on 30 telephonic interviews from their
customer database, 50 valid survey responses from individuals
whose income is greater than $60,000 and 2 focus-groups. To
which of the six steps of the marketing research process do the
actions of the marketing chief for Fossil fall into?
1.

A) defining the problem

2.

B) developing an approach to the problem

3.

C) doing analysis

4.

D) doing fieldwork or collecting data

5.

E) formulating the research design

An advanced form of decision support system, called ________,
uses artificial intelligence procedures to incorporate expert

judgment.
1.

A) management information systems

2.

B) transaction processing systems

3.

C) expert systems

4.

D) marketing information systems

5.

E) total quality management

All of the following are characteristics that describe a decision
support system EXCEPT:
1.

A) can improve decision making by clarifying new data.

2.

B) unstructured problems.

3.

C) use of models.


4.

D) adaptability.

5.

E) both A and B

The first step in any marketing research project is to ________.
1.

A) define the problem

2.

B) develop an approach to the problem

3.

C) formulate the research design

4.

D) correct the problem

5.

E) excise the problem

Which of the following is NOT a characteristic of a marketing
information system?
1.

A) structured problems

2.

B) use of reports

3.

C) information displaying restricted

4.

D) can improve decision making by using "what if" analysis

5.

E) can improve decision making by clarifying new data

All of the following are important components of a decision support
system EXCEPT:
1.

A) hardware and a communication network.

2.

B) model base.

3.

C) software base.

4.

D) data entry procedures.

5.

E) DSS user.

Outside marketing research companies hired to supply marketing
research data are called ________.
1.

A) horizontal suppliers


2.

B) vertical suppliers

3.

C) external suppliers

4.

D) internal suppliers

5.

E) full-service suppliers

Companies that collect and sell common pools of data designed to
serve information needs that a number of clients share are called
________.
1.

A) environmental services

2.

B) customized services

3.

C) syndicated services

4.

D) Internet services

5.

E) field services

Which of the following is NOT considered an uncontrollable
environmental factor?
1.

A) competition

2.

B) social and cultural factors

3.

C) political factors

4.

D) promotion

5.

E) economy

According to the text, ________ research is typically used to assess
the environment and diagnose problems.
1.

A) problem-solving

2.

B) problem-manipulation

3.

C) problem-identification

4.

D) problem-correction


5.

E) problem exception

Which of the following is NOT a form of interviewing in the data
collection stage of the research process?
1.

A) telephone interviewing

2.

B) mail interviewing

3.

C) electronic interviewing

4.

D) observational interviewing

5.

E) personal interviewing

Research undertaken to help solve specific marketing problems is
called ________.
1.

A) problem-solving research

2.

B) problem-manipulation research

3.

C) problem-identification research

4.

D) problem-correction research

5.

E) problem exception

________ research is undertaken to help identify problems that are
not necessarily apparent on the surface and yet exist or are likely to
arise in the future.
1.

A) Problem-solving

2.

B) Problem-identification

3.

C) Problem-manipulation

4.

D) Problem-correction

5.

E) Problem exception

Companies whose primary service offering is their expertise in
collecting data for research projects are called ________.

1.

A) field services

2.

B) Internet services

3.

C) coding and data entry services

4.

D) data analysis services

5.

E) research directorates

In order to compare the national retailers' success in selling its
brands of digital cameras with the national retailers' success in
selling traditional camera equipment, the marketing manager for
Sony decided to use the billing information Sony has for these
national retailers. This information is fed into spreadsheets
formatted in tabular form and updated continuously as accounts
change. In doing so, the marketing manager for Sony utilized which
one of the following?
1.

A) a rolling audit

2.

B) a functional system

3.

C) an expert system

4.

D) a decision support system

5.

E) a marketing information system

According to the text, most of the research suppliers are ________.
1.

A) multinational operations

2.

B) Fortune 500 operations

3.

C) foreign operations

4.

D) small operations

5.

E) 501(c)(3) organizations

All of the following represent main methods used by syndicated
services to collected data EXCEPT:
1.

A) focus groups.


2.

B) surveys.

3.

C) panels.

4.

D) scanners.

5.

E) audits.

According to the text, which of the following organizations was
recognized as the largest global research firm based on global
research revenues?
1.

A) IMS Health Inc.

2.

B) Arbitron Inc.

3.

C) Nielsen

4.

D) Synovate

5.

E) GfK SE

An information system that enables decision makers to interact
directly with both databases and analysis models is called a(n)
________.
1.

A) transaction processing system

2.

B) decision support system

3.

C) expert system

4.

D) marketing information system

5.

E) information load

The services of full-service suppliers can be categorized into all of
the following types of services EXCEPT:
1.

A) syndicated services.

2.

B) environmental services.

3.

C) customized services.

4.

D) Internet services.


5.

E) B and D

A marketing research project is warranted when ________.
1.

A) the required information is already in the organization

2.

B) the decision which the research addresses has already been made

3.

C) the research will be used for gaining political ends

4.

D) time or money are not available in adequate amounts

5.

E) the cost of the research is less than its eventual benefits

Problem-identification research is typically used to address all of the
following topics EXCEPT:
1.

A) market share.

2.

B) short-range forecasting.

3.

C) long-range forecasting.

4.

D) pricing.

5.

E) market potential.

Which of the following is the more common of the forms of research
and is undertaken by virtually all marketing firms?
1.

A) problem-solving research

2.

B) problem-identification research

3.

C) problem-manipulation research

4.

D) problem-correction research

5.

E) problem exception

Which of the following statements is most TRUE about marketing
research?
1.

A) Marketing research follows an unpredictable path.

2.

B) Marketing research is systematic.


3.

C) Marketing research cannot be planned.

4.

D) All of the answer selections are FALSE.

5.

E) A and C are both true.

Marketing research departments located within a firm are called
________.
1.

A) internal suppliers

2.

B) horizontal suppliers

3.

C) virtual suppliers

4.

D) external suppliers

5.

E) smart zones

If an outside agency was brought in to conduct work for a research
project after the first three steps in the marketing research process
were completed, which step would the agency conduct?
1.

A) define the problem

2.

B) develop an approach to the problem

3.

C) formulate the research design

4.

D) correct the problem

5.

E) doing fieldwork or collecting data

Which of the following classifications of marketing research involves
going below the surface to identify the true underlying problem that
the marketing manager is facing?
1.

A) problem-solving

2.

B) problem-manipulation

3.

C) problem-correction

4.

D) problem-identification

5.

E) problem exception


All of the following are examples of topics typically addressed by
problem-solving research EXCEPT:
1.

A) segmentation.

2.

B) product.

3.

C) promotion.

4.

D) market share.

5.

E) pricing.

ABC is a company which is involved in selling data that is designed
to serve information needs of firms like PepsiCo and Coca-Cola.
The data are primarily collected through surveys, purchase and
media panels and scanners. What kind of service does ABC
provide in the marketing research industry?
1.

A) internet service

2.

B) data analysis service

3.

C) limited-service suppliers

4.

D) coding and data entry services

5.

E) syndicated services

According to the text, the most common entry-level position in the
marketing research industry for people with bachelor's degrees is
________.
1.

A) assistant project director

2.

B) project director

3.

C) operational supervisor

4.

D) research analyst

5.

E) account executive

A formalized set of procedures for generating, analyzing, storing,
and distributing pertinent information to marketing decision makers
on an ongoing basis is called a(n) ________.
1.

A) transactions processing system

2.

B) formal system

3.

C) marketing information system

4.

D) expert system

5.

E) research directorate

All of the following are mentioned in the text as steps to take to
prepare for a career in marketing research EXCEPT:
1.

A) acquire computer and Internet skills.

2.

B) obtain any work experience.

3.

C) take courses in statistics and quantitative methods.

4.

D) acquire effective written and verbal communication skills.

5.

E) think creatively.

Researchers enter the realm of the decision maker when they
________.
1.

A) make an appointment no less than 2 weeks in advance

2.

B) state the facts

3.

C) send an invoice for professional services they have redeemed

4.

D) explain the research design

5.

E) give justification for a recommended course of action over others

Which of the following is NOT a step in the marketing research
process?
1.

A) problem definition


2.

B) problem correction

3.

C) research design formulation

4.

D) report generation and presentation

5.

E) data preparation and analysis

All of the following are considered to be controllable marketing
variables EXCEPT:
1.

A) competition.

2.

B) pricing.

3.

C) promotion.

4.

D) distribution.

5.

E) product.

Marketing research involves all of the following regarding
information EXCEPT:
1.

A) identification.

2.

B) collection.

3.

C) analysis.

4.

D) manipulation.

5.

E) dissemination.

Which of the following marketing research firms does NOT offer
customized services?
1.

A) Synovate

2.

B) Westat

3.

C) Burke, Inc.

4.

D) Field Work Chicago, Inc.

5.

E) both B and D


Which of the following stakeholders is NOT mentioned as being
affected by marketing research activities?
1.

A) the government

2.

B) the client

3.

C) the respondent

4.

D) the public

5.

E) the marketing researcher

All of the following are steps involved in the data-preparation stage

of collected data EXCEPT:
1.

A) editing.

2.

B) coding.

3.

C) transcribing.

4.

D) collecting.

5.

E) initial inspection.

Which of the following is NOT mentioned as a limitation of social
media for conducting marketing research.
1.

A) objectivity standards for social media are lower

2.

B) self selection bias

3.

C) advocacy bias

4.

D) expressive bias

5.

E) all of these are mentioned as limitations