BUSI 2204 Final: Chapter 04 Marketing Resear
14 Dec 2016
School
Department
Course
Professor
Chapter 04 Marketing Research and Information Systems
1.
The term
marketing
research
refers to:
A.
a strategic way of developing a marketing plan by mixing the controllable elements.
B.
an area of study concerned with managing the resources and activities of a firm.
C.
a series of actions that help in enhancing the performance of firms.
D.
a set of techniques for systematically collecting, recording, analyzing, and interpreting useful
data.
E.
a procedure that a marketer follows when developing a market plan.
2.
Political consultants have been using market research for decades to help their candidates
understand:
A.
who makes up the voting public and how to reach them.
B.
what ethical lapses they can get away with.
C.
which consumers spend the most money.
D.
what are the food habits of the public.
E.
how to sell their votes.
3.
Which of the following is the first factor that managers consider before embarking on a marketing
research project?
A.
the cost of undertaking the project
B.
the usefulness of the project to the firm
C.
the time limits of the project
D.
the sample size to be used in the research
E.
the questions to be used in the questionnaire
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4.
Assuming that the market research study will reduce uncertainty associated with the proposed
project, which of the following is the second question that needs to be addressed before starting
the study?
A.
How will the results be presented?
B.
Will observation research be considered intrusive?
C.
Is top management committed to the study?
D.
How will the questions be defined?
E.
Who will manage the research?
5.
In the example mentioned in the text, Whirlpool chose to pursue a "World Washer," and the
research conducted by the firm was:
A.
used to design a single washing machine to meet the needs of global consumers equally.
B.
unable to define a target audience.
C.
useful in providing insight beyond what managers knew.
D.
a classic case study for marketing students illustrating unethical research behaviour.
E.
not particularly valuable since the firm pursued a strategy contrary to their research findings.
6.
The first step in a market research project is to:
A.
design the research project.
B.
analyze the data.
C.
define the objectives and research needs.
D.
present the action plan.
E.
collect the data.
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7.
APR Consulting is an integrated marketing solutions company. When approached by clients who
want to market a new product, APR Consulting will ideally start the market research process by:
A.
identifying the target market and customer needs.
B.
deciding how much time and money the client is willing to spend.
C.
defining the problem and objectives.
D.
defining the alternatives and uncertainties.
E.
developing and implementing the plan.
8.
The term
secondary
data
refers to the data that has been collected:
A.
to address specific research needs.
B.
from in-depth interviews and surveys.
C.
prior to the start of the focal project.
D.
from a particular focus group.
E.
to address questions currently under investigation.
9.
Which of the following is a source of secondary data?
A.
focus groups
B.
surveys
C.
in-person interviews
D.
census data
E.
experiments
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Document Summary
For the survey, it selected a group of. 250 boys from various schools in san francisco. Since he was unsure of the possible responses for each question, he decided to confer with some professors at a local university to decide on the responses that he could include in the questionnaire. The method of research employed by alex in this scenario is known as: industry survey, international survey, focus group, observation centre, in-depth interview, a marketing firm is trying to develop an ad for one of its clients. After reviewing the situation, clientel decides that a statistical analysis will yield the best results. True false: one of the benefits of market research is that it reduces the uncertainty under which managers make decisions. True false: open-ended questions on a questionnaire speed up the coding process and make it easier to run a sophisticated statistical analysis. True false: the data obtained from reports published in magazines and newspapers is primary data.
