Question 1

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

Accepted Answer

A)   visualizing the research findings
B)   developing concrete objectives
C)   selecting the correct sample
D)   specifying the information needs

Question 2

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

Accepted Answer

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

Question 3

During the 1930s,sampling became a serious methodological issue in marketing research.

Accepted Answer

A) True 
 B)False

Question 4

Explain the difference between independent and dependent variables.

Accepted Answer

Dependent variables are phenom...

Question 5

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

Accepted Answer

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 do not accomplish objectives
D)   promoting service organizations such as advertising agencies and media to attract new business and impress current clients

Question 6

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

Accepted Answer

A)   sampling error
B)   non-response error
C)   measurement error
D)   systematic error

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

What is the contribution margin if the selling price is $25.00,variable costs are $13.00,and fixed costs are $50,000.

Accepted Answer

The answer of What is the contribution margin if the...

Question 10

_______________ research is often needed to facilitate the development of the statement of problems and opportunities.

Accepted Answer

A)   Conclusive
B)   Exploratory
C)   Pseudo-
D)   Causal

Question 11

The formal beginning of marketing research was

Accepted Answer

A)   in 1900
B)   between 1910-1920
C)   between 1925-1940
D)   in the 1950s

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

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

Accepted Answer

A)   systematic
B)   objective
C)   related to the 4 P's
D)   targeted for decision-making

Question 14

When visualizing the research findings,the data chosen for presentation in the mock-up should represent all of the following possible results except

Accepted Answer

A)   optimistic
B)   pessimistic
C)   collected data
D)   most likely

Question 15

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

Accepted Answer

A) True 
 B)False

Exam 1: The Purpose and Process of Marketing Research

When visualizing the research findings,the data chosen for presentation in the mock-up should represent all of the following possible results except

Correct Answer
verified

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

Correct Answer
verified

The formal beginning of marketing research was

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

During the 1930s,sampling became a serious methodological issue in marketing research.

Correct Answer
verified

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

Correct Answer
verified

Explain the difference between independent and dependent variables.

Correct Answer
verified
Dependent variables are phenom...
View Answer

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

Correct Answer
verified

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

Correct Answer
verified

_______________ research is often needed to facilitate the development of the statement of problems and opportunities.

Correct Answer
verified

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

Correct Answer
verified

What is the contribution margin if the selling price is $25.00,variable costs are $13.00,and fixed costs are $50,000.

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

Exam 1: The Purpose and Process of Marketing Research

When visualizing the research findings,the data chosen for presentation in the mock-up should represent all of the following possible results except

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The formal beginning of marketing research was

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

During the 1930s,sampling became a serious methodological issue in marketing research.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Explain the difference between independent and dependent variables.

Correct AnswerverifiedDependent variables are phenom...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

_______________ research is often needed to facilitate the development of the statement of problems and opportunities.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

What is the contribution margin if the selling price is $25.00,variable costs are $13.00,and fixed costs are $50,000.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Dependent variables are phenom...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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