1
NBC utilized Satmetrix services to obtain feedback from viewers. Which of the following is true about their relationship?
2
Marketing research as defined by the author is everything except
3
According to the text, marketing research has become ________.
4
The procedures followed at each stage of marketing research are methodologically sound,
well documented, and, as much as possible, planned in advance. The previous statement defines
the ________ aspect of the definition of marketing research.
5
Each phase of the marketing research process is important. If in the first phase of the process
the problem is identified, what is done after that but before data is collected?
6
________ is undertaken to help identify problems that are perhaps not apparent on the
surface and yet exist or are likely to arise in the future.
7
________ is a type of problem identification research.
8
Which of the issues listed below would be addressed using problem-solving research?
9
In the Kellogg's example given in your text, Kellogg's performed several tasks to identify
their problem. Which of the tasks below was not used by Kellogg's to identify their problem?
10
________ is conceptualized as consisting of six steps which include problem definition,
developing an approach to the problem, research design formulation, field work, data preparation
and analysis, and report generation and presentation.
11
Which of the tasks below might be conducted by the researcher during the "problem
definition" and the "development of an approach to the problem" steps of the marketing research
process?
12
Which of the tasks below might be conducted by the researcher during the "problem
definition," the "development of an approach to the problem," or the "research design
formulation" steps of the marketing research process?
13
The emphasis in marketing is on the identification and satisfaction of ________.
14
In order to determine customer needs and to implement marketing strategies and programs
aimed at satisfying those needs, marketing managers need information about ________.
15
Marketing managers need the information provided by marketing research for many reasons.
Which of the following is not a reason to need information provided by marketing research?
16
Marketing research helps the marketing manager link the ________ with the ________ and
the customer groups.
17
________ may be defined as the process of enhancing marketplace competitiveness through
a greater understanding of a firm's competitors and the competitive environment.
18
Competitive intelligence ________.
19
Which of the following is not a consideration when making the decision to conduct
marketing research?
20
Which of the following statements is (are) true concerning big firms?
21
External research suppliers can be classified as ________ and ________.
22
Which of the following is not an example of a full-service supplier (Figure 1.4 in the text)?
23
The Nielsen Television Index is a set of information of known commercial value that is
provided to multiple clients on a subscription basis. The Nielsen Index is an example of
________.
24
Syndicated services ________.
25
Customized services ________.
26
Limited-service suppliers ________.
27
Synovate (www.synovate.com) offers several products under the TeleNation® family. One of
their products, TeleNation®, is a twice-a-week multi-client telephone study among households
selected at random from the U.S. population. Clients are charged based on the number of
questions they ask. TeleNation® is a ________.
28
When a firm cannot conduct an entire marketing research project in house, it must select an
external supplier for one or more phases of the project. One of the things that the firm does not
need to consider or do when selecting an external research supplier is ________.
29
There are many entry level marketing research positions available for persons with BBAs or
MBAs. Which one of the following is not an entry-level position?
30
A ________ is a formalized set of procedures for generating, analyzing, storing, and
distributing pertinent information to marketing decision makers on an ongoing basis.
31
The definition of a(n) ________ is similar to marketing research, except that a(n) ________
provides information continuously rather than on the basis of ad hoc research studies.
32
________ are integrated systems including hardware, communications network, data base,
model base, software base, and the ________ user (decision maker) that collect and interpret
information for decision making.
33
Which of the following is not a characteristic of a decision support system?
34
Which of the following is true about a decision support system?
35
According to the author of the text, international research refers to which of the following
types of research?
36
Marketing research has often been described as having four stakeholders. These
stakeholders have certain responsibilities to each other and to the research project. Which of the
following is not one of the stakeholders?
37
________ features statistical programs such a Missing Values, SamplePower, Decision Time
and Data Entry.
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