NBC utilized Satmetrix services to obtain feedback from viewers. Which of the following is true about their relationship?
It helps the network to learn what viewers are looking for. NBC created the show "Will and Grace" as a result of the research results Viewer feedback has been instrumental in composing and modifying scripts and storylines. all of the above.
According to the text, marketing research has become ________. global real time more integrative with marketing and product development all of the above.
Marketing Research, as defined by the author, is everything except ________. systematic politically biased objective useful for the purpose of improving decision-making.
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. systematic accuracy identification of information collection of information.
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? Determine the solution to the problem, identify relevant information sources and evaluate data collection methods Determine what information is needed, identify relevant information sources, and evaluate data collection methods Determine the solution to the problem, determine what information is needed, and identify relevant information sources. Determine what information is needed, evaluate data collection methods, and analyze the data.
________ 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. Problem identification research Segmentation research Problem solving research Marketing information systems.
________ is a type of problem identification research. Distribution research B) Pricing research Market characteristics research Promotion research.
Which of the issues listed below would be addressed using problem-solving research? he need to understand market potential the need to understand current cultural trends the need to understand changes in consumer behavior the need to determine where to locate retail outlets.
n 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? They spoke to decision makers within the company. They developed and tested several new flavors of cereal using mall intercept interviews with adult customers
They interviewed industry experts.
They surveyed customers about their perceptions and preferences for cereals.
________ 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. The marketing research process Marketing information systems Marketing research problem A decision support system.
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? analysis of secondary data interviews with industry experts qualitative research all of the above.
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? analysis of secondary data interviews with industry experts qualitative research all of the above.
The emphasis in marketing is on the identification and satisfaction of ________. business needs marketing goals market needs customer needs.
In order to determine customer needs and to implement marketing strategies and programs aimed at satisfying those needs, marketing managers need information about ________. customers competitors other forces in the marketplace
all of the above.
16) Marketing research helps the marketing manager link the ________ with the ________ and the customer groups. marketing variables; environment marketing variables; marketing information system marketing information system; environment none of the above.
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? Firms have become national and international in scope. Consumers have become more affluent and sophisticated. Competition has become more intense. All of the above are reasons to need information provided by marketing research.
________ may be defined as the process of enhancing marketplace competitiveness through a greater understanding of a firm's competitors and the competitive environment. Market intelligence Competitive intelligence A marketing information system A decision support system.
18) Competitive intelligence ________. enables senior managers in companies to make informed decisions about everything consists of integrated systems of hardware, communications networks, and software is a continuous process involving the legal and ethical collection of information A and C are both correct.
Which of the following is not a consideration when making the decision to conduct marketing research? the consumer's attitude toward research the costs versus the benefits of research the resources available to conduct the research the resources available to implement the research findings.
20) Which of the following statements is (are) true concerning big firms? Many firms maintain in-house marketing research departments. The marketing research department's place in the organizational structure may vary considerably. Firms with in-house research departments never use external research suppliers. Both A and B are correct.
21) External research suppliers can be classified as ________ and ________. limited-service; partial-service full-service; partial-service full-service; limited-service none of the above.
Which of the following is not an example of a full-service supplier (Figure 1.4 in the text)? syndicated services customized services Internet services analytical services.
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 ________. syndicated services customized services standardized services analytical services.
Syndicated services ________. specialize in one or a few phases of the marketing research project are research studies conducted for different client firms but in a different way are companies that collect and sell common pools of data designed to serve information needs shared by a number of clients offer a wide variety of marketing research services customized to suit a client's specific needs.
Customized services ________. specialize in one or a few phases of the marketing research project are research studies conducted for different client firms but in a different way collect and sell common pools of data designed to serve information needs shared by a number of clients offer a wide variety of marketing research services tailored to suit a client's specific needs.
Limited-service suppliers ________. specialize in one or a few phases of the marketing research project are research studies conducted for different client firms but in a different way collect and sell common pools of data designed to serve information needs shared by a number of clients. offer a wide variety of marketing research services tailored to suit a client's specific needs.
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 ________. field service branded market research product data analysis service analytical service.
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 ________. compile a list of prospective suppliers realize that the cheapest bid is not always the best bid develop criteria for selecting an outside supplier All of the above must be considered or done.
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? operational supervisor senior analyst junior research analyst research analyst.
A ________ is a formalized set of procedures for generating, analyzing, storing, and distributing pertinent information to marketing decision makers on an ongoing basis. marketing information system management information system decision support system none of the above.
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. marketing information system (MIS); MIS management information system (MIS); MIS decision support system (DSS); DSS none of the above.
________ 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. Marketing information systems (MIS); MIS Management information systems (MIS); MIS Decision support systems (DSS); DSS none of the above.
Which of the following is not a characteristic of a decision support system? rigidly structured problems "what-if" analysis available easy-to-use interactive mode all of the above.
Which of the following is true about a decision support system? DSS can enhance decision-making effectiveness by using "what if" analysis. DSS have been further developed to expert systems that utilize artificial intelligence procedures to incorporate expert judgment. The information provided by a DSS is rigidly structured and cannot be easily manipulated.
Both A and B are correct.
35) According to the author of the text, international research refers to which of the following types of research? foreign research multinational research cross-cultural research all of the above.
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? the marketing researcher the respondent the public the environment.
________ features statistical programs such a Missing Values, SamplePower, Decision Time and Data Entry. SAS MINITAB SPSS EXCEL.
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