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60 Cards in this Set

  • Front
  • Back
In the early 1900's owners of Nickelodeons observed sales of movie tickets by time of day. They were practicing:

-distribution
-marketing research
-marketing promotion
-time management
-time and motion study
marketing research
Philosophies are important because:

-a person's philosophy is important to their self-esteem
-one's philosophy affects their day-to-day decisions
-having the correct philosophy is a sign of a well-educated person
-philosophies are only important at coffee houses
-our behavior dictates our philosophy
one's philosophy affects their day-to-day decisions
Marketing managers need information because:

-implementing the marketing concept and developing the appropriate marketing strategy means making many decisions which require information and former decisions to change due to changing environments
-implementing the marketing concept and developing the appropriate marketing strategy raises many issues which may be resolved only through non-computerized information databases
-implementing the marketing concept raises many issues which may be resolved through computerized information databases
-it is useful to maximizing shareholders wealth
-it serves as input for the MIS
implementing the marketing concept and developing the appropriate marketing strategy means making many decisions which require information and former decisions to change due to changing environments
The main difference between the Burns & Bush definition of marketing research and the AMA's definition is:

-Burns & Bush define research as "a set of research techniques" while the AMA defines research as only "statistics"
-Burns & Bush define research in terms of its function and uses; the AMA defines research as a process
-Burns & Bush define research as a process; the AMA defines research in terms of its function and uses
-Burns & Bush define research as only "applied research" while the AMA defines research as only "basic research"
-There is no difference; both definitions are identical
Burns & Bush define research as a process; the AMA defines research in terms of its function and uses
While the AMA definition tells us how marketing research should be used:

-counterintuitive marketing means that all companies do use research instead of intuition
-counterintuitive marketing means that some companies just make decisions using intuition and this leads to many failures
-counterintuitive marketing means marketing research can be omitted in most situations where intuition will work
-counterintuitive marketing means research should be augmented with good intuition
-counterintuitive marketing means counter intuition should be augmented with good intuition
counterintuitive marketing means that some companies just make decisions using intuition and this leads to many failures
Some marketing research is used to expand our knowledge of marketing as a process rather than solving specific problems. Such research is:

-referred to as applied research and this represents most marketing research studies
-referred to as applied research and this represents only a small portion of marketing research studies
-referred to as basic research and represents most marketing research studies
-referred to as basic research and represents a small part of marketing research studies
-referred to as "knowledge generating research"
referred to as basic research and represents a small part of marketing research studies
What is the purpose of the internal reports system as a subsystem of the marketing information system?

-a system which gathers information generated by internal reports, which include orders, billing, receivables, inventory levels, and so on
-a set of procedures and sources used by managers to obtain everyday information about pertinent developments in the environment
-a system which gathers information the other subsystems do not gather and is conducted on a "project" basis as opposed to on a continuous basis
-collected data that may be accessed and analyzed using tools and techniques that assist managers in decision making
-collected data that may be accessed and analyzed using tools and techniques that assist managers in using information originating outside of the firm
a system which gathers information generated by internal reports, which include orders, billing, receivables, inventory levels, and so on
What is the function of the marketing decision support system as a subsystem of the marketing information system?

-a set of procedures and sources used by managers to obtain everyday information about pertinent developments in the environment
-a system which gathers information generated by internal reports, which include orders, billing, receivables, inventory levels, and so on
-collected data that may be accessed and analyzed using tools and techniques that assist managers in decision making
-a system which gathers information the other subsystems do not gather and is conducted on a "project" basis as opposed to a continuous basis
-to analyze data generated from the internal reports system
collected data that may be accessed and analyzed using tools and techniques that assist managers in decision making
Two key ingredients making up online research include:

-the use of a computer and a survey
-computers that are "connected" and application at any phase of the marketing research process
-computers that are "connected" and application to every phase of the marketing research process
-a computer applied to marketing research data analysis
-a computer used for both data gathering and data analysis
computers that are "connected" and application at any phase of the marketing research process
The "Can Spam" bill would have authorized

-marketing researchers to use the Internet to conduct survey research in place of telephone calls
-more leniency to marketing researchers wanting to use the Internet for survey research
-the FTC to eliminate Internet survey research
-the FTC to create a "Do Not Spam" register
-the FDA to inspect canned meat
the FTC to create a "Do Not Spam" register
T/F

One implication of the "Service-Dominant Logic for Marketing" is that products are NOT viewed separately from services.
True

We expect service even though we are buying a physical product.
T/F

"Hey! There is a Monster in My Roomspray" failed because kids were frightened that there was a monster in their room.
True

Boo!!
T/F

Marketing strategy consists of selecting a segment of the market as the company's target market and designing the product or service, price, promotion, and distribution system to meet the wants and needs of the consumers within the target market.
True
T/F

The popular TV series, Seinfeld, used marketing research for every episode and many people believe this is what contributed to its long success.
False

No. It was used only during the pilot for the show and it indicated the show would fail!
T/F

Applied research is undertaken for the sake of extending knowledge.
False

No...basic research extends knowledge.
The J. Peterman company’s line of clothing isn’t selling well. They make an excellent
selection for working women, but in the last few years the number of working women has
declined because in the previous decade fewer women went to college. Which aspect of the Marketing Concept did they ignore.

a. a customer orientation
b. emphasize profit not sales
c. integrate the elements of the mix
d. a true future orientation
e. none of the above
d. a true future orientation
Research conducted to solve specific problems is called:

a. basic research
b. contract research
c. planned research
d. applied research
e. online research
d. applied research
What kind of research firm offers a variety of research services that are tailored to meet the client’s specific needs?

a. standardized service firms
b. customized service firms
c. online research services firms
d. limited-service supplier firms
e. field service firms
b. customized service firms
Paul Murky of Murky Research Inc. is celebrating. Not only has he been successful in signing up a big client for a survey, he has also persuaded the managers that they need to hire
him to do an additional segmentation study on top of that, even though he knows that it will be redundant to the survey. Which breach of marketing research ethics has he committed?

a. he has violated standards for confidentiality and anonymity
b. he has invaded the privacy of respondents
c. falsified data or altered research results
d. he has misinterpreted findings to please the client
e. he has sold them an unnecessary service
e. he has sold them an unnecessary service
Art Vandalay is a brand manger with a problem. His selling costs are going up and he wants to know why. The reasons could lie in changing consumer behavior as it is related to reactions to advertising, use of media, spending habits, or gift giving behavior. What type of research do you think he should do to understand this situation better?

a. descriptive research
b. basic research
c. causal research
d. exploratory research
e. online research
d. exploratory research
A definition of a construct that describes the operations to be carried out in order for the
construct to be measured empirically is termed:

a. an operational definition
b. a conceptual definition
c. a mental concept that represents real-world phenomena
d. a formal document that describes a research study
e. an information gap
a. an operational definition
To help managers properly define the problem researcher may conduct their own investigation to develop alternative problem definitions by gathering background information and other data pertinent to the problem area. This additional investigation may take the form of what is called:

a. a situation analysis
b. the preliminary problem definition analysis
c. the problem definition analysis
d. a problem situation analysis
e. an investigation of “preliminary proceedings”
a. a situation analysis
Who is the "Father of Marketing Research"?

-Charles Coolidge Parlin
-Robert Bartels
-A.C Nielsen
-Alfred Politz
-J.C. Snead
Charles Coolidge Parlin
An annual publication that lists the top 25 marketing research firms in the WORLD is known as:

-World's Top 25
-The Honomichl Global Top 25
-Research World's 25
-The J.C. Snead Top 25
-none; there is no such report available
The Honomichl Global Top 25
In discussing the structure of the marketing research industry, your authors define an internal supplier firm as one which:

-makes research decisions based primarily upon information supplied by the internal reports system
-has its marketing research provided by an entity, such as a marketing research department, within the firm
-is organized in a staff relationship to other internal departments
-provides syndicated services but only to members of the syndicate
-provides marketing research obtained from records of the Internal Revenue Service
has its marketing research provided by an entity, such as a marketing research department, within the firm
External supplier firms are classified as either:

-vertically or horizontally integrated firms
-syndicated or internal supplier firms
-PRC's and non-certified firms
-full-service or limited-service firms
-limited-service and limitless-service firms
full-service or limited-service firms
Using the same process, but providing different data to different clients would be characteristic of:

-a syndicated data service firm
-an internal supplier firm
-customized process firms
-syndicated services firms
-a standardized service firm
a standardized service firm
Firms that specialize in collecting data are called:

-data storage firms
-lab service firms
-market segment data specialists
-field service firms
-collection agents
field service firms
Certification of marketing researchers, as discussed in your text, means:

-marketing researchers have to register and pay a fee that would increase the budget of the American Certified Marketing Researchers
-marketing researchers have to pass a test or other certification criteria to become certified much like accountants earn CPAs
-marketing researchers "certify" that every project they completed would have been conducted using standard marketing research procedures
-marketing researchers would NOT have to pass a test but would have to meet other certification criteria to become certified much like accountants earn CPAs
-certified marketing researchers would be required to audit the books of competitive marketing research firms
marketing researchers have to pass a test or other certification criteria to become certified much like accountants earn CPAs
Which philosophical belief is concerned with the rights of the individual?

-teleology
-sociology
-deontology
-criminology
-deaconology
deontology
What does "sugging" refer to?

-fund raising under the guise of a survey
-collecting data through telephone interviews
-selling under the guise of a survey
-falsifying data
-selling under gross margin
selling under the guise of a survey
Panel equity refers to:

-the ownership of research companies in terms of employee/investor ownership
-the value of panels meaning that company CEO's should serve on as many panels as possible
-the ownership of panels versus acquiring panels by borrowing
-the value of panels after panel liabilities have been subtracted
-the value of panels meaning that they represent access to willing respondents
the value of panels meaning that they represent access to willing respondents
T/F

The earliest questionnaire surveys began as early as 1995.
False

No. Questionnaires were used many years prior to 1995.
T/F

Other than the invention of the personal computer (PC) in the early 1980's, technology has had little impact on the marketing research industry.
False

No. Technology has had a huge impact.
T/F

Marketing research departments are usually organized according to one, or a combination, of the following functions: area of application, marketing function, or the research process.
True
T/F

Although they abound in other areas, codes of ethical behavior have yet to be proposed in the marketing research industry.
False
T/F

While "frugging" is considered unethical, it is not illegal.
True
A group of marketing managers is debating the reasons for declining profits for their brand. One claims that customers are unaware of the brand, another says the price is too high, and yet a third says that dissatisfaction is growing. Which of the following is incorrect?

a. These managers are using models of marketplace behavior to diagnose the problem.
b. These managers are formulating hypothetical reasons for the problem.
c. These managers won’t need marketing research to help them solve the problem.
d. These managers will decide what information the need to help solve the problem.
e. These managers are making assumptions about the market.
c. These managers won’t need marketing research to help them solve the problem.
What is the most important information needed here: “Should we launch our new product?”

a. How much does it cost to advertise to our target market?
b. How many people are most likely to buy our new product?
c. Which ad should we run?
d. Should we expand our distribution?
e. What feature should the next version have?
b. How many people are most likely to buy our new product?
What type of market research firm specializes in collecting data?

a. field service
b. segment specialist
c. sample design & distribution service
d. data analysis service
e. specialized research technique
a. field service
Paul Murky is doing a survey for the sugar cane industry trade group. In order to enhance participation, people are told that the survey is sponsored by FSU. This is an example of which possible ethical issue?

a. anonymity
b. confidentiality
c. deception
d. invasion of privacy
e. sugging
c. deception
Joe Dibolo is a marketing manager for the O’Henry candy bar. He has certain quarterly financial targets he must meet or exceed. Analyzing the data he has on his brand, he notices that he is spending more on marketing costs for each unit sale this year than last year. He might have a problem. Which of the following symptoms that he needs marketing research does this illustrate?

a. declining sales
b. slow growth
c. changing buying patterns
d. increasing competition
e. increasing sales expenditures
e. increasing sales expenditures
The following sales pitch comes from an e-mail message I received today. The company it came from specializes in helping firms develop customer relationship management systems.
When it comes to building trust with customers, good intentions are not enough. You need to deliver on your customer-focused promise at every turn. The customer experience can't start and end with the contact center. Back-office departments like shipping and billing also play an integral role.
Which aspect of the total customer experience does this address?

a. attracting customers
b. encouraging customers to buy more product
c. encouraging customers to spread positive word-of-mouth
d. engaging customers in a dialogue
e. accurately fulfilling their orders
e. accurately fulfilling their orders
An optician company, C. F. Eyecare, is looking to expand into a related business, hearing aids. They know little about this market and so they hire a research firm to analyze the US population and provide them with a picture of the market, broken down into segments so that they can decide whether to target one of them. This is an example of which type of research approach?

a. descriptive research
b. exploratory research
c. causal research
d. internal research
e. competitive research
a. descriptive research
The law firm of Dewey, Cheetham, and Howe wants to advertise to build business. They propose a TV ad campaign featuring smiling, satisfied clients as spokespersons. Their advertising agency has developed a contrasting ad campaign that shows people having accidents and needing a lawyer to sue somebody. Not knowing which campaign to run, they hire a research company to test the ads in a controlled setting to see which one elicits the most positive response from people. This is an example of which type of research approach?

a. descriptive research
b. exploratory research
c. causal research
d. internal research
e. competitive research
c. causal research
The marketing research process is presented to you in your text as:

-A "go-no go" process
-An eleven-step process
-A ten step process
-An inadequate way to view marketing research
-A six step process
An eleven-step process
Which of the following best represents what your author's have to say about the marketing research process:

-It is a "lock-step" process; each and every step must be followed, in order, if there is to be valid and objective research
-Since every research project is different, there aren't enough commonalities among them to lend credibility to such a list of steps known as the research process
-While such a list is helpful, few research projects follow the steps in the list in exact order and some research projects may even skip some of the steps
-There should be 15 steps in the list known as the marketing research process
-The list in your textbook is the approved list used by the MCA
While such a list is helpful, few research projects follow the steps in the list in exact order and some research projects may even skip some of the steps
Which of the following is the most important in the research process?

-determining the research design
-determining methods of accessing data
-defining the problem
-determining if there is opportunity identification
-properly analyze the data
defining the problem
If the problem were defined as determining the level of customer satisfaction, a _______ _______ could be to survey 400 users of product X and measure their level of satisfaction on six different attributes as well as measuring their likelihood of purchasing the product again.

-research problem
-counterbalancing problem
-research description
-research objective
-starting point
research objective
Which type of study is achieved from a class of studies we call experiments?

-Causal
-Descriptive
-Categorical
-Research project
-Laboratory
Causal
The sample plan determines:

-how much the sample will cost
-how accurate the sample results will be
-which firm will be used to actually draw the sample from the population
-how representative the sample is
-which plan the company will follow in designing a strategic plan
how representative the sample is
Errors in collecting data may be attributed to fieldworkers and respondents. What is important about these errors is that:

-researchers keep a list of all the errors that occur and report them in the "Error Report"
-researchers know the sources of these errors and their history
-researchers know the source, history of these errors and maintain a catalog of them
-researchers know the source of the errors and implement controls to minimize them
-researchers do NOT know the source of these errors but must watch for them carefully
researchers know the source of the errors and implement controls to minimize them
Your text identified an ethical issue in marketing research by pointing out that it is unethical for a firm to send out phony _____ simply to get ideas for conducting their own research.

-RFZ's
-RFD's
-RFP's
-RRR's
-RPF's
RFP's
When defining the problem the manager and the researcher make assertions that certain conditions exist or that certain reactions will take place if the considered solutions are implemented. These assertions are known as:

-problem definition assertions
-possible cause assertions
-reasonable doubts/reasonable assurances
-assumptions
-researcher assumptions
assumptions
Tom Jones conducts research on the awareness of his restaurant's name. He decides that should his awareness level be below 10%, he will change advertising agencies. This decision establishes the:

-research standard
-action rule
-action standard
-tipping point
-tipping line
action standard
T/F

When costs of doing research outweigh the value of the information generated by the research, research should not be performed.
True
T/F

Exploratory research is often undertaken to help clearly define a problem.
True
T/F

Your data analysis software that comes with this book and uses Excel is called XL Data Analyst.
True
T/F

Marketing opportunities create problems for managers because they must determine whether and how to respond to take advantage of the opportunity.
True
T/F

Whenever there is an information gap that is relevant to the problem, the researcher and manager come to agree that the information needed to close the gap is a research objective.
True