Marketing Research (7th, 6th or 5th Edition) by Alvin C. Burns (Author), Ronald F. Bush (Author)
• PLEASE MUST GIVE A BRIEF, CLEAR REASON FOR EACH ANSWER
1. Tim, a marketing manager disagreed with other company managers. Tim believed that the company should not just try to make a better product or try to sell more of the product. Tim believed that the company should try to identify and satisfy consumer wants and needs. Tim’s philosophy may best be described as:
A) The production-oriented philosophy
B) The selling philosophy
C) The marketing concept philosophy
D) The management philosophy
2. Marketing research studies predicts that hair styling mousse, answering machines, the Jerry Seinfeld TV program, Seinfeld, and other products and services would fail. Yet, these products and services were all successful. This illustrates that marketing research:
A) Always makes accurate predictions
B) Does not always make accurate predictions
C) Should not be used for consumer products or services
D) Should only be conducted on improving existing products
3. Wrangler developed several different proposed advertisements. They then used marketing research to test consumers’ preferences for the different proposed advertisements. They then used marketing research to test consumers’ preferences for the different promotional messages expressed in the various ads. This is an example of which use of marketing research?
A) Identify market opportunities and problems
B) Generate, define and evaluate potential marketing actions
C) Monitor marketing performance
D) Improve marketing as a process
4. Andrea Livingston arrives at her desk at Western Utility Corporation, a provider of electrical power. She accesses her Lexis-Nexis computer program, which provides her with articles containing information related to the utilities industry. She discovers that a new breakthrough has occurred in solar panel technology, and this report was published during the evening in a newspaper in Europe. She immediately takes this information to her research and development department. Andrea is accessing which component of the MIS of Western Utility Corporation?
A) Internal reports
B) Marketing decision support system
C) Marketing intelligence
D) Marketing research
5. Carolyn Wolf is considering conducting a significant amount of marketing research to determine how to wrap boxes of products that she sends to several trade shows during the year. Carolyn’s boss suggests that she should not conduct the research because:
A) Competitors have not conducted such research
B) The value of the research will likely outweigh its cost
C) The cost of this research will likely outweigh its value
D) The CEO of the company has not asked for the research
E) The marketing manager is not favorable toward research
6. Woodrow Cushing is president of the Bank of Texas. Woodrow is interested in knowing how consumers in the Dallas-Ft. Worth market perceive his bank on certain dimensions such as friendliness of employees, convenience of locations, availability of loans, and interest rates. Mr. Cushing needs:
A) Exploratory research
B) Descriptive research
C) Causal research
D) Longitudinal research
E) Cross sectional research
7. Melissa Tudor does consulting for the Yellow Pages. Her clients want to know how much of an increase in customers’ awareness will be achieved by having ads that use color instead of black and white. In order to find the answer to this question, Melissa must conduct:
A) Exploratory research
B) Descriptive research
C) Causal research
D) Longitudinal research
E) Cross sectional research
8. PING Golf Company decides they wish to survey all golfers who have purchased $100 or more in golf equipment through retail golf shops in the last year. They obtain a list of these golfers, which totals approximately 8 million golfers. Their next decision is to determine how to draw golfers’ names from this list in order to include them in the sample. By virtue of this decision, PING will be determining the:
A) Accuracy of the survey
B) Sample plan
C) Basis for data analysis for the survey
D) Sample frame
E) Sample error
9. Jane Ellen Roberts is concerned about error in a survey that she is conducting for her company. Specifically, she is concerned about non-sampling errors but she realizes non-sampling errors:
A) May be controlled through sample size formulas
B) May be measured and, therefore, controlled
C) Can be measured only in percentage terms
D) Must be identified and appropriate steps must be taken to limit their occurrence
E) May not be controlled and therefore should not be concern to Ms. Roberts
10. A marketing research firm, Forrester Research, released a report concluding that developing and deploying Web-based portal applications is substantially less expensive using Microsoft technology than it is using competitive software such as a Linux/J2ee combination. However, sometime after this information was released to the public, it was learned that Microsoft has sponsored (i.e. “paid for”) the research conducted by Forrester. This example illustrates:
A) Firms can gain a great deal of favorable publicity if the research company conducting their research makes the research results public.
B) Research findings should not be made public unless they have been replicated at least five to six times in different environments thus ensuring the information is accurate
C) There is an ethical issue in the marketing research industry in terms of “ research integrity.” In this case, the issue is whether the research was conducted by Forrester in a way that ensured favorable results for the sponsoring client, Microsoft.
D) There is no ethical issue in this situation at all. Any research company has a First Amendment right o announce anything it wishes at any time it wishes.
E) This is a clear case of frugging and is illegal.
11. Frank C. Church is a brand manager for Heinz. He hires a research firm. When he meets the research company representative he states: “Here’s the information I want to know. Tell me the change in market shares every time my top three competitors change advertising strategies.” The researcher should ask:
A) Who are you three top competitors?
B) Do you know when your competitors changed advertising strategies?
C) What decision are you trying to make using that information?
D) What decision have you made in the past and what information did you use to make them?
E) How much money do you want to spend on this project?
12. Ralph Thomas is director of the sales for Hopkins Pharmaceutical. He is commissioning research to help him determine which advertising message will be the most effective at getting MDs to start prescribing the company’s new bird-flu vaccine. He normally thinks of drugs in terms of form of medicine (tablet vs. liquid), dosage levels, effectiveness vs competitors’ drug, and so on. But, he knows that MDs are more apt to think in terms of severity of side effects, interactions with other medicines, factors that would make patients ineligible to take the vaccine, and so on. By concentrating on how the targeted MDs think about drugs in formulating the research, Thomas is ensuring that the information collected in the research will be in the proper:
A) Quantity
B) Quality
C) Form to equate to the action standard
D) Frame of reference
E) Unit of measurement
13. Your university decides it will create a panel of consumers in your local area. The purpose of the panel is to report the local population’s attitudes, preferences, and intentions on a variety of local issues. In the first administration of the panel, the questions asked for voter preferences for an upcoming local election. In the second administration, questions submitted to the panel asked for their attitudes about the quality of the drinking water and air in your area. Which type of panel has your university created?
A) Continuous panel
B) Inquisitional panel
C) Discontinuous panel
D) Repeatability panel
E) Exploratory panel
14. Mack Trucks decides to conduct an experiment to determine if a new oil additive actually results in increased fuel efficiency. They find a lab that contains 50 engines that are exactly alike. Mack randomly divides the 50 engines into two groups – an experimental group (which has the new oil additive) and the control group (which does not have the new oil additive). They pour the exact same amount of fuel into all 50 engines and time how long each engine runs. Afterwards. They average the length of time run by the 25 engines in the control group versus the 25 engines in the experimental group. Which of the following represents the experimental design in this study?
A) X O1
B) (R) O1 X O2
(R)O3 O4
C) O1 X O2
D) (R)O1 X O2
(R)O3 D O4
E) (R)O1 O2
(R)O3 D O4
15. Which of the following best describes the logic used in the Before-After with Control Group experimental design that allows this to be a true experimental design?
A) The experimental group change (O2-O1) contains the change in the independent variable due to a. the dependent variable and b. extraneous variables. When we subtract from this the control group (O4-O3), which is the change due to the extraneous variables, we are left with the change due solely to the dependent variable.
B) The experimental group change (O2-O1) contains the change in the independent variable due to a. the dependent variable and b. extraneous variables. When we subtract from this the control group (O4-O3), which is the change due to the extraneous variables, we are left with the change due solely to the complex variable.
C) The experimental group change (O2-O1) contains the change in the independent variable due to a. the dependent variable and b. extraneous variables. When we subtract from this the control group (O4-O3), which is the change due to the extraneous variables, we are left with the change in the dependent variable due solely to the dependent variable.
D) The control group change (O2-O1) contains the change in the independent variable due to a. the dependent variable and b. extraneous variables. When we subtract from this the control group (O4-O3), which is the change due to the extraneous variables, we are left with the change due solely to the dependent variable.
E) The experimental group change (O2-O1) contains the change in the dependent variable due to a. the dependent variable and b. extraneous variables. When we subtract from this the control group (O4-O3), which is the change due to the extraneous variables, we are left with the change due solely to the dependent variable.
16. A restaurant owner makes the following statement: “I believe I will need to place x amount of food on an entrée dinner plate in order to satisfy my customers. “ This statement may be viewed as:
A) An uninformed statement
B) An informed statement
C) A decision criterion
D) A preposterous statement
E) A hypothesis
17. Once marketers know which construct is to be used in a research objective they can determine the proper way to:
A) Measure it
B) Avoid it
C) Keep it confidential
D) Input data into SPSS
E) Share the construct with the client for the client’s use
18. Which of the following best represents the criteria discussed by the authors to be used in selection of a test market city?
A) Representativeness, isolation, and control of distribution and promotion
B) Representativeness, isolation, and cost
C) Representativeness, existing company presence, and control of promotion
D) Representativeness, cost, and control of competitor’s intelligence
E) Isolation, cost, effectiveness, and control
19. What does sugging refer to?
A) Selling under the guise of a survey
B) Fund raising under the guise of a survey
C) Collecting data through telephone interviews
D) Falsifying data
E) Surveying under the guise of selling
20. Which one of the following steps in the research process is thought to be the most important step in the marketing research process?
A) defining the problem
B) data collection and analysis
C) report writing and determining research objectives
D) determining information types and sources
E) determining the research design
TRUE/FALSE.
21. Once objective, accurate, and timely information is provided to managers to allow them to implement the correct strategy, there is no future need for information.
22. A use of marketing research is to monitor marketing performance, which takes place prior to implementing marketing strategies.
23. The marketing intelligence system gathers information generated by internal reports, which includes ordering billing, receivables, inventory levels, stockouts, and so on.
24. Syndicated data services companies provide customized information

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