test 1

Question 1

Research is the process of developing and selecting from alternative ways of resolving a problem or choosing
from among alternative opportunities

Answer 1

false

Question 2

Managers should avoid conducting market research when the decision is of considerable strategic or tactical
importance

Answer 2

false

Question 3

One advantage of open-ended response questions is the possibility that interviewer bias will affect the results

Answer 3

false

Question 4

Global information systems allow management to track the whereabouts of delivery personnel

Answer 4

false

Question 5

A party that maintains Web sites on the World Wide Web is called a content provider

Answer 5

true

Question 6

Qualitative research is objective.

Answer 6

false

Question 7

In its simplest form, a research hypothesis is a “guess” about the outcome of a research study

Answer 7

true

Question 8

Proprietary marketing research refers to research projects conducted to study specific company problems

Answer 8

true

Question 9

UPC refers to bar-coded information containing product information that can be read by optical scanners

Answer 9

true

Question 10

A search-engine optimizer mines data from in-store point-of-sale data recordings

Answer 10

false

Question 11

There is always one best research design for a marketing research study

Answer 11

false

Question 12

Concomitant variation is sufficient evidence to determine causality in experiments

Answer 12

false

Question 13

A marketing researcher who reports on the age, gender, income, and education of consumers in a particular
city is describing geo-demographic information

Answer 13

true

Question 14

Managers should ask if the payoff will be worth the investment when deciding whether or not to make a
decision without research

Answer 14

true

Question 15

Concept testing is a type of exploratory research

Answer 15

true

Question 16

The term survey is most often associated with quantitative research

Answer 16

true

Question 17

Marketing metrics involve qualitative ways of monitoring and measuring marketing performance

Answer 17

false

Question 18

Marketing research involves more than conducting surveys

Answer 18

true

Question 19

Marketing research attempts to provide accurate information in order to reduce uncertainty in decision-
making

Answer 19

true

Question 20

Conditional causality means the cause is necessary and sufficient to bring about the effect

Answer 20

false

Question 21

A fast food chain studies traffic patterns and population density patterns in order to select sites for future
restaurants. Which type of research is being performed

Answer 21

distribution research

Question 22

Identifying target market demographics for a shopping center located in Omaha, Nebraska is what type of
research?

Answer 22

descriptive

Question 23

Establishing the relationship between advertising and sales in the beer industry is

Answer 23

casual

Question 24

The application of computation, summarizing, and reasoning to understand the information gathered is
research is called

Answer 24

analysis

Question 25

Procter & Gamble regularly monitors trends and information posted about their products and brands by
consumers on several Web sites. Which source of data input does this represent?

Answer 25

web tracking

Question 26

Which research allows causal inferences to be made – cause-and-effect relationships

Answer 26

causal

Question 27

Which term describes a subset of data and information that actually has some explanatory power to enable
effective decisions to be made?

Answer 27

market intelligence

Question 28

What research describes characteristics of objects, peoples, groups, organizations, or environments?

Answer 28

descriptive

Question 29

Laurie finds the perfect sweater on Talbot’s Web site during its season’s clearance sale, but is unable to
purchase it in her size. The following year, Talbot’s sends Laurie an email notifying her of a similar sweater in
the same style and color. Talbot’s has linked computerized data sources to statistical tools to search for
relationships that will produce more effective marketing communications, which is an example of ____

Answer 29

preditive analysis

Question 30

Which communication function of a firm is responsible for informing and persuading buyers?

Answer 30

promotion

Question 31

Juan has noticed that when the temperature rises, sales at his retail clothing store also rise. This is an
example of ____

Answer 31

concomitant variation

Question 32

Companies, such as Kraft and Procter & Gamble, conduct research to clarify ambiguous situations or
discover ideas that may be potential business opportunities. What type of marketing research is this

Answer 32

descriptive

Question 33

Which process seeks to diagnose reasons for market outcomes and focuses specifically on the beliefs and
feelings consumers have about and toward competing products

Answer 33

diagnostic analysis

Question 34

One of the key ways in which researchers contribute to decision making includes

Answer 34

identifying useful decisions statements and related research questions

Question 35

A marketing manager is attempting to decide whether a new product launch decision should be postponed
until some additional marketing research can be conducted. Which question should this manager ask himself or
herself

Answer 35

Will the payoff from the research be worth the dollar expenditures for research?

Question 36

An example of behavioral tracking is ____

Answer 36

supermarket scanner data

Question 37

Structured data openly shared between companies is called ____

Answer 37

open source information

Question 38

Which aspect of the marketing mix is represented by the value that a consumer places on a good when the
consumer purchases that good

Answer 38

price

Question 39

Research that addresses research objectives through empirical assessments that involve numerical
measurement and analysis approaches is called ____

Answer 39

quantitative marketing research

Question 40

Amazon.com recommends books for purchase when a customer who has ordered books from Amazon
previously returns to the site. This is an example of ____

Answer 40

push technology