Question 1

Which of the following is the next step in the market research process once the exploratory research phase is completed?

Accepted Answer

A)  Formulation of research objectives
B)  Situation analysis
C)  Secondary research
D)  Interpretation and reporting of findings
E)  Defining the problemF) A) and B)
G) A) and C)

Question 2

Which of the following is true of a valid test?

Accepted Answer

A)  It must use random sampling.
B)  It must be cost-effective.
C)  It must be free of bias.
D)  It must be open-ended.
E)  It must be repeatable.F) C) and E)
G) B) and E)

Question 3

Which of the following is true of sample units?

Accepted Answer

A)  It refers to the individuals, families, or companies being surveyed.
B)  It refers to the margin of acceptable errors in an experiment.
C)  It refers to a deviation from a standard due to a faulty test design.
D)  It refers to the ability of a test to produce the same result every time it is administered.
E)  It refers to the entire target population of prospective customers.F) A) and B)
G) A) and D)

Question 4

Researchers select from the population a(n)  _____ that they expect will represent the population's characteristics.

Accepted Answer

A)  universe
B)  portfolio
C)  order
D)  distribution
E)  sampleF) B) and C)
G) All of the above

Question 5

What is meant by a media vehicle?

Accepted Answer

A)  It refers to a particular publication or program used for advertising.
B)  It refers to the size or length of an advertisement.
C)  It refers to an advertising strategy used to target consumers.
D)  It refers to the combination of advertisement channels used for product promotion.
E)  It refers to the standard rates for different types of advertisement channels.F) B) and D)
G) B) and C)

Question 6

What is meant by a marketing information system?

Accepted Answer

A)  It is a sophisticated set of procedures designed to generate a continuous, orderly flow of information for use in making marketing decisions.
B)  It is a system used to make sure that none of the steps in the marketing research process is ignored.
C)  It is a hierarchical chart system used for categorizing the relevance of different types of data
D)  It is a system used to assess and prioritize internal environmental strengths, weaknesses, opportunities, and threats.
E)  It is a set of procedures used for gathering information and converting it into secondary data.F) A) and D)
G) A) and E)

Question 7

Which of the following is true of posttesting methods?

Accepted Answer

A)  It is less costly and time-consuming than pretesting methods.
B)  It can test a campaign under actual market conditions.
C)  The halo effect hampers the effectiveness of posttesting methods.
D)  Clutter tests and central location tests are types of posttesting methods.
E)  It is especially effective for testing alternative messages in the early stages of development.F) A) and C)
G) A) and E)

Question 8

Company records are often a valuable source of secondary information.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following is the final step in the marketing research process?

Accepted Answer

A)  Analyzing the situation and defining the problem
B)  Conducting informal research
C)  Establishing research objectives
D)  Interpreting and reporting the data
E)  Conducting secondary researchF) C) and E)
G) All of the above

Question 10

Which of the following defines the dominance concept?

Accepted Answer

A)  It refers to developing media strategies, selecting media vehicles, and evaluating their results.
B)  It refers to gathering and analysis of information to help develop or evaluate message strategies, individual promotions, and whole campaigns.
C)  It refers to randomly assigning different consumers to two or more messages or stimuli.
D)  It refers to researching which markets are most important to product sales and targeting those where resources can be focused to achieve promotional supremacy.
E)  It refers to encouraging consumers to openly discuss their thoughts and feelings in response to questions from an interviewer.F) B) and C)
G) None of the above

Question 11

In international research, balance is required to get the best of flexibility and standardization.

Accepted Answer

A) True 
 B)False

Question 12

The first step in the marketing research process is:

Accepted Answer

A)  conducting primary research.
B)  conducting exploratory research.
C)  constructing research objectives.
D)  analyzing the situation and defining the problem.
E)  interpreting and reporting the findings.F) All of the above
G) B) and E)

Question 13

Which of the following is a posttesting technique?

Accepted Answer

A)  Attitude test
B)  Portfolio test
C)  Order-of-merit test
D)  Central location test
E)  Clutter testF) A) and B)
G) C) and D)

Question 14

Investigators use _____ to encourage consumers to openly discuss their thoughts and feelings in response to questions from an interviewer.

Accepted Answer

A)  qualitative research
B)  contingency analysis
C)  simulations
D)  field tests
E)  clutter testsF) B) and E)
G) A) and D)

Question 15

What are the advantages and disadvantages of using focus groups?

Accepted Answer

Focus groups aren't a representative sam...

Question 16

Which of the following is true of the Universal Product Code label?

Accepted Answer

A)  It identifies elements in ads that are unclear or claims that do not seem plausible.
B)  It unearths people's underlying or subconscious feelings, attitudes, interests, opinions, needs, and motives
C)  It gives stores and manufacturers accurate point-of-purchase data sensitive to the impact of price, in-store promotion, couponing, and advertising.
D)  It provides input about the viability of prospective spokespeople and determines the effectiveness of visuals and strategies.
E)  It enables people to share their motives, beliefs, and perceptions.F) A) and E)
G) A) and C)

Question 17

Which of the following is true of marketing research?

Accepted Answer

A)  It enables managers to assess the effectiveness of promotional activities.
B)  It does not impact the overall sales of a product.
C)  It enables managers to establish an ethical climate in an organization.
D)  It helps top management create a vision for an organization.
E)  It refers to information gathered about a particular market or market segment.F) A) and B)
G) A) and C)

Question 18

The techniques used during _____, a category of IMC research, are portfolio tests, storyboard tests, consumer juries, matched samples, mechanical devices, and psychological rating scales.

Accepted Answer

A)  advertising strategy research
B)  message posttesting
C)  message pretesting
D)  media selection
E)  creative concept researchF) D) and E)
G) None of the above

Question 19

If a researcher were to count the number of cars that pass by a billboard every day to determine the degree of exposure of an ad, then he would be using the observation method of marketing research.

Accepted Answer

A) True 
 B)False

Question 20

The _____ method of conducting marketing research is used to measure cause-and-effect relationships.

Accepted Answer

A)  experimental
B)  survey
C)  observation
D)  projective
E)  intensiveF) B) and D)
G) All of the above

Exam 7: Research: Gathering Information for Imc Planning

The first step in the marketing research process is:

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Which of the following is true of the Universal Product Code label?

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Researchers select from the population a(n) _____ that they expect will represent the population's characteristics.

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Investigators use _____ to encourage consumers to openly discuss their thoughts and feelings in response to questions from an interviewer.

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The _____ method of conducting marketing research is used to measure cause-and-effect relationships.

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If a researcher were to count the number of cars that pass by a billboard every day to determine the degree of exposure of an ad, then he would be using the observation method of marketing research.

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Which of the following is the next step in the market research process once the exploratory research phase is completed?

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Which of the following is true of a valid test?

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Which of the following is true of sample units?

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Which of the following defines the dominance concept?

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What are the advantages and disadvantages of using focus groups?

Correct AnswerverifiedFocus groups aren't a representative sam...View AnswerShow Answer

What is meant by a marketing information system?

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Company records are often a valuable source of secondary information.

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Which of the following is a posttesting technique?

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The techniques used during _____, a category of IMC research, are portfolio tests, storyboard tests, consumer juries, matched samples, mechanical devices, and psychological rating scales.

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Which of the following is the final step in the marketing research process?

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What is meant by a media vehicle?

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In international research, balance is required to get the best of flexibility and standardization.

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Which of the following is true of marketing research?

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Which of the following is true of posttesting methods?

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Focus groups aren't a representative sam...
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