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Chapter1 Testbank
Chapter1:TheRoleofMarketingResearchinManagementDecisionMaking
MultipleChoice
Whichofthefollowingisnotpartofthedefinitionofmarketingresearch?
a.Planningfordatacollection
b.Collectingdata
c.Analysisofdatarelevanttomarketingdecision
d.Decidingonhowrelevantthedataistothemarketingdecision
e.Communicationtomanagement
Answer:d
Marketingresearchcanbeviewedasplayingthreefunctionalroles.Whichofthefollowingisnotoneofthoseroles?
a.Budgeting
b.Descriptive
c.Diagnostic
d.Predictive
Answer:a
Whatisthedescriptivefunctionofmarketingresearch?
a.Thegatheringandpresentationofstatementsoffact.
b.Theplanning,collection,andanalysisofdatarelevanttomarketingdecisionmakingandthecommunicationoftheinsightstomanagement.
c.Theexplanationofdataoractions.
d.Specificationofhowtousedescriptiveanddiagnosticresearchtopredicttheresultsofaplannedmarketingdecision.
e.Noneoftheabove.
Answer:a
Whatisthediagnosticfunctionofmarketingresearch?
a.Thegatheringandpresentationofstatementsoffact.
b.Theplanning,collection,andanalysisofdatarelevanttomarketingdecisionmakingandthecommunicationoftheinsightstomanagement.
c.Theexplanationofdataoractions.
d.Specificationofhowtousedescriptiveanddiagnosticresearchtopredicttheresultsofaplannedmarketingdecision.
e.Noneoftheabove.
Answer:c
Whatisthepredictivefunctionofmarketingresearch?
a.Thegatheringandpresentationofstatementsoffact.
b.Theplanning,collection,andanalysisofdatarelevanttomarketingdecisionmakingandthecommunicationoftheinsightstomanagement.
c.Theexplanationofdataoractions.
d.Specificationofhowtousedescriptiveanddiagnosticresearchtopredicttheresultsofaplannedmarketingdecision.
e.Noneoftheabove.
Answer:d
Ninety-sevenpercentoftheadvertisersusingsocialmediaasanadvertisingplatformclaimthatwhichofthefollowingisthemostusedandusefulmediasite.
a.LinkedIn
b.Twitter
c.Instagram
d.TikTok
e.Facebook
Answer:e
_____arecausingmajorchangesinthewaymediaareusedandbuyingdecisionsaremade.
a.Tablets
b.Portablecomputers
c.Smarttelevisions
d.Smartphones
e.Desktopcomputers
Answer:d
ESPN,thesportsnetwork,isnowgatheringdataacrossfiveplatforms.Whichofthefollowingisnotoneofthoseplatforms?
a.Radio
b.Sportsstadiums
c.Television
d.Computers
e.Smartphones
Answer:b
Marketing_____isthediscovery,interpretation,andcommunicationofmeaningfulpatternsindata.
a.research
b.passively
c.actively
d.analytics
e.measurement
Answer:d
_____isthecrucialfirststepinthemarketingresearchprocess.
a.Developingabudget
b.Definingthetargetmarket
c.Correctlydefiningtheproblem
d.DevelopinganRFP
e.Developingalastingbrand
Answer:c
Whatissituationanalysis?
a.Studyingthedecision-makingenvironmentwithinwhichthemarketingresearchwilltakeplace.
b.Preliminaryresearchconductedtoincreasetheunderstandingofaconcept,toclarifytheexactnatureoftheproblemtobesolved,ortoidentifyimportantvariablestobestudied.
c.Surveysusingalimitednumberofrespondentsandoftenemployinglessrigoroussamplingtechniquesthanareemployedinlarge,quantitativestudies.
d.Discussionswithknowledgeableindividuals,bothinsideandoutsidetheorganization,whomayprovideinsightsintotheproblem.
e.Reviewinginformationfromsituationsthataresimilartothecurrentone.
Answer:a
Whatisexploratoryresearch?
a.Studyingthedecision-makingenvironmentwithinwhichthemarketingresearchwilltakeplace.
b.Preliminaryresearchconductedtoincreasetheunderstandingofaconcept,toclarifytheexactnatureoftheproblemtobesolved,ortoidentifyimportantvariablestobestudied.
c.Surveysusingalimitednumberofrespondentsandoftenemployinglessrigoroussamplingtechniquesthanareemployedinlarge,quantitativestudies.
d.Discussionswithknowledgeableindividuals,bothinsideandoutsidetheorganization,whomayprovideinsightsintotheproblem.
e.Reviewinginformationfromsituationsthataresimilartothecurrentone.
Answer:b
Whatarepilotstudies?
a.Studyingthedecision-makingenvironmentwithinwhichthemarketingresearchwilltakeplace.
b.Preliminaryresearchconductedtoincreasetheunderstandingofaconcept,toclarifytheexactnatureoftheproblemtobesolved,ortoidentifyimportantvariablestobestudied.
c.Surveysusingalimitednumberofrespondentsandoftenemployinglessrigoroussamplingtechniquesthanareemployedinlarge,quantitativestudies.
d.Discussionswithknowledgeableindividuals,bothinsideandoutsidetheorganization,whomayprovideinsightsintotheproblem.
e.Reviewinginformationfromsituationsthataresimilartothecurrentone.
Answer:c
Whatareexperiencestudies?
a.Studyingthedecision-makingenvironmentwithinwhichthemarketingresearchwilltakeplace.
b.Preliminaryresearchconductedtoincreasetheunderstandingofaconcept,toclarifytheexactnatureoftheproblemtobesolved,ortoidentifyimportantvariablestobestudied.
c.Surveysusingalimitednumberofrespondentsandoftenemployinglessrigoroussamplingtechniquesthanareemployedinlarge,quantitativestudies.
d.Discussionswithknowledgeableindividuals,bothinsideandoutsidetheorganization,whomayprovideinsightsintotheproblem.
e.Reviewinginformationfromsituationsthataresimilartothecurrentone.
Answer:d
Whatcaseanalysis?
a.Studyingthedecision-makingenvironmentwithinwhichthemarketingresearchwilltakeplace.
b.Preliminaryresearchconductedtoincreasetheunderstandingofaconcept,toclarifytheexactnatureoftheproblemtobesolved,ortoidentifyimportantvariablestobestudied.
c.Surveysusingalimitednumberofrespondentsandoftenemployinglessrigoroussamplingtechniquesthanareemployedinlarge,quantitativestudies.
d.Discussionswithknowledgeableindividuals,bothinsideandoutsidetheorganization,whomayprovideinsightsintotheproblem.
e.Reviewinginformationfromsituationsthataresimilartothecurrentone.
Answer:e
Theendofexploratorystudycomeswhen…
a.thebudgetisexpended.
b.timehasrunout.
c.researchersareconvincedthattheyhavefoundthemajordimensionsoftheproblem.
d.thesurveyhasbeenwritten.
e.Alloftheabove
Answer:c
A_____isaphenomenonthatoccursbecauseoftheexistenceofsomethingelse.
a.problem
b.symptom
c.issue
d.marketingproblem
e.icebergprinciple
Answer:b
Focusingonthesymptomsandnotthetrueproblemisoftenreferredtoasthe_____.
a.blindersproblem
b.focusproblem
c.symptomaticprinciple
d.goldenprinciple
e.icebergprinciple
Answer:e
Astatementspecifyingthetypeofinformationneededbythedecisionmakertohelpsolvethemanagementdecisionproblemandhowthatinformationcanbeobtainedefficientlyandeffectively.
a.Marketingresearchproblem
b.Requestforproposal
c.Marketingresearchobjective
d.Marketingproblem
e.Managementdecisionproblem
Answer:a
Agoalstatement,definingthespecificinformationneededtosolvethemarketingresearchproblem.
a.Marketingresearchproblem
b.Requestforproposal
c.Marketingresearchobjective
d.Marketingproblem
e.Managementdecisionproblem
Answer:c
Astatementspecifyingthetypeofmanagerialactionrequiredtosolvetheproblem.
a.Marketingresearchproblem
b.Requestforproposal
c.Marketingresearchobjective
d.Marketingproblem
e.Managementdecisionproblem
Answer:e
Theculminationoftheproblemdefinitionprocessisastatementoftheresearch_____.
a.hypothesis
b.budget
c.plan
d.objectives
e.testingplan
Answer:d
A_____isanassumptionortheoryguessthataresearcherormanagermakesaboutsomecharacteristicofthepopulationbeinginvestigated.
a.objective
b.hypothesis
c.guess
d.plan
e.statement
Answer:b
Hypothesesareoftenstatedina_____format.
a.null
b.alternative
c.statistical
d.speculative
e.global
Answer:a
Themarketingresearchprocessisaneight-stepprocess.Whichofthefollowingisthefirststep?
a.Identificationoftheproblemandstatementoftheresearchobjectives
b.Choiceofmethodofresearch
c.Acquiringthedata
d.Selectionofthesamplingprocedure
e.Creationoftheresearchdesign
Answer:a
Themarketingresearchprocessisaneight-stepprocess.Whichofthefollowingtakesplaceaftertheidentificationoftheproblemandstatementoftheresearchobjectivesstep?
a.Collectionofthedata
b.Choiceofmethodofresearch
c.Acquiringthedata
d.Selectionofthesamplingprocedure
e.Creationoftheresearchdesign
Answer:e
Themarketingresearchprocessisaneight-stepprocess.Whichofthefollowingtakesplaceafterthecreationoftheresearchdesignstep?
a.Collectionofthedata
b.Choiceofmethodofresearch
c.Acquiringthedata
d.Selectionofthesamplingprocedure
e.Analysisofthedata
Answer:b
Themarketingresearchprocessisaneight-stepprocess.Whichofthefollowingtakesplaceafterthechoiceofmethodofresearchstep?
a.Collectionofthedata
b.Presentationofthereport
c.Acquiringthedata
d.Selectionofthesamplingprocedure
e.Analysisofthedata
Answer:d
Themarketingresearchprocessisaneight-stepprocess.Whichofthefollowingtakesplaceaftertheselectionofthesamplingprocedurestep?
a.Collectionofthedata
b.Presentationofthereport
c.Acquiringthedata
d.Follow-up
e.Analysisofthedata
Answer:c
Themarketingresearchprocessisaneight-stepprocess.Whichofthefollowingtakesplaceafterthecollectionofthedatastep?
a.Billingtheclient
b.Presentationofthereport
c.Acquiringthedata
d.Follow-up
e.Analysisofthedata
Answer:e
Themarketingresearchprocessisaneight-stepprocess.Whichofthefollowingtakesplaceaftertheanalysisofthedatastep?
a.Billingtheclient
b.Presentationofthereport
c.Surveydesign
d.Follow-up
e.Analysisofthedata
Answer:b
Therearethreebasicresearchmethods.Whichofthefollowingisnotoneofthem?
a.Survey
b.Secondary
c.Observation
d.Experiment
Answer:b
Researchinwhichaninterviewerusuallyinteractswithrespondentstoobtainfacts,opinions,andattitudes.
a.Secondaryresearch
b.Surveyresearch
c.Observationresearch
d.Experimentalresearch
e.Noneoftheabove
Answer:b
Typically,descriptiveresearchthatmonitorsrespondents’actionswithoutdirectinteraction.
a.Secondaryresearch
b.Surveyresearch
c.Observationresearch
d.Experimentalresearch
e.Noneoftheabove
Answer:c
Researchtomeasurecausality,inwhichtheresearcherchangesoneormoreindependentvariablesandobservestheeffectofthechangesonthedependentvariable.
a.Secondaryresearch
b.Surveyresearch
c.Observationresearch
d.Experimentalresearch
e.Noneoftheabove
Answer:
Asubsetofapopulationwhereeveryelementinthepopulationhasaknownnonzerochanceofbeingselected.
a.Designsample
b.Experimentalsample
c.Researchsample
d.Probabilitysample
e.Nonprobabilitysample
Answer:d
Asubsetofapopulationinwhichthechancesofselectionforthevariouselementsinthepopulationareunknown.
a.Designsample
b.Experimentalsample
c.Researchsample
d.Probabilitysample
e.Nonprobabilitysample
Answer:e
Aninternaldocumentusedbylargeorganizationsthatdescribesapotentialresearchproject,itsbenefitstotheorganization,andestimatedcosts;itmustbeformallyapprovedbeforearesearchprojectcanbegin.
a.Requestforproposal
b.Researchrequest
c.Requestforbid
d.Bidrelease
Answer:b
Withregardstothesectionsofaformalresearchproposal,whatsectiondoesthefollowingdescribe?Thedecisionmakershouldstatetheeventsthatledtoaneedforadecision.
a.Origin
b.Information
c.Use
d.Targetgroupsandsubgroups
e.Logistics
Answer:a
Withregardstothesectionsofaformalresearchproposal,whatsectiondoesthefollowingdescribe?Thedecisionmakershouldlistthequestionsthatsheorheneedstohaveansweredtotakeaction.
a.Origin
b.Information
c.Use
d.Targetgroupsandsubgroups
e.Logistics
Answer:b
Withregardstothesectionsofaformalresearchproposal,whatsectiondoesthefollowingdescribe?Thissectionshouldexplainhoweachpieceofinformationwillhelptohelpmaketheactualdecision.
a.Origin
b.Information
c.Use
d.Targetgroupsandsubgroups
e.Logistics
Answer:c
Withregardstothesectionsofaformalresearchproposal,whatsectiondoesthefollowingdescribe?Bydescribingthosefromwhominformationmustbegatheredtoaddresstheresearchproblem,thissectionwillhelptheresearcherdesignthesampleprocedurefortheresearchproject.
a.Origin
b.Information
c.Use
d.Targetgroupsandsubgroups
e.Logistics
Answer:d
Withregardstothesectionsofaformalresearchproposal,whatsectiondoesthefollowingdescribe?Approximationsoftheamountofmoneyavailableandtheamountoftimeleftbeforeresultsareneeded.
a.Origin
b.Information
c.Use
d.Targetgroupsandsubgroups
e.Logistics
Answer:e
Asolicitationsenttomarketingresearchsuppliersinvitingthemtosubmitaformalproposal,includingabid.
a.Requestforbid
b.Requesttosubmit
c.Requestforproposal
d.Researchbid
e.Researchproposal
Answer:c
_____istheaccumulationandanalysisofmassivequantitiesofinformationthatisespecially,butnotexclusively,relatedtohumanbehaviorandinteractions.
a.Internetresearch
b.Marketinganalytics
c.Supervisedlearning
d.Bigdata
e.Unsupervisedlearning
Answer:d
_____iswheretheresearcherfollowstheprocessdefiningtheproblem,specifyingtheresearchmethodandsoforth.
a.Internetresearch
b.Marketinganalytics
c.Supervisedlearning
d.Bigdata
e.Unsupervisedlearning
Answer:c
_____letsanalgorithmexaminethedataandtrytomakesenseofitbyextractingfeaturesandpatternsonitsown.
a.Machinelearning
b.Marketinganalytics
c.Supervisedlearning
d.Bigdata
e.Unsupervisedlearning
Answer:e
_____iswhenthereareclearlydefineddatatypesthatarefoundinnumericfields
a.Numericdata
b.Nonnumericdata
c.Alphanumericdata
d.Structureddata
e.Unstructureddata
Answer:d
_____doesnothaveapredefineddatamodelorisnotorganizedinapredefinedmanner.
a.Numericdata
b.Nonnumericdata
c.Alphanumericdata
d.Structureddata
e.Unstructureddata
Answer:e
True/False
Marketingresearchplaysonekeyroleinthemarketingsystem,itprovidesdecisionmakerswithdataontheeffectivenessofthecurrentmarketingmixandoffersinsightsintonecessarychanges.
Answer:False
Thedescriptivefunctionofmarketingresearchincludesgatheringandpresentingstatementsoffact.
Answer:True
Thesecondroleofresearchisthediagnosticfunction,whereintheresearcherdetermineswhatis“wrong”withaproductand/orservice.
Answer:False
Thereportingfunctionofmarketingresearchiswherespecificationofhowtousedescriptiveanddiagnosticresearchtopredicttheresultsofaplannedmarketingdecisionaremade.
Answer:False
Theabilitytoretaincustomersisbasedoncostandlocation.
Answer:False
Marketingresearchhasbeenaroundforabout50years.
Answer:False
Reactivemanagementwaitsforchangetohaveamajorimpactonthefirmbeforedecidingtotakeaction.
Answer:True
Focusgroupsarerarelyin-depth.
Answer:False
Focusgroupstendtobefairlylimitedinthetopicsforwhichtheycanbeused.
Answer:False
AMROCcanhelpresearchersbetterunderstandthenatureoftheresearchproblemfromacustomer’sperspective.
Answer:True
Inmarketingresearch,ensuringthatthetrueproblemhasbeendefinedisfairlyeasy.
Answer:False
Researchobjectivesmustbeasspecificandunambiguousaspossible.
Answer:True
Ahypothesistendstobepredictiveinnature.
Answer:True
Marketingresearchstudies,outsideofacademia,rarelyformallystatehypotheses.
Answer:True
Surveyresearchisdesignedtomeasurecausality.
Answer:False
Observationresearchisdesignedtomeasurecausality.
Answer:False
Experimentalresearchisdesignedtomeasurecausality.
Answer:True
Asampleisasubsetfromalargerpopulation.
Answer:True
Samplesarelargerthanpopulations.
Answer:False
Mostsurvey-baseddataarecollectedontheInternetoronmobiledevices.
Answer:True
EssayQuestions
Describeaprojectthatwillhelpafirmassesswhoareitsbestcustomers.Besuretomentionwhichmarketingresearchfunctionalroleisoperationalinthisproject.
Answer:Marketingresearchwouldbemeetingitsdescriptivefunctionalrole,indeterminingwhoafirm’sbestcustomersare.Marketingresearchwouldestablishadatabasesystemofclassifyingthecustomerspurchasingitsclients’productsorservices.Itwouldalsocollectinformationclassifyitsclientscustomersinsomemeaningfulway(i.e.size,demographics,etc.).
Defineandillustratethepredictivefunctionofmarketingresearch.
Answer:Thepredictivefunctionofmarketingresearchspecifieshowtousediagnosticanddescriptiveinformationtopredicttheresultsofaplannedmarketingdecision.Anexamplewouldbeadescriptivestudythatsaysfemalesaretheprimaryusersofaparticularservice,whichwouldbethedescriptivefunction.Further,thediagnosticfunctionindicatesthatfemalesprefercertainservicefeaturesandarenotconcernedwiththeotherfeatures.Giventhatinformation,marketingresearchcanforecastthedemandforaproductthatwillmorespecificallymeetthedemandsofitsmostimportantconstituency,females.
Explainhowmarketingresearchcanhelpacompanyretainitscustomersandturnthemintobrandloyalcustomers.
Answer:Adiscussionofcustomersatisfactionresearchandthemarketingconceptwouldbeexpectedforthisquestion.
Discusshowmarketingresearchhelpsfacilitateproactivemanagement.
Answer:Studentsshoulddiscussthedifferencebetweenproactiveandreactivemanagement.Theyshouldfurtherexplainhowbyhavingthoroughknowledgeoffactorsthathaveanimpactonthetargetmarketandthemarketingmix,managementcanbeproactiveratherthanreactive.Thebenefitsofproactivemanagementcouldalsobediscussed.
Whatarethestepstotheproblemdefinitionprocess?
Recognizetheproblemoropportunity
Findoutwhytheinformationisbeingsought
Understandthedecision-makingenvironment
Usethesymptomstohelpclarifytheproblem
Translatethemanagementproblemintoamarketingresearchproblem
Determinewhethertheinformationalreadyexists
Determinewhetherthequestionreallycanbeanswered
Statetheresearchobjectives
Whatisamarketingresearchonlinecommunity?
Amarketingresearchonlinecommunity(MROC)isanonlineprivatecommunitythatpeopleofinteresttoacompany,suchascustomersandpotentialcustomers,agreetoparticipateintopicsofinteresttomarketingresearchersoveranextendedtimeperiod.Thesegroupsarealsocalledan“insightscommunity”.Researcherscangatherinformationaboutaproblemoropportunityinrealtimethroughparticipants’spontaneouscontributions.
Describethestepstothemarketingresearc
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