1.          Marketing research:

a. Collects information on the firm’s environment

b. Transmits information from the environment to the firm

c. Interprets feedback information

d. Makes decisions based upon information from the environment

e. Does a, b, and c

e. Does a, b, and c

a. Collects information on the firm’s environment

b. Transmits information from the environment to the firm

c. Interprets feedback information

2.          Marketing research:

a. Is simply asking consumers for their likes, dislikes, needs, and wants in a one-on-   one situation

b. Spans the informational boundary between the firm and its environment

c. Can only be employed to assess the impact of past or contemplated adjustments in             the marketing mix

d. Is primarily used for marketing control purposes

e. Is b and d

3.         Which of the following is TRUE? (b)

a.            opportunities in marketing research are only open to people with statistical              analysis and interpretation skills

b.           marketing researchers need good oral and written skills along with statistical skills

c.            planning, strategy, and financial management skills are necessary for success as      an entry-or mid-level marketing researcher

d.           successful marketing researchers are proactive rather than reactive

e.            b and d

e.            b and d

b.          marketing researchers need good oral and written skills along with statistical skills

d.           successful marketing researchers are proactive rather than reactive

4.         Which of the following is NOT consistent with the definition of marketing research?

a.            the definition is broad

b.           the definition stresses the importance of activities conducted in order to     understand the process of marketing

c.            the definition emphasizes the function as a link between consumers and the firm

d.           the definition states that marketing research is focused on collecting data specified            by someone else

 5.        An MIS needs analysis investigates:

a.            the form in which managers need information

b.           the types of information managers need

c.            the types of decisions managers make

d.           b and c

e.            a, b, and c

e.            a, b, and c

a.            the form in which managers need information

b.           the types of information managers need

c.            the types of decisions managers make

 6.        To design a marketing information system, analysts need to know:

a.            what types of decisions each decision maker regularly makes

b.           what information is necessary to make decisions

c.            the frequency with which information is expected

d.           what types of special studies are periodically requested

e.            all of the above

a.            what types of decisions each decision maker regularly makes

b.           what information is necessary to make decisions

c.            the frequency with which information is expected

d.           what types of special studies are periodically requested

e.            all of the above

 7.        The first step in designing a Marketing Information system is:

a.            determining which decision makers will use the system

b.           collecting as much data as possible

c.            selecting the computer hardware needed for the system

d.           hiring a special design team to put the system together

e.            identifying possible sources of the necessary data

 8.        A decision support system consists of:

a.            dialog systems                                                 

b.           model systems                                                 

c.            data systems

d.         b and c

e.         a, b, and c

e.         a, b, and c

a.            dialog systems                                                

b.           model systems                                                 

c.            data systems

 9.        Which of the following statements regarding marketing information systems is true?

a.            they have large data storage needs

b.           programmers are able to develop decision-calculus models that exactly replicate     managers’ decision-making processes

c.            they can forecast future economic trends

d.           they can easily be adapted to new managers’ needs

e.            b and c

10.       Which of the following is NOT an advantage of DSS over MIS?

a.            individual managers can specify their own report formats

b.           questions can be asked sequentially based on the information supplied in response             to the previous question

c.            data can be manipulated using a variety of analytical procedures in addition to       being merely accessed and retrieve

d.           a trained programmer acts as intermediary between the manager and the computer             in requesting information

e.            managers can interact with the system directly

11.       DSS and MIS differ in all but which of the following ways?

a.            non-computer people find DSS easier to use personally than MIS

b.           DSS is focused more on ill-structured decision situations than MIS

c.            MIS combines models and analytic techniques with more traditional data access    and retrieval functions in greater detail than DSS

d.           MIS is less flexible and adaptable than DSS

e.            DSS responds to managers with answers faster than MIS

12.       The most important step in the research process is:

a.            determining the research design

b.           designing data collection method and forms

c.            preparing the research report

d.           analyzing and interpreting the data

e.            formulating the problem

13.       After determining the research design the next step in the research process is:

a.            design sample and collect data

b.           design data collection method and forms

c.            formulate problem

d.           prepare the research proposal

e.            none of the above

b.           design data collection method and forms

14.       The sampling frame deals with:

a.            the list of population elements from which the sample will be selected

b.           the procedure used to select the sample from the population

c.            the number of population elements to be chosen as the sample

d.           the form of the sample to be chosen from the population elements

e.            a and b

e.            a and b

a.            the list of population elements from which the sample will be selected

b.           the procedure used to select the sample from the population

15.       The marketing problem should be defined clearly so that:

a.            good communication exists between the researcher and the decision maker

b.           research can be designed properly

c.            the researcher knows what results to come up with

d.           the decision maker understands the decision to be made

e.            all of the above

b.           research can be designed properly

16.       Which of the following factors should NOT affect the design of a marketing research       project?

a.            the decision maker’s environment

b.           the corporate culture

c.            the consequences of alternative actions

d.           the objectives of the decision maker

e.            all of the above should affect the design of the research

e.            all of the above should affect the design of the research

a.            the decision maker’s environment

b.           the corporate culture

c.            the consequences of alternative actions

d.           the objectives of the decision maker

17.       Which of the following is a method of exploratory research? 

a.            reviewing published data

b.           interviewing knowledgeable people

c.            conducting focus groups

d.           investigating trade literature

e.            all of the above

e.            all of the above

a.            reviewing published data

b.           interviewing knowledgeable people

c.            conducting focus groups

d.           investigating trade literature

18.       Each of the following is part of a typical research proposal EXCEPT:

a.            statement of the marketing  problem

b.           purposes and limits of the project

c.            cost estimates

d.           hypothesized results

e.            data sources and research methodology

d.           hypothesized results

19.       The descriptive study: 

a.            usually takes the form of an experiment

b.           has its major emphasis on the discovery of insights and ideas

c.            is concerned with determining the frequency with which something occurs

d.           is concerned with the determination of a cause-and-effect relationship

e.            has as its main objective the establishment of priorities for future research

20.       A causal research design is typically concerned with:

a.            the frequency with which something occurs

b.           the discovery of ideas and insights

c.            how two variables vary together

d.           the determination of cause-and-effect relationships

e.            establishing priorities when studying competing explanations of phenomenon

21.       The manager of Capitol Brewing Inc. states that he is very concerned with the continuing             decline in sales of the company’s major product, a dark lager. The manager has asked for       your assistance in finding the reasons for the sales decline.  The most appropriate way to   begin would be with:

a.            exploratory research                                        b.           descriptive research                                         

c.            causal research

d.         an experiment

22.       Exploratory research can be used to:

a.            increase the analyst’s familiarity with the problem

b.           clarify concepts

c.            establish priorities in dealing with explanations of problems

d.           a and b

e.            a, b, and c

e.            a, b, and c

a.            increase the analyst’s familiarity with the problem

b.           clarify concepts

c.            establish priorities in dealing with

An experience survey:

a.            should contact people who have a great deal of knowledge of the research subject

b.           should emphasize developing tentative explanations

c.            should be conducted in an informal, unstructured manner

d.           b and c

e.            a, b and c

e.            a, b and c 

a.            should contact people who have a great deal of knowledge of the research subject

b.           should emphasize developing tentative explanations

c.            should be conducted in an informal, unstructured manner

A focus group:

a.            consists of an interviewer and a subject discussing a single topic of interest to the interviewer

b.           is not useful for testing hypotheses

c.            typically consists of six to eight members

d.           requires selecting members so that they form relatively heterogeneous groups in     order to get perspectives from those with different socioeconomic backgrounds

e.            involves having subjects fill out a survey on one topic

Focus group weaknesses include:

a.            difficult to moderate the session

b.           responses are not representative of general population

c.            ideas never thought of before may be discovered during the session

d.           a and b

e.            a and c

d.           a and b

a.            difficult to moderate the session

b.           responses are not representative of general population

You have been called in as a consultant for the purpose of advising what sales volume       quotas for Brand A mouth wash should be established for each of ten sales districts that           collectively cover the continental United States.  The quotas are to be set for the next   calendar year.  This is PRIMARILY a(n):

a.            exploratory study                                           

b.           descriptive study                                            

c.            lab experiment

d.         field experiment

e.         turnover analysis

b.           descriptive study                                             

The main disadvantage of panels is that they:

a.            are nonrepresentative

b.           are expensive to maintain

c.            allow only simple analysis of the data

d.           suffer more from interview bias than any other data collection methods

e.            all of the above

A cross-sectional study:

a.            typically involves panels

b.           is a type of causal study

c.            is the least common design

d.           typically involves a sample of elements from the population of interest

e.            measures sample members repeatedly

Which of the following is TRUE of concomitant variation?

a.            concomitant variation is a measure of the extent to which two variables vary          together

b.           the “pure” case of concomitant variation is found in 20-30 percent of all causal      research studies

c.            if perfect concomitant variation is found, we can say that our hypothesis is proven

d.           if there is no evidence of concomitant variation in a two-way cross-classification    table, we can be sure that there is no causal relationship

e.            they are all false

An experimental design:

a.            is one in which the investigator has direct control over at least one independent      variable

b.           is less capable of providing evidence of causal relationships than in an exploratory             design

c.            is less internally valid than a descriptive study

d.           is an example of ex-post-facto research

e.            limits one to supplying evidence of concomitant variation

The type of study design that affords the researcher the most control is:

a.            a descriptive design                                       

b.           an exploratory design                                     

c.            a field experiment

d.         a sample survey

e.         a laboratory experiment

When referring to the question of whether the experimental stimulus made some    difference in the specific instance under investigation, one is referring to:

a.            external validity                                             

b.           internal validity                                              

c.            concomitant variation

d.         cross-sectional analysis

e.         interaction errors

b.           internal validity                                               

When a researcher tries to ensure that the changes observed in the effect variable are         reproducible in other situations, the researcher is attempting to enhance the experiment’s:

a.            internal validity                                               

b.           convergent validity                                         

c.            external validity

d.         construct validity

e.         none of the above are correct

c.            external validity

Which of the following statements is true?

a.            the one-group pretest-posttest design is an example of a true experimental design

b.           in an experiment with a large sample, it is safe to assume that the people who did   not respond were equal to the people who did

c.            history primarily jeopardizes the internal validity of marketing experiments

d.           the use of randomization to eliminate selection bias in experimental designs works             best when the groups being compared are small

e.            none of the above is true

Students taking an achievement test for the second time usually do better than those         taking the test for the first time.  This is an example of the:

a.            history effect                                                   

b.           maturation effect                                            

c.            interactive testing effect

d.         main testing effect

e.         selection bias effect

The condition that occurs when a prior measurement affects the test unit’s response to the             experimental variable is called a/an:

a.            main testing effect                                         

b.           maturation effect                                           

c.            interactive testing effect

d.         concomitant variation effect

e.         history effect

c.            interactive testing effect

If a subject forgets to show up to the second observation time period, the research project             has experienced:

a.            selection bias                                                  

b.           experimental mortality                                   

c.            maturation

d.         subject variation

e.         b and c

b.           experimental mortality                                   

The most fundamental weakness of the time series experiment is the failure to control for:

a.            maturation                                                      

b.           history                                                            

c.            selection bias

d.         the main testing effect

e.         experimental mortality

b.           history                                                             

Simulated test markets:

a.            provide protection from competitors

b.           are good for assessing trial and repeat purchase behavior

c.            are faster and cheaper than standard market tests

d.           are good for estimating likely competitive reaction

e.            a, b and c

e.            a, b and c

a.            provide protection from competitors

b.           are good for assessing trial and repeat purchase behavior

c.            are faster and cheaper than standard market tests

40.       In an electronic test market:

a.            the providers of the service have a great deal of demographic data on their recruits

b.           the test market service monitors each household’s television viewing behavior

c.            each household has an identification card for supermarket purchases

d.           both b and c are correct

e.            any of the above are correct

e.            any of the above are correct

a.            the providers of the service have a great deal of demographic data on their recruits

b.           the test market service monitors each household’s television viewing behavior

c.            each household has an identification card for supermarket purchases

d.           both b and c are correct