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Exam 2: Marketing Research: Process and Systems for Decision Making

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Question 1

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Holly and her team have conducted a survey on a sample of 500 respondents to assess the changing trends among consumers buying baby food.They have coded and collated all the information and fed them into a computer-based statistical analysis program.The results of the analysis are being examined by the team to uncover any significant patterns of consumer preferences.Which stage of the research process is Holly's team currently at in this scenario?

A) Performance of the research
B) Preparation of the research report
C) Plan of the research
D) Processing of research data

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Question 2

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Managers should make marketing decisions in the light of their own knowledge and experience instead of viewing research reports as the final answer to their problems because:

A) the number of factors included in a marketing research study are not exhaustive.
B) decisions based on marketing research reports are highly risky.
C) there is no possibility that marketing research will be affected by researcher bias.
D) marketing research is not a systematic process for obtaining information.

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Question 3

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If a market researcher is analyzing the current situation involving the problem to be researched,he or she is most likely working on the _____.

Which of the following types of research methods typically involves discussions among a small number of customers led by an interviewer and is designed to generate insights and ideas about products and brands?

Marketing information systems are designed to handle data from both internal and external sources.Internal information is particularly important for:

Quite often a situation or problem is recognized as needing research,yet the nature of the problem is not clear or well defined,nor is the appropriate type of research evident.In the context of the steps of the marketing research process,this problem immediately lends itself to _____.

Budget constraints on marketing research are most likely to lead to:

Which of the following statements best pertains to model base management software required by marketing information systems?

Quantitative research involves:

India Apparel Inc.is a popular clothing manufacturer in India.It intends to introduce its clothing line in the United States.However,before it does so on a large scale,it releases a portion of its line in two select clothing retail stores in the United States.India Apparel Inc.aims to sell the products on this small-scale basis to estimate consumer acceptance and competitive retaliation before deciding whether its products will work in the American market.This approach to marketing a product is called _____.

Warner Implants,a pioneer in the industry for medical implants,launched a revolutionary cardiac implant in the year 2000.As part of its promotional strategy,the marketing team at Warner Implants conducted individual discussions with a few customers.These discussions were aimed at understanding the meaning its implants brought to the lives of the customers.This scenario best illustrates the use of _____ as a mode of research.

A drawback of using observation as a data collection method is that:

Which of the following takes place during the processing of research data?

The stage of performance of the research involves:

Which of the following exemplifies an internal source of data that could be used by a marketing information system?

Which of the following is a disadvantage of the quantitative research method?

Which of the following statements best describes primary data?

The marketing team at Shine Inc.is conducting research to determine why its perfume sales have dropped suddenly and drastically.The marketing manager,Adriano,is wondering if the drop in sales is a result of a recent and controversial newspaper article about the company's use of animal fat in its perfumes.He sends out a questionnaire by e-mail to Shine Inc.'s wide customer base to gather relevant information.Which of the following types of research methods is Adriano using in this scenario?

The first step in the research process is:

Identify a true statement about qualitative research.