Kotler04 Tif A

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Chapter 4:

Conducting Marketing Research and Forecasting Demand

GENERAL CONCEP !"E#$ON#

Mu%tip%e Choice

1. ________ is the systematic design, collection, analysis, and reporting of data andfindings relevant to a specific marketing situation facing the company.a. Marketing intelligenceb. MIS (marketing information system)c. Marketing researchd. emographicse. Marketing management

!ns"er# c $age# 1%& 'evel of difficulty# asy

&. Marketing research is no" about a ________ billion industry globally.a. *%b. &1.*c. 1+.*d. 1%e. .*

!ns"er# c $age# 1%& 'evel of difficulty# -ard

. /ompanies normally budget marketing research at ________ percent of companysales.a. 1 to &b. & to c. 0d. +.*e. 1% to 1&

!ns"er# a $age# 1% 'evel of difficulty# Medium

0. hich of the follo"ing types of marketing research firms "ould best be described as

being one that gathers consumer and trade information "hich they sell for a fee (e.g.,2ielsen Media 3esearch)4a. /ustom marketing research firms.b. Syndicated5service research firms.c. Specialty5line marketing research firms.d. 6eneral5line marketing research firms.e. 2on5profit marketing research firms.

!ns"er# b $age# 1% 'evel of difficulty# Medium

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$art /apturing Marketing Insights

*. If a marketing research firm "ere also kno"n as a field-service firm(e.g., it sells itsfield intervie"ing services to other firms), it "ould be called a ________.a. custom marketing research firmb. syndicated5service research firmc. specialty5line marketing research firm

d. general5line marketing research firme. systematic marketing research firm!ns"er# c $age# 1% 'evel of difficulty# Medium

+. !ll of the follo"ing "ould be among the "ays that small companies can conductmarketing research in creative and affordable "ays 8/$9 ________.a. using the Internetb. engaging students to design and carry out pro:ectsc. checking out rivalsd. engaging professors to design and carry out pro:ectse. hiring syndicated5service research firms to conduct pro:ects

!ns"er# e $age# 1% 'evel of difficulty# -ard

. 9he first step in the marketing research process is to ________.a. develop a research planb. define the problem and research ob:ectivesc. analy;e the internal environmentd. read marketing research :ournalse. contact a professional consultant

!ns"er# b $age# 1% 'evel of difficulty# asy


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/hapter 0# /onducting Marketing 3esearch and ?orecasting emand

1%. esigning a research plan calls for decisions on all of the follo"ing 8/$9________.a. drafting research ob:ectivesb. data sourcesc. research approaches

d. research instrumentse. sampling plans!ns"er# a $age# 1%0 'evel of difficulty# Medium

11. ________ are data that "ere collected for another purpose and already e@istsome"here.a. $rimary datab. Secondary datac. 9ertiary datad. Inordinatee. Ardinate

!ns"er# b $age# 1%0 'evel of difficulty# asy

1&. $rimary data can be collected in several "ays. hich of the follo"ing primary datacollection methods "ould be e@emplified by constructing see5through mirrors in aretail store "hereby consumersB actions could be recorded4a. ?ocus groupsb. Surveysc. Abservationd. Cehavioral datae. @periments

!ns"er# c $age# 1%* 'evel of difficulty# Medium

1. ! ________ is a gathering of si@ to ten people "ho are carefully selected based oncertain demographic, psychographic, or other considerations and brought together todiscuss at length various topics of interest.a. market mavenb. virtual research marketc. consumer dyadd. focus groupe. 2ielsen sample family

!ns"er# d $age# 1%* 'evel of difficulty# asy

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10. /ompanies undertake surveys to learn about peopleBs kno"ledge, ________,preferences, and satisfaction, and to measure these magnitudes in the generalpopulation.a. beliefsb. psyche

c. inner idd. deepest secretse. intelligence and literacy

!ns"er# a $age# 1%* 'evel of difficulty# Medium

1*. 9he most scientifically valid research is ________ research.a. observationb. focus groupc. surveyd. behavioral datae. e@perimental

!ns"er# e $age# 1%+ 'evel of difficulty# Medium

1+. !ll of the follo"ing "ould be among the Ddos and donBtsE of Fuestionnaire design8/$9 ________.a. make Fuestions as simple as possibleb. make the Fuestions specificc. ensure that fi@ed responses overlapd. avoid hypothetical Fuestionse. avoid Fuestions "ith a negative in them

!ns"er# c $age# 1% 'evel of difficulty# -ard

1. 9he most common instrument used to collect primary data is the ________.a. human eye (through observation)b. Internetc. bar code reader (behavioral data research)d. video camera (e.g., focus group research)e. Fuestionnaire

!ns"er# e $age# 1% 'evel of difficulty# asy

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17. If a marketing researcher observes people using products, shopping, going to hospitals,taking the train, or using their cell phones, the researcher "ould most likely be using"hich of the follo"ing Fualitative research gathering methods4a. Cehavior mappingb. /onsumer :ournals

c. Shado"ingd. @treme user intervie"se. Gnfocus groups

!ns"er# c $age# 1% 'evel of difficulty# Medium

&%. If a Fuestionnaire designer decides to use a scale that connects t"o bipolar "ords"herein the respondent selects the point that represents his or her opinion, thedesigner is most likely using "hat is called ________.a. a dichotomous Fuestionb. a multiple5choice Fuestionc. a 'ikert scale

d. the semantic differentiale. "ord association Fuestion!ns"er# d $age# 1%< 'evel of difficulty# -ard

&1. If a marketing researcher chooses to use a "ord association Fuestion (e.g., D"hat isthe first "ord that comes to your mind "hen you hear the follo"ing# airlineH!mericanHtravel, et cetera), the researcher has chosen "hich of the follo"ing typeof Fuestion for his or her research Fuestionnaire4a. /losed5end Fuestionb. 'ikert scale Fuestionc. Apen5end Fuestiond. 3ating scale Fuestione. Semantic differential Fuestion

!ns"er# c $age# 1%< 'evel of difficulty# Medium

&&. hich of the follo"ing types of tests matches to a Fuestion that sho"s a picture andrespondents are asked to make up a story about "hat they think is happening or mayhappen in the picture4a. ord associationb. /ompletely unstructured Fuestionc. Story completiond. 9hematic !pperception 9est (9!9)e. -olistic association

!ns"er# d $age# 1%< 'evel of difficulty# -ard

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&. ________ is a Fualitative research approach for getting inside a consumerBs mind andfinding out "hat they are thinking or feeling (e.g., a consumer says that the ohneere brand makes them think of a rugged Mid"estern male "ho is hard5"orkingand trust"orthy).a. ord association

b. ! pro:ective techniFuec. Crand personificationd. 'adderinge. Jisuali;ation

!ns"er# c $age# 1%7 'evel of difficulty# Medium

&0. Mechanical devices are occasionally used in marketing research. ?or e@ample,________ flashes an ad to a sub:ect "ith an e@posure interval that may range fromone hundredth of a second to several seconds. !fter each e@posure, the respondentdescribes everything he or she recalls.a. a tachistoscope

b. the galvanometerc. an eye5tracking camerad. an audiometere. a pupilometer

!ns"er# a $age# 11% 'evel of difficulty# -ard

&*. ith respect to the sampling plan, three decisions must be made. 9he decisions are#the sampling unit="ho is to be surveyed4 Sample si;e=ho" many people should besurveyed4 !nd ________.a. sample cost=ho" much does sampling cost4b. surveyor skill="ho "ill do the surveying4c. sample security=ho" to protect the sample data4d. sampling procedure=ho" should the respondents be chosen4e. sample supervisor="ho "ill lead the sampling effort4

!ns"er# d $age# 11% 'evel of difficulty# -ard

&+. If a marketing researcher selects the most accessible population members, he or she"ould have selected the ________ sampling method.a. simple randomb. stratified randomc. cluster d. :udgmente. convenience

!ns"er# e $age# 11% 'evel of difficulty# Medium

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&. If a researcher finds and intervie"s a prescribed number of people in each of severalcategories, the researcher is using the ________ sampling method.a. :udgmentb. Fuotac. convenience

d. cluster e. simple random!ns"er# b $age# 11% 'evel of difficulty# -ard

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&. !ll of the follo"ing are considered to be advantages of online research 8/$9________.a. online research is ine@pensiveb. online research is fasterc. online research is relatively free of technological problems and inconsistencies

d. online research is more versatilee. people tend to be more honest online than in other intervie"ing methods!ns"er# c $age# 11 'evel of difficulty# Medium

. hen Intel commissioned research to better understand global online challenges, itfound that "ith respect to global responses on technology the biggest obstacle toconduct international research is ________.a. costb. lack of consistencyc. language difficultiesd. religious bias

e. lack of managementBs commitment in this area!ns"er# b $age# 110 'evel of difficulty# -ard

0. ! ________ has been defined as being a coordinated collection of data, systems,tools, and techniFues "ith supporting soft"are and hard"are by "hich anorgani;ation gathers and interprets relevant information from business andenvironment and turns it into a basis for marketing action.a. marketing information systemb. marketing intelligence systemc. marketing decision support systemd. marketing research systeme. database management system

!ns"er# c $age# 11* 'evel of difficulty# Medium*. !ll of the follo"ing are considered to be among the seven characteristics of good

marketing research 8/$9 ________.a. the scientific methodb. research creativityc. multiple methodsd. ethical marketinge. independence of models and data

!ns"er# e $age# 11* 'evel of difficulty# Medium

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+. In spite of the rapid gro"th of marketing research, many companies still fail to use itsufficiently or correctly. 9he reasons "hy this is true are listed belo" 8/$9________.a. a broad conception of the researchb. uneven caliber of researchers

c. poor framing of the problemd. late and occasionally erroneous findingse. personality and presentational differences

!ns"er# a $age# 11+ 'evel of difficulty# -ard

. In the famous case "here /oca5/ola introduced the 2e" /oke after much research,the failure of 2e" /oke "as largely due to a marketing research barrier identified as________.a. a narro" conception of the researchb. uneven caliber of researchersc. poor framing of the problem

d. late and occasional erroneous findingse. personality and presentation differences!ns"er# c $age# 11+ 'evel of difficulty# Medium


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0%. 9"o complimentary approaches to measure marketing productivity are ________ andmarketing5mi@ modeling to estimate casual relationships and ho" marketing activityaffects outcomes.a. Fuality ratiosb. salesperson satisfaction scales

c. marketing metrics to assess marketing effectsd. distributor satisfaction surveyse. end5user samples

!ns"er# c $age# 11 'evel of difficulty# -ard

01. ________ is(are) the set of measures that helps firms to Fuantify, compare, andinterpret their marketing performance.a. Marketing diagnosticsb. $sychographicsc. emographicsd. Marketing intelligence

e. Marketing metrics!ns"er# e $age# 11 'evel of difficulty# asy

0&. !ccording to 3oger Cest, a strong ________ translates into a strong customer focus,competitor orientation, and a team approach.a. product orientationb. market orientationc. innovation orientationd. productivity orientatione. global orientation

!ns"er# b $age# 11 'evel of difficulty# Medium

0. !ll of the follo"ing "ould be considered to be e@ternal marketing metrics 8/$9________.a. market shareb. relative pricec. number of complaintsd. perceived FualityKesteeme. relative employee satisfaction

!ns"er# e $age# 11< 'evel of difficulty# Medium

00. ! ________ records ho" "ell the company is doing year after year on customer5based measures (e.g., percentage of ne" customers to average number of customers).a. customer5performance scorecardb. stakeholder5performance scorecardc. missionKob:ectives scorecardd. variance scorecarde. management scorecard

!ns"er# a $age# 11< 'evel of difficulty# Medium

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0*. If a company actively tracks the performance of its suppliers, banks, and distributors,it is using "hat is called a ________.a. customer5performance scorecardb. stakeholder5performance scorecardc. missionKob:ectives scorecard

d. variance scorecarde. management scorecard!ns"er# b $age# 11< 'evel of difficulty# asy

0+. ________ consists of measuring and evaluating actual sales in relation to goals.a. 3AI analysisb. emandc. Sales analysisd. $erformance revie"se. 9rend lines

!ns"er# c $age# 117 'evel of difficulty# asy

0. hich of the follo"ing "ays to measure market share "ould be seen as thecompanyBs sales e@pressed as a percentage of total market sales4a. Averall market shareb. Served market sharec. 3elative market shared. elayed market sharee. esigned market share

!ns"er# a $age# 1&% 'evel of difficulty# -ard

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*%. !nnual5plan control reFuires making sure that the company is not overspending toachieve sales goals. 9he key ratio to "atch is the ________.a. marketing profitability ratiob. marketing sales ratioc. share of mind ratio

d. marketing e@pense5to5sales ratioe. marketing deliverables ratio!ns"er# d $age# 1&% 'evel of difficulty# Medium

*1. ! ________ can be used to track period5to5period fluctuations in each ratio (e.g.,marketing e@pense5to5sales ratio) used assist in annual5plan control.a. 6antt chartb. 'ikert scalec. control chartd. time charte. profitability chart

!ns"er# c $age# 1&% 'evel of difficulty# Medium

*&. !ccording to the financial model of return on net "orth, return on assets times (X)

financial leverage eFuals (L) ________.a. profit marginb. asset turnoverc. sales e@pensesd. rate of return on net "orthe. the acid test ratio

!ns"er# d $age# 1&1 'evel of difficulty# -ard

*.2et profits divided by net sales eFuals (L) ________.a. asset turnoverb. profit marginc. return on assetsd. financial leveragee. rate of return on net "orth

!ns"er# b $age# 1&1 'evel of difficulty# Medium

*0. If a companyBs profit and loss statement sho"ed that sales for the month "ere+%,%%% and cost of goods sold "ere 7,%%%, "hat "ould be the gross margin4a. 77,%%%b. &1,%%%c. +* percentd. 1*.


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**. ! manager observes that his last monthBs salaries "ere 7,%%, rent "as ,%%%, andsupplies used by the company "ere ,*%%. /onsidering that his companyBs grossmargin "as &1,%%%, "hat "ould be his net profit for the period4a. +,


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*7. $roduct penetration is the percentage of o"nership or use of a product or service in apopulation. !ccording to recent statistics, "hich of the follo"ing products has thegreatest amount of penetration in the G.S. market "ith a staggering 7< percent4a. -ealth insurance.b. ! car.

c. ! home.d. ! television.e. ! gun.

!ns"er# d $age# 1&7 'evel of difficulty# Medium

+%. 9here are several methods for assessing market potential. hich of these methods dobusiness marketers prefer4a. Market5buildup methodb. Multiple5factor inde@ methodc. Crand5development inde@ methodd. $urchase5profitability inde@

e. Market5test inde@!ns"er# a $age# 1% 'evel of difficulty# -ard

rue&Fa%se

+1.Most large companies use outside marketing research consultants rather than employtheir o"n marketing research department.

!ns"er# ?alse $age# 1%& 'evel of difficulty# Medium

+&. ! good illustration of a syndicated5service research firm is 2ielsen Media 3esearch.

!ns"er# 9rue $age# 1% 'evel of difficulty# Medium

+. 9he $reston !gency is a field5service firm that sells its field intervie"ing skills andservices to other firms. In the above instance, the $reston !gency "ould be ane@ample of "hat is calledsyndicated-service research firm.


+0. !fter developing the research plan, the marketing researcher should define theproblem and research ob:ectives.!ns"er# ?alse $age# 1%0 'evel of difficulty# asy

+*. !ll research must begin "ith an e@ploratory research study.!ns"er# ?alse $age# 1%0 'evel of difficulty# asy

++. ames conducted primary research "hen he distributed a survey to his dorm todiscover their attitudes and opinions on campus life.

!ns"er# 9rue $ages# 1%0>1%* 'evel of difficulty# Medium

1%


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+. In general, for marketing research purposes, the larger focus groups (*% to 1%+ 'evel of difficulty# Medium

+7. 9he most scientifically valid research is focus group research.!ns"er# ?alse $age# 1%+ 'evel of difficulty# Medium

%. 9he most common instrument used to collect primary data is the Fuestionnaire.!ns"er# 9rue $age# 1% 'evel of difficulty# asy

1. !n e@ample of shado"ing is keeping track of all the interactions a consumer has "itha product, service, or space.

!ns"er# ?alse $age# 1% 'evel of difficulty# Medium

&. If a marketing researcher decides to use a 'ikert scale, the researcher has chosen atechniFue "herein the respondent revie"s a statement that sho"s the amount ofagreementKdisagreement "ith some product, service, or concept.

!ns"er# 9rue $age# 1%< 'evel of difficulty# Medium

. Dhat is your opinion of the !merican "ay of life4E is an e@ample of "hat might becalled the semantic differential.

!ns"er# ?alse $age# 1%< 'evel of difficulty# Medium

0. Dhat does the /oca5/ola name mean to you4E "ould be an illustration of a Fuestionthat might be used in a pro:ective techniFue.

!ns"er# ?alse $age# 1%7 'evel of difficulty# Medium

*. ! galvanometer can measure the interest or emotions aroused by e@posure to aspecific ad or picture.

!ns"er# 9rue $age# 11% 'evel of difficulty# -ard

+. If a marketing researcher bases his or her sample on population members "ho aregood prospects for accurate information, a :udgment sample has been selected.


. If a marketing researcher is looking for a contact method that can gather informationFuickly and allo" the intervie"er to clarify Fuestions if necessary, he or she "illchoose the telephone intervie" method.

!ns"er# 9rue $age# 111 'evel of difficulty# Medium

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Essa'

1%1. hat are the si@ steps in the marketing research process4

#uggested Ans(er: 9he si@ steps are# (1) define the problem and research

ob:ectives, (&) develop the research plan, () collect the information, (0) analy;ethe information, (*) present the findings, and (+) make the decision.$age# 1% 'evel of difficulty# Medium

1%&. /haracteri;e the structure and purpose of a focus group.

#uggested Ans(er:! focus group is a gathering of si@ to ten people "ho arecarefully selected based on certain demographic, psychographic, or otherconsiderations and brought together to discuss at length various topics of interest.$age# 1%* 'evel of difficulty# Medium

1%. @plain "hat Fualitative research is and "hy it might be useful to marketers.

#uggested Ans(er: Some marketers prefer more Fualitative methods for gaugingconsumer opinion because consumer actions do not al"ays match their ans"ers tosurvey Fuestions. Nualitative research techniFues are relatively unstructuredmeasurement approaches to permit a range of possible responses, and they are acreative means of ascertaining consumer perceptions that may other"ise bedifficult to uncover.

$age# 1% 'evel of difficulty# Medium

1%0. escribe and illustrate the follo"ing Fuestion formats# dichotomous, 'ikert scale,

"ord association, and 9hematic !ppreciation 9est (9!9).

#uggested Ans(er: ichotomous Fuestions are Fuestions "ith t"o possibleans"ers. ! 'ikert scale Fuestion is a statement "ith "hich the respondent sho"sthe amount of agreementKdisagreement "ith something. ord association occurs"hen "ords are presented, one at a time, and respondents mention the first "ordthat comes to mind. 'astly, the 9hematic !ppreciation 9est (9!9) has a picturepresented to respondents "here the respondents are asked to make up a storyabout "hat they think is happening or may happen in the picture. See 9able 0.1 inthe chapter for specific illustrations.$age# 1%< 'evel of difficulty# -ard

1%*. @plain "hat a Dpro:ective techniFueE is and ho" it might be used to assistresearchers in understanding consumer actions and behavior.

#uggested Ans(er: In a pro:ective techniFue, people are presented an incompletestimulus and asked to complete it or given an ambiguous stimulus that may notmake sense in and of itself and are asked to make sense of it. 9he argument is thatpeople "ill reveal their true beliefs and feelings. !n e@ample "ould be to use

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Dbubble e@ercisesE "here different people are depicted in a buying scene and therespondent is asked to indicate "hat they might be saying to one another (e.g., inthe blank bubble over their heads).$age# 1%7 'evel of difficulty# -ard

1%+. hat is the DchiefE advantage (best method of usage) of using each of thefollo"ing contact methods# mail Fuestionnaire, telephone intervie", and personalintervie"4

#uggested Ans(er: 9he DchiefE advantage (best method of usage) of eachcontact method mentioned is (1) mail Fuestionnaire=the best "ay to reach people"ho "ould not give personal intervie"s or "hose responses might be biased ordistorted by the intervie"s, (&) telephone intervie"s=the best method forgathering information Fuickly and the intervie"er is also able to clarify Fuestionsif respondents do not understand them, and () personal intervie"=the mostversatile method because they can ask more Fuestions and record additional

observations about the respondent.$age# 111 'evel of difficulty# Medium

1%. !ccording to information presented in the te@t, "hat are the seven characteristicsof good marketing research4

#uggested Ans(er: 9he seven characteristics of good marketing research are# (1)scientific method, (&) research creativity, () multiple methods, (0)interdependence of models and data, (*) value and cost of information, (+) healthyskepticism, and () ethical marketing.$age# 11* 'evel of difficulty# -ard

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cost of goods sold (*,%%%) eFuals (L) gross margin (


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e. ! brand5management specialty research firm.!ns"er# d $age# 1% 'evel of difficulty# -ard

11. !s a marketing research manager you have begun calculations on the costs of aproposed marketing research pro:ect. uring "hich stage of the marketing

research process are such calculations most likely to take place4a. Stage 1=define the problem phase.b. Stage 1=develop decision alternatives phase.c. Stage 1=develop the research ob:ectives.d. Stage &=develop the research plan.e. Stage =collect the information.

!ns"er# d $age# 1%0 'evel of difficulty# Medium

110. Cefore Sandra $ere; opened her floral shop she read all she could on the industry.She also revie"ed library data banks on gro"th patterns in the local area "ithparticular interest in the location of florists throughout the city. 9his ________

assisted her in deciding "here to locate her store.a. primary informationb. secondary informationc. guerilla marketing datad. tertiary informatione. non5personal information

!ns"er# b $age# 1%0 'evel of difficulty# Medium

11*. !s one marketing e@ecutive noted, ________ are DHthe most cost5effective,Fuickest, dirtiest "ay to get information in rapid time on an idea.Ea. scannersb. tele5us machinesc. surveysd. in5store intervie"se. focus groups

!ns"er# e $age# 1%+ 'evel of difficulty# -ard

11+. Ane of the donBts of Fuestionnaire construction is to ensure that fi@ed responsesdo not overlap. hich of the follo"ing is the best illustration of a problem thatthis DdonBtE might cause4a. ! Fuestion has three possible responses# yes, no, or maybe.b. !n income Fuestion asks for an income designation in one of the follo"ing

income categories# %>&%,%%%, &%,%%%>0%,%%%, or 0%,%%% and above.c. ! consumer is asked to describe a recent event "ill driving.d. ! consumer must describe a cartoon about buying a car.e. ! consumer is asked "hether or not he or she could spy on another

consumerBs shopping e@perience.!ns"er# b $age# 1% 'evel of difficulty# Medium

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11. If a Fuestionnaire says DSmall college classes are better places to learn effectively#(choose) 1__ Strongly disagree, & __ isagree, __ 2either agree nor disagree,0__ !gree, *__ Strongly agree,E the researcher "ould be using "hich of thefollo"ing to discover data.a. 'ikert scale

b. Semantic differentialc. Multiple choiced. 9hematic !ppreciation 9est (9!9)e. ichotomous Fuestion

!ns"er# a $age# 1%< 'evel of difficulty# Medium

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1&1. hich of the follo"ing should be considered as a disadvantage by a marketingresearcher as he or she considers "hether or not to use online research as a meansof gathering data4a. Anline research is often slo".b. Anline research is usually e@pensive.

c. Anline line research is one5dimensional.d. Anline line research suffers from a poor reputation.f. Anline market research is prone to technological problems and

inconsistencies.!ns"er# e $age# 11 'evel of difficulty# Medium

1&&. If a marketing researcher "ere to use careful observation, hypotheses, prediction,and testing to ensure that his or her marketing research efforts "ere of the highestFuality, the researcher "ould have then used ________ characteristic of goodmarketing research to assist in the research effort.a. research creativity

b. the scientific methodc. ethical marketingd. multiple methodse. interdependence of models and data

!ns"er# b $age# 11* 'evel of difficulty# Medium

1&. Some marketing managers vie" marketing research as little more than a clericalactivity and treat it as such. If disappointing results occur because of this attitude,the manager has his or her negative opinion reinforced. 9he above is a reflectionof "hich of the follo"ing barriers that must be overcome if successful marketingresearch is to occur4a. Gneven caliber of researchers.b. $oor framing of the problem.c. rroneous findings.d. $ersonality differences.e. $resentation differences.

!ns"er# a $age# 11+ 'evel of difficulty# asy

1&0. !ccording to $eter oyle, value5based marketing in not primarily about numbers.It consists of three main elements# ________, a set of principles for choosingmarketing strategies and making marketing decisions, and a set of processes thatensure that marketing develops, selects, and implements a strategy that isconsistent "ith these beliefs and principles.a. a set of beliefs about consumersb. a set of beliefs about demographicsc. a set of beliefs about organi;ational designd. a set of beliefs about the fundamental soundness of Fuantitative methodse. a set of beliefs about the ob:ective of marketing

!ns"er# e $age# 11 'evel of difficulty# -ard

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1&*. ! useful "ay to analy;e market share movements is in terms of four components"here overall market share eFuals (L) customer penetration times (X) customer

loyalty times (X) customer selectivity times (X) ________.a. promotion sensitivityb. price selectivity

c. brand loyaltyd. cultural affinitye. distribution opportunities

!ns"er# b $age# 1&% 'evel of difficulty# -ard

1&+. Ane of the essential components of a model for calculating return on net "orth isfinancial leverage. In this conte@t, financial leverage is eFual (L) to ________.a. net profits divided by net salesb. net sales divided by total assetsc. total assets divided by net "orthd. net profits divided by total assets

e. net profits divided by net "orth!ns"er# c $age# 1&1 'evel of difficulty# -ard

1&. Sally is revie"ing ho" to re5figure a variety of e@penses and costs associated "itha recent marketing effort. -er first task is to identify the direct costs associated"ith that effort. hich of the follo"ing "ould be the best e@ample of a direct costassociated "ith a marketing effort4a. 3entb. $ublic relationBs imagec. 9op management salariesd. Sales commissions

e. Interest on debt!ns"er# d $age# 1&0 'evel of difficulty# Medium

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1&7. ! high market penetration inde@ suggests that ________.a. a substantial gro"th potential e@ists for all firms in the marketb. there "ill be increased costs of attracting the fe" remaining prospectsc. mistakes have been made in selecting the correct promotional alternativesd. the price of the product or service is too high "ith respect to competition

e. it "ould be great time to e@pand distribution outlets!ns"er# b $age# 1&< 'evel of difficulty# -ard

1%. ! marketing research firm intends to ask consumers a Fuestion that reads Do youintend to buy a automobile "ithin the ne@t si@ months4E /onsumers couldrespond in several "ays including no chance, slight possibility, fair possibility,good possibility, high possibility, and certain. hich of the follo"ing terms mostaccurately categori;es the type of scale that the marketing researcher "ill "ant touse in the research effort4a. Cuying ratio scaleb. Cehavioral scale

c. !ttitude scaled. $urchase probability scalee. Market5test scale

!ns"er# d $age# 1 'evel of difficulty# Medium

#hort Ans(er

11. efine marketing research.

#uggested Ans(er: $arketin research is seen as a systematic design,

collection, analysis, and reporting of data and findings relevant to a specificmarketing situation facing the company.$age# 1%& 'evel of difficulty# asy

1&. 9he te@t lists several creative "ays that a small company can conduct marketingresearch "ithout incurring the high costs often associated "ith a marketingresearch effort. 'ist three methods that might be considered to be creative.

#uggested Ans(er:9he three methods are# (1) engaging students or professors todesign and carry out pro:ects, (&) using the Internet, and () checking your rivals.$age# 1% 'evel of difficulty# Medium

1. uring "hich phase of the marketing research process "ill the marketingmanager most likely calculate the cost of the marketing research plan4

#uggested Ans(er: 9he most likely phase "ill be the second phase (develop theresearch plan).$ages# 1%>1%0 'evel of difficulty# Medium

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10. If a company desires to assess the magnitude of consumersB kno"ledge, beliefs,preferences, and satisfaction, the company "ill most likely choose "hich of thefive research approaches outlined in the te@t4

#uggested Ans(er: 9he company "ill most likely choose the survey research

approach.$age# 1%* 'evel of difficulty# Medium

1*. If you needed to collect primary data and "ere seeking to use the researchinstrument that is considered to be the most common method for obtaining that typeof data, "hat type of instrument "ould you select4

#uggested Ans(er: 9he company should choose the #uestionnaire as theinstrument to collect data. It is by far and a"ay the most common method forobtaining primary data information.$age# 1% 'evel of difficulty# asy

1+. If a marketing research firm has decided to photograph people "ithin the lobby ofa movie theater over a t"o5 to three5day period, "hat Fualitative measureapproach "ill most likely be used to accomplish this task4

#uggested Ans(er: Af the seven methods described in the te@t, the most likely"ill be "ehavior ma!!in. See chapter section for more details.$age# 1% 'evel of difficulty# -ard

1. 9he Cledsoe Marketing 3esearch group has been hired to administer a series ofDyesKnoE Fuestions to shoppers in a local mall. If Fuestions on a survey have onlyt"o possible ans"ers (such as DyesKnoE Fuestions), "hat type of Fuestions arethese4

#uggested Ans(er: Nuestions of this type are closed-end #uestions that aredichotomous in nature. Students may use either term for credit unless theinstructor prefers other"ise.$age# 1%< 'evel of difficulty# asy

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17. escribe "hat might occur in an intercept intervie". hat are the chiefdisadvantages of this method of contact4

#uggested Ans(er: %nterce!t intervie&sinvolve stopping people at a shoppingmall or busy street corner and reFuesting an intervie". Intercept intervie"s can

have the dra"back of being nonprobability samples and the intervie"s must notreFuire too much time.$age# 111 'evel of difficulty# Medium

10%. 'ist the four advantages of conducting marketing research online.

#uggested Ans(er: 9he advantages are# (1) online research is ine@pensive, (&)online research is faster, () people tend to be more honest online than they are inpersonal or telephone intervie"s, and (0) online research is more versatile.$age# 11 'evel of difficulty# -ard

101. escribe (define) a marketing decision support system (MSS).

#uggested Ans(er: ! marketin decision su!!ort system is defined as being acoordinated collection of data, systems, tools, and techniFues "ith supportingsoft"are and hard"are by "hich an organi;ation gathers and interprets relevantinformation from business and environment and turns it into a basis for marketingaction.$age# 11* 'evel of difficulty# Medium

10&. escribe ho" ethical marketing assists a desire to have good marketing research.

#uggested Ans(er: Marketing research benefits both the sponsoring companyand its customers. 9he misuse of marketing research can harm or annoycustomers, increasing resentment at "hat consumers regard as the invasion oftheir privacy or a disguised sales pitch. See 9able 0. for additional details.$age# 11* 'evel of difficulty# Medium

10. Many managers see marketing research as a fact5finding operation. Is this acorrect vie"4 @plain.

#uggested Ans(er: Managers e@pect the researcher to design a Fuestionnaire,choose a sample, conduct intervie"s, and report results, often "ithout a carefuldefinition of the problem or of the decisions facing management. hen fact5finding fails to be useful, managementBs idea of the limited usefulness ofmarketing research is reinforced.$age# 11+ 'evel of difficulty# Medium

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100. 'ist four e@ternal marketing metrics that "ill be useful for the marketingresearcher.

#uggested Ans(er: 9he te@t lists ten e@ternal marketing metrics (see 9able 0.0).9hey are# a"areness, market share (volume or value), relative price (market share

valueKvolume), number of complaints (level of dissatisfaction), consumersatisfaction, distributionKavailability, total number of customers, perceivedFualityKesteem, loyaltyKretention, and relative perceived Fuality. Students maychoose any of the above.$age# 11< 'evel of difficulty# -ard

10*. Sales analysis uses t"o specific tools for measuring and evaluating actual sales inrelation to goals. hat are those t"o tools4

#uggested Ans(er: 9he t"o tools are# (1) sales5variance analysis and (&)microsales analysis.

$age# 117 'evel of difficulty# Medium

10+. !nnual5plan control reFuires making sure that the company is not overspending toachieve sales goals. hat key ratio is "atched closely4 -o" are fluctuations ofthis ratio tracked4

#uggested Ans(er: 9he key ratio to "atch is the marketin e'!ense-to-salesratio. 9his ratio is tracked using a control chart.$age# 1&% 'evel of difficulty# Medium

10. If a researcher is interested in the Fualified available market, ho" "ould youdescribe this market4

#uggested Ans(er:9he #ualified availa"le market is the set of consumers "hohave interest, income, access, and Fualifications for the particular market offer.$age# 1&+ 'evel of difficulty# Medium

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time period. 9he com!any sales forecast is the e@pected level of company salesbased on a chosen marketing plan and an assumed marketing environment.$age# 1&7 'evel of difficulty# Medium

1*%. /reate a Fuestion and an associated scale that illustrate a purchase probability

scale.

#uggested Ans(er: 9he te@t suggests a Fuestion such as Do you intend to buyan automobile "ithin the ne@t si@ months4E 9he range of the associated scale"ould then be# no chance, slight possibility, fair possibility, good possibility, highpossibility, and certain. Students are to create their o"n e@ample but the e@ampleshould be in keeping "ith the material in the te@t.$age# 1 'evel of difficulty# -ard

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