Marketing Research (Arab World Editions): An Applied Orientation, Arab World Editions Test Bank

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ExamName___________________________________MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question.1)Marketing research helps the marketing manager link the ________ with the ________ and thecustomer groups.1)A)marketing information system; environmentB)marketing variables; marketing information systemC)marketing variables; environmentD)none of the aboveAnswer:CExplanation:A)B)C)D)2)There are many entry level marketing research positions available for persons with BBAs or MBAs.Which one of the following isnotan entry-level position?2)A)junior research analystB)research analystC)operational supervisorD)senior analystAnswer:DExplanation:A)B)C)D)3)Which of the tasks below might be conducted by the researcher during the "problem definition"and the "development of an approach to the problem" steps of the marketing research process?3)A)analysis of secondary dataB)qualitative researchC)interviews with industry expertsD)all of the aboveAnswer:DExplanation:A)B)C)D)4)Syndicated services ________.4)A)offer a wide variety of marketing research services customized to suit a client's specific needsB)are research studies conducted for different client firms but in a different wayC)specialize in one or a few phases of the marketing research projectD)are companies that collect and sell common pools of data designed to serve information needsshared by a number of clientsAnswer:DExplanation:A)B)C)D)1

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5)Marketing Research, as defined by the author, is everythingexcept________.5)A)objectiveB)useful for the purpose of improving decision makingC)politically biasedD)systematicAnswer:CExplanation:A)B)C)D)6)Limited-service suppliers ________.6)A)specialize in one or a few phases of the marketing research projectB)collect and sell common pools of data designed to serve information needs shared by anumber of clients.C)offer a wide variety of marketing research services tailored to suit a client's specific needsD)are research studies conducted for different client firms but in a different wayAnswer:AExplanation:A)B)C)D)7)________ is a type of problem identification research.7)A)Pricing researchB)Promotion researchC)Market characteristics researchD)Distribution researchAnswer:CExplanation:A)B)C)D)8)A ________ is a formalized set of procedures for generating, analyzing, storing, and distributingpertinent information to marketing decision makers on an ongoing basis.8)A)marketing information systemB)decision support systemC)management information systemD)none of the aboveAnswer:AExplanation:A)B)C)D)2

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9)Which of the following isnota consideration when making the decision to conduct marketingresearch?9)A)the resources available to implement the research findingsB)the costs versus the benefits of researchC)the resources available to conduct the researchD)the consumer's attitude toward researchAnswer:DExplanation:A)B)C)D)10)Customized services ________.10)A)offer a wide variety of marketing research services tailored to suit a client's specific needsB)specialize in one or a few phases of the marketing research projectC)collect and sell common pools of data designed to serve information needs shared by anumber of clientsD)are research studies conducted for different client firms but in the same wayAnswer:AExplanation:A)B)C)D)11)Marketing research has often been described as having four stakeholders. These stakeholders havecertain responsibilities to each other and to the research project. Which of the following isnotoneof the stakeholders?11)A)the environmentB)the publicC)the respondentD)the marketing researcherAnswer:AExplanation:A)B)C)D)12)The book features a section on ________ at the end of each chapter. This is an integrative statisticalpackage that can be used in the various stages of the marketing research process. We illustrate itsuse for defining the problem, developing an approach, formulating the research design, conductingthe data collection, data preparation and analysis, and report preparation and presentation.12)A)SPSSB)AccessC)WindowsD)Multivariate techniquesAnswer:AExplanation:A)B)C)D)3

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13)The Nielsen Television Index is a set of information of known commercial value that is provided tomultiple clients on a subscription basis. The Nielsen Index is an example of ________.13)A)standardized servicesB)customized servicesC)analytical servicesD)syndicated servicesAnswer:DExplanation:A)B)C)D)14)According to the author of the text, international research refers to which of the following types ofresearch?14)A)multinational researchB)cross-cultural researchC)foreign researchD)all of the aboveAnswer:DExplanation:A)B)C)D)15)Which of the issues listed below would be addressed using problem-solving research?15)A)the need to understand current cultural trendsB)the need to understand market potentialC)the need to determine where to locate retail outletsD)the need to understand changes in consumer behaviorAnswer:CExplanation:A)B)C)D)16)The definition of a(n) ________ is similar to that of marketing research, except that a(n) ________provides information continuously rather than on the basis of ad hoc research studies.16)A)management information system (MIS); MISB)decision support system (DSS); DSSC)marketing information system (MIS); MISD)none of the aboveAnswer:CExplanation:A)B)C)D)17)Which of the following isnotan example of a full-service supplier (Figure 1.4 in the text)?17)A)Internet servicesB)analytical servicesC)syndicated servicesD)customized servicesAnswer:BExplanation:A)B)C)D)4

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18)Each phase of the marketing research process is important. If in the first phase of the process theproblem is identified, what is done after that but before data is collected?18)A)Determine what information is needed, evaluate data collection methods, and analyze thedata.B)Determine the solution to the problem, determine what information is needed, and identifyrelevant information sources.C)Determine the solution to the problem, identify relevant information sources and evaluatedata collection methods.D)Determine what information is needed, identify relevant information sources, and evaluatedata collection methods.Answer:DExplanation:A)B)C)D)19)The procedures followed at each stage of marketing research are methodologically sound, welldocumented, and, as much as possible, planned in advance. The previous statement defines the________ aspect of the definition of marketing research.19)A)systematicB)identification of informationC)collection of informationD)accuracyAnswer:AExplanation:A)B)C)D)20)External research suppliers can be classified as ________ and ________.20)A)full-service; limited-serviceB)limited-service; partial-serviceC)full-service; partial-serviceD)none of the aboveAnswer:AExplanation:A)B)C)D)21)________ is conceptualized as consisting of six steps which include problem definition, developingan approach to the problem, research design formulation, field work, data preparation andanalysis, and report generation and presentation.21)A)A decision support systemB)A marketing information systemC)The marketing research processD)A marketing research problemAnswer:CExplanation:A)B)C)D)5

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22)The emphasis in marketing is on the identification and satisfaction of ________.22)A)customer needsB)market needsC)marketing goalsD)business needsAnswer:AExplanation:A)B)C)D)23)Which of the following istrueabout a decision support system?23)A)DSS have been further developed to expert systems that utilize artificial intelligenceprocedures to incorporate expert judgment.B)DSS can enhance decision-making effectiveness by using "what if" analysis.C)The information provided by a DSS is rigidly structured and cannot be easily manipulated.D)Both A and B are correct.Answer:DExplanation:A)B)C)D)24)According to the text, marketing research ________.24)A)should be free from the personal or political biases of the researcher or managementB)attempts to provide accurate information that reflects a true state of affairsC)is objective and should be conducted impartiallyD)is all of the aboveAnswer:DExplanation:A)B)C)D)25)In order to determine customer needs and to implement marketing strategies and programs aimedat satisfying those needs, marketing managers need information about ________.25)A)competitorsB)other forces in the marketplaceC)customersD)all of the aboveAnswer:DExplanation:A)B)C)D)26)________ may be defined as the process of enhancing marketplace competitiveness through agreater understanding of a firm's competitors and the competitive environment.26)A)Market intelligenceB)Competitive intelligenceC)A decision support systemD)A marketing information systemAnswer:BExplanation:A)B)C)D)6

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27)When a firm cannot conduct an entire marketing research project in house, it must select anexternal supplier for one or more phases of the project. One of the things that the firm doesnotneed to consider or do when selecting an external research supplier is ________.27)A)realize that the cheapest bid is not always the best bidB)compile a list of prospective suppliersC)develop criteria for selecting an outside supplierD)All of the above must be considered or done.Answer:DExplanation:A)B)C)D)28)________ are integrated systems including hardware, communications network, data base, modelbase, software base, and the ________ user (decision maker) that collect and interpret informationfor decision making.28)A)Management information systems (MIS); MISB)Marketing information systems (MIS); MISC)Decision support systems (DSS); DSSD)none of the aboveAnswer:CExplanation:A)B)C)D)29)Marketing managers need the information provided by marketing research for many reasons.Which of the following isnota reason to need information provided by marketing research?29)A)Firms have become national and international in scope.B)Competition has become more intense.C)Consumers have become more affluent and sophisticated.D)All of the above are reasons to need information provided by marketing research.Answer:DExplanation:A)B)C)D)30)Competitive intelligence ________.30)A)is a continuous process involving the legal and ethical collection of informationB)consists of integrated systems of hardware, communications networks, and softwareC)enables senior managers in companies to make informed decisions about everythingD)A and C are both correctAnswer:DExplanation:A)B)C)D)7

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31)Which of the following isnota characteristic of a decision support system?31)A)rigidly structured problemsB)easy-to-use interactive modeC)"what-if" analysis availableD)all of the aboveAnswer:AExplanation:A)B)C)D)32)Which of the following statements is (are)trueconcerning big firms?32)A)The marketing research department's place in the organizational structure may varyconsiderably.B)Many firms maintain in-house marketing research departments.C)Firms with in-house research departments never use external research suppliers.D)Both A and B are correct.Answer:DExplanation:A)B)C)D)33)________ is (are) undertaken to help identify problems that are perhaps not apparent on the surfaceand yet exist or are likely to arise in the future.33)A)Problem solving researchB)Segmentation researchC)Problem identification researchD)Marketing information systemsAnswer:CExplanation:A)B)C)D)34)In the Kellogg's example given in your text, Kellogg's performed several tasks to identify theirproblem. Which of the tasks below wasnotused by Kellogg's to identify their problem?34)A)They surveyed customers about their perceptions and preferences for cereals.B)They developed and tested several new flavors of cereal using mall intercept interviews withadult customersC)They interviewed industry experts.D)They spoke to decision makers within the company.Answer:BExplanation:A)B)C)D)TRUE/FALSE. Write 'T' if the statement is true and 'F' if the statement is false.35)When conducting international research, the environment prevailing in the countries, culturalunits, or international markets that are being researched influences the way the six steps of themarketing research process should be performed.35)Answer:TrueFalseExplanation:8

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36)In the Kellogg's example given in your text, as a result of problem-solving research, Kellogg'sfound out that it was not being creative in introducing new products to meet the needs of the adultmarket.36)Answer:TrueFalseExplanation:37)International marketing research must be conducted so that relevant environmental factors aretaken into consideration when going global.37)Answer:TrueFalseExplanation:38)Sales analysis research is a type of problem solving research.38)Answer:TrueFalseExplanation:39)Ethical issues arise when the interests of the stakeholders are in conflict and when one or more ofthe stakeholders are lacking in their responsibilities.39)Answer:TrueFalseExplanation:40)Marketing research has often been described as having three stakeholders.40)Answer:TrueFalseExplanation:41)Marketing management decisions are complicated by interactions between the uncontrollablemarketing variables and the uncontrollable environmental factors.41)Answer:TrueFalseExplanation:42)Customized services offer a wide variety of marketing research services customized to suit aclient's specific needs. Each marketing research project is treated uniquely.42)Answer:TrueFalseExplanation:43)The findings of problem-solving research are used in making decisions that will solve specificmarketing problems.43)Answer:TrueFalseExplanation:44)Analytical services include designing and pretesting questionnaires, determining the best means ofcollecting data, designing sampling plans, and conducting statistical analysis of quantitative data.44)Answer:TrueFalseExplanation:45)More information can be obtained from MIS than from ad hoc marketing research projects, but MISis limited in the amount and nature of information it provides and the way this information can beused by the decision maker.45)Answer:TrueFalseExplanation:9

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46)Companies that base their business on the Web donothave international marketing problems.46)Answer:TrueFalseExplanation:47)If a firm lacks the resources to implement the findings arising from marketing research, spendingthe resources to conduct the research may not be warranted.47)Answer:TrueFalseExplanation:48)The findings of the MasterCard study among consumers in the U.A.E. can be extrapolated toconsumers in other Arab countries who may not be as ready to engage in online shopping.48)Answer:TrueFalseExplanation:49)Boeing commissioned Harris Interactive, Inc. to conduct a study to determine the aircraftpreferences of fliers. Boeing did this because they understood the importance of continuouslymonitoring the dynamic marketplace and understanding the needs and priorities of Boeingcustomers.49)Answer:TrueFalseExplanation:50)DSS differs from MIS in that the DSS is more rigidly structured than the MIS.50)Answer:TrueFalseExplanation:51)The task of marketing research is to assess the information needs and provide management withrelevant, accurate, reliable, cheap, and current information.51)Answer:TrueFalseExplanation:52)Marketing researchers are becoming more involved in decision making, whereas marketingmanagers are not becoming more involved with research.52)Answer:TrueFalseExplanation:53)Lebanese coffee manufacturer Maatouk revised all of its marketing-mix elements, includingproduct packaging, pricing, and communication, based on improved market data.53)Answer:TrueFalseExplanation:54)Marketing research suppliers can be classified as internal or external.54)Answer:TrueFalseExplanation:55)Field service organizations are limited service suppliers that specialize in interviewing or specializein collecting data through the mail or though personal or telephone interviewing.55)Answer:TrueFalseExplanation:10

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56)Operational supervisor, project manager, research director, analyst, and statistician/data processingspecialist are all positions in the marketing research field.56)Answer:TrueFalseExplanation:57)Most marketing research is conducted for clients representing commercial firms.57)Answer:TrueFalseExplanation:58)Marketing research is classified into two areasNproblem identification research and problemsolving research.58)Answer:TrueFalseExplanation:59)By 2010, 40 percent of women in the U.A.E. were using the Internet to shop, compared to 33 percentin 2009.59)Answer:TrueFalseExplanation:60)Effective competitive intelligence is a continuous process involving the legal and ethical collectionof information, analysis that avoids unwelcome conclusions, and controlled sharing of actionableintelligence to decision makers.60)Answer:TrueFalseExplanation:61)It is best to do marketing research even if the resources are not available to conduct a qualityproject.61)Answer:TrueFalseExplanation:62)Marketing research is the systematic and objective identification, collection, analysis,dissemination, and use of information for the purpose of assisting management in decision makingrelated to the identification and solution of problems (and opportunities) in marketing.62)Answer:TrueFalseExplanation:63)International marketing research is much simpler to conduct than domestic research.63)Answer:TrueFalseExplanation:64)Problem identification research provides information about the marketing environment and helpsdiagnose a problem.64)Answer:TrueFalseExplanation:65)Once a problem or opportunity has been identified, market potential researchis undertaken toarrive at a solution.65)Answer:TrueFalseExplanation:11

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ESSAY. Write your answer in the space provided or on a separate sheet of paper.66)Briefly define and discuss the six steps of the marketing research process.Answer:Step 1: Problem DefinitionIn defining the problem, the researcher should take into account the purpose of the study, the relevantbackground information, the information needed, and how it will be used in decision making. Problemdefinition involves discussion with the decision makers, interviews with industry experts, analysis ofsecondary data, and, perhaps, some qualitative research, such as focus groups.Step 2: Development of an Approach to the ProblemDevelopment of an approach to the problem includes formulating an objective or theoretical framework,analytical models, research questions, and hypotheses and identifying the information needed. Thisprocess is guided by discussions with management and industry experts, analysis of secondary data,qualitative research, and pragmatic considerations.Step 3: Research Design FormulationA research design is a framework or blueprint for conducting the marketing research project. It details theprocedures necessary for obtaining the required information, and its purpose is to design a study that willtest the hypotheses of interest, determine possible answers to the research questions, and provide theinformation needed for decision making. Conducting exploratory research, precisely defining thevariables, and designing appropriate scales to measure them are also a part of the research design. Theissue of how the data should be obtained from the respondents (for example, by conducting a survey oran experiment) must be addressed. It is also necessary to design a questionnaire and a sampling plan toselect respondents for the study.Step 4: Field Work or Data CollectionData collection involves a field force or staff that operates either in the field, as in the case of personalinterviewing (in-home, mall intercept, or computer-assisted personal interviewing), from an office bytelephone (telephone or computer-assisted telephone interviewing), through mail (traditional mail andmail panel surveys with pre-recruited households), or electronically (e-mail or Internet). Properselection, training, supervision, and evaluation of the field force helps minimize data-collection errors.Step 5: Data Preparation and AnalysisData preparation includes the editing, coding, transcription, and verification of data. Each questionnaireor observation form is inspected or edited and, if necessary, corrected. Number or letter codes areassigned to represent each response to each question in the questionnaire. The data from thequestionnaires are transcribed or keypunched onto magnetic tape or disks, or input directly into thecomputer. The data are analyzed to derive information related to the components of the marketingresearch problem and, thus, provide input to the management decision problem.Step 6: Report Preparation and PresentationThe entire project should be documented in a written report that addresses the specific research questionsidentified, describes the approach, the research design, data collection, and data analysis proceduresadopted, and presents the results and the major findings. The findings should be presented in acomprehensible format so that management can readily use them in the decision-making process. Inaddition, an oral presentation should be made to management using tables, figures, and graphs toenhance clarity and impact.67)Write a short essay detailing what a person or student should do to prepare for a career in marketing research.Answer:·Take all the marketing courses you can.·Take courses in statistics and quantitative methods.·Acquire Internet and computer skills. Knowledge of programming languages is an added asset.·Take courses in psychology and consumer behavior.·Acquire effective written and verbal communication skills.·Think creatively. Creativity and common sense command a premium.·Marketing researchers should be liberally educated so that they can understand the problemsconfronting managers and address them from a broad perspective.12

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68)Traditionally, marketing researchers were responsible for assessing information needs and providing therelevant information, whereas marketing decisions were made by the managers. Discuss why the roles ofmarketing managers and marketing researchers are changing.Answer:These roles are changing and marketing researchers are becoming more involved in decision making,whereas marketing managers are becoming more involved with research. This trend can be attributed tobetter training marketing managers, the Internet and other advances in technology, and a shift in themarketing research paradigm where more and more marketing research is being undertaken on anongoing basis rather than in response to specific marketing problems or opportunities.69)Define and discuss problem identification and problem-solving research. Discuss how the two types of researchare related. Develop an example showing the relationship between these two types of research.Answer:Problem identification research is undertaken to help identify problems that are perhaps not apparent onthe surface and yet exist or are likely to exist in the future. Problem-solving research is undertaken toarrive at a solution.Problem identification research and problem-solving research go hand in hand because once a problemor opportunity has been identified, problem-solving research can be undertaken. A given marketingresearch project may combine both types of research. This was illustrated in the chapter opening Boeingexample. The consumer surveys identified potential demand for smaller planes (problem identification).Subsequent research led to the introduction of the new version of the Boeing 737, which caters to the 100to 215 seat market (problem solving). The student should supply his/her own similar examples.70)Write a short essay explaining the differences between a marketing information system and a decision supportsystem.Answer:Developed to overcome the limitations of MIS, decision support systems (DSS) enable decision makers tointeract directly with databases and analysis models. The table below gives the comparison informationshown in Figure 1.5 in the text.Marketing Information SystemDecision Support Systems·Structured Problems·Unstructured Problems·Use of Reports·Use of Models·Rigid Structure·User-Friendly Interaction·Information Displaying Restricted·Adaptability·Can Improve Decision Making byClarifying Raw Data·Can Improve Decision Making byUsing "What If" Analysis71)What is competitive intelligence and how does it help companies in making their marketing decisions?Answer:Competitive intelligence may be defined as the process of enhancing marketplace competitivenessthrough a greater understanding of a firm's competitors and the competitive environment. This process isunequivocally ethical. It involves the legal collection and analysis of information regarding thecapabilities, vulnerabilities, and intentions of business competitors, conducted by using databases andother "open sources" and through ethical marketing research inquiry.Competitive intelligence enables senior managers in companies of all sizes to make informed decisionsabout everything from marketing, R&D, investing tactics to long-term business strategies. It is a crucialpart of the emerging knowledge economy. By analyzing rivals' moves, competitive intelligence allowscompanies to anticipate market developments rather than merely react to them.13

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Answer KeyTestname: C11)C2)D3)D4)D5)C6)A7)C8)A9)D10)A11)A12)A13)D14)D15)C16)C17)B18)D19)A20)A21)C22)A23)D24)D25)D26)B27)D28)C29)D30)D31)A32)D33)C34)B35)TRUE36)FALSE37)TRUE38)FALSE39)TRUE40)FALSE41)FALSE42)TRUE43)TRUE44)FALSE45)TRUE46)FALSE47)TRUE48)FALSE49)TRUE50)FALSE14

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Answer KeyTestname: C151)FALSE52)FALSE53)TRUE54)TRUE55)TRUE56)TRUE57)TRUE58)TRUE59)TRUE60)FALSE61)FALSE62)TRUE63)FALSE64)TRUE65)FALSE15

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