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MKT 441 Week 5 Final Exam: Marketing Research Concepts and Applications

This final exam tests knowledge of marketing research methods and their application in real-world situations.

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    MKT 441 Week 5 Final Exam: Marketing Research Concepts and Applications MKT 441 Week 5 Final Exam 1. A marketing research firm is discussing the possibility of a major project for a real estate company. The research firm has already conducted extensive exploratory research for the project and has been compensated. For the subsequent survey, the top managers in the real estate firm cannot agree on exactly what the specific research objectives should be. What should the marketing research firm do? a. decline the project b. conduct more exploratory research c. tell the top managers what the research objectives should be and do the project d. agree to do the subsequent project for a lower cost e. none of the above 2. In establishing the need for marketing research, which of the following would serve as a good decision rule for managers? a. ensuring that competitors are using marketing research, therefore a company considering marketing research would not be at a competitive disadvantage b. determining the value to be derived from marketing research c. determining the cost of conducting marketing research d. weighing the value derived from the marketing research with the cost of obtaining the marketing research information e. ensuring that subordinates are in favor of conducting the marketing research 3. Which of the following statements is not true? a. The Internet is rapidly replacing libraries and other printed materials once used in marketing research b. The Internet facilitates the distribution of research proposals c. The Internet facilitates collaboration between supplier and client d. the publishing and distribution of research reports is facilitated by the Internet e. none of the above 4. Which of the following represents an application of secondary data? a. predicting broad changes in culture b. selecting a street location for a new carwash c. economic trends forecasting d. corporate intelligence e. All of the above are applications of secondary data. 5. Which type of research may begin with, say, exploratory research, and then go on to conduct a full - scale, representative survey?

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