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Essentials
of Marketing Research (Malhotra)
Chapter
1 Introduction to Marketing Research
1)
Problem-identification research involves going below the surface to identify
the true underlying problem that the marketing manager is facing.
Answer: TRUE
Diff:
1
AACSB: Reflective thinking
Objective: 1
2)
Problem-identification research is typically used to address pricing issues.
Answer: FALSE
Diff:
2
AACSB: Application of knowledge
Objective: 1
3)
Problem-identification research is the more common of the forms of research and
is undertaken by virtually all marketing firms.
Answer: TRUE
Diff:
2
AACSB: Application of knowledge
Objective: 1
4)
According to the text, problem-solving research is typically used to assess the
environment and diagnose problems.
Answer: FALSE
Diff:
1
AACSB: Application of knowledge
Objective: 1
5)
Research undertaken to help solve specific marketing problems is called
problem-solving research.
Answer: TRUE
Diff:
1
AACSB: Reflective thinking
Objective: 1
6)
Market share is an example of a topic typically addressed by problem-solving
research.
Answer: FALSE
Diff:
2
AACSB: Reflective thinking
Objective: 1
7)
Market potential is an example of a topic typically addressed by
problem-identification research.
Answer: TRUE
Diff:
2
AACSB: Reflective thinking
Objective: 1
8)
Segmentation is an example of a topic typically addressed by problem-solving
research.
Answer: TRUE
Diff:
2
AACSB: Reflective thinking
Objective: 1
9)
Image research is an example of a topic typically addressed by
problem-identification research.
Answer: TRUE
Diff:
2
AACSB: Reflective thinking
Objective: 1
10)
Distribution research is an example of a topic typically addressed by
problem-identification research.
Answer: FALSE
Diff:
2
AACSB: Reflective thinking
Objective: 1
11)
The first step in any marketing research project is to formulate the research
design.
Answer: FALSE
Diff:
1
AACSB: Reflective thinking
Objective: 2
12)
Formulating an analytical framework along with models, research questions,
hypotheses, and the information needed are included in developing an approach
to the problem.
Answer: TRUE
Diff:
3
AACSB: Application of knowledge
Objective: 2
13)
Fieldwork or data collection is the fourth step of the marketing research process.
Answer: TRUE
Diff:
2
AACSB: Application of knowledge
Objective: 2
14)
Telephone, mail, personal and electronic interviewing are forms of interviewing
in the data collection stage of the research process.
Answer: TRUE
Diff:
3
AACSB: Application of knowledge
Objective: 2
15)
Collecting and analyzing data are steps involved in the data-processing stage.
Answer: FALSE
Diff:
3
AACSB: Reflective thinking
Objective: 2
16)
Promotion is considered an uncontrollable environmental factor.
Answer: FALSE
Diff:
1
AACSB: Application of knowledge
Objective: 3
17)
Marketing research is not concerned with factors that are not under the control
of the marketing manager.
Answer: FALSE
Diff:
2
AACSB: Reflective thinking
Objective: 3
18)
A manager has control over a competitor's pricing policy.
Answer: FALSE
Diff:
1
AACSB: Reflective thinking
Objective: 3
19)
Pricing, promotion, and distribution are all considered controllable marketing
variables.
Answer: TRUE
Diff:
1
AACSB: Application of knowledge
Objective: 3
20)
Marketing research departments located within a firm are called internal
suppliers.
Answer: TRUE
Diff:
2
AACSB: Application of knowledge
Objective: 5
21)
Marketing research should be conducted whenever a decision has to be made.
Answer: FALSE
Diff:
3
AACSB: Reflective thinking
Objective: 4
22)
The decision to conduct research is automatic.
Answer: FALSE
Diff:
1
AACSB: Reflective thinking
Objective: 4
23)
Outside marketing research companies hired to supply marketing research data
are called external suppliers.
Answer: TRUE
Diff:
1
AACSB: Application of knowledge
Objective: 5
24)
According to the text, most of the research suppliers are Fortune 500
operations.
Answer: FALSE
Diff:
2
AACSB: Reflective thinking
Objective: 5
25)
The services of full-service suppliers can be categorized into syndicated,
customized, and Internet services.
Answer: TRUE
Diff:
3
AACSB: Application of knowledge
Objective: 5
26)
Companies that collect and sell common pools of data designed to serve
information needs that a number of clients share are called syndicated
services.
Answer: TRUE
Diff:
1
AACSB: Application of knowledge
Objective: 5
27)
Focus groups represent the main method by which syndicated services collect
data.
Answer: FALSE
Diff:
3
AACSB: Reflective thinking
Objective: 5
28)
According to the text, Nielsen Holding was recognized as the largest global
research firm based on global research revenues.
Answer: TRUE
Diff:
1
AACSB: Application of knowledge
Objective: 5
29)
Kantar, Westat, and Burke, Inc. are examples of marketing research firms that
offer customized services.
Answer: TRUE
Diff:
2
AACSB: Application of knowledge
Objective: 5
30)
Companies whose primary service offering is their expertise in collecting data
for research projects are called coding and data entry services.
Answer: FALSE
Diff:
2
AACSB: Application of knowledge
Objective: 5
31)
Data analysis services perform services that include editing competing
questionnaires, developing a coding scheme, and transcribing the data onto
diskettes or magnetic tapes for input into the computer.
Answer: FALSE
Diff:
2
AACSB: Application of knowledge
Objective: 5
32)
Selecting an outside supplier is always done with a formal "request for
proposal."
Answer: FALSE
Diff:
3
AACSB: Application of knowledge
Objective: 5
33)
According to the text, the most common entry-level position in the marketing
research industry for people with bachelor's degrees is assistant project
director.
Answer: FALSE
Diff:
2
AACSB:
Application of knowledge
Objective: 6
34)
Either a strong qualitative or a strong quantitative background is sufficient
to be a successful in marketing research.
Answer: FALSE
Diff:
2
AACSB: Reflective thinking
Objective: 6
35)
A good knowledge of marketing is essential to be a successful in marketing
research.
Answer: TRUE
Diff:
1
AACSB: Application of knowledge
Objective: 6
36)
A formalized set of procedures for generating, analyzing, storing, and
distributing pertinent information to marketing decision makers on an ongoing
basis is called a marketing information system.
Answer: TRUE
Diff:
2
AACSB: Information technology
Objective: 7
37)
An information system that enables decision makers to interact directly with
both databases and analysis models is called a decision support system.
Answer: TRUE
Diff:
3
AACSB: Information technology
Objective: 7
38)
Hardware and a communication network are recognized as important components of
a decision support system.
Answer: TRUE
Diff:
3
AACSB: Information technology
Objective: 7
39)
The ability to improve decision making by using "what-if" analysis is
a characteristic of a marketing information system.
Answer: FALSE
Diff:
3
AACSB: Information technology
Objective: 7
40)
Unstructured problems and the use of models are characteristics that describe a
decision support system.
Answer: TRUE
Diff:
3
AACSB: Information technology
Objective: 7
41)
The United States accounts for 60 percent of the marketing research
expenditures worldwide.
Answer: FALSE
Diff:
3
AACSB: Diverse and multicultural work environments
Objective: 8
42)
Social media embody social computing tools commonly referred to as Web 1.0.
Answer: FALSE
Diff:
3
AACSB: Information technology
Objective: 9
43)
Expectations about objectivity among bloggers and other social media users are
lower.
Answer: TRUE
Diff:
2
AACSB: Information technology
Objective: 9
44)
Intel is mentioned as a marketing research firm specializing in social media
research.
Answer: FALSE
Diff:
3
AACSB: Information technology
Objective: 9
45)
The book advocates the use of social media to replace the traditional ways in
which research is conducted.
Answer: FALSE
Diff:
3
AACSB: Information technology
Objective: 9
46)
Marketing research involves all of the following regarding information EXCEPT
________.
A)
identification
B)
collection
C)
analysis
D)
manipulation
E)
dissemination
Answer: D
Diff:
2
AACSB: Reflective thinking
Objective: 1
47)
Which of the following statements is most TRUE about marketing research?
A)
Marketing research follows an unpredictable path.
B)
Marketing research is systematic.
C)
Marketing research cannot be planned.
D)
All of the answer selections are FALSE.
E)
A and C are both true.
Answer: B
Diff:
3
AACSB: Reflective thinking
Objective: 1
48)
Which of the following statements is most FALSE about marketing research?
A)
Marketing research follows a predictable path.
B)
Marketing research is systematic.
C)
Marketing research is planned.
D)
Marketing research leads to automatic decisions.
E)
All of the answer selections are FALSE.
Answer: D
Diff:
3
AACSB: Analytical thinking
Objective: 1
49)
________ research is undertaken to help identify problems that are not
necessarily apparent on the surface and yet exist or are likely to arise in the
future.
A)
Problem-solving
B)
Problem-identification
C)
Problem-manipulation
D)
Problem-correction
E)
Problem exception
Answer: B
Diff:
2
AACSB: Application of knowledge
Objective: 1
50)
Which of the following classifications of marketing research involves going
below the surface to identify the true underlying problem that the marketing
manager is facing?
A)
problem solving
B)
problem manipulation
C)
problem correction
D)
problem identification
E)
problem exception
Answer: D
Diff:
2
AACSB: Reflective thinking
Objective: 1
51)
Problem-identification research is typically used to address all of the
following topics EXCEPT ________.
A)
market share
B)
short-range forecasting
C)
long-range forecasting
D)
pricing
E)
market potential
Answer: D
Diff:
3
AACSB: Application of knowledge
Objective: 1
52)
Which of the following is the more common of the forms of research and is
undertaken by virtually all marketing firms?
A)
problem-solving research
B)
problem-identification research
C)
problem-manipulation research
D)
problem-correction research
E)
problem exception
Answer: B
Diff:
3
AACSB: Application of knowledge
Objective: 1
53)
According to the text, ________ is typically used to assess the environment and
diagnose problems.
A)
problem-solving research
B)
problem-manipulation research
C)
problem-identification research
D)
problem-correction research
E)
problem exception
Answer: C
Diff:
2
AACSB: Application of knowledge
Objective: 1
54)
Research undertaken to help solve specific marketing problems is called
________.
A)
problem-solving research
B)
problem-manipulation research
C)
problem-identification research
D)
problem-correction research
E)
problem exception
Answer: A
Diff:
1
AACSB: Application of knowledge
Objective: 1
55)
Research undertaken to identify marketing problems is called ________.
A)
problem-solving research
B)
problem-manipulation research
C)
problem-identification research
D)
problem-correction research
E)
problem exception
Answer: C
Diff:
1
AACSB: Application of knowledge
Objective: 1
56)
All of the following are examples of topics typically addressed by
problem-solving research EXCEPT ________.
A)
segmentation
B)
product
C)
promotion
D)
market share
E)
pricing
Answer: D
Diff:
3
AACSB: Analytical thinking
Objective: 1
57)
All of the following are examples of topics typically addressed by
problem-solving research EXCEPT ________.
A)
segmentation
B)
product
C)
market potential
D)
market share
E)
C and D
Answer: E
Diff:
3
AACSB: Analytical thinking
Objective: 1
58)
Which of the following is NOT a step in the marketing research process?
A)
problem definition
B)
problem correction
C)
research design formulation
D)
report generation and presentation
E)
data preparation and analysis
Answer: B
Diff:
2
AACSB:
Analytical thinking
Objective: 2
59)
Which of the following is NOT a step in the marketing research process?
A)
problem correction
B)
fieldwork
C)
research design formulation
D)
report generation and presentation
E)
data preparation and analysis
Answer: A
Diff:
3
AACSB: Analytical thinking
Objective: 2
60)
The first step in any marketing research project is to ________.
A)
define the problem
B)
develop an approach to the problem
C)
formulate the research design
D)
correct the problem
E)
eliminate the problem
Answer: A
Diff:
1
AACSB: Application of knowledge
Objective: 2
61)
If an outside agency was brought in to conduct work for a research project
after the first three steps in the marketing research process were completed,
which step would the agency conduct?
A)
define the problem
B)
develop an approach to the problem
C)
formulate the research design
D)
correct the problem
E)
do fieldwork or collect data
Answer: E
Diff:
3
AACSB: Reflective thinking
Objective: 2
62)
The marketing chief of Fossil is considering the introduction of a super
functional, fashionable wristwatch for men and women priced at $99. For this,
he decided on 30 telephonic interviews from their customer database, 50 valid
survey responses from individuals whose income is greater than $60,000 and 2
focus groups. To which of the six steps of the marketing research process do
the actions of the marketing chief for Fossil fall into?
A)
defining the problem
B)
developing an approach to the problem
C)
doing analysis
D)
doing fieldwork or collecting data
E)
formulating the research design
Answer: E
Diff:
3
AACSB: Analytical thinking
Objective: 2
63)
Which of the following is NOT a form of interviewing in the data collection
stage of the research process?
A)
telephone interviewing
B)
mail interviewing
C)
electronic interviewing
D)
observational interviewing
E)
personal interviewing
Answer: D
Diff:
3
AACSB: Analytical thinking
Objective: 2
64)
All of the following are steps involved in the data-preparation stage of
collected data EXCEPT ________.
A)
editing
B)
coding
C)
transcribing
D)
collecting
E)
initial inspection
Answer: D
Diff:
3
AACSB: Reflective thinking
Objective: 2
65)
Which of the following is NOT considered an uncontrollable environmental
factor?
A)
competition
B)
social and cultural factors
C)
political factors
D)
promotion
E)
economy
Answer: D
Diff:
2
AACSB: Analytical thinking
Objective: 3
66)
All of the following are considered to be controllable marketing variables
EXCEPT ________.
A)
competition
B)
pricing
C)
promotion
D)
distribution
E)
product
Answer: A
Diff:
1
AACSB: Reflective thinking
Objective: 3
67)
All of the following are considered to be controllable marketing variables
EXCEPT ________.
A)
economy
B)
pricing
C)
promotion
D)
distribution
E)
All are controllable.
Answer: A
Diff:
3
AACSB: Reflective thinking
Objective: 3
68)
Researchers enter the realm of the decision maker when they ________.
A)
make an appointment no less than 2 weeks in advance
B)
state the facts
C)
send an invoice for professional services they have rendered
D)
explain the research design
E)
give justification for a recommended course of action over others
Answer: E
Diff:
3
AACSB: Analytical thinking
Objective: 3
69)
Marketing research departments located within a firm are called ________.
A)
internal suppliers
B)
horizontal suppliers
C)
virtual suppliers
D)
external suppliers
E)
smart zones
Answer: A
Diff:
1
AACSB: Application of knowledge
Objective: 5
70)
Marketing research departments located outside a firm and comprising the
marketing research industry are called ________.
A)
internal suppliers
B)
horizontal suppliers
C)
virtual suppliers
D)
external suppliers
E)
smart zones
Answer: D
Diff:
1
AACSB: Application of knowledge
Objective: 5
71)
A marketing research project is warranted when ________.
A)
the required information is already in the organization
B)
the decision which the research addresses has already been made
C)
the research will be used for gaining political ends
D)
time or money are not available in adequate amounts
E)
the cost of the research is less than its eventual benefits
Answer: E
Diff:
2
AACSB: Reflective thinking
Objective: 4
72)
ABC is a company which is involved in selling data that is designed to serve
information needs of firms like PepsiCo and Coca-Cola. The data are primarily
collected through surveys, purchase and media panels, and scanners. What kind
of service does ABC provide in the marketing research industry?
A)
Internet service
B)
data analysis service
C)
limited-service suppliers
D)
coding and data entry services
E)
syndicated services
Answer: E
Diff:
3
AACSB: Application of knowledge
Objective: 5
73)
Outside marketing research companies hired to supply marketing research data
are called ________.
A)
horizontal suppliers
B)
vertical suppliers
C)
external suppliers
D)
internal suppliers
E)
full-service suppliers
Answer: C
Diff:
1
AACSB: Application of knowledge
Objective: 5
74)
According to the text, most of the research suppliers are ________.
A)
multinational operations
B)
Fortune 500 operations
C)
foreign operations
D)
small operations
E)
501(c)(3) organizations
Answer: D
Diff:
3
AACSB: Application of knowledge
Objective: 5
75)
The services of full-service suppliers can be categorized into all of the
following types of services EXCEPT ________.
A)
syndicated services
B)
environmental services
C)
customized services
D)
Internet services
E)
All of the above are types of full-service suppliers.
Answer: B
Diff:
3
AACSB: Reflective thinking
Objective: 5
76)
Companies that collect and sell common pools of data designed to serve
information needs that a number of clients share are called ________.
A)
environmental services
B)
customized services
C)
syndicated services
D)
Internet services
E)
field services
Answer: C
Diff:
2
AACSB: Application of knowledge
Objective: 5
77)
All of the following represent main methods used by syndicated services to
collected data EXCEPT ________.
A)
focus groups
B)
surveys
C)
panels
D)
scanners
E)
audits
Answer: A
Diff:
3
AACSB: Reflective thinking
Objective: 5
78)
According to the text, which of the following organizations was recognized as
the largest global research firm based on global research revenues?
A)
IMS Health Inc.
B)
Arbitron Inc.
C)
Nielsen
D)
Ipsos
E)
GfK SE
Answer: C
Diff:
2
AACSB: Application of knowledge
Objective: 5
79)
Which of the following marketing research firms does NOT offer customized
services?
A)
Kantar
B)
Westat
C)
Burke, Inc.
D)
Field Work Chicago, Inc.
E)
All offer customized services.
Answer: D
Diff:
3
AACSB: Reflective thinking
Objective: 5
80)
Companies whose primary service offering is their expertise in collecting data
for research projects are called ________.
A)
field services
B)
Internet services
C)
coding and data entry services
D)
data analysis services
E)
research directorates
Answer: A
Diff:
2
AACSB: Application of knowledge
Objective: 5
81)
According to the text, the most common entry-level position in the marketing
research industry for people with bachelor's degrees is ________.
A)
assistant project director
B)
project director
C)
operational supervisor
D)
research analyst
E)
account executive
Answer: C
Diff:
2
AACSB: Reflective thinking
Objective: 6
82)
Which of the following actions is NOT a step a person would take to prepare for
a career in marketing research?
A)
acquire computer and Internet skills
B)
obtain any type of work experience
C)
take courses in statistics and quantitative methods
D)
acquire effective written and verbal communication skills
E)
think creatively
Answer: B
Diff:
3
AACSB: Reflective thinking
Objective: 6
83)
Which of the following are mentioned in the text as steps to take to prepare
for a career in marketing research?
A)
acquire computer and Internet skills
B)
acquire written communication skills
C)
take courses in statistics and quantitative methods
D)
develop verbal communication skills
E)
all of the above
Answer: E
Diff:
3
AACSB: Reflective thinking
Objective: 6
84)
A formalized set of procedures for generating, analyzing, storing, and distributing
pertinent information to marketing decision makers on an ongoing basis is
called a(n) ________.
A)
transactions processing system
B)
formal system
C)
marketing information system
D)
expert system
E)
research directorate
Answer: C
Diff:
2
AACSB: Information technology
Objective: 7
85)
In order to compare the national retailers' success in selling its brands of
digital cameras with the national retailers' success in selling traditional
camera equipment, the marketing manager for Sony decided to use the billing
information Sony has for these national retailers. This information is fed into
spreadsheets formatted in tabular form and updated continuously as accounts
change. In doing so, the marketing manager for Sony utilized which one of the
following?
A)
a rolling audit
B)
a functional system
C)
an expert system
D)
a decision support system
E)
a marketing information system
Answer: E
Diff:
3
AACSB: Information technology
Objective: 7
86)
An information system that enables decision makers to interact directly with
both databases and analysis models is called a(n) ________.
A)
transaction processing system
B)
decision support system
C)
expert system
D)
marketing information system
E)
information load
Answer: B
Diff:
2
AACSB: Application of knowledge
Objective: 7
87)
Which of the following is NOT a characteristic of a marketing information
system?
A)
structured problems
B)
use of reports
C)
information displaying restricted
D)
can improve decision making by using "what-if" analysis
E)
can improve decision making by clarifying new data
Answer: D
Diff:
3
AACSB: Information technology
Objective: 7
88)
Which of the following is NOT mentioned as a limitation of social media for
conducting marketing research?
A)
lower objectivity standards for social media
B)
self selection bias
C)
advocacy bias
D)
expressive bias
E)
All of these are mentioned as limitations.
Answer: D
Diff:
3
AACSB: Information technology
Objective: 9
89)
Which of the following stakeholders is NOT mentioned as being directly affected
by marketing research activities?
A)
the government
B)
the client
C)
the respondent
D)
the public
E)
the marketing researcher
Answer: A
Diff:
3
AACSB: Ethical understanding and reasoning
Objective: 10
90)
Define marketing research.
Answer: Marketing research is the systematic and
objective identification, collection, analysis, dissemination, and use of
information for the purpose of improving decision making related to the
identification and solution of problems and opportunities in marketing.
Diff:
2
AACSB: Application of knowledge
Objective: 1
91)
In a short essay, discuss the differences between problem-identification
research and problem-solving research. Include a description of situations in
which each type of research would be most appropriate.
Answer: Problem-identification research involves
going below the surface to identify the true underlying problem that the
marketing manager is facing. It may be designed to estimate market potential,
market share, brand or company image, market characteristics, sales analysis,
short-range forecasting, long-range forecasting, or to uncover business trends.
Problem identification is the more common of the two forms of research and is
undertaken by virtually all marketing firms. This type of research is used to
assess the environment and diagnose problems. Once a problem or opportunity has
been identified, a firm undertakes problem-solving research to address the
problem. Problem-solving research addresses many topics, including
segmentation, product, pricing, promotion, and distribution.
Problem-identification research and problem-solving research go hand in hand,
and a given marketing research project may combine both types.
Diff:
2
AACSB: Analytical thinking
Objective: 1
92)
In a short essay, list and discuss the six steps in the marketing research
process.
Answer:
a. Step
1: Defining the problem — the first step in any marketing research project is
to define the problem. Researchers accomplish problem definition through
discussions with the decision makers, interviews with industry experts,
analysis of secondary data, and some qualitative research, such as focus
groups.
b. Step
2: Developing an approach to the problem — this includes formulating an
analytical framework and models, research questions, and hypotheses. This
process is guided by the same tasks performed to define the problem.
c. Step
3: Formulating a research design — a research design is a framework or
blueprint for conducting the marketing research project. It details the
procedures needed to obtain the required information. A study may be designed
to test hypotheses of interest or determine possible answers to the research
questions, both of which contribute to decision making.
d. Step
4: Doing fieldwork or collecting data — data collection is accomplished using a
staff that operates in the field. Fieldwork involves personal, telephone, mail,
or electronic interviewing. Proper selection, training, supervision, and
evaluation of the field force are essential to ensure high-quality data collection.
e. Step
5: Preparing and analyzing data — data preparation involves data-processing
steps leading up to analysis. This includes the editing, coding, and
transcribing of collected data. This entire process must then be verified for
accuracy. The results are interpreted in order to find conclusions related to
the marketing research problem.
f. Step
6: Preparing and presenting the report — the entire project should be
documented in a written report that addresses the specific research questions;
describes the approach, the research design, data collection, and data analysis
procedures; and presents the results and the major findings.
Diff:
3
AACSB: Analytical thinking
Objective: 2
93)
Traditionally, marketing researchers were responsible for assessing information
needs and providing the relevant information, whereas marketing decisions were
made by the managers. Discuss why the roles of marketing 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 to better
training of marketing managers, the Internet and other advances in technology,
and a shift in the marketing research paradigm where more and more marketing
research is being undertaken on an ongoing basis rather than in response to
specific marketing problems or opportunities.
Diff:
3
AACSB: Analytical thinking
Objective: 4
94)
In a short essay, discuss the characteristics of full-service marketing
research suppliers and describe three types of these full service suppliers.
Include a description of the various services offered by each type of supplier
to support your answer.
Answer: Full-service marketing research suppliers
offer the entire range of marketing research services, from problem definition
to report preparation and presentation. The services of these suppliers can be
further broken down into syndicated services, customized services, and Internet
services.
a. Syndicated
services — these companies collect and sell common pools of data designed to
serve information needs that a number of clients share. Surveys, panels,
scanners, and audits are the main means by which these data are collected.
b. Customized
services — these companies offer a variety of marketing research services
customized to suit a client's needs. Each research project is designed to meet
the unique needs of the client.
c. Internet
services — these services are offered by several marketing research firms
including some who have specialized in conducting marketing research on the
Internet and/or social media, for example, Harris interactive.
Diff:
2
AACSB: Reflective thinking
Objective: 5
95)
In a short essay, describe the stages of developing a career in the marketing
research industry. List at least four steps a student should take in order to
properly prepare for a career in the marketing research industry.
Answer:
a. A
career in research often begins with a supervisory position in fieldwork or
data analysis. With experience, the researcher moves up to project management
positions, resulting in director and eventually in a vice president-level
position. The most common entry-level position in the research industry for people
with bachelor's degrees is operational supervisor. Those with MBA or equivalent
degrees are likely to be employed as project managers. A researcher entering
the profession on the client side would typically begin as a junior research
analyst (BBAs) or research analyst (MBAs).
b. To
prepare for a career in marketing research, a student should do the following:
-
take as many marketing courses as possible
-
take courses in statistics and quantitative methods
-
acquire computer, social media and Internet skills
-
take courses in psychology and consumer behavior
-
acquire effective written and verbal communication skills
-
think creatively
Diff:
2
AACSB: Reflective thinking
Objective: 6
96)
In a short essay, describe the characteristics of a marketing information
system and discuss how it differs from a decision support system.
Answer:
a. A
marketing information system (MIS) is a formalized set of procedures for
generating, analyzing, storing, and distributing information to marketing
decision makers on an ongoing basis. MIS is differentiated from marketing
research in that it is continuously available. MIS is designed to complement
the decision maker's responsibilities, style, and information needs. The power
of MIS is in the access it gives managers to vast amounts of information,
combining production, invoice, and billing information with marketing
intelligence, including marketing research.
b. Developed
to overcome the limitation of MIS, decision support systems have built-in
flexibility that allows decision makers to interact directly with databases and
analysis models. A decision support system (DSS) is an integrated system
including hardware, a communications network, database, model base, software
base, and the DSS user who collects and interprets information for decision
making. DSSs differ from MISs in that they combine the models and analytic
techniques of traditional marketing research with each access and retrieval of
MISs. Well-designed DSSs adapt to the decision-making needs of the user with
easy interactive processes. In addition to providing easy access to data, DSSs
can also enhance decision-making effectiveness by using "what-if"
analysis.
Diff:
3
AACSB: Information technology
Objective: 7
97)
Why is international marketing research more complex than domestic marketing
research?
Answer: Conducting international marketing research
is much more complex than domestic marketing research. The environment
prevailing in the countries or international markets that are being researched
influences the way the six steps of the marketing research process should be
performed. These environmental factors consist of the marketing, government,
legal, economic, structural, informational and technological, and the
sociocultural environments (Figure 1.7). The impact of these factors on the
marketing research process is discussed in detail in subsequent chapters.
Diff:
3
AACSB: Diverse and multicultural work environments
Objective: 8
98)
Describe the stakeholders in marketing research. How do ethical issues arise?
Answer: Marketing research has often been described
as having four stakeholders: (1) the marketing researcher, (2) the client, (3)
the respondent, and (4) the public (Figure 1.8). These stakeholders have
certain responsibilities to each other and to the research project. Ethical
issues arise when the interests of these stakeholders are in conflict and when
one or more of the stakeholders are lacking in their responsibilities.
Diff:
3
AACSB: Ethical understanding and reasoning
Objective: 10
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