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40) Implementing recommendations occurs during which step of the five-step marketing
research approach?
A) Define the problem.
B) Take marketing actions.
C) Collect relevant information.
D) Develop findings.
E) Develop the research plan.
41) Considering the five-step marketing research approach leading to marketing actions, the
feedback loop
A) is useful only to help a researcher better define the problem next time.
B) is used to develop the research plan.
C) is a form of primary research.
D) is used to develop findings.
E) consists of lessons learned that can improve each of the steps.
42) After a bankruptcy, SwissAir was able to regroup and wanted to resume flying if it could
regain at least 75 percent of its lost customers. It decided to allocate $50,000 to determine the
likelihood that its former customers would fly on the airline again and find methods requiring
little or no money that could be used to increase that probability. This description represents
which step in the marketing research approach?
A) Define the problem.
B) Develop the research plan.
C) Collect relevant information.
D) Develop findings.
E) Take marketing actions.
43) Watch was a teen publication given out free to high school students, but the publication was
unable to deliver the response rates to coupons or sample offers that its advertisers expected.
Marketing researchers for its publisher developed a research plan, gathered information from
teen focus groups, analyzed the findings, and recommended replacing Watch magazine with Fuel
for boys and Verve for girls. Making this change would be considered which step in the
marketing research approach?
A) Define the problem.
B) Develop the research plan.
C) Collect relevant information.
D) Take marketing actions.
E) Develop findings.
44) There are two key elements when defining a marketing research problem. One of these is
A) specify constraints.
B) identify possible marketing actions.
C) determine how to collect data.
D) evaluate previous research results.
E) identify desired solutions.
45) Research objectives are
A) conjectures regarding marketing outcomes.
B) general research guidelines.
C) solutions to be evaluated.
D) specific and measurable.
E) research dashboards.
46) Set during the marketing research process, ________ are specific, measurable goals the
decision maker seeks to achieve in conducting the marketing research.
A) measures of success
B) research constraints
C) marketing research plans
D) hypothetical scenarios
E) research objectives
47) In setting research objectives, marketers have to be clear on the purpose of research they are
about to do that leads to marketing actions. The three main types of marketing research include
exploratory research, causal research, and ________ research.
A) virtual
B) descriptive
C) financial
D) interdisciplinary
E) interactive
48) Research that provides ideas about a vague problem or question is referred to as
A) virtual research.
B) interactive research.
C) causal research.
D) descriptive research.
E) exploratory research.
49) Research that involves trying to find the frequency with which something occurs or the
extent of a relationship between two factors is referred to as
A) virtual research.
B) interactive research.
C) causal research.
D) descriptive research.
E) exploratory research.
50) A firm trying to obtain data on the number of households that buy a particular product would
most likely use which type of marketing research?
A) descriptive
B) explanatory
C) exploratory
D) causal
E) concrete
51) Research that involves trying to determine the extent to which the change in one factor
changes another one is referred to as
A) virtual research.
B) interactive research.
C) causal research.
D) descriptive research.
E) exploratory research.
52) A firm using a test market to determine which pricing strategy results in highest sales for a
new line of watches is an example of which type of marketing research?
A) descriptive
B) explanatory
C) exploratory
D) causal
E) concrete
53) Measures of success are
A) the goals the decision maker seeks to achieve in solving a problem.
B) criteria or standards used in evaluating proposed solutions to a problem.
C) identification of acceptable alternatives for collecting data to solve a problem.
D) objective data used to identify the most profitable solution to a marketing problem.
E) subjective data used to identify the most profitable solution to a marketing problem.
54) Effective decision makers rely on criteria or standards known as ________ that are used in
evaluating proposed solutions to a problem.
A) marketing dashboards
B) descriptive research
C) constraints
D) problem definitions
E) measures of success
55) One test of whether marketing research should be done is if
A) different outcomes will lead to different marketing actions.
B) multiple changes can be implemented simultaneously.
C) interpreting the data can be done using a jury of executive opinions.
D) the decision to undertake it is unanimous.
E) there is a budget for the research.
56) Consider the LEGO Group MINDSTORMS® product. LEGO Group designers created
MINDSTORMS® kits to appeal to middle school kids, among others. When attempting to
choose between potential designs, what was the measure of success for use by LEGO Group in
this instance?
A) age
B) gender
C) assembly time
D) cost
E) advertising
57) Consider the LEGO Group MINDSTORMS® product. If the marketing research measure of
success is assembly time for a particular design meant for middle school kids, which would be
the best possible marketing action if the results of a marketing research study concluded, "All 10
teams could assemble Design B in 20 minutes but only three teams completed Design A"?
A) Redesign the kits so that assembly time is more uniform.
B) Introduce Design B.
C) Introduce Design A, but add more new features to charge a higher price.
D) Mine the data further for student reactions.
E) Consult the marketing dashboards to analyze LEGO Group sales in the United States.
58) Which of the following statements represents a possible measure of success in the first step
of the five-step marketing research approach, defining the problem?
A) You have three weeks and $10,000 to determine if it is going to be profitable to serve
breakfast on weekdays or not.
B) If 3-year-olds like this product, then it stands to reason that 4-year-olds will like it even more.
C) Use mail questionnaires, not focus groups.
D) Let's identify the most cost-effective method of advertising.
E) If the test subject eats most or all of the sample during the taste test, it will be assumed that he
or she likes it.
59) When Home Depot entered the Quebec market in Canada, 2 percent of people were aware of
the retail chain. To determine advertising effectiveness during the first 18 months in Quebec,
awareness research was done a second time. For this research, it was decided that if at least 50
percent of a 600-person sample of the population were aware of the Home Depot brand, it would
continue its present advertising program. This is an example of
A) secondary data.
B) a constraint.
C) an assumption.
D) a measure of success.
E) a barrier to entry.
60) After defining the problem, the next step in the five-step marketing research approach is to
A) develop the research plan.
B) evaluate the results.
C) examine the alternatives.
D) list the variables.
E) conduct the experiment.
61) There are three key elements when developing the research plan. One of these is
A) specify measures of success.
B) set the research objectives.
C) determine how to report the findings.
D) evaluate previous research results.
E) identify data needed for marketing actions.
62) Specifying constraints, identifying data needed for marketing actions, and determining how
to collect data would all take place during which step of the five-step marketing research
approach?
A) Define the problem.
B) Develop the research plan.
C) Collect relevant information.
D) Develop findings.
E) Take marketing actions.
63) The retail mall owner told a marketing researcher, "We have the option of staying open late
twice a week or opening up an hour early every day. We need to know which will be most
profitable since we cannot do both. The decision must be made in 11 weeks and we only have
$10,000 budgeted for this research project." In which step of the marketing research process
would the owner determine this budget and time frame?
A) Define the problem.
B) Develop the research plan.
C) Collect relevant information.
D) Develop findings and recommendations.
E) Take marketing actions.
64) In a decision, the restrictions placed on potential solutions to a problem are referred to as
A) objectives.
B) inhibitors.
C) dependent variables.
D) obstructions.
E) constraints.
65) In a marketing decision, constraints are
A) the external factors affecting the number of people who can work on a solution to a problem.
B) the number of possible alternatives in a company's solution set.
C) the restrictions placed on potential solutions to a problem.
D) the internal factors affecting whether to select one alternative over another.
E) the internal factors that determine who in the organization selects the best problem to fit the
hypothetical solution.
66) What are two common constraints in marketing problem solving?
A) limitations of personnel and office space
B) limitations of the strategic thinking and creativity of the firm's advertising agency
C) limitations on the time and money available
D) government regulations and rights to privacy
E) limitations on access to upper and middle management
67) DirectProtect is an insurance provider that uses telemarketers rather than insurance agents to
sell its insurance and to deal with claims. It wants to introduce its product into new markets, but
before it does so, it wants to predict how successful its sales efforts will be. The marketing
research firm hired to conduct the research study has six months to gather, analyze, and present
its data to DirectProtect. The required time frame is an example of a(n)
A) dependent variable.
B) obstruction.
C) objective.
D) constraint.
E) independent variable.
68) Penningtons Superstore specializes in plus-size fashions for women. It was considering
adding a line of teen plus sizes to its stores. Before doing so, it contracted with a marketing
research firm to make sure that the teen plus-size market was a viable one. Decision makers
needed the results of its study by September 15 so Penningtons could introduce the line the
following March, if the market was viable. The major constraint for research here is
A) collecting secondary data.
B) finding primary research candidates to interview.
C) meeting the time deadline.
D) establishing measures of success.
E) locating age-appropriate styles in plus sizes.
69) Two key elements in deciding how to collect marketing data are
A) concepts and values.
B) concepts and methods.
C) constraints and hypotheses.
D) terms and constraints.
E) terms and hypotheses.
70) In the world of marketing, ________ are ideas about products or services.
A) theories
B) designs
C) models
D) impressions
E) concepts
71) A picture or verbal description of a product or service a firm might offer for sale is referred
to as a(n)
A) constraint.
B) exemplar.
C) new-product concept.
D) test offering.
E) protocol.
72) Before its production, LEGO Group marketing managers might develop a ________ for an
innovative MINDSTORMS® EV3 robot that uses a color sensor, responds to voice commands,
or uses GPS navigation software.
A) virtual concept
B) product substitute
C) product hypothesis
D) new-feature matrices
E) new-product concept
73) When Fisher-Price managers attempted to redesign its classic toy, the Chatter Telephone,
they considered adding a noisemaker, wheels, and eyes to a basic plastic telephone, and thus they
developed several
A) virtual prototypes.
B) product substitutes.
C) product hypotheses.
D) new-product concepts.
E) new-feature matrices.
74) The approaches that can be used to collect data to solve all or part of a marketing research
problem are referred to as
A) methods.
B) proposals.
C) strategies.
D) tactics.
E) analyses.
75) The Journal of Marketing Research and the Journal of Marketing provide
A) up-to-date tables for the latest data on consumer sales, listed by industry.
B) summaries of research methods and techniques valuable in addressing marketing problems.
C) the latest data on marketing expenditures based on consumer geodemographics.
D) postings of professional marketing opportunities at universities and colleges.
E) an in-depth list of marketing positions and opportunities at major corporations.
76) Sampling and statistical inference are special ________, which are vital in marketing
research to solve all or part of a problem.
A) systems
B) styles
C) methods
D) manners
E) modes
77) In marketing research, sampling refers to
A) testing the effectiveness of a marketing alternative in a supervised setting.
B) collecting various secondary data through electronic or mechanical means.
C) allowing a subject to experience firsthand a new or updated product or service.
D) selecting representative elements from a population and treating their answers as typical of all
those in whom they are interested.
E) testing members from all ages, both genders, and different levels of income and education to
guarantee reliable information.
78) The process of selecting elements from a population, collecting data from them, and using it
as representative of all those a researcher is interested in is referred to as
A) hypothesis generation.
B) sampling.
C) information gathering.
D) statistical inference.
E) probability extrapolation.
