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1. Every marketing decision should be based on facts.
a. True
b. False
2. Marketing information should be gathered every two years in order for a company to be well informed and
poised for action.
a. True
b. False
3. Marketing research should focus solely on the customer.
a. True
b. False
4. Marketing research is quite rigid—there are only a couple of ways to do it.
a. True
b. False
5. Exploratory studies are used to obtain large-scale statistics.
a. True
b. False
6. In the market research process, attempts to answer questions with secondary data should occur after you have
already collected your own data.
a. True
b. False
7. It is quicker and cheaper to get primary data compared to secondary data.
a. True
b. False
8. Precision is an advantage of primary data.
a. True
b. False
9. A cluster analysis is used to identify segments, and it determines exactly which segment(s) to target.
a. True
b. False
10. It would be a waste of money to hire a market researcher to help with cluster analysis.
a. True
b. False
11. Clustering methods form smaller groups of similar data.
a. True
b. False
12. Clustering techniques can process no more than two variables at the same time.
a. True
b. False
13. Positioning studies are used to get a sense of how customers view a company or brand in the marketplace.
a. True
b. False
14. There are two approaches to creating a perceptual map: an attitude-based approach and a demographic
approach.
a. True
b. False
15. Julia tells her colleague that she would love to see a picture of competing brands with descriptions of
attributes and a sense of competitive strengths and weaknesses. Julia is referring to a perceptual map.
a. True
16. In the attribute-based approach, the customer makes two kinds of ratings: (1) How does our company rate
on a number of attributes? and (2) How important is each of these attributes?
a. True
b. False
17. Jon is training Lee, a recent graduate who joined the marketing department. Their topic of discussion is
multidimensional scaling (MDS), with respect to positioning maps. Jon explains that with MDS, rather than
asking customers what is important in a given product or service, MDS simply starts by asking how similar two
products or services are for every pair of products or services under consideration in the mapping. Jon’s
explanation is consistent with current marketing practices used today.
a. True
b. False
18. Perceptual maps are pictures of competing brands as well as attributes.
a. True
b. False
19. To create a perceptual map based on attributes, customers complete a survey about the selected attributes.
a. True
b. False
20. Focus groups are typically used as exploratory techniques, meaning the researcher doesn’t quite know yet
what questions to put on a survey.
a. True
b. False
21. Because of the size of focus groups, predicting how the marketplace will respond as a function of these
groups is a commonly accepted practice in marketing today.
a. True
b. False
22. The purpose of a focus group's moderator is keeping the group's conversation going while addressing the
items on the client's list.
a. True
b. False
23. Moderators are usually paid to interpret a focus group session because they manipulated customers'
responses.
a. True
b. False
24. It is a good idea to follow up focus group, leads with a larger-scale survey.
a. True
b. False
25. If you participate in a focus group you should expect to be there all day.
a. True
b. False
26. Qualitative studies can deliver large sample sizes and some certitude around numbers, while surveys offer a
deep understanding of motivation.
b. False
27. Ingrid was an observer to a focus group discussion. Before her work team discusses conclusions, Ingrid
should write down her impressions.
a. True
b. False
28. Conjoint analysis is frequently used in new product design.
a. True
b. False
29. Conjoint methods are used frequently in studies of pricing and branding.
a. True
b. False
30. Conjoint analyses will help uncover the attributes that are most valued by consumers and provide guidance
as to the attribute values to combine for optimal product design.
a. True
b. False
31. A conjoint study is run to understand how consumers make trade-offs, such as choosing between features
and price.
a. True
b. False
32. Scanner data originated in retail grocery stores as an inventory management tool and quickly became even
more valuable as a marketing tool.
a. True
b. False
33. Scanner data can be linked to your buyer identification number to tie your current purchases to your past
buying history.
a. True
b. False
34. Studies conducted in the real world tend to have more internal validity than external validity.
a. True
b. False
35. Betty is a product manager for a brand of baby food. She is curious about the impact on the brand if she
decides to raise the price five percent. It would be possible for Betty to run a trial, or a field experiment, using
scanner data to answer her question.
a. True
b. False
36. The analytical techniques used on a big data set like scanner data are very different from the techniques used
on small data sets.
a. True
b. False
37. ROMI stands for referral of multidimensional information.
a. True
38. Shorter surveys enhance response rates.
a. True
b. False
39. Strict ethical policies are followed by marketing researchers, such as keeping responses confidential.
a. True
b. False
a. True
b. False
41. Rafael wants to conduct market research about his brand's STP. Which of the following market research
tools is the most relevant?
a. surveys
b. cluster analysis
c. scanner data
d. conjoint
42. Marketing information should be gathered __________ so the company can be in the know and poised for
action.
a. quarterly
b. annually
c. constantly
d. every 2 years
43. Which is NOT one of the steps in the marketing research process?
a. seeking customer relationship management databases
b. defining the market research problem
c. data collection and analysis
d. reporting of the results
44. Marketing research is tremendously
a. rigid.
b. flexible.
c. confusing.
d. difficult.
45. Which of the following is an exploratory study?
a. interview
b. scanner data
d. experiment
46. Which of the following is a study that is meant to show cause and effect?
a. interview
b. scanner data
c. survey
d. experiment
47. A cluster analysis helps identify
a. techniques.
b. segments.
c. prices.
d. competition.
48. Josh is convinced that subgroups exist within his company’s current customer base. Further, he believes that
these different groups of customers opt to purchase his company’s brand for different reasons, and he feels this
information is critical if he is to effectively target these customers and potential customers like them. Which
type of market research analysis should Josh look into conducting in order to address his concerns?
a. clustering
b. segmenting
c. positioning
d. customer lifetime value
49. __________ are used to understand customer perceptions of brands.
a. Clusters
b. Ads
c. Positioning studies
d. Strategic marketers
50. Which is an approach in creating a perceptual map?
a. attribute-based
b. demographic-based
d. survey-based
51. In an attribute-based approach, a map created from attributes would involve customer
a. interviews.
b. promotions.
c. advertisements.
d. surveys.
52. Gary wants to create a perceptual map for positioning using the attribute-based approach. He comes to you
for advice as to how he should get started on this. What is the first step you would advise Gary to undertake?
a. Determine the specific questions to be used for the two types of ratings: (1) How does our company rate
on a number of attributes? (2) How important is each of these attributes?
b. Determine how similar pairs of two attributes are.
c. Plot the attributes in a two-dimensional space.
d. Determine the importance of the attributes.
