58) All of the following are considered to be among the seven characteristics of good marketing
research EXCEPT ________.
A) the scientific method
B) research creativity
C) multiple methods
D) ethical marketing
E) independence of models and data
59) ________ are a structured way to disseminate the insights gleaned from the two
complementary approaches to measuring marketing productivity within the organization.
A) Marketing metrics
B) Marketing decision support systems
C) Marketing dashboards
D) Marketing segments
E) Marketing mix models
60) Two complimentary approaches to measure marketing productivity are ________ and
marketing-mix modeling.
A) quality ratios
B) salesperson satisfaction rates
C) marketing metrics
D) retailer satisfaction indices
E) customer feedback surveys
61) Which of the following refers to the set of measures that help firms to quantify, compare, and
interpret their marketing performance?
A) marketing diagnostics
B) marketing information systems
C) marketing simulation
D) marketing intelligence
E) marketing metrics
62) London Business School’s Tim Ambler believes the evaluation of marketing performance
can be split into two parts: ________.
A) long-term results and changes in brand equity
B) short-term results and changes in brand equity
C) long-term results and changes in consumer perceptions
D) short-term results and changes in profitability
E) changes in market share and changes in profitability
63) Which of the following is an external marketing metric that companies need to monitor?
A) resource adequacy
B) staffing or skill levels
C) active innovation support
D) market share
E) relative employee satisfaction
64) Which of the following is an internal marketing metric that companies need to monitor?
A) market share
B) consumer satisfaction
C) relative perceived quality
D) total number of customers
E) relative employee satisfaction
65) ________ analyze(s) data from a variety of sources, such as retailer scanner data, company
shipment data, pricing, media, and promotion spending data, to understand more precisely the
effects of specific marketing activities.
A) Marketing metrics
B) Marketing-mix models
C) Marketing forecasting
D) Marketing intelligence databases
E) Marketing decision systems
66) When the marketers of a mobile phone manufacturing company want to determine the
impact of individual media such as television and online display ads on sales as well as that of
trade activities like every day low price, off-shelf display and so on, they usually use ________.
A) marketing metrics
B) market segmentation strategies
C) market capitalization techniques
D) market basket analysis
E) marketing-mix models
67) A ________ records how well the company is doing year after year based on measures such
as the average perception of the company’s product quality relative to its chief competitor.
A) customer-performance scorecard
B) stakeholder-performance scorecard
C) marketing balanced scorecard
D) vendor scorecard
E) generic scorecard
68) If a company actively tracks the satisfaction of its suppliers, banks, and distributors, it is
using what is called a ________.
A) customer-performance scorecard
B) stakeholder-performance scorecard
C) marketing balanced scorecard
D) vendor scorecard
E) generic scorecard
69) According to marketing consultant Pat LaPointe, the ________ measurement pathway of the
marketing dashboard reflects how prospects become consumers.
A) customer metrics
B) unit metrics
C) cash-flow metrics
D) brand metrics
E) productivity metrics
70) According to marketing consultant Pat LaPointe, the ________ measurement pathway of the
marketing dashboard focuses on how well marketing expenditures are achieving short-term
returns.
A) customer metrics
B) unit metrics
C) cash-flow metrics
D) brand metrics
E) productivity metrics
71) Good marketing insights often form the basis of successful marketing programs.
72) Most large companies prefer to use external marketing research consultants rather than
employ their own marketing research department.
73) When the companies engage students to design and carry out projects, the payoff to the
students is experience and visibility; the payoff to the companies is a fresh sets of eyes to solve
problems at a fraction of what consultants would charge.
74) A good example of a syndicated-service research firm is Nielsen Media Research.
75) Custom marketing research firms sell field interviewing services to other firms.
76) After developing the research plan, the marketing researcher should define the problem and
research objectives.
77) The goal of exploratory research is to shed light on the real nature of the problem and to
suggest possible solutions or new ideas.
78) The purpose of causal research is to test a cause-and-effect relationship.
79) James collected primary data when he distributed a survey to dorm residents to discover their
attitudes and opinions on campus life.
80) Secondary data are data freshly gathered for a specific purpose or for a specific research
project.
81) The goal of ethnographic research is to immerse the researcher into consumers’ lives to
uncover unarticulated desires that might not surface in any other form of research.
82) Researchers should generalize findings from focus-group participants to the whole market.
83) Keeping a survey short and simple and contacting customers no more than once a month are
two keys to drawing people into the data collection effort.
84) A good example of collecting behavioral data would be when a store uses scanners to read
bar codes on products selected by consumers.
85) Behavioral research is the most scientifically valid research.
86) Experiments call for selecting matched groups of subjects, subjecting them to different
treatments, controlling extraneous variables, and checking whether observed response
differences are statistically significant.
87) Owing to its greater flexibility, a questionnaire is by far the most common instrument used to
collect primary data.
88) Qualitative research techniques are relatively structured measurement approaches that permit
limited possible responses.
89) A questionnaire should contain sophisticated and uncommon words.
90) If a marketing researcher decides to use a Likert scale, the researcher has chosen a technique
wherein the respondent reviews a statement that shows the amount of agreement/disagreement
with some product, service, or concept.
91) A dichotomous question is a question with three or more answers.
92) A scale that describes the respondent’s intention to buy a particular product is called a rating
scale.
93) Visualization requires people to create a collage from magazine photos or drawings to depict
their perceptions.
94) Once they have determined the sampling unit, marketers must develop a sampling frame so
that a small section in the target population has a greater chance of being sampled.
95) Samples of less than 1% of a population can often provide good reliability, with a credible
sampling procedure.
96) Probability sampling allows confidence limits to be calculated for sampling error and makes
the sampling more representative.
97) The response rate is usually very high for mail questionnaires.
98) If a marketing researcher is looking for a contact method that can gather information quickly
and allow the interviewer to clarify questions if necessary, he or she will choose the telephone
interview method.
99) A good illustration of what is called the arranged interview occurs when interviewers stop
people in a shopping mall or on a busy street and solicit information necessary to their research
effort.
100) Online surveys are fast because the survey can automatically direct respondents to
applicable questions and transmit results immediately.
101) One of the characteristics of good marketing research is that it uses multiple methods to
increase confidence in the results.
102) Marketing researchers should have a healthy skepticism toward glib assumptions made by
managers about how a market works.
103) Marketing expenses and investments as inputs can be quantified only in the long run,
whereas the resulting outputs such as broader brand awareness, enhanced brand image, greater
customer loyalty, and improved new product prospects manifest themselves in the short run.
104) Marketing-mix modeling is used to estimate causal relationships and measure how
marketing activity affects outcomes.
105) Marketing accountability means that marketers must more precisely estimate the effects of
different marketing investments.
106) Especially popular with such companies as Procter & Gamble, marketing-mix modeling is
used to allocate or reallocate expenditures.
107) Marketing-mix modeling focuses on baseline sales or long term effects instead of
incremental growth.
108) Management can assemble a summary set of relevant internal and external measures in a
marketing dashboard for synthesis and interpretation.
109) A stakeholder-performance scorecard tracks the satisfaction with the company and its
products and services among such entities as suppliers, banks, and stockholders.
110) Discuss the different ways which can be adopted by small manufacturing firms to conduct
market research.
111) What are the six steps involved in the marketing research process?
112) List the challenges faced to conduct a good focus group discussion.
113) What are the relative advantages of online and in-person focus groups?
114) Give an account of experimental research.
115) Explain what qualitative research is and why it might be useful to marketers. What are its
major drawbacks?
116) Give an account of the different technological devices that have been developed to provide
insight into the consumers’ behavior to the researchers.
117) What is the chief advantage of using each of the following contact methods: mail
questionnaire, telephone interview, and personal interview?
118) Give reasons to justify that online research is versatile.
119) What are the major shortcomings of marketing-mix modeling?
120) Mars Group is a market research firm which sells field interviewing services to a software
development firm. Can Mars Group be categorized as a custom market research firm? Give
reasons to support your answer.
121) As a marketing researcher of Matrix Private Limited you have been asked to forecast the
demand for your new range of body wash if a discount of 10 percent is offered on each unit sold.
Identify the research category into which this market research falls.
122) Highspeed Motors is planning to introduce its new sports bike into the market. It collects
data on prices, designs, features, and performance of sports bikes manufactured by other
companies from their respective Web sites. What type of data is being used by Highspeed motors
in this case?
123) Ryan has been appointed by Target Internationals, a hardware manufacturing firm, as a
marketing researcher and has been asked to conduct a marketing research to produce new
insights of consumer attitude on its vacuum tubes. Ryan begins with the research process by
defining the problem, the decision alternatives, and research objectives. Mention the next step
that Ryan will follow to continue with the research.
124) Axis Centre a departmental store has installed CCTV cameras to record consumer actions.
Which research approach has been adopted by Axis and why?
125) As a marketing manager of Kids Care, a manufacturer of baby soaps, Tim plans to analyze
customer attitudes by using the focus group research approach. How will he conduct the research
in this case?
126) Copra, a manufacturer of cigarettes, conducts a survey before launching its new range of
herbal cigarettes. What is the basic purpose of undertaking such a survey by Copra?
127) Greenfoods, a manufacturer of ready-to-eat foods, conducts over 60,000 customer surveys
each month through its retail outlets. What risk is Greenfoods likely to face by putting out so
many surveys each month?
128) As a marketing researcher of a firm, you have planned to conduct behavioral research to
develop marketing insight. What procedure would you follow in this case?
129) A questionnaire used in a survey contains a question such as: “Retail-R-Us offers the best
everyday prices” and the responses that the respondents can opt for are: “Strongly Disagree”,
“Disagree”, “No opinion”, “Agree”, “Strongly Agree”. Identify and define the type of closed-end
question that has been exemplified in this case.
130) Suppose, as a marketing manager of a firm, you have planned to conduct a market research
using qualitative measures. For the purpose of developing consumer insight you have distributed
among the respondents a picture of a man and woman in a coffee shop, and have asked the
respondents to make up a story about what is happening in the picture. Identify and define the
type of question used in this case.
131) The Bledsoe Marketing Research group has been hired to administer a series of questions to
shoppers in a local mall. If questions on the survey questionnaire have only two possible
responses (such as “yes/no” ), what type of questions are these?
132) As a marketing researcher, if you plan to conduct your research using qualitative measures
like brand personification, what are you likely to ask the respondents in order to elicit their
impression on your brand?
133) Jane is a marketing researcher of a cellular service providing firm. She is conducting a
market research before the firm decides to launch its 3G services. After deciding on the research
approach and instruments, what is the next step that Jane should follow? What are the three
things that she is required to consider in this step?
134) A marketing research firm has instructed its research associates to collect primary data by
stopping people at a shopping mall or busy street corner and request an interview on the spot.
Which contact method is being used by the researchers in this case? What probable risk may the
researchers face while using this method?
135) Aromas is a popular brand of cosmetic products. During the last quarter, the company
suffered a drop in sales of some of its more popular offerings. In an attempt to find out the
problem, Aromas designed an online questionnaire for its existing customers, who can fill out the
questionnaire and also leave their comments and suggestions for improvement. What are the
problems that Aromas is likely to face by using this method of contacting its customers?
136) As a marketing controller of a company, you have been asked to create a stakeholder–
performance scorecard that tracks the satisfaction of various constituencies who have a critical
interest and impact your company’s performance. List four constituencies that might be included.
137) As a marketing controller of a company you have been asked to develop a customer-
performance scorecard for your company’s toy division. List three measures you might include.