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40) Research objectives are
A) conjectures regarding marketing outcomes.
B) general research guidelines.
C) solutions to be evaluated.
D) specific and measurable.
E) research dashboards.
41) Set during the marketing research process, ________ are the 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
42) 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.
43) 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
44) 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.
45) Consider the LEGO Group MINDSTORMS product. LEGO Group designers created
MINDSTORMS® kits to appeal to middle-school students, 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
46) Consider the LEGO Group MINDSTORMS® product. If the marketing research measure of
success is assembly time for a particular design meant for middle-school students, 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 the 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.
47) 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.
48) 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.
49) Once the problem has been defined, the market researcher proceeds to ________, the second
step of the five-step marketing research approach.
A) develop the research plan
B) evaluate the results
C) examine the alternatives
D) list the variables
E) conduct the experiment
50) There are three key elements when developing the research plan. One of these is
A) specify the measures of success.
B) set the research objectives.
C) determine how to report the findings.
D) evaluate previous research results.
E) determine how to collect data.
51) 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.
52) 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.
53) 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.
54) 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.
55) What are the two most 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 primary and secondary research
56) 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) a dependent variable.
B) an obstruction.
C) an objective.
D) a constraint.
E) an independent variable.
57) 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.
58) 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.
59) In marketing, ________ are ideas about products or services.
A) theories
B) designs
C) perceptions
D) impressions
E) concepts
60) A picture or verbal description of a product or service a firm might offer for sale is referred to
as
A) a constraint.
B) an exemplar.
C) a new-product concept.
D) a test offering.
E) a protocol.
61) 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 matrix
E) new-product concept
62) 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.
63) 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.
64) 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.
65) 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
66) 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.
67) 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.
68) In marketing research, ________ involves generalizing the results from the sample to much
larger groups of distributors, customers, or prospects to help decide on marketing actions.
A) nonprobability sampling
B) probability sampling
C) extrapolation
D) statistical inference
E) criteria sampling
69) Drawing conclusions about every woman who leases a car in a particular zip code from a
representative sample of 250 women in that zip code who lease a car is called
A) probability sampling.
B) nonprobability sampling.
C) random sampling.
D) statistical inference.
E) interpolation.
70) The National Health Interview Survey is conducted annually by the Centers for Disease
Control and Prevention. By examining information gathered from a national sample of 600
respondents throughout the United States, it was able to announce that 11.3 percent of all
Americans under age 65 lacked health insurance. To make this statement, the Centers for Disease
Control and Prevention used
A) focus groups.
B) no constraints.
C) internal secondary data.
D) statistical inference.
E) interpolation.
71) After defining the problem and developing the research plan, the next step in the five-step
marketing research approach is to
A) collect relevant information.
B) develop findings and recommendations.
C) take marketing actions.
D) plan the research budget.
E) identify the constraints on the process.
72) GI Design is a small studio that designs and builds items such as fountains and tabletops made
from copper. To increase sales, Greg, the owner, developed a research plan to determine what
landscape architects and interior designers wanted in copper furnishings and appropriate pricing.
He had begun to interview representative designers. Greg was engaged in ________, the third step
of the five-step marketing research approach.
A) developing the research plan
B) solving the problem
C) developing findings and recommendations
D) collecting relevant information
E) taking marketing actions
73) Penningtons Superstore, which specializes in plus-size fashions for women, wanted to
determine if it should add a line of plus-size junior wear. To compare the effectiveness of offering
products for the teenage market in current stores versus opening separate teen-only stores,
researchers plan to distribute questionnaires to current shoppers to solicit their opinions, set up
focus groups with plus-size teens, and locate helpful secondary research. This is which step of the
marketing research approach?
A) Define the problem.
B) Develop the research plan.
C) Collect relevant information.
D) Develop findings and recommendations.
E) Take marketing actions.
74) The facts and figures related to a research problem are referred to as
A) data.
B) statistics.
C) variables.
D) concepts.
E) constraints.
75) Data are the
A) subjective psychographic feelings collected by an organization upon which it bases subsequent
marketing actions.
B) objective demographic characteristics collected by an organization upon which it bases
subsequent marketing actions.
C) facts and figures related to the problem that are divided into two main parts: secondary data and
primary data.
D) information collected by a source other than the company itself used to determine the best
possible solution to a marketing problem.
E) facts and figures related to the problem that are only available for purchase from the federal
government.
76) The two main types of data are
A) independent and dependent.
B) primary and secondary.
C) comprehension and case specific.
D) extraneous and experimental.
E) measurable and nonmeasurable.
77) Considering the two main types of data, if facts and figures are newly collected for a project,
which type of data is being collected?
A) immediate data
B) internal data
C) external data
D) primary data
E) secondary data
Figure 7-2
78) Figure 7-2 shows that secondary data may be divided into two related parts. If Box A
represents marketing input and outcome data (budgets, call reports, customer communications,
etc.), which type of data is A?
A) questionnaire data
B) mined data
C) internal secondary data
D) external secondary data
E) observational data
