Marketing quốc tế 4 conduct marketing research

A custom marketing research firms B syndicated-service research firms C specialty-line marketing research firms D generic marketing research firms E focused marketing research firms A cu

Marketing Management, 14e (Kotler/Keller)

Chapter 4 Conducting Marketing Research

1) provide diagnostic information about how and why we observe certain effects in themarketplace, and what that means to marketers

A) studying customer behavior

B) forming alliances with competing firms

C) using experimental research techniques

D) checking out rivals

E) tapping into marketing partner expertise

4) Which of the following types of marketing research firms gathers consumer and trade information and then sells it for a fee (e.g., Nielsen Media Research)?

A) custom marketing research firms

B) syndicated-service research firms

C) specialty-line marketing research firms

D) generic marketing research firms

E) focused marketing research firms

A) custom marketing research firm

B) specialty-line marketing research firm

C) syndicated-service research firm

D) generic marketing research firm

E) focused marketing research firm

A) custom marketing research firm

B) syndicated-service research firm

C) specialty-line marketing research firm

D) consumer marketing research firm

E) social marketing research firm

Answer: C

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Difficulty: Moderate

7) You are the marketing research director of a medium-sized manufacturing firm and you wouldlike to engage an outside marketing research firm to conduct field interviews Which of the following options categories of marketing research firms should you use?

A) syndicated-service research firms

B) custom marketing research firms

C) global research management firms

D) specialty-line marketing research firms

E) brand management specialty research firms

8) The marketing research process begins by

A) developing a research plan

B) defining the problem, the decision alternatives, and research objectives

C) analyzing the internal environment

D) reading marketing research journals

E) contacting a professional research consultant

11) Unistar Inc., is an FMCG company that produces a wide range of offerings such as grocery items and personal care products If Unistar wants to estimate the demand for its new line of body moisturizers, which are all priced at $18, it should opt for research.

A) Step 1 defining the problem 

B) Step 4 analyzing the information 

C) Step 5 drafting the report 

D) Step 2 developing the research plan 

E) Step 3 collecting information 

Answer: D

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Difficulty: Moderate

14) Designing a research plan calls for decisions on all of the following EXCEPT A) research objectives

17) Primary data can be collected in several ways Installing CCTV cameras in a retail store whereby consumers' actions can be recorded is an example of .

A) focus group research

19) The goal of ethnographic research is to

A) capture cause-and-effect relationships by eliminating competing explanations of the observed findings

B) understand consumers' behavior by observing a sample groups discussing various topics of interest at length

C) study demographic variables such as age, gender, income, education, and so on, in relation to consumer buying patterns

D) analyze customers' purchasing behavior through catalog purchases and customer databasesE) immerse the researcher into consumers' lives to uncover unarticulated desires that might not surface in any other form of research

Answer: E

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20) A(n) is a gathering of 6 to 10 people carefully selected by researchers based on certain demographic, psychographic, or other considerations and brought together to discuss various topics of interest at length.

to facilitate the discussion and ensure that everyone participates and stays focused on the topic The moderator provides questions and probes based on the "script" prepared by you The

discussions are also recorded for further analysis Which of the following methods of acquiring primary data is being used in this case?

A) Participants' responses are not reliable

B) Most of the participants are likely to be ignorant about the topic of discussion

C) The size of the group is too small and the sample is not drawn randomly

D) Most of the participants are likely to exhibit similar tastes and preferences

E) The participants usually come from diverse backgrounds

Answer: C

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23) Which of the following is used to assess people's knowledge, beliefs, preferences, and satisfaction and to measure these magnitudes in the general population?

26) Which of the following rules must be kept in mind while framing a questionnaire?

A) Use broad and loosely defined words in the questions

B) Avoid using response bands

C) Ensure that fixed responses overlap

D) Frame hypothetical questions

E) Allow for the answer "other" in fixed-response questions

Answer: E

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27) Because of its flexibility, are the most common technique of collecting primary data.

C) Likert scale questions

D) Multiple choice questions

E) Semantic differential questions

Answer: A

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Difficulty: Easy

29) Which of the following is true of qualitative research?

A) It is a structured measurement approach that permits a range of possible responses

B) It is indirect in nature, so consumers may be less guarded

C) It requires large sample sizes

D) Its results can be easily generalized to broader populations

E) It generally results in similar results and conclusions across researchers

31) A question that respondents can answer in an almost unlimited number of ways is called a .

C) multiple choice question

D) Thematic Appreciation Test (TAT)

A) semantic differential

B) word association question

C) Thematic Appreciation Test (TAT)

34) If a marketing researcher chooses to use word associations, the researcher is using .A) closed-end questions

B) Likert scale questions

C) open-end questions

D) rating scale questions

E) semantic differential questions

A) visual perception test

B) Rorschach Ink-blot Test

C) story completion test

D) Thematic Apperception Test

E) Renfrew Action Picture Test

38) requires people to create a collage from magazine photos or drawings to depict their perceptions.

40) With respect to the sampling plan, three decisions must be made: (1) the sampling unit—who

is to be surveyed; (2) sample size—how many people should be surveyed; and (3) A) sample cost—how much does sampling cost

B) surveyor skill—who should conduct the survey

C) sample security—how should the sample data be protected

D) sampling procedure—how should respondents be chosen

E) sample supervisor—who leads the sampling effort

Answer: D

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41) During a focus-group session, one set of participants indicated that Dell computers reminded them of a surfer, Apple computers of a mad scientist, and IBM was equated to Ebenezer Scrooge from Charles Dickens's tale, "A Christmas Carol" Which of the following qualitative research approaches relates to the approach described above?

42) According to the concept of , a series of increasingly more specific "why"

questions can reveal consumer motivation and consumers' deeper, more abstract goals

44) flash an ad to a subject with an exposure interval that may range from less than one hundredth of a second to several seconds

46) Which of the following statements about telephonic interview is true?

A) It usually takes a long time to gather information through telephonic interviews

B) The interviewer is unable to clarify questions if respondents do not understand them.C) The response rate for telephonic interviews has been typically lower than for mailed questionnaires

D) The U.S government generally encourages telemarketing by firms

E) Telephone interviewing in the U.S is getting more difficult because of consumers' growing antipathy toward telemarketers

Answer: E

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Difficulty: Moderate

47) If a marketing researcher wishes to reach those people who would not give personal

interviews or whose responses might be biased or distorted by interviewers, he or she should use

50) Which of the following is an advantage of personal interviews?

A) It is a relatively inexpensive method of gathering information

B) The possibility of interviewer bias is minimized

C) Participants can choose to respond at their own convenience

D) It facilitates anonymous responses

E) Interviewers can record additional observation about the respondent such as body language.Answer: E

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Difficulty: Moderate

51) Which of the following is one of the key disadvantages of online market research?

A) Online research is expensive

B) Online research is time consuming

C) People tend to be dishonest online

D) Online research lacks versatility

E) Samples can be small and skewed

Answer: E

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Objective: 1

Difficulty: Easy

52) Which of the following is an advantage of online research?

A) Samples are generally representative of the target population

B) Members of online panels and communities tend to have low turnover

C) Online research is relatively free of technological problems and inconsistencies

D) People tend to be honest and thoughtful online

E) Online research is slow but gather detailed information

A) develop the research plan

B) define the problem and research objectives

C) present the project report

D) make the final decision

E) analyze the acquired data

Answer: E

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Objective: 1

Difficulty: Moderate

55) After computing averages and measures of dispersion for the major variables and applying advanced statistical techniques and decision models in the hope of discovering additional findings from the gathered information, the researchers .

A) define the problem, the decision alternatives, and the research objectives

B) present findings relevant to the major marketing decisions facing management

C) evaluate the costs associated with data collected

D) analyze the appropriateness of the data sources used

E) develop the research plan

A) Within a group, consumers usually exhibit similar tastes and preferences

B) The distribution of income and wealth are more or less equal across different customer segments

C) Although customers have uniques, essentially their basic needs and requirements are the same

D) Any target market may have a range of consumers who vary along a number of key

A) marketing metric

B) marketing channel system

C) marketing decision support system

D) marketing research system

E) database management system

Answer: C

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Difficulty: Easy

58) All of the following are considered to be among the seven characteristics of good marketing research EXCEPT

A) the scientific method

59) are a structured way to disseminate the insights gleaned from the two

complementary approaches to measuring marketing productivity within the organization

D) retailer satisfaction indices

E) customer feedback surveys

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

B) staffing or skill levels

C) active innovation support

C) relative perceived quality

D) total number of customers

E) relative employee satisfaction

A) Marketing metrics

B) Marketing-mix models

C) Marketing forecasting

D) Marketing intelligence databases

E) Marketing decision systems

Answer: B

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Objective: 3

Difficulty: Easy

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

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

69) According to marketing consultant Pat LaPointe, the measurement pathway of the marketing dashboard reflects how prospects become consumers.

Answer: TRUE

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Difficulty: Easy

74) A good example of a syndicated-service research firm is Nielsen Media Research

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.

87) Owing to its greater flexibility, a questionnaire is by far the most common instrument used tocollect primary data.

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.

Answer: FALSE

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Objective: 1

Difficulty: Moderate

100) Online surveys are fast because the survey can automatically direct respondents to

applicable questions and transmit results immediately

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Objective: 2

Difficulty: Moderate

104) Marketing-mix modeling is used to estimate causal relationships and measure how

marketing activity affects outcomes

106) Especially popular with such companies as Procter & Gamble, marketing-mix modeling is used to allocate or reallocate expenditures

Answer: The small firms can adopt the following ways to conduct market research:

1) They can engage students or professors to design and carry out projects 2) They can collect considerable information at very little cost by examining competitors' Web sites, monitoring chatrooms, and accessing published data 3) The owners of small business firms can routinely visit competitors to learn about changes they have made 4) By tapping into marketing partner

expertise

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Difficulty: Easy

111) What are the six steps involved in the marketing research process?

Answer: The six steps are: (1) define the problem and research objectives, (2) develop the research plan, (3) collect the information, (4) analyze the information, (5) present the findings, and (6) make the decision

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112) List the challenges faced to conduct a good focus group discussion.

Answer: There are many challenges to conducting a good focus group Some researchers believeconsumers have been so bombarded with ads, they unconsciously parrot back what they've already heard instead of what they really think There's always a concern that participants are justtrying to maintain their self-image and public persona or have a need to identify with the other members of the group Participants also may not be willing to acknowledge in public—or may not even recognize—their behavior patterns and motivations And the "loudmouth or know-it-all" problem often crops up when one highly opinionated person drowns out the rest of the group

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Difficulty: Difficult

113) What are the relative advantages of online and in-person focus groups?

Answer: An area of increasing interest is online focus groups These may cost less than a fourth

of a traditional, in-person focus group Online focus groups also offer the advantages of being less intrusive, allowing geographically diverse subjects to participate, and yielding fast results They are useful at collecting reactions to focused topics such as a specific new product concept.Proponents of in-person focus groups, on the other hand, maintain that in-person focus groups allow marketers to be immersed in the research process, get a close-up look to people's emotionaland physical reactions, and ensure that sensitive materials are not leaked Marketers can also make spontaneous adjustments to the flow of discussion and delve deeply into more complex topics, such as alternative creative concepts for a new ad campaign

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Difficulty: Difficult

114) Give an account of experimental research

Answer: Experimental research is designed to capture cause-and-effect relationships by

eliminating competing explanations of the observed findings If the experiment is well designed and executed, research and marketing managers can have confidence in the conclusions

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

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Objective: 1

Difficulty: Moderate