Question 1

Acme Corporation surveys its consumers to determine how they view the similarities and dissimilarities among relevant product attributes for a set of competing brands. This is an example of:

Accepted Answer

A)  pricing strategy research.
B)  distribution strategy research.
C)  positioning research.
D)  market segmentation research.
E)  retailing research.F) A) and E)
G) B) and E)

Question 2

Marketing strategy design includes all of the following, EXCEPT:

Accepted Answer

A)  test marketing.
B)  positioning.
C)  concept and product testing.
D)  market opportunity assessment.
E)  target marketing.F) A) and E)
G) A) and C)

Question 3

It's acceptable to collect information on consumer preferences using Cookies, while at the same time maintaining consumer privacy with respect to identity.

Accepted Answer

A) True 
 B)False  True

Question 4

What are some of the major emerging trends in the field of marketing research?

Accepted Answer

The five major trends in the industry ar...

Question 5

If a respondent does not want the researcher to find out the truth, it is ethical for the respondent to lie on a survey.

Accepted Answer

A) True 
 B)False

Question 6

Describe the importance-performance analysis.

Accepted Answer

In this analysis, first the consumers ar...

Question 7

A researcher did not interview the required number of people, thinking about the travel expenses he could save on, and faked the answers by making up 'observed' responses through his experience and scaling. This is called curbstoning.

Accepted Answer

A) True 
 B)False

Question 8

Market segmentation, market targeting, and positioning are all part of the marketing strategy design.

Accepted Answer

A) True 
 B)False

Question 9

DC Tech is a market research firm without many clients. So, when a new client approached them, DC Tech decided to capture this new client. Which of their following actions is NOT necessarily unethical?

Accepted Answer

A)  It sold unnecessary research services to the client.
B)  It did not provide the promised incentives to the respondents and pocketed the money.
C)  After quoting a set price for a proposal, it billed "soft" costs separately.
D)  It stated a 15-minute interview as a two-minute survey to get respondents.
E)  It proposed branded "Black Box methodologies".F) A) and B)
G) A) and C)

Question 10

Data from syndicated business services can be customized for a variety of industries.

Accepted Answer

A) True 
 B)False

Question 11

A chocolate manufacturing company wanted to interrogate children of the age group 5 - 10. So as to get more respondents, the researchers gave incentives to the parents and forced the children to answer their questions. This is not necessarily unethical.

Accepted Answer

A) True 
 B)False

Question 12

All of the following are considered unethical behaviors by the respondents, EXCEPT:

Accepted Answer

A)  refusing to fill in the questionnaire.
B)  willfully giving a wrong answer.
C)  claiming to be 25 years old when she is actually 49.
D)  randomly circling responses without reading the questions.
E)  filling out surveys with the prospect of earning money.F) All of the above
G) A) and D)

Question 13

Tazoo Inc. is known for its trendy and fashionable clothing accessories. In order to keep track of emerging trends and changing consumer preferences, Tazoo's marketing team, consisting of Anna, Bill, Cathy, Denver, and Eric, undertook marketing research surveys. Which of these is NOT part of the marketing research process?

Accepted Answer

A)  Cathy and Anna collected data from households with two or more kids in their locality.
B)  Bill designed a new method for data collection.
C)  Denver, the expert in statistical tools analyzed the data collected by Cathy and Anna.
D)  Eric, the team leader, implemented the actions based on the findings.
E)  Eric submitted the findings of the survey in the form of a written report to the management.F) A) and C)
G) A) and B)

Question 14

Explain the types of marketing research firms.

Accepted Answer

Market research firms could either be an internal team or could be given to third parties. They provide research that is customized or standardized. Customized research firms provide specialized, highly tailored services to the client such as brand-name testing, test marketing, or new-product development.
Standardized research firms provide more general services and follow an established, common approach in research design. The results of a study conducted for one client can be compared to norms from studies done for other clients. Many standardized research firms also provide syndicated business services that include data made or developed from a common data pool or database. The data can be customized for a variety of industries.

Question 15

The question "What is the most effective way of communicating a price increase?" is considered while making a pricing decision.

Accepted Answer

A) True 
 B)False

Question 16

Frugging means:

Accepted Answer

A)  claiming that a survey is for research purposes and then asking for a sale or donation.
B)  fully explaining to respondents any deception that was used during research.
C)  using the data collection personnel to fill out surveys for fake respondents.
D)  combining different publicly available information, usually unethically, to determine consumers' identities, especially on the Internet.
E)  conducting research below professional standards.F) A) and E)
G) A) and D) A

Question 17

Macroenvironmental trends influence the product market. A local bookstore is planning expansion. Which of the following macroenvironmental trend will not be a deciding factor in conducting a market analysis?

Accepted Answer

A)  Increased online purchasing.
B)  Price cuts by a supermarket selling books.
C)  Environmental agencies advocating reduced consumption of paper.
D)  A new government regulation mandating a 5% increase in bookstore employee wages.
E)  Book readers increasingly preferring digital or e-books.F) B) and D)
G) A) and D)

Question 18

External research suppliers are more objective and less subject to company politics and regulations than internal suppliers.

Accepted Answer

A) True 
 B)False

Question 19

Frugging leads to consumers turning down legitimate research inquiries because they do not want to be solicited.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following is ethical in marketing research practices?

Accepted Answer

A)  Sugging.
B)  Frugging.
C)  Curbstoning.
D)  De-briefing.
E)  De-anonymizing.F) All of the above
G) D) and E)

Exam 1: Marketing Research for Managerial Decision Making

Acme Corporation surveys its consumers to determine how they view the similarities and dissimilarities among relevant product attributes for a set of competing brands. This is an example of:

Correct Answer
verified

Marketing strategy design includes all of the following, EXCEPT:

Correct Answer
verified

It's acceptable to collect information on consumer preferences using Cookies, while at the same time maintaining consumer privacy with respect to identity.

Correct Answer
verified
True

What are some of the major emerging trends in the field of marketing research?

Correct Answer
verified
The five major trends in the industry ar...
View Answer

If a respondent does not want the researcher to find out the truth, it is ethical for the respondent to lie on a survey.

Correct Answer
verified

Describe the importance-performance analysis.

Correct Answer
verified
In this analysis, first the consumers ar...
View Answer

A researcher did not interview the required number of people, thinking about the travel expenses he could save on, and faked the answers by making up 'observed' responses through his experience and scaling. This is called curbstoning.

Correct Answer
verified

Market segmentation, market targeting, and positioning are all part of the marketing strategy design.

Correct Answer
verified

DC Tech is a market research firm without many clients. So, when a new client approached them, DC Tech decided to capture this new client. Which of their following actions is NOT necessarily unethical?

Correct Answer
verified

Data from syndicated business services can be customized for a variety of industries.

Correct Answer
verified

A chocolate manufacturing company wanted to interrogate children of the age group 5 - 10. So as to get more respondents, the researchers gave incentives to the parents and forced the children to answer their questions. This is not necessarily unethical.

Correct Answer
verified

All of the following are considered unethical behaviors by the respondents, EXCEPT:

Correct Answer
verified

Correct Answer
verified

Explain the types of marketing research firms.

The question "What is the most effective way of communicating a price increase?" is considered while making a pricing decision.

Correct Answer
verified

Frugging means:

Correct Answer
verified
A

Macroenvironmental trends influence the product market. A local bookstore is planning expansion. Which of the following macroenvironmental trend will not be a deciding factor in conducting a market analysis?

Correct Answer
verified

External research suppliers are more objective and less subject to company politics and regulations than internal suppliers.

Correct Answer
verified

Frugging leads to consumers turning down legitimate research inquiries because they do not want to be solicited.

Correct Answer
verified

Which of the following is ethical in marketing research practices?

Correct Answer
verified

Exam 1: Marketing Research for Managerial Decision Making

Acme Corporation surveys its consumers to determine how they view the similarities and dissimilarities among relevant product attributes for a set of competing brands. This is an example of:

Correct AnswerverifiedShow Answer

Marketing strategy design includes all of the following, EXCEPT:

Correct AnswerverifiedShow Answer

It's acceptable to collect information on consumer preferences using Cookies, while at the same time maintaining consumer privacy with respect to identity.

Correct AnswerverifiedTrue

What are some of the major emerging trends in the field of marketing research?

Correct AnswerverifiedThe five major trends in the industry ar...View AnswerShow Answer

If a respondent does not want the researcher to find out the truth, it is ethical for the respondent to lie on a survey.

Correct AnswerverifiedShow Answer

Describe the importance-performance analysis.

Correct AnswerverifiedIn this analysis, first the consumers ar...View AnswerShow Answer

A researcher did not interview the required number of people, thinking about the travel expenses he could save on, and faked the answers by making up 'observed' responses through his experience and scaling. This is called curbstoning.

Correct AnswerverifiedShow Answer

Market segmentation, market targeting, and positioning are all part of the marketing strategy design.

Correct AnswerverifiedShow Answer

DC Tech is a market research firm without many clients. So, when a new client approached them, DC Tech decided to capture this new client. Which of their following actions is NOT necessarily unethical?

Correct AnswerverifiedShow Answer

Data from syndicated business services can be customized for a variety of industries.

Correct AnswerverifiedShow Answer

A chocolate manufacturing company wanted to interrogate children of the age group 5 - 10. So as to get more respondents, the researchers gave incentives to the parents and forced the children to answer their questions. This is not necessarily unethical.

Correct AnswerverifiedShow Answer

All of the following are considered unethical behaviors by the respondents, EXCEPT:

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Explain the types of marketing research firms.

The question "What is the most effective way of communicating a price increase?" is considered while making a pricing decision.

Correct AnswerverifiedShow Answer

Frugging means:

Correct AnswerverifiedA

Macroenvironmental trends influence the product market. A local bookstore is planning expansion. Which of the following macroenvironmental trend will not be a deciding factor in conducting a market analysis?

Correct AnswerverifiedShow Answer

External research suppliers are more objective and less subject to company politics and regulations than internal suppliers.

Correct AnswerverifiedShow Answer

Frugging leads to consumers turning down legitimate research inquiries because they do not want to be solicited.

Correct AnswerverifiedShow Answer

Which of the following is ethical in marketing research practices?

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
verified
True

Correct Answer
verified
The five major trends in the industry ar...
View Answer

Correct Answer
verified

Correct Answer
verified
In this analysis, first the consumers ar...
View Answer

Correct Answer
verified

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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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A

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