【正文】 90 Chapter 4: Conducting Marketing Research and Forecasting Demand GENERAL CONCEPT QUESTIONS Multiple Choice 1. ________ is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the pany. a. Marketing intelligence b. MIS (marketing information system) c. Marketing research d. Demographics e. Marketing management Answer: c Page: 102 Level of difficulty: Easy 2. Marketing research is now about a ________ billion industry globally. a. $50 b. $ c. $ d. $10 e. $ Answer: c Page: 102 Level of difficulty: Hard 3. Companies normally budget marketing research at ________ percent of pany sales. a. 1 to 2 b. 2 to 3 c. 4 d. e. 10 to 12 Answer: a Page: 103 Level of difficulty: Medium 4. Which of the following types of marketing research firms would best be described as being one that gathers consumer and trade information which they sell for a fee (., Nielsen Media Research)? a. Custom marketing research firms. b. Syndicatedservice research firms. c. Specialtyline marketing research firms. d. Generalline marketing research firms. e. Nonprofit marketing research firms. Answer: b Page: 103 Level of difficulty: Medium Chapter 4: Conducting Marketing Research and Forecasting Demand 91 5. If a marketing research firm were also known as a fieldservice firm (., it sells its field interviewing services to other firms), it would be called a ________. a. custom marketing research firm b. syndicatedservice research firm c. specialtyline marketing research firm d. generalline marketing research firm e. systematic marketing research firm Answer: c Page: 103 Level of difficulty: Medium 6. All of the following would be among the ways that small panies can conduct marketing research in creative and affordable ways EXCEPT ________. a. using the Inter b. engaging students to design and carry out projects c. checking out rivals d. engaging professors to design and carry out projects e. hiring syndicatedservice research firms to conduct projects Answer: e Page: 103 Level of difficulty: Hard 7. The first step in the marketing research process is to ________. a. develop a research plan b. define the problem and research objectives c. analyze the internal environment d. read marketing research journals e. contact a professional consultant Answer: b Page: 103 Level of difficulty: Easy 8. Which of the following is considered to be the last step in the marketing research process? a. Present the findings. b. Analyze the information. c. Control the environment. d. Make the decision. e. Draft the report. Answer: d Page: 103 Level of difficulty: Medium 9. The marketing manager needs to know the cost of the research project before approving it. During which of the following stages of the marketing research process would such a consideration most likely take place? a. Step 1—defining the problem. b. Step 1—creating decision alternatives. c. Step 1—drafting the research objectives. d. Step 2—develop the research plan. e. Step 3—information collection. Answer: d Pages: 104–112 Level of difficulty: Medium Part 2: Capturing Marketing Insights 92 10. Designing a research plan calls for decisions on all of the following EXCEPT ________. a. drafting research objectives b. data sources c. research approaches d. research instruments e. sampling plans Answer: a Page: 104 Level of difficulty: Medium 11. ________ are data that were collected for another purpose and already exist somewhere. a. Primary data b. Secondary data c. Tertiary data d. Inordinate e. Ordinate Answer: b Page: 104 Level of difficulty: Easy 12. Primary data can be collected in several ways. Which of the following primary data collection methods would be exemplified by constructing seethrough mirrors in a retail store whereby consumers’ actions could be recorded? a. Focus groups b. Surveys c. Observation d. Behavioral data e. Experiments Answer: c Page: 105 Level of difficulty: Medium 13. A ________ is a gathering of six to ten people who are carefully selected based on certain demographic, psychographic, or other considerations and brought together to discuss at length various topics of interest. a. market maven b. virtual research market c. consumer dyad d. focus group e. Nielsen sample family Answer: d Page: 105 Level of difficulty: Easy Chapter 4: Conducting Marketing Research and Forecasting Demand 93 14. Companies undertake surveys to learn about people’s knowledge, ________, preferences, and satisfaction, and to measure these magnitudes in the general population. a. beliefs b. psyche c. inner id d. deepest secrets e. intelligence and literacy Answer: a Page: 105 Level of difficulty: Medium 15. The most scientifically valid research is ________ research. a. observation b. focus group c. survey d. behavioral data e. experimental Answer: e Page: 106 Level of difficulty: Medium 16. All of the following would be among the ―dos and don’ts‖ of questionnaire design EXCEPT ________. a. make questions as simple as possible b. make the questions specific c. ensure that fixed responses overlap d. avoid hypothetical questions e. avoid questions with a negative in them Answer: c Page: 107 Level of difficulty: Hard 17. The most mon instrument used to collect primary data is the ________. a. human eye (through observation) b. Inter c. bar code reader (behavioral data research) d. video camera (., focus group research) e. questionnaire Answer: e Page: 107 Level of difficulty: Easy 18. Some marketers prefer more ________ methods for gauging consumer opinion because consu