1. Which of these activities is NOT part of market situation analysis?
A. Deciding new product opportunities.
B. Collecting information on the electronic items market.
C. Analyzing purchase patterns of people visiting a store.
D. Researching on why the competitor's products sell better.
2. Marketing research depicts the Harley-Davidson motorcycle shopper as a middle-aged, college educated individual with an average annual income of $78,000. This is an example of:
A. market analysis.
B. pricing strategy research.
C. positioning research.
D. market segmentation research.
3. Which of the following is an example of importance-performance analysis?
A. Nike analyzing McDonald's success factors.
B. A consultant researching on expenses of a company.
C. HP working on improvement of its distribution channels.
D. Blackberry analyzing iPhone's success factors.
4. Marketing strategy design includes all of the following, EXCEPT:
A. test marketing.
B. positioning.
C. concept and product testing.
D. market opportunity assessment.
1. Which of the following is NOT an example of target marketing?
A. A detergent manufacturer sees the need to include a stain remover formula in its detergents.
B. A company has grouped its customers according to age and gender.
C. A car rental company extending into luxury car rentals has targeted car enthusiasts as its customers.
D. A restaurant intending to find out the preferences of its competitor's customers.
2. 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:
A. pricing strategy research.
B. distribution strategy research.
C. positioning research.
D. market segmentation research.
3. When Cheetos became the first major brand of snack foods to be made and marketed in China, product taste tests revealed that the traditional cheese-flavored corn puffs did not appeal to Chinese consumers. This is an example of:
A. new-product planning research.
B. perceptual mapping research.
C. positioning research.
D. competition analysis.
4. Customer satisfaction research:
A. is used to evaluate competitors' strategies and future plans.
B. is the desired perception that a company wants its target market to associate to relative to its product.
C. helps determine the most efficient way of serving the targeted group.
D. is designed to assess strengths and weaknesses in a firm's marketing mix.
1. Which of the following is NOT a pricing decision?
A. How large is the demand potential at a given price?
B. How sensitive is demand to changes in price levels?
C. What is the most effective way of communicating a price increase?
D. What are sales forecasts at various price levels?
2. All of these are unethical activities on the part of the researcher, EXCEPT:
A. overstating research findings.
B. deceiving respondents about the true purpose of the study.
C. not fully informing subjects about certain aspects of the research.
D. not telling subjects about the sponsorship of the research.
3. Frugging means:
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.
4. Information research process:
A. helps understand the value of the research compared to the cost.
B. gathers and synthesizes background information to familiarize the researcher with the overall complexity of the problem.
C. is a systematic approach to collecting, analyzing, interpreting, and transforming data into decision-making information.
D. specifies whether data should be collected about individuals, households, organizations, departments, geographical areas, or some combination.
1. In contrast to marketing researchers, management decision-makers are more focused on:
A. scientific and technical analysis of emerging phenomenon.
B. abstractions rather than concrete findings.
C. market performance.
D. proactive research.
2. A scientific research procedure should include all the following characteristics EXCEPT being:
A. logical.
B. subjective.
C. systematic.
D. reliable.
3. At which stage of the research process is the Iceberg principle generally applicable?
A. Determination of the research problem
B. Selection of the appropriate research design
C. Execution of the research design
D. Communication of the research results
4. In identifying and clarifying information needs, which of the following component provides direction for activities such as scale development and sampling?
A. Determination of the correct unit of analysis.
B. Conducting of a situation assessment.
C. Determination of the relevant variables.
D. Identification and separation of symptoms.
1. Which of the following helps generate insights that will help define the problem situation confronting the researcher?
A. Exploratory research
B. Descriptive research
C. Causal research
D. Assessment research
2. A researcher finds that respondents will probably misinterpret the term "salient" used in a couple of survey questions. If the research is conducted in a scientific manner, this problem will most likely get caught at which stage of the research process?
A. Step 2 - specification of research questions
B. Step 4 - determine the research design
C. Step 7 - pretest the questionnaire
D. Step 9 - data analysis
3. An advantage of questioning over observation (as a way of collecting data) is that:
A. questioning needs fewer researchers in the field.
B. questioning allows for a large sample size.
C. questioning is more scientific.
D. questioning allows you to collect data on variables such as intentions and attitudes that are usually invisible.
4. Which of the following section in a research proposal discusses the method used to collect the needed data, including the various types of scales?
A. Definition of the target population
B. Sample design
C. Data collection method
D. Specific research instruments
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