MKT 3413 STANDARD EXAMS ANSWERS AND
QUESTIONS SET A+
✔✔Research undertaken to identify marketing problems is called ________.
A) problem-solving research
B) problem-manipulation research
C) problem-identification research
D) problem-correction research
E) problem exception - ✔✔problem-identification research
✔✔All of the following are examples of topics typically addressed by problem-solving
research EXCEPT ________.
A) segmentation
B) product
C) promotion
D) market share
E) pricing - ✔✔market share
✔✔All of the following are examples of topics typically addressed by problem-solving
research EXCEPT ________.
A) segmentation
B) product
C) market potential
D) market share
E) C and D - ✔✔C and D
✔✔Which of the following is NOT a step in the marketing research process?
A) problem definition
B) problem correction
C) research design formulation
D) report generation and presentation
E) data preparation and analysis - ✔✔problem correction
✔✔Which of the following is NOT a step in the marketing research process?
,A) problem correction
B) fieldwork
C) research design formulation
D) report generation and presentation
E) data preparation and analysis - ✔✔problem correction
✔✔The first step in any marketing research project is to ________.
A) define the problem
B) develop an approach to the problem
C) formulate the research design
D) correct the problem
E) eliminate the problem - ✔✔define the problem
✔✔If an outside agency was brought in to conduct work for a research project after the
first three steps in the marketing research process were completed, which step would
the agency conduct?
A) define the problem
B) develop an approach to the problem
C) formulate the research design
D) correct the problem
E) do fieldwork or collect data - ✔✔do fieldwork or collect data
✔✔The marketing chief of Fossil is considering the introduction of a super functional,
fashionable wristwatch for men and women priced at $99. For this, he decided on 30
telephonic interviews from their customer database, 50 valid survey responses from
individuals whose income is greater than $60,000 and 2 focus groups. To which of the
six steps of the marketing research process do the actions of the marketing chief for
Fossil fall into?
A) defining the problem
B) developing an approach to the problem
C) doing analysis
D) doing fieldwork or collecting data
E) formulating the research design - ✔✔formulating the research design
✔✔Which of the following is NOT a form of interviewing in the data collection stage of
the research process? - ✔✔observational interviewing
✔✔All of the following are steps involved in the data-preparation stage of collected data
EXCEPT ________. - ✔✔collecting
✔✔Which of the following is NOT considered an uncontrollable environmental factor?
A) competition
B) social and cultural factors
C) political factors
D) promotion
,E) economy - ✔✔promotion
✔✔All of the following are considered to be controllable marketing variables EXCEPT
________. - ✔✔competition
✔✔All of the following are considered to be controllable marketing variables EXCEPT
________. - ✔✔economy
✔✔Researchers enter the realm of the decision maker when they ________. - ✔✔give
justification for a recommended course of action over others
✔✔Marketing research departments located within a firm are called ________. -
✔✔internal suppliers
✔✔Marketing research departments located outside a firm and comprising the
marketing research industry are called ________. - ✔✔external suppliers
✔✔A marketing research project is warranted when ________. - ✔✔the cost of the
research is less than its eventual benefits
✔✔ABC is a company which is involved in selling data that is designed to serve
information needs of firms like PepsiCo and Coca-Cola. The data are primarily collected
through surveys, purchase and media panels, and scanners. What kind of service does
ABC provide in the marketing research industry? - ✔✔syndicated services
✔✔Outside marketing research companies hired to supply marketing research data are
called ________.
A) horizontal suppliers
B) vertical suppliers
C) external suppliers
D) internal suppliers
E) full-service suppliers - ✔✔external suppliers
✔✔According to the text, most of the research suppliers are ________.
A) multinational operations
B) Fortune 500 operations
C) foreign operations
D) small operations
E) 501(c)(3) organizations - ✔✔small operations
✔✔The services of full-service suppliers can be categorized into all of the following
types of services EXCEPT ________.
A) syndicated services
B) environmental services
, C) customized services
D) Internet services
E) All of the above are types of full-service suppliers. - ✔✔environmental services
✔✔Companies that collect and sell common pools of data designed to serve information
needs that a number of clients share are called ________.
A) environmental services
B) customized services
C) syndicated services
D) Internet services
E) field services - ✔✔syndicated services
✔✔All of the following represent main methods used by syndicated services to collected
data EXCEPT ________.
A) focus groups
B) surveys
C) panels
D) scanners
E) audits - ✔✔focus groups
✔✔According to the text, which of the following organizations was recognized as the
largest global research firm based on global research revenues?
A) IMS Health Inc.
B) Arbitron Inc.
C) Nielsen
D) Ipsos
E) GfK SE - ✔✔Nielsen
✔✔Which of the following marketing research firms does NOT offer customized
services?
A) Kantar
B) Westat
C) Burke, Inc.
D) Field Work Chicago, Inc.
E) All offer customized services. - ✔✔Field Work Chicago, Inc.
✔✔Companies whose primary service offering is their expertise in collecting data for
research projects are called ________.
A) field services
B) Internet services
C) coding and data entry services
D) data analysis services
E) research directorates - ✔✔field services
QUESTIONS SET A+
✔✔Research undertaken to identify marketing problems is called ________.
A) problem-solving research
B) problem-manipulation research
C) problem-identification research
D) problem-correction research
E) problem exception - ✔✔problem-identification research
✔✔All of the following are examples of topics typically addressed by problem-solving
research EXCEPT ________.
A) segmentation
B) product
C) promotion
D) market share
E) pricing - ✔✔market share
✔✔All of the following are examples of topics typically addressed by problem-solving
research EXCEPT ________.
A) segmentation
B) product
C) market potential
D) market share
E) C and D - ✔✔C and D
✔✔Which of the following is NOT a step in the marketing research process?
A) problem definition
B) problem correction
C) research design formulation
D) report generation and presentation
E) data preparation and analysis - ✔✔problem correction
✔✔Which of the following is NOT a step in the marketing research process?
,A) problem correction
B) fieldwork
C) research design formulation
D) report generation and presentation
E) data preparation and analysis - ✔✔problem correction
✔✔The first step in any marketing research project is to ________.
A) define the problem
B) develop an approach to the problem
C) formulate the research design
D) correct the problem
E) eliminate the problem - ✔✔define the problem
✔✔If an outside agency was brought in to conduct work for a research project after the
first three steps in the marketing research process were completed, which step would
the agency conduct?
A) define the problem
B) develop an approach to the problem
C) formulate the research design
D) correct the problem
E) do fieldwork or collect data - ✔✔do fieldwork or collect data
✔✔The marketing chief of Fossil is considering the introduction of a super functional,
fashionable wristwatch for men and women priced at $99. For this, he decided on 30
telephonic interviews from their customer database, 50 valid survey responses from
individuals whose income is greater than $60,000 and 2 focus groups. To which of the
six steps of the marketing research process do the actions of the marketing chief for
Fossil fall into?
A) defining the problem
B) developing an approach to the problem
C) doing analysis
D) doing fieldwork or collecting data
E) formulating the research design - ✔✔formulating the research design
✔✔Which of the following is NOT a form of interviewing in the data collection stage of
the research process? - ✔✔observational interviewing
✔✔All of the following are steps involved in the data-preparation stage of collected data
EXCEPT ________. - ✔✔collecting
✔✔Which of the following is NOT considered an uncontrollable environmental factor?
A) competition
B) social and cultural factors
C) political factors
D) promotion
,E) economy - ✔✔promotion
✔✔All of the following are considered to be controllable marketing variables EXCEPT
________. - ✔✔competition
✔✔All of the following are considered to be controllable marketing variables EXCEPT
________. - ✔✔economy
✔✔Researchers enter the realm of the decision maker when they ________. - ✔✔give
justification for a recommended course of action over others
✔✔Marketing research departments located within a firm are called ________. -
✔✔internal suppliers
✔✔Marketing research departments located outside a firm and comprising the
marketing research industry are called ________. - ✔✔external suppliers
✔✔A marketing research project is warranted when ________. - ✔✔the cost of the
research is less than its eventual benefits
✔✔ABC is a company which is involved in selling data that is designed to serve
information needs of firms like PepsiCo and Coca-Cola. The data are primarily collected
through surveys, purchase and media panels, and scanners. What kind of service does
ABC provide in the marketing research industry? - ✔✔syndicated services
✔✔Outside marketing research companies hired to supply marketing research data are
called ________.
A) horizontal suppliers
B) vertical suppliers
C) external suppliers
D) internal suppliers
E) full-service suppliers - ✔✔external suppliers
✔✔According to the text, most of the research suppliers are ________.
A) multinational operations
B) Fortune 500 operations
C) foreign operations
D) small operations
E) 501(c)(3) organizations - ✔✔small operations
✔✔The services of full-service suppliers can be categorized into all of the following
types of services EXCEPT ________.
A) syndicated services
B) environmental services
, C) customized services
D) Internet services
E) All of the above are types of full-service suppliers. - ✔✔environmental services
✔✔Companies that collect and sell common pools of data designed to serve information
needs that a number of clients share are called ________.
A) environmental services
B) customized services
C) syndicated services
D) Internet services
E) field services - ✔✔syndicated services
✔✔All of the following represent main methods used by syndicated services to collected
data EXCEPT ________.
A) focus groups
B) surveys
C) panels
D) scanners
E) audits - ✔✔focus groups
✔✔According to the text, which of the following organizations was recognized as the
largest global research firm based on global research revenues?
A) IMS Health Inc.
B) Arbitron Inc.
C) Nielsen
D) Ipsos
E) GfK SE - ✔✔Nielsen
✔✔Which of the following marketing research firms does NOT offer customized
services?
A) Kantar
B) Westat
C) Burke, Inc.
D) Field Work Chicago, Inc.
E) All offer customized services. - ✔✔Field Work Chicago, Inc.
✔✔Companies whose primary service offering is their expertise in collecting data for
research projects are called ________.
A) field services
B) Internet services
C) coding and data entry services
D) data analysis services
E) research directorates - ✔✔field services
