MKT 3413 COMPREHENSIVE ANSWERS AND
QUESTIONS SET A+
✔✔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
✔✔According to the text, the most common entry-level position in the marketing
research industry for people with bachelor's degrees is ________.
A) assistant project director
B) project director
C) operational supervisor
D) research analyst
E) account executive - ✔✔operational supervisor
✔✔Which of the following actions is NOT a step a person would take to prepare for a
career in marketing research?
A) acquire computer and Internet skills
B) obtain any type of work experience
C) take courses in statistics and quantitative methods
D) acquire effective written and verbal communication skills
E) think creatively - ✔✔obtain any type of work experience
✔✔Which of the following are mentioned in the text as steps to take to prepare for a
career in marketing research?
A) acquire computer and Internet skills
B) acquire written communication skills
C) take courses in statistics and quantitative methods
D) develop verbal communication skills
E) all of the above - ✔✔all of the above
✔✔A formalized set of procedures for generating, analyzing, storing, and distributing
pertinent information to marketing decision makers on an ongoing basis is called a(n)
________.
A) transactions processing system
B) formal system
C) marketing information system
D) expert system
E) research directorate - ✔✔marketing information system
✔✔In order to compare the national retailers' success in selling its brands of digital
cameras with the national retailers' success in selling traditional camera equipment, the
marketing manager for Sony decided to use the billing information Sony has for these
, national retailers. This information is fed into spreadsheets formatted in tabular form and
updated continuously as accounts change. In doing so, the marketing manager for Sony
utilized which one of the following?
A) a rolling audit
B) a functional system
C) an expert system
D) a decision support system
E) a marketing information system - ✔✔a marketing information system
✔✔An information system that enables decision makers to interact directly with both
databases and analysis models is called a(n) ________.
A) transaction processing system
B) decision support system
C) expert system
D) marketing information system
E) information load - ✔✔decision support system
✔✔Which of the following is NOT a characteristic of a marketing information system?
A) structured problems
B) use of reports
C) information displaying restricted
D) can improve decision making by using "what-if" analysis
E) can improve decision making by clarifying new data - ✔✔can improve decision
making by using "what-if" analysis
✔✔Which of the following is NOT mentioned as a limitation of social media for
conducting marketing research?
A) lower objectivity standards for social media
B) self selection bias
C) advocacy bias
D) expressive bias
E) All of these are mentioned as limitations. - ✔✔expressive bias
✔✔Which of the following stakeholders is NOT mentioned as being directly affected by
marketing research activities?
A) the government
B) the client
C) the respondent
D) the public
E) the marketing researcher - ✔✔the government
✔✔Six steps of marketing research - ✔✔Step 1: Defining the problem
Step 2: Developing an approach to the problem
QUESTIONS SET A+
✔✔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
✔✔According to the text, the most common entry-level position in the marketing
research industry for people with bachelor's degrees is ________.
A) assistant project director
B) project director
C) operational supervisor
D) research analyst
E) account executive - ✔✔operational supervisor
✔✔Which of the following actions is NOT a step a person would take to prepare for a
career in marketing research?
A) acquire computer and Internet skills
B) obtain any type of work experience
C) take courses in statistics and quantitative methods
D) acquire effective written and verbal communication skills
E) think creatively - ✔✔obtain any type of work experience
✔✔Which of the following are mentioned in the text as steps to take to prepare for a
career in marketing research?
A) acquire computer and Internet skills
B) acquire written communication skills
C) take courses in statistics and quantitative methods
D) develop verbal communication skills
E) all of the above - ✔✔all of the above
✔✔A formalized set of procedures for generating, analyzing, storing, and distributing
pertinent information to marketing decision makers on an ongoing basis is called a(n)
________.
A) transactions processing system
B) formal system
C) marketing information system
D) expert system
E) research directorate - ✔✔marketing information system
✔✔In order to compare the national retailers' success in selling its brands of digital
cameras with the national retailers' success in selling traditional camera equipment, the
marketing manager for Sony decided to use the billing information Sony has for these
, national retailers. This information is fed into spreadsheets formatted in tabular form and
updated continuously as accounts change. In doing so, the marketing manager for Sony
utilized which one of the following?
A) a rolling audit
B) a functional system
C) an expert system
D) a decision support system
E) a marketing information system - ✔✔a marketing information system
✔✔An information system that enables decision makers to interact directly with both
databases and analysis models is called a(n) ________.
A) transaction processing system
B) decision support system
C) expert system
D) marketing information system
E) information load - ✔✔decision support system
✔✔Which of the following is NOT a characteristic of a marketing information system?
A) structured problems
B) use of reports
C) information displaying restricted
D) can improve decision making by using "what-if" analysis
E) can improve decision making by clarifying new data - ✔✔can improve decision
making by using "what-if" analysis
✔✔Which of the following is NOT mentioned as a limitation of social media for
conducting marketing research?
A) lower objectivity standards for social media
B) self selection bias
C) advocacy bias
D) expressive bias
E) All of these are mentioned as limitations. - ✔✔expressive bias
✔✔Which of the following stakeholders is NOT mentioned as being directly affected by
marketing research activities?
A) the government
B) the client
C) the respondent
D) the public
E) the marketing researcher - ✔✔the government
✔✔Six steps of marketing research - ✔✔Step 1: Defining the problem
Step 2: Developing an approach to the problem
