In the famous case where Coca-Cola introduced New Coke after much research, the failure of New Coke was largely due to a marketing research barrier identified as ________.

In the famous case where Coca-Cola introduced New Coke after much research, the failure of New Coke was largely due to a marketing research barrier identified as ________.

a. a narrow conception of the research
b. uneven caliber of researchers
c. poor framing of the problem
d. late and occasional erroneous findings
e. personality and presentation differences


Answer: c

In spite of the rapid growth of marketing research, many companies still fail to use it sufficiently or correctly. Barriers to the use of marketing research include all of the following EXCEPT ________.

In spite of the rapid growth of marketing research, many companies still fail to use it sufficiently or correctly. Barriers to the use of marketing research include all of the following EXCEPT ________.

a. a broad conception of the research
b. uneven caliber of researchers
c. poor framing of the problem
d. late and occasionally erroneous findings
e. personality and presentational differences


Answer: a

A ________ has been defined as being a coordinated collection of data, systems, tools, and techniques with supporting software and hardware by which an organization gathers and interprets relevant information from business and environment and turns it into a basis for marketing action.

A ________ has been defined as being a coordinated collection of data, systems, tools, and techniques with supporting software and hardware by which an organization gathers and interprets relevant information from business and environment and turns it into a basis for marketing action.

a. marketing information system
b. marketing intelligence system
c. marketing decision support system
d. marketing research system
e. database management system


Answer: c

One of the biggest obstacles to conducting international research is ________.

One of the biggest obstacles to conducting international research is ________.

a. cost
b. lack of consistency
c. language difficulties
d. religious bias
e. lack of management's commitment in this area


Answer: b

All of the following are considered to be advantages of online research EXCEPT that ________.

All of the following are considered to be advantages of online research EXCEPT that ________.

a. online research is inexpensive
b. online research is fast
c. online research is relatively free of technological problems and inconsistencies
d. online research is versatile
e. people tend to be more honest online than in other interviewing methods


Answer: c

Online research has grown significantly in the past several years. It is estimated that ________ of all survey-based research was done online in 2006.

Online research has grown significantly in the past several years. It is estimated that ________ of all survey-based research was done online in 2006.

a. 12%
b. 21%
c. 33%
d. 37%
e. 45%


Answer: c

Which of the following is considered to be the most versatile of the questioning or interviewing methods?

Which of the following is considered to be the most versatile of the questioning or interviewing methods?

a. mail questionnaire
b. telephone interview
c. personal interview
d. online interview
e. cell phone interview


Answer: c

If a marketing researcher wished to reach people who would not give personal interviews or whose responses might be biased or distorted by the interviewers, he or she should choose the ________ as the best way to reach people.

If a marketing researcher wished to reach people who would not give personal interviews or whose responses might be biased or distorted by the interviewers, he or she should choose the ________ as the best way to reach people.

a. mail questionnaire
b. telephone interview
c. online interview
d. focus group interview
e. cell phone interview


Answer: a

If a researcher finds and interviews a prescribed number of people in each of several categories, the researcher is using the ________ sampling method.

If a researcher finds and interviews a prescribed number of people in each of several categories, the researcher is using the ________ sampling method.

a. judgment
b. quota
c. convenience
d. cluster
e. simple random


Answer: b

If a marketing researcher selects the most accessible population members, he or she would have selected the ________ sampling method.

If a marketing researcher selects the most accessible population members, he or she would have selected the ________ sampling method.

a. simple random
b. stratified random
c. cluster
d. judgment
e. convenience


Answer: e

If a marketing researcher asks subjects what kind of person they think of when the brand is mentioned in order to understand how consumers feel about a particular brand, the marketing researcher is using the ________ approach.

If a marketing researcher asks subjects what kind of person they think of when the brand is mentioned in order to understand how consumers feel about a particular brand, the marketing researcher is using the ________ approach.

a. word association
b. projective
c. visualization
d. brand personification
e. laddering


Answer: d

Which of the following types of tests shows a picture and asks respondents to make up a story about what they think is happening or may happen in the picture?

Which of the following types of tests shows a picture and asks respondents to make up a story about what they think is happening or may happen in the picture?

a. Word association
b. Completely unstructured question
c. Story completion
d. Thematic Apperception Test (TAT)
e. Holistic association


Answer: d

A question that uses a scale that connects two bipolar words wherein the respondent selects the point that represents his or her opinion is called ________.

A question that uses a scale that connects two bipolar words wherein the respondent selects the point that represents his or her opinion is called ________.

a. a dichotomous question
b. a multiple-choice question
c. a Likert scale
d. the semantic differential
e. a word association question


Answer: d

Some marketers prefer more ________ methods for gauging consumer opinion because consumer actions do not always match their answers to survey questions.

Some marketers prefer more ________ methods for gauging consumer opinion because consumer actions do not always match their answers to survey questions.

a. quantitative
b. qualitative
c. psychographic
d. covert
e. subliminal


Answer: b

The most common instrument used to collect primary data is the ________.

The most common instrument used to collect primary data is the ________.

a. human eye (through observation)
b. Internet
c. bar-code reader (behavioral data research)
d. video camera (e.g., focus-group research)
e. questionnaire


Answer: e

All of the following are rules of thumb for questionnaire design EXCEPT ________.

All of the following are rules of thumb for questionnaire design EXCEPT ________.

a. making questions as simple as possible
b. making the questions specific
c. ensuring that fixed responses overlap
d. avoiding hypothetical questions
e. avoiding questions with a negative in them


Answer: c

Companies undertake surveys to learn about people's knowledge, ________, preferences, and satisfaction and to measure these magnitudes in the general population.

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

A ________ is a gathering of 6 to 10 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 ________ is a gathering of 6 to 10 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

The first step in the marketing research process is to ________.

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

All of the following would be among the ways that small companies can conduct marketing research in creative and affordable ways EXCEPT ________.

All of the following would be among the ways that small companies can conduct marketing research in creative and affordable ways EXCEPT ________.

a. using the Internet
b. engaging students to design and carry out projects
c. checking out rivals
d. engaging professors to design and carry out projects
e. hiring syndicated-service research firms to conduct projects


Answer: e