Test Bank for Marketing Research An Applied Orientation 6E .doc

8/19/2019 Test Bank for Marketing Research An Applied Orientation 6E .doc

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download full file at http://testbankinstant.comChapter 1: Introduction to Marketing Research

1.Boeing commissioned Harris I nteractive, Inc. to conduct a st udy to determine t he ai rcraft preferences of iers. B oeing didthis because hey u nderstood the i mportance of continuously monitoring the d ynamic m arketplace and understandingthe n eeds an d priorities of B oeing customers.

True

FalseType: TF

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2.Satmetrix capitalizes o n the n eed for "r ecent" m arketing research by providing clients w ith data o n a weekly basis.

Answer:True

False

Type: TF

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3.Toyota con ducted a sec ret market research p roject code-named Genesis w hich l ed to the d evelopment of t he Scion line ofcars.

True

False

Type: TF

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download full file at http://testbankinstant.com


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4.The Sci on line o f cars w as ad vertised through traditional channels such a s net work television and magazines.

Answer:True

False

Type: TF


5.Quick-Track ® is a s yndicated market research p roject conducted quarterly to t rack k ey co nsumer behavioral andattitudinal measures for all major f ast food and pizza ch ains i n individual markets.

True

False

Type: TF


6.Marketing research is t he sy stematic an d objective identication, collection, analysis, dissemination, and use o finformation for t he p urpose of assisting management in decision making rel ated to the i dentication and solution ofproblems (and opportunities) in marketing.

True

False

Type: TF




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7.

Marketing research is cl assied into two areas problem identication and problem solving research.

True

False

Type: TF


8.Sales an alysis r esearch s a ype o f problem solving research.

Answer:True

False

Type: TF

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9.Once a p roblem or op portunity has been identied, market potential research is u ndertaken to arrive at a sol ution.

Answer:True

False

Type: TF




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10.Problem identication research p rovides information about the marketing en vironment and helps diagnose a prob lem.

True

False

Type: TF


11.The ndings o f problem solving research are u sed in making decisions t hat will solve sp ecic m arketing problems.

True

False

Type: TF

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LO : 2

12.In the Kellogg's exam ple g iven in your text, as a r esult of problem-solving research, Kellogg's found out that it was n ot

being cAnswer:

True

False

Type: TF




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download full file at http://testbankinstant.com13.

The t ask o f marketing research is t o assess the i nformation needs an d provide m anagement with relevant, accurate,reliable, cheap, and current information.

Answer:True

False

Type: TF

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14.Marketing management decisions ar e com plicated by interactions bet ween the u ncontrollable m arketing variables and theuncontrollable e nvironmental factors.

Answer:True

False

Type: TF


15.Marketing researchers are becom ing m ore involved in decision making, whereas marketing managers are no t becomingmore i nvolved with research.

Answer:True

False

Type: TF

Page R ef: 45AACSB: CommunicationLO : 3



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16.

Effective co mpetitive i ntelligence i s a con tinuous p rocess involving th e l egal and ethical collection of information, analysisthat avoi ds u nwelcome co nclusions, and controlled dissemination of act ionable i ntelligence t o decision makers.

Answer:True

False

Type: TF


17.It is be st to do marketing research even if the resou rces are n ot ava ilable t o conduct a quality project.

Answer:True

False

Type: TF


18.If a rm lacks t he re sources to implement the ndings ari sing from marketing research, spending the r esources to conductthe research m ay n ot be w arranted.

True

FalseType: TF




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19.

Marketing research suppliers can be cl assied as i nternal or ext ernal.

True

False

Type: TF


20.Field service o rganizations are l imited service su ppliers t hat s pecialize in interviewing or s pecialize in collecting datathrough the m ail or t hough personal or t elephone i nterviewing.

True

False

Type: TF


21.Analytical services i nclude d esigning a nd pretesting q uestionnaires, determining the b est means of collecting d ata,designing sampling plans, and conducting statistical analysis o f quantitative data.

Answer:True

FalseType: TF




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22.

Branded marketing research products an d services ar e sp ecialized problem identication, data co llection and analysisprocedures devel oped to ad dress specic types of marketing res earch p roblems. T hese p rocedures ar e p atented, given

brand names, aAnswer:

True

False

Type: TF


23.Operational supervisor, project m anager, research director, analyst, and statistician/data p rocessi ng specialist are a llpositions in the m arketing research eld.

True

False

Type: TF


24.More i nformation can b e ob tained from MIS than from ad hoc m arketing res earch p rojects, but MIS is limited in theamount and nature of information it provides and the way t his information can b e u sed b y t he d ecision maker.

True

False

Type: TF

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25.

DSS differs from MIS in that the DSS is m ore r igidly structured than the MIS.Answer:

True

False

Type: TF


26.When conducting international research, the en vironment prevailing in the co untries, cultural units, or i nternationalmarkets t hat are bei ng resear ched, inuences the w ay t he si x st eps of the m arketing resear ch p rocess should beperformed.

True

False

Type: TF

Page R ef: 55AACSB: Multicultural and DiversityLO : 8

27.International marketing resear ch i s m uch si mpler to co nduct than domestic research.

Answer:True

False

Type: TF




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28.

Companies that base their business on the Web d o n ot have i nternational marketing p roblems.Answer:

True

False

Type: TF


29.International marketing research is exp ected to grow at a f aster r ate t han domestic r esearch.

True

False

Type: TF


30.Most marketing res earch is conducted for clients representing co mmercial rms.

True

False

Type: TF

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31.Ethical issues ar ise w hen the i nterests of the st akeholders are n conict and when one or m ore of t he st akeholders arelacking in their resp onsibilities.

True

False

Type: TF


32.Marketing research h as of ten been described as h aving three st akeholders.

Answer:True

False

Type: TF

Page R ef: 57 AACSB: Ethical ReasoningLO : 9

33.NBC utilized Satmetrix ser vices to o btain feedback f rom viewers. Which o f the following is true ab out their r elationship?

A)

Viewer feedback h as been instrumental in composing and modifying scripts and storylines.B)

NBC created the sho w "Will and Grace" as a r esult of the r esearch results.C)

It helps t he n etwork to learn what viewers are l ooking for.D)

all of the a boveDType: MC



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download full file at http://testbankinstant.comPage R ef: 37

AACSB: Analytic Ski llsLO : 1

34.According to the t ext, marketing research has becom e ___ _____.

A)

globalB)

more i ntegrative w ith marketing an d product developmentC)

real timeD)

all of the a bove

DType: MC

Page R ef: 38AACSB: Analytic Ski llsLO : 1

35.Marketing Research, as d ened by the au thor, is ever ything except ___ _____.

A)

useful for t he p urpose of improving decision-makingB)

objectiveC)

systematicD)

politically b iasedD

Type: MC


36.The procedures followed at each st age o f marketing res earch are methodologically sou nd, well documented, and, as much



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download full file at http://testbankinstant.comas po ssible, planned in advance. T he p revious s tatement denes t he ______ __ asp ect of t he d enition of marketingresea rch.

A)

identication of informationB)

collection of informationC)

accuracyD)

systematic

D

Type: MC

Page R ef: 39AACSB:

LO : 2

37.Each phase of the m arketing research process i s important. I f in the rst phase of the p rocess t he p roblem is i dentied,what i s d one aft er t hat bu t before d ata i s col lected?

A)

Determine w hat information is need ed, identify rel evant information sources, and evaluate d ata col lection methodsB)

Determine w hat information is need ed, evaluate d ata col lection methods, and analyze t he d ata C)Determine t he sol ution to the p roblem, identify relevant information sources and evaluate d ata col lection methods

D)

Determine the solution to the p roblem, determine w hat information is needed, and identify rel evant information sources.AType: MC


38.________ is u ndertaken to help identify problems t hat are p erhaps n ot ap parent on the su rface an d yet exist or are l ikely toarise i n the future.

A)

Problem solving research



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download full file at http://testbankinstant.comB)

Marketing information sy stemsC)

Segmentation researchD)

Problem identication research

D

Type: MC


39.________ is a t ype o f problem identication research.

A)

Distribution researchB)

Promotion researchC)

Market charact eristics r esearchD)

Pricing researchC

Type: MC


40.Which o f the issues l isted below would be ad dressed using problem-solving research?

A)

the n eed to understand current cultural trendsB)

the n eed to determine w here t o l ocate ret ail outletsC)

the n eed t o understand changes in con sumer behaviorD)

the n eed to understand market potentialdownload full file at http://testbankinstant.com


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download full file at http://testbankinstant.comABType: MC


41.In the Kellogg's exam ple g iven in your t ext, Kellogg's p erformed several tasks t o identify their prob lem. W hich of thetasks below was not u sed by Kellogg's t o identify their prob lem?

A)

They su rveyed customers about their percept ions an d preferences f or cer eals.B)

They developed and tested several new avors of cereal using mall intercept interviews w ith adult customers

C)They i nterviewed industry exp erts.

D)

They spok e to d ecision makers within the company.B

Type: MC


42.________ is conceptualized as c onsisting o f six st eps w hich i nclude p roblem denition, developing a n approach to theproblem, research design formulation, eld work, data p reparation and analysis, and report generation and presentation.

A)

Marketing research p roblemB)

Marketing information sy stemsC)

The m arketing research p rocessD)

A decision support system

C

Type: MC

Page R ef: 41download full file at http://testbankinstant.com


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download full file at http://testbankinstant.comAACSB:LO : 2

43.Which o f the t asks bel ow might be con ducted by the r esearcher du ring the "problem denition" and the "development ofan approach t o the p roblem" steps of the m arketing research process?

A)

qualitative researchB)

interviews w ith industry ex pertsC)

analysis of secondary d ataD)



44.Which o f the tasks bel ow might be con ducted by the researcher du ring the "problem denition," the "development of an

approach to the p roblem," or t he "research design formulation" steps of the m arketing research process?A)

qualitative researchB)

interviews w ith industry ex pertsC)

analysis of secondary d ataD)

all of the a bove

D

Type: MC

Page R ef: 42-43AACSB:LO : 2



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download full file at http://testbankinstant.com45.

The em phasis i n marketing is on the i dentication and satisfaction of ________.A)

market needsB)

business C)

marketing goalsD)

customer needsD

Type: MC


46.In order t o d etermine cust omer needs and to implement marketing st rategies and programs ai med at satisfying thoseneeds, marketing managers need information about ________.

A)

other forces i n the m arketplaceB)

customersC)

competitorsD)



47.Marketing managers need t he information provided by marketing res earch for m any reasons. W hich of the following isnot a r eason to need information provided by marketing res earch?

A)

Consumers have become more affluent and sophisticated.



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download full file at http://testbankinstant.comB)

Competition has become more intense.C)

Firms have b ecome national and international in scop e.D)

All of t he ab ove are r easons t o need information provided by marketing research.D

Type: MC


48.

Marketing research h elps t he m arketing manager link the ________ with the ________ an d the cust omer gr oups.A)

marketing information system; environmentB)

marketing variables; marketing information systemC)

marketing variables; environmentD)

none o f the abov e

C

Type: MC


49.________ m ay be d ened as the proces s of enhancing marketplace competitiveness through a g reater understanding of arm's competitors and the com petitive en vironment.

A)

A marketing information systemB)

Market i ntelligenceC)

Competitive intelligenceD)



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download full file at http://testbankinstant.comA decision support systemCType: MC


50.Competitive intelligence __ ______.

A)

is a co ntinuous p rocess i nvolving the l egal and ethical collection of informationB)

consists of integrated systems of hardware, communications net works, and softwareC)

enables senior managers in com panies to make informed d ecisions about everythingD)

A and C are bot h corr ect

D

Type: MC


51.Which o f the following is not a con sideration when making t he d ecision to con duct marketing res earch?

A)

the r esources avai lable t o implement the r esearch ndingsB)

the con sumer's at titude toward resear chC)

the co sts versu s t he b enets of researchD)

the resou rces ava ilable t o conduct the res earchB

Type: MC




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52.

Which of t he f ollowing statements i s ( are) true concer ning big rms?A)

Many rms maintain in-house marketing research d epartments.B)

The m arketing research department's p lace i n the o rganizational structure m ay vary con siderably.C)

Firms w ith in-house r esearch departments nev er use ext ernal research suppliers.D)

Both A and B are cor rect.

DType: MC


53.External research suppliers can be cl assied as ____ ____ and ________.

A)

full-serv ice; limited-serv iceB)

limited-serv ice; parti al-serv iceC)

full-serv ice; partial-serviceD)

none o f the abov eA

Type: MC


54.Which o f the following is not an example o f a f ull-service su pplier ( Figure 1. 4 in the t ext)?

A)



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download full file at http://testbankinstant.comcustomized services

B)Internet serv ices

C)analytical serv ices

D)

syndicated services

C

Type: MC


55.The N ielsen T elevision Index i s a s et of information of known commercial value t hat is prov ided to m ultiple cl ients on asubscription basis. T he N ielsen I ndex i s an ex ample of ________.

A)

standardized servicesB)

customized servicesC)

analytical serv icesD)

syndicated servicesD

Type: MC


56.Syndicated services ____ ____.

A)

are r esearch st udies c onducted for d ifferent client rms bu t in a d ifferent wayB)

offer a w ide va riety o f marketing research servi ces c ustomized to su it a cl ient's specic ne edsC)

specialize i n one o r a f ew phases of the m arketing research project



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download full file at http://testbankinstant.comD)

are companies that collect and sell common pools of data d esigned to ser ve information needs shared by a number ofclients

D

Type: MC


57.Customized services ________.

A)


collect and sell common pools of data d esigned to ser ve i nformation needs shared by a n umber of clientsC)

offer a w ide v ariety of marketing research services t ailored to suit a cl ient's sp ecic n eedsD)

specialize i n one o r a f ew phases of the m arketing research projectC

Type: MC


58.Limited-service su ppliers ________.

A)


offer a w ide v ariety of marketing research services t ailored to suit a cl ient's sp ecic n eedsC)

collect and sell common pools of data d esigned to serve i nformation needs s hared by a n umber of c lients.D)

specialize i n one o r a f ew phases of the m arketing research project

D



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download full file at http://testbankinstant.comType: MC


59.

Synovate ( www.synovat e.com ) offers several products un der the Tel eNation ® family. One o f their products, TeleNation ®, i sa t wice-a-week multi-client telephone st udy among households s elected at random from the U .S. population. Clients ar e

charged based on the nu mber of questions they ask. TeleNation ® is a _ _______.A)

eld serviceB)

data an alysis s erviceC)

analytical serv iceD)

branded market

D

Type: MC


60.When a rm cannot conduct an entire m arketing resear ch p roject in house, it must select an external supplier for one ormore ph ases of the p roject. O ne of the things that the rm does not n eed to consider or d o when selecting an externalresearch supplier i s __ ______.

A)

realize tha t the ch eapest bid is n ot al ways t he b est bidB)

develop criteria f or s electing an outside su pplierC)

compile a l ist of prospective su ppliersD)

All of the abo ve m ust be con sidered or d one.

D

Type: MC



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download full file at http://testbankinstant.comPage R ef: 50

AACSB:LO : 5

61.There ar e many entry level marketing res earch p ositions available for peons w ith BBAs or M BAs. Which o ne of thefollowing is not an entry-level position?

A)

research analystB)

senior an alystC)

operational supervisorD)

junior B

Type: MC


62.A ________ is a f ormalized set of procedures for gen erating, analyzing, storing, and distributing pertinent information tomarketing d ecision makers on an ongoing basis.

A)

decision support systemB)

management information systemC)

marketing information systemD)

none o f the abov eC

Type: MC




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63.The d enition of a( n) ________ i s s imilar t o marketing research, except that a(n) ________ p rovides i nformationcontinuously rather t han on the b asis of ad hoc r esearch studies.

A)

decision support system (DSS); DSSB)

management information system (MIS); MISC)

marketing information system (MIS); MISD)

none o f the abov e

C

Type: MC


64.________ are integrated systems including hardware, communications net work, data b ase, model base, software ba se, andthe _ _______ user ( decision maker) that c ollect and interpret information for d ecision making.

A)

Management information systems (MIS); MISB)

Marketing information systems ( MIS); MISC)

Decision support systems (DSS); DSSD)

none o f the abov e

C

Type: MC


65.Which o f the following is not a ch aracteristic o f a d ecision support system?

A)



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"what-if" analysis ava ilableB)

rigidly structured problemsC)

easy-to-use interactive m odeD)

all of the a bove

B

Type: MC


66.Which o f the following is true ab out a d ecision support system?

A)

DSS have been further d eveloped to e xpert systems t hat utilize a rticial intelligence p rocedures to incorporate exp ert judgment.

B)DSS can enhance d ecision-making effectiveness by using "what if" anal ysis.

C)The i nformation provided by a D SS is r igidly structured and cannot be easily manipulated.

D)

Both A and B are cor rect.

D

Type: MC


67.According to the au thor of the t ext, international research refers to which of the f ollowing types of r esearch?

A)

cross-cultural resea rchB)

foreign researchC)

multinational researchdownload full file at http://testbankinstant.com


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download full file at http://testbankinstant.comD)

all of the a bove

D

Type: MC


68.Marketing research h as of ten been described as hav ing four stakeholders. T hese s takeholders have cert ain resp onsibilitiesto e ach other and to the rese roject. Which of the following is not one o f the st akeholders?

A)

the env ironmentB)

the p ublicC)

the respondentD)

the m arketing researcher

AType: MC


69.________ features statisticalprograms such a M issing Values, SamplePower, Decision Time an d Data Entry.

A)

MINITABB)

SPSSC)

EXCELD)

SAS

B



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download full file at http://testbankinstant.comType: MC


70.Dene an d discuss problem identication and problem-solving res earch. D iscuss how the two types of research arerelated. D evelop an example sho wing the r elationship between these t wo types of research.

Problem identication research i s undertaken to help identify p roblems that are perhaps not apparent on the surf ace an dyet exist or ar e l ikely to e xist in the f uture. roblem-solving research is u ndertaken to a rrive at a so lution.

Type: ES

Page R ef: 39-41AACSB: Analytic Ski llsLO : 1

71.Briey dene an d discuss the si x st eps of the m arketing research process.

Step 1 : Problem DenitionIn dening the p roblem, the re searcher s hould take i nto account the p urpose of t he st udy, the rel evant backgroundinformation, the i nformation needed, and how it will be used in decision making. Problem denition involves d iscussionwith the d ecision makers, interviews w ith industry ex perts, analysis of s econdary data, and, perhaps, some q ualitative

research, such a s focus grou ps.Step 2: Development of an A pproach t o the ProblemDevelopment of an approach to t he p roblem includes formulating a n objective o r theoretical framework, analyticalmodels, research q uestions, and hypotheses and identifying the information n eeded. This process is guided bydiscussions w ith management and industry exp erts, analysis of secondary d ata, qualitative res earch, and pragmaticconsiderations.Step 3: Research D esign FormulationA research design is a f ramework o r bl ueprint for con ducting the m arketing research project. I t details t he p roceduresnecessary f or obtaining the requ ired information, and its p urpose i s t o d esign a st udy tha t will test the h ypotheses ofinterest, determine p ossible an swers to the res earch questions, and provide t he i nformation needed for d ecision making.Conducting ex ploratory resear ch, precisely d ening the v ariables, and designing a ppropriate sc ales t o m easure t hem are

also a p art of t he res earch design. The i ssue o f how the d ata sho uld be obtained from the re spondents ( for exam ple, byconducting a su rvey or an experiment) must be addressed. It is al so n ecessary to design a q uestionnaire an d a sam plingplan to select respondents for the st udy.Step 4: Field Work o r Data C ollectionData collection involves a eld force o r s taff that op erates ei ther i n the eld, as i n the ca se o f personal interviewing (in-home, mall intercept, or com puter-assisted personal interviewing), from an office by telephone ( telephone o r c omputer-assisted telephone i nterviewing), through mail (traditional mail and mail panel surveys w ith pre-recruited households),or el ectronically (e-mail or I nternet). Proper sel ection, training, supervision, and evaluation of the eld force h elpsminimize data-collection errors.Step 5: Data P reparation and Analysis



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download full file at http://testbankinstant.comData p reparation includes t he ed iting, coding, transcription, and verication of data. Each questionnaire or ob servationform is inspected or edited and, if necessar y, correct ed. Number or letter codes ar e assi gned to rep resent each response t oeach question in the q uestionnaire. The d ata f rom the q uestionnaires ar e t ranscribed or key punched onto magnetic t ape o rdisks, or i nput directly into the com puter. The d ata are a alyzed to derive i nformation related to the co mponents of themarketing research p roblem and, thus, provide input to the m anagement decision problem.Step 6: Report Preparation and Presentation

Type: ES


72.Traditionally, marketing researcher were r esponsible for assess ing information needs and providing the rel evantinformation, whereas m arketing d ecisions were m ade by t he m anagers. Discuss why the roles of marketing m anagers and

marketing researchers ar e cha nging.These r oles ar e chan ging and marketing researchers ar e becom ing more i nvolved in decision making, whereas m arketingmanagers ar e b ecoming more i nvolved with research. This t rend can be attributed to better training marketing managers,the Internet and other advances in technology, and a shift inhemarketing earcharadigm where more and moremarketing research i s bei ng undertaken on an ongoing b asis r ather than in response to sp ecic m arketing problems oropportunities.

Type: ES


73.What is competitive i ntelligence an d how does i t help companies i n making their m arketing decisions?Competitive i ntelligence m ay b e d ened as t he p rocess of enhancing marketplace com petitiveness t hrough a g reaterunderstanding of a rm's competitors and the com petitive en vironment. T his p rocess i s u nequivocally ethical. I t involvesthe l egal collection and analysis o f information regarding the ca pabilities, vulnerabilities, and intentions o f businesscompetitors, conducted by using databases and other " open sources" and through ethical marketing research inquiry.

Type: ES

Page R ef: 45-46AACSB: Reective ThinkingLO : 3

74.Write a sh ort essay d etailing what a p erson or s tudent should do to prepare f or a career in marketing research.



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download full file at http://testbankinstant.com· Take al l the m arketing courses you can.· Take co urses i n statistics an d quantitative methods.· Acquire Internet and computer skills. Knowledge o f programming languages i s an ad ded asset.· Take cou rses in p sychology an d consumer behavior.· Acquire effective w ritten and verbal communication sk ills.· Think creatively. Creativity and common sense command a premium.

Type: ES

Page R ef: 51AACSB: Reective ThinkingLO : 6

75.When Eric Kim came to Samsung in 1999, he r ealized that Samsung's bas ic probl em lay in the br and's image. D escribe t hestate of Samsung's brand image at that time an d discuss the act ions Kim took to x the br and image p roblem.

The Sam sung brand was perceived to be inferior t o other brands with comparable p roducts. To d ig out specic actionableissues, Kim conducted marketing research involving focus grou ps, depth interviews, and surveys o f channel partners an dcustomers. T he r esearch re vealed that brand image w as fuzzy and inconsistent from market to m arket. O ne r eason wasthat it employed 55 a d agencies. K im consolidated advertising and sponsored b ig-ticket events l ike t he Sa lt Lake C ityOlympics in 2002, gaining q uick, cost-effective g lobal exposure.

Type: ES

Page R ef: 52-53AACSB: Reective ThinkingLO : 6

76.Write a sho rt essay ex plaining the d ifferences between a m arketing information system and a d ecision support system.

Developed to overcome t he l imitations of MIS, decision support systems (DSS) enable d ecision makers t o interact directlywith databases and analysis m odels. T he t able bel ow gives t he com parison information shown in Figure 1.7 in the t ext.

Marketing Information System Decision Support Systems· Structured Problems · Unstructured Problems· Use of Reports · Use of Models· Rigid Structure · User-Friendly Interact ion· Information Displaying Restricted · A daptability· Can Improve Decision Making byClarifying Raw Data

· Can Improve Decision Making byUsing "What If" Analysis

Type: ES




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1.

TRUE

2.FALSE

3.TRUE

4.FALSE

5.TRUE

6.TRUE

7.TRUE

8.FALSE

9.FALSE

10.TRUE

11.TRUE

12.FALSE



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13.FALSE

14.FALSE

15.FALSE

16.FALSE

17.FALSE

18.TRUE

19.TRUE

20.TRUE

21.FALSE

22.FALSE

23.TRUE

24.TRUE

25.download full file at http://testbankinstant.com


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download full file at http://testbankinstant.comFALSE

26.TRUE

27.FALSE

28.FALSE

29.TRUE

30.TRUE

31.TRUE

32.FALSE

33.D

34.D

35.D

36.D

37.A



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38.D

39.C

40.B

41.B

42.C

43.D

44.D

45.D

46.D

47.D

48.C

49.C

50.download full file at http://testbankinstant.com


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download full file at http://testbankinstant.comD

51.B

52.D

53.A

54.C

55.D

56.D

57.C

58.D

59.D

60.D

61.B

62.C



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63.C

64.C

65.B

66.D

67.D

68.A

69.B

70.Problem identication research i s undertaken to help identify p roblems that are perhaps not apparent on the surf ace an dyet exist or ar e l ikely to e xist in the f uture. roblem-solving research is u ndertaken to a rrive at a so lution.

Problem identication research an d problem-solving research go hand in hand because on ce a p roblem or op portunityhas been identied, problem-solving res earch can b e un dertaken. A given marketing res earch p roject may com bine bot htypes of research. This w as i llustrated in the ch apter opening Boeing e xample. The con sumer surveys i dentied potentialdemand for smaller planes ( problem identication). Su bsequent research l ed to the introduction of the n ew version of theBoeing 737, which cat ers t o the 100 t o 215 seat market (problem solving). T he s tudent should supply his/her own similarexamples.

71.Step 1 : Problem DenitionIn dening the p roblem, the re searcher s hould take i nto account the p urpose of t he st udy, the rel evant backgroundinformation, the i nformation needed, and how it will be used in decision making. Problem denition involves d iscussionwith the d ecision makers, interviews w ith industry ex perts, analysis of s econdary data, and, perhaps, some q ualitativeresearch, such a s focus grou ps.Step 2: Development of an A pproach t o the ProblemDevelopment of an approach to t he p roblem includes formulating a n objective o r theoretical framework, analyticalmodels, research q uestions, and hypotheses and identifying the information n eeded. This process is guided bydiscussions w ith management and industry exp erts, analysis of secondary d ata, qualitative res earch, and pragmatic



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download full file at http://testbankinstant.com· Acquire Internet and computer skills. Knowledge o f programming languages i s an ad ded asset.· Take cou rses in p sychology an d consumer behavior.· Acquire effective w ritten and verbal communication sk ills.· Think creatively. Creativity and common sense command a premium.· Marketing researchers should be l iberally educated so t hat they can understand the p roblems confronting managersand address t hem from a broad perspective.

75.The Sam sung brand was perceived to be inferior t o other brands with comparable p roducts. To d ig out specic actionableissues, Kim conducted marketing research involving focus grou ps, depth interviews, and surveys o f channel partners an dcustomers. T he r esearch re vealed that brand image w as fuzzy and inconsistent from market to m arket. O ne r eason wasthat it employed 55 a d agencies. K im consolidated advertising and sponsored b ig-ticket events l ike t he Sa lt Lake C ityOlympics in 2002, gaining q uick, cost-effective g lobal exposure.

76.Developed to overcome t he l imitations of MIS, decision support systems (DSS) enable d ecision makers t o interact directlywith databases and analysis m odels. T he t able bel ow gives t he com parison information shown in Figure 1.7 in the t ext.

Marketing Information System Decision Support Systems· Structured Problems · Unstructured Problems· Use of Reports · Use of Models· Rigid Structure · User-Friendly Interact ion· Information Displaying Restricted · A daptability· Can Improve Decision Making byClarifying Raw Data

· Can Improve Decision Making byUsing "What If" Analysis

Test Bank for Marketing Research An Applied Orientation 6E .doc

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