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MARKETING 441 FINAL EXAM

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Question;MARKETING 441 FINAL EXAM1. A marketing research firm is discussing the possibility of a major project for a real estate company. The research firm has already conducted extensive exploratory research for the project and has been compensated. For the subsequent survey, the top managers in the real estate firm cannot agree on exactly what the specific research objectives should be. What should the marketing research firm do?a. decline the projectb. conduct more exploratory researchc. tell the top managers what the research objectives should be and do the projectd. agree to do the subsequent project for a lower coste. none of the above2. In establishing the need for marketing research, which of the following would serve as a good decision rule for managers?a. ensuring that competitors are using marketing research, therefore a company considering marketing research would not be at a competitive disadvantageb. determining the value to be derived from marketing researchc. determining the cost of conducting marketing researchd. weighing the value derived from the marketing research with the cost of obtaining the marketing research informatione. ensuring that subordinates are in favor of conducting the marketing research3. Which of the following statements is not true?a. The Internet is rapidly replacing libraries and other printed materials once used in marketing researchb. The Internet facilitates the distribution of research proposalsc. The Internet facilitates collaboration between supplier and clientd. the publishing and distribution of research reports is facilitated by the Internete. none of the above4. Which of the following represents an application of secondary data?a. predicting broad changes in cultureb. selecting a street location for a new carwashc. economic trends forecastingd. corporate intelligencee. All of the above are applications of secondary data.5. Which type of research may begin with, say, exploratory research, and then go on to conduct a full-scale, representative survey?a. qualitative researchb. quantitative researchc. pluralistic researchd. focus group researche. representative research6. The percentage of total variation in the dependent variable that is described by the independent variable is expressed by_________.a. coefficient of determinationb. correlation coefficientc. coefficient of covariationd. regression coefficiente. none of the above7. The scaling that permits most sophisticated statistical analysis isa. nominal scalingb. ordinal scalingc. interval scalingd. ratio scaling8. When a market research supplier subcontracts out data collection activities to another firm, they are using what kind of a company?a. Data analysisb. Field servicec. Quality controld. Target marketinge. None of the above9. It would be unethical for a potential client to steal a marketing research supplier?s:a. methodologyb. survey instrumentc. sampled. proprietary data analysis techniquese. all of the above10. The Bayesian approach to decision making a. assigns probabilities to each state of nature based on relative frequency probabilitiesb. uses personal probabilities reflecting the decision maker?s confidence in the truth of a specific propositionc. is based on the principle of insufficient reasond. assumes complete ignorance about the true state of nature11. The best way to improve the response rate of mail interviews is to a. offer an incentiveb. pre-notify people of the surveyc. use colored questionnairesd. use first class maile. none of the above12. Which of the following is not true about the research process?a. It is a systematic, planned approach.b. It ensures that the stages of the research project will be independent of each other.c. It guides the project from conception to the final analysis and presentation of results.d. It creates a consistency between the research design and the research purpose.e. All of these are true.13. Which of the following is not a characteristic of secondary data?a. observation data collected for the project at handb. might be relevant to the problem at handc. gathered previously for another purposed. (b) and (c)e. all are characteristic of secondary data14. Validity of online surveys depends on a. Sample selectionb. Survey designc. Response tendencies d. Technology challenges.e. All of the above15. One of the nonprobability methods used for sampling is:a. cluster samplingb. systematic samplingc. convenience samplingd. stratified samplinge. simple random sample16. This type of chart is the simplest form of chart and is useful for presenting a measurement taken at several points over time.a. line chartb. bar chartc. pie chartd. (b) and (c) are equally usefule. all are equally useful17. In a beer consumption study, a researcher makes an assumption that males will consume more beer per week than females, this can be stated in a:a. research objectiveb. given level of significancec. hypothesisd. theorye. rule18. Target marketing most closely identifies with which of the following orientations?a. production orientationb. systems orientationc. goal orientationd. consumer orientatione. all are part of the requirements for adopting the marketing concept19. Which of the following is NOT a way marketing research is used by corporate marketing departments to support the marketing decision-making process?a. To evaluate the ongoing success of operational marketing strategies.b. To identify new target markets.c. To measure the quality of customer service and level of satisfaction.d. To assess changes in the internal environment.e. All of the above are used to support the marketing decision-making process.20. Large amounts of money, time, and effort are wasted because requests for marketing information were poorly formulated. The preceding could have been avoided if the researcher hada. found out exactly why the information was being soughtb. stated their objectives more clearlyc. recognize the opportunityd. determine whether the information already existse. all of the above

 

Paper#46921 | Written in 18-Jul-2015

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