kotler04tifMarketing management习题.doc

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1、Chapter 4: Conducting Marketing Research and Forecasting DemandGENERAL CONCEPT QUESTIONSMultiple Choice 1._ is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company. a.Marketing intelligenceb.MIS (marketing infor

2、mation system)c.Marketing researchd.Demographicse.Marketing managementAnswer: cPage: 102Level of difficulty: Easy2.Marketing research is now about a _ billion industry globally. a.$50b.$21.5c.$16.5 d.$10e.$7.5Answer: cPage: 102Level of difficulty: Hard3.Companies normally budget marketing research a

3、t _ percent of company sales. a.1 to 2 b.2 to 3c.4d.6.5e.10 to 12 Answer: aPage: 103Level of difficulty: Medium4.Which of the following types of marketing research firms would best be described as being one that gathers consumer and trade information which they sell for a fee (e.g., Nielsen Media Re

4、search)? a.Custom marketing research firms.b.Syndicated-service research firms.c.Specialty-line marketing research firms.d.General-line marketing research firms.e.Non-profit marketing research firms.Answer: bPage: 103Level of difficulty: Medium5.If a marketing research firm were also known as a fiel

5、d-service firm (e.g., it sells its field interviewing services to other firms), it would be called a _.a.custom marketing research firmb.syndicated-service research firmc.specialty-line marketing research firmd.general-line marketing research firm e.systematic marketing research firmAnswer: cPage: 1

6、03Level of difficulty: Medium6.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 Internetb.engaging students to design and carry out projectsc.checking out rivalsd.engaging professors to design and c

7、arry out projectse.hiring syndicated-service research firms to conduct projects Answer: ePage: 103Level of difficulty: Hard7.The first step in the marketing research process is to _. a.develop a research planb.define the problem and research objectivesc.analyze the internal environment d.read market

8、ing research journalse.contact a professional consultant Answer: bPage: 103Level of difficulty: Easy8. Which of the following is considered to be the last step in the marketing research process? a.Present the findings.b.Analyze the information.c.Control the environment.d.Make the decision.e.Draft th

9、e report.Answer: dPage: 103Level of difficulty: Medium9.The marketing manager needs to know the cost of the research project before approving it. During which of the following stages of the marketing research process would such a consideration most likely take place? a.Step 1defining the problem.b.S

10、tep 1creating decision alternatives.c.Step 1drafting the research objectives.d.Step 2develop the research plan.e.Step 3information collection. Answer: dPages: 104112Level of difficulty: Medium10.Designing a research plan calls for decisions on all of the following EXCEPT _. a.drafting research objec

11、tivesb.data sourcesc.research approachesd.research instrumentse.sampling plans Answer: aPage: 104Level of difficulty: Medium11. _ are data that were collected for another purpose and already exist somewhere. a.Primary datab.Secondary datac.Tertiary data d.Inordinatee.OrdinateAnswer: bPage: 104Level

12、of difficulty: Easy12. Primary data can be collected in several ways. Which of the following primary data collection methods would be exemplified by constructing see-through mirrors in a retail store whereby consumers actions could be recorded? a.Focus groups b.Surveys c.Observationd.Behavioral data

13、e.ExperimentsAnswer: cPage: 105Level of difficulty: Medium13.A _ is a gathering of six to ten 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

14、 market c.consumer dyad d.focus groupe.Nielsen sample family Answer: dPage: 105Level of difficulty: Easy14. Companies undertake surveys to learn about peoples knowledge, _, preferences, and satisfaction, and to measure these magnitudes in the general population. a.beliefsb.psychec.inner idd.deepest

15、secretse.intelligence and literacyAnswer: aPage: 105Level of difficulty: Medium15.The most scientifically valid research is _ research. a.observation b.focus groupc.surveyd.behavioral datae.experimentalAnswer: ePage: 106Level of difficulty: Medium16.All of the following would be among the “dos and d

16、onts” of questionnaire design EXCEPT _. a.make questions as simple as possibleb.make the questions specificc.ensure that fixed responses overlapd.avoid hypothetical questionse.avoid questions with a negative in themAnswer: cPage: 107Level of difficulty: Hard17.The most common instrument used to coll

17、ect primary data is the _. a.human eye (through observation)b.Internetc.bar code reader (behavioral data research)d.video camera (e.g., focus group research)e.questionnaireAnswer: ePage: 107Level of difficulty: Easy18.Some marketers prefer more _ methods for gauging consumer opinion because consumer

18、 actions do not always match their answers to survey questions. a.quantitativeb.qualitativec.psychographicd.coverte.subliminal Answer: bPage: 107Level of difficulty: Medium19.If a marketing researcher observes people using products, shopping, going to hospitals, taking the train, or using their cell

19、 phones, the researcher would most likely be using which of the following qualitative research gathering methods? a.Behavior mappingb.Consumer journalsc.Shadowingd.Extreme user interviewse.Unfocus groupsAnswer: cPage: 107Level of difficulty: Medium20.If a questionnaire designer decides to use a scal

20、e that connects two bipolar words wherein the respondent selects the point that represents his or her opinion, the designer is most likely using what is called _. a.a dichotomous questionb.a multiple-choice questionc.a Likert scaled.the semantic differentiale.word association questionAnswer: dPage:

21、108Level of difficulty: Hard21. If a marketing researcher chooses to use a word association question (e.g., “what is the first word that comes to your mind when you hear the following: airlineAmericantravel, et cetera), the researcher has chosen which of the following type of question for his or her

22、 research questionnaire? a.Closed-end questionb.Likert scale questionc.Open-end questiond.Rating scale question e.Semantic differential question Answer: cPage: 108Level of difficulty: Medium22.Which of the following types of tests matches to a question that shows a picture and respondents are asked

23、to make up a story about what they think is happening or may happen in the picture? a.Word associationb.Completely unstructured questionc.Story completiond.Thematic Apperception Test (TAT)e.Holistic associationAnswer: dPage: 108Level of difficulty: Hard23._ is a qualitative research approach for get

24、ting inside a consumers mind and finding out what they are thinking or feeling (e.g., a consumer says that the John Deere brand makes them think of a rugged Midwestern male who is hard-working and trustworthy). a.Word associationb.A projective techniquec.Brand personificationd.Ladderinge.Visualizati

25、on Answer: cPage: 109Level of difficulty: Medium24.Mechanical devices are occasionally used in marketing research. For example, _ flashes an ad to a subject with an exposure interval that may range from one hundredth of a second to several seconds. After each exposure, the respondent describes every

26、thing he or she recalls. a.a tachistoscopeb.the galvanometer c.an eye-tracking camerad.an audiometere.a pupilometerAnswer: aPage: 110Level of difficulty: Hard25.With respect to the sampling plan, three decisions must be made. The decisions are: the sampling unitwho is to be surveyed? Sample sizehow

27、many people should be surveyed? And _. a.sample costhow much does sampling cost?b.surveyor skillwho will do the surveying?c.sample securityhow to protect the sample data?d.sampling procedurehow should the respondents be chosen?e.sample supervisorwho will lead the sampling effort?Answer: dPage: 110Le

28、vel of difficulty: Hard26.If a marketing researcher selects the most accessible population members, he or she would have selected the _ sampling method. a.simple randomb.stratified random c.clusterd.judgmente.convenienceAnswer: ePage: 110Level of difficulty: Medium27.If a researcher finds and interv

29、iews a prescribed number of people in each of several categories, the researcher is using the _ sampling method. a.judgmentb.quotac.convenienced.clustere.simple randomAnswer: bPage: 110Level of difficulty: Hard28.If a marketing researcher wished to reach people who would not give personal interviews

30、 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 interviewc.online interviewd.focus group interviewe.cell phone interviewAnswer: aPage: 111Level of difficulty: Medium29.Which of the f

31、ollowing is considered to be the most versatile of the questioning or interviewing methods? a.Mail questionnaireb.Telephone interviewc.Personal interviewd.Online interviewe.Cell phone interviewAnswer: cPage: 111Level of difficulty: Medium30.Online research has grown significantly in the last several

32、 years. It is estimated that _ of all survey-based research was done online in 2004. a.5 percentb.10 percentc.15 percentd.20 percente.25 percent Answer: ePage: 111Level of difficulty: Hard 31.The _ phase of marketing research is generally the most expensive and the most prone to error. a.research ob

33、jectivesb.research planningc.questionnaire designd.interview designe.data collectionAnswer: ePage: 112Level of difficulty: Medium32.All of the following are considered to be advantages of online research EXCEPT _. a.online research is inexpensiveb.online research is fasterc.online research is relati

34、vely free of technological problems and inconsistenciesd.online research is more versatilee.people tend to be more honest online than in other interviewing methodsAnswer: cPage: 113Level of difficulty: Medium33.When Intel commissioned research to better understand global online challenges, it found

35、that with respect to global responses on technology the biggest obstacle to conduct international research is _. a.costb.lack of consistencyc.language difficultiesd.religious biase.lack of managements commitment in this areaAnswer: bPage: 114Level of difficulty: Hard34.A _ has been defined as being

36、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 systemb.marketing intellig

37、ence systemc.marketing decision support system d.marketing research systeme.database management systemAnswer: cPage: 115Level of difficulty: Medium 35.All of the following are considered to be among the seven characteristics of good marketing research EXCEPT _. a.the scientific method b.research cre

38、ativityc.multiple methodsd.ethical marketinge.independence of models and dataAnswer: ePage: 115Level of difficulty: Medium36. In spite of the rapid growth of marketing research, many companies still fail to use it sufficiently or correctly. The reasons why this is true are listed below EXCEPT _. a.a

39、 broad conception of the researchb.uneven caliber of researchersc.poor framing of the problemd.late and occasionally erroneous findingse.personality and presentational differencesAnswer: aPage: 116Level of difficulty: Hard37.In the famous case where Coca-Cola introduced the New Coke after much resea

40、rch, the failure of New Coke was largely due to a marketing research barrier identified as _. a.a narrow conception of the researchb.uneven caliber of researchersc.poor framing of the problemd.late and occasional erroneous findingse.personality and presentation differences Answer: cPage: 116Level of

41、 difficulty: Medium38.In the 1970s, a successful research executive left General Foods for a daring gambit: Bring market research to the Hollywood film studios and give them access to the same research that spurred General Foods success. What famous film did he predict would be doomed because of its

42、 fantasy theme and its attention to war between nations (the film was hugely successful despite these predictions)? a.The Godfatherb.Platoonc.Star Warsd.Butch Cassidy and the Sundance Kide.The Deer HunterAnswer: cPage: 116Level of difficulty: Hard39.Marketers are increasing being held accountable fo

43、r their _ and must be able to justify marketing expenditures to senior management. a.product quotasb.employeesc.own trainingd.investmentse.personal character traitsAnswer: dPage: 116Level of difficulty: Medium40.Two complimentary approaches to measure marketing productivity are _ and marketing-mix m

44、odeling to estimate casual relationships and how marketing activity affects outcomes. a.quality ratiosb.salesperson satisfaction scalesc.marketing metrics to assess marketing effectsd.distributor satisfaction surveyse.end-user samplesAnswer: cPage: 117Level of difficulty: Hard41._ is(are) the set of

45、 measures that helps firms to quantify, compare, and interpret their marketing performance. a.Marketing diagnosticsb.Psychographicsc.Demographicsd.Marketing intelligencee.Marketing metricsAnswer: ePage: 117Level of difficulty: Easy42.According to Roger Best, a strong _ translates into a strong customer focus, competitor orientation, and a team approach. a.product orientationb.market orientationc.innovation orientationd.productivity orien