當代市場調(diào)研 （原第12版）測試題及答案 ch01

Chapter1 Testbank

Chapter1:TheRoleofMarketingResearchinManagementDecisionMaking

MultipleChoice

Whichofthefollowingisnotpartofthedefinitionofmarketingresearch?

a.Planningfordatacollection

b.Collectingdata

c.Analysisofdatarelevanttomarketingdecision

d.Decidingonhowrelevantthedataistothemarketingdecision

e.Communicationtomanagement

Answer:d

Marketingresearchcanbeviewedasplayingthreefunctionalroles.Whichofthefollowingisnotoneofthoseroles?

a.Budgeting

b.Descriptive

c.Diagnostic

d.Predictive

Answer:a

Whatisthedescriptivefunctionofmarketingresearch?

a.Thegatheringandpresentationofstatementsoffact.

b.Theplanning,collection,andanalysisofdatarelevanttomarketingdecisionmakingandthecommunicationoftheinsightstomanagement.

c.Theexplanationofdataoractions.

d.Specificationofhowtousedescriptiveanddiagnosticresearchtopredicttheresultsofaplannedmarketingdecision.

e.Noneoftheabove.

Answer:a

Whatisthediagnosticfunctionofmarketingresearch?

a.Thegatheringandpresentationofstatementsoffact.

b.Theplanning,collection,andanalysisofdatarelevanttomarketingdecisionmakingandthecommunicationoftheinsightstomanagement.

c.Theexplanationofdataoractions.

d.Specificationofhowtousedescriptiveanddiagnosticresearchtopredicttheresultsofaplannedmarketingdecision.

e.Noneoftheabove.

Answer:c

Whatisthepredictivefunctionofmarketingresearch?

a.Thegatheringandpresentationofstatementsoffact.

b.Theplanning,collection,andanalysisofdatarelevanttomarketingdecisionmakingandthecommunicationoftheinsightstomanagement.

c.Theexplanationofdataoractions.

d.Specificationofhowtousedescriptiveanddiagnosticresearchtopredicttheresultsofaplannedmarketingdecision.

e.Noneoftheabove.

Answer:d

Ninety-sevenpercentoftheadvertisersusingsocialmediaasanadvertisingplatformclaimthatwhichofthefollowingisthemostusedandusefulmediasite.

a.LinkedIn

b.Twitter

c.Instagram

d.TikTok

e.Facebook

Answer:e

_____arecausingmajorchangesinthewaymediaareusedandbuyingdecisionsaremade.

a.Tablets

b.Portablecomputers

c.Smarttelevisions

d.Smartphones

e.Desktopcomputers

Answer:d

ESPN,thesportsnetwork,isnowgatheringdataacrossfiveplatforms.Whichofthefollowingisnotoneofthoseplatforms?

a.Radio

b.Sportsstadiums

c.Television

d.Computers

e.Smartphones

Answer:b

Marketing_____isthediscovery,interpretation,andcommunicationofmeaningfulpatternsindata.

a.research

b.passively

c.actively

d.analytics

e.measurement

Answer:d

_____isthecrucialfirststepinthemarketingresearchprocess.

a.Developingabudget

b.Definingthetargetmarket

c.Correctlydefiningtheproblem

d.DevelopinganRFP

e.Developingalastingbrand

Answer:c

Whatissituationanalysis?

a.Studyingthedecision-makingenvironmentwithinwhichthemarketingresearchwilltakeplace.

b.Preliminaryresearchconductedtoincreasetheunderstandingofaconcept,toclarifytheexactnatureoftheproblemtobesolved,ortoidentifyimportantvariablestobestudied.

c.Surveysusingalimitednumberofrespondentsandoftenemployinglessrigoroussamplingtechniquesthanareemployedinlarge,quantitativestudies.

d.Discussionswithknowledgeableindividuals,bothinsideandoutsidetheorganization,whomayprovideinsightsintotheproblem.

e.Reviewinginformationfromsituationsthataresimilartothecurrentone.

Answer:a

Whatisexploratoryresearch?

a.Studyingthedecision-makingenvironmentwithinwhichthemarketingresearchwilltakeplace.

b.Preliminaryresearchconductedtoincreasetheunderstandingofaconcept,toclarifytheexactnatureoftheproblemtobesolved,ortoidentifyimportantvariablestobestudied.

c.Surveysusingalimitednumberofrespondentsandoftenemployinglessrigoroussamplingtechniquesthanareemployedinlarge,quantitativestudies.

d.Discussionswithknowledgeableindividuals,bothinsideandoutsidetheorganization,whomayprovideinsightsintotheproblem.

e.Reviewinginformationfromsituationsthataresimilartothecurrentone.

Answer:b

Whatarepilotstudies?

a.Studyingthedecision-makingenvironmentwithinwhichthemarketingresearchwilltakeplace.

b.Preliminaryresearchconductedtoincreasetheunderstandingofaconcept,toclarifytheexactnatureoftheproblemtobesolved,ortoidentifyimportantvariablestobestudied.

c.Surveysusingalimitednumberofrespondentsandoftenemployinglessrigoroussamplingtechniquesthanareemployedinlarge,quantitativestudies.

d.Discussionswithknowledgeableindividuals,bothinsideandoutsidetheorganization,whomayprovideinsightsintotheproblem.

e.Reviewinginformationfromsituationsthataresimilartothecurrentone.

Answer:c

Whatareexperiencestudies?

a.Studyingthedecision-makingenvironmentwithinwhichthemarketingresearchwilltakeplace.

b.Preliminaryresearchconductedtoincreasetheunderstandingofaconcept,toclarifytheexactnatureoftheproblemtobesolved,ortoidentifyimportantvariablestobestudied.

c.Surveysusingalimitednumberofrespondentsandoftenemployinglessrigoroussamplingtechniquesthanareemployedinlarge,quantitativestudies.

d.Discussionswithknowledgeableindividuals,bothinsideandoutsidetheorganization,whomayprovideinsightsintotheproblem.

e.Reviewinginformationfromsituationsthataresimilartothecurrentone.

Answer:d

Whatcaseanalysis?

a.Studyingthedecision-makingenvironmentwithinwhichthemarketingresearchwilltakeplace.

b.Preliminaryresearchconductedtoincreasetheunderstandingofaconcept,toclarifytheexactnatureoftheproblemtobesolved,ortoidentifyimportantvariablestobestudied.

c.Surveysusingalimitednumberofrespondentsandoftenemployinglessrigoroussamplingtechniquesthanareemployedinlarge,quantitativestudies.

d.Discussionswithknowledgeableindividuals,bothinsideandoutsidetheorganization,whomayprovideinsightsintotheproblem.

e.Reviewinginformationfromsituationsthataresimilartothecurrentone.

Answer:e

Theendofexploratorystudycomeswhen…

a.thebudgetisexpended.

b.timehasrunout.

c.researchersareconvincedthattheyhavefoundthemajordimensionsoftheproblem.

d.thesurveyhasbeenwritten.

e.Alloftheabove

Answer:c

A_____isaphenomenonthatoccursbecauseoftheexistenceofsomethingelse.

a.problem

b.symptom

c.issue

d.marketingproblem

e.icebergprinciple

Answer:b

Focusingonthesymptomsandnotthetrueproblemisoftenreferredtoasthe_____.

a.blindersproblem

b.focusproblem

c.symptomaticprinciple

d.goldenprinciple

e.icebergprinciple

Answer:e

Astatementspecifyingthetypeofinformationneededbythedecisionmakertohelpsolvethemanagementdecisionproblemandhowthatinformationcanbeobtainedefficientlyandeffectively.

a.Marketingresearchproblem

b.Requestforproposal

c.Marketingresearchobjective

d.Marketingproblem

e.Managementdecisionproblem

Answer:a

Agoalstatement,definingthespecificinformationneededtosolvethemarketingresearchproblem.

a.Marketingresearchproblem

b.Requestforproposal

c.Marketingresearchobjective

d.Marketingproblem

e.Managementdecisionproblem

Answer:c

Astatementspecifyingthetypeofmanagerialactionrequiredtosolvetheproblem.

a.Marketingresearchproblem

b.Requestforproposal

c.Marketingresearchobjective

d.Marketingproblem

e.Managementdecisionproblem

Answer:e

Theculminationoftheproblemdefinitionprocessisastatementoftheresearch_____.

a.hypothesis

b.budget

c.plan

d.objectives

e.testingplan

Answer:d

A_____isanassumptionortheoryguessthataresearcherormanagermakesaboutsomecharacteristicofthepopulationbeinginvestigated.

a.objective

b.hypothesis

c.guess

d.plan

e.statement

Answer:b

Hypothesesareoftenstatedina_____format.

a.null

b.alternative

c.statistical

d.speculative

e.global

Answer:a

Themarketingresearchprocessisaneight-stepprocess.Whichofthefollowingisthefirststep?

a.Identificationoftheproblemandstatementoftheresearchobjectives

b.Choiceofmethodofresearch

c.Acquiringthedata

d.Selectionofthesamplingprocedure

e.Creationoftheresearchdesign

Answer:a

Themarketingresearchprocessisaneight-stepprocess.Whichofthefollowingtakesplaceaftertheidentificationoftheproblemandstatementoftheresearchobjectivesstep?

a.Collectionofthedata

b.Choiceofmethodofresearch

c.Acquiringthedata

d.Selectionofthesamplingprocedure

e.Creationoftheresearchdesign

Answer:e

Themarketingresearchprocessisaneight-stepprocess.Whichofthefollowingtakesplaceafterthecreationoftheresearchdesignstep?

a.Collectionofthedata

b.Choiceofmethodofresearch

c.Acquiringthedata

d.Selectionofthesamplingprocedure

e.Analysisofthedata

Answer:b

Themarketingresearchprocessisaneight-stepprocess.Whichofthefollowingtakesplaceafterthechoiceofmethodofresearchstep?

a.Collectionofthedata

b.Presentationofthereport

c.Acquiringthedata

d.Selectionofthesamplingprocedure

e.Analysisofthedata

Answer:d

Themarketingresearchprocessisaneight-stepprocess.Whichofthefollowingtakesplaceaftertheselectionofthesamplingprocedurestep?

a.Collectionofthedata

b.Presentationofthereport

c.Acquiringthedata

d.Follow-up

e.Analysisofthedata

Answer:c

Themarketingresearchprocessisaneight-stepprocess.Whichofthefollowingtakesplaceafterthecollectionofthedatastep?

a.Billingtheclient

b.Presentationofthereport

c.Acquiringthedata

d.Follow-up

e.Analysisofthedata

Answer:e

Themarketingresearchprocessisaneight-stepprocess.Whichofthefollowingtakesplaceaftertheanalysisofthedatastep?

a.Billingtheclient

b.Presentationofthereport

c.Surveydesign

d.Follow-up

e.Analysisofthedata

Answer:b

Therearethreebasicresearchmethods.Whichofthefollowingisnotoneofthem?

a.Survey

b.Secondary

c.Observation

d.Experiment

Answer:b

Researchinwhichaninterviewerusuallyinteractswithrespondentstoobtainfacts,opinions,andattitudes.

a.Secondaryresearch

b.Surveyresearch

c.Observationresearch

d.Experimentalresearch

e.Noneoftheabove

Answer:b

Typically,descriptiveresearchthatmonitorsrespondents’actionswithoutdirectinteraction.

a.Secondaryresearch

b.Surveyresearch

c.Observationresearch

d.Experimentalresearch

e.Noneoftheabove

Answer:c

Researchtomeasurecausality,inwhichtheresearcherchangesoneormoreindependentvariablesandobservestheeffectofthechangesonthedependentvariable.

a.Secondaryresearch

b.Surveyresearch

c.Observationresearch

d.Experimentalresearch

e.Noneoftheabove

Answer:

Asubsetofapopulationwhereeveryelementinthepopulationhasaknownnonzerochanceofbeingselected.

a.Designsample

b.Experimentalsample

c.Researchsample

d.Probabilitysample

e.Nonprobabilitysample

Answer:d

Asubsetofapopulationinwhichthechancesofselectionforthevariouselementsinthepopulationareunknown.

a.Designsample

b.Experimentalsample

c.Researchsample

d.Probabilitysample

e.Nonprobabilitysample

Answer:e

Aninternaldocumentusedbylargeorganizationsthatdescribesapotentialresearchproject,itsbenefitstotheorganization,andestimatedcosts;itmustbeformallyapprovedbeforearesearchprojectcanbegin.

a.Requestforproposal

b.Researchrequest

c.Requestforbid

d.Bidrelease

Answer:b

Withregardstothesectionsofaformalresearchproposal,whatsectiondoesthefollowingdescribe?Thedecisionmakershouldstatetheeventsthatledtoaneedforadecision.

a.Origin

b.Information

c.Use

d.Targetgroupsandsubgroups

e.Logistics

Answer:a

Withregardstothesectionsofaformalresearchproposal,whatsectiondoesthefollowingdescribe?Thedecisionmakershouldlistthequestionsthatsheorheneedstohaveansweredtotakeaction.

a.Origin

b.Information

c.Use

d.Targetgroupsandsubgroups

e.Logistics

Answer:b

Withregardstothesectionsofaformalresearchproposal,whatsectiondoesthefollowingdescribe?Thissectionshouldexplainhoweachpieceofinformationwillhelptohelpmaketheactualdecision.

a.Origin

b.Information

c.Use

d.Targetgroupsandsubgroups

e.Logistics

Answer:c

Withregardstothesectionsofaformalresearchproposal,whatsectiondoesthefollowingdescribe?Bydescribingthosefromwhominformationmustbegatheredtoaddresstheresearchproblem,thissectionwillhelptheresearcherdesignthesampleprocedurefortheresearchproject.

a.Origin

b.Information

c.Use

d.Targetgroupsandsubgroups

e.Logistics

Answer:d

Withregardstothesectionsofaformalresearchproposal,whatsectiondoesthefollowingdescribe?Approximationsoftheamountofmoneyavailableandtheamountoftimeleftbeforeresultsareneeded.

a.Origin

b.Information

c.Use

d.Targetgroupsandsubgroups

e.Logistics

Answer:e

Asolicitationsenttomarketingresearchsuppliersinvitingthemtosubmitaformalproposal,includingabid.

a.Requestforbid

b.Requesttosubmit

c.Requestforproposal

d.Researchbid

e.Researchproposal

Answer:c

_____istheaccumulationandanalysisofmassivequantitiesofinformationthatisespecially,butnotexclusively,relatedtohumanbehaviorandinteractions.

a.Internetresearch

b.Marketinganalytics

c.Supervisedlearning

d.Bigdata

e.Unsupervisedlearning

Answer:d

_____iswheretheresearcherfollowstheprocessdefiningtheproblem,specifyingtheresearchmethodandsoforth.

a.Internetresearch

b.Marketinganalytics

c.Supervisedlearning

d.Bigdata

e.Unsupervisedlearning

Answer:c

_____letsanalgorithmexaminethedataandtrytomakesenseofitbyextractingfeaturesandpatternsonitsown.

a.Machinelearning

b.Marketinganalytics

c.Supervisedlearning

d.Bigdata

e.Unsupervisedlearning

Answer:e

_____iswhenthereareclearlydefineddatatypesthatarefoundinnumericfields

a.Numericdata

b.Nonnumericdata

c.Alphanumericdata

d.Structureddata

e.Unstructureddata

Answer:d

_____doesnothaveapredefineddatamodelorisnotorganizedinapredefinedmanner.

a.Numericdata

b.Nonnumericdata

c.Alphanumericdata

d.Structureddata

e.Unstructureddata

Answer:e

True/False

Marketingresearchplaysonekeyroleinthemarketingsystem,itprovidesdecisionmakerswithdataontheeffectivenessofthecurrentmarketingmixandoffersinsightsintonecessarychanges.

Answer:False

Thedescriptivefunctionofmarketingresearchincludesgatheringandpresentingstatementsoffact.

Answer:True

Thesecondroleofresearchisthediagnosticfunction,whereintheresearcherdetermineswhatis“wrong”withaproductand/orservice.

Answer:False

Thereportingfunctionofmarketingresearchiswherespecificationofhowtousedescriptiveanddiagnosticresearchtopredicttheresultsofaplannedmarketingdecisionaremade.

Answer:False

Theabilitytoretaincustomersisbasedoncostandlocation.

Answer:False

Marketingresearchhasbeenaroundforabout50years.

Answer:False

Reactivemanagementwaitsforchangetohaveamajorimpactonthefirmbeforedecidingtotakeaction.

Answer:True

Focusgroupsarerarelyin-depth.

Answer:False

Focusgroupstendtobefairlylimitedinthetopicsforwhichtheycanbeused.

Answer:False

AMROCcanhelpresearchersbetterunderstandthenatureoftheresearchproblemfromacustomer’sperspective.

Answer:True

Inmarketingresearch,ensuringthatthetrueproblemhasbeendefinedisfairlyeasy.

Answer:False

Researchobjectivesmustbeasspecificandunambiguousaspossible.

Answer:True

Ahypothesistendstobepredictiveinnature.

Answer:True

Marketingresearchstudies,outsideofacademia,rarelyformallystatehypotheses.

Answer:True

Surveyresearchisdesignedtomeasurecausality.

Answer:False

Observationresearchisdesignedtomeasurecausality.

Answer:False

Experimentalresearchisdesignedtomeasurecausality.

Answer:True

Asampleisasubsetfromalargerpopulation.

Answer:True

Samplesarelargerthanpopulations.

Answer:False

Mostsurvey-baseddataarecollectedontheInternetoronmobiledevices.

Answer:True

EssayQuestions

Describeaprojectthatwillhelpafirmassesswhoareitsbestcustomers.Besuretomentionwhichmarketingresearchfunctionalroleisoperationalinthisproject.

Answer:Marketingresearchwouldbemeetingitsdescriptivefunctionalrole,indeterminingwhoafirm’sbestcustomersare.Marketingresearchwouldestablishadatabasesystemofclassifyingthecustomerspurchasingitsclients’productsorservices.Itwouldalsocollectinformationclassifyitsclientscustomersinsomemeaningfulway(i.e.size,demographics,etc.).

Defineandillustratethepredictivefunctionofmarketingresearch.

Answer:Thepredictivefunctionofmarketingresearchspecifieshowtousediagnosticanddescriptiveinformationtopredicttheresultsofaplannedmarketingdecision.Anexamplewouldbeadescriptivestudythatsaysfemalesaretheprimaryusersofaparticularservice,whichwouldbethedescriptivefunction.Further,thediagnosticfunctionindicatesthatfemalesprefercertainservicefeaturesandarenotconcernedwiththeotherfeatures.Giventhatinformation,marketingresearchcanforecastthedemandforaproductthatwillmorespecificallymeetthedemandsofitsmostimportantconstituency,females.

Explainhowmarketingresearchcanhelpacompanyretainitscustomersandturnthemintobrandloyalcustomers.

Answer:Adiscussionofcustomersatisfactionresearchandthemarketingconceptwouldbeexpectedforthisquestion.

Discusshowmarketingresearchhelpsfacilitateproactivemanagement.

Answer:Studentsshoulddiscussthedifferencebetweenproactiveandreactivemanagement.Theyshouldfurtherexplainhowbyhavingthoroughknowledgeoffactorsthathaveanimpactonthetargetmarketandthemarketingmix,managementcanbeproactiveratherthanreactive.Thebenefitsofproactivemanagementcouldalsobediscussed.

Whatarethestepstotheproblemdefinitionprocess?

Recognizetheproblemoropportunity

Findoutwhytheinformationisbeingsought

Understandthedecision-makingenvironment

Usethesymptomstohelpclarifytheproblem

Translatethemanagementproblemintoamarketingresearchproblem

Determinewhethertheinformationalreadyexists

Determinewhetherthequestionreallycanbeanswered

Statetheresearchobjectives

Whatisamarketingresearchonlinecommunity?

Amarketingresearchonlinecommunity(MROC)isanonlineprivatecommunitythatpeopleofinteresttoacompany,suchascustomersandpotentialcustomers,agreetoparticipateintopicsofinteresttomarketingresearchersoveranextendedtimeperiod.Thesegroupsarealsocalledan“insightscommunity”.Researcherscangatherinformationaboutaproblemoropportunityinrealtimethroughparticipants’spontaneouscontributions.

Describethestepstothemarketingresearc