kotler04-tif-Marketingmanagement习题.doc

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 information 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 at _ 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 Research)? 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 field-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: 103Level 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 carry 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 marketing 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 the 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.Step 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 objectivesb.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 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 datae.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 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 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 donts” 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 collect 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 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 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 scale 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: 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 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 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 getting 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.Visualization 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 everything 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 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: 110Level 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 interviews 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 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 following 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 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 objectivesb.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 relatively 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 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 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 intelligence 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 creativityc.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 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 research, 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 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 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 for 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 modeling 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 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 orientatione.global orientationAnswer: bPage: 117Level of difficulty: Medium43.All of the following would be considered to be external marketing metrics EXCEPT _. a.market shareb.relative price c.number of complaintsd.perceived quality/esteem e.relative employee satisfactionAnswer: ePage: 118Level of difficulty: Medium44.A _ records how well the company is doing year after year on customer-based measures (e.g., percentage of new customers to average number of customers). a.customer-performance scorecardb.stakeholder-performance scorecardc.mission/objectives scorecardd. variance scorecarde. management scorecardAnswer: aPage: 118Level of difficulty: Medium 45.If a company actively tracks the performance of its suppliers, banks, and distributors, it is using what is called a _. a.customer-performance scorecardb.stakeholder-performance scorecardc.mission/objectives scorecardd.variance scorecarde.management scorecardAnswer: bPage: 118Level of difficulty: Easy46. _ consists of measuring and evaluating actual sales in relation to goals. a.ROI analysisb.Demandc.Sales analysisd.Performance reviews e.Trend linesAnswer: cPage: 119Level of difficulty: Easy47.Which of the following ways to measure market share would be seen as the companys sales expressed as a percentage of total market sales? a.Overall market shareb.Served market sharec.Relative market shared.Delayed market sharee.Designed market shareAnswer: aPage: 120Level of difficulty: Hard48. If Dell computer was seen as having a 120 percent market share and a close competitor was seen as having 90 percent market share, the market share analysis (measurement) would expressed as _. a.overall market shareb.served market sharec.relative market shared.dual market sharee.top dog market shareAnswer: cPage: 120Level of difficulty: Medium49. All of the following are components of a method (formula) that can analyze market share movements EXCEPT _. a.customer penetrationb.competitor penetrationc.customer loyaltyd.customer selectivitye.price selectivityAnswer: bPage: 120Level of difficulty: Hard50. Annual-plan control requires making sure that the company is not overspending to achieve sales goals. The key ratio to watch is the _. a.marketing profitability ratiob.marketing sales ratioc.share of mind ratiod.marketing expense-to-sales ratioe.marketing deliverables ratioAnswer: dPage: 120Level of difficulty: Medium51. A _ can be used to track period-to-period fluctuations in each ratio (e.g., marketing expense-to-sales ratio) used assist in annual-plan control. a.Gantt chartb.Likert scalec.control chartd.time charte.profitability chartAnswer: cPage: 120Level of difficulty: Medium52. According to the financial model of return on net worth, return on assets times (X) financial leverage equals (=) _. a.profit marginb.asset turnoverc.sales expensesd.rate of return on net worth e.the acid test ratioAnswer: dPage: 121Level of difficulty: Hard53. Net profits divided by net sales equals (=) _. a.asset turnoverb.profit marginc.return on assetsd.financial leveragee.rate of return on net worthAnswer: bPage: 121Level of difficulty: Medium54. If a companys profit and loss statement showed that sales for the month were $60,000 and cost of goods sold were $39,000, what would be the gross margin? a.$99,000 b.$21,000c.65 percentd.153.84 percent e.Would be unable to calculate given the problems figures.Answer: bPage: 122Level of difficulty: Medium55. A manager observes that his last months salaries were $9,300, rent was $3,000, and supplies used by the company were $3,500. Considering that his companys gross margin was $21,000, what would be his net profit for the period? a.$36,800b.$60,000c.$5,200d.$10,400e.Would be unable to calculate given the problems figures.Answer: cPage: 122Level of difficulty: Hard56. Which of the following would be considered to be a direct cost? a.Rent.b.Corporate image expenditures.c.Public relations expenditures.d.Leasing of business space.e.Sales commissions.Answer: ePage: 124Level of difficulty: Hard57. A marketing manager, during an annual planning meeting, would like to have the departments staff examine the set of consumers who have interest, income, and access to the companys offers. The staff will need to examine information about the _ in order to do what it has been asked to do. a.potential marketb.available marketc.target marketd.penetrated markete.re-positioned marketAnswer: bPage: 126Level of difficulty: Medium58. _ for a product is the total volume that would be bought by a def