MKT 441 Final Exam PLEASE DOWNLOAD THE ANSWERS HERE!!! 1. Which of the following would not be part of the marketing research function with regard to managerial decision making? 2. Which of the following is a reason not to conduct marketing research concerning a particular project? 3. Before conducting a research, to determine the value of the information sought through the research, a manager should perform a 4. Two of the more important determinants of the potential benefits from a marketing research study are profit margins and market size. True or False 5. Which of the following is true regarding research objectives? 6. The Internet has impacted which aspects of marketing research? 7. Marketing research can potentially address all four elements of the marketing mix. 8. A good rule to follow in properly defining the problem is to ask: 9. In establishing the need for marketing research, which of the following would serve as a good decision rule for managers? 10. Problems stem from which two primary sources? 11. Which type of data refers to information that is developed or gathered by the researcher specifically for the research project at hand? 12. One of the advantages of using secondary data is that it may enhance primary data. True or False 13. When you are not sure who gathered secondary data, its __________may be questionable. 14. Which of the following is NOT characteristic of secondary data? 15. What type of research is: designed to reveal a target audience's range of behavior; the perceptions that drive the target market; sometimes based on in-depth studies of small groups of people; descriptive rather than prescriptive; inclusive of diary and journal exercises, focus groups, individual depth interviews, and ethnography? 16. Which type of research involves the use of structured questions where the response options have been predetermined and a large number of respondents are involved? 17. A study was conducted on online buyers to determine purchasing differences among buyer segments such as males and females. The research began with a series of focus groups followed by in-depth interviews. Finally, an online survey was conducted of several thousand online buyers. If you had to classify this research, which of the following would be most appropriate? 18. A subset of the population that should represent the entire group, is known as a: 19. Of the following, what is the most important consideration when choosing a sample? 20. Probability samples are those for which the members of the population:
21. Determining what consumer attitudes are with regard to a particular product and its advertising would be part of the _________ function in marketing research. 22. A researcher is trying to determine if a new watch with a built-in GPS locator would be accepted by a young market of mountain climbers. This type of research is diagnostic. 23. During the focus group interview, it is imperative that the focus group moderator 24. Which of the following is a disadvantage of online focus groups? 25. Disadvantages of depth interviews (relative to focus groups) include all of the following except: 26. In nominal scales 27. Which of the following is true of interval scales? 28. In marketing research, this level of measurement is the preferred measure when measuring purchase likelihood and attitude assessment. 29. Ranking questions generally produces ___________ level of measurement 30. The researcher's choice of an attitude measure scale should be guided by 31. Before a measurement scale can be shown to be valid, it must be: 32. The Central Limit Theorem states that: 33. The median is always higher than the mean for a set of data. 34. Which of the following is not a measure of dispersion? 35. A Type I error involves rejecting the null hypothesis when it is, in fact, true. 36. Computed values in correlation analysis range from? 37. A correlation analysis between sales and sales training scores results in r = +.98. Which of the following best interprets the relationship between sales and sales training? 38. What is the purpose of hypothesis testing? 39. What is the purpose of statistical inferences? 40. What is the meaning of testing a hypothesis at an alpha level of 0.05? 41. Rejecting the null hypothesis when it is, in fact, true is called a _________. 42. It is possible for findings to be statistically significant, but have no relevant meaning to managers. 43. Which of the following is not an objective of the marketing research report? 44. Which of the following best describes the executive summary? 45. Which of the following is a common fault encountered in writing a marketing research report? 46. Suppose a sales manager makes the statement, “The problem with this company is declining sales.� Why is such a statement shortsighted? 47. A barbecue restaurant conducted a survey of patrons and found out that customers were unhappy with the temperature of the restaurant, but management didn’t know whether they should make it warmer or colder. The survey failed because: 48. A marketing researcher intended to do brand research in several countries around the world. While conducting secondary research, a global marketing research website showed a history of failed telephone survey studies in a certain country and suggested door-to-door surveys. Which of the following best describes what happened?
49. Suppose a manufacturer wants to determine whether or not changing the packaging of their major product will bring about a change in sales. Which type of research will be most appropriate? 50. Descriptive research can be defined as
MKT 441 Final Exam PLEASE DOWNLOAD THE ANSWERS HERE!!!