MKTG 121 Exam 1 questions with
correct answers passed
information that may be used to solve a specific marketing problem is ______________ in the
process of marketing research - correct answer ✔✔planning, collecting, and analyzing data
which of the following are part of the marketing research function with regard to managerial
decision making? - correct answer ✔✔descriptive function
diagnostic function
predictive function
Providing marketing intelligence feedback, exploring new opportunities,
providing insights regarding segmentation opportunities
evaluating the effectiveness of a current marketing strategy
determining what consumer attitudes are with regard to a particular product and its advertising
would be part of the _______ function in marketing research? - correct answer ✔✔descriptive
function
when a dog food company changed their product packaging, and then measured the resulting
sales change, this was an example of which function of marketing research? - correct answer
✔✔diagnostic function
an advertiser recently learned that over 50% of their target market regularly uses text
messaging. This is an example of monitoring the ______________ environment. - correct
answer ✔✔external
which of the following can be categorized as a research on actions on the market? - correct
answer ✔✔applied research/programmatic research
, companies that only collect survey data on a subcontract basis for corporate clients or research
firms; data collection specialists - correct answer ✔✔field service firms
who might use the service of a field service firm? - correct answer ✔✔corporate marketing
research departments, ad agency research departments, custom research firms, or syndicated
research firms
which of the following are characteristics of secondary data? - correct answer ✔✔-helps clarify
or redefine the problem during the exploratory research process
- may actually provide a solution to the problem
- may provide primary data research method alternatives
- may alert the marketing researcher to potential problems and/or difficulties
- may provide necessary background information and build credibility for the research report
- may provide the sample frame
- inexpensive to gather
which of the following would be sources of internally generated secondary data? - correct
answer ✔✔annual reports
stockholder reports
sales data
customer profiles
purchase patterns
product testing results
house periodicals composed by personnel to employees, customers, and others
company's internal database
correct answers passed
information that may be used to solve a specific marketing problem is ______________ in the
process of marketing research - correct answer ✔✔planning, collecting, and analyzing data
which of the following are part of the marketing research function with regard to managerial
decision making? - correct answer ✔✔descriptive function
diagnostic function
predictive function
Providing marketing intelligence feedback, exploring new opportunities,
providing insights regarding segmentation opportunities
evaluating the effectiveness of a current marketing strategy
determining what consumer attitudes are with regard to a particular product and its advertising
would be part of the _______ function in marketing research? - correct answer ✔✔descriptive
function
when a dog food company changed their product packaging, and then measured the resulting
sales change, this was an example of which function of marketing research? - correct answer
✔✔diagnostic function
an advertiser recently learned that over 50% of their target market regularly uses text
messaging. This is an example of monitoring the ______________ environment. - correct
answer ✔✔external
which of the following can be categorized as a research on actions on the market? - correct
answer ✔✔applied research/programmatic research
, companies that only collect survey data on a subcontract basis for corporate clients or research
firms; data collection specialists - correct answer ✔✔field service firms
who might use the service of a field service firm? - correct answer ✔✔corporate marketing
research departments, ad agency research departments, custom research firms, or syndicated
research firms
which of the following are characteristics of secondary data? - correct answer ✔✔-helps clarify
or redefine the problem during the exploratory research process
- may actually provide a solution to the problem
- may provide primary data research method alternatives
- may alert the marketing researcher to potential problems and/or difficulties
- may provide necessary background information and build credibility for the research report
- may provide the sample frame
- inexpensive to gather
which of the following would be sources of internally generated secondary data? - correct
answer ✔✔annual reports
stockholder reports
sales data
customer profiles
purchase patterns
product testing results
house periodicals composed by personnel to employees, customers, and others
company's internal database
