International Marketing Final Exam Questions
Course Introduction
International Marketing explores the strategies and practices involved in marketing goods and services across national borders. This course examines the complexities of operating in diverse cultural, legal, economic, and political environments, providing students with the tools to analyze international markets and adapt marketing strategies accordingly. Topics include global market research, entry strategies, product and pricing decisions, distribution and promotion in the international context, and the ethical considerations that influence international marketing. Through real-world case studies and practical applications, students will develop the skills necessary to effectively reach and engage consumers in global markets.
Recommended Textbook Marketing Research Essentials 9th Edition by
Carl McDaniel
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Page 2
Chapter 1: The Role of Marketing Research in Management
Decision
Making
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Sample Questions
Q1) Applied research is conducted in order to validate an existing theory or to learn more about a concept.
A)True
B)False
Answer: False
Q2) When Procter & Gamble attempts to predict the U.S.market share of a new type of toothpaste based on a test market study in St.Louis and Indianapolis,what function does this represent?
A)Descriptive
B)Pure
C)Basic
D)Predictive
E)Diagnostic
Answer: D
Q3) An important link exists between customer satisfaction and customer loyalty to a brand.
A)True
B)False
Answer: True
Page 3
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Chapter 1: A: The Role of Marketing Research in Management Decision Making
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Sample Questions
Q1) Marketing research is used only when marketers face a serious problem. A)True
B)False Answer: False
Q2) Which of the following is not one of the costs that can be reduced by conducting marketing research online?
A)survey programming costs
B)travel costs
C)report publishing costs
D)report distribution costs
E)All of the above can be reduced by using the Internet for marketing research. Answer: A
Q3) As described in the first chapter,there are a number of advantages to conducting research online.What would be some disadvantages of conducting a study solely online?
Answer: Students may intuitively understand that the online population has unique characteristics,making online research more appropriate for certain product categories (laptop computers)than others (retirement communities).
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Chapter 2: The Marketing Research Industry and Research
Ethics
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Sample Questions
Q1) When an employee of McDonald's travels to different McDonald's restaurants to rate them on the quality of their food and their customer service,this employee is called a(n):
A)guardian.
B)customer.
C)mystery shopper.
D)field representative.
E)competitor.
Answer: C
Q2) Which ethical theory focuses on choosing the alternative that produces the greatest benefit to the most people as the one that is ethically correct?
A)Casuist
B)Deontology
C)Rule utilitarianism
D)Individual choice
E)Utilitarianism
Answer: E
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Chapter 2: A: The Marketing Research Industry and Research Ethics
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Q1) Often,participants of a research panel receive cash or gifts in exchange for participating.
A)True
B)False
Q2) A true field service firm:
A)is involved in all the steps of marketing research.
B)is only involved in data collection on a contract basis.
C)places a great deal of emphasis on research design and data analysis.
D)uses data collected for internal purposes.
E)none of the above
Q3) When a research study disguises brand names in order to avoid biasing the study,after the study,respondents should be _______.
A)probed
B)compensated extra
C)debriefed
D)randomized
Q4) In terms of revenues,the largest marketing research firms tend to be syndicated research suppliers.
A)True
B)False
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Chapter 3: Problem Definition,exploratory Research,and the Research Process
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Q1) When Southwest Airlines sends a five-item questionnaire over the Internet to its frequent fliers from St.Louis to Newark the day after the flight to determine their degree of customer satisfaction with the airline,this is an example of what type of research design?
A)Experience survey
B)Experiment
C)Observation
D)Secondary data analysis
E)Survey research
Q2) There is always one best research design to be used in a marketing research study.
A)True
B)False
Q3) Marketing researchers need to distinguish between symptoms and problems.
A)True
B)False
Q4) A management decision problem describes an action that needs to be taken.
A)True
B)False
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Chapter 3: A: Problem Definition and the Research Process
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Q1) In a causal study of the effect of shelf placement on sales of a brand of cereal,which is the dependent variable?
A)where the cereal was placed on the shelf
B)sales of the cereal
C)concomitant variation of the cereal
D)none of the above
Q2) _______________ is a discussion with knowledgeable individuals,both inside and outside the organization,who may provide insights into a problem.
A)Pilot study
B)Experience survey a
C)Case analysis b
D)Situation analysis
E)none of the above
Q3) Which of the following is not a form of exploratory research?
A)secondary data analysis
B)situation analysis
C)pilot study
D)experience survey
E)All of the above are forms of exploratory research.
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Chapter 4: Secondary Data and Databases
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Q1) When a baseball fan goes onto the Web site for Major League Baseball to check out statistics on the St.Louis Cardinals team,what type of data is involved?
A)Internal data
B)Secondary data
C)Experimental data
D)Observation data
E)Primary data
Q2) When computerized software of a company's customers is used to discover "buying patterns of customers" that are hidden in a database,this is known as:
A)a focus group.
B)data mining.
C)an external database.
D)an experiment.
E)a marketing research aggregator.
Q3) The quality of a marketing decision is based primarily on the information used to make that decision.
A)True
B)False
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Chapter 4: A: Secondary Data and Databases
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Q1) When you are not sure who gathered secondary data,its __________may be questionable.
A)availability
B)relevance
C)accuracy
D)timeliness
E)none of the above
Q2) GIS analysts and geographers talk about lines,points,and polygons (areas),while marketing researchers talk about roads,stores,and sales territories.
A)True
B)False
Q3) Marketresearch.com is an example of a(n)_______.
A)marketing research aggregator
B)search engine
C)URL
D)cookie
E)none of the above
Q4) A company may already possess secondary information.
A)True
B)False
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Chapter 5: Qualitative Research
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Q1) A one-on-one interview between an interviewer and an interviewee in which the interviewer probes comments from the interviewee in order to find out the hidden motives of the interviewee behind the interviewee's comments,this is called an storytelling test.
A)True
B)False
Q2) When a researcher says to a respondent: "Imagine that you are a BMW automobile.If this car were a person,what would this person be like?",what type of projective technique is being used?
A)Word association test
B)Sentence completion test
C)Third-person technique
D)Personification
E)Cartoon test
Q3) A typical focus group discussion lasts about 90 minutes.
A)True
B)False
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Chapter 5: A: Qualitative Research
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Q1) It is estimated that over 550,000 focus groups are conducted worldwide each year.
A)True
B)False
Q2) A limitation of focus groups is:
A)the need for multivariate statistical expertise.
B)the length of time they take to implement.
C)the lack of representation of the population of interest.
D)none of the above
Q3) You have just conducted a set of focus groups for a client,and the results are positive about launching a new product.What words of caution would you give the client before they make this multi-million dollar decision?
Q4) Which of the following is not an advantage of depth interviews over focus groups?
A)heightened group-dynamics effect
B)group pressure is eliminated
C)heightened attention of respondent
D)no need for expensive focus group facility
E)All of the above are advantages of depth interviews over focus groups.
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Chapter 6: Traditional Survey Research
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Q1) When a researcher is conducting a taste test for a new type of chili and asks the respondent how the chili tasted and is told: "It tasted pretty good," what type of response is the interviewer using when the interviewer than asks: "What do you mean by 'pretty good?'"
A)Duplication
B)Measurement bias
C)Probing
D)Surrogate questioning
E)CAI questioning
Q2) If AT&T conducts an interview with business executives in their offices to determine which features of their company's long-distance service are most important to them,this is an example of a(n):
A)CAI interview.
B)executive interview study.
C)mall intercept study.
D)participant observer study.
E)response bias.
Q3) Part of the U.S.Census for 2010 was done by door-to-door interviews.
A)True
B)False
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Chapter 6: A: Traditional Survey Research
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Sample Questions
Q1) This type of sample design error can occur even when the population is correctly specified and a proper sample frame is being used.
A)measurement error
B)interviewer error
C)processing error
D)selection error
E)none of the above
Q2) If the client needs to have survey results quickly,the Internet is not the best choice.
A)True
B)False
Q3) A client is contracting with a marketing research supplier concerning a survey that would be answered multiple times over a period of time.Which of the non-Internet forms of survey research would be most appropriate?
Q4) Mall-intercept interviewing is being replaced by some researchers with in-store research.
A)True
B)False
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Chapter 7: Online Marketing Research
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Q1) When a company invites pre-validated customers to join an online panel discussion of other customers,this is called:
A)open recruitment.
B)unrestricted recruitment.
C)closed online panel recruitment.
D)diagonal recruitment.
E)open online panel recruitment.
Q2) The Internet is proving to be a very effective tool to recruit focus group participants with defined demographic and behavioral composition.
A)True
B)False
Q3) A text file that is placed on a user's computer to identify this user when he or she revisits this Web site in the future is called a(n):
A)cookie.
B)blog.
C)banner.
D)newsgroup.
E)community.
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Chapter 7: A: Online Marketing Research
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Q1) A client needs a survey done quickly,and is on a limited budget.The clients target market consists of persons from 25-to-54 years old.You suggest an email questionnaire survey.Your colleague argues that Internet samples never produce representative samples,because so many households are not online.How would you respond to your colleague,and why would an email survey produce the data needed,given your time and budgetary constraints?
Q2) Open panel recruitment is more likely to lead to "professional" respondents.
A)True
B)False
Q3) In a recent study,which incentive method was most effective at raising response rates for online surveys?
A)entering into a sweepstakes
B)free membership in a research panel
C)small cash payment for each respondent
D)none of the above
Q4) In online surveys,radio buttons are used when a respondent is able to select multiple options.
A)True
B)False
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Chapter 8: Primary Data Collection: Observation
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Q1) All of the following cannot be observed by marketing researchers EXCEPT:
A)attitudes.
B)public behavior.
C)feelings.
D)motives.
E)intentions.
Q2) When Marriott Hotel hires someone to book a room at a specific Marriott Hotel location in St.Louis and to pretend to be a customer,when,in fact,this "customer" is checking out the hotel and its staff on a performance survey,this is an example of a(n):
A)an EEG study.
B)mystery shopper.
C)a natural situation.
D)a GSR study.
E)open observation.
Q3) When a researcher looks at past recordings of behavior (e.g.library book checkout data)to record behavior of people,this is a type of observation research.
A)True
B)False
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Chapter 8: A: Primary Data Collection: Observation
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Q1) Clickstreams are the most basic way to measure online marketing programs.
A)True
B)False
Q2) Which company provides scanner based data to its clients?
A)Predictive Networks
B)Virgin Entertainment
C)IRI
D)MRA
E)none of the above
Q3) Observing consumers' behavior through a one way mirror is a common type of _______.
A)open observation
B)disguised observation
C)structured observation
D)unstructured observation
Q4) What is Ethnographic research and list at least 5 advantages of it in marketing research?
Q5) How is online tracking a type of observation research? How can it be of value to the marketing researcher?
Page 18
Q6) Describe the mystery shopper and how they are used by marketing researchers.
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Chapter 9: Primary Data Collection: Experimentation and Test Markets
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Q1) How is the dependent variable measured in an experiment with the following notation?
O<sub>1</sub> X O<sub>2</sub>
A)O<sub>2</sub> - O<sub>1</sub>
B)O<sub>2</sub> x O<sub>1</sub>
C)O<sub>2 </sub>/ O<sub>1</sub>
D)O<sub>2</sub> + O<sub>1</sub>
E)O<sub>2</sub>
Q2) What type of experimental design is the following?
Experimental Group: (R)X O<sub>1</sub>
Control Group: (R)O<sub>2</sub>
A)Solomon 4 design
B)One-shot case study
C)Quasi-experiment
D)After-only with control group design
E)Pretest-Posttest Design
Q3) The key factor in making true experimental designs more valid than pre-experimental designs is randomization of the independent variable.
A)True
B)False
Page 19
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Chapter 9: A: Primary Data Collection: Experimentation and Test
Markets
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Q1) Research that is designed to determine whether a change in one variable likely caused change in another variable is referred to as _______________.
A)exploratory research
B)causal research
C)descriptive research
D)none of the above
Q2) A _____________ is a by-product of the research process itself.
A)Testing Effect
B)Research Effect
C)Result
D)Decision
Q3) An experiment is designed to test how consumers go about choosing life insurance policies.If this experiment uses a sample of college students,it would likely not have _______.
A)internal validity
B)extraneous validity
C)external validity
D)laboratory validity
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Chapter 10: The Concept of Measurement
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Q1) The similarity in test scores on the Graduate Management Admission Test (GMAT)between the first and second taking of this test by Business School M.B.A.applicants is known as what type of reliability of this test?
A)Test-retest reliability
B)Predictive reliability
C)Content reliability
D)Criterion-related reliability
E)Convergent reliability
Q2) A measurement rule tells the researcher what to do to measure something. A)True
B)False
Q3) Any marketing concept (e.g."brand loyalty")has a one best operational definition. A)True B)False
Q4) Measurement is the process of assigning numbers to indicate the amount of an attribute possessed by a person,object,or event. A)True
B)False
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Chapter 10: A: The Concept of Measurement
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Q1) If the researcher wishes to measure something that could have a value of zero,what would be the appropriate type of scale?
A)ordinal
B)qualitative
C)nominal
D)ratio
E)none of the above
Q2) Revise the following assessment of customer satisfaction for Jim Dandy's Hamburger Joint so that content validity is achieved.
Please indicate your satisfaction with Jim Dandy's Hamburger Joint using a scale of 1=very satisfied,2=somewhat satisfied,and 3=not satisfied.
____a.location of the restaurant
____b.cleanliness of restrooms
____c.friendliness of staff
____d.speed of service
____e.restaurant cleanliness
____f.availability of condiments
____g.efficiency of drive-up window
____h.hours of operation
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Chapter 11: Using Measurement Scales to Build Marketing
Effectiveness
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Q1) What type of scale is the following?
How likely are you to purchase an iPad during the next six months?
_____ Definitely will buy
_____ Probably will buy
_____ Probably will not buy
_____ Definitely will not buy
A)Forced choice scale
B)Likert scale
C)Unbalanced scale
D)Semantic differential scale
E)Purchase intent scale
Q2) What type of scale is the following?
How would you rate the TV ads for UMB Bank in St.Louis?
Not interesting : _____ : _____
A)Semantic differential scale
B)Stapel scale
C)Likert scale
D)Forced choice scale
E)Itemized rating scale
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Chapter 11: A: Using Measurement Scales to Build Marketing
Effectiveness
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Q1) If consumers are willing and able to answer questions,the best approach to utilize is______ questioning.
A)direct
B)indirect
C)balanced
D)unbalanced
E)none of the above
Q2) Purchase intent scales often over estimate the number of people who will actually buy a product.
A)True
B)False
Q3) Which of the following factors is not considered in assessing whether attitude research findings will predict behavior?
A)involvement of the consumer
B)attitude measurement
C)effects of other people
D)situational factors
E)All are considered in assessing whether attitude research findings will predict behavior.
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Chapter 12: Questionnaire Design
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Q1) In a personal interview situation,when an interviewer asks the interviewee: "How did the pizza you ate yesterday taste?",and the respondent says: "It tasted pretty good," and then the interviewer asks: "What do you mean by 'pretty good'"? What type of question does the latter question represent?
A)Closed-ended
B)Probe
C)Multiple-choice
D)Open-ended
E)Dichotomous
Q2) Most mall intercept studies are conducted by field service companies.
A)True
B)False
Q3) In survey research,the basic determinants of the estimated cost of the project are the questionnaire and the incidence rate.
A)True
B)False
Q4) A survey study should always include a pretest of the survey questions.
A)True
B)False
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Chapter 12: A: Questionnaire Design
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Q1) Going through each question to ensure that skip patterns are followed and that required questions are answered is _______.
A)coding
B)scaling
C)editing
D)closing
E)none of the above
Q2) __________ is achieved by avoiding ambiguous terminology,using reasonable,vernacular language adjusted to the target group,and asking only one question at a time.
A)Leadership
B)Clarity
C)Precision
D)None of the above
Q3) Which type of question does not allow the researcher to perform statistical analysis?
A)closed ended
B)multiple choice
C)open-ended
D)dichotomous
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Chapter 13: Basic Sampling Issues
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Q1) The main advantage of snowball sampling is to reduce the search costs for selecting the sample or potential respondents.
A)True
B)False
Q2) When a marketing researcher wants to interview teenagers between the ages of 16 -19
About what types of music they prefer,and asks the researchers to go to a shopping mall and ask teenagers if they own at least 100 music CDs in order to select her interview sample,and then asks shoppers who qualify for this screening question to suggest the names of two of their male friends who own at least 100 music CDs to see if they want to participate in the study as well,what type of sampling procedure is being used?
A)Snowball sample
B)Multi-stage area sample
C)Area sample
D)Systematic sample
E)Judgment sample
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Chapter 13: A: Basic Sampling Issues
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Q1) The key to making accurate predictions about the characteristics or behavior of a large population on the basis of a relatively small sample lies in the way in which individuals are selected for the sample.
A)True
B)False
Q2) A researcher invokes a pilot sample and finds that respondents from households with less than $50,000 annual income respond very differently than respondents from households with greater than $50,000 annual income,with regard to the key survey questions.In addition,the researcher's preliminary results show greater variance among respondents in the over $50,000 households.Given the preceding,which probability sampling method should the researcher invoke and why?
Q3) Which of the following types of samples enables the researcher to compute sampling error?
A)nonprobability
B)convenience
C)probability
D)all of the above
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Chapter 14: Sample Size Determination
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Q1) All of the following are properties of the normal distribution EXCEPT:
A)the total area under the normal curve equals one.
B)the distribution is asymmetric about its mean.
C)the normal distribution is symmetric about its mean.
D)the area between the mean and a given number of standard deviations from the mean is the same for all normal distributions.
E)the normal distribution is "bell-shaped."
Q2) The formula for a z-score equals the score ______ the ________ ,and then ________ the
Standard deviation of the variable.
A)plus;mean;divided by B)minus;mean;divided by C)minus;square root of the mean;times D)minus;mean;times E)plus;mean;times
Q3) The probability of not making a Type II error is called statistical power.
A)True
B)False
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Chapter 14: A: Sample Size Determination
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Q1) Higher levels of confidence generally require:
A)larger sample sizes.
B)greater variance.
C)smaller sample sizes.
D)smaller standard deviation.
Q2) Subgroups are often chosen based on demographics of the sample,such as gender,income,etc.
A)True
B)False
Q3) ____________ is a range of values within which the true population value is estimated to fall.
A)Interval estimate
B)Point estimate
C)Population estimate
D)Sample estimate
E)none of the above
Q4) A confidence interval always includes the true population value.
A)True
B)False
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Chapter 15: Data Processing and Fundamental Data Analysis
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Q1) For each cell in a cross-tabulation,there are three percentage figures that can be recorded.
A)True
B)False
Q2) Which of the following would be the best way to summarize the "average income" in Webster Groves,Missouri?
A)Mean
B)Standard deviation
C)Median
D)Standard error of the mean
E)Mode
Q3) Which of the following graphs would be the simplest way to report the net income of Wal-Mart over the 10-year period?
A)Bar charts
B)Line charts
C)Pie charts
D)Stacked-bar charts
E)3-D Pie charts
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Chapter 15: A: Data Processing and Fundamental Data Analysis
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Q1) Anything that can be shown in a line graph or pie chart also can be shown in a bar chart.
A)True
B)False
Q2) This type of chart is the simplest form of chart and is useful for presenting a measurement taken at several points over time.
A)line chart
B)bar chart
C)pie chart
D)(b)and (c)are equally useful
E)All are equally useful.
Q3) The mode is always equal to the mean.
A)True
B)False
Q4) Which type of data entry ensures that data is entered properly?
A)scanning
B)coding
C)intelligent
D)marginal
E)none of the above
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Chapter 16: Statistical Testing of Differences and Relationships
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Q1) Another term for the ANOVA test is the:
A)One-group t-test.
B)F-test.
C)Multiple Regression test.
D)Two-group t-test.
E)Chi-square test.
Q2) In a study comparing adult men and adult women,if the standard deviation of the group
Of 49 men is 5.3 while the standard deviation of the 64 women is 4.8,what is the approximate standard error of the difference of the means for these data?
A)0.55
B)0.67
C)0.97
D)0.78
E)0.86
Q3) In statistical testing,Type I errors and Type II errors are complementary.
A)True
B)False
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Chapter 16: A: Statistical Testing of Differences and Relationships
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Q1) Illustrate a situation when is it more appropriate to use an Anova test rather than a crosstabulation with the chi-square test.
Q2) Suppose a client wants to evaluate average weekly miles jogging by males and females.Initially,the consultant thinks a t-test would be the preferred method of analysis.However,the client wants to know where the differences exist among short,medium and long mileage joggers.What will the consultant have to do to satisfy his/her client?
Q3) A p value of .285 would be acceptable for a research analyst to reject the null hypothesis.
A)True
B)False
Q4) The issue of whether certain measurements are different from one another is central to many questions of critical interest to marketing managers.
A)True
B)False
Q5) The ANOVA technique requires two pieces of information from the researcher.Describe these two pieces of information and the level of measurement associated with each.
34
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Chapter 17: Bivariate Correlation and Regression
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Q1) In regression analysis,the unexplained variation is a measure of the scatter around the regression line.
A)True
B)False
Q2) In a scatter diagram,the ________ variable is plotted on the x-axis,while the
Variable is plotted on the y-axis.
A)criterion;independent B)dependent;independent C)predictor;independent D)independent;dependent E)criterion;predictor
Q3) The correlation coefficient is the square root of the coefficient of determination. A)True
B)False
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Chapter 17: A: Bivariate Correlation and Regression
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Q1) Draw a graph depicting a strong but inverse correlation between X(Sales)and number of times the sales force did not reach its quota.Interpret the relationship.
Q2) When two variables are not correlated at all,the correlation coefficient would be
A)-1
B)0
C)1 D)-2
E)none of the above
Q3) In a regression output in SPSS,R<sup>2 </sup>represents:
A)the independent variable.
B)the dependent variable.
C)the estimated slope of the regression line.
D)the coefficient of determination.
Q4) How many pairs of responses were in this correlation analysis? ________
Q5) Bivariate regression looks at the relationship between many variables.
A)True B)False
Q6) Which of the relationships in the matrix is the strongest?
Page 36
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Chapter 18: Multivariate Data Analysis
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Q1) In factor analysis,there is no dependent variable.
A)True
B)False
Q2) If "R squared" in a regression analysis is found to be .65,this means that ________
Percent of the variation in the dependent variable can be explained by variation in the independent variable.
A)35
B)85
C)65
D)54
E)45
Q3) Which type of multivariate analysis should be used when a researcher wants to predict a
Dependent variable based on the levels of more than one independent variable?
A)Conjoint analysis
B)Cluster analysis
C)Multiple regression analysis
D)Factor analysis
E)Multiple discriminant analysis
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Chapter 18: A: Multivariate Data Analysis
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Q1) Suppose an analyst wanted to determine whether or not dollars spent on advertising,number of sales people,number of new products introduced,and dollars spent on research and development were contributing to the growth in company market share.Which of the following procedures would be most appropriate?
A)conjoint analysis
B)cluster analysis
C)multiple regression analysis
D)perceptual mapping
Q2) If a company was interested in the impact that advertising and sales price had on sales,cluster analysis would be an appropriate tool to use.
A)True
B)False
Q3) Dummy variables created to include nominally scaled variables in an analysis are commonly used in:
A)multiple discriminant analysis.
B)factor analysis.
C)conjoint analysis.
D)multiple regression analysis.
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Chapter 19: Communicating the Research Results
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Q1) The design and execution of a research project should be based on the objectives for the study.
A)True
B)False
Q2) In which section of a research report should the survey questionnaire be included?
A)Background
B)Table of contents
C)Appendix
D)Executive summary
E)Title page
Q3) All of the following should be included on the title page of a research report EXCEPT:
A)the name of the project.
B)the name of the client organization.
C)the name of the research firm.
D)the date of the report.
E)the executive summary.
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Chapter 19: A: Communicating the Research Results
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Q1) The most difficult task for a student marketing research team is interpreting project findings to arrive at conclusions,and then using the conclusions to formulate recommendations.
A)True
B)False
Q2) Clients always expect a presentation of the research results.
A)True
B)False
Q3) A differential advantage is:
A)a statement of project results.
B)advantage(s)of a specific methodology.
C)a true benefit that cannot be duplicated by competitors.
D)a well-written executive summary.
E)none of the above
Q4) Which of the following is not an objective of the marketing research report?
A)to explain why the research was done
B)to state the specific research objectives
C)to explain how the research was done
D)to explain how much the project cost the client
E)All of the above are objectives of the marketing research report.
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Chapter 20: Managing Marketing Research
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Q1) Describe CRI's Client Profitability Analysis and how it is used in their business.
Q2) To increase a client's ROI,a marketing research firm can:
A)invest more in research
B)invest less in research
C)reduce the anticipated dollar value of the decision based on the research
D)invest more in advertising
E)enter a riskier new market
Q3) Captive outsourcing is:
A)when a research firm outsources to a firm in a small,developing country.
B)when a research firm creates a wholly-owned foreign facility for outsourcing.
C)outsourcing to prisoners held against their will.
D)outsourcing to a third-party provider.
E)the most cost efficient way to hire a market researcher staff.
Q4) Research management involves overseeing the development of:
A)communication systems.
B)schedules
C)client profitability
D)all of the above
E)none of the above
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Chapter 20: A: Managing Marketing Research
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Q1) In accounting terms,return on investment equals after-tax income from an investment
________ the dollar amount of the investment.
A)times
B)minus
C)divided by
D)squared,and then added to E)plus
Q2) The most important objective of research management is to:
A)clean the data before data entry.
B)write a good research report.
C)ensure the quality of the data produced by the research process.
D)use appropriate statistical techniques.
E)keep the project within budget.
Q3) The ability to generate and recognize potentially useful ideas is called:
A)insight.
B)research management.
C)innovation.
D)outsourcing.
E)creativity.
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