Chapter 02习题详解.docx

Chapter 02习题详解.docx

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Chapter02习题详解

Chapter02

MarketingResearch:

ProcessAndSystemsForDecision...

MultipleChoiceQuestions

1.（p.28）Theprocessbywhichinformationabouttheenvironmentisgenerated,analyzedandinterpretedforuseinmarketingdecisionmakingiscalled

a.Marketingconcept

B.Marketingresearch

c.Marketingstrategy

d.Productresearch

Rationale:

Marketingresearchistheprocessbywhichinformationabouttheenvironmentisgenerated,analyzedandinterpretedforuseinmarketingdecisionmaking.

2.（p.28）Whichofthefollowingstatementsaboutmarketingresearchistrue?

a.Themostcarefullyexecutedresearchwillalwaysbeerrorfree

B.Marketingresearchisanaidtodecisionmakingandnotasubstituteforit

c.Marketingmanagersshouldrelyonmarketingresearchformakingdecisionsratherthanintuitionorexperience

d.Marketingresearchforecastswithcertaintywhatwillhappeninthefuture

Rationale:

Marketingresearchisanaidtodecisionmakingandnotasubstitute.

3.（p.28）CharlesWalkerwantstobuildadistributioncenterinColorado.Whenyoumeethimforlunch,heshowsyouthemarketingresearchthatguaranteeshisnewenterprisewillbeasuccess.Whatshouldyoutellhimtocurbhisunbridledoptimism?

a.Walkershouldexecuteresearchverycarefullytomakeiterrorfree

b.Walkerneedstoformulateabetterplanforhisorganization

C.Walkershouldknowthateventhemostcarefullyexecutedresearchcanbefraughtwitherrors

d.Walkershouldbelayingstressonstrategicplanningandnotresearch

Rationale:

Eventhemostcarefullyexecutedresearchcanbefraughtwitherrors.

4.（p.28）Sincemarketingresearchdoesnotmakedecisions,whyshouldanorganizationbotherwithitatall?

a.Tomakestrategieserrorfree

B.Toreducestherisksassociatedwithmanagingmarketingstrategies

c.Toequalizetheriskofprofitandlossandgetmaximumreturnsoninvestment

d.Toeliminateconsumerconcerns

Rationale:

Althoughmarketingresearchdoesnotmakedecisions,itcanreducetherisksassociatedwithmanagingmarketingstrategies.

5.（p.28）Allofthefollowingaretrueofmarketresearchexcept

a.Eventhemostcarefullyexecutedresearchcanbefraughtwitherrors

b.Marketingresearchdoesnotforecastthefuturewithcertainty

c.Decisionsmustbemadeinlightofmanagers'ownknowledgeandexperience

D.Itisasubstitutefordecisionmaking

Rationale:

Marketingresearchistheprocessbywhichinformationabouttheenvironmentisgenerated,analyzedandinterpretedforuseinmarketingdecisionmaking.Itcannotbeoverstatedthatmarketingresearchisanaidtodecisionmakingandnotasub

6.（p.28）Whichofthefollowingdoesnotpertaintomarketingresearch?

a.Generationofinformation

b.Analysisofinformation

c.Aidtomakinggooddecisions

D.Substitutetodecisionmaking

Rationale:

Itcannotbeoverstatedthatmarketingresearchisanaidtodecisionmakingandnotasubstituteforit.

7.（p.28-29）Whatistheclosestobservationonecanmakeaboutthestatement:

"Marketingresearchcanexaminetheeffectsofachangeinanyelementofthemarketingmixoncustomerperceptionandbehavior?

"

a.Marketingresearchdoesnotmakedecisions

b.Marketingresearchcanforecastwithcertaintywhatwillhappeninthefuture

c.Marketingresearchcanincreasetherisksassociatedwithmanagingmarketingstrategies

D.Marketingresearchcaninvestigateeffectsofvariousmarketingstrategiesaftertheyhavebeenimplemented

Rationale:

Marketingresearchisvitalforinvestigatingtheeffectsofvariousmarketingstrategiesaftertheyhavebeenimplemented.

8.（p.29）Asystematicprocessforobtaininginformationtoaidindecisionmakingiscalled

A.Marketingresearch

b.Productanalysis

c.Audit

d.Dataprocessing

Rationale:

Marketingresearchcanbeviewedassystematicprocessesforobtaininginformationtoaidindecisionmaking.

9.（p.29）Inthepast,marketingresearcherswereprimarilyengagedinthetechnicalaspectsoftheresearch,butwerenotextensivelyinvolvedin

a.Sampleselectionofresearchfindings

B.Strategicuseofresearchfindings

c.Researchdesign

d.Datacollection

Rationale:

Atonetime,marketingresearcherswereprimarilyengagedinthetechnicalaspectsofresearch,butwerenotheavilyinvolvedinthestrategicuseofresearchfindings.

10.（p.29）Thefirststepintheresearchprocessistodetermine

a.Informationaboutthechangingelementsofthemarket

b.Themarketingstrategy

c.Theresearchanddevelopmentandproductionsystems

D.Explicitlywhyresearchisneededandwhatitistoaccomplish

Rationale:

Thefirststepintheresearchprocessistodetermineexplicitlywhytheresearchisneededandwhatitistoaccomplish.

11.（p.29）ReadingofToledo,Inc.makesastreakedgriddlethatproduceschar-broiledlookingmeatwithoutthegreaseflare-ups,smokeorwastedenergy.Saleshavebeendownrecentlyforitsstreakedgriddle.Itsmarketingmanagerwondersifconsumerhealthconcernsaboutgrilledmeatcausingcancerareresponsibleforthedecreaseinsales.Themanagerwantstoconductmarketingresearchtoseeifthefirmneedstomodifytheproductoradvertisemore.Themarketingmanager

A.Isinthefirststageofthemarketresearchprocess

b.Isuninformedaboutthescientificandpoliticalissuesinvolved

c.Willhavetorelysolelyonsecondarydata

d.Willnextneedtodeterminehowthegathereddatawillbeprocessed

Rationale:

Thefirststepintheresearchprocessistodetermineexplicitlywhytheresearchisneededandwhatitistoaccomplish.

12.（p.29）Identifythefirststepintheresearchprocessthatdetermineswhytheresearchisneededandwhatitistoaccomplish?

a.Planoftheresearch

b.Processingofresearchdata

C.Purposeoftheresearch

d.Preparationofresearchreport

Rationale:

Purposeofresearchisthefirststepintheresearchprocesswhichdeterminesexplicitlywhytheresearchisneededandwhatitistoaccomplish.

13.（p.29）TheFivePsoftheresearchprocessincludepurposeofresearch,planofresearch,performanceofresearch,processingofresearchdataand

A.Preparationofresearchreport

b.Predictabilityofresearch

c.Promotionofresearchresults

d.Propagationofresearch

Rationale:

RefertoFig2.1.

14.（p.29）Bytheendofthefirststageofthemarketingresearchprocess,managersandresearchersshouldagreeon

a.Whetherthecompanywilldoitsownresearchorhireamarketingresearchspecialist

b.Whetherprimaryorsecondarydatawillbeused

C.Thespecificquestionorquestionstheresearchisdesignedtoinvestigate

d.Thetypeofquantitativeresearchtobeconducted

Rationale:

Attheendofthefirststage,managersandresearchersshouldagreeon

（1）thecurrentsituationinvolvingtheproblemtoberesearched,

（2）thenatureoftheproblemand（3）thespecificquestionorquestionstheresearchisdesignedtoinves

15.（p.30）Whichofthefollowingbestdescribesprimarydata?

A.Datacollectedspecificallyfortheresearchproblemunderinvestigation

b.Datathathaspreviouslybeencollectedforotherpurposesbutcanbeusedfortheproblemathand

c.Datacollectedthroughbusinessandindustrypublications

d.DatacollectedthroughgovernmentreportssuchasStatisticalAbstractsoftheUnitedStates

Rationale:

Primarydataaredatacollectedspecificallyfortheresearchproblemunderinvestigation.

16.（p.30）BelindaNunezwantstoopenagalleryinwhichshewillfeatureyoungHispanicartists.Shewasunsureifthenewbusinesswouldsucceeduntilshereadinthelocalnewspaperthat55percentofthecommunityinwhichshewillbeoperatingthegalleryisHispanic.Whichofthefollowingstatementscoulddescribethissituation?

a.Nunezrealizedthatshemustcarefullyconductresearchinordertoeliminateallerrors

b.Nunezusedprimarymarketingresearchbeforesheinvestedhermoneyandtimeintotheproject

C.Nunezusedsecondarydatatoaidherindecisionmaking

d.Nunezrealizedthatherdecisionsshouldbetotallybasedonresearchandnotonintuitionorexperience

Rationale:

Secondarydataarethosethathavepreviouslybeencollectedforotherpurposesbutcanbeusedfortheproblemathand.

17.（p.30）BelindaNunezwantstoopenagalleryinwhichshewillfeatureyoungHispanicartists.Shewasunsureifthenewbusinesswouldsucceeduntilshereadinthelocalnewspaperthat55percentofthecommunityinwhichshewillbeoperatingthegalleryisHispanic.Whattypeofresearch（data）hassheusedtoaidherindecisionmaking?

a.Primarydata

B.Secondarydata

c.Qualitativeresearch

d.Observationalresearch

Rationale:

Secondarydataarethosethathavepreviouslybeencollectedforotherpurposesbutcanbeusedfortheproblemathand.

18.（p.30）Whatistheadvantageofsecondarydataoverprimarydata?

a.Itisalwaysavailableforstrategy-specificresearchquestions

b.Therearelimitedsourcesforsecondarydatamakingiteasiertouse

C.Itislessexpensive

d.Itisverysystematic

Rationale:

Secondaryinformationhastheadvantageofusuallybeingcheaperthanprimarydata.

19.（p.30）Allofthefollowingarecriticalissuesinfluencingtheresearchplan,except

a.Whetherprimaryorsecondarydataareneeded

b.Whetherqualitativeorquantitativeresearchisneeded

c.Whetherthecompanywillconductitsownresearchorcontractwithamarketingresearchspecialist

D.Whethertheresearchistotallyerrorfreeandstatisticalinnature

Rationale:

Threecriticalissuesthatinfluencetheresearchplanare

（1）whetherprimaryorsecondarydataareneeded,（