The goal of exploratory research is:
a. To cost justify a larger marketing research project.
b. To learn the skills needed to properly conduct real marketing research.
c. To understand exactly what information is needed by managers to make important decisions.
d. To find out if research can solve the problem under consideration.
e. All of the above are true.
Question 2The factors that influence exposure of marketing stimuli to a potential customer are
a. a commercial and informational retrieval.
b. information retrieval and interactive marketing.
c. position of an ad within a medium, product distribution, and shelf placement.
d. a commercial and a magazine ad.
e. attention and motivation of the customer.
Question 3What type of research is used when the problem to be solved is broad or vague?
a. Exploratory research.
b. Secondary research.
c. Primary research.
d. All of the above.
e. None of the above.
Question 4The selling of T-shirts with a beer's name on it at sports events is an example of
a. a commercial.
b. information retrieval.
c. marketing stimuli.
d. interactive marketing.
e. marketing myopia.
Question 5Which of the following statements about the Problem Definition phase of the Marketing Research Process is
TRUE?
a. It results in specifying the Decision Problem.
b. It results in specifying one or more Research Problems.
c. No further steps should be taken until A and B are stated explicitly.
d. The Research Requests Agreement states the problem the research will address.
e. All of the above are true.
Question 6Jenny was watching television when the broadcast was interrupted for a commercial for a Toyota Echo. We can only say for sure that Jenny ____ the ad.
a. comprehended
b. was exposed to
c. paid attention to
d. was motivated by
e. was involved in
Question 7The marketing manager at Widgets R Us became aware that a leading competitor was conducting an extensive
customer survey. Somewhat alarmed, this manager directed the marketing staff to construct and administer a
customer survey immediately. What phase of the Marketing Research Process has this manager likely skipped?
a. Data Collection
b. Research Configuration
c. Information Reporting
d. Problem Definition
e. Data Analysis
Question 8If a marketing communication is to have an effect, consumers must first ____ it.
a. be exposed to
b. expose others to
c. recall
d. memorize
e. analyze
Question 9Communicating research results to appropriate managers is part of which phase of the Marketing Research
Process?
a. Data Collection
b. Research Configuration
c. Information Reporting
d. Problem Definition
e. Data Analysis
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