Questions 1 through 4 are based on the following situations:

Dean Glass, a BBA student at Touro College, New York , recently purchaseda small ice cream and frozen yogurt business close to campus to help pay his way through the program. Even though New York has cold winters, ice cream and frozen yogurt generally sell well year-round. After two months of operation, it became clear why the previous owners had sold the business: even though it seemed to ideally located, sales were extremely disappointed:

1._______________Dean decided to apply some of the things he learned in his B.B.A. marketing research class to his business. The first thing he should do is:

a.Develop a questionnaire

b.Identify a sample frame

c.Define the problem to be researched

d.Conduct store exit interview

e.Collect secondary data

2.________________Dean went to the college library and collected everything he could find on the ice cream and frozen yogurt industries. The type of data he collected are known as

a.primary data

b.Secondary data

c.Descriptive data

d.Exploratory data

e.Statistical data

3._______________Dean developed a research design to aid his investigation. The design included a questionnaire that attempted to measure ice cream taste preference", however, his professor said that the questionnaire measured not "ice cream taste preference" but something else. The professor was questioning the researchdesign' s

a.Significance

b.Truthfulness

c.Validity

d.Secondary data

e.Descriptive data

4.__________________________Besides administering the questionnaire, Dean observedpeople who came into his store, making notes about their appearance and behavior. The type of data he collected are

a.Indirect data

b.Direct data

c.Mechanical data

d.Secondary data

e.observation

5 ____________________Pilgrim Cereals' testing of the Crunchy Wheat promotion is an example of:

a.Collection of secondary data

b.Information feedback

c.An exploratory study

d.A descriptive study

e.An experimentation

6.______________________An informed guess or an assumption about a certain problem or set of circumstances is known as

a. description of the situation

b. good research design

c. a hypothesis

d. a reliable guess

e.defining the problem

7. ________________________When more information is needed about a problem and the tentative hypothesis needs to be made more specific, marketers usually conduct

a. descriptive research

b. experimental research

c. exploratory research

d. analytical research

e. statistical research

8. _________________________________ The basic function of marketing research is

a. To conduct surveys

b. to analyze research

c. to gather information

d. to monitor market trends and developments

e. all of the above could be true

9.________________Marketing managers have an urgent need for informationthe function traditionally responsible for providing it is:

a. marketing communications

b. accounting

c. finance

d. production department

e. marketing research

10. __________________________Marketing research is involved with which of these phases of the information management process?

a. The specification of what information is needed

b. The collection and analysis of information

c. the interpretation of that information

d. all of the above

e. Only a and b

11______________________Marketing research is the process of gathering and interpreting data for use in:

a.Increasing sales volume

b.Improving profitability

c.Ensuring TQM

d.Developing, implanting and monitoring the firm's marketing plan.

e.All of the above

12. _________________ Defining problem is among the most difficult aspects of marketing research process because of______every situation a manger may encounter

A.Complexity

B.Urgency

C.Riskiness

D.Uniqueness

E.Subjective

13____________ Which of the following is true of marketing research?

A. It draws heavily on the social sciences, both for methods and theory.

B. It is typically conducted for branding of new products but not for existing products.

C. It can be applied to a variety of problems including price, product and promotion, but excluding place.

D. Theoretical research plays no role in marketing research.

E. Marketing research investigations that focus on topics such as trade area analysis and store image/perception are categorized as promotional research methodologies.

F. None of the above

14.___________ Dependent variables are

a.

predictors of a phenomenon

c.

used to explain independent variables

b.

covariates or causes of a phenomenon

d.

phenomena one seeks to explain

e. all of the above

15._______Elements of the marketing mix, such as pricing and ad spending, are viewed as decision variables that the firm can use to steer the market. Therefore, in developing a model these decision variables would be considered

a.

independent variables

c.

connecting variables

b.

dependent variables

d.

statistical variables

e.standard deviation

16.____________ The growth of marketing research activity dramatically increased after World War II because of

a.

increased computer technology

b.

mass production of goods

c.

the development of television

d.

the acceptance of the marketing concept

e. the sales revolution

17____The American Marketing Association's Marketing Research Code of Ethics addresses all of the following issues except

a.

pricing of research

c.

integrity of conclusions

b.

Confidentiality

d.

use of data

e.R & D

18._____________ The research describes

a.

answers the question, "Why is this project being conducted?"

b.

answers the question, "What specific information is needed to attain the objective?"

c.

is the general plan guiding the data collection and analysis phases of the research

d.

outlines how the results will be used in the decision-making process

e. usually involves the marketing aspects of distributing the product

19._______________ An example of an opportunity would be

a.

an ad campaign was not as effective as forecasted

b.

a hotel experiences a decline in revenues

c.

a competitor has more effective advertising

d.

consumer tastes for snack foods shifted to products with less sodium

e.all of the above

20.___________ Secondary international data sources are helpful in providing all of the following types of general information except

a.

economic indicators

c.

consumer purchase behavior

b.

political stability

d.

exchange-rate fluctuations

e.investment indicators

21_________Research studies that describe user characteristics for particular products and services are

a.

consumer profile studies

c.

audience profile studies

b.

Psychographics

d.

marketing potential studies

e.geographic

22._________ The final step in the marketing research process is:

a. interpreting research findings

b. making sure that market research is conducted ethically

c. putting the results in a written document

d. defining the problem

e. reporting the research findings

23. A (n) ______________________is a collection of information arranged for easy access and retrieval

a. database

b. marketing information system

c. deciding independent vs dependent variables

d. marketing decision support system

e. online information service

f. none of the above

24.___________________Dow Jones News Retrieval has developed a collection of information arranged for easy access and retrieval. This is an example of:

a. database

b. single-source data

c. comprehensive company reports

d. marketing decision support system

e. multi-point source data

Group B:

Question #1: Define dependent and independent variable with an example

Question #2: List all the steps in market research

Question #3: The definition of the research problem is one of the most critical steps in the research process. Why?

Question 4: Why is ethics an important consideration in marketing research?

Group C:

1.If you were to undertake a research project involving a country with which you had no familiarity what sorts of issues you would study before starting to design the project? Describe those issues and the special considerations would you need to remain aware of after the project was under way?

2.What is a market research? Why is it important to explain the research objectives and procedures both to current and future decision makers?

3.A colleague is arguing that the best way to conduct a study of attitudes toward city government in your community is through a mail survey because it is cheapest. How would you respond to your colleague? If time were not a critical factor in your decision, would this change your response? Why?