MKT362 : Midterm Revision Exam

[CH1] In the definition of marketing research, 'systematic' means that planning is required at all stages of the marketing research process.

[CH1] Limited-service suppliers offer the entire range of marketing research services, from problem definition to report presentation.

[CH1] Brand or company image research is classified as problem-solving research rather than problem-identification research.

[CH2] The marketing research problem is action oriented, while the management decision problem is information oriented.

[CH2] When interviewing industry experts during problem definition, information should be obtained through unstructured interviews with a pre-prepared agenda only.

[CH2] A moderating variable is one whose presence modifies the original relationship between the independent and dependent variables.

[CH2] A hypothesis goes beyond a research question because it is a proposition rather than merely a question.

[CH2] A graphical model explicitly specifies the relationships among variables in equation form.

[CH4] Exploratory research design is a type of conclusive research design, alongside descriptive research design.

[CH4] Compared with primary data, secondary data have a relatively low collection cost and a short collection time.

[CH4] Under the dependability criterion, secondary data should be obtained from an acquired source rather than an original source.

[CH4] Audit services are syndicated services whose unit of measurement is institutions, such as retailers and wholesalers.

[CH5] Focus groups and depth interviews are classified as indirect (disguised) qualitative research procedures.

[CH5] In a dueling-moderator group, two moderators deliberately take opposite positions on the issues to be discussed.

[CH5] Compared with traditional focus groups, online focus groups make transcripts available immediately.

[CH1] In the definition of research, which characteristic means the inquiry is carried out to fulfill a purpose rather than being an accidental discovery?

[CH1] A company hires an outside agency only to conduct its focus groups, while it handles every other research step itself. The agency is best described as a:

[CH1] Before any product decision, a manager asks for an estimate of the total demand for electric scooters in Bahrain. This study is an example of:

[CH1] Which step of the marketing research process comes immediately after 'Developing an approach to the problem'?

[CH1] A researcher tests several package designs for a new juice to see which one consumers prefer. Within problem-solving research, this activity belongs to:

[CH2] Why is defining the problem considered the most important step in the marketing research process?

[CH2] A decision maker asks: 'Should the price of our product be increased?' Which statement is the matching marketing research problem?

[CH2] ABC Company cannot meet its sales forecasts and its profits are declining. In the notes' problem-audit example, these points are best seen as:

[CH2] A CEO finds that advertising campaigns influence how loyal customers are to the brand. In this relationship, brand loyalty is the:

[CH2] Service quality raises customer satisfaction, but how strongly depends on the skill of the managers. In this framework, managerial skill is the:

[CH2] Breaking a concept such as achievement motivation into dimensions and then into observable, measurable elements is called:

[CH2] In the Chanel case, the statement 'Users of Chanel have higher than average incomes' is an example of a:

[CH4] A research design is best described as:

[CH4] A researcher checks how long ago the data in a government report were collected and how often the report is updated. Which evaluation criterion is being applied?

[CH4] A tourism authority compares hotel occupancy figures from two different sources to judge how accurate they are. Which criterion is it applying?

[CH4] A TV channel wants to set advertising rates and build viewer profiles using data recorded automatically by electronic devices in homes, supplemented by a diary. Which syndicated service fits best?

[CH4] Which of the following is a disadvantage of scanner volume tracking data?

[CH4] Which of the following is classified as internal secondary data?

[CH5] Compared with quantitative research, qualitative research typically uses:

[CH5] During a focus group, one participant keeps dominating, so the moderator asks another person to react to that participant's comment. This follows which guideline?

[CH5] A moderator responds to vague comments by saying 'I'm not sure I follow, could you be more specific?' Which moderator qualification is being shown?

[CH5] A bank arranges for its branch staff to watch a focus group of customers describing the service they want, so the staff can learn from them. This variation is a:

[CH5] A researcher must explore a sensitive topic with managers from competing firms. According to the comparison of interviews and focus groups, which method is favoured?

[CH5] Respondents see a list of words one at a time, with filler words mixed in, and say the first word that comes to mind for each. This technique is:

[CH5] A researcher is warned about the main drawbacks of using cartoon tests and sentence completion. Which drawback applies to projective techniques?

[CH1] Define marketing research and explain its key characteristics. Then list the six steps of the marketing research process.

[CH1] Explain the classification of marketing research suppliers, distinguishing between full-service and limited-service suppliers and listing the types of limited-service suppliers.

[CH2] Compare the management decision problem (MDP) and the marketing research problem (MRP), and illustrate the difference with one example.

[CH2] List and explain the four tasks involved in defining the marketing research problem.

[CH4] Compare primary and secondary data, and list the main uses of secondary data in a marketing research project.

[CH4] List and explain the six criteria for evaluating secondary data.

[CH5] List and explain the key qualifications of a focus group moderator.

[CH5] Compare unstructured (depth) interviews and structured interviews in terms of purpose, question format and the interviewer's freedom.

[CH2] Identify the management decision problem in this case and formulate a suitable marketing research problem for it. Explain how the two differ.

[CH2] Using Salman's proposed framework, identify the dependent, independent and moderating variables, and justify each choice.

[CH4] Evaluate Sources A and B using the criteria for evaluating secondary data. Should Salman rely on them, and what should he do before collecting primary data?

[CH1] What type of marketing research supplier is Insight Lab? Justify your answer from the case.

[CH5] Identify the weaknesses in Insight Lab's draft focus-group plan based on the rules and characteristics of focus groups, and recommend corrections.

[CH5] Given that men may be embarrassed to admit using skincare, which indirect qualitative procedure should Insight Lab use? Explain why it suits this situation and give one example of how it could be applied.