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MKT 441 Week 5 Final Exam: Marketing Research Concepts and Applications

This final exam tests knowledge of marketing research methods and their application in real-world situations.

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MKT 441 Week 5 Final Exam: Marketing Research Concepts andApplicationsMKT 441 Week 5 Final Exam1.A marketing research firm is discussing the possibility of a major project for a real estatecompany.The research firm hasalready conducted extensive exploratory research for theproject and has been compensated.For the subsequent survey, the top managers in the real estatefirm cannot agree on exactly what the specific research objectives should be.What should themarketing research firm do?a.decline the projectb.conduct more exploratory researchc.tell the top managers what the research objectives should be and do the projectd.agree to do the subsequent project for a lower coste.none of the above2.In establishing the need for marketing research, which of the following would serve as agood decision rule for managers?a.ensuring that competitors are using marketing research, therefore a company consideringmarketing research would not be at a competitive disadvantageb.determining the value to be derived from marketing researchc.determining the cost of conducting marketing researchd.weighing the value derived from the marketingresearch with the cost of obtaining themarketing research informatione.ensuring that subordinates are in favor of conducting the marketing research3.Which of the following statements is not true?a.The Internet is rapidly replacing libraries and other printed materials once used inmarketing researchb.The Internet facilitates the distribution of research proposalsc.The Internet facilitates collaboration between supplier and clientd.the publishingand distribution of research reports is facilitated by the Internete.none of the above4.Which of the following represents an application of secondary data?a.predicting broad changes in cultureb.selecting a street location for a new carwashc.economic trends forecastingd.corporate intelligencee.All of the above are applications of secondary data.5.Which type of research may begin with, say, exploratory research, and then go ontoconduct a full-scale, representative survey?

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Document Details

University
University of Phoenix
Course
MKT 441
Subject
Marketing

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