Chapter02习题详解

Chapter02MarketingResearch:ProcessAndSystemsForDecision...MultipleChoiceQuestions1.(p.28)Theprocessbywhichinformationabouttheenvironmentisgenerated,analyzedandinterpretedforuseinmarketingdecisionmakingiscalleda.MarketingconceptB.Marketingresearchc.Marketingstrategyd.ProductresearchRationale:Marketingresearchistheprocessbywhichinformationabouttheenvironmentisgenerated,analyzedandinterpretedforuseinmarketingdecisionmaking.2.(p.28)Whichofthefollowingstatementsaboutmarketingresearchistrue?a.ThemostcarefullyexecutedresearchwillalwaysbeerrorfreeB.Marketingresearchisanaidtodecisionmakingandnotasubstituteforitc.Marketingmanagersshouldrelyonmarketingresearchformakingdecisionsratherthanintuitionorexperienced.MarketingresearchforecastswithcertaintywhatwillhappeninthefutureRationale:Marketingresearchisanaidtodecisionmakingandnotasubstitute.3.(p.28)CharlesWalkerwantstobuildadistributioncenterinColorado.Whenyoumeethimforlunch,heshowsyouthemarketingresearchthatguaranteeshisnewenterprisewillbeasuccess.Whatshouldyoutellhimtocurbhisunbridledoptimism?a.Walkershouldexecuteresearchverycarefullytomakeiterrorfreeb.WalkerneedstoformulateabetterplanforhisorganizationC.Walkershouldknowthateventhemostcarefullyexecutedresearchcanbefraughtwitherrorsd.WalkershouldbelayingstressonstrategicplanningandnotresearchRationale:Eventhemostcarefullyexecutedresearchcanbefraughtwitherrors.4.(p.28)Sincemarketingresearchdoesnotmakedecisions,whyshouldanorganizationbotherwithitatall?a.TomakestrategieserrorfreeB.Toreducestherisksassociatedwithmanagingmarketingstrategiesc.Toequalizetheriskofprofitandlossandgetmaximumreturnsoninvestmentd.ToeliminateconsumerconcernsRationale:Althoughmarketingresearchdoesnotmakedecisions,itcanreducetherisksassociatedwithmanagingmarketingstrategies.5.(p.28)Allofthefollowingaretrueofmarketresearchexcepta.Eventhemostcarefullyexecutedresearchcanbefraughtwitherrorsb.Marketingresearchdoesnotforecastthefuturewithcertaintyc.Decisionsmustbemadeinlightofmanagers'ownknowledgeandexperienceD.ItisasubstitutefordecisionmakingRationale:Marketingresearchistheprocessbywhichinformationabouttheenvironmentisgenerated,analyzedandinterpretedforuseinmarketingdecisionmaking.Itcannotbeoverstatedthatmarketingresearchisanaidtodecisionmakingandnotasub6.(p.28)Whichofthefollowingdoesnotpertaintomarketingresearch?a.Generationofinformationb.Analysisofinformationc.AidtomakinggooddecisionsD.SubstitutetodecisionmakingRationale:Itcannotbeoverstatedthatmarketingresearchisanaidtodecisionmakingandnotasubstituteforit.7.(p.28-29)Whatistheclosestobservationonecanmakeaboutthestatement:Marketingresearchcanexaminetheeffectsofachangeinanyelementofthemarketingmixoncustomerperceptionandbehavior?a.Marketingresearchdoesnotmakedecisionsb.Marketingresearchcanforecastwithcertaintywhatwillhappeninthefuturec.MarketingresearchcanincreasetherisksassociatedwithmanagingmarketingstrategiesD.MarketingresearchcaninvestigateeffectsofvariousmarketingstrategiesaftertheyhavebeenimplementedRationale:Marketingresearchisvitalforinvestigatingtheeffectsofvariousmarketingstrategiesaftertheyhavebeenimplemented.8.(p.29)AsystematicprocessforobtaininginformationtoaidindecisionmakingiscalledA.Marketingresearchb.Productanalysisc.Auditd.DataprocessingRationale:Marketingresearchcanbeviewedassystematicprocessesforobtaininginformationtoaidindecisionmaking.9.(p.29)Inthepast,marketingresearcherswereprimarilyengagedinthetechnicalaspectsoftheresearch,butwerenotextensivelyinvolvedina.SampleselectionofresearchfindingsB.Strategicuseofresearchfindingsc.Researchdesignd.DatacollectionRationale:Atonetime,marketingresearcherswereprimarilyengagedinthetechnicalaspectsofresearch,butwerenotheavilyinvolvedinthestrategicuseofresearchfindings.10.(p.29)Thefirststepintheresearchprocessistodeterminea.Informationaboutthechangingelementsofthemarketb.Themarketingstrategyc.TheresearchanddevelopmentandproductionsystemsD.ExplicitlywhyresearchisneededandwhatitistoaccomplishRationale:Thefirststepintheresearchprocessistodetermineexplicitlywhytheresearchisneededandwhatitistoaccomplish.11.(p.29)ReadingofToledo,Inc.makesastreakedgriddlethatproduceschar-broiledlookingmeatwithoutthegreaseflare-ups,smokeorwastedenergy.Saleshavebeendownrecentlyforitsstreakedgriddle.Itsmarketingmanagerwondersifconsumerhealthconcernsaboutgrilledmeatcausingcancerareresponsibleforthedecreaseinsales.Themanagerwantstoconductmarketingresearchtoseeifthefirmneedstomodifytheproductoradvertisemore.ThemarketingmanagerA.Isinthefirststageofthemarketresearchprocessb.Isuninformedaboutthescientificandpoliticalissuesinvolvedc.Willhavetorelysolelyonsecondarydatad.WillnextneedtodeterminehowthegathereddatawillbeprocessedRationale:Thefirststepintheresearchprocessistodetermineexplicitlywhytheresearchisneededandwhatitistoaccomplish.12.(p.29)Identifythefirststepintheresearchprocessthatdetermineswhytheresearchisneededandwhatitistoaccomplish?a.Planoftheresearchb.ProcessingofresearchdataC.Purposeoftheresearchd.PreparationofresearchreportRationale:Purposeofresearchisthefirststepintherese