Ashworth Semester Exam BM380 Marketing Research

Question 1

Market research becomes unnecessary when managers are:

aware of the causes of a problem at hand.

uncertain about consequences of decision alternatives.

certain about the consequences of decision alternatives.

certain about the symptoms of a problem at hand.

 

Question 2

Which of the following would serve as a good decision rule for managers in establishing the need for marketing research

Ensuring that one's competitors are conducting market researches

Determining the value that can be derived from marketing research conducted by competitors

Determining the costs incurred by other companies in conducting marketing research

Comparing the value of the marketing research to the cost

 

Question 3

Jeff is the president of a bank. He wants to find out the satisfaction level of his customers in Dallas on certain dimensions such as friendliness of employees, convenience of location, and availability of loans. Jeff needs to conduct:

exploratory research.

descriptive research.

causal research.

prescriptive research.

 

Question 4

If we were measuring age, income, height, number of bottles purchased, and so on, we would be measuring:

objective properties.

subjective properties.

objective objects.

subjective objects.

 

Question 5

Screening questions are used to:

increase reliability by screening out respondents with inconsistent answers.

shield the true purpose of a question from a respondent.

determine whether or not a potential respondent qualifies to take part in a survey based on certain selection criteria the researcher has deemed essential.

increase response rates by screening out unlikely respondents.

 

Question 6

Probability samples are those for which the members of the population:

can be found for survey purposes.

all have a chance of being included in the sample.

have an unknown chance of being included in the sample.

whose responses may be predetermined with some known probability.

 

Question 7

In sample size formulas, the symbol "e" stands for:

estimated parameter or desired confidence level.

acceptable population equation.

estimated statistic or desired variability.

acceptable sample error.

 

Question 8

If you were conducting a telephone survey of households using random digit dialing numbers and you determined that you needed a sample size of 1,100, which of the following would be most accurate?

You would need to obtain exactly 1,100 telephone numbers to call.

You would need to obtain far less than 1,100 telephone numbers because you know that many will not answer or cooperate anyway.

You will need some multiple of the 1,100 numbers in order to ensure you account for factors such as numbers that are for business phones, ineligible households (incidence rate), and those numbers dialed whose owners refuse to participate.

You will need only a few extra numbers to allow for those who have moved away.

 

Question 9

_________ is a form of logic in which you make a general statement about an entire class based on what you have observed about a small set of members of that class.

Inference

Variance

Median

Range

 

Question 10

A relationship in which the presence (or absence) of one variable is systematically associated with the presence (or absence) of another is:

causal relationship.

linear relationship.

monotonic relationship.

nonmonotonic relationship.

   

  

 

BM380 Assignment 8

ASSIGNMENT 8

BM380 Marketing Research

Directions: Be sure to save an electronic copy of your answer before submitting it to Ashworth College for grading. Unless otherwise stated, answer in complete sentences, and be sure to use correct English, spelling, and grammar. Sources must be cited in APA format. Your response should be four (4) double‐spaced pages; refer to the "Format Requirementsʺ page located at the beginning of this learning guide for specific format requirements.

 

Writing the Marketing Research Report

 

All of the work is almost done. You have designed your research project; collected and prepared your data; and analyzed the results. It is time to communicate your marketing research findings. In order to do so, you must be able to address the following.

 

1.      Discuss the relative importance of the marketing research report to other stages in the marketing research process.

 

2.      Review the components of the elements of a Marketing Report. Then identify and differentiate the three major sections of a marketing research report.

 

3.      Distinguish among the elements of results, conclusions, and recommendations.

 

4.      What are some alternate ways researchers may report findings? What are some important things researchers should keep in mind when using alternate or innovative reporting vehicles?

 

  

 

BM380 Assignment 4

ASSIGNMENT 4

BM380 Marketing Research

Directions: Be sure to save an electronic copy of your answer before submitting it to Ashworth College for grading. Unless otherwise stated, answer in complete sentences, and be sure to use correct English, spelling, and grammar. Sources must be cited in APA format. Your response should be four (4) double‐spaced pages; refer to the "Format Requirementsʺ page located at the beginning of this learning guide for specific format requirements.

 

Case 1

 

Objective: Select the appropriate research design.

 

You have just graduated from college and are a newly hired researcher trainee at Georgia Metro Research. You have been asked to determine the appropriate research design for two new clients, as follows.

 

Client A is a consumer packaged goods manufacturer with a well-established brand name. The client has focused on manufacturing and distribution for years while the marketing program has been set on "auto pilot." All had worked fine, though there was a hint of emerging problems when, in the preceding year, market share had fallen slightly. Now, our client has just reviewed the current market share report and notices that over the previous 12 months, its share has gradually eroded 15 percent. When market share falls, clients are eager to learn why and to take corrective action. In these situations we know immediately the problem is that we don't know what the problem is. There are many possible causes for this slippage. You need to determine the research design needed.

 

Client B is in a very competitive category with equal market share of the top three brands. Our client is convinced that it has changed every marketing mix variable possible except for package design. Since the three competitive brands are typically displayed side-by-side, the client wants us to determine what factors of package design (e.g., size, shape, color, texture) cause an increase in awareness, preference for, and intention to buy the brand. What do you recommend for the appropriate research design?

 

1.      What research design would you recommend for each of these clients?

 

2.      For the research design you selected for each client, explain why you believe your choice of design is the correct choice.

 

 

Case 2

 

Objective: Select the appropriate sampling plan.

 

Client A

 

Honda USA is interested in learning what its 550 U.S. dealers think about a new service program Honda provided to the dealers at the beginning of last year. Honda USA wants to know if the dealers are using the program and, if so, what they like and dislike about the program. Honda USA does not want to survey all 550 dealers, but wants to ensure that the results are representative of all the dealers.

 

Client B

 

A researcher has the task of estimating how many units of a new, revolutionary photocopy machine (it does not require ink cartridges and is guaranteed not to jam) will be purchased by business firms in Cleveland, Ohio, for the upcoming annual sales forecast. She is going to ask about their likelihood of purchasing the new device, and for those "very likely" to purchase, she wants respondents to estimate how many machines their company will buy. She has data that will allow her to divide the companies into small, medium, and large firms based on number of employees at the Cleveland office.

 

1.      Of the four probability sampling methods that the researcher could use, what sampling plan should be used for each of these clients?

 

2.      Briefly discuss your reasoning for your choice of sampling plan for each case.

  

 

BM380 Week 6 Threaded Discussion

Question 1

Indicate what data analysis is and why it is useful.

Second Request

Using examples, explain measures of variability – why they are used, what they are, etc.

(Both answers are with reference and citations)

   

BM380 Lesson 8 Exam SCORE 95 PERCENT

Question 1

Which of the following is acceptable in a marketing research report table of contents?

Question options:

	a)  Letter of authorization numbered with Arabic numerals
	b)  Introduction pages are not numbered
	c)  Executive summary listed with Arabic numerals
	d)  Title page not listed
Question 2

Research is conducted to determine which recipe of cookie mix is most preferred. Cookie recipe "D" has the highest preference ratings among four cookie mixes tested. The report states that cookie mix "D" should replace all existing recipes as soon as possible. This last sentence is:

Question options:

	a)  a recommendation.
	b)  a conclusion.
	c)  information that should be included in the front matter.
	d)  a method.
Question 3

Signals that indicate the topics of each section and act like signals and signposts along the "road" of a marketing research report are referred to as:

Question options:

	a)  headings and subheadings.
	b)  tables of contents.
	c)  tables.
	d)  visuals.
Question 4

In the Chart Editor screen, right-click and select Properties Window. This window allows each of the following except:

Question options:

	a)  fill and border
	b)  size
	c)  3-D elements
	d)  truncated graph
Question 5

Which of the following is NOT a part of the front matter?

Question options:

	a)  Introduction
	b)  Title page
	c)  Table of contents
	d)  Abstract/executive summary
Question 6

Which type of visual introduces a set of topics and illustrates their relationships?

Question options:

	a)  Table
	b)  Picture
	c)  Flow diagram
	d)  Bar graph
Question 7

Which of the following identifies exact values?

Question options:

	a)  Tables
	b)  Pictures
	c)  Maps
	d)  Graphs
Question 8

Reporting of the details as to how the research was conducted is contained in the:

Question options:

	a)  method section.
	b)  conduct of research section.
	c)  appendix.
	d)  body.
Question 9

An aid to the reader in finding specific information that serves to graphically portray what is being said is referred to as:

Question options:

	a)  list of appendices.
	b)  list of illustrations.
	c)  table of contents.
	d)  list of tables.
Question 10

Which level heading should be left-justified, upper- and lower- case?

Question options:

	a)  First
	b)  Second
	c)  Third
	d)  Fourth
Question 11

Which of these items provides an overview, or "skeleton," of the research report including conclusions and recommendations?

Question options:

	a)  Table of contents
	b)  Title page
	c)  Appendix
	d)  Executive summary
Question 12

Research is conducted to determine which recipe of cookie mix is most preferred. Cookie recipe "D" has the highest preference ratings among four cookie mixes tested. This is:

Question options:

	a)  a recommendation.
	b)  a conclusion.
	c)  information that should be included in the front matter.
	d)  a method.
Question 13

Which section of the marketing research report contains the major portion of the report and presents the findings of the research?

Question options:

	a)  Method
	b)  Body
	c)  Results
	d)  Conclusions
Question 14

Which of the following would be included in the marketing research report introduction?

Question options:

	a)  Title
	b)  Executive summary
	c)  Research objectives
	d)  Results
Question 15

Which of the following would help the reader locate information in the research report?

Question options:

	a)  Letter of transmittal
	b)  Executive summary
	c)  Table of contents
	d)  Introduction
Question 16

The body of the report does NOT contain the:

Question options:

	a)  conclusions.
	b)  executive summary.
	c)  introduction.
	d)  results.
Question 17

A factual message that transmits research results, vital recommendations, conclusions, and other information to the client, who in turn uses the information as a basis for decision making, is known as:

Question options:

	a)  article summary.
	b)  marketing research report.
	c)  body report.
	d)  advancement report.
Question 18

Pie charts are particularly useful for illustrating:

Question options:

	a)  relative size or static comparisons.
	b)  items over time.
	c)  detail.
	d)  relationships found in the data.
Question 19

The letter of transmittal is used:

Question options:

	a)  instead of delivering the document.
	b)  to deliver the document.
	c)  to deliver the document to a client outside the firm.
	d)  to deliver the document within the firm.
Question 20

Which of the following examples may result in an unethical visual presentation of research findings?

Question options:

	a)  If time is a variable, placing it on the horizontal axis
	b)  Eliminating the scales on an axis
	c)  Using a histogram rather than a pictogram
	d)  Illustrating how many respondents refused to answer the question as part of the visual