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RM MCQ

The document discusses IBM utilizing the RONIN Corporation to conduct a tracking study of its S/390 customers. The study found low customer satisfaction with IBM's maintenance and no plans for future equipment purchases. IBM then raised its service standards in response to finding that customer expectations had increased. The document also provides multiple choice questions about marketing research terms and suppliers.

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Astha Gandhi
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© © All Rights Reserved
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Download as DOCX, PDF, TXT or read online on Scribd
589 views

RM MCQ

The document discusses IBM utilizing the RONIN Corporation to conduct a tracking study of its S/390 customers. The study found low customer satisfaction with IBM's maintenance and no plans for future equipment purchases. IBM then raised its service standards in response to finding that customer expectations had increased. The document also provides multiple choice questions about marketing research terms and suppliers.

Uploaded by

Astha Gandhi
Copyright
© © All Rights Reserved
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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1. IBM utilized the RONIN Corporation to conduct a tracking study of its S/390 customers.

Respondents indicated
they had no plans for future equipment acquisitions from IBM, problems with maintenance, and low customer
satisfaction. These findings were the result of _____.
a. problem solving research
b. distribution research
c. problem identification research
d. marketing information systems
2. When IBM utilized the RONIN Corporation for its tracking study, they found they had low ratings on
maintenance service. Further investigation revealed that customer expectations had increased. Therefore, IBM
raised its service standards. The higher service standards were the result of _____.
b. problem solving research
c. distribution research
d. problem identification research
3.Which of the following statements is not true about Ricipio, the application service provider NBC used to obtain
feedback from its viewers?
a. Ricipio gives the client the ability to view customer feedback the second it is entered on their Web sites.
b. Ricipio aims to capture the true words and emotions of consumers.
c. Ricipio easily converts hard-copy survey results to on-line data for quick client review.
d. Ricipio hosts live chat sessions for users of certain products.
4. Which of the following statements is not true about PortiCo Research, the firm used by Lipton to determine
people’s attitudes about tea?
a. PortiCo specializes in observing individuals, recording them on videos, and selling the tapes to major clients.
b. PortiCo totally immerses itself in the lives of consumers in an effort to document how they make purchase
decisions.
c. PortiCo utilizes research teams comprised of anthropologists, social psychologists, and ethnographers.
d. PortiCo tapes the subjects on shopping trips to make sure they buy the products.
5.Marketing Research, as defined by the author, is everything except_____.
a. systematic
b. politically biased
c. objective
d. used to assist management in decision making
6._____ is undertaken to help identify problems that are perhaps not apparent on the surface and yet exist or are likely
to arise in the future.
a. Problem identification research
b. Segmentation research
c. Problem solving research
d. Marketing information systems
7._____ is defined as a set of six steps that defines the tasks to be accomplished in conducting a marketing research
study. These include problem definition, developing an approach to the problem, research design formulation, field
work, data preparation and analysis, and report generation and presentation.
a. The marketing research process
b. Marketing information systems
c. Marketing research
d. A decision support system
8.The emphasis in marketing is on the identification and satisfaction of _____.
a. business needs
b. marketing goals
c. market needs
d. customer needs
9.In order to determine customer needs and to implement marketing strategies and programs aimed at satisfying those
needs, marketing managers need information about _____.
a. customers
b. competitors
c. other forces in the marketplace
d. all of the above
10.Marketing managers need the information provided by marketing research for many reasons. Which of the
following is not a reason to need information provided by marketing research?
a. Firms have become national and international in scope.
b. Consumers have become more affluent and sophisticated.
c. Competition has become more intense.
d. All of the above.
11.Sound management decisions are based on _____.
a. gut feeling
b. marketing research
c. intuition
d. pure judgment
12.Marketing research helps the marketing manager link the _____with the _____and the customer groups.
a. marketing variables; environment
b. marketing variables; marketing information system
c. marketing information system; environment
d. none of the above
13.Which of the following statements is(are) true concerning large firms?
a. Many firms maintain in-house marketing research departments.
b. Firms with in-house research departments never use external research suppliers.
c. The marketing research department’s place in the organizational structure may vary considerably.
d. Both a and c are correct.
14.External research suppliers can be classified as _____ and _____.
a. limited service; partial service
b. full service; partial service
c. full service; limited service
d. none of the above
15.Which of the following is not an example of a full service supplier?
a. syndicated services
b. customized services
c. internet services
d. analytical services
16.Companies that offer the full range of marketing research activities are _____.
a. limited service suppliers
b. full service suppliers
c. partial service suppliers
d. internal service suppliers
17.The Nielsen Television Index is a set of information of known commercial value that is provided to multiple
clients on a subscription basis. The Nielson Index is an example of _____.
a. syndicated services
b. customized services
c. standardized services
d. analytical services

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