Question 1

Marketing is a part of,or a subcategory of,marketing research.

Accepted Answer

A) True 
 B)False  False

Question 2

In order to develop the "right strategy" to succeed in business,managers must make the right decisions;and in order to make the right decisions,they must have objective,accurate,and timely:

Accepted Answer

A) reports about the competition. 
B) reports about customers' wants and needs. 
C) evidence of the number and sizes of market segments. 
D) information. 
E) marketing mix elasticity coefficients. 
A) reports about the competition. 
B) reports about customers' wants and needs. 
C) evidence of the number and sizes of market segments. 
D) information. 
E) marketing mix elasticity coefficients. D

Question 3

________ satisfies the need for companies to identify and test new products to replace products which are at the end of their product life cycles.

Accepted Answer

A) Target market selection 
B) Product research 
C) Distribution research 
D) Promotion research 
A) Target market selection 
B) Product research 
C) Distribution research 
D) Promotion research B

Question 4

Marketing research is not needed if there is an adequate decision support system in place.

Accepted Answer

A) True 
 B)False

Question 5

Some marketing research studies are designed to find out what consumers' problems are and to assess the suitability of different proposed methods of resolving those problems.

Accepted Answer

A) True 
 B)False

Question 6

The difference between basic research and applied research is that basic research is conducted to:

Accepted Answer

A) determine the most appropriate basic price for new products. 
B) determine the most efficient basic distribution channels for products. 
C) expand our knowledge,rather than solve a specific problem. 
D) determine the most basic desired features in new products. 
E) to understand the basic desires and motives of consumers. 
A) determine the most appropriate basic price for new products. 
B) determine the most efficient basic distribution channels for products. 
C) expand our knowledge,rather than solve a specific problem. 
D) determine the most basic desired features in new products. 
E) to understand the basic desires and motives of consumers.

Question 7

Marketing research is synonymous with market research.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following refers to applying marketing research to a specific geographical marketing area?

Accepted Answer

A) marketing research 
B) market research 
C) area marketing research 
D) geographical zone research 
E) demographic research 
A) marketing research 
B) market research 
C) area marketing research 
D) geographical zone research 
E) demographic research

Question 9

Applied research addresses specific problems,and this type of research represents the vast majority of marketing research studies.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following marketing information system components provides studies conducted for specific situations facing the company?

Accepted Answer

A) marketing intelligence system 
B) marketing research system 
C) consumer information support system 
D) decision support system 
E) internal reports system 
A) marketing intelligence system 
B) marketing research system 
C) consumer information support system 
D) decision support system 
E) internal reports system

Question 11

Tim,a marketing manager,disagreed with other company managers.Tim believed that the company should not just try to make a better product or try to sell more of the product.Tim believed that the company should try to identify and satisfy consumer wants and needs.Tim's philosophy may best be described as:

Accepted Answer

A) the production-oriented philosophy. 
B) the selling philosophy. 
C) the marketing concept philosophy. 
D) the management philosophy. 
A) the production-oriented philosophy. 
B) the selling philosophy. 
C) the marketing concept philosophy. 
D) the management philosophy.

Question 12

Which of the following statements best reflects the purpose of marketing research?

Accepted Answer

A) to provide consumers with information they need to evaluate products and services at a profit 
B) to provide information that improves profitability 
C) to link external environments to the firm 
D) to link target markets to specific decision makers at all levels within firms 
E) to link the consumer to the marketer by providing information that can be used in making marketing decisions 
A) to provide consumers with information they need to evaluate products and services at a profit 
B) to provide information that improves profitability 
C) to link external environments to the firm 
D) to link target markets to specific decision makers at all levels within firms 
E) to link the consumer to the marketer by providing information that can be used in making marketing decisions

Question 13

Rachel would like to create a new department within her firm.She wishes that her firm could provide information that will help link consumers outside the firm to individuals in the firm.The individuals inside the firm would make decisions used to identify marketing opportunities and problems;generate,refine,and evaluate marketing actions;monitor marketing performance;and perhaps improve the understanding of marketing as a process.Rachel should name this department:

Accepted Answer

A) the department of consumer public information. 
B) the marketing research department. 
C) the marketing performance and evaluation department. 
D) the marketing opportunities department. 
A) the department of consumer public information. 
B) the marketing research department. 
C) the marketing performance and evaluation department. 
D) the marketing opportunities department.

Question 14

The definition of marketing research provided by the American Marketing Association stresses the 11-step process of marketing research.

Accepted Answer

A) True 
 B)False

Question 15

Using marketing research to select new target markets not only involves determining the size of various market segments,but also determining if the market segment is growing or shrinking.

Accepted Answer

A) True 
 B)False

Question 16

Marketing research studies predicted that hair styling mousse,answering machines,the Jerry Seinfeld TV program,Seinfeld,and other products and services would fail.Yet,these products and services were all successful.This illustrates that marketing research:

Accepted Answer

A) always makes accurate predictions. 
B) does not always make accurate predictions. 
C) should not be used for consumer products or services. 
D) should only be conducted on improving existing products. 
A) always makes accurate predictions. 
B) does not always make accurate predictions. 
C) should not be used for consumer products or services. 
D) should only be conducted on improving existing products.

Question 17

Marketing research provides information collected only on consumers.Information collected on other entities such as employees,members of distribution channels,or competitors would NOT be considered marketing research.

Accepted Answer

A) True 
 B)False

Question 18

Akron's Children's Hospital hired research firm,Marcus Thomas,LLC,to determine the most effective communication messages to use in a new ad campaign being developed by the hospital.This was an effort in:

Accepted Answer

A) target market selection. 
B) product research. 
C) pricing research. 
D) promotion research. 
A) target market selection. 
B) product research. 
C) pricing research. 
D) promotion research.

Question 19

When marketing research is used to "improve marketing as a process" instead of trying to solve a specific problem,we classify this research as applied research.

Accepted Answer

A) True 
 B)False

Question 20

The American Marketing Association's definition of marketing stresses that the function of marketing should be to create sales which generate high profits for the firm.

Accepted Answer

A) True 
 B)False

Marketing is a part of,or a subcategory of,marketing research.

In order to develop the "right strategy" to succeed in business,managers must make the right decisions;and in order to make the right decisions,they must have objective,accurate,and timely:

________ satisfies the need for companies to identify and test new products to replace products which are at the end of their product life cycles.

Marketing research is not needed if there is an adequate decision support system in place.

Some marketing research studies are designed to find out what consumers' problems are and to assess the suitability of different proposed methods of resolving those problems.

The difference between basic research and applied research is that basic research is conducted to:

Marketing research is synonymous with market research.

Which of the following refers to applying marketing research to a specific geographical marketing area?

Applied research addresses specific problems,and this type of research represents the vast majority of marketing research studies.

Which of the following marketing information system components provides studies conducted for specific situations facing the company?

Which of the following statements best reflects the purpose of marketing research?

The definition of marketing research provided by the American Marketing Association stresses the 11-step process of marketing research.

Using marketing research to select new target markets not only involves determining the size of various market segments,but also determining if the market segment is growing or shrinking.

Marketing research studies predicted that hair styling mousse,answering machines,the Jerry Seinfeld TV program,Seinfeld,and other products and services would fail.Yet,these products and services were all successful.This illustrates that marketing research:

Marketing research provides information collected only on consumers.Information collected on other entities such as employees,members of distribution channels,or competitors would NOT be considered marketing research.

Akron's Children's Hospital hired research firm,Marcus Thomas,LLC,to determine the most effective communication messages to use in a new ad campaign being developed by the hospital.This was an effort in:

When marketing research is used to "improve marketing as a process" instead of trying to solve a specific problem,we classify this research as applied research.

The American Marketing Association's definition of marketing stresses that the function of marketing should be to create sales which generate high profits for the firm.

The Marketing Research Industry

The Marketing Research Process Defining the Problem and Research Objectives

Research Design

Secondary Data Packaged Information

Utilizing Exploratory and Qualitative Research Techniques

Evaluating Survey Data Collection Methods

Understanding Measurement, developing Questions, and Designing the Questionnaire

Selecting the Sample

Determining the Size of a Sample

Dealing With Fieldwork and Data Quality

Using Basic Descriptive Analysis, performing Population Estimates, and Testing Hypotheses

Implementing Basic Differences Tests

Making Use of Associations Tests

Understanding Regression Analysis Basics

Writing the Research Report

Filters

Exam 1: Introduction to Marketing Research

Marketing is a part of,or a subcategory of,marketing research.

In order to develop the "right strategy" to succeed in business,managers must make the right decisions;and in order to make the right decisions,they must have objective,accurate,and timely:

________ satisfies the need for companies to identify and test new products to replace products which are at the end of their product life cycles.

Marketing research is not needed if there is an adequate decision support system in place.

Some marketing research studies are designed to find out what consumers' problems are and to assess the suitability of different proposed methods of resolving those problems.

The difference between basic research and applied research is that basic research is conducted to:

Marketing research is synonymous with market research.

Which of the following refers to applying marketing research to a specific geographical marketing area?

Applied research addresses specific problems,and this type of research represents the vast majority of marketing research studies.

Which of the following marketing information system components provides studies conducted for specific situations facing the company?

Which of the following statements best reflects the purpose of marketing research?

The definition of marketing research provided by the American Marketing Association stresses the 11-step process of marketing research.

Using marketing research to select new target markets not only involves determining the size of various market segments,but also determining if the market segment is growing or shrinking.

Marketing research studies predicted that hair styling mousse,answering machines,the Jerry Seinfeld TV program,Seinfeld,and other products and services would fail.Yet,these products and services were all successful.This illustrates that marketing research:

Marketing research provides information collected only on consumers.Information collected on other entities such as employees,members of distribution channels,or competitors would NOT be considered marketing research.

Akron's Children's Hospital hired research firm,Marcus Thomas,LLC,to determine the most effective communication messages to use in a new ad campaign being developed by the hospital.This was an effort in:

When marketing research is used to "improve marketing as a process" instead of trying to solve a specific problem,we classify this research as applied research.

The American Marketing Association's definition of marketing stresses that the function of marketing should be to create sales which generate high profits for the firm.

The Marketing Research Industry

The Marketing Research Process Defining the Problem and Research Objectives

Research Design

Secondary Data Packaged Information

Utilizing Exploratory and Qualitative Research Techniques

Evaluating Survey Data Collection Methods

Understanding Measurement, developing Questions, and Designing the Questionnaire

Selecting the Sample

Determining the Size of a Sample

Dealing With Fieldwork and Data Quality

Using Basic Descriptive Analysis, performing Population Estimates, and Testing Hypotheses

Implementing Basic Differences Tests

Making Use of Associations Tests

Understanding Regression Analysis Basics

Writing the Research Report

Filters