Question 1

Which of the following best illustrates the use of marketing research to monitor marketing performance?

Accepted Answer

A) marketing research managers closely overseeing the work of subordinates in the marketing research department 
B) comparing the return on investment of firms using marketing research to those which are not using marketing research 
C) tracking variables that monitor how well products are performing in the marketplace 
D) providing mobile online tools for marketing researchers practicing in the field 
E) setting up a consumer complaints system 
A) marketing research managers closely overseeing the work of subordinates in the marketing research department 
B) comparing the return on investment of firms using marketing research to those which are not using marketing research 
C) tracking variables that monitor how well products are performing in the marketplace 
D) providing mobile online tools for marketing researchers practicing in the field 
E) setting up a consumer complaints system

Question 2

Based on the AMA's definition of marketing research,which of the following is NOT one of the uses of marketing research?

Accepted Answer

A) to identify and define marketing opportunities and problems 
B) to solve general,not specific,marketing problems 
C) to generate,refine,and evaluate marketing actions 
D) to monitor marketing performance 
E) to improve marketing as a process 
A) to identify and define marketing opportunities and problems 
B) to solve general,not specific,marketing problems 
C) to generate,refine,and evaluate marketing actions 
D) to monitor marketing performance 
E) to improve marketing as a process

Question 3

Once objective,accurate,and timely information is provided to managers to allow them to implement the correct strategy,there is no future need for information.

Accepted Answer

A) True 
 B)False

Question 4

Andrea Livingston arrives at her desk at Western Utility Corporation,a provider of electrical power.She accesses her Lexis-Nexis computer program,which provides her with articles containing information related to the utilities industry.She discovers that a new breakthrough has occurred in solar panel technology,and this report was published during the evening in a newspaper in Europe.She immediately takes this information to her research and development department.Andrea is accessing which component of the MIS of Western Utility Corporation?

Accepted Answer

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

Question 5

Understanding the forces which motivate dealers to move greater quantities of product is inherent in the process of:

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.

Question 6

A marketing strategy consists of selecting a segment of the market as the company's target market and designing the proper:

Accepted Answer

A) products for that target market. 
B) "mix" of product/service,price,promotion,and distribution for that market. 
C) promotion for that target market. 
D) incentives to allow a large percentage of the target market to purchase goods and services from the company. 
E) definition of the marketing "mission statement". 
A) products for that target market. 
B) "mix" of product/service,price,promotion,and distribution for that market. 
C) promotion for that target market. 
D) incentives to allow a large percentage of the target market to purchase goods and services from the company. 
E) definition of the marketing "mission statement".

Question 7

Marketing research is the process of designing,gathering,analyzing,and reporting information that may be used to solve a specific marketing problem.

Accepted Answer

A) True 
 B)False

Question 8

In order to implement the "right" strategy,managers must make many decisions,and they must have objective,accurate,and timely information in order to make these decisions correctly.

Accepted Answer

A) True 
 B)False

Question 9

Everyday,information about pertinent developments in the environment is gathered through internal report systems.

Accepted Answer

A) True 
 B)False

Question 10

When a firm is "consumer -oriented" or "market-driven," it follows the marketing concept business philosophy.

Accepted Answer

A) True 
 B)False

Question 11

The marketing intelligence system gathers information generated by internal reports,which includes order billing,receivables,inventory levels,stockouts,and so on.

Accepted Answer

A) True 
 B)False

Question 12

Determining the value consumers perceive in new products is a primary objective of:

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 13

Marketing has been defined as a function and set of processes for creating,communicating,and delivering value to customers,and for managing customer relationships in ways that benefit the organization and its stakeholders.Marketing managers must have information in order to determine values desired by customers and how to build customer relationships.This explanation shows:

Accepted Answer

A) why marketing research is a part of marketing;that is,marketing research provides information to allow marketing managers to understand values desired by customers. 
B) why marketing is a part of marketing research;that is,marketing processes are used to generate marketing research information that is needed to determine customers' desired values. 
C) why the uses of marketing research do not include creating,communicating,and delivering value,but include identifying opportunities and problems. 
D) why marketing and marketing research are not indirectly correlated. 
A) why marketing research is a part of marketing;that is,marketing research provides information to allow marketing managers to understand values desired by customers. 
B) why marketing is a part of marketing research;that is,marketing processes are used to generate marketing research information that is needed to determine customers' desired values. 
C) why the uses of marketing research do not include creating,communicating,and delivering value,but include identifying opportunities and problems. 
D) why marketing and marketing research are not indirectly correlated.

Question 14

The marketing concept is an important philosophy for marketing managers because it dictates:

Accepted Answer

A) the amount of quarterly profits a firm will earn. 
B) the market share a firm will earn. 
C) day-to-day decisions that managers will make. 
D) whether or not the firm will reach its sales quota. 
E) an adequate rate of internal ROI. 
A) the amount of quarterly profits a firm will earn. 
B) the market share a firm will earn. 
C) day-to-day decisions that managers will make. 
D) whether or not the firm will reach its sales quota. 
E) an adequate rate of internal ROI.

Question 15

The marketing research system gathers information for a specific situation facing the company,and it is unlikely that the other components of an MIS have the information needed for the specific situation.

Accepted Answer

A) True 
 B)False

Question 16

A marketing information system is a structure consisting of people,equipment,and procedures to gather,sort,analyze,evaluate,and distribute needed,timely,and accurate information to marketing decision makers.

Accepted Answer

A) True 
 B)False

Question 17

Companies which successfully minimize product and service failures:

Accepted Answer

A) can credit the development of complex accounting systems for their success. 
B) depend on high levels of employee motivation for their low failure rates. 
C) are often known for their emphasis on selling efforts and providing high rewards for sales teams. 
D) have determined how to create,communicate,and deliver value by "hearing the voice" of the consumer. 
E) tend to put a greater focus on defining the best set of product dimensions to match their core competencies. 
A) can credit the development of complex accounting systems for their success. 
B) depend on high levels of employee motivation for their low failure rates. 
C) are often known for their emphasis on selling efforts and providing high rewards for sales teams. 
D) have determined how to create,communicate,and deliver value by "hearing the voice" of the consumer. 
E) tend to put a greater focus on defining the best set of product dimensions to match their core competencies.

Question 18

It has yet to be proven if social media can effectively serve as a venue for firms to collaborate with consumers.

Accepted Answer

A) True 
 B)False

Question 19

One of the uses of marketing research is to identify market opportunities;however,the identification of problems is not a use of marketing research,but rather a use of the firm's internal auditing system.

Accepted Answer

A) True 
 B)False

Question 20

The use of marketing research to monitor marketing performance takes place prior to implementing marketing strategies.

Accepted Answer

A) True 
 B)False

Which of the following best illustrates the use of marketing research to monitor marketing performance?

Based on the AMA's definition of marketing research,which of the following is NOT one of the uses of marketing research?

Once objective,accurate,and timely information is provided to managers to allow them to implement the correct strategy,there is no future need for information.

Understanding the forces which motivate dealers to move greater quantities of product is inherent in the process of:

A marketing strategy consists of selecting a segment of the market as the company's target market and designing the proper:

Marketing research is the process of designing,gathering,analyzing,and reporting information that may be used to solve a specific marketing problem.

In order to implement the "right" strategy,managers must make many decisions,and they must have objective,accurate,and timely information in order to make these decisions correctly.

Everyday,information about pertinent developments in the environment is gathered through internal report systems.

When a firm is "consumer -oriented" or "market-driven," it follows the marketing concept business philosophy.

The marketing intelligence system gathers information generated by internal reports,which includes order billing,receivables,inventory levels,stockouts,and so on.

Determining the value consumers perceive in new products is a primary objective of:

The marketing concept is an important philosophy for marketing managers because it dictates:

The marketing research system gathers information for a specific situation facing the company,and it is unlikely that the other components of an MIS have the information needed for the specific situation.

A marketing information system is a structure consisting of people,equipment,and procedures to gather,sort,analyze,evaluate,and distribute needed,timely,and accurate information to marketing decision makers.

Companies which successfully minimize product and service failures:

It has yet to be proven if social media can effectively serve as a venue for firms to collaborate with consumers.

One of the uses of marketing research is to identify market opportunities;however,the identification of problems is not a use of marketing research,but rather a use of the firm's internal auditing system.

The use of marketing research to monitor marketing performance takes place prior to implementing marketing strategies.

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

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Exam 1: Introduction to Marketing Research

Which of the following best illustrates the use of marketing research to monitor marketing performance?

Based on the AMA's definition of marketing research,which of the following is NOT one of the uses of marketing research?

Once objective,accurate,and timely information is provided to managers to allow them to implement the correct strategy,there is no future need for information.

Understanding the forces which motivate dealers to move greater quantities of product is inherent in the process of:

A marketing strategy consists of selecting a segment of the market as the company's target market and designing the proper:

Marketing research is the process of designing,gathering,analyzing,and reporting information that may be used to solve a specific marketing problem.

In order to implement the "right" strategy,managers must make many decisions,and they must have objective,accurate,and timely information in order to make these decisions correctly.

Everyday,information about pertinent developments in the environment is gathered through internal report systems.

When a firm is "consumer -oriented" or "market-driven," it follows the marketing concept business philosophy.

The marketing intelligence system gathers information generated by internal reports,which includes order billing,receivables,inventory levels,stockouts,and so on.

Determining the value consumers perceive in new products is a primary objective of:

The marketing concept is an important philosophy for marketing managers because it dictates:

The marketing research system gathers information for a specific situation facing the company,and it is unlikely that the other components of an MIS have the information needed for the specific situation.

A marketing information system is a structure consisting of people,equipment,and procedures to gather,sort,analyze,evaluate,and distribute needed,timely,and accurate information to marketing decision makers.

Companies which successfully minimize product and service failures:

It has yet to be proven if social media can effectively serve as a venue for firms to collaborate with consumers.

One of the uses of marketing research is to identify market opportunities;however,the identification of problems is not a use of marketing research,but rather a use of the firm's internal auditing system.

The use of marketing research to monitor marketing performance takes place prior to implementing marketing strategies.

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