Exam 1: Introducing Marketing Research

Which of the following is NOT a reason why decision makers need information?

The establishment of a research committee within an organization ensures that all units of the firm have input and can benefit from any research activity undertaken.

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.

A.C. Nielsen is recognized today as the "Father of Marketing Research."

David is a market researcher who has just been hired by a toothpaste manufacturer to determine what the dental profession thinks about their new whitening toothpaste. David has a list of dentists that he obtained last year from a past client. Should David use that list he would be:

Which of the following is NOT one of the applications of marketing research discussed in the textbook?

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; the company should try to identify and satisfy consumer wants and needs. Tim's philosophy may best be described as:

One of the key issues in the latest MRIA code centre deals with fair treatment. Which of the following groups is NOT a player?

Several product failures were presented in your textbook. The key reason given for the failure of cappuccino flavour Trident Sugarless Gum was:

Marketing research can improve by properly diagnosing the market first, then testing alternative solutions to meet the needs discovered in the market.

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.

___________________ allow firms with strong expertise in one area to form partnerships with firms offering expertise in another area.

Competitive analysis is an example of monitoring marketing performance.

Ethics may be defined as a field of inquiry into determining what behaviours are deemed appropriate under any circumstances.

The goal of most marketing research studies is to try to understand and predict consumer behaviour; a relatively simple task.

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

Marketing research provides the necessary information to enable managers to properly market goods, and services but not ideas.

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:

A packaged goods company focused on "tweens" wants to determine the effectiveness of their new print advertising campaign using eye movement research. What type of limited-service supplier firm should they hire?

Customized service firms provide omnibus surveys.