Question 1

Which type of firm is one of the three major categories of firms that conduct marketing research?

Accepted Answer

A) Marketing research companies 
B) Advertising agencies 
C) Companies that produce or sell products and services 
D) All of these are correct. 
E) None of these are correct. 
A) Marketing research companies 
B) Advertising agencies 
C) Companies that produce or sell products and services 
D) All of these are correct. 
E) None of these are correct. D

Question 2

Marketing research as an organizational function was adopted by most firms when they could no longer satisfy demand for their products.

Accepted Answer

A) True 
 B)False  False

Question 3

Marketing research became a significant business activity after consumers began to have more choices in the marketplace.

Accepted Answer

A) True 
 B)False  True

Question 4

Camille's Calendar Company,after learning that the main sellers of the company's calendar products were limited to small gift shops,posed this question: Are there promising new markets for our products? This question focuses on which aspect of marketing research?

Accepted Answer

A) Planning 
B) Problem solving 
C) Control 
D) Product placement 
E) Distributorship selection 
A) Planning 
B) Problem solving 
C) Control 
D) Product placement 
E) Distributorship selection

Question 5

The largest producer of marketing facts is

Accepted Answer

A) non-profit organizations. 
B) polling organizations like Gallup. 
C) consumer product companies. 
D) the Federal Government. 
E) the media. 
A) non-profit organizations. 
B) polling organizations like Gallup. 
C) consumer product companies. 
D) the Federal Government. 
E) the media.

Question 6

Which of the following is NOT a potential application for marketing research principles and techniques?

Accepted Answer

A) The marketing of political candidates 
B) Conducting public opinion polls 
C) The marketing of services for the United Way 
D) Determining the type of raw materials used 
E) The needs and wants of your business customers 
A) The marketing of political candidates 
B) Conducting public opinion polls 
C) The marketing of services for the United Way 
D) Determining the type of raw materials used 
E) The needs and wants of your business customers

Question 7

A store manager for Kroger noticed that several of his regular customers have stopped coming to his store.He also noticed that most of these customers had started shopping at the Walmart Supercenter that had opened about a mile from Kroger a few months ago.The fundamental source of this marketing problem might best be described as

Accepted Answer

A) a planned change in the marketing environment. 
B) serendipity. 
C) an unplanned change in the marketing environment. 
D) a planned change that occurred at the Kroger store. 
E) None of these are correct. 
A) a planned change in the marketing environment. 
B) serendipity. 
C) an unplanned change in the marketing environment. 
D) a planned change that occurred at the Kroger store. 
E) None of these are correct.

Question 8

Marketing managers have an urgent need for information-the function traditionally responsible for providing it is

Accepted Answer

A) marketing communications. 
B) accounting. 
C) marketing research. 
D) manufacturing and development. 
E) the Federal Government. 
A) marketing communications. 
B) accounting. 
C) marketing research. 
D) manufacturing and development. 
E) the Federal Government.

Question 9

Distribution and the list price of a product can be controlled by marketing management.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following contributed most to the growth of marketing research?

Accepted Answer

A) Firms were producing too many unpopular products that no one wanted to buy. 
B) Firms were experiencing stiff competition from foreign manufacturers. 
C) Firms had to gauge market needs because they could no longer sell all they could produce. 
D) Advertising agencies learned they could earn more client fees by doing marketing research. 
E) Increased government regulation made marketing research a necessity. 
A) Firms were producing too many unpopular products that no one wanted to buy. 
B) Firms were experiencing stiff competition from foreign manufacturers. 
C) Firms had to gauge market needs because they could no longer sell all they could produce. 
D) Advertising agencies learned they could earn more client fees by doing marketing research. 
E) Increased government regulation made marketing research a necessity.

Question 11

Marketing research is a $5.2 billion industry in the United States.

Accepted Answer

A) True 
 B)False

Question 12

The basic purpose of marketing research is to help develop new products.

Accepted Answer

A) True 
 B)False

Question 13

Spacely Sprockets,an aerospace manufacturer,commissioned a survey to determine whether the purchasers of its aircraft favored speed or fuel efficiency most.The survey results will influence which element of the marketing mix?

Accepted Answer

A) Price 
B) Product 
C) Place 
D) Promotion 
E) Preference 
A) Price 
B) Product 
C) Place 
D) Promotion 
E) Preference

Question 14

________ marketing research focuses on the short- or long-term decisions that the firm must make with respect to the elements of the marketing mix.

Accepted Answer

A) Planning 
B) Decision-making 
C) Problem-solving 
D) Performance-monitoring 
E) Control 
A) Planning 
B) Decision-making 
C) Problem-solving 
D) Performance-monitoring 
E) Control

Question 15

The marketing manager adjusts the marketing mix elements with the customer as the main target.

Accepted Answer

A) True 
 B)False

Question 16

Control-oriented marketing research focuses on the short- or long-term decisions that the firm must make with respect to the elements of the marketing mix.

Accepted Answer

A) True 
 B)False

Question 17

A large marketing research firm has a focus on the energy industry.It collects information about the industry and publishes quarterly reports that are distributed to clients of the firm.It is said that this research firm is engaging in what kind of marketing research?

Accepted Answer

A) Specific 
B) Syndicated 
C) Commissioned 
D) Focused 
E) Private 
A) Specific 
B) Syndicated 
C) Commissioned 
D) Focused 
E) Private

Question 18

Marketing research is the use of information to identify and define marketing problems.

Accepted Answer

A) True 
 B)False

Question 19

The basic purpose of marketing research is to assist marketing managers in making more informed decisions.

Accepted Answer

A) True 
 B)False

Question 20

An advantage that marketing researchers who work for producers possess after working so closely with marketing intelligence is they often know more about ___________ than anyone else in the company.

Accepted Answer

A) customers 
B) the industry 
C) competitors 
D) All of these are correct. 
E) None of these are correct. 
A) customers 
B) the industry 
C) competitors 
D) All of these are correct. 
E) None of these are correct.

Which type of firm is one of the three major categories of firms that conduct marketing research?

Marketing research as an organizational function was adopted by most firms when they could no longer satisfy demand for their products.

Marketing research became a significant business activity after consumers began to have more choices in the marketplace.

Camille's Calendar Company,after learning that the main sellers of the company's calendar products were limited to small gift shops,posed this question: Are there promising new markets for our products? This question focuses on which aspect of marketing research?

The largest producer of marketing facts is

Which of the following is NOT a potential application for marketing research principles and techniques?

Marketing managers have an urgent need for information-the function traditionally responsible for providing it is

Distribution and the list price of a product can be controlled by marketing management.

Which of the following contributed most to the growth of marketing research?

Marketing research is a $5.2 billion industry in the United States.

The basic purpose of marketing research is to help develop new products.

Spacely Sprockets,an aerospace manufacturer,commissioned a survey to determine whether the purchasers of its aircraft favored speed or fuel efficiency most.The survey results will influence which element of the marketing mix?

________ marketing research focuses on the short- or long-term decisions that the firm must make with respect to the elements of the marketing mix.

The marketing manager adjusts the marketing mix elements with the customer as the main target.

Control-oriented marketing research focuses on the short- or long-term decisions that the firm must make with respect to the elements of the marketing mix.

A large marketing research firm has a focus on the energy industry.It collects information about the industry and publishes quarterly reports that are distributed to clients of the firm.It is said that this research firm is engaging in what kind of marketing research?

Marketing research is the use of information to identify and define marketing problems.

The basic purpose of marketing research is to assist marketing managers in making more informed decisions.

An advantage that marketing researchers who work for producers possess after working so closely with marketing intelligence is they often know more about ___________ than anyone else in the company.

The Research Process and Ethical Concerns

Problem Formulation

Exploratory Research

Decision Support Systems: Introduction

Decision Support Systems: Working With Big Data

Using External Secondary Data

Conducting Causal Research

Collecting Descriptive Primary Data

Collecting Data by Observation

Collecting Data by Communication

Asking Good Questions

Designing the Data Collection Form for Communication Data

Developing the Sampling Plan

Data Collection: Types of Error and Response Rate Calculation

Data Preparation for Analysis

Analysis and Interpretation: Individual Variables Independently

Analysis and Interpretation: Multiple Variables Simultaneously

The Oral Research Presentation

The Written Research Report

Filters

Exam 1: The Role of Marketing Research

Which type of firm is one of the three major categories of firms that conduct marketing research?

Marketing research as an organizational function was adopted by most firms when they could no longer satisfy demand for their products.

Marketing research became a significant business activity after consumers began to have more choices in the marketplace.

Camille's Calendar Company,after learning that the main sellers of the company's calendar products were limited to small gift shops,posed this question: Are there promising new markets for our products? This question focuses on which aspect of marketing research?

The largest producer of marketing facts is

Which of the following is NOT a potential application for marketing research principles and techniques?

Marketing managers have an urgent need for information-the function traditionally responsible for providing it is

Distribution and the list price of a product can be controlled by marketing management.

Which of the following contributed most to the growth of marketing research?

Marketing research is a $5.2 billion industry in the United States.

The basic purpose of marketing research is to help develop new products.

Spacely Sprockets,an aerospace manufacturer,commissioned a survey to determine whether the purchasers of its aircraft favored speed or fuel efficiency most.The survey results will influence which element of the marketing mix?

________ marketing research focuses on the short- or long-term decisions that the firm must make with respect to the elements of the marketing mix.

The marketing manager adjusts the marketing mix elements with the customer as the main target.

Control-oriented marketing research focuses on the short- or long-term decisions that the firm must make with respect to the elements of the marketing mix.

A large marketing research firm has a focus on the energy industry.It collects information about the industry and publishes quarterly reports that are distributed to clients of the firm.It is said that this research firm is engaging in what kind of marketing research?

Marketing research is the use of information to identify and define marketing problems.

The basic purpose of marketing research is to assist marketing managers in making more informed decisions.

An advantage that marketing researchers who work for producers possess after working so closely with marketing intelligence is they often know more about ___________ than anyone else in the company.

The Research Process and Ethical Concerns

Problem Formulation

Exploratory Research

Decision Support Systems: Introduction

Decision Support Systems: Working With Big Data

Using External Secondary Data

Conducting Causal Research

Collecting Descriptive Primary Data

Collecting Data by Observation

Collecting Data by Communication

Asking Good Questions

Designing the Data Collection Form for Communication Data

Developing the Sampling Plan

Data Collection: Types of Error and Response Rate Calculation

Data Preparation for Analysis

Analysis and Interpretation: Individual Variables Independently

Analysis and Interpretation: Multiple Variables Simultaneously

The Oral Research Presentation

The Written Research Report

Filters