Question 1

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

Accepted Answer

A) True 
 B)False  False

Question 2

Which of the following phases of the information-management process is NOT part of marketing research?

Accepted Answer

A) The specification of what information is needed. 
B) The collection of the information. 
C) The analysis of the information. 
D) The use of the information. 
E) The interpretation of the information. 
A) The specification of what information is needed. 
B) The collection of the information. 
C) The analysis of the information. 
D) The use of the information. 
E) The interpretation of the information. D

Question 3

Which of the following is TRUE?

Accepted Answer

A) Marketing researchers often know more about the customers,industry,and competitors than anyone in the company with the same years of experience. 
B) Marketing researchers must develop an understanding of business in general and marketing processes specifically. 
C) Researchers working in smaller companies tend to have more specialized tasks than employees working in large firms. 
D) Researchers working in European firms tend to have more specialized tasks than employees working in U.S.firms. 
E) Both a and b above are true. 
A) Marketing researchers often know more about the customers,industry,and competitors than anyone in the company with the same years of experience. 
B) Marketing researchers must develop an understanding of business in general and marketing processes specifically. 
C) Researchers working in smaller companies tend to have more specialized tasks than employees working in large firms. 
D) Researchers working in European firms tend to have more specialized tasks than employees working in U.S.firms. 
E) Both a and b above are true. E

Question 4

Which of the following is TRUE?

Accepted Answer

A) Much of the research conducted by advertising agencies deals directly with creating the production schedule. 
B) Marketing research really began to grow when firms could no longer sell all they could produce. 
C) The growth in the number of new marketing research departments has escalated recently. 
D) Marketing research is dominated by international,especially European firms,and is has only a minor collection of firms in the United States. 
E) All of the above are true. 
A) Much of the research conducted by advertising agencies deals directly with creating the production schedule. 
B) Marketing research really began to grow when firms could no longer sell all they could produce. 
C) The growth in the number of new marketing research departments has escalated recently. 
D) Marketing research is dominated by international,especially European firms,and is has only a minor collection of firms in the United States. 
E) All of the above are true.

Question 5

The marketing manager adjusts the marketing mix element(s)with the ____________________ as the main target.

Accepted Answer

The answer of The marketing manager adjusts the marketing mix...

Question 6

Which of the following illustrate examples of marketing?

Accepted Answer

A) Taco Bell offering value menus to its customers. 
B) The U.S.Postal Service exchanges postal services for stamp/mailing fees. 
C) The Red Cross exchanges its services by caring for unfortunate people after a Hurricane for donations from citizens. 
D) Southwest Airlines offering lower priced fares to its customers than Delta Airlines 
E) All of the above illustrate examples of marketing. 
A) Taco Bell offering value menus to its customers. 
B) The U.S.Postal Service exchanges postal services for stamp/mailing fees. 
C) The Red Cross exchanges its services by caring for unfortunate people after a Hurricane for donations from citizens. 
D) Southwest Airlines offering lower priced fares to its customers than Delta Airlines 
E) All of the above illustrate examples of marketing.

Question 7

The owner of Camille's Calendar Company,upon realizing that the main distributors of the calendars produced by the company were limited to small gift shops,posed the following question: Are there promising markets that we have not yet reached? Such a 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 8

Marketing research became a significant business activity after World War II when the economy changed from a production orientation to a(n)____________________ orientation.

Accepted Answer

The answer of Marketing research became a significant business activity...

Question 9

Which of the following skills are NOT needed in marketing research?

Accepted Answer

A) Analytical 
B) Production management 
C) Communications 
D) Human relations 
E) Statistical 
A) Analytical 
B) Production management 
C) Communications 
D) Human relations 
E) Statistical

Question 10

The Houston Texans have created a new sub-group within its marketing department.This sub-group's sole responsibility is to constantly acquire information on events occurring outside the Texans' organization in order to identify and interpret potential trends.This new sub-group would most appropriately be engaging in

Accepted Answer

A) Public Relation 
B) Internal Trend Assessment 
C) Advertising 
D) Sponsorship 
E) Environmental scanning/analysis 
A) Public Relation 
B) Internal Trend Assessment 
C) Advertising 
D) Sponsorship 
E) Environmental scanning/analysis

Question 11

Which of the following is NOT a common activity of a marketing research department?

Accepted Answer

A) Determining the most efficient production sequences for a plant. 
B) Identifying the legal constraints on advertising. 
C) Assessing the impact(s)of changes in the marketing mix for a good marketing promotion. 
D) Establishing sales territory quotas. 
E) Both c and d are uncommon activities of the marketing research department. 
A) Determining the most efficient production sequences for a plant. 
B) Identifying the legal constraints on advertising. 
C) Assessing the impact(s)of changes in the marketing mix for a good marketing promotion. 
D) Establishing sales territory quotas. 
E) Both c and d are uncommon activities of the marketing research department.

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

Emma's Ice Cream hires a local marketing research firm to distribute 250 surveys to potential customers.Upon collecting the information,the researchers return the surveys so that Emma's marketing department can analyze the results.The marketing research firm in the above scenario is conducting what type of research?

Accepted Answer

A) Custom-designed research 
B) Field service 
C) Limited-service 
D) Full-service 
E) Syndicated service 
A) Custom-designed research 
B) Field service 
C) Limited-service 
D) Full-service 
E) Syndicated service

Question 14

Marketing research is a $____________________ industry in the United States.

Accepted Answer

The answer of Marketing research is a $____________________ industry in...

Question 15

Which of the following factors cannot normally be controlled by marketing management?

Accepted Answer

A) Promotional policies 
B) The political and legal environment 
C) Distribution 
D) The list price 
E) The design of the product package 
A) Promotional policies 
B) The political and legal environment 
C) Distribution 
D) The list price 
E) The design of the product package

Question 16

The primary reasons for studying marketing research include:

Accepted Answer

A) Some may pursue a career in marketing research. 
B) Knowledge of the marketing research makes for a "smarter" consumer. 
C) Managers should know the benefits and limitations of marketing research. 
D) Managers should gain an appreciation for the marketing research process. 
E) All of the above are reasons for studying marketing research. 
A) Some may pursue a career in marketing research. 
B) Knowledge of the marketing research makes for a "smarter" consumer. 
C) Managers should know the benefits and limitations of marketing research. 
D) Managers should gain an appreciation for the marketing research process. 
E) All of the above are reasons for studying marketing research.

Question 17

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 18

The function that links the consumer to the organization through information is

Accepted Answer

A) Advertising. 
B) Promotion. 
C) Marketing research. 
D) Computer systems. 
E) The sales department. 
A) Advertising. 
B) Promotion. 
C) Marketing research. 
D) Computer systems. 
E) The sales department.

Question 19

About $30.00 is spent on research each year for every American man,woman and child.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following is TRUE?

Accepted Answer

A) Survey responses are the firm's formal communication link with the environment. 
B) Marketing researchers are responsible for using information to make important decisions. 
C) All business schools require students who are completing majors in marketing to take a marketing research course. 
D) Opportunities in marketing research exist for people with a variety of skills. 
E) All of the above are false. 
A) Survey responses are the firm's formal communication link with the environment. 
B) Marketing researchers are responsible for using information to make important decisions. 
C) All business schools require students who are completing majors in marketing to take a marketing research course. 
D) Opportunities in marketing research exist for people with a variety of skills. 
E) All of the above are false.

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

Which of the following phases of the information-management process is NOT part of marketing research?

Which of the following is TRUE?

Which of the following is TRUE?

The marketing manager adjusts the marketing mix element(s)with the ____________________ as the main target.

Which of the following illustrate examples of marketing?

Marketing research became a significant business activity after World War II when the economy changed from a production orientation to a(n)____________________ orientation.

Which of the following skills are NOT needed in marketing research?

Which of the following is NOT a common activity of a marketing research department?

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

Marketing research is a $____________________ industry in the United States.

Which of the following factors cannot normally be controlled by marketing management?

The primary reasons for studying marketing research include:

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

The function that links the consumer to the organization through information is

About $30.00 is spent on research each year for every American man,woman and child.

Which of the following is TRUE?

Gathering Marketing Intelligence: The Systems Approach

Gathering Marketing Intelligence: The Project Approach

Problem Formulation

Types of Research Design and Exploratory Research

Descriptive and Causal Research Designs

Secondary Data

Standardized Marketing Information Services

Collecting Primary Data

Collecting Information by Communication

Collecting Information by Observation

Asking Good Questions: Measurement Basics

Measuring Attitudes and Other Variables

Designing the Questionnaire or Observation Form

Developing the Sampling Plan

Determining Sample Size

Collecting the Data: Nonsampling Errors and Response Rate Calculation

Data Analysis: Preliminary Steps

Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing

Data Analysis: Analyzing Multiple Variables Simultaneously

The Research Report

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Exam 1: The Role of Marketing Research

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

Which of the following phases of the information-management process is NOT part of marketing research?

Which of the following is TRUE?

Which of the following is TRUE?

The marketing manager adjusts the marketing mix element(s)with the ____________________ as the main target.

Which of the following illustrate examples of marketing?

Marketing research became a significant business activity after World War II when the economy changed from a production orientation to a(n)____________________ orientation.

Which of the following skills are NOT needed in marketing research?

Which of the following is NOT a common activity of a marketing research department?

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

Marketing research is a $____________________ industry in the United States.

Which of the following factors cannot normally be controlled by marketing management?

The primary reasons for studying marketing research include:

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

The function that links the consumer to the organization through information is

About $30.00 is spent on research each year for every American man,woman and child.

Which of the following is TRUE?

Gathering Marketing Intelligence: The Systems Approach

Gathering Marketing Intelligence: The Project Approach

Problem Formulation

Types of Research Design and Exploratory Research

Descriptive and Causal Research Designs

Secondary Data

Standardized Marketing Information Services

Collecting Primary Data

Collecting Information by Communication

Collecting Information by Observation

Asking Good Questions: Measurement Basics

Measuring Attitudes and Other Variables

Designing the Questionnaire or Observation Form

Developing the Sampling Plan

Determining Sample Size

Collecting the Data: Nonsampling Errors and Response Rate Calculation

Data Analysis: Preliminary Steps

Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing

Data Analysis: Analyzing Multiple Variables Simultaneously

The Research Report

Filters