Deck 1: The Role of Marketing Research

Question 1

The U.S. Bureau of Labor reports that employment for marketing research analysts is expected to grow much faster than the average for all occupations. Why is this?

A) Because the economy is growing.
B) Because of increasing competition from offshore manufacturers.
C) Because the demand for information continues to grow.
D) Both A and B are correct.
E) None of the above is correct.

Answer 1

C

Question 2

Marketing research firms that collect certain information on a regular basis which they then sell to interested clients are involved in what kind of research?

A) Syndicated
B) Subscription
C) Institutional
D) Licensed
E) Copyrighted

Answer 2

A

Question 3

The Townsquare Tattler, gossip tabloid, has decided to do some market research to help it sell more advertising. What should it seek to learn through its research?

A) Which of its stories are most popular.
B) The demographic profile of its audience.
C) How much readers are willing to pay for an issue.
D) The size of its total readership.
E) Both B and D.

Answer 3

E

Question 4

______________ marketing research helps management isolate trouble spots and keep abreast of current operations.

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

Question 5

Which of the following is NOT a common marketing research job title?

A) Interviewer
B) Senior Analyst
C) Market Research Director
D) Clerical Supervisor
E) Computer Operator

Question 6

In the United States alone, what size is the marking research industry?

A) $192 million
B) $9.2 billion
C) $19.2 billion
D) $192 billion
E) $9.2 trillion

Question 7

Marketing research is the process of gathering and interpreting data for use in:

A) Increasing sales volumes.
B) Improving corporate profitability.
C) Decreasing manufacturing defects.
D) Developing more competitive products and services.
E) Developing, implementing and monitoring the firm's marketing plans.

Question 8

Which of the following currently uses market research?

A) Salespeople
B) Politicians
C) Clergy
D) Presidents of not-for-profits institutions
E) All of the above.

Question 9

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

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 10

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

Question 11

Marketing research used for______________deals largely with determining which marketing opportunities are worthwhile and which are not promising for the firm.

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

Question 12

One of the most important roles for the marketing function within any organization is:

A) Streamline manufacturing efficiency.
B) Develop new products.
C) Recruit new employees.
D) Understand customers and their needs.
E) Manage customer satisfaction.

Question 13

Solid marketing research is becoming increasingly important as the world moves to a______________.

A) Single monetary system.
B) Global economy.
C) Free market system of trade.
D) More regulated business environment.
E) All of the above.

Question 14

Which type of firm is one of the three major categories of firms that conduct Marketing Research?

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

Question 15

The largest producer of marketing facts is:

A) Non-profit organizations.
B) Polling organizations, like Gallup.
C) Consumer product companies.
D) The Federal Government.
E) The media.

Question 16

All businesses or organizations share a common problem:

A) They need information to develop and deliver products or services that satisfy customer needs.
B) They need a capable and creative marketing staff.
C) They need to invest sufficiently in marketing and marketing research.
D) All of the above.
E) None of the above.

Question 17

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

A) Marketing communications.
B) Accounting.
C) Marketing research.
D) Manufacturing and development.
E) The federal government.

Question 18

Acme Corporation has identified several new market opportunities, but has limited funds to invest and therefore cannot pursue them all. Which function of market research will it conduct to identify the most promising opportunities?

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

Question 19

Marketing research is involved with which of these phases of the information management process?

A) The specification of what information is needed.
B) The collection and analysis of the information.
C) The interpretation of that information with respect to the objectives that motivated the study in the first place.
D) All of the above.
E) Only A and B.

Question 20

The basic function of marketing research is:

A) To conduct surveys and analyze results.
B) To gather information needed to help managers make better decisions.
C) To monitor market trends and developments.
D) To gather intelligence on competitors.
E) All of the above are basic marketing research functions.

Question 21

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

Question 22

Marketing managers generally focus their efforts on the elements of the marketing mix, which include all of the following EXCEPT:

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

Question 23

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?

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

Question 24

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

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

Question 25

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

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

Question 26

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

A) Measuring market potential.
B) Location analysis.
C) Creating new advertising.
D) Sales analyses.
E) Studying the competitions advertising.

Question 27

Which of the following would find NO reason to use marketing research?

A) A large state supported university.
B) A small landscaping company in a small town.
C) A police department of a large metropolitan city.
D) A company like Proctor and Gamble that manufacturers consumer goods.
E) All of the above would find some reason to use marketing research.

Question 28

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

Question 29

Which of the following marketing decisions can be safely made without the benefit of marketing research?

A) Changing the price of a best-selling product.
B) Entering a new market.
C) Determining which features should be included in a new product.
D) Determining how much product to manufacture based on forecasted demand.
E) All of the decisions above are ideally made with supporting market research.

Question 30

Which of the following types of organizations do NOT conduct marketing research?

A) Producers of products and services
B) Non-profit organizations
C) Advertising agencies
D) Marketing research companies
E) All of the above conduct marketing research.

Question 31

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

A) Determining the most efficient production sequences for a plant.
B) Identifying the most effective type of ad from several alternatives.
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 32

The primary reasons for studying marketing research include:

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 33

A marketing research director that identifies and leads the direction in which the individual studies and overall programs go is said to be:

A) Responsible
B) Reactive
C) Proactive
D) Influential
E) Incompetent

Question 34

The federal government is the largest producer of marketing facts.

Question 35

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

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 the above.

Question 36

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

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 37

Which of the following skills are needed as a senior-level marketing researcher?

A) Statistical
B) Financial
C) Planning
D) Verbal communication
E) All of the above are needed by senior-level marketing researchers.

Question 38

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?

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

Question 39

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.

A) Customers
B) The industry
C) Competitors
D) All of the above
E) Both A and C.

Question 40

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

Question 41

Discuss at least four main functions of marketing research.

Question 42

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

Question 43

The marketing manager adjusts the marketing mix element(s)______________with the______________as the main target.

Question 44

Marketing managers generally focus their efforts on the elements of the marketing mix that include production and publicity.

Question 45

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

Question 46

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

Question 47

Successful marketing researchers tend to be proactive rather than reactive.

Question 48

Marketing research is a $______________industry in the United States.

Question 49

______________ spans the informational boundary between the firm and its environment.

Question 50

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

Question 51

Problem-solving marketing research focuses only on short-term marketing decisions with respect to the marketing mix elements.

Question 52

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.