Deck 1: Introducing Marketing Research

Question 1

In their book, Counterintuitive Marketing: Achieve Great Results Using Uncommon Sense, Clancy and Krieg argue that many failures may be attributed to managers making:

A) intuitive decisions without the use of research.
B) bad decisions but with good information.
C) decisions based only on competitive information.
D) good decisions, but making them too late to be competitive.
E) decisions that allow for the counter-actions of competitors.

Answer 1

A

Question 2

A marketing strategy consists of selecting a target market and designing the "mix":

A) as quickly as possible.
B) necessary to satisfy the wants and needs of that target market.
C) that puts company objectives first.
D) that focuses on production.
E) communicates price to the target market.

Answer 2

B

Question 3

Marketing research conducted on the popular TV program, Seinfeld, starring Jerry Seinfeld, was used to illustrate:

A) how marketing research always correctly identifies a product or service that will be a success in the marketplace.
B) when marketing research predicts a failure, yet there is a success.
C) when marketing research predicts a failure and there is a failure.
D) why marketing research may not be applied to all fields, such as entertainment.
E) how marketing research may be used for television but not for movies.

Answer 3

B

Question 4

______________________ is a set of business practices designed to plan for and present an organization's products or services in ways that build effective customer relationships.

A) Marketing
B) Marketing research
C) Market research
D) Strategic marketing
E) Marketing intelligence

Question 5

The difference between basic research and applied research is that basic research is conducted to:

A) determine the most appropriate basic price for new products.
B) determine the most efficient basic distribution channels for products.
C) expand our knowledge rather than to solve a specific problem.
D) determine the most basic desired features in new products.
E) understand the basic desires and motives of consumers.

Question 6

Which of the following is the best statement reflecting the purpose of marketing research?

A) To provide consumers with information they need to evaluate products and services at a profit.
B) To provide information that improves profitability.
C) To link the environments to the firm.
D) To link target markets to specific decision makers at all levels within firms.
E) To link the consumer to the marketer by providing information that can be used in making marketing decisions.

Question 7

The key reason that the marketing concept has been recognized as the "right philosophy" is that it:

A) is well established in the marketing literature.
B) has been recommended by successful marketing executives.
C) puts the consumer first.
D) does not rely on high-pressure selling.
E) recognizes that profits are a result of sales volume.

Question 8

Which of the following is NOT one of the subsystems of the marketing information system?

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

Question 9

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

A) To justify decisions made.
B) To know what their core competencies are.
C) To create meaningful relationships with customers.
D) To gauge customer acceptance.
E) To create, communicate, and deliver value to customers.

Question 10

Which of the following best illustrates one of the applications of marketing research; monitoring marketing performance?

A) Marketing research managers closely overseeing the work of subordinates in the marketing research industry.
B) Describing the return on investment of firms using or not using marketing research.
C) Tracking research that monitors how well products are performing in the marketplace.
D) Providing closed-circuit TV to monitor the actions of marketing researchers practicing in the field.
E) Setting up a consumer complaints system.

Question 11

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

A) calculates the amount of quarterly profits firms will earn.
B) determines the market share a firm will earn.
C) holds the key to achieving organizational goals.
D) indicates the appropriate selling strategy.
E) minimizes the competition's ability to succeed.

Question 12

In order to make the right decisions, managers must:

A) focus on the physical product and then optimize profits.
B) view its products separate from its services.
C) have strong middle managers.
D) have objective, accurate, and timely information.
E) have adequate financial accounting reporting systems.

Question 13

Which of the following refers to applying marketing research to a specific market area?

A) marketing research
B) market research
C) area marketing research
D) geographical research
E) target area research

Question 14

In order to develop the "right strategy" to succeed in business, managers must make the right decisions; and in order to make the right decisions, they must have objective, accurate, and timely:

A) reports about the competition.
B) reports about customers wants and needs.
C) the number and sizes of market segments.
D) Information.
E) marketing mix elasticity coefficients.

Question 15

Marketing research provides the necessary information to:

A) adopt the marketing concept.
B) enable managers to properly market ideas, goods, and services.
C) satisfy a promotional or sales gimmick.
D) monitor accounting performance.
E) outbid the competition.

Question 16

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

A) most people said they want gum to help remove coffee breath.
B) the competition's flavour was better.
C) the product was over priced.
D) the packaging was inferior that the product.
E) the product ended up being too granular for consumer preferences.

Question 17

Which of the following is the best definition of marketing research? Marketing research is:

A) the activity of analyzing secondary information and providing executives with timely reports.
B) the process of designing experiments that provide decision makers with causal information.
C) the linking of consumers with information managers.
D) the process of analyzing existing information so that decision makers can make better decisions.
E) the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem.

Question 18

We can classify marketing research studies according to:

A) the size of the financial investment.
B) the NAICS codes.
C) the level of complexity.
D) the application.
E) CAMRO.

Question 19

Which of the following professional organizations currently represents the marketing research industry in Canada?

A) Marketing Research and Intelligence Association (MRIA)
B) Professional Marketing Research Society (PMRS)
C) Canadian Association of Market Research Organizations (CAMRO)
D) Canadian Survey Research Council (CSRC)
E) Canadian Marketing Association (CMA)

Question 20

The marketing research industry has a Certified Marketing Research Professional (CMRP) designation facilitated by the:

A) Marketing Research and Intelligence Association (MRIA)
B) Professional Marketing Research Society (PMRS)
C) Canadian Association of Market Research Organizations (CAMRO)
D) Institute for Professional Development
E) Canadian Marketing Association (CMA)

Question 21

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.

Question 22

The purpose of marketing research is to link the consumer to the product by providing information that can be used in making marketing decisions.

Question 23

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

Question 24

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

Question 25

The products and services that the Marketing Research and Intelligence Association (MRIA) offers include certification, professional development, publications, advocacy and lobbying, ethical and practice standards, career support services, and annual conferences and trade shows.

Question 26

The information system that gathers information generated by an organization's reports such as orders, billing, receivables, inventory levels, is called the:

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

Question 27

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

Question 28

Which of the following marketing information subsystems is NOT continuous?

A) consumer information support system
B) marketing research system
C) internal report system
D) decision support system
E) marketing intelligence system

Question 29

Which of the following marketing information subsystems provides studies conducted for specific situations facing the company?

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

Question 30

Marketing research provides information collected only on consumers. Information collected on other entities such as employees, members of distribution channels, or competitors would NOT be considered marketing research.

Question 31

Which of the following marketing information subsystems gathers information about events and happenings "outside" the firm?

A) marketing intelligence system
B) internal reports system
C) consumer information support system
D) external environment reports system
E) decision support system

Question 32

A marketing researcher may be certified with the designation Certified Marketing Research Professional (CMRP).

Question 33

The fact that a manager uses marketing research means that the decisions based on the research are error-proof.

Question 34

Marketing research is infallible.

Question 35

Firms today are expected to collaborate with and learn from customers and adapt to their changing needs.

Question 36

Research conducted to solve specific problems is called basic research.

Question 37

The Canadian Marketing Association's definition of marketing stresses that the function of marketing should be to create a sale that generates high profits for the firm.

Question 38

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

Question 39

The need for marketing research emerged when the Industrial Revolution led to manufacturers producing goods for distant markets.

Question 40

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.

Question 41

Allison is the CEO of a large consumer products company. She asks the marketing research department to gather information to help her determine target markets having the most potential from among several market segments. She also asks the research department to give her an assessment as to the best product, price, distribution, and promotion to appeal to the various market segments. Allison is collecting information to help her implement a:

A) marketing mix
B) marketing audit
C) marketing concept
D) marketing strategy

Question 42

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.

Question 43

Standardized service firms collect information that is made available to multiple subscribers in a standardized form.

Question 44

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?

A) A field service firm
B) A specialized research technique firm
C) A market segment specialist
D) A sample design and distribution firm

Question 45

One of the key issues facing the latest MRIA code centre is the rights of the respondent, especially with regard to privacy and interviewing children.

Question 46

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

Question 47

Hershey's can monitor the sales of their candy bars as well as the sales of their competitors' brands through the use of tracking research studies.

Question 48

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:

A) the production-oriented philosophy
B) the selling philosophy
C) the marketing concept philosophy
D) the management philosophy

Question 49

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.

Question 50

Standardized education among marketing researchers will raise and maintain the high quality of service expected by all practitioners.

Question 51

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) The Department Of Consumer Public Information
B) The Marketing Research Department
C) The Marketing Performance And Evaluation Department
D) The Marketing Opportunities Department

Question 52

Competitive analysis is an example of monitoring marketing performance.

Question 53

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

Question 54

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:

A) too survey oriented in his approach.
B) neglecting the rights of the respondent.
C) improving his efficiency.
D) maintaining research integrity.

Question 55

Abe would like to locate a new unit of his franchised fast-food restaurant chain. He orders an evaluation of several city blocks from a marketing research firm. The research firm will determine the population, population growth, income, and other important demographic information for the defined geographical area. The classification of marketing research activity will the company will be performing:

A) Improving marketing as a process
B) Identifying market opportunities and problems
C) Monitoring marketing performance
D) Generating, refining, and evaluating potential marketing actions

Question 56

The marketing concept is a business philosophy that holds the key to achieving organizational goals in being effective at creating, delivering, and communicating customer value by putting the customer first. When a business implements a marketing strategy, it is necessary to select a target market and design a "mix" that satisfies the wants and needs of that target market. These definitions indicate that:

A) in order to develop a successful marketing strategy one must adopt the marketing concept.
B) in order to implement the marketing concept one must adopt a successful marketing strategy.
C) successful businesses know how to "mix" needs and wants.
D) marketing and marketing research are interrelated.

Question 57

An external supplier firm may organize themselves by customer type.

Question 58

When marketing research is used to improve marketing as a process, the research information is often published in journals such as The Journal of Marketing Research and The International Journal of Marketing Research.

Question 59

Ipsos Reid offers the Canadian Telephone Express Omnibus, which measures brand advantages and usage. This would make Ipsos Reid an example of a:

A) standardized service firm.
B) customized service firm.
C) syndicated data service firm.
D) digital research services firm.

Question 60

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.

Question 61

The mission of the Marketing Research and Intelligence Association (MRIA) is "to promote a positive environment that enhances the industry's ability to conduct affairs effectively and:

A) to benefit the public and members."
B) offer a voice of the people."
C) standardize education."
D) generate government regulations."
E) develop international marketing standards."

Question 62

A university professor wants to look at what affects product placement in online gaming systems has on consumer brand preferences. This would be an example of what application of marketing research?

A) Identifying market opportunities and problems
B) Generating, refining, and evaluating potential marketing actions
C) Monitoring marketing performance
D) Improving marketing as a process

Question 63

Doss is vice president of marketing research for General Mills. The chefs at General Mills bring three new cookie recipes to Doss. Doss wants to know which of these three cookie recipes would be most preferred by consumers. Which component of General Mills' Marketing Information System (MIS) would Doss use in order to provide him with this information?

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

Question 64

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

Question 65

Which of the following is NOT a criticism of the marketing research industry?

A) The industry is too survey oriented.
B) The industry does not understand the real problems that need studying.
C) The industry is too concerned about respondents.
D) The price of research is high relative to its value.
E) The industry lacks creativity.

Question 66

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

A) Improve marketing as a process
B) Monitor marketing performance
C) Explain macroeconomic principles
D) Generate, refine, and evaluation potential marketing actions
E) Identify market opportunities and problems

Question 67

Pricing tests are an example of a type of research that monitors marketing performance.

Question 68

The term strategy is borrowed from military jargon that stressed developing plans of attack to minimize the enemy's ability to respond.

Question 69

The goal of most marketing research studies is:

A) to try to understand and predict consumer behaviour.
B) to identify a way to revitalize a brand.
C) to determine the profitability of a promotional campaign.
D) to maximize the success of a new product launch.
E) to expand our knowledge of marketing.

Question 70

Successful companies know and understand the customer so well that the product conceived, priced, promoted, and distributed by the company is ready to be bought as soon as it is possible.

Question 71

Marketing research critics, Vijay Mahajan and Yoram Wind, highly regarded academics and business consultants, believe marketing researchers should be more involved with their clients. In order to do that they recommend all of the following except:

A) Focus on diagnosing problems
B) Use information technology to increase speed and efficiency
C) Take an integrative approach
D) Expand the strategic impact of marketing research
E) Incorporate intuitive decision making practices

Question 72

Who is recognized today as the "Father of Marketing Research?"

A) A.C. Nielsen
B) Charles Coolidge Parlin
C) N.W. Ayers
D) Angus Reid
E) Jack Honomichl

Question 73

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

Question 74

Bob is a salesperson with the ACME Corporation. Bob has just made a large sale, and he accesses ACME's Marketing Information System (MIS) in order to determine if the company has enough existing inventory to fill the large order. Bob is accessing which component of ACME's MIS?

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

Question 75

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

A) Buyers
B) Suppliers
C) The public
D) Respondents
E) The government

Question 76

The key point in the marketing concept is to put the product first.

Question 77

Loss of research integrity can take the form of:

A) s
B) Providing full disclosure of information.
C) Maintaining accuracy of research results.
D) Presenting data as uncovered.
E) Misinterpreting the research findings due to inexperience.

Question 78

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

A) Syndicated services
B) Data analysis
C) Strategic alliances
D) Competitive intelligence
E) Market research

Question 79

The Marketing Research and Intelligence Association (MRIA) recognizes that respect and cooperation of Canadians as potential research subjects form the core of the marketing research industry.

Question 80

Internal suppliers of marketing research may elect several methods to provide the research function. Which of the following is NOT one of the methods described in the textbook?

A) Placing a single individual in charge.
B) Developing a department organized by marketing function.
C) Assigning no one in particular.
D) Assigning an outside firm.
E) Developing a department organized by research process.