Deck 1: The Role of Marketing Research

Question 1

Marketing research attempts to provide accurate information in order to reduce uncertainty in decision-making.

Answer 1

True

Question 2

When ideas can be stated in researchable terms,we have reached the analysis stage of the scientific method.

Answer 2

False
At this point,we have reached the hypothesis stage of the scientific method.

Question 3

A marketing researcher who reports on the age,gender,income,and education of consumers in a particular city is describing geo-demographic information.

Answer 3

True

Question 4

Applied marketing research is conducted to address a specific marketing decision for a specific firm or organization.

Question 5

Concept testing is a form of pricing research.

Question 6

The procedures and techniques used by applied researchers and basic researchers differ substantially.

Question 7

Marketing metrics involve qualitative ways of monitoring and measuring marketing performance.

Question 8

Keeping customers is less important that getting customers.

Question 9

Marketing research is restricted to the promotion aspect of the marketing mix.

Question 10

Marketing research can help prevent the commercialization of products that are not consumer-oriented.

Question 11

Marketing research should not be used by non-profit organizations.

Question 12

A marketing researcher must be objective in order to provide accurate information.

Question 13

Marketing research plays a more prominent role in product-oriented companies than in customer-oriented companies.

Question 14

Online sentiment analysis determines the strength of a brand by continually searching for positive and negative mentions of the brand.

Question 15

Marketing research involves more than conducting surveys.

Question 16

The marketing concept emphasizes a cross-functional approach to long-term profitability.

Question 17

A business with a stakeholder orientation has an internal focus.

Question 18

The scientific method used by researchers is essentially the same process in marketing as in the physical sciences.

Question 19

The term "research" means "to search again."

Question 20

The most common forms of performance-monitoring research are sales performance and profit analyses.

Question 21

Asking consumers what they think about a possible brand name for a new product is an example of which type of research?

A)product research
B)promotion research
C)product testing
D)concept testing

Question 22

Marketing research has become increasingly global as more firms take advantage of markets that have few geographic boundaries.

Question 23

All of the following are a type of product research EXCEPT ____.

A)concept testing
B)product testing
C)brand-name evaluation
D)pricing analysis

Question 24

Which step comes first in developing a marketing strategy?

A)analyzing firm performance
B)identifying and evaluating market opportunities
C)selecting target markets
D)planning and implementing a marketing mix

Question 25

Asking target market members to compare the performance of a prototype of a possible new product to the performance of a competitor's product is an example of which type of research?

A)distribution research
B)copy testing
C)promotion research
D)product testing

Question 26

Systematic research usually takes very little time to complete.

Question 27

Which step comes last in developing a marketing strategy?

A)analyzing firm performance
B)identifying and evaluating market opportunities
C)selecting target markets
D)planning and implementing a marketing mix

Question 28

Which approach focuses on using knowledge and evidence to reach objective conclusions about the real world?

A)qualitative method
B)integrated analysis
C)scientific method
D)production analysis

Question 29

Which activity is LEAST important in the marketing research process?

A)searching for and collecting information
B)developing theories
C)analyzing data
D)making results publicly available

Question 30

Marketers of snack foods who consider the nutritional value that parents desire as well as the fun and experience that children want are demonstrating a(n)____.

A)emphasis on short-term profits
B)cross-functional perspective
C)customer orientation
D)product orientation

Question 31

The application of the scientific method in searching for the truth about marketing phenomena is known as ____.

A)profit validation
B)business analysis
C)marketing research
D)scientific metrics

Question 32

An important aspect of the marketing concept is a(n)____.

A)single-functional perspective
B)emphasis on short-term profitability
C)consumer orientation
D)producer chain

Question 33

Which type of marketing research is conducted to address a specific marketing decision for a specific firm or organization?

A)basic
B)qualitative
C)quantitative
D)applied

Question 34

A firm focusing more on how to provide value to customers than on the physical product or production process is embracing a(n)____ orientation.

A)marketing
B)quality
C)external
D)value

Question 35

The determination of the need for marketing research centers on time constraints,the availability of data,the nature of the decision to be made,and the value of the research information in relation to costs.

Question 36

The two types of marketing research based on the specificity of purpose are ____.

A)basic and applied
B)scientific and non-scientific
C)cross-sectional and qualitative
D)quantitative and secondary

Question 37

Managers should avoid conducting market research when the decision is of considerable strategic or tactical importance.

Question 38

The typical consumer in zip code 63119 is a senior citizen with several children over the age of 25,has a college degree,and is retired.What type of information has been provided in this example?

A)TQM
B)performance-monitoring
C)geo-demographic
D)the marketing concept

Question 39

Which type of research attempts to verify a theory or to learn more about a marketing concept,but is not intended to solve a particular marketing problem?

A)performance-monitoring research
B)basic research
C)total quality management
D)scientific method

Question 40

Managers should ask if the payoff will be worth the investment when deciding whether or not to make a decision without research.

Question 41

Which aspect of the marketing mix is represented by the value that a consumer places on a good when the consumer purchases that good?

A)product
B)place
C)price
D)promotion

Question 42

Which communication function of a firm is responsible for informing and persuading buyers?

A)marketing
B)research
C)distribution
D)promotion

Question 43

The two types of marketing research based on the specificity of its purpose are called ____________________ and ____________________.

Question 44

An organization is attempting to decide whether to add home delivery to its customer service options.Which type of research would be most effective?

A)promotion research
B)pricing research
C)distribution research
D)product research

Question 45

In terms of marketing research,the ____ a decision is strategically to the organization,the ____ likely that research will be undertaken.

A)less risky;less
B)more important;more
C)more important;less
D)less risky;more

Question 46

The management of a superstore chain is attempting to decide where to locate its regional warehouses in order to minimize travel time from its warehouses to its local sites.Which type of research would be most effective?

A)product research
B)pricing research
C)distribution research
D)promotion research

Question 47

Research that attempts to verify a theory but which is not intended to solve any specific business problem is known as ____________________ research.

Question 48

A fast food chain studies traffic patterns and population density patterns in order to select sites for future restaurants.Which type of research is being performed?

A)pricing research
B)distribution research
C)promotion research
D)product research

Question 49

A producer of trail mix conducts research in China to determine which flavors consumers are likely to find appealing.Which type of research is being performed?

A)pricing research
B)promotion research
C)product research
D)distribution research

Question 50

Which type of research attempts to determine the critical attributes of the product that consumers use to perceive the value of the product?

A)product research
B)distribution research
C)promotion research
D)pricing research

Question 51

A business with a(n)____________________ orientation recognizes that multiple parties are affected by firm decisions and selects market segments with a concern for its public persona.

Question 52

A marketing manager is attempting to decide whether a new product launch decision should be postponed until some additional marketing research can be conducted.Which question should this manager ask himself or herself?

A)Is the proposed research expenditure minimal?
B)Will the information gained by marketing research be interesting?
C)Will the payoff from the research be worth the dollar expenditures for research?
D)Is the information useful to customers?

Question 53

Suppose a major department store conducts research to determine which products it should offer to customers over the Internet.This store is involved in which type of research?

A)distribution research
B)promotion research
C)pricing research
D)product research

Question 54

A marketing manager decides not to engage in research because a decision must be made before the results of the study can be analyzed.Which factor is the determinant of the need for marketing research in this case?

A)nature of the decision
B)time constraints
C)availability of the data
D)cost considerations

Question 55

A hair salon company is attempting to determine the effectiveness of mailing free samples of a new type of shampoo to residents in specific zip codes based on unit sales performance.Which type of research is being used?

A)product research
B)distribution research
C)promotion research
D)pricing research

Question 56

The Target department store records the sales activities of its retail outlets in order to detect any changes in dollar sales.Which type of research is being used?

A)relationship marketing research
B)total quality management research
C)basic accounting research
D)performance-monitoring research

Question 57

Organizations conducting research in order to make a decision about a real situation faced in the marketplace are conducting ____________________ research.

Question 58

AT&T has discovered an 80 percent recognition of its logo with consumers who typically spend at least $75 per month on long-distance and wireless services.Which type of research was likely used to find this information?

A)distribution research
B)promotion research
C)pricing research
D)product research

Question 59

A network of interdependent institutions that perform the logistics necessary for consumption to occur is called a(n)____.

A)marketing channel
B)distribution network
C)supply channel
D)distribution linkage

Question 60

The application of the scientific method in searching for truth about marketing phenomena is known as ____________________.

Question 61

Compare and contrast basic and applied marketing research.Illustrate with an example of each.

Question 62

When empirical evidence from two different cultures suggests that people in one culture act in ways that are similar to people in a different culture,we say that this fact ____________________ the hypothesis that the two cultures are similar to one another.

Question 63

Explain why marketing research,like all business activity,continues to change.

Question 64

Define the scientific method and list the steps involved in implementing it.

Question 65

Discuss the factors that influence whether or not marketing research is needed.

Question 66

A company that employs a total quality strategy must evaluate itself through the eyes of the ____________________.

Question 67

When a company focuses all of its efforts aimed at consumers based on its technical superiority in product design and features,this company is said to be ____________________-oriented.

Question 68

According to the marketing concept,the ____________________ is the central focus of the activities of the organization.

Question 69

A company that applies the marketing concept in its dealings with its customers is using a(n)____________________ orientation.

Question 70

The term ____________________ is sometimes used to refer to a channel of distribution.

Question 71

Describe the differences among a product-oriented firm,a production-oriented firm,and a marketing-oriented firm and explain the role that marketing research plays in each.

Question 72

The idea that continuous improvement of the organization's services to customers is the job of everyone who works in the organization is an important aspect of ____________________.

Question 73

Information describing the demographic profile of consumers in a particular geographic region is known as ____________________.

Question 74

One of the goals of marketing is to establish a long-term relationship with customers so that they continue to purchase the organization's products in the future.This is known as ____________________.

Question 75

From a research standpoint,the ____________________ means that research studies often investigate effects of various combinations of marketing elements on important outcomes such as sales and image.