Question 1

In causal research studies, researchers typically do not have an expectation about the relationship to be explained.

Accepted Answer

A) True 
 B)False

Question 2

Which type of product research is conducted to determine whether a finished product outperforms its competitors or meets expectations?

Accepted Answer

A)  Concept testing 
B)  Package testing 
C)  Brand-name evaluation 
D)  Product testing

Question 3

Assessments of the strategic or tactical importance of the decision when determining the need for marketing research focus:

Accepted Answer

A)  time constraints. 
B)  data availability. 
C)  the nature of the decision. 
D)  benefits versus costs.

Question 4

___________ _________ occurs when two phenomena or events (for example, advertising and sales) vary together.

Accepted Answer

The answer of ___________ _________ occurs when two phenomena or...

Question 5

A study of the effectiveness of coupons is an example of _________ research.

Accepted Answer

The answer of A study of the effectiveness of coupons...

Question 6

An organisation conducts research in order to make a decision about a real situation it faces in the marketplace. This is an example of _______ research.

Accepted Answer

The answer of An organisation conducts research in order to...

Question 7

Forecasting is rarely used by managers to evaluate opportunities, due to accuracy concerns.

Accepted Answer

A) True 
 B)False

Question 8

Marketing research is the function that links the consumer, the customer and the public to the marketer through information.

Accepted Answer

A) True 
 B)False

Question 9

The main purpose of descriptive research is to gain insights and discover new ideas.

Accepted Answer

A) True 
 B)False

Question 10

When Chee-tos conducted research in China to determine which flavours consumers would find appealing, it was an example of which type of research?

Accepted Answer

A)  Pricing research 
B)  Promotion research 
C)  Product research 
D)  Distribution research

Question 11

Pure research involves study undertaken to solve a particular pragmatic problem.

Accepted Answer

A) True 
 B)False

Question 12

Research that tries to verify a theory or learn more about a certain concept is the essence of:

Accepted Answer

A)  performance-monitoring research. 
B)  pure research. 
C)  applied research. 
D)  forecasting research.

Exam 1: The Role of Marketing Research and the Research Process

In causal research studies, researchers typically do not have an expectation about the relationship to be explained.

Which type of product research is conducted to determine whether a finished product outperforms its competitors or meets expectations?

Assessments of the strategic or tactical importance of the decision when determining the need for marketing research focus:

___ _ occurs when two phenomena or events (for example, advertising and sales) vary together.

A study of the effectiveness of coupons is an example of _________ research.

An organisation conducts research in order to make a decision about a real situation it faces in the marketplace. This is an example of _______ research.

Forecasting is rarely used by managers to evaluate opportunities, due to accuracy concerns.

Marketing research is the function that links the consumer, the customer and the public to the marketer through information.

The main purpose of descriptive research is to gain insights and discover new ideas.

When Chee-tos conducted research in China to determine which flavours consumers would find appealing, it was an example of which type of research?

Pure research involves study undertaken to solve a particular pragmatic problem.

Research that tries to verify a theory or learn more about a certain concept is the essence of: