Question 1

The AMA has defined marketing research. Which of the following is NOT one of the uses of marketing research?

Accepted Answer

A)  to identify and define marketing opportunities and problems 
B)  to solve general, not specific, marketing problems 
C)  to generate, refine, and evaluate marketing actions 
D)  to monitor marketing performance 
E)  to improve marketing as a process

Question 2

Andrea Livingston arrives at her desk at Western Utility Corporation, a provider of electrical power. She accesses her Lexis-Nexis computer program, which provides her with articles containing information related to the utilities industry. She discovers that a new breakthrough has occurred in solar panel technology, and this report was published during the evening in a newspaper in Europe. She immediately takes this information to her research and development department. Andrea is accessing which component of the MIS of Western Utility Corporation?

Accepted Answer

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

Question 3

The marketing research industry has a certification program for marketing researchers and this certification program is hosted by:

Accepted Answer

A)  American Marketing Association 
B)  Research Certification Board 
C)  Marketing Research Corporation 
D)  Marketing Research Association (MR
A)  
E)  Professional Accreditors.com

Question 4

Companies which have consistent product and service failures:

Accepted Answer

A)  spend too much time developing adequate accounting systems 
B)  have motivated employees 
C)  have strong middle managers 
D)  seem to "hear the voice" of the consumer 
E)  have adequate financial accounting reporting systems

Question 5

Marketing research is infallible.

Accepted Answer

A) True 
 B)False

Question 6

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

Accepted Answer

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

Question 7

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' MIS would Doss use in order to provide him with this information?

Accepted Answer

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

Question 8

Marketing research projects, like the other MIS components, are continuous, running 24/7.

Accepted Answer

A) True 
 B)False

Question 9

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.

Accepted Answer

A) True 
 B)False

Question 10

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

Accepted Answer

A) True 
 B)False

Question 11

Bob is a salesperson with the Acme Corporation. Bob has just made a large sale, and he accesses Acme's marketing information system 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?

Accepted Answer

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

Question 12

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.

Accepted Answer

A) True 
 B)False

Question 13

Everyday, information about pertinent developments in the environment is gathered through the internal report system.

Accepted Answer

A) True 
 B)False

Question 14

The information system that gathers information generated by internal reports such as orders, billing, receivables, inventory levels, and so on is called the:

Accepted Answer

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

Question 15

Several product failures were presented in your textbook. The key reason given for the failure of Ice Breakers Pacs was:

Accepted Answer

A)  the packaging resembled "street" cocaine 
B)  demand was too low to earn a respectable ROI 
C)  Hershey found that the product was cannibalizing their existing products 
D)  the packaging was so inferior that the product often spilled on retailers' shelves 
E)  the product was either too hot or too cold for consumer preferences

Question 16

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 Marketing Research.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following professional organizations serves the marketing research industry?

Accepted Answer

A)  Marketing Research Association 
B)  CAG (Council of American Grocers) 
C)  QRCA (Q Research Council & Association) 
D)  Professional Accreditors.com 
E)  Union of Industrial Organizations

Question 18

Marketing research is not needed if there is an adequate Decision Support System in place.

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

Marketing has been defined as a function and set of processes for creating, communicating, and delivering value to customers, and for managing customer relationships in ways that benefit the organization and its stakeholders. Marketing managers must have information in order to determine values desired by customers and how to build customer relationships. This explanation shows:

Accepted Answer

A)  why marketing research is a part of marketing; that is, marketing research provides information to allow marketing managers to understand values desired by customers 
B)  why marketing is a part of marketing research; that is, marketing processes are used to generate marketing research information that is needed to determine customers' desired values 
C)  why the uses of marketing research do not include creating, communicating, and delivering value, but include identifying opportunities and problems 
D)  why marketing and marketing research are not interrelated

Exam 1: Introduction to Marketing Research

The AMA has defined marketing research. Which of the following is NOT one of the uses of marketing research?

The marketing research industry has a certification program for marketing researchers and this certification program is hosted by:

Companies which have consistent product and service failures:

Marketing research is infallible.

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

Marketing research projects, like the other MIS components, are continuous, running 24/7.

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.

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

Bob is a salesperson with the Acme Corporation. Bob has just made a large sale, and he accesses Acme's marketing information system 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?

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.

Everyday, information about pertinent developments in the environment is gathered through the internal report system.

The information system that gathers information generated by internal reports such as orders, billing, receivables, inventory levels, and so on is called the:

Several product failures were presented in your textbook. The key reason given for the failure of Ice Breakers Pacs was:

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 Marketing Research.

Which of the following professional organizations serves the marketing research industry?

Marketing research is not needed if there is an adequate Decision Support System in place.

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