Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

The goal of most marketing research studies is:

Accepted Answer

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. 
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 3

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

Accepted Answer

A) True 
 B)False

Question 4

Market 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 5

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

Accepted Answer

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. 
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 6

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:

Accepted Answer

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." 
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 7

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:

Accepted Answer

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

Question 8

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?

Accepted Answer

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. 
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.

Question 9

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.

Accepted Answer

A) True 
 B)False

Question 10

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

Accepted Answer

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

Question 11

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 12

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

Accepted Answer

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. 
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 13

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.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following marketing information subsystems is NOT continuous?

Accepted Answer

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

Question 15

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

Accepted Answer

A) True 
 B)False

Question 16

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?

Accepted Answer

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

Question 17

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

Accepted Answer

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. 
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.

Question 18

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

Accepted Answer

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. 
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 19

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

Accepted Answer

A) True 
 B)False

Question 20

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:

Accepted Answer

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. 
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.

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

The goal of most marketing research studies is:

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

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

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

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:

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?

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.

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

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.

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

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.

Which of the following marketing information subsystems is NOT continuous?

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

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?

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

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

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

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:

The Marketing Research Process

Research Design

Using Secondary Data and Online Information Databases

Qualitative Research Methods

Quantitative Data Collection Methods

Survey Measurement Scales

Questionnaire Design

Sampling

Data Collection and Basic Descriptive Statistics

Population Estimates and Hypothesis Testing

Testing of Differences

Relationships Between Variables

Communicating the Research Results

Filters

Exam 1: Introducing Marketing Research

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

The goal of most marketing research studies is:

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

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

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

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:

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?

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.

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

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.

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

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.

Which of the following marketing information subsystems is NOT continuous?

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

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?

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

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

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

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:

The Marketing Research Process

Research Design

Using Secondary Data and Online Information Databases

Qualitative Research Methods

Quantitative Data Collection Methods

Survey Measurement Scales

Questionnaire Design

Sampling

Data Collection and Basic Descriptive Statistics

Population Estimates and Hypothesis Testing

Testing of Differences

Relationships Between Variables

Communicating the Research Results

Filters