Question 1

Which of the following types of organizations do NOT conduct marketing research?

Accepted Answer

A) Producers of products and services 
B) Non-profit organizations 
C) Advertising agencies 
D) Marketing research companies 
E) All of the above conduct marketing research. 
A) Producers of products and services 
B) Non-profit organizations 
C) Advertising agencies 
D) Marketing research companies 
E) All of the above conduct marketing research.

Question 2

Marketing managers generally focus their efforts on the elements of the marketing mix that include production and publicity.

Accepted Answer

A) True 
 B)False

Question 3

Marketing managers generally focus their efforts on the elements of the marketing mix,which include all of the following EXCEPT:

Accepted Answer

A) Production 
B) Price 
C) Promotion 
D) Pedestrians 
E) Both a and d 
A) Production 
B) Price 
C) Promotion 
D) Pedestrians 
E) Both a and d

Question 4

Which of the following skills is least needed as an entry-level marketing researcher?

Accepted Answer

A) Human relations 
B) Statistical 
C) Planning 
D) Verbal communication 
E) Written communication 
A) Human relations 
B) Statistical 
C) Planning 
D) Verbal communication 
E) Written communication

Question 5

Marketing research is the use of information to identify and define marketing problems.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following is NOT consistent with the definition of marketing research?

Accepted Answer

A) The definition is broad. 
B) The definition stresses the importance of activities conducted in order to understand the process of marketing. 
C) The definition emphasizes the function as a link between consumers and the firm. 
D) The definition states that marketing research is focused on collecting information. 
E) Neither b nor d is consistent with the definition. 
A) The definition is broad. 
B) The definition stresses the importance of activities conducted in order to understand the process of marketing. 
C) The definition emphasizes the function as a link between consumers and the firm. 
D) The definition states that marketing research is focused on collecting information. 
E) Neither b nor d is consistent with the definition.

Question 7

Control-oriented marketing research focuses on the short or long term decisions that the firm must make with respect to the elements of the marketing mix.

Accepted Answer

A) True 
 B)False

Question 8

A store manager for Kroger noticed that several of his regular customers have stopped coming to his store.He also noticed that most of these customers had started shopping at the Walmart Supercenter that had opened about a mile from Kroger a few months ago.The fundamental source of this marketing problem might best be described as

Accepted Answer

A) a planned change in the marketing environment. 
B) serendipity. 
C) an uncontrollable change in the marketing environment. 
D) an planned change that occurred at the Kroger store. 
E) None of the above. 
A) a planned change in the marketing environment. 
B) serendipity. 
C) an uncontrollable change in the marketing environment. 
D) an planned change that occurred at the Kroger store. 
E) None of the above.

Question 9

Which of the following is NOT a common activity of a marketing research department?

Accepted Answer

A) Measuring market potential. 
B) Location analyses. 
C) Creating new advertising. 
D) Sales analyses. 
E) Studying the competition's advertising. 
A) Measuring market potential. 
B) Location analyses. 
C) Creating new advertising. 
D) Sales analyses. 
E) Studying the competition's advertising.

Question 10

____________________ spans the informational boundary between the firm and its environment.

Accepted Answer

The answer of ____________________ spans the informational boundary between the...

Question 11

Discuss at least four main functions of marketing research.

Accepted Answer

Marketing research (1)generates informat

Question 12

Marketing research

Accepted Answer

A) is the use of information to identify and define marketing problems. 
B) has as one of its objectives to improve our understanding of management as a process. 
C) aims to promote government regulation of research activities. 
D) is only useful in companies with over $1 million in annual sales. 
E) is not very useful to a provider of services,such as banks. 
A) is the use of information to identify and define marketing problems. 
B) has as one of its objectives to improve our understanding of management as a process. 
C) aims to promote government regulation of research activities. 
D) is only useful in companies with over $1 million in annual sales. 
E) is not very useful to a provider of services,such as banks.

Question 13

Which of the following currently uses market research?

Accepted Answer

A) Salespeople 
B) Politicians 
C) Clergy 
D) Presidents of not-for-profits institutions 
E) All of the above. 
A) Salespeople 
B) Politicians 
C) Clergy 
D) Presidents of not-for-profits institutions 
E) All of the above.

Question 14

The MAIN purpose of marketing research is:

Accepted Answer

A) To help achieve all marketing activities below their cost estimates. 
B) To accurately determine consumer demand. 
C) To provide a continuous flow of objective information to marketing managers. 
D) To gather information to help managers make better decisions. 
E) None of the above. 
A) To help achieve all marketing activities below their cost estimates. 
B) To accurately determine consumer demand. 
C) To provide a continuous flow of objective information to marketing managers. 
D) To gather information to help managers make better decisions. 
E) None of the above.

Question 15

Marketing research

Accepted Answer

A) Generates information in the firm's environment. 
B) Transmits information from the environment to the firm. 
C) Interprets feedback information. 
D) All of the above. 
E) None of the above. 
A) Generates information in the firm's environment. 
B) Transmits information from the environment to the firm. 
C) Interprets feedback information. 
D) All of the above. 
E) None of the above.

Question 16

Which of the following is FALSE?

Accepted Answer

A) The basic purpose of marketing research is to assist marketing managers in making more informed decisions. 
B) Marketing research became a significant business activity after World War II when the economy changed from a production orientation to a consumption orientation. 
C) Marketing research as an organizational function was adopted by most firms when they could no longer satisfy demand for their products. 
D) Marketing managers and marketing researchers work together in close partnerships that are most successful when managers understand research processes. 
E) All of the above are false. 
A) The basic purpose of marketing research is to assist marketing managers in making more informed decisions. 
B) Marketing research became a significant business activity after World War II when the economy changed from a production orientation to a consumption orientation. 
C) Marketing research as an organizational function was adopted by most firms when they could no longer satisfy demand for their products. 
D) Marketing managers and marketing researchers work together in close partnerships that are most successful when managers understand research processes. 
E) All of the above are false.

Question 17

Which of the following skills are needed as a senior-level marketing researcher?

Accepted Answer

A) Statistical 
B) Financial 
C) Planning 
D) Verbal communication 
E) All of the above are needed by senior-level marketing researchers. 
A) Statistical 
B) Financial 
C) Planning 
D) Verbal communication 
E) All of the above are needed by senior-level marketing researchers.

Question 18

Which of the following is TRUE?

Accepted Answer

A) Opportunities in marketing research are only open to people with statistical analysis and interpretation skills. 
B) Marketing researchers need good verbal and written skills along with statistical skills. 
C) Career opportunities in marketing research are spread quite equally among those with only an undergraduate degree and those with a graduate-level education. 
D) Successful marketing researchers are proactive rather than reactive. 
E) Both b and d are true. 
A) Opportunities in marketing research are only open to people with statistical analysis and interpretation skills. 
B) Marketing researchers need good verbal and written skills along with statistical skills. 
C) Career opportunities in marketing research are spread quite equally among those with only an undergraduate degree and those with a graduate-level education. 
D) Successful marketing researchers are proactive rather than reactive. 
E) Both b and d are true.

Question 19

Successful marketing researchers tend to be proactive rather than reactive.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following would find NO reason to use marketing research?

Accepted Answer

A) A large state supported university. 
B) A small landscaping company in a small town. 
C) A police department of a large metropolitan city. 
D) A company like Proctor and Gamble that manufacturers consumer goods. 
E) All of the above would find some reason to use marketing research. 
A) A large state supported university. 
B) A small landscaping company in a small town. 
C) A police department of a large metropolitan city. 
D) A company like Proctor and Gamble that manufacturers consumer goods. 
E) All of the above would find some reason to use marketing research.

Which of the following types of organizations do NOT conduct marketing research?

Marketing managers generally focus their efforts on the elements of the marketing mix that include production and publicity.

Marketing managers generally focus their efforts on the elements of the marketing mix,which include all of the following EXCEPT:

Which of the following skills is least needed as an entry-level marketing researcher?

Marketing research is the use of information to identify and define marketing problems.

Which of the following is NOT consistent with the definition of marketing research?

Control-oriented marketing research focuses on the short or long term decisions that the firm must make with respect to the elements of the marketing mix.

Which of the following is NOT a common activity of a marketing research department?

____________________ spans the informational boundary between the firm and its environment.

Discuss at least four main functions of marketing research.

Marketing research

Which of the following currently uses market research?

The MAIN purpose of marketing research is:

Marketing research

Which of the following is FALSE?

Which of the following skills are needed as a senior-level marketing researcher?

Which of the following is TRUE?

Successful marketing researchers tend to be proactive rather than reactive.

Which of the following would find NO reason to use marketing research?

Gathering Marketing Intelligence: The Systems Approach

Gathering Marketing Intelligence: The Project Approach

Problem Formulation

Types of Research Design and Exploratory Research

Descriptive and Causal Research Designs

Secondary Data

Standardized Marketing Information Services

Collecting Primary Data

Collecting Information by Communication

Collecting Information by Observation

Asking Good Questions: Measurement Basics

Measuring Attitudes and Other Variables

Designing the Questionnaire or Observation Form

Developing the Sampling Plan

Determining Sample Size

Collecting the Data: Nonsampling Errors and Response Rate Calculation

Data Analysis: Preliminary Steps

Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing

Data Analysis: Analyzing Multiple Variables Simultaneously

The Research Report

Filters

Exam 1: The Role of Marketing Research

Which of the following types of organizations do NOT conduct marketing research?

Marketing managers generally focus their efforts on the elements of the marketing mix that include production and publicity.

Marketing managers generally focus their efforts on the elements of the marketing mix,which include all of the following EXCEPT:

Which of the following skills is least needed as an entry-level marketing researcher?

Marketing research is the use of information to identify and define marketing problems.

Which of the following is NOT consistent with the definition of marketing research?

Control-oriented marketing research focuses on the short or long term decisions that the firm must make with respect to the elements of the marketing mix.

Which of the following is NOT a common activity of a marketing research department?

____________________ spans the informational boundary between the firm and its environment.

Discuss at least four main functions of marketing research.

Marketing research

Which of the following currently uses market research?

The MAIN purpose of marketing research is:

Marketing research

Which of the following is FALSE?

Which of the following skills are needed as a senior-level marketing researcher?

Which of the following is TRUE?

Successful marketing researchers tend to be proactive rather than reactive.

Which of the following would find NO reason to use marketing research?

Gathering Marketing Intelligence: The Systems Approach

Gathering Marketing Intelligence: The Project Approach

Problem Formulation

Types of Research Design and Exploratory Research

Descriptive and Causal Research Designs

Secondary Data

Standardized Marketing Information Services

Collecting Primary Data

Collecting Information by Communication

Collecting Information by Observation

Asking Good Questions: Measurement Basics

Measuring Attitudes and Other Variables

Designing the Questionnaire or Observation Form

Developing the Sampling Plan

Determining Sample Size

Collecting the Data: Nonsampling Errors and Response Rate Calculation

Data Analysis: Preliminary Steps

Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing

Data Analysis: Analyzing Multiple Variables Simultaneously

The Research Report

Filters