Question 1

At the heart of marketing research is the analysis of _________.

Accepted Answer

A) decisions 
B) results 
C) data 
D) management 
E) none of the above

Question 2

When a research firm conducts focus groups to test 3 potential ad concepts for its client,they are using which type of applied research?

Accepted Answer

A) programmatic 
B) selective 
C) evaluative 
D) diagnostic 
E) none of the above

Question 3

Relate how a systems orientation will facilitate the firm's efforts to monitor its
external environment.

Accepted Answer

The answer of Relate how a systems orientation will facilitate...

Question 4

Marketing research should be conducted even if the managers will not be able to afford implementing a study's recommendations.

Accepted Answer

A) True 
 B)False

Question 5

According to William D.Neal,investments in marketing research have continued
to increase far above the rate of inflation.

Accepted Answer

A) True 
 B)False

Question 6

Recently,an article about changing consumer predispositions toward low involvement purchases appeared in the Journal of Marketing.Chances are this article would be classified as applied research.

Accepted Answer

A) True 
 B)False

Question 7

___________ orientation monitors the external environment in order to deliver the marketing mix to the target market.

Accepted Answer

A) Systems 
B) Goal 
C) Diagnostic 
D) Proactive 
E) A combination of all of the above is correct.

Question 8

The article in the chapter,"What is Good about Marketing Research Today," William D Neal discusses all of the following specifically with regard to improvement in market research except what?

Accepted Answer

A) Voice of the customer 
B) Management Metrics 
C) Branding 
D) Allocating funds 
E) New products

Question 9

Which of the following is not an advantage of Internet surveys over telephone surveys?

Accepted Answer

A) allows for greater probing on specific questions 
B) higher response rates 
C) drastically reduced data collection costs 
D) real-time reporting of results 
E) All are advantages of the Internet over telephone surveys.

Question 10

The recent emphasis on customer satisfaction research by many companies relies on the notion that customer satisfaction is closely linked with ___________.

Accepted Answer

A) customer defection 
B) customer complaints 
C) customer loyalty 
D) value consciousness 
E) none of the above

Question 11

The Internet has impacted which aspects of marketing research?

Accepted Answer

A) data collection 
B) communication between client and research supplier 
C) distribution of reports 
D) retrieval of secondary sources of information,such as the US Census 
E) all of the above

Question 12

Most marketing research studies which aim to assist a company with its marketing function are categorized as ___________ research.

Accepted Answer

A) pure 
B) applied 
C) basic 
D) evaluative 
E) none of the above

Question 13

Traditionally,consumer goods firms were the primary clients of marketing research firms.However,many nontraditional types of institutions,such as universities,the United Way,hospitals,libraries,museums,etc. ,are now regular customers of marketing research suppliers.Comment on this trend.

Accepted Answer

The answer of Traditionally,consumer goods firms were the primary clients...

Question 14

Analyzing trends in Internet broadband access by a potential Internet advertiser would be an example of descriptive research.

Accepted Answer

A) True 
 B)False

Question 15

Marketing research is used only when marketers face a serious problem.

Accepted Answer

A) True 
 B)False

Question 16

To make the "right" decisions,management must have untimely decision-making
information.

Accepted Answer

A) True 
 B)False

Question 17

Two of the more important determinants of the potential benefits from a marketing research study are profit margins and market size.

Accepted Answer

A) True 
 B)False

Question 18

The decision of how to communicate a research study's results sometimes involves an ethical dilemma.

Accepted Answer

A) True 
 B)False

Question 19

Conducting online surveys is the only significant way that marketing research companies utilize the Internet.

Accepted Answer

A) True 
 B)False

Question 20

Which answer best describes a market researcher?

Accepted Answer

A) one who is academically trained for market research 
B) one who understands the marketing process as well as the subtleties of marketing problems and opportunities 
C) one who is well trained in statistics and can design proper sampling procedures 
D) one who has a strong background in communications and advertising

Exam 1: A: The Role of Marketing Research in Management Decision Making

At the heart of marketing research is the analysis of _________.

When a research firm conducts focus groups to test 3 potential ad concepts for its client,they are using which type of applied research?

Relate how a systems orientation will facilitate the firm's efforts to monitor its external environment.

Marketing research should be conducted even if the managers will not be able to afford implementing a study's recommendations.

According to William D.Neal,investments in marketing research have continued to increase far above the rate of inflation.

Recently,an article about changing consumer predispositions toward low involvement purchases appeared in the Journal of Marketing.Chances are this article would be classified as applied research.

___________ orientation monitors the external environment in order to deliver the marketing mix to the target market.

The article in the chapter,"What is Good about Marketing Research Today," William D Neal discusses all of the following specifically with regard to improvement in market research except what?

Which of the following is not an advantage of Internet surveys over telephone surveys?

The recent emphasis on customer satisfaction research by many companies relies on the notion that customer satisfaction is closely linked with ___________.

The Internet has impacted which aspects of marketing research?

Most marketing research studies which aim to assist a company with its marketing function are categorized as ___________ research.

Traditionally,consumer goods firms were the primary clients of marketing research firms.However,many nontraditional types of institutions,such as universities,the United Way,hospitals,libraries,museums,etc. ,are now regular customers of marketing research suppliers.Comment on this trend.

Analyzing trends in Internet broadband access by a potential Internet advertiser would be an example of descriptive research.

Marketing research is used only when marketers face a serious problem.

To make the "right" decisions,management must have untimely decision-making information.

Two of the more important determinants of the potential benefits from a marketing research study are profit margins and market size.

The decision of how to communicate a research study's results sometimes involves an ethical dilemma.

Conducting online surveys is the only significant way that marketing research companies utilize the Internet.

Which answer best describes a market researcher?