CLE 028 MARKET RESEARCH FOR TECHNICAL
PERSONNEL EXAM 2026 STUDY GUIDE
COMPLETE QUESTIONS AND SOLUTIONS
◉ Companies often engage in performance-monitoring research to
gain feedback for the evaluation and control of marketing activities.
What are the two most common forms of performance-monitoring
research? Answer: Sales and marketshare analysis
◉ As a marketing manager, Megan carefully reviews all marketing
tactics and tools to make sure that a consistent message is being
communicated. Consistency across all marketing efforts is an
essential goal of her company.
What strategic orientation does Megan's company implement?
Answer: Consumer orientation
◉ Systems Inc. is scheduled to launch its new software application in
the next two weeks. Tim would like to hire a marketing research
company to study the market situation prior to the launch. The
market research company needs four weeks to complete the
research project and deliver comprehensive results. Therefore, Tim
decides against hiring the research company and goes ahead with
the scheduled launch without further research.
What factor is the determinant of the need for marketing research in
Tim' situation? Answer: Time constraints
,◉ What factor is NOT a determinant of the need for marketing
research? Answer: Inferiority of data
◉ A marketing manager asking the question "Is the decision of
considerable strategic or tactical importance?" prior to conducting
research is checking which of the determinants of the need for
marketing research? Answer: Nature of the decision
◉ All of the following questions are relevant to marketing managers
in determining if marketing research is needed EXCEPT: Answer: s
there sufficient time to start the research before decisions will have
to be made?
◉ One way that the development of communication technologies
has influenced how marketing researchers are conducting research
is: Answer: Using new devices like iPads to display images to
respondents
◉ Which of the following is true regarding global marketing
research: Answer: Global business first requires an understanding of
the nature of the particular markets.
◉ As internationalization of marketing __________, the demand of
marketing research ____________. Answer: . increases; increases
, ◉ To verify that empirical findings from one culture also exist and
behave similarly in another culture is referred to as __________
Answer: Culturally cross-validate
◉ Marketing researchers contribute to decision making in several
key ways EXCEPT: Answer: Assess how well a marketing reality
describes marketing theory
◉ The process of developing and deciding among alternative ways of
resolving a problem or choosing from among alternative
opportunities is referred to as ____________ Answer: Decision making
◉ After conducting a research study, Sharon identifies consumers
between the ages of 35 to 45 as an underserved market segment.
This market segment represents a _________ for Sharon's company.
Answer: Market opportunity
◉ Managers need to carefully monitor ________ as indicators of
potential __________ which could negatively impact firm performance.
Answer: Symptoms; market problems
◉ One common issue in decision making is that causes of problems
are often identified by _________ yet decisions are made by
_______________ Answer: Researchers; upper management
PERSONNEL EXAM 2026 STUDY GUIDE
COMPLETE QUESTIONS AND SOLUTIONS
◉ Companies often engage in performance-monitoring research to
gain feedback for the evaluation and control of marketing activities.
What are the two most common forms of performance-monitoring
research? Answer: Sales and marketshare analysis
◉ As a marketing manager, Megan carefully reviews all marketing
tactics and tools to make sure that a consistent message is being
communicated. Consistency across all marketing efforts is an
essential goal of her company.
What strategic orientation does Megan's company implement?
Answer: Consumer orientation
◉ Systems Inc. is scheduled to launch its new software application in
the next two weeks. Tim would like to hire a marketing research
company to study the market situation prior to the launch. The
market research company needs four weeks to complete the
research project and deliver comprehensive results. Therefore, Tim
decides against hiring the research company and goes ahead with
the scheduled launch without further research.
What factor is the determinant of the need for marketing research in
Tim' situation? Answer: Time constraints
,◉ What factor is NOT a determinant of the need for marketing
research? Answer: Inferiority of data
◉ A marketing manager asking the question "Is the decision of
considerable strategic or tactical importance?" prior to conducting
research is checking which of the determinants of the need for
marketing research? Answer: Nature of the decision
◉ All of the following questions are relevant to marketing managers
in determining if marketing research is needed EXCEPT: Answer: s
there sufficient time to start the research before decisions will have
to be made?
◉ One way that the development of communication technologies
has influenced how marketing researchers are conducting research
is: Answer: Using new devices like iPads to display images to
respondents
◉ Which of the following is true regarding global marketing
research: Answer: Global business first requires an understanding of
the nature of the particular markets.
◉ As internationalization of marketing __________, the demand of
marketing research ____________. Answer: . increases; increases
, ◉ To verify that empirical findings from one culture also exist and
behave similarly in another culture is referred to as __________
Answer: Culturally cross-validate
◉ Marketing researchers contribute to decision making in several
key ways EXCEPT: Answer: Assess how well a marketing reality
describes marketing theory
◉ The process of developing and deciding among alternative ways of
resolving a problem or choosing from among alternative
opportunities is referred to as ____________ Answer: Decision making
◉ After conducting a research study, Sharon identifies consumers
between the ages of 35 to 45 as an underserved market segment.
This market segment represents a _________ for Sharon's company.
Answer: Market opportunity
◉ Managers need to carefully monitor ________ as indicators of
potential __________ which could negatively impact firm performance.
Answer: Symptoms; market problems
◉ One common issue in decision making is that causes of problems
are often identified by _________ yet decisions are made by
_______________ Answer: Researchers; upper management
