, TESTBANK FOR
Marketing Research,10th edition Burns
Important Notes
The file includes the complete test bank, organized chapter by chapter.
A sample of selected pages has been provided for preview.
All available appendices and Excel files (if included in the original resources) are
provided.
We continuously update our files to ensure you receive the latest and most accurate
editions.
New editions are added regularly – stay connected for updates!
Purchase Guarantee
If you believe you have purchased the wrong file, don’t worry. Contact us anytime and we
will gladly replace it with the correct version.
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,Marketing Research, 10e (Burns)
Chapter 1 Introduction to Marketing Research
1) ________ is a short definition of marketing.
A) Meeting needs profitably
B) Meeting wants profitably
C) Meeting consumer demands profitably
D) Meeting business-to-business wants profitably
Answer: A
LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept,
and marketing strategy
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
2) Which of the following statements best illustrates the view of marketing as service-centered?
A) The service-centered view identifies companies' core competencies.
B) The service-centered view means that marketers must know how to precisely measure service
satisfaction.
C) The service-centered view sees internal service levels as more important than external service
levels.
D) The service-centered view stresses that service delivery and product quality are now two
different concepts.
Answer: A
LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept,
and marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
3) Modern marketing thought holds that firms should ________.
A) separate product-orientation from service-orientation
B) focus on service-orientation at the expense of product-orientation
C) collaborate with and learn from customers
D) collaborate with and learn from competitors
Answer: C
LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept,
and marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
1
Copyright © 2026 Pearson Education, Inc.
,4) Social media and other advances in technology enable companies to ________.
A) develop better customer relationship management tools
B) motivate employees to reduce high product and service failure rates
C) focus on defining the best set of product dimensions to match core competencies
D) determine how to create, communicate, and deliver value by "hearing the voice" of the
consumer
Answer: D
LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept,
and marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
5) Why is the marketing concept an important philosophy for marketers?
A) It sets the sales and revenue projects.
B) It dictates the market share a firm will earn and who to target.
C) It determines how marketers view their company's role in terms of what it provides for the
market.
D) It determines marketing objectives and ROI.
Answer: C
LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept,
and marketing strategy
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
6) Adopting the marketing concept means that ________.
A) we have adopted the "right strategy"
B) our focus should be on the "right price" at the "right place"
C) marketers cannot use just any strategy, but must develop the "right" strategy
D) we need to develop "right pricing," "right promotion," and "right distribution"
Answer: C
LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept,
and marketing strategy
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
2
Copyright © 2026 Pearson Education, Inc.
,7) When firms make the right decisions, products and services are produced that its target
markets perceive as having value. That value translates into ________.
A) sales, profits, and a positive ROI
B) product success and profits
C) a profitable bottom-line
D) global as well as domestic market success
Answer: A
LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept,
and marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
8) Which of the following should be revised on an ongoing basis to produce the right strategy as
environments change?
A) Market plan decisions
B) Product development decisions
C) Business decisions
D) Financial decisions
Answer: C
LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept,
and marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
9) Marketing research provides managers with new information to help them make decisions.
Answer: TRUE
LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept,
and marketing strategy
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
10) Because of new technologies, the competitive landscape changes with less frequency than
before.
Answer: FALSE
LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept,
and marketing strategy
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
3
Copyright © 2026 Pearson Education, Inc.
,11) The American Marketing Association defines advertising and sales promotion as the
activities, set of institutions, and processes for creating, communicating, delivering, and
exchanging offerings that have value for customers, clients, partners, and society at large.
Answer: FALSE
LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept,
and marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
12) Because of new methods of market research, modern marketing thought holds that firms
should not collaborate and learn from consumers.
Answer: FALSE
LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept,
and marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
13) Crowdsourcing is the practice of obtaining services or ideas by asking for assistance from
large groups of people, generally online communities.
Answer: TRUE
LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept,
and marketing strategy
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
14) In many examples of failed products and services, managers could have avoided the
associated losses if they had conducted proper marketing research.
Answer: TRUE
LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept,
and marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
15) The marketing mix is a business philosophy that holds that the key to achieving
organizational goals consists of the company being more effective than competitors in creating,
delivering, and communicating customer value to its chosen target markets.
Answer: FALSE
LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept,
and marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
4
Copyright © 2026 Pearson Education, Inc.
,16) To fully appreciate the role of marketing research, it is helpful to understand its role in and
relationship to marketing. Discuss the role of marketing research and its role in and relationship
to marketing.
Answer: Answers should mention either the short definition of marketing ("meeting needs
profitably") or the lengthier version by the American Marketing Association. Discussion should
focus on the relationship of the objectives of marketing and the role of marketing research in
helping marketers make crucial decisions. To practice marketing well in today's environment
requires access to more and better information. Answers should note that not only is marketing
research part of marketing, but also provides information to decision makers.
LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept,
and marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
17) Advances in technology have increased the opportunities for marketers to "listen" to their
consumers. Discuss these advances and the impact on the ability of companies to "hear" the
voices of their customers.
Answer: Answers should note that social media provides an important means for marketers to
"hear the voice of the consumer" to determine how to create, communicate, and deliver value
that will result in long-lasting relationships with customers. The response should discuss how
digital media has created a culture that encourages consumer collaboration. The discussion
should note that an important collaboration method is crowdsourcing. Crowdsourcing is the
practice of obtaining services or ideas by asking for assistance from a large group of people,
generally online communities. Crowdsourcing via digital media is just one of many new tools for
marketing research.
LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept,
and marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
5
Copyright © 2026 Pearson Education, Inc.
,18) The marketing concept is a much more effective philosophy than either the sales or product
orientation philosophies. Define the marketing concept and discuss its relationship to marketing
research. Why is the marketing concept considered more effective?
Answer: Answers will vary, but students should define the marketing concept like the
following: The marketing concept is a business philosophy that holds that the key to achieving
organizational goals consists of the company being more effective than competitors in creating,
delivering, and communicating customer value to its chosen target markets. Discussion should
note that focusing on either sales or products can drive a company out of business because there
is little or no recognition of market factors or customers. Comments may include that for many
years, business leaders have recognized that the marketing concept is the "right" philosophy.
Although the term marketing concept is often used interchangeably with other terms, such as
"customer orientation" or "market-driven," the key point is that this philosophy puts the
consumer first. The discussion should point out, however, that the marketing concept is just the
first step in being successful—firms must put together the right strategies. Answers will point out
that marketing research helps put the right strategies in place.
LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept,
and marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
19) Explain market strategy and why marketing research is important to strategy makers. Do
strategies exist in functional areas other than marketing? What is the impact of the marketing
concept on marketing strategy?
Answer: Comments should include a statement to the effect that strategy is another name for
planning. Answers should include discussion that states firms have strategies in many areas other
than marketing. Financial strategy, production strategy, and technology strategy, for example,
may be key components of a firm's overall strategic plan. Marketing strategy should be defined
like the following: A marketing strategy consists of selecting a segment of the market as the
company's target market and designing the proper "mix" of product/service, price, promotion,
and distribution system to meet the wants and needs of the consumers within the target market.
Advanced answers should note that because marketers have adopted the marketing concept, they
could not come up with just any strategy. Marketers must develop the "right" strategy—the
strategy that allows the firm to truly meet the wants and needs of the consumers within the
chosen market segment.
LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept,
and marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Reflective thinking
6
Copyright © 2026 Pearson Education, Inc.
,20) ________ is a process used to define the size, location, and/or makeup of the market for a
product or service.
A) Differentiation
B) Market research
C) Target marketing
D) Geocentric research
Answer: B
LO: 1.2: Define marketing research in several ways
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
21) According to the American Marketing Association (AMA), what is the function of marketing
research?
A) To link the consumer to marketers with information used in marketing decisions
B) To link the marketer to global and domestic markets through information
C) To link consumers and customers through targeted information
D) To link consumers, customers, and markets through specific information channels
Answer: A
LO: 1.2: Define marketing research in several ways
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
22) Marketing research is the process of designing, gathering, analyzing, and reporting
information that may be used to solve a specific marketing problem.
Answer: TRUE
LO: 1.2: Define marketing research in several ways
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
23) The American Marketing Association's definition of marketing research outlines a twelve-
step approach to marketing research.
Answer: FALSE
LO: 1.2: Define marketing research in several ways
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
24) Market research is not considered a subset of marketing research, but rather a separate type
of marketing discipline.
Answer: FALSE
LO: 1.2: Define marketing research in several ways
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
7
Copyright © 2026 Pearson Education, Inc.
, 25) Consumers now have more power to speak to others in the marketplace because of
globalization, online shopping, and social media.
Answer: TRUE
LO: 1.2: Define marketing research in several ways
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
26) Consumers wanted increasingly larger TV screens to hang on their walls, so Samsung
developed an ultra-thin, LED, large-screen TV. This is an example of what use of marketing
research?
A) Generating potential marketing actions
B) Identifying potential marketing segments
C) Identifying marketing opportunities and problems
D) Identifying market problems and marketing actions
Answer: C
LO: 1.3: Identify three uses of marketing research
Difficulty: Difficult
Classification: Application
AACSB: Reflective thinking
27) In 2014, General Mills acquired Annie's Homegrown and used marketing research to identify
ways to grow the brand, promote it, and to evaluate plans to market it. This is an example of
what use of marketing research?
A) Generating and identifying potential marketing actions
B) Generating, refining, and evaluating potential marketing actions
C) Identifying marketing opportunities and problems
D) Identifying market problems and generating marketing actions
Answer: B
LO: 1.3: Identify three uses of marketing research
Difficulty: Difficult
Classification: Application
AACSB: Reflective thinking
28) Which of the following correctly describes the difference between basic research and applied
research?
A) Applied research helps marketers understand the basic desires and motives of consumers.
B) Applied research expands our knowledge to solve a specific problem.
C) Applied research expands our knowledge, rather than solves a specific problem.
D) Applied research determines the most basic desired features in new products.
Answer: B
LO: 1.3: Identify three uses of marketing research
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
8
Copyright © 2026 Pearson Education, Inc.
Marketing Research,10th edition Burns
Important Notes
The file includes the complete test bank, organized chapter by chapter.
A sample of selected pages has been provided for preview.
All available appendices and Excel files (if included in the original resources) are
provided.
We continuously update our files to ensure you receive the latest and most accurate
editions.
New editions are added regularly – stay connected for updates!
Purchase Guarantee
If you believe you have purchased the wrong file, don’t worry. Contact us anytime and we
will gladly replace it with the correct version.
Contact Email:
,Marketing Research, 10e (Burns)
Chapter 1 Introduction to Marketing Research
1) ________ is a short definition of marketing.
A) Meeting needs profitably
B) Meeting wants profitably
C) Meeting consumer demands profitably
D) Meeting business-to-business wants profitably
Answer: A
LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept,
and marketing strategy
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
2) Which of the following statements best illustrates the view of marketing as service-centered?
A) The service-centered view identifies companies' core competencies.
B) The service-centered view means that marketers must know how to precisely measure service
satisfaction.
C) The service-centered view sees internal service levels as more important than external service
levels.
D) The service-centered view stresses that service delivery and product quality are now two
different concepts.
Answer: A
LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept,
and marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
3) Modern marketing thought holds that firms should ________.
A) separate product-orientation from service-orientation
B) focus on service-orientation at the expense of product-orientation
C) collaborate with and learn from customers
D) collaborate with and learn from competitors
Answer: C
LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept,
and marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
1
Copyright © 2026 Pearson Education, Inc.
,4) Social media and other advances in technology enable companies to ________.
A) develop better customer relationship management tools
B) motivate employees to reduce high product and service failure rates
C) focus on defining the best set of product dimensions to match core competencies
D) determine how to create, communicate, and deliver value by "hearing the voice" of the
consumer
Answer: D
LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept,
and marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
5) Why is the marketing concept an important philosophy for marketers?
A) It sets the sales and revenue projects.
B) It dictates the market share a firm will earn and who to target.
C) It determines how marketers view their company's role in terms of what it provides for the
market.
D) It determines marketing objectives and ROI.
Answer: C
LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept,
and marketing strategy
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
6) Adopting the marketing concept means that ________.
A) we have adopted the "right strategy"
B) our focus should be on the "right price" at the "right place"
C) marketers cannot use just any strategy, but must develop the "right" strategy
D) we need to develop "right pricing," "right promotion," and "right distribution"
Answer: C
LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept,
and marketing strategy
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
2
Copyright © 2026 Pearson Education, Inc.
,7) When firms make the right decisions, products and services are produced that its target
markets perceive as having value. That value translates into ________.
A) sales, profits, and a positive ROI
B) product success and profits
C) a profitable bottom-line
D) global as well as domestic market success
Answer: A
LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept,
and marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
8) Which of the following should be revised on an ongoing basis to produce the right strategy as
environments change?
A) Market plan decisions
B) Product development decisions
C) Business decisions
D) Financial decisions
Answer: C
LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept,
and marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
9) Marketing research provides managers with new information to help them make decisions.
Answer: TRUE
LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept,
and marketing strategy
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
10) Because of new technologies, the competitive landscape changes with less frequency than
before.
Answer: FALSE
LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept,
and marketing strategy
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
3
Copyright © 2026 Pearson Education, Inc.
,11) The American Marketing Association defines advertising and sales promotion as the
activities, set of institutions, and processes for creating, communicating, delivering, and
exchanging offerings that have value for customers, clients, partners, and society at large.
Answer: FALSE
LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept,
and marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
12) Because of new methods of market research, modern marketing thought holds that firms
should not collaborate and learn from consumers.
Answer: FALSE
LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept,
and marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
13) Crowdsourcing is the practice of obtaining services or ideas by asking for assistance from
large groups of people, generally online communities.
Answer: TRUE
LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept,
and marketing strategy
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
14) In many examples of failed products and services, managers could have avoided the
associated losses if they had conducted proper marketing research.
Answer: TRUE
LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept,
and marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
15) The marketing mix is a business philosophy that holds that the key to achieving
organizational goals consists of the company being more effective than competitors in creating,
delivering, and communicating customer value to its chosen target markets.
Answer: FALSE
LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept,
and marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
4
Copyright © 2026 Pearson Education, Inc.
,16) To fully appreciate the role of marketing research, it is helpful to understand its role in and
relationship to marketing. Discuss the role of marketing research and its role in and relationship
to marketing.
Answer: Answers should mention either the short definition of marketing ("meeting needs
profitably") or the lengthier version by the American Marketing Association. Discussion should
focus on the relationship of the objectives of marketing and the role of marketing research in
helping marketers make crucial decisions. To practice marketing well in today's environment
requires access to more and better information. Answers should note that not only is marketing
research part of marketing, but also provides information to decision makers.
LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept,
and marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
17) Advances in technology have increased the opportunities for marketers to "listen" to their
consumers. Discuss these advances and the impact on the ability of companies to "hear" the
voices of their customers.
Answer: Answers should note that social media provides an important means for marketers to
"hear the voice of the consumer" to determine how to create, communicate, and deliver value
that will result in long-lasting relationships with customers. The response should discuss how
digital media has created a culture that encourages consumer collaboration. The discussion
should note that an important collaboration method is crowdsourcing. Crowdsourcing is the
practice of obtaining services or ideas by asking for assistance from a large group of people,
generally online communities. Crowdsourcing via digital media is just one of many new tools for
marketing research.
LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept,
and marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
5
Copyright © 2026 Pearson Education, Inc.
,18) The marketing concept is a much more effective philosophy than either the sales or product
orientation philosophies. Define the marketing concept and discuss its relationship to marketing
research. Why is the marketing concept considered more effective?
Answer: Answers will vary, but students should define the marketing concept like the
following: The marketing concept is a business philosophy that holds that the key to achieving
organizational goals consists of the company being more effective than competitors in creating,
delivering, and communicating customer value to its chosen target markets. Discussion should
note that focusing on either sales or products can drive a company out of business because there
is little or no recognition of market factors or customers. Comments may include that for many
years, business leaders have recognized that the marketing concept is the "right" philosophy.
Although the term marketing concept is often used interchangeably with other terms, such as
"customer orientation" or "market-driven," the key point is that this philosophy puts the
consumer first. The discussion should point out, however, that the marketing concept is just the
first step in being successful—firms must put together the right strategies. Answers will point out
that marketing research helps put the right strategies in place.
LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept,
and marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
19) Explain market strategy and why marketing research is important to strategy makers. Do
strategies exist in functional areas other than marketing? What is the impact of the marketing
concept on marketing strategy?
Answer: Comments should include a statement to the effect that strategy is another name for
planning. Answers should include discussion that states firms have strategies in many areas other
than marketing. Financial strategy, production strategy, and technology strategy, for example,
may be key components of a firm's overall strategic plan. Marketing strategy should be defined
like the following: A marketing strategy consists of selecting a segment of the market as the
company's target market and designing the proper "mix" of product/service, price, promotion,
and distribution system to meet the wants and needs of the consumers within the target market.
Advanced answers should note that because marketers have adopted the marketing concept, they
could not come up with just any strategy. Marketers must develop the "right" strategy—the
strategy that allows the firm to truly meet the wants and needs of the consumers within the
chosen market segment.
LO: 1.1: Analyze the relationship of marketing research to marketing, the marketing concept,
and marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Reflective thinking
6
Copyright © 2026 Pearson Education, Inc.
,20) ________ is a process used to define the size, location, and/or makeup of the market for a
product or service.
A) Differentiation
B) Market research
C) Target marketing
D) Geocentric research
Answer: B
LO: 1.2: Define marketing research in several ways
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
21) According to the American Marketing Association (AMA), what is the function of marketing
research?
A) To link the consumer to marketers with information used in marketing decisions
B) To link the marketer to global and domestic markets through information
C) To link consumers and customers through targeted information
D) To link consumers, customers, and markets through specific information channels
Answer: A
LO: 1.2: Define marketing research in several ways
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
22) Marketing research is the process of designing, gathering, analyzing, and reporting
information that may be used to solve a specific marketing problem.
Answer: TRUE
LO: 1.2: Define marketing research in several ways
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
23) The American Marketing Association's definition of marketing research outlines a twelve-
step approach to marketing research.
Answer: FALSE
LO: 1.2: Define marketing research in several ways
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
24) Market research is not considered a subset of marketing research, but rather a separate type
of marketing discipline.
Answer: FALSE
LO: 1.2: Define marketing research in several ways
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
7
Copyright © 2026 Pearson Education, Inc.
, 25) Consumers now have more power to speak to others in the marketplace because of
globalization, online shopping, and social media.
Answer: TRUE
LO: 1.2: Define marketing research in several ways
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
26) Consumers wanted increasingly larger TV screens to hang on their walls, so Samsung
developed an ultra-thin, LED, large-screen TV. This is an example of what use of marketing
research?
A) Generating potential marketing actions
B) Identifying potential marketing segments
C) Identifying marketing opportunities and problems
D) Identifying market problems and marketing actions
Answer: C
LO: 1.3: Identify three uses of marketing research
Difficulty: Difficult
Classification: Application
AACSB: Reflective thinking
27) In 2014, General Mills acquired Annie's Homegrown and used marketing research to identify
ways to grow the brand, promote it, and to evaluate plans to market it. This is an example of
what use of marketing research?
A) Generating and identifying potential marketing actions
B) Generating, refining, and evaluating potential marketing actions
C) Identifying marketing opportunities and problems
D) Identifying market problems and generating marketing actions
Answer: B
LO: 1.3: Identify three uses of marketing research
Difficulty: Difficult
Classification: Application
AACSB: Reflective thinking
28) Which of the following correctly describes the difference between basic research and applied
research?
A) Applied research helps marketers understand the basic desires and motives of consumers.
B) Applied research expands our knowledge to solve a specific problem.
C) Applied research expands our knowledge, rather than solves a specific problem.
D) Applied research determines the most basic desired features in new products.
Answer: B
LO: 1.3: Identify three uses of marketing research
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
8
Copyright © 2026 Pearson Education, Inc.
