Marketing Research Test Bank (Chapters 1 to 14)

Marketing Research Test Bank Chapter 1— Marketing Research: From Data to Information to Action Which of the following is NOT consistent with the definition of marketing research? Chapter 1— Marketing Research: From Data to Information to Action MULTIPLE CHOICE 1. Which of the following is NOT consistent with the definition of marketing research? ANS: D PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge 2. Marketing research: ANS: B PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Comprehension 3. Which of the following is FALSE? ANS: C PTS: 1 NAT: AACSB Analytic | CB&E Model Research |Bloom's: Comprehension 4. Marketing research: ANS: A PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge 5. Which of the following phases of the information-management process is NOT part of the marketing research process? ANS: D PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Comprehension 6. What is the basic purpose of marketing research? ANS: B PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge 7. Which of the following is FALSE? ANS: C PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge 8. The Handyman Tools Company commissioned a survey designed to determine whether homeowners prefer plastic or metal casings on electric screwdrivers. The results of this survey will likely be used as input into decisions concerning which element of the marketing mix? ANS: B PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Application 9. Which of the following is FALSE? ANS: A PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge 10. A company wants to identify the market for a new candy bar and commissions a survey of 1000 middle- school students from three cities. In this case, all middle-school students in the three cities are the for the market research. ANS: A PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Application 11. Which of the following currently uses market research? ANS: E PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge 12. Which of the following is TRUE? ANS: B PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge 13. The primary reasons for studying marketing research include: ANS: E PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge 14. Emma's Ice Cream hires a local marketing research firm to find out which flavors and innovations local customers would prefer. The marketing research firm in the above scenario is conducting what type of research? ANS: B PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Application 15. Which of the following is an example of advocacy research? ANS: A PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Comprehension 16. Which of the following is an example of sugging? ANS: E PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge 17. Which of the following is TRUE for marketing research ethics? ANS: C PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge 18. Which of the following types of marketing research is most likely to be unethical? ANS: E PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge TRUE/FALSE 19. The basic purpose of all marketing research is to help develop new products. ANS: F PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge 20. Primary data are almost always less expensive and can be obtained and analyzed more quickly than secondary data. ANS: F PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Comprehension 21. The particular subset of the population for whom data are available is known as a sample. ANS: T PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge 22. Advocacy research is generally an unethical form of market research. ANS: T PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge 23. If an action undertaken during market research is legal, it is ethical. ANS: F PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Analysis COMPLETION 24. Descriptive and causal research are also known as . ANS: quantative research PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge 25. research is needed if relatively little is known about the phenomenon to be investigated. ANS: Exploratory PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Analysis 26. research is not custom designed for a particular client, but is designed and collected by the research company and sold to multiple clients. ANS: Syndicated PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge 27. Data collected specifically for a particular study is known as . ANS: primary data PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge 28. Contacting people under the guise of marketing research when the real goal is to sell products or services is known as . ANS: sugging PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge ESSAY 29. Discuss the four main stages in the market research process. ANS: The main stages in the marketing research process are (1) formulating the research problem, (2) determining the research design, (3) analyzing and interpreting data, and (4) preparing the research report. PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Comprehension Chapter 2—The Research Question:Formulation of the Problem MULTIPLE CHOICE 1. The two fundamental sources of marketing research problems are: a. planned change and unplanned change. b. ineffective advertising and change. c. poor sales and ineffective advertising. d. poor management and unplanned change. e. technological advancement and customer suggestions. ANS: A PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge 2. Which of the following is FALSE? a. Serendipity is synonymous with planned change. b. Strategy-oriented decision problems focus on selecting alternative courses of action. c. The marketing problem should be defined clearly so that research can be designed properly. d. Change is a fundamental source of marketing problems. e. Discovery-oriented problems are common with unplanned changes in the marketing environment. ANS: A PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Comprehension