Chapter 1—The Role of Marketing Research
MULTIPLE CHOICE
1. Which of the following is NOT consistent with the definition of marketing research?
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.
ANS: D PTS: 1
2. Marketing research
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.
ANS: D PTS: 1
3. Marketing research
a. is simply asking consumers for their likes, dislikes, needs, and wants in a one-on-one
situation.
b. spans the informational boundary between the firm and its environment.
, c. can only be employed to assess the impact of past or contemplated adjustments in
the marketing mix.
d. is most generally used for marketing control purposes.
e. is most generally a marketing implementation function.
ANS: B PTS: 1
4. Which of the following is NOT a common activity of a marketing research department?
a. Determining the most efficient production sequences for a plant.
b. Identifying the legal constraints on advertising.
c. Assessing the impact(s) of changes in the marketing mix for a good marketing
promotion.
d. Establishing sales territory quotas.
e. Both c and d are uncommon activities of the marketing research department.
ANS: A PTS: 1
5. Which of the following is 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.
, ANS: C PTS: 1
6. Marketing research
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.
ANS: A PTS: 1
7. Which of the following phases of the information-management process is NOT part of
marketing research?
a. The specification of what information is needed.
b. The collection of the information.
c. The analysis of the information.
d. The use of the information.
e. The interpretation of the information.
ANS: D PTS: 1
8. What is the basic purpose of marketing research?
a. To make decisions for managers.
b. To furnish information that helps managers make better decisions.
c. To assist government regulatory agencies.
d. To confirm management's decisions.
, e. To help develop new products.
ANS: B PTS: 1
9. The function that links the consumer to the organization through information is
a. Advertising.
b. Promotion.
c. Marketing research.
d. Computer systems.
e. The sales department.
ANS: C PTS: 1
10. Which of the following factors cannot normally be controlled by marketing management?
a. Promotional policies
b. The political and legal environment
c. Distribution
d. The list price
e. The design of the product package
ANS: B PTS: 1
11. Which of the following is FALSE?
a. The federal government is the largest producer of marketing facts.
b. All businesses share a common problem of needing information.
c. The principal task of marketing is to increase profit.
d. When organizations implement the marketing concept effectively, they are said to
MULTIPLE CHOICE
1. Which of the following is NOT consistent with the definition of marketing research?
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.
ANS: D PTS: 1
2. Marketing research
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.
ANS: D PTS: 1
3. Marketing research
a. is simply asking consumers for their likes, dislikes, needs, and wants in a one-on-one
situation.
b. spans the informational boundary between the firm and its environment.
, c. can only be employed to assess the impact of past or contemplated adjustments in
the marketing mix.
d. is most generally used for marketing control purposes.
e. is most generally a marketing implementation function.
ANS: B PTS: 1
4. Which of the following is NOT a common activity of a marketing research department?
a. Determining the most efficient production sequences for a plant.
b. Identifying the legal constraints on advertising.
c. Assessing the impact(s) of changes in the marketing mix for a good marketing
promotion.
d. Establishing sales territory quotas.
e. Both c and d are uncommon activities of the marketing research department.
ANS: A PTS: 1
5. Which of the following is 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.
, ANS: C PTS: 1
6. Marketing research
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.
ANS: A PTS: 1
7. Which of the following phases of the information-management process is NOT part of
marketing research?
a. The specification of what information is needed.
b. The collection of the information.
c. The analysis of the information.
d. The use of the information.
e. The interpretation of the information.
ANS: D PTS: 1
8. What is the basic purpose of marketing research?
a. To make decisions for managers.
b. To furnish information that helps managers make better decisions.
c. To assist government regulatory agencies.
d. To confirm management's decisions.
, e. To help develop new products.
ANS: B PTS: 1
9. The function that links the consumer to the organization through information is
a. Advertising.
b. Promotion.
c. Marketing research.
d. Computer systems.
e. The sales department.
ANS: C PTS: 1
10. Which of the following factors cannot normally be controlled by marketing management?
a. Promotional policies
b. The political and legal environment
c. Distribution
d. The list price
e. The design of the product package
ANS: B PTS: 1
11. Which of the following is FALSE?
a. The federal government is the largest producer of marketing facts.
b. All businesses share a common problem of needing information.
c. The principal task of marketing is to increase profit.
d. When organizations implement the marketing concept effectively, they are said to
