Test Bank for Marketing Management 15th Edition by Keller and Kotler
Chapter 4 Conducting Marketing Research
1) provide diagnostic information about how and why we observe certain effects in the
marketplace, and what that means to marketers.
1. A) Marketing insights
2. B) Marketing metrics
3. C) Marketing channels
4. D) Marketing information systems
5. E) Marketing-mix models
Answer: A
Diff: 1
LO: 4.1: What is the scope of marketing research?
2) is the systematic design, collection, analysis, and reporting of data and findings relevant
to a specific marketing situation facing the company.
1. A) Marketing communications
2. B) Internal marketing
3. C) Marketing research
4. D) Market segmentation
5. E) Marketing planning
Answer: C Diff: 1
LO: 4.1: What is the scope of marketing research?
,3) Anne, a beautician by profession, owns a salon in the small town of Franklin, New Jersey. Every
weekend, she makes it a point to visit the other salons in Franklin to find out about the beauty services
they offer to customers. Anne is attempting to conduct market research by .
1. A) studying customer behavior
2. B) forming alliances with competing firms
3. C) using experimental research techniques
4. D) checking out rivals
5. E) tapping into marketing partner expertise
Answer: D
Diff: 2
LO: 4.1: What is the scope of marketing research? AACSB: Analytical thinking; Application of knowledge
4) Which of the following types of marketing research firms gathers consumer and trade
information and then sells it for a fee (e.g., Nielsen Company)?
1. A) custom marketing research firms
2. B) syndicated-service research firms
3. C) specialty-line marketing research firms
4. D) generic marketing research firms
5. E) focused marketing research firms
Answer: B
Diff: 1
LO: 4.1: What is the scope of marketing research?
5) Amity Inc. is a firm which collects and processes household data and sells it to other firms which
produce consumer durables. Amity is an example of a
research firm.
1. A) custom marketing
2. B) specialty-line marketing
3. C) syndicated-service
,4. D) generic marketing
5. E) focused marketing
Answer: C
Diff: 2
LO: 4.1: What is the scope of marketing research? AACSB: Analytical thinking
6) The Nielsen Company and IRI are examples of , or firms that gather consumer and trade
information which they sell for a fee.
1. A) customer marketing research firms
2. B) internal marketing insights departments
3. C) qualitative marketing intelligence agencies
4. D) syndicated-service research firms
5. E) specialty-line marketing research firms
Answer: D
Diff: 1
LO: 4.1: What is the scope of marketing research? AACSB: Reflective thinking
7) AT&T, GE, Samsung, Shell Oil, and others have engaged in a(n) exercise by sponsoring the
Innovation Challenge, where top MBA students compete in teams to address company problems.
1. A) crowdcasting
2. B) syndication
3. C) net monitoring
4. D) product-preference
5. E) advertising evaluation
Answer: A
Diff: 3
LO: 4.1: What is the scope of marketing research? AACSB: Application of knowledge
8) A field-service firm is a research firm.
, 1. A) custom marketing
2. B) syndicated-service
3. C) specialty-line marketing
4. D) consumer marketing
5. E) social marketing
Answer: C
Diff: 2
LO: 4.1: What is the scope of marketing research? AACSB: Reflective thinking
9) You are the marketing research director of a medium-sized manufacturing firm and you would
like to engage an outside marketing research firm to conduct field interviews. Which of the following
categories of marketing research firms should you use?
1. A) syndicated-service research firms
2. B) custom marketing research firms
3. C) global research management firms
4. D) specialty-line marketing research firms
5. E) brand management specialty research firms
Answer: D
Diff: 2
LO: 4.1: What is the scope of marketing research? AACSB: Analytical thinking; Application of knowledge
10) A(n) is a gathering of 6 to 10 people carefully selected by researchers based on certain
demographic, psychographic, or other considerations and brought together to discuss various topics of
interest at length.
1. A) target group
2. B) pilot group
3. C) focus group
4. D) customer base
Chapter 4 Conducting Marketing Research
1) provide diagnostic information about how and why we observe certain effects in the
marketplace, and what that means to marketers.
1. A) Marketing insights
2. B) Marketing metrics
3. C) Marketing channels
4. D) Marketing information systems
5. E) Marketing-mix models
Answer: A
Diff: 1
LO: 4.1: What is the scope of marketing research?
2) is the systematic design, collection, analysis, and reporting of data and findings relevant
to a specific marketing situation facing the company.
1. A) Marketing communications
2. B) Internal marketing
3. C) Marketing research
4. D) Market segmentation
5. E) Marketing planning
Answer: C Diff: 1
LO: 4.1: What is the scope of marketing research?
,3) Anne, a beautician by profession, owns a salon in the small town of Franklin, New Jersey. Every
weekend, she makes it a point to visit the other salons in Franklin to find out about the beauty services
they offer to customers. Anne is attempting to conduct market research by .
1. A) studying customer behavior
2. B) forming alliances with competing firms
3. C) using experimental research techniques
4. D) checking out rivals
5. E) tapping into marketing partner expertise
Answer: D
Diff: 2
LO: 4.1: What is the scope of marketing research? AACSB: Analytical thinking; Application of knowledge
4) Which of the following types of marketing research firms gathers consumer and trade
information and then sells it for a fee (e.g., Nielsen Company)?
1. A) custom marketing research firms
2. B) syndicated-service research firms
3. C) specialty-line marketing research firms
4. D) generic marketing research firms
5. E) focused marketing research firms
Answer: B
Diff: 1
LO: 4.1: What is the scope of marketing research?
5) Amity Inc. is a firm which collects and processes household data and sells it to other firms which
produce consumer durables. Amity is an example of a
research firm.
1. A) custom marketing
2. B) specialty-line marketing
3. C) syndicated-service
,4. D) generic marketing
5. E) focused marketing
Answer: C
Diff: 2
LO: 4.1: What is the scope of marketing research? AACSB: Analytical thinking
6) The Nielsen Company and IRI are examples of , or firms that gather consumer and trade
information which they sell for a fee.
1. A) customer marketing research firms
2. B) internal marketing insights departments
3. C) qualitative marketing intelligence agencies
4. D) syndicated-service research firms
5. E) specialty-line marketing research firms
Answer: D
Diff: 1
LO: 4.1: What is the scope of marketing research? AACSB: Reflective thinking
7) AT&T, GE, Samsung, Shell Oil, and others have engaged in a(n) exercise by sponsoring the
Innovation Challenge, where top MBA students compete in teams to address company problems.
1. A) crowdcasting
2. B) syndication
3. C) net monitoring
4. D) product-preference
5. E) advertising evaluation
Answer: A
Diff: 3
LO: 4.1: What is the scope of marketing research? AACSB: Application of knowledge
8) A field-service firm is a research firm.
, 1. A) custom marketing
2. B) syndicated-service
3. C) specialty-line marketing
4. D) consumer marketing
5. E) social marketing
Answer: C
Diff: 2
LO: 4.1: What is the scope of marketing research? AACSB: Reflective thinking
9) You are the marketing research director of a medium-sized manufacturing firm and you would
like to engage an outside marketing research firm to conduct field interviews. Which of the following
categories of marketing research firms should you use?
1. A) syndicated-service research firms
2. B) custom marketing research firms
3. C) global research management firms
4. D) specialty-line marketing research firms
5. E) brand management specialty research firms
Answer: D
Diff: 2
LO: 4.1: What is the scope of marketing research? AACSB: Analytical thinking; Application of knowledge
10) A(n) is a gathering of 6 to 10 people carefully selected by researchers based on certain
demographic, psychographic, or other considerations and brought together to discuss various topics of
interest at length.
1. A) target group
2. B) pilot group
3. C) focus group
4. D) customer base
