, Chapter 1
Marketing Research: It’s Everywhere!
e 1. Marketing research
a. generates information in the firm's environment.
b. transmits information from the environment to the firm.
c. interprets feedback information.
d. makes decisions based upon information from the environment.
e. does a, b, and c.
b 2. 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 b and d.
c 3. Which of the following is NOT a common activity of a marketing research department?
a. assessing the impact(s) of changes in the marketing mix for a good marketing
promotion
b. identifying the legal constraints on advertising
c. determining the most efficient production sequences for a plant
d. establishing sales territory quotas
e. c and d
c 4. 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. a and b.
e. a, b and c.
,a 5. Marketing research
a. involves the use of information to make better marketing decisions.
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 a bank.
d 6. The emphasis of marketing research for planning purposes is on
a. determining the appropriate promotion budget(s).
b. determining the kind of packaging the firm should use
c. determining the degree of consumer satisfaction with the firm's products.
d. determining viable opportunities for the firm.
e. a and c.
c 7. Which of the following is TRUE?
a. Specialized marketing research firms are the largest producers of marketing facts.
b. The most important advantage of a division or group-level marketing research
department is its economy of scale.
c. The organization of the market research function should be dynamic and ever-
changing.
d. An important change that has been occurring in marketing research in recent years is
the transition from a total marketing intelligence perspective to a specific problem
perspective.
e. They are all false.
e 8. Which of the following is TRUE?
a. Opportunities in marketing research are only open to people with statistical analysis
and interpretation skills.
b. Marketing researchers need good oral and written skills along with statistical skills.
c. Planning, strategy, and financial management skills are necessary for success as an
entry- or mid-level marketing researcher.
d. Successful marketing researchers are proactive rather than reactive.
e. b and d.
c 9. Which of the following is NOT a question marketing research can assist in answering?
a. What kinds of people purchase our products?
b. What kind of packaging should we use?
c. What is our per unit profit margin?
d. What is our level of service satisfaction?
e. All are marketing research problems.
, d 10. 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 data specified
by someone else.
e. Neither b nor d is consistent with the definition.
e 11. Marketing research emphasizes
a. the definition of marketing problems and issues.
b. the specification of information needed to address marketing issues.
c. the communication of marketing research results.
d. the gathering of information used to identify marketing opportunities.
e. b, c and d.
a 12. Which of the following is FALSE?
a. Problem-solving marketing research focuses only on short-term marketing decisions
with respect to the marketing mix elements.
b. An attempt to determine the most efficient allocation of funding to various
promotional activities is an example of marketing research.
c. A survey designed to identify the characteristics of light, average, and heavy users of
detergent is an example of marketing research.
d. a and b.
e. a, b, and c.
e 13. Although no general organizational form of marketing research departments exists,
departments are commonly organized by
a. research techniques, such as statistical analysis, field interviewing or questionnaire
design.
b. area of application, such as product line, brand, market segment or geographic area.
c. marketing function performed, such as field sales analysis, advertising research or
product planning.
d. a and b.
e. a, b and c.
b 14. Which of the following is NOT an advantage of a corporate-level location for the
marketing research function?
a. greater coordination and control of corporate research activity
b. research personnel can acquire valuable knowledge about divisional markets and
products
c. greater economy of scale
d. greater usefulness to corporate management in planning
e. All of the above are advantages of a corporate level location for marketing research
Marketing Research: It’s Everywhere!
e 1. Marketing research
a. generates information in the firm's environment.
b. transmits information from the environment to the firm.
c. interprets feedback information.
d. makes decisions based upon information from the environment.
e. does a, b, and c.
b 2. 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 b and d.
c 3. Which of the following is NOT a common activity of a marketing research department?
a. assessing the impact(s) of changes in the marketing mix for a good marketing
promotion
b. identifying the legal constraints on advertising
c. determining the most efficient production sequences for a plant
d. establishing sales territory quotas
e. c and d
c 4. 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. a and b.
e. a, b and c.
,a 5. Marketing research
a. involves the use of information to make better marketing decisions.
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 a bank.
d 6. The emphasis of marketing research for planning purposes is on
a. determining the appropriate promotion budget(s).
b. determining the kind of packaging the firm should use
c. determining the degree of consumer satisfaction with the firm's products.
d. determining viable opportunities for the firm.
e. a and c.
c 7. Which of the following is TRUE?
a. Specialized marketing research firms are the largest producers of marketing facts.
b. The most important advantage of a division or group-level marketing research
department is its economy of scale.
c. The organization of the market research function should be dynamic and ever-
changing.
d. An important change that has been occurring in marketing research in recent years is
the transition from a total marketing intelligence perspective to a specific problem
perspective.
e. They are all false.
e 8. Which of the following is TRUE?
a. Opportunities in marketing research are only open to people with statistical analysis
and interpretation skills.
b. Marketing researchers need good oral and written skills along with statistical skills.
c. Planning, strategy, and financial management skills are necessary for success as an
entry- or mid-level marketing researcher.
d. Successful marketing researchers are proactive rather than reactive.
e. b and d.
c 9. Which of the following is NOT a question marketing research can assist in answering?
a. What kinds of people purchase our products?
b. What kind of packaging should we use?
c. What is our per unit profit margin?
d. What is our level of service satisfaction?
e. All are marketing research problems.
, d 10. 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 data specified
by someone else.
e. Neither b nor d is consistent with the definition.
e 11. Marketing research emphasizes
a. the definition of marketing problems and issues.
b. the specification of information needed to address marketing issues.
c. the communication of marketing research results.
d. the gathering of information used to identify marketing opportunities.
e. b, c and d.
a 12. Which of the following is FALSE?
a. Problem-solving marketing research focuses only on short-term marketing decisions
with respect to the marketing mix elements.
b. An attempt to determine the most efficient allocation of funding to various
promotional activities is an example of marketing research.
c. A survey designed to identify the characteristics of light, average, and heavy users of
detergent is an example of marketing research.
d. a and b.
e. a, b, and c.
e 13. Although no general organizational form of marketing research departments exists,
departments are commonly organized by
a. research techniques, such as statistical analysis, field interviewing or questionnaire
design.
b. area of application, such as product line, brand, market segment or geographic area.
c. marketing function performed, such as field sales analysis, advertising research or
product planning.
d. a and b.
e. a, b and c.
b 14. Which of the following is NOT an advantage of a corporate-level location for the
marketing research function?
a. greater coordination and control of corporate research activity
b. research personnel can acquire valuable knowledge about divisional markets and
products
c. greater economy of scale
d. greater usefulness to corporate management in planning
e. All of the above are advantages of a corporate level location for marketing research
