Test Bank for Marketing 4th Edition By Shane Hunt, John Mello, George Deitz (All Chapters 100 Original Verified, A+ Grade) 2

Marketing Research Test Bank Ch
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apters 1 - 14
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,Chapter 1— Marketing Research: From Data to Information to Action
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MULTIPLEgCHOICE

1. WhichgofgthegfollowinggisgNOTgconsistentgwithgthegdefinitiongofgmarketinggresearch?
a. Thegdefinitiongisgbroad.
b. Thegdefinitiongstressesgthegimportancegofgactivitiesgconductedgingordergtogunderstandgthegprocessgofgmarketing.
c. Thegdefinitiongemphasizesgthegfunctiongasgaglinkgbetweengconsumersgandgthegfirm.
d. Thegdefinitiongstatesgthatgmarketinggresearchgisgfocusedgongcollectingginformation.
e. Neithergbgnorgdgisgconsistentgwithgthegdefinition.

ANS:g D PTS:g 1
NAT:g AACSBgAnalyticg|gCB&EgModelgResearchg|gBloom's:gKnowledge

2. Marketinggresearch:
a. isgsimplygaskinggconsumersgforgtheirglikes,gdislikes,gneeds,gandgwantsgingagone-on-onegsituation.
b. spansgtheginformationalgboundarygbetweengthegfirmgandgitsgenvironment.
c. cangonlygbegemployedgtogassessgthegimpactgofgpastgorgcontemplatedgadjustmentsgingthegmarketinggmix.
d. isgmostggenerallygusedgforgmarketinggcontrolgpurposes.
e. isgmostggenerallygagmarketinggimplementationgfunction.

ANS:g B PTS:g 1
NAT:g AACSBgAnalyticg|gCB&EgModelgResearchg|gBloom's:gComprehension

3. WhichgofgthegfollowinggisgFALSE?
a. Thegbasicgpurposegofgmarketinggresearchgisgtogassistgmarketinggmanagersgingmakinggmoreginformedgdecisions.
b. MarketinggresearchgbecamegagsignificantgbusinessgactivitygaftergWorldgWargIIgwhengthegeconomygchangedgfromga
c. Marketinggresearchgasgangorganizationalgfunctiongwasgadoptedgbygmostgfirmsgwhengtheygcouldgnoglongergsatisfygde
d. Marketinggmanagersgandgmarketinggresearchersgworkgtogethergingclosegpartnershipsgthatgaregmostgsuccessfulgwhen
e. Allgofgthegabovegaregfalse.

ANS:g C PTS:g 1
NAT:g AACSBgAnalyticg|gCB&EgModelgResearchg|Bloom's:gComprehension

4. Marketinggresearch:
a. isgthegusegofginformationgtogidentifygandgdefinegmarketinggproblems.
b. aimsgtogimprovegourgunderstandinggofgmanagementgasgagprocess.
c. aimsgtogpromoteggovernmentgregulationgofgresearchgactivities.
d. isgonlygusefulgingcompaniesgwithgoverg$1gmilliongingannualgsales.
e. isgnotgverygusefulgtogagprovidergofgservices,gsuchgasgbanks.

ANS:g A PTS:g 1
NAT:g AACSBgAnalyticg|gCB&EgModelgResearchg|gBloom's:gKnowledge

5. Whichgofgthegfollowinggphasesgofgtheginformation-
managementgprocessgisgNOTgpartgofgthegmarketinggresearchgprocess?
a. Thegspecificationgofgwhatginformationgisgneeded.
b. Thegcollectiongofgtheginformation.
c. Theganalysisgofgtheginformation.
d. Thegusegofgtheganalyzedginformation.
e. Theginterpretationgofgtheginformation.

ANS:g D PTS:g 1

, NAT:g AACSBgAnalyticg|gCB&EgModelgResearchg|gBloom's:gComprehension

6. Whatgisgthegbasicgpurposegofgmarketinggresearch?
a. Togmakegdecisionsgforgmanagers.
b. Togfurnishginformationgthatgaidsgdecision-making.
c. Togassistggovernmentgregulatorygagencies.
d. Togconfirmgmanagement'sgdecisions.
e. Toghelpgdevelopgnewgproducts.

ANS:g B PTS:g 1
NAT:g AACSBgAnalyticg|gCB&EgModelgResearchg|gBloom's:gKnowledge

7. WhichgofgthegfollowinggisgFALSE?
a. Thegfederalggovernmentgisgtheglargestgproducergofgmarketinggfacts.
b. Allgbusinessesgsharegagcommongproblemgofgneedingginformation.
c. Thegprincipalgtaskgofgmarketinggresearchgisgtogincreasegprofit.
d. Marketinggresearchgisgonlygonegofgthegaspectsgofgagmarketinggstrategy.
e. Notgallgofgthegabovegaregfalse.

ANS:g C PTS:g 1
NAT:g AACSBgAnalyticg|gCB&EgModelgResearchg|gBloom's:gKnowledge

8. ThegHandymangToolsgCompanygcommissionedgagsurveygdesignedgtogdeterminegwhetherghomeownersgp
refergplasticgorgmetalgcasingsgongelectricgscrewdrivers.gThegresultsgofgthisgsurveygwillglikelygbegusedgasgin
putgintogdecisionsgconcerninggwhichgelementgofgthegmarketinggmix?
a. Price
b. Product
c. Publicity
d. Promotion
e. Place

ANS:g B PTS:g 1
NAT:g AACSBgAnalyticg|gCB&EgModelgResearchg|gBloom's:gApplication

9. WhichgofgthegfollowinggisgFALSE?
a. Agstudygtoggaugegthegpropertiesgofgagmaterialgforgitsgsuitabilitygtogmanufacturegagparticulargproductgisgmarketgresea
b. Angattemptgtogdeterminegthegmostgefficientgallocationgofgfundinggtogvariousgpromotionalgactivitiesgisgangexamplego
c. Agsurveygdesignedgtogidentifygthegcharacteristicsgofglight,gaverage,gandgheavygusersgofgdetergentgisgangexamplegofgm
d. Videotapinggcomputergusersgtogunderstandgthegcontextgofgsoftwaregusegisgangexamplegofgmarketinggresearch.
e. Visitinggvariousgrestaurantsgandgsamplinggdifferentgmenugitemsgingpreparationgforgopeninggagnewgrestaurantgisgange

ANS:g A PTS:g 1
NAT:g AACSBgAnalyticg|gCB&EgModelgResearchg|gBloom's:gKnowledge

10. Agcompanygwantsgtogidentifygthegmarketgforgagnewgcandygbargandgcommissionsgagsurveygofg1000gmiddle-
gschoolg studentsg fromg threeg cities.g Ing thisg case,g allg middle-

schoolg studentsg ing theg threeg citiesg areg thegforgthegmarketgresearch.
a. population
b. sample
c. controlggroup
d. census
e. focusggroup

ANS:g A PTS:g 1

, NAT:g AACSBgAnalyticg|gCB&EgModelgResearchg|gBloom's:gApplication

11. Whichgofgthegfollowinggcurrentlygusesgmarketgresearch?
a. Retailgcompanies
b. Politicalginstitutions
c. Religiousgorganizations
d. Not-for-profitg institutions
e. Allgofgthegabove

ANS:g E PTS:g 1
NAT:g AACSBgAnalyticg|gCB&EgModelgResearchg|gBloom's:gKnowledge

12. WhichgofgthegfollowinggisgTRUE?
a. Marketinggresearchgcompaniesgonlygprovidegsyndicatedgresearch.
b. Marketinggresearchgbegangtoggrowgwhengfirmsgcouldgnoglongergsellgallgtheygcouldgproduce.
c. Marketinggresearchgforgretailgisgtailoredgspecificallygforgthegcompany,gandgisgthereforegalwaysgconductedgin-house.
d. Marketinggresearchgisgdominatedgbyginternational,gespeciallygEuropeangfirms,gandgisghasgonlygagminorgcollectiongo
e. Allgofgthegabovegaregtrue.

ANS:g B PTS:g 1
NAT:g AACSBgAnalyticg|gCB&EgModelgResearchg|gBloom's:gKnowledge

13. Thegprimarygreasonsgforgstudyinggmarketinggresearchginclude:
a. Somegmaygpursuegagcareergingmarketinggresearch.
b. Knowledgegofgthegmarketinggresearchgmakesgforgag"smarter"gconsumer.
c. Managersgshouldgknowgthegbenefitsgandglimitationsgofgmarketinggresearch.
d. Managersgshouldggaingangappreciationgforgthegmarketinggresearchgprocess.
e. Allgofgthegabovegaregreasonsgforgstudyinggmarketinggresearch.

ANS:g E PTS:g 1
NAT:g AACSBgAnalyticg|gCB&EgModelgResearchg|gBloom's:gKnowledge

14. Emma'sgIcegCreamghiresgaglocalgmarketinggresearchgfirmgtogfindgoutgwhichgflavorsgandginnovationsglocalg
customersgwouldgprefer.gThegmarketinggresearchgfirmgingthegabovegscenariogisgconductinggwhatgtypegofgr
esearch?
a. Causalgresearch
b. Exploratorygresearch
c. Advocacygresearch
d. Transnationalg research
e. Syndicatedgresearch

ANS:g B PTS:g 1
NAT:g AACSBgAnalyticg|gCB&EgModelgResearchg|gBloom's:gApplication

15. Whichgofgthegfollowinggisgangexamplegofgadvocacygresearch?
a. Agfirmgmanipulatesgresearchgquestionsgtogportraygagfavorablegimpressiongofgitsgproducts.
b. Agwebsitegemploysgpeoplegtogclickgongitsgadsgingordergtoggenerategincreasedgrevenue.
c. Agfirmgsurveysgitsgexistinggcustomersgingordergtogfindgthosegwhogmightgbeginterestedgingagnewgproduct.
d. Angairlinegoffersgreducedgfaresgtogfrequentgfliers,gbutgdoesgnotgadvertisegthesegongitsgwebsite.
e. Agmarketergcontactsgpeoplegforgagsurvey,gbutgisgactuallygtryinggtogsellgagproduct.

ANS:g A PTS:g 1
NAT:g AACSBgAnalyticg|gCB&EgModelgResearchg|gBloom's:gComprehension