Marketing Research Test Bank Ch
c c c c
apters 1 - 14
c c c
,Chapter 1— Marketing Research: From Data to Information to Action
c c c c c c c c c
MULTIPLEcCHOICE
1. WhichcofcthecfollowingciscNOTcconsistentcwithcthecdefinitioncofcmarketingcresearch?
a. Thecdefinitionciscbroad.
b. Thecdefinitioncstressescthecimportancecofcactivitiescconductedcincorderctocunderstandcthecprocesscofcmarketing.
c. Thecdefinitioncemphasizescthecfunctioncascaclinkcbetweencconsumerscandcthecfirm.
d. Thecdefinitioncstatescthatcmarketingcresearchciscfocusedconccollectingcinformation.
e. Neithercbcnorcdciscconsistentcwithcthecdefinition.
ANS:c D PTS:c 1
NAT:c AACSBcAnalyticc|cCB&EcModelcResearchc|cBloom's:cKnowledge
2. Marketingcresearch:
a. iscsimplycaskingcconsumerscforctheirclikes,cdislikes,cneeds,candcwantscincacone-on-onecsituation.
b. spanscthecinformationalcboundarycbetweencthecfirmcandcitscenvironment.
c. canconlycbecemployedctocassesscthecimpactcofcpastcorccontemplatedcadjustmentscincthecmarketingcmix.
d. iscmostcgenerallycusedcforcmarketingccontrolcpurposes.
e. iscmostcgenerallycacmarketingcimplementationcfunction.
ANS:c B PTS:c 1
NAT:c AACSBcAnalyticc|cCB&EcModelcResearchc|cBloom's:cComprehension
3. WhichcofcthecfollowingciscFALSE?
a. Thecbasiccpurposecofcmarketingcresearchcisctocassistcmarketingcmanagerscincmakingcmorecinformedcdecisions.
b. MarketingcresearchcbecamecacsignificantcbusinesscactivitycaftercWorldcWarcIIcwhencthececonomycchangedcfromca
c. Marketingcresearchcascancorganizationalcfunctioncwascadoptedcbycmostcfirmscwhenctheyccouldcnoclongercsatisfycde
d. Marketingcmanagerscandcmarketingcresearcherscworkctogethercincclosecpartnershipscthatcarecmostcsuccessfulcwhen
e. Allcofcthecabovecarecfalse.
ANS:c C PTS:c 1
NAT:c AACSBcAnalyticc|cCB&EcModelcResearchc|Bloom's:cComprehension
4. Marketingcresearch:
a. iscthecusecofcinformationctocidentifycandcdefinecmarketingcproblems.
b. aimsctocimprovecourcunderstandingcofcmanagementcascacprocess.
c. aimsctocpromotecgovernmentcregulationcofcresearchcactivities.
d. isconlycusefulcinccompaniescwithcoverc$1cmillioncincannualcsales.
e. iscnotcverycusefulctocacprovidercofcservices,csuchcascbanks.
ANS:c A PTS:c 1
NAT:c AACSBcAnalyticc|cCB&EcModelcResearchc|cBloom's:cKnowledge
5. Whichcofcthecfollowingcphasescofcthecinformation-
managementcprocessciscNOTcpartcofcthecmarketingcresearchcprocess?
a. Thecspecificationcofcwhatcinformationciscneeded.
b. Theccollectioncofcthecinformation.
c. Thecanalysiscofcthecinformation.
d. Thecusecofcthecanalyzedcinformation.
e. Thecinterpretationcofcthecinformation.
ANS:c D PTS:c 1
, NAT:c AACSBcAnalyticc|cCB&EcModelcResearchc|cBloom's:cComprehension
6. Whatciscthecbasiccpurposecofcmarketingcresearch?
a. Tocmakecdecisionscforcmanagers.
b. Tocfurnishcinformationcthatcaidscdecision-making.
c. Tocassistcgovernmentcregulatorycagencies.
d. Tocconfirmcmanagement'scdecisions.
e. Tochelpcdevelopcnewcproducts.
ANS:c B PTS:c 1
NAT:c AACSBcAnalyticc|cCB&EcModelcResearchc|cBloom's:cKnowledge
7. WhichcofcthecfollowingciscFALSE?
a. Thecfederalcgovernmentcisctheclargestcproducercofcmarketingcfacts.
b. Allcbusinessescsharecaccommoncproblemcofcneedingcinformation.
c. Thecprincipalctaskcofcmarketingcresearchcisctocincreasecprofit.
d. Marketingcresearchcisconlyconecofcthecaspectscofcacmarketingcstrategy.
e. Notcallcofcthecabovecarecfalse.
ANS:c C PTS:c 1
NAT:c AACSBcAnalyticc|cCB&EcModelcResearchc|cBloom's:cKnowledge
8. ThecHandymancToolscCompanyccommissionedcacsurveycdesignedctocdeterminecwhetherchomeownerscpr
efercplasticcorcmetalccasingsconcelectriccscrewdrivers.cThecresultscofcthiscsurveycwillclikelycbecusedcascinp
utcintocdecisionscconcerningcwhichcelementcofcthecmarketingcmix?
a. Price
b. Product
c. Publicity
d. Promotion
e. Place
ANS:c B PTS:c 1
NAT:c AACSBcAnalyticc|cCB&EcModelcResearchc|cBloom's:cApplication
9. WhichcofcthecfollowingciscFALSE?
a. Acstudyctocgaugecthecpropertiescofcacmaterialcforcitscsuitabilityctocmanufacturecacparticularcproductciscmarketcresea
b. Ancattemptctocdeterminecthecmostcefficientcallocationcofcfundingctocvariouscpromotionalcactivitiesciscancexampleco
c. Acsurveycdesignedctocidentifyctheccharacteristicscofclight,caverage,candcheavycuserscofcdetergentciscancexamplecofcm
d. Videotapingccomputercusersctocunderstandctheccontextcofcsoftwarecuseciscancexamplecofcmarketingcresearch.
e. Visitingcvariouscrestaurantscandcsamplingcdifferentcmenucitemscincpreparationcforcopeningcacnewcrestaurantciscance
ANS:c A PTS:c 1
NAT:c AACSBcAnalyticc|cCB&EcModelcResearchc|cBloom's:cKnowledge
10. Accompanycwantsctocidentifycthecmarketcforcacnewccandycbarcandccommissionscacsurveycofc1000cmiddle-
cschoolc studentsc fromc threec cities.c Inc thisc case,c allc middle-
schoolc studentsc inc thec threec citiesc arec thecforcthecmarketcresearch.
a. population
b. sample
c. controlcgroup
d. census
e. focuscgroup
ANS:c A PTS:c 1
, NAT:c AACSBcAnalyticc|cCB&EcModelcResearchc|cBloom's:cApplication
11. Whichcofcthecfollowingccurrentlycusescmarketcresearch?
a. Retailccompanies
b. Politicalcinstitutions
c. Religiouscorganizations
d. Not-for-profitc institutions
e. Allcofcthecabove
ANS:c E PTS:c 1
NAT:c AACSBcAnalyticc|cCB&EcModelcResearchc|cBloom's:cKnowledge
12. WhichcofcthecfollowingciscTRUE?
a. Marketingcresearchccompaniesconlycprovidecsyndicatedcresearch.
b. Marketingcresearchcbeganctocgrowcwhencfirmsccouldcnoclongercsellcallctheyccouldcproduce.
c. Marketingcresearchcforcretailcisctailoredcspecificallycforctheccompany,candciscthereforecalwayscconductedcin-house.
d. Marketingcresearchciscdominatedcbycinternational,cespeciallycEuropeancfirms,candcischasconlycacminorccollectionco
e. Allcofcthecabovecarectrue.
ANS:c B PTS:c 1
NAT:c AACSBcAnalyticc|cCB&EcModelcResearchc|cBloom's:cKnowledge
13. Thecprimarycreasonscforcstudyingcmarketingcresearchcinclude:
a. Somecmaycpursuecaccareercincmarketingcresearch.
b. Knowledgecofcthecmarketingcresearchcmakescforcac"smarter"cconsumer.
c. Managerscshouldcknowcthecbenefitscandclimitationscofcmarketingcresearch.
d. Managerscshouldcgaincancappreciationcforcthecmarketingcresearchcprocess.
e. Allcofcthecabovecarecreasonscforcstudyingcmarketingcresearch.
ANS:c E PTS:c 1
NAT:c AACSBcAnalyticc|cCB&EcModelcResearchc|cBloom's:cKnowledge
14. Emma'scIcecCreamchirescaclocalcmarketingcresearchcfirmctocfindcoutcwhichcflavorscandcinnovationsclocalcc
ustomerscwouldcprefer.cThecmarketingcresearchcfirmcincthecabovecscenariociscconductingcwhatctypecofcres
earch?
a. Causalcresearch
b. Exploratorycresearch
c. Advocacycresearch
d. Transnationalc research
e. Syndicatedcresearch
ANS:c B PTS:c 1
NAT:c AACSBcAnalyticc|cCB&EcModelcResearchc|cBloom's:cApplication
15. Whichcofcthecfollowingciscancexamplecofcadvocacycresearch?
a. Acfirmcmanipulatescresearchcquestionsctocportraycacfavorablecimpressioncofcitscproducts.
b. Acwebsitecemployscpeoplectocclickconcitscadscincorderctocgeneratecincreasedcrevenue.
c. Acfirmcsurveyscitscexistingccustomerscincorderctocfindcthosecwhocmightcbecinterestedcincacnewcproduct.
d. Ancairlinecofferscreducedcfaresctocfrequentcfliers,cbutcdoescnotcadvertisectheseconcitscwebsite.
e. Acmarketerccontactscpeoplecforcacsurvey,cbutciscactuallyctryingctocsellcacproduct.
ANS:c A PTS:c 1
NAT:c AACSBcAnalyticc|cCB&EcModelcResearchc|cBloom's:cComprehension
c c c c
apters 1 - 14
c c c
,Chapter 1— Marketing Research: From Data to Information to Action
c c c c c c c c c
MULTIPLEcCHOICE
1. WhichcofcthecfollowingciscNOTcconsistentcwithcthecdefinitioncofcmarketingcresearch?
a. Thecdefinitionciscbroad.
b. Thecdefinitioncstressescthecimportancecofcactivitiescconductedcincorderctocunderstandcthecprocesscofcmarketing.
c. Thecdefinitioncemphasizescthecfunctioncascaclinkcbetweencconsumerscandcthecfirm.
d. Thecdefinitioncstatescthatcmarketingcresearchciscfocusedconccollectingcinformation.
e. Neithercbcnorcdciscconsistentcwithcthecdefinition.
ANS:c D PTS:c 1
NAT:c AACSBcAnalyticc|cCB&EcModelcResearchc|cBloom's:cKnowledge
2. Marketingcresearch:
a. iscsimplycaskingcconsumerscforctheirclikes,cdislikes,cneeds,candcwantscincacone-on-onecsituation.
b. spanscthecinformationalcboundarycbetweencthecfirmcandcitscenvironment.
c. canconlycbecemployedctocassesscthecimpactcofcpastcorccontemplatedcadjustmentscincthecmarketingcmix.
d. iscmostcgenerallycusedcforcmarketingccontrolcpurposes.
e. iscmostcgenerallycacmarketingcimplementationcfunction.
ANS:c B PTS:c 1
NAT:c AACSBcAnalyticc|cCB&EcModelcResearchc|cBloom's:cComprehension
3. WhichcofcthecfollowingciscFALSE?
a. Thecbasiccpurposecofcmarketingcresearchcisctocassistcmarketingcmanagerscincmakingcmorecinformedcdecisions.
b. MarketingcresearchcbecamecacsignificantcbusinesscactivitycaftercWorldcWarcIIcwhencthececonomycchangedcfromca
c. Marketingcresearchcascancorganizationalcfunctioncwascadoptedcbycmostcfirmscwhenctheyccouldcnoclongercsatisfycde
d. Marketingcmanagerscandcmarketingcresearcherscworkctogethercincclosecpartnershipscthatcarecmostcsuccessfulcwhen
e. Allcofcthecabovecarecfalse.
ANS:c C PTS:c 1
NAT:c AACSBcAnalyticc|cCB&EcModelcResearchc|Bloom's:cComprehension
4. Marketingcresearch:
a. iscthecusecofcinformationctocidentifycandcdefinecmarketingcproblems.
b. aimsctocimprovecourcunderstandingcofcmanagementcascacprocess.
c. aimsctocpromotecgovernmentcregulationcofcresearchcactivities.
d. isconlycusefulcinccompaniescwithcoverc$1cmillioncincannualcsales.
e. iscnotcverycusefulctocacprovidercofcservices,csuchcascbanks.
ANS:c A PTS:c 1
NAT:c AACSBcAnalyticc|cCB&EcModelcResearchc|cBloom's:cKnowledge
5. Whichcofcthecfollowingcphasescofcthecinformation-
managementcprocessciscNOTcpartcofcthecmarketingcresearchcprocess?
a. Thecspecificationcofcwhatcinformationciscneeded.
b. Theccollectioncofcthecinformation.
c. Thecanalysiscofcthecinformation.
d. Thecusecofcthecanalyzedcinformation.
e. Thecinterpretationcofcthecinformation.
ANS:c D PTS:c 1
, NAT:c AACSBcAnalyticc|cCB&EcModelcResearchc|cBloom's:cComprehension
6. Whatciscthecbasiccpurposecofcmarketingcresearch?
a. Tocmakecdecisionscforcmanagers.
b. Tocfurnishcinformationcthatcaidscdecision-making.
c. Tocassistcgovernmentcregulatorycagencies.
d. Tocconfirmcmanagement'scdecisions.
e. Tochelpcdevelopcnewcproducts.
ANS:c B PTS:c 1
NAT:c AACSBcAnalyticc|cCB&EcModelcResearchc|cBloom's:cKnowledge
7. WhichcofcthecfollowingciscFALSE?
a. Thecfederalcgovernmentcisctheclargestcproducercofcmarketingcfacts.
b. Allcbusinessescsharecaccommoncproblemcofcneedingcinformation.
c. Thecprincipalctaskcofcmarketingcresearchcisctocincreasecprofit.
d. Marketingcresearchcisconlyconecofcthecaspectscofcacmarketingcstrategy.
e. Notcallcofcthecabovecarecfalse.
ANS:c C PTS:c 1
NAT:c AACSBcAnalyticc|cCB&EcModelcResearchc|cBloom's:cKnowledge
8. ThecHandymancToolscCompanyccommissionedcacsurveycdesignedctocdeterminecwhetherchomeownerscpr
efercplasticcorcmetalccasingsconcelectriccscrewdrivers.cThecresultscofcthiscsurveycwillclikelycbecusedcascinp
utcintocdecisionscconcerningcwhichcelementcofcthecmarketingcmix?
a. Price
b. Product
c. Publicity
d. Promotion
e. Place
ANS:c B PTS:c 1
NAT:c AACSBcAnalyticc|cCB&EcModelcResearchc|cBloom's:cApplication
9. WhichcofcthecfollowingciscFALSE?
a. Acstudyctocgaugecthecpropertiescofcacmaterialcforcitscsuitabilityctocmanufacturecacparticularcproductciscmarketcresea
b. Ancattemptctocdeterminecthecmostcefficientcallocationcofcfundingctocvariouscpromotionalcactivitiesciscancexampleco
c. Acsurveycdesignedctocidentifyctheccharacteristicscofclight,caverage,candcheavycuserscofcdetergentciscancexamplecofcm
d. Videotapingccomputercusersctocunderstandctheccontextcofcsoftwarecuseciscancexamplecofcmarketingcresearch.
e. Visitingcvariouscrestaurantscandcsamplingcdifferentcmenucitemscincpreparationcforcopeningcacnewcrestaurantciscance
ANS:c A PTS:c 1
NAT:c AACSBcAnalyticc|cCB&EcModelcResearchc|cBloom's:cKnowledge
10. Accompanycwantsctocidentifycthecmarketcforcacnewccandycbarcandccommissionscacsurveycofc1000cmiddle-
cschoolc studentsc fromc threec cities.c Inc thisc case,c allc middle-
schoolc studentsc inc thec threec citiesc arec thecforcthecmarketcresearch.
a. population
b. sample
c. controlcgroup
d. census
e. focuscgroup
ANS:c A PTS:c 1
, NAT:c AACSBcAnalyticc|cCB&EcModelcResearchc|cBloom's:cApplication
11. Whichcofcthecfollowingccurrentlycusescmarketcresearch?
a. Retailccompanies
b. Politicalcinstitutions
c. Religiouscorganizations
d. Not-for-profitc institutions
e. Allcofcthecabove
ANS:c E PTS:c 1
NAT:c AACSBcAnalyticc|cCB&EcModelcResearchc|cBloom's:cKnowledge
12. WhichcofcthecfollowingciscTRUE?
a. Marketingcresearchccompaniesconlycprovidecsyndicatedcresearch.
b. Marketingcresearchcbeganctocgrowcwhencfirmsccouldcnoclongercsellcallctheyccouldcproduce.
c. Marketingcresearchcforcretailcisctailoredcspecificallycforctheccompany,candciscthereforecalwayscconductedcin-house.
d. Marketingcresearchciscdominatedcbycinternational,cespeciallycEuropeancfirms,candcischasconlycacminorccollectionco
e. Allcofcthecabovecarectrue.
ANS:c B PTS:c 1
NAT:c AACSBcAnalyticc|cCB&EcModelcResearchc|cBloom's:cKnowledge
13. Thecprimarycreasonscforcstudyingcmarketingcresearchcinclude:
a. Somecmaycpursuecaccareercincmarketingcresearch.
b. Knowledgecofcthecmarketingcresearchcmakescforcac"smarter"cconsumer.
c. Managerscshouldcknowcthecbenefitscandclimitationscofcmarketingcresearch.
d. Managerscshouldcgaincancappreciationcforcthecmarketingcresearchcprocess.
e. Allcofcthecabovecarecreasonscforcstudyingcmarketingcresearch.
ANS:c E PTS:c 1
NAT:c AACSBcAnalyticc|cCB&EcModelcResearchc|cBloom's:cKnowledge
14. Emma'scIcecCreamchirescaclocalcmarketingcresearchcfirmctocfindcoutcwhichcflavorscandcinnovationsclocalcc
ustomerscwouldcprefer.cThecmarketingcresearchcfirmcincthecabovecscenariociscconductingcwhatctypecofcres
earch?
a. Causalcresearch
b. Exploratorycresearch
c. Advocacycresearch
d. Transnationalc research
e. Syndicatedcresearch
ANS:c B PTS:c 1
NAT:c AACSBcAnalyticc|cCB&EcModelcResearchc|cBloom's:cApplication
15. Whichcofcthecfollowingciscancexamplecofcadvocacycresearch?
a. Acfirmcmanipulatescresearchcquestionsctocportraycacfavorablecimpressioncofcitscproducts.
b. Acwebsitecemployscpeoplectocclickconcitscadscincorderctocgeneratecincreasedcrevenue.
c. Acfirmcsurveyscitscexistingccustomerscincorderctocfindcthosecwhocmightcbecinterestedcincacnewcproduct.
d. Ancairlinecofferscreducedcfaresctocfrequentcfliers,cbutcdoescnotcadvertisectheseconcitscwebsite.
e. Acmarketerccontactscpeoplecforcacsurvey,cbutciscactuallyctryingctocsellcacproduct.
ANS:c A PTS:c 1
NAT:c AACSBcAnalyticc|cCB&EcModelcResearchc|cBloom's:cComprehension
