Marketing Research Test Bank C
h h h h
hapters 1 - 14
h h h
,Chapterh1—hMarketinghResearch:hFromhDatahtohInformationhtohAction
MULTIPLEhCHOICE
1. WhichhofhthehfollowinghishNOThconsistenthwithhthehdefinitionhofhmarketinghresearch?
a. Thehdefinitionhishbroad.
b. Thehdefinitionhstresseshthehimportancehofhactivitieshconductedhinhorderhtohunderstandhthehprocesshofhmarketing.
c. Thehdefinitionhemphasizeshthehfunctionhashahlinkhbetweenhconsumershandhthehfirm.
d. Thehdefinitionhstateshthathmarketinghresearchhishfocusedhonhcollectinghinformation.
e. Neitherhbhnorhdhishconsistenthwithhthehdefinition.
ANS:h D PTS:h 1
NAT:h AACSBhAnalytich|hCB&EhModelhResearchh|hBloom's:hKnowledge
2. Marketinghresearch:
a. ishsimplyhaskinghconsumershforhtheirhlikes,hdislikes,hneeds,handhwantshinhahone-on-onehsituation.
b. spanshthehinformationalhboundaryhbetweenhthehfirmhandhitshenvironment.
c. canhonlyhbehemployedhtohassesshthehimpacthofhpasthorhcontemplatedhadjustmentshinhthehmarketinghmix.
d. ishmosthgenerallyhusedhforhmarketinghcontrolhpurposes.
e. ishmosthgenerallyhahmarketinghimplementationhfunction.
ANS:h B PTS:h 1
NAT:h AACSBhAnalytich|hCB&EhModelhResearchh|hBloom's:hComprehension
3. WhichhofhthehfollowinghishFALSE?
a. Thehbasichpurposehofhmarketinghresearchhishtohassisthmarketinghmanagershinhmakinghmorehinformedhdecisions.
b. MarketinghresearchhbecamehahsignificanthbusinesshactivityhafterhWorldhWarhIIhwhenhtheheconomyhchangedhfromh
a
c. Marketinghresearchhashanhorganizationalhfunctionhwashadoptedhbyhmosthfirmshwhenhtheyhcouldhnohlongerhsatisfyh
de
d. Marketinghmanagershandhmarketinghresearchershworkhtogetherhinhclosehpartnershipshthatharehmosthsuccessfulhwh
en
e. Allhofhthehaboveharehfalse.
ANS:h C PTS:h 1
NAT:h AACSBhAnalytich|hCB&EhModelhResearchh|Bloom's:hComprehension
4. Marketinghresearch:
a. ishthehusehofhinformationhtohidentifyhandhdefinehmarketinghproblems.
b. aimshtohimprovehourhunderstandinghofhmanagementhashahprocess.
c. aimshtohpromotehgovernmenthregulationhofhresearchhactivities.
d. ishonlyhusefulhinhcompanieshwithhoverh$1hmillionhinhannualhsales.
e. ishnothveryhusefulhtohahproviderhofhservices,hsuchhashbanks.
ANS:h A PTS:h 1
NAT:h AACSBhAnalytich|hCB&EhModelhResearchh|hBloom's:hKnowledge
5. Whichhofhthehfollowinghphaseshofhthehinformation-
managementhprocesshishNOThparthofhthehmarketinghresearchhprocess?
a. Thehspecificationhofhwhathinformationhishneeded.
b. Thehcollectionhofhthehinformation.
c. Thehanalysishofhthehinformation.
d. Thehusehofhthehanalyzedhinformation.
e. Thehinterpretationhofhthehinformation.
ANS:h D PTS:h 1
, NAT:h AACSBhAnalytich|hCB&EhModelhResearchh|hBloom's:hComprehension
6. Whathishthehbasichpurposehofhmarketinghresearch?
a. Tohmakehdecisionshforhmanagers.
b. Tohfurnishhinformationhthathaidshdecision-making.
c. Tohassisthgovernmenthregulatoryhagencies.
d. Tohconfirmhmanagement'shdecisions.
e. Tohhelphdevelophnewhproducts.
ANS:h B PTS:h 1
NAT:h AACSBhAnalytich|hCB&EhModelhResearchh|hBloom's:hKnowledge
7. WhichhofhthehfollowinghishFALSE?
a. Thehfederalhgovernmenthishthehlargesthproducerhofhmarketinghfacts.
b. Allhbusinesseshsharehahcommonhproblemhofhneedinghinformation.
c. Thehprincipalhtaskhofhmarketinghresearchhishtohincreasehprofit.
d. Marketinghresearchhishonlyhonehofhthehaspectshofhahmarketinghstrategy.
e. Nothallhofhthehaboveharehfalse.
ANS:h C PTS:h 1
NAT:h AACSBhAnalytich|hCB&EhModelhResearchh|hBloom's:hKnowledge
8. ThehHandymanhToolshCompanyhcommissionedhahsurveyhdesignedhtohdeterminehwhetherhhomeowner
shpreferhplastichorhmetalhcasingshonhelectrichscrewdrivers.hThehresultshofhthishsurveyhwillhlikelyhbehus
edhashinputhintohdecisionshconcerninghwhichhelementhofhthehmarketinghmix?
a. Price
b. Product
c. Publicity
d. Promotion
e. Place
ANS:h B PTS:h 1
NAT:h AACSBhAnalytich|hCB&EhModelhResearchh|hBloom's:hApplication
9. WhichhofhthehfollowinghishFALSE?
a. Ahstudyhtohgaugehthehpropertieshofhahmaterialhforhitshsuitabilityhtohmanufacturehahparticularhproducthishmarkethres
ea
b. Anhattempthtohdeterminehthehmosthefficienthallocationhofhfundinghtohvarioushpromotionalhactivitieshishanhexample
ho
c. Ahsurveyhdesignedhtohidentifyhthehcharacteristicshofhlight,haverage,handhheavyhusershofhdetergenthishanhexamplehof
hm
d. Videotapinghcomputerhusershtohunderstandhthehcontexthofhsoftwarehusehishanhexamplehofhmarketinghresearch.
e. Visitinghvarioushrestaurantshandhsamplinghdifferenthmenuhitemshinhpreparationhforhopeninghahnewhrestauranthisha
nhe
ANS:h A PTS:h 1
NAT:h AACSBhAnalytich|hCB&EhModelhResearchh|hBloom's:hKnowledge
10. Ahcompanyhwantshtohidentifyhthehmarkethforhahnewhcandyhbarhandhcommissionshahsurveyhofh1000hmidd
le-hschoolh studentsh fromh threeh cities.h Inh thish case,h allh middle-
schoolh studentsh inh theh threeh citiesh areh thehforhthehmarkethresearch.
a. population
b. sample
c. controlhgroup
d. census
e. focushgroup
ANS:h A PTS:h 1
, NAT:h AACSBhAnalytich|hCB&EhModelhResearchh|hBloom's:hApplication
11. Whichhofhthehfollowinghcurrentlyhuseshmarkethresearch?
a. Retailhcompanies
b. Politicalhinstitutions
c. Religioushorganizations
d. Not-for-profith institutions
e. Allhofhthehabove
ANS:h E PTS:h 1
NAT:h AACSBhAnalytich|hCB&EhModelhResearchh|hBloom's:hKnowledge
12. WhichhofhthehfollowinghishTRUE?
a. Marketinghresearchhcompanieshonlyhprovidehsyndicatedhresearch.
b. Marketinghresearchhbeganhtohgrowhwhenhfirmshcouldhnohlongerhsellhallhtheyhcouldhproduce.
c. Marketinghresearchhforhretailhishtailoredhspecificallyhforhthehcompany,handhishthereforehalwayshconductedhin-
house.
d. Marketinghresearchhishdominatedhbyhinternational,hespeciallyhEuropeanhfirms,handhishhashonlyhahminorhcollection
ho
e. Allhofhthehaboveharehtrue.
ANS:h B PTS:h 1
NAT:h AACSBhAnalytich|hCB&EhModelhResearchh|hBloom's:hKnowledge
13. Thehprimaryhreasonshforhstudyinghmarketinghresearchhinclude:
a. Somehmayhpursuehahcareerhinhmarketinghresearch.
b. Knowledgehofhthehmarketinghresearchhmakeshforhah"smarter"hconsumer.
c. Managershshouldhknowhthehbenefitshandhlimitationshofhmarketinghresearch.
d. Managershshouldhgainhanhappreciationhforhthehmarketinghresearchhprocess.
e. Allhofhthehaboveharehreasonshforhstudyinghmarketinghresearch.
ANS:h E PTS:h 1
NAT:h AACSBhAnalytich|hCB&EhModelhResearchh|hBloom's:hKnowledge
14. Emma'shIcehCreamhhireshahlocalhmarketinghresearchhfirmhtohfindhouthwhichhflavorshandhinnovationshlo
calhcustomershwouldhprefer.hThehmarketinghresearchhfirmhinhthehabovehscenariohishconductinghwhatht
ypehofhresearch?
a. Causalhresearch
b. Exploratoryhresearch
c. Advocacyhresearch
d. Transnationalh research
e. Syndicatedhresearch
ANS:h B PTS:h 1
NAT:h AACSBhAnalytich|hCB&EhModelhResearchh|hBloom's:hApplication
15. Whichhofhthehfollowinghishanhexamplehofhadvocacyhresearch?
a. Ahfirmhmanipulateshresearchhquestionshtohportrayhahfavorablehimpressionhofhitshproducts.
b. Ahwebsitehemployshpeoplehtohclickhonhitshadshinhorderhtohgeneratehincreasedhrevenue.
c. Ahfirmhsurveyshitshexistinghcustomershinhorderhtohfindhthosehwhohmighthbehinterestedhinhahnewhproduct.
d. Anhairlinehoffershreducedhfareshtohfrequenthfliers,hbuthdoeshnothadvertisehthesehonhitshwebsite.
e. Ahmarketerhcontactshpeoplehforhahsurvey,hbuthishactuallyhtryinghtohsellhahproduct.
ANS:h A PTS:h 1
NAT:h AACSBhAnalytich|hCB&EhModelhResearchh|hBloom's:hComprehension
h h h h
hapters 1 - 14
h h h
,Chapterh1—hMarketinghResearch:hFromhDatahtohInformationhtohAction
MULTIPLEhCHOICE
1. WhichhofhthehfollowinghishNOThconsistenthwithhthehdefinitionhofhmarketinghresearch?
a. Thehdefinitionhishbroad.
b. Thehdefinitionhstresseshthehimportancehofhactivitieshconductedhinhorderhtohunderstandhthehprocesshofhmarketing.
c. Thehdefinitionhemphasizeshthehfunctionhashahlinkhbetweenhconsumershandhthehfirm.
d. Thehdefinitionhstateshthathmarketinghresearchhishfocusedhonhcollectinghinformation.
e. Neitherhbhnorhdhishconsistenthwithhthehdefinition.
ANS:h D PTS:h 1
NAT:h AACSBhAnalytich|hCB&EhModelhResearchh|hBloom's:hKnowledge
2. Marketinghresearch:
a. ishsimplyhaskinghconsumershforhtheirhlikes,hdislikes,hneeds,handhwantshinhahone-on-onehsituation.
b. spanshthehinformationalhboundaryhbetweenhthehfirmhandhitshenvironment.
c. canhonlyhbehemployedhtohassesshthehimpacthofhpasthorhcontemplatedhadjustmentshinhthehmarketinghmix.
d. ishmosthgenerallyhusedhforhmarketinghcontrolhpurposes.
e. ishmosthgenerallyhahmarketinghimplementationhfunction.
ANS:h B PTS:h 1
NAT:h AACSBhAnalytich|hCB&EhModelhResearchh|hBloom's:hComprehension
3. WhichhofhthehfollowinghishFALSE?
a. Thehbasichpurposehofhmarketinghresearchhishtohassisthmarketinghmanagershinhmakinghmorehinformedhdecisions.
b. MarketinghresearchhbecamehahsignificanthbusinesshactivityhafterhWorldhWarhIIhwhenhtheheconomyhchangedhfromh
a
c. Marketinghresearchhashanhorganizationalhfunctionhwashadoptedhbyhmosthfirmshwhenhtheyhcouldhnohlongerhsatisfyh
de
d. Marketinghmanagershandhmarketinghresearchershworkhtogetherhinhclosehpartnershipshthatharehmosthsuccessfulhwh
en
e. Allhofhthehaboveharehfalse.
ANS:h C PTS:h 1
NAT:h AACSBhAnalytich|hCB&EhModelhResearchh|Bloom's:hComprehension
4. Marketinghresearch:
a. ishthehusehofhinformationhtohidentifyhandhdefinehmarketinghproblems.
b. aimshtohimprovehourhunderstandinghofhmanagementhashahprocess.
c. aimshtohpromotehgovernmenthregulationhofhresearchhactivities.
d. ishonlyhusefulhinhcompanieshwithhoverh$1hmillionhinhannualhsales.
e. ishnothveryhusefulhtohahproviderhofhservices,hsuchhashbanks.
ANS:h A PTS:h 1
NAT:h AACSBhAnalytich|hCB&EhModelhResearchh|hBloom's:hKnowledge
5. Whichhofhthehfollowinghphaseshofhthehinformation-
managementhprocesshishNOThparthofhthehmarketinghresearchhprocess?
a. Thehspecificationhofhwhathinformationhishneeded.
b. Thehcollectionhofhthehinformation.
c. Thehanalysishofhthehinformation.
d. Thehusehofhthehanalyzedhinformation.
e. Thehinterpretationhofhthehinformation.
ANS:h D PTS:h 1
, NAT:h AACSBhAnalytich|hCB&EhModelhResearchh|hBloom's:hComprehension
6. Whathishthehbasichpurposehofhmarketinghresearch?
a. Tohmakehdecisionshforhmanagers.
b. Tohfurnishhinformationhthathaidshdecision-making.
c. Tohassisthgovernmenthregulatoryhagencies.
d. Tohconfirmhmanagement'shdecisions.
e. Tohhelphdevelophnewhproducts.
ANS:h B PTS:h 1
NAT:h AACSBhAnalytich|hCB&EhModelhResearchh|hBloom's:hKnowledge
7. WhichhofhthehfollowinghishFALSE?
a. Thehfederalhgovernmenthishthehlargesthproducerhofhmarketinghfacts.
b. Allhbusinesseshsharehahcommonhproblemhofhneedinghinformation.
c. Thehprincipalhtaskhofhmarketinghresearchhishtohincreasehprofit.
d. Marketinghresearchhishonlyhonehofhthehaspectshofhahmarketinghstrategy.
e. Nothallhofhthehaboveharehfalse.
ANS:h C PTS:h 1
NAT:h AACSBhAnalytich|hCB&EhModelhResearchh|hBloom's:hKnowledge
8. ThehHandymanhToolshCompanyhcommissionedhahsurveyhdesignedhtohdeterminehwhetherhhomeowner
shpreferhplastichorhmetalhcasingshonhelectrichscrewdrivers.hThehresultshofhthishsurveyhwillhlikelyhbehus
edhashinputhintohdecisionshconcerninghwhichhelementhofhthehmarketinghmix?
a. Price
b. Product
c. Publicity
d. Promotion
e. Place
ANS:h B PTS:h 1
NAT:h AACSBhAnalytich|hCB&EhModelhResearchh|hBloom's:hApplication
9. WhichhofhthehfollowinghishFALSE?
a. Ahstudyhtohgaugehthehpropertieshofhahmaterialhforhitshsuitabilityhtohmanufacturehahparticularhproducthishmarkethres
ea
b. Anhattempthtohdeterminehthehmosthefficienthallocationhofhfundinghtohvarioushpromotionalhactivitieshishanhexample
ho
c. Ahsurveyhdesignedhtohidentifyhthehcharacteristicshofhlight,haverage,handhheavyhusershofhdetergenthishanhexamplehof
hm
d. Videotapinghcomputerhusershtohunderstandhthehcontexthofhsoftwarehusehishanhexamplehofhmarketinghresearch.
e. Visitinghvarioushrestaurantshandhsamplinghdifferenthmenuhitemshinhpreparationhforhopeninghahnewhrestauranthisha
nhe
ANS:h A PTS:h 1
NAT:h AACSBhAnalytich|hCB&EhModelhResearchh|hBloom's:hKnowledge
10. Ahcompanyhwantshtohidentifyhthehmarkethforhahnewhcandyhbarhandhcommissionshahsurveyhofh1000hmidd
le-hschoolh studentsh fromh threeh cities.h Inh thish case,h allh middle-
schoolh studentsh inh theh threeh citiesh areh thehforhthehmarkethresearch.
a. population
b. sample
c. controlhgroup
d. census
e. focushgroup
ANS:h A PTS:h 1
, NAT:h AACSBhAnalytich|hCB&EhModelhResearchh|hBloom's:hApplication
11. Whichhofhthehfollowinghcurrentlyhuseshmarkethresearch?
a. Retailhcompanies
b. Politicalhinstitutions
c. Religioushorganizations
d. Not-for-profith institutions
e. Allhofhthehabove
ANS:h E PTS:h 1
NAT:h AACSBhAnalytich|hCB&EhModelhResearchh|hBloom's:hKnowledge
12. WhichhofhthehfollowinghishTRUE?
a. Marketinghresearchhcompanieshonlyhprovidehsyndicatedhresearch.
b. Marketinghresearchhbeganhtohgrowhwhenhfirmshcouldhnohlongerhsellhallhtheyhcouldhproduce.
c. Marketinghresearchhforhretailhishtailoredhspecificallyhforhthehcompany,handhishthereforehalwayshconductedhin-
house.
d. Marketinghresearchhishdominatedhbyhinternational,hespeciallyhEuropeanhfirms,handhishhashonlyhahminorhcollection
ho
e. Allhofhthehaboveharehtrue.
ANS:h B PTS:h 1
NAT:h AACSBhAnalytich|hCB&EhModelhResearchh|hBloom's:hKnowledge
13. Thehprimaryhreasonshforhstudyinghmarketinghresearchhinclude:
a. Somehmayhpursuehahcareerhinhmarketinghresearch.
b. Knowledgehofhthehmarketinghresearchhmakeshforhah"smarter"hconsumer.
c. Managershshouldhknowhthehbenefitshandhlimitationshofhmarketinghresearch.
d. Managershshouldhgainhanhappreciationhforhthehmarketinghresearchhprocess.
e. Allhofhthehaboveharehreasonshforhstudyinghmarketinghresearch.
ANS:h E PTS:h 1
NAT:h AACSBhAnalytich|hCB&EhModelhResearchh|hBloom's:hKnowledge
14. Emma'shIcehCreamhhireshahlocalhmarketinghresearchhfirmhtohfindhouthwhichhflavorshandhinnovationshlo
calhcustomershwouldhprefer.hThehmarketinghresearchhfirmhinhthehabovehscenariohishconductinghwhatht
ypehofhresearch?
a. Causalhresearch
b. Exploratoryhresearch
c. Advocacyhresearch
d. Transnationalh research
e. Syndicatedhresearch
ANS:h B PTS:h 1
NAT:h AACSBhAnalytich|hCB&EhModelhResearchh|hBloom's:hApplication
15. Whichhofhthehfollowinghishanhexamplehofhadvocacyhresearch?
a. Ahfirmhmanipulateshresearchhquestionshtohportrayhahfavorablehimpressionhofhitshproducts.
b. Ahwebsitehemployshpeoplehtohclickhonhitshadshinhorderhtohgeneratehincreasedhrevenue.
c. Ahfirmhsurveyshitshexistinghcustomershinhorderhtohfindhthosehwhohmighthbehinterestedhinhahnewhproduct.
d. Anhairlinehoffershreducedhfareshtohfrequenthfliers,hbuthdoeshnothadvertisehthesehonhitshwebsite.
e. Ahmarketerhcontactshpeoplehforhahsurvey,hbuthishactuallyhtryinghtohsellhahproduct.
ANS:h A PTS:h 1
NAT:h AACSBhAnalytich|hCB&EhModelhResearchh|hBloom's:hComprehension
