, TESTBANK for Marketing Research, 11th
Edition by Carl McDaniel
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,Chapter 1: The Role of Marketing Research in Management
Decision Making
Multiple Choice
1. Which of the following is not part of the definition of marketing?
a. planning and execution regarding the marketing mix
b. creating exchange
c. gauging production efficiency
d. satisfying consumer needs as well as organizational objectives
e. All of these are part of the definition of marketing.
Ans: C
Difficulty: Easy
Ref: Nature of Marketing
Learning Objective 1.1: To review the marketing concept and the marketing mix
2. The fact that cell phones now come in a vast array of designs and colors relates to
which specific component of the marketing concept?
a. production orientation
b. systems orientation
c. goal orientation
d. consumer orientation
e. none of the these
Ans: D
Difficulty: Easy
Ref: Nature of Marketing
Learning Objective 1.1: To review the marketing concept and the marketing mix
3. Target marketing most closely identifies with which of the following orientations?
a. production orientation
b. systems orientation
c. goal orientation
d. consumer orientation
e. All are part of the requirements for adopting the marketing concept.
Ans: D
Difficulty: Medium
Ref: Nature of Marketing
Learning Objective 1.1: To review the marketing concept and the marketing mix.
,4. Achieving a 15% rate of return on investment would identify with which of the
following orientations?
a. production orientation
b. systems orientation
c. goal orientation
d. consumer orientation
e. All are part of the requirements for adopting the marketing concept.
Ans: C
Difficulty: Medium
Ref: Nature of Marketing
Learning Objective 1.1: To review the marketing concept and the marketing mix.
5. Which of the following is under control of the marketer?
a. The external environment
b. The marketing mix
c. Economic conditions
d. Political stability
e. None of these are under the marketers’ control.
Ans: B
Difficulty: Easy
Ref: Nature of Marketing
Learning Objective 1.2: To comprehend the marketing environment within which
managers must make decisions.
6. Which of the following is not done by marketing research?
a. specifying information to address a marketing issue
b. managing the data collection process
c. analyzing data from the collection process
d. based on the information deciding to terminate a product or service that is
not meeting organizational goals
e. All of these are done by marketing research.
Ans: D
Difficulty: Medium
Ref: Marketing Research and Decision Making
Learning Objective 1.3: To define marketing research.
,7. Determining what consumer attitudes are with regard to a particular product and
its advertising would be part of the _________ function in marketing research.
a. descriptive
b. diagnostic
c. predictive
d. forecasting
e. none of the these
Ans: A
Difficulty: Medium
Ref: Marketing Research and Decision Making
Learning Objective 1.4: To understand the importance of marketing research in
shaping marketing decisions.
8. The objective that the quality being delivered is the quality desired by the target
market is most closely related to:
a. quality control
b. return on quality
c. customer satisfaction
d. quality assurance
e. none of these
Ans: B
Difficulty: Easy
Ref: Market Research and Decision Making
Learning Objective 1.4: To understand the importance of marketing research in
shaping marketing decisions.
9. The best way for a business to achieve brand loyalty is to measure and monitor
________.
a. production output
b. customer satisfaction
c. continual improvement
d. none of these
e. all of these
Ans: B
Difficulty: Medium
Ref: Marketing Research and Decision Making
Learning Objective 1.4: To understand the importance of marketing research in
shaping marketing decisions.
,10. Which of the following would not be characteristic of basic research?
a. determining the most attractive price for a new product
b. validating an existing theory
c. learning more about a concept
d. conducted by professors at larger “flagship-type” universities
e. All are characteristic of basic research.
Ans: A
Difficulty: Medium
Ref: Marketing Research and Decision Making
Learning Objective 1.4: To understand the importance of marketing research in
shaping marketing decisions.
11. Which of the following would characterize an applied research effort?
a. determining the best package design for a Hispanic market
b. forecasting the demand for a new service
c. determining whether or not to add a new model of option
d. deciding which retail locations will produce the most consumer traffic
e. all of these characterize an applied research effort
Ans: E
Difficulty: Hard
Ref: Marketing Research and Decision Making
Learning Objective 1.4: To understand the importance of marketing research in
shaping marketing decisions.
12. Which of the following might provide a good reason not to conduct marketing
research?
a. insufficient time to conduct research
b. no budget allocated for research
c. decision making data already exists
d. Both insufficient time and no budget allocated for research
e. All of these are reasons to conduct marketing research.
Ans: C
Difficulty: Hard
Ref: Marketing Research and Decision Making
Learning Objective 1.5: To learn when marketing research should and should not
be conducted.
,13. A marketing firm bids on a project for a bank study. In the study, a minimum of
$20,000 is budgeted for data collection and focus groups after the survey. The
bank responds by saying that it can only allocate $10,000 for data collection
alone. What should the marketing research firm do?
a. scale back the project sample size
b. delete the focus group research
c. decline the project
d. Scale back the project sample size and delete the focus group
e. none of these
Ans: C
Difficulty: Medium
Ref: Marketing Research and Decision Making
Learning Objective 1.5: To learn when marketing research should and should not
be conducted.
14. Which of the following would be the strongest reason for not conducting
marketing research?
a. small market yielding a small profit
b. small market yielding a large profit
c. large market yielding a small profit
d. large market yielding a large profit
e. none of these
Ans: A
Difficulty: Medium
Ref: Marketing Research and Decision Making
Learning Objective 1.5: To learn when marketing research should and should not
be conducted.
15. In which condition would you be least likely to perform marketing research?
a. small profit margin
b. large profit margin
c. large market size
d. small market size
e. large growing market
Ans: A
Difficulty: Hard
Ref: Marketing Research and Decision Making
Learning Objective 1.5: To learn when marketing research should and should not
be conducted.
,16. A producer of toys for small children asks a marketing research firm to conduct a
survey to determine what percentage of the households in a region have children
under 6 years of age. The marketing research firm should probably decline the
project because of which of the following?
a. toy managers confused about what information is needed
b. costs of research outweigh the benefits
c. decision has already been made
d. decision-making information already exists
e. none of these
Ans: D
Difficulty: Hard
Ref: Marketing Research and Decision Making
Learning Objective 1.5: To learn when marketing research should and should not
be conducted.
17. Why would a bank not be interested in a study that would tell them which of their
male customers have a poor self-concept and tend to be introverted?
a. resources for the study are lacking
b. the research results would not be useful
c. the managerial decision has already been made
d. decision-making information already exists
e. none of these
Ans: B
Difficulty: Hard
Ref: Marketing Research and Decision Making
Learning Objective 1.5: To learn when marketing research should and should not
be conducted.
,18. A marketing research firm is discussing the possibility of a major project for a
real estate company. The research firm has already conducted extensive
exploratory research for the project and has been compensated. For the
subsequent survey, the top managers in the real estate firm cannot agree on
exactly what the specific research objectives should be. What should the
marketing research firm do?
a. decline the project
b. conduct more exploratory research
c. tell the top managers what the research objectives should be and do the
project
d. agree to do the subsequent project for a lower cost
e. none of these
Ans: A
Difficulty: Medium
Ref: Marketing Research and Decision Making
Learning Objective 1.5: To learn when marketing research should and should not
be conducted,
19. Which of the following is true regarding using the Internet for marketing research
versus more traditional techniques such as telephone?
a. the Internet tends to produce dramatically different results
b. most clients prefer traditional techniques
c. the Internet tends to yield similar research findings compared to traditional
techniques
d. research on the Internet tends to be less valid
e. it is more difficult to obtain a large sample in an Internet study
Ans: C
Difficulty: Medium
Ref: Development of Market Research
Learning Objective 1.6: To learn how the Internet is changing market research.
20. Which of the following is not a benefit of the Internet for marketing research?
a. more rapid access to business intelligence
b. facilitates follow-up studies
c. slashes many cost-related activities in the research process
d. improves response rates over mail surveys
e. All are benefits of the Internet.
Ans: E
Response: See page 14
Ref: Development of Market Research
Learning Objective 1.6: To learn how the Internet is changing market research.
, 21. Which of the following is not an advantage of Internet surveys over telephone
surveys?
a. allows for greater probing on specific questions
b. higher response rates
c. drastically reduced data collection costs
d. real-time reporting of results
e. All are advantages of the Internet over telephone surveys.
Ans: A
Difficulty: Medium
Ref: Development of Market Research
Learning Objective 1.6: To learn how the Internet is changing market research
22. Which of the following is not one of the costs that can be reduced by conducting
marketing research online?
a. survey programming costs
b. travel costs
c. report publishing costs
d. report distribution costs
e. All of these can be reduced by using the Internet for marketing research.
Ans: A
Difficulty: Hard
Ref: Development of Market Research
Learning Objective 1.6: To learn how the Internet is changing market research.
23. Clients being able to access their survey results via the research supplier’s secure
Web site is an example of which Internet advantage?
a. collaboration between client and supplier
b. data management and online analysis
c. publishing and distribution of reports
d. real time reporting
e. none of these
Ans: B
Difficulty: Hard
Ref: Development of Market Research
Learning Objective 1.6: To learn how the Internet is changing market research.
Edition by Carl McDaniel
Hello all ,
We have all what you need with best price
Our email :
Our website :
testbanks-store.com
,Chapter 1: The Role of Marketing Research in Management
Decision Making
Multiple Choice
1. Which of the following is not part of the definition of marketing?
a. planning and execution regarding the marketing mix
b. creating exchange
c. gauging production efficiency
d. satisfying consumer needs as well as organizational objectives
e. All of these are part of the definition of marketing.
Ans: C
Difficulty: Easy
Ref: Nature of Marketing
Learning Objective 1.1: To review the marketing concept and the marketing mix
2. The fact that cell phones now come in a vast array of designs and colors relates to
which specific component of the marketing concept?
a. production orientation
b. systems orientation
c. goal orientation
d. consumer orientation
e. none of the these
Ans: D
Difficulty: Easy
Ref: Nature of Marketing
Learning Objective 1.1: To review the marketing concept and the marketing mix
3. Target marketing most closely identifies with which of the following orientations?
a. production orientation
b. systems orientation
c. goal orientation
d. consumer orientation
e. All are part of the requirements for adopting the marketing concept.
Ans: D
Difficulty: Medium
Ref: Nature of Marketing
Learning Objective 1.1: To review the marketing concept and the marketing mix.
,4. Achieving a 15% rate of return on investment would identify with which of the
following orientations?
a. production orientation
b. systems orientation
c. goal orientation
d. consumer orientation
e. All are part of the requirements for adopting the marketing concept.
Ans: C
Difficulty: Medium
Ref: Nature of Marketing
Learning Objective 1.1: To review the marketing concept and the marketing mix.
5. Which of the following is under control of the marketer?
a. The external environment
b. The marketing mix
c. Economic conditions
d. Political stability
e. None of these are under the marketers’ control.
Ans: B
Difficulty: Easy
Ref: Nature of Marketing
Learning Objective 1.2: To comprehend the marketing environment within which
managers must make decisions.
6. Which of the following is not done by marketing research?
a. specifying information to address a marketing issue
b. managing the data collection process
c. analyzing data from the collection process
d. based on the information deciding to terminate a product or service that is
not meeting organizational goals
e. All of these are done by marketing research.
Ans: D
Difficulty: Medium
Ref: Marketing Research and Decision Making
Learning Objective 1.3: To define marketing research.
,7. Determining what consumer attitudes are with regard to a particular product and
its advertising would be part of the _________ function in marketing research.
a. descriptive
b. diagnostic
c. predictive
d. forecasting
e. none of the these
Ans: A
Difficulty: Medium
Ref: Marketing Research and Decision Making
Learning Objective 1.4: To understand the importance of marketing research in
shaping marketing decisions.
8. The objective that the quality being delivered is the quality desired by the target
market is most closely related to:
a. quality control
b. return on quality
c. customer satisfaction
d. quality assurance
e. none of these
Ans: B
Difficulty: Easy
Ref: Market Research and Decision Making
Learning Objective 1.4: To understand the importance of marketing research in
shaping marketing decisions.
9. The best way for a business to achieve brand loyalty is to measure and monitor
________.
a. production output
b. customer satisfaction
c. continual improvement
d. none of these
e. all of these
Ans: B
Difficulty: Medium
Ref: Marketing Research and Decision Making
Learning Objective 1.4: To understand the importance of marketing research in
shaping marketing decisions.
,10. Which of the following would not be characteristic of basic research?
a. determining the most attractive price for a new product
b. validating an existing theory
c. learning more about a concept
d. conducted by professors at larger “flagship-type” universities
e. All are characteristic of basic research.
Ans: A
Difficulty: Medium
Ref: Marketing Research and Decision Making
Learning Objective 1.4: To understand the importance of marketing research in
shaping marketing decisions.
11. Which of the following would characterize an applied research effort?
a. determining the best package design for a Hispanic market
b. forecasting the demand for a new service
c. determining whether or not to add a new model of option
d. deciding which retail locations will produce the most consumer traffic
e. all of these characterize an applied research effort
Ans: E
Difficulty: Hard
Ref: Marketing Research and Decision Making
Learning Objective 1.4: To understand the importance of marketing research in
shaping marketing decisions.
12. Which of the following might provide a good reason not to conduct marketing
research?
a. insufficient time to conduct research
b. no budget allocated for research
c. decision making data already exists
d. Both insufficient time and no budget allocated for research
e. All of these are reasons to conduct marketing research.
Ans: C
Difficulty: Hard
Ref: Marketing Research and Decision Making
Learning Objective 1.5: To learn when marketing research should and should not
be conducted.
,13. A marketing firm bids on a project for a bank study. In the study, a minimum of
$20,000 is budgeted for data collection and focus groups after the survey. The
bank responds by saying that it can only allocate $10,000 for data collection
alone. What should the marketing research firm do?
a. scale back the project sample size
b. delete the focus group research
c. decline the project
d. Scale back the project sample size and delete the focus group
e. none of these
Ans: C
Difficulty: Medium
Ref: Marketing Research and Decision Making
Learning Objective 1.5: To learn when marketing research should and should not
be conducted.
14. Which of the following would be the strongest reason for not conducting
marketing research?
a. small market yielding a small profit
b. small market yielding a large profit
c. large market yielding a small profit
d. large market yielding a large profit
e. none of these
Ans: A
Difficulty: Medium
Ref: Marketing Research and Decision Making
Learning Objective 1.5: To learn when marketing research should and should not
be conducted.
15. In which condition would you be least likely to perform marketing research?
a. small profit margin
b. large profit margin
c. large market size
d. small market size
e. large growing market
Ans: A
Difficulty: Hard
Ref: Marketing Research and Decision Making
Learning Objective 1.5: To learn when marketing research should and should not
be conducted.
,16. A producer of toys for small children asks a marketing research firm to conduct a
survey to determine what percentage of the households in a region have children
under 6 years of age. The marketing research firm should probably decline the
project because of which of the following?
a. toy managers confused about what information is needed
b. costs of research outweigh the benefits
c. decision has already been made
d. decision-making information already exists
e. none of these
Ans: D
Difficulty: Hard
Ref: Marketing Research and Decision Making
Learning Objective 1.5: To learn when marketing research should and should not
be conducted.
17. Why would a bank not be interested in a study that would tell them which of their
male customers have a poor self-concept and tend to be introverted?
a. resources for the study are lacking
b. the research results would not be useful
c. the managerial decision has already been made
d. decision-making information already exists
e. none of these
Ans: B
Difficulty: Hard
Ref: Marketing Research and Decision Making
Learning Objective 1.5: To learn when marketing research should and should not
be conducted.
,18. A marketing research firm is discussing the possibility of a major project for a
real estate company. The research firm has already conducted extensive
exploratory research for the project and has been compensated. For the
subsequent survey, the top managers in the real estate firm cannot agree on
exactly what the specific research objectives should be. What should the
marketing research firm do?
a. decline the project
b. conduct more exploratory research
c. tell the top managers what the research objectives should be and do the
project
d. agree to do the subsequent project for a lower cost
e. none of these
Ans: A
Difficulty: Medium
Ref: Marketing Research and Decision Making
Learning Objective 1.5: To learn when marketing research should and should not
be conducted,
19. Which of the following is true regarding using the Internet for marketing research
versus more traditional techniques such as telephone?
a. the Internet tends to produce dramatically different results
b. most clients prefer traditional techniques
c. the Internet tends to yield similar research findings compared to traditional
techniques
d. research on the Internet tends to be less valid
e. it is more difficult to obtain a large sample in an Internet study
Ans: C
Difficulty: Medium
Ref: Development of Market Research
Learning Objective 1.6: To learn how the Internet is changing market research.
20. Which of the following is not a benefit of the Internet for marketing research?
a. more rapid access to business intelligence
b. facilitates follow-up studies
c. slashes many cost-related activities in the research process
d. improves response rates over mail surveys
e. All are benefits of the Internet.
Ans: E
Response: See page 14
Ref: Development of Market Research
Learning Objective 1.6: To learn how the Internet is changing market research.
, 21. Which of the following is not an advantage of Internet surveys over telephone
surveys?
a. allows for greater probing on specific questions
b. higher response rates
c. drastically reduced data collection costs
d. real-time reporting of results
e. All are advantages of the Internet over telephone surveys.
Ans: A
Difficulty: Medium
Ref: Development of Market Research
Learning Objective 1.6: To learn how the Internet is changing market research
22. Which of the following is not one of the costs that can be reduced by conducting
marketing research online?
a. survey programming costs
b. travel costs
c. report publishing costs
d. report distribution costs
e. All of these can be reduced by using the Internet for marketing research.
Ans: A
Difficulty: Hard
Ref: Development of Market Research
Learning Objective 1.6: To learn how the Internet is changing market research.
23. Clients being able to access their survey results via the research supplier’s secure
Web site is an example of which Internet advantage?
a. collaboration between client and supplier
b. data management and online analysis
c. publishing and distribution of reports
d. real time reporting
e. none of these
Ans: B
Difficulty: Hard
Ref: Development of Market Research
Learning Objective 1.6: To learn how the Internet is changing market research.
