,TESTBANK for Basic Marketing Research Customer
Insights and Managerial Action , 10th Edition Tom
J. Brown
Notes
1- All Chapters are step by step.
2- We have shown you 10 pages.
3- The file contains all Appendix and Excel
sheet if it exists.
4- We have all what you need, we make
update at every time. There are many
new editions waiting you.
5- If you think you purchased the wrong file
You can contact us at every time, we can
replace it with true one.
Our email:
,Name: Class: Date:
Chapter 01: The Role of Marketing Research
1. One of the most important roles for the marketing function within any organization is
a. streamlining manufacturing efficiency.
b. developing new products.
c. recruiting new employees.
d. efficient and effective communication systems both internally and externally.
e. to adapt to market trends and consumer preferences.
ANSWER: d
2. All businesses or organizations share a common problem in that they need
a. information to develop and deliver products or services that satisfy customer needs.
b. a capable and creative marketing staff.
c. to invest sufficiently in marketing and marketing research.
d. efficient and effective communication systems both internally and externally.
e. to adapt to changing market trends and consumer preferences.
ANSWER: a
3. The basic function of marketing research is to
a. conduct surveys and analyze results.
b. gather information needed to help managers make better decisions.
c. monitor market trends and developments.
d. gather intelligence on competitors.
e. create advertising campaign.
ANSWER: b
4. Marketing managers have an urgent need for information. The function traditionally responsible for
providing that information is
a. marketing communications.
b. accounting.
c. marketing research.
d. manufacturing and development.
e. the federal government.
ANSWER: c
5. Marketing research is the process of gathering and interpreting data for use in
a. increasing sales volumes.
b. improving corporate profitability.
c. decreasing manufacturing defects.
d. developing more competitive products and services.
e. developing, implementing, and monitoring the firm’s marketing plans.
ANSWER: e
6. Marketing research is involved with which of these phases of the information management process?
a. The specification of what information is needed
b. The collection and analysis of the information
Copyright Cengage Learning. Powered by Cognero. Page 1
,Name: Class: Date:
Chapter 01: The Role of Marketing Research
c. The interpretation of that information with respect to the objectives that motivated the study in
the first place
d. The continuous monitoring and updating of information to adapt to changing market
conditions
e. All of these are correct
ANSWER: e
7. Which of the following statements accurately describes the role of marketing research in planning?
a. It helps identify profitable marketing opportunities.
b. It eliminates all risks for the firm.
c. It focuses only on maximizing profits.
d. It is not necessary for planning.
e. It guarantees success for the firm.
ANSWER: a
8. Which type of marketing research focuses on the short- or long-term decisions that the firm must make
with respect to the elements of the marketing mix?
a. Planning
b. Decision-making
c. Problem-solving
d. Performance-monitoring
e. Control
ANSWER: c
9. Which type of marketing research helps management isolate trouble spots and keep abreast of current
operations?
a. Planning
b. Decision-making
c. Problem-solving
d. Performance-monitoring
e. Control-oriented
ANSWER: e
10. Solid marketing research is becoming increasingly important as the world moves to
a. a single monetary system.
b. a global economy.
c. a free market system of trade.
d. a more regulated business environment.
e. all of these options.
ANSWER: b
11. Acme Corporation has identified several new market opportunities but has limited funds to invest and
therefore cannot pursue them all. Which function of market research will it conduct to identify the most
promising opportunities?
a. Planning
Copyright Cengage Learning. Powered by Cognero. Page 2
,Name: Class: Date:
Chapter 01: The Role of Marketing Research
b. Decision making
c. Problem solving
d. Performance monitoring
e. Control
ANSWER: a
12. Which of the following is one of the major categories of firms that conduct marketing research?
a. Financial institutions
b. Nonprofit institutions
c. Educational institutions
d. Transportation companies
e. Market research firms
ANSWER: e
13. Which of the following contributed most to the growth of marketing research?
a. Firms were producing too many unpopular products that no one wanted to buy.
b. Firms were experiencing stiff competition from foreign manufacturers.
c. Firms had to gauge market needs because they could no longer sell all they could produce.
d. Advertising agencies learned they could earn more client fees by doing marketing research.
e. Increased government regulation made marketing research a necessity.
ANSWER: c
14. The Townsquare Tattler, a gossip tabloid, has decided to do some market research to help it sell more
advertising. What should it seek to learn through its research?
a. Which of its stories are most popular
b. The demographic profile of its audience
c. How much readers are willing to pay for an issue
d. The size of its total readership
e. The demographic profile of its audience and total size of readership
ANSWER: e
15. In the United States alone, what revenue does the marketing research industry produce?
a. $892 million
b. $47.1 billion
c. $51.2 billion
d. $91 billion
e. $2.2 trillion
ANSWER: b
16. Marketing research firms that collect certain information on a regular basis, which they then sell to
interested clients, are involved in what kind of research?
a. Syndicated
b. Subscription
c. Institutional
Copyright Cengage Learning. Powered by Cognero. Page 3
,Name: Class: Date:
Chapter 01: The Role of Marketing Research
d. Licensed
e. Copyrighted
ANSWER: a
17. Which of the following represents the largest producer of marketing facts?
a. Nonprofit organizations
b. Polling organizations like Gallup
c. Consumer product companies
d. The federal government
e. The media
ANSWER: d
18. Which of the following currently uses market research?
a. Salespeople
b. Politicians
c. Clergy
d. Presidents of not-for-profit institutions
e. All of these are correct.
ANSWER: e
19. The U.S. Bureau of Labor reports that employment for marketing research analysts is expected to
grow much faster than the average for all occupations. Why is this?
a. Because the economy is growing
b. Because of increasing competition from offshore manufacturers
c. Because the demand for information continues to grow
d. Because of increasing technology
e. Because of changing consumer behavior
ANSWER: c
20. Which of the following skills are typically required for entering the marketing research field?
a. Technical programming skills
b. Financial management skills
c. Creative design skills
d. Human relations, communication, conceptual, and analytical skills
e. Mechanical engineering skills
ANSWER: d
21. Which of the following skills are NOT needed in marketing research?
a. Analytical
b. Production management
c. Communications
d. Human relations
e. Statistical
Copyright Cengage Learning. Powered by Cognero. Page 4
,Name: Class: Date:
Chapter 01: The Role of Marketing Research
ANSWER: b
22. What advantage do marketing researchers who work for producers possess after closely working with
marketing intelligence?
a. They have more knowledge about customer preferences.
b. They have better insights into industry trends.
c. They have a deeper understanding of competitor activities.
d. They have a comprehensive understanding of the market, industry, and competitors.
e. They have broader experience compared to others in the company.
ANSWER: d
23. Which of the following skills are needed as a senior-level marketing researcher?
a. Statistical
b. Financial
c. Planning
d. Verbal communication
e. All of these skills
ANSWER: e
24. A large marketing research firm has a focus on the energy industry. It collects information about the
industry and publishes quarterly reports that are distributed to clients of the firm. This research firm is
engaging in what kind of marketing research?
a. Specific
b. Syndicated
c. Commissioned
d. Focused
e. Private
ANSWER: b
25. Which of the following types of organizations do NOT conduct marketing research?
a. Producers of products and services
b. Nonprofit organizations
c. Advertising agencies
d. Marketing research companies
e. All of these conduct marketing research.
ANSWER: e
26. A marketing research director that identifies and leads the direction in which the individual studies
and overall programs go is said to be
a. responsible.
b. reactive.
c. proactive.
d. influential.
e. incompetent.
Copyright Cengage Learning. Powered by Cognero. Page 5
,Name: Class: Date:
Chapter 01: The Role of Marketing Research
ANSWER: c
27. Which of the following is NOT a common activity of a marketing research department?
a. Determining the most efficient production sequences for a plant
b. Identifying the most effective type of ad from several alternatives
c. Assessing the impact(s) of changes in the marketing mix for a good marketing promotion
d. Establishing sales territory quotas
e. Analyzing market trends
ANSWER: a
28. Which of the following is a reason for studying marketing research?
a. Some may pursue a career in marketing research.
b. Knowledge of the marketing research makes for a "smarter" consumer.
c. Managers should know the benefits and limitations of marketing research.
d. Managers should gain an appreciation for the marketing research process.
e. All of these are correct.
ANSWER: e
29. Spacely Sprockets, an aerospace manufacturer, commissioned a survey to determine whether the
purchasers of its aircraft favored speed or fuel efficiency most. The survey results will influence which
element of the marketing mix?
a. Price
b. Product
c. Place
d. Promotion
e. Preference
ANSWER: b
30. Which of the following marketing decisions can be safely made without the benefit of marketing
research?
a. Changing the price of a best-selling product
b. Entering a new market
c. Determining which features should be included in a new product
d. Determining how much product to manufacture based on forecasted demand
e. All of these decisions are ideally made with supporting market research.
ANSWER: e
31. Which of the following is NOT a common activity of a marketing research department?
a. Measuring market potential
b. Location analysis
c. Creating new advertising
d. Sales analyses
e. Studying the competition’s advertising
ANSWER: c
Copyright Cengage Learning. Powered by Cognero. Page 6
,Name: Class: Date:
Chapter 01: The Role of Marketing Research
32. Which of the following would find NO reason to use marketing research?
a. A large state-supported university
b. A small landscaping company in a small town
c. A police department of a large metropolitan city
d. A company like Procter and Gamble that manufactures consumer goods
e. All of these would find some reason to use marketing research.
ANSWER: e
33. A store manager for Kroger noticed that several of its regular customers have stopped coming to that
store. The manager also noticed that most of these customers had started shopping at the Walmart
Supercenter that had opened about a mile from Kroger a few months ago. The fundamental source of this
marketing problem might best be described as
a. a planned change in the marketing environment.
b. serendipity.
c. an unplanned change in the marketing environment.
d. a planned change that occurred at the Kroger store.
e. none of these.
ANSWER: c
34. Which of the following is NOT a potential application for marketing research principles and
techniques?
a. The marketing of political candidates
b. Conducting public opinion polls
c. The marketing of services for the United Way
d. Determining the type of raw materials used
e. The needs and wants of your business customers
ANSWER: d
35. Marketing managers generally focus their efforts on the elements of the marketing mix, which include
all of the following EXCEPT
a. product.
b. price.
c. promotion.
d. purpose.
e. place.
ANSWER: d
36. Camille's Calendar Company, after learning that the main sellers of the company's calendar products
were limited to small gift shops, posed this question: Are there promising new markets for our products?
This question focuses on which aspect of marketing research?
a. Planning
b. Problem solving
c. Control
d. Product placement
e. Distributorship selection
Copyright Cengage Learning. Powered by Cognero. Page 7
, Name: Class: Date:
Chapter 01: The Role of Marketing Research
ANSWER: a
37. Rovio Entertainment, a player-focused company, partnered with a data analytics firm focusing on
discovering the needs of its customers to remain a leading force in game development. What was the
primary goal of Rovio’s partnership with a data analytics firm?
a. Enhancing gameplay mechanics
b. Improving graphic design
c. Understanding customer needs
d. Increasing monetization opportunities
ANSWER: c
38. Which of the following types of companies commonly have marketing research departments?
a. Industrial and consumer manufacturing companies
b. Technology startups and software companies
c. Financial institutions and banks
d. Restaurants and food chains
e. Fashion and apparel companies
ANSWER: a
39. What are the potential responsibilities of a marketing researcher?
a. Conducting simple analyses of questionnaire responses
b. Managing a large research department
c. Developing marketing strategies
d. Analyzing market trends and competitor analysis
e. Performing all of these
ANSWER: e
40. What is the typical entry-level position at marketing research companies?
a. Research analyst
b. Trainee
c. Senior researcher
d. Project manager
e. Data scientist
ANSWER: b
41. Why should most business students study marketing research, even if they do not pursue a career in
it?
a. To become marketing research professionals
b. To develop an immediate appreciation for data analysis
c. To learn how to be a smart consumer of marketing research results
d. To understand the role of marketing managers in decision-making
e. To gain skills in information detection and analysis
ANSWER: c
Copyright Cengage Learning. Powered by Cognero. Page 8
Insights and Managerial Action , 10th Edition Tom
J. Brown
Notes
1- All Chapters are step by step.
2- We have shown you 10 pages.
3- The file contains all Appendix and Excel
sheet if it exists.
4- We have all what you need, we make
update at every time. There are many
new editions waiting you.
5- If you think you purchased the wrong file
You can contact us at every time, we can
replace it with true one.
Our email:
,Name: Class: Date:
Chapter 01: The Role of Marketing Research
1. One of the most important roles for the marketing function within any organization is
a. streamlining manufacturing efficiency.
b. developing new products.
c. recruiting new employees.
d. efficient and effective communication systems both internally and externally.
e. to adapt to market trends and consumer preferences.
ANSWER: d
2. All businesses or organizations share a common problem in that they need
a. information to develop and deliver products or services that satisfy customer needs.
b. a capable and creative marketing staff.
c. to invest sufficiently in marketing and marketing research.
d. efficient and effective communication systems both internally and externally.
e. to adapt to changing market trends and consumer preferences.
ANSWER: a
3. The basic function of marketing research is to
a. conduct surveys and analyze results.
b. gather information needed to help managers make better decisions.
c. monitor market trends and developments.
d. gather intelligence on competitors.
e. create advertising campaign.
ANSWER: b
4. Marketing managers have an urgent need for information. The function traditionally responsible for
providing that information is
a. marketing communications.
b. accounting.
c. marketing research.
d. manufacturing and development.
e. the federal government.
ANSWER: c
5. Marketing research is the process of gathering and interpreting data for use in
a. increasing sales volumes.
b. improving corporate profitability.
c. decreasing manufacturing defects.
d. developing more competitive products and services.
e. developing, implementing, and monitoring the firm’s marketing plans.
ANSWER: e
6. Marketing research is involved with which of these phases of the information management process?
a. The specification of what information is needed
b. The collection and analysis of the information
Copyright Cengage Learning. Powered by Cognero. Page 1
,Name: Class: Date:
Chapter 01: The Role of Marketing Research
c. The interpretation of that information with respect to the objectives that motivated the study in
the first place
d. The continuous monitoring and updating of information to adapt to changing market
conditions
e. All of these are correct
ANSWER: e
7. Which of the following statements accurately describes the role of marketing research in planning?
a. It helps identify profitable marketing opportunities.
b. It eliminates all risks for the firm.
c. It focuses only on maximizing profits.
d. It is not necessary for planning.
e. It guarantees success for the firm.
ANSWER: a
8. Which type of marketing research focuses on the short- or long-term decisions that the firm must make
with respect to the elements of the marketing mix?
a. Planning
b. Decision-making
c. Problem-solving
d. Performance-monitoring
e. Control
ANSWER: c
9. Which type of marketing research helps management isolate trouble spots and keep abreast of current
operations?
a. Planning
b. Decision-making
c. Problem-solving
d. Performance-monitoring
e. Control-oriented
ANSWER: e
10. Solid marketing research is becoming increasingly important as the world moves to
a. a single monetary system.
b. a global economy.
c. a free market system of trade.
d. a more regulated business environment.
e. all of these options.
ANSWER: b
11. Acme Corporation has identified several new market opportunities but has limited funds to invest and
therefore cannot pursue them all. Which function of market research will it conduct to identify the most
promising opportunities?
a. Planning
Copyright Cengage Learning. Powered by Cognero. Page 2
,Name: Class: Date:
Chapter 01: The Role of Marketing Research
b. Decision making
c. Problem solving
d. Performance monitoring
e. Control
ANSWER: a
12. Which of the following is one of the major categories of firms that conduct marketing research?
a. Financial institutions
b. Nonprofit institutions
c. Educational institutions
d. Transportation companies
e. Market research firms
ANSWER: e
13. Which of the following contributed most to the growth of marketing research?
a. Firms were producing too many unpopular products that no one wanted to buy.
b. Firms were experiencing stiff competition from foreign manufacturers.
c. Firms had to gauge market needs because they could no longer sell all they could produce.
d. Advertising agencies learned they could earn more client fees by doing marketing research.
e. Increased government regulation made marketing research a necessity.
ANSWER: c
14. The Townsquare Tattler, a gossip tabloid, has decided to do some market research to help it sell more
advertising. What should it seek to learn through its research?
a. Which of its stories are most popular
b. The demographic profile of its audience
c. How much readers are willing to pay for an issue
d. The size of its total readership
e. The demographic profile of its audience and total size of readership
ANSWER: e
15. In the United States alone, what revenue does the marketing research industry produce?
a. $892 million
b. $47.1 billion
c. $51.2 billion
d. $91 billion
e. $2.2 trillion
ANSWER: b
16. Marketing research firms that collect certain information on a regular basis, which they then sell to
interested clients, are involved in what kind of research?
a. Syndicated
b. Subscription
c. Institutional
Copyright Cengage Learning. Powered by Cognero. Page 3
,Name: Class: Date:
Chapter 01: The Role of Marketing Research
d. Licensed
e. Copyrighted
ANSWER: a
17. Which of the following represents the largest producer of marketing facts?
a. Nonprofit organizations
b. Polling organizations like Gallup
c. Consumer product companies
d. The federal government
e. The media
ANSWER: d
18. Which of the following currently uses market research?
a. Salespeople
b. Politicians
c. Clergy
d. Presidents of not-for-profit institutions
e. All of these are correct.
ANSWER: e
19. The U.S. Bureau of Labor reports that employment for marketing research analysts is expected to
grow much faster than the average for all occupations. Why is this?
a. Because the economy is growing
b. Because of increasing competition from offshore manufacturers
c. Because the demand for information continues to grow
d. Because of increasing technology
e. Because of changing consumer behavior
ANSWER: c
20. Which of the following skills are typically required for entering the marketing research field?
a. Technical programming skills
b. Financial management skills
c. Creative design skills
d. Human relations, communication, conceptual, and analytical skills
e. Mechanical engineering skills
ANSWER: d
21. Which of the following skills are NOT needed in marketing research?
a. Analytical
b. Production management
c. Communications
d. Human relations
e. Statistical
Copyright Cengage Learning. Powered by Cognero. Page 4
,Name: Class: Date:
Chapter 01: The Role of Marketing Research
ANSWER: b
22. What advantage do marketing researchers who work for producers possess after closely working with
marketing intelligence?
a. They have more knowledge about customer preferences.
b. They have better insights into industry trends.
c. They have a deeper understanding of competitor activities.
d. They have a comprehensive understanding of the market, industry, and competitors.
e. They have broader experience compared to others in the company.
ANSWER: d
23. Which of the following skills are needed as a senior-level marketing researcher?
a. Statistical
b. Financial
c. Planning
d. Verbal communication
e. All of these skills
ANSWER: e
24. A large marketing research firm has a focus on the energy industry. It collects information about the
industry and publishes quarterly reports that are distributed to clients of the firm. This research firm is
engaging in what kind of marketing research?
a. Specific
b. Syndicated
c. Commissioned
d. Focused
e. Private
ANSWER: b
25. Which of the following types of organizations do NOT conduct marketing research?
a. Producers of products and services
b. Nonprofit organizations
c. Advertising agencies
d. Marketing research companies
e. All of these conduct marketing research.
ANSWER: e
26. A marketing research director that identifies and leads the direction in which the individual studies
and overall programs go is said to be
a. responsible.
b. reactive.
c. proactive.
d. influential.
e. incompetent.
Copyright Cengage Learning. Powered by Cognero. Page 5
,Name: Class: Date:
Chapter 01: The Role of Marketing Research
ANSWER: c
27. Which of the following is NOT a common activity of a marketing research department?
a. Determining the most efficient production sequences for a plant
b. Identifying the most effective type of ad from several alternatives
c. Assessing the impact(s) of changes in the marketing mix for a good marketing promotion
d. Establishing sales territory quotas
e. Analyzing market trends
ANSWER: a
28. Which of the following is a reason for studying marketing research?
a. Some may pursue a career in marketing research.
b. Knowledge of the marketing research makes for a "smarter" consumer.
c. Managers should know the benefits and limitations of marketing research.
d. Managers should gain an appreciation for the marketing research process.
e. All of these are correct.
ANSWER: e
29. Spacely Sprockets, an aerospace manufacturer, commissioned a survey to determine whether the
purchasers of its aircraft favored speed or fuel efficiency most. The survey results will influence which
element of the marketing mix?
a. Price
b. Product
c. Place
d. Promotion
e. Preference
ANSWER: b
30. Which of the following marketing decisions can be safely made without the benefit of marketing
research?
a. Changing the price of a best-selling product
b. Entering a new market
c. Determining which features should be included in a new product
d. Determining how much product to manufacture based on forecasted demand
e. All of these decisions are ideally made with supporting market research.
ANSWER: e
31. Which of the following is NOT a common activity of a marketing research department?
a. Measuring market potential
b. Location analysis
c. Creating new advertising
d. Sales analyses
e. Studying the competition’s advertising
ANSWER: c
Copyright Cengage Learning. Powered by Cognero. Page 6
,Name: Class: Date:
Chapter 01: The Role of Marketing Research
32. Which of the following would find NO reason to use marketing research?
a. A large state-supported university
b. A small landscaping company in a small town
c. A police department of a large metropolitan city
d. A company like Procter and Gamble that manufactures consumer goods
e. All of these would find some reason to use marketing research.
ANSWER: e
33. A store manager for Kroger noticed that several of its regular customers have stopped coming to that
store. The manager also noticed that most of these customers had started shopping at the Walmart
Supercenter that had opened about a mile from Kroger a few months ago. The fundamental source of this
marketing problem might best be described as
a. a planned change in the marketing environment.
b. serendipity.
c. an unplanned change in the marketing environment.
d. a planned change that occurred at the Kroger store.
e. none of these.
ANSWER: c
34. Which of the following is NOT a potential application for marketing research principles and
techniques?
a. The marketing of political candidates
b. Conducting public opinion polls
c. The marketing of services for the United Way
d. Determining the type of raw materials used
e. The needs and wants of your business customers
ANSWER: d
35. Marketing managers generally focus their efforts on the elements of the marketing mix, which include
all of the following EXCEPT
a. product.
b. price.
c. promotion.
d. purpose.
e. place.
ANSWER: d
36. Camille's Calendar Company, after learning that the main sellers of the company's calendar products
were limited to small gift shops, posed this question: Are there promising new markets for our products?
This question focuses on which aspect of marketing research?
a. Planning
b. Problem solving
c. Control
d. Product placement
e. Distributorship selection
Copyright Cengage Learning. Powered by Cognero. Page 7
, Name: Class: Date:
Chapter 01: The Role of Marketing Research
ANSWER: a
37. Rovio Entertainment, a player-focused company, partnered with a data analytics firm focusing on
discovering the needs of its customers to remain a leading force in game development. What was the
primary goal of Rovio’s partnership with a data analytics firm?
a. Enhancing gameplay mechanics
b. Improving graphic design
c. Understanding customer needs
d. Increasing monetization opportunities
ANSWER: c
38. Which of the following types of companies commonly have marketing research departments?
a. Industrial and consumer manufacturing companies
b. Technology startups and software companies
c. Financial institutions and banks
d. Restaurants and food chains
e. Fashion and apparel companies
ANSWER: a
39. What are the potential responsibilities of a marketing researcher?
a. Conducting simple analyses of questionnaire responses
b. Managing a large research department
c. Developing marketing strategies
d. Analyzing market trends and competitor analysis
e. Performing all of these
ANSWER: e
40. What is the typical entry-level position at marketing research companies?
a. Research analyst
b. Trainee
c. Senior researcher
d. Project manager
e. Data scientist
ANSWER: b
41. Why should most business students study marketing research, even if they do not pursue a career in
it?
a. To become marketing research professionals
b. To develop an immediate appreciation for data analysis
c. To learn how to be a smart consumer of marketing research results
d. To understand the role of marketing managers in decision-making
e. To gain skills in information detection and analysis
ANSWER: c
Copyright Cengage Learning. Powered by Cognero. Page 8
