Chapter 1: The Role of Marketing Research
TRUE/FALSE
1. Marketing research attempts to provide accurate information in order to reduce uncertainty in decision–
making.
2. Marketing research involves more than conducting surveys.
3. The term “research” means “to search again.”
4. A marketing researcher must be objective in order to provide accurate information.
5. Marketing research is restricted to the promotion aspect of the marketing mix.
6. Marketing research should not be used by non-profit organizations.
7. Applied marketing research is conducted to address a specific marketing decision for a specific firm or
organization.
8. The procedures and techniques used by applied researchers and basic researchers differ substantially.
9. The scientific method used by researchers is essentially the same process in marketing as in the
physical sciences.
10. When ideas can be stated in researchable terms, we have reached the analysis stage of the scientific
method.
11. Marketing research plays a more prominent role in product-oriented companies than in customer-
oriented companies.
12. The marketing concept emphasizes a cross-functional approach to long-term profitability.
13. Keeping customers is less important that getting customers.
14. A business with a stakeholder orientation has an internal focus.
15. Online sentiment analysis determines the strength of a brand by continually searching for positive and
negative mentions of the brand.
16. Marketing research can help prevent the commercialization of products that are not consumer-oriented.
17. A marketing researcher who reports on the age, gender, income, and education of consumers in a
particular city is describing geo-demographic information.
18. Marketing metrics involve qualitative ways of monitoring and measuring marketing performance.
19. Concept testing is a form of pricing research.
20. The most common forms of performance-monitoring research are sales performance and profit
analyses.
21. The determination of the need for marketing research centers on time constraints, the availability of
data, the nature of the decision to be made, and the value of the research information in relation to
costs.
22. Systematic research usually takes very little time to complete.
23. Managers should ask if the payoff will be worth the investment when deciding whether or not to make
a decision without research.
24. Managers should avoid conducting market research when the decision is of considerable strategic or
tactical importance.
25. Marketing research has become increasingly global as more firms take advantage of markets that have
few geographic boundaries.
MULTIPLE CHOICE
1. The application of the scientific method in searching for the truth about marketing phenomena is
known as ____.
a.
profit validation
b.
business analysis
c.
marketing research
d.
scientific metrics
2. Which activity is LEAST important in the marketing research process?
a.
searching for and collecting information
b.
developing theories
c.
analyzing data
d.
making results publicly available
3. The two types of marketing research based on the specificity of purpose are ____.
a.
basic and applied
b.
scientific and non-scientific
c.
cross-sectional and qualitative
d.
quantitative and secondary
4. Which type of marketing research is conducted to address a specific marketing decision for a specific
firm or organization?
a.
basic
b.
qualitative
c.
quantitative
d.
applied
5. Which type of research attempts to verify a theory or to learn more about a marketing concept, but is
not intended to solve a particular marketing problem?
a.
performance-monitoring research
b.
basic research
c.
total quality management
d.
scientific method
6. Which approach focuses on using knowledge and evidence to reach objective conclusions about the
real world?
a.
qualitative method
b.
integrated analysis
c.
scientific method
d.
production analysis
7. A firm focusing more on how to provide value to customers than on the physical product or production
process is embracing a(n) ____ orientation.
a.
marketing
b.
quality
c.
external
d.
value
8. An important aspect of the marketing concept is a(n) ____.
a.
single-functional perspective
b.
emphasis on short-term profitability
c.
consumer orientation
d.
producer chain
9. Marketers of snack foods who consider the nutritional value that parents desire as well as the fun and
experience that children want are demonstrating a(n) ____.
a.
emphasis on short-term profits
b.
cross-functional perspective
c.
customer orientation
d.
product orientation
10. Which step comes last in developing a marketing strategy?
a.
analyzing firm performance
b.
identifying and evaluating market opportunities
c.
selecting target markets
d.
planning and implementing a marketing mix
11. Which step comes first in developing a marketing strategy?
a.
analyzing firm performance
b.
identifying and evaluating market opportunities
c.
selecting target markets
d.
planning and implementing a marketing mix
12. The typical consumer in zip code 63119 is a senior citizen with several children over the age of 25, has
a college degree, and is retired. What type of information has been provided in this example?
a.
TQM
b.
performance-monitoring
c.
geo-demographic
d.
the marketing concept
13. All of the following are a type of product research EXCEPT ____.
a.
concept testing
b.
product testing
c.
brand-name evaluation
d.
pricing analysis
14. Asking target market members to compare the performance of a prototype of a possible new product to
the performance of a competitor’s product is an example of which type of research?
a.
distribution research
b.
copy testing
c.
promotion research
d.
product testing
15. Asking consumers what they think about a possible brand name for a new product is an example of
which type of research?
a.
product research
b.
promotion research
c.
product testing
d.
concept testing
16. A producer of trail mix conducts research in China to determine which flavors consumers are likely to
find appealing. Which type of research is being performed?
a.
pricing research
b.
promotion research
c.
product research
d.
distribution research
17. Which aspect of the marketing mix is represented by the value that a consumer places on a good when
the consumer purchases that good?
a.
product
b.
place
c.
price
d.
promotion
18. Which type of research attempts to determine the critical attributes of the product that consumers use
to perceive the value of the product?
a.
product research
b.
distribution research
c.
promotion research
d.
pricing research
19. A network of interdependent institutions that perform the logistics necessary for consumption to occur
is called a(n) ____.
a.
marketing channel
b.
distribution network
c.
supply channel
d.
distribution linkage
20. Suppose a major department store conducts research to determine which products it should offer to
customers over the Internet. This store is involved in which type of research?
a.
distribution research
b.
promotion research
c.
pricing research
d.
product research
21. An organization is attempting to decide whether to add home delivery to its customer service options.
Which type of research would be most effective?
a.
promotion research
b.
pricing research
c.
distribution research
d.
product research
22. A fast food chain studies traffic patterns and population density patterns in order to select sites for
future restaurants. Which type of research is being performed?
a.
pricing research
b.
distribution research
c.
promotion research
d.
product research
23. The management of a superstore chain is attempting to decide where to locate its regional warehouses
in order to minimize travel time from its warehouses to its local sites. Which type of research would be
most effective?
a.
product research
b.
pricing research
c.
distribution research
d.
promotion research
24. Which communication function of a firm is responsible for informing and persuading buyers?
a.
marketing
b.
research
c.
distribution
d.
promotion
25. A hair salon company is attempting to determine the effectiveness of mailing free samples of a new
type of shampoo to residents in specific zip codes based on unit sales performance. Which type of
research is being used?
a.
product research
b.
distribution research
c.
promotion research
d.
pricing research
26. AT&T has discovered an 80 percent recognition of its logo with consumers who typically spend at
least $75 per month on long-distance and wireless services. Which type of research was likely used to
find this information?
a.
distribution research
b.
promotion research
c.
pricing research
d.
product research
27. The Target department store records the sales activities of its retail outlets in order to detect any
changes in dollar sales. Which type of research is being used?
a.
relationship marketing research
b.
total quality management research
c.
basic accounting research
d.
performance-monitoring research
28. A marketing manager decides not to engage in research because a decision must be made before the
results of the study can be analyzed. Which factor is the determinant of the need for marketing
research in this case?
a.
nature of the decision
b.
time constraints
c.
availability of the data
d.
cost considerations
29. In terms of marketing research, the ____ a decision is strategically to the organization, the ____ likely
that research will be undertaken.
a.
less risky; less
b.
more important; more
c.
more important; less
d.
less risky; more
30. A marketing manager is attempting to decide whether a new product launch decision should be
postponed until some additional marketing research can be conducted. Which question should this
manager ask himself or herself?
a.
Is the proposed research expenditure minimal?
b.
Will the information gained by marketing research be interesting?
c.
Will the payoff from the research be worth the dollar expenditures for research?
d.
Is the information useful to customers?
COMPLETION
1. The application of the scientific method in searching for truth about marketing phenomena is known as
____________________.
2. The two types of marketing research based on the specificity of its purpose are called
____________________ and ____________________.
3. Research that attempts to verify a theory but which is not intended to solve any specific business
problem is known as ____________________ research.
4. Organizations conducting research in order to make a decision about a real situation faced in the
marketplace are conducting ____________________ research.
5. A business with a(n) ____________________ orientation recognizes that multiple parties are affected
by firm decisions and selects market segments with a concern for its public persona.
6. When a company focuses all of its efforts aimed at consumers based on its technical superiority in
product design and features, this company is said to be ____________________-oriented.
7. A company that applies the marketing concept in its dealings with its customers is using a(n)
____________________ orientation.
8. According to the marketing concept, the ____________________ is the central focus of the activities
of the organization.
9. One of the goals of marketing is to establish a long-term relationship with customers so that they
continue to purchase the organization’s products in the future. This is known as
____________________.
10. A company that employs a total quality strategy must evaluate itself through the eyes of the
____________________.
11. The idea that continuous improvement of the organization’s services to customers is the job of
everyone who works in the organization is an important aspect of ____________________.
12. Information describing the demographic profile of consumers in a particular geographic region is
known as ____________________.
13. The term ____________________ is sometimes used to refer to a channel of distribution.
14. From a research standpoint, the ____________________ means that research studies often investigate
effects of various combinations of marketing elements on important outcomes such as sales and image.
15. When empirical evidence from two different cultures suggests that people in one culture act in ways
that are similar to people in a different culture, we say that this fact ____________________ the
hypothesis that the two cultures are similar to one another.
ESSAY
1. Compare and contrast basic and applied marketing research. Illustrate with an example of each.
2. Define the scientific method and list the steps involved in implementing it.
3. Describe the differences among a product-oriented firm, a production-oriented firm, and a marketing-
oriented firm and explain the role that marketing research plays in each.
4. Discuss the factors that influence whether or not marketing research is needed.
5. Explain why marketing research, like all business activity, continues to change.
