Chapter 1
Marketing Research: It’s Everywhere!
a. generates information in the firm‘s environment.
b. transmits information from the environment to the firm.
c. interprets feedback information.
d. makes decisions based upon information from the environment.
e. does a, b, and c.
a. is simply asking consumers for their likes, dislikes, needs, and wants in a one-on–one
situation.
b. spans the informational boundary between the firm and its environment.
c. can only be employed to assess the impact of past or contemplated adjustments in
the marketing mix.
d. is most generally used for marketing control purposes.
e. is b and d.
a. assessing the impact(s) of changes in the marketing mix for a good marketing
promotion
b. identifying the legal constraints on advertising
c. determining the most efficient production sequences for a plant
d. establishing sales territory quotas
e. c and d
a. The basic purpose of marketing research is to assist marketing managers in making
more informed decisions.
b. Marketing research became a significant business activity after World War II when
the economy changed from a production orientation to a consumption orientation.
c. Marketing research as an organizational function was adopted by most firms when
they could no longer satisfy demand for their products.
d. a and b.
e. a, b and c.
a. involves the use of information to make better marketing decisions.
b. has as one of its objectives to improve our understanding of management as a
process.
c. aims to promote government regulation of research activities.
d. is only useful in companies with over $1 million in annual sales.
e. is not very useful to a provider of services, such as a bank.
a. determining the appropriate promotion budget(s).
b. determining the kind of packaging the firm should use
c. determining the degree of consumer satisfaction with the firm’s products.
d. determining viable opportunities for the firm.
e. a and c.
a. Specialized marketing research firms are the largest producers of marketing facts.
b. The most important advantage of a division or group-level marketing research
department is its economy of scale.
c. The organization of the market research function should be dynamic and ever–
changing.
d. An important change that has been occurring in marketing research in recent years is
the transition from a total marketing intelligence perspective to a specific problem
perspective.
e. They are all false.
a. Opportunities in marketing research are only open to people with statistical analysis
and interpretation skills.
b. Marketing researchers need good oral and written skills along with statistical skills.
c. Planning, strategy, and financial management skills are necessary for success as an
entry- or mid-level marketing researcher.
d. Successful marketing researchers are proactive rather than reactive.
e. b and d.
a. What kinds of people purchase our products?
b. What kind of packaging should we use?
c. What is our per unit profit margin?
d. What is our level of service satisfaction?
e. All are marketing research problems.
a. The definition is broad.
b. The definition stresses the importance of activities conducted in order to understand
the process of marketing.
c. The definition emphasizes the function as a link between consumers and the firm.
d. The definition states that marketing research is focused on collecting data specified
by someone else.
e. Neither b nor d is consistent with the definition.
a. the definition of marketing problems and issues.
b. the specification of information needed to address marketing issues.
c. the communication of marketing research results.
d. the gathering of information used to identify marketing opportunities.
e. b, c and d.
a. Problem-solving marketing research focuses only on short-term marketing decisions
with respect to the marketing mix elements.
b. An attempt to determine the most efficient allocation of funding to various
promotional activities is an example of marketing research.
c. A survey designed to identify the characteristics of light, average, and heavy users of
detergent is an example of marketing research.
d. a and b.
e. a, b, and c.
departments are commonly organized by
a. research techniques, such as statistical analysis, field interviewing or questionnaire
design.
b. area of application, such as product line, brand, market segment or geographic area.
c. marketing function performed, such as field sales analysis, advertising research or
product planning.
d. a and b.
e. a, b and c.
marketing research function?
a. greater coordination and control of corporate research activity
b. research personnel can acquire valuable knowledge about divisional markets and
products
c. greater economy of scale
d. greater usefulness to corporate management in planning
e. All of the above are advantages of a corporate level location for marketing research
a. measuring market potential
b. creating new advertising
c. location analysis
d. copy research
e. media research
practice is (are)
a. no one organization form seems to dominate current practice.
b. by area of application, such as by product line, by brand, by market segment, or by
geographic area.
c. by research technique or approach such as sales analysis, mathematical and/or
statistical analysis, field interviewing, or questionnaire design.
d. by marketing function performed, such as field sales analysis, advertising research,
or product planning.
e. by type of computer equipment used, such as by mainframe, by PC, or by laptop
units.
a. human relations
b. statistical
c. planning
d. oral communication
e. written communication
a. statistical
b. financial
c. planning
d. b and c
e. a, b and c
a. interviewer
b. senior analyst
c. librarian
d. clerical supervisor
e. computer operator
a. Marketing research is best organized as a central function in the U.S.
b. Marketing research is best organized as a line function internationally.
c. The structure of the marketing research department depends on the products the
company sells.
d. A central marketing research group can serve as a quality control on the research
produced.
e. None of these statements is true.
a. identifying customer segments
b. strategically selecting segments to target
c. setting pricing to be consistent with marketing strategy
d. managing relationships with suppliers
e. creating Internet banner ads that pull customers to our Web site
a. Consumer research about e-commerce requires different marketing research tools.
b. Marketing research about the Internet is best handled by companies that create
Internet software.
c. Marketing research about the Internet is best handled by large companies that have
access to large samples of consumers.
d. Consumers’ Internet activities can be integrated with their purchase data.
e. Web-based surveys will help ensure a representative, global sample for marketing
researchers.