1. Which of the following is true of marketing research?
D. It solely relies on qualitative techniques.
E. It involves management of the activities in a supply chain to maximize product value.
2. Test marketing _____.
A. identifies two or more segments within the market for a particular company’s products
E. involves understanding how one’s target consumers behave as shoppers, in different channels
and formats, and leveraging this intelligence to the benefit of all stakeholders
3. Zephyr Corp. manufactures air purifiers. It comes up with an idea for a new range of air
purifiers called alpha purifiers. Before launching the range of purifiers, Zephyr lets some people
try out the product and then collects feedback from them to identify any problems with it. Which
of the following is best exemplified in this scenario?
A. Curbstoning
E. Branded “black-box” methodology
4. Which of the following is a technique that is used to picture the relative position of
products on two or more product dimensions important to consumer purchase decisions?
A. Retailing wheel
B. Optical scanning
5. Which of the following pertains to the creation of a perceptual map?
A. Retailers focus on database development through optical scanning at the point of purchase.
B. Marketers have to work on branding of both new and existing products.
6. Apex Corp. asks its consumers to determine how they perceive the similarities and
dissimilarities among relevant product attributes for a group of competing brands. In this case,
Apex Corp. is most likely using the technique of _____.
A. concept testing
B. behavioral targeting
7. Research investigations that focus on topics such as trade area analysis, store
image/perception, in-store traffic patterns, and location analysis are collectively called:
A. perceptual mapping.
E. focus group research.
8. A new supermarket, The Deluxe Mart, collates its sales data using scanners at the point
of purchase. It uses this data to identify the products to stock and the type of content and media
to use to attract customers. In this scenario, The Deluxe Mart is most likely using:
A. perceptual mapping.
B. test marketing.
9. Sally browses through different articles featured on Pop.com. She notices ads for skirts
that she recently viewed on Trendz.com, an online apparel store, being displayed on Pop.com. In
this scenario, Trendz.com is using the technique of _____.
A. perceptual mapping
E. concept positioning
10. Marketing to consumers based on research of the entire process consumers go through
when making a purchase is termed:
D. test marketing.
E. a benefit and lifestyle study.
11. The three most common research tasks in integrated marketing communications are
advertising effectiveness studies, sales tracking, and:
A. in-store traffic patterns.
E. store image studies.
12. Research depicts the typical Saturn dirt bike shopper as a middle–aged person with an
income of $75,000 per annum. This is an example of:
A. positioning research.
B. retailing research.
13. In the context of marketing research, which of the following highlights problems and
opportunities for marketers that are based on consumers’ actual behavior?
A. Deanonymizing data
B. Situation analysis
14. In the context of types of marketing research firms, external research suppliers:
E. are less objective in their approach and more subject to company politics and regulations
than internal research providers.
15. Services provided by standardized research firms that include data made or developed
from a common data pool or database are called _____ services.
A. debriefed
E. branded “black-box”
16. Aura Inc. is a research firm that conducts store audits for a variety of retail stores. It
follows an established, common approach in research design so the results of a study conducted
for one client can be compared to norms from studies done for other clients. In the context of
types of marketing research firms, Aura Inc. is a(n) _____.
A. customized research firm
E. brokerage firm
17. The practice of data collection personnel filling out surveys for fake respondents is called
_____.
A. sugging
B. frugging
18. In the context of marketing research, curbstoning occurs when:
A. a researcher does not maintain respondent confidentiality.
B. a researcher deanonymizes information on the Internet by combining different publicly
available records available at social networks.
19. Which of the following illustrates the abuse of respondents in marketing research?
D. Not using the designated sample of respondents but rather anyone who is conveniently
available to complete a survey
E. Revealing one’s clients to respondents
20. The process of fully explaining to respondents any deception that was used during
research is known as _____.
A. the practice of sugging
B. the practice of frugging
21. Which of the following is ethical in marketing research practices?
A. Sugging
B. Frugging
22. Frugging means:
D. combining different publicly available information on the Internet to determine consumers’
identities.
E. conducting research below professional standards.
23. Which of the following is true of frugging?
A. It occurs when research firms do not fully disclose how the methodology works.
E. It occurs when different publicly available information are combined to determine consumers’
identities.
24. Which of the following is true of the guidelines developed by the Marketing Research
Association (MRA) for Internet marketing research issues?
A. It states that researchers must deanonymize data on the Internet by combining different
publicly available records available at social networks.
B. It encourages the use of digital technologies such as GPS as they do not result in privacy–
related issues.
25. Which of the following illustrates an unethical activity of research users?
A. Decision makers requesting detailed research proposals from research providers
B. Not using the designated sample of respondents but rather anyone who is conveniently
26. Given the nonlinear nature of marketing research, it is not a very systematic process.
27. Marketing research methods are diverse, spanning a wide variety of qualitative and
quantitative techniques and borrowing from disciplines such as psychology, sociology, and
anthropology.
28. Marketers are interested in consumer subcultures, as products are often used to enact
and support subculture participation.
29. The process of identifying people or markets a company wants to serve is called
positioning.
30. In the field of marketing research, analytics exclusively uses qualitative techniques to
determine performance efficiency.
31. Creating customer profiles and understanding behavioral characteristics are major focuses
of any marketing research project.
32. The purpose of marketing theory is to generalize relationships between concepts in a way
that is applicable to a wide variety of business and often other settings.
33. The benefits of internal marketing research providers include research method
consistency, shared information across the company, lower research costs, and ability to produce
actionable research results.
34. Many companies use internal research suppliers because the suppliers can be more
objective and less subject to company politics and regulations than external suppliers.
35. As marketing research firms expand their geographic scope, many fundamental skill
requirements will change and negotiation skills will be replaced by statistical skills.
36. Individuals who ignore emotional experiences find marketing research to be a rewarding
career.
37. Research firms are required to maintain client confidentiality.
38. If a client is unable to get sufficient insight into a testing method’s strengths and
weaknesses prior to purchase from a marketing research supplier, the client can choose another
supplier.
39. Subject debriefing means claiming that a survey is for research purposes and then asking
for a sale or donation.
40. Frugging leads to consumers turning down legitimate research inquiries because they do
not want to be solicited.
41. While cookies are usually designed to maintain consumer privacy with respect to identity
at least, they still nevertheless collect and utilize consumer data.
42. The Marketing Research Association (MRA) guidelines prohibit clickstream tracking.
43. If a respondent does not want a researcher to find out the truth, it is ethical for the
respondent to lie on a survey.
44. The Code of Ethics for the American Marketing Association applies to all marketing
functions, including research.
45. One of the recent trends in the marketing research industry is a movement toward data
analysis.
46. Define marketing research. Describe the advantages of marketing research.
47. How does marketing research impact pricing decisions?
48. Explain the different types of marketing research firms.
49. What are the key skills that recruiters look for in a candidate when they are hiring for
marketing researcher positions?
50. What are some of the major emerging trends in the field of marketing research?