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Chapter 1: The Role of Marketing Research in Management Decision Making
Multiple Choice
1. The process of creating, communicating, delivering, and exchanging offerings that have
value for customers, clients, partners, and society at large is called:
a. marketing.
b. promotion.
c. marketing research.
d. marketing strategy.
e. selective research.
2. When a customer gives a credit card to a retailer to purchase an item, and then takes the
item out of the store, we say that a(n) __________ has occurred.
a. profit
b. exchange
c. evaluative research
d. selective research
e. applied research
3. When a company attempts to offer a product to potential customers that will meet their
needs better than the competition, we say that this company has a(n):
a. goal orientation.
b. systems orientation.
c. consumer orientation.
d. profit orientation.
e. programmatic orientation.
4. All of the following are components of the marketing mix EXCEPT:
a. distribution.
b. product.
c. promotion.
d. price.
e. profit.
5. The planning, collection, analysis of data, and the communication of the results of this
analysis to management is called the process of:
a. marketing research.
b. benchmarking.
c. diagnosis.
d. prediction.
e. marketing mix.
6. A bar chart that presents the number of units of laptop computers sold at Dell over each
of the past ten years represents what type of function in research?
a. Predictive
b. Diagnostic
c. Descriptive
d. Basic
e. Pure
7. When PepsiCo attempts to determine the impact on sales when the package design of a
12-ounce can of Pepsi is changed, this represents what type of function?
a. Basic
b. Predictive
c. Diagnostic
d. Pure
e. Descriptive
8. When Procter & Gamble attempts to predict the U.S. market share of a new type of
toothpaste based on a test market study in St. Louis and Indianapolis, what function does
this represent?
a. Descriptive
b. Pure
c. Basic
d. Predictive
e. Diagnostic
9. A long-term relationship between Southwest Airlines and its frequent business travelers
based on repeat sales is an example of:
a. return on quality.
b. customer retention.
c. return on investment.
d. market share.
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e. the marketing concept.
10. A social media site such as Twitter or Facebook uses:
a. BEP.
b. CTM.
c. PERT.
d. MBO.
e. UGC.
11. When Netflix attempted to determine the effect on its profits by raising its price 60
percent in 2011, this was an example of what type of research?
a. Pure
b. Applied
c. Programmatic
d. Non-programmatic
e. Basic
12. When Toyota tries to determine its “image” among U.S. target market customers, this is
an example of what type of research?
a. Basic
b. Selective
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c. Non-programmatic
d. Evaluative
e. Pure
13. All of the following are good reasons NOT to conduct research EXCEPT:
a. Resources are lacking.
b. The costs of research are less than the benefits.
c. Research results would not be useful.
d. The opportunity to make a decision has passed.
e. The marketing decision has already been made.
14. About what percentage of Americans go online wirelessly using a smartphone?
a. 10 percent
b. 20 percent
c. 30 percent
d. 40 percent
e. 60 percent
15. About what percentage of the U.S. population has access to the Internet?
a. 45 percent
b. 55 percent
c. 65 percent
d. 75 percent
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e. 85 percent
16. Marketing research is a good way to discover opportunities for increased sales and profits
in the marketplace.
17. Marketing managers can exercise control of both the marketing mix and the components
in the external environment.
18. An important link exists between customer satisfaction and customer loyalty to a brand.
19. Linked-In is an example of a social media site that uses user-generated content (UGC).
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20. Applied research is conducted in order to validate an existing theory or to learn more
about a concept.