Chapter 1: The Role of Marketing Research in Management
Decision Making
Multiple Choice
1) Which of the following is not part of the definition of marketing?
a. planning and execution regarding the marketing mix
b. creating exchange
c. gauging production efficiency
d. satisfying consumer needs as well as organizational objectives
e. All of the above are part of the definition of marketing.
2) The fact that cell phones now come in a vast array of designs and colors relates to
which specific component of the marketing concept?
a. production orientation
b. systems orientation
c. goal orientation
d. consumer orientation
e. none of the above
3) Target marketing most closely identifies with which of the following orientations?
a. production orientation
b. systems orientation
c. goal orientation
d. consumer orientation
e. All are part of the requirements for adopting the marketing concept.
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Learning Objective 1.1: To review the marketing concept and the marketing mix.
4) Achieving a 15% rate of return on investment would identify with which of the
following orientations?
a. production orientation
b. systems orientation
c. goal orientation
d. consumer orientation
e. All are part of the requirements for adopting the marketing concept.
5) Which of the following is under control of the marketer?
a. The external environment
b. The marketing mix
c. Economic conditions
d. Political stability
e. None of the above is under marketers’ control.
6) Which of the following is not done by marketing research?
a. specifying information to address a marketing issue
b. managing the data collection process
c. analyzing data from the collection process
d. based on the information deciding to terminate a product or service that is not
meeting organizational goals
e. All of the above are done by marketing research.
7) Determining what consumer attitudes are with regard to a particular product and
its advertising would be part of the _________ function in marketing research.
a. descriptive
b. diagnostic
c. predictive
d. forecasting
e. none of the above
8) At the heart of marketing research is the analysis of _________.
a. decisions
b. results
c. data
d. management
e. none of the above
9) The best way for a business to achieve brand loyalty is to measure and monitor
________.
a. production output
b. customer satisfaction
c. continual improvement
d. none of the above
e. all of the above
10) Which of the following would not be characteristic of basic research?
a. determining the most attractive price for a new product
b. validating an existing theory
c. learning more about a concept
d. conducted by professors at larger “flagship–type” universities
e. All are characteristic of basic research.
11) Which of the following would characterize an applied research effort?
a. determining the best package design for a Hispanic market
b. forecasting the demand for a new service
c. determining whether or not to add a new model of option
d. deciding which retail locations will produce the most consumer traffic
e. all of the above
12) Which of the following might provide a good reason not to conduct marketing
research?
a. insufficient time to conduct research
b. no budget allocated for research
c. decision making data already exists
d. All of the above are reasons to conduct marketing research..
e. All of the above are reasons not to conduct marketing research..
13) A marketing firm bids on a project for a bank study. In the study, a minimum of
$20,000 is budgeted for data collection and focus groups after the survey. The bank
responds by saying that it can only allocate $10,000 for data collection alone. What
should the marketing research firm do?
a. scale back the project sample size
b. delete the focus group research
c. decline the project
d. both (a) and (b)
e. none of the above
14) Which of the following would be the strongest reason for not conducting
marketing research?
a. small market yielding a small profit
b. small market yielding a large profit
c. large market yielding a small profit
d. large market yielding a large profit
e. none of the above
15) In which condition would you be least likely to perform marketing research?
a. small profit margin
b. large profit margin
c. large market size
d. small market size
e. none of the above
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16) A producer of toys for small children asks a marketing research firm to conduct a
survey to determine what percentage of the households in a region have children under 6
years of age. The marketing research firm should probably decline the project because of
which of the following?
a. toy managers confused about what information is needed
b. costs of research outweigh the benefits
c. decision has already been made
d. decision-making information already exists
e. none of the above
17) Why would a bank not be interested in a study that would tell them which of their
male customers have a poor self-concept and tend to be introverted?
a. resources for the study are lacking
b. the research results would not be useful
c. the managerial decision has already been made
d. decision-making information already exists
e. none of the above
18) A marketing research firm is discussing the possibility of a major project for a
real estate company. The research firm has already conducted extensive exploratory
research for the project and has been compensated. For the subsequent survey, the top
managers in the real estate firm cannot agree on exactly what the specific research
objectives should be. What should the marketing research firm do?
a. decline the project
b. conduct more exploratory research
c. tell the top managers what the research objectives should be and do the project
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d. agree to do the subsequent project for a lower cost
e. none of the above
19) Which of the following is true regarding using the Internet for marketing research
versus more traditional techniques such as telephone?
a. the Internet tends to produce dramatically different results
b. most clients prefer traditional techniques
c. the Internet tends to yield similar research findings compared to traditional
techniques
d. research on the Internet tends to be less valid
e. it is more difficult to obtain a large sample in an Internet study
20) Which of the following is not a benefit of the Internet for marketing research?
a. more rapid access to business intelligence
b. facilitates follow-up studies
c. slashes many cost-related activities in the research process
d. improves response rates over mail surveys
e. All are benefits of the Internet.
21) Which of the following is not an advantage of Internet surveys over telephone
surveys?
a. allows for greater probing on specific questions
b. higher response rates
c. drastically reduced data collection costs
d. real-time reporting of results
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e. All are advantages of the Internet over telephone surveys.
22) Which of the following is not one of the costs that can be reduced by conducting
marketing research online?
a. survey programming costs
b. travel costs
c. report publishing costs
d. report distribution costs
e. All of the above can be reduced by using the Internet for marketing research.
23) Clients being able to access their survey results via the research supplier’s secure
Web site is an example of which Internet advantage?
a. collaboration between client and supplier
b. data management and online analysis
c. publishing and distribution of reports
d. real time reporting
e. none of the above
24) A recent university study suggests that spectators of sporting events have higher
levels of involvement with the products being advertised when the home team is winning.
What type of research is this?
a. basic research
b. problem-based research
c. applied research
d. pure analytical research
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e. none of the above
25) ___________ orientation monitors the external environment in order to deliver
the marketing mix to the target market.
a. Systems
b. Goal
c. Diagnostic
d. Proactive
e. A combination of all of the above is correct.
26) Most marketing research studies which aim to assist a company with its marketing
function are categorized as ___________ research.
a. pure
b. applied
c. basic
d. evaluative
e. none of the above
27) The recent emphasis on customer satisfaction research by many companies relies
on the notion that customer satisfaction is closely linked with ___________.
a. customer defection
b. customer complaints
c. customer loyalty
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d. value consciousness
e. none of the above
28) When a research firm conducts focus groups to test 3 potential ad concepts for its
client, they are using which type of applied research?
a. programmatic
b. selective
c. evaluative
d. diagnostic
e. none of the above
29) An advertiser recently learned that over 50% of their target market regularly uses
text messaging. This is an example of monitoring the ____________ environment.
a. marketing
b. internal
c. predictive
d. external
e. none of the above
30) The Internet has impacted which aspects of marketing research?
a. data collection
b. communication between client and research supplier
c. distribution of reports
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d. retrieval of secondary sources of information, such as the US Census
e. all of the above
31) The “mature” years of marketing research began in which decade?
a. the 1920s
b. the 1930s
c. the 1940s
d. the 1950s
e. the 1960s
32) The article in the chapter, “What is Good about Marketing Research Today,”
William D Neal discusses all of the following specifically with regard to improvement in
market research except what?
a. Voice of the customer
b. Management Metrics
c. Branding
d. Allocating funds
e. New products
33) Which answer best describes a market researcher?
a. one who is academically trained for market research