Deck 1: The Role of Marketing Research and the Research Process

Question 1

The purpose of causal research is to obtain answers to who, what, when, where and how questions.

Answer 1

False

Question 2

Pure research involves study undertaken to solve a particular pragmatic problem.

Answer 2

False

Question 3

Data collected from marketing research should support the researcher's preconceived ideas.

Answer 3

False

Question 4

In causal research studies, researchers typically do not have an expectation about the relationship to be explained.

Question 5

Determining the purpose of the research precedes the problem definition.

Question 6

In marketing research, information is gathered intuitively to aid decision-making in marketing.

Question 7

The research question 'Would people be interested in our new product idea?' is best addressed by conducting exploratory research.

Question 8

Gathering evidence through observation is considered a non-scientific research method.

Question 9

Basic research employs techniques that are intuitively derived to answer the question at hand.

Question 10

Forecasting is rarely used by managers to evaluate opportunities, due to accuracy concerns.

Question 11

The main purpose of descriptive research is to gain insights and discover new ideas.

Question 12

The systematic and objective nature of marketing research provides a substitute to managerial judgment.

Question 13

Applied research is typically used for hypothesis testing against a certain phenomenon.

Question 14

Marketing research provides certainty in decision-making through the supply of accurate information.

Question 15

Research can help marketing managers to ensure that marketing mix decisions are executed with certainty.

Question 16

The first stage of marketing strategy development involves analysing market segments and selecting target markets.

Question 17

Marketing research is rarely used by non-business organisations (for example, government bodies) because their functions are distinct from those of for-profit organisations.

Question 18

The nature of the decision should not influence the marketing manager's judgment of whether marketing research is warranted.

Question 19

Marketing research is the function that links the consumer, the customer and the public to the marketer through information.

Question 20

Seat-of-the-pants decision-making is a common type of managerial decision-making that is based on systematic inquiry.

Question 21

Both basic and applied research employ the scientific method to answer the research question at hand.

Question 22

Research that tries to verify a theory or learn more about a certain concept is the essence of:

A) performance-monitoring research.
B) pure research.
C) applied research.
D) forecasting research.

Question 23

An organisation attempting to decide whether or not to add home delivery to its customer service options is an example of which type of research?

A) Distribution research
B) Pricing research
C) Promotion research
D) Product research

Question 24

The main managerial value of marketing research is the reduced uncertainty that information provides when making decisions about marketing strategies and tactics.

Question 25

Which type of research would best address the question of whether a business should offer discounts or coupons?

A) Promotion research
B) Pricing research
C) Distribution research
D) Product research

Question 26

A soft drink company introducing a new clear cola wants to know whether using a gold or silver label would make the packaging more effective. This is an example of a(n):

A) clearly defined problem.
B) partially defined problem.
C) ambiguous problem.
D) sampling problem.

Question 27

Asking consumers what they think about a possible brand name for a new product is an example of which type of research?

A) Pricing research
B) Promotion research
C) Product research
D) Distribution research

Question 28

Information obtained from marketing research can be used for all the following, except:

A) evaluating marketing activities.
B) monitoring marketing performance.
C) identifying marketing opportunities.
D) ensuring correct marketing execution.

Question 29

The systematic and objective process of generating information to improve marketing decisions is the essence of:

A) marketing research.
B) applied research.
C) basic research.
D) subjective research.

Question 30

Developing and implementing a marketing strategy involves the following stages, except:

A) analysing market segments and selecting target markets.
B) identifying and evaluating opportunities.
C) analysing marketing performance.
D) designing the data collection method.

Question 31

A pharmaceutical chain collates scanner data to provide valuable market-share information to its stores and to brand managers interested in their products' retail sales volumes. Which type of research is this an example of?

A) Relationship marketing research
B) Total quality management research
C) Opportunity assessment research
D) Performance-monitoring research

Question 32

Research that attempts to determine which critical attributes of a product consumers use to perceive the product's value is an example of which type of research?

A) Product research
B) Distribution research
C) Promotion research
D) Pricing research

Question 33

Pricing research may be used to address all of the following questions, except:

A) Is there a need for seasonal or quantity discount?
B) Are coupons more effective than price reductions?
C) Is a brand price elastic or inelastic?
D) Is there a need for shopping services online?

Question 34

Which type of product research is conducted to determine whether a finished product outperforms its competitors or meets expectations?

A) Concept testing
B) Package testing
C) Brand-name evaluation
D) Product testing

Question 35

A local book publisher would like to investigate possible options for improving the accessibility of its titles to customers. This would involve:

A) product research.
B) pricing research.
C) distribution research.
D) promotional research.

Question 36

The purpose of exploratory research is to obtain conclusive evidence in order to make strategic marketing decisions.

Question 37

Research conducted to address questions about a specific real-life problem is the essence of:

A) basic research.
B) pure research.
C) applied research.
D) intuitive research.

Question 38

The sampling plan is outlined in the research design stage of the research process.

Question 39

Suppose that Coles supermarket is attempting to decide where to locate its regional warehouses in order to minimise travel time to its stores. Which type of research is this an example of?

A) Distribution research
B) Pricing research
C) Promotion research
D) Product research

Question 40

When Chee-tos conducted research in China to determine which flavours consumers would find appealing, it was an example of which type of research?

A) Pricing research
B) Promotion research
C) Product research
D) Distribution research

Question 41

The most common form of performance-monitoring research involves ____________________ analysis.

Question 42

The systematic and objective process of generating information in order to make better marketing decisions is known as _________ ________

Question 43

Observation technique is most useful when studying:

A) attitudes.
B) opinions.
C) motivations.
D) behaviours.

Question 44

An organisation conducts research in order to make a decision about a real situation it faces in the marketplace. This is an example of _______ research.

Question 45

Checking the data collected for omissions, legibility and consistency in classification is an example of:

A) coding.
B) editing.
C) analysis.
D) fieldwork.

Question 46

The research question 'Which of the two advertising campaigns is more effective?' is best addressed by conducting:

A) secondary research.
B) causal research.
C) exploratory research.
D) descriptive research.

Question 47

Determining the need for marketing research centres on all the following, except:

A) the nature of the decision.
B) researcher competency.
C) the availability of the data.
D) time constraints.

Question 48

When a magazine publisher conducts survey research to segment and select a target market, it is an example of:

A) exploratory research.
B) observational research.
C) secondary data research.
D) descriptive research.

Question 49

A study of whether there is a need for seasonal or quantity discounts is an example of _______ research.

Question 50

A company wants information on who purchases its competitor's products. Which research design would you recommend to address this problem?

A) Secondary research
B) Exploratory research
C) Causal research
D) Descriptive research

Question 51

Mystery shopper who acts as customers to observe sales personnel or carries out comparative shopping to investigate prices at competing outlets is an example of:

A) survey research
B) experimental research
C) observational research
D) secondary data research

Question 52

Using a mathematical model to predict sales on the basis of past sales or a correlation with related variables is an example of:

A) experimental research.
B) survey research.
C) observation research.
D) secondary data research.

Question 53

Research that attempts to verify a theory but is not intended to solve any specific business problem is known as _____ or ____ research.

Question 54

When determining the need for marketing research, which of the following is taken into consideration when establishing if the information gained by the marketing research will improve the quality of the marketing decision enough to warrant the expenditure?

A) time constraints.
B) data availability.
C) the nature of the decision.
D) benefits versus costs.

Question 55

Assessments of the strategic or tactical importance of the decision when determining the need for marketing research focus:

A) time constraints.
B) data availability.
C) the nature of the decision.
D) benefits versus costs.

Question 56

A study of whether there are critical product attributes that determine how consumers perceive value is an example of _______ research.

Question 57

A company manager is facing declining sales, but does not know why. Which type of research design would you recommend to address this problem?

A) Exploratory research
B) Descriptive research
C) Causal research
D) Secondary research

Question 58

When the researcher conducts a small-scale study to check the data collection form in order to minimise errors due to improper design, it is a(n):

A) pretest study.
B) expert study.
C) experimental study.
D) secondary data research.

Question 59

Which type of research design would you recommend to investigate whether a product's new packaging has an influence on purchase decisions?

A) Descriptive research
B) Secondary research
C) Observational research
D) Causal research

Question 60

When a toy company shows different versions of a proposed television commercial to groups of children and observes which one grabs their attention most, it is an example of:

A) secondary data study.
B) survey research study.
C) experimental study.
D) performance-monitoring research.

Question 61

___________ _________ occurs when two phenomena or events (for example, advertising and sales) vary together.

Question 62

'Concentrating advertising efforts in monthly waves, as opposed to advertising continuously, will cause an increase in sales and profits' is an example of a __________.

Question 63

A study of the effectiveness of coupons is an example of _________ research.

Question 64

If an ___________ method of data gathering is used, the subjects do not actively participate.

Question 65

In causal studies, experimental control provides a basis for isolating causal factors by eliminating _________ influences.

Question 66

The application of reasoning to understand the data gathered is known as ________.

Question 67

_____________ data are collected unobtrusively, without direct participation from the respondents.

Question 68

Exploratory research is best suited to addressing problems that are _________ in nature.

Question 69

Marketing research helps decision-makers shift from intuitive information gathering to __________ and _________ investigating.

Question 70

When the nature of the problem to be solved is unclear, the decision situation is known to be under the condition of _________.

Question 71

Under conditions of ___________, effective managers recognize that spending additional time to conduct marketing research can be valuable.

Question 72

Selecting a test market city because it appears to be typical is based on a ______________ sample.