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

Question 1

Although market research provides information about marketplace for developing strategies, but it is not the only source of information.

Answer 1

True

Question 2

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

Answer 2

False

Question 3

Marketing research fulfils the organisation's need for knowledge of the market.

Answer 3

True

Question 4

Applied research is used when a decision is to be made about specific real-life problem.

Question 5

Digital technologies help shape research questions to design marketing mix.

Question 6

Use of scientific method in basic research ensures objectivity in gathering facts and testing creative ideas for alternative strategies.

Question 7

Market research is restricted to only one P of marketing mix i.e. Product.

Question 8

Research is limited to only profit making organisations.

Question 9

Researchers usually begin with some understanding of hypothesis for idea generation.

Question 10

Pure research is aimed to expand the limits of knowledge.

Question 11

Research that regularly provides feedback for evaluation and control of marketing activity is called as performance-monitoring research.

Question 12

The importance of market research in developing marketing strategy starts with analyses of market segments.

Question 13

Basic research is also termed as pure research.

Question 14

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

Question 15

The techniques used to recognize and understand specific phenomenon is called scientific method.

Question 16

Digital marketing is a term used to capture various electronic and communicative technologies through which marketing enterprises work together with customers towards enhancing value from interactions.

Question 17

The value of marketing research depends upon nature of the managerial decisions to be made.

Question 18

Applying research is a managerial art.

Question 19

Discovery can involve any means of idea generation, including exploratory techniques.

Question 20

Marketing research uses comprehensive set of approaches (e.g. surveys, interviews) that can help organisations to better meet important outcomes.

Question 21

Effective marketing management is often based on intuitive decision making.

Question 22

The stage in which researcher determines who is to be sampled is called as coding.

Question 23

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) designing the data collection method.
D) analysing marketing performance.

Question 24

Which type of research is conducted to determine the effective retail site or warehouse location for selling?

A) Concept testing
B) Distribution research
C) Pricing research
D) Product research

Question 25

Research conducted to identify cause and effect relationship between variables is called causal research.

Question 26

Prediction about future environmental conditions allows managers to evaluate emerging opportunities.

Question 27

Marketing research is more useful in setting marketing strategy than understanding consumer behavior.

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 function that links customers, consumers, and public to the marketer through information that identified and defines market opportunities is called:

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

Question 30

Marketing research has becoming increasing local for organisations.

Question 31

After market strategy has been implemented, market research can be used for feedback.

Question 32

New technology such as eye-tracking is getting popular in marketing research.

Question 33

Evaluation of a marketing program is a type of performance-monitoring.

Question 34

Which type of research is conducted to determine discounts for the product?

A) Concept testing
B) Distribution research
C) Pricing research
D) Product research

Question 35

A master plan that specifies the methods and procedures of collecting and analysing needed information is called exploratory research.

Question 36

Basic research is conducted to verify a given theory.

Question 37

Research conducted to expand the limits of knowledge is the essence of:

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

Question 38

Research that uses knowledge and evidence to reach objective conclusions about the real world is the essence of:

A) performance-monitoring method.
B) scientific method.
C) applied method.
D) forecasting method.

Question 39

Before conducting market research, a company should do cost and benefit analysis.

Question 40

Stages in the research process starts with data collection.

Question 41

Which research technique would be feasible for investigating changes in one variable (e.g. sales) while manipulating one or two other variables (such as pricing and advertising) under controlled conditions:

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

Question 42

Research that attempts to determine which media would be effective for conveying advertiser's message, is an example of which type of research?

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

Question 43

A soft drink company introducing a new clear cola wants to know whether the campaign on social media would be effective for selling. This is an example of a(n):

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

Question 44

Which type of research methodology would you suggest when the research problem is partially defined?

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

Question 45

Which type of research methodology would you suggest when the research problem is ambiguous?

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

Question 46

The stage of research where researcher performs several interrelated procedures to convert the data into a format that will answer management's questions is:

A) data processing and analysis.
B) performance monitoring.
C) sampling.
D) Drawing conclusions.

Question 47

In which stage of research management seeks to identify a clear cut statement of opportunity?

A) problem definition stage
B) data collection stage
C) data analysis stage.
D) benefits versus costs analysis stage.

Question 48

The effectiveness of packaging attributes such as colour and shape is classified under:

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

Question 49

If a company wants to know what type of people would be buying its products. Which research design would you recommend to address this problem?

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

Question 50

The determination of the need for marketing research centres on all, except?

A) time constraint
B) availability of data
C) prior knowledge
D) nature of decision to be made

Question 51

The effectiveness of media research and copy development is classified under:

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

Question 52

A research on consumers' taste preference is classified under which type of research?

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

Question 53

Woolworths supermarket is now delivering products to consumers' households, is an example of which type of research?

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

Question 54

All of these are stages in the research process, except:

A) determining the nature of the decision.
B) defining the problem
C) collecting the data
D) planning the sample

Question 55

The research question 'Will buyer purchase more of our product in a new package?' is best addressed by conducting:

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

Question 56

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

A) Is there a need for seasonal or quantity discount?
B) Is there a need to adapt existing product line?
C) Is product performing better than competitors are?
D) Is a particular brand name appropriate?

Question 57

Which type of research methodology would you suggest when the research problem is clearly defined?

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

Question 58

Zara fashion clothing is exploring whether the products can be marketed through online retailers, it is an example of which type of research?

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

Question 59

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) Product research
C) Promotion research
D) Distribution research

Question 60

Mars chocolate company wants to understand how the new mint flavor of Mars is performing in comparison to competitors' brands, is an example of which type of research?

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