Deck 1: Marketing Research: Its Everywhere

Question 1

The emphasis of marketing research for planning purposes is on

A) determining the appropriate promotion budget(s).
B) determining the kind of packaging the firm should use
C) determining the degree of consumer satisfaction with the firm's products.
D) determining viable opportunities for the firm.
E) a and c.

Answer 1

determining viable opportunities for the firm.

Question 2

Which of the following is TRUE?

A) Specialized marketing research firms are the largest producers of marketing facts.
B) The most important advantage of a division or group-level marketing research department is its economy of scale.
C) The organization of the market research function should be dynamic and ever-changing.
D) An important change that has been occurring in marketing research in recent years is the transition from a total marketing intelligence perspective to a specific problem perspective.
E) They are all false.

Answer 2

The organization of the market research function should be dynamic and ever-changing.

Question 3

Which of the following is NOT a question marketing research can assist in answering?

A) What kinds of people purchase our products?
B) What kind of packaging should we use?
C) What is our per unit profit margin?
D) What is our level of service satisfaction?
E) All are marketing research problems.

Answer 3

What is our per unit profit margin?

Question 4

Marketing research emphasizes

A) the definition of marketing problems and issues.
B) the specification of information needed to address marketing issues.
C) the communication of marketing research results.
D) the gathering of information used to identify marketing opportunities.
E) b, c and d.

Question 5

Although no general organizational form of marketing research departments exists, departments are commonly organized by

A) research techniques, such as statistical analysis, field interviewing or questionnaire design.
B) area of application, such as product line, brand, market segment or geographic area.
C) marketing function performed, such as field sales analysis, advertising research or product planning.
D) a and b.
E) a, b and c.

Question 6

Which of the following is NOT an advantage of a corporate-level location for the marketing research function?

A) greater coordination and control of corporate research activity
B) research personnel can acquire valuable knowledge about divisional markets and products
C) greater economy of scale
D) greater usefulness to corporate management in planning
E) All of the above are advantages of a corporate level location for marketing research

Question 7

The form(s) of organization of the research function that seem(s) to dominate current practice is (are)

A) no one organization form seems to dominate current practice.
B) by area of application, such as by product line, by brand, by market segment, or by geographic area.
C) by research technique or approach such as sales analysis, mathematical and/or statistical analysis, field interviewing, or questionnaire design.
D) by marketing function performed, such as field sales analysis, advertising research, or product planning.
E) by type of computer equipment used, such as by mainframe, by PC, or by laptop units.

Question 8

Which of the following is true?

A) Marketing research is best organized as a central function in the U.S.
B) Marketing research is best organized as a line function internationally.
C) The structure of the marketing research department depends on the products the company sells.
D) A central marketing research group can serve as a quality control on the research produced.
E) None of these statements is true.

Question 9

Which of these marketing responsibilities can marketing research help with?

A) identifying customer segments
B) strategically selecting segments to target
C) setting pricing to be consistent with marketing strategy
D) managing relationships with suppliers
E) creating Internet banner ads that pull customers to our Web site

Question 10

Which of these following statements is true?

A) Consumer research about e-commerce requires different marketing research tools.
B) Marketing research about the Internet is best handled by companies that create Internet software.
C) Marketing research about the Internet is best handled by large companies that have access to large samples of consumers.
D) Consumers' Internet activities can be integrated with their purchase data.
E) Web-based surveys will help ensure a representative, global sample for marketing researchers.