Deck 1: The Role of Marketing Research in Management Decision Making

Question 1

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 these are under the marketers' control.

Answer 1

B

Question 2

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.

Answer 2

C

Question 3

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 these

Answer 3

D

Question 4

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.

Question 5

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

Question 6

The objective that the quality being delivered is the quality desired by the target market is most closely related to:

A)quality control
B)return on quality
C)customer satisfaction
D)quality assurance
E)none of these

Question 7

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 these

Question 8

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 these

Question 9

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 these

Question 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.

Question 11

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
D)agree to do the subsequent project for a lower cost
E)none of these

Question 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)Both insufficient time and no budget allocated for research
E)All of these are reasons to conduct marketing research.

Question 13

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 these are part of the definition of marketing.

Question 14

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.

Question 15

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)Scale back the project sample size and delete the focus group
E)none of these

Question 16

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 these

Question 17

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 these
E)all of these

Question 18

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 these are done by marketing research.

Question 19

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)large growing market

Question 20

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 these characterize an applied research effort

Question 21

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 these

Question 22

The Internet has impacted which aspects of marketing research?

A)data collection
B)communication between client and research supplier
C)distribution of reports
D)retrieval of secondary sources of information, such as the US Census
E)all of these

Question 23

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
E)All are advantages of the Internet over telephone surveys.

Question 24

Which answer best describes a market researcher?

A)one who is academically trained for market research
B)one who understands the marketing process as well as the subtleties of marketing problems and opportunities
C)one who is well trained in statistics and can design proper sampling procedures
D)one who has a strong background in communications and advertising

Question 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 these is correct.

Question 26

Marketing research helps retain customers through:

A)increasing the number of customers
B)gaining an intimate understanding of customer needs
C)learning what the customer wants
D)increasing value consciousness
E)all of these

Question 27

What is the primary channel that will allow management to make timely decisions in the marketing process?

A)Financing decisions
B)Marketing research
C)Making business decisions based on feel and what looks good
D)None of these

Question 28

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
E)none of these

Question 29

Knowledge of the external marketing environment has more to do with identifying new opportunities than it does with altering the present marketing mix.

Question 30

Customer satisfaction is an important element of the marketing concept.

Question 31

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 these

Question 32

The accumulation and analysis of massive quantities of information is referred to as:

A)Information Mining
B)"The Cloud"
C)"Big Data"
D)Knowledge Management
E)Survey analysis

Question 33

The breakthrough for big data came when new algorithms were created to analyze _______________ and free-form data.

A)unstructured
B)structured
C)open
D)organized
E)uncontrolled

Question 34

Marketing research is seldom related to making a direct contribution to managerial decision making.

Question 35

Marketing research is used only when marketers face a serious problem.

Question 36

Managers are typically more interested in basic research than in applied research.

Question 37

It is more profitable for marketers to keep existing customers than to acquire new ones.

Question 38

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 these can be reduced by using the Internet for marketing research.

Question 39

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 these

Question 40

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 these

Question 41

Marketing research moved out of its early growth stage in about 1970.

Question 42

The explanation of data or actions is known as the descriptive function of marketing research.

Question 43

The concept of market segmentation was introduced in the 1980s.

Question 44

The decision of how to communicate a research study's results sometimes involves an ethical dilemma.

Question 45

Marketing research should be conducted even if the managers will not be able to afford implementing a study's recommendations.

Question 46

The change from a buyer's market to a seller's market necessitated better marketing intelligence in the mature years of market research.

Question 47

Marketing research should be undertaken only when its results will reduce
uncertainty or confirm the wisdom of previous decisions.

Question 48

Applied research is often conducted in universities.

Question 49

In practice,a marketing research department's goal can be grouped into three
major categories: Programmatic,Evaluative,and Selective.

Question 50

Communication of the results generated by marketing research is rarely the responsibility of marketing research.

Question 51

Analyzing trends in Internet broadband access by a potential Internet advertiser would be an example of descriptive research.

Question 52

Conducting online surveys is the only significant way that marketing research companies utilize the Internet.

Question 53

Recently,an article about changing consumer predispositions toward low involvement purchases appeared in the Journal of Marketing.Chances are this article would be classified as applied research.

Question 54

Applied research focuses on abstract theory to expand the frontiers of marketing research.

Question 55

According to the concept of return on quality,product quality is completely separate from a firm's profitability.

Question 56

Two of the more important determinants of the potential benefits from a marketing research study are profit margins and market size.

Question 57

The marketing concept is solely focused on customer needs.

Question 58

Recent studies show that Internet marketing research leads clients to very different business decisions than traditional marketing research.

Question 59

Companies that engage in marketing research can control elements of the external environment.

Question 60

The unique blend of product pricing,promotion,offerings,and distribution designed to meet the needs of a specific group is the marketing mix.

Question 61

Define and illustrate the Predictive Function of Marketing Research.

Question 62

Discuss how marketing research helps facilitate proactive management.

Question 63

To make the "right" decisions,management must have untimely decision-making
information.

Question 64

Discuss at least 3 reasons with ethical implications when it is best not to conduct marketing research.

Question 65

Relate how a systems orientation will facilitate the firm's efforts to monitor its
external environment.

Question 66

Explain why most marketing research done by commercial marketing research suppliers would be best characterized as "applied research."

Question 67

Analyzing social media can guide brand and communication strategies,and customer-focused efforts

Question 68

Explain how marketing research can help a company retain its customers and turn them into brand loyal customers.

Question 69

Traditionally,consumer goods firms were the primary clients of marketing research firms.However,many nontraditional types of institutions,such as universities,the United Way,hospitals,libraries,museums,etc.,are now regular customers of marketing research suppliers.Comment on this trend.

Question 70

Describe a project that will help a firm assess who are its best customers.Be sure to mention which marketing research functional role is operational in this project.