Deck 1: The Role of Marketing Research

Question 1

The procedures and techniques used by applied researchers and basic researchers differ substantially.

Answer 1

False
All marketing research,whether basic or applied,involves the scientific method.

Question 2

The most common forms of performance-monitoring research are sales performance and profit analyses.

Answer 2

False
Market-share analysis and sales analysis are the most common forms of performance-monitoring research.

Question 3

Concept testing is a form of pricing research.

Answer 3

False
Concept testing is a form of product research.

Question 4

A marketing researcher needs to be objective in order to provide accurate information.

Question 5

The scientific method used by researchers is essentially the same process in marketing as it is in physics.

Question 6

Marketing research is more than conducting surveys.

Question 7

The marketing concept and the ideas in total quality management are unrelated to one another.

Question 8

Marketing research is restricted to for-profit organizations and should not be used by non-profit organizations.

Question 9

When ideas can be stated in researchable terms,we reach the analysis stage of the scientific method.

Question 10

Applied marketing research is conducted to address a specific marketing decision for a specific firm or organization.

Question 11

When a marketing researcher describes the age,gender,income,and education of consumers in a particular city,this is known as geo-demographic information.

Question 12

Marketing research plays a more prominent role in product-oriented companies than in customer-oriented companies.

Question 13

Keeping customers is less important that getting customers.

Question 14

Marketing research can help prevent commercialization of products that are not consumer oriented.

Question 15

Marketing research attempts to provide accurate information in order to reduce uncertainty in decision-making.

Question 16

The marketing concept emphasizes a cross-functional approach to long-term profitability.

Question 17

The term "research" means "to search again."

Question 18

Quality improvement is every employee's job.

Question 19

Developing and implementing a marketing strategy involves six stages.

Question 20

Marketing research is restricted to the promotion aspect of the marketing mix.

Question 21

According to the concept of cross-functional activities,which of the following can affect the organization's marketing efforts?

A)the research & development department
B)the accounting department
C)the production department
D)all of the above

Question 22

A network of interdependent institutions that perform the logistics necessary for consumption to occur is called a(n):

A)marketing channel
B)distribution network
C)supply channel
D)distribution linkage

Question 23

Which aspect of the marketing mix is represented by the value that a consumer places on a good when this consumer purchases that good?

A)product
B)place
C)price
D)promotion

Question 24

When Cheetos snack food conducted research in China to determine which flavors consumers would find appealing,this was an example of which type of research?

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

Question 25

All of the following are important aspects of the marketing research process EXCEPT:

A)searching for and collecting information
B)idea and theory development
C)analyzing data
D)making results publicly available

Question 26

All of the following are a type of product research EXCEPT:

A)concept testing
B)product testing
C)brand-name evaluation
D)pricing analysis

Question 27

_____ is conducted to address a specific marketing decision for a specific firm or organization.

A)Basic marketing research
B)Qualitative marketing research
C)Quantitative marketing research
D)Applied marketing research

Question 28

When the typical consumer in zip code 63119 is a senior citizen with several children over the age of 25,has a college degree,and is retired,this is an example of what type of information?

A)TQM
B)performance-monitoring
C)geo-demographic
D)the marketing concept

Question 29

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

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

Question 30

When Sears conducted research to determine which products it should offer to customers over the Internet,this was an example of which type of research?

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

Question 31

Which of the following is an important aspect of the marketing concept?

A)a cross-functional perspective for the coordination of the organization's activities
B)an emphasis on long-term profitability instead of dollar sales volume
C)a consumer orientation
D)all of the above

Question 32

_____ is the application of the scientific method in searching for the truth about marketing phenomena.

A)Marketing
B)Business
C)Marketing Research
D)Science

Question 33

Which of the following refers to the way researchers go about using knowledge and evidence to reach objective conclusions about the real world?

A)qualitative method
B)quantitative method
C)scientific method
D)primary method

Question 34

A firm focusing more on how to provide value to customers than on the physical product or production process is embracing which orientation?

A)marketing orientation
B)quality orientation
C)external orientation
D)value orientation

Question 35

Which of the following are the two types of marketing research based on the specificity of its purpose?

A)basic and applied
B)scientific and non-scientific
C)cross-sectional and qualitative
D)quantitative and secondary

Question 36

Marketers of snack foods who consider the nutritional value that parents desire as well as the fun and experience that children want are demonstrating a(n):

A)emphasis on short-term profits
B)cross-functional perspective
C)customer orientation
D)product orientation

Question 37

Which type of research tries to verify a theory or to learn more about a marketing concept and is not intended to solve a particular marketing problem?

A)performance-monitoring research
B)basic research
C)total quality management
D)the scientific method

Question 38

Asking target market members to compare the performance of a prototype of a possible new product to the performance of a competitor's product is an example of which type of research?

A)distribution research
B)copytesting
C)promotion research
D)product testing

Question 39

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

A)product research
B)promotion research
C)product testing
D)concept testing

Question 40

Which of the following is the first step in developing a marketing strategy?

A)analyzing firm performance
B)identifying and evaluating market opportunities
C)selecting target markets
D)planning and implementing a marketing mix that will provide value to customers and meet organizational objectives

Question 41

_____ is the communication function of the firm responsible for informing and persuading buyers.

A)Marketing
B)Research
C)Distribution
D)Promotion

Question 42

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

Question 43

When an organization is attempting to decide whether to add home delivery to its customer service options,this is an example of which type of research?

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

Question 44

When Procter & Gamble attempts to determine the effectiveness of mailing free samples of a new type of shampoo to residents in specific zip codes on unit sales performance,it is engaged in which type of research?

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

Question 45

When AT&T discovered an 80 percent recognition of its logo with consumers who typically spend at least $75 per month on long-distance and wireless services,this was an example of which type of research?

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

Question 46

When a marketing manager is trying to decide whether a new product launch decision should be postponed until some additional marketing research can be conducted,which of the following questions should this manager ask himself or herself?

A)Is the proposed research expenditure the best use of the available funds?
B)Will the information gained by marketing research improve the quality of the marketing decision enough to warrant the expenditure?
C)Will the payoff from the research be worth the dollar expenditures for research?
D)all of the above

Question 47

When Wal-Mart is attempting to decide where to locate its regional warehouses in order to minimize travel time from its warehouses to its stores,this is an example of which type of research?

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

Question 48

Organizations conducting research in order to make a decision about a real situation faced in the marketplace are conducting ____________________ research.

Question 49

The way researchers go about using knowledge and evidence to reach objective conclusions about the real world is known as the ____________________.

Question 50

When McDonald's studies traffic patterns and population density patterns in order to select sites for future restaurants,this is an example of which type of research?

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

Question 51

In terms of marketing research,the ______ important a decision is strategically to the organization,the ______ likely that research will be undertaken.

A)less;more
B)more;more
C)more;less
D)none of the above

Question 52

The application of the scientific method in searching for truth about marketing phenomena is known as ____________________.

Question 53

The two types of marketing research based on the specificity of its purpose are called ____________________ and ____________________.

Question 54

One of the goals of marketing is to establish a long-term relationship with customers so that they continue to purchase the organization's products in the future.This is known as ____________________.

Question 55

When a marketing manager decides not to do research because a decision needs to be made before the results of the study can be analyzed,this is an example of which aspect in the determination of the need for marketing research?

A)nature of the decision
B)time constraints
C)availability of the data
D)cost considerations

Question 56

A company that applies the marketing concept in its dealings with its customers is using a ____________________ orientation.

Question 57

According to the marketing concept,the ____________________ is the central focus of the activities of the organization.

Question 58

When Target stores monitors the sales activities of its retail stores in order to detect any indication of dollar sales changes,this is an example of which type of research?

A)relationship marketing research
B)total quality management research
C)basic research
D)performance-monitoring research

Question 59

A company that employs a total quality strategy must evaluate itself through the eyes of the ____________________.

Question 60

When a company focuses all of its efforts aimed at consumers based on its technical superiority in product design and features,this company is said to be ____________________- oriented.

Question 61

When empirical evidence from two different cultures suggests that people in one culture act in ways that are similar to people in a different culture,we say that this fact ____________________ the hypothesis that the two cultures are similar to one another.

Question 62

Information describing the demographic profile of consumers in a particular geographic region is called ____________________.

Question 63

Explain why marketing research,like all business activity,continues to change.

Question 64

The idea that continuous improvement of the organization's services to customers is the job of everyone who works in the organization is an important aspect of ____________________.

Question 65

Compare and contrast basic and applied marketing research.Discuss an example of each.

Question 66

Define the scientific method and list the steps involved in implementing it.

Question 67

The term ____________________ is sometimes used to refer to a channel of distribution.

Question 68

From a research standpoint,the ____________________ means that research studies often investigate effects of various combinations of marketing mix elements on important outcomes like sales and image.

Question 69

Explain the differences among a product-oriented firm,a production-oriented firm,and a marketing-oriented firm and the role marketing research plays in each.

Question 70

Discuss the factors that influence whether or not marketing research is needed.