Deck 1: The Role of Marketing Research

Question 1

Which of the following is NOT a common activity of a marketing research department?

A)Determining the most efficient production sequences for a plant.
B)Identifying the legal constraints on advertising.
C)Assessing the impact(s)of changes in the marketing mix for a good marketing promotion.
D)Establishing sales territory quotas.
E)Both c and d are uncommon activities of the marketing research department.

Answer 1

A

Question 2

Which of the following is FALSE?

A)The federal government is the largest producer of marketing facts.
B)All businesses share a common problem of needing information.
C)The principal task of marketing is to increase profit.
D)When organizations implement the marketing concept effectively,they are said to have a market orientation.
E)All of the above are false.

Answer 2

C

Question 3

Marketing research

A)is simply asking consumers for their likes,dislikes,needs,and wants in a one-on-one situation.
B)spans the informational boundary between the firm and its environment.
C)can only be employed to assess the impact of past or contemplated adjustments in the marketing mix.
D)is most generally used for marketing control purposes.
E)is most generally a marketing implementation function.

Answer 3

B

Question 4

Marketing research

A)Generates information in the firm's environment.
B)Transmits information from the environment to the firm.
C)Interprets feedback information.
D)All of the above.
E)None of the above.

Question 5

Which of the following is FALSE?

A)The basic purpose of marketing research is to assist marketing managers in making more informed decisions.
B)Marketing research became a significant business activity after World War II when the economy changed from a production orientation to a consumption orientation.
C)Marketing research as an organizational function was adopted by most firms when they could no longer satisfy demand for their products.
D)Marketing managers and marketing researchers work together in close partnerships that are most successful when managers understand research processes.
E)All of the above are false.

Question 6

The owner of Camille's Calendar Company,upon realizing that the main distributors of the calendars produced by the company were limited to small gift shops,posed the following question: Are there promising markets that we have not yet reached? Such a question focuses on which aspect of marketing research?

A)Planning
B)Problem-solving
C)Control
D)Product placement
E)Distributorship selection

Question 7

Which of the following is TRUE?

A)Survey responses are the firm's formal communication link with the environment.
B)Marketing researchers are responsible for using information to make important decisions.
C)All business schools require students who are completing majors in marketing to take a marketing research course.
D)Opportunities in marketing research exist for people with a variety of skills.
E)All of the above are false.

Question 8

Which of the following phases of the information-management process is NOT part of marketing research?

A)The specification of what information is needed.
B)The collection of the information.
C)The analysis of the information.
D)The use of the information.
E)The interpretation of the information.

Question 9

Which of the following most accurately describes the marketing manager's task?

A)The marketing manager's essential task is to determine which one of the four marketing elements should be the focus of the company's marketing plan.
B)The marketing manager adjusts the marketing mix element(s)with the customer as the main target.
C)The marketing manager's task is simplified because the marketing task takes place within a controllable environment.
D)The marketing manager uses marketing research data solely for monitoring the effectiveness of current marketing practices.
E)All of the above accurately describe the marketing manager's task.

Question 10

Which of the following is NOT a common marketing research job title?

A)Interviewer
B)Senior Analyst
C)Market Research Director
D)Clerical Supervisor
E)Computer Operator

Question 11

Marketing managers generally focus their efforts on the elements of the marketing mix,which include all of the following EXCEPT:

A)Production
B)Price
C)Promotion
D)Pedestrians
E)Both a and d

Question 12

What is the basic purpose of marketing research?

A)To make decisions for managers.
B)To furnish information that helps managers make better decisions.
C)To assist government regulatory agencies.
D)To confirm management's decisions.
E)To help develop new products.

Question 13

Marketing research

A)is the use of information to identify and define marketing problems.
B)has as one of its objectives to improve our understanding of management as a process.
C)aims to promote government regulation of research activities.
D)is only useful in companies with over $1 million in annual sales.
E)is not very useful to a provider of services,such as banks.

Question 14

Which of the following factors cannot normally be controlled by marketing management?

A)Promotional policies
B)The political and legal environment
C)Distribution
D)The list price
E)The design of the product package

Question 15

The function that links the consumer to the organization through information is

A)Advertising.
B)Promotion.
C)Marketing research.
D)Computer systems.
E)The sales department.

Question 16

Which of the following is NOT a common activity of a marketing research department?

A)Measuring market potential.
B)Location analyses.
C)Creating new advertising.
D)Sales analyses.
E)Studying the competition's advertising.

Question 17

The Handy Hand Tools Company commissioned a survey designed to determine whether homeowners prefer plastic or metal casings on electric screwdrivers.The results of this survey will likely be used as input into decisions concerning which element of the marketing mix?

A)Price
B)Product
C)Publicity
D)Promotion
E)Preference

Question 18

Which of the following currently uses market research?

A)Salespeople
B)Politicians
C)Clergy
D)Presidents of not-for-profits institutions
E)All of the above.

Question 19

Which of the following is FALSE?

A)Problem-solving marketing research focuses only on short-term marketing decisions with respect to the marketing mix elements.
B)An attempt to determine the most efficient allocation of funding to various promotional activities is an example of marketing research.
C)A survey designed to identify the characteristics of light,average,and heavy users of detergent is an example of marketing research.
D)Videotaping computer users to understand the context of software use is an example of marketing research.
E)Visiting various restaurants and sampling different menu items in preparation for opening a new restaurant is an example of marketing research.

Question 20

Which of the following is NOT consistent with the definition of marketing research?

A)The definition is broad.
B)The definition stresses the importance of activities conducted in order to understand the process of marketing.
C)The definition emphasizes the function as a link between consumers and the firm.
D)The definition states that marketing research is focused on collecting information.
E)Neither b nor d is consistent with the definition.

Question 21

Which of the following is FALSE?

A)About $30 is spent on research each year for every American man,woman,and child.
B)International marketing presents optimal opportunities since domestic marketing research data can easily be transferred to the foreign subsidiary's marketing plan.
C)Marketing research is an $8.6 billion industry in the United States.
D)The Nielsen Co.is the largest marketing research firm in the world.
E)All of the above are false.

Question 22

Distribution and the list price of a product can be controlled by marketing management.

Question 23

Which of the following is TRUE?

A)Much of the research conducted by advertising agencies deals directly with creating the production schedule.
B)Marketing research really began to grow when firms could no longer sell all they could produce.
C)The growth in the number of new marketing research departments has escalated recently.
D)Marketing research is dominated by international,especially European firms,and is has only a minor collection of firms in the United States.
E)All of the above are true.

Question 24

Which of the following skills are NOT needed in marketing research?

A)Analytical
B)Production management
C)Communications
D)Human relations
E)Statistical

Question 25

Which of the following is NOT a potential application for marketing research principles and techniques?

A)The marketing of political candidates.
B)Conducting public opinion polls.
C)The marketing of services for the United Way.
D)Determining the type of raw materials used.
E)The needs and wants of your business customers.

Question 26

Which of the following would find NO reason to use marketing research?

A)A large state supported university.
B)A small landscaping company in a small town.
C)A police department of a large metropolitan city.
D)A company like Proctor and Gamble that manufacturers consumer goods.
E)All of the above would find some reason to use marketing research.

Question 27

The MAIN purpose of marketing research is:

A)To help achieve all marketing activities below their cost estimates.
B)To accurately determine consumer demand.
C)To provide a continuous flow of objective information to marketing managers.
D)To gather information to help managers make better decisions.
E)None of the above.

Question 28

Which of the following illustrate examples of marketing?

A)Taco Bell offering value menus to its customers.
B)The U.S.Postal Service exchanges postal services for stamp/mailing fees.
C)The Red Cross exchanges its services by caring for unfortunate people after a Hurricane for donations from citizens.
D)Southwest Airlines offering lower priced fares to its customers than Delta Airlines
E)All of the above illustrate examples of marketing.

Question 29

Which of the following types of organizations do NOT conduct marketing research?

A)Producers of products and services
B)Non-profit organizations
C)Advertising agencies
D)Marketing research companies
E)All of the above conduct marketing research.

Question 30

Which of the following skills are needed as a senior-level marketing researcher?

A)Statistical
B)Financial
C)Planning
D)Verbal communication
E)All of the above are needed by senior-level marketing researchers.

Question 31

The Houston Texans have created a new sub-group within its marketing department.This sub-group's sole responsibility is to constantly acquire information on events occurring outside the Texans' organization in order to identify and interpret potential trends.This new sub-group would most appropriately be engaging in

A)Public Relation
B)Internal Trend Assessment
C)Advertising
D)Sponsorship
E)Environmental scanning/analysis

Question 32

The federal government is the largest producer of marketing facts.

Question 33

Which of the following is TRUE?

A)Opportunities in marketing research are only open to people with statistical analysis and interpretation skills.
B)Marketing researchers need good verbal and written skills along with statistical skills.
C)Career opportunities in marketing research are spread quite equally among those with only an undergraduate degree and those with a graduate-level education.
D)Successful marketing researchers are proactive rather than reactive.
E)Both b and d are true.

Question 34

Which of the following is TRUE?

A)Marketing researchers often know more about the customers,industry,and competitors than anyone in the company with the same years of experience.
B)Marketing researchers must develop an understanding of business in general and marketing processes specifically.
C)Researchers working in smaller companies tend to have more specialized tasks than employees working in large firms.
D)Researchers working in European firms tend to have more specialized tasks than employees working in U.S.firms.
E)Both a and b above are true.

Question 35

Marketing research is the use of information to identify and define marketing problems.

Question 36

A store manager for Kroger noticed that several of his regular customers have stopped coming to his store.He also noticed that most of these customers had started shopping at the Walmart Supercenter that had opened about a mile from Kroger a few months ago.The fundamental source of this marketing problem might best be described as

A)a planned change in the marketing environment.
B)serendipity.
C)an uncontrollable change in the marketing environment.
D)an planned change that occurred at the Kroger store.
E)None of the above.

Question 37

Emma's Ice Cream hires a local marketing research firm to distribute 250 surveys to potential customers.Upon collecting the information,the researchers return the surveys so that Emma's marketing department can analyze the results.The marketing research firm in the above scenario is conducting what type of research?

A)Custom-designed research
B)Field service
C)Limited-service
D)Full-service
E)Syndicated service

Question 38

Which of the following skills is least needed as an entry-level marketing researcher?

A)Human relations
B)Statistical
C)Planning
D)Verbal communication
E)Written communication

Question 39

The primary reasons for studying marketing research include:

A)Some may pursue a career in marketing research.
B)Knowledge of the marketing research makes for a "smarter" consumer.
C)Managers should know the benefits and limitations of marketing research.
D)Managers should gain an appreciation for the marketing research process.
E)All of the above are reasons for studying marketing research.

Question 40

The basic purpose of marketing research is to help develop new products.

Question 41

The basic purpose of marketing research is to assist marketing managers in making more informed ____________________.

Question 42

Marketing research became a significant business activity after World War II when the economy changed from a production orientation to a(n)____________________ orientation.

Question 43

The marketing manager adjusts the marketing mix element(s)with the ____________________ as the main target.

Question 44

Discuss at least four main functions of marketing research.

Question 45

Successful marketing researchers tend to be proactive rather than reactive.

Question 46

About $30.00 is spent on research each year for every American man,woman and child.

Question 47

____________________ spans the informational boundary between the firm and its environment.

Question 48

Marketing managers generally focus their efforts on the elements of the marketing mix that include production and publicity.

Question 49

Marketing research is a $____________________ industry in the United States.

Question 50

Control-oriented marketing research focuses on the short or long term decisions that the firm must make with respect to the elements of the marketing mix.