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

Question 1

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 the above

Answer 1

B

Question 2

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 the above

Answer 2

A

Question 3

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)All of the above are reasons to conduct marketing research..
E)All of the above are reasons not to conduct marketing research..

Answer 3

C

Question 4

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 the above

Question 5

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 the above
E)all of the above

Question 6

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 7

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)both (a)and (b)
E)none of the above

Question 8

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 above

Question 9

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 the above

Question 10

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 the above is under marketers' control.

Question 11

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 above

Question 12

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 the above are part of the definition of marketing.

Question 13

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 the above are done by marketing research.

Question 14

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 15

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 16

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 17

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 the above

Question 18

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.

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)none of the above

Question 20

At the heart of marketing research is the analysis of _________.

A)decisions
B)results
C)data
D)management
E)none of the above

Question 21

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 the above

Question 22

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

Question 23

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

Question 24

The "mature" years of marketing research began in which decade?

A)the 1920s
B)the 1930s
C)the 1940s
D)the 1950s
E)the 1960s

Question 25

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 26

The article in the chapter,"What is Good about Marketing Research Today," William D Neal discusses all of the following specifically with regard to improvement in market research except what?

A)Voice of the customer
B)Management Metrics
C)Branding
D)Allocating funds
E)New products

Question 27

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 the above

Question 28

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

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

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 the above

Question 31

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 the above

Question 32

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 the above

Question 33

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

Question 34

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 35

Customer satisfaction is an important element of the marketing concept.

Question 36

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

Question 37

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 the above

Question 38

The recent emphasis on customer satisfaction research by many companies relies on the notion that customer satisfaction is closely linked with ___________.

A)customer defection
B)customer complaints
C)customer loyalty
D)value consciousness
E)none of the above

Question 39

___________ 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 the above is correct.

Question 40

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 the above

Question 41

Basic research is often conducted in universities.

Question 42

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

Question 43

Marketing research moved out of its embryonic stage in about 1970.

Question 44

The marketing concept is not solely focused on customer needs.

Question 45

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

Question 46

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

Question 47

The concept of market segmentation was introduced in the 1970s.

Question 48

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

Question 49

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

Question 50

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 51

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

Question 52

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

Question 53

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

Question 54

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

Question 55

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

Question 56

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

Question 57

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

Question 58

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

Question 59

Internet surveys typically have higher response rates than telephone surveys.

Question 60

Marketing research can potentially address all four elements of the marketing mix.

Question 61

Define and illustrate the Predictive Function of Marketing Research.

Question 62

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

Question 63

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

Question 64

According to William D.Neal,investments in marketing research have continued
to increase far above the rate of inflation.

Question 65

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

Question 66

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 67

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

Question 68

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.

Question 69

As described in the first chapter,there are a number of advantages to conducting research online.What would be some disadvantages of conducting a study solely online?

Question 70

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