Question 1

Marketing research helps the marketing manager link the with the and the customer groups.

Accepted Answer

Marketing research helps the marketing manager link the marketing variables with the environment and the customer groups to make informed decisions.

Question 2

Which of the following is not a consideration when making the decision to conduct marketing research?

Accepted Answer

The consumer's attitude toward research is not typically a direct consideration when deciding whether to conduct marketing research. The decision is more focused on practical aspects like resources, costs, and benefits.

Question 3

Customized services _.

Accepted Answer

Customized services are designed to meet the specific needs of a client, offering a wide range of marketing research services tailored to those requirements.

Question 4

There are many entry level marketing research positions available for persons with BBAs or MBAs. Which one of the following is not an entry- level position?

Accepted Answer

Senior analyst is not an entry-level position as it typically requires more experience and expertise compared to the other roles listed.

Question 5

The findings of problem- solving research are used in making decisions that will solve specific marketing problems.

Accepted Answer

Problem-solving research is conducted to find solutions to a specific marketing problem, and the findings are used to make informed decisions that solve the problem. Therefore, the statement is true.

Question 6

is a type of problem identification research.

Accepted Answer

Market characteristics research is used to identify and understand the characteristics of a market, such as market size, demographics, and trends, which can help in identifying problems and opportunities for a company.

Question 7

DSS differs from MIS in that the DSS is more rigidly structured than the MIS.

Accepted Answer

DSS (Decision Support System) is less structured and flexible than MIS (Management Information System). DSS is designed to assist decision-making processes, while MIS is designed to provide information for operational management.

Question 8

Most marketing research is conducted for clients representing commercial firms.

Accepted Answer

This is because commercial firms typically need marketing research to understand their target market, improve their products/services, and ultimately increase their sales and profitability. However, marketing research can also be conducted for non-profit organizations, government agencies, and other types of clients.

Question 9

Each phase of the marketing research process is important. If in the first phase of the process the problem is identified, what is done after that but before data is collected?

Accepted Answer

After identifying the problem, the next step is to determine what information is needed to solve the problem, identify relevant information sources, and evaluate data collection methods. This helps to ensure that the data collected is relevant, reliable, and valid. Only option A includes these steps in the correct order.

Question 10

Marketing Research, as defined by the author, is everything except .

Accepted Answer

Marketing research is intended to be objective, useful, and systematic, not politically biased.

Question 11

Which of the following is not an example of a full- service supplier (Figure 1.4 in the text)?

Accepted Answer

The answer of Which of the following is not an...

Question 12

Which of the issues listed below would be addressed using problem- solving research?

Accepted Answer

Problem-solving research is used to address specific issues or decisions, such as determining the optimal location for retail outlets.

Question 13

In order to determine customer needs and to implement marketing strategies and programs aimed at satisfying those needs, marketing managers need information about .

Accepted Answer

Marketing managers need comprehensive information about competitors, customers, and other forces in the marketplace to effectively determine customer needs and implement successful marketing strategies.

Question 14

Marketing research has often been described as having three stakeholders.

Accepted Answer

Marketing research typically involves multiple stakeholders, including the organization conducting the research, the research participants (or consumers), and the end users of the research findings, which can extend beyond three distinct groups.

Question 15

The definition of a(n) is similar to that of marketing research, except that a(n) provides information continuously rather than on the basis of ad hoc research studies.

Accepted Answer

A marketing information system (MIS) is designed to provide continuous information to support marketing decisions, unlike ad hoc research studies which are conducted as needed.

Question 16

Boeing commissioned Harris Interactive, Inc. to conduct a study to determine the aircraft preferences of fliers. Boeing did this because they understood the importance of continuously monitoring the dynamic marketplace and understanding the needs and priorities of Boeing customers.

Accepted Answer

The statement accurately describes why Boeing commissioned the study.

Question 17

Effective competitive intelligence is a continuous process involving the legal and ethical collection of information, analysis that avoids unwelcome conclusions, and controlled sharing of actionable intelligence to decision makers.

Accepted Answer

The answer of Effective competitive intelligence is a continuous process...

Question 18

Marketing research has often been described as having four stakeholders. These stakeholders have certain responsibilities to each other and to the research project. Which of the following is not one of the stakeholders?

Accepted Answer

The environment is not typically considered a stakeholder in marketing research. The stakeholders usually include the marketing researcher, the client, the respondent, and sometimes the public.

Question 19

Which of the tasks below might be conducted by the researcher during the "problem definition" and the "development of an approach to the problem" steps of the marketing research process?

Accepted Answer

All of the given tasks are typically conducted during the problem definition and development of an approach to the problem steps of the marketing research process. Qualitative research can help the researcher gain insight and understanding of the problem at hand, interviews with industry experts can provide additional context and expertise, and analysis of secondary data can help the researcher identify potential solutions and approaches to the problem.

Question 20

Marketing managers need the information provided by marketing research for many reasons. Which of the following is not a reason to need information provided by marketing research?

Accepted Answer

All of the reasons listed (consumers becoming more affluent and sophisticated, increased competition, and expansion of firms' scope) are key drivers behind the need for marketing research. Therefore, D is the correct answer as it states that all of these reasons are valid justifications for why marketing managers need information from marketing research.

Quiz 1: Introduction to Marketing