Question 1

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

Accepted Answer

The answer of Marketing research moved out of its early...

Question 2

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

Accepted Answer

The answer of The explanation of data or actions is...

Question 3

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

Accepted Answer

Market segmentation was introduced much earlier, in the early 1950s as a marketing strategy.

Question 4

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

Accepted Answer

Communicating research results can involve weighing the potential impact on participants, the wider community, and the validity and reliability of the study. Ethical considerations must be taken into account in deciding how and what to communicate.

Question 5

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

Accepted Answer

Conducting marketing research without the ability to implement its recommendations is often a waste of resources, as the insights gained cannot be acted upon to improve business outcomes.

Question 6

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

Accepted Answer

The answer of The change from a buyer's market to...

Question 7

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

Accepted Answer

Marketing research is conducted to provide insights and reduce uncertainty, either by confirming or refuting previous decisions. Its purpose is to provide valuable information and guidance to support decision-making processes. Therefore, it should only be undertaken when its outcomes are expected to make a significant impact on reducing uncertainty or confirming the wisdom of prior decisions.

Question 8

Applied research is often conducted in universities.

Accepted Answer

The answer of Applied research is often conducted in universities....

Question 9

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

Accepted Answer

The three major categories are Programmatic, Evaluative, and Developmental. Programmatic research aims to develop marketing options and opportunities, Evaluative research assesses the performance of marketing programs, and Developmental research seeks to improve and innovate marketing methods and processes.

Question 10

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

Accepted Answer

The communication of results generated by marketing research is primarily the responsibility of the marketing research team. While other departments may use the research findings, it is up to the marketing research team to present the results in a clear and meaningful way to stakeholders within the organization.

Question 11

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

Accepted Answer

Descriptive research is used to describe characteristics of a population or phenomenon being studied. Analyzing trends in Internet broadband access would be a descriptive study because it seeks to describe the current state of broadband access among Internet users.

Question 12

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

Accepted Answer

While conducting online surveys is a common way for marketing research companies to use the Internet, it is not the only significant way. Other methods may include online focus groups, social media monitoring and analysis, website analytics, and online experiments.

Question 13

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.

Accepted Answer

The answer of Recently,an article about changing consumer predispositions toward...

Question 14

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

Accepted Answer

Applied research focuses on solving practical problems or answering specific questions, while basic research (also called abstract or pure research) focuses on expanding knowledge and theory. Therefore, it is basic research, not applied research, that aims to expand the frontiers of marketing research.

Question 15

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

Accepted Answer

The concept of return on quality suggests that improving product quality can actually increase a firm's profitability through increased customer satisfaction, loyalty, and reduced costs associated with defects and rework. Therefore, product quality can have a direct impact on a firm's profitability.

Question 16

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

Accepted Answer

Profit margins and market size are important determinants in determining the potential benefits from a marketing research study as they can impact the potential revenue generation and market opportunities for a company.

Question 17

The marketing concept is solely focused on customer needs.

Accepted Answer

The marketing concept focuses on meeting customer needs and wants, but it also involves delivering value and satisfaction better than competitors, not solely on customer needs.

Question 18

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

Accepted Answer

The answer of Recent studies show that Internet marketing research...

Question 19

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

Accepted Answer

Marketing research helps companies understand external environments, but they cannot control external factors such as economic conditions, competition, or consumer behavior.

Question 20

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

Accepted Answer

This statement is true. The marketing mix is a combination of the four Ps (product, price, promotion, and place/distribution) tailored to the specific needs and preferences of a target market.

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