Marketing Research: From Data to Information to Action Test Bank - Chapter 1-14

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. 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 unders... tand 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. ANS: D PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge 2. 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. ANS: B PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Comprehension 3. 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 pc. Marketing research as an organizational function was adopted by most firms when they could no longer satisfy ded. Marketing managers and marketing researchers work together in close partnerships that are most successful whene. All of the above are false. ANS: C PTS: 1 NAT: AACSB Analytic | CB&E Model Research |Bloom's: Comprehension 4. Marketing research: a. is the use of information to identify and define marketing problems. b. aims 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. ANS: A PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge 5. Which of the following phases of the information-management process is NOT part of the marketing research process? 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 analyzed information. e. The interpretation of the information. ANS: D PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Comprehension 6. What is the basic purpose of marketing research? a. To make decisions for managers. b. To furnish information that aids decision-making. c. To assist government regulatory agencies. d. To confirm management's decisions. e. To help develop new products. ANS: B PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge 7. 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 research is to increase profit. d. Marketing research is only one of the aspects of a marketing strategy. e. Not all of the above are false. ANS: C PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge 8. The Handyman 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. Place ANS: B PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Application 9. Which of the following is FALSE? a. A study to gauge the properties of a material for its suitability to manufacture a particular product is market researb. An attempt to determine the most efficient allocation of funding to various promotional activities is an example oc. A survey designed to identify the characteristics of light, average, and heavy users of detergent is an example of md. 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 eANS: A PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge 10. A company wants to identify the market for a new candy bar and commissions a survey of 1000 middleschool students from three cities. In this case, all middle-school students in the three cities are the _____ for the market research. a. population b. sample c. control group d. census e. focus group ANS: A PTS: 1 [Show More]

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