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Chapter 1— Marketing Research:From Data to Information to Action

MULTIPLE CHOICE

1. 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.
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 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.
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 research.
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.
ANS: 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
middle-school 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
NAT: AACSB Analytic | CB&E Model Research | Bloom's: Application

11. Which of the following currently uses market research?

a. Retail companies
b. Political institutions
c. Religious organizations
d. Not-for-profit institutions
e. All of the above
ANS: E PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge

12. Which of the following is TRUE?

a. Marketing research companies only provide syndicated research.
b. Marketing research began to grow when firms could no longer sell all they could produce.
c. Marketing research for retail is tailored specifically for the company, and is therefore
always conducted in-house.
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.
ANS: B PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge

13. 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.
ANS: E PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge
14. Emma's Ice Cream hires a local marketing research firm to find out which flavors and innovations
local customers would prefer. The marketing research firm in the above scenario is conducting what
type of research?
a. Causal research
b. Exploratory research
c. Advocacy research
d. Transnational research
e. Syndicated research
ANS: B PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom's: Application

15. Which of the following is an example of advocacy research?

a. A firm manipulates research questions to portray a favorable impression of its products.
b. A website employs people to click on its ads in order to generate increased revenue.
c. A firm surveys its existing customers in order to find those who might be interested in a
new product.
d. An airline offers reduced fares to frequent fliers, but does not advertise these on its
website.
e. A marketer contacts people for a survey, but is actually trying to sell a product.
ANS: A PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom's: Comprehension

16. Which of the following is an example of sugging?

a. A firm manipulates research questions to portray a favorable impression of its products.
b. A website employs people to click on its ads in order to generate increased revenue.
c. A firm surveys its existing customers in order to find those who might be interested in a
new product.
d. An airline offers reduced fares to frequent fliers, but does not advertise these on its
website.
e. A marketer contacts people for a survey, but is actually trying to sell a product.
ANS: E PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge

17. Which of the following is TRUE for marketing research ethics?

a. All research methods that are legal are ethical.
b. Sugging is ethical under certain conditions.
c. A research method may be unethical even if it is legal.
d. Advocacy research is not necessarily unethical.
e. A research method may be ethical even if it is illegal.
ANS: C PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge

18. Which of the following types of marketing research is most likely to be unethical?
a. Causal research
b. Descriptive research
c. Clinical research
d. Quantitative research
e. Advocacy research
ANS: E PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge
TRUE/FALSE

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

ANS: F PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge

20. Primary data are almost always less expensive and can be obtained and analyzed more quickly than
secondary data.

ANS: F PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom's: Comprehension

21. The particular subset of the population for whom data are available is known as a sample.

ANS: T PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge

22. Advocacy research is generally an unethical form of market research.

ANS: T PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge

23. If an action undertaken during market research is legal, it is ethical.

ANS: F PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom's: Analysis

COMPLETION

24. Descriptive and causal research are also known as ____________________.

ANS: quantative research

PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge

25. ____________________ research is needed if relatively little is known about the phenomenon to be
investigated.

ANS: Exploratory

PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Analysis

26. ____________________ research is not custom designed for a particular client, but is designed and
collected by the research company and sold to multiple clients.

ANS: Syndicated

PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge

27. Data collected specifically for a particular study is known as ____________________.

 ANS: primary data

PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge

28. Contacting people under the guise of marketing research when the real goal is to sell products or
services is known as ____________________.

ANS: sugging

PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge

ESSAY

29. Discuss the four main stages in the market research process.

ANS:
The main stages in the marketing research process are (1) formulating the research problem, (2)
determining the research design, (3) analyzing and interpreting data, and (4) preparing the research
report.

PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Comprehension