Question 1

Which of the following phases of the information-management process is NOT part of the marketing research process?

Accepted Answer

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. D

Question 2

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

Accepted Answer

A) True 
 B)False

Question 3

Which of the following is FALSE?

Accepted Answer

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.

Question 4

Which of the following is FALSE?

Accepted Answer

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.

Question 5

Which of the following is NOT consistent with the definition of marketing research?

Accepted Answer

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.

Question 6

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.

Accepted Answer

A)   population
B)   sample
C)   control group
D)   census
E)   focus group

Question 7

Which of the following types of marketing research is most likely to be unethical?

Accepted Answer

A)   Causal research
B)   Descriptive research
C)   Clinical research
D)   Quantitative research
E)   Advocacy research E

Question 8

Which of the following is TRUE for marketing research ethics?

Accepted Answer

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.

Question 9

Discuss the four main stages in the market research process.

Accepted Answer

The main stages in the marketing researc...

Question 10

Marketing research:

Accepted Answer

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.

Question 11

Which of the following is TRUE?

Accepted Answer

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.

Question 12

What is the basic purpose of marketing research?

Accepted Answer

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.

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

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?

Accepted Answer

A)   Price
B)   Product
C)   Publicity
D)   Promotion
E)   Place

Question 15

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

Accepted Answer

The answer of ____________________ research is needed if relatively little...

Question 16

Which of the following is an example of advocacy research?

Accepted Answer

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.

Question 17

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

Accepted Answer

A) True 
 B)False

Question 18

Advocacy research is generally an unethical form of market research.

Accepted Answer

A) True 
 B)False  True

Question 19

Which of the following is an example of sugging?

Accepted Answer

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.

Question 20

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

Accepted Answer

A) True 
 B)False

Exam 1: Marketing Research: From Data to Information to Action

Which of the following phases of the information-management process is NOT part of the marketing research process?

Correct AnswerverifiedD

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

Correct AnswerverifiedShow Answer

Which of the following is FALSE?

Correct AnswerverifiedShow Answer

Which of the following is FALSE?

Correct AnswerverifiedShow Answer

Which of the following is NOT consistent with the definition of marketing research?

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

Which of the following types of marketing research is most likely to be unethical?

Correct AnswerverifiedE

Which of the following is TRUE for marketing research ethics?

Correct AnswerverifiedShow Answer

Discuss the four main stages in the market research process.

Correct AnswerverifiedThe main stages in the marketing researc...View AnswerShow Answer

Marketing research:

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Which of the following is TRUE?

Correct AnswerverifiedShow Answer

What is the basic purpose of marketing research?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following is an example of advocacy research?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Advocacy research is generally an unethical form of market research.

Correct AnswerverifiedTrue

Which of the following is an example of sugging?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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D

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E

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The main stages in the marketing researc...
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True

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