Marketing Research

Section (1)

Question (1): MCQ:

1. Marketing Research is everything except _____.

Answer: b

2. The procedures followed at each stage of marketing research are methodologically sound, well
documented, and, as much as possible, planned in advance. The previous statement defines the _____
aspect of the definition of marketing research.
b. systematic
c. accuracy
d. identification of information
e. collection of information

Answer: a

3. 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?
a. Determine the solution to the problem, identify relevant information sources and evaluate data
collection methods
b. Determine what information is needed, identify relevant information sources, and evaluate data
collection methods
c. Determine the solution to the problem, determine what information is needed, and identify
relevant information sources.
d. Determine what information is needed, evaluate data collection methods, and analyze the data

Answer: b

4. _____ is undertaken to help identify problems that are perhaps not apparent on the surface and yet
exist or are likely to arise in the future.
a. Problem identification research
b. Segmentation research
c. Problem solving research
d. Marketing information systems

Answer: a
5. _____ is a type of problem identification research.
a. Distribution research
b. Pricing research
c. Market characteristics research
d. Promotion research

Answer: c

6. Which of the issues listed below would be addressed using problem-solving research?
a. the need to understand market potential
b. the need to understand current cultural trends
c. the need to understand changes in consumer behavior
d. the need to determine where to locate retail outlets

Answer: d

7. ____ is conceptualized as consisting of six steps which include problem definition, developing an
approach to the problem, research design formulation, field work, data preparation and analysis, and
report generation and presentation.
a. The marketing research process
b. Marketing information systems
c. Marketing research
d. A decision support system

Answer: a

8. 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?
a. analysis of secondary data
b. interviews with industry experts
c. qualitative research
d. all of the above

Answer: d

9. Marketing research helps the marketing manager link the _____with the _____and the customer
groups.
a. marketing variables; environment
b. marketing variables; marketing information system
c. marketing information system; environment
d. none of the above

Answer: a

10. Which of the following is not a consideration when making the decision to conduct marketing
research?
a. the consumer’s attitude toward research
b. the costs versus the benefits of research
c. the resources available to conduct the research
d. the resources available to implement the research findings

Answer: a
11. Which of the following statements is (are) true concerning big firms?
a. Many firms maintain in-house marketing research departments.
b. The marketing research department’s place in the organizational structure may vary considerably.
c. Firms with in-house research departments never use external research suppliers.
d. Both a and b are correct.
Answer: d
12. External research suppliers can be classified as _____ and _____.
a. limited-service; partial-service
b. full-service; partial-service
c. full-service; limited-service
d. none of the above
Answer: c
13. Which of the following is not an example of a full-service supplier (Figure 1.5 in text)?
a. syndicated services
b. customized services
c. Internet services
d. analytical services
Answer: d
14. Syndicated services _____.
a. specialize in one or a few phases of the marketing research project
b. are research studies conducted for different client firms but in a different way
c. are companies that collect and sell common pools of data designed to serve information needs
shared by a number of clients
d. offer a wide variety of marketing research services customized to suit a client’s specific needs

Answer: c

15. Which of the following is not a characteristic of a decision support system?

Answer: a

Question (2): True or False:

1. Marketing research is the systematic and objective identification, collection, analysis, dissemination,
and use of information for the purpose of assisting management in decision making related to the
identification and solution of problems (and opportunities) in marketing.
True
2. Marketing research is classified into two areas—problem identification and problem solving research.
True
3. Sales analysis research is a type of problem solving research.
False
4. Problem identification research provides information about the marketing environment and helps
diagnose a problem.
True
5. The findings of problem solving research are used in making decisions that will solve specific marketing
problems.
True
6. The task of marketing research is to assess the information needs and provide management with
relevant, accurate, reliable, cheap, and current information.
False
7. Marketing management decisions are complicated by interactions between the uncontrollable
marketing variables and the uncontrollable environmental factors.
False
8. Marketing researchers are becoming more involved in decision making, whereas marketing managers
are not becoming more involved with research.
False
9. It is best to do marketing research even if the resources are not available to conduct a quality project.
False
10. If a firm lacks the resources to implement the findings arising from marketing research, spending the
resources to conduct the research may not be warranted.
True
11. Marketing research suppliers can be classified as internal or external.
True
12. Field service organizations are limited service suppliers that specialize in interviewing or specialize in
collecting data through the mail or though personal or telephone interviewing.
True
13. Operational supervisor, project manager, research director, analyst, and statistician/data processing
specialist are all positions in the marketing research field.
True
14. DSS differs from MIS in that the DSS is more rigidly structured than the MIS.
False
15. Ethical issues arise when the interests of the stakeholders are in conflict and when one or more of the
stakeholders are lacking in their responsibilities.
True