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Essentials of Marketing Research

Putting Research Into Practice 1st
Edition Clow Test Bank
ISBN-13: 978-1412991308

SAMPLE:
Chapter 1: The Role of Marketing Research

Multiple Choice Questions

1. ________ is defined as the systematic gathering and analysis of marketing-related data to produce
information that can be used in decision-making.

A) marketing

*B) marketing research

C) consumer research

D) data mining

2. In discussing marketing research and social media, the authors mentioned the top reasons consumers
quit brands on Facebook. Which of the following is NOT one of the reasons that consumers quit brands
on facebook.

*A) too few posts

B) repetitive messages

C) overly promotional posts

D) irrelevant content
3. In discussing the different medium available when it comes to marketing and marketing research, the
authors mentioned the percent of time consumers spend with each media. Which media do consumers
spend the most time with?

*A) television

B) radio

C) internet

D) magazines

4. The __________ is the specific combination of product, pricing, promotional and distribution
decisions made for the purpose of targeting a particular group of consumers.

A) market basket

*B) marketing mix

C) overall strategy

D) marketing framework

5. Common marketing uses of research information include all of the following EXCEPT:

A) market segmentation

B) identifying specific target markets and their media habits

C) tracking customer satisfaction,

*D) all of the above are common uses

6. Which of the following is NOT one of the functions of marketing research?

A) exploratory

B) diagnostic

*C) experimental

D) predictive

7. The ______ function refers to the gathering and presentation of information about a marketing
phenomenon or situation.

*A) descriptive
B) exploratory

C) diagnostic

D) predictive

8. The__________ function is important to marketers because it allows marketers to discover inter-

relationships with data.

A) descriptive

B) exploratory

*C) diagnostic

D) predictive

9. The ______ function of marketing research allows data to be used to forecast the results of a
marketing decision or consumer action.

A) descriptive

B) exploratory

C) diagnostic

*D) predictive

10. _______marketing research is more theoretical in nature and is conducted to advance marketing
knowledge in general or to verify a proposed marketing theory or concept.

A) Applied

*B) Basic

C) Advanced

D) Conceptual

11. According the text in Chapter 1, more people watch the Superbowl to:

A) see the advertisement

*B) be with family/friends

C) avoid household work

D) conform to social pressures

12. The philosophy of science proposes that:

A) science, by its very nature, is empirically verifiable

B) researchers remain open to the possibility of change and modification

*C) both of the above

D) none of the above

13. _________ examine the similarities and differences consumers seek in products and how these
benefits fit into particular lifestyles.

A) Target market analyses

*B) Benefit and lifestyle studies

C) Product life cycle analyses

D) Atmospherics studies

14. _______ provides basic demographic, geographic, psychographic, and behavioral information about
specific target markets.

*A) Target market analyses

B) Benefit and lifestyle studies

C) Product life cycle analyses

D) Atmospherics studies

15. ________ examines the effectiveness of advertising and marketing communications.

*A) Advertising effectiveness research studies

B) Media studies

C) Market analysis studies

D) Competitive analysis studies

16. _________ examine the current marketing situation faced by a company or brand and then identify
potential markets.

A) Advertising effectiveness research studies

B) Media studies

*C) Market analysis studies

D) Competitive analysis studies

17. ________ are important for current products when market dynamics change.

A) Advertising effectiveness research studies

B) Media studies

*C) Market analysis studies

D) Competitive analysis studies

18. ________ should be conducted regularly to ensure market share is not lost to competitors.

A) Advertising effectiveness research studies

B) Media studies

C) Market analysis studies

*D) Competitive analysis studies

19. The early years of marketing research focused on:

A) leveraging computing power to improve data collection and analysis

B) developing analytical techniques

*C) providing insights

D) using insights to make recommendations

20. The period of the 1970s and 1980s is often referred to as the:

*A) “golden age of consumer research”

B) “foundation of marketing research”

C) “consultative stage of marketing research”

D) “insight stage of marketing research”

21. During the late 1990s and early 2000s:

A) simply describing potential markets and consumers’ characteristics was sufficient

*B) decision makers wanted marketing researchers to offer insights into what the data meant

C) researchers were expected to assist in the development of marketing strategy

D) research results finally became the standard rationale for choosing particular marketing strategies
and marketing tactics

22. Major catalysts of the significant changes in marketing research in the last two decades are:

A) the rise of international competition

B) the explosion of communications and computer technology.

*C) Both of the above

D) None of the above

23. When the decision has been made to conduct marketing research, client companies can:

A) always conduct the research study themselves if the company is large and has a research division

*B) hire an independent marketing research firm to prevent internal bias from impacting the outcome.

C) purchase this information from a commercial syndicated data firm to help figure out consumer
preferences for brand new, novel products

D) generally hire an independent marketing research firm to save money over conducting research in-
house

24. The most important factor for corporate researchers in deciding to conduct research in-house versus
hiring a marketing research firm is:

A) the level of specialization

*B) the quality of data

C) making more time available for the firm’s internal research staff

D) expense

25. According to the text discussion of telecommunication technology, social media and smartphones
have

A) changed the way people communicate

B) created cultural changes

*C) both of the above

D) none of the above

26. Which of the following is correct?

A) Most commercial marketing research studies are basic research.

B) Applied marketing research is typically conducted in University settings.

C) both of the above

*D) none of the above

27. The major factors influencing the emerging trends in marketing research include:

A) telecommunications technology

B) economics

*C) both of the above

D) none of the above

28. The current stage of marketing research is:

A) known as the golden age of consumer research

*B) considered to be in the consultative stage

C) both of the above

D) none of the above

29. As to marketing research today, which of the following is NOT true?

A) advances in telecommunication technology have changed the ways that consumers interact with
each other, companies and brands.

B) marketing researchers now monitor social media

*C) economic conditions have increased client budgets

D) competitive pressures have compressed deadlines

30. As to marketing research today, which of the following is true?

*A) data collection can be undertaken with the general population

B) research agencies are relying less upon sample aggregators to obtain samples.

C) both of the above

D) none of the above

31. Marketing research is now being conducted on a broader scale that involves multiple countries
because of:

A) Decreases in global competition

*B) Elimination of geographic barriers due to the Internet

C) Both of the above

D) None of the above

32. According to the text, the most challenging aspect of global market research is:

A) Translation of surveys into various languages

B) Decreased funding due to the recession

*C) Difference in cultures

D) access to the samples

33. According to the text, the majority of the provided datasets (related to the book) will be in:

A) SAS

*B) SPSS
C)STATA

D) SPLUS

34. Which of the following statement is FALSE regarding the philosophy of science? The philosophy of
science . . .

A) assumes that things happen for a reason

*B) values a more specific understanding of a particular event as opposed to a more general
understanding of events or phenomena
C) seeks rational and logical explanations for activities or events that are true the majority of the time

D) is empirically verifiable

35. Which historical stage of marketing research are researchers currently entering?

A) Foundation stage

B) Golden age

*C) Consultative stage

D) Insight stage

36. ThinkNow, a firm that specializes in Hispanic marketing research, is an example of which of the
following?

A) Boutique research firm

*B) Client company

C) Syndicated data firm

D) Sample aggregator

True/False Questions:

37. Marketing research is defined as the systematic gathering and analysis of marketing-related data to
produce information that can be used in decision-making.

*A) True

B) False

38. Consumers spend the most time with the media known as television.

*A) True

B) False

39. Consumers now are spending a lot more time on social media than on television.

A) True
*B) False

40. The marketing mix is the specific combination of product, pricing, promotional and distribution
decisions made for the purpose of targeting a particular group of consumers.

*A) True

B) False

41. Common marketing uses of research information include tracking customers.

A) True

*B) False

42. Common marketing uses of research information include identifying specific target markets and
their media habits.

*A) True

B) False

43. The exploratory function refers to the gathering and presentation of information about a marketing
phenomenon or situation.

A) True

*B) False

44. The diagnostic function is important to marketers because it allows marketers to discover inter-
relationships with data.

*A) True

B) False

45. Basic marketing research is less theoretical in nature than applied marketing research.

A) True

*B) False
46. According the text in Chapter 1, more people watch the Superbowl to see the advertisement than to
be with family/friends

A) True

*B) False

47. The philosophy of science proposes that science, by its very nature, is not empirically verifiable.

A) True

*B) False

48. Atmospherics studies examine the similarities and differences consumers seek in products and how
these benefits fit into particular lifestyles.

A) True

*B) False

49. Marketing research is only used in early stages of product development.

A) True

*B) False

50. Competitive analysis studies should be conducted regularly to ensure market share is not lost to
competitors.

*A) True

B) False

51. Generally, hiring an independent marketing research firm saves money over conducting research in-
house.

A) True

*B) False

52. Full-service market research agencies are also called boutique firms.

A) True
*B) False

53. Research firms are shifting the sample selection and data collection away from independent
companies to increased in-house research for two primary reasons: cost and time.

A) True

*B) False

54. Most commercial marketing research studies are basic research.

A) True

*B) False

55. Basic marketing research is typically conducted in University settings.

*A) True

B) False

56. Segmentation and targeting decisions often rest on data obtained via benefit and lifestyle studies
and target market analysis.

*A) True

B) False

57. Most market research has some form of data.

*A) True

B) False

58. Test markets identify how a product fits the needs of consumers and what changes need to be
made to the product to make it more attractive.
A) True
*B) False

59. Decreased global competition and strong barriers to trade are two key reasons why the
number of marketing research studies occurring outside of the U.S. are declining.
A) True
*B) False

60. Conducting a survey online versus in person or by telephone is considerably cheaper and
typically faster.
*A) True
B) False