Question 1

Research can be both scientific and unconventional as long as the research results are relevant and believable.

Accepted Answer

A) True 
 B)False

Question 2

Marketing research is the specific marketing function relied upon to provide information for marketing decisions.

Accepted Answer

A) True 
 B)False

Question 3

All of the following items are uses of marketing information except

Accepted Answer

A)   identify and define marketing opportunities and problems
B)   generate, refine, and evaluate marketing actions
C)   improve the production process
D)   monitor marketing performance

Question 4

In terms of the outcome of research, if the research follows a scientific method and is relevant to management, the results are

Accepted Answer

A)   relevant and believable
B)   relevant but not believable
C)   believable but not relevant
D)   neither believable or relevant

Question 5

Marketing research is not the specific marketing function relied upon to provide information for marketing decisions.

Accepted Answer

A) True 
 B)False

Question 6

Strategic decisions are long run in scope and may not be altered if successful.

Accepted Answer

A) True 
 B)False

Question 7

All of the following are forms of marketing research except

Accepted Answer

A)   media pricing
B)   advertising penetration
C)   image evaluation
D)   public opinion surveys A

Question 8

Research approaches include all of the following categories except

Accepted Answer

A)   exploratory
B)   explanatory
C)   descriptive
D)   causal

Question 9

Research, in the business context, is not an organized, formal inquiry into an area to obtain information used for decision making.

Accepted Answer

A) True 
 B)False

Question 10

It is essential that the researcher and the manager specify in advance

Accepted Answer

A)   the information sources for the decision
B)   the time frame for the decision
C)   the alternative courses of action
D)   the implementation of the selected alternative

Question 11

In terms of the outcome of research, if the research does not follow a scientific method and is relevant to management, the results are

Accepted Answer

A)   relevant and believable
B)   relevant but not believable
C)   believable but not relevant
D)   neither believable or relevant

Question 12

Marketing research is the function which links the ___________, ____________, and ___________ to the marketer through information.

Accepted Answer

A)   consumer, customer, public
B)   consumer, marketer, public
C)   employee, consumer, customer
D)   researcher, consumer, customer

Question 13

A(n)  _____ evaluates how leading companies or brands are viewed in the minds of consumers concerning key product or image attributes.

Accepted Answer

A)   customer satisfaction study
B)   positioning study
C)   market share/market size study
D)   market feasibility study B

Question 14

A(n)  _____ evaluates the message that is actually being communicated to a target market.

Accepted Answer

A)   concept/product testing
B)   tracking study
C)   product/brand service usage study
D)   advertising penetration study D

Question 15

An example of strategic decision making is

Accepted Answer

A)   Pricing of a new product
B)   Designing a products package
C)   Determine the product size
D)   Enter into a new market

Question 16

Marketing research should focus on the collection techniques used to gather information to facilitate decision making.

Accepted Answer

A) True 
 B)False

Question 17

Asking "what if" questions promote better decision making.

Accepted Answer

A) True 
 B)False

Question 18

Flexibility is not an important aspect of the research design.

Accepted Answer

A) True 
 B)False

Question 19

A(n)  _____ determines what share of the market the medium being tested actually has and how a target market is identified demographically and psychographically.

Accepted Answer

A)   taste test
B)   market segmentation study
C)   media measurement study
D)   market feasibility study

Question 20

In a marketing research project after the problem has been defined and the purpose of the research has been specified, the next step is to

Accepted Answer

A)   develop the research design
B)   state the research objectives
C)   select the data collection methodology
D)   define the problem

Exam 1: Introduction to Marketing Research

Research can be both scientific and unconventional as long as the research results are relevant and believable.

Correct AnswerverifiedShow Answer

Marketing research is the specific marketing function relied upon to provide information for marketing decisions.

Correct AnswerverifiedShow Answer

All of the following items are uses of marketing information except

Correct AnswerverifiedShow Answer

In terms of the outcome of research, if the research follows a scientific method and is relevant to management, the results are

Correct AnswerverifiedShow Answer

Marketing research is not the specific marketing function relied upon to provide information for marketing decisions.

Correct AnswerverifiedShow Answer

Strategic decisions are long run in scope and may not be altered if successful.

Correct AnswerverifiedShow Answer

All of the following are forms of marketing research except

Correct AnswerverifiedA

Research approaches include all of the following categories except

Correct AnswerverifiedShow Answer

Research, in the business context, is not an organized, formal inquiry into an area to obtain information used for decision making.

Correct AnswerverifiedShow Answer

It is essential that the researcher and the manager specify in advance

Correct AnswerverifiedShow Answer

In terms of the outcome of research, if the research does not follow a scientific method and is relevant to management, the results are

Correct AnswerverifiedShow Answer

Marketing research is the function which links the ___________, ____________, and ___________ to the marketer through information.

Correct AnswerverifiedShow Answer

A(n) _____ evaluates how leading companies or brands are viewed in the minds of consumers concerning key product or image attributes.

Correct AnswerverifiedB

A(n) _____ evaluates the message that is actually being communicated to a target market.

Correct AnswerverifiedD

An example of strategic decision making is

Correct AnswerverifiedShow Answer

Marketing research should focus on the collection techniques used to gather information to facilitate decision making.

Correct AnswerverifiedShow Answer

Asking "what if" questions promote better decision making.

Correct AnswerverifiedShow Answer

Flexibility is not an important aspect of the research design.

Correct AnswerverifiedShow Answer

A(n) _____ determines what share of the market the medium being tested actually has and how a target market is identified demographically and psychographically.

Correct AnswerverifiedShow Answer

In a marketing research project after the problem has been defined and the purpose of the research has been specified, the next step is to

Correct AnswerverifiedShow Answer

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A

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Marketing research is the function which links the _, , and _ to the marketer through information.

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B

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D

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