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Exam 1: The Role of Marketing Research in Management Decision Making

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Question 31

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Marketing research helps retain customers through:

A) increasing the number of customers
B) gaining an intimate understanding of customer needs
C) learning what the customer wants
D) increasing value consciousness
E) all of these

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Question 32

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Which of the following is not one of the costs that can be reduced by conducting marketing research online?

A) survey programming costs
B) travel costs
C) report publishing costs
D) report distribution costs
E) All of these can be reduced by using the Internet for marketing research.

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Question 33

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Which of the following is not part of the definition of marketing?

Marketing research should be undertaken only when its results will reduce uncertainty or confirm the wisdom of previous decisions.

Describe a project that will help a firm assess who are its best customers.Be sure to mention which marketing research functional role is operational in this project.

Analyzing trends in Internet broadband access by a potential Internet advertiser would be an example of descriptive research.

According to the concept of return on quality,product quality is completely separate from a firm's profitability.

Applied research focuses on abstract theory to expand the frontiers of marketing research.

It is more profitable for marketers to keep existing customers than to acquire new ones.

Which of the following is not done by marketing research?

The accumulation and analysis of massive quantities of information is referred to as:

The marketing concept is solely focused on customer needs.

Marketing research should be conducted even if the managers will not be able to afford implementing a study's recommendations.

In practice,a marketing research department's goal can be grouped into three major categories: Programmatic,Evaluative,and Selective.

Companies that engage in marketing research can control elements of the external environment.

Two of the more important determinants of the potential benefits from a marketing research study are profit margins and market size.

Recently,an article about changing consumer predispositions toward low involvement purchases appeared in the Journal of Marketing.Chances are this article would be classified as applied research.

Target marketing most closely identifies with which of the following orientations?

The Internet has impacted which aspects of marketing research?

Knowledge of the external marketing environment has more to do with identifying new opportunities than it does with altering the present marketing mix.