Test bank for marketing research 2nd asia pacific edition

D.product research The first stage of developing and implementing a marketing strategy involves: 11. Research that attempts to determine which critical attributes of a product consumer

Test Bank for Marketing Research 2nd Asia Pacific Edition

Mutiple Choice Questions

Which of the following type of research is conducted to

investigate the effectiveness of discounts or

coupons?

1 A.promotion research

2 B.pricing research

3 C.distribution research

4 D.product research

The first stage of developing and implementing a marketing

strategy involves:

1 A.analysing market segments and selecting target markets

2 B.identifying and evaluating opportunities

3 C.analysing marketing performance

4 D.planning and implementing a marketing mix strategy

The research question ‘What features do buyers prefer in our

product?’ is best addressed by conducting:

1 A.descriptive research

2 B.exploratory research

3 C.causal research

4 D.secondary research

A company manager is facing declining sales but doesn’t

know why Which type of research design would you recommend to address this problem?

1 A.exploratory research

2 B.descriptive research

3 C.causal research

4 D.secondary research

When an organisation is attempting to decide whether to add

home delivery to its customer service options, this is

an example of which type of research?

1 A.distribution research

2 B.pricing research

3 C.promotion research

4 D.product research

ANZ bank monitors its online customer service activities

regularly to ensure that its Internet banking caters to its customers’ needs Which type of research is this an example of?

1 A.relationship marketing research

2 B.total quality management research

3 C.opportunity assessment research

4 D.performance-monitoring research

Observation technique is most useful when studying:

1 A.attitudes

2 B.opinions

3 C.motivations

4 D.behaviours

A local book publisher would like to investigate possible

options to improve the accessibility of their titles to customers This would involve:

1 A.product research

2 B.pricing research

3 C.distribution research

4 D.promotional research

A librarian assesses the amount of wear to book bindings to

determine which books are most borrowed This is an example of:

1 A.product research

2 B.survey research

3 C.observational research

4 D.experimental research

Nokia would like to determine which features are most

popular with consumers when buying mobile phones Which type of research design would you recommend

to address this problem?

1 A.causal research

2 B.descriptive research

3 C.exploratory research

4 D.secondary research

Research that attempts to determine which critical attributes

of a product consumers use to perceive its value is an example of which type of research?

1 A.product research

2 B.distribution research

3 C.promotion research

4 D.pricing research

When a toy company shows different versions of a proposed

TV commercial to groups of children and observes which one grabs their attention most, what is this an example of?

1 A.secondary data study

2 B.survey research study

3 C.experimental study

4 D.performance-monitoring research

Determining the need for marketing research centres on all

the following except:

1 A.the nature of the decision

2 B.researcher competency

3 C.the availability of the data

4 D.time constraints

When Coles supermarket is attempting to decide where to

locate its regional warehouses in order to minimise travel time to its stores, which type of research is this

an example of?

1 A.distribution research

2 B.pricing research

3 C.promotion research

4 D.product research

The initial stage of the research process involves:

1 A.planning the research design

2 B.defining the problem

3 C.defining the sample size

4 D.planning the data analysis procedure

Which type of product research is conducted to determine

whether a finished product out-performs its

competitors or meets expectations?

1 A.concept testing

2 B.package testing

3 C.brand-name evaluation

4 D.product testing

Research that tries to verify a theory or to learn more about a

certain concept is the essence of:

1 A.performance-monitoring research

2 B.pure research

3 C.applied research

4 D.forecasting research

When Chee-tos snack food conducted research in China to

determine which flavours consumers would find

appealing, this was an example of which type of

research?

1 A.pricing research

2 B.promotion research

3 C.product research

4 D.distribution research

Information obtained from marketing research can be used

for all the following except:

1 A.evaluate marketing activities

2 B.monitor marketing performance

3 C.identify marketing opportunities

4 D.ensure correct marketing execution

The systematic and objective process of generating

information to improve marketing decisions is the

essence of:

1 A.marketing research

2 B.applied research

3 C.basic research

4 D.subjective research

Asking consumers what they think about a possible brand

name for a new product is an example of which type of research?

1 A.pricing research

2 B.promotion research

3 C.product research

4 D.distribution research

The research question ‘Which of the two advertising

campaigns is more effective?’ is best addressed by conducting:

1 A.secondary research

2 B.causal research

3 C.exploratory research

4 D.descriptive research

When McDonald's studies traffic patterns and population

density patterns in order to select sites for future restaurants, this is an example of which type of

research?

1 A.pricing research

2 B.distribution research

3 C.promotion research

4 D.product research

When Harley-Davidson determines that their typical

motorcycle owner has a household income over $50

000, is male, and is about 38 years old, what type of study is this?

1 A.market segmentation study

2 B.product research study

3 C.performance-monitoring study

4 D.distribution research study

Research conducted to address questions about a specific

real-life problem is the essence of:

1 A.basic research

2 B.pure research

3 C.applied research

4 D.intuitive research

True - False Questions

Research cannot be conducted when data availability is an

issue

1 True

2 False

Applied research involves studies undertaken to verify the

acceptability of a particular theory

1 True

2 False

Gathering evidence through observation is considered a

non-scientific research method

1 True

2 False

Forecasting is rarely used by managers to evaluate

opportunities due to its accuracy concerns

1 True

2 False

The purpose of causal research is to obtain answers to who,

what, when, where and how questions

1 True

2 False

Applied research is typically used for hypothesis testing

against a certain phenomenon

1 True

2 False

Research can help marketing managers ensure marketing

mix decisions are correctly executed

1 True

2 False

Basic research employs techniques that are intuitively

derived to answer the question at hand

1 True

2 False

The research question ‘Would people be interested in our

new product idea?’ is best addressed by conducting exploratory research

1 True

2 False

The nature of the decision should not influence the

marketing manager’s judgment of whether marketing research is warranted

1 True

2 False

According to a survey conducted by the American Marketing

Association, less than 90 per cent of organisations engage in research to determine market

characteristics and trends

1 True

2 False

Marketing research is rarely used by non-business

organisations (e.g government bodies) due to their distinct functions from for-profit organisations

1 True

2 False

Marketing research involves intuitive information gathering

to aid decision-making

1 True

2 False

Marketing research is restricted to the pricing aspect of the

marketing mix

1 True

2 False

Researcher objectivity is not a major concern when

conducting market research

1 True

2 False

Causal research is usually conducted first to help identify

ideas for exploratory research studies

1 True

2 False

Data collected from marketing research should help support

the researcher’s preconceived ideas

1 True

2 False

Marketing research is the function that links the consumer,

the customer and the public to the marketer through information

1 True

2 False

The main purpose of descriptive research is to gain insights

and discover new ideas

1 True

2 False

Marketing research attempts to provide accurate information

in order to reduce uncertainty in decision-making

1 True

2 False

Free Text Questions

A study of the effectiveness of coupons is an example of

research.

Answer Given

promotional

The first stage of the marketing research process involves

.

Answer Given

problem definition

The systematic and objective process of generating

information in order to make better marketing

decisions is known as .

Answer Given

marketing research

are the most common data collection

method used in descriptive research.

Answer Given

Surveys

Exploratory research is best suited to address problems that

are in nature.

Answer Given

ambiguous

A study of consumers’ receptiveness towards online

shopping is an example of

research.

Answer Given

distribution

A study of whether there are critical product attributes that

determine how consumers perceive value is an

example of research.

Answer Given

pricing

data are collected unobtrusively

without direct participation from the respondents.

Answer Given

Observational

An organisation conducts research in order to make a

decision about a real situation it faces in the market place This is an example of research.

Answer Given

applied

The application of reasoning to understand the data

gathered is known as .

Answer Given

analysis

occurs when

two phenomena or events (e.g advertising and sales) vary together.

Answer Given

Concomitant variation

An controls conditions so that one

or more variables can be manipulated in order to test a hypothesis.

Answer Given

experiment

A sample in which every member of the population has a

known, nonzero chance of selection is known as a

.

Answer Given

probability sample

A study of consumers’ attitudes towards 3D television

viewing is an example of

research.

Answer Given

product

Research that attempts to verify a theory but which is not

intended to solve any specific business problem is known as research.

Answer Given

basic or pure