Test bank for marketing research 3rd

True The systematic and objective nature of marketing research provides a substitute to managerial judgment.. True Marketing research provides certainty in decision-making through the su

True - False Questions

The main purpose of descriptive research is to gain insights and discover new ideas

1 True

The systematic and objective nature of marketing research

provides a substitute to managerial judgment

1 True

Forecasting is rarely used by managers to evaluate opportunities, due to accuracy concerns

1 True

Marketing research provides certainty in decision-making through the supply of accurate information

1 True

In marketing research, information is gathered intuitively to aid decision-making in marketing

1 True

The purpose of causal research is to obtain answers to who, what, when, where and how questions

1 True

Marketing research is rarely used by non-business organisations (for example, government bodies) because their functions are distinct from those of for-profit organisations

1 True

Applied research is typically used for hypothesis testing against a certain phenomenon

1 True

Research can help marketing managers to ensure that marketing mix decisions are executed with certainty

1 True

Determining the purpose of the research precedes the problem definition

1 True

In causal research studies, researchers typically do not have an expectation about the relationship to be explained

1 True

Seat-of-the-pants decision-making is a common type of

managerial decision-making that is based on systematic inquiry

1 True

Gathering evidence through observation is considered a non-scientific research method

1 True

Pure research involves study undertaken to solve a particular pragmatic problem

1 True

Marketing research is the function that links the consumer, the customer and the public to the marketer through information

1 True

2 False

Basic research employs techniques that are intuitively derived to answer the question at hand

1 True

The nature of the decision should not influence the marketing manager’s judgment of whether marketing research is warranted

1 True

The research question ‘Would people be interested in our new product idea?’ is best addressed by conducting exploratory

research

1 True

2 False

Data collected from marketing research should support the

researcher’s preconceived ideas

1 True

The first stage of marketing strategy development involves

analysing market segments and selecting target markets

1 True

Multiple Choice Questions

When a toy company shows different versions of a proposed television commercial to groups of children and observes which one grabs their attention most, it is an example of:

1 A.secondary data study.

2 B.survey research study.

3 C.experimental study.

4 D.performance-monitoring research.

An organisation attempting to decide whether or not to add home delivery to its customer service options is an example of which type of research?

1 A.Distribution research

2 B.Pricing research

3 C.Promotion research

4 D.Product research

Pricing research may be used to address all of the following

questions, except:

1 A.Is there a need for seasonal or quantity discount?

2 B.Are coupons more effective than price reductions?

3 C.Is a brand price elastic or inelastic?

4 D.Is there a need for shopping services online?

A local book publisher would like to investigate possible options for improving the accessibility of its titles to customers This would involve:

1 A.product research.

2 B.pricing research.

3 C.distribution research.

4 D.promotional research.

Which type of research design would you recommend to

investigate whether a product’s new packaging has an influence

on purchase decisions?

1 A.Descriptive research

2 B.Secondary research

3 C.Observational research

4 D.Causal research

Information obtained from marketing research can be used for all the following, except:

1 A.evaluating marketing activities.

2 B.monitoring marketing performance.

3 C.identifying marketing opportunities.

4 D.ensuring correct marketing execution.

Assessments of the strategic or tactical importance of the

decision when determining the need for marketing research

focus:

1 A.time constraints.

2 B.data availability.

3 C.the nature of the decision.

4 D.benefits versus costs.

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

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.

Which type of research would best address the question of

whether a business should offer discounts or coupons?

1 A.Promotion research

2 B.Pricing research

3 C.Distribution research

4 D.Product research

Developing and implementing a marketing strategy involves the following stages, except:

1 A.analysing market segments and selecting target markets.

2 B.identifying and evaluating opportunities.

3 C.analysing marketing performance.

4 D.designing the data collection method.

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.

A pharmaceutical chain collates scanner data to provide valuable market-share information to its stores and to brand managers interested in their products’ retail sales volumes 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

Research that attempts to determine which critical attributes of a product consumers use to perceive the product’s 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 Chee-tos conducted research in China to determine which flavours consumers would find appealing, it was an example of which type of research?

1 A.Pricing research

2 B.Promotion research

3 C.Product research

4 D.Distribution research

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.

Suppose that 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

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.

Using a mathematical model to predict sales on the basis of past sales or a correlation with related variables is an example of:

1 A.experimental research.

2 B.survey research.

3 C.observation research.

4 D.secondary data research.

Which type of product research is conducted to determine

whether a finished product outperforms its competitors or meets expectations?

1 A.Concept testing

2 B.Package testing

3 C.Brand-name evaluation

4 D.Product testing

A soft drink company introducing a new clear cola wants to know whether using a gold or silver label would make the packaging more effective This is an example of a(n):

1 A.clearly defined problem.

2 B.partially defined problem.

3 C.ambiguous problem.

4 D.sampling problem.

Observation technique is most useful when studying:

1 A.attitudes.

2 B.opinions.

3 C.motivations.

4 D.behaviours.

A company manager is facing declining sales, but does not 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

Research that tries to verify a theory or 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.

A company wants information on who purchases its competitor’s products Which research design would you recommend to

address this problem?

1 A.Secondary research

2 B.Exploratory research

3 C.Causal research

4 D.Descriptive research

Free Text Questions

A study of the effectiveness of coupons is an example of

research

Answer Given

promotion

The most common form of performance-monitoring research involves analysis

Answer Given

market-share (or sales)

A study of whether there is a need for seasonal or quantity

discounts is an example of research

Answer Given

pricing

Selecting a test market city because it appears to be typical is based on a sample

Answer Given

nonprobability

occurs when two phenomena or events (for example, advertising and sales) vary together

Answer Given

Concomitant; variation

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 marketplace This is an

example of research

Answer Given

applied

A study of whether there are critical product attributes that

determine how consumers perceive value is an example of

research

Answer Given

pricing

Exploratory research is best suited to addressing problems that are in nature

Answer Given

ambiguous

In causal studies, experimental control provides a basis for

isolating causal factors by eliminating influences

Answer Given

exogenous

When the nature of the problem to be solved is unclear, the

decision situation is known to be under the condition of

Answer Given

ambiguity

The systematic and objective process of generating information in order to make better marketing decisions is known as

Answer Given

marketing; research

‘Concentrating advertising efforts in monthly waves, as opposed

to advertising continuously, will cause an increase in sales and profits’ is an example of a

Answer Given

hypothesis

Research that attempts to verify a theory but is not intended to solve any specific business problem is known as

research

Answer Given

basic (or pure)

The application of reasoning to understand the data gathered is known as

Answer Given

analysis