Test bank for marketing research 7th edition by burns mutiple choice questions

Test Bank for Marketing Research 7th Edition by Burns
Mutiple Choice Questions
Bob is a salesperson with the Acme Corporation. Bob has just mad
e a large sale, and he accesses
Acme ʹs marketing information system in order to determine if the co
mpany has enough existing
inventory to fill the large order. Bob is accessing which component o
f Acme ʹs MIS?
1.
2.
3.
4.

A) consumer information support system
B) marketing intelligence
C) internal reports
D) marketing research

Based on the AMAʹs definition of marketing research, which of the f
ollowing is NOT one of the uses of marketing research?
1.
2.
3.
4.
5.

A) to generate, refine, and evaluate marketing actions
B) to identify and define marketing opportunities and problems
C) to solve general, not specific, marketing problems
D) to monitor marketing performance
E) to improve marketing as a process

A kitchen appliance company has seen domestic markets become s
aturated over the past decade.
Seeking new avenues of growth, in what way can the firmʹs decision
makers use market research to
find a sizable international market segment to pursue?
1.
2.
3.
4.

A) promotion research
B) target market selection
C) product research
D) distribution research

In order to develop the ʺright strategyʺ to succeed in business, man
agers must make the right
decisions; and in order to make the right decisions, they must have
objective, accurate, and timely:
1.
2.
3.
4.
5.

A) reports about customersʹ wants and needs.
B) evidence of the number and sizes of market segments.
C) reports about the competition.
D) marketing mix elasticity coefficients.

E) information.


Rachel would like to create a new department within her firm. She w
ishes that her firm could
provide information that will help link consumers outside the firm to i
ndividuals in the firm. The
individuals inside the firm would make decisions used to identify ma
rketing opportunities and
problems; generate, refine, and evaluate marketing actions; monitor
marketing performance; and
perhaps improve the understanding of marketing as a process. Rac
hel should name this department:
1.
2.
3.
4.

A) the marketing research department.
B) the marketing opportunities department.
C) the marketing performance and evaluation department.
D) the department of consumer public information.

Abe would like to identify a location for a new unit of his franchised f
ast-food restaurant chain. He
orders an evaluation of several city blocks from a marketing researc
h firm. The research firm will
determine the population, population growth, income, and other imp
ortant demographic
information for the defined geographical area. The research compa

ny will be performing:
1.
2.
3.
4.

A) basic research.
B) marketing research.
C) a restaurant location study.
D) market research.

The marketing concept is an important philosophy for marketing ma
nagers because it dictates:
1.
2.
3.
4.
5.

A) the market share a firm will earn.
B) the amount of quarterly profits a firm will earn.
C) day-to-day decisions that managers will make.
D) whether or not the firm will reach its sales quota.
E) an adequate rate of internal ROI.

Which of the following marketing information system components pr
ovides studies conducted for
specific situations facing the company?
1.
2.

3.

A) internal reports system
B) marketing research system
C) consumer information support system


4.
5.

D) marketing intelligence system
E) decision support system

Which of the following marketing information system components is
NOT continuous?
1.
2.
3.
4.
5.

A) marketing research system
B) consumer information support system
C) marketing intelligence system
D) decision support system
E) internal report system

Wrangler® developed several different proposed advertisements. T
hey then used marketing
research to test consumersʹ preferences for the different promotiona

l messages expressed in the
various ads. This is an example of which use of marketing research
?
1.
2.
3.
4.

A) generating, defining, and evaluating potential marketing actions
B) monitoring marketing performance
C) improving marketing as a process
D) identifying market opportunities and problems

Marketing research conducted on the popular TV program, Seinfeld
, starring Jerry Seinfeld, was used to illustrate:
1.
2.
3.

A) how marketing research may be used for television but not for movies.
B) when marketing research predicts a failure, yet there is success.
C)
why marketing research may not be applied to all fields, such as entertainment.
4. D)
how marketing research always correctly identifies a product or service that will
be popular in the marketplace.
5. E) when marketing research predicts a failure, and there is a failure.

Which of the following best illustrates the use of marketing research
to monitor marketing performance?

1.

A)
comparing the return on investment of firms using marketing research to those
which are not using marketing research
2. B) setting up a consumer complaints system
3. C)
tracking variables that monitor how well products are performing in the marketp
lace
4. D)
marketing research managers closely overseeing the work of subordinates in t
he marketing research department


5.

E)
providing mobile online tools for marketing researchers practicing in the field

The key reason that the marketing concept has been recognized as
the ʺright philosophyʺ is that it:
1.
2.
3.
4.
5.

A) has been recommended by successful marketing executives.
B) is well established in marketing literature.
C) does not rely on high-pressure selling.

D) recognizes that profits are a result of sales volume.
E) always focuses on the consumer.

Akronʹs Childrenʹs Hospital hired research firm, Marcus Thomas, LL
C, to determine the most
effective communication messages to use in a new ad campaign be
ing developed by the hospital. This was an effort in:
1.
2.
3.
4.

A) target market selection.
B) product research.
C) promotion research.
D) pricing research.

________ satisfies the need for companies to identify and test new
products to replace products
which are at the end of their product life cycles.
1.
2.
3.
4.

A) Distribution research
B) Product research
C) Target market selection
D) Promotion research

A marketing strategy consists of selecting a segment of the market
as the companyʹs target market and designing the proper:
1.
2.
3.
4.
5.

A) ʺmixʺ of product/service, price, promotion, and distribution for that market.
B) products for that target market.
C) promotion for that target market.
D) definition of the marketing ʺmission statementʺ.
E)
incentives to allow a large percentage of the target market to purchase goods a
nd services from the company.

Marketing research studies predicted that hair styling mousse, answ
ering machines, the Jerry
Seinfeld TV program, Seinfeld, and other products and services wo
uld fail. Yet, these products and
services were all successful. This illustrates that marketing research
:


1.
2.
3.
4.

A) does not always make accurate predictions.

B) should only be conducted on improving existing products.
C) always makes accurate predictions.
D) should not be used for consumer products or services.

Andrea Livingston arrives at her desk at Western Utility Corporation
, a provider of electrical power. She accesses her LexisNexis computer program, which provides her with articles
containing information related to the utilities industry. She discovers
that a new breakthrough has
occurred in solar panel technology, and this report was published d
uring the evening in a
newspaper in Europe. She immediately takes this information to her
research and development
department. Andrea is accessing which componen
1.
2.
3.
4.

A) marketing intelligence
B) marketing research
C) marketing decision support system
D) internal reports

Determining the value consumers perceive in new products is a pri
mary objective of:
1.
2.
3.
4.

A) target market selection.
B) product research.
C) promotion research.
D) pricing research.

One of the implications of the service-dominant logic for marketing
philosophy is that:
1.
2.

3.

4.
5.

A) more firms should try to create shortterm customer relationships to quickly increase profitability.
B)
because of social media, less collaboration with customers is required for decis
ion making.
C)
third world countries specializing in services will have an advantage in the mark
etplace in upcoming years.
D) less information will be required for decision makers in the future.
E)
to practice marketing well in todayʹs environment requires access to more and
better information than in the past.

Which of the following is NOT one of the components of the marketi
ng information system?

1.
2.
3.
4.
5.

A) consumer information support system
B) marketing research system
C) marketing decision support
D) internal reports
E) marketing intelligence

Which of the following refers to applying marketing research to a sp
ecific geographical marketing area?
1.
2.
3.
4.
5.

A) demographic research
B) market research
C) area marketing research
D) geographical zone research
E) marketing research

Barnes & Noble managers were prompted to ________ when pres
ented with marketing research
which indicated that its competitor, Amazon, had developed the Kin

dle to begin selling books online.
1.
2.
3.
4.
5.

A) generate, refine, and evaluate potential marketing actions
B) select new target markets
C) improve marketing as a process
D) monitor marketing performance
E) identify market opportunities

Allison is the CEO of a large consumer products company. She ask
s the marketing research
department to gather information to help her determine target mark
ets having the most potential
from among several market segments. She also asks the research
department to give her an
assessment as to the best product, price, distribution, and promotio
n to appeal to the various
market segments. Allison is collecting information to help her imple
ment a:
1.
2.
3.
4.

A) marketing mix.
B) marketing strategy.

C) marketing concept.
D) marketing audit.

The information system that gathers information generated by intern
al reports such as orders,
billing, receivables, inventory levels, and so on is called the:
1.

A) marketing intelligence system.


2.
3.
4.
5.

B) decision support system.
C) marketing research system.
D) consumer information support system.
E) internal reports system.

Which of the following marketing information system components g
athers information about
events and happenings ʺoutsideʺ of the firm?
1.
2.
3.
4.
5.

A) marketing intelligence
B) consumer information support system
C) internal reports system
D) decision support system
E) external environment reporting system

Understanding the forces which motivate dealers to move greater q
uantities of product is inherent in the process of:
1.
2.
3.
4.

A) product research.
B) promotion research.
C) target market selection.
D) distribution research.

The difference between basic research and applied research is that
basic research is conducted to:
1.
2.
3.
4.
5.

A) determine the most efficient basic distribution channels for products.
B) expand our knowledge, rather than solve a specific problem.
C) determine the most appropriate basic price for new products.
D) determine the most basic desired features in new products.

E) to understand the basic desires and motives of consumers.

Doss is vice president of marketing research for General Mills. The
chefs at General Mills bring
three new cookie recipes to Doss. Doss wants to know which of the
se three cookie recipes would be
most preferred by consumers. Which component of General Millsʹ M
IS would Doss use in order to provide him with this information?
1.
2.
3.
4.

A) marketing intelligence
B) marketing research
C) internal reports
D) marketing decision support system

Which of the following statements best illustrates the servicedominant logic for marketing philosophy?
1.
2.

A) Marketing decision makers must be able to directly impact ROI.
B) Marketing decision makers should know their firmsʹ core competencies.


3.

C)
The quality of internal service levels is more important than the quality of extern

al service levels.
4. D)
Marketing decision makers need to know how to precisely measure service sati
sfaction.
5. E) Service performance is more important than product quality.

Which of the following is the best definition of marketing research?
Marketing research is:
1.

2.

3.
4.

5.

A)
the process of designing experiments that provide decision makers with causal
information.
B)
the process of designing, gathering, analyzing, and reporting information that m
ay be used to solve a specific marketing problem.
C) the linking of consumers with information managers.
D)
the process of analyzing existing information so that decision makers can make
better decisions.
E)
the activity of analyzing secondary information and providing executives with ti
mely reports.

Tim, a marketing manager, disagreed with other company manager
s. Tim believed that the
company should not just try to make a better product or try to sell m
ore of the product. Tim
believed that the company should try to identify and satisfy consum
er wants and needs. Timʹs philosophy may best be described as:
1.
2.
3.
4.

A) the production-oriented philosophy.
B) the marketing concept philosophy.
C) the management philosophy.
D) the selling philosophy.

Several examples of product failures were presented in your textbo
ok. The key reason given for the
failure of the firm, Cell Zones, to establish cell phone privacy in publ
ic settings with soundproof booths was that:
1.

A)
the company introduced too many product options, which confused the consum
er.
2. B) demand for privacy was lower than the company estimated.
3. C)
the company did not understand that the public was transitioning to the use of s
mart phones to text messages.

4.

D)
privacy needs were met by seclusion features added by cell phone manufactur
ers.
5. E)
competitors were more quickly able to meet market needs before Cell Zone co
uld establish adequate exposure to its product.

Marketing has been defined as a function and set of processes for c
reating, communicating, and
delivering value to customers, and for managing customer relations
hips in ways that benefit the
organization and its stakeholders. Marketing managers must have i
nformation in order to
determine values desired by customers and how to build customer r
elationships. This explanation shows:
1.

A)
why marketing is a part of marketing research; that is, marketing processes are
used to
generate marketing research information that is needed to determine customer
sʹ desired values.
2. B) why marketing and marketing research are not indirectly correlated.
3. C)
why marketing research is a part of marketing; that is, marketing research provi
des

information to allow marketing managers to understand values desired by cust
omers.
4. D)
why the uses of marketing research do not include creating, communicating, an
d delivering value, but include identifying opportunities and problems.

Companies which successfully minimize product and service failure
s:
1.
2.
3.

4.

5.

A)
can credit the development of complex accounting systems for their success.
B) depend on high levels of employee motivation for their low failure rates.
C)
are often known for their emphasis on selling efforts and providing high reward
s for sales teams.
D)
tend to put a greater focus on defining the best set of product dimensions to m
atch their core competencies.
E)
have determined how to create, communicate, and deliver value by ʺhearing th
e voiceʺ of the consumer.

Professors at Texas A&M University conducted research to determi

ne the best way to measure


customer satisfaction with services. Their method was published in t
he Journal of Marketing and
may be used by any firm wishing to measure their own customersʹ s
atisfaction levels. This would be an example of:
1.
2.
3.
4.

A) basic research.
B) research applied to specific problems.
C) research aimed at identifying market opportunities.
D) customer services research.

Which of the following statements best reflects the purpose of mark
eting research?
1.
2.
3.

A) to link external environments to the firm
B) to link target markets to specific decision makers at all levels within firms
C)
to link the consumer to the marketer by providing information that can be used i
n making marketing decisions
4. D) to provide information that improves profitability
5. E)

to provide consumers with information they need to evaluate products and serv
ices at a profit