Test bank for marketing research 3rd

True - False Questions
The main purpose of descriptive research is to gain insights and
discover new ideas.
1.

True

2.

False

The systematic and objective nature of marketing research
provides a substitute to managerial judgment.
1.

True

2.

False

Forecasting is rarely used by managers to evaluate opportunities,
due to accuracy concerns.
1.

True

2.

False

Marketing research provides certainty in decision-making through
the supply of accurate information.
1.

True

2.

False

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

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

2.

False

Applied research is typically used for hypothesis testing against a
certain phenomenon.
1.

True

2.

False

Research can help marketing managers to ensure that marketing
mix decisions are executed with certainty.
1.

True

2.

False

Determining the purpose of the research precedes the problem
definition.
1.

True

2.

False

In causal research studies, researchers typically do not have an
expectation about the relationship to be explained.
1.

True

2.

False

Seat-of-the-pants decision-making is a common type of
managerial decision-making that is based on systematic inquiry.
1.

True

2.

False


Gathering evidence through observation is considered a nonscientific research method.
1.

True

2.

False

Pure research involves study undertaken to solve a particular
pragmatic problem.
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

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

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

2.

False

The first stage of marketing strategy development involves
analysing market segments and selecting target markets.
1.

True

2.

False

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 reallife 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