Exam
Name___________________________________

MULTIPLE CHOICE.  Choose the one alternative that best completes the statement or answers the question. 

1) 

The marketing research industry launched the first ever certification program for marketing researchers and this certification program is sponsored by  

1) 

_______ 

A) 

Marketing Research Association (MRA)  

B) 

Research Certification Board  

C) 

American Marketing Association  

D) 

The Council for the Association for Survey Research Organizations (CASRO)  

E) 

Marketing Research Corporation  

2) 

Which of the following is the best definition for marketing?  

2) 

_______ 

A) 

Marketing is finding a hole and filling it while earning profitable dollars.  

B) 

Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.  

C) 

Marketing is the result of the equilibrium of supply, demand, marginal cost, and marginal revenue.  

D) 

Marketing is an organizational function and a set of business activities designed to make profits.  

E) 

Marketing is a business function and a process for determining the value customers desire in order to gain profit for business organizations and to seek societal benefits through nonprofit marketing.  

3) 

Which of the following is most accurate?  

3) 

_______ 

A) 

Marketing is an attempt to create long-term customer relationships which will then likely satisfy the organization's objectives.  

B) 

Marketing is an attempt to gain customers from competitors while at least breaking even profitwise.  

C) 

Marketing is an attempt to create long-term customer relationships.  

D) 

Marketing is an attempt to create an exchange.  

E) 

Marketing is an attempt to earn profitable dollars.  

4) 

The marketing concept is important for marketing managers because it dictates  

4) 

_______ 

A) 

the amount of return on investment the firm will earn in a year  

B) 

day-to-day decisions that managers will make  

C) 

whether or not the firm will reach its sales quota  

D) 

the amount of quarterly profits firms will earn  

E) 

the market share a firm will earn  

5) 

The key reason that the marketing concept has been recognized as the "right philosophy" is that it  

5) 

_______ 

A) 

is well established in the marketing literature  

B) 

has been recommended by successful marketing executives  

C) 

does not rely on high-pressure selling  

D) 

stresses understanding the competition  

E) 

always puts the customer first  

6) 

A marketing strategy consists of selecting a segment of the market as the company's target market and designing the proper  

6) 

_______ 

A) 

promotion for that target market  

B) 

incentives to allow a large percentage of the target market to purchase goods and services from the company  

C) 

"mix" of product/service, price, promotion, and distribution for that market  

D) 

mix of product, distribution, and warranty service for that target market  

E) 

products for that target market  

7) 

In order to develop the "right strategy" to succeed in business, managers must make the right decisions; and in order to make the right decisions, they must have objective, accurate, and timely  

7) 

_______ 

A) 

reports about customers wants and needs  

B) 

reports about the competition  

C) 

information about market trends and changes  

D) 

the number and sizes of market segments  

E) 

information  

8) 

Which of the following is the best definition of marketing research?  Marketing research is  

8) 

_______ 

A) 

the process of designing experiments that provide decision makers with causal information 

B) 

the activity of analyzing secondary information and providing executives with timely reports 

C) 

the process of designing, gathering, analyzing, and reporting information that may be used to solve general marketing problems 

D) 

the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem 

E) 

the linking of consumers with information managers 

9) 

The AMA has defined marketing research. Which of the following is NOT one of the uses of marketing research?  

9) 

_______ 

A) 

to identify and define marketing opportunities and problems  

B) 

to generate, refine, and evaluate marketing actions  

C) 

to solve general, not specific, marketing problems  

D) 

to improve the understanding of marketing as a process  

E) 

to monitor marketing performance  

10) 

Which of the following refers to applying marketing research to a specific geographical marketing area?  

10) 

______ 

A) 

marketing research  

B) 

geographical research  

C) 

area marketing research  

D) 

local marketing research  

E) 

market research  

11) 

Which of the following is the best statement reflecting the purpose of marketing research?  

11) 

______ 

A) 

to link the consumer to the marketer by providing information that can be used in making marketing decisions  

B) 

to link target markets to specific decision makers at all levels within firms  

C) 

to be perceived as providing value to higher level executives within the firm  

D) 

to provide information that improves profitability  

E) 

to link the environments to the firm  

12) 

To practice marketing correctly, managers must have information, and this is the  

12) 

______ 

A) 

"characteristic that separates good marketing research firms from poor marketing research firms"  

B) 

"responsibility of sales managers"  

C) 

"obligation to shareholders"  

D) 

"responsibility of the corporate information managers"  

E) 

"purpose of marketing research"  

13) 

In their book, Counterintuitive Marketing, Clancy and Kreig, argue that many failures may be attributed to managers making  

13) 

______ 

A) 

bad decisions but with good information  

B) 

good decisions but without enough information  

C) 

intuitive decision without the use of research to make better decisions  

D) 

decisions based only on competitive information  

E) 

good decisions but making them too late to be competitive  

14) 

Marketing research conducted on the popular TV program, Seinfeld, starring Jerry Seinfeld, was used to illustrate 

14) 

______ 

A) 

why marketing research may not be applied to all fields, such as entertainment  

B) 

when marketing research should not be used  

C) 

when marketing research predicts a failure yet there is success  

D) 

when marketing research predicts a failure and there is a failure  

E) 

how marketing research always correctly identifies a product or service that will be  popular in the marketplace  

15) 

Which of the following best illustrates one of the uses of marketing research, monitoring marketing performance?  

15) 

______ 

A) 

identifying opportunities and problems in the marketplace  

B) 

marketing research managers closely overseeing the work of subordinates in the marketing research industry  

C) 

providing closed circuit TV to monitor the actions of marketing researchers practicing in the field  

D) 

describing the return on investment of firms using/not using marketing research  

E) 

tracking research that monitors how well products are performing in the marketplace  

16) 

The difference between basic research and applied research is that basic research is conducted to   

16) 

______ 

A) 

determine the most efficient distribution channels for products  

B) 

determine the most appropriate price for new products  

C) 

determine the most effective advertising copy  

D) 

to determine the most desired features in new products  

E) 

to expand our knowledge rather than solve a specific problem  

17) 

Which of the following is NOT one of the subsystems of the marketing information system?  

17) 

______ 

A) 

marketing research  

B) 

internal reports  

C) 

marketing intelligence  

D) 

marketing decision support  

E) 

consumer information support system  

18) 

The information system that gathers information generated by internal reports such as orders, billing, receivables, inventory levels, and so on is called the  

18) 

______ 

A) 

decision support system  

B) 

internal reports system  

C) 

consumer information support system  

D) 

marketing research system  

E) 

marketing intelligence system  

19) 

Which of the following marketing information subsystems gathers information about events and happenings "outside" the firm?  

19) 

______ 

A) 

external environment reporting system  

B) 

marketing research  

C) 

consumer information support system  

D) 

marketing intelligence  

E) 

internal reports system  

20) 

Which of the following marketing information subsystems provides studies conducted for specific situations facing the company?  

20) 

______ 

A) 

marketing research system  

B) 

marketing intelligence system  

C) 

internal reports system  

D) 

consumer information support system  

E) 

decision support system  

21) 

Which of the following marketing information subsystems is NOT continuous?  

21) 

______ 

A) 

internal report system  

B) 

consumer information support system  

C) 

decision support system  

D) 

marketing intelligence system  

E) 

marketing research system  

22) 

Which of the following refers to the use of computer networks, including the Internet, to assist in any phase of the marketing research process?  

22) 

______ 

A) 

cyber research  

B) 

e-research  

C) 

neural computer networking  

D) 

online research  

E) 

online survey research  

23) 

Growing consumer/respondent resentment to invasions of privacy was identified in your textbook as a "hot topic." One way marketing researchers are seeking to battle rising nonresponse rates is by  

23) 

______ 

A) 

surveying larger numbers of consumers by using SPAM surveys  

B) 

conducting more computer simulations based on past consumer information  

C) 

investing in panels of consumers who are recruited to be available for several research requests  

D) 

investing in research to determine methods of increasing consumer response rates  

E) 

providing consumers with false incentives to entice them to participate in marketing research surveys  

24) 

Which of the following is the best explanation for marketing research firms globalizing?  

24) 

______ 

A) 

Marketing research firms followed their clients to distant markets as client firms spread globally during the 1990s.  

B) 

Potential respondents in other countries were more willing to cooperate in research studies.  

C) 

ACNielsen moved to Holland.  

D) 

Research companies in global markets were earning higher returns on investment.  

E) 

Telemarketing is not as prevalent in other countries as it is in the United States.  

TRUE/FALSE.  Write 'T' if the statement is true and 'F' if the statement is false. 

25) 

For the first time marketing researchers may be certified. By fulfilling certain requirements they may earn their Professional Researchers Certification (PRC).  

25) 

______ 

26) 

Marketing research is a part of marketing.  

26) 

______ 

27) 

A marketing strategy consists of  a planned design to reach the largest portion of the market by leveraging the benefits of both low marketing costs and promotion using the mass media to reach the largest audience.  

27) 

______ 

28) 

In order to implement the "right" strategy, managers must make many decisions, and they must have objective, accurate, and timely information in order to make these decisions correctly.  

28) 

______ 

29) 

Once objective, accurate, and timely information is provided to managers to allow them to implement the correct strategy there is no future need for information.  

29) 

______ 

30) 

Marketing research is the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem.  

30) 

______ 

31) 

The American Marketing Association's definition of marketing stresses that the function of marketing should be to create a sale that generates high profits for the firm.  

31) 

______ 

32) 

The definition of marketing research provided by the American Marketing Association stresses the 11-step process of marketing research.  

32) 

______ 

33) 

Marketing research is synonymous with market research.  

33) 

______ 

34) 

The purpose of marketing research is to link the consumer to the marketers by providing information that can be used in making marketing decisions.  

34) 

______ 

35) 

Marketing research provides information collected only on consumers. Information collected on other entities such as employees, members of distribution channels, or competitors would not be considered marketing research.  

35) 

______ 

36) 

One of the uses of marketing research is to identify market opportunities; however, the identification of problems is not a use of marketing research, but rather a use of the firm's internal auditing system.  

36) 

______ 

37) 

When Wrangler evaluated several different magazine ads to determine the best advertising copy, they were using marketing research to generate, refine, and evaluate a potential marketing action.  

37) 

______ 

38) 

Another use of marketing research is to monitor marketing performance, which takes place prior to implementing marketing strategies.  

38) 

______ 

39) 

Hershey's can monitor the sales of their candy bars as well as the sales of their competitors' brands through the use of tracking studies.  

39) 

______ 

40) 

One use of marketing research is to improve marketing as a process and such research information is often published in journals such as The Journal of Marketing Research and Marketing Research.  

40) 

______ 

41) 

Applied research addresses specific problems, and this type of research represents the vast majority of marketing research studies.  

41) 

______ 

42) 

A marketing information system is a structure consisting of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.  

42) 

______ 

43) 

The marketing intelligence system gathers information generated by internal reports, which includes order billing, receivables, inventory levels, stockouts, and so on.  

43) 

______ 

44) 

Everyday information about pertinent developments in the environment to an organization is gathered through the internal report system.  

44) 

______ 

45) 

A marketing decision support system is defined as collected data that may be accessed and analyzed using tools and techniques that assist managers in decision making.  

45) 

______ 

46) 

The marketing research system gathers information for a specific situation facing the company, and it is unlikely that the other components of an MIS have the information needed for the specific situation.  

46) 

______ 

47) 

Marketing research projects, like the other MIS components, are continuous, running 24/7.  

47) 

______ 

48) 

Online research, that is using computer networks to assist in any phase of the marketing research process, was identified as a "hot topic" in marketing research.  

48) 

______ 

49) 

Web-based research is synonymous with online research.  

49) 

______ 

50) 

Online survey research refers to the collection of data using computer networks and is a part of online research.  

50) 

______ 

51) 

Although consumers have grown wary of invasions of their privacy, this has not affected the marketing research industry.  

51) 

______ 

52) 

The Federal Trade Commission's "do not call" registry effectively stopped all marketing researchers from calling consumers to gather information for marketing research projects.  

52) 

______ 

53) 

The Council for Marketing and Opinion Research (CMOR) tracks refusal rates for research studies by consumers, and these refusal rates have been steadily increasing year after year.  

53) 

______ 

54) 

Although many firms have spread globally, the marketing research industry predominately remains a U.S.-based industry with very little global outreach.  

54) 

______ 

MULTIPLE CHOICE.  Choose the one alternative that best completes the statement or answers the question. 

55) 

Because marketing has been defined as a function instead of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders, marketing managers must have information in order to determine values desired by customers and how to build customer relationships.  This is an explanation that would explain  

55) 

______ 

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 customers' desired values  

B) 

why marketing and marketing research are not interrelated  

C) 

why marketing research is a function and not a process  

D) 

why the uses of marketing research do not include creating, communicating, and delivering value but include identifying opportunities and problems  

E) 

why marketing research is a part of marketing; that is, marketing research provides information to allow marketing managers to understand values desired by customers  

56) 

Tim, a marketing manager disagreed with other company managers. Tim believed that the company should not just try to make a better product or try to sell more of the product. Tim believed that the company should try to identify and satisfy consumer wants and needs.  Tim's philosophy may best be described as  

56) 

______ 

A) 

the production-oriented philosophy  

B) 

the return-on-investment-oriented philosophy  

C) 

the management philosophy  

D) 

the selling philosophy  

E) 

the marketing concept philosophy  

57) 

Allison is the CEO of a large consumer products company. She asks the marketing research department to gather information to help her determine target markets 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 promotion to appeal to the various market segments. Allison is collecting information to help her implement a  

57) 

______ 

A) 

marketing concept  

B) 

marketing mix  

C) 

marketing research project  

D) 

marketing strategy  

E) 

marketing audit  

58) 

Rachel would like to create a new department within her firm. She wishes that her firm could provide information that will help link consumers outside the firm to individuals in the firm making decisions that can be used to identify marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and perhaps improve the understanding of marketing as a process. Rachel should name this department  

58) 

______ 

A) 

the department of consumer public information  

B) 

the marketing actions department  

C) 

the marketing performance and evaluation department  

D) 

the marketing opportunities department  

E) 

the marketing research department  

59) 

Abe would like to locate a new unit of his franchised fast-food restaurant chain. He orders an evaluation of several city blocks from a marketing research firm. The research firm will determine the population, population growth, income, and other important demographic information for the defined geographical area. The research company will be performing  

59) 

______ 

A) 

a marketing research study  

B) 

basic research  

C) 

marketing research  

D) 

market research  

E) 

a restaurant location study  

60) 

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

60) 

______ 

A) 

seldom makes accurate predictions  

B) 

should only be conducted on improving existing products  

C) 

should not be used for consumer products or services  

D) 

always makes accurate predictions  

E) 

does not always make accurate predictions  

61) 

Wrangler developed several different proposed advertisements. They then used marketing research to test consumers' preferences for the different promotional messages expressed in the various ads. This is an example of which use of marketing research?  

61) 

______ 

A) 

improve marketing as a process  

B) 

generate, define, and evaluate potential marketing actions  

C) 

identify market opportunities and problems  

D) 

communications research  

E) 

monitor marketing performance  

62) 

Professors at Texas A&M University conducted research to determine the best way to measure customer satisfaction with services. Their method was published in the Journal of Marketing and may be used by any firm wishing to measure their own customer's satisfaction. This would be an example of  

62) 

______ 

A) 

customer services research  

B) 

research applied to a specific problems  

C) 

published research  

D) 

basic research  

E) 

research aimed at identifying market opportunities  

63) 

Bob is a salesperson with the Acme Corporation. Bob has just made a large sale, and he accesses Acme's marketing information system in order to determine if the company has enough existing inventory to fill the large order. Bob is accessing which component of Acme's MIS?  

63) 

______ 

A) 

marketing decision support system  

B) 

marketing research  

C) 

marketing intelligence  

D) 

consumer information support system  

E) 

internal reports  

64) 

Andrea Livingston arrives at her desk at Western Utility Corporation, a provider of electrical power. She accesses her Lexis-Nexis 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 during the evening in a newspaper in Europe. She immediately takes this information to her research and development department. Andrea is accessing which component of the MIS of Western Utility Corporation?  

64) 

______ 

A) 

marketing research  

B) 

internal reports  

C) 

marketing decision support system  

D) 

consumer information support system  

E) 

marketing intelligence  

65) 

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 these three cookie recipes would be most preferred by consumers. Which component of General Mills' MIS would Doss use in order to provide him with this information?  

65) 

______ 

A) 

marketing research  

B) 

marketing decision support system  

C) 

marketing intelligence  

D) 

internal reports  

E) 

consumer information support system  

66) 

Jane is the marketing research director at ABC Research. Jane issues an RFP over the Internet in order to solicit research proposals from research companies for a project that she needs to conduct. This would be an example of using  

66) 

______ 

A) 

online survey research  

B) 

marketing information systems  

C) 

online research  

D) 

Web-based research  

E) 

tracking studies  

 

1) 

A 

2) 

B 

3) 

A 

4) 

B 

5) 

E 

6) 

A 

7) 

C 

8) 

D 

9) 

C 

10) 

E 

11) 

A 

12) 

E 

13) 

C 

14) 

C 

15) 

E 

16) 

E 

17) 

E 

18) 

B 

19) 

D 

20) 

A 

21) 

E 

22) 

D 

23) 

C 

24) 

A 

25) 

TRUE 

26) 

TRUE 

27) 

FALSE 

28) 

TRUE 

29) 

FALSE 

30) 

TRUE 

31) 

FALSE 

32) 

FALSE 

33) 

FALSE 

34) 

TRUE 

35) 

FALSE 

36) 

FALSE 

37) 

TRUE 

38) 

FALSE 

39) 

TRUE 

40) 

TRUE 

41) 

TRUE 

42) 

TRUE 

43) 

FALSE 

44) 

FALSE 

45) 

TRUE 

46) 

TRUE 

47) 

FALSE 

48) 

TRUE 

49) 

FALSE 

50) 

TRUE 

51) 

FALSE 

52) 

FALSE 

53) 

TRUE 

54) 

FALSE 

55) 

E 

56) 

E 

57) 

D 

58) 

E 

59) 

D 

60) 

E 

61) 

B 

62) 

D 

63) 

E 

64) 

E 

65) 

A 

66) 

C