TTU MKT 3356 FINAL REVIEW – TEXAS TECH MARKETING STUDY GUIDE & EXAM
PREP 2026/2027
The American Marketing Association defines advertising and sales promotion as the activities, set of
institutions, and processes for creating, communicating, delivering, and exchanging offerings that have
value for customers, clients, partners, and society at large. - correct answer ✔✔False
Marketing research can also be used to generate, refine, and evaluate a potential marketing action. -
correct answer ✔✔True
When firms make the right decisions, they produce products and services that their target markets
perceive as having value. That value translates into ________. - correct answer ✔✔Sales, profits, and a
positive ROI
Market research is conducted to determine market opportunities as well as to determine the size of
various market segments. - correct answer ✔✔True
According to the American Marketing Association (AMA), what is the function of marketing research? -
correct answer ✔✔To link the consumer to marketer with information used in marketing decisions
Marketing research can be used to address questions related to any of the 4 P's. - correct answer
✔✔True
In which of the following functional areas would research be used when marketers want to determine
the "value" consumers perceive in a revolutionary new product? - correct answer ✔✔Pricing research
With the multiple new types of data and methods now in use, marketing researchers not only need to be
skilled at gathering and analyzing data but also at communicating results effectively. - correct answer
✔✔True
Marketing research studies cannot be designed to find out what consumers' problems are and to assess
the suitability of different proposed methods of resolving those problems. - correct answer ✔✔False
In many examples of failed products and services, managers could have avoided the associated losses if
they had conducted proper marketing research. - correct answer ✔✔True
Researchers should deceive their participants. - correct answer ✔✔False
The example of an unethical company from the reading this week was: - correct answer ✔✔Volkswagon
The primary reason that Johnson & Johnson was able to act quickly in the wake of a difficult situation is
because they had a code of conduct hanging on their wall. - correct answer ✔✔False
Which of the following are reasons why you would not cut in front of a line of people who are waiting to
ride a roller coaster? - correct answer ✔✔Treat others the way you'd like to be treated.
Your parents raised you to know that this is not acceptable behavior.
, Societal norms.
The amusement park police/security might kick you out of the park.
Moral standards are a situation in which one chooses from alternate courses of action, each with
different ethical implications. - correct answer ✔✔False
An example of acting ethically is not cutting in front of others who are waiting in line to ride a roller
coaster. - correct answer ✔✔True
Researchers should be concerned about ethics for many reasons, one of which is that society will be
more accepting of marketing research when it is conducted ethically. - correct answer ✔✔True
The example of an ethical company from the reading this week was: - correct answer ✔✔Johnson &
Johnson
Researchers owe all of the following to their clients except: - correct answer ✔✔Charging the most
money possible
Researchers should be directly concerned with all of the following groups except: - correct answer
✔✔Client's competitors
Ethnography uses several different types of research, including immersion, participant observation, and
informal and ongoing in-depth interviewing. - correct answer ✔✔True
Unstructured, informal research that is undertaken to gain background information about the general
nature of the research problem is called causal research. - correct answer ✔✔False
Which of the following are necessary when writing a hypothesis? - correct answer ✔✔- Includes a
dependent variable
- Includes at least one independent variable
- Must be testable
- Must be specific
________ are the three types of research design. - correct answer ✔✔Exploratory, descriptive, and
casual
Research designs are classified into three traditional categories: exploratory, prescriptive, and causal. -
correct answer ✔✔False
What type of research design should be used when a small family-owned jeweler experiences more than
a 20 percent decline in sales and does NOT know the cause? - correct answer ✔✔Exploratory
________ are the two basic types of studies categorized as descriptive research. - correct answer
✔✔Longitudinal studies and cross-sectional studies
________ are the types of descriptive research studies that measure a population at only one point in
time. - correct answer ✔✔Cross-sectional studies
PREP 2026/2027
The American Marketing Association defines advertising and sales promotion as the activities, set of
institutions, and processes for creating, communicating, delivering, and exchanging offerings that have
value for customers, clients, partners, and society at large. - correct answer ✔✔False
Marketing research can also be used to generate, refine, and evaluate a potential marketing action. -
correct answer ✔✔True
When firms make the right decisions, they produce products and services that their target markets
perceive as having value. That value translates into ________. - correct answer ✔✔Sales, profits, and a
positive ROI
Market research is conducted to determine market opportunities as well as to determine the size of
various market segments. - correct answer ✔✔True
According to the American Marketing Association (AMA), what is the function of marketing research? -
correct answer ✔✔To link the consumer to marketer with information used in marketing decisions
Marketing research can be used to address questions related to any of the 4 P's. - correct answer
✔✔True
In which of the following functional areas would research be used when marketers want to determine
the "value" consumers perceive in a revolutionary new product? - correct answer ✔✔Pricing research
With the multiple new types of data and methods now in use, marketing researchers not only need to be
skilled at gathering and analyzing data but also at communicating results effectively. - correct answer
✔✔True
Marketing research studies cannot be designed to find out what consumers' problems are and to assess
the suitability of different proposed methods of resolving those problems. - correct answer ✔✔False
In many examples of failed products and services, managers could have avoided the associated losses if
they had conducted proper marketing research. - correct answer ✔✔True
Researchers should deceive their participants. - correct answer ✔✔False
The example of an unethical company from the reading this week was: - correct answer ✔✔Volkswagon
The primary reason that Johnson & Johnson was able to act quickly in the wake of a difficult situation is
because they had a code of conduct hanging on their wall. - correct answer ✔✔False
Which of the following are reasons why you would not cut in front of a line of people who are waiting to
ride a roller coaster? - correct answer ✔✔Treat others the way you'd like to be treated.
Your parents raised you to know that this is not acceptable behavior.
, Societal norms.
The amusement park police/security might kick you out of the park.
Moral standards are a situation in which one chooses from alternate courses of action, each with
different ethical implications. - correct answer ✔✔False
An example of acting ethically is not cutting in front of others who are waiting in line to ride a roller
coaster. - correct answer ✔✔True
Researchers should be concerned about ethics for many reasons, one of which is that society will be
more accepting of marketing research when it is conducted ethically. - correct answer ✔✔True
The example of an ethical company from the reading this week was: - correct answer ✔✔Johnson &
Johnson
Researchers owe all of the following to their clients except: - correct answer ✔✔Charging the most
money possible
Researchers should be directly concerned with all of the following groups except: - correct answer
✔✔Client's competitors
Ethnography uses several different types of research, including immersion, participant observation, and
informal and ongoing in-depth interviewing. - correct answer ✔✔True
Unstructured, informal research that is undertaken to gain background information about the general
nature of the research problem is called causal research. - correct answer ✔✔False
Which of the following are necessary when writing a hypothesis? - correct answer ✔✔- Includes a
dependent variable
- Includes at least one independent variable
- Must be testable
- Must be specific
________ are the three types of research design. - correct answer ✔✔Exploratory, descriptive, and
casual
Research designs are classified into three traditional categories: exploratory, prescriptive, and causal. -
correct answer ✔✔False
What type of research design should be used when a small family-owned jeweler experiences more than
a 20 percent decline in sales and does NOT know the cause? - correct answer ✔✔Exploratory
________ are the two basic types of studies categorized as descriptive research. - correct answer
✔✔Longitudinal studies and cross-sectional studies
________ are the types of descriptive research studies that measure a population at only one point in
time. - correct answer ✔✔Cross-sectional studies
