MKT 3413 CORE REVIEWS ANSWERS AND
QUESTIONS SET A+
✔✔Marketing research conducted on the popular TV program Seinfeld, starring Jerry
Seinfeld, was used to illustrate:
A) how marketing research always correctly identifies a product or service that will be
popular in the marketplace
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) why marketing research may not be applied to all fields, such as entertainment -
✔✔C
✔✔CHAPTER 2 - ✔✔CHAPTER 2
✔✔The Marketing Research Association is an organization that ________.
A) supports the interests and development of customers needing research
B) oversees the Professional Researcher Certification
C) monitors the Internet for organizations that spam
D) audits research firms for the purpose of improving data collection procedures
E) is a lobbying organization representing multinational firms - ✔✔B
✔✔The first continuous and organized research is believed to have been conducted in
1911 for ________ to be used ________.
A) MRA; to sell its publications
B) MRA; to locate outdoor billboards in the best locations
C) Curtis Publishing Company; to better sell advertising space
D) Curtis Publishing Company; to determine the optimal mix of cable TV channels on
which to advertise
E) Charles Coolidge Parlin; to determine pay scales for employees - ✔✔C
✔✔Who is the "Father of Marketing Research"?
A) Charles Coolidge Parlin
B) Robert Bartels
, C) A.C. Nielsen
D) Alfred Politz
E) J.C. Snead - ✔✔A
✔✔Why did the Industrial Revolution lead to a growth in marketing research?
A) Manufacturers were producing goods for distant markets and consumers.
B) Colleges were teaching courses in marketing research.
C) Craftsmen and artisans of the day knew their customers.
D) Alfred Politz introduced statistical theory for sampling.
E) Growth was limited to the spread of government agencies and so most marketing
research was performed for the government. - ✔✔A
✔✔An annual publication that lists the top 25 marketing research firms in the WORLD is
known as:
A) World's Top 25
B) The Honomichl Global Top 25
C) Research World's 25
D) The J.C. Snead Top 25
E) none; there is no such report available - ✔✔B
✔✔Which of the following statements best describes the state of the marketing research
industry in the 1950s?
A) There was "no sense of industry."
B) Marketing research was needed for survival.
C) There were quite large "behemoths" that operated around the globe with revenues in
excess of $1 billion.
D) The industry was composed of many small, privately owned firms that didn't report
their revenues.
E) both A and D - ✔✔E
✔✔An annual publication that lists the top 50 marketing research firms BASED in the
U.S. is known as:
A) World's Top 50
B) Research World's 50
C) The Honomichl Top 50
D) The J.C. Snead Global Top 50
E) none; there is no such report available - ✔✔C
✔✔Which of the following is true regarding worldwide spending on marketing research?
A) From 2007 to 2008, when the recession began, only North America experienced a
net increase in spending.
B) Latin America had the lowest growth rate from 2007 to 2008.
C) Total global spending for the industry was about $1 billion in 2008 according to the
European Society of Opinion and Marketing Research (ESOMAR).
QUESTIONS SET A+
✔✔Marketing research conducted on the popular TV program Seinfeld, starring Jerry
Seinfeld, was used to illustrate:
A) how marketing research always correctly identifies a product or service that will be
popular in the marketplace
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) why marketing research may not be applied to all fields, such as entertainment -
✔✔C
✔✔CHAPTER 2 - ✔✔CHAPTER 2
✔✔The Marketing Research Association is an organization that ________.
A) supports the interests and development of customers needing research
B) oversees the Professional Researcher Certification
C) monitors the Internet for organizations that spam
D) audits research firms for the purpose of improving data collection procedures
E) is a lobbying organization representing multinational firms - ✔✔B
✔✔The first continuous and organized research is believed to have been conducted in
1911 for ________ to be used ________.
A) MRA; to sell its publications
B) MRA; to locate outdoor billboards in the best locations
C) Curtis Publishing Company; to better sell advertising space
D) Curtis Publishing Company; to determine the optimal mix of cable TV channels on
which to advertise
E) Charles Coolidge Parlin; to determine pay scales for employees - ✔✔C
✔✔Who is the "Father of Marketing Research"?
A) Charles Coolidge Parlin
B) Robert Bartels
, C) A.C. Nielsen
D) Alfred Politz
E) J.C. Snead - ✔✔A
✔✔Why did the Industrial Revolution lead to a growth in marketing research?
A) Manufacturers were producing goods for distant markets and consumers.
B) Colleges were teaching courses in marketing research.
C) Craftsmen and artisans of the day knew their customers.
D) Alfred Politz introduced statistical theory for sampling.
E) Growth was limited to the spread of government agencies and so most marketing
research was performed for the government. - ✔✔A
✔✔An annual publication that lists the top 25 marketing research firms in the WORLD is
known as:
A) World's Top 25
B) The Honomichl Global Top 25
C) Research World's 25
D) The J.C. Snead Top 25
E) none; there is no such report available - ✔✔B
✔✔Which of the following statements best describes the state of the marketing research
industry in the 1950s?
A) There was "no sense of industry."
B) Marketing research was needed for survival.
C) There were quite large "behemoths" that operated around the globe with revenues in
excess of $1 billion.
D) The industry was composed of many small, privately owned firms that didn't report
their revenues.
E) both A and D - ✔✔E
✔✔An annual publication that lists the top 50 marketing research firms BASED in the
U.S. is known as:
A) World's Top 50
B) Research World's 50
C) The Honomichl Top 50
D) The J.C. Snead Global Top 50
E) none; there is no such report available - ✔✔C
✔✔Which of the following is true regarding worldwide spending on marketing research?
A) From 2007 to 2008, when the recession began, only North America experienced a
net increase in spending.
B) Latin America had the lowest growth rate from 2007 to 2008.
C) Total global spending for the industry was about $1 billion in 2008 according to the
European Society of Opinion and Marketing Research (ESOMAR).
