MRKT 432 Chap 1 questions and
answers
Which of the following is the best definition of marketing research? Marketing research is:
A) the activity of analyzing secondary information and providing executives with timely reports.
B) the process of designing experiments that provide decision makers with causal information.
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 process of designing, gathering, analyzing, and reporting information that may be used to solve a
specific marketing problem. - answer E
Based on the AMA's definition of marketing research, which of the following is NOT one of the uses of
marketing research?
A) to identify and define marketing opportunities and problems
B) to solve general, not specific, marketing problems
C) to generate, refine, and evaluate marketing actions
D) to monitor marketing performance
E) to improve marketing as a process - answer B
Which of the following refers to applying marketing research to a specific geographical marketing area?
A) marketing research
B) market research
C) area marketing research
D) geographical zone research
Copyright © 2021 Pearson Education, Inc.
, 2 Chapter 14: Voting and Apportionment
E) demographic research - answer B
Which of the following statements best reflects the purpose of marketing research?
A) to provide consumers with information they need to evaluate products and services at a profit
B) to provide information that improves profitability
C) to link external environments to the firm
D) to link target markets to specific decision makers at all levels within firms
E) to link the consumer to the marketer by providing information that can be used in making marketing
decisions - answer E
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 predicts a failure, yet there is success.
C) when marketing research predicts a failure, and there is a failure.
D) why marketing research may not be applied to all fields, such as entertainment.
E) how marketing research may be used for television but not for movies. - answer B
Which of the following best illustrates the use of marketing research to monitor marketing
performance?
A) marketing research managers closely overseeing the work of subordinates in the marketing research
department
B) comparing the return on investment of firms using marketing research to those which are not using
marketing research
C) tracking variables that monitor how well products are performing in the marketplace
D) providing mobile online tools for marketing researchers practicing in the field
E) setting up a consumer complaints system - answer C
Copyright © 2021 Pearson Education, Inc.
answers
Which of the following is the best definition of marketing research? Marketing research is:
A) the activity of analyzing secondary information and providing executives with timely reports.
B) the process of designing experiments that provide decision makers with causal information.
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 process of designing, gathering, analyzing, and reporting information that may be used to solve a
specific marketing problem. - answer E
Based on the AMA's definition of marketing research, which of the following is NOT one of the uses of
marketing research?
A) to identify and define marketing opportunities and problems
B) to solve general, not specific, marketing problems
C) to generate, refine, and evaluate marketing actions
D) to monitor marketing performance
E) to improve marketing as a process - answer B
Which of the following refers to applying marketing research to a specific geographical marketing area?
A) marketing research
B) market research
C) area marketing research
D) geographical zone research
Copyright © 2021 Pearson Education, Inc.
, 2 Chapter 14: Voting and Apportionment
E) demographic research - answer B
Which of the following statements best reflects the purpose of marketing research?
A) to provide consumers with information they need to evaluate products and services at a profit
B) to provide information that improves profitability
C) to link external environments to the firm
D) to link target markets to specific decision makers at all levels within firms
E) to link the consumer to the marketer by providing information that can be used in making marketing
decisions - answer E
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 predicts a failure, yet there is success.
C) when marketing research predicts a failure, and there is a failure.
D) why marketing research may not be applied to all fields, such as entertainment.
E) how marketing research may be used for television but not for movies. - answer B
Which of the following best illustrates the use of marketing research to monitor marketing
performance?
A) marketing research managers closely overseeing the work of subordinates in the marketing research
department
B) comparing the return on investment of firms using marketing research to those which are not using
marketing research
C) tracking variables that monitor how well products are performing in the marketplace
D) providing mobile online tools for marketing researchers practicing in the field
E) setting up a consumer complaints system - answer C
Copyright © 2021 Pearson Education, Inc.
