MARKETING MANAGEMENT
RESEARCH TEST
1. ________ is a short definition of marketing.
A) Advertising effectively
B) ✅ Meeting needs profitably
C) Selling products
D) Making profits
2. Information gathering to be used for decision-making goes back to the earliest days
of recorded history. Some of the first examples of surveys in the United States relate
to their use to determine:
A) Consumer satisfaction
B) ✅ The popularity of political candidates
C) Product demand
D) Retail pricing
3. The process of designing, gathering, analyzing, and reporting information that may
be used to solve a specific marketing problem is:
A) Market research
B) ✅ Marketing research
C) Advertising research
D) Sales analysis
4. ________ is a process used to define the size, location, and/or makeup of the market
for a product or service.
A) Marketing research
B) ✅ Market research
C) Advertising
D) Product development
5. According to the American Marketing Association (AMA), what is the function of
marketing research?
A) To sell products
B) ✅ To link the consumer to the marketer with information used in marketing
decisions
C) To create advertisements
D) To monitor competitors
6. Of the following, which is NOT one of the uses of marketing research?
A) To generate, refine, and evaluate potential market actions
B) To identify market opportunities and problems
C) ✅ To provide consumers with information they need to evaluate products and
services at a profit
1
, D) To monitor marketing performance
E) To improve understanding of marketing as a process
7. When research is conducted by an outside firm, the research is referred to as:
A) Internal research
B) Limited-service research
C) ✅ Supply-side research
D) Applied research
8. What is a chief characteristic of full-service supplier firms?
A) Limited to one research activity
B) ✅ Ability to conduct the entire marketing research project
C) Only provide data analysis
D) Focus on advertising
9. What type of research firm specializes in one, or, at most, a few marketing research
activities?
A) Full-service supplier firm
B) ✅ Limited-service supplier firm
C) Supply-side research firm
D) In-house research department
10. The marketing research industry is undergoing great change after many years of
relative stability in marketing research methods. Which of the following is a reason
for this change?
A) Reduced demand for research
B) ✅ New sources of data and technology
C) More government regulation
D) Decline in consumer spending
11. Marketing researchers only need to be skilled at gathering and analyzing data, but
not at communicating results effectively.
A) ✅ FALSE
B) TRUE
12. Which of the following correctly describes applied research?
A) Applied research helps marketers understand the basic desires and motives of
consumers.
B) ✅ Applied research helps us solve a specific problem.
C) Applied research expands our knowledge, rather than solving a specific problem.
D) Applied research determines the most basic desired features in new products.
13. Which of the following accurately describes a structure consisting of people,
equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed,
timely, and accurate information to marketing decision makers?
A) Customer relationship management system
B) Sales information management system
C) Marketing relationship management system
D) ✅ Marketing information system
14. The ________ gathers data generated from information such as orders, billing,
receivables, and inventory levels, etc.
A) Internal audit
2
, B) ✅ Internal reports system
C) External database
D) Market survey
15. A. C. Nielsen and George Gallup are known as the "Fathers of Marketing
Research."
A) ✅ FALSE
B) TRUE
16. A firm XYZ Corp specializes in analyzing social media data and providing
recommendations to companies. However, they rely on their clients to provide them
the data and do not collect their own data. This is an example of which type of
marketing research firm?
A) Full-service supplier firm
B) ✅ Limited-service supplier firm
C) Supply-side research firm
D) In-house research department
17. The growth of the Internet led to several challenges for marketing researchers in the
production era of marketing.
A) ✅ FALSE
B) TRUE
18. Who is acknowledged as the "Father of Marketing Research"?
A) George Gallup
B) A. C. Nielsen
C) ✅ Charles Coolidge Parlin
D) Philip Kotler
19. Market research is a part or subset of Marketing Research.
A) ✅ TRUE
B) FALSE
20. A third-party firm ABC Inc. is hired by an FMCG firm to conduct marketing
research on its behalf. In this case, ABC Inc. is an example of what type of
marketing research firm?
A) Full-service supplier firm
B) Limited-service supplier firm
C) ✅ Supply-side research firm
D) In-house department
21. ________ is the first step of the marketing research process.
A) Collecting data
B) Defining research design
C) ✅ Establishing the need for marketing research
D) Conducting surveys
22. ________ tell(s) the researcher exactly what needs to be gathered and analyzed to
allow managers to make decisions related to a problem.
A) Problem statements
B) ✅ Research objectives
C) Research design
D) Sampling plan
3
RESEARCH TEST
1. ________ is a short definition of marketing.
A) Advertising effectively
B) ✅ Meeting needs profitably
C) Selling products
D) Making profits
2. Information gathering to be used for decision-making goes back to the earliest days
of recorded history. Some of the first examples of surveys in the United States relate
to their use to determine:
A) Consumer satisfaction
B) ✅ The popularity of political candidates
C) Product demand
D) Retail pricing
3. The process of designing, gathering, analyzing, and reporting information that may
be used to solve a specific marketing problem is:
A) Market research
B) ✅ Marketing research
C) Advertising research
D) Sales analysis
4. ________ is a process used to define the size, location, and/or makeup of the market
for a product or service.
A) Marketing research
B) ✅ Market research
C) Advertising
D) Product development
5. According to the American Marketing Association (AMA), what is the function of
marketing research?
A) To sell products
B) ✅ To link the consumer to the marketer with information used in marketing
decisions
C) To create advertisements
D) To monitor competitors
6. Of the following, which is NOT one of the uses of marketing research?
A) To generate, refine, and evaluate potential market actions
B) To identify market opportunities and problems
C) ✅ To provide consumers with information they need to evaluate products and
services at a profit
1
, D) To monitor marketing performance
E) To improve understanding of marketing as a process
7. When research is conducted by an outside firm, the research is referred to as:
A) Internal research
B) Limited-service research
C) ✅ Supply-side research
D) Applied research
8. What is a chief characteristic of full-service supplier firms?
A) Limited to one research activity
B) ✅ Ability to conduct the entire marketing research project
C) Only provide data analysis
D) Focus on advertising
9. What type of research firm specializes in one, or, at most, a few marketing research
activities?
A) Full-service supplier firm
B) ✅ Limited-service supplier firm
C) Supply-side research firm
D) In-house research department
10. The marketing research industry is undergoing great change after many years of
relative stability in marketing research methods. Which of the following is a reason
for this change?
A) Reduced demand for research
B) ✅ New sources of data and technology
C) More government regulation
D) Decline in consumer spending
11. Marketing researchers only need to be skilled at gathering and analyzing data, but
not at communicating results effectively.
A) ✅ FALSE
B) TRUE
12. Which of the following correctly describes applied research?
A) Applied research helps marketers understand the basic desires and motives of
consumers.
B) ✅ Applied research helps us solve a specific problem.
C) Applied research expands our knowledge, rather than solving a specific problem.
D) Applied research determines the most basic desired features in new products.
13. Which of the following accurately describes a structure consisting of people,
equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed,
timely, and accurate information to marketing decision makers?
A) Customer relationship management system
B) Sales information management system
C) Marketing relationship management system
D) ✅ Marketing information system
14. The ________ gathers data generated from information such as orders, billing,
receivables, and inventory levels, etc.
A) Internal audit
2
, B) ✅ Internal reports system
C) External database
D) Market survey
15. A. C. Nielsen and George Gallup are known as the "Fathers of Marketing
Research."
A) ✅ FALSE
B) TRUE
16. A firm XYZ Corp specializes in analyzing social media data and providing
recommendations to companies. However, they rely on their clients to provide them
the data and do not collect their own data. This is an example of which type of
marketing research firm?
A) Full-service supplier firm
B) ✅ Limited-service supplier firm
C) Supply-side research firm
D) In-house research department
17. The growth of the Internet led to several challenges for marketing researchers in the
production era of marketing.
A) ✅ FALSE
B) TRUE
18. Who is acknowledged as the "Father of Marketing Research"?
A) George Gallup
B) A. C. Nielsen
C) ✅ Charles Coolidge Parlin
D) Philip Kotler
19. Market research is a part or subset of Marketing Research.
A) ✅ TRUE
B) FALSE
20. A third-party firm ABC Inc. is hired by an FMCG firm to conduct marketing
research on its behalf. In this case, ABC Inc. is an example of what type of
marketing research firm?
A) Full-service supplier firm
B) Limited-service supplier firm
C) ✅ Supply-side research firm
D) In-house department
21. ________ is the first step of the marketing research process.
A) Collecting data
B) Defining research design
C) ✅ Establishing the need for marketing research
D) Conducting surveys
22. ________ tell(s) the researcher exactly what needs to be gathered and analyzed to
allow managers to make decisions related to a problem.
A) Problem statements
B) ✅ Research objectives
C) Research design
D) Sampling plan
3
