Marketing Management, 15e, Global Edition (Kotler)
Chapter 4 Conducting Marketing Research
1) ________ provide diagnostic information about how and why we observe certain effects in the
marketplace, and what that means to marketers.
A) Marketing insights
B) Marketing metrics
C) Marketing channels
D) Marketing information systems
E) Marketing-mix models
Answer: A
Diff: 1
LO: 4.1: What is the scope of marketing research?
2) ________ is the systematic design, collection, analysis, and reporting of data and findings
relevant to a specific marketing situation facing the company.
A) Marketing communications
B) Internal marketing
C) Marketing research
D) Market segmentation
E) Marketing planning
Answer: C
Diff: 1
LO: 4.1: What is the scope of marketing research?
3) Anne, a beautician by profession, owns a salon in the small town of Franklin, New Jersey.
Every weekend, she makes it a point to visit the other salons in Franklin to find out about the
beauty services they offer to customers. Anne is attempting to conduct market research by
________.
A) studying customer behavior
B) forming alliances with competing firms
C) using experimental research techniques
D) checking out rivals
E) tapping into marketing partner expertise
Answer: D
Diff: 2
LO: 4.1: What is the scope of marketing research?
AACSB: Analytical thinking; Application of knowledge
1
Copyright © 2016 Pearson Education Limited
,4) Which of the following types of marketing research firms gathers consumer and trade
information and then sells it for a fee (e.g., Nielsen Company)?
A) custom marketing research firms
B) syndicated-service research firms
C) specialty-line marketing research firms
D) generic marketing research firms
E) focused marketing research firms
Answer: B
Diff: 1
LO: 4.1: What is the scope of marketing research?
5) Amity Inc. is a firm which collects and processes household data and sells it to other firms
which produce consumer durables. Amity is an example of a ________ research firm.
A) custom marketing
B) specialty-line marketing
C) syndicated-service
D) generic marketing
E) focused marketing
Answer: C
Diff: 2
LO: 4.1: What is the scope of marketing research?
AACSB: Analytical thinking
6) The Nielsen Company and IRI are examples of ________, or firms that gather consumer and
trade information which they sell for a fee.
A) customer marketing research firms
B) internal marketing insights departments
C) qualitative marketing intelligence agencies
D) syndicated-service research firms
E) specialty-line marketing research firms
Answer: D
Diff: 1
LO: 4.1: What is the scope of marketing research?
AACSB: Reflective thinking
7) AT&T, GE, Samsung, Shell Oil, and others have engaged in a(n) ________ exercise by
sponsoring the Innovation Challenge, where top MBA students compete in teams to address
company problems.
A) crowdcasting
B) syndication
C) net monitoring
D) product-preference
E) advertising evaluation
Answer: A
Diff: 3
LO: 4.1: What is the scope of marketing research?
AACSB: Application of knowledge
2
Copyright © 2016 Pearson Education Limited
,8) A field-service firm is a ________ research firm.
A) custom marketing
B) syndicated-service
C) specialty-line marketing
D) consumer marketing
E) social marketing
Answer: C
Diff: 2
LO: 4.1: What is the scope of marketing research?
AACSB: Reflective thinking
9) You are the marketing research director of a medium-sized manufacturing firm and you would
like to engage an outside marketing research firm to conduct field interviews. Which of the
following categories of marketing research firms should you use?
A) syndicated-service research firms
B) custom marketing research firms
C) global research management firms
D) specialty-line marketing research firms
E) brand management specialty research firms
Answer: D
Diff: 2
LO: 4.1: What is the scope of marketing research?
AACSB: Analytical thinking; Application of knowledge
10) A(n) ________ is a gathering of 6 to 10 people carefully selected by researchers based on
certain demographic, psychographic, or other considerations and brought together to discuss
various topics of interest at length.
A) target group
B) pilot group
C) focus group
D) customer base
E) ethnographic group
Answer: C
Diff: 1
LO: 4.1: What is the scope of marketing research?
AACSB: Reflective thinking
11) Good marketing insights often form the basis of successful marketing programs.
Answer: TRUE
Diff: 1
LO: 4.1: What is the scope of marketing research?
AACSB: Reflective thinking
3
Copyright © 2016 Pearson Education Limited
, 12) When companies engage students to design and carry out projects, the payoff to the students
is experience and visibility; the payoff to the companies is a fresh sets of eyes to solve problems
at a fraction of what consultants would charge.
Answer: TRUE
Diff: 1
LO: 4.1: What is the scope of marketing research?
AACSB: Reflective thinking
13) A good example of a syndicated-service research firm is Nielsen Media Research.
Answer: TRUE
Diff: 1
LO: 4.1: What is the scope of marketing research?
AACSB: Application of knowledge
14) Custom marketing research firms sell field interviewing services to other firms.
Answer: FALSE
Diff: 1
LO: 4.1: What is the scope of marketing research?
AACSB: Reflective thinking
15) Discuss the different ways that can be adopted by small manufacturing firms to conduct
market research.
Answer: The small firms can adopt the following ways to conduct market research:
• They can engage students or professors to design and carry out projects
• They can collect considerable information at very little cost by examining competitors' Web
sites, monitoring chat rooms, and accessing published data
• The owners of small business firms can routinely visit competitors to learn about changes
they have made
• By tapping into marketing partner expertise
Diff: 1
LO: 4.1: What is the scope of marketing research?
16) What are the six steps involved in the marketing research process?
Answer: The six steps are:
1. define the problem and research objectives
2. develop the research plan
3. collect the information
4. analyze the information
5. present the findings
6. make the decision
Diff: 1
LO: 4.1: What is the scope of marketing research?
4
Copyright © 2016 Pearson Education Limited
Chapter 4 Conducting Marketing Research
1) ________ provide diagnostic information about how and why we observe certain effects in the
marketplace, and what that means to marketers.
A) Marketing insights
B) Marketing metrics
C) Marketing channels
D) Marketing information systems
E) Marketing-mix models
Answer: A
Diff: 1
LO: 4.1: What is the scope of marketing research?
2) ________ is the systematic design, collection, analysis, and reporting of data and findings
relevant to a specific marketing situation facing the company.
A) Marketing communications
B) Internal marketing
C) Marketing research
D) Market segmentation
E) Marketing planning
Answer: C
Diff: 1
LO: 4.1: What is the scope of marketing research?
3) Anne, a beautician by profession, owns a salon in the small town of Franklin, New Jersey.
Every weekend, she makes it a point to visit the other salons in Franklin to find out about the
beauty services they offer to customers. Anne is attempting to conduct market research by
________.
A) studying customer behavior
B) forming alliances with competing firms
C) using experimental research techniques
D) checking out rivals
E) tapping into marketing partner expertise
Answer: D
Diff: 2
LO: 4.1: What is the scope of marketing research?
AACSB: Analytical thinking; Application of knowledge
1
Copyright © 2016 Pearson Education Limited
,4) Which of the following types of marketing research firms gathers consumer and trade
information and then sells it for a fee (e.g., Nielsen Company)?
A) custom marketing research firms
B) syndicated-service research firms
C) specialty-line marketing research firms
D) generic marketing research firms
E) focused marketing research firms
Answer: B
Diff: 1
LO: 4.1: What is the scope of marketing research?
5) Amity Inc. is a firm which collects and processes household data and sells it to other firms
which produce consumer durables. Amity is an example of a ________ research firm.
A) custom marketing
B) specialty-line marketing
C) syndicated-service
D) generic marketing
E) focused marketing
Answer: C
Diff: 2
LO: 4.1: What is the scope of marketing research?
AACSB: Analytical thinking
6) The Nielsen Company and IRI are examples of ________, or firms that gather consumer and
trade information which they sell for a fee.
A) customer marketing research firms
B) internal marketing insights departments
C) qualitative marketing intelligence agencies
D) syndicated-service research firms
E) specialty-line marketing research firms
Answer: D
Diff: 1
LO: 4.1: What is the scope of marketing research?
AACSB: Reflective thinking
7) AT&T, GE, Samsung, Shell Oil, and others have engaged in a(n) ________ exercise by
sponsoring the Innovation Challenge, where top MBA students compete in teams to address
company problems.
A) crowdcasting
B) syndication
C) net monitoring
D) product-preference
E) advertising evaluation
Answer: A
Diff: 3
LO: 4.1: What is the scope of marketing research?
AACSB: Application of knowledge
2
Copyright © 2016 Pearson Education Limited
,8) A field-service firm is a ________ research firm.
A) custom marketing
B) syndicated-service
C) specialty-line marketing
D) consumer marketing
E) social marketing
Answer: C
Diff: 2
LO: 4.1: What is the scope of marketing research?
AACSB: Reflective thinking
9) You are the marketing research director of a medium-sized manufacturing firm and you would
like to engage an outside marketing research firm to conduct field interviews. Which of the
following categories of marketing research firms should you use?
A) syndicated-service research firms
B) custom marketing research firms
C) global research management firms
D) specialty-line marketing research firms
E) brand management specialty research firms
Answer: D
Diff: 2
LO: 4.1: What is the scope of marketing research?
AACSB: Analytical thinking; Application of knowledge
10) A(n) ________ is a gathering of 6 to 10 people carefully selected by researchers based on
certain demographic, psychographic, or other considerations and brought together to discuss
various topics of interest at length.
A) target group
B) pilot group
C) focus group
D) customer base
E) ethnographic group
Answer: C
Diff: 1
LO: 4.1: What is the scope of marketing research?
AACSB: Reflective thinking
11) Good marketing insights often form the basis of successful marketing programs.
Answer: TRUE
Diff: 1
LO: 4.1: What is the scope of marketing research?
AACSB: Reflective thinking
3
Copyright © 2016 Pearson Education Limited
, 12) When companies engage students to design and carry out projects, the payoff to the students
is experience and visibility; the payoff to the companies is a fresh sets of eyes to solve problems
at a fraction of what consultants would charge.
Answer: TRUE
Diff: 1
LO: 4.1: What is the scope of marketing research?
AACSB: Reflective thinking
13) A good example of a syndicated-service research firm is Nielsen Media Research.
Answer: TRUE
Diff: 1
LO: 4.1: What is the scope of marketing research?
AACSB: Application of knowledge
14) Custom marketing research firms sell field interviewing services to other firms.
Answer: FALSE
Diff: 1
LO: 4.1: What is the scope of marketing research?
AACSB: Reflective thinking
15) Discuss the different ways that can be adopted by small manufacturing firms to conduct
market research.
Answer: The small firms can adopt the following ways to conduct market research:
• They can engage students or professors to design and carry out projects
• They can collect considerable information at very little cost by examining competitors' Web
sites, monitoring chat rooms, and accessing published data
• The owners of small business firms can routinely visit competitors to learn about changes
they have made
• By tapping into marketing partner expertise
Diff: 1
LO: 4.1: What is the scope of marketing research?
16) What are the six steps involved in the marketing research process?
Answer: The six steps are:
1. define the problem and research objectives
2. develop the research plan
3. collect the information
4. analyze the information
5. present the findings
6. make the decision
Diff: 1
LO: 4.1: What is the scope of marketing research?
4
Copyright © 2016 Pearson Education Limited
