Research Methods in Marketing Preparation for Quiz 1
with Answers
Chapter 1: Marketing Research: It’s Everywhere!
1. Marketing research
a. generates information in the firm’s environment.
b. transmits information from the environment to the firm.
c. interprets feedback information.
d. makes decisions based upon information from the environment.
e. does a, b, and c.
2. Marketing research
a. is simply asking consumers for their likes, dislikes, needs, and wants in a one-on-
one situation.
b. spans the informational boundary between the firm and its environment.
c. can only be employed to assess the impact of past or contemplated adjustments
in the marketing mix.
d. is most generally used for marketing control purposes.
e. is b and d.
3. Which of the following is NOT a common activity of a marketing research department?
a. assessing the impact(s) of changes in the marketing mix for a good
marketing promotion
b. identifying the legal constraints on advertising
c. determining the most efficient production sequences for a plant
d. establishing sales territory quotas
e. c and d
4. Which of the following is FALSE?
a. The basic purpose of marketing research is to assist marketing managers in
making more informed decisions.
b. Marketing research became a significant business activity when the
economy changed from a production orientation to a consumption
orientation.
c. Marketing research as an organizational function was adopted by most
firms when they could no longer satisfy demand for their products.
d. a and b.
e. a, b and c.
, 5. Marketing research
a. involves the use of information to make better marketing decisions.
b. has as one of its objectives to improve our understanding of management as
a process.
c. aims to promote government regulation of research activities.
d. is only useful in companies with over $1 million in annual sales.
e. is not very useful to a provider of services, such as a bank.
6. The emphasis of marketing research for planning purposes is on
a. determining the appropriate promotion budget(s).
b. determining the kind of packaging the firm should use
c. determining the degree of consumer satisfaction with the firm’s products.
d. determining viable opportunities for the firm.
e. a and c.
7. Which of the following is TRUE?
a. Specialized marketing research firms are the largest producers of marketing facts.
b. The most important advantage of a division or group-level marketing
research department is its economy of scale.
c. The organization of the market research function should be dynamic and
ever- changing.
d. An important change that has been occurring in marketing research in recent years
is the transition from a total marketing intelligence perspective to a specific
problem perspective.
e. All of the above statements are false.
8. Which of the following is TRUE?
a. Opportunities in marketing research are only open to people with statistical
analysis and interpretation skills.
b. Marketing researchers need good oral and written skills along with statistical skills.
c. Planning, strategy, and financial management skills are necessary for success as
an entry- or mid-level marketing researcher.
d. Successful marketing researchers are proactive rather than reactive.
e. b and d.
9. Which of the following is NOT a question marketing research can assist in answering?
a. What kinds of people purchase our products?
b. What kind of packaging should we use?
c. What is our per unit profit margin?
d. What is our level of service satisfaction?
e. All are marketing research problems.
2
, 10. Which of the following is NOT consistent with the definition of marketing research?
a. The definition is broad.
b. The definition stresses the importance of activities conducted in order to
understand the process of marketing.
c. The definition emphasizes the function as a link between consumers and the firm.
d. The definition states that marketing research is focused on collecting
data specified by someone else.
e. Neither b nor d is consistent with the definition.
11. Marketing research emphasizes
a. the definition of marketing problems and issues.
b. the specification of information needed to address marketing issues.
c. the communication of marketing research results.
d. the gathering of information used to identify marketing opportunities.
e. b, c and d.
12. Which of the following is FALSE?
a. Problem-solving marketing research focuses only on short-term
marketing decisions with respect to the marketing mix elements.
b. An attempt to determine the most efficient allocation of funding to
various promotional activities is an example of marketing research.
c. A survey designed to identify the characteristics of light, average, and heavy users
of detergent is an example of marketing research.
d. a and b.
e. a, b, and c.
13. Although no general organizational form of marketing research departments
exists, departments are commonly organized by
a. research techniques, such as statistical analysis, field interviewing or
questionnaire design.
b. area of application, such as product line, brand, market segment or geographic area.
c. marketing function performed, such as field sales analysis, advertising research
or product planning.
d. a and b.
e. a, b and c.
14. Which of the following is NOT an advantage of a corporate-level location for
the marketing research function?
a. greater coordination and control of corporate research activity
b. research personnel can acquire valuable knowledge about divisional
markets and products
c. greater economy of scale
d. greater usefulness to corporate management in planning
e. All of the above are advantages of a corporate level location for marketing research
3
, 15. Which of the following is NOT a common activity of a marketing research department?
a. measuring market potential
b. creating new advertising
c. location analysis
d. ad copy research
e. media research
16. The form(s) of organization of the research function that seem(s) to dominate
current practice is (are)
a. no one organization form seems to dominate current practice.
b. by area of application, such as by product line, by brand, by market segment, or
by geographic area.
c. by research technique or approach such as sales analysis, mathematical
and/or statistical analysis, field interviewing, or questionnaire design.
d. by marketing function performed, such as field sales analysis, advertising
research, or product planning.
e. by type of computer equipment used, such as by PC, tablet, or laptop units.
Chapter 3: The Research Process and Problem Formulation
6. The most important step in the research process is
a. determining the research design.
b. designing data collection method and forms.
c. preparing the research report.
d. analyzing and interpreting the data.
e. formulating the problem.
7. After the research design has been determined, the next two steps in the research process are
a. design the sample and collect data; analyze and interpret the data.
b. design the data collection method and forms; analyze and interpret the data.
c. design the data collection method and forms; design the sample and
collect data.
d. design the sample and collect data; analyze and interpret the data.
e. analyze and interpret the data; prepare the research report.
8. After determining the research design the next step in the research process is
a. design sample and collect data.
b. design data collection method and forms.
c. formulate problem.
d. prepare the research proposal.
e. none of the above.
4
with Answers
Chapter 1: Marketing Research: It’s Everywhere!
1. Marketing research
a. generates information in the firm’s environment.
b. transmits information from the environment to the firm.
c. interprets feedback information.
d. makes decisions based upon information from the environment.
e. does a, b, and c.
2. Marketing research
a. is simply asking consumers for their likes, dislikes, needs, and wants in a one-on-
one situation.
b. spans the informational boundary between the firm and its environment.
c. can only be employed to assess the impact of past or contemplated adjustments
in the marketing mix.
d. is most generally used for marketing control purposes.
e. is b and d.
3. Which of the following is NOT a common activity of a marketing research department?
a. assessing the impact(s) of changes in the marketing mix for a good
marketing promotion
b. identifying the legal constraints on advertising
c. determining the most efficient production sequences for a plant
d. establishing sales territory quotas
e. c and d
4. Which of the following is FALSE?
a. The basic purpose of marketing research is to assist marketing managers in
making more informed decisions.
b. Marketing research became a significant business activity when the
economy changed from a production orientation to a consumption
orientation.
c. Marketing research as an organizational function was adopted by most
firms when they could no longer satisfy demand for their products.
d. a and b.
e. a, b and c.
, 5. Marketing research
a. involves the use of information to make better marketing decisions.
b. has as one of its objectives to improve our understanding of management as
a process.
c. aims to promote government regulation of research activities.
d. is only useful in companies with over $1 million in annual sales.
e. is not very useful to a provider of services, such as a bank.
6. The emphasis of marketing research for planning purposes is on
a. determining the appropriate promotion budget(s).
b. determining the kind of packaging the firm should use
c. determining the degree of consumer satisfaction with the firm’s products.
d. determining viable opportunities for the firm.
e. a and c.
7. Which of the following is TRUE?
a. Specialized marketing research firms are the largest producers of marketing facts.
b. The most important advantage of a division or group-level marketing
research department is its economy of scale.
c. The organization of the market research function should be dynamic and
ever- changing.
d. An important change that has been occurring in marketing research in recent years
is the transition from a total marketing intelligence perspective to a specific
problem perspective.
e. All of the above statements are false.
8. Which of the following is TRUE?
a. Opportunities in marketing research are only open to people with statistical
analysis and interpretation skills.
b. Marketing researchers need good oral and written skills along with statistical skills.
c. Planning, strategy, and financial management skills are necessary for success as
an entry- or mid-level marketing researcher.
d. Successful marketing researchers are proactive rather than reactive.
e. b and d.
9. Which of the following is NOT a question marketing research can assist in answering?
a. What kinds of people purchase our products?
b. What kind of packaging should we use?
c. What is our per unit profit margin?
d. What is our level of service satisfaction?
e. All are marketing research problems.
2
, 10. Which of the following is NOT consistent with the definition of marketing research?
a. The definition is broad.
b. The definition stresses the importance of activities conducted in order to
understand the process of marketing.
c. The definition emphasizes the function as a link between consumers and the firm.
d. The definition states that marketing research is focused on collecting
data specified by someone else.
e. Neither b nor d is consistent with the definition.
11. Marketing research emphasizes
a. the definition of marketing problems and issues.
b. the specification of information needed to address marketing issues.
c. the communication of marketing research results.
d. the gathering of information used to identify marketing opportunities.
e. b, c and d.
12. Which of the following is FALSE?
a. Problem-solving marketing research focuses only on short-term
marketing decisions with respect to the marketing mix elements.
b. An attempt to determine the most efficient allocation of funding to
various promotional activities is an example of marketing research.
c. A survey designed to identify the characteristics of light, average, and heavy users
of detergent is an example of marketing research.
d. a and b.
e. a, b, and c.
13. Although no general organizational form of marketing research departments
exists, departments are commonly organized by
a. research techniques, such as statistical analysis, field interviewing or
questionnaire design.
b. area of application, such as product line, brand, market segment or geographic area.
c. marketing function performed, such as field sales analysis, advertising research
or product planning.
d. a and b.
e. a, b and c.
14. Which of the following is NOT an advantage of a corporate-level location for
the marketing research function?
a. greater coordination and control of corporate research activity
b. research personnel can acquire valuable knowledge about divisional
markets and products
c. greater economy of scale
d. greater usefulness to corporate management in planning
e. All of the above are advantages of a corporate level location for marketing research
3
, 15. Which of the following is NOT a common activity of a marketing research department?
a. measuring market potential
b. creating new advertising
c. location analysis
d. ad copy research
e. media research
16. The form(s) of organization of the research function that seem(s) to dominate
current practice is (are)
a. no one organization form seems to dominate current practice.
b. by area of application, such as by product line, by brand, by market segment, or
by geographic area.
c. by research technique or approach such as sales analysis, mathematical
and/or statistical analysis, field interviewing, or questionnaire design.
d. by marketing function performed, such as field sales analysis, advertising
research, or product planning.
e. by type of computer equipment used, such as by PC, tablet, or laptop units.
Chapter 3: The Research Process and Problem Formulation
6. The most important step in the research process is
a. determining the research design.
b. designing data collection method and forms.
c. preparing the research report.
d. analyzing and interpreting the data.
e. formulating the problem.
7. After the research design has been determined, the next two steps in the research process are
a. design the sample and collect data; analyze and interpret the data.
b. design the data collection method and forms; analyze and interpret the data.
c. design the data collection method and forms; design the sample and
collect data.
d. design the sample and collect data; analyze and interpret the data.
e. analyze and interpret the data; prepare the research report.
8. After determining the research design the next step in the research process is
a. design sample and collect data.
b. design data collection method and forms.
c. formulate problem.
d. prepare the research proposal.
e. none of the above.
4
