BASIC MARKETING RESEARCH 9TH EDITION BY TOM J. BROWN - TEST BANK

1. A famous case in the 1980s involved Coca-Cola introducing New Coke after much research. The failure of New Coke was largely due to a. a narrow conception of the research. b. uneven caliber of researchers. c. poor problem definition. d. late and occasional erroneous findings. e. personality and presentation differences. ANSWER: c RATIONALE: The release and imminent failure of the New Coke campaign stemmed from a lack of the correct problem definition by Coca-Cola. See 3-0: Introduction. POINTS: 1 DIFFICULTY: Easy REFERENCES: Understand QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 3.01 - Specify the key steps in problem formulation. DATE CREATED: 7/19/2017 5:23 AM DATE MODIFIED: 7/19/2017 5:26 AM 2. The process of trying to identify specific areas where additional information is needed about the marketing environment is called a. problem formulation. b. environmental analysis. c. information assessment. d. survey scope. e. research focus. ANSWER: a RATIONALE: Problem formulation refers to the process of trying to identify specific areas where additional information is needed about the marketing environment. See 3-1: Problems Versus Opportunities. POINTS: 1 DIFFICULTY: Easy REFERENCES: Remember QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 3.01 - Specify the key steps in problem formulation. DATE CREATED: 7/19/2017 5:27 AM DATE MODIFIED: 7/19/2017 5:29 AM 3. In marketing research, a _______ is something that needs information regardless of whether the organization originally viewed the situation as a problem or an opportunity. a. situation b. study c. project d. plan e. problem ANSWER: e RATIONALE: Something that needs information, regardless of whether the organization originally viewed the situation as a problem or an opportunity is called a “problem”. See 3-1: Problems Versus Opportunities. POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 3.01 - Specify the key steps in problem formulation. DATE CREATED: 7/19/2017 5:29 AM DATE MODIFIED: 7/19/2017 5:34 AM 4. The best way to avoid the trap of researching the wrong problem is to a. research all possible problems. b. define the research problem broadly. c. delay research until the problem is properly defined. d. All of these are correct. e. None of these are correct. ANSWER: c RATIONALE: The best way for a company to avoid the trap of researching the wrong problem is to delay research until the problem is properly defined. See 3-2: The Problem Formulation Process. POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 3.01 - Specify the key steps in problem formulation. DATE CREATED: 7/19/2017 5:35 AM DATE MODIFIED: 7/19/2017 5:37 AM 5. Defining the problem is among the most difficult aspects of the marketing research process because of the __________ of every situation a manager may encounter. a. complexity b. urgency c. riskiness d. uniqueness e. subjectiveness ANSWER: d RATIONALE: The difficulty with defining the problem is largely due to the uniqueness of every situation that a manger may encounter. See 3-2: The Problem Formulation Process. POINTS: 1 DIFFICULTY: Easy REFERENCES: Remember QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 3.01 - Specify the key steps in problem formulation. DATE CREATED: 7/19/2017 5:37 AM DATE MODIFIED: 7/19/2017 5:40 AM 6. Which of the following is NOT one of the six steps in problem definition identified in Chapter 3? a. State the manager’s decision problem b. Prepare research request agreement c. Secure funding d. Meet with client e. Clarify the problem/opportunity ANSWER: c RATIONALE: All of these are steps in the problem definition process except “Secure funding”. See 3-2: The Problem Formulation Process. POINTS: 1 DIFFICULTY: Easy REFERENCES: Remember QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 3.01 - Specify the key steps in problem formulation. DATE CREATED: 7/19/2017 5:41 AM DATE MODIFIED: 7/19/2017 5:43 AM 7. Meeting with the client should be done at the earliest stages of a research project for which of the following reasons? a. To avoid duplicating efforts b. Because it is essential that managers and researchers are able to communicate openly c. To get as much information as possible from the manager with respect to the problem/opportunity d. Both to communicate openly and to get as much information as possible from the manager e. None of these are correct. ANSWER: d RATIONALE: Meeting with the client should be done during the earliest stages of a research project to both ensure that communication between managers and researchers is open and to also get as much information as possible from the manager about the problem/opportunity. See 3-2: The Problem Formulation Process. POINTS: 1 DIFFICULTY: Easy REFERENCES: Remember QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 3.02 - Discuss two goals of the initial meeting with the research client. DATE CREATED: 7/19/2017 5:44 AM DATE MODIFIED: 9/20/2017 1:47 PM 8. A marketing researcher is meeting with a manager who has identified a problem. During the initial meeting, the researcher asks, "Why do you think this situation has occurred?" How many times is it recommended for the researcher to ask "why" to dive deeper into possible causes of the problem? a. Two b. Five c. Three d. One e. Four ANSWER: b RATIONALE: It is recommended that the researcher asks “why?” five times to dive deeper into the possible causes. See 3-2: The Problem Formulation Process. POINTS: 1 DIFFICULTY: Easy REFERENCES: Remember QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 3.02 - Discuss two goals of the initial meeting with the research client. DATE CREATED: 7/19/2017 5:47 AM DATE MODIFIED: 7/19/2017 5:50 AM 9. The two fundamental sources of marketing research problems are a. ineffective advertising and change. b. poor sales and ineffective advertising. c. planned change and unplanned change. d. technological advancement and customer suggestions. e. poor management and unplanned change. ANSWER: c RATIONALE: The two fundamental sources of marketing research problems are both planned change and unplanned change. See 3-2: The Problem Formulation Process. POINTS: 1 DIFFICULTY: Easy REFERENCES: Remember QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 3.03 - Discuss the two general sources of marketing problems/opportunities. DATE CREATED: 7/19/2017 5:50 AM DATE MODIFIED: 7/19/2017 5:53 AM 10. Serendipity, or chance ideas, as a source of marketing research problems, might arise from a. customer complaint letters. b. salesperson’s call reports. c. comments in trade publication. d. customer calls to toll-free service assistance centers. e. All of these are sources of chance ideas. ANSWER: e RATIONALE: All of these are potential sources of chance ideas. See 3-2: The Problem Formulation Process. POINTS: 1 DIFFICULTY: Easy REFERENCES: Remember QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 3.03 - Discuss the two general sources of marketing problems/opportunities. DATE CREATED: 7/19/2017 5:53 AM DATE MODIFIED: 7/19/2017 7:33 AM 11. A company selling a food product had received a number of complaints about its packaging. After researching the complaints, the company switched packaging, and sales increased significantly. In marketing research terms, this type of change is best understood as a. product change. b. packaging change. c. unplanned change. d. planned change. e. materials change. ANSWER: c RATIONALE: This type of change is considered an unplanned change. See 3-2: The Problem Formulation Process. POINTS: 1 DIFFICULTY: Easy REFERENCES: Apply QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 3.03 - Discuss the two general sources of marketing problems/opportunities. DATE CREATED: 7/19/2017 5:56 AM DATE MODIFIED: 7/19/2017 5:59 AM 12. Planned change is oriented more toward the ______ and is ________. a. present; reactive b. future; proactive c. past; proactive d. future; reactive e. past; reactive ANSWER: b RATIONALE: Planned change is oriented more toward the future and is proactive in nature. See 3-2: The Problem Formulation Process. POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 3.03 - Discuss the two general sources of marketing problems/opportunities. DATE CREATED: 7/19/2017 5:59 AM DATE MODIFIED: 7/19/2017 6:02 AM 13. Unplanned change tends to be oriented more toward the ______ and is ______. a. present; reactive b. future; proactive c. past; proactive d. future; reactive e. past; reactive ANSWER: e RATIONALE: Unplanned change tends to be oriented more towards the past and is often reactive in nature. See 3-2: The Problem Formulation Process. POINTS: 1 DIFFICULTY: Easy REFERENCES: Remember QUESTION TYPE: Multiple Choice HAS VARIABLES: False ACCREDITING STANDARDS: 3.03 - Discuss the two general sources of marketing problems/opportunities. DATE CREATED: 7/19/2017 6:02 AM DATE MODIFIED: 7/19/2017 6:06 AM 14. The main purpose of marketing research brought about by planned change is to a. decide how to implement change. b. find out what is happening and why. c. describe changes in the internal environment. d. describe changes in the external environment. e. capture and evaluate the new idea. ANSWER: a RATIONALE: Planned change’s purpose is primarily directed towards deciding how to implement change. See 3-2: The Problem Formulation Process. POINTS: 1 DIFFICULTY: Easy REFERENCES: Understand QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 3.03 - Discuss the two general sources of marketing problems/opportunities. DATE CREATED: 7/19/2017 6:07 AM DATE MODIFIED: 7/19/2017 6:10 AM 15. Step two of the process of defining the problem is to clarify the problem/opportunity, which involves helping a. managers get precisely to the heart of the problem. b. managers perform their own diagnosis of the problem. c. managers prescribe a treatment to the problem. d. All of these are correct. e. None of these are correct. ANSWER: a RATIONALE: The second step in the problem formulation process involves helping managers get precisely to the heart of the problem. See 3-2: The Problem Formulation Process. POINTS: 1 DIFFICULTY: Easy REFERENCES: Remember QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 3.04 - Explain why the researcher must be actively involved in problem formulation. DATE CREATED: 7/19/2017 6:10 AM DATE MODIFIED: 9/20/2017 1:45 PM 16. Many managers, particularly those who have been with a company for a long time, are afflicted with "____________", which can get in the way of understanding the true nature of a problem. a. group think b. paralysis of analysis c. normal thinking d. loyalty bias e. creative thinking ANSWER: c RATIONALE: Many managers who have been with a company for a long time can be afflicted with “normal thinking”. See 3-2: The Problem Formulation Process. POINTS: 1 DIFFICULTY: Easy REFERENCES: Remember QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 3.04 - Explain why the researcher must be actively involved in problem formulation. DATE CREATED: 7/19/2017 6:13 AM DATE MODIFIED: 7/19/2017 6:16 AM 17. After working through the first two steps of the process of problem definition, the researcher should be in a position to state the manager's a. root problem cause. b. Buy-in. c. change resistance. d. resolution timeframe. e. decision problem. ANSWER: e RATIONALE: After working through the first two steps of the process of problem definition, the researcher should be in a position to state the manager's decision problem—the basic problem/opportunity facing the manager for which marketing research is intended to provide answers. See 3-2: The Problem Formulation Process. POINTS: 1 DIFFICULTY: Easy REFERENCES: Remember QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 3.05 - Distinguish between two types of decision problems. DATE CREATED: 7/19/2017 6:17 AM DATE MODIFIED: 7/19/2017 7:35 AM 18. A well-stated decision problem a. takes the manager’s perspective. b. is as simple as possible. c. takes the form of a question. d. All of these are correct. e. None of these are correct. ANSWER: d RATIONALE: All of these are components of a well-stated decision problem. See 3-2: The Problem Formulation Process. POINTS: 1 DIFFICULTY: Easy REFERENCES: Remember QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 3.05 - Distinguish between two types of decision problems. DATE CREATED: 7/19/2017 6:23 AM DATE MODIFIED: 9/20/2017 1:46 PM 19. A discovery-oriented decision problem is best defined as a a. decision problem that typically seeks to answer “what” or “why” questions. b. restatement of the decision problem in research terms. c. decision problem that typically seeks to answer "how" questions. d. written statement that describes the marketing problem. e. All of these are correct. ANSWER: a RATIONALE: A discovery-oriented decision problem is best defined as a decision problem that typically seeks to answer “what” or “why” questions. See 3-2: The Problem Formulation Process. POINTS: 1 DIFFICULTY: Easy REFERENCES: Remember QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 3.05 - Distinguish between two types of decision problems. DATE CREATED: 7/19/2017 6:25 AM DATE MODIFIED: 7/19/2017 6:27 AM 20. The main purpose of discovery-oriented marketing research is to a. decide what to do about a planned change. b. find out what is happening and why. c. describe changes in the internal environment. d. describe changes in the external environment. e. capture and evaluate the new idea. ANSWER: b RATIONALE: The main purpose of discover-oriented marketing research is to find out what is happening and why it is happening. See 3-2: The Problem Formulation Process. POINTS: 1 DIFFICULTY: Easy REFERENCES: Remember QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 3.05 - Distinguish between two types of decision problems. DATE CREATED: 7/19/2017 6:27 AM DATE MODIFIED: 7/19/2017 6:30 AM 21. Discovery-oriented research rarely solves a problem in the sense of providing a. quantitative data. b. actionable results. c. cause and effect. d. qualitative data. e. noticeable improvement. ANSWER: b RATIONALE: Discover-oriented research typically does not result in actionable results for a problem. See 3-2: The Problem Formulation Process. POINTS: 1 DIFFICULTY: Easy REFERENCES: Remember QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 3.05 - Distinguish between two types of decision problems. DATE CREATED: 7/19/2017 6:30 AM DATE MODIFIED: 7/19/2017 6:32 AM 22. Strategy-oriented decision problems are aimed squarely at a. large organizations. b. tactical situations. c. complex problems. d. making decisions. e. All of these are correct. ANSWER: d RATIONALE: Strategy-oriented decision problems are aimed at making decisions. See 3-2: The Problem Formulation Process. POINTS: 1 DIFFICULTY: Easy REFERENCES: Remember QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 3.05 - Distinguish between two types of decision problems. DATE CREATED: 7/19/2017 6:33 AM DATE MODIFIED: 7/19/2017 6:35 AM 23. Step four of the process of defining the problem is to develop possible ________, a restatement of the decision problem in research terms written from the researcher's perspective. a. research approaches b. research abstracts c. research problems d. research methods e. research experiments ANSWER: c RATIONALE: A restatement of the decision problem in research terms written from the researcher's perspective is known as the research problem. See 3-2: The Problem Formulation Process. POINTS: 1 DIFFICULTY: Easy REFERENCES: Remember QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 3.06 - Distinguish between a decision problem and a research problem. DATE CREATED: 7/19/2017 6:35 AM DATE MODIFIED: 7/19/2017 6:38 AM 24. Ideas about possible research problems can come from a. the client during the process of clarifying the problem. b. exploratory research. c. the researcher’s experience. d. All of these are correct. e. None of these are correct. ANSWER: d RATIONALE: All of these are potential sources of ideas about possible research problems. See 3-2: The Problem Formulation Process. POINTS: 1 DIFFICULTY: Easy REFERENCES: Remember QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 3.06 - Distinguish between a decision problem and a research problem. DATE CREATED: 7/19/2017 6:38 AM DATE MODIFIED: 7/19/2017 6:40 AM 25. Step five of the problem definition process is to select research problem(s) to be addressed. Which of the following statements about this step is TRUE? a. Marketing researchers should allow managers to vote on which research problems to address. b. Marketing researchers should address every research problem that has been identified. c. Marketing researchers should address the research problems for which they are reasonably sure they can get favorable results. d. Researchers should attempt to address the identified research problems regardless of the cost of obtaining information. e. Researchers must carefully review each identified research problem in terms of trade-off between the information to be obtained versus the costs of obtaining that information. ANSWER: e RATIONALE: In regard to research problems, researchers must carefully review each identified research problem in terms of trade-off between the information to be obtained versus the costs of obtaining that information. See 3-2: The Problem Formulation Process. POINTS: 1 DIFFICULTY: Easy REFERENCES: Understand QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 3.06 - Distinguish between a decision problem and a research problem. DATE CREATED: 7/19/2017 6:45 AM DATE MODIFIED: 7/19/2017 7:38 AM 26. Step six in the process of defining the problem is the preparation of a written research request agreement. Which of the following is NOT one of the components of this agreement? a. SWOT analysis b. Logistics c. Decision problem d. Research problem(s) e. Background ANSWER: a RATIONALE: All of the above are components of a written research agreement except a SWOT analysis. See 3-2: The Problem Formulation Process. POINTS: 1 DIFFICULTY: Easy REFERENCES: Remember QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 3.07 - Describe the research request agreement. DATE CREATED: 7/19/2017 6:48 AM DATE MODIFIED: 7/19/2017 6:50 AM 27. The research request agreement pays little attention to a. research methods. b. population and subgroups. c. the way each piece of information will be used. d. estimates of time and money available to conduct the research. e. the underlying question confronting the manager. ANSWER: a RATIONALE: The research request agreement pays little attention to actual research methods. See 3-2: The Problem Formulation Process. POINTS: 1 DIFFICULTY: Easy REFERENCES: Understand QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 3.07 - Describe the research request agreement. DATE CREATED: 7/19/2017 6:50 AM DATE MODIFIED: 7/19/2017 6:52 AM 28. An explanation of the data sources and research methodology to be used in the research project should be included in the a. research outline. b. research request. c. cost/benefit analysis of the project. d. research proposal. e. initial research prospectus. ANSWER: d RATIONALE: A research proposal should include an explanation of the data sources and research methodology to be used in the research project. See 3-3: The Research Proposal. POINTS: 1 DIFFICULTY: Easy REFERENCES: Remember QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 3.08 - Outline the various elements of the research proposal. DATE CREATED: 7/19/2017 6:52 AM DATE MODIFIED: 7/19/2017 6:55 AM 29. The research proposal a. is used primarily to summarize the problem definition process. b. does not include proposed research methods. c. provides the researcher another opportunity to make sure that the proposed research will provide information needed to address the decision problem. d. should be no longer than two (2) pages. e. cannot be changed once it has been accepted by the manager. ANSWER: c RATIONALE: A written statement that provides the researcher another opportunity to make sure that the proposed research will provide information needed to address the decision problem is called the research proposal. See 3-3: The Research Proposal. POINTS: 1 DIFFICULTY: Easy REFERENCES: Understand QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 3.08 - Outline the various elements of the research proposal. DATE CREATED: 7/19/2017 6:55 AM DATE MODIFIED: 7/19/2017 6:57 AM 30. Which of the following sections would NOT appear in a research proposal? a. Purpose and limits of the project b. Research results c. Data sources and research methodology d. Estimate of time and personnel requirements e. All of these would be in a research proposal. ANSWER: b RATIONALE: All of these would appear in a research proposal except the actual research results. See 3-3: The Research Proposal. POINTS: 1 DIFFICULTY: Easy REFERENCES: Remember QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 3.08 - Outline the various elements of the research proposal. DATE CREATED: 7/19/2017 6:57 AM DATE MODIFIED: 7/19/2017 7:00 AM 31. A ________ is simply a document that describes, a specifically as possible, the nature of the problem for which research is sought and that asks providers to offer proposals. a. research requisition b. scope of work c. request for proposal d. research contract e. bid for services ANSWER: c RATIONALE: A request for proposal is a document that describes, a specifically as possible, the nature of the problem for which research is sought and that asks providers to offer proposals. See 3-4: Choosing a Research Supplier. POINTS: 1 DIFFICULTY: Easy REFERENCES: Remember QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 3.09 - Describe the purpose of a request-for-proposal (RFP). DATE CREATED: 7/19/2017 7:00 AM DATE MODIFIED: 7/19/2017 7:03 AM 32. A marketing researcher can take all the necessary steps and get perfectly valid answers—only to dis-cover that he or she was asking the wrong questions. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy REFERENCES: Understand QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: 3.01 - Specify the key steps in problem formulation. DATE CREATED: 7/19/2017 7:03 AM DATE MODIFIED: 7/26/2017 4:53 AM 33. A small fraction of marketing research is conducted to track changes in consumer preferences. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy REFERENCES: Remember QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: 3.02 - Discuss two goals of the initial meeting with the research client. DATE CREATED: 7/19/2017 7:05 AM DATE MODIFIED: 7/26/2017 4:54 AM 34. One of the most important things a researcher can do for a manager is to provide the same perspective of the problem/opportunity. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy REFERENCES: Remember QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: 3.04 - Explain why the researcher must be actively involved in problem formulation. DATE CREATED: 7/19/2017 7:07 AM DATE MODIFIED: 7/26/2017 4:54 AM 35. If possible, researchers should attempt to conduct strategy-oriented research. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy REFERENCES: Remember QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: 3.05 - Distinguish between two types of decision problems. DATE CREATED: 7/19/2017 7:09 AM DATE MODIFIED: 7/26/2017 4:55 AM 36. In most cases, decision makers will fund research on all possible decision problems. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy REFERENCES: Remember QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: 3.05 - Distinguish between two types of decision problems. DATE CREATED: 7/19/2017 7:11 AM DATE MODIFIED: 7/26/2017 4:56 AM 37. It is better to address one or two research problems fully than to try to tackle multiple issues and do a half-baked job on each. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy REFERENCES: Understand QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: 3.06 - Distinguish between a decision problem and a research problem. DATE CREATED: 7/19/2017 7:13 AM DATE MODIFIED: 7/26/2017 4:56 AM 38. An important advantage of using an outside research firm is the degree of objectivity it brings to a project. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy REFERENCES: Remember QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: 3.09 - Describe the purpose of a request-for-proposal (RFP). DATE CREATED: 7/19/2017 7:14 AM DATE MODIFIED: 7/26/2017 4:57 AM 39. When using an outside research firm, experts suggest that managers seek proposals from at least ten companies. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy REFERENCES: Remember QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: 3.09 - Describe the purpose of a request-for-proposal (RFP). DATE CREATED: 7/19/2017 7:16 AM DATE MODIFIED: 7/26/2017 4:57 AM 40. A research problem is a restatement of the decision problem in research terms from the researcher’s perspective. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: 3.06 - Distinguish between a decision problem and a research problem. DATE CREATED: 7/19/2017 7:18 AM DATE MODIFIED: 7/26/2017 4:58 AM 41. The best way to avoid the trap of researching the wrong problem is to wait until the problem is properly defined. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy REFERENCES: Remember QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: 3.01 - Specify the key steps in problem formulation. DATE CREATED: 7/19/2017 7:20 AM DATE MODIFIED: 7/26/2017 4:58 AM 42. Problem formulation involves more science than art and must be approached with great care. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: 3.01 - Specify the key steps in problem formulation. DATE CREATED: 7/19/2017 7:22 AM DATE MODIFIED: 7/26/2017 4:59 AM 43. Normal thinking often can get in the way of understanding the true nature of a problem. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy REFERENCES: Remember QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: 3.04 - Explain why the researcher must be actively involved in problem formulation. DATE CREATED: 7/19/2017 7:23 AM DATE MODIFIED: 7/26/2017 4:59 AM 44. A decision problem is the problem/opportunity as seen by a manager. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy REFERENCES: Remember QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: 3.05 - Distinguish between two types of decision problems. DATE CREATED: 7/19/2017 7:25 AM DATE MODIFIED: 7/26/2017 5:00 AM 45. Serendipity, or chance ideas, can be a source of marketing research problems. Discuss all the drivers or sources of this type of research. ANSWER: Serendipity, or chance ideas, might arise from (1) customer complaint letters, (2) salesperson's call reports, (3) comments in trade publications, and (4) customer calls to toll-free service assistance centers. Other comments within this vein could also be acceptable. POINTS: 1 DIFFICULTY: Easy REFERENCES: Understand QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: 3.03 - Discuss the two general sources of marketing problems/opportunities. DATE CREATED: 7/19/2017 7:27 AM DATE MODIFIED: 7/26/2017 12:10 AM 1. One of the most important roles for the marketing function within any organization is a. streamlining manufacturing efficiency. b. developing new products. c. recruiting new employees. d. understanding customers and their needs. e. managing customer satisfaction. ANSWER: d RATIONALE: Understanding customers and their needs is vital for any marketing function. See 1-0: Introduction. POINTS: 1 DIFFICULTY: Easy REFERENCES: Understand QUESTION TYPE: Multiple Response HAS VARIABLES: False LEARNING OBJECTIVES: 01.01 - Defining Marketing Research DATE CREATED: 7/18/2017 9:44 AM DATE MODIFIED: 7/18/2017 9:45 AM 2. All businesses or organizations share a common problem: a. They need information to develop and deliver products or services that satisfy customer needs. b. They need a capable and creative marketing staff. c. They need to invest sufficiently in marketing and marketing research. d. All of these are correct. e. None of these are correct. ANSWER: a RATIONALE: All businesses or organizations need information to develop and deliver the products that satiate customers’ needs. See 1-1: The Problem: Marketers Need Information. POINTS: 1 DIFFICULTY: Easy REFERENCES: Understand QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 1.01 - Define marketing research. DATE CREATED: 7/19/2017 12:10 AM DATE MODIFIED: 7/19/2017 12:21 AM 3. The basic function of marketing research is a. to conduct surveys and analyze results. b. to gather information needed to help managers make better decisions. c. to monitor market trends and developments. d. to gather intelligence on competitors. e. All of these are correct. ANSWER: b RATIONALE: At the most basic level, marketing research exists to gather information that enables managers to make better decisions. See 1-1: The Problem: Marketers Need Information. POINTS: 1 DIFFICULTY: Easy REFERENCES: Remember QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 1.01 - Define marketing research. DATE CREATED: 7/19/2017 12:34 AM DATE MODIFIED: 7/19/2017 12:36 AM 4. Marketing managers have an urgent need for information—the function traditionally responsible for providing it is a. marketing communications. b. accounting. c. marketing research. d. manufacturing and development. e. the Federal Government. ANSWER: c RATIONALE: Due to the multitude of external factors that affect a manager’s marketing environment, market research is necessary to provide urgent information to allow managers to make better decisions. See 1-1: The Problem: Marketers Need Information. POINTS: 1 DIFFICULTY: Easy REFERENCES: Understand QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 1.01 - Define marketing research. DATE CREATED: 7/19/2017 12:44 AM DATE MODIFIED: 7/19/2017 12:47 AM 5. Marketing research is the process of gathering and interpreting data for use in a. increasing sales volumes. b. improving corporate profitability. c. decreasing manufacturing defects. d. developing more competitive products and services. e. developing, implementing, and monitoring the firm’s marketing plans. ANSWER: e POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 1.01 - Define marketing research. DATE CREATED: 7/19/2017 12:48 AM DATE MODIFIED: 7/19/2017 4:59 AM 6. Marketing research is involved with which of these phases of the information management process? a. The specification of what information is needed b. The collection and analysis of the information c. The interpretation of that information with respect to the objectives that motivated the study in the first place d. All of these are correct. e. None of these are correct. ANSWER: d RATIONALE: All of these are components of the information management process, which is enabled by marketing research. See 1-1: The Problem: Marketers Need Information. POINTS: 1 DIFFICULTY: Easy REFERENCES: Remember QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 1.01 - Define marketing research. DATE CREATED: 7/19/2017 12:53 AM DATE MODIFIED: 9/20/2017 3:23 PM 7. Marketing research used for _______ deals largely with determining which marketing opportunities are worthwhile and which are not promising for the firm. a. planning b. decision making c. problem solving d. performance monitoring e. control ANSWER: a RATIONALE: Marketing research that is used for planning largely determines which marketing opportunities are worthwhile. See 1-1: The Problem: Marketers Need Information. POINTS: 1 DIFFICULTY: Easy QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 1.01 - Define marketing research. DATE CREATED: 7/19/2017 12:56 AM DATE MODIFIED: 7/19/2017 12:59 AM 8. ________ marketing research focuses on the short- or long-term decisions that the firm must make with respect to the elements of the marketing mix. a. Planning b. Decision-making c. Problem-solving d. Performance-monitoring e. Control ANSWER: c RATIONALE: When deciding about short-term and long-term decisions about the firm, problem-solving marketing research is instrumental. See 1-1: The Problem: Marketers Need Information. POINTS: 1 DIFFICULTY: Easy REFERENCES: Remember QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 1.01 - Define marketing research. DATE CREATED: 7/19/2017 12:59 AM DATE MODIFIED: 7/19/2017 1:02 AM 9. ____________ marketing research helps management isolate trouble spots and keep abreast of current operations. a. Planning b. Decision-making c. Problem-solving d. Performance-monitoring e. Control ANSWER: e RATIONALE: Control marketing research is used when management needs to isolate trouble spots. See 1-1: The Problem: Marketers Need Information. POINTS: 1 DIFFICULTY: Easy REFERENCES: Remember QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 1.01 - Define marketing research. DATE CREATED: 7/19/2017 1:03 AM DATE MODIFIED: 7/19/2017 5:01 AM 10. Solid marketing research is becoming increasingly important as the world moves to a a. single monetary system. b. global economy. c. free market system of trade. d. more regulated business environment. e. All of these are correct. ANSWER: b RATIONALE: The world is moving to a global economy, where solid marketing research is becoming crucial for successful firms. See 1-1: The Problem: Marketers Need Information. POINTS: 1 DIFFICULTY: Easy REFERENCES: Remember QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 1.01 - Define marketing research. DATE CREATED: 7/19/2017 1:06 AM DATE MODIFIED: 7/19/2017 1:09 AM 11. Acme Corporation has identified several new market opportunities but has limited funds to invest and therefore cannot pursue them all. Which function of market research will it conduct to identify the most promising opportunities? a. Planning b. Decision making c. Problem solving d. Performance monitoring e. Control ANSWER: a RATIONALE: Planning market research can determine which opportunities are worthwhile and which are not. See 1-1: The Problem: Marketers Need Information. POINTS: 1 DIFFICULTY: Easy REFERENCES: Apply QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 1.01 - Define marketing research. DATE CREATED: 7/19/2017 1:09 AM DATE MODIFIED: 7/19/2017 1:12 AM 12. Which type of firm is one of the three major categories of firms that conduct marketing research? a. Marketing research companies b. Advertising agencies c. Companies that produce or sell products and services d. All of these are correct. e. None of these are correct. ANSWER: d RATIONALE: These are all components of the three major categories of firms conducting marketing research. See 1-2: Who Does Marketing Research? POINTS: 1 DIFFICULTY: Easy REFERENCES: Remember QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 1.02 - Discuss different kinds of firms that conduct marketing research. DATE CREATED: 7/19/2017 1:15 AM DATE MODIFIED: 7/19/2017 1:18 AM 13. Which of the following contributed most to the growth of marketing research? a. Firms were producing too many unpopular products that no one wanted to buy. b. Firms were experiencing stiff competition from foreign manufacturers. c. Firms had to gauge market needs because they could no longer sell all they could produce. d. Advertising agencies learned they could earn more client fees by doing marketing research. e. Increased government regulation made marketing research a necessity. ANSWER: c RATIONALE: Marketing research began to grow significantly when firms found they could no longer sell all they could produce and needed to gauge the market. See 1-2: Who Does Marketing Research? POINTS: 1 DIFFICULTY: Easy REFERENCES: Remember QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 1.02 - Discuss different kinds of firms that conduct marketing research. DATE CREATED: 7/19/2017 1:21 AM DATE MODIFIED: 7/19/2017 1:24 AM 14. The Townsquare Tattler, a gossip tabloid, has decided to do some market research to help it sell more advertising. What should it seek to learn through its research? a. Which of its stories are most popular b. The demographic profile of its audience c. How much readers are willing to pay for an issue d. The size of its total readership e. Both the demographic profile and size of its total readership. ANSWER: e RATIONALE: Understanding the demographic of your audience and how much they’re willing to pay for a product or service can be attained through the use of marketing research. See 1-2: Who Does Marketing Research? POINTS: 1 DIFFICULTY: Easy REFERENCES: Apply QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 1.02 - Discuss different kinds of firms that conduct marketing research. DATE CREATED: 7/19/2017 1:24 AM DATE MODIFIED: 9/20/2017 1:32 PM 15. In the United States alone, what revenue does the marketing research industry produce? a. $892 million b. $11.2 billion c. $51.2 billion d. $91 billion e. $2.2 trillion ANSWER: b RATIONALE: In the United States, marketing research is an $11.2 billion industry. See 1-2: Who Does Marketing Research? POINTS: 1 DIFFICULTY: Easy REFERENCES: Remember QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 1.02 - Discuss different kinds of firms that conduct marketing research. DATE CREATED: 7/19/2017 1:32 AM DATE MODIFIED: 7/19/2017 1:35 AM 16. Marketing research firms that collect certain information on a regular basis, which they then sell to interested clients, are involved in what kind of research? a. Syndicated b. Subscription c. Institutional d. Licensed e. Copyrighted ANSWER: a RATIONALE: This regularly collected information is known as standardized or syndicated. See 1-2: Who Does Marketing Research? POINTS: 1 DIFFICULTY: Easy REFERENCES: Remember QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 1.02 - Discuss different kinds of firms that conduct marketing research. DATE CREATED: 7/19/2017 1:36 AM DATE MODIFIED: 7/19/2017 1:39 AM 17. The largest producer of marketing facts is a. non-profit organizations. b. polling organizations like Gallup. c. consumer product companies. d. the Federal Government. e. the media. ANSWER: d RATIONALE: The Federal Government is the largest producer of marketing facts through its various consensus and other publications. See 1-2: Who Does Marketing Research? POINTS: 1 DIFFICULTY: Easy REFERENCES: Remember QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 1.02 - Discuss different kinds of firms that conduct marketing research. DATE CREATED: 7/19/2017 1:39 AM DATE MODIFIED: 7/19/2017 1:42 AM 18. Which of the following currently uses market research? a. Salespeople b. Politicians c. Clergy d. Presidents of not-for-profit institutions e. All of these are correct. ANSWER: e RATIONALE: All of these demographics use market research in their daily activities. See 1-1: The Problem: Marketers Need Information. POINTS: 1 DIFFICULTY: Easy REFERENCES: Understand QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 1.01 - Define marketing research. DATE CREATED: 7/19/2017 1:42 AM DATE MODIFIED: 7/19/2017 5:04 AM 19. The U.S. Bureau of Labor reports that employment for marketing research analysts is expected to grow much faster than the average for all occupations. Why is this? a. Because the economy is growing b. Because of increasing competition from offshore manufacturers c. Because the demand for information continues to grow d. None of these are correct. ANSWER: c RATIONALE: The demand for information continues to grow—and so does the demand for individuals who can collect, analyze, and interpret this information. See 1-3: Job Opportunities in Marketing Research. POINTS: 1 DIFFICULTY: Easy REFERENCES: Understand QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 1.03 - List some of the skills that are important for careers in marketing research. DATE CREATED: 7/19/2017 1:45 AM DATE MODIFIED: 9/20/2017 1:30 PM 20. Which of the following is NOT a common marketing research job title? a. Interviewer b. Senior Analyst c. Market Research Director d. Clerical Supervisor e. Computer Operator ANSWER: e RATIONALE: All of these are common marketing research job titles except “Computer Operator”. See 1-3: Job Opportunities in Marketing Research. POINTS: 1 DIFFICULTY: Easy REFERENCES: Remember QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 1.03 - List some of the skills that are important for careers in marketing research. DATE CREATED: 7/19/2017 1:48 AM DATE MODIFIED: 7/19/2017 5:05 AM 21. Which of the following skills are NOT needed in marketing research? a. Analytical b. Production management c. Communications d. Human relations e. Statistical ANSWER: b RATIONALE: All of these skills are necessary in marketing research except production management. See 1-3: Job Opportunities in Marketing Research. POINTS: 1 DIFFICULTY: Easy REFERENCES: Remember QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 1.03 - List some of the skills that are important for careers in marketing research. DATE CREATED: 7/19/2017 1:51 AM DATE MODIFIED: 7/19/2017 1:54 AM 22. An advantage that marketing researchers who work for producers possess after working so closely with marketing intelligence is they often know more about ___________ than anyone else in the company. a. customers b. the industry c. competitors d. All of these are correct. e. None of these are correct. ANSWER: d RATIONALE: These marketing researchers understand the customers, the industry, and the competitors better than anyone else in the company. See 1-3: Job Opportunities in Marketing Research. POINTS: 1 DIFFICULTY: Easy REFERENCES: Understand QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 1.03 - List some of the skills that are important for careers in marketing research. DATE CREATED: 7/19/2017 1:55 AM DATE MODIFIED: 9/20/2017 1:30 PM 23. Which of the following skills are needed as a senior-level marketing researcher? a. Statistical b. Financial c. Planning d. Verbal communication e. All of these are correct. ANSWER: e RATIONALE: These are all traits and skills that are necessary for a senior-level marketing researcher. See 1-3: Job Opportunities in Marketing Research. POINTS: 1 DIFFICULTY: Easy REFERENCES: Understand QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 1.03 - List some of the skills that are important for careers in marketing research. DATE CREATED: 7/19/2017 2:10 AM DATE MODIFIED: 7/19/2017 5:07 AM 24. A large marketing research firm has a focus on the energy industry. It collects information about the industry and publishes quarterly reports that are distributed to clients of the firm. It is said that this research firm is engaging in what kind of marketing research? a. Specific b. Syndicated c. Commissioned d. Focused e. Private ANSWER: b RATIONALE: This regularly collected information is known as standardized or syndicated. See 1-2: Who Does Marketing Research? POINTS: 1 DIFFICULTY: Easy REFERENCES: Apply QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 1.02 - Discuss different kinds of firms that conduct marketing research. DATE CREATED: 7/19/2017 2:13 AM DATE MODIFIED: 7/19/2017 2:16 AM 25. Which of the following types of organizations do NOT conduct marketing research? a. Producers of products and services b. Non-profit organizations c. Advertising agencies d. Marketing research companies e. All of these are correct. ANSWER: e RATIONALE: All of these organizations conduct some form of marketing research. See 1-2: Who Does Marketing Research? POINTS: 1 DIFFICULTY: Easy REFERENCES: Understand QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 1.02 - Discuss different kinds of firms that conduct marketing research. DATE CREATED: 7/19/2017 2:16 AM DATE MODIFIED: 7/19/2017 5:08 AM 26. A marketing research director that identifies and leads the direction in which the individual studies and overall programs go is said to be a. responsible. b. reactive. c. proactive. d. influential. e. incompetent. ANSWER: c RATIONALE: Successful marketing research directors are said to be proactive rather than reactive. See 1-3: Job Opportunities in Marketing Research. POINTS: 1 DIFFICULTY: Easy REFERENCES: Understand QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 1.03 - List some of the skills that are important for careers in marketing research. DATE CREATED: 7/19/2017 2:19 AM DATE MODIFIED: 7/19/2017 2:24 AM 27. Which of the following is NOT a common activity of a marketing research department? a. Determining the most efficient production sequences for a plant b. Identifying the most effective type of ad from several alternatives c. Assessing the impact(s) of changes in the marketing mix for a good marketing promotion d. Establishing sales territory quotas e. All of these are uncommon activities of the marketing research department. ANSWER: a RATIONALE: Determining the most efficient production sequence for a plant is not an activity of a marketing research department. See 1-2: Who Does Marketing Research? POINTS: 1 DIFFICULTY: Easy REFERENCES: Understand QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 1.02 - Discuss different kinds of firms that conduct marketing research. DATE CREATED: 7/19/2017 2:24 AM DATE MODIFIED: 9/20/2017 1:31 PM 28. The primary reasons for studying marketing research include: a. Some may pursue a career in marketing research. b. Knowledge of the marketing research makes for a "smarter" consumer. c. Managers should know the benefits and limitations of marketing research. d. Managers should gain an appreciation for the marketing research process. e. All of these are correct. ANSWER: e RATIONALE: All of these are reasons to study marketing research. See 1-4: Why Study Marketing Research? POINTS: 1 DIFFICULTY: Easy REFERENCES: Understand QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 1.04 - List three reasons for studying marketing research. DATE CREATED: 7/19/2017 2:27 AM DATE MODIFIED: 7/19/2017 5:09 AM 29. Spacely Sprockets, an aerospace manufacturer, commissioned a survey to determine whether the purchasers of its aircraft favored speed or fuel efficiency most. The survey results will influence which element of the marketing mix? a. Price b. Product c. Place d. Promotion e. Preference ANSWER: b RATIONALE: This survey was used to determine the characteristics of the product that were important. See 1-1: The Problem: Marketers Need Information. POINTS: 1 DIFFICULTY: Easy REFERENCES: Apply QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 1.01 - Define marketing research. DATE CREATED: 7/19/2017 2:31 AM DATE MODIFIED: 7/19/2017 2:36 AM 30. Which of the following marketing decisions can be safely made without the benefit of marketing research? a. Changing the price of a best-selling product b. Entering a new market c. Determining which features should be included in a new product d. Determining how much product to manufacture based on forecasted demand e. All of these decisions are ideally made with supporting market research. ANSWER: e RATIONALE: All of these decisions should be made with marketing research. See 1-1: The Problem: Marketers Need Information. POINTS: 1 DIFFICULTY: Easy REFERENCES: Apply QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 1.01 - Define marketing research. DATE CREATED: 7/19/2017 2:36 AM DATE MODIFIED: 7/19/2017 5:09 AM 31. Which of the following is NOT a common activity of a marketing research department? a. Measuring market potential b. Location analysis c. Creating new advertising d. Sales analyses e. Studying the competition’s advertising ANSWER: c RATIONALE: All of these are activities of a marketing research department except creating new advertising. See 1-1: The Problem: Marketers Need Information. POINTS: 1 DIFFICULTY: Easy REFERENCES: Remember QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 1.01 - Define marketing research. DATE CREATED: 7/19/2017 2:40 AM DATE MODIFIED: 7/19/2017 2:43 AM 32. Which of the following would find NO reason to use marketing research? a. A large state-supported university b. A small landscaping company in a small town c. A police department of a large metropolitan city d. A company like Proctor and Gamble that manufactures consumer goods e. All of these would find some reason to use marketing research. ANSWER: e RATIONALE: All of these organizations could potentially find some use for marketing research. See 1-1: The Problem: Marketers Needs Information. POINTS: 1 DIFFICULTY: Easy REFERENCES: Understand QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 1.01 - Define marketing research. DATE CREATED: 7/19/2017 2:44 AM DATE MODIFIED: 7/19/2017 5:10 AM 33. A store manager for Kroger noticed that several of his regular customers have stopped coming to his store. He also noticed that most of these customers had started shopping at the Walmart Supercenter that had opened about a mile from Kroger a few months ago. The fundamental source of this marketing problem might best be described as a. a planned change in the marketing environment. b. serendipity. c. an unplanned change in the marketing environment. d. a planned change that occurred at the Kroger store. e. None of these are correct. ANSWER: c RATIONALE: An unplanned change in the marketing environment can be detected through marketing research. See 1-1: The Problem: Marketers Need Information. POINTS: 1 DIFFICULTY: Easy REFERENCES: Apply QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 1.01 - Define marketing research. DATE CREATED: 7/19/2017 2:51 AM DATE MODIFIED: 7/19/2017 2:54 AM 34. Which of the following is NOT a potential application for marketing research principles and techniques? a. The marketing of political candidates b. Conducting public opinion polls c. The marketing of services for the United Way d. Determining the type of raw materials used e. The needs and wants of your business customers ANSWER: d RATIONALE: All of these are potential applications of marketing research except determining the type of raw materials used. See 1-1: The Problem: Marketers Need Information. POINTS: 1 DIFFICULTY: Easy REFERENCES: Understand QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 1.01 - Define marketing research. DATE CREATED: 7/19/2017 3:03 AM DATE MODIFIED: 7/19/2017 3:07 AM 35. Marketing managers generally focus their efforts on the elements of the marketing mix, which include all of the following EXCEPT a. product. b. price. c. promotion. d. purpose. e. place. ANSWER: d RATIONALE: All of these are elements of the marketing mix except purpose. See 1-1: The Problem: Marketers Need Information. POINTS: 1 DIFFICULTY: Easy REFERENCES: Understand QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 1.01 - Define marketing research. DATE CREATED: 7/19/2017 3:07 AM DATE MODIFIED: 7/19/2017 3:13 AM 36. Camille's Calendar Company, after learning that the main sellers of the company's calendar products were limited to small gift shops, posed this question: Are there promising new markets for our products? This question focuses on which aspect of marketing research? a. Planning b. Problem solving c. Control d. Product placement e. Distributorship selection ANSWER: a RATIONALE: This situation involves the planning aspect of marketing research. See 1-1: The Problem: Marketers Need Information. POINTS: 1 DIFFICULTY: Easy REFERENCES: Apply QUESTION TYPE: Multiple Choice HAS VARIABLES: False LEARNING OBJECTIVES: 1.01 - Define marketing research. DATE CREATED: 7/19/2017 3:17 AM DATE MODIFIED: 7/19/2017 3:20 AM 37. The basic purpose of marketing research is to help develop new products. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy REFERENCES: Remember QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: 1.01 - Define marketing research. DATE CREATED: 7/19/2017 3:20 AM DATE MODIFIED: 7/26/2017 3:55 AM 38. Marketing research is the use of information to identify and define marketing problems. a. True b. False ANSWER: True RATIONALE: Easy POINTS: 1 REFERENCES: Remember QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: 1.01 - Define marketing research. DATE CREATED: 7/19/2017 3:30 AM DATE MODIFIED: 7/26/2017 3:56 AM 39. Distribution and the list price of a product can be controlled by marketing management. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy REFERENCES: Understand QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: 1.01 - Define marketing research. DATE CREATED: 7/19/2017 3:33 AM DATE MODIFIED: 7/26/2017 3:57 AM 40. The Federal Government is the largest producer of marketing facts. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy REFERENCES: Remember QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: 1.02 - Discuss different kinds of firms that conduct marketing research. DATE CREATED: 7/19/2017 3:36 AM DATE MODIFIED: 7/26/2017 3:57 AM 41. Marketing managers generally focus their efforts on the elements of the marketing mix that include production and publicity. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy REFERENCES: Understand QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: 1.01 - Define marketing research. DATE CREATED: 7/19/2017 3:38 AM DATE MODIFIED: 7/26/2017 3:58 AM 42. About $35.00 is spent on research each year for every American man, woman, and child. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy REFERENCES: Remember QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: 1.02 - Discuss different kinds of firms that conduct marketing research. DATE CREATED: 7/19/2017 3:41 AM DATE MODIFIED: 7/26/2017 3:59 AM 43. Successful marketing researchers tend to be proactive rather than reactive. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy REFERENCES: Understand QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: 1.03 - List some of the skills that are important for careers in marketing research. DATE CREATED: 7/19/2017 3:44 AM DATE MODIFIED: 7/26/2017 4:00 AM 44. Control-oriented marketing research focuses on the short- or long-term decisions that the firm must make with respect to the elements of the marketing mix. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy REFERENCES: Understand QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: 1.01 - Define marketing research. DATE CREATED: 7/19/2017 3:47 AM DATE MODIFIED: 7/26/2017 4:00 AM 45. Marketing research as an organizational function was adopted by most firms when they could no longer satisfy demand for their products. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy REFERENCES: Remember QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: 1.02 - Discuss different kinds of firms that conduct marketing research. DATE CREATED: 7/19/2017 3:49 AM DATE MODIFIED: 7/26/2017 4:01 AM 46. Problem-solving marketing research focuses only on short-term marketing decisions with respect to the marketing mix elements. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy REFERENCES: Understand QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: 1.01 - Define marketing research. DATE CREATED: 7/19/2017 3:51 AM DATE MODIFIED: 7/26/2017 4:02 AM 47. The basic purpose of marketing research is to assist marketing managers in making more informed decisions. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy REFERENCES: Understand QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: 1.01 - Define marketing research. DATE CREATED: 7/19/2017 3:53 AM DATE MODIFIED: 7/26/2017 4:02 AM 48. Marketing research became a significant business activity after consumers began to have more choices in the marketplace. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy REFERENCES: Remember QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: 1.02 - Discuss different kinds of firms that conduct marketing research. DATE CREATED: 7/19/2017 3:56 AM DATE MODIFIED: 7/26/2017 4:03 AM 49. Marketing research spans the informational boundary between the firm and its environment. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy REFERENCES: Understand QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: 1.01 - Define marketing research. DATE CREATED: 7/19/2017 3:58 AM DATE MODIFIED: 7/26/2017 4:04 AM 50. The marketing manager adjusts the marketing mix elements with the customer as the main target. a. True b. False ANSWER: True POINTS: 1 DIFFICULTY: Easy REFERENCES: Understand QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: 1.01 - Define marketing research. DATE CREATED: 7/19/2017 4:00 AM DATE MODIFIED: 7/26/2017 4:05 AM 51. Marketing research is a $5.2 billion industry in the United States. a. True b. False ANSWER: False POINTS: 1 DIFFICULTY: Easy REFERENCES: Understand QUESTION TYPE: True / False HAS VARIABLES: False LEARNING OBJECTIVES: 1.01 - Define marketing research. DATE CREATED: 7/19/2017 4:02 AM DATE MODIFIED: 7/26/2017 4:05 AM 52. Discuss at least four main functions of marketing research. ANSWER: Marketing research (1) generates information in the firm's environment, (2) transmits information from the environment to the firm, (3) interprets feedback information, and (4) makes decisions based upon information from the environment. POINTS: 1 DIFFICULTY: Easy REFERENCES: Understand QUESTION TYPE: Essay HAS VARIABLES: False LEARNING OBJECTIVES: 1.01 - Define marketing research. DATE CREATED: 7/19/2017 4:04 AM DATE MODIFIED: 7/26/2017 4:06 AM