Test Bank for Marketing
Management 15th
Edition by Keller &
Kotler
, Test Bank for Marketing Management
15th Edition by Keller & Kotler
Link full download:
https://www.testbankfire.com/download/test-bank-for-marketing-management-15th-
edition-by-kotler/
Marketing Management, 15e (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.
1. A) Marketing insights
2. B) Marketing metrics
3. C) Marketing channels
4. D) Marketing information systems
5. 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.
1. A) Marketing communications
2. B) Internal marketing
3. C) Marketing research
4. D) Market segmentation
5. 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 _ .
1. A) studying customer behavior
2. B) forming alliances with competing firms
3. C) using experimental research techniques
4. D) checking out rivals
5. 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
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)?
1. A) custom marketing research firms
2. B) syndicated-service research firms
3. C) specialty-line marketing research firms
4. D) generic marketing research firms
5. 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.
1. A) custom marketing
2. B) specialty-line marketing
3. C) syndicated-service
4. D) generic marketing
5. 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.
1. A) customer marketing research firms
2. B) internal marketing insights departments
3. C) qualitative marketing intelligence agencies
4. D) syndicated-service research firms
5. E) specialty-line marketing research
firms Answer: D
Diff: 1
LO: 4.1: What is the scope of marketing
research? AACSB: Reflective thinking
Management 15th
Edition by Keller &
Kotler
, Test Bank for Marketing Management
15th Edition by Keller & Kotler
Link full download:
https://www.testbankfire.com/download/test-bank-for-marketing-management-15th-
edition-by-kotler/
Marketing Management, 15e (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.
1. A) Marketing insights
2. B) Marketing metrics
3. C) Marketing channels
4. D) Marketing information systems
5. 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.
1. A) Marketing communications
2. B) Internal marketing
3. C) Marketing research
4. D) Market segmentation
5. 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 _ .
1. A) studying customer behavior
2. B) forming alliances with competing firms
3. C) using experimental research techniques
4. D) checking out rivals
5. 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
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)?
1. A) custom marketing research firms
2. B) syndicated-service research firms
3. C) specialty-line marketing research firms
4. D) generic marketing research firms
5. 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.
1. A) custom marketing
2. B) specialty-line marketing
3. C) syndicated-service
4. D) generic marketing
5. 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.
1. A) customer marketing research firms
2. B) internal marketing insights departments
3. C) qualitative marketing intelligence agencies
4. D) syndicated-service research firms
5. E) specialty-line marketing research
firms Answer: D
Diff: 1
LO: 4.1: What is the scope of marketing
research? AACSB: Reflective thinking
