Basic Marketing Research 8th Edition by Tom - Test Bank

,1. One of the most important roles for the marketing function within any organization is:
a. Streamline manufacturing efficiency.
b. Develop new products.
c. Recruit new employees.
d. Understand customers and their needs.
e. Manage customer satisfaction.

ANSWER: d
POINTS: 1
DIFFICULTY: Easy
NATIONAL STANDARDS: United States - BUSPROG: Analytic

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 the above.
e. None of the above.

ANSWER: a
POINTS: 1
DIFFICULTY: Easy
NATIONAL STANDARDS: United States - BUSPROG: Analytic

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 the above are basic marketing research functions.

ANSWER: b
POINTS: 1
DIFFICULTY: Easy
NATIONAL STANDARDS: United States - BUSPROG: Analytic

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
POINTS: 1
DIFFICULTY: Easy
NATIONAL STANDARDS: United States - BUSPROG: Analytic

,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
NATIONAL STANDARDS: United States - BUSPROG: Analytic

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 the above.
e. Only A and B.

ANSWER: d
POINTS: 1
DIFFICULTY: Moderate
NATIONAL STANDARDS: United States - BUSPROG: Analytic

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
POINTS: 1
DIFFICULTY: Moderate
NATIONAL STANDARDS: United States - BUSPROG: Analytic

, 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
POINTS: 1
DIFFICULTY: Moderate
NATIONAL STANDARDS: United States - BUSPROG: Analytic

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
POINTS: 1
DIFFICULTY: Moderate
NATIONAL STANDARDS: United States - BUSPROG: Analytic

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 the above.

ANSWER: b
POINTS: 1
DIFFICULTY: Moderate
NATIONAL STANDARDS: United States - BUSPROG: Global