Test Bank
,Name: Class: Date:
Chapter 01: The Role of Marketing Research
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. efficient and effective communication systems both internally and externally.
e. to adapt to market trends and consumer preferences
. ANSWER: d
2. All businesses or organizations share a common problem in that they need
a. information to develop and deliver products or services that satisfy customer needs.
b. a capable and creative marketing staff.
c. to invest sufficiently in marketing and marketing research.
d. efficient and effective communication systems both internally and externally.
e. to adapt to changing market trends and consumer preferences
. ANSWER: a
3. The basic function of marketing research is to
a. conduct surveys and analyze results.
b. gather information needed to help managers make better decisions.
c. monitor market trends and developments.
d. gather intelligence on competitors.
e. create advertising campaign
. ANSWER: b
4. Marketing managers have an urgent need for information. The function traditionally responsible for providing
that information is
a. marketing communications.
b. accounting.
c. marketing research.
d. manufacturing and development.
e. the federal government
. ANSWER: c
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
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
Page 1
,Name: Class: Date:
Chapter 01: The Role of Marketing Research
c. The interpretation of that information with respect to the objectives that motivated the study in the first place
d. The continuous monitoring and updating of information to adapt to changing market conditions
e. All of these are correct
ANSWER: e
7. Which of the following statements accurately describes the role of marketing research in planning?
a. It helps identify profitable marketing opportunities.
b. It eliminates all risks for the firm.
c. It focuses only on maximizing profits.
d. It is not necessary for planning.
e. It guarantees success for the firm.
ANSWER: a
8. Which type of 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
9. Which type of 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-oriented
ANSWER: e
10. Solid marketing research is becoming increasingly important as the world moves to
a. a single monetary system.
b. a global economy.
c. a free market system of trade.
d. a more regulated business environment.
e. all of these options.
ANSWER: b
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
Page 2
, Name: Class: Date:
Chapter 01: The Role of Marketing Research
e. Control
ANSWER: a
12. Which of the following is one of the major categories of firms that conduct marketing research?
a. Financial institutions
b. Nonprofit institutions
c. Educational institutions
d. Transportation companies
e. Market research firms
ANSWER: e
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
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. The demographic profile of its audience and total size of readership
ANSWER: e
15. In the United States alone, what revenue does the marketing research industry produce?
a. $892 million
b. $47.1 billion
c. $51.2 billion
d. $91 billion
e. $2.2 trillion
ANSWER: b
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
Page 3
,Name: Class: Date:
Chapter 01: The Role of Marketing Research
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. efficient and effective communication systems both internally and externally.
e. to adapt to market trends and consumer preferences
. ANSWER: d
2. All businesses or organizations share a common problem in that they need
a. information to develop and deliver products or services that satisfy customer needs.
b. a capable and creative marketing staff.
c. to invest sufficiently in marketing and marketing research.
d. efficient and effective communication systems both internally and externally.
e. to adapt to changing market trends and consumer preferences
. ANSWER: a
3. The basic function of marketing research is to
a. conduct surveys and analyze results.
b. gather information needed to help managers make better decisions.
c. monitor market trends and developments.
d. gather intelligence on competitors.
e. create advertising campaign
. ANSWER: b
4. Marketing managers have an urgent need for information. The function traditionally responsible for providing
that information is
a. marketing communications.
b. accounting.
c. marketing research.
d. manufacturing and development.
e. the federal government
. ANSWER: c
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
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
Page 1
,Name: Class: Date:
Chapter 01: The Role of Marketing Research
c. The interpretation of that information with respect to the objectives that motivated the study in the first place
d. The continuous monitoring and updating of information to adapt to changing market conditions
e. All of these are correct
ANSWER: e
7. Which of the following statements accurately describes the role of marketing research in planning?
a. It helps identify profitable marketing opportunities.
b. It eliminates all risks for the firm.
c. It focuses only on maximizing profits.
d. It is not necessary for planning.
e. It guarantees success for the firm.
ANSWER: a
8. Which type of 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
9. Which type of 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-oriented
ANSWER: e
10. Solid marketing research is becoming increasingly important as the world moves to
a. a single monetary system.
b. a global economy.
c. a free market system of trade.
d. a more regulated business environment.
e. all of these options.
ANSWER: b
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
Page 2
, Name: Class: Date:
Chapter 01: The Role of Marketing Research
e. Control
ANSWER: a
12. Which of the following is one of the major categories of firms that conduct marketing research?
a. Financial institutions
b. Nonprofit institutions
c. Educational institutions
d. Transportation companies
e. Market research firms
ANSWER: e
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
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. The demographic profile of its audience and total size of readership
ANSWER: e
15. In the United States alone, what revenue does the marketing research industry produce?
a. $892 million
b. $47.1 billion
c. $51.2 billion
d. $91 billion
e. $2.2 trillion
ANSWER: b
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
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