Question 1

Which of the following is the best definition of marketing research? Marketing research is:

Accepted Answer

A)  the activity of analyzing secondary information and providing executives with timely reports
B)  the process of designing experiments that provide decision makers with causal information
C)  the linking of consumers with information managers
D)  the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem
E)  the process of designing, gathering, analyzing, and reporting information that may be used to solve general marketing problemsF) B) and D)
G) D) and E)

Question 2

Marketing research conducted on the popular TV program Seinfeld,starring Jerry Seinfeld,was used to illustrate:

Accepted Answer

A)  how marketing research always correctly identifies a product or service that will be popular in the marketplace
B)  when marketing research should not be used
C)  when marketing research predicts a failure yet there is success
D)  when marketing research predicts a failure and there is a failure
E)  why marketing research may not be applied to all fields, such as entertainmentF) A) and D)
G) C) and E)

Question 3

The AMA's definition of marketing research is longer than your authors' because it elaborates on the function as well as the uses of marketing research.

Accepted Answer

A) True 
 B)False

Question 4

One use of marketing research is to improve marketing as a process; such research information is often published in journals such as The Journal of Marketing Research and Marketing Research.

Accepted Answer

A) True 
 B)False

Question 5

"Making the sale" is not the end of marketing if marketers want repeat buying and positive word-of-mouth promotion of their products and services.

Accepted Answer

A) True 
 B)False

Question 6

According to the AMA definition of marketing,which of the following is true of marketing?

Accepted Answer

A)  "Making the sale" should be considered the end of marketing.
B)  Marketing is carried out for the benefit of the customer.
C)  Marketing is carried out for the benefit of the stakeholders.
D)  Marketing should not be considered an organizational function.
E)  all of the aboveF) D) and E)
G) B) and E)

Question 7

Which of the following is NOT one of the subsystems of the marketing information system?

Accepted Answer

A)  internal reports
B)  marketing intelligence
C)  marketing decision support
D)  marketing research
E)  consumer information support systemF) A) and E)
G) C) and D)

Question 8

According to the AMA definition of marketing research,solving general,not specific,marketing problems is one of the uses of marketing research.

Accepted Answer

A) True 
 B)False

Question 9

Market research refers to________.

Accepted Answer

A)  applying marketing research to a specific geographical marketing area
B)  a process used by businesses to collect information used to make sound business decisions and successfully manage the business
C)  a process used by businesses to analyze and interpret information used to make sound business decisions and successfully manage the business
D)  the function that links the consumer, customer, and public to the marketer through information
E)  information used to identify and define marketing opportunities and problemsF) A) and C)
G) A) and E)

Question 10

Marketing research projects,like the other MIS components,are continuous,running 24/7.

Accepted Answer

A) True 
 B)False

Question 11

A marketing decision support system is defined as collected data that may be accessed and analyzed using tools and techniques that assist managers in decision making.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following is an example of a study whose goal is to find opportunities or to identify problems with an existing strategy?

Accepted Answer

A)  pricing test
B)  image analysis
C)  web site evaluation
D)  environmental analysis studies
E)  tracking studiesF) A) and E)
G) C) and D)

Question 13

Applied research is conducted to expand our knowledge rather than to solve a specific problem.

Accepted Answer

A) True 
 B)False

Question 14

One of the uses of marketing research is to identify market opportunities; however,the identification of problems is not a use of marketing research,but rather a use of the firm's internal auditing system.

Accepted Answer

A) True 
 B)False

Exam 1: An Introduction to Marketing Research

Market research refers to________.

Correct Answer
verified

Which of the following is an example of a study whose goal is to find opportunities or to identify problems with an existing strategy?

Correct Answer
verified

"Making the sale" is not the end of marketing if marketers want repeat buying and positive word-of-mouth promotion of their products and services.

Correct Answer
verified

One of the uses of marketing research is to identify market opportunities; however,the identification of problems is not a use of marketing research,but rather a use of the firm's internal auditing system.

Correct Answer
verified

According to the AMA definition of marketing,which of the following is true of marketing?

Correct Answer
verified

Marketing research projects,like the other MIS components,are continuous,running 24/7.

Correct Answer
verified

Which of the following is the best definition of marketing research? Marketing research is:

Correct Answer
verified

The AMA's definition of marketing research is longer than your authors' because it elaborates on the function as well as the uses of marketing research.

Correct Answer
verified

Marketing research conducted on the popular TV program Seinfeld,starring Jerry Seinfeld,was used to illustrate:

Correct Answer
verified

A marketing decision support system is defined as collected data that may be accessed and analyzed using tools and techniques that assist managers in decision making.

Correct Answer
verified

According to the AMA definition of marketing research,solving general,not specific,marketing problems is one of the uses of marketing research.

Correct Answer
verified

Applied research is conducted to expand our knowledge rather than to solve a specific problem.

Correct Answer
verified

Which of the following is NOT one of the subsystems of the marketing information system?

Correct Answer
verified

One use of marketing research is to improve marketing as a process; such research information is often published in journals such as The Journal of Marketing Research and Marketing Research.

Correct Answer
verified

Exam 1: An Introduction to Marketing Research

Market research refers to________.

Correct AnswerverifiedShow Answer

Which of the following is an example of a study whose goal is to find opportunities or to identify problems with an existing strategy?

Correct AnswerverifiedShow Answer

"Making the sale" is not the end of marketing if marketers want repeat buying and positive word-of-mouth promotion of their products and services.

Correct AnswerverifiedShow Answer

One of the uses of marketing research is to identify market opportunities; however,the identification of problems is not a use of marketing research,but rather a use of the firm's internal auditing system.

Correct AnswerverifiedShow Answer

According to the AMA definition of marketing,which of the following is true of marketing?

Correct AnswerverifiedShow Answer

Marketing research projects,like the other MIS components,are continuous,running 24/7.

Correct AnswerverifiedShow Answer

Which of the following is the best definition of marketing research? Marketing research is:

Correct AnswerverifiedShow Answer

The AMA's definition of marketing research is longer than your authors' because it elaborates on the function as well as the uses of marketing research.

Correct AnswerverifiedShow Answer

Marketing research conducted on the popular TV program Seinfeld,starring Jerry Seinfeld,was used to illustrate:

Correct AnswerverifiedShow Answer

A marketing decision support system is defined as collected data that may be accessed and analyzed using tools and techniques that assist managers in decision making.

Correct AnswerverifiedShow Answer

According to the AMA definition of marketing research,solving general,not specific,marketing problems is one of the uses of marketing research.

Correct AnswerverifiedShow Answer

Applied research is conducted to expand our knowledge rather than to solve a specific problem.

Correct AnswerverifiedShow Answer

Which of the following is NOT one of the subsystems of the marketing information system?

Correct AnswerverifiedShow Answer

One use of marketing research is to improve marketing as a process; such research information is often published in journals such as The Journal of Marketing Research and Marketing Research.

Correct AnswerverifiedShow Answer

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