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Exam 1: Introducing Marketing Research

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Question 31

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The key reason that the marketing concept has been recognized as the "right philosophy" is that it:

A) is well established in the marketing literature.
B) has been recommended by successful marketing executives.
C) puts the consumer first.
D) does not rely on high-pressure selling.
E) recognizes that profits are a result of sales volume.

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Question 32

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Which of the following is NOT a criticism of the marketing research industry?

A) The industry is too survey oriented.
B) The industry does not understand the real problems that need studying.
C) The industry is too concerned about respondents.
D) The price of research is high relative to its value.
E) The industry lacks creativity.

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Question 33

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The term strategy is borrowed from military jargon that stressed developing plans of attack to minimize the enemy's ability to respond.

In order to develop the "right strategy" to succeed in business, managers must make the right decisions; and in order to make the right decisions, they must have objective, accurate, and timely:

Which of the following marketing information subsystems is NOT continuous?

Hershey's can monitor the sales of their candy bars as well as the sales of their competitors' brands through the use of tracking research studies.

When marketing research is used to improve marketing as a process, the research information is often published in journals such as The Journal of Marketing Research and The International Journal of Marketing Research.

Internal suppliers of marketing research may elect several methods to provide the research function. Which of the following is NOT one of the methods described in the textbook?

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

The purpose of marketing research is to link the consumer to the product by providing information that can be used in making marketing decisions.

Which of the following is the best statement reflecting the purpose of marketing research?

Firms today are expected to collaborate with and learn from customers and adapt to their changing needs.

The mission of the Marketing Research and Intelligence Association (MRIA) is "to promote a positive environment that enhances the industry's ability to conduct affairs effectively and:

Marketing research provides information collected only on consumers. Information collected on other entities such as employees, members of distribution channels, or competitors would NOT be considered marketing research.

In their book, Counterintuitive Marketing: Achieve Great Results Using Uncommon Sense, Clancy and Krieg argue that many failures may be attributed to managers making:

Market research is the process of designing, gathering, analyzing, and reporting information that may be used to solve a specific marketing problem.

The goal of most marketing research studies is:

Bob is a salesperson with the ACME Corporation. Bob has just made a large sale, and he accesses ACME's Marketing Information System (MIS) in order to determine if the company has enough existing inventory to fill the large order. Bob is accessing which component of ACME's MIS?

Standardized education among marketing researchers will raise and maintain the high quality of service expected by all practitioners.

Allison is the CEO of a large consumer products company. She asks the marketing research department to gather information to help her determine target markets having the most potential from among several market segments. She also asks the research department to give her an assessment as to the best product, price, distribution, and promotion to appeal to the various market segments. Allison is collecting information to help her implement a: