Test Bank for Marketing Research, 9th Edition

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Marketing ResearchNinth EditionAlvin C. BurnsAnn VeeckTest Bank(Download only) forMarketing Research,9eRevised bySusie Faries

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1Marketing Research, 9e(Burns/Veeck)Chapter 1Introduction to Marketing Research1) ________ is a short definition of marketing.A) Meeting needs profitablyB) Meeting wants profitablyC)Meeting consumer demands profitablyD) Meeting business-to-business wants profitablyAnswer: ALO: 1:1: The relationship of marketing research to marketing, the marketing concept, andmarketing strategyDifficulty: EasyClassification: ApplicationAACSB: Application of knowledge2) Which of the following statements best illustrates the view of marketing as service-centered?A) The service-centered view identifies companies' core competencies.B) The service-centered view means that marketers must knowhow to precisely measure servicesatisfaction.C) The service-centered view sees internal service levels as more important than external servicelevels.D) The service-centered view stresses that service delivery and product quality are now twodifferentconcepts.Answer: ALO: 1:1: The relationship of marketing research to marketing, the marketing concept, andmarketing strategyDifficulty: ModerateClassification: ApplicationAACSB: Application of knowledge3) What does the phrase "service-centeredview of marketing" imply?A) Firms must be more than customer oriented (making and selling what firms think customerswant and need).B) The advantage in the marketplace will default to third world countries specializing inservices.C) To quickly increase profitability, more companies should try to create short-termcustomerrelationships.D)That because of social media, less collaboration with customers is required for decision-making.Answer: ALO: 1:1: The relationship of marketing research to marketing, the marketing concept, andmarketing strategyDifficulty:ModerateClassification:ApplicationAACSB: Application of knowledge

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24) Modern marketing thought holds that firms should ________.A) separate product-orientation from service-orientationB) focus on service-orientation at the expense of product-orientationC) collaborate with and learn from consumersD) collaborate with and learn from competitorsAnswer: CLO: 1:1: The relationship of marketing research to marketing, the marketing concept, andmarketing strategyDifficulty: ModerateClassification:ApplicationAACSB: Application of knowledge5) Social media and other advances in technology enable companies to ________.A) develop better customer relationship management toolsB) motivate employees to reduce high product and service failure ratesC)focus on defining the bestset of product dimensions to match core competenciesD) determine how to create, communicate, and deliver value by "hearing the voice" of theconsumerAnswer: DLO: 1:1: The relationship of marketing research to marketing, themarketing concept, andmarketing strategyDifficulty: ModerateClassification: ApplicationAACSB: Application of knowledge6) Why is the marketing concept an important philosophy for marketers?A) It sets the sales and revenue projects.B)It dictatesthe market share a firm will earn and who they will target.C) It determines how marketers view their company's role in terms of what it provides to themarket.D) It determines marketing objectives and ROI.Answer: CLO: 1:1: The relationship of marketing research to marketing, the marketing concept, andmarketing strategyDifficulty: EasyClassification: ApplicationAACSB: Application of knowledge

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37) Adopting the marketing concept means that ________.A) we have adopted the "right strategy"B) ourfocus should be on the "right price" at the "right place"C) marketers cannot use just any strategy, but have to develop the "right" strategyD) we need to develop "right pricing," "right promotion," and "right distribution"Answer: CLO: 1:1:The relationship of marketing research to marketing, the marketing concept, andmarketing strategyDifficulty: EasyClassification: ApplicationAACSB: Application of knowledge8) Creating the proper mix of product/service, price, promotion, and distribution fora marketbegins with ________.A) selecting the global market strategies and targetsB) selecting the segment of the market as a company's targetC) creating promotion for the target marketD) incentives to allow a large percentage of the targetmarket topurchase goods and servicesfrom the companyAnswer: BLO: 1:1: The relationship of marketing research to marketing, the marketing concept, andmarketing strategyDifficulty: ModerateClassification: ApplicationAACSB:Application of knowledge9) What do marketers need in order to create the right strategies for decision-making?A) Reports about the competition's productsB) Reports about customers' wants and needsC) Evidence of the number and sizes of market segmentsD) Objective, accurate, and timely informationAnswer: DLO: 1:1: The relationship of marketing research to marketing, the marketing concept, andmarketing strategyDifficulty: ModerateClassification: ApplicationAACSB: Application of knowledge

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410)When firms make the right decisions, they produce products and services that their targetmarkets perceive as having value. That value translates into ________.A) sales, profits, and a positive ROIB) product success and profitsC) a profitable bottom-lineD) global as well as domestic market successAnswer: ALO: 1:1: The relationship of marketing research to marketing, the marketing concept, andmarketing strategyDifficulty: ModerateClassification: ApplicationAACSB: Application of knowledge11)A ________ consists of selecting a segment of the market as the company's target marketand designing the proper "mix" of product/service, price, promotion, and distribution system tomeet the wants and needs of the consumers within the target market.A) market strategyB) strategic planC) differentiation strategyD) positioning strategyAnswer: ALO: 1:1:The relationship of marketing research to marketing, the marketing concept, andmarketing strategyDifficulty: EasyClassification: ApplicationAACSB: Application of knowledge12) Which of the following should be revised on an ongoing basis to producethe right strategyas environments change?A) Market plan decisionsB) Product development decisionsC) Business decisionsD) Financial decisionsAnswer: CLO: 1:1: The relationship of marketing research to marketing, the marketing concept, andmarketing strategyDifficulty: ModerateClassification: ApplicationAACSB: Application of knowledge

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513) Which of the following correctly defines marketing research?A) The process ofanalyzing secondary information and providing executives with timely reportsto solve a marketing problemB) The process of designing experiments that provide decision makers with causal informationC) The process of analyzing existing information so decision makers can make better decisionsD) The process of designing, gathering,analyzing, and reporting information that may be used tosolve a specific marketing problemAnswer: DLO: 1:2: How to define marketing researchDifficulty: ModerateClassification: ApplicationAACSB: Application of knowledge14)________ is a process used to define the size, location, and/or makeup of the market for aproduct or service.A) DifferentiationB) Market researchC) Target marketingD) Geocentric researchAnswer:BLO: 1:2: How to define marketing researchDifficulty: ModerateClassification: ApplicationAACSB: Application of knowledge15) According to the American Marketing Association (AMA), what is the function of marketingresearch?A) To link the consumerto marketer with information used in marketing decisionsB) To link the marketer to global and domestic markets through informationC) To link consumers and customers through targeted informationD) To link consumers, customers, and markets through specific information channelsAnswer: ALO: 1:2: How to define marketing researchDifficulty: ModerateClassification: ApplicationAACSB: Application of knowledge16) Which of the following most accurately describes the process of marketing research?A) Itis the process of identifying and defining marketing opportunities and problems.B) It is used to solve general, not specific, marketing problems.C) It is used to generate and refine social media actions and performance.D) It is primarily used to monitor marketing performance.Answer: ALO: 1:2:How to define marketing researchDifficulty: DifficultClassification: ApplicationAACSB: Application of knowledge

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617) When we think about marketing research as a way to generate, refine, and evaluate apotential marketing action, we are describing actions such as ________.A) social media analytics, campaigns, programs, or tacticsB) controls, campaigns, programs, or tacticsC) market analytics, controls, tactics, or advertisingD) strategies, campaigns, programs, or tacticsAnswer: DLO: 1:3: The function and uses of marketing researchDifficulty: DifficultClassification: ApplicationAACSB: Application of knowledge18) Of the following, which is NOT one of the uses of marketing research?A) To provide consumers with information they need to evaluate products and services at a profitB) To identify market opportunities and problemsC) To generate, refine, and evaluate potential market actionsD) To monitor marketing performanceAnswer: ALO: 1:3: Thefunction and uses of marketing researchDifficulty: DifficultClassification: ApplicationAACSB: Application of knowledge19) Tracking variables on how well products are performing in the marketplace is an example ofwhat use of marketing research?A)Market monitoringB)Marketing metricsC) Marketing analyticsD) Marketing performanceAnswer: ALO: 1:3: The function and uses of marketing researchDifficulty: EasyClassification: ApplicationAACSB: Application of knowledge20) Why would a marketing manager use marketing research for problem identification?A) To discover the symptoms of problemsB) To discover ways to solve a sales promotion problemC) To hypothesize, refine, and evaluate a potential marketing actionD) To generate, refine, andexecute a potential marketing actionAnswer: ALO: 1:3: The function and uses of marketing researchDifficulty: DifficultClassification: ApplicationAACSB: Reflective thinking

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721) Consumers wanted increasingly larger TV screens to hang on their walls, so Samsungdevelopedan ultra-thin, LED, large-screen TV. This is an example of what use of marketingresearch?A) Generating potential marketing actionsB) Identifying potential marketing segmentsC) Identifying marketing opportunities and problemsD)Identifying market problems and marketing actionsAnswer: CLO: 1:3: The function and uses of marketing researchDifficulty: DifficultClassification: ApplicationAACSB: Reflective thinking22)In 2014, General Mills acquired Annie's Homegrown and used marketing research to identifyways to grow the brand, promote it, and evaluated plans to market it. This is an example of whatuse of marketing research?A) Generating and identifying potential marketing actionsB) Generating, refining, and evaluatingpotential marketing actionsC) Identifying marketing opportunities and problemsD) Identifying market problems and generating marketing actionsAnswer: BLO: 1:3: The function and uses of marketingresearchDifficulty: DifficultClassification: ApplicationAACSB: Reflective thinking23) Actions can be thought of as strategies. What actions are required to satisfy the wants andneeds of a market?A) Selecting a target market and designing a marketing mixB) Selecting a target market and designing a promotion mixC) Selecting global and domestic markets and distribution strategiesD) Selecting global markets and designing promotional strategiesAnswer: ALO: 1:3: The function and uses of marketingresearchDifficulty: DifficultClassification: ApplicationAACSB: Reflective thinking

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824) When marketers and researchers want to improve our understanding of the ________ theyconduct research to expand our knowledge of marketing.A) marketing conceptB) marketing planning processC) market mix processD)marketing processAnswer: DLO: 1:3: The function and uses of marketing researchDifficulty: EasyClassification: ApplicationAACSB: Application of knowledge25)Which of the following correctly describes the difference between basic research and appliedresearch?A) Applied research helps marketers understand the basic desires and motives of consumers.B) Applied research expands our knowledge to solve a specificproblem.C) Applied research expands our knowledge, rather than solves a specific problem.D) Applied research determines the most basic desired features in new products.Answer: BLO: 1:3: The function and uses of marketing researchDifficulty: EasyClassification: ApplicationAACSB: Application of knowledge26) There are distinct differences between basic research and applied research. ________ wouldbe an example of basic research.A) A winery needing to solve a specific pricing issue relative to its competitorsB) Awinery needing to respond to issues related to its distribution networkC) A winery needing to understand more about exporting wineD) A winery needing to solve a problem it is having exporting wineAnswer: CLO: 1:3: The function anduses of marketing researchDifficulty: DifficultClassification: ApplicationAACSB:Reflective thinking

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927) A great deal of marketing research is conducted to determine the size of various marketsegments. Marketing managers are interested in the sizeof various markets, but they are alsointerested ________.A)to know if a segment isshrinking and why competitors are fulfilling the wants and needs ofthat segmentB) to understand if a segment is growing and how well competitors are fulfilling the needs ofthat segmentC) in researching segment growth and how well competitors are fulfilling the wants and needs ofthat segmentD) in knowing if a segment is growing or shrinking and how well competitors are fulfilling thewants and needs of that segmentAnswer: DLO: 1:3: The function and uses of marketing researchDifficulty: DifficultClassification: ApplicationAACSB: Reflective thinking28) Maritz Research'sNew Vehicle Customer Studyincludes data collected over several years,and in recent years it has studied hybrids. Its market analysts know why driverspurchasehybrids, what makes them satisfied, what their expectations are for gas mileage, and preferencesfor alternative fuels. In which functional area would this type of research be useful?A) Product researchB) Pricing researchC) Promotion researchD) Distribution researchAnswer: ALO: 1:3: The function and uses of marketing researchDifficulty: ModerateClassification: ApplicationAACSB: Application of knowledge29) In which of the following functional areas would research be used when marketers want todetermine the"value" consumers perceive in a revolutionary new product?A) Product researchB) Pricing researchC) Promotion researchD) Distribution researchAnswer: BLO: 1:3: The function and uses of marketing researchDifficulty: ModerateClassification: ApplicationAACSB: Application of knowledge

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1030)Chobani launched a campaign, called "The Break You Make," in 2015 to increase awarenessof the Chobani Flip, an afternoon snack yogurt. Research determined that the campaign was verysuccessful, with sales of Chobani Flip up 300% over the previous year. The main use of this typeof research would be related to ________.A) product researchB) pricing researchC) promotion researchD) distribution researchAnswer: CLO: 1:3: The function and uses of marketing researchDifficulty: ModerateClassification:ApplicationAACSB: Application of knowledge31) What type of research would a winery use that wants to know more about sales channels,product outlets, and even whether these channels are motivated?A) Product researchB) Pricing researchC) Promotion researchD) Distribution researchAnswer: DLO: 1:3: The function and uses of marketing researchDifficulty: EasyClassification: ApplicationAACSB: Application of knowledge32) General Motors did researchon what became the minivan–a small van suitable for families.The research did not convince them to produce it. Later, Chrysler introduced the Dodge Caravanand Plymouth Voyager minivans, which turned out to be among the most successful models inautomotive history. This example most closely demonstrates that ________.A) marketing research does not always provide management with the right answerB) marketing research does not provide correct answers most of the timeC) management should question the methods used to conduct product market researchD) marketing research is not as reliable as management's intuitionAnswer: ALO: 1:3: The function and uses of marketing researchDifficulty: DifficultClassification: ApplicationAACSB: Reflective thinking

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1133) Which of the following accurately describes a structure consisting of people, equipment, andprocedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurateinformation to marketing decision makers?A) A customer relationshipmanagement systemB) A sales information management systemC) A marketing relationship management systemD) A marketing information systemAnswer: DLO: 1:4: How to describe a marketing information system (MIS) and understand why marketingresearch occupies a place in an MISDifficulty: ModerateClassification: ApplicationAACSB: Application of knowledge34) Which of the following is NOT a component of the marketing information system?A) A consumer information support systemB) A marketing intelligence systemC) A marketing decision supportsystemD) An internal reports systemAnswer: ALO: 1:4: How to describe a marketing information system (MIS) and understand why marketingresearch occupies a place in an MISDifficulty: ModerateClassification:ApplicationAACSB: Application of knowledge35) The ________ gathers data generated from information such as orders, billing, receivables,and inventory levels, etc.A) consumer information support systemB) internal reports systemC) marketing research systemD)decision support systemAnswer: BLO: 1:4: How to describe a marketing information system (MIS) and understand why marketingresearch occupies a place in an MISDifficulty: ModerateClassification: ApplicationAACSB: Application of knowledge

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1236) Decision makers need information in a form and at a time when they can use it for decision-making. What is the role of the MIS in that process?A) To determine decision makers' information needs and distribute that informationB) To determine decision makers'information needs, analyze the information, and distribute thatinformationC) To determine decision makers' information needs, acquire the needed information, anddistribute that informationD) To analyze decision makers' information needs,distribute theneeded information, andprovide guidance on that informationAnswer: CLO: 1:4: How to describe a marketing information system (MIS) and understand why marketingresearch occupies a place in an MISDifficulty: DifficultClassification: ApplicationAACSB: Application of knowledge37) Which of the following is defined as a set of procedures and sources used by managers toobtain everyday information about pertinent developments in the environment?A) External environment reporting systemB) Internal reports systemC) Consumer information support systemD) Marketing intelligence systemAnswer: DLO: 1:4: How to describe a marketing information system (MIS) and understand why marketingresearch occupies a place in an MISDifficulty: ModerateClassification: ApplicationAACSB: Application of knowledge38) Which of the MIS systems uses both informal and formal information-gathering procedures?A) Marketing intelligence systemB) External environment reports systemC) Internal reports systemD) Consumer information support systemAnswer: ALO: 1:4: How to describe a marketing information system (MIS) and understand why marketingresearch occupies a place in an MISDifficulty: EasyClassification: ApplicationAACSB: Application of knowledge

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1339) Which of the following is the marketing information system component that provides studiesconducted for specific situations facing the company?A) Marketing research systemB) Marketing intelligence systemC) Consumer information support systemD) Decision support systemAnswer: ALO: 1:4: How to describe a marketing information system (MIS) and understand why marketingresearch occupies a place in an MISDifficulty: ModerateClassification: ApplicationAACSB: Application of knowledge40)A________is collected data that may be accessed and analyzed using tools and techniquesthat assist managers in decision-making.A) marketing research systemB) decision support systemC) marketing intelligence systemD)consumer information support systemAnswer: BLO: 1:4: How to describe a marketing information system (MIS) and understand why marketingresearch occupies a place in an MISDifficulty: EasyClassification: ApplicationAACSB: Application of knowledge41) Which of the following goes oncontinuously and searches a broad range of informationsources to bring pertinent information to decision makers?A) Consumer information support systemB) Marketing research systemC) Marketing intelligence systemD) Decision support systemAnswer: CLO:1:4:How to describe a marketing information system (MIS) and understand why marketingresearch occupies a place in an MISDifficulty: EasyClassification: ApplicationAACSB: Application of knowledge

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1442) ________ is a component of the MIS containinginformation that is generally insufficient formany marketing decisions, but a source of extreme detail on both revenues and costs that can beinvaluable in making decisions.A) An internal reports systemB) A marketing research systemC) A marketing intelligence systemD) A decision support systemAnswer: ALO: 1:4: How to describe a marketing information system (MIS) and understand why marketingresearch occupies a place in an MISDifficulty: EasyClassification: ApplicationAACSB: Application of knowledge43) ________ is an MIS component using tools such as break-even analysis, regression models,and linear programming.A) An internal reporting systemB) A marketing research systemC) A marketing intelligence systemD)A decision support systemAnswer: DLO: 1:4: How to describe a marketing information system (MIS) and understand why marketingresearch occupies a place in an MISDifficulty: ModerateClassification: ApplicationAACSB: Application of knowledge44) A(n) ________ is NOT a subsystem of a marketing information system.A) manufacturing information systemB) accounting information systemC) financial information systemD) marketing information systemAnswer: ALO: 1:4: How to describe a marketing information system (MIS) and understand why marketingresearch occupies a place in an MISDifficulty: EasyClassification: ApplicationAACSB: Application of knowledge

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