Mark 205 Ch1 Marketing Research

Multiple Choice Questions

1.        The statement below which best describes market research is:

1. The use of surveys to find out about customers
2. A function that links the organisation with its market environment
3. A function used to find out about customer needs and wants
4. None of the above

2.        The stages involved in market research include:

1. Problem definition, research design, survey design, data analysis, presentation of results
2. Problem reduction, research design, sampling, data analysis and presentation of results
3. Problem definition, research design, sampling, data analysis and presentation of results
4. None of the above

3.        Marketing research is useful for:

1. Situation analysis
2. Strategy development
3. Marketing program development
4. All of the above

4.        The primary decision concerning marketing research is whether or not to conduct market research. Which of the following should be considered by management when making this decision:

1. The likelihood of the research to provide confirmatory results
2. Time constraints
3. The ability of the research to provide justification of an idea to senior management
4. None of the above

Answer: b. Applied. The other answers outlined suggest some sort of political motivation for conducting the research – research is supposed to generate information for the purposes of making better decisions and should not be used as a political tool. P15.

5.        The primary decision concerning marketing research is whether or not to conduct market research. Which of the following should be considered by management when making this decision:

1. The likelihood of the research to provide confirmatory results
2. Relevance
3. The ability of the research to provide justification of an idea to senior management
4. None of the above

6.        The primary decision concerning marketing research is whether or not to conduct market research. Which of the following should be considered by management when making this decision:

1. The likelihood of the research to provide confirmatory results
2. The ability of the research to provide justification of an idea to senior management
3. Type and nature of information sought
4. None of the above

7.        Marketing research should be used to:

1. To backup an individual’s personal goals and objectives
2. Make more informed decisions
3. To alleviate management of difficult decisions
4. All of the above

8.        Which of the following is not always true of market research:

1. Uses methodologically sounds procedures
2. Procedures are planned in advance
3. Generally conducted to support existing ideas
4. All of the above

9.        Market research can be used to:

1. Assess the competitive position
2. Define the businesses scope
3. Refine strategies and programs
4. All of the above

10.        Characteristics of a good market researcher include:

1. Academic training
2. Understanding of the fundamentals of marketing management
3. An understanding of psychology and other social sciences
4. All of the above

11.        Market research for any firm should be:

1. Internal if the firm is small
2. External if the firm is large
3. Based on the needs of the firm
4. None of the above

12.        Method of data collection is described in which of the following stages:

1. Defining the problem
2. Formulating the research design
3. Sampling
4. None of the above

13.        When the researcher is determining who is going to provide the information needed, this is described in which of the following stages:

1. Defining the problem
2. Formulating the research design
3. Sampling
4. None of the above

14.        Ethical issues involved in market research include:

1. Misuse of research information
2. Improper execution of research
3. Dishonesty dealing with suppliers
4. All of the above

15.        Ethical considerations in market research exist:

1. For the client
2. For the supplier
3. For the respondent
4. All of the above

16.        Which of the following can be termed as strategy development:

1. Deciding on the sources of data for market research
2. Planning to recover lost market share
3. Choosing the right decision for market research
4. None of the above

17.        Which one of the following can be termed strategy development:

1. Deciding how to compete
2. Deciding on the sources of data for market research
3. Choosing the right decision for market research
4. None of the above

18.        Market research is:

1. An informational input to decisions
2. The specification , gathering, analysing and interpretation of information to help management make decisions
3. A support to managers in the identification of problems and opportunities
4. All of the above

19.        The following should be included in the development phase of a company’s marketing program:

1. Identifying problems and planning advertising
2. Identifying problems and monitoring performance
3. Making product and price decisions
4. Performance evaluation and promotion decisions

20.        The most efficient way to analyse a market is through the use of:

1. A survey
2. A focus group
3. Information already available
4. Whatever type of research will provide the greatest benefit for the least cost, while remaining appropriate to the decisions managers make

21.         In the marketing planning process, scanning the environment and identifying the threats and opportunities is:

1. Situation analysis
2. Strategy development
3. Marketing program development
4. Opportunity analysis

22.        A marketing research study should be undertaken if and only if the research costs: