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Exam 1: Introduction to Marketing Research

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Question 1

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The American Marketing Association's definition of marketing stresses that the function of marketing should be to create sales which generate high profits for the firm.

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Question 2

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The difference between basic research and applied research is that basic research is conducted to:

A) determine the most appropriate basic price for new products.
B) determine the most efficient basic distribution channels for products.
C) expand our knowledge,rather than solve a specific problem.
D) determine the most basic desired features in new products.
E) to understand the basic desires and motives of consumers.

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Question 3

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Tim,a marketing manager,disagreed with other company managers.Tim believed that the company should not just try to make a better product or try to sell more of the product.Tim believed that the company should try to identify and satisfy consumer wants and needs.Tim's philosophy may best be described as:

When marketing research is used to "improve marketing as a process" instead of trying to solve a specific problem,we classify this research as applied research.

Akron's Children's Hospital hired research firm,Marcus Thomas,LLC,to determine the most effective communication messages to use in a new ad campaign being developed by the hospital.This was an effort in:

Which of the following marketing information system components provides studies conducted for specific situations facing the company?

Marketing research is not needed if there is an adequate decision support system in place.

Using marketing research to select new target markets not only involves determining the size of various market segments,but also determining if the market segment is growing or shrinking.

Some marketing research studies are designed to find out what consumers' problems are and to assess the suitability of different proposed methods of resolving those problems.

________ satisfies the need for companies to identify and test new products to replace products which are at the end of their product life cycles.

Which of the following statements best reflects the purpose of marketing research?

Applied research addresses specific problems,and this type of research represents the vast majority of marketing research studies.

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:

The definition of marketing research provided by the American Marketing Association stresses the 11-step process of marketing research.

Marketing is a part of,or a subcategory of,marketing research.

Marketing research is synonymous with market research.

Marketing research studies predicted that hair styling mousse,answering machines,the Jerry Seinfeld TV program,Seinfeld,and other products and services would fail.Yet,these products and services were all successful.This illustrates that marketing research:

Which of the following refers to applying marketing research to a specific geographical marketing area?

Rachel would like to create a new department within her firm.She wishes that her firm could provide information that will help link consumers outside the firm to individuals in the firm.The individuals inside the firm would make decisions used to identify marketing opportunities and problems;generate,refine,and evaluate marketing actions;monitor marketing performance;and perhaps improve the understanding of marketing as a process.Rachel should name this department:

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.