Mark 205 Ch1 Marketing Research
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Multiple Choice Questions1. The statement below which best describes market research is:The use of surveys to find out about customersA function that links the organisation with its market environmentA function used to find out about customer needs and wantsNone of the above2. The stages involved in market research include:Problem definition, research design, survey design, data analysis, presentation of resultsProblem reduction, research design, sampling, data analysis and presentation of resultsProblem definition, research design, sampling, data analysis and presentation of resultsNone of the above3. Marketing research is useful for:Situation analysisStrategy developmentMarketing program developmentAll of the above4. 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:The likelihood of the research to provide confirmatory resultsTime constraintsThe ability of the research to provide justification of an idea to senior managementNone of the aboveAnswer: 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:The likelihood of the research to provide confirmatory resultsRelevanceThe ability of the research to provide justification of an idea to senior managementNone of the above6. 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:The likelihood of the research to provide confirmatory resultsThe ability of the research to provide justification of an idea to senior managementType and nature of information soughtNone of the above7. Marketing research should be used to:To backup an individual’s personal goals and objectivesMake more informed decisionsTo alleviate management of difficult decisionsAll of the above8. Which of the following is not always true of market research:
Uses methodologically sounds proceduresProcedures are planned in advanceGenerally conducted to support existing ideasAll of the above9. Market research can be used to:Assess the competitive positionDefine the businesses scopeRefine strategies and programsAll of the above10. Characteristics of a good market researcher include:Academic trainingUnderstanding of the fundamentals of marketing managementAn understanding of psychology and other social sciencesAll of the above11. Market research for any firm should be:Internal if the firm is smallExternal if the firm is largeBased on the needs of the firmNone of the above12. Method of data collection is described in which of the following stages:Defining the problemFormulating the research designSamplingNone of the above13. When the researcher is determining who is going to provide the information needed, this is described in which of the following stages:Defining the problemFormulating the research designSamplingNone of the above14. Ethical issues involved in market research include:Misuse of research informationImproper execution of researchDishonesty dealing with suppliersAll of the above15. Ethical considerations in market research exist:For the clientFor the supplierFor the respondentAll of the above16. Which of the following can be termed as strategy development:Deciding on the sources of data for market researchPlanning to recover lost market shareChoosing the right decision for market researchNone of the above17. Which one of the following can be termed strategy development:Deciding how to competeDeciding on the sources of data for market researchChoosing the right decision for market researchNone of the above18. Market research is:An informational input to decisionsThe specification , gathering, analysing and interpretation of information to help management make decisionsA support to managers in the identification of problems and opportunitiesAll of the above19. The following should be included in the development phase of a company’s marketing program:Identifying problems and planning advertisingIdentifying problems and monitoring performanceMaking product and price decisionsPerformance evaluation and promotion decisions20. The most efficient way to analyse a market is through the use of:A surveyA focus groupInformation already availableWhatever type of research will provide the greatest benefit for the least cost, while remaining appropriate to the decisions managers make21. In the marketing planning process, scanning the environment and identifying the threats and opportunities is:Situation analysisStrategy developmentMarketing program developmentOpportunity analysis22. A marketing research study should be undertaken if and only if the research costs: