Test Bank for Marketing Research, 9th Edition

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Marketing Research
Ninth Edition
Alvin C. Burns
Ann Veeck
Test Bank (Download only) for
Marketing Research, 9e
Revised by Susie Faries

1
Marketing Research, 9e (Burns/Veeck)
Chapter 1 Introduction to Marketing Research
1) ________ is a short definition of marketing.
A) Meeting needs profitably
B) Meeting wants profitably
C) Meeting consumer demands profitably
D) Meeting business-to-business wants profitably
Answer: A
LO: 1:1: The relationship of marketing research to marketing, the marketing concept, and
marketing strategy
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
2) 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 know how to precisely measure service
satisfaction.
C) The service-centered view sees internal service levels as more important than external service
levels.
D) The service-centered view stresses that service delivery and product quality are now two
different concepts.
Answer: A
LO: 1:1: The relationship of marketing research to marketing, the marketing concept, and
marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
3) What does the phrase "service-centered view of marketing" imply?
A) Firms must be more than customer oriented (making and selling what firms think customers
want and need).
B) The advantage in the marketplace will default to third world countries specializing in
services.
C) To quickly increase profitability, more companies should try to create short-term customer
relationships.
D) That because of social media, less collaboration with customers is required for decision-
making.
Answer: A
LO: 1:1: The relationship of marketing research to marketing, the marketing concept, and
marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge

2
4) Modern marketing thought holds that firms should ________.
A) separate product-orientation from service-orientation
B) focus on service-orientation at the expense of product-orientation
C) collaborate with and learn from consumers
D) collaborate with and learn from competitors
Answer: C
LO: 1:1: The relationship of marketing research to marketing, the marketing concept, and
marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
5) Social media and other advances in technology enable companies to ________.
A) develop better customer relationship management tools
B) motivate employees to reduce high product and service failure rates
C) focus on defining the best set of product dimensions to match core competencies
D) determine how to create, communicate, and deliver value by "hearing the voice" of the
consumer
Answer: D
LO: 1:1: The relationship of marketing research to marketing, the marketing concept, and
marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
6) Why is the marketing concept an important philosophy for marketers?
A) It sets the sales and revenue projects.
B) It dictates the 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 the
market.
D) It determines marketing objectives and ROI.
Answer: C
LO: 1:1: The relationship of marketing research to marketing, the marketing concept, and
marketing strategy
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge

3
7) Adopting the marketing concept means that ________.
A) we have adopted the "right strategy"
B) our focus should be on the "right price" at the "right place"
C) marketers cannot use just any strategy, but have to develop the "right" strategy
D) we need to develop "right pricing," "right promotion," and "right distribution"
Answer: C
LO: 1:1: The relationship of marketing research to marketing, the marketing concept, and
marketing strategy
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
8) Creating the proper mix of product/service, price, promotion, and distribution for a market
begins with ________.
A) selecting the global market strategies and targets
B) selecting the segment of the market as a company's target
C) creating promotion for the target market
D) incentives to allow a large percentage of the target market to purchase goods and services
from the company
Answer: B
LO: 1:1: The relationship of marketing research to marketing, the marketing concept, and
marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
9) What do marketers need in order to create the right strategies for decision-making?
A) Reports about the competition's products
B) Reports about customers' wants and needs
C) Evidence of the number and sizes of market segments
D) Objective, accurate, and timely information
Answer: D
LO: 1:1: The relationship of marketing research to marketing, the marketing concept, and
marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge

4
10) When firms make the right decisions, they produce products and services that their target
markets perceive as having value. That value translates into ________.
A) sales, profits, and a positive ROI
B) product success and profits
C) a profitable bottom-line
D) global as well as domestic market success
Answer: A
LO: 1:1: The relationship of marketing research to marketing, the marketing concept, and
marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
11) A ________ consists of selecting a segment of the market as the company's target market
and designing the proper "mix" of product/service, price, promotion, and distribution system to
meet the wants and needs of the consumers within the target market.
A) market strategy
B) strategic plan
C) differentiation strategy
D) positioning strategy
Answer: A
LO: 1:1: The relationship of marketing research to marketing, the marketing concept, and
marketing strategy
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
12) Which of the following should be revised on an ongoing basis to produce the right strategy
as environments change?
A) Market plan decisions
B) Product development decisions
C) Business decisions
D) Financial decisions
Answer: C
LO: 1:1: The relationship of marketing research to marketing, the marketing concept, and
marketing strategy
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge

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5
13) Which of the following correctly defines marketing research?
A) The process of analyzing secondary information and providing executives with timely reports
to solve a marketing problem
B) The process of designing experiments that provide decision makers with causal information
C) The process of analyzing existing information so decision makers can make better decisions
D) The process of designing, gathering, analyzing, and reporting information that may be used to
solve a specific marketing problem
Answer: D
LO: 1:2: How to define marketing research
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
14) ________ is a process used to define the size, location, and/or makeup of the market for a
product or service.
A) Differentiation
B) Market research
C) Target marketing
D) Geocentric research
Answer: B
LO: 1:2: How to define marketing research
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
15) According to the American Marketing Association (AMA), what is the function of marketing
research?
A) To link the consumer to marketer with information used in marketing decisions
B) To link the marketer to global and domestic markets through information
C) To link consumers and customers through targeted information
D) To link consumers, customers, and markets through specific information channels
Answer: A
LO: 1:2: How to define marketing research
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
16) Which of the following most accurately describes the process of marketing research?
A) It is 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: A
LO: 1:2: How to define marketing research
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge

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6
17) When we think about marketing research as a way to generate, refine, and evaluate a
potential marketing action, we are describing actions such as ________.
A) social media analytics, campaigns, programs, or tactics
B) controls, campaigns, programs, or tactics
C) market analytics, controls, tactics, or advertising
D) strategies, campaigns, programs, or tactics
Answer: D
LO: 1:3: The function and uses of marketing research
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
18) 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 profit
B) To identify market opportunities and problems
C) To generate, refine, and evaluate potential market actions
D) To monitor marketing performance
Answer: A
LO: 1:3: The function and uses of marketing research
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
19) Tracking variables on how well products are performing in the marketplace is an example of
what use of marketing research?
A) Market monitoring
B) Marketing metrics
C) Marketing analytics
D) Marketing performance
Answer: A
LO: 1:3: The function and uses of marketing research
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
20) Why would a marketing manager use marketing research for problem identification?
A) To discover the symptoms of problems
B) To discover ways to solve a sales promotion problem
C) To hypothesize, refine, and evaluate a potential marketing action
D) To generate, refine, and execute a potential marketing action
Answer: A
LO: 1:3: The function and uses of marketing research
Difficulty: Difficult
Classification: Application
AACSB: Reflective thinking

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7
21) Consumers wanted increasingly larger TV screens to hang on their walls, so Samsung
developed an ultra-thin, LED, large-screen TV. This is an example of what use of marketing
research?
A) Generating potential marketing actions
B) Identifying potential marketing segments
C) Identifying marketing opportunities and problems
D) Identifying market problems and marketing actions
Answer: C
LO: 1:3: The function and uses of marketing research
Difficulty: Difficult
Classification: Application
AACSB: Reflective thinking
22) In 2014, General Mills acquired Annie's Homegrown and used marketing research to identify
ways to grow the brand, promote it, and evaluated plans to market it. This is an example of what
use of marketing research?
A) Generating and identifying potential marketing actions
B) Generating, refining, and evaluating potential marketing actions
C) Identifying marketing opportunities and problems
D) Identifying market problems and generating marketing actions
Answer: B
LO: 1:3: The function and uses of marketing research
Difficulty: Difficult
Classification: Application
AACSB: Reflective thinking
23) Actions can be thought of as strategies. What actions are required to satisfy the wants and
needs of a market?
A) Selecting a target market and designing a marketing mix
B) Selecting a target market and designing a promotion mix
C) Selecting global and domestic markets and distribution strategies
D) Selecting global markets and designing promotional strategies
Answer: A
LO: 1:3: The function and uses of marketing research
Difficulty: Difficult
Classification: Application
AACSB: Reflective thinking

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8
24) When marketers and researchers want to improve our understanding of the ________ they
conduct research to expand our knowledge of marketing.
A) marketing concept
B) marketing planning process
C) market mix process
D) marketing process
Answer: D
LO: 1:3: The function and uses of marketing research
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
25) Which of the following correctly describes the difference between basic research and applied
research?
A) Applied research helps marketers understand the basic desires and motives of consumers.
B) Applied research expands our knowledge to solve a specific problem.
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: B
LO: 1:3: The function and uses of marketing research
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
26) There are distinct differences between basic research and applied research. ________ would
be an example of basic research.
A) A winery needing to solve a specific pricing issue relative to its competitors
B) Awinery needing to respond to issues related to its distribution network
C) A winery needing to understand more about exporting wine
D) A winery needing to solve a problem it is having exporting wine
Answer: C
LO: 1:3: The function and uses of marketing research
Difficulty: Difficult
Classification: Application
AACSB: Reflective thinking

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9
27) A great deal of marketing research is conducted to determine the size of various market
segments. Marketing managers are interested in the size of various markets, but they are also
interested ________.
A) to know if a segment is shrinking and why competitors are fulfilling the wants and needs of
that segment
B) to understand if a segment is growing and how well competitors are fulfilling the needs of
that segment
C) in researching segment growth and how well competitors are fulfilling the wants and needs of
that segment
D) in knowing if a segment is growing or shrinking and how well competitors are fulfilling the
wants and needs of that segment
Answer: D
LO: 1:3: The function and uses of marketing research
Difficulty: Difficult
Classification: Application
AACSB: Reflective thinking
28) Maritz Research's New Vehicle Customer Study includes data collected over several years,
and in recent years it has studied hybrids. Its market analysts know why drivers purchase
hybrids, what makes them satisfied, what their expectations are for gas mileage, and preferences
for alternative fuels. In which functional area would this type of research be useful?
A) Product research
B) Pricing research
C) Promotion research
D) Distribution research
Answer: A
LO: 1:3: The function and uses of marketing research
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
29) In which of the following functional areas would research be used when marketers want to
determine the "value" consumers perceive in a revolutionary new product?
A) Product research
B) Pricing research
C) Promotion research
D) Distribution research
Answer: B
LO: 1:3: The function and uses of marketing research
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge

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10
30) Chobani launched a campaign, called "The Break You Make," in 2015 to increase awareness
of the Chobani Flip, an afternoon snack yogurt. Research determined that the campaign was very
successful, with sales of Chobani Flip up 300% over the previous year. The main use of this type
of research would be related to ________.
A) product research
B) pricing research
C) promotion research
D) distribution research
Answer: C
LO: 1:3: The function and uses of marketing research
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
31) 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 research
B) Pricing research
C) Promotion research
D) Distribution research
Answer: D
LO: 1:3: The function and uses of marketing research
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
32) General Motors did research on what became the minivan–a small van suitable for families.
The research did not convince them to produce it. Later, Chrysler introduced the Dodge Caravan
and Plymouth Voyager minivans, which turned out to be among the most successful models in
automotive history. This example most closely demonstrates that ________.
A) marketing research does not always provide management with the right answer
B) marketing research does not provide correct answers most of the time
C) management should question the methods used to conduct product market research
D) marketing research is not as reliable as management's intuition
Answer: A
LO: 1:3: The function and uses of marketing research
Difficulty: Difficult
Classification: Application
AACSB: Reflective thinking

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11
33) Which of the following accurately describes a structure consisting of people, equipment, and
procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate
information to marketing decision makers?
A) A customer relationship management system
B) A sales information management system
C) A marketing relationship management system
D) A marketing information system
Answer: D
LO: 1:4: How to describe a marketing information system (MIS) and understand why marketing
research occupies a place in an MIS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
34) Which of the following is NOT a component of the marketing information system?
A) A consumer information support system
B) A marketing intelligence system
C) A marketing decision support system
D) An internal reports system
Answer: A
LO: 1:4: How to describe a marketing information system (MIS) and understand why marketing
research occupies a place in an MIS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
35) The ________ gathers data generated from information such as orders, billing, receivables,
and inventory levels, etc.
A) consumer information support system
B) internal reports system
C) marketing research system
D) decision support system
Answer: B
LO: 1:4: How to describe a marketing information system (MIS) and understand why marketing
research occupies a place in an MIS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge

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12
36) 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 information
B) To determine decision makers' information needs, analyze the information, and distribute that
information
C) To determine decision makers' information needs, acquire the needed information, and
distribute that information
D) To analyze decision makers' information needs, distribute the needed information, and
provide guidance on that information
Answer: C
LO: 1:4: How to describe a marketing information system (MIS) and understand why marketing
research occupies a place in an MIS
Difficulty: Difficult
Classification: Application
AACSB: Application of knowledge
37) Which of the following is defined as a set of procedures and sources used by managers to
obtain everyday information about pertinent developments in the environment?
A) External environment reporting system
B) Internal reports system
C) Consumer information support system
D) Marketing intelligence system
Answer: D
LO: 1:4: How to describe a marketing information system (MIS) and understand why marketing
research occupies a place in an MIS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
38) Which of the MIS systems uses both informal and formal information-gathering procedures?
A) Marketing intelligence system
B) External environment reports system
C) Internal reports system
D) Consumer information support system
Answer: A
LO: 1:4: How to describe a marketing information system (MIS) and understand why marketing
research occupies a place in an MIS
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge

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13
39) Which of the following is the marketing information system component that provides studies
conducted for specific situations facing the company?
A) Marketing research system
B) Marketing intelligence system
C) Consumer information support system
D) Decision support system
Answer: A
LO: 1:4: How to describe a marketing information system (MIS) and understand why marketing
research occupies a place in an MIS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
40) A ________is collected data that may be accessed and analyzed using tools and techniques
that assist managers in decision-making.
A) marketing research system
B) decision support system
C) marketing intelligence system
D) consumer information support system
Answer: B
LO: 1:4: How to describe a marketing information system (MIS) and understand why marketing
research occupies a place in an MIS
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
41) Which of the following goes on continuously and searches a broad range of information
sources to bring pertinent information to decision makers?
A) Consumer information support system
B) Marketing research system
C) Marketing intelligence system
D) Decision support system
Answer: C
LO: 1:4: How to describe a marketing information system (MIS) and understand why marketing
research occupies a place in an MIS
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge

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14
42) ________ is a component of the MIS containing information that is generally insufficient for
many marketing decisions, but a source of extreme detail on both revenues and costs that can be
invaluable in making decisions.
A) An internal reports system
B) A marketing research system
C) A marketing intelligence system
D) A decision support system
Answer: A
LO: 1:4: How to describe a marketing information system (MIS) and understand why marketing
research occupies a place in an MIS
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge
43) ________ is an MIS component using tools such as break-even analysis, regression models,
and linear programming.
A) An internal reporting system
B) A marketing research system
C) A marketing intelligence system
D) A decision support system
Answer: D
LO: 1:4: How to describe a marketing information system (MIS) and understand why marketing
research occupies a place in an MIS
Difficulty: Moderate
Classification: Application
AACSB: Application of knowledge
44) A(n) ________ is NOT a subsystem of a marketing information system.
A) manufacturing information system
B) accounting information system
C) financial information system
D) marketing information system
Answer: A
LO: 1:4: How to describe a marketing information system (MIS) and understand why marketing
research occupies a place in an MIS
Difficulty: Easy
Classification: Application
AACSB: Application of knowledge

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