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Exam 1: Introducing Marketing Research

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Question 21

True/False

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One criticism of the marketing research industry is that the industry is far too creative.

A) True
B) False

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Question 22

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A university professor wants to look at what affects product placement in online gaming systems has on consumer brand preferences. This would be an example of what application of marketing research?

A) Identifying market opportunities and problems
B) Generating, refining, and evaluating potential marketing actions
C) Monitoring marketing performance
D) Improving marketing as a process

E) B) and D)
F) C) and D)

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Question 23

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In order to make the right decisions, managers must:

The marketing concept is an important business philosophy for marketing managers because it:

Which of the following best illustrates one of the applications of marketing research; monitoring marketing performance?

A marketing strategy consists of selecting a target market and designing the "mix":

The Marketing Research and Intelligence Association (MRIA) recognizes that respect and cooperation of Canadians as potential research subjects form the core of the marketing research industry.

Successful companies know and understand the customer so well that the product conceived, priced, promoted, and distributed by the company is ready to be bought as soon as it is possible.

An external supplier firm may organize themselves by customer type.

The fact that a manager uses marketing research means that the decisions based on the research are error-proof.

Who is recognized today as the "Father of Marketing Research?"

Pricing tests are an example of a type of research that monitors marketing performance.

Abe would like to locate a new unit of his franchised fast-food restaurant chain. He orders an evaluation of several city blocks from a marketing research firm. The research firm will determine the population, population growth, income, and other important demographic information for the defined geographical area. The classification of marketing research activity will the company will be performing:

Which of the following professional organizations currently represents the marketing research industry in Canada?

Standardized service firms collect information that is made available to multiple subscribers in a standardized form.

The need for marketing research emerged when the Industrial Revolution led to manufacturers producing goods for distant markets.

The Canadian Marketing Association's definition of marketing stresses that the function of marketing should be to create a sale that generates high profits for the firm.

Doss is vice president of marketing research for General Mills. The chefs at General Mills bring three new cookie recipes to Doss. Doss wants to know which of these three cookie recipes would be most preferred by consumers. Which component of General Mills' Marketing Information System (MIS) would Doss use in order to provide him with this information?

One of the key issues facing the latest MRIA code centre is the rights of the respondent, especially with regard to privacy and interviewing children.

______________________ is a set of business practices designed to plan for and present an organization's products or services in ways that build effective customer relationships.