Test Bank for Marketing Research 2nd Asia Pacific
Edition
Mutiple Choice Questions
Which of the following type of research is conducted to
investigate the effectiveness of discounts or
coupons?
1.
2.
3.
4.

A.promotion research
B.pricing research
C.distribution research
D.product research

The first stage of developing and implementing a marketing
strategy involves:
1.
2.
3.
4.

A.analysing market segments and selecting target markets
B.identifying and evaluating opportunities
C.analysing marketing performance
D.planning and implementing a marketing mix strategy

The research question ‘What features do buyers prefer in our
product?’ is best addressed by conducting:
1.

2.
3.
4.

A.descriptive research
B.exploratory research
C.causal research
D.secondary research

A company manager is facing declining sales but doesn’t
know why. Which type of research design would you
recommend to address this problem?
1.
2.
3.
4.

A.exploratory research
B.descriptive research
C.causal research
D.secondary research

When an organisation is attempting to decide whether to add
home delivery to its customer service options, this is
an example of which type of research?
1.
2.
3.
4.


A.distribution research
B.pricing research
C.promotion research
D.product research


ANZ bank monitors its online customer service activities
regularly to ensure that its Internet banking caters to
its customers’ needs. Which type of research is this an
example of?
1.
2.
3.
4.

A.relationship marketing research
B.total quality management research
C.opportunity assessment research
D.performance-monitoring research

Observation technique is most useful when studying:
1.
2.
3.
4.

A.attitudes
B.opinions
C.motivations
D.behaviours


A local book publisher would like to investigate possible
options to improve the accessibility of their titles to
customers. This would involve:
1.
2.
3.
4.

A.product research
B.pricing research
C.distribution research
D.promotional research

A librarian assesses the amount of wear to book bindings to
determine which books are most borrowed. This is an
example of:
1.
2.
3.
4.

A.product research
B.survey research
C.observational research
D.experimental research

Nokia would like to determine which features are most
popular with consumers when buying mobile phones.
Which type of research design would you recommend

to address this problem?
1.
2.
3.
4.

A.causal research
B.descriptive research
C.exploratory research
D.secondary research


Research that attempts to determine which critical attributes
of a product consumers use to perceive its value is an
example of which type of research?
1.
2.
3.
4.

A.product research
B.distribution research
C.promotion research
D.pricing research

When a toy company shows different versions of a proposed
TV commercial to groups of children and observes
which one grabs their attention most, what is this an
example of?
1.

2.
3.
4.

A.secondary data study
B.survey research study
C.experimental study
D.performance-monitoring research

Determining the need for marketing research centres on all
the following except:
1.
2.
3.
4.

A.the nature of the decision
B.researcher competency
C.the availability of the data
D.time constraints

When Coles supermarket is attempting to decide where to
locate its regional warehouses in order to minimise
travel time to its stores, which type of research is this
an example of?
1.
2.
3.
4.


A.distribution research
B.pricing research
C.promotion research
D.product research

The initial stage of the research process involves:
1.
2.
3.
4.

A.planning the research design
B.defining the problem
C.defining the sample size
D.planning the data analysis procedure

Which type of product research is conducted to determine
whether a finished product out-performs its
competitors or meets expectations?
1.

A.concept testing


2.
3.
4.

B.package testing
C.brand-name evaluation

D.product testing

Research that tries to verify a theory or to learn more about a
certain concept is the essence of:
1.
2.
3.
4.

A.performance-monitoring research
B.pure research
C.applied research
D.forecasting research

When Chee-tos snack food conducted research in China to
determine which flavours consumers would find
appealing, this was an example of which type of
research?
1.
2.
3.
4.

A.pricing research
B.promotion research
C.product research
D.distribution research

Information obtained from marketing research can be used
for all the following except:

1.
2.
3.
4.

A.evaluate marketing activities
B.monitor marketing performance
C.identify marketing opportunities
D.ensure correct marketing execution

The systematic and objective process of generating
information to improve marketing decisions is the
essence of:
1.
2.
3.
4.

A.marketing research
B.applied research
C.basic research
D.subjective research

Asking consumers what they think about a possible brand
name for a new product is an example of which type of
research?
1.
2.
3.
4.


A.pricing research
B.promotion research
C.product research
D.distribution research


The research question ‘Which of the two advertising
campaigns is more effective?’ is best addressed by
conducting:
1.
2.
3.
4.

A.secondary research
B.causal research
C.exploratory research
D.descriptive research

When McDonald's studies traffic patterns and population
density patterns in order to select sites for future
restaurants, this is an example of which type of
research?
1.
2.
3.
4.

A.pricing research

B.distribution research
C.promotion research
D.product research

When Harley-Davidson determines that their typical
motorcycle owner has a household income over $50
000, is male, and is about 38 years old, what type of
study is this?
1.
2.
3.
4.

A.market segmentation study
B.product research study
C.performance-monitoring study
D.distribution research study

Research conducted to address questions about a specific
real-life problem is the essence of:
1.
2.
3.
4.

A.basic research
B.pure research
C.applied research
D.intuitive research



True - False Questions
Research cannot be conducted when data availability is an
issue.
1.
2.

True
False

Applied research involves studies undertaken to verify the
acceptability of a particular theory.
1.
2.

True
False

Gathering evidence through observation is considered a
non-scientific research method.
1.
2.

True
False

Forecasting is rarely used by managers to evaluate
opportunities due to its accuracy concerns.
1.
2.


True
False

The purpose of causal research is to obtain answers to who,
what, when, where and how questions.
1.
2.

True
False

Applied research is typically used for hypothesis testing
against a certain phenomenon.
1.
2.

True
False

Research can help marketing managers ensure marketing
mix decisions are correctly executed.
1.
2.

True
False

Basic research employs techniques that are intuitively
derived to answer the question at hand.

1.
2.

True
False


The research question ‘Would people be interested in our
new product idea?’ is best addressed by conducting
exploratory research.
1.
2.

True
False

The nature of the decision should not influence the
marketing manager’s judgment of whether marketing
research is warranted.
1.
2.

True
False

According to a survey conducted by the American Marketing
Association, less than 90 per cent of organisations
engage in research to determine market
characteristics and trends.
1.

2.

True
False

Marketing research is rarely used by non-business
organisations (e.g. government bodies) due to their
distinct functions from for-profit organisations.
1.
2.

True
False

Marketing research involves intuitive information gathering
to aid decision-making.
1.
2.

True
False

Marketing research is restricted to the pricing aspect of the
marketing mix.
1.
2.

True
False


Researcher objectivity is not a major concern when
conducting market research.
1.
2.

True
False


Causal research is usually conducted first to help identify
ideas for exploratory research studies.
1.
2.

True
False

Data collected from marketing research should help support
the researcher’s preconceived ideas.
1.
2.

True
False

Marketing research is the function that links the consumer,
the customer and the public to the marketer through
information.
1.
2.


True
False

The main purpose of descriptive research is to gain insights
and discover new ideas.
1.
2.

True
False

Marketing research attempts to provide accurate information
in order to reduce uncertainty in decision-making.
1.
2.

True
False

Free Text Questions
A study of the effectiveness of coupons is an example of
____________________ research.
Answer Given

promotional

The first stage of the marketing research process involves
____________________ ____________________.
Answer Given


problem definition

The systematic and objective process of generating
information in order to make better marketing
decisions is known as ________________________.
Answer Given


marketing research

____________________ are the most common data collection
method used in descriptive research.
Answer Given

Surveys

Exploratory research is best suited to address problems that
are ____________________ in nature.
Answer Given

ambiguous

A study of consumers’ receptiveness towards online
shopping is an example of ____________________
research.
Answer Given

distribution


A study of whether there are critical product attributes that
determine how consumers perceive value is an
example of ____________________ research.
Answer Given

pricing

____________________ data are collected unobtrusively
without direct participation from the respondents.
Answer Given

Observational

An organisation conducts research in order to make a
decision about a real situation it faces in the market
place. This is an example of____________________
research.
Answer Given

applied

The application of reasoning to understand the data
gathered is known as ________________________.
Answer Given

analysis


____________________ ____________________ occurs when
two phenomena or events (e.g. advertising and sales)

vary together.
Answer Given

Concomitant variation

An ____________________ controls conditions so that one
or more variables can be manipulated in order to test a
hypothesis.
Answer Given

experiment

A sample in which every member of the population has a
known, nonzero chance of selection is known as a
________________________
________________________.
Answer Given

probability sample

A study of consumers’ attitudes towards 3D television
viewing is an example of ____________________
research.
Answer Given

product

Research that attempts to verify a theory but which is not
intended to solve any specific business problem is
known as ____________________ research.

Answer Given

basic or pure