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Test Bank for Marketing Research 3rd Australian Edition by Zikmund
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Zikmund
Chapter 1 The role of marketing research and the research process

TRUE/FALSE

1. Marketing research provides certainty in decision-making through the supply of accurate information.

ANS: F PTS: 1 TOP: The nature of marketing research

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

ANS: T PTS: 1 TOP: The nature of marketing research

3. Seat-of-the-pants decision-making is a common type of managerial decision-making that is based on

systematic inquiry.

ANS: F PTS: 1 TOP: The nature of marketing research

4. In marketing research, information is gathered intuitively to aid decision-making in marketing.

ANS: F PTS: 1 TOP: Marketing research defined

5. Data collected from marketing research should support the researcher’s preconceived ideas.

ANS: F PTS: 1 TOP: Marketing research defined

6. The systematic and objective nature of marketing research provides a substitute to managerial
judgment.

ANS: F PTS: 1 TOP: Marketing research defined

7. Research can help marketing managers to ensure that marketing mix decisions are executed with
certainty.

ANS: F PTS: 1 TOP: Marketing research defined

8. Marketing research is rarely used by non-business organisations (for example, government bodies)
because their functions are distinct from those of for-profit organisations.

ANS: F PTS: 1 TOP: Marketing research defined

9. Pure research involves study undertaken to solve a particular pragmatic problem.

ANS: F PTS: 1 TOP: Basic research and applied research

10. Basic research employs techniques that are intuitively derived to answer the question at hand.
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ANS: F PTS: 1 TOP: Basic research and applied research

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

ANS: F PTS: 1 TOP: Basic research and applied research

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

ANS: F PTS: 1 TOP: Basic research and applied research

13. Forecasting is rarely used by managers to evaluate opportunities, due to accuracy concerns.

ANS: F PTS: 1 TOP: Identifying and evaluating opportunities

14. The first stage of marketing strategy development involves analysing market segments and selecting
target markets.

ANS: F PTS: 1 TOP: Analysing and selecting target markets

15. Determining the purpose of the research precedes the problem definition.

ANS: F PTS: 1 TOP: Defining the problem

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

ANS: F PTS: 1 TOP: When is marketing research needed?

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

ANS: T PTS: 1 TOP: Selection of the basic research method

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

ANS: F PTS: 1 TOP: Descriptive research

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

ANS: F PTS: 1 TOP: Causal research

20. In causal research studies, researchers typically do not have an expectation about the relationship to be
explained.

ANS: F PTS: 1 TOP: Causal research

MULTIPLE CHOICE

1. Information obtained from marketing research can be used for all the following, except:
A. evaluating marketing activities.
B. monitoring marketing performance.
C. identifying marketing opportunities.
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D. ensuring correct marketing execution.
ANS: D PTS: 1 TOP: The nature of marketing research

2. The systematic and objective process of generating information to improve marketing decisions is the
essence of:
A. marketing research.
B. applied research.
C. basic research.
D. subjective research.
ANS: A PTS: 1 TOP: Marketing research defined

3. Research conducted to address questions about a specific real-life problem is the essence of:
A. basic research.
B. pure research.
C. applied research.
D. intuitive research.
ANS: C PTS: 1 TOP: Basic research and applied research

4. Research that tries to verify a theory or learn more about a certain concept is the essence of:
A. performance-monitoring research.
B. pure research.
C. applied research.
D. forecasting research.
ANS: B PTS: 1 TOP: Basic research and applied research

5. Developing and implementing a marketing strategy involves the following stages, except:
A. analysing market segments and selecting target markets.
B. identifying and evaluating opportunities.
C. analysing marketing performance.
D. designing the data collection method.
ANS: D PTS: 1 TOP: The managerial value of marketing research for
strategic decision-making

6. Which type of product research is conducted to determine whether a finished product outperforms its
competitors or meets expectations?
A. Concept testing
B. Package testing
C. Brand-name evaluation
D. Product testing
ANS: D PTS: 1 TOP: Planning and implementing a marketing mix

7. A local book publisher would like to investigate possible options for improving the accessibility of its
titles to customers. This would involve:
A. product research.
B. pricing research.
C. distribution research.
D. promotional research.
ANS: C PTS: 1 TOP: Planning and implementing a marketing mix
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8. Pricing research may be used to address all of the following questions, except:
A. Is there a need for seasonal or quantity discount?
B. Are coupons more effective than price reductions?
C. Is a brand price elastic or inelastic?
D. Is there a need for shopping services online?
ANS: D PTS: 1 TOP: Planning and implementing a marketing mix

9. Asking consumers what they think about a possible brand name for a new product is an example of
which type of research?
A. Pricing research
B. Promotion research
C. Product research
D. Distribution research
ANS: C PTS: 1 TOP: Planning and implementing a marketing mix

10. When Chee-tos conducted research in China to determine which flavours consumers would find
appealing, it was an example of which type of research?
A. Pricing research
B. Promotion research
C. Product research
D. Distribution research
ANS: C PTS: 1 TOP: Planning and implementing a marketing mix

11. Research that attempts to determine which critical attributes of a product consumers use to perceive
the product’s value is an example of which type of research?
A. Product research
B. Distribution research
C. Promotion research
D. Pricing research
ANS: D PTS: 1 TOP: Planning and implementing a marketing mix

12. Which type of research would best address the question of whether a business should offer discounts
or coupons?
A. Promotion research
B. Pricing research
C. Distribution research
D. Product research
ANS: B PTS: 1 TOP: Planning and implementing a marketing mix

13. An organisation attempting to decide whether or not to add home delivery to its customer service
options is an example of which type of research?
A. Distribution research
B. Pricing research
C. Promotion research
D. Product research
ANS: A PTS: 1 TOP: Planning and implementing a marketing mix
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14. Suppose that 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?
A. Distribution research
B. Pricing research
C. Promotion research
D. Product research
ANS: A PTS: 1 TOP: Planning and implementing a marketing mix

15. A soft drink company introducing a new clear cola wants to know whether using a gold or silver label
would make the packaging more effective. This is an example of a(n):
A. clearly defined problem.
B. partially defined problem.
C. ambiguous problem.
D. sampling problem.
ANS: A PTS: 1 TOP: Defining the problem

16. A pharmaceutical chain collates scanner data to provide valuable market-share information to its stores
and to brand managers interested in their products’ retail sales volumes. Which type of research is this
an example of?
A. Relationship marketing research
B. Total quality management research
C. Opportunity assessment research
D. Performance-monitoring research
ANS: D PTS: 1 TOP: Analysing marketing performance

17. Determining the need for marketing research centres on all the following, except:
A. the nature of the decision.
B. researcher competency.
C. the availability of the data.
D. time constraints.
ANS: B PTS: 1 TOP: When is marketing research needed?

18. Assessments of the strategic or tactical importance of the decision when determining the need for
marketing research focus:
A. time constraints.
B. data availability.
C. the nature of the decision.
D. benefits versus costs.
ANS: C PTS: 1 TOP: When is marketing research needed?

19. A company wants information on who purchases its competitor’s products. Which research design
would you recommend to address this problem?
A. Secondary research
B. Exploratory research
C. Causal research
D. Descriptive research
ANS: D PTS: 1 TOP: Selection of the basic research method
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20. The research question ‘Which of the two advertising campaigns is more effective?’ is best addressed
by conducting:
A. secondary research.
B. causal research.
C. exploratory research.
D. descriptive research.
ANS: B PTS: 1 TOP: Selection of the basic research method

21. Using a mathematical model to predict sales on the basis of past sales or a correlation with related
variables is an example of:
A. experimental research.
B. survey research.
C. observation research.
D. secondary data research.
ANS: D PTS: 1 TOP: Secondary data

22. A company manager is facing declining sales, but does not know why. Which type of research design
would you recommend to address this problem?
A. Exploratory research
B. Descriptive research
C. Causal research
D. Secondary research
ANS: A PTS: 1 TOP: Selection of the basic research method

23. Which type of research design would you recommend to investigate whether a product’s new
packaging has an influence on purchase decisions?
A. Descriptive research
B. Secondary research
C. Observational research
D. Causal research
ANS: D PTS: 1 TOP: Selection of the basic research method

24. Observation technique is most useful when studying:

A. attitudes.
B. opinions.
C. motivations.
D. behaviours.
ANS: D PTS: 1 TOP: Observation

25. When a toy company shows different versions of a proposed television commercial to groups of
children and observes which one grabs their attention most, it is an example of:
A. secondary data study.
B. survey research study.
C. experimental study.
D. performance-monitoring research.
ANS: C PTS: 1 TOP: Experiments

COMPLETION
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1. The systematic and objective process of generating information in order to make better marketing
decisions is known as ____________________ ____________________.

ANS: marketing; research

PTS: 1 TOP: Marketing research defined

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

ANS: basic (or pure)

PTS: 1 TOP: Basic research and applied research

3. An organisation conducts research in order to make a decision about a real situation it faces in the
marketplace. This is an example of ____________________ research.

ANS: applied

PTS: 1 TOP: Basic research and applied research

4. The most common form of performance-monitoring research involves ____________________

analysis.

ANS: market-share (or sales)

PTS: 1 TOP: Analysing marketing performance

5. A study of whether there is a need for seasonal or quantity discounts is an example of

____________________ research.

ANS: pricing

PTS: 1 TOP: Planning and implementing a marketing mix

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

ANS: pricing

PTS: 1 TOP: Planning and implementing a marketing mix

7. A study of the effectiveness of coupons is an example of ____________________ research.

ANS: promotion

PTS: 1 TOP: Planning and implementing a marketing mix

8. When the nature of the problem to be solved is unclear, the decision situation is known to be under the
condition of ____________________.

ANS: ambiguity
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PTS: 1 TOP: Defining the problem

9. Exploratory research is best suited to addressing problems that are ____________________ in nature.

ANS: ambiguous

PTS: 1 TOP: Selection of the basic research method

10. ‘Concentrating advertising efforts in monthly waves, as opposed to advertising continuously, will
cause an increase in sales and profits’ is an example of a ____________________.

ANS: hypothesis

PTS: 1 TOP: Statement of research objectives

11. ____________________ data are collected unobtrusively, without direct participation from the
respondents.

ANS: Observational

PTS: 1 TOP: Observation

12. ____________________ ____________________ occurs when two phenomena or events (for

example, advertising and sales) vary together.

ANS: Concomitant; variation

PTS: 1 TOP: Causal research

13. In causal studies, experimental control provides a basis for isolating causal factors by eliminating
____________________ influences.

ANS: exogenous

PTS: 1 TOP: Causal research

14. Selecting a test market city because it appears to be typical is based on a ________________________
sample.

ANS: nonprobability

PTS: 1 TOP: Sampling

15. The application of reasoning to understand the data gathered is known as

________________________.

ANS: analysis

PTS: 1 TOP: Processing and analysing data