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Essentials Of Marketing Research 3rd Edition by Hair -Test Bank
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,Chapter 01 - Marketing Research for Managerial Decision MakingChapter 01
Marketing Research for Managerial Decision Making
Multiple Choice Questions
1. A marketing firm launched a major advertising campaign to position its brand as superior
to its competitors. After the campaign had run for six months, the marketing team wanted to
use marketing research to determine if it had achieved its objective. Which of the functions of
marketing research is carried out by the firm?
A. Creation of customer profiles
B. Identification of market problems
C. Refinement of marketing actions
D. Identification of market-driven opportunities
E. Evaluation of marketing actions
Answer: E
Difficulty: Medium
Page: 5
2. Which of the following is true of marketing research?
A. It draws heavily on the social sciences, both for methods and theory.
B. It is typically conducted for branding of new products but not for existing products.
C. It can be applied to a variety of problems including price, product and promotion, but
excluding place.
D. Theoretical research plays no role in marketing research.
E. Marketing research investigations that focus on topics such as trade area analysis and store
image/perception are categorized as promotional research methodologies.
Answer: A
Difficulty: Medium
Page: 6
3. Test marketing _____.
A. identifies two or more segments within the market for a particular company’s products.
B. provides information for decisions on product improvements and new-product
introductions.
C. includes choosing and evaluating locations, channels, and distribution partners.
D. focuses on database development through optical scanning at the point of purchase.
E. involves understanding how one’s target consumers behave as shoppers, in different
channels and formats, and leveraging this intelligence to the benefit of all stakeholders.
Answer: B
Difficulty: Medium
Page: 7
4. Which of the following is a technique that is used to picture the relative position of
products on two or more product dimensions important to consumer purchase decisions?
A. Retailing wheel
1-1
© 2013 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in
any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
,Chapter 01 - Marketing Research for Managerial Decision Making
B. Optical scanning
C. Store image studies
D. Perceptual mapping
E. Behavioral targeting
Answer: D
Difficulty: Easy
Page: 7
5. Which of the following pertains to the creation of a perceptual map?
A. Retailers focus on database development through optical scanning at the point of purchase.
B. Marketers have to work on branding of both new and existing products.
C. Marketing research considers the total performance of a promotional program as each
effort often affects others in the promotional mix.
D. Consumers have to indicate how similar or dissimilar a group of relevant brands or
products are to each other.
E. Consumer behavior activities embedded in a cultural context are studied by marketers
using ethnographic research.
Answer: D
Difficulty: Medium
Page: 7
6. Research investigations that focus on topics such as trade area analysis, store
image/perception, in-store traffic patterns, and location analysis are collectively called:
A. perceptual mapping.
B. positioning research.
C. retailing research.
D. test marketing.
E. promotional decisions.
Answer: C
Difficulty: Medium
Page: 7
7. Apex Corporation surveys its consumers to determine how they view the similarities and
dissimilarities among relevant product attributes for a set of competing brands. This is an
example of:
A. pricing strategy research.
B. distribution strategy research.
C. positioning research.
D. market segmentation research.
E. retailing research.
Answer: C
Difficulty: Medium
Page: 7
1-2
© 2013 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in
any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
, Chapter 01 - Marketing Research for Managerial Decision Making
8. A new supermarket, The Factory, has installed closed circuit cameras and TVs to find out
the category of products and the specific brands favored by customers. This is done so that
space allocated to different products can be revised. This is an example of:
A. perceptual mapping.
B. test marketing.
C. retailing research.
D. logistical assessment.
E. demand analysis.
Answer: C
Difficulty: Medium
Page: 7
9. Sally was browsing different kinds of skirts at Pop.com. Based on Sally’s action, Little Kite
Inc., an apparel company, displayed ads of their various skirts. Which of the following
techniques was applied by Little Kite Inc.?
A. Perceptual mapping
B. Test marketing
C. Behavioral targeting
D. Shopper marketing
E. Concept positioning
Answer: C
Difficulty: Medium
Page: 7
10. Marketing to consumers based on research of the entire process consumers go through
when making a purchase is termed as:
A. shopper marketing.
B. behavioral targeting.
C. retailing research.
D. test marketing.
E. a benefit and lifestyle study.
Answer: A
Difficulty: Easy
Page: 8
11. The three most common research tasks in integrated marketing communications are
advertising effectiveness studies, sales tracking, and:
A. in-store traffic patterns.
B. attitudinal research.
C. location analysis.
D. trade area analysis.
E. store image studies.
Answer: B
Difficulty: Easy
Page: 8
1-3
© 2013 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in
any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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