Market Research
Pre-Test Questions
Course Introduction
Market Research is a foundational course that explores the systematic process of gathering, analyzing, and interpreting information about markets, consumers, and competitors. Students learn various research methods including surveys, interviews, focus groups, and observational techniques to identify consumer needs, assess market opportunities, and support decision-making in marketing strategy. The course covers both qualitative and quantitative data collection and analysis, highlights the ethical considerations in conducting research, and emphasizes the practical application of findings to real-world business challenges. By the end of the course, students are equipped with the skills to design, conduct, and evaluate market research projects effectively.
Recommended Textbook
Contemporary Marketing 17th Edition by
Louis E. Boone
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Page 2
Chapter 1: Marketing: the Art and Science of Satisfying Customers
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Q1) As a consultant,you help firms challenged by marketing myopia.One of your clients is a bakery that specializes in low fat cakes sweetened with organic fruit juice.To most effectively broaden their perspective,which of the following business ideas do you advise them to adopt?
A)We make a healthy lifestyle taste better.
B)Every ingredient is 100% natural.
C)We give you the best prices in the industry.
D)Our cakes are kid-tested.
E)We deliver 24 hours a day.
Answer: A
Q2) Which of the following refers to marketing myopia?
A)A companywide consumer orientation with the objective of achieving long-run success
B)A market in which there are more buyers for fewer goods and services
C)A management's failure to recognize the scope of its business
D)A market in which there are more goods and services than people willing to buy them
Answer: C
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Chapter 2: Strategic Planning in Contemporary Marketing
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Sample Questions
Q1) According to the BCG market share/market growth matrix,_____ typically require more cash than they generate.
A)cash cows
B)stars
C)question marks
D)achievers
Answer: C
Q2) The performance framework developed by the Boston Consulting Group (BCG)plots:
A)market share against market growth potential.
B)market attractiveness against number of product lines.
C)current market conditions against past trends.
D)performance in test markets before a full-scale rollout.
Answer: A
Q3) Organizational resources include the capabilities of the firm's production,marketing,finance,technology,and employees.
A)True
B)False
Answer: True
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Chapter 3: The Marketing Environment, ethics, and Social Responsibility
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Sample Questions
Q1) It has been seen that periods of major innovations often lead to:
A)reduced personal consumption.
B)higher standards of living.
C)decreased annual spending.
D)reduced discretionary income.
Answer: B
Q2) Marketing strategies that work for a particular cultural group in the United States will always work when applied to the same cultural group abroad.
A)True
B)False
Answer: False
Q3) The main purpose of the community development financial institutions certified by the U.S.Treasury Department is to educate low-income borrowers.
A)True
B)False
Answer: True
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Chapter 4: Social Media: Living in the Connected World
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Q1) Which of the following phases in the development of a social media marketing campaign involves the selection of social media platforms and social media tools to be used to reach the target audience?
A)Setting goals
B)Developing strategies and choosing tactics
C)Producing content
D)Implementing the plan
Q2) Well-written social media policies of a firm are consistent with its organizational culture and values.
A)True
B)False
Q3) Which of the following can be categorized as a social media tool?
A)A social news site
B)A social networking site
C)An app
D)An online forum
Q4) The goal of content marketing is to drive the target audience toward a desired action.
A)True
B)False
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Chapter 5: E-Business: Managing the Customer Experience
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Sample Questions
Q1) _____ involves paying search engines,such as Google,a fee to make sure the company's listing appears toward the top of the search results.
A)Search engine optimization
B)Page ranking
C)Interactive marketing
D)Contextual advertising
Q2) Some manufacturing companies prefer to sell only high-priced specialty products online because:
A)the companies want their customers to use online banking rather than cash for the transaction.
B)the customers are not able to purchase specialty items from store locations.
C)the warehousing costs for specialty products can erode any profits to be made from their sales.
D)the companies do not wish to enter into a direct competition with its wholesale and retail partners.
Q3) Webtrends Analytics can be used to analyze marketing data from mobile,social,and Web channels.
A)True
B)False
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Chapter 6: Consumer Behavior
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Sample Questions
Q1) The influence of reference groups is more significant in case of children,when compared to adults.
A)True
B)False
Q2) African Americans possess buying power that nearly equals Hispanics in the United States.
A)True
B)False
Q3) The situation in which a consumer makes a purchase by rapidly choosing a preferred brand is referred to as limited problem solving.
A)True
B)False
Q4) According to Maslow,_____ needs concern essential requirements for survival such as food,water,shelter,and clothing.
A)self-actualization
B)esteem
C)physiological
D)belongingness
Q5) Describe the three categories of problem-solving behavior with examples.
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Chapter 7: Business-To-Business B2bmarketing
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Q1) How do just-in-time policies influence business demand?
Q2) A company that groups its customers into categories like manufacturers,wholesalers,and retailers based on buyer's product specifications,is using the psychographic segmentation approach.
A)True
B)False
Q3) Describe the three organizational buying situations.How do they correlate to the purchasing decisions of consumers?
Q4) Organizational buyers engage in multiple sourcing to:
A)counter the possibility of increased buying power.
B)reduce the time taken to process purchasing decisions.
C)ensure that a single vendor's failure to deliver does not cause a shortage.
D)bring down costs related to transportation and warehousing.
Q5) The distribution channels in consumer markets are relatively shorter compared to those in business markets.
A)True
B)False
Q6) Differentiate between value analysis and vendor analysis.Give an example for each.
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Chapter 8: Global Marketing
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Sample
Questions
Q1) Exchange control is an administrative barrier to international trade that:
A)puts a complete ban on the import of specified products.
B)supports domestic industry through grants of money or research support.
C)requires companies that export to sell foreign currencies to the central bank or other foreign agency, and importers to buy foreign currencies from the same organization.
D)limits the number of units of products in certain categories that can cross a country's border for resale.
Q2) An importer is a firm that sells goods manufactured domestically in foreign markets. A)True
B)False
Q3) The NAFTA has succeeded in achieving political integration among its member nations: the United States,Canada,and Mexico.
A)True
B)False
Q4) What is a franchise? What advantages does this strategy offer to international marketers?
Q5) How has the economy in the United States changed in the recent years?
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Chapter 9: Market Segmentation, targeting, and Positioning
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Sample Questions
Q1) North Face is a well known brand affiliated with active lifestyles such as backpacking,snow skiing,and camping.The company's products are available in a wide number of retail outlets as well as their company-owned specialty stores.The mix of products sold in the retail outlets varies widely depending on the market location.For example,stores in Northern California stock technical products suitable for customers who are avid backpackers,hikers and rock climbers while retailers in the Midwest states offer a greater selection of apparel.What type of segmentation is reflected by stores carrying the North Face brand?
A)geographic
B)age-related
C)ethnic-related
D)product-related
Q2) A firm that divides its customers into homogeneous groups based on their locations is said to be practicing _____ segmentation.
A)psychographic
B)product-based
C)geographic
D)demographic
Q3) What is the use of psychographic segmentation to marketers?
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Chapter 10: Marketing Research in the Era of Big Data
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Q1) Describe the new type of company that has evolved as a result of big data.
Q2) Entertainment Research Group specializes in rating movie theaters using input from moviegoers.Entertainment Research Group is an example of a:
A)contract market research firm.
B)computerized data supplier.
C)full-service consulting firm.
D)limited-service research supplier.
Q3) A syndicated service can also be considered a type of limited-service research supplier.
A)True
B)False
Q4) Firms rarely use test marketing for long lived durable goods.
A)True
B)False
Q5) The use of big data has created new companies called data brokers that _____. A)outsource data collection overseas
B)help businesses fine tune marketing strategies in real time
C)eliminate intermediaries
D)provide revised business plans for fledgling firms
Q6) How has the marketing research function developed in the recent years?
Page 12
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Chapter 11: Relationship Marketing and Customer
Relationship Management Crm
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Q1) Courtney is an automotive sales representative for Sherwin Williams and works exclusively with Toyota in order to deliver high levels of service and ensure that the products are performing as they should for Toyota.Since Courtney only has one customer account,she is classified as a:
A)national account representative
B)exclusive account representative
C)territory account representative
D)preferred account representative
Q2) One of the main goals of internal marketing is to keep the employees informed about corporate goals,strategies,and customer needs.
A)True
B)False
Q3) Electronic data interchange (EDI)involves computer-to-computer exchanges of invoices,orders,and other business documents.
A)True
B)False
Q4) List out the four basic elements that help firms to build long-term relationships.
Q5) What is internal marketing? Why is internal marketing important for a firm?
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Chapter 12: Product and Service Strategies
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Q1) Homeshoring is the practice of hiring workers to do jobs from home.
A)True
B)False
Q2) For the first time,your company is implementing the tool called benchmarking to set performance standards.In a memo you received introducing the new effort,you noticed an error.Which of the following statements was (were)wrong?
A)Benchmark analyses establish a baseline for comparison.
B)Benchmark analyses can be internal or external.
C)This approach provides an objective basis for making improvements.
D)Implementing changes for quality improvement is part of the benchmarking process.
E)The ultimate goal of benchmarking is to achieve competitive advantage.
Q3) The depth of product mix refers to the variations in each product the firm markets in its mix.
A)True
B)False
Q4) A dentist provides pure service.
A)True
B)False
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Chapter 13: Developing and Managing Brand and Product Categories
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Q1) Marketers' emphasis on targeting smaller market segments has increased the importance of packaging as a promotional tool.
A)True
B)False
Q2) Which of the following is most likely to be the primary factor that attracts a consumer to a generic product?
A)Package design
B)Brand name
C)Low price
D)Product quality
Q3) In the context of the consumer diffusion process,"_____" constitute the final group of consumers that make trial purchases of a new product.
A)innovators
B)late majority
C)early purchasers
D)laggards
Q4) What is a brand? Why is branding important?
Q5) Discuss the steps involved in the new product development process.
Q6) Briefly describe the three stages of brand loyalty.
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Chapter 14: Marketing Channels and Supply Chain Management
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Q1) When a producer grants exclusive rights to a wholesaler or retailer to sell its products in a specific geographic region it practices intensive distribution.
A)True
B)False
Q2) Best Transport Solutions provides trucking services to various furniture manufacturers.The regular rate that Best Transport would charge for moving furniture from a company's warehouse to a specific retail store is referred to as the _____ rate.
A)going
B)special
C)class
D)repo
Q3) Intermodal operation in which highway trailers and containers ride on railroad flatcars,thereby combining the long-haul capacity of the train with the door-to-door flexibility of the truck is called a _____ service.
A)piggyback
B)birdyback
C)fishyback
D)horseback
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Chapter 15: Retailers, wholesalers, and Direct Marketers
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Q1) The sales branch is a manufacturer-owned facility that:
A)provides space for permanent showrooms and exhibits which is used by manufactures to market their goods.
B)does not carry inventory but serves as a regional office for a manufacturer's sales personnel.
C)manufactures and packages goods to the order of its customers.
D)carries inventory and processes orders for customers from available stock.
Q2) Wholesaling intermediaries help producers in transporting by:
A)reporting on competitors' activities and industry trends.
B)purchasing in economical truck load lots and then reselling in smaller quantities.
C)offering research inputs through regular contacts with retail and business buyers.
D)reducing their inventory turnover rates.
Q3) One of the main objectives of the interior décor of a store is to induce shoppers to buy.
A)True
B)False
Q4) What are the different types of planned shopping centers?
Q5) What are the different types of agents and brokers?
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Chapter 16: Integrated Marketing Communications, advertising, and Public Relations
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Q1) In 2012,James Bond played by actor Daniel Craig in the film Skyfall ordered a Heineken instead of his traditional "shaken,not stirred martini." The US division of Heineken reportedly paid $45 million to have the product featured in the movie.This is an example of a(n):
A)product placement
B)advertising
C)public relations
D)sponsorship
Q2) The four major elements of a print advertisement are the headline,illustration,body copy,and signature.
What is the purpose of the signature?
A)to stimulate buying action
B)to draw the customer in
C)to inform the customer
D)to name the sponsoring organization
E)to leave the customer with questions
Q3) A nonpurchase is an example of a receiver's feedback.
A)True
B)False
Q4) Discuss the three primary objectives of advertising.
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Chapter 17: Personal Selling and Sales Promotion
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Q1) Personal selling is an important component of the promotional mix for a firm that markets to relatively few potential customers.
A)True
B)False
Q2) The business department in Skandsoft Technologies,a computer software company,consists of technically trained,nonmarketing experts such as engineers or programmers.A salesperson continues to play the lead role in most sales situations while technical experts add value to the sales process.Which form of personal selling is being used by this organization?
A)Consultative selling
B)Team selling
C)Cross-selling
D)Inside selling
Q3) Due to intense competition in the market,present-day sales promotion techniques mainly focus on providing short-term incentives to customers in order to obtain a purchase.
A)True
B)False
Q4) Discuss the different types of consumer-oriented sales promotions.
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Chapter 18: Pricing Concepts
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Q1) A local eye doctor is seeking to expand its practice and entice new customers to visit for their annual eye exam and purchase glasses or contacts if prescribed.The office is offering 2 pairs of glasses for $69 with the goal of attracting a large number of new patients.What type of pricing objective is utilized by the office?
A)volume
B)profitability
C)prestige
D)meeting competition
Q2) Which of the following is an example of a volume pricing objective?
A)A value-pricing objective
B)A profit maximization objective
C)A market-share objective
D)A target-return objective
Q3) Companies can avoid penalties under the Robinson-Patman Act as long as they can demonstrate that their price discounts and promotional allowances restrict competition.
A)True
B)False
Q4) Explain the concept of value pricing.
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Chapter 19: Pricing Strategies
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Questions
Q1) Many government and organizational procurement departments do not pay set prices for their purchases.Instead,they:
A)always negotiate with favored suppliers to get exactly what they want.
B)approach the supplying industry and get an average estimate of price from all producers.
C)determine the lowest prices available for items that meet specifications through competitive bidding.
D)call the federal supply agency and place an order with this government-run factory.
Q2) Which of the following pricing policies began to be widely used during the late 1960s to make price comparisons more convenient between products packaged in different sizes?
A)Odd pricing
B)Promotional pricing
C)Unit pricing
D)Product-line pricing
Q3) What is market-plus pricing? Why do companies practice a skimming strategy?
Q4) What are the different factors that influence global pricing strategies?
Q5) What is leader pricing? What type of retailers use this strategy?
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Chapter 20: Developing an Effective Marketing Plan
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Q1) An exit strategy is a plan for a firm to leave the market. Indicate the answer choice that best completes the statement or answers the question.
A)True
B)False
Q2) Which of the following components of a business plan describes strategies for informing potential customers about the goods and services offered by the firm as well as strategies for developing long-term relationships?
A)The marketing plan
B)The financing plan
C)The production plan
D)The facilities plan
Q3) The facilities plan estimates the firm's employment needs and the skills necessary to achieve organizational goals.
A)True
B)False
Q4) Describe the different components of a business plan.
Q5) What are the reasons a company should develop a marketing plan?
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Chapter 21: Financial Analysis in Marketing
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Q1) Calculate the markdown if a retailer decides to reduce the price of an item from $45 to $38 and sells 500 units.
A)7%
B)18.42%
C)15.56%
D)9%
Q2) Receivables are collected credit sales.
A)True
B)False
Q3) Venus Inc.,a software consulting firm,had depreciation of $20.8 million and a net interest expense of $3.2 million for the past year.The firm's operating profit for the same year was $319.0 million.What was the firm's taxable income for the past year?
A)$400 million
B)$299.2 million
C)$295 million
D)$316.8 million
Q4) Explain the difference between an income statement and a balance sheet.
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