Marketing Research
Solved Exam Questions
Course Introduction
Marketing Research is a comprehensive course designed to introduce students to the systematic process of gathering, analyzing, and interpreting data relevant to marketing decisions. The course covers the fundamentals of research design, including qualitative and quantitative approaches, sampling techniques, data collection methods, and the application of statistical tools for data analysis. Students will learn how to identify marketing problems, formulate research objectives, develop research instruments, and interpret findings to inform strategic decision-making. Through case studies and practical projects, students gain hands-on experience in conducting market research and communicating actionable insights effectively to stakeholders.
Recommended Textbook
Contemporary Marketing 17th Edition by Louis E. Boone
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21 Chapters
4577 Verified Questions
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Page 2
Chapter 1: Marketing: the Art and Science of Satisfying Customers
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242 Verified Questions
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Sample Questions
Q1) Intermediaries that operate between producers and resellers are known as wholesalers.
A)True
B)False
Answer: True
Q2) Which of the following statements concerning the global marketplace is true?
A)The global marketplace is diminishing because of Internet technology.
B)The global marketplace is growing because of trade agreements.
C)The global marketplace is growing due to the threat of the ability of a single nation to manufacture, supply, and consume all that it produces.
D)The global marketplace is growing owing to the talent shortage in the home countries of national companies.
Answer: B
Q3) List the eight universal functions of marketing.
Answer: Marketing is responsible for the performance of eight universal functions: buying,selling,transporting,storing,standardizing and grading,financing,risk taking,and securing marketing information.Some functions are performed by manufacturers,others by retailers,and still others by marketing intermediaries called wholesalers.
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Chapter 2: Strategic Planning in Contemporary Marketing
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Sample Questions
Q1) Marketing strategy is an overall company-wide program for selecting a particular target market and satisfying consumers through a careful blend of the elements of the marketing mix.
A)True
B)False
Answer: True
Q2) Detailed organizational objectives should state specific intentions,such as "Snapple Corporation seeks to increase its share of the non-carbonated soft drink market to 25 percent within the next two years."
A)True
B)False
Answer: True
Q3) Good relationships with customers can equip a firm with vital strategic weapons. A)True
B)False
Answer: True
Q4) Organizations within the same industry usually have the same mission.
A)True
B)False
Answer: False
Page 4
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Chapter 3: The Marketing Environment, ethics, and Social Responsibility
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Sample Questions
Q1) A stay-at-home mother,a high school senior,and a retired government employee are considered unemployed if they do not have a job and don't want one.
A)True
B)False
Answer: False
Q2) _____ can lead to a damaging downward spiral,causing a freefall in business profits,lower returns on most investments,and widespread job layoffs.
A)Deflation
B)Lower interest rates
C)Inflation
D)A federal budget surplus
Answer: A
Q3) Consumer spending sinks to its lowest level during an economic depression.
A)True
B)False
Answer: True
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Page 5
Chapter 4: Social Media: Living in the Connected World
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Sample Questions
Q1) When the term social media is mentioned,most consumers immediately think of Facebook.However,social media is actually a collection of different forms of online or electronic communication that enable users to exchange ideas,information,messages and other content online.Suppose that you are a marketing professional and you want you expand your company's use of social media to build and enhance your relationships with your customers.More specifically,you would like to create a community of users of your products so they can share ideas and your firm can maintain an ongoing dialogue with them.In order to accomplish this,you would build which of the following?
A)A social media commerce site
B)A social media bookmarking site
C)A social media platform
D)A social media ratings site
E)A social media news site
Q2) A(n)_____ is a social media platform where users post messages and hold conversations on specified topics.
A)social news site
B)online forum
C)blogging site
D)bookmarking site
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Page 6
Chapter 5: E-Business: Managing the Customer Experience
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Sample Questions
Q1) Most shoppers use the Internet mainly to:
A)check the availability of the products in the nearby store.
B)research products online before buying them at a store.
C)obtain information regarding the retailer selling the product.
D)check the company's internal information before purchasing.
Q2) Unity Point Hospital system implemented a web-based system that provides the capability for suppliers to place bids and once approved,submit invoices,schedule delivery and receive payment electronically.The purchasing managers for Unity Point appreciate the enhanced efficiency of working with multiple vendors to obtain the various products and services needed by the Unity Point system of hospitals and physician offices.This web-based system is called:
A)e-procurement
B)intranet
C)collaborative procurement
D)electronic purchasing network
Q3) In the early stages of B2B transactions,marketers believed that online trading was limited to only a few types of products.
A)True
B)False
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Page 7
Chapter 6: Consumer Behavior
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Sample Questions
Q1) Brand loyalty is valued by marketers as it not only ensures that the consumer purchases the product but it also acts as a buffer against competitive messages getting to the consumer.
A)True
B)False
Q2) Differentiate between a need and a motive.
Q3) Which of the following disciplines is a major influence on marketing?
A)sociology
B)accounting
C)finance
D)social engineering
Q4) What are the interpersonal determinants of consumer behavior? Describe the influence of culture on consumer behavior.
Q5) Culture refers to the values,beliefs,preferences,and tastes that are handed down from one generation to the next.
A)True
B)False
Q6) What are evaluative criteria? What are some of the evaluative criteria a consumer might use while searching for an apartment?
Page 8
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Chapter 7: Business-To-Business B2bmarketing
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Sample Questions
Q1) Not-for-profit organizations are considered to be a part of the business market.
A)True
B)False
Q2) Differentiate between B2B marketing and consumer product marketing.
Q3) Differentiate between value analysis and vendor analysis.Give an example for each.
Q4) Trade industries are a component of business markets that include:
A)manufacturers.
B)resellers.
C)end users.
D)services providers.
Q5) When a consumer purchases an item that she previously bought and found acceptable,it would be considered an example of _____________.
A)modified rebuying
B)straight rebuying
C)new-task buying
D)reciprocity
E)vendor analysis
Q6) Explain the different roles played by business center participants in the purchasing decision process.
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Chapter 8: Global Marketing
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Sample Questions
Q1) As your women's clothing firm expands abroad,you are arguing for a global marketing strategy.However,a more seasoned coworker easily counters your weakest argument.Which point does he counter?
A)It will bring the advantage of economies of scale to our marketing activities.
B)It will reinforce the image of our clothing brand everywhere.
C)It will overcome cultural and geographic differences in what women wear.
D)It will be cheaper than other approaches to implement.
E)It will enable you to define a standard marketing mix.
Q2) Developing a completely new product to take advantage of a unique foreign opportunity is called product:
A)prototyping.
B)commercialization.
C)invention.
D)origination.
Q3) The ability to adapt products to local preferences and culture is the key to success in foreign markets.
A)True
B)False
Q4) What is countertrade? Why would a country choose to countertrade?
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Chapter 9: Market Segmentation, targeting, and Positioning
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Sample Questions
Q1) Which of the following is not one of the motivations used to classify consumers in the VALS framework?
A)Achievement motivated
B)Action motivated
C)Gender motivated
D)Principle motivated
Q2) The VALS system divides consumers into _____categories.
A)five
B)six
C)seven
D)eight
Q3) The target market for a product is the specific segment of consumers most likely to purchase that particular product.
A)True
B)False
Q4) Majority-minority counties are places where more than half the population is a single racial or ethnic group other than non-Hispanic white.
A)True
B)False
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Chapter 10: Marketing Research in the Era of Big Data
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Sample Questions
Q1) Interpretive research focuses on understanding the meaning of a product in a consumer's everyday life.
A)True
B)False
Q2) A researcher came up with an unusual way to study the market penetration of Magazine A vs Magazine B in a particular city.At the city's garbage processing center,she obtained a week's sample of discarded magazines and compared the numbers of A to B.This is a(n)_____ research method,used to collect _____ data.
A)Interpretive, primary
B)Personal, secondary
C)Exploratory, secondary
D)Observation, secondary
E)Observation, primary
Q3) Describe predictive analytics and how it is used by marketers.
Q4) Researchers usually spend less time and money in gathering primary data compared to secondary data.
A)True
B)False
Q5) Define MIS and discuss its importance to marketing managers.
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Chapter 11: Relationship Marketing and Customer
Relationship Management Crm
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Sample Questions
Q1) You've been hired to implement a CPFR system for the Core Corporation.While you recognize the benefits of such systems,you informed the CEO not to expect:
A)Collaborative forecasting between Core and its vendors
B)Collaborative planning between Core and its vendors
C)Collaborative advertising between Core and its vendors
D)Any of the above
E)All of the above
Q2) During the 2016 Grammy music awards program,the technology company Intel partnered with Lady Gaga to enable her to integrate technology into her musical tribute to David Bowie.Intel brought a series of robots - like the "dancing piano" - and a motion sensory chip that helped the visual effects match Gaga's movements onstage.Matt Kauffman,Intel head of events and experiences stated,"We want to demonstrate how technology transforms people's lives,and how Intel is the technology behind it." Which marketing term best applies to the case of Lady Gaga and Intel?
A)comarketing
B)cobranding
C)technology partnership
D)internal partnership
Q3) How can firms build customer loyalty?
Page 13
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Chapter 12: Product and Service Strategies
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Sample Questions
Q1) Marketing accessory equipments requires continuous representation and dealing with the widespread geographic dispersion of purchasers.
A)True
B)False
Q2) The trend of backshoring,firms returning their offshore work to the U.S.,is growing.
A)True
B)False
Q3) How can we distinguish services from goods? Give an example of how buyers can play an important role in the creation of services.
Q4) Which of the following is the first main activity involved in benchmarking?
A)Comparing internal processes to those of industry's performance leaders
B)Identifying the strengths and weaknesses of a firm's internal processes
C)Implementing changes for quality improvement
D)Identifying critical market segments
Q5) Hershey's introduction of a sugar-free version of its candy bar is an example of line extension.
A)True B)False
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Chapter 13: Developing and Managing Brand and Product Categories
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Sample Questions
Q1) Describe the stages involved in the consumer adoption process.
Q2) The truck manufacturer for which Bonita works is being sued because the brakes in several new trucks have failed and the trucks are being recalled.What is the manufacturer responsible for?
A)better product test marketing
B)concise screening process
C)new-product departments
D)product liability
E)product interest
Q3) Cannibalization is the loss of sales of an existing product due to competition from a new product introduced into the market by a competing firm.
A)True
B)False
Q4) Category managers are usually assisted by associates called
A)analysts
B)product managers
C)category specialists
D)category killers
Page 15
Q5) Briefly describe the three stages of brand loyalty.
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Chapter 14: Marketing Channels and Supply Chain Management
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Sample Questions
Q1) The process through which a firm attempts to control downstream distribution is called _____ integration.
A)balanced
B)horizontal
C)forward
D)associative
Q2) Which of the following distribution strategies seeks to distribute a product through a limited number of channels?
A)Discriminative distribution
B)Associative distribution
C)Selective distribution
D)Intensive distribution
Q3) What is the advantage of intermodal transportation? Give examples of intermodal coordination.
Q4) Common carriers operate under much looser regulations than contract carriers.
A)True
B)False
Q5) Discuss the concept of protective packaging and materials handling.
Q7) Discuss the three types of vertical marketing system. Page 16
Q6) Discuss the two categories of channel conflict.Give an example of each.
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Page 17
Chapter 15: Retailers, wholesalers,
and Direct Marketers
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Sample Questions
Q1) drop shipperAlejandro is the manager of a combination gas station and convenience store located at the intersection of two busy highways.Recently he was approached by the owner of a new company,Fro2Go,about the possibility of placing their product in his store.Fro2Go places its frozen yogurt dispensers in convenience stores throughout the state.Every week,a company representative visits each location to check on status of the dispensers,deliver fresh frozen yogurt supplies,and remove any old or expired product. What kind of independently owned wholesaling intermediary is Fro2Go?
A)rack jobber
B)drop shipper
C)truck wholesaler
D)industrial distributor
E)cash-and-carry wholesaler
Q2) A _____ is a full-function merchant wholesaler that markets specialized lines of merchandise to retail stores.
A)drop shipper
B)truck wholesaler
C)rack jobber
D)commission merchant
Q3) What is retailing? Why is retailing an essential part of the marketing channel?
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Chapter 16: Integrated Marketing Communications, advertising,
and Public Relations
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Sample Questions
Q1) Explain the communication process.What are the three tasks that an effective message should accomplish?
Q2) Promotion that attempts to increase demand for an existing good,service,organization,person,place,idea,or cause is called _____ advertising.
A)informative
B)persuasive
C)ambush
D)evaluative
Q3) A blind product test is a method of posttesting the effectiveness of advertisements and during this method respondents do not see copies of the magazine after their initial reading but are asked to recall the ads from memory.
A)True
B)False
Q4) Although the types of promotion may vary from a highly personalized sales presentation to such nonpersonal promotions as television advertising and dollar-off coupons,each goes through every stage in the communications process.
A)True
B)False
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Chapter 17: Personal Selling and Sales Promotion
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Sample Questions
Q1) As a field salesperson for a firm that builds custom software for large corporations,Fred relies heavily on consultative selling.His reasons include all of the following except:
A)Fred's product is likely to be complicated and high-priced
B)His buyers are likely to be knowledgeable
C)His buyers are likely to be cost-conscious
D)He wants to create long-term customers
E)To meet his quota, he aims to close quick sales
Q2) _____ explains that motivation depends on the aspirations people have of their ability to perform a job,and how performance relates to attaining rewards they desire.
A)Marketing research
B)Maslow's hierarchy of needs
C)Performance theory
D)Expectancy theory
Q3) Personal selling is an important component of the promotional mix for a firm that markets to relatively few potential customers.
A)True
B)False
Q4) Briefly describe the various steps involved in the sales process.
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Chapter 18: Pricing Concepts
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Sample Questions
Q1) John learned in business school that full-cost pricing is a very common cost-oriented pricing procedure,and he planned to use it in setting price for his firm's new software product.However,his boss is not convinced that full-cost pricing is best,and wants John to list both its pluses and minuses in a memo.Which of the following should be included in John's list?
A)Full-cost pricing will enable the firm to recover all the costs it incurred while developing the software, including the overhead of running its research and development lab.
B)Full-cost pricing will take into account the likely competitive moves of other software developers.
C)Full-cost pricing is based on a reliable projection of customer demand in the software market.
D)Full-cost pricing does not ensure that overhead costs will be allocated appropriately.
E)Full-cost pricing can use only those costs that are directly attributable to a specific output, like production of 1000 units of the software.
Q2) Describe the significance of yield management.
Q3) Define price.Explain why setting prices can be a difficult process.
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Page 21
Chapter 19: Pricing Strategies
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Sample Questions
Q1) The price reduction offered to a customer,business user,or marketing intermediary in return for prompt payment of a bill is called a _____ discount.
A)functional
B)trade
C)quantity
D)cash
Q2) Consumers today perceive that,within price limits,there is:
A)a need for discounts and incentives.
B)obvious opportunity for psychological pricing.
C)a direct relationship between the quality and price of a product.
D)no perceivable difference in major product brands.
Q3) Exporters who adopt market-differentiated pricing seldom change the price of their products.
A)True
B)False
Q4) Brands which are seeking to be associated with prestige and exclusivity often set higher prices.
A)True
B)False
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Chapter 20: Developing an Effective Marketing Plan
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Sample Questions
Q1) Every marketing plan requires a budget,a time schedule for implementation,and a system for monitoring the plan's success or failure.
A)True
B)False
Q2) A marketing plan is a detailed description of the resources and actions needed to achieve stated marketing objectives.
A)True
B)False
Q3) A marketing plan is not reevaluated once it is completely implemented.
A)True
B)False
Q4) Which of the following components of the marketing mix focuses on deciding the goods and services a firm should offer in order to meet the needs of its customers?
A)Product strategy
B)Distribution strategy
C)Promotional strategy
D)Pricing strategy
Q5) Describe the different components of a business plan.
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Chapter 21: Financial Analysis in Marketing
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Sample Questions
Q1) Cost of goods sold represents the revenue a firm receives from goods sold to customers.
A)True
B)False
Q2) While calculating the accounts receivable turnover ratio,sales to buyers using credit cards like MasterCard and Visa are counted as credit sales because the seller is providing credit to the buyer who buys without cash.
A)True
B)False
Q3) Venus Inc.,a software consulting firm,had made a gross profit of $350.0 million for the year 2012.For the same year,it had made sales of $890.0 million.What was its gross profit margin?
A)69.32%
B)59.32%
C)49.32%
D)39.32%
Q4) What is a markup? What are the two marketing decisions that decide the amount of markup? Explain why a markup is important to a marketer.
Q5) Explain the difference between an income statement and a balance sheet.
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