25 Free Test Bank for Marketing Research 3rd Australian Edition by Zikmund 

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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.

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.

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

Observation technique is most useful when studying:

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

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.

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.
•  D.ensuring correct marketing execution.

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

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

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

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.

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.

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

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.

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

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?