TEST BANK
Marketing Research for Marketers
ST
Jon Callegher, Julie Kellershohn, Ted Langschmidt
────────────────────────────────────────────────────
UV
2nd Edition
IA
?_
AP
PR
TEST BANK
OV
ED
??
, TABLE OF CONTENTS
Test Bank: Marketing Research for Marketers, 2nd Edition
By Jon Callegher, Julie Kellershohn, Ted Langschmidt
ST
CHAPTER 1 Marketing Research Explained
CHAPTER 2 The Marketing Research Process
UV
CHAPTER 3 Conducting Marketing Research Ethically
CHAPTER 4 Requesting and Designing Research
CHAPTER 5 Secondary Research
CHAPTER 6 Sampling Basics
IA
CHAPTER 7 Qualitative Marketing Research and Analysis
CHAPTER 8 Quantitative Marketing Research
?_
CHAPTER 9 Questionnaire Design and Measurement Scales
CHAPTER 10 Quantitative Data Analysis and Interpretation: Part 1
CHAPTER 11 Quantitative Data Analysis and Interpretation: Part 2
AP
CHAPTER 12 Social Media Analytics
CHAPTER 13 Communicating the Results
PR
OV
ED
??
, Marketing Research for Marketers, 2e (Callegher)
Chapter 1 Marketing Research Explained
Chapter 1 True/False Questions
ST
1) Even if marketing research is conducted inadequately, some information is better than none at
all.
Answer: FALSE
UV
Diff: 1 Type: TF
Skill: Recall
LO: 1.1 Explain why it is important for marketers to be competent in marketing research.
2) You must pass a certification exam to become an MRP.
Answer: FALSE
IA
Diff: 1 Type: TF
Skill: Recall
LO: 1.1 Explain why it is important for marketers to be competent in marketing research.
?_
3) There is a critical need in organizations for marketers who are competent in marketing
research.
Answer: TRUE
Diff: 1 Type: TF
AP
Skill: Recall
LO: 1.1 Explain why it is important for marketers to be competent in marketing research.
4) The long-term success of a company relies on having ongoing conversations with the target
group.
PR
Answer: TRUE
Diff: 1 Type: TF
Skill: Recall
LO: 1.2 Provide a technical definition and a marketer's definition of “marketing research.”
OV
5) Marketing research conversations are sometimes irrational.
Answer: TRUE
Diff: 1 Type: TF
Skill: Recall
LO: 1.3 Explain marketing research in terms of an ongoing conversation with members of a
target group.
ED
6) Quantitative research is considered conclusive.
Answer: TRUE
Diff: 1 Type: TF
Skill: Recall
??
LO: 1.4 Describe the difference between quantitative and qualitative marketing research.
, 7) Qualitative research is the best choice to determine the percentage of people who would
purchase a new product.
Answer: FALSE
ST
Diff: 2 Type: TF
Skill: Applied
LO: 1.4 Describe the difference between quantitative and qualitative marketing research.
8) Qualitative research questions are less structured.
UV
Answer: TRUE
Diff: 1 Type: TF
Skill: Recall
LO: 1.4 Describe the difference between quantitative and qualitative marketing research.
9) It is best to choose qualitative research when possible because it is more accurate.
IA
Answer: FALSE
Diff: 1 Type: TF
Skill: Recall
LO: 1.4 Describe the difference between quantitative and qualitative marketing research.
?_
10) The purpose of marketing research is to help organizations reduce their risk in making
decisions.
Answer: TRUE
AP
Diff: 1 Type: TF
Skill: Recall
LO: 1.5 Explain the role of marketing research in business decision-making.
11) In the field of market research, the term "sustainability" refers to making a company more
PR
environmentally friendly.
Answer: FALSE
Diff: 1 Type: TF
Skill: Recall
LO: 1.5 Explain the role of marketing research in business decision-making.
OV
12) Marketing research can assist companies in becoming more culturally sensitive.
Answer: TRUE
Diff: 1 Type: TF
Skill: Recall
LO: 1.3 Explain marketing research in terms of an ongoing conversation with members of a
ED
target group.
13) Utilizing marketing research helps make businesses sustainable.
Answer: TRUE
Diff: 1 Type: TF
??
Skill: Recall
LO: 1.5 Explain the role of marketing research in business decision-making.
1-2
Marketing Research for Marketers
ST
Jon Callegher, Julie Kellershohn, Ted Langschmidt
────────────────────────────────────────────────────
UV
2nd Edition
IA
?_
AP
PR
TEST BANK
OV
ED
??
, TABLE OF CONTENTS
Test Bank: Marketing Research for Marketers, 2nd Edition
By Jon Callegher, Julie Kellershohn, Ted Langschmidt
ST
CHAPTER 1 Marketing Research Explained
CHAPTER 2 The Marketing Research Process
UV
CHAPTER 3 Conducting Marketing Research Ethically
CHAPTER 4 Requesting and Designing Research
CHAPTER 5 Secondary Research
CHAPTER 6 Sampling Basics
IA
CHAPTER 7 Qualitative Marketing Research and Analysis
CHAPTER 8 Quantitative Marketing Research
?_
CHAPTER 9 Questionnaire Design and Measurement Scales
CHAPTER 10 Quantitative Data Analysis and Interpretation: Part 1
CHAPTER 11 Quantitative Data Analysis and Interpretation: Part 2
AP
CHAPTER 12 Social Media Analytics
CHAPTER 13 Communicating the Results
PR
OV
ED
??
, Marketing Research for Marketers, 2e (Callegher)
Chapter 1 Marketing Research Explained
Chapter 1 True/False Questions
ST
1) Even if marketing research is conducted inadequately, some information is better than none at
all.
Answer: FALSE
UV
Diff: 1 Type: TF
Skill: Recall
LO: 1.1 Explain why it is important for marketers to be competent in marketing research.
2) You must pass a certification exam to become an MRP.
Answer: FALSE
IA
Diff: 1 Type: TF
Skill: Recall
LO: 1.1 Explain why it is important for marketers to be competent in marketing research.
?_
3) There is a critical need in organizations for marketers who are competent in marketing
research.
Answer: TRUE
Diff: 1 Type: TF
AP
Skill: Recall
LO: 1.1 Explain why it is important for marketers to be competent in marketing research.
4) The long-term success of a company relies on having ongoing conversations with the target
group.
PR
Answer: TRUE
Diff: 1 Type: TF
Skill: Recall
LO: 1.2 Provide a technical definition and a marketer's definition of “marketing research.”
OV
5) Marketing research conversations are sometimes irrational.
Answer: TRUE
Diff: 1 Type: TF
Skill: Recall
LO: 1.3 Explain marketing research in terms of an ongoing conversation with members of a
target group.
ED
6) Quantitative research is considered conclusive.
Answer: TRUE
Diff: 1 Type: TF
Skill: Recall
??
LO: 1.4 Describe the difference between quantitative and qualitative marketing research.
, 7) Qualitative research is the best choice to determine the percentage of people who would
purchase a new product.
Answer: FALSE
ST
Diff: 2 Type: TF
Skill: Applied
LO: 1.4 Describe the difference between quantitative and qualitative marketing research.
8) Qualitative research questions are less structured.
UV
Answer: TRUE
Diff: 1 Type: TF
Skill: Recall
LO: 1.4 Describe the difference between quantitative and qualitative marketing research.
9) It is best to choose qualitative research when possible because it is more accurate.
IA
Answer: FALSE
Diff: 1 Type: TF
Skill: Recall
LO: 1.4 Describe the difference between quantitative and qualitative marketing research.
?_
10) The purpose of marketing research is to help organizations reduce their risk in making
decisions.
Answer: TRUE
AP
Diff: 1 Type: TF
Skill: Recall
LO: 1.5 Explain the role of marketing research in business decision-making.
11) In the field of market research, the term "sustainability" refers to making a company more
PR
environmentally friendly.
Answer: FALSE
Diff: 1 Type: TF
Skill: Recall
LO: 1.5 Explain the role of marketing research in business decision-making.
OV
12) Marketing research can assist companies in becoming more culturally sensitive.
Answer: TRUE
Diff: 1 Type: TF
Skill: Recall
LO: 1.3 Explain marketing research in terms of an ongoing conversation with members of a
ED
target group.
13) Utilizing marketing research helps make businesses sustainable.
Answer: TRUE
Diff: 1 Type: TF
??
Skill: Recall
LO: 1.5 Explain the role of marketing research in business decision-making.
1-2
