Exploring Marketing Research, Zikmund - Complete test bank - exam questions - quizzes (updated 2022)

Chapter 1: The Role of Marketing Research




TRUE/FALSE



1. Marketing research attempts to provide accurate information in order to reduce uncertainty in
decision-making.


ANS: TREF: What Is Marketing Research?

NAT: BUSPROG: Analytic



2. Marketing research involves more than conducting surveys.


ANS: TREF: What Is Marketing Research?

NAT: BUSPROG: Analytic



3. The term “research” means “to search again.”


ANS: TREF: What Is Marketing Research?

NAT: BUSPROG: Analytic



4. A marketing researcher must be objective in order to provide accurate information.


ANS: TREF: What Is Marketing Research?

NAT: BUSPROG: Analytic



5. Marketing research is restricted to the promotion aspect of the marketing mix.


ANS: F

Marketing research is relevant to all aspects of the marketing mix: product, pricing, promotion,
and distribution.

, REF: What Is Marketing Research? NAT: BUSPROG: Analytic



6. Marketing research should not be used by non-profit organizations.


ANS: F

Marketing research includes efforts that assist nonprofit organizations satisfy social needs.

REF: What Is Marketing Research? NAT: BUSPROG: Analytic



7. Applied marketing research is conducted to address a specific marketing decision for a specific
firm or organization.


ANS: TREF: Applied and Basic Marketing Research

NAT: BUSPROG: Analytic



8. The procedures and techniques used by applied researchers and basic researchers differ
substantially.


ANS: F

, All marketing research, whether basic or applied, involves the scientific method.

REF: Applied and Basic Marketing Research NAT: BUSPROG: Analytic



9. The scientific method used by researchers is essentially the same process in marketing as in
the physical sciences.


ANS: TREF: Applied and Basic Marketing Research

NAT: BUSPROG: Analytic



10. When ideas can be stated in researchable terms, we have reached the analysis stage of the
scientific method.


ANS: F

At this point, we have reached the hypothesis stage of the scientific method.

REF: Applied and Basic Marketing Research NAT: BUSPROG: Analytic



11. Marketing research plays a more prominent role in product-oriented companies than in
customer-oriented companies.


ANS: F

A product-oriented firm prioritizes decision making in a way that emphasizes technical
superiority in the product, and marketing research may take a backseat.

REF: Marketing Research and Strategic Management Orientation NAT: BUSPROG:
Analytic



12. The marketing concept emphasizes a cross-functional approach to long-term profitability.


ANS: TREF: Marketing Research and Strategic Management Orientation

NAT: BUSPROG: Analytic

, 13. Keeping customers is less important that getting customers.


ANS: F

Keeping customers is as important as getting customers.

REF: Marketing Research and Strategic Management Orientation NAT: BUSPROG:
Analytic



14. A business with a stakeholder orientation has an internal focus.


ANS: F

A business with a stakeholder orientation has an external focus.

REF: Marketing Research and Strategic Management Orientation NAT: BUSPROG:
Analytic



15. Online sentiment analysis determines the strength of a brand by continually searching for
positive and negative mentions of the brand.


ANS: TREF: Marketing Research and Strategic Management Orientation

NAT: BUSPROG: Analytic



16. Marketing research can help prevent the commercialization of products that are not
consumer-oriented.


ANS: TREF: Marketing Research and Strategic Management Orientation

NAT: BUSPROG: Analytic



17. A marketing researcher who reports on the age, gender, income, and education of
consumers in a particular city is describing geo-demographic information.


ANS: TREF: Marketing Research and Strategic Management Orientation