Essentials of Marketing Research, Zikmund - Exam Preparation Test Bank (Downloadable Doc)

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: T PTS: 1 REF: p. 5

NAT: AACSB: Reflective Thinking



2. Marketing research is more than conducting surveys.


ANS: T PTS: 1 REF: p. 5

NAT: AACSB: Reflective Thinking



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


ANS: T PTS: 1 REF: p. 6

NAT: AACSB: Reflective Thinking



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


ANS: T PTS: 1 REF: p. 6

NAT: AACSB: Reflective Thinking



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.

, PTS: 1 REF: p. 6 NAT: AACSB: Reflective Thinking



6. Marketing research is restricted to for-profit organizations and should not be used by non-profit
organizations.


ANS: F

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


PTS: 1 REF: p. 6 NAT: AACSB: Reflective Thinking



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


ANS: T PTS: 1 REF: p. 7

NAT: AACSB: Reflective Thinking



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.


PTS: 1 REF: p. 7 NAT: AACSB: Reflective Thinking



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


ANS: T PTS: 1 REF: p. 7

NAT: AACSB: Reflective Thinking



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


ANS: F

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


PTS: 1 REF: p. 7 NAT: AACSB: Reflective Thinking



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.


PTS: 1 REF: p. 8 NAT: AACSB: Reflective Thinking



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


ANS: T PTS: 1 REF: p. 10

NAT: AACSB: Reflective Thinking

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


ANS: F

Keeping customers is equally important as getting customers.


PTS: 1 REF: p. 11 NAT: AACSB: Reflective Thinking



14. The marketing concept and the ideas in total quality management are unrelated to one
another.


ANS: F

Total quality management is a business philosophy that has much in common with the
marketing concept.


PTS: 1 REF: p. 11 NAT: AACSB: Reflective Thinking



15. Quality improvement is every employee’s job.


ANS: T PTS: 1 REF: p. 11

NAT: AACSB: Reflective Thinking



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


ANS: T PTS: 1 REF: p. 12

NAT: AACSB: Reflective Thinking



17. Developing and implementing a marketing strategy involves six stages.