Test Bank For Exploring Marketing Research, 10th Edition Chapter 1-25

TEST BANK FOR
Exploring Marketing Research, 10th Edition Chapter 1-25




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. 9
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.


ANS: F
It involves four stages.


PTS: 1 REF: p. 13 NAT: AACSB: Reflective Thinking