Test Bank for Marketing Research 13th Edition
Kumar
1
, Test Bank
CHAPTER 1 A Decision Making Perspective on Marketing Intelligence
______________________________
True-False
1. Marketing research involves the gathering and analysis of data for T
the purpose of evaluating decisions which have been made in the
public or private sector.
2. Marketing research is the link between the organization and its T
market environment. It involves the specification, gathering,
analyzing, and interpretation of information to help management
understand the environment, identify problems and opportunities, and
develop and evaluate alternative courses of marketing action.
3. Companies do market analysis to recognize, as early as possible, T
opportunities or problems that require them to change their
marketing programs.
4. Once the marketing program is launched and its objectives set, F
further research is not likely to be beneficial.
5. Business intelligence (BI) bridges the gap between disparate operational systems T
and data‐hungry end users.
6. In situation analysis, performance objectives are set. F
7. The identification of problems, opportunities in the market, and F
plans for the launching of a new product, are all parts of the
strategic planning activity of the firm.
8. Situation analysis is a methodology that allows practitioners to prepare F
for the future by looking at trends in the present and mapping how these
interrelate with each other.
9. Before developing marketing programs, management should always have T
a thorough understanding of the environment of the firm.
10. Continuous information is essential, especially on key variables in T
the market, since the speed and direction of change can be gauged
only if there are benchmarks from which to measure.
11. Each new product idea should be considered in depth before any F
attempt is made to measure the market's interest in that product.
12. Marketing research should be undertaken only when its results will F
reduce uncertainty or confirm the wisdom of previous decisions.
13. Marketing researchers must learn to compromise, and sometimes that F
means sacrificing accuracy in exchange for a study that is
efficient, relevant, and on time.
14. If several approaches are used to address a research problem and F
each approach has a different kind of bias, the result of the
research will be biased by the sum of the individual biases. In
practice, this means reduced accuracy.
2
Kumar
1
, Test Bank
CHAPTER 1 A Decision Making Perspective on Marketing Intelligence
______________________________
True-False
1. Marketing research involves the gathering and analysis of data for T
the purpose of evaluating decisions which have been made in the
public or private sector.
2. Marketing research is the link between the organization and its T
market environment. It involves the specification, gathering,
analyzing, and interpretation of information to help management
understand the environment, identify problems and opportunities, and
develop and evaluate alternative courses of marketing action.
3. Companies do market analysis to recognize, as early as possible, T
opportunities or problems that require them to change their
marketing programs.
4. Once the marketing program is launched and its objectives set, F
further research is not likely to be beneficial.
5. Business intelligence (BI) bridges the gap between disparate operational systems T
and data‐hungry end users.
6. In situation analysis, performance objectives are set. F
7. The identification of problems, opportunities in the market, and F
plans for the launching of a new product, are all parts of the
strategic planning activity of the firm.
8. Situation analysis is a methodology that allows practitioners to prepare F
for the future by looking at trends in the present and mapping how these
interrelate with each other.
9. Before developing marketing programs, management should always have T
a thorough understanding of the environment of the firm.
10. Continuous information is essential, especially on key variables in T
the market, since the speed and direction of change can be gauged
only if there are benchmarks from which to measure.
11. Each new product idea should be considered in depth before any F
attempt is made to measure the market's interest in that product.
12. Marketing research should be undertaken only when its results will F
reduce uncertainty or confirm the wisdom of previous decisions.
13. Marketing researchers must learn to compromise, and sometimes that F
means sacrificing accuracy in exchange for a study that is
efficient, relevant, and on time.
14. If several approaches are used to address a research problem and F
each approach has a different kind of bias, the result of the
research will be biased by the sum of the individual biases. In
practice, this means reduced accuracy.
2
