DOWNLOAD THE Test Bank for Preface to Marketing Management 15th EditionPeter
f f f f f f f f f f f
Chapter 02 f f
Marketing Research: Process and Systems for Decision Making
f f f f f f f
MultiplefChoicefQuestions
1. Whichfofftheffollowingfstatementsfaboutfmarketingfresearchfisftrue?
A. Marketingfresearchfthatfisfexecutedfcarefullyfisffreeffromferrors.
B. Marketingfresearchfisfanfaidftofdecisionfmaking.
C. Marketingfresearchfisfafsubstitutefforfdecisionfmaking.
D. Marketingfresearchfforecastsfwithfcertaintyfwhatfwillfhappenfinftheffuture.
2. CharlesfandfStevefarefbusinessfpartnersfwhofwantftofstartfafpublishingfhouse.fBothfpartnersfthoroughl
yfresearchfthefmarketfbeforefproceedingfwithfthefplanning.fTheyfbelievefthatfthefresearchfresultsfguar
anteefthatfthefnewfbusinessfwillfbefsuccessful.fWhichfofftheffollowingfwillfhelpfCharlesfandfStevefinterpr
etftheirfresearchfresultsfaccurately?
A. Consideringfthefresultsfoffthefresearchfasfaffinalfanswerftofallfdoubtsfaboutfsettingfupfthefnewfbusi
ness
B. Usingfthefresearchfresultsfasfafsubstitutefforfdecisionfmaking
C. Knowingfthatfevenfthefmostfcarefullyfexecutedfresearchfcanfbeffraughtfwithferrors
D. Understandingfthatfmarketingfresearchfstudiesfallfofftheffactorsfthatfcontributeftofthefsuccessfoffaf
business
2-1
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3. Managersfshouldfmakefmarketingfdecisionsfinftheflightfofftheirfownfknowledgefandfexperiencefinst
eadfoffviewingfresearchfreportsfasftheffinalfanswerftoftheirfproblemsfbecause:
A. thefnumberfofffactorsfincludedfinfafmarketingfresearchfstudyfarefnotfexhaustive.
B. decisionsfbasedfonfmarketingfresearchfreportsfarefhighlyfrisky.
C. therefisfnofpossibilityfthatfmarketingfresearchfwillfbefaffectedfbyfresearcherfbias.
D. marketingfresearchfisfnotfafsystematicfprocessfforfobtainingfinformation.
4. Whichfofftheffollowingfstatementsfbestfdescribesfafbenefitfoffmarketingfresearch?
A. Itfforecastsftheffuturefwithfcertaintyfandfaccuracy.
B. Itsfresultsfcanfandfshouldfbeftakenfasfthefappropriatefcoursefoffaction.
C. Itfisfvitalfforfinvestigatingfthefeffectsfoffvariousfmarketingfstrategiesfafterftheyfhavefbeenfimp
lemented.
D. Itfnegatesfthefneedfforfresearchersftofuseftheirfownfknowledgefandfexperiencefbecausefeachfrese
archfstudyfincludesfallfofftheffactorsfthatfcouldfinfluencefthefsuccessfoffafstrategy.
5. Infthefpast,fmarketingfresearchersfwerefnotfextensivelyfinvolvedfin:
A. engagingfinftheftechnicalfaspectsfoffthefresearch.
B. designingftheirfresearchfstudies.
C. makingfstrategicfrecommendationsfbasedfonfresearch.
D. collectingfdata.
6. WhichfofftheffollowingfisfNOTfafstepfinfthefmarketingfresearchfprocess?
A. Previewfoffthefresearch
B. Planfoffthefresearch
C. Performancefoffthefresearch
D. Preparationfoffthefresearchfreport
2-2
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7. Theffirstfstepfinfthefresearchfprocessfis:
A. tofcollectfdatafandflabelfdatafsets.
B. tofdeterminefthefappropriatefmarketingfstrategyfbasedfonffindings.
C. tofpreparefafresearchfreport.
D. tofdeterminefwhyfthefresearchfisfneededfandfwhatfitfisftofaccomplish.
8. Whichfofftheffollowingfstepsfinfthefresearchfprocessfdeterminesfwhyfafparticularfresearchfstudyfisfund
ertaken?
A. Planfoffthefresearch
B. Processingfoffresearchfdata
C. Purposefoffthefresearch
D. Preparationfoffthefresearchfreport
9. Quitefoftenfafsituationforfproblemfisfrecognizedfasfneedingfresearch,fyetfthefnaturefoffthefproblemfisf
notfclearforfwellfdefined,fnorfisfthefappropriateftypefoffresearchfevident.fInfthefcontextfoffthefstepsfoffth
efmarketingfresearchfprocess,fthisfproblemfimmediatelyflendsfitselffto .
A. identifyingfthefpurposefoffthefresearch
B. conductingfthefresearch
C. preparingfthefresearchfreport
D. processingfthefresearchfdata
10. Iffafmarketfresearcherfisfanalyzingfthefcurrentfsituationfinvolvingfthefproblemftofbefresearched,fheforfs
hefisfmostflikelyfworkingfonfthe .
A. performancefoffthefresearch
B. purposefoffthefresearch
C. preparationfoffthefresearchfreport
D. processingfoffresearchfdata
2-3
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HillfEducation.fAllfrightsfreserved.fNofreproductionforfdistributionfwithoutfthefpriorfwrittenfconsentfoffMcGraw-HillfEducation.
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11. HaleyfJoefInc.,fafcosmeticsfcompany,fplansftoflaunchfafrangefofforganicfbeautyfproducts.fBeforefinitia
tingftheflaunch,fthefcompany'sfmarketingfteamfwillfconductfresearchftofevaluatefthefcurrentfmarketff
orforganicfproducts.fPresently,fitfisfformulatingfafquestionfforfthefresearchersftofdeterminefwhatfthefr
esearchfisfmeantftofaccomplish.fHaleyfJoefInc.'sfmarketingfteamfisfcurrentlyfinfthefmiddlefof .
A. processingfthefresearchfdata
B. preparingfthefresearchfreport
C. identifyingfthefpurposefoffthefresearch
D. developingfthefplanfoffthefresearch
12. Atfthefendfofftheffirstfstagefoffthefmarketingfresearchfprocess,fmanagersfandfresearchersfshouldfagre
efon:
A. whetherforfnotfthefcompanyfwillfundertakefaftestfmarketingfexercisefbasedfonfthefresults.
B. whofwillfbefresponsiblefforfdesigningfobservationalfformsfandfquestionnaires.
C. thefspecificfquestionforfquestionsfthefresearchfisfdesignedftofinvestigate.
D. theftypefoffquantitativefresearchftofbefusedfinfthefcurrentfstudy.
13. Whichfofftheffollowingfstepsfoffthefmarketingfresearchfprocessfisfcrucialfbecausefitfinfluencesftheftype
offresearchftofbefconductedfandfthefresearchfdesign?
f
A. Performancefoffthefresearch
B. Planfoffthefresearch
C. Purposefoffthefresearch
D. Processingfoffthefresearchfdata
2-4
Copyrightf©f2019fMcGraw-
HillfEducation.fAllfrightsfreserved.fNofreproductionforfdistributionfwithoutfthefpriorfwrittenfconsentfoffMcGraw-HillfEducation.
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f f f f f f f f f f f
Chapter 02 f f
Marketing Research: Process and Systems for Decision Making
f f f f f f f
MultiplefChoicefQuestions
1. Whichfofftheffollowingfstatementsfaboutfmarketingfresearchfisftrue?
A. Marketingfresearchfthatfisfexecutedfcarefullyfisffreeffromferrors.
B. Marketingfresearchfisfanfaidftofdecisionfmaking.
C. Marketingfresearchfisfafsubstitutefforfdecisionfmaking.
D. Marketingfresearchfforecastsfwithfcertaintyfwhatfwillfhappenfinftheffuture.
2. CharlesfandfStevefarefbusinessfpartnersfwhofwantftofstartfafpublishingfhouse.fBothfpartnersfthoroughl
yfresearchfthefmarketfbeforefproceedingfwithfthefplanning.fTheyfbelievefthatfthefresearchfresultsfguar
anteefthatfthefnewfbusinessfwillfbefsuccessful.fWhichfofftheffollowingfwillfhelpfCharlesfandfStevefinterpr
etftheirfresearchfresultsfaccurately?
A. Consideringfthefresultsfoffthefresearchfasfaffinalfanswerftofallfdoubtsfaboutfsettingfupfthefnewfbusi
ness
B. Usingfthefresearchfresultsfasfafsubstitutefforfdecisionfmaking
C. Knowingfthatfevenfthefmostfcarefullyfexecutedfresearchfcanfbeffraughtfwithferrors
D. Understandingfthatfmarketingfresearchfstudiesfallfofftheffactorsfthatfcontributeftofthefsuccessfoffaf
business
2-1
Copyrightf©f2019fMcGraw-
HillfEducation.fAllfrightsfreserved.fNofreproductionforfdistributionfwithoutfthefpriorfwrittenfconsentfoffMcGraw-HillfEducation.
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,DOWNLOAD THE Test Bank for Preface to Marketing Management 15th EditionPeter
f f f f f f f f f f f
3. Managersfshouldfmakefmarketingfdecisionsfinftheflightfofftheirfownfknowledgefandfexperiencefinst
eadfoffviewingfresearchfreportsfasftheffinalfanswerftoftheirfproblemsfbecause:
A. thefnumberfofffactorsfincludedfinfafmarketingfresearchfstudyfarefnotfexhaustive.
B. decisionsfbasedfonfmarketingfresearchfreportsfarefhighlyfrisky.
C. therefisfnofpossibilityfthatfmarketingfresearchfwillfbefaffectedfbyfresearcherfbias.
D. marketingfresearchfisfnotfafsystematicfprocessfforfobtainingfinformation.
4. Whichfofftheffollowingfstatementsfbestfdescribesfafbenefitfoffmarketingfresearch?
A. Itfforecastsftheffuturefwithfcertaintyfandfaccuracy.
B. Itsfresultsfcanfandfshouldfbeftakenfasfthefappropriatefcoursefoffaction.
C. Itfisfvitalfforfinvestigatingfthefeffectsfoffvariousfmarketingfstrategiesfafterftheyfhavefbeenfimp
lemented.
D. Itfnegatesfthefneedfforfresearchersftofuseftheirfownfknowledgefandfexperiencefbecausefeachfrese
archfstudyfincludesfallfofftheffactorsfthatfcouldfinfluencefthefsuccessfoffafstrategy.
5. Infthefpast,fmarketingfresearchersfwerefnotfextensivelyfinvolvedfin:
A. engagingfinftheftechnicalfaspectsfoffthefresearch.
B. designingftheirfresearchfstudies.
C. makingfstrategicfrecommendationsfbasedfonfresearch.
D. collectingfdata.
6. WhichfofftheffollowingfisfNOTfafstepfinfthefmarketingfresearchfprocess?
A. Previewfoffthefresearch
B. Planfoffthefresearch
C. Performancefoffthefresearch
D. Preparationfoffthefresearchfreport
2-2
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HillfEducation.fAllfrightsfreserved.fNofreproductionforfdistributionfwithoutfthefpriorfwrittenfconsentfoffMcGraw-HillfEducation.
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,DOWNLOAD THE Test Bank for Preface to Marketing Management 15th EditionPeter
f f f f f f f f f f f
7. Theffirstfstepfinfthefresearchfprocessfis:
A. tofcollectfdatafandflabelfdatafsets.
B. tofdeterminefthefappropriatefmarketingfstrategyfbasedfonffindings.
C. tofpreparefafresearchfreport.
D. tofdeterminefwhyfthefresearchfisfneededfandfwhatfitfisftofaccomplish.
8. Whichfofftheffollowingfstepsfinfthefresearchfprocessfdeterminesfwhyfafparticularfresearchfstudyfisfund
ertaken?
A. Planfoffthefresearch
B. Processingfoffresearchfdata
C. Purposefoffthefresearch
D. Preparationfoffthefresearchfreport
9. Quitefoftenfafsituationforfproblemfisfrecognizedfasfneedingfresearch,fyetfthefnaturefoffthefproblemfisf
notfclearforfwellfdefined,fnorfisfthefappropriateftypefoffresearchfevident.fInfthefcontextfoffthefstepsfoffth
efmarketingfresearchfprocess,fthisfproblemfimmediatelyflendsfitselffto .
A. identifyingfthefpurposefoffthefresearch
B. conductingfthefresearch
C. preparingfthefresearchfreport
D. processingfthefresearchfdata
10. Iffafmarketfresearcherfisfanalyzingfthefcurrentfsituationfinvolvingfthefproblemftofbefresearched,fheforfs
hefisfmostflikelyfworkingfonfthe .
A. performancefoffthefresearch
B. purposefoffthefresearch
C. preparationfoffthefresearchfreport
D. processingfoffresearchfdata
2-3
Copyrightf©f2019fMcGraw-
HillfEducation.fAllfrightsfreserved.fNofreproductionforfdistributionfwithoutfthefpriorfwrittenfconsentfoffMcGraw-HillfEducation.
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, DOWNLOAD THE Test Bank for Preface to Marketing Management 15th EditionPeter
f f f f f f f f f f f
11. HaleyfJoefInc.,fafcosmeticsfcompany,fplansftoflaunchfafrangefofforganicfbeautyfproducts.fBeforefinitia
tingftheflaunch,fthefcompany'sfmarketingfteamfwillfconductfresearchftofevaluatefthefcurrentfmarketff
orforganicfproducts.fPresently,fitfisfformulatingfafquestionfforfthefresearchersftofdeterminefwhatfthefr
esearchfisfmeantftofaccomplish.fHaleyfJoefInc.'sfmarketingfteamfisfcurrentlyfinfthefmiddlefof .
A. processingfthefresearchfdata
B. preparingfthefresearchfreport
C. identifyingfthefpurposefoffthefresearch
D. developingfthefplanfoffthefresearch
12. Atfthefendfofftheffirstfstagefoffthefmarketingfresearchfprocess,fmanagersfandfresearchersfshouldfagre
efon:
A. whetherforfnotfthefcompanyfwillfundertakefaftestfmarketingfexercisefbasedfonfthefresults.
B. whofwillfbefresponsiblefforfdesigningfobservationalfformsfandfquestionnaires.
C. thefspecificfquestionforfquestionsfthefresearchfisfdesignedftofinvestigate.
D. theftypefoffquantitativefresearchftofbefusedfinfthefcurrentfstudy.
13. Whichfofftheffollowingfstepsfoffthefmarketingfresearchfprocessfisfcrucialfbecausefitfinfluencesftheftype
offresearchftofbefconductedfandfthefresearchfdesign?
f
A. Performancefoffthefresearch
B. Planfoffthefresearch
C. Purposefoffthefresearch
D. Processingfoffthefresearchfdata
2-4
Copyrightf©f2019fMcGraw-
HillfEducation.fAllfrightsfreserved.fNofreproductionforfdistributionfwithoutfthefpriorfwrittenfconsentfoffMcGraw-HillfEducation.
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