Test Bank for Marketing, 2nd Edition by Michael Shekter

Complete Chapters ✅
Marketing Research for Marketers, 2e (Callegher)
Chapter 1 Marketing Research Explained

Chapter 1 True/False Questions

1) Even if marketing research is conducted inadequately, some information is better than none at
all.
Answer: FALSE
Diff: 1 Type: TF
Skill: Recall
LO: 1.1 Explain why it is important for marketers to be competent in marketing research.

2) You must pass a certification exam to become an MRP.
Answer: FALSE
Diff: 1 Type: TF
Skill: Recall
LO: 1.1 Explain why it is important for marketers to be competent in marketing research.

3) There is a critical need in organizations for marketers who are competent in marketing
research.
Answer: TRUE
Diff: 1 Type: TF
Skill: Recall
LO: 1.1 Explain why it is important for marketers to be competent in marketing research.

4) The long-term success of a company relies on having ongoing conversations with the target
group.
Answer: TRUE
Diff: 1 Type: TF
Skill: Recall
LO: 1.2 Provide a technical definition and a marketer's definition of “marketing research.”

5) Marketing research conversations are sometimes irrational.
Answer: TRUE
Diff: 1 Type: TF
Skill: Recall
LO: 1.3 Explain marketing research in terms of an ongoing conversation with members of a
target group.

6) Quantitative research is considered conclusive.
Answer: TRUE
Diff: 1 Type: TF
Skill: Recall
LO: 1.4 Describe the difference between quantitative and qualitative marketing research.




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,Test Bank to Accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 2e


7) Qualitative research is the best choice to determine the percentage of people who would
purchase a new product.
Answer: FALSE
Diff: 2 Type: TF
Skill: Applied
LO: 1.4 Describe the difference between quantitative and qualitative marketing research.

8) Qualitative research questions are less structured.
Answer: TRUE
Diff: 1 Type: TF
Skill: Recall
LO: 1.4 Describe the difference between quantitative and qualitative marketing research.

9) It is best to choose qualitative research when possible because it is more accurate.
Answer: FALSE
Diff: 1 Type: TF
Skill: Recall
LO: 1.4 Describe the difference between quantitative and qualitative marketing research.

10) The purpose of marketing research is to help organizations reduce their risk in making
decisions.
Answer: TRUE
Diff: 1 Type: TF
Skill: Recall
LO: 1.5 Explain the role of marketing research in business decision-making.

11) In the field of market research, the term "sustainability" refers to making a company more
environmentally friendly.
Answer: FALSE
Diff: 1 Type: TF
Skill: Recall
LO: 1.5 Explain the role of marketing research in business decision-making.

12) Marketing research can assist companies in becoming more culturally sensitive.
Answer: TRUE
Diff: 1 Type: TF
Skill: Recall
LO: 1.3 Explain marketing research in terms of an ongoing conversation with members of a
target group.

13) Utilizing marketing research helps make businesses sustainable.
Answer: TRUE
Diff: 1 Type: TF
Skill: Recall
LO: 1.5 Explain the role of marketing research in business decision-making.



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,Test Bank to Accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 2e


14) A market researcher should meet with their client to review the initial results of a project
before the final report is completed.
Answer: TRUE
Diff: 1 Type: TF
Skill: Recall
LO: 1.6 List the five qualities of a solid marketing research project.

15) Research participants often find it difficult to describe their thoughts and feelings.
Answer: TRUE
Diff: 1 Type: TF
Skill: Recall
LO: 1.6 List the five qualities of a solid marketing research project.

16) You should include the open-ended comments from respondents in all of your research
reports.
Answer: FALSE
Diff: 1 Type: TF
Skill: Recall
LO: 1.6 List the five qualities of a solid marketing research project.

Chapter 1 Multiple Choice Questions

1) What is an MRP?
A) a marketer that creates research requests
B) someone that provides marketing research services
C) someone employed in marketing, relationship management, or public relations
D) a marketer that works with analytical tools
Answer: B
Diff: 1 Type: MC
Skill: Recall
LO: 1.1 Explain why it is important for marketers to be competent in marketing research.

2) What does the term "systematic" refer to in regards to marketing research?
A) following rules to decrease errors
B) utilizing technology to collect and analyze information
C) ensuring MRPs are coordinating the research
D) broadcasting information
Answer: A
Diff: 1 Type: MC
Skill: Recall
LO: 1.2 Provide a technical definition and a marketer's definition of “marketing research.”

3) Which of the following items is part of the "technical" definition of research?
A) interpretation
B) flexibility
C) statistical
D) mathematical

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, Test Bank to Accompany Callegher/Kellershohn/Langschmidt, Marketing Research for Marketers, 2e


Answer: A
Diff: 1 Type: MC
Skill: Recall
LO: 1.2 Provide a technical definition and a marketer's definition of “marketing research.”

4) Which of the following items is part of the "marketer's" definition of research?
A) conversation
B) broadcasting
C) brief
D) mathematical
Answer: A
Diff: 1 Type: MC
Skill: Recall
LO: 1.2 Provide a technical definition and a marketer's definition of “marketing research.”

5) What does "marketing research as a conversation" refer to?
A) ensuring qualitative research is used
B) being flexible in your approach to research
C) ensuring the marketer and MRP work together
D) asking good questions of your respondents
Answer: D
Diff: 1 Type: MC
Skill: Recall
LO: 1.2 Provide a technical definition and a marketer's definition of “marketing research.”

6) Why did the move toward mass production drastically change the marketing research
industry?
A) companies could afford to hire external agencies to complete their research
B) companies started to care about the needs of their customers
C) profitability became more important
D) the distance between management and their customers increased
Answer: D
Diff: 1 Type: MC
Skill: Recall
LO: 1.3 Explain marketing research in terms of an ongoing conversation with members of a
target group.

7) Which of the following describes qualitative research?
A) includes a small number of respondents
B) allows for mathematical analysis
C) includes mainly closed-ended questions
D) is chosen when you need accuracy
Answer: A
Diff: 1 Type: MC
Skill: Recall
LO: 1.4 Describe the difference between quantitative and qualitative marketing research.


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