Chapter 1—The Role of Marketing Research
TRUE/FALSE
1. Marketing research is basically about conducting surveys.
ANS: F
Marketing research is more than conducting surveys. This process includes idea and theory
development, problem definition, gathering information, analyzing data, and communicating the
findings including potential implications.
PTS: 1 DIF: Moderate REF: p. 6 OBJ: 01-1
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
2. The term “research” means “to search again.”
ANS: T PTS: 1 DIF: Moderate REF: p. 6
OBJ: 01-1
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
3. A marketing researcher needs to be subjective in order to provide accurate information.
ANS: F
The researcher should be personally detached and free of bias attempting to find truth, so he or
she must be objective, not subjective.
PTS: 1 DIF: Moderate REF: p. 6 OBJ: 01-1
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
,4. 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 DIF: Moderate REF: p. 6 OBJ: 01-1
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
5. Marketing research is relevant to and used by non-profit organizations.
ANS: T PTS: 1 DIF: Moderate REF: p. 6
OBJ: 01-1
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
6. Conducting research to determine why consumers visit Starbucks is an example of basic
marketing research.
ANS: F
This is an example of applied marketing research, which is conducted to address a specific
marketing decision for a specific firm or organization, such as understanding why consumers visit
Starbucks.
PTS: 1 DIF: Hard REF: p. 7 OBJ: 01-2
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application
7. 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 DIF: Moderate REF: p. 8 OBJ: 01-2
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
8. The scientific method used by researchers is essentially the same process in marketing as it is in
“hard” sciences, such as biology or physics.
ANS: T PTS: 1 DIF: Moderate REF: p. 8
OBJ: 01-2
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
9. When ideas can be stated in researchable terms, we reach the hypothesis stage of the scientific
method.
ANS: T PTS: 1 DIF: Easy REF: p. 9
OBJ: 01-2
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
10. 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 DIF: Moderate REF: p. 9 OBJ: 01-3
NAT: AACSB Reflective Thinking| CB&E Model Strategy| Blooms Comprehension
11. A customer orientation means that all firm decisions are made with a conscious awareness of
their effect on the bottom line (that is, profits).
, ANS: F
A customer orientation means that all firm decisions are made with a conscious awareness of
their effect on the consumer.
PTS: 1 DIF: Moderate REF: p. 9 OBJ: 01-3
NAT: AACSB Reflective Thinking| CB&E Model Strategy| Blooms Comprehension
12. A stakeholder orientation recognizes that multiple parties are affected by firm decisions.
ANS: T PTS: 1 DIF: Moderate REF: p. 9
OBJ: 01-3
NAT: AACSB Reflective Thinking| CB&E Model Strategy| Blooms Knowledge
13. Keeping customers is less important that getting customers.
ANS: F
Keeping customers is equally important as getting customers.
PTS: 1 DIF: Moderate REF: p. 12 OBJ: 01-3
NAT: AACSB Reflective Thinking| CB&E Model Strategy| Blooms Comprehension
14. Developing and implementing a marketing strategy involves six stages.
ANS: F
It involves four stages.
PTS: 1 DIF: Moderate REF: p. 14 OBJ: 01-4
NAT: AACSB Reflective Thinking| CB&E Model Strategy| Blooms Knowledge
TRUE/FALSE
1. Marketing research is basically about conducting surveys.
ANS: F
Marketing research is more than conducting surveys. This process includes idea and theory
development, problem definition, gathering information, analyzing data, and communicating the
findings including potential implications.
PTS: 1 DIF: Moderate REF: p. 6 OBJ: 01-1
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
2. The term “research” means “to search again.”
ANS: T PTS: 1 DIF: Moderate REF: p. 6
OBJ: 01-1
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
3. A marketing researcher needs to be subjective in order to provide accurate information.
ANS: F
The researcher should be personally detached and free of bias attempting to find truth, so he or
she must be objective, not subjective.
PTS: 1 DIF: Moderate REF: p. 6 OBJ: 01-1
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
,4. 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 DIF: Moderate REF: p. 6 OBJ: 01-1
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
5. Marketing research is relevant to and used by non-profit organizations.
ANS: T PTS: 1 DIF: Moderate REF: p. 6
OBJ: 01-1
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
6. Conducting research to determine why consumers visit Starbucks is an example of basic
marketing research.
ANS: F
This is an example of applied marketing research, which is conducted to address a specific
marketing decision for a specific firm or organization, such as understanding why consumers visit
Starbucks.
PTS: 1 DIF: Hard REF: p. 7 OBJ: 01-2
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application
7. 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 DIF: Moderate REF: p. 8 OBJ: 01-2
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
8. The scientific method used by researchers is essentially the same process in marketing as it is in
“hard” sciences, such as biology or physics.
ANS: T PTS: 1 DIF: Moderate REF: p. 8
OBJ: 01-2
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
9. When ideas can be stated in researchable terms, we reach the hypothesis stage of the scientific
method.
ANS: T PTS: 1 DIF: Easy REF: p. 9
OBJ: 01-2
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
10. 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 DIF: Moderate REF: p. 9 OBJ: 01-3
NAT: AACSB Reflective Thinking| CB&E Model Strategy| Blooms Comprehension
11. A customer orientation means that all firm decisions are made with a conscious awareness of
their effect on the bottom line (that is, profits).
, ANS: F
A customer orientation means that all firm decisions are made with a conscious awareness of
their effect on the consumer.
PTS: 1 DIF: Moderate REF: p. 9 OBJ: 01-3
NAT: AACSB Reflective Thinking| CB&E Model Strategy| Blooms Comprehension
12. A stakeholder orientation recognizes that multiple parties are affected by firm decisions.
ANS: T PTS: 1 DIF: Moderate REF: p. 9
OBJ: 01-3
NAT: AACSB Reflective Thinking| CB&E Model Strategy| Blooms Knowledge
13. Keeping customers is less important that getting customers.
ANS: F
Keeping customers is equally important as getting customers.
PTS: 1 DIF: Moderate REF: p. 12 OBJ: 01-3
NAT: AACSB Reflective Thinking| CB&E Model Strategy| Blooms Comprehension
14. Developing and implementing a marketing strategy involves six stages.
ANS: F
It involves four stages.
PTS: 1 DIF: Moderate REF: p. 14 OBJ: 01-4
NAT: AACSB Reflective Thinking| CB&E Model Strategy| Blooms Knowledge
