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
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller solutions. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $10.98. You're not tied to anything after your purchase.