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Test Bank For Exploring Marketing Research, 10th Edition Chapter 1-25
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TEST BANK FORExploring 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
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