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Essentials of Marketing Research International Edition 5th Edition by William G - Test Bank
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Essentials of Marketing Research International Edition 5th Edition by William G - Test Bank
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,Chapter 1—The Role of Marketing ResearchTRUE/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.
© 2013 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the
U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.
, 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
© 2013 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the
U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.
, 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
15. When a marketing researcher describes the age, gender, income, and education of consumers in a
particular city, this is known as geo-demographic information.
ANS: T PTS: 1 DIF: Hard REF: p. 15
OBJ: 01-4
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Application
16. Concept testing is a form of product research.
ANS: T PTS: 1 DIF: Moderate REF: p. 16
OBJ: 01-4 NAT: AACSB Reflective Thinking| CB&E Model Product| Blooms Knowledge
17. Distribution research focuses on the network of interdependent institutions that perform the logistics
necessary for consumption to occur.
ANS: T PTS: 1 DIF: Easy REF: p. 17
OBJ: 01-4
NAT: AACSB Reflective Thinking| CB&E Model Distribution| Blooms Knowledge
18. The most common forms of performance-monitoring research are sales performance and profit
analyses.
ANS: F
Market-share analysis and sales analysis are the most common forms of performance-monitoring
research.
PTS: 1 DIF: Moderate REF: p. 19 OBJ: 01-4
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge
19. Marketing research should be conducted regardless of how long it will take to perform.
ANS: F
In many instances management believes that a decision must be made immediately, allowing no time
for research.
PTS: 1 DIF: Easy REF: p. 20 OBJ: 01-5
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
20. Communication technologies have impacted marketing research greatly.
ANS: T PTS: 1 DIF: Easy REF: p. 21
OBJ: 01-6
NAT: AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension
MULTIPLE CHOICE
1. _____ is the application of the scientific method in searching for the truth about marketing
phenomena.
a. Marketing
b. Business
c. Marketing Research
d. Science
© 2013 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the
U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part.
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