1. Marketing research attempts to provide accurate information in order to reduce uncertainty in
decision-making.
ANS: T REF: What Is Marketing Research?
NAT: BUSPROG: Analytic
2. Marketing research involves more than conducting surveys.
ANS: T REF: What Is Marketing Research?
NAT: BUSPROG: Analytic
3. The term “research” means “to search again.”
ANS: T REF: What Is Marketing Research?
NAT: BUSPROG: Analytic
4. A marketing researcher must be objective in order to provide accurate information.
ANS: T REF: What Is Marketing Research?
NAT: BUSPROG: Analytic
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.
REF: What Is Marketing Research? NAT: BUSPROG: Analytic
6. Marketing research should not be used by non-profit organizations.
ANS: F
Marketing research includes efforts that assist nonprofit organizations satisfy social needs.
REF: What Is Marketing Research? NAT: BUSPROG: Analytic
7. Applied marketing research is conducted to address a specific marketing decision for a specific firm or
organization.
ANS: T REF: Applied and Basic Marketing Research
NAT: BUSPROG: Analytic
8. The procedures and techniques used by applied researchers and basic researchers differ substantially.
, All marketing research, whether basic or applied, involves the scientific method.
REF: Applied and Basic Marketing Research NAT: BUSPROG: Analytic
9. The scientific method used by researchers is essentially the same process in marketing as in the
physical sciences.
ANS: T REF: Applied and Basic Marketing Research
NAT: BUSPROG: Analytic
10. When ideas can be stated in researchable terms, we have reached the analysis stage of the scientific
method.
ANS: F
At this point, we have reached the hypothesis stage of the scientific method.
REF: Applied and Basic Marketing Research NAT: BUSPROG: Analytic
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.
REF: Marketing Research and Strategic Management Orientation NAT: BUSPROG: Analytic
12. The marketing concept emphasizes a cross-functional approach to long-term profitability.
ANS: T REF: Marketing Research and Strategic Management Orientation
NAT: BUSPROG: Analytic
13. Keeping customers is less important that getting customers.
ANS: F
Keeping customers is as important as getting customers.
REF: Marketing Research and Strategic Management Orientation NAT: BUSPROG: Analytic
14. A business with a stakeholder orientation has an internal focus.
ANS: F
A business with a stakeholder orientation has an external focus.
REF: Marketing Research and Strategic Management Orientation NAT: BUSPROG: Analytic
15. Online sentiment analysis determines the strength of a brand by continually searching for positive and
negative mentions of the brand.
ANS: T REF: Marketing Research and Strategic Management Orientation
NAT: BUSPROG: Analytic
16. Marketing research can help prevent the commercialization of products that are not consumer-oriented.
ANS: T REF: Marketing Research and Strategic Management Orientation
NAT: BUSPROG: Analytic
, 17. A marketing researcher who reports on the age, gender, income, and education of consumers in a
particular city is describing geo-demographic information.
ANS: T REF: Marketing Research and Strategic Management Orientation
NAT: BUSPROG: Analytic
18. Marketing metrics involve qualitative ways of monitoring and measuring marketing performance.
ANS: F
Marketing metrics refer to quantitative ways of monitoring and measuring marketing performance.
REF: Planning and Implementing a Marketing Mix NAT: BUSPROG: Analytic
19. Concept testing is a form of pricing research.
ANS: F
Concept testing is a form of product research.
REF: Planning and Implementing a Marketing Mix NAT: BUSPROG: Analytic
20. 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.
REF: Planning and Implementing a Marketing Mix NAT: BUSPROG: Analytic
21. The determination of the need for marketing research centers on time constraints, the availability of
data, the nature of the decision to be made, and the value of the research information in relation to
costs.
ANS: T
REF: When Is Marketing Research Needed? NAT: BUSPROG: Analytic
22. Systematic research usually takes very little time to complete.
ANS: F
Systematic research usually takes time. The urgency with which managers want to make decisions
often conflicts with the marketing researchers’ desire for rigor in following the scientific method.
REF: When Is Marketing Research Needed? NAT: BUSPROG: Analytic
23. Managers should ask if the payoff will be worth the investment when deciding whether or not to make
a decision without research.
ANS: T
REF: When Is Marketing Research Needed? NAT: BUSPROG: Analytic
24. Managers should avoid conducting market research when the decision is of considerable strategic or
tactical importance.
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