,Chapter 1: The Purpose and Process of Marketing Research
TRUE/FALSE
1. The purpose of marketing research is to gather information that will improve managerial decisions.
ANS: T
Information differs from raw data in its relevance to decision-making. Marketing research collects
information within this context, according to pre-defined information needs.
PTS: 1 DIF: Easy REF: pg 4 and later
2. The criteria that research be systematic means that researchers strive to be unbiased and impartial in
conducting their research.
ANS: F
Researchers striving to be unbiased and impartial is what is meant by “objective.” “Systematic” means
that the research project must be planned and well-organized.
PTS: 1 DIF: Moderate REF: pg 4
3. Dependent variables are inputs or causes used to explain a particular phenomenon.
ANS: F
Dependent variables are the effects or phenomena one seeks to explain, whereas independent variables
are used to explain the dependent variables.
PTS: 1 DIF: Challenging REF: pg 8
4. In practice, decision-making rarely relies wholly on an input-output framework of marketing research
and formal statistical models, but combines them with managers’ experience, judgment, and intuition.
ANS: T
To make good decisions, managers can use the input of marketing research, but they also must rely on
their experience and personal judgment.
PTS: 1 DIF: Easy REF: pg 9
5. A systematic approach to researching the information needs of marketing management facilitates good
organizational planning in developing objectives, allocating marketing resources, and auditing
performance.
ANS: T
Marketing research can fulfill the information needs of marketing managers to facilitate better
decisions and better allocation of resources.
6. During the 1930s, sampling became a serious methodological issue in marketing research.
ANS: T
It was in the 1930s that sampling became a critical issue due to the emphasis on inferential statistics
compared to the reliance on purely descriptive statistics prior to this.
PTS: 1 DIF: Moderate REF: pg 15
7. Despite major differences in consumer and industrial marketing research, the underlying methods and
skills are nearly identical.
ANS: T
Both fields are concerned with problem definition, research design, use of secondary data, sampling,
measurement, field work, data processing and analysis, and presentation of results.
PTS: 1 DIF: Moderate REF: pg 16
8. The main disadvantage of the integrated structure of a marketing research department is the isolation
of researchers from day-to-day activities and problems and the difficulty of finding qualified people.
ANS: F
Isolation of researchers is a disadvantage of centralized structures; difficulty of finding qualified
people is a disadvantage of decentralized structures. The integrated structure combines the best
features of centralized and decentralized structures. The main disadvantage to the integrated system is
the potential control conflicts over the research staffs and their projects, particularly when the lines of
authority in a company are not clearly delineated.
PTS: 1 DIF: Challenging REF: pg 17-18
9. Because of their role in collecting, analyzing, and reporting data, marketing researchers are often asked
to make managerial decisions.
ANS: F
The role of researcher is advisory, it is the role of management to make the decisions.
PTS: 1 DIF: Challenging REF: pg 22
10. Research suppliers can be used to conduct components of a research study, but they are never given
total responsibility for a research study in its entirety.
ANS: F
Research suppliers can be used in both manners: to participate in a part of the study or to conduct the
entire study.
11. Good horizontal relationships (teaming of researchers with product managers) are more important than
vertical ones (e.g., reporting to the senior marketing executive).
ANS: T
Open, frank communication between researchers and product managers is essential for success.
Without horizontal communication, research is not likely to succeed.
PTS: 1 DIF: Challenging REF: pg 25
12. Research objectives answer the question, “Why is the project being conducted?”
ANS: T
Research objective specify why a research project is conducted.
PTS: 1 DIF: Easy REF: pg 29
13. Researchers must develop a data-collection procedure that establishes an effective link between the
information needs and the questions to be asked or the observations to be made.
ANS: T
The success of the study depends on the researcher’s skill and creativity in establishing this link.
PTS: 1 DIF: Moderate REF: pg 30
14. One of the steps in the research process is to process and code data. Coding involves reviewing the
data forms as to legibility, consistency, and completeness.
ANS: F
Coding involves establishing categories for responses or groups of responses so that numerals can be
assigned to represent the categories. Editing means reviewing the data for legibility, consistency, and
completeness.
PTS: 1 DIF: Moderate REF: pg 31
15. Problems are performance measures, metrics, and diagnostics that signal the presence of an
opportunity.
ANS: F
Symptoms are performance measures, metrics, and diagnostics that signal a problem or opportunity.
PTS: 1 DIF: Moderate REF: pg 31
16. Decisions must aim at solving problems or taking advantage of opportunities, not at treating
symptoms.
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