2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, in whole or in part,

© 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password- protected website for classroom use.

TRUE/FALSE

• 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

• Marketing research involves more than conducting surveys.

ANS: T REF: What Is Marketing Research?NAT: BUSPROG: Analytic

• The term “research” means “to search again.”

ANS: T REF: What Is Marketing Research?NAT: BUSPROG: Analytic

• A marketing researcher must be objective in order to provide accurate information.

ANS: T REF: What Is Marketing Research?NAT: BUSPROG: Analytic

• 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

• 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

• 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

• The procedures and techniques used by applied researchers and basic researchers differ substantially.

ANS: F

Chapter 1 (Essentials of Marketing Research, 6e Barry Babin, William Zikmund) (Test Bank all Chapters) 1 / 4

© 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password- protected website for classroom use.

All marketing research, whether basic or applied, involves the scientific method.REF: Applied and Basic Marketing Research NAT: BUSPROG: Analytic

• 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

• 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

• 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

• The marketing concept emphasizes a cross-functional approach to long-term profitability.

ANS: T REF: Marketing Research and Strategic Management Orientation NAT: BUSPROG: Analytic

• 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

• 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

• 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

• 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

• / 4

© 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password- protected website for classroom use.

• 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

• 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

• 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

• 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

• 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

• 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

• 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

• Managers should avoid conducting market research when the decision is of considerable strategic or

tactical importance.

ANS: F 3 / 4

© 2016 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password- protected website for classroom use.

Managers should conduct market research if the decision is of considerable strategic or tactical importance.REF: When Is Marketing Research Needed? NAT: BUSPROG: Analytic

• Marketing research has become increasingly global as more firms take advantage of markets that have

few geographic boundaries.

ANS: T

REF: Marketing Research in the Twenty-First Century NAT: BUSPROG: Analytic

MULTIPLE CHOICE

• The application of the scientific method in searching for the truth about marketing phenomena is

known as ____.

• profit validation
• business analysis
• marketing research
• scientific metrics

ANS: C REF: What Is Marketing Research?NAT: BUSPROG: Analytic

• Which activity is LEAST important in the marketing research process?
• searching for and collecting information
• developing theories
• analyzing data
• making results publicly available

ANS: D REF: What Is Marketing Research?NAT: BUSPROG: Analytic

• The two types of marketing research based on the specificity of purpose are ____.
• basic and applied
• scientific and non-scientific
• cross-sectional and qualitative
• quantitative and secondary

ANS: A REF: Applied and Basic Marketing Research NAT: BUSPROG: Analytic

• Which type of marketing research is conducted to address a specific marketing decision for a specific

firm or organization?

• basic
• qualitative
• quantitative
• applied

ANS: D REF: Applied and Basic Marketing Research NAT: BUSPROG: Analytic

• Which type of research attempts to verify a theory or to learn more about a marketing concept, but is

not intended to solve a particular marketing problem?

• / 4