Test Bank For Marketing Research, 5th Edition Steve D'Alessandro Hume Winzar Ben Lowe Barry J. Babin William Zikmund Chapter 1-16
Chapter 1 The role of marketing research and the research process TRUE/FALSE 1. Marketing research uses comprehensive set of approaches (e.g. surveys, interviews) that can help organisations to better meet important outcomes. ANS: T
PTS: 1
TOP: The nature of marketing research
2. Marketing research fulfils the organisation’s need for knowledge of the market. ANS: T
PTS: 1
TOP: The nature of marketing research
3. Although market research provides information about marketplace for developing strategies, but it is not the only source of information. ANS: T
PTS: 1
TOP: The nature of marketing research
4. In marketing research, information is gathered intuitively to aid decision-making in marketing. ANS: F
PTS: 1
TOP: Marketing research defined
5. Market research is restricted to only one P of marketing mix i.e. Product. ANS: F
PTS: 1
TOP: Marketing research defined
6. Applying research is a managerial art. ANS: T
PTS: 1
TOP: Marketing research defined
7. Research is limited to only profit making organisations. ANS: F
PTS: 1
TOP: Marketing research defined
8. Marketing research is rarely used by non-business organisations (for example, government bodies) because their functions are distinct from those of for-profit organisations. ANS: F
PTS: 1
TOP: Marketing research defined
9. Digital marketing is a term used to capture various electronic and communicative technologies through which marketing enterprises work together with customers towards enhancing value from interactions. ANS: T
PTS: 1
TOP: Research in a digital and social media age
10. Digital technologies help shape research questions to design marketing mix. ANS: F
PTS: 1
TOP: Research in a digital and social media age
11. Basic research is also termed as pure research. ANS: T
PTS: 1
TOP: Basic research and applied research
12. Applied research is used when a decision is to be made about specific real-life problem. ANS: T
PTS: 1
TOP: Basic research and applied research
13. Pure research is aimed to expand the limits of knowledge. ANS: T
PTS: 1
TOP: Basic research and applied research
14. The techniques used to recognize and understand specific phenomenon is called scientific method. ANS: T
PTS: 1
TOP: The scientific method
15. Researchers usually begin with some understanding of hypothesis for idea generation. ANS: F
PTS: 1
TOP: The scientific method
16. Discovery can involve any means of idea generation, including exploratory techniques. ANS: T
PTS: 1
TOP: The scientific method
17. Use of scientific method in basic research ensures objectivity in gathering facts and testing creative ideas for alternative strategies. ANS: F
PTS: 1
TOP: The scientific method
18. The importance of market research in developing marketing strategy starts with analyses of market segments. ANS: F
PTS: 1
TOP: Managerial value of market research For strategic decision making
19. Research that regularly provides feedback for evaluation and control of marketing activity is called as performance-monitoring research. ANS: T
PTS: 1
TOP: Analysing marketing performance
20. The value of marketing research depends upon nature of the managerial decisions to be made. ANS: T
PTS: 1
TOP: When is marketing research needed?
21. Marketing research has becoming increasing local for organisations. ANS: F
PTS: 1
TOP: Marketing research in the twenty first century
22. Stages in the research process starts with data collection.
ANS: F
PTS: 1
TOP: Stages in the research process
23. A master plan that specifies the methods and procedures of collecting and analysing needed information is called exploratory research. ANS: F
PTS: 1
TOP: Stages in the research process (planning the research design)
24. Research conducted to identify cause and effect relationship between variables is called causal research. ANS: T 25.
PTS: 1
TOP: Managerial value of marketing research for strategic decision-making
PTS: 1
TOP: Is neuromarketing right or wrong?
PTS: 1
TOP: Identifying and evaluating opportunities
PTS: 1
TOP: Analysing marketing performance
Evaluation of a marketing program is a type of performance-monitoring. ANS: T
33.
TOP: Basic and applied research
After market strategy has been implemented, market research can be used for feedback. ANS: T
32.
PTS: 1
Prediction about future environmental conditions allows managers to evaluate emerging opportunities. ANS: T
31.
TOP: Research in digital and social media age
New technology such as eye-tracking is getting popular in marketing research. ANS: T
30.
PTS: 1
Effective marketing management is often based on intuitive decision making. ANS: F
29.
TOP: Stages in the research process (sampling)
Basic research is conducted to verify a given theory. ANS: T
28.
PTS: 1
Marketing research is more useful in setting marketing strategy than understanding consumer behavior. ANS: F
27.
TOP: Stages in the research process (causal research)
The stage in which researcher determines who is to be sampled is called as coding. ANS: F
26.
PTS: 1
PTS: 1
TOP: Analysing marketing performance
Before conducting market research, a company should do cost and benefit analysis.
ANS: T
PTS: 1
TOP: Determining when to conduct marketing research
MULTIPLE CHOICE 1. Information obtained from marketing research can be used for all the following, except: A. evaluating marketing activities. B. monitoring marketing performance. C. identifying marketing opportunities. D. ensuring correct marketing execution. ANS: D
PTS: 1
TOP: The nature of marketing research
2. The function that links customers, consumers, and public to the marketer through information that identified and defines market opportunities is called: A. marketing research. B. applied research. C. basic research. D. subjective research. ANS: A
PTS: 1
TOP: Marketing research defined
3. Research conducted to expand the limits of knowledge is the essence of: A. basic research. B. pure research. C. applied research. D. intuitive research. ANS: A
PTS: 1
TOP: Basic research and applied research
4. Research that uses knowledge and evidence to reach objective conclusions about the real world is the essence of: A. performance-monitoring method. B. scientific method. C. applied method. D. forecasting method. ANS: B
PTS: 1
TOP: Scientific method
5. Developing and implementing a marketing strategy involves the following stages, except: A. analysing market segments and selecting target markets. B. identifying and evaluating opportunities. C. designing the data collection method. D. analysing marketing performance. ANS: C PTS: 1 strategic decision-making
TOP: The managerial value of marketing research for
6. Which type of research is conducted to determine discounts for the product? A. Concept testing
B. Distribution research C. Pricing research D. Product research ANS: C
PTS: 1
TOP: Planning and implementing a marketing mix (Pricing research)
7. Which type of research is conducted to determine the effective retail site or warehouse location for selling? A. Concept testing B. Distribution research C. Pricing research D. Product research ANS: B
PTS: 1
TOP: Planning and implementing a marketing mix (Distribution research)
8. Product research may be used to address all of the following questions, except: A. Is there a need for seasonal or quantity discount? B. Is there a need to adapt existing product line? C. Is product performing better than competitors are? D. Is a particular brand name appropriate? ANS: A
PTS: 1
TOP: Planning and implementing a marketing mix (Product research)
9. Asking consumers what they think about a possible brand name for a new product, is an example of which type of research? A. Pricing research B. Product research C. Promotion research D. Distribution research ANS: B
PTS: 1
TOP: Planning and implementing a marketing mix (Product research)
10. Zara fashion clothing is exploring whether the products can be marketed through online retailers, it is an example of which type of research? A. Pricing research B. Promotion research C. Product research D. Distribution research ANS: D
PTS: 1
TOP: Planning and implementing a marketing mix (Distribution research)
11. Research that attempts to determine which media would be effective for conveying advertiser’s message, is an example of which type of research? A. Product research B. Distribution research C. Promotion research D. Pricing research ANS: C
PTS: 1
TOP: Planning and implementing a marketing mix (Promotion research)