The Role of Marketing Research

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Chapter 1—The Role of Marketing Research TRUE/FALSE 1. Marketing research attempts to provide accurate information in order to reduce uncertainty in decisionmaking. ANS: T PTS: 1 REF: p. 5 NAT: ... AACSB: Reflective Thinking 2. Marketing research is more than conducting surveys. ANS: T PTS: 1 REF: p. 5 NAT: AACSB: Reflective Thinking 3. The term “research” means “to search again.” ANS: T PTS: 1 REF: p. 6 NAT: AACSB: Reflective Thinking 4. A marketing researcher needs to be objective in order to provide accurate information. ANS: T PTS: 1 REF: p. 6 NAT: AACSB: Reflective Thinking 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. PTS: 1 REF: p. 6 NAT: AACSB: Reflective Thinking 6. Marketing research is restricted to for-profit organizations and should not be used by non-profit organizations. ANS: F Marketing research also includes efforts that assist nonprofit organizations that exist to satisfy social needs. PTS: 1 REF: p. 6 NAT: AACSB: Reflective Thinking 7. Applied marketing research is conducted to address a specific marketing decision for a specific firm or organization. ANS: T PTS: 1 REF: p. 7 NAT: AACSB: Reflective Thinking 8. 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. [Show More]

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