Essentials of Marketing Research, 2026 Release Test Bank – Joseph F. Hair

Test Bank - Essentials of Marketing Research, 2026 Release by Joseph F.
Hair, Ortinau, Harrison | Updated Version with Answers

Chap 01 2026 Release - Hair
TRUE/FALSE - Write 'T' if the statement is true and 'F' if the statement is false.
1) In addition to understanding the availability, collection, and management of data, marketers
also must program computer systems that store big data.
1) ______
⊚ true
⊚ false

Question Details
Accessibility : Screen Reader/Keyboard/CC
Difficulty : 1 Easy
Learning Objective : 1.1 Describe the impact marketing research has on marketing decision making.
Source : Chapter 01 Test Bank > TF Qu. 26 In addition to understanding the availabilit...



2) Marketing research methods are diverse, spanning a wide variety of qualitative and
quantitative techniques and borrowing from disciplines such as psychology, sociology, and
anthropology.
2) ______
⊚ true
⊚ false

Question Details
Accessibility : Screen Reader/Keyboard/CC
Difficulty : 1 Easy
Learning Objective : 1.1 Describe the impact marketing research has on marketing decision making.
Source : Chapter 01 Test Bank > TF Qu. 27 Marketing research methods are diverse, span...




1

,3) Marketers are interested in consumer subcultures, as products are often used to enact and
support subculture participation.
3) ______
⊚ true
⊚ false

Question Details
Accessibility : Screen Reader/Keyboard/CC
Difficulty : 1 Easy
Learning Objective : 1.2 Demonstrate how marketing research fits into the marketing planning process.
Source : Chapter 01 Test Bank > TF Qu. 28 Marketers are interested in consumer subcult...



4) The process of identifying people or markets a company wants to serve is called positioning.
4) ______
⊚ true
⊚ false

Question Details
Accessibility : Screen Reader/Keyboard/CC
Difficulty : 1 Easy
Learning Objective : 1.2 Demonstrate how marketing research fits into the marketing planning process.
Source : Chapter 01 Test Bank > TF Qu. 29 The process of identifying people or markets...



5) In the field of marketing research, analytics exclusively uses qualitative techniques to
determine performance of a given program.
5) ______
⊚ true
⊚ false

Question Details
Accessibility : Screen Reader/Keyboard/CC
Difficulty : 1 Easy
Learning Objective : 1.2 Demonstrate how marketing research fits into the marketing planning process.
Learning Objective : 1.6 Discuss new skills and emerging trends in marketing research.
Source : Chapter 01 Test Bank > TF Qu. 30 In the field of marketing research, analytic...




2

,6) Segmentation studies creating customer profiles and understanding behavioral characteristics
are major focuses of any marketing research project.
6) ______
⊚ true
⊚ false

Question Details
Accessibility : Screen Reader/Keyboard/CC
Difficulty : 1 Easy
Evergreen Release : Updated 2026
Learning Objective : 1.2 Demonstrate how marketing research fits into the marketing planning process.
Source : Chapter 01 Test Bank > TF Qu. 31 Segmentation studies creating customer profiles...



7) The purpose of marketing theory is to generalize relationships between concepts in a way
that is applicable to a wide variety of business and often other settings.
7) ______
⊚ true
⊚ false

Question Details
Accessibility : Screen Reader/Keyboard/CC
Difficulty : 1 Easy
Learning Objective : 1.2 Demonstrate how marketing research fits into the marketing planning process.
Source : Chapter 01 Test Bank > TF Qu. 32 The purpose of marketing theory is to genera...



8) The benefits of using internal marketing research providers include research method
consistency, shared information across the company, lower research costs, and ability to
produce actionable research results.
8) ______
⊚ true
⊚ false

Question Details
Accessibility : Screen Reader/Keyboard/CC
Difficulty : 1 Easy
Learning Objective : 1.4 Understand the scope and focus of the marketing research industry.
Source : Chapter 01 Test Bank > TF Qu. 33 The benefits of using internal marketing res...




3

, 9) Many companies use internal research suppliers because the suppliers can be more objective
and less subject to company politics and regulations than external suppliers.
9) ______
⊚ true
⊚ false

Question Details
Accessibility : Screen Reader/Keyboard/CC
Difficulty : 1 Easy
Learning Objective : 1.4 Understand the scope and focus of the marketing research industry.
Source : Chapter 01 Test Bank > TF Qu. 34 Many companies use internal research supplie...



10) As marketing research firms expand their geographic scope, many fundamental skill
requirements will change and negotiation skills will be replaced by statistical skills.
10) ______
⊚ true
⊚ false

Question Details
Accessibility : Screen Reader/Keyboard/CC
Difficulty : 2 Medium
Learning Objective : 1.4 Understand the scope and focus of the marketing research industry.
Learning Objective : 1.6 Discuss new skills and emerging trends in marketing research.
Source : Chapter 01 Test Bank > TF Qu. 35 As marketing research firms expand their geo...



11) Individuals who are logical and perceptive about human emotions and like analysis of data
will find marketing research to be a rewarding career.
11) ______
⊚ true
⊚ false

Question Details
Accessibility : Screen Reader/Keyboard/CC
Difficulty : 1 Easy
Learning Objective : 1.4 Understand the scope and focus of the marketing research industry.
Source : Chapter 01 Test Bank > TF Qu. 36 Individuals who are logical and perceptive a...




4