TEST BANK
MARKETING RESEARCH
12TH EDITION
CHAPTER NO. 01: THE ROLE OF MARKETING RESEARCH IN
MANAGEMENT DECISION MAKING
MULTIPLE CHOICE QUESTION & ANSWERS
1. Which of the following is not part of the definition of marketing research?
a. Planning for data collection
b. Collecting data
c. Analysis of data relevant to marketing decision
d. Deciding on how relevant the data is to the marketing decision
e. Communication to management
ANSWER: D
2. Marketing research can be viewed as playing three functional roles. Which of the
following is not one of those roles?
a. Budgeting
b. Descriptive
c. Diagnostic
d. Predictive
ANSWER: A
,3. What is the descriptive function of marketing research?
a. The gathering and presentation of statements of fact.
b. The planning, collection, and analysis of data relevant to marketing decision
making and the communication of the insights to management.
c. The explanation of data or actions.
d. Specification of how to use descriptive and diagnostic research to predict the
results of a planned marketing decision.
e. None of the above.
ANSWER: A
4. What is the diagnostic function of marketing research?
a. The gathering and presentation of statements of fact.
b. The planning, collection, and analysis of data relevant to marketing decision
making and the communication of the insights to management.
c. The explanation of data or actions.
d. Specification of how to use descriptive and diagnostic research to predict the
results of a planned marketing decision.
e. None of the above.
ANSWER: C
5. What is the predictive function of marketing research?
a. The gathering and presentation of statements of fact.
b. The planning, collection, and analysis of data relevant to marketing decision
making and the communication of the insights to management.
c. The explanation of data or actions.
, d. Specification of how to use descriptive and diagnostic research to predict the
results of a planned marketing decision.
e. None of the above.
ANSWER: D
6. Ninety-seven percent of the advertisers using social media as an advertising platform
claim that which of the following is the most used and useful media site.
a. LinkedIn
b. Twitter
c. Instagram
d. Tik Tok
e. Facebook
ANSWER: E
7. _____ are causing major changes in the way media are used and buying decisions are
made.
a. Tablets
b. Portable computers
c. Smart televisions
d. Smartphones
e. Desktop computers
ANSWER: D
8. ESPN, the sports network, is now gathering data across five platforms. Which of the
following is not one of those platforms?
, a. Radio
b. Sports stadiums
c. Television
d. Computers
e. Smartphones
ANSWER: B
9. Marketing _____ is the discovery, interpretation, and communication of meaningful
patterns in data.
a. research
b. passively
c. actively
d. analytics
e. measurement
ANSWER: D
10. _____ is the crucial first step in the marketing research process.
a. Developing a budget
b. Defining the target market
c. Correctly defining the problem
d. Developing an RFP
e. Developing a lasting brand
ANSWER: C
MARKETING RESEARCH
12TH EDITION
CHAPTER NO. 01: THE ROLE OF MARKETING RESEARCH IN
MANAGEMENT DECISION MAKING
MULTIPLE CHOICE QUESTION & ANSWERS
1. Which of the following is not part of the definition of marketing research?
a. Planning for data collection
b. Collecting data
c. Analysis of data relevant to marketing decision
d. Deciding on how relevant the data is to the marketing decision
e. Communication to management
ANSWER: D
2. Marketing research can be viewed as playing three functional roles. Which of the
following is not one of those roles?
a. Budgeting
b. Descriptive
c. Diagnostic
d. Predictive
ANSWER: A
,3. What is the descriptive function of marketing research?
a. The gathering and presentation of statements of fact.
b. The planning, collection, and analysis of data relevant to marketing decision
making and the communication of the insights to management.
c. The explanation of data or actions.
d. Specification of how to use descriptive and diagnostic research to predict the
results of a planned marketing decision.
e. None of the above.
ANSWER: A
4. What is the diagnostic function of marketing research?
a. The gathering and presentation of statements of fact.
b. The planning, collection, and analysis of data relevant to marketing decision
making and the communication of the insights to management.
c. The explanation of data or actions.
d. Specification of how to use descriptive and diagnostic research to predict the
results of a planned marketing decision.
e. None of the above.
ANSWER: C
5. What is the predictive function of marketing research?
a. The gathering and presentation of statements of fact.
b. The planning, collection, and analysis of data relevant to marketing decision
making and the communication of the insights to management.
c. The explanation of data or actions.
, d. Specification of how to use descriptive and diagnostic research to predict the
results of a planned marketing decision.
e. None of the above.
ANSWER: D
6. Ninety-seven percent of the advertisers using social media as an advertising platform
claim that which of the following is the most used and useful media site.
a. LinkedIn
b. Twitter
c. Instagram
d. Tik Tok
e. Facebook
ANSWER: E
7. _____ are causing major changes in the way media are used and buying decisions are
made.
a. Tablets
b. Portable computers
c. Smart televisions
d. Smartphones
e. Desktop computers
ANSWER: D
8. ESPN, the sports network, is now gathering data across five platforms. Which of the
following is not one of those platforms?
, a. Radio
b. Sports stadiums
c. Television
d. Computers
e. Smartphones
ANSWER: B
9. Marketing _____ is the discovery, interpretation, and communication of meaningful
patterns in data.
a. research
b. passively
c. actively
d. analytics
e. measurement
ANSWER: D
10. _____ is the crucial first step in the marketing research process.
a. Developing a budget
b. Defining the target market
c. Correctly defining the problem
d. Developing an RFP
e. Developing a lasting brand
ANSWER: C
