Marketing Research Test Bank

Marketing Research Test Bank Marketing Research Test Bank Chapters 1 - 14 Chapter 1— Marketing Research: From Data to Information to Action MULTIPLE CHOICE 1. Which of the following is NOT consistent with the definition of marketing research? ANS: D PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge 2. Marketing research: ANS: B PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Comprehension 3. Which of the following is FALSE? ANS: C PTS: 1 NAT: AACSB Analytic | CB&E Model Research |Bloom's: Comprehension 4. Marketing research: ANS: A PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge 5. Which of the following phases of the information-management process is NOT part of the marketing research process? ANS: D PTS: 1 a. The definition is broad. b. The definition stresses the importance of activities conducted in order to understand the process of marketing. c. The definition emphasizes the function as a link between consumers and the firm. d. The definition states that marketing research is focused on collecting information. e. Neither b nor d is consistent with the definition. a. is simply asking consumers for their likes, dislikes, needs, and wants in a one-on-one situation. b. spans the informational boundary between the firm and its environment. c. can only be employed to assess the impact of past or contemplated adjustments in the marketing mix. d. is most generally used for marketing control purposes. e. is most generally a marketing implementation function. a. The basic purpose of marketing research is to assist marketing managers in making more informed decisions. b. Marketing research became a significant business activity after World War II when the economy changed from a c. Marketing research as an organizational function was adopted by most firms when they could no longer satisfy de d. Marketing managers and marketing researchers work together in close partnerships that are most successful when e. All of the above are false. a. is the use of information to identify and define marketing problems. b. aims to improve our understanding of management as a process. c. aims to promote government regulation of research activities. d. is only useful in companies with over $1 million in annual sales. e. is not very useful to a provider of services, such as banks. a. The specification of what information is needed. b. The collection of the information. c. The analysis of the information. d. The use of the analyzed information. e. The interpretation of the information. NAT: AACSB Analytic | CB&E Model Research | Bloom's: Comprehension