Essentials of Marketing Research International Edition 5th Edition By William G Test Bank

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Edition:  5th Edition

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Resource Type: Test bank

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Essentials of Marketing Research International Edition 5th Edition By William G Test Bank

Chapter 1—The Role of Marketing Research

TRUE/FALSE

 

  1. Marketing research is basically about conducting surveys.

 

ANS:  F

Marketing research is more than conducting surveys.  This process includes idea and theory development, problem definition, gathering information, analyzing data, and communicating the findings including potential implications.

PTS:   1                    DIF:    Moderate       REF:   p. 6                OBJ:   01-1

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension

 

  1. The term “research” means “to search again.”

 

ANS:  T                    PTS:   1                    DIF:    Moderate        REF:   p. 6

OBJ:   01-1

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Knowledge

 

  1. A marketing researcher needs to be subjective in order to provide accurate information.

 

ANS:  F

The researcher should be personally detached and free of bias attempting to find truth, so he or she must be objective, not subjective.

PTS:   1                    DIF:    Moderate       REF:   p. 6                OBJ:   01-1

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension

 

  1. 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                    DIF:    Moderate       REF:   p. 6                OBJ:   01-1

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension

 

  1. Marketing research is relevant to and used by non-profit organizations.

 

ANS:  T                    PTS:   1                    DIF:    Moderate        REF:   p. 6

OBJ:   01-1

NAT:  AACSB Reflective Thinking| CB&E Model Research| Blooms Comprehension

 

  1. Conducting research to determine why consumers visit Starbucks is an example of basic marketing research.

 

ANS:  F

This is an example of applied marketing research, which is conducted to address a specific marketing decision for a specific firm or organization, such as understanding why consumers visit Starbucks.

 

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