Test Bank For Modern Marketing Research Concepts Methods, and Cases 2nd Edition by Fred M. Feinberg

ISBN-10: 1133188966, ISBN-13: 9781133188964

Chapter 1: The Purpose and Process of Marketing Research

TRUE/FALSE

1. The purpose of marketing research is to gather the information that will improve managerial decisions.

ANS: T

Information differs from raw data in its relevance to decision-making. Marketing research collects information within this context, according to pre-defined information needs.

PTS: 1 DIF: Easy REF: pg 4 and later

2. The criteria that research be systematic means that researchers strive to be unbiased and impartial in conducting their research.

ANS: F

Researchers striving to be unbiased and impartial is what is meant by “objective.” “Systematic” means that the research project must be planned and well-organized.

PTS: 1 DIF: Moderate REF: pg 4

3. Dependent variables are inputs or causes used to explain a particular phenomenon.

ANS: F

Dependent variables are the effects or phenomena one seeks to explain, whereas independent variables are used to explain the dependent variables.

PTS: 1 DIF: Challenging REF: pg 8

4. In practice, decision-making rarely relies wholly on an input-output framework of marketing research and formal statistical models, but combines them with managers’ experience, judgment, and intuition.

ANS: T

To make good decisions, managers can use the input of marketing research, but they also must rely on their experience and personal judgment.

PTS: 1 DIF: Easy REF: pg 9

5. A systematic approach to researching the information needs of marketing management facilitates good organizational planning in developing objectives, allocating marketing resources, and auditing performance.

ANS: T

Marketing research can fulfill the information needs of marketing managers to facilitate better decisions and better allocation of resources.

PTS: 1 DIF: Moderate REF: pg 14

6. During the 1930s, sampling became a serious methodological issue in marketing research.

ANS: T

It was in the 1930s that sampling became a critical issue due to the emphasis on inferential statistics compared to the reliance on purely descriptive statistics prior to this.

PTS: 1 DIF: Moderate REF: pg 15

7. Despite major differences in consumer and industrial marketing research, the underlying methods and skills are nearly identical.

ANS: T

Both fields are concerned with problem definition, research design, use of secondary data, sampling, measurement, field work, data processing and analysis, and presentation of results.

PTS: 1 DIF: Moderate REF: pg 16

8. The main disadvantage of the integrated structure of a marketing research department is the isolation of researchers from day-to-day activities and problems and the difficulty of finding qualified people.

ANS: F

The isolation of researchers is a disadvantage of centralized structures; the difficulty of finding qualified people is a disadvantage of decentralized structures. The integrated structure combines the best features of centralized and decentralized structures. The main disadvantage to the integrated system is the potential control conflicts over the research staff and their projects, particularly when the lines of authority in a company are not clearly delineated.

PTS: 1 DIF: Challenging REF: pg 17-18

9. Because of their role in collecting, analyzing, and reporting data, marketing researchers are often asked to make managerial decisions.

ANS: F

The role of the researcher is advisory, it is the role of management to make the decisions.

PTS: 1 DIF: Challenging REF: pg 22

10. Research suppliers can be used to conduct components of a research study, but they are never given total responsibility for a research study in its entirety.

ANS: F

Research suppliers can be used in both manners: to participate in a part of the study or to conduct the entire study.

PTS: 1 DIF: Challenging REF: pg 23