Test Bank For Marketing Research, 5th Edition Steve D'Alessandro Hume Winzar Ben Lowe Barry J. Babin William Zikmund Chapter 1-16
Chapter 1 The role of marketing research and the research process TRUE/FALSE 1. Marketing research uses comprehensive set of approaches (e.g. surveys, interviews) that can help organisations to better meet important outcomes. ANS: T
PTS: 1
TOP: The nature of marketing research
2. Marketing research fulfils the organisation’s need for knowledge of the market. ANS: T
PTS: 1
TOP: The nature of marketing research
3. Although market research provides information about marketplace for developing strategies, but it is not the only source of information. ANS: T
PTS: 1
TOP: The nature of marketing research
4. In marketing research, information is gathered intuitively to aid decision-making in marketing. ANS: F
PTS: 1
TOP: Marketing research defined
5. Market research is restricted to only one P of marketing mix i.e. Product. ANS: F
PTS: 1
TOP: Marketing research defined
6. Applying research is a managerial art. ANS: T
PTS: 1
TOP: Marketing research defined
7. Research is limited to only profit making organisations. ANS: F
PTS: 1
TOP: Marketing research defined
8. Marketing research is rarely used by non-business organisations (for example, government bodies) because their functions are distinct from those of for-profit organisations. ANS: F
PTS: 1
TOP: Marketing research defined
9. Digital marketing is a term used to capture various electronic and communicative technologies through which marketing enterprises work together with customers towards enhancing value from interactions. ANS: T
PTS: 1
TOP: Research in a digital and social media age