MR Chapter 1

Q1. Marketing research is the function that links the consumer, the customer and the public to the marketer through information.

• True

• False

Q2. Both basic and applied research employ the scientific method to answer the research question at hand.

• True

• False

Q3. The main managerial value of marketing research is the reduced uncertainty that information provides when making decisions about marketing strategies and tactics.

• True

• False

Q4. The purpose of exploratory research is to obtain conclusive evidence in order to make strategic marketing decisions.

• True

• False

Q5. Information obtained from marketing research can be used for all the following, except:

• A.

  evaluating marketing activities.

• B.

  monitoring marketing performance.

• C.

  identifying marketing opportunities.

• D.

  ensuring correct marketing execution.

Q6. Research conducted to address questions about a specific real-life problem is the essence of:

• A.

  basic research.

• B.

  pure research.

• C.

  applied research.                     

• D.

  intuitive research.

Q7. Research that tries to verify a theory or learn more about a certain concept is the essence of:

• A.

  performance-monitoring research.

• B.

  pure research.

• C.

  applied research.

• D.

  forecasting research.

Q8. Developing and implementing a marketing strategy involves the following stages, except:

• A.

  analysing market segments and selecting target markets.

• B.

  identifying and evaluating opportunities.

• C.

  analysing marketing performance.

• D.

  designing the data collection method.

Q9. Determining the need for marketing research centres on all the following, except:

• A.

  the nature of the decision.

• B.

  researcher competency.

• C.

  the availability of the data.

• D.

  time constraints.

Q10. A company manager is facing declining sales, but he does not know why. Which type of research design would you recommend to address this problem?

• A.

  Exploratory research

• B.

  Descriptive research

• C.

  Causal research

• D.

  Secondary research