Chapter 1 Quiz

Managers should study marketing research so they can understand what they are asking of researchers when requesting marketing a. True b. False

a. True

The basic function of marketing research is to gather information that is needed to help managers make better decisions. a. True b. False

a. True

Advertising agencies are most likely to do marketing research that estimates market needs for products and services. a. True b. False

b. False

Successful marketing researchers tend to be reactive rather than proactive. a. True b. False

b. False

Which of the following statements about marketing research is true? a. It is involved in some phases of the information management process. b. It is just for large organizations with deep pockets c. It is the process of gathering and interpreting data for use in developing, implementing, and monitoring a firm's marketing plans. d. It is a non-essential activity that takes a single form.

c. It is the process of gathering and interpreting data for use in developing, implementing, and monitoring a firm's marketing plans.

Among the important reasons for studying marketing research are which of the following? a. Marketing research can be rewarding and fun. b. To learn to be a smart consumer of marketing research results c. To gain an appreciation of the process, what it can and cannot do d. All of these are correct.

d. All of these are correct.

Which are the major categories of firms that conduct marketing research? a. Companies that produce or sell products and services b. Advertising agencies c. Marketing research companies d. All of these are correct.

d. All of these are correct.

Which of the following is NOT one of the requirements for entering the marketing research field? a. Human relations skills b. Communication skills c. Analytical skills d. Negotiation skills

d. Negotiation skills