Marketing Research 8th Edition by Burns – Test Bank

Marketing Research 8th Edition by Burns – Test Bank

Marketing Research, 8e (Burns/Bush)

Chapter 3   The Marketing Research Process & Defining the Problem and Research Objectives

1) The marketing research process contains multiple steps. The first step of the process is:

A) Establishing the need for marketing research.

B) Defining the problem.

C) Establishing the research objectives.

D) Determining methods of accessing data.

Answer:  A

LO:  3:1: The steps of the marketing research process

Diff:  Moderate

Classification:  Application

AACSB:  Application of knowledge

2) When managers must make decisions and they have inadequate information, this signals the need:

A) To define the problem.

B) For marketing research.

C) To establish research objectives.

D) To establish research design.

Answer:  B

LO:  3:1: The steps of the marketing research process

Diff:  Easy

Classification:  Application

AACSB:  Application of knowledge

3) Sometimes problems arise for which marketing research is not the best solution. Which of the following is NOT one of the major reasons that marketing may not be the best solution?

A) The information is already available

B) The timing is wrong to conduct marketing research

C) The company has revenue

D) Costs outweigh the value of the marketing research

Answer:  C

LO:  3:1: The steps of the marketing research process

Diff:  Easy

Classification:  Application

AACSB:  Application of knowledge