Marketing Research 13th Edition Kumar Test Bank
Test Bank for Marketing Research 13th Edition V. Kumar, Robert P. Leone, David A. Aaker, George S. Day, ISBN: 1119497493, ISBN: 9781119497493
TABLE OF CONTENTS
1 A Decision-Making Perspective on Marketing Intelligence 1
2 Marketing Research in Practice 30
3 The Marketing Research Process 47
4 Research Design and Implementation 71
5 Secondary Sources of Marketing Data 98
6 Standardized Sources of Marketing Data 123
7 Marketing Research on the Internet 147
8 Information Collection: Qualitative and Observational Methods 173
9 Information from Respondents: Issues in Data Collection 209
10 Information from Respondents: Survey Methods 226
11 Attitude Measurement 255
12 Designing the Questionnaire 284
13 Experimentation 313
14 Sampling Fundamentals 344
15 Sample Size and Statistical Theory 372
16 Fundamentals of Data Analysis 396
17 Hypothesis Testing: Basic Concepts and Tests of Associations 416
18 Hypothesis Testing: Means and Proportions 435
19 Correlation Analysis and Regression Analysis 461
20 Discriminant Factor and Cluster Analysis 491
21 Multidimensional Scaling and Conjoint Analysis 533
22 Presenting the Results 556
23 Marketing-Mix Measures 571
24 Brand and Customer Metrics 613
25 New Age Strategies 635
Test Bank
CHAPTER 1 A Decision Making Perspective on Marketing Intelligence
______________________________
True-False
1. Marketing research involves the gathering and analysis of data for T
the purpose of evaluating decisions which have been made in the
public or private sector.
2. Marketing research is the link between the organization and its T
market environment. It involves the specification, gathering,
analyzing, and interpretation of information to help management
understand the environment, identify problems and opportunities, and
develop and evaluate alternative courses of marketing action.
3. Companies do market analysis to recognize, as early as possible, T
opportunities or problems that require them to change their
marketing programs.
4. Once the marketing program is launched and its objectives set, F
further research is not likely to be beneficial.
5. Business intelligence (BI) bridges the gap between disparate operational systems T
and data‐hungry end users.
6. In situation analysis, performance objectives are set. F
7. The identification of problems, opportunities in the market, and F
plans for the launching of a new product, are all parts of the
strategic planning activity of the firm.
8. Situation analysis is a methodology that allows practitioners to prepare F
for the future by looking at trends in the present and mapping how these
interrelate with each other.
9. Before developing marketing programs, management should always have T
a thorough understanding of the environment of the firm.
10. Continuous information is essential, especially on key variables in T
the market, since the speed and direction of change can be gauged
only if there are benchmarks from which to measure.
