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Chapter 1 Marketing Research Methodological Foundations 10th Edition Iacobucci and Churchill

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Chapter 1

Marketing Research: It’s Everywhere!

e 1. Marketing research a. generates information in the firm's environment. b. transmits information from the environment to the firm. c. interprets feedback information. d. makes decisions based upon information from the environment. e. does a, b, and c.

b 2. Marketing research a. is simply asking consumers for their likes, dislikes, needs, and wants in a one-on-one situation. b. spans the informational boundary between the firm and its environment. c. can only be employed to assess the impact of past or contemplated adjustments in the marketing mix. d. is most generally used for marketing control purposes. e. is b and d.

c 3. Which of the following is NOT a common activity of a marketing research department? a. assessing the impact(s) of changes in the marketing mix for a good marketing promotion b. identifying the legal constraints on advertising c. determining the most efficient production sequences for a plant d. establishing sales territory quotas e. c and d

c 4. Which of the following is FALSE? a. The basic purpose of marketing research is to assist marketing managers in making more informed decisions. b. Marketing research became a significant business activity after World War II when the economy changed from a production orientation to a consumption orientation. c. Marketing research as an organizational function was adopted by most firms when they could no longer satisfy demand for their products. d. a and b. e. a, b and c. a 5. Marketing research a. involves the use of information to make better

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