Chapter 1testbank
Chapter 1: Introduction to Marketing Research MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question.
1) Which of the following professional organizations serves the marketing research industry?
A) Marketing Research Association
B) CAG (Council of American Grocers
C) QRCA (Q Research Council & Association
D) Professional Accreditors.com
E) Union of Industrial Organizations
Answer: A
Diff: 1
Page Ref: 30
Topic:
AACSB:
Objective: LO2
2) The marketing research industry has a certification program for marketing researchers and this certification program is hosted by:
A) American Marketing Association
B) Research Certification Board
C) Marketing Research Corporation
D) Marketing Research Association (MRA)
E) Professional Accreditors.com
Answer: D
Diff: 1
Page Ref: 29
Topic: General Concept
AACSB:
Objective: LO2
3) Which of the following best illustrates the Service-Dominant Logic for Marketing?
A) Decision makers should know their firmsʹ core competencies.
B) Decision makers need to know how to measure service satisfaction.
C) Decision makers need to know how to directly control ROI.
D) Service-Dominant Logic for Marketing means that internal service is more important than external service. E) Service should be more important than product quality.
Answer: A
Diff: 1
Page Ref: 31
Topic: General Concept
AACSB: Reflective Thinking Skills
Objective: LO1
4) One of the implications discussed by your textbook authors is that the Service Dominant Logic for Marketing means: A) that more information will be needed
B) that third world countries specializing in services will have an upper hand in the marketplace in the years ahead
C) that more firms should try to create short-term customer relationships in order to be more profitable
D) less information will be needed by decision makers in the future
E) about the same
1) Which of the following professional organizations serves the marketing research industry?
A) Marketing Research Association
B) CAG (Council of American Grocers
C) QRCA (Q Research Council & Association
D) Professional Accreditors.com
E) Union of Industrial Organizations
Answer: A
Diff: 1
Page Ref: 30
Topic:
AACSB:
Objective: LO2
2) The marketing research industry has a certification program for marketing researchers and this certification program is hosted by:
A) American Marketing Association
B) Research Certification Board
C) Marketing Research Corporation
D) Marketing Research Association (MRA)
E) Professional Accreditors.com
Answer: D
Diff: 1
Page Ref: 29
Topic: General Concept
AACSB:
Objective: LO2
3) Which of the following best illustrates the Service-Dominant Logic for Marketing?
A) Decision makers should know their firmsʹ core competencies.
B) Decision makers need to know how to measure service satisfaction.
C) Decision makers need to know how to directly control ROI.
D) Service-Dominant Logic for Marketing means that internal service is more important than external service. E) Service should be more important than product quality.
Answer: A
Diff: 1
Page Ref: 31
Topic: General Concept
AACSB: Reflective Thinking Skills
Objective: LO1
4) One of the implications discussed by your textbook authors is that the Service Dominant Logic for Marketing means: A) that more information will be needed
B) that third world countries specializing in services will have an upper hand in the marketplace in the years ahead
C) that more firms should try to create short-term customer relationships in order to be more profitable
D) less information will be needed by decision makers in the future
E) about the same