Chapter 4 Test

The purpose of marketing research is to inform an organization about customers' needs and desires, marketing opportunities for particular goods and services, and changing attitudes and purchase patterns of customers.

• True

• False

Exploratory research is concerned with identifying the characteristics of markets or categorizing market activities.

• True

• False

Descriptive Research can be used to better understand the characteristics of certain phenomena to sove a particular problem.

• True

• False

Focus group interviews are useful if the researcher is interested in observing group interaction

• True

• False

Marketing Research can be used to test a hypothesis.

• True

• False

A hypothesis is a fact about the problem or topic under investigation.

• True

• False

Marketers can also utilize digital media forums such as chat rooms, blogs, newsgroups, and research communities to identify trends in consumer interests and consumption patterns.

• True

• False

Results of a mail survey can be misleading if there is a high nonresponsive rate.

• True

• False

Crowdsourcing refers to the process of taking tasks usually performed by a marketer or researcher and outsourcing them to a crowd, or potential market, through an open call.

• True

• False

A database is a collection of information arranged for easy access and retrieval

• True

• False