当代市场调研 （原第12版）测试题及答案 ch01.docx

Chapter1 Testbank

PAGE1

Chapter1:TheRoleofMarketingResearchinManagementDecisionMaking

MultipleChoice

Whichofthefollowingisnotpartofthedefinitionofmarketingresearch?

a.Planningfordatacollection

b.Collectingdata

c.Analysisofdatarelevanttomarketingdecision

d.Decidingonhowrelevantthedataistothemarketingdecision

e.Communicationtomanagement

Answer:d

Marketingresearchcanbeviewedasplayingthreefunctionalroles.Whichofthefollowingisnotoneofthoseroles?

a.Budgeting

b.Descriptive

c.Diagnostic

d.Predictive

Answer:a

Whatisthedescriptivefunctionofmarketingresearch?

a.Thegatheringandpresentationofstatementsoffact.

b.Theplanning,collection,andanalysisofdatarelevanttomarketingdecisionmakingandthecommunicationoftheinsightstomanagement.

c.Theexplanationofdataoractions.

d.Specificationofhowtousedescriptiveanddiagnosticresearchtopredicttheresultsofaplannedmarketingdecision.

e.Noneoftheabove.

Answer:a

Whatisthediagnosticfunctionofmarketingresearch?

a.Thegatheringandpresentationofstatementsoffact.

b.Theplanning,collection,andanalysisofdatarelevanttomarketingdecisionmakingandthecommunicationoftheinsightstomanagement.

c.Theexplanationofdataoractions.

d.Specificationofhowtousedescriptiveanddiagnosticresearchtopredicttheresultsofaplannedmarketingdecision.

e.Noneoftheabove.

Answer:c

Whatisthepredictivefunctionofmarketingresearch?

a.Thegatheringandpresentationofstatementsoffact.

b.Theplanning,collection,andanalysisofdatarelevanttomarketingdecisionmakingandthecommunicationoftheinsightstomanagement.

c.Theexplanationofdataoractions.

d.Specificationofhowtousedescriptiveanddiagnosticresearchtopredicttheresultsofaplannedmarketingdecision.

e.Noneoftheabove.

Answer:d

Ninety-sevenpercentoftheadvertisersusingsocialmediaasanadve