当代市场调研 （原第12版）测试题及答案汇总 麦克丹尼尔 ch01---ch15.pdf

Chapter1Testbank

Chapter1:TheRoleofMarketingResearchinManagement

DecisionMaking

MultipleChoice

1.Whichofthefollowingisnotpartofthedefinitionofmarketingresearch?

a.Planningfordatacollection

b.Collectingdata

c.Analysisofdatarelevanttomarketingdecision

d.Decidingonhowrelevantthedataistothemarketingdecision

e.Communicationtomanagement

Answer:d

2.Marketingresearchcanbeviewedasplayingthreefunctionalroles.Whichofthe

followingisnotoneofthoseroles?

a.Budgeting

b.Descriptive

c.Diagnostic

d.Predictive

Answer:a

3.Whatisthedescriptivefunctionofmarketingresearch?

a.Thegatheringandpresentationofstatementsoffact.

b.Theplanning,collection,andanalysisofdatarelevanttomarketingdecision

makingandthecommunicationoftheinsightstomanagement.

c.Theexplanationofdataoractions.

d.Specificationofhowtousedescriptiveanddiagnosticresearchtopredictthe

resultsofaplannedmarketingdecision.

e.Noneoftheabove.

Answer:a

1

Chapter1Testbank

4.Whatisthediagnosticfunctionofmarketingresearch?

a.Thegatheringandpresentationofstatementsoffact.

b.Theplanning,collection,andanalysisofdatarelevanttomarketingdecision

makingandthecommunicationoftheinsightstomanagement.

c.Theexplanationofdataoractions.

d.Specificationofhowtousedescriptiveanddiagnosticresearchtopredictthe

resultsofaplannedmarketingdecision.

e.Noneoftheabove.

Answer:c

5.Whatisthepredictivefunctionofmarketingresearch?

a.Thegatheringandpresentationofstatementsoffact.

b.Theplanning,collection,andanalysisofdatarelevanttomarketingdecision

makingandthecommunicationoftheinsightstomanagement.

c.Theexplanationofdataoractions.

d.Specificationofhowtousedescriptiveanddia