True/False Questions:

37. Marketing research is defined as the systematic gathering and analysis of marketing-related data to produce information that can be used in decision-making.

A) True

B) False

38. Consumers spend the most time with the media known as television.

A) True

B) False

39. Consumers now are spending a lot more time on social media than on television.

A) True

B) False

40. The marketing mix is the specific combination of product, pricing, promotional and distribution decisions made for the purpose of targeting a particular group of consumers.

A) True

B) False

41. Common marketing uses of research information include tracking customers.

A) True

B) False

42. Common marketing uses of research information include identifying specific target markets and their media habits.

A) True

B) False

43. The exploratory function refers to the gathering and presentation of information about a marketing phenomenon or situation.

A) True

B) False

44. The diagnostic function is important to marketers because it allows marketers to discover inter-relationships with data.

A) True

B) False

45. Basic marketing research is less theoretical in nature than applied marketing research.

A) True

B) False

46. According the text in Chapter 1, more people watch the Superbowl to see the advertisement than to be with family/friends

A) True

B) False