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Marketing Research: An Applied Orientation, 6e (Malhotra)
Chapter 1 Introduction to Marketing Research
1) Boeing commissioned Harris Interactive, Inc. to conduct a study to determine the aircraft preferences of fliers. Boeing did this because they understood the importance of continuously monitoring the dynamic marketplace and understanding the needs and priorities of Boeing customers. Answer: TRUE
Diff: 2Page Ref: 3
AACSB: Reflective Thinking
LO : 1
2) Satmetrix capitalizes on the need for "recent" marketing research by providing clients with data on a weekly basis. Answer: FALSE
Diff: 3Page Ref: 4
AACSB: Analytic Skills
LO : 1
3) Toyota conducted a secret market research project code-named Genesis which led to the development of the Scion line of cars. Answer: TRUE
Diff: 2Page Ref: 5
LO : 1
4) The Scion line of cars was advertised through traditional channels such as network television and magazines. Answer: FALSE
Diff: 2Page Ref: 5
LO : 1
5) Quick-Track® is a syndicated market research project conducted quarterly to track key
consumer behavioral and attitudinal measures for all major fast food and pizza chains in individual markets. Answer: TRUE
Diff: 3Page Ref: 6
LO : 1
6) Marketing research is the systematic and objective identification, collection, analysis, dissemination, and use of information for the purpose of assisting management in decision making related to the identification and solution of problems (and opportunities) in marketing. Answer: TRUE
Diff: 1Page Ref: 7
LO : 2 7) Marketing research is classified into two areas problem identification and problem solving research. Answer: TRUE
Diff: 1Page Ref: 8
LO : 2
8) Sales analysis research is a type of problem solving research. Answer: FALSE
Diff: 3Page Ref: 8
LO : 2
9) Once a problem or opportunity has been identified, market potential research is undertaken to arrive at a solution. Answer: FALSE
Diff: 2Page Ref: 8
LO : 2
10) Problem identification research provides information about the marketing environment and helps diagnose a problem. Answer: TRUE
Diff: 2Page Ref: 7
LO : 2
11) The findings of problem solving research are used in making decisions that will solve
specific marketing problems. Answer: TRUE
Diff: 2Page Ref: 9 AACSB: Reflective Thinking
LO : 2
12) In the Kellogg's example given in your text, as a result of problem-solving research, Kellogg's found out that it was not being creative in introducing new products to meet the
needs of the adult market. Answer: FALSE
Diff: 3Page Ref: 10
LO : 3
13) The task of marketing research is to assess the information needs and provide management with relevant, accurate, reliable, cheap, and current information. Answer: FALSE
Diff: 1Page Ref: 13
AACSB: Communication
LO : 3
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