,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: 2 Page 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: 3 Page 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: 2 Page Ref: 5
LO : 1
4) The Scion line of cars was advertised through traditional channels such as network television
and magazines.
Answer: FALSE
Diff: 2 Page 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: 3 Page 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: 1 Page Ref: 7
LO : 2
,7) Marketing research is classified into two areasproblem identification and problem solving
research.
Answer: TRUE
Diff: 1 Page Ref: 8
LO : 2
8) Sales analysis research is a type of problem solving research.
Answer: FALSE
Diff: 3 Page 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: 2 Page Ref: 8
LO : 2
10) Problem identification research provides information about the marketing environment and
helps diagnose a problem.
Answer: TRUE
Diff: 2 Page 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: 2 Page 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: 3 Page 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: 1 Page Ref: 13
AACSB: Communication
LO : 3
, 14) Marketing management decisions are complicated by interactions between the uncontrollable
marketing variables and the uncontrollable environmental factors.
Answer: FALSE
Diff: 3 Page Ref: 13
LO : 3
15) Marketing researchers are becoming more involved in decision making, whereas marketing
managers are not becoming more involved with research.
Answer: FALSE
Diff: 2 Page Ref: 13
AACSB: Communication
LO : 3
16) Effective competitive intelligence is a continuous process involving the legal and ethical
collection of information, analysis that avoids unwelcome conclusions, and controlled
dissemination of actionable intelligence to decision makers.
Answer: FALSE
Diff: 3 Page Ref: 13
LO : 3
17) It is best to do marketing research even if the resources are not available to conduct a quality
project.
Answer: FALSE
Diff: 2 Page Ref: 14
LO : 4
18) If a firm lacks the resources to implement the findings arising from marketing research,
spending the resources to conduct the research may not be warranted.
Answer: TRUE
Diff: 2 Page Ref: 14
LO : 4
19) Marketing research suppliers can be classified as internal or external.
Answer: TRUE
Diff: 1 Page Ref: 14
LO : 5
20) Field service organizations are limited service suppliers that specialize in interviewing or
specialize in collecting data through the mail or though personal or telephone interviewing.
Answer: TRUE
Diff: 2 Page Ref: 18
LO : 5
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