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Test Bank For Marketing Research An Applied Orientation 7th Edition by Naresh K. Malhotra
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Test Bank For Marketing Research An Applied Orientation 7th Edition by Naresh K. Malhotra
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Marketing Research: An Applied Orientation, 7e g g g g g(Malhotra) Chapter 1 Introduction to
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MarketingResearch
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1) Boeing commissioned Harris Interactive, Inc. to conduct a study to determine the
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gaircraft preferences of fliers. Boeing did this because they understood the importance
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gofcontinuously monitoring the dynamic marketplace and understanding the needs and
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gpriorities of Boeing customers. g g g
Answer: TRUE
Diff: 2 Page Ref:
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g3AACSB: Reflective
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gthinking
LO: 1.1 Define marketing research and distinguish between problem-identification
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gresearchand problem-solving research.
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2) Satmetrix capitalizes on the need for "recent" marketing research by providing
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gclientswith data on a weekly basis.
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Answer: FALSE g
gDiff: 3 Page Ref: 4g g g
AACSB: Analytical thinking g g
LO: 1.1 Define marketing research and distinguish between problem-identification
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gresearchand problem-solving research.
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3) Quick-Track® is a syndicated market research project conducted quarterly to g
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gtrackkey consumer behavioral and attitudinal measures for all major fast food
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gand pizza chains in individual markets.
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Answer: TRUE
Diff: 3 Page Ref: 5
g g g
LO: 1.1 Define marketing research and distinguish between problem-identification
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gresearchand problem-solving research.
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4) Marketing research is the systematic and objective identification, collection, analysis,
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gdissemination, and use of information for the purpose of assisting management in
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gdecisionmaking related to the identification and solution of problems (and opportunities)
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gin marketing. Answer: TRUE
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Diff: 1 Page Ref: 6
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LO: 1.2 Describe a framework for conducting marketing research as well as the six steps of
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5) Marketing research is classified into two areas: problem identification and
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gproblemsolving research. g g
Answer: TRUE
Diff: 1 Page Ref: 7
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LO: 1.2 Describe a framework for conducting marketing research as well as the six
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gstepsof the marketing research process.
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1
Copyright © 2019 Pearson g g g
Education, g
,6) Sales analysis research is a type of problem
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solvingresearch. Answer: FALSE
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Diff: 3 Page Ref: 7
g g g
LO: 1.2 Describe a framework for conducting marketing research as well as the six
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stepsof the marketing research process.
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7) Once a problem or opportunity has been identified, market potential research is
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gundertakento arrive at a solution. g g g g g
Answer: FALSE g
Diff: 2 Page Ref: 7
g g g g
LO: 1.2 Describe a framework for conducting marketing research as well as the six
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stepsof the marketing research process.
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8) Problem identification research provides information about the marketing
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environmentand helps diagnose a problem.
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Answer: TRUE
Diff: 2 Page Ref: 7
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LO: 1.2 Describe a framework for conducting marketing research as well as the six
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stepsof the marketing research process.
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9) The findings of problem solving research are used in making decisions that will
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solvespecific marketing problems.
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Answer: TRUE
Diff: 2 Page Ref:
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g7AACSB: Reflective
g g
gthinking
LO: 1.2 Describe a framework for conducting marketing research as well as the six
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stepsof the marketing research process.
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10) In the Kellogg's example given in your text, as a result of problem-solving
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research, Kellogg's found out that it was not being creative in introducing new
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products to meet theneeds of the adult market.
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Answer: FALSE g
Diff: 3 Page Ref: 8
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LO: 1.3 Understand the nature and scope of marketing research and its role in designing
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andimplementing successful marketing programs.
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11) The task of marketing research is to assess the information needs and
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providemanagement with relevant, accurate, reliable, cheap, and current
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information. Answer:
g FALSE g
Diff: 1 Page Ref: 10
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LO: 1.3 Understand the nature and scope of marketing research and its role in designing
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andimplementing successful marketing programs.
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2
Copyright © 2019 Pearson g g g
Education, g
,12) Marketing management decisions are complicated by interactions between the
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uncontrollable marketing variables and the uncontrollable environmental factors.
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Answer: FALSE
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Diff: 3 Page Ref: 10g g g
LO: 1.3 Understand the nature and scope of marketing research and its role in designing
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andimplementing successful marketing programs.
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13) Marketing researchers are becoming more involved in decision making,
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whereasmarketing managers are not becoming more involved with research.
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Answer: FALSE
Diff: 2 Page Ref: 12g g g
LO: 1.3 Understand the nature and scope of marketing research and its role in
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designingand implementing successful marketing programs.
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14) It is best to do marketing research even if the resources are not available to
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gconduct aquality project. g g g
Answer: FALSE
Diff: 2 Page Ref: 12g g g
LO: 1.4 Explain how the decision to conduct marketing research is made.
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15) If a firm lacks the resources to implement the findings arising from
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marketingresearch, spending the resources to conduct the research may not be
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gwarranted. Answer: TRUE g
Diff: 2 Page Ref: 12g g g
LO: 1.4 Explain how the decision to conduct marketing research is made.
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16) Marketing research suppliers can be classified as internal g g g g g g g
orexternal. Answer: TRUE
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Diff: 1 Page Ref: 13g g g
LO: 1.5 Discuss the marketing research industry and the types of research suppliers,
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17) Field service organizations are limited service suppliers that specialize in
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interviewingor specialize in collecting data through the mail or through personal or
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telephone interviewing. Answer: TRUE
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Diff: 2 Page Ref: 15g g g
LO: 1.5 Discuss the marketing research industry and the types of research suppliers,
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18) Analytical services include designing and pretesting questionnaires, determining
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gthebest means of collecting data, designing sampling plans, and conducting statistical
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ganalysis of quantitative data. g g g
Answer: FALSE
Diff: 3 Page Ref: 15g g g
LO: 1.5 Discuss the marketing research industry and the types of research suppliers,
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3
Copyright © 2019 Pearson g g g
Education, g
, 19) Branded marketing research products and services are specialized problem
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identification,data collection and analysis procedures developed to address specific types
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of marketing research problems.
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Answer: TRUE
Diff: 3 Page Ref: 15 g g g
LO: 1.5 Discuss the marketing research industry and the types of research suppliers,
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20) Operational supervisor, project manager, research director, analyst, and
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statistician/data processing specialist are all positions in the marketing research
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gfield.Answer: TRUE g
Diff: 2 Page Ref: 17 g g g
LO: 1.6 Describe careers available in marketing research and the backgrounds and
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skillsneeded to succeed in them.
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21) When conducting international research, the environment prevailing in the countries,
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cultural units, or international markets that are being researched, influences the way the
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sixsteps of the marketing research process should be performed.
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Answer: TRUE
Diff: 1 Page Ref: 19 g g g
AACSB: Diverse and multicultural work environments
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LO: 1.7 Acquire an appreciation of the international dimension and the complexity involved
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ininternational marketing research.
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22) International marketing research is much simpler to conduct than g g g g g g g g
domesticresearch. Answer: FALSE
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Diff: 1 Page Ref: 19 g g g
AACSB: Diverse and multicultural work environments
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LO: 1.7 Acquire an appreciation of the international dimension and the complexity involved
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ininternational marketing research.
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23) Companies that base their business on the Web do not have g g g g g g g g g g
ginternationalmarketing problems. g g
Answer: FALSE
Diff: 1 Page Ref: 19 g g g
AACSB: Information technology gg g
LO: 1.7 Acquire an appreciation of the international dimension and the complexity involved
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ininternational marketing research.
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24) International marketing research is expected to grow at a faster rate than
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domesticresearch. Answer: TRUE
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Diff: 2 Page Ref: 19 g g g
AACSB: Diverse and multicultural work environments
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LO: 1.7 Acquire an appreciation of the international dimension and the complexity involved
g g g g g g g g g g g g
ininternational marketing research.
g g g g
4
Copyright © 2019 Pearson g g g
Education, g
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