Test Bank Marketing Research an Applied
Orientation 7th Edition by Naresh K. Malhotra,
All Chapters 1-23
Marketing Research: An Applied Orientation, 7e (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
continuouslymonitoring the dynamic marketplace and understanding the needs and
priorities of Boeing customers.
Answer: TRUE
Diff: 2 Page Ref: 3
AACSB: Reflective thinking
LO: 1.1 Define marketing research and distinguish between problem-identification
research andproblem-solving research.
2) Satmetrix capitalizes on the need for "recent" marketing research by providing
clients withdata on a weekly basis.
Answer: FALSE Diff:
3 Page Ref: 4
,AACSB: Analytical thinking
LO: 1.1 Define marketing research and distinguish between problem-identification
research andproblem-solving research.
3) Quick-Track® is a syndicated market research project conducted quarterly to
track keyconsumer behavioral and attitudinal measures for all major fast food and
pizza chains in individual markets.
Answer: TRUE
Diff: 3 Page Ref: 5
LO: 1.1 Define marketing research and distinguish between problem-identification
research andproblem-solving research.
4) 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: 6
LO: 1.2 Describe a framework for conducting marketing research as well as the six steps of
5) Marketing research is classified into two areas: problem identification and problem
solvingresearch.
Answer: TRUE
Diff: 1 Page Ref: 7
,LO: 1.2 Describe a framework for conducting marketing research as well as the six
steps ofthe marketing research process.
6) Sales analysis research is a type of problem solving
research.Answer: FALSE
Diff: 3 Page Ref: 7
LO: 1.2 Describe a framework for conducting marketing research as well as the six
steps ofthe marketing research process.
7) Once a problem or opportunity has been identified, market potential research is
undertaken toarrive at a solution.
Answer: FALSE Diff:
2 Page Ref: 7
LO: 1.2 Describe a framework for conducting marketing research as well as the six
steps ofthe marketing research process.
8) Problem identification research provides information about the marketing
environment andhelps diagnose a problem.
Answer: TRUE
Diff: 2 Page Ref: 7
LO: 1.2 Describe a framework for conducting marketing research as well as the six
steps ofthe marketing research process.
9) The findings of problem solving research are used in making decisions that will solve
, specificmarketing[problems.[ An
swer:[TRUE
Diff:[2
Page[Ref:[7[ AACS
B:[ Reflective[thinking
LO:[ 1.2[Describe[a[framework[for[conducting[marketing[research[as[well[as[the[six
[ steps[ofthe[marketing[research[process.
10) 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[pr
oducts[to[meet[the[ needsof[the[adult[market.
Answer:[[FALSE[Diff:
3 Page[Ref:[8
LO:[ 1.3[Understand[the[nature[and[scope[of[marketing[research[and[its[role[in[designing[and
[ implementing[successful[marketing[programs.
11) The[task[of[marketing[research[is[to[assess[the[information[needs[and[provide
[ managementwith[relevant,[accurate,[reliable,[cheap,[and[current[information.[ A
nswer:[ FALSE
Diff:[1 Page[Ref:[10
LO:[ 1.3[Understand[the[nature[and[scope[of[marketing[research[and[its[role[in[designing[and
[ implementing[successful[marketing[programs.
Orientation 7th Edition by Naresh K. Malhotra,
All Chapters 1-23
Marketing Research: An Applied Orientation, 7e (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
continuouslymonitoring the dynamic marketplace and understanding the needs and
priorities of Boeing customers.
Answer: TRUE
Diff: 2 Page Ref: 3
AACSB: Reflective thinking
LO: 1.1 Define marketing research and distinguish between problem-identification
research andproblem-solving research.
2) Satmetrix capitalizes on the need for "recent" marketing research by providing
clients withdata on a weekly basis.
Answer: FALSE Diff:
3 Page Ref: 4
,AACSB: Analytical thinking
LO: 1.1 Define marketing research and distinguish between problem-identification
research andproblem-solving research.
3) Quick-Track® is a syndicated market research project conducted quarterly to
track keyconsumer behavioral and attitudinal measures for all major fast food and
pizza chains in individual markets.
Answer: TRUE
Diff: 3 Page Ref: 5
LO: 1.1 Define marketing research and distinguish between problem-identification
research andproblem-solving research.
4) 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: 6
LO: 1.2 Describe a framework for conducting marketing research as well as the six steps of
5) Marketing research is classified into two areas: problem identification and problem
solvingresearch.
Answer: TRUE
Diff: 1 Page Ref: 7
,LO: 1.2 Describe a framework for conducting marketing research as well as the six
steps ofthe marketing research process.
6) Sales analysis research is a type of problem solving
research.Answer: FALSE
Diff: 3 Page Ref: 7
LO: 1.2 Describe a framework for conducting marketing research as well as the six
steps ofthe marketing research process.
7) Once a problem or opportunity has been identified, market potential research is
undertaken toarrive at a solution.
Answer: FALSE Diff:
2 Page Ref: 7
LO: 1.2 Describe a framework for conducting marketing research as well as the six
steps ofthe marketing research process.
8) Problem identification research provides information about the marketing
environment andhelps diagnose a problem.
Answer: TRUE
Diff: 2 Page Ref: 7
LO: 1.2 Describe a framework for conducting marketing research as well as the six
steps ofthe marketing research process.
9) The findings of problem solving research are used in making decisions that will solve
, specificmarketing[problems.[ An
swer:[TRUE
Diff:[2
Page[Ref:[7[ AACS
B:[ Reflective[thinking
LO:[ 1.2[Describe[a[framework[for[conducting[marketing[research[as[well[as[the[six
[ steps[ofthe[marketing[research[process.
10) 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[pr
oducts[to[meet[the[ needsof[the[adult[market.
Answer:[[FALSE[Diff:
3 Page[Ref:[8
LO:[ 1.3[Understand[the[nature[and[scope[of[marketing[research[and[its[role[in[designing[and
[ implementing[successful[marketing[programs.
11) The[task[of[marketing[research[is[to[assess[the[information[needs[and[provide
[ managementwith[relevant,[accurate,[reliable,[cheap,[and[current[information.[ A
nswer:[ FALSE
Diff:[1 Page[Ref:[10
LO:[ 1.3[Understand[the[nature[and[scope[of[marketing[research[and[its[role[in[designing[and
[ implementing[successful[marketing[programs.
