Test Bank Marketing Research an Applied
b b b b b b
Orientation 7th Edition by Naresh K. Malhotra, b b b b b b
All Chapters 1-23
b b
Marketing Research: An Applied Orientation, 7e (Malhotra)
b b b b b b
Chapter 1 Introduction to Marketing Research
b b b b b
1) Boeing commissioned Harris Interactive, Inc. to conduct a study to determine the
b b b b b b b b b b b
b aircraft preferences of fliers. Boeing did this because they understood the importance
b b b b b b b b b b b
b of continuouslymonitoring the dynamic marketplace and understanding the needs
b b b b b b b b
and priorities of Boeing customers.
b b b b b
Answer: TRUE b
Diff: 2 b Page Ref: 3
b b
b AACSB: Reflective b
thinking
b
LO: 1.1 Define marketing research and distinguish between problem-identification
b b b b b b b b
b research andproblem-solving research.
b b
2) Satmetrix capitalizes on the need for "recent" marketing research by providing
b b b b b b b b b b
b clients withdata on a weekly basis.
b b b b b
Answer: FALSE Diff: bb b
3 Page Ref: 4
b b
,AACSB: Analytical thinking
b b
LO: 1.1 Define marketing research and distinguish between problem-
b b b b b b b b
identification research andproblem-solving research.
b b b
3) Quick-Track® is a syndicated market research project conducted quarterly to
b
b b b b b b b b
b track keyconsumer behavioral and attitudinal measures for all major fast food
b b b b b b b b b b
and pizza chains in individual markets.
b b b b b b
Answer: TRUE b
Diff: 3b Page Ref: 5 b b
LO: 1.1 Define marketing research and distinguish between problem-
b b b b b b b b
identification research andproblem-solving research.
b b b
4) Marketing research is the systematic and objective identification, collection,
b b b b b b b b
analysis, dissemination, and use of information for the purpose of assisting
b b b b b b b b b b b
b management in decision making related to the identification and solution of problems
b b b b b b b b b b b
(and opportunities) in marketing.Answer: TRUE
b b b b b
Diff: 1b Page Ref: 6 b b
LO: 1.2 Describe a framework for conducting marketing research as well as the six steps of
b b b b b b b b b b b b b b b
5) Marketing research is classified into two areas: problem identification and problem
b b b b b b b b b b
b solvingresearch.
Answer: TRUE b
Diff: 1b Page Ref: 7 b b
,LO: 1.2 Describe a framework for conducting marketing research as well as the
b b b b b b b b b b b b
b six steps ofthe marketing research process.
b b b b b
6) Sales analysis research is a type of problem solving
b b b b b b b b
b research.Answer: FALSE b
Diff: 3 b Page Ref: 7 b b
LO: 1.2 Describe a framework for conducting marketing research as well as the
b b b b b b b b b b b b
b six steps ofthe marketing research process.
b b b b b
7) Once a problem or opportunity has been identified, market potential research is
b b b b b b b b b b b
b undertaken toarrive at a solution. b b b b
Answer: FALSE Diff: bb b
2 Page Ref: 7 b b
LO: 1.2 Describe a framework for conducting marketing research as well as the
b b b b b b b b b b b b
b six steps ofthe marketing research process.
b b b b b
8) Problem identification research provides information about the marketing
b b b b b b b
b environment andhelps diagnose a problem.
b b b b
Answer: TRUE b
Diff: 2 b Page Ref: 7 b b
LO: 1.2 Describe a framework for conducting marketing research as well as the
b b b b b b b b b b b b
b six steps ofthe marketing research process.
b b b b b
9) The findings of problem solving research are used in making decisions that will solve
b b b b b b b b b b b b b
, specificmarketing problems. b
b Answer: TRUE b
Diff: 2 b Page Ref: 7 b b
b AACSB: Reflective b
thinking
b
LO: 1.2 Describe a framework for conducting marketing research as well as the
b b b b b b b b b b b b
b six steps ofthe marketing research process.
b b b b b
10) In the Kellogg's example given in your text, as a result of problem-solving research,
b b b b b b b b b b b b b
b Kellogg's found out that it was not being creative in introducing new products to meet
b b b b b b b b b b b b b b
the needsof the adult market.
b b b b b
Answer: FALSE Diff: bb b
3 Page Ref: 8 b b
LO: 1.3 Understand the nature and scope of marketing research and its role in designing and
b b b b b b b b b b b b b b b
b implementing successful marketing programs. b b b
11) The task of marketing research is to assess the information needs and provide
b b b b b b b b b b b b
b managementwith relevant, accurate, reliable, cheap, and current information.
b b b b b b b
b Answer: FALSE b
Diff: 1 b Page Ref: 10 b b
LO: 1.3 Understand the nature and scope of marketing research and its role in designing and
b b b b b b b b b b b b b b b
b implementing successful marketing programs. b b b
b b b b b b
Orientation 7th Edition by Naresh K. Malhotra, b b b b b b
All Chapters 1-23
b b
Marketing Research: An Applied Orientation, 7e (Malhotra)
b b b b b b
Chapter 1 Introduction to Marketing Research
b b b b b
1) Boeing commissioned Harris Interactive, Inc. to conduct a study to determine the
b b b b b b b b b b b
b aircraft preferences of fliers. Boeing did this because they understood the importance
b b b b b b b b b b b
b of continuouslymonitoring the dynamic marketplace and understanding the needs
b b b b b b b b
and priorities of Boeing customers.
b b b b b
Answer: TRUE b
Diff: 2 b Page Ref: 3
b b
b AACSB: Reflective b
thinking
b
LO: 1.1 Define marketing research and distinguish between problem-identification
b b b b b b b b
b research andproblem-solving research.
b b
2) Satmetrix capitalizes on the need for "recent" marketing research by providing
b b b b b b b b b b
b clients withdata on a weekly basis.
b b b b b
Answer: FALSE Diff: bb b
3 Page Ref: 4
b b
,AACSB: Analytical thinking
b b
LO: 1.1 Define marketing research and distinguish between problem-
b b b b b b b b
identification research andproblem-solving research.
b b b
3) Quick-Track® is a syndicated market research project conducted quarterly to
b
b b b b b b b b
b track keyconsumer behavioral and attitudinal measures for all major fast food
b b b b b b b b b b
and pizza chains in individual markets.
b b b b b b
Answer: TRUE b
Diff: 3b Page Ref: 5 b b
LO: 1.1 Define marketing research and distinguish between problem-
b b b b b b b b
identification research andproblem-solving research.
b b b
4) Marketing research is the systematic and objective identification, collection,
b b b b b b b b
analysis, dissemination, and use of information for the purpose of assisting
b b b b b b b b b b b
b management in decision making related to the identification and solution of problems
b b b b b b b b b b b
(and opportunities) in marketing.Answer: TRUE
b b b b b
Diff: 1b Page Ref: 6 b b
LO: 1.2 Describe a framework for conducting marketing research as well as the six steps of
b b b b b b b b b b b b b b b
5) Marketing research is classified into two areas: problem identification and problem
b b b b b b b b b b
b solvingresearch.
Answer: TRUE b
Diff: 1b Page Ref: 7 b b
,LO: 1.2 Describe a framework for conducting marketing research as well as the
b b b b b b b b b b b b
b six steps ofthe marketing research process.
b b b b b
6) Sales analysis research is a type of problem solving
b b b b b b b b
b research.Answer: FALSE b
Diff: 3 b Page Ref: 7 b b
LO: 1.2 Describe a framework for conducting marketing research as well as the
b b b b b b b b b b b b
b six steps ofthe marketing research process.
b b b b b
7) Once a problem or opportunity has been identified, market potential research is
b b b b b b b b b b b
b undertaken toarrive at a solution. b b b b
Answer: FALSE Diff: bb b
2 Page Ref: 7 b b
LO: 1.2 Describe a framework for conducting marketing research as well as the
b b b b b b b b b b b b
b six steps ofthe marketing research process.
b b b b b
8) Problem identification research provides information about the marketing
b b b b b b b
b environment andhelps diagnose a problem.
b b b b
Answer: TRUE b
Diff: 2 b Page Ref: 7 b b
LO: 1.2 Describe a framework for conducting marketing research as well as the
b b b b b b b b b b b b
b six steps ofthe marketing research process.
b b b b b
9) The findings of problem solving research are used in making decisions that will solve
b b b b b b b b b b b b b
, specificmarketing problems. b
b Answer: TRUE b
Diff: 2 b Page Ref: 7 b b
b AACSB: Reflective b
thinking
b
LO: 1.2 Describe a framework for conducting marketing research as well as the
b b b b b b b b b b b b
b six steps ofthe marketing research process.
b b b b b
10) In the Kellogg's example given in your text, as a result of problem-solving research,
b b b b b b b b b b b b b
b Kellogg's found out that it was not being creative in introducing new products to meet
b b b b b b b b b b b b b b
the needsof the adult market.
b b b b b
Answer: FALSE Diff: bb b
3 Page Ref: 8 b b
LO: 1.3 Understand the nature and scope of marketing research and its role in designing and
b b b b b b b b b b b b b b b
b implementing successful marketing programs. b b b
11) The task of marketing research is to assess the information needs and provide
b b b b b b b b b b b b
b managementwith relevant, accurate, reliable, cheap, and current information.
b b b b b b b
b Answer: FALSE b
Diff: 1 b Page Ref: 10 b b
LO: 1.3 Understand the nature and scope of marketing research and its role in designing and
b b b b b b b b b b b b b b b
b implementing successful marketing programs. b b b
