TestBank Marketing Research an Applied
l l l l l l
Orientation 7th Edition byNaresh K. Malhotra,
l l l l l l
All Chapters 1-23
l l
MarketinglResearch:lAnlAppliedlOrientation,l7el(Malhotra)
Chapter 1 Introduction to Marketing Research
l l l l l
1) BoeinglcommissionedlHarrislInteractive,lInc.ltolconductlalstudyltoldeterminelthel aircra
ftlpreferencesloflfliers.lBoeingldidlthislbecauseltheylunderstoodlthelimportancelofl continu
ouslymonitoringltheldynamiclmarketplacelandlunderstandinglthelneedslandl prioritieslofl
Boeinglcustomers.
Answer:lTRUE
Diff:l2
PagelRef:l3l AACS
B:l Reflectivelthinking
LO:l 1.1lDefinelmarketinglresearchlandldistinguishlbetweenlproblem-
identificationl researchlandproblem-solvinglresearch.
2) Satmetrixlcapitalizeslonlthelneedlforl"recent"lmarketinglresearchlbylprovidingl cl
ientslwithdatalonlalweeklylbasis.
Answer:llFALSElDiff:
3 PagelRef:l4
,AACSB:l Analyticallthinking
LO:l 1.1lDefinelmarketinglresearchlandldistinguishlbetweenlproblem-
identificationl researchlandproblem-solvinglresearch.
3) Quick-
Track®lislalsyndicatedlmarketlresearchlprojectlconductedlquarterlyltol tracklkeycons
umerlbehaviorallandlattitudinallmeasureslforlalllmajorlfastlfoodlandl pizzalchainslinlin
dividuallmarkets.
Answer:lTRUE
Diff:l3 PagelRef:l5
LO:l 1.1lDefinelmarketinglresearchlandldistinguishlbetweenlproblem-
identificationl researchlandproblem-solvinglresearch.
4) Marketinglresearchlislthelsystematiclandlobjectivelidentification,lcollection,lanalysis,l d
issemination,landluseloflinformationlforlthelpurposeloflassistinglmanagementlinl decisionl
makinglrelatedltolthelidentificationlandlsolutionloflproblemsl(andl opportunities)linlmark
eting.Answer:lTRUE
Diff:l1 PagelRef:l6
LO:l 1.2lDescribelalframeworklforlconductinglmarketinglresearchlaslwelllaslthelsixlstepslof
5) Marketinglresearchlislclassifiedlintoltwolareas:lproblemlidentificationlandlprobleml s
olvingresearch.
Answer:lTRUE
Diff:l1 PagelRef:l7
,LO:l 1.2lDescribelalframeworklforlconductinglmarketinglresearchlaslwelllaslthelsixl ste
pslofthelmarketinglresearchlprocess.
6) Saleslanalysislresearchlislaltypeloflproblemlsolvingl r
esearch.Answer:lFALSE
Diff:l3 PagelRef:l7
LO:l 1.2lDescribelalframeworklforlconductinglmarketinglresearchlaslwelllaslthelsixl ste
pslofthelmarketinglresearchlprocess.
7) Oncelalproblemlorlopportunitylhaslbeenlidentified,lmarketlpotentiallresearchlisl un
dertakenltoarrivelatlalsolution.
Answer:llFALSElDiff:
2 PagelRef:l7
LO:l 1.2lDescribelalframeworklforlconductinglmarketinglresearchlaslwelllaslthelsixl ste
pslofthelmarketinglresearchlprocess.
8) Problemlidentificationlresearchlprovideslinformationlaboutlthelmarketingl e
nvironmentlandhelpsldiagnoselalproblem.
Answer:lTRUE
Diff:l2 PagelRef:l7
LO:l 1.2lDescribelalframeworklforlconductinglmarketinglresearchlaslwelllaslthelsixl ste
pslofthelmarketinglresearchlprocess.
9) Thelfindingsloflproblemlsolvinglresearchlarelusedlinlmakingldecisionslthatlwilllsolve
, specificmarketinglproblems.l An
swer:lTRUE
Diff:l2
PagelRef:l7l AACS
B:l Reflectivelthinking
LO:l 1.2lDescribelalframeworklforlconductinglmarketinglresearchlaslwelllaslthelsixl ste
pslofthelmarketinglresearchlprocess.
10) InlthelKellogg'slexamplelgivenlinlyourltext,laslalresultloflproblem-
solvinglresearch,l Kellogg'slfoundloutlthatlitlwaslnotlbeinglcreativelinlintroducinglnewlprodu
ctsltolmeetlthel needsofltheladultlmarket.
Answer:llFALSElDiff:
3 PagelRef:l8
LO:l 1.3lUnderstandlthelnaturelandlscopeloflmarketinglresearchlandlitslrolelinldesigninglandl imp
lementinglsuccessfullmarketinglprograms.
11) Theltaskloflmarketinglresearchlisltolassesslthelinformationlneedslandlprovidel m
anagementwithlrelevant,laccurate,lreliable,lcheap,landlcurrentlinformation.l Answe
r:l FALSE
Diff:l1 PagelRef:l10
LO:l 1.3lUnderstandlthelnaturelandlscopeloflmarketinglresearchlandlitslrolelinldesigninglandl imp
lementinglsuccessfullmarketinglprograms.
l l l l l l
Orientation 7th Edition byNaresh K. Malhotra,
l l l l l l
All Chapters 1-23
l l
MarketinglResearch:lAnlAppliedlOrientation,l7el(Malhotra)
Chapter 1 Introduction to Marketing Research
l l l l l
1) BoeinglcommissionedlHarrislInteractive,lInc.ltolconductlalstudyltoldeterminelthel aircra
ftlpreferencesloflfliers.lBoeingldidlthislbecauseltheylunderstoodlthelimportancelofl continu
ouslymonitoringltheldynamiclmarketplacelandlunderstandinglthelneedslandl prioritieslofl
Boeinglcustomers.
Answer:lTRUE
Diff:l2
PagelRef:l3l AACS
B:l Reflectivelthinking
LO:l 1.1lDefinelmarketinglresearchlandldistinguishlbetweenlproblem-
identificationl researchlandproblem-solvinglresearch.
2) Satmetrixlcapitalizeslonlthelneedlforl"recent"lmarketinglresearchlbylprovidingl cl
ientslwithdatalonlalweeklylbasis.
Answer:llFALSElDiff:
3 PagelRef:l4
,AACSB:l Analyticallthinking
LO:l 1.1lDefinelmarketinglresearchlandldistinguishlbetweenlproblem-
identificationl researchlandproblem-solvinglresearch.
3) Quick-
Track®lislalsyndicatedlmarketlresearchlprojectlconductedlquarterlyltol tracklkeycons
umerlbehaviorallandlattitudinallmeasureslforlalllmajorlfastlfoodlandl pizzalchainslinlin
dividuallmarkets.
Answer:lTRUE
Diff:l3 PagelRef:l5
LO:l 1.1lDefinelmarketinglresearchlandldistinguishlbetweenlproblem-
identificationl researchlandproblem-solvinglresearch.
4) Marketinglresearchlislthelsystematiclandlobjectivelidentification,lcollection,lanalysis,l d
issemination,landluseloflinformationlforlthelpurposeloflassistinglmanagementlinl decisionl
makinglrelatedltolthelidentificationlandlsolutionloflproblemsl(andl opportunities)linlmark
eting.Answer:lTRUE
Diff:l1 PagelRef:l6
LO:l 1.2lDescribelalframeworklforlconductinglmarketinglresearchlaslwelllaslthelsixlstepslof
5) Marketinglresearchlislclassifiedlintoltwolareas:lproblemlidentificationlandlprobleml s
olvingresearch.
Answer:lTRUE
Diff:l1 PagelRef:l7
,LO:l 1.2lDescribelalframeworklforlconductinglmarketinglresearchlaslwelllaslthelsixl ste
pslofthelmarketinglresearchlprocess.
6) Saleslanalysislresearchlislaltypeloflproblemlsolvingl r
esearch.Answer:lFALSE
Diff:l3 PagelRef:l7
LO:l 1.2lDescribelalframeworklforlconductinglmarketinglresearchlaslwelllaslthelsixl ste
pslofthelmarketinglresearchlprocess.
7) Oncelalproblemlorlopportunitylhaslbeenlidentified,lmarketlpotentiallresearchlisl un
dertakenltoarrivelatlalsolution.
Answer:llFALSElDiff:
2 PagelRef:l7
LO:l 1.2lDescribelalframeworklforlconductinglmarketinglresearchlaslwelllaslthelsixl ste
pslofthelmarketinglresearchlprocess.
8) Problemlidentificationlresearchlprovideslinformationlaboutlthelmarketingl e
nvironmentlandhelpsldiagnoselalproblem.
Answer:lTRUE
Diff:l2 PagelRef:l7
LO:l 1.2lDescribelalframeworklforlconductinglmarketinglresearchlaslwelllaslthelsixl ste
pslofthelmarketinglresearchlprocess.
9) Thelfindingsloflproblemlsolvinglresearchlarelusedlinlmakingldecisionslthatlwilllsolve
, specificmarketinglproblems.l An
swer:lTRUE
Diff:l2
PagelRef:l7l AACS
B:l Reflectivelthinking
LO:l 1.2lDescribelalframeworklforlconductinglmarketinglresearchlaslwelllaslthelsixl ste
pslofthelmarketinglresearchlprocess.
10) InlthelKellogg'slexamplelgivenlinlyourltext,laslalresultloflproblem-
solvinglresearch,l Kellogg'slfoundloutlthatlitlwaslnotlbeinglcreativelinlintroducinglnewlprodu
ctsltolmeetlthel needsofltheladultlmarket.
Answer:llFALSElDiff:
3 PagelRef:l8
LO:l 1.3lUnderstandlthelnaturelandlscopeloflmarketinglresearchlandlitslrolelinldesigninglandl imp
lementinglsuccessfullmarketinglprograms.
11) Theltaskloflmarketinglresearchlisltolassesslthelinformationlneedslandlprovidel m
anagementwithlrelevant,laccurate,lreliable,lcheap,landlcurrentlinformation.l Answe
r:l FALSE
Diff:l1 PagelRef:l10
LO:l 1.3lUnderstandlthelnaturelandlscopeloflmarketinglresearchlandlitslrolelinldesigninglandl imp
lementinglsuccessfullmarketinglprograms.
