Basic Marketing Research, 4e (Malhotra)
Chapter 1 Introduction to Marketing Research
1) Problem-solving research is undertaken to help identify problems that are not
necessarily apparent on the surface and yet exist or are likely to arise in the future.
Answer: FALSE
Diff: 2 Page Ref: 7
Objective: 1
2) Problem-identification research involves going below the surface to identify the true
underlying problem that the marketing manager is facing.
Answer: TRUE
Diff: 2 Page Ref: 7
Objective: 1
3) Problem-identification research is typically used to address pricing issues.
Answer: FALSE
Diff: 2 Page Ref: 7
Objective: 1
4) Problem-identification research is the more common of the forms of research and is
undertaken by virtually all marketing firms.
Answer: TRUE
Diff: 2 Page Ref: 7
Objective: 1
,5) According to the text, problem-solving research is typically used to assess the
environment and diagnose problems.
Answer: FALSE
Diff: 2 Page Ref: 7
Objective: 1
6) Research undertaken to help solve specific marketing problems is called problem-
solving research.
Answer: TRUE
Diff: 2 Page Ref: 7
Objective: 1
7) Market share is an example of a topic typically addressed by problem-solving research.
Answer: FALSE
Diff: 2 Page Ref: 7
Objective: 1
8) The first step in any marketing research project is to formulate the research design.
Answer: FALSE
Diff: 2 Page Ref: 9
Objective: 2
9) Formulating an analytical framework along with models, research questions,
hypotheses, and the information needed are included in developing an approach to the
problem.
Answer: TRUE
Diff: 2 Page Ref: 9
Objective: 2
,10) Telephone, mail, personal and electronic interviewing are forms of interviewing in
the data collection stage of the research process.
Answer: TRUE
Diff: 1 Page Ref: 9
Objective: 2
11) Collecting and analyzing data are steps involved in the data-processing stage.
Answer: FALSE
Diff: 2 Page Ref: 9-10
Objective: 2
12) Promotion is considered an uncontrollable environmental factor.
Answer: FALSE
Diff: 2 Page Ref: 11
Objective: 3
13) Pricing, promotion, and distribution are all considered controllable marketing
variables.
Answer: TRUE
Diff: 2 Page Ref: 11
Objective: 3
14) Competitive intelligence (CI) may be defined as the process of enhancing
marketplace competitiveness through a greater understanding of a firm's competitors and
the competitive environment.
Answer: TRUE
, Diff: 2 Page Ref: 13
Objective: 4
15) Competitive intelligence (CI) may sometimes use ethically questionable procedures
as the end justifies the means.
Answer: FALSE
Diff: 2 Page Ref: 13
Objective: 4
AACSB: Ethical Reasoning
16) Marketing research departments located within a firm are called internal suppliers.
Answer: TRUE
Diff: 1 Page Ref: 15
Objective: 6
Chapter 1 Introduction to Marketing Research
1) Problem-solving research is undertaken to help identify problems that are not
necessarily apparent on the surface and yet exist or are likely to arise in the future.
Answer: FALSE
Diff: 2 Page Ref: 7
Objective: 1
2) Problem-identification research involves going below the surface to identify the true
underlying problem that the marketing manager is facing.
Answer: TRUE
Diff: 2 Page Ref: 7
Objective: 1
3) Problem-identification research is typically used to address pricing issues.
Answer: FALSE
Diff: 2 Page Ref: 7
Objective: 1
4) Problem-identification research is the more common of the forms of research and is
undertaken by virtually all marketing firms.
Answer: TRUE
Diff: 2 Page Ref: 7
Objective: 1
,5) According to the text, problem-solving research is typically used to assess the
environment and diagnose problems.
Answer: FALSE
Diff: 2 Page Ref: 7
Objective: 1
6) Research undertaken to help solve specific marketing problems is called problem-
solving research.
Answer: TRUE
Diff: 2 Page Ref: 7
Objective: 1
7) Market share is an example of a topic typically addressed by problem-solving research.
Answer: FALSE
Diff: 2 Page Ref: 7
Objective: 1
8) The first step in any marketing research project is to formulate the research design.
Answer: FALSE
Diff: 2 Page Ref: 9
Objective: 2
9) Formulating an analytical framework along with models, research questions,
hypotheses, and the information needed are included in developing an approach to the
problem.
Answer: TRUE
Diff: 2 Page Ref: 9
Objective: 2
,10) Telephone, mail, personal and electronic interviewing are forms of interviewing in
the data collection stage of the research process.
Answer: TRUE
Diff: 1 Page Ref: 9
Objective: 2
11) Collecting and analyzing data are steps involved in the data-processing stage.
Answer: FALSE
Diff: 2 Page Ref: 9-10
Objective: 2
12) Promotion is considered an uncontrollable environmental factor.
Answer: FALSE
Diff: 2 Page Ref: 11
Objective: 3
13) Pricing, promotion, and distribution are all considered controllable marketing
variables.
Answer: TRUE
Diff: 2 Page Ref: 11
Objective: 3
14) Competitive intelligence (CI) may be defined as the process of enhancing
marketplace competitiveness through a greater understanding of a firm's competitors and
the competitive environment.
Answer: TRUE
, Diff: 2 Page Ref: 13
Objective: 4
15) Competitive intelligence (CI) may sometimes use ethically questionable procedures
as the end justifies the means.
Answer: FALSE
Diff: 2 Page Ref: 13
Objective: 4
AACSB: Ethical Reasoning
16) Marketing research departments located within a firm are called internal suppliers.
Answer: TRUE
Diff: 1 Page Ref: 15
Objective: 6
