MARKETING RESEARCH: AN APPLIED ORIENTATION
v v v v
Chapterv1v IntroductionvtovMarketingvResearch
1) BoeingvcommissionedvHarrisvInteractive,vInc.vtovconductvavstudyvtovdeterminevthevaircraftvprefer
encesvofvfliers.v Boeingvdidvthisvbecausevtheyvunderstoodvthevimportancevofvcontinuouslyvmonitorin
gvthevdynamicvmarketplacevandvunderstandingvthevneedsvandvprioritiesvofvBoeingvcustomers.
Answer:v TRUE
2) Satmetrixvcapitalizesvonvthevneedvforv"recent"vmarketingvresearchvbyvprovidingvclientsvwithvdata
vonvavweeklyvbasis.
Answer:v FALSE
3) Toyotavconductedvavsecretvmarketvresearchvprojectvcode-
namedvGenesisvwhichvledvtovthevdevelopmentvofvthevScionvlinevofvcars.
Answer:v TRUE
4) ThevScionvlinevofvcarsvwasvadvertisedvthroughvtraditionalvchannelsvsuchvasvnetworkvtelevisionvan
dvmagazines.
Answer:v FALSE
5) Quick-
Track®visvavsyndicatedvmarketvresearchvprojectvconductedvquarterlyvtovtrackvkeyvconsumervbehavi
oralvandvattitudinalvmeasuresvforvallvmajorvfastvfoodvandvpizzavchainsvinvindividualvmarkets.
Answer:v TRUE
6) Marketingv researchv isv thev systematicv andv objectivev identification,v collection,v analysis,vd
issemination,v andv usev ofv informationv forv thev purposev ofv assistingv managementv inv decisionvma
kingvrelatedvtovthevidentificationvandvsolutionvofvproblemsv(andvopportunities)vinvmarketing.vAnswe
r:v TRUE
7) Marketingvresearchvisvclassifiedvintovtwovareas—
problemvidentificationvandvproblemvsolvingvresearch.
Answer:v TRUE
8) Salesvanalysisvresearchvisvavtypevofvproblemvsolvingvresearch.v
Answer:v FALSE
9) Oncevavproblemvorvopportunityvhasvbeenvidentified,vmarketvpotentialvresearchvisvundertakenvtovar
rivevatvavsolution.
Answer:v FALSE
10) Problemvidentificationvresearchvprovidesvinformationvaboutvthevmarketingvenvironmentvandvhe
lpsvdiagnosevavproblem.
Answer:v TRUE
11) Thev findingsv ofv problemv solvingv researchv arev usedv inv makingv decisionsv thatv willv solve
1
,specificvmarketingvproblems.vAn
swer:v TRUE
12) InvthevKellogg'svexamplevgivenvinvyourvtext,vasvavresultvofvproblem-
solvingvresearch,vKellogg'svfoundvoutvthatvitvwasvnotvbeingvcreativevinvintroducingvnewvproductsvtov
meetvthevneedsvofvthevadultvmarket.
Answer:v FALSE
13) Thevtaskvofvmarketingvresearchvisvtovassessvthevinformationvneedsvandvprovidevmanagementvwit
hvrelevant,vaccurate,vreliable,vcheap,vandvcurrentvinformation.
Answer:v FALSE
14) Marketingvmanagementvdecisionsvarevcomplicatedvbyvinteractionsvbetweenvthevuncontrollablev
marketingvvariablesvandvthevuncontrollablevenvironmentalvfactors.
Answer:v FALSE
15) Marketingvresearchersvarevbecomingvmorevinvolvedvinvdecisionvmaking,vwhereasvmarketingvm
anagersvarevnotvbecomingvmorevinvolvedvwithvresearch.
Answer:v FALSE
16) Effectivevcompetitivevintelligencevisvavcontinuousvprocessvinvolvingvthevlegalvandvethicalvcolle
ctionvofvinformation,vanalysisvthatvavoidsvunwelcomevconclusions,vandvcontrolledvdisseminationvof
vactionablevintelligencevtovdecisionvmakers.
Answer:v FALSE
17) Itvisvbestvtovdovmarketingvresearchvevenvifvthevresourcesvarevnotvavailablevtovconductvavqualityvpr
oject.
Answer:v FALSE
18) Ifvavfirmvlacksvthevresourcesvtovimplementvthevfindingsvarisingvfromvmarketingvresearch,vspend
ingvthevresourcesvtovconductvthevresearchvmayvnotvbevwarranted.
Answer:v TRUE
19) Marketingvresearchvsuppliersvcanvbevclassifiedvasvinternalvorvexternal.v
Answer:v TRUE
20) Fieldv servicev organizationsv arev limitedv servicev suppliersv thatv specializev inv interviewingv orvs
pecializevinvcollectingvdatavthroughvthevmailvorvthoughvpersonalvorvtelephonevinterviewing.vAnswer
:v TRUE
21) Analyticalvservicesvincludevdesigningvandvpretestingvquestionnaires,vdeterminingvthevbestvmea
nsvofvcollectingvdata,vdesigningvsamplingvplans,vandvconductingvstatisticalvanalysisvofvquantitativev
data.
Answer:v FALSE
22) Brandedvmarketingvresearchvproductsvandvservicesvarevspecializedvproblemvidentification,vdata
vcollectionvandvanalysis vprocedures vdevelopedvtovaddressvspecificvtypesvofvmarketingvresearchvprobl
ems.v v Thesev proceduresv arev patented,v givenv brandv names,v andv marketedv likev anyv other
2
,brandedvproducts.
vAnswer:v FALSE
23) Operationalvsupervisor,vprojectvmanager,vresearchvdirector,vanalyst,vandvstatistician/datavproce
ssingvspecialistvarevallvpositionsvinvthevmarketingvresearchvfield.
Answer:v TRUE
24) MorevinformationvcanvbevobtainedvfromvMISvthanvfromvadvhocvmarketingvresearchvprojects,vbu
tvMISvisvlimitedvinvthevamountvandvnaturevofvinformationvitvprovidesvandvthevwayvthisvinformationvc
anvbevusedvbyvthevdecisionvmaker.
Answer:v TRUE
25) DSSvdiffersvfromvMISvinvthatvthevDSSvisvmorevrigidlyvstructuredvthanvthevMIS.v
Answer:v FALSE
26) Whenvconductingvinternationalvresearch,vthevenvironmentvprevailingvinvthevcountries,vculturalv
units,vorvinternationalvmarketsvthatvarevbeingvresearched,vinfluencesvthevwayvthevsixvstepsvofvthevma
rketingvresearchvprocessvshouldvbevperformed.
Answer:v TRUE
27) Internationalvmarketingvresearchvisvmuchvsimplervtovconductvthanvdomesticvresearch.v
Answer:v FALSE
28) CompaniesvthatvbasevtheirvbusinessvonvthevWebvdovnotvhavevinternationalvmarketingvproblems.
Answer:v FALSE
29) Internationalvmarketingvresearchvisvexpectedvtovgrowvatvavfastervratevthanvdomesticvresearch.v
Answer:v TRUE
30) Mostvmarketingvresearchvisvconductedvforvclientsvrepresentingvcommercialvfirms.v
Answer:v TRUE
31) Ethicalvissuesvarisevwhenvthevinterestsvofvthevstakeholdersvarevinvconflictvandvwhenvonevorvmore
vofvthevstakeholdersvarevlackingvinvtheirvresponsibilities.
Answer:v TRUE
32) Marketingvresearchvhasvoftenvbeenvdescribedvasvhavingvthreevstakeholders.v
Answer:v FALSE
33) NBCvutilizedvSatmetrixvservicesvtovobtainvfeedbackvfromvviewers.vWhichvofvthevfollowingvis
truevaboutvtheirvrelationship?
A) Itvhelpsvthevnetworkvtovlearnvwhatvviewersvarevlookingvfor.
B) NBCvcreatedvthevshowv"WillvandvGrace"vasvavresultvofvthevresearchvresults.
C) Viewervfeedbackvhasvbeenvinstrumentalvinvcomposingvandvmodifyingvscriptsvandvstorylines.
D) allvofvthevabovev
Answer:v D
3
, 34) Accordingvtovthevtext,vmarketingvresearchvhasvbecomev .
A) global
B) realvtime
C) morevintegrativevwithvmarketingvandvproductvdevelopment
D) allvofvthevabovev
Answer:v D
35) MarketingvResearch,vasvdefinedvbyvthevauthor,visveverythingvexceptv .
A) systematic
B) politicallyvbiased
C) objective
D) usefulvforvthevpurposevofvimprovingvdecision-
makingvAnswer:v B
36) Thevproceduresvfollowedvatveachvstagevofvmarketingvresearchvarevmethodologicallyvsound,vwel
lvdocumented,vand,vasvmuchvasvpossible,vplannedvinvadvance.v Thevpreviousvstatementvdefinesvthev
aspectvofvthevdefinitionvofvmarketingvresearch.
A) systematic
B) accuracy
C) identificationvofvinformation
D) collectionvofvinformationv
Answer:v A
37) Eachvphasevofvthevmarketingvresearchvprocessvisvimportant.v Ifvinvthevfirstvphasevofvthevprocessvt
hevproblemvisvidentified,vwhatvisvdonevaftervthatvbutvbeforevdatavisvcollected?
A) Determinev thev solutionv tov thev problem,v identifyv relevantv informationv sourcesv andv evaluatev
datavcollectionvmethods
B) Determinevwhatv informationv isv needed,v identifyvrelevantv informationv sources,v andv evaluatevd
atavcollectionvmethods
C) Determinevthevsolutionvtovthevproblem,vdeterminevwhatvinformationvisvneeded,vandvidentifyv rel
evantvinformationvsources.
D) Determinevwhatvinformationvisvneeded,vevaluatevdatavcollectionvmethods,vandvanalyzevthevdatav
Answer:v B
38) visv undertaken v tov helpv identifyv problemsv thatv arev perhapsv notv apparentv onv thevsu
rfacevandvyetvexistvorvarevlikelyvtovarisevinvthevfuture.
A) Problemvidentificationvresearch
B) Segmentationvresearch
C) Problemvsolvingvresearch
D) Marketingvinformationvsystemsv
Answer:v A
39) isvavtypevofvproblemvidentificationvresearch.
A) Distributionvresearch
B) Pricingvresearch
C) Marketvcharacteristicsvresearch
D) Promotionvresearch
vAnswer:v C
4
v v v v
Chapterv1v IntroductionvtovMarketingvResearch
1) BoeingvcommissionedvHarrisvInteractive,vInc.vtovconductvavstudyvtovdeterminevthevaircraftvprefer
encesvofvfliers.v Boeingvdidvthisvbecausevtheyvunderstoodvthevimportancevofvcontinuouslyvmonitorin
gvthevdynamicvmarketplacevandvunderstandingvthevneedsvandvprioritiesvofvBoeingvcustomers.
Answer:v TRUE
2) Satmetrixvcapitalizesvonvthevneedvforv"recent"vmarketingvresearchvbyvprovidingvclientsvwithvdata
vonvavweeklyvbasis.
Answer:v FALSE
3) Toyotavconductedvavsecretvmarketvresearchvprojectvcode-
namedvGenesisvwhichvledvtovthevdevelopmentvofvthevScionvlinevofvcars.
Answer:v TRUE
4) ThevScionvlinevofvcarsvwasvadvertisedvthroughvtraditionalvchannelsvsuchvasvnetworkvtelevisionvan
dvmagazines.
Answer:v FALSE
5) Quick-
Track®visvavsyndicatedvmarketvresearchvprojectvconductedvquarterlyvtovtrackvkeyvconsumervbehavi
oralvandvattitudinalvmeasuresvforvallvmajorvfastvfoodvandvpizzavchainsvinvindividualvmarkets.
Answer:v TRUE
6) Marketingv researchv isv thev systematicv andv objectivev identification,v collection,v analysis,vd
issemination,v andv usev ofv informationv forv thev purposev ofv assistingv managementv inv decisionvma
kingvrelatedvtovthevidentificationvandvsolutionvofvproblemsv(andvopportunities)vinvmarketing.vAnswe
r:v TRUE
7) Marketingvresearchvisvclassifiedvintovtwovareas—
problemvidentificationvandvproblemvsolvingvresearch.
Answer:v TRUE
8) Salesvanalysisvresearchvisvavtypevofvproblemvsolvingvresearch.v
Answer:v FALSE
9) Oncevavproblemvorvopportunityvhasvbeenvidentified,vmarketvpotentialvresearchvisvundertakenvtovar
rivevatvavsolution.
Answer:v FALSE
10) Problemvidentificationvresearchvprovidesvinformationvaboutvthevmarketingvenvironmentvandvhe
lpsvdiagnosevavproblem.
Answer:v TRUE
11) Thev findingsv ofv problemv solvingv researchv arev usedv inv makingv decisionsv thatv willv solve
1
,specificvmarketingvproblems.vAn
swer:v TRUE
12) InvthevKellogg'svexamplevgivenvinvyourvtext,vasvavresultvofvproblem-
solvingvresearch,vKellogg'svfoundvoutvthatvitvwasvnotvbeingvcreativevinvintroducingvnewvproductsvtov
meetvthevneedsvofvthevadultvmarket.
Answer:v FALSE
13) Thevtaskvofvmarketingvresearchvisvtovassessvthevinformationvneedsvandvprovidevmanagementvwit
hvrelevant,vaccurate,vreliable,vcheap,vandvcurrentvinformation.
Answer:v FALSE
14) Marketingvmanagementvdecisionsvarevcomplicatedvbyvinteractionsvbetweenvthevuncontrollablev
marketingvvariablesvandvthevuncontrollablevenvironmentalvfactors.
Answer:v FALSE
15) Marketingvresearchersvarevbecomingvmorevinvolvedvinvdecisionvmaking,vwhereasvmarketingvm
anagersvarevnotvbecomingvmorevinvolvedvwithvresearch.
Answer:v FALSE
16) Effectivevcompetitivevintelligencevisvavcontinuousvprocessvinvolvingvthevlegalvandvethicalvcolle
ctionvofvinformation,vanalysisvthatvavoidsvunwelcomevconclusions,vandvcontrolledvdisseminationvof
vactionablevintelligencevtovdecisionvmakers.
Answer:v FALSE
17) Itvisvbestvtovdovmarketingvresearchvevenvifvthevresourcesvarevnotvavailablevtovconductvavqualityvpr
oject.
Answer:v FALSE
18) Ifvavfirmvlacksvthevresourcesvtovimplementvthevfindingsvarisingvfromvmarketingvresearch,vspend
ingvthevresourcesvtovconductvthevresearchvmayvnotvbevwarranted.
Answer:v TRUE
19) Marketingvresearchvsuppliersvcanvbevclassifiedvasvinternalvorvexternal.v
Answer:v TRUE
20) Fieldv servicev organizationsv arev limitedv servicev suppliersv thatv specializev inv interviewingv orvs
pecializevinvcollectingvdatavthroughvthevmailvorvthoughvpersonalvorvtelephonevinterviewing.vAnswer
:v TRUE
21) Analyticalvservicesvincludevdesigningvandvpretestingvquestionnaires,vdeterminingvthevbestvmea
nsvofvcollectingvdata,vdesigningvsamplingvplans,vandvconductingvstatisticalvanalysisvofvquantitativev
data.
Answer:v FALSE
22) Brandedvmarketingvresearchvproductsvandvservicesvarevspecializedvproblemvidentification,vdata
vcollectionvandvanalysis vprocedures vdevelopedvtovaddressvspecificvtypesvofvmarketingvresearchvprobl
ems.v v Thesev proceduresv arev patented,v givenv brandv names,v andv marketedv likev anyv other
2
,brandedvproducts.
vAnswer:v FALSE
23) Operationalvsupervisor,vprojectvmanager,vresearchvdirector,vanalyst,vandvstatistician/datavproce
ssingvspecialistvarevallvpositionsvinvthevmarketingvresearchvfield.
Answer:v TRUE
24) MorevinformationvcanvbevobtainedvfromvMISvthanvfromvadvhocvmarketingvresearchvprojects,vbu
tvMISvisvlimitedvinvthevamountvandvnaturevofvinformationvitvprovidesvandvthevwayvthisvinformationvc
anvbevusedvbyvthevdecisionvmaker.
Answer:v TRUE
25) DSSvdiffersvfromvMISvinvthatvthevDSSvisvmorevrigidlyvstructuredvthanvthevMIS.v
Answer:v FALSE
26) Whenvconductingvinternationalvresearch,vthevenvironmentvprevailingvinvthevcountries,vculturalv
units,vorvinternationalvmarketsvthatvarevbeingvresearched,vinfluencesvthevwayvthevsixvstepsvofvthevma
rketingvresearchvprocessvshouldvbevperformed.
Answer:v TRUE
27) Internationalvmarketingvresearchvisvmuchvsimplervtovconductvthanvdomesticvresearch.v
Answer:v FALSE
28) CompaniesvthatvbasevtheirvbusinessvonvthevWebvdovnotvhavevinternationalvmarketingvproblems.
Answer:v FALSE
29) Internationalvmarketingvresearchvisvexpectedvtovgrowvatvavfastervratevthanvdomesticvresearch.v
Answer:v TRUE
30) Mostvmarketingvresearchvisvconductedvforvclientsvrepresentingvcommercialvfirms.v
Answer:v TRUE
31) Ethicalvissuesvarisevwhenvthevinterestsvofvthevstakeholdersvarevinvconflictvandvwhenvonevorvmore
vofvthevstakeholdersvarevlackingvinvtheirvresponsibilities.
Answer:v TRUE
32) Marketingvresearchvhasvoftenvbeenvdescribedvasvhavingvthreevstakeholders.v
Answer:v FALSE
33) NBCvutilizedvSatmetrixvservicesvtovobtainvfeedbackvfromvviewers.vWhichvofvthevfollowingvis
truevaboutvtheirvrelationship?
A) Itvhelpsvthevnetworkvtovlearnvwhatvviewersvarevlookingvfor.
B) NBCvcreatedvthevshowv"WillvandvGrace"vasvavresultvofvthevresearchvresults.
C) Viewervfeedbackvhasvbeenvinstrumentalvinvcomposingvandvmodifyingvscriptsvandvstorylines.
D) allvofvthevabovev
Answer:v D
3
, 34) Accordingvtovthevtext,vmarketingvresearchvhasvbecomev .
A) global
B) realvtime
C) morevintegrativevwithvmarketingvandvproductvdevelopment
D) allvofvthevabovev
Answer:v D
35) MarketingvResearch,vasvdefinedvbyvthevauthor,visveverythingvexceptv .
A) systematic
B) politicallyvbiased
C) objective
D) usefulvforvthevpurposevofvimprovingvdecision-
makingvAnswer:v B
36) Thevproceduresvfollowedvatveachvstagevofvmarketingvresearchvarevmethodologicallyvsound,vwel
lvdocumented,vand,vasvmuchvasvpossible,vplannedvinvadvance.v Thevpreviousvstatementvdefinesvthev
aspectvofvthevdefinitionvofvmarketingvresearch.
A) systematic
B) accuracy
C) identificationvofvinformation
D) collectionvofvinformationv
Answer:v A
37) Eachvphasevofvthevmarketingvresearchvprocessvisvimportant.v Ifvinvthevfirstvphasevofvthevprocessvt
hevproblemvisvidentified,vwhatvisvdonevaftervthatvbutvbeforevdatavisvcollected?
A) Determinev thev solutionv tov thev problem,v identifyv relevantv informationv sourcesv andv evaluatev
datavcollectionvmethods
B) Determinevwhatv informationv isv needed,v identifyvrelevantv informationv sources,v andv evaluatevd
atavcollectionvmethods
C) Determinevthevsolutionvtovthevproblem,vdeterminevwhatvinformationvisvneeded,vandvidentifyv rel
evantvinformationvsources.
D) Determinevwhatvinformationvisvneeded,vevaluatevdatavcollectionvmethods,vandvanalyzevthevdatav
Answer:v B
38) visv undertaken v tov helpv identifyv problemsv thatv arev perhapsv notv apparentv onv thevsu
rfacevandvyetvexistvorvarevlikelyvtovarisevinvthevfuture.
A) Problemvidentificationvresearch
B) Segmentationvresearch
C) Problemvsolvingvresearch
D) Marketingvinformationvsystemsv
Answer:v A
39) isvavtypevofvproblemvidentificationvresearch.
A) Distributionvresearch
B) Pricingvresearch
C) Marketvcharacteristicsvresearch
D) Promotionvresearch
vAnswer:v C
4
