Test bank for marketing research an applied orientation 7th edition naresh malhotra

Marketing Research: An Applied Orientation, 7e (Malhotra)
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Chapter 1 Introduction to Marketing Research
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1) BoeingvcommissionedvHarrisvInteractive,vInc.vtovconductvavstudyvtovdeterminevthevaircraftvpr
eferencesvofvfliers.vBoeingvdidvthisvbecausevtheyvunderstoodvthevimportancevofvcontinuouslyvmo
nitoringvthevdynamicvmarketplacevandvunderstandingvthevneedsvandvprioritiesvofvBoeingvcustom
ers.
Answer:vTRUE
Diff:v2
PagevRef:v3vAACS
B:v Reflectivevthinking
LO:v 1.1vDefinevmarketingvresearchvandvdistinguishvbetweenvproblem-
identificationvresearchvandvproblem-solvingvresearch.

2) Satmetrixvcapitalizesvonvthevneedvforv"recent"vmarketingvresearchvbyvprovidingvclientsvwithvd
atavonvavweeklyvbasis.
Answer:v FALSEvDiff
:v3 PagevRef:v4
AACSB:v Analyticalvthinking
LO:v 1.1vDefinevmarketingvresearchvandvdistinguishvbetweenvproblem-
identificationvresearchvandvproblem-solvingvresearch.

3) Quick-
Track®visvavsyndicatedvmarketvresearchvprojectvconductedvquarterlyvtovtrackvkeyvconsumerv
behavioralvandvattitudinalvmeasuresvforvallvmajorvfastvfoodvandvpizzavchainsvinvindividualvm
arkets.
Answer:vTRUE
Diff:v3 PagevRef:v5
LO:v 1.1vDefinevmarketingvresearchvandvdistinguishvbetweenvproblem-
identificationvresearchvandvproblem-solvingvresearch.

4) Marketingvresearchvisvthevsystematicvandvobjectivevidentification,vcollection,vanalysis,vdisse
mination,vandvusevofvinformationvforvthevpurposevofvassistingvmanagementvinvdecisionvmakingvr
elatedvtovthevidentificationvandvsolutionvofvproblemsv(andvopportunities)vinvmarketing.vAnswer:v
TRUE
Diff:v1 PagevRef:v6
LO:v 1.2vDescribevavframeworkvforvconductingvmarketingvresearchvasvwellvasvthevsixvstepsvof

5) Marketingvresearchvisvclassifiedvintovtwovareas:vproblemvidentificationvandvproblemvsolvingvr
esearch.
Answer:vTRUE
Diff:v1 PagevRef:v7
LO:v 1.2vDescribevavframeworkvforvconductingvmarketingvresearchvasvwellvasvthevsixvstepsvofvthe
vmarketingvresearchvprocess.




1
Copyrightv©v2019vPearsonvEducation,vInc.

,6) Salesvanalysisvresearchvisvavtypevofvproblemvsolvingvresearch.v
Answer:vFALSE
Diff:v3 PagevRef:v7
LO:v 1.2vDescribevavframeworkvforvconductingvmarketingvresearchvasvwellvasvthevsixvstepsvofvthe
vmarketingvresearchvprocess.




7) Oncevavproblemvorvopportunityvhasvbeenvidentified,vmarketvpotentialvresearchv isvundertakenvtova
rrivevatvavsolution.
Answer:v FALSEvDiff
:v2 PagevRef:v7
LO:v 1.2vDescribevavframeworkvforvconductingvmarketingvresearchvasvwellvasvthevsixvstepsvofvthe
vmarketingvresearchvprocess.




8) Problemvidentificationvresearchvprovidesvinformationvaboutvthevmarketingvenvironmentvandvh
elpsvdiagnosevavproblem.
Answer:vTRUE
Diff:v2 PagevRef:v7
LO:v 1.2vDescribevavframeworkvforvconductingvmarketingvresearchvasvwellvasvthevsixvstepsvofvthe
vmarketingvresearchvprocess.




9) Thevfindingsvofvproblemvsolvingvresearchvarevusedvinvmakingvdecisionsvthatvwillvsolvev specificv
marketingvproblems.
Answer:vTRUE
Diff:v2
PagevRef:v7vAACS
B:v Reflectivevthinking
LO:v 1.2vDescribevavframeworkvforvconductingvmarketingvresearchvasvwellvasvthevsixvstepsvofvthe
vmarketingvresearchvprocess.




10) InvthevKellogg'svexamplevgivenvinvyourvtext,vasvavresultvofvproblem-
solvingvresearch,vKellogg'svfoundvoutvthatvitvwasvnotvbeingvcreativevinvintroducingvnewvproductsvt
ovmeetvthevneedsvofvthevadultvmarket.
Answer:v FALSEvDiff
:v3 PagevRef:v8
LO:v 1.3vUnderstandvthevnaturevandvscopevofvmarketingvresearchvandvitsvrolevinvdesigningvandvimplem
entingvsuccessfulvmarketingvprograms.

11) Thevtaskvofvmarketingvresearchvisvtovassessvthevinformationvneedsvandvprovidevmanagementv
withvrelevant,vaccurate,vreliable,vcheap,vandvcurrentvinformation.
Answer:v FALSE
Diff:v1 PagevRef:v10
LO:v 1.3vUnderstandvthevnaturevandvscopevofvmarketingvresearchvandvitsvrolevinvdesigningvandvimplem
entingvsuccessfulvmarketingvprograms.




2
Copyrightv©v2019vPearsonvEducation,vInc.

,12) Marketingvmanagementvdecisionsvarevcomplicatedvbyvinteractionsvbetweenvthevuncontrollablev
marketingvvariablesvandvthevuncontrollablevenvironmentalvfactors.
Answer:v FALSE
Diff:v3 PagevRef:v10
LO:v 1.3vUnderstandvthevnaturevandvscopevofvmarketingvresearchvandvitsvrolevinvdesigningvandvimplem
entingvsuccessfulvmarketingvprograms.

13) Marketingvresearchersvarevbecomingvmorevinvolvedvinvdecisionvmaking,vwhereasvmarketingv
managersvarevnotvbecomingvmorevinvolvedvwithvresearch.
Answer:v FALSE
Diff:v2 PagevRef:v12
LO:v 1.3vUnderstandvthevnaturevandvscopevofvmarketingvresearchvandvitsvrolevinvdesigningvandvimple
mentingvsuccessfulvmarketingvprograms.

14) Itvisvbestvtovdovmarketingvresearchvevenvifvthevresourcesvarevnotvavailablevtovconductvavqualityvp
roject.
Answer:v FALSE
Diff:v2 PagevRef:v12
LO:v 1.4vExplainvhowvthevdecisionvtovconductvmarketingvresearchvisvmade.

15) Ifvavfirmvlacksvthevresourcesvtovimplementvthevfindingsvarisingvfromvmarketingvresearch,vs
pendingvthevresourcesvtovconductvthevresearchvmayvnotvbevwarranted.
Answer:vTRUE
Diff:v2 PagevRef:v12
LO:v 1.4vExplainvhowvthevdecisionvtovconductvmarketingvresearchvisvmade.

16) Marketingvresearchvsuppliersvcanvbevclassifiedvasvinternalvorvexternal.v
Answer:vTRUE
Diff:v1 PagevRef:v13
LO:v1.5vDiscussvthevmarketingvresearchvindustryvandvthevtypesvofvresearchvsuppliers,

17) Fieldvservicevorganizationsvarevlimitedvservicevsuppliersvthatvspecializevinvinterviewingvorvs
pecializevinvcollectingvdatavthroughvthevmailvorvthroughvpersonalvorvtelephonevinterviewing.vA
nswer:vTRUE
Diff:v2 PagevRef:v15
LO:v 1.5vDiscussvthevmarketingvresearchvindustryvandvthevtypesvofvresearchvsuppliers,

18) Analyticalvservicesvincludevdesigningvandvpretestingvquestionnaires,vdeterminingvthevbestv
meansvofvcollectingvdata,vdesigningvsamplingvplans,vandvconductingvstatisticalvanalysisvofvqua
ntitativevdata.
Answer:v FALSE
Diff:v3 PagevRef:v15
LO:v 1.5vDiscussvthevmarketingvresearchvindustryvandvthevtypesvofvresearchvsuppliers,




3
Copyrightv©v2019vPearsonvEducation,vInc.

, 19) Brandedvmarketingvresearchvproductsvandvservicesvarevspecializedvproblemvidentification,vdata
vcollectionvandvanalysisvprocedures vdevelopedvtovaddressvspecificvtypesvofvmarketingvresearchvprobl

ems.
Answer:vTRUE
Diff:v3 PagevRef:v15
LO:v 1.5vDiscussvthevmarketingvresearchvindustryvandvthevtypesvofvresearchvsuppliers,

20) Operationalvsupervisor,vprojectvmanager,vresearchvdirector,vanalyst,vandvstatistician/datav
processingvspecialistvarevallvpositionsvinvthevmarketingvresearchvfield.
Answer:vTRUE
Diff:v2 PagevRef:v17
LO:v 1.6vDescribevcareersvavailablevinvmarketingvresearchvandvthevbackgroundsvandvskillsvneededvto
vsucceedv invthem.




21) Whenvconductingvinternationalvresearch,vthevenvironmentvprevailingvinvthevcountries,vculturalvu
nits,vorvinternationalvmarketsvthatvarevbeingvresearched,vinfluencesvthevwayvthevsixvstepsvofvthevmar
ketingvresearchvprocessvshouldvbevperformed.
Answer:vTRUE
Diff:v1 PagevRef:v19
AACSB:v Diversevandvmulticulturalvworkvenvironments
LO:v 1.7vAcquirevanvappreciationvofvthevinternationalvdimensionvandvthevcomplexityvinvolvedvinvint
ernationalvmarketingvresearch.

22) Internationalvmarketingvresearchvisvmuchvsimplervtovconductvthanvdomesticvresearch.v
Answer:vFALSE
Diff:v1 PagevRef:v19
AACSB:v Diversevandvmulticulturalvworkvenvironments
LO:v1.7vAcquirevanvappreciationvofvthevinternationalvdimensionvandvthevcomplexityvinvolvedvinvinter
nationalvmarketingvresearch.

23) CompaniesvthatvbasevtheirvbusinessvonvthevWebvdovnotvhavevinternationalvmarketingvp
roblems.
Answer:v FALSE
Diff:v1 PagevRef:v19
AACSB:v Informationvtechnology
LO:v 1.7vAcquirevanvappreciationvofvthevinternationalvdimensionvandvthevcomplexityvinvolvedvinvinter
nationalvmarketingvresearch.

24) Internationalvmarketingvresearchvisvexpectedvtovgrowvatvavfastervratevthanvdomesticvresearch.v
Answer:vTRUE
Diff:v2 PagevRef:v19
AACSB:v Diversevandvmulticulturalvworkvenvironments
LO:v 1.7vAcquirevanvappreciationvofvthevinternationalvdimensionvandvthevcomplexityvinvolvedvinvint
ernationalvmarketingvresearch.




4
Copyrightv©v2019vPearsonvEducation,vInc.