MARKETING RESEARCH: AN APPLIED ORIENTATION
m m m m
Chapterm1m IntroductionmtomMarketingmResearch
1) Boeingmcommissioned mHarrismInteractive,mInc.mtomconduct mamstudymtomdeterminemthemaircraft mpr
eferencesmof mfliers.m Boeingmdid mthismbecausemtheymunderstood mthemimportancemof mcontinuouslymm
onitoringmthemdynamicmmarketplacemand munderstandingmthemneedsmand mprioritiesmof mBoeingmcusto
mers.
Answer:m TRUE
2) Satmetrixmcapitalizesmonmthemneed mform"recent"mmarketingmresearchmby mprovidingmclientsmwithm
datamonmamweeklymbasis.
Answer:m FALSE
3) Toyotamconducted mamsecret mmarket mresearchmproject mcode-
named mGenesismwhichmled mtomthemdevelopment mof mthemScionmlinemof mcars.
Answer:m TRUE
4) ThemScionmlinemof mcarsmwasm advertised mthroughmtraditionalmchannels msuchmas mnetworkmtelevisio
nmand mmagazines.
Answer:m FALSE
5) Quick-
Track® mis mamsyndicated mmarket mresearch mproject mconducted mquarterlymtomtrackmkeymconsumermbeh
avioralmand mattitudinalmmeasuresmformallmmajormfast mfood mand mpizzamchainsminmindividualmmarkets.
Answer:m TRUE
6) Marketingm researchm ism them systematicm and m objectivem identification,m collection, m analysi
s,mdissemination,m and m usem of m informationm form them purposem of m assistingm management m inm decis
ionmmakingmrelated mtomthemidentificationmand msolutionmof mproblemsm(and mopportunities)minmmarketi
ng.mAnswer:m TRUE
7) Marketingmresearchm ismclassified mintomtwomareas—
problemmidentificationmand mproblemmsolvingmresearch.
Answer:m TRUE
8) Salesmanalysismresearchmismamtypemof mproblemmsolvingmresearc
h.mAnswer:m FALSE
9) Oncemamproblemmormopportunitymhasmbeenm identified,mmarket mpotentialmresearchmismundertakenmt
omarrivemat mamsolution.
Answer:m FALSE
10) Problemm identificationmresearchmprovidesminformation mabout mthemmarketingmenvironment mand
mhelpsmdiagnosemamproblem.
Answer:m TRUE
11) Them findingsm of m problemm solvingm research m arem used m in m makingm decisions m that m will m solve
1
,specificmmarketingmproblems.mA
nswer:m TRUE
12) InmthemKellogg'smexample mgivenm inmyourmtext,masmam result mof mproblem-
solvingm research,mKellogg'smfound mout mthat mit mwasmnot mbeingmcreativeminm introducingmnew mproduct
smtommeet mthemneedsmof mthemadult mmarket.
Answer:m FALSE
13) Themtaskmof mmarketingmresearchm ismtomassessmtheminformationmneedsmand mprovidemmanagement
mwithmrelevant,maccurate,mreliable,mcheap,mand mcurrent minformation.
Answer:m FALSE
14) Marketingmmanagement mdecisionsmaremcomplicated mbyminteractionsmbetweenmthemuncontrollab
lemmarketingmvariablesmand mthemuncontrollablemenvironmentalmfactors.
Answer:m FALSE
15) Marketingmresearchersmarembecomingm morem involved minmdecision mmaking,mwhereasm marketing
mmanagersmaremnot mbecomingmmoreminvolved mwithmresearch.
Answer:m FALSE
16) Effectivemcompetitivemintelligencem isma mcontinuousmprocessm involvingmthemlegalmand methicalmc
ollectionmof minformation,m analysismthat mavoidsmunwelcomem conclusions,mand mcontrolled mdissemina
tionmof mactionablemintelligencemtomdecisionmmakers.
Answer:m FALSE
17) It mismbest mtomdommarketingmresearchmeven mif mthemresourcesmare mnot mavailablemtomconduct mamqual
itymproject.
Answer:m FALSE
18) If mamfirmmlacksmthemresourcesmtomimplement mthemfindingsmarisingmfromm marketingm research,msp
endingmthemresourcesmtomconduct mthemresearchmmaymnot mbemwarranted.
Answer:m TRUE
19) Marketingmresearchmsuppliersmcanmbemclassified masminternalmormexterna
l.mAnswer:m TRUE
20) Field m servicem organizationsm arem limited m servicem suppliersm that m specializem in m interviewingm
ormspecializeminmcollectingmdatamthroughmthemmailmormthoughmpersonal mormtelephone minterviewing. m
Answer:m TRUE
21) Analyticalmservices mincludemdesigningmand mpretestingmquestionnaires, mdeterminingmthembest m
meansmof mcollectingmdata,mdesigningmsamplingmplans,mand mconductingmstatisticalmanalysismof mquant
itativemdata.
Answer:m FALSE
22) Branded mmarketingmresearchmproductsmand mservicesmaremspecialized mproblemmidentification,md
atamcollectionmand manalysismproceduresmdeveloped mtomaddressmspecificmtypesmof mmarketingmresearc
hmproblems.m m Thesem proceduresm arem patented,m givenm brand m names,m and m marketed m likem anym o
2
,ther
3
, branded mproducts.
mAnswer:m FALS
E
23) Operationalmsupervisor, mproject mmanager, mresearchmdirector,manalyst,mand mstatistician/datampr
ocessingmspecialist maremallmpositionsmin mthemmarketingm researchmfield.
Answer:m TRUE
24) Moreminformationmcanmbemobtained mfrommMISmthanmfrommad mhocmmarketingm researchmprojects
,mbut mMISmismlimited minmthemamount mand mnaturemof minformationmit mprovidesmand mthemwaymthisminfor
mationmcanmbemused mbymthemdecisionmmaker.
Answer:m TRUE
25) DSSmdiffersmfrommMISminmthat mthemDSSmismmoremrigidlymstructured mthanmthemM
IS.mAnswer:m FALSE
26) Whenmconductingminternationalmresearch,mthemenvironment mprevailingminmthemcountries,mcultur
almunits,mor minternational mmarketsmthat marembeingm researched,minfluencesmthemwaymthemsixmstepsmof m
themmarketingmresearchmprocessmshould mbemperformed.
Answer:m TRUE
27) Internationalmmarketingmresearchmismmuchmsimplermtomconduct mthanmdomesticmresearc
h.mAnswer:m FALSE
28) Companiesmthat mbasemtheir mbusinessmonmthemWebmdomnot mhaveminternational mmarketingmproble
ms.
Answer:m FALSE
29) Internationalmmarketingmresearchmismexpected mtomgrow mat mamfastermratemthanmdomesticmresear
ch.mAnswer:m TRUE
30) Most mmarketingmresearchmismconducted mformclientsmrepresentingmcommercialmfirm
s.mAnswer:m TRUE
31) Ethicalmissuesmarisemwhenmtheminterestsmof mthemstakeholdersmareminmconflict mand mwhenmonemorm
moremof mthemstakeholdersmaremlackingminmtheirmresponsibilities.
Answer:m TRUE
32) Marketingmresearchmhasmoftenmbeenmdescribed masmhavingmthreemstakeholder
s.mAnswer:m FALSE
33) NBCmutilized mSatmetrixmservicesmtomobtainmfeedbackmfrommviewers.mWhichmof mthemfollowingmis
truem about mtheirmrelationship?
A) It mhelpsmthemnetworkmtomlearnmwhat mviewersmaremlookingmfor.
B) NBCmcreated mthemshowm"Willmand mGrace"masmamresult mof mthemresearchmresults.
C) Viewermfeedbackmhasmbeenminstrumentalminmcomposingmand mmodifyingmscriptsmand mstorylines.
D) allmof mthemabov
emAnswer:m D
4
m m m m
Chapterm1m IntroductionmtomMarketingmResearch
1) Boeingmcommissioned mHarrismInteractive,mInc.mtomconduct mamstudymtomdeterminemthemaircraft mpr
eferencesmof mfliers.m Boeingmdid mthismbecausemtheymunderstood mthemimportancemof mcontinuouslymm
onitoringmthemdynamicmmarketplacemand munderstandingmthemneedsmand mprioritiesmof mBoeingmcusto
mers.
Answer:m TRUE
2) Satmetrixmcapitalizesmonmthemneed mform"recent"mmarketingmresearchmby mprovidingmclientsmwithm
datamonmamweeklymbasis.
Answer:m FALSE
3) Toyotamconducted mamsecret mmarket mresearchmproject mcode-
named mGenesismwhichmled mtomthemdevelopment mof mthemScionmlinemof mcars.
Answer:m TRUE
4) ThemScionmlinemof mcarsmwasm advertised mthroughmtraditionalmchannels msuchmas mnetworkmtelevisio
nmand mmagazines.
Answer:m FALSE
5) Quick-
Track® mis mamsyndicated mmarket mresearch mproject mconducted mquarterlymtomtrackmkeymconsumermbeh
avioralmand mattitudinalmmeasuresmformallmmajormfast mfood mand mpizzamchainsminmindividualmmarkets.
Answer:m TRUE
6) Marketingm researchm ism them systematicm and m objectivem identification,m collection, m analysi
s,mdissemination,m and m usem of m informationm form them purposem of m assistingm management m inm decis
ionmmakingmrelated mtomthemidentificationmand msolutionmof mproblemsm(and mopportunities)minmmarketi
ng.mAnswer:m TRUE
7) Marketingmresearchm ismclassified mintomtwomareas—
problemmidentificationmand mproblemmsolvingmresearch.
Answer:m TRUE
8) Salesmanalysismresearchmismamtypemof mproblemmsolvingmresearc
h.mAnswer:m FALSE
9) Oncemamproblemmormopportunitymhasmbeenm identified,mmarket mpotentialmresearchmismundertakenmt
omarrivemat mamsolution.
Answer:m FALSE
10) Problemm identificationmresearchmprovidesminformation mabout mthemmarketingmenvironment mand
mhelpsmdiagnosemamproblem.
Answer:m TRUE
11) Them findingsm of m problemm solvingm research m arem used m in m makingm decisions m that m will m solve
1
,specificmmarketingmproblems.mA
nswer:m TRUE
12) InmthemKellogg'smexample mgivenm inmyourmtext,masmam result mof mproblem-
solvingm research,mKellogg'smfound mout mthat mit mwasmnot mbeingmcreativeminm introducingmnew mproduct
smtommeet mthemneedsmof mthemadult mmarket.
Answer:m FALSE
13) Themtaskmof mmarketingmresearchm ismtomassessmtheminformationmneedsmand mprovidemmanagement
mwithmrelevant,maccurate,mreliable,mcheap,mand mcurrent minformation.
Answer:m FALSE
14) Marketingmmanagement mdecisionsmaremcomplicated mbyminteractionsmbetweenmthemuncontrollab
lemmarketingmvariablesmand mthemuncontrollablemenvironmentalmfactors.
Answer:m FALSE
15) Marketingmresearchersmarembecomingm morem involved minmdecision mmaking,mwhereasm marketing
mmanagersmaremnot mbecomingmmoreminvolved mwithmresearch.
Answer:m FALSE
16) Effectivemcompetitivemintelligencem isma mcontinuousmprocessm involvingmthemlegalmand methicalmc
ollectionmof minformation,m analysismthat mavoidsmunwelcomem conclusions,mand mcontrolled mdissemina
tionmof mactionablemintelligencemtomdecisionmmakers.
Answer:m FALSE
17) It mismbest mtomdommarketingmresearchmeven mif mthemresourcesmare mnot mavailablemtomconduct mamqual
itymproject.
Answer:m FALSE
18) If mamfirmmlacksmthemresourcesmtomimplement mthemfindingsmarisingmfromm marketingm research,msp
endingmthemresourcesmtomconduct mthemresearchmmaymnot mbemwarranted.
Answer:m TRUE
19) Marketingmresearchmsuppliersmcanmbemclassified masminternalmormexterna
l.mAnswer:m TRUE
20) Field m servicem organizationsm arem limited m servicem suppliersm that m specializem in m interviewingm
ormspecializeminmcollectingmdatamthroughmthemmailmormthoughmpersonal mormtelephone minterviewing. m
Answer:m TRUE
21) Analyticalmservices mincludemdesigningmand mpretestingmquestionnaires, mdeterminingmthembest m
meansmof mcollectingmdata,mdesigningmsamplingmplans,mand mconductingmstatisticalmanalysismof mquant
itativemdata.
Answer:m FALSE
22) Branded mmarketingmresearchmproductsmand mservicesmaremspecialized mproblemmidentification,md
atamcollectionmand manalysismproceduresmdeveloped mtomaddressmspecificmtypesmof mmarketingmresearc
hmproblems.m m Thesem proceduresm arem patented,m givenm brand m names,m and m marketed m likem anym o
2
,ther
3
, branded mproducts.
mAnswer:m FALS
E
23) Operationalmsupervisor, mproject mmanager, mresearchmdirector,manalyst,mand mstatistician/datampr
ocessingmspecialist maremallmpositionsmin mthemmarketingm researchmfield.
Answer:m TRUE
24) Moreminformationmcanmbemobtained mfrommMISmthanmfrommad mhocmmarketingm researchmprojects
,mbut mMISmismlimited minmthemamount mand mnaturemof minformationmit mprovidesmand mthemwaymthisminfor
mationmcanmbemused mbymthemdecisionmmaker.
Answer:m TRUE
25) DSSmdiffersmfrommMISminmthat mthemDSSmismmoremrigidlymstructured mthanmthemM
IS.mAnswer:m FALSE
26) Whenmconductingminternationalmresearch,mthemenvironment mprevailingminmthemcountries,mcultur
almunits,mor minternational mmarketsmthat marembeingm researched,minfluencesmthemwaymthemsixmstepsmof m
themmarketingmresearchmprocessmshould mbemperformed.
Answer:m TRUE
27) Internationalmmarketingmresearchmismmuchmsimplermtomconduct mthanmdomesticmresearc
h.mAnswer:m FALSE
28) Companiesmthat mbasemtheir mbusinessmonmthemWebmdomnot mhaveminternational mmarketingmproble
ms.
Answer:m FALSE
29) Internationalmmarketingmresearchmismexpected mtomgrow mat mamfastermratemthanmdomesticmresear
ch.mAnswer:m TRUE
30) Most mmarketingmresearchmismconducted mformclientsmrepresentingmcommercialmfirm
s.mAnswer:m TRUE
31) Ethicalmissuesmarisemwhenmtheminterestsmof mthemstakeholdersmareminmconflict mand mwhenmonemorm
moremof mthemstakeholdersmaremlackingminmtheirmresponsibilities.
Answer:m TRUE
32) Marketingmresearchmhasmoftenmbeenmdescribed masmhavingmthreemstakeholder
s.mAnswer:m FALSE
33) NBCmutilized mSatmetrixmservicesmtomobtainmfeedbackmfrommviewers.mWhichmof mthemfollowingmis
truem about mtheirmrelationship?
A) It mhelpsmthemnetworkmtomlearnmwhat mviewersmaremlookingmfor.
B) NBCmcreated mthemshowm"Willmand mGrace"masmamresult mof mthemresearchmresults.
C) Viewermfeedbackmhasmbeenminstrumentalminmcomposingmand mmodifyingmscriptsmand mstorylines.
D) allmof mthemabov
emAnswer:m D
4
