MARKETING RESEARCH: AN APPLIED ORIENTATION
l l l l
Chapterl1l IntroductionltolMarketinglResearch
1) Boeinglcommissioned lHarrislInteractive,lInc.ltolconduct lalstudyltoldeterminelthelaircraft lpreferen
ceslof lfliers.l Boeingldid lthislbecauseltheylunderstood lthelimportancelof lcontinuouslylmonitoringlthel
dynamiclmarketplaceland lunderstandinglthelneedsland lprioritieslof lBoeinglcustomers.
Answer:l TRUE
2) Satmetrixlcapitalizeslonlthelneed lforl"recent"lmarketinglresearchlbylprovidinglclientslwithldatalonl
alweeklylbasis.
Answer:l FALSE
3) Toyotalconducted lalsecret lmarket lresearchlproject lcode-
named lGenesislwhichlled ltoltheldevelopment lof lthelScionllinelof lcars.
Answer:l TRUE
4) ThelScionl linelof lcarslwasladvertised lthroughltraditionallchannelslsuchlaslnetworkltelevisionland l
magazines.
Answer:l FALSE
5) Quick-
Track®l islalsyndicated lmarket lresearchlproject lconducted lquarterlyltoltracklkeylconsumerlbehavioral
land lattitudinallmeasureslforlalllmajorlfast lfood land lpizzalchainslinlindividuallmarkets.
Answer:l TRUE
6) Marketingl researchl isl thel systematicl and l objectivel identification,l collection,l analysis,ldis
semination,l and l usel of l informationl forl thel purposel of l assistingl management l inl decisionlmakinglr
elated ltolthelidentificationland lsolutionlof lproblemsl(and lopportunities)linlmarketing.lAnswer:l TRU
E
7) Marketinglresearchlislclassified lintoltwolareas—
problemlidentificationland lproblemlsolvinglresearch.
Answer:l TRUE
8) Saleslanalysislresearchlislaltypelof lproblemlsolvinglresearch.lAn
swer:l FALSE
9) Oncelalproblemlorlopportunitylhaslbeenlidentified,lmarket lpotentiallresearchl islundertakenltolarriv
elat lalsolution.
Answer:l FALSE
10) Probleml identificationlresearchlprovideslinformationlabout lthelmarketinglenvironment land lhelp
sldiagnoselalproblem.
Answer:l TRUE
11) Thel findingsl of l probleml solvingl researchl arel used l inl makingl decisionsl that l willl solve
1
,specificlmarketinglproblems.lAn
swer:l TRUE
12) InlthelKellogg'slexamplelgivenlinlyourltext,laslalresult lof lproblem-
solvinglresearch,lKellogg'slfound lout lthat lit lwaslnot lbeinglcreativelinlintroducinglnew lproductsltolmee
t lthelneedslof ltheladult lmarket.
Answer:l FALSE
13) Theltasklof lmarketinglresearchlisltolassesslthelinformationlneedsland lprovidelmanagement lwithlr
elevant,laccurate,lreliable,lcheap,land lcurrent linformation.
Answer:l FALSE
14) Marketinglmanagement ldecisionslarelcomplicated lbylinteractionslbetweenltheluncontrollablelma
rketinglvariablesland ltheluncontrollablelenvironmentallfactors.
Answer:l FALSE
15) Marketinglresearcherslarelbecominglmorelinvolved linldecisionlmaking,lwhereaslmarketinglman
agerslarelnot lbecominglmorelinvolved lwithlresearch.
Answer:l FALSE
16) Effectivelcompetitivelintelligencelislalcontinuouslprocesslinvolvinglthellegalland lethicallcollecti
onlof linformation,lanalysislthat lavoidslunwelcomelconclusions,land lcontrolled ldisseminationlof lactio
nablelintelligenceltoldecisionlmakers.
Answer:l FALSE
17) It lislbest ltoldolmarketinglresearchlevenlif lthelresourceslarelnot lavailableltolconductlalqualitylprojec
t.
Answer:l FALSE
18) If lalfirmllackslthelresourcesltolimplement lthelfindingslarisinglfroml marketinglresearch,lspendingl
thelresourcesltolconduct lthelresearchlmaylnot lbelwarranted.
Answer:l TRUE
19) Marketinglresearchlsupplierslcanlbelclassified laslinternallorlexternal.lAn
swer:l TRUE
20) Field l servicel organizationsl arel limited l servicel suppliersl that l specializel inl interviewingl orlspe
cializelinlcollectingldatalthroughlthelmaillorlthoughlpersonallorltelephonelinterviewing.lAnswer:l TR
UE
21) Analyticallserviceslincludeldesigningland lpretestinglquestionnaires,ldetermininglthelbest lmeansl
of lcollectingldata,ldesigninglsamplinglplans,land lconductinglstatisticallanalysislof lquantitativeldata.
Answer:l FALSE
22) Branded lmarketinglresearchlproductsland lserviceslarelspecialized lproblemlidentification,ldatalc
ollectionland lanalysislproceduresldeveloped ltoladdresslspecificltypeslof lmarketinglresearchlproblems
.l l Thesel proceduresl arel patented,l givenl brand l names,l and l marketed l likel anyl other
2
,branded lproducts.l
Answer:l FALSE
23) Operationallsupervisor,lproject lmanager,l researchldirector,lanalyst,land lstatistician/datalprocess
inglspecialist larelalllpositionslinlthelmarketinglresearchlfield.
Answer:l TRUE
24) Morelinformationlcanlbelobtained lfromlMISlthanlfromlad lhoclmarketinglresearchlprojects,lbut lM
ISlisllimited linlthelamount landlnatureloflinformationlit lprovidesland lthelwaylthislinformationlcanlbelus
ed lbyltheldecisionlmaker.
Answer:l TRUE
25) DSSldifferslfromlMISlinlthat lthelDSSlislmorelrigidlylstructured lthanlthelMIS.lAns
wer:l FALSE
26) Whenlconductinglinternationallresearch,lthelenvironment lprevailinglinlthelcountries,lculturalluni
ts,lorlinternationallmarketslthat larelbeinglresearched,linfluenceslthelwaylthelsixlstepslof lthelmarketingl
researchlprocesslshould lbelperformed.
Answer:l TRUE
27) Internationallmarketinglresearchlislmuchlsimplerltolconduct lthanldomesticlresearch.lAn
swer:l FALSE
28) Companieslthat lbaseltheirlbusinesslonlthelWebldolnot lhavelinternationallmarketinglproblems.
Answer:l FALSE
29) Internationallmarketinglresearchlislexpected ltolgrow lat lalfasterlratelthanldomesticlresearch.lAns
wer:l TRUE
30) Most lmarketinglresearchlislconducted lforlclientslrepresentinglcommerciallfirms.lAn
swer:l TRUE
31) Ethicallissueslariselwhenlthelinterestslof lthelstakeholderslarelinlconflict land lwhenlonelorlmorelof lt
helstakeholderslarellackinglinltheirlresponsibilities.
Answer:l TRUE
32) Marketinglresearchlhasloftenlbeenldescribed laslhavinglthreelstakeholders.lAn
swer:l FALSE
33) NBClutilized lSatmetrixlservicesltolobtainlfeedbacklfromlviewers.lWhichlof lthelfollowinglis
truelabout ltheirlrelationship?
A) It lhelpslthelnetworkltollearnlwhat lviewerslarellookinglfor.
B) NBClcreated lthelshow l"Willland lGrace"laslalresult lof lthelresearchlresults.
C) Viewerlfeedbacklhaslbeenlinstrumentallinlcomposingland lmodifyinglscriptsland lstorylines.
D) alllof lthelabovel
Answer:l D
3
, 34) Accordingltoltheltext,lmarketinglresearchlhaslbecomel .
A) global
B) realltime
C) morelintegrativelwithlmarketingland lproduct ldevelopment
D) alllof lthelabovel
Answer:l D
35) MarketinglResearch,lasldefined lbylthelauthor,lisleverythinglexceptl .
A) systematic
B) politicallylbiased
C) objective
D) usefullforlthelpurposelof limprovingldecision-
makinglAnswer:l B
36) Thelprocedureslfollowed lat leachlstagelof lmarketinglresearchlarelmethodologicallyl sound,lwellld
ocumented,land,laslmuchlaslpossible,lplanned linladvance.l Thelpreviouslstatement ldefineslthel
aspect lof ltheldefinitionlof lmarketinglresearch.
A) systematic
B) accuracy
C) identificationlof linformation
D) collectionlof linformationl
Answer:l A
37) Eachlphaselof lthelmarketinglresearchlprocesslislimportant.l If linlthelfirst lphaselof lthelprocesslthelpr
oblemlislidentified,lwhat lisldonelafterlthat lbut lbeforeldatalislcollected?
A) Determinel thel solutionl tol thel problem,l identifyl relevant l informationl sourcesl and l evaluateldat
alcollectionlmethods
B) Determinelwhat l informationl isl needed,l identifylrelevant l informationl sources,l and l evaluateldat
alcollectionlmethods
C) Determinelthelsolutionltolthelproblem,ldeterminelwhat linformationlislneeded,land lidentifyl releva
nt linformationlsources.
D) Determinelwhat linformationlislneeded,levaluateldatalcollectionlmethods,landlanalyzeltheldatalAns
wer:l B
38) lisl undertakenl tol helpl identifyl problemsl that l arel perhapsl not l apparent l onl thelsurfa
celand lyet lexist lorlarellikelyltolariselinlthelfuture.
A) Problemlidentificationlresearch
B) Segmentationlresearch
C) Problemlsolvinglresearch
D) Marketinglinformationlsystemsl
Answer:l A
39) islaltypelof lproblemlidentificationlresearch.
A) Distributionlresearch
B) Pricinglresearch
C) Market lcharacteristicslresearch
D) Promotionlresearchl
Answer:l C
4
l l l l
Chapterl1l IntroductionltolMarketinglResearch
1) Boeinglcommissioned lHarrislInteractive,lInc.ltolconduct lalstudyltoldeterminelthelaircraft lpreferen
ceslof lfliers.l Boeingldid lthislbecauseltheylunderstood lthelimportancelof lcontinuouslylmonitoringlthel
dynamiclmarketplaceland lunderstandinglthelneedsland lprioritieslof lBoeinglcustomers.
Answer:l TRUE
2) Satmetrixlcapitalizeslonlthelneed lforl"recent"lmarketinglresearchlbylprovidinglclientslwithldatalonl
alweeklylbasis.
Answer:l FALSE
3) Toyotalconducted lalsecret lmarket lresearchlproject lcode-
named lGenesislwhichlled ltoltheldevelopment lof lthelScionllinelof lcars.
Answer:l TRUE
4) ThelScionl linelof lcarslwasladvertised lthroughltraditionallchannelslsuchlaslnetworkltelevisionland l
magazines.
Answer:l FALSE
5) Quick-
Track®l islalsyndicated lmarket lresearchlproject lconducted lquarterlyltoltracklkeylconsumerlbehavioral
land lattitudinallmeasureslforlalllmajorlfast lfood land lpizzalchainslinlindividuallmarkets.
Answer:l TRUE
6) Marketingl researchl isl thel systematicl and l objectivel identification,l collection,l analysis,ldis
semination,l and l usel of l informationl forl thel purposel of l assistingl management l inl decisionlmakinglr
elated ltolthelidentificationland lsolutionlof lproblemsl(and lopportunities)linlmarketing.lAnswer:l TRU
E
7) Marketinglresearchlislclassified lintoltwolareas—
problemlidentificationland lproblemlsolvinglresearch.
Answer:l TRUE
8) Saleslanalysislresearchlislaltypelof lproblemlsolvinglresearch.lAn
swer:l FALSE
9) Oncelalproblemlorlopportunitylhaslbeenlidentified,lmarket lpotentiallresearchl islundertakenltolarriv
elat lalsolution.
Answer:l FALSE
10) Probleml identificationlresearchlprovideslinformationlabout lthelmarketinglenvironment land lhelp
sldiagnoselalproblem.
Answer:l TRUE
11) Thel findingsl of l probleml solvingl researchl arel used l inl makingl decisionsl that l willl solve
1
,specificlmarketinglproblems.lAn
swer:l TRUE
12) InlthelKellogg'slexamplelgivenlinlyourltext,laslalresult lof lproblem-
solvinglresearch,lKellogg'slfound lout lthat lit lwaslnot lbeinglcreativelinlintroducinglnew lproductsltolmee
t lthelneedslof ltheladult lmarket.
Answer:l FALSE
13) Theltasklof lmarketinglresearchlisltolassesslthelinformationlneedsland lprovidelmanagement lwithlr
elevant,laccurate,lreliable,lcheap,land lcurrent linformation.
Answer:l FALSE
14) Marketinglmanagement ldecisionslarelcomplicated lbylinteractionslbetweenltheluncontrollablelma
rketinglvariablesland ltheluncontrollablelenvironmentallfactors.
Answer:l FALSE
15) Marketinglresearcherslarelbecominglmorelinvolved linldecisionlmaking,lwhereaslmarketinglman
agerslarelnot lbecominglmorelinvolved lwithlresearch.
Answer:l FALSE
16) Effectivelcompetitivelintelligencelislalcontinuouslprocesslinvolvinglthellegalland lethicallcollecti
onlof linformation,lanalysislthat lavoidslunwelcomelconclusions,land lcontrolled ldisseminationlof lactio
nablelintelligenceltoldecisionlmakers.
Answer:l FALSE
17) It lislbest ltoldolmarketinglresearchlevenlif lthelresourceslarelnot lavailableltolconductlalqualitylprojec
t.
Answer:l FALSE
18) If lalfirmllackslthelresourcesltolimplement lthelfindingslarisinglfroml marketinglresearch,lspendingl
thelresourcesltolconduct lthelresearchlmaylnot lbelwarranted.
Answer:l TRUE
19) Marketinglresearchlsupplierslcanlbelclassified laslinternallorlexternal.lAn
swer:l TRUE
20) Field l servicel organizationsl arel limited l servicel suppliersl that l specializel inl interviewingl orlspe
cializelinlcollectingldatalthroughlthelmaillorlthoughlpersonallorltelephonelinterviewing.lAnswer:l TR
UE
21) Analyticallserviceslincludeldesigningland lpretestinglquestionnaires,ldetermininglthelbest lmeansl
of lcollectingldata,ldesigninglsamplinglplans,land lconductinglstatisticallanalysislof lquantitativeldata.
Answer:l FALSE
22) Branded lmarketinglresearchlproductsland lserviceslarelspecialized lproblemlidentification,ldatalc
ollectionland lanalysislproceduresldeveloped ltoladdresslspecificltypeslof lmarketinglresearchlproblems
.l l Thesel proceduresl arel patented,l givenl brand l names,l and l marketed l likel anyl other
2
,branded lproducts.l
Answer:l FALSE
23) Operationallsupervisor,lproject lmanager,l researchldirector,lanalyst,land lstatistician/datalprocess
inglspecialist larelalllpositionslinlthelmarketinglresearchlfield.
Answer:l TRUE
24) Morelinformationlcanlbelobtained lfromlMISlthanlfromlad lhoclmarketinglresearchlprojects,lbut lM
ISlisllimited linlthelamount landlnatureloflinformationlit lprovidesland lthelwaylthislinformationlcanlbelus
ed lbyltheldecisionlmaker.
Answer:l TRUE
25) DSSldifferslfromlMISlinlthat lthelDSSlislmorelrigidlylstructured lthanlthelMIS.lAns
wer:l FALSE
26) Whenlconductinglinternationallresearch,lthelenvironment lprevailinglinlthelcountries,lculturalluni
ts,lorlinternationallmarketslthat larelbeinglresearched,linfluenceslthelwaylthelsixlstepslof lthelmarketingl
researchlprocesslshould lbelperformed.
Answer:l TRUE
27) Internationallmarketinglresearchlislmuchlsimplerltolconduct lthanldomesticlresearch.lAn
swer:l FALSE
28) Companieslthat lbaseltheirlbusinesslonlthelWebldolnot lhavelinternationallmarketinglproblems.
Answer:l FALSE
29) Internationallmarketinglresearchlislexpected ltolgrow lat lalfasterlratelthanldomesticlresearch.lAns
wer:l TRUE
30) Most lmarketinglresearchlislconducted lforlclientslrepresentinglcommerciallfirms.lAn
swer:l TRUE
31) Ethicallissueslariselwhenlthelinterestslof lthelstakeholderslarelinlconflict land lwhenlonelorlmorelof lt
helstakeholderslarellackinglinltheirlresponsibilities.
Answer:l TRUE
32) Marketinglresearchlhasloftenlbeenldescribed laslhavinglthreelstakeholders.lAn
swer:l FALSE
33) NBClutilized lSatmetrixlservicesltolobtainlfeedbacklfromlviewers.lWhichlof lthelfollowinglis
truelabout ltheirlrelationship?
A) It lhelpslthelnetworkltollearnlwhat lviewerslarellookinglfor.
B) NBClcreated lthelshow l"Willland lGrace"laslalresult lof lthelresearchlresults.
C) Viewerlfeedbacklhaslbeenlinstrumentallinlcomposingland lmodifyinglscriptsland lstorylines.
D) alllof lthelabovel
Answer:l D
3
, 34) Accordingltoltheltext,lmarketinglresearchlhaslbecomel .
A) global
B) realltime
C) morelintegrativelwithlmarketingland lproduct ldevelopment
D) alllof lthelabovel
Answer:l D
35) MarketinglResearch,lasldefined lbylthelauthor,lisleverythinglexceptl .
A) systematic
B) politicallylbiased
C) objective
D) usefullforlthelpurposelof limprovingldecision-
makinglAnswer:l B
36) Thelprocedureslfollowed lat leachlstagelof lmarketinglresearchlarelmethodologicallyl sound,lwellld
ocumented,land,laslmuchlaslpossible,lplanned linladvance.l Thelpreviouslstatement ldefineslthel
aspect lof ltheldefinitionlof lmarketinglresearch.
A) systematic
B) accuracy
C) identificationlof linformation
D) collectionlof linformationl
Answer:l A
37) Eachlphaselof lthelmarketinglresearchlprocesslislimportant.l If linlthelfirst lphaselof lthelprocesslthelpr
oblemlislidentified,lwhat lisldonelafterlthat lbut lbeforeldatalislcollected?
A) Determinel thel solutionl tol thel problem,l identifyl relevant l informationl sourcesl and l evaluateldat
alcollectionlmethods
B) Determinelwhat l informationl isl needed,l identifylrelevant l informationl sources,l and l evaluateldat
alcollectionlmethods
C) Determinelthelsolutionltolthelproblem,ldeterminelwhat linformationlislneeded,land lidentifyl releva
nt linformationlsources.
D) Determinelwhat linformationlislneeded,levaluateldatalcollectionlmethods,landlanalyzeltheldatalAns
wer:l B
38) lisl undertakenl tol helpl identifyl problemsl that l arel perhapsl not l apparent l onl thelsurfa
celand lyet lexist lorlarellikelyltolariselinlthelfuture.
A) Problemlidentificationlresearch
B) Segmentationlresearch
C) Problemlsolvinglresearch
D) Marketinglinformationlsystemsl
Answer:l A
39) islaltypelof lproblemlidentificationlresearch.
A) Distributionlresearch
B) Pricinglresearch
C) Market lcharacteristicslresearch
D) Promotionlresearchl
Answer:l C
4
