Test Bank For Essentials of Marketing Research A Hands-On Orientation 1st Edition All Chapters

BasicsMarketingsResearch,s4es(Malhotra)sChapte
rs1s IntroductionstosMarketingsResearch

1) Problem-
solvingsresearchsissundertakenstoshelpsidentifysproblemssthatsaresnotsnecessarilysapparentsonsth
essurfacesandsyetsexistsorsareslikelystosarisesinsthesfuture.
Answer:s FALSEsDif
f:s2 PagesRef:s7
Objective:s 1

2) Problem-
identificationsresearchsinvolvessgoingsbelowsthessurfacestosidentifysthestruesunderlyingspr
oblemsthatsthesmarketingsmanagersissfacing.
Answer:s TRUEsDiff
:s2 PagesRef:s7
Objective:s 1

3) Problem-
identificationsresearchsisstypicallysusedstosaddressspricingsissues.sAnswer:s FA
LSE
Diff:s2 PagesRef:s7
Objective:s 1

4) Problem-
identificationsresearchsissthesmorescommonsofsthesformssofsresearchsandsissundertakensbys
virtuallysallsmarketingsfirms.
Answer:s TRUEsDiff
:s2 PagesRef:s7
Objective:s 1

5) Accordingstosthestext,sproblem-
solvingsresearchsisstypicallysusedstosassesssthesenvironmentsandsdiagnosesproblems.
Answer:s FALSEsDif
f:s2 PagesRef:s7
Objective:s 1

6) Researchsundertakenstoshelpssolvesspecificsmarketingsproblemssisscalledsproblem-
solvingsresearch.
Answer:s TRUEsDiff
:s2 PagesRef:s7
Objective:s 1

7) Marketssharesissansexamplesofsastopicstypicallysaddressedsbysproblem-
solvingsresearch.sAnswer:s FALSE
Diff:s2 PagesRef:s7
Objective:s 1

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,8) Thesfirstsstepsinsanysmarketingsresearchsprojectsisstosformulatesthesresearchsdesign.sA
nswer:s FALSE
Diff:s2 PagesRef:s9
Objective:s 2




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,9) Formulatingsansanalyticalsframeworksalongswithsmodels,sresearchsquestions,shypotheses,sandsth
esinformationsneededsaresincludedsinsdevelopingsansapproachstosthesproblem.
Answer:s TRUEsDiff
:s2 PagesRef:s9
Objective:s 2

10) Telephone,smail,spersonalsandselectronicsinterviewingsaresformssofsinterviewingsinsthesdatasco
llectionsstagesofsthesresearchsprocess.
Answer:s TRUEsDiff
:s1 PagesRef:s9
Objective:s 2

11) Collectingsandsanalyzingsdatasaresstepssinvolvedsinsthesdata-
processingsstage.sAnswer:s FALSE
Diff:s2 PagesRef:s9-10
Objective:s 2

12) Promotionsissconsideredsansuncontrollablesenvironmentalsfactor.s
Answer:s FALSE
Diff:s2 PagesRef:s11
Objective:s 3

13) Pricing,spromotion,sandsdistributionsaresallsconsideredscontrollablesmarketingsvariables.sA
nswer:s TRUE
Diff:s2 PagesRef:s11
Objective:s 3

14) Competitivesintelligences(CI)smaysbesdefinedsassthesprocesssofsenhancingsmarketplacesco
mpetitivenesssthroughsasgreatersunderstandingsofsasfirm'sscompetitorssandsthescompetitivesenvi
ronment.
Answer:s TRUE
Diff:s2 PagesRef:s13
Objective:s 4

15) Competitivesintelligences(CI)smayssometimessusesethicallysquestionablesproceduressassthese
ndsjustifiessthesmeans.
Answer:s FALSEsDiff
:s2 PagesRef:s13
Objective:s 4
AACSB:s EthicalsReasoning

16) Marketingsresearchsdepartmentsslocatedswithinsasfirmsarescalledsinternalssuppliers.sA
nswer:s TRUE
Diff:s1 PagesRef:s15
Objective:s 6


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, 17) Outsidesmarketingsresearchscompaniesshiredstossupplysmarketingsresearchsdatasarescalledsex
ternalssuppliers.
Answer:s TRUE
Diff:s1 PagesRef:s16
Objective:s 6

18) Accordingstosthestext,smostsofsthesresearchssupplierssaresFortunes500soperations.sA
nswer:s FALSE
Diff:s2 PagesRef:s16
Objective:s 6

19) Thesservicessofsfull-
servicessuppliersscansbescategorizedsintossyndicated,scustomized,sandsInternetsservices.
Answer:s TRUE
Diff:s3 PagesRef:s16
Objective:s 6

20) Companiessthatscollectsandssellscommonspoolssofsdatasdesignedstosservesinformationsneedssth
atsasnumbersofsclientsssharesarescalledssyndicatedsservices.
Answer:s TRUE
Diff:s1 PagesRef:s16
Objective:s 6

21) Focussgroupssrepresentsthesmainsmethodsbyswhichssyndicatedsservicesscollectsdata.sA
nswer:s FALSE
Diff:s2 PagesRef:s16
Objective:s 6

22) Accordingstosthestext,sthesNielsensCo.swassrecognizedsasstheslargestsglobalsresearchsfirmsba
sedsonsglobalsresearchsrevenues.
Answer:s TRUE
Diff:s1 PagesRef:s16
Objective:s 6

23) Synovate,sWestat,sandsBurke,sInc.saresexamplessofsmarketingsresearchsfirmssthatsofferscu
stomizedsservices.
Answer:s TRUE
Diff:s2 PagesRef:s16
Objective:s 6

24) Companiesswhosesprimarysservicesofferingsisstheirsexpertisesinscollectingsdatasforsresearchspr
ojectssarescalledscodingsandsdatasentrysservices.
Answer:s FALSEsDiff
:s2 PagesRef:s17
Objective:s 6



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