Test Bank For Essentials of Marketing Research A Hands-On Orientation 31st Edition All Chapters

MARKETING RESEARCH: AN APPLIED ORIENTATION
b b b b




Chapterb1b IntroductionbtobMarketingbResearch

1) BoeingbcommissionedbHarrisbInteractive,bInc.btobconductbabstudybtobdeterminebthebaircraftbprefer
encesbofbfliers.b Boeingbdidbthisbbecausebtheybunderstoodbthebimportancebofbcontinuouslybmonitorin
gbthebdynamicbmarketplacebandbunderstandingbthebneedsbandbprioritiesbofbBoeingbcustomers.
Answer:b TRUE

2) Satmetrixbcapitalizesbonbthebneedbforb"recent"bmarketingbresearchbbybprovidingbclientsbwithbdata
bonbabweeklybbasis.

Answer:b FALSE

3) Toyotabconductedbabsecretbmarketbresearchbprojectbcode-
namedbGenesisbwhichbledbtobthebdevelopmentbofbthebScionblinebofbcars.
Answer:b TRUE

4) ThebScionblinebofbcarsbwasbadvertisedbthroughbtraditionalbchannelsbsuchbasbnetworkbtelevisionban
dbmagazines.
Answer:b FALSE

5) Quick-
Track®bisbabsyndicatedbmarketbresearchbprojectbconductedbquarterlybtobtrackbkeybconsumerbbehavi
oralbandbattitudinalbmeasuresbforballbmajorbfastbfoodbandbpizzabchainsbinbindividualbmarkets.
Answer:b TRUE

6) Marketingb researchb isb theb systematicb andb objectiveb identification,b collection,b analysis,bd
issemination,b andb useb ofb informationb forb theb purposeb ofb assistingb managementb inb decisionbma
kingbrelatedbtobthebidentificationbandbsolutionbofbproblemsb(andbopportunities)binbmarketing.bAnswe
r:b TRUE

7) Marketingbresearchbisbclassifiedbintobtwobareas—
problembidentificationbandbproblembsolvingbresearch.
Answer:b TRUE

8) Salesbanalysisbresearchbisbabtypebofbproblembsolvingbresearch.b
Answer:b FALSE

9) Oncebabproblemborbopportunitybhasbbeenbidentified,bmarketbpotentialbresearchbisbundertakenbtobar
rivebatbabsolution.
Answer:b FALSE

10) Problembidentificationbresearchbprovidesbinformationbaboutbthebmarketingbenvironmentbandbhe
lpsbdiagnosebabproblem.
Answer:b TRUE

11) Theb findingsb ofb problemb solvingb researchb areb usedb inb makingb decisionsb thatb willb solve

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,specificbmarketingbproblems.bAn
swer:b TRUE

12) InbthebKellogg'sbexamplebgivenbinbyourbtext,basbabresultbofbproblem-
solvingbresearch,bKellogg'sbfoundboutbthatbitbwasbnotbbeingbcreativebinbintroducingbnewbproductsbtob
meetbthebneedsbofbthebadultbmarket.
Answer:b FALSE

13) Thebtaskbofbmarketingbresearchbisbtobassessbthebinformationbneedsbandbprovidebmanagementbwit
hbrelevant,baccurate,breliable,bcheap,bandbcurrentbinformation.
Answer:b FALSE

14) Marketingbmanagementbdecisionsbarebcomplicatedbbybinteractionsbbetweenbthebuncontrollableb
marketingbvariablesbandbthebuncontrollablebenvironmentalbfactors.
Answer:b FALSE

15) Marketingbresearchersbarebbecomingbmorebinvolvedbinbdecisionbmaking,bwhereasbmarketingbm
anagersbarebnotbbecomingbmorebinvolvedbwithbresearch.
Answer:b FALSE

16) Effectivebcompetitivebintelligencebisbabcontinuousbprocessbinvolvingbtheblegalbandbethicalbcolle
ctionbofbinformation,banalysisbthatbavoidsbunwelcomebconclusions,bandbcontrolledbdisseminationbof
bactionablebintelligencebtobdecisionbmakers.

Answer:b FALSE

17) Itbisbbestbtobdobmarketingbresearchbevenbifbthebresourcesbarebnotbavailablebtobconductbabqualitybpr
oject.
Answer:b FALSE

18) Ifbabfirmblacksbthebresourcesbtobimplementbthebfindingsbarisingbfrombmarketingbresearch,bspend
ingbthebresourcesbtobconductbthebresearchbmaybnotbbebwarranted.
Answer:b TRUE

19) Marketingbresearchbsuppliersbcanbbebclassifiedbasbinternalborbexternal.b
Answer:b TRUE

20) Fieldb serviceb organizationsb areb limitedb serviceb suppliersb thatb specializeb inb interviewingb orbs
pecializebinbcollectingbdatabthroughbthebmailborbthoughbpersonalborbtelephonebinterviewing.bAnswer
:b TRUE

21) Analyticalbservicesbincludebdesigningbandbpretestingbquestionnaires,bdeterminingbthebbestbmea
nsbofbcollectingbdata,bdesigningbsamplingbplans,bandbconductingbstatisticalbanalysisbofbquantitativeb
data.
Answer:b FALSE

22) Brandedbmarketingbresearchbproductsbandbservicesbarebspecializedbproblembidentification,bdata
bcollectionbandbanalysis bprocedures bdevelopedbtobaddressbspecificbtypesbofbmarketingbresearchbprobl

ems.b b Theseb proceduresb areb patented,b givenb brandb names,b andb marketedb likeb anyb other
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,brandedbproducts.
bAnswer:b FALSE




23) Operationalbsupervisor,bprojectbmanager,bresearchbdirector,banalyst,bandbstatistician/databproce
ssingbspecialistbareballbpositionsbinbthebmarketingbresearchbfield.
Answer:b TRUE

24) MorebinformationbcanbbebobtainedbfrombMISbthanbfrombadbhocbmarketingbresearchbprojects,bbu
tbMISbisblimitedbinbthebamountbandbnaturebofbinformationbitbprovidesbandbthebwaybthisbinformationbc
anbbebusedbbybthebdecisionbmaker.
Answer:b TRUE

25) DSSbdiffersbfrombMISbinbthatbthebDSSbisbmorebrigidlybstructuredbthanbthebMIS.b
Answer:b FALSE

26) Whenbconductingbinternationalbresearch,bthebenvironmentbprevailingbinbthebcountries,bculturalb
units,borbinternationalbmarketsbthatbarebbeingbresearched,binfluencesbthebwaybthebsixbstepsbofbthebma
rketingbresearchbprocessbshouldbbebperformed.
Answer:b TRUE

27) Internationalbmarketingbresearchbisbmuchbsimplerbtobconductbthanbdomesticbresearch.b
Answer:b FALSE

28) CompaniesbthatbbasebtheirbbusinessbonbthebWebbdobnotbhavebinternationalbmarketingbproblems.
Answer:b FALSE

29) Internationalbmarketingbresearchbisbexpectedbtobgrowbatbabfasterbratebthanbdomesticbresearch.b
Answer:b TRUE

30) Mostbmarketingbresearchbisbconductedbforbclientsbrepresentingbcommercialbfirms.b
Answer:b TRUE

31) Ethicalbissuesbarisebwhenbthebinterestsbofbthebstakeholdersbarebinbconflictbandbwhenboneborbmore
bofbthebstakeholdersbareblackingbinbtheirbresponsibilities.

Answer:b TRUE

32) Marketingbresearchbhasboftenbbeenbdescribedbasbhavingbthreebstakeholders.b
Answer:b FALSE

33) NBCbutilizedbSatmetrixbservicesbtobobtainbfeedbackbfrombviewers.bWhichbofbthebfollowingbis
truebaboutbtheirbrelationship?
A) Itbhelpsbthebnetworkbtoblearnbwhatbviewersbareblookingbfor.
B) NBCbcreatedbthebshowb"WillbandbGrace"basbabresultbofbthebresearchbresults.
C) Viewerbfeedbackbhasbbeenbinstrumentalbinbcomposingbandbmodifyingbscriptsbandbstorylines.
D) allbofbthebaboveb
Answer:b D



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, 34) Accordingbtobthebtext,bmarketingbresearchbhasbbecomeb .
A) global
B) realbtime
C) morebintegrativebwithbmarketingbandbproductbdevelopment
D) allbofbthebaboveb
Answer:b D

35) MarketingbResearch,basbdefinedbbybthebauthor,bisbeverythingbexceptb .
A) systematic
B) politicallybbiased
C) objective
D) usefulbforbthebpurposebofbimprovingbdecision-
makingbAnswer:b B

36) Thebproceduresbfollowedbatbeachbstagebofbmarketingbresearchbarebmethodologicallybsound,bwel
lbdocumented,band,basbmuchbasbpossible,bplannedbinbadvance.b Thebpreviousbstatementbdefinesbtheb
aspectbofbthebdefinitionbofbmarketingbresearch.
A) systematic
B) accuracy
C) identificationbofbinformation
D) collectionbofbinformationb
Answer:b A

37) Eachbphasebofbthebmarketingbresearchbprocessbisbimportant.b Ifbinbthebfirstbphasebofbthebprocessbt
hebproblembisbidentified,bwhatbisbdonebafterbthatbbutbbeforebdatabisbcollected?
A) Determineb theb solutionb tob theb problem,b identifyb relevantb informationb sourcesb andb evaluateb
databcollectionbmethods
B) Determinebwhatb informationb isb needed,b identifybrelevantb informationb sources,b andb evaluatebd
atabcollectionbmethods
C) Determinebthebsolutionbtobthebproblem,bdeterminebwhatbinformationbisbneeded,bandbidentifyb rel
evantbinformationbsources.
D) Determinebwhatbinformationbisbneeded,bevaluatebdatabcollectionbmethods,bandbanalyzebthebdatab
Answer:b B

38) bisb undertaken b tob helpb identifyb problemsb thatb areb perhapsb notb apparentb onb thebsu

rfacebandbyetbexistborbareblikelybtobarisebinbthebfuture.
A) Problembidentificationbresearch
B) Segmentationbresearch
C) Problembsolvingbresearch
D) Marketingbinformationbsystemsb
Answer:b A

39) isbabtypebofbproblembidentificationbresearch.
A) Distributionbresearch
B) Pricingbresearch
C) Marketbcharacteristicsbresearch
D) Promotionbresearch
bAnswer:b C



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