Marketing Research: An Applied Orientation, 7e (Malhotra)
Chapter 1 Introduction to Marketing Research
1) Boeing commissioned Harris Interactive, Inc. to conduct a study to determine the aircraft
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preferences of fliers. Boeing did this because they understood the importance of continuously
monitoring the dynamic marketplace and understanding the needs and priorities of Boeing
customers.
Answer: TRUE
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Diff: 2 Page Ref: 3
AACSB: Reflective thinking
LO: 1.1 Define marketing research and distinguish between problem-identification research and
problem-solving research.
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2) Satmetrix capitalizes on the need for "recent" marketing research by providing clients with
data on a weekly basis.
Answer: FALSE
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Diff: 3 Page Ref: 4
AACSB: Analytical thinking
LO: 1.1 Define marketing research and distinguish between problem-identification research and
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problem-solving research.
3) Quick-Track® is a syndicated market research project conducted quarterly to track key
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consumer behavioral and attitudinal measures for all major fast food and pizza chains in
individual markets.
Answer: TRUE
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Diff: 3 Page Ref: 5
LO: 1.1 Define marketing research and distinguish between problem-identification research and
problem-solving research.
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4) Marketing research is the systematic and objective identification, collection, analysis,
dissemination, and use of information for the purpose of assisting management in decision
making related to the identification and solution of problems (and opportunities) in marketing.
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Answer: TRUE
Diff: 1 Page Ref: 6
LO: 1.2 Describe a framework for conducting marketing research as well as the six steps of
5) Marketing research is classified into two areas: problem identification and problem solving
research.
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Answer: TRUE
Diff: 1 Page Ref: 7
LO: 1.2 Describe a framework for conducting marketing research as well as the six steps of
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the marketing research process.
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, 6) Sales analysis research is a type of problem solving research.
Answer: FALSE
Diff: 3 Page Ref: 7
LO: 1.2 Describe a framework for conducting marketing research as well as the six steps of
the marketing research process.
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7) Once a problem or opportunity has been identified, market potential research is undertaken to
arrive at a solution.
Answer: FALSE
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Diff: 2 Page Ref: 7
LO: 1.2 Describe a framework for conducting marketing research as well as the six steps of
the marketing research process.
8) Problem identification research provides information about the marketing environment and
helps diagnose a problem.
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Answer: TRUE
Diff: 2 Page Ref: 7
LO: 1.2 Describe a framework for conducting marketing research as well as the six steps of
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the marketing research process.
9) The findings of problem solving research are used in making decisions that will solve specific
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marketing problems.
Answer: TRUE
Diff: 2 Page Ref: 7
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AACSB: Reflective thinking
LO: 1.2 Describe a framework for conducting marketing research as well as the six steps of
the marketing research process.
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10) In the Kellogg's example given in your text, as a result of problem-solving research,
Kellogg's found out that it was not being creative in introducing new products to meet the needs
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of the adult market.
Answer: FALSE
Diff: 3 Page Ref: 8
LO: 1.3 Understand the nature and scope of marketing research and its role in designing and
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implementing successful marketing programs.
11) The task of marketing research is to assess the information needs and provide management
with relevant, accurate, reliable, cheap, and current information.
Answer: FALSE
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Diff: 1 Page Ref: 10
LO: 1.3 Understand the nature and scope of marketing research and its role in designing and
implementing successful marketing programs.
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, 12) Marketing management decisions are complicated by interactions between the uncontrollable
marketing variables and the uncontrollable environmental factors.
Answer: FALSE
Diff: 3 Page Ref: 10
LO: 1.3 Understand the nature and scope of marketing research and its role in designing and
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implementing successful marketing programs.
13) Marketing researchers are becoming more involved in decision making, whereas marketing
managers are not becoming more involved with research.
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Answer: FALSE
Diff: 2 Page Ref: 12
LO: 1.3 Understand the nature and scope of marketing research and its role in designing and
implementing successful marketing programs.
14) It is best to do marketing research even if the resources are not available to conduct a quality
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project.
Answer: FALSE
Diff: 2 Page Ref: 12
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LO: 1.4 Explain how the decision to conduct marketing research is made.
15) If a firm lacks the resources to implement the findings arising from marketing research,
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spending the resources to conduct the research may not be warranted.
Answer: TRUE
Diff: 2 Page Ref: 12
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LO: 1.4 Explain how the decision to conduct marketing research is made.
16) Marketing research suppliers can be classified as internal or external.
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Answer: TRUE
Diff: 1 Page Ref: 13
LO: 1.5 Discuss the marketing research industry and the types of research suppliers,
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17) Field service organizations are limited service suppliers that specialize in interviewing or
specialize in collecting data through the mail or through personal or telephone interviewing.
Answer: TRUE
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Diff: 2 Page Ref: 15
LO: 1.5 Discuss the marketing research industry and the types of research suppliers,
18) Analytical services include designing and pretesting questionnaires, determining the best
means of collecting data, designing sampling plans, and conducting statistical analysis of
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quantitative data.
Answer: FALSE
Diff: 3 Page Ref: 15
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LO: 1.5 Discuss the marketing research industry and the types of research suppliers,
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, 19) Branded marketing research products and services are specialized problem identification,
data collection and analysis procedures developed to address specific types of marketing research
problems.
Answer: TRUE
Diff: 3 Page Ref: 15
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LO: 1.5 Discuss the marketing research industry and the types of research suppliers,
20) Operational supervisor, project manager, research director, analyst, and statistician/data
processing specialist are all positions in the marketing research field.
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Answer: TRUE
Diff: 2 Page Ref: 17
LO: 1.6 Describe careers available in marketing research and the backgrounds and skills needed
to succeed in them.
21) When conducting international research, the environment prevailing in the countries, cultural
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units, or international markets that are being researched, influences the way the six steps of the
marketing research process should be performed.
Answer: TRUE
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Diff: 1 Page Ref: 19
AACSB: Diverse and multicultural work environments
LO: 1.7 Acquire an appreciation of the international dimension and the complexity involved in
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international marketing research.
22) International marketing research is much simpler to conduct than domestic research.
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Answer: FALSE
Diff: 1 Page Ref: 19
AACSB: Diverse and multicultural work environments
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LO: 1.7 Acquire an appreciation of the international dimension and the complexity involved in
international marketing research.
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23) Companies that base their business on the Web do not have international marketing
problems.
Answer: FALSE
Diff: 1 Page Ref: 19
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AACSB: Information technology
LO: 1.7 Acquire an appreciation of the international dimension and the complexity involved in
international marketing research.
24) International marketing research is expected to grow at a faster rate than domestic research.
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Answer: TRUE
Diff: 2 Page Ref: 19
AACSB: Diverse and multicultural work environments
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LO: 1.7 Acquire an appreciation of the international dimension and the complexity involved in
international marketing research.
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