Test Bank-
Marketing Research an Applied Orientation
Author: Naresh K. Malhotra
7Th Edition
,Table Of Contents
Chapter 1 Introduction To Marketing Research
Chapter 2 Defining The Marketing Research Problem And Developing An Approach
Chapter 3 Research Design
Chapter 4 Exploratory Research Design: Secondary Data
Chapter 5 Exploratory Research Design: Qualitative Research
Chapter 6 Descriptive Research Design: Survey And Observation
Chapter 7 Causal Research Design: Experimentation
Chapter 8 Measurement And Scaling: Fundamentals And Comparative Scaling
Chapter 9 Measurement And Scaling: Noncomparative Scaling Techniques
Chapter 10 Questionnaire And Form Design
Chapter 11 Sampling: Design And Procedures
Chapter 12 Sampling: Final And Initial Sample Size Determination
Chapter 13 Fieldwork
Chapter 14 Data Preparation
Chapter 15 Frequency Distribution, Cross-Tabulation, And Hypothesis Testing
Chapter 16 Analysis Of Variance And Covariance
Chapter 17 Correlation And Regression
Chapter 18 Discriminant And Logit Analysis
Chapter 19 Factor Analysis
Chapter 20 Cluster Analysis
Chapter 21 Multidimensional Scaling And Conjoint Analysis
Chapter 22 Structural Equation Modeling And Path Analysis
Chapter 23 Report Preparation And Presentation
,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
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.
Correct answer: TRUE
Diff: 2 Page Ref: 3 AACSB: Reflective Thinking
LO: 1.1 Define Marketing Research And Distinguish Between Problem-Identification Research And
Problem-Solving Research.
2) Satmetrix Capitalizes On The Need For "Recent" Marketing Research By Providing Clients With
Data On A Weekly Basis.
Correct answer: FALSE Diff: 3 Page Ref: 4
AACSB: Analytical Thinking
LO: 1.1 Define Marketing Research And Distinguish Between Problem-Identification Research And
Problem-Solving Research.
3) Quick-Track® Is A Syndicated Market Research Project Conducted Quarterly To Track Key
Consumer Behavioral And Attitudinal Measures For All Major Fast Food And Pizza Chains In Individual
Markets.
Correct answer: TRUE
Diff: 3 Page Ref: 5
LO: 1.1 Define Marketing Research And Distinguish Between Problem-Identification Research And
Problem-Solving Research.
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.
Correct 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.
Correct answer: TRUE
Diff: 1 Page Ref: 7
LO: 1.2 Describe A Framework For Conducting Marketing Research As Well As The Six Steps Of The
Marketing Research Process.
6) Sales Analysis Research Is A Type Of Problem Solving Research.
Correct 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.
7) Once A Problem Or Opportunity Has Been Identified, Market Potential Research Is Undertaken
To Arrive At A Solution.
Correct answer: FALSE 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.
Correct answer: TRUE
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.
9) The Findings Of Problem Solving Research Are Used In Making Decisions That Will Solve Specific
Marketing Problems.
Correct answer: TRUE
Diff: 2 Page Ref: 7 AACSB: Reflective Thinking
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