Exam (elaborations)
Test Bank For Marketing Research An Applied Orientation 7th Edition by Naresh K. Malhotra
Test Bank For Marketing Research An Applied Orientation 7th Edition by Naresh K. Malhotra
[Show more]
Preview 4 out of 1275 pages
Uploaded on
October 16, 2024
Number of pages
1275
Written in
2024/2025
Type
Exam (elaborations)
Contains
Questions & answers
Institution
AnswerKey
Course
AnswerKey
$17.99
100% satisfaction guarantee
Immediately available after payment
Both online and in PDF
No strings attached
Marketing Research: An Applied Orientation, 7e g g g g g
(Malhotra) Chapter 1 Introduction to
g g g g
MarketingResearch
g g
1) Boeing commissioned Harris Interactive, Inc. to conduct a study to determine the
g g g g g g g g g g g
gaircraft preferences of fliers. Boeing did this because they understood the importance
g g g g g g g g g g g
gofcontinuously monitoring the dynamic marketplace and understanding the needs and
g g g g g g g g g g
gpriorities of Boeing customers. g g g
Answer: TRUE
Diff: 2 Page Ref:
g g
g3AACSB: Reflective
g g
gthinking
LO: 1.1 Define marketing research and distinguish between problem-identification
g g g g g g g g
gresearchand problem-solving research.
g g g
2) Satmetrix capitalizes on the need for "recent" marketing research by providing
g g g g g g g g g g
gclientswith data on a weekly basis.
g g g g g g
Answer: FALSE g
gDiff: 3 Page Ref: 4g g g
AACSB: Analytical thinking g g
LO: 1.1 Define marketing research and distinguish between problem-identification
g g g g g g g g
gresearchand problem-solving research.
g g g
3) Quick-Track® is a syndicated market research project conducted quarterly to g
g g g g g g g g
gtrackkey consumer behavioral and attitudinal measures for all major fast food
g g g g g g g g g g g
gand pizza chains in individual markets.
g g g g g
Answer: TRUE
Diff: 3 Page Ref: 5
g g g
LO: 1.1 Define marketing research and distinguish between problem-identification
g g g g g g g g
gresearchand problem-solving research.
g g g
4) Marketing research is the systematic and objective identification, collection, analysis,
g g g g g g g g g
gdissemination, and use of information for the purpose of assisting management in
g g g g g g g g g g g
gdecisionmaking related to the identification and solution of problems (and opportunities)
g g g g g g g g g g g
gin marketing. Answer: TRUE
g g g
Diff: 1 Page Ref: 6
g g g
LO: 1.2 Describe a framework for conducting marketing research as well as the six steps of
g g g g g g g g g g g g g g
5) Marketing research is classified into two areas: problem identification and
g g g g g g g g g
gproblemsolving research. g g
Answer: TRUE
Diff: 1 Page Ref: 7
g g g
LO: 1.2 Describe a framework for conducting marketing research as well as the six
g g g g g g g g g g g g g
gstepsof the marketing research process.
g g g g g
1
Copyright © 2019 Pearson g g g
Education, g
,6) Sales analysis research is a type of problem
g g g g g g g
solvingresearch. Answer: FALSE
g g g g
Diff: 3 Page Ref: 7
g g g
LO: 1.2 Describe a framework for conducting marketing research as well as the six
g g g g g g g g g g g g g
stepsof the marketing research process.
g g g g g g
7) Once a problem or opportunity has been identified, market potential research is
g g g g g g g g g g g
gundertakento arrive at a solution. g g g g g
Answer: FALSE g
Diff: 2 Page Ref: 7
g g g g
LO: 1.2 Describe a framework for conducting marketing research as well as the six
g g g g g g g g g g g g g
stepsof the marketing research process.
g g g g g g
8) Problem identification research provides information about the marketing
g g g g g g g
environmentand helps diagnose a problem.
g g g g g g
Answer: TRUE
Diff: 2 Page Ref: 7
g g g
LO: 1.2 Describe a framework for conducting marketing research as well as the six
g g g g g g g g g g g g g
stepsof the marketing research process.
g g g g g g
9) The findings of problem solving research are used in making decisions that will
g g g g g g g g g g g g
solvespecific marketing problems.
g g g g
Answer: TRUE
Diff: 2 Page Ref:
g g
g7AACSB: Reflective
g g
gthinking
LO: 1.2 Describe a framework for conducting marketing research as well as the six
g g g g g g g g g g g g g
stepsof the marketing research process.
g g g g g g
10) In the Kellogg's example given in your text, as a result of problem-solving
g g g g g g g g g g g g
research, Kellogg's found out that it was not being creative in introducing new
g g g g g g g g g g g g g
products to meet theneeds of the adult market.
g g g g g g g g g
Answer: FALSE g
Diff: 3 Page Ref: 8
g g g g
LO: 1.3 Understand the nature and scope of marketing research and its role in designing
g g g g g g g g g g g g g g
andimplementing successful marketing programs.
g g g g g
11) The task of marketing research is to assess the information needs and
g g g g g g g g g g g
providemanagement with relevant, accurate, reliable, cheap, and current
g g g g g g g g g
information. Answer:
g FALSE g
Diff: 1 Page Ref: 10
g g g
LO: 1.3 Understand the nature and scope of marketing research and its role in designing
g g g g g g g g g g g g g g
andimplementing successful marketing programs.
g g g g g
2
Copyright © 2019 Pearson g g g
Education, g
,12) Marketing management decisions are complicated by interactions between the
g g g g g g g g
uncontrollable marketing variables and the uncontrollable environmental factors.
g g g g g g g g
Answer: FALSE
g g
Diff: 3 Page Ref: 10g g g
LO: 1.3 Understand the nature and scope of marketing research and its role in designing
g g g g g g g g g g g g g g
andimplementing successful marketing programs.
g g g g g
13) Marketing researchers are becoming more involved in decision making,
g g g g g g g g
whereasmarketing managers are not becoming more involved with research.
g g g g g g g g g g
Answer: FALSE
Diff: 2 Page Ref: 12g g g
LO: 1.3 Understand the nature and scope of marketing research and its role in
g g g g g g g g g g g g g
designingand implementing successful marketing programs.
g g g g g g
14) It is best to do marketing research even if the resources are not available to
g g g g g g g g g g g g g g
gconduct aquality project. g g g
Answer: FALSE
Diff: 2 Page Ref: 12g g g
LO: 1.4 Explain how the decision to conduct marketing research is made.
g g g g g g g g g g g
15) If a firm lacks the resources to implement the findings arising from
g g g g g g g g g g g
marketingresearch, spending the resources to conduct the research may not be
g g g g g g g g g g g g
gwarranted. Answer: TRUE g
Diff: 2 Page Ref: 12g g g
LO: 1.4 Explain how the decision to conduct marketing research is made.
g g g g g g g g g g g
16) Marketing research suppliers can be classified as internal g g g g g g g
orexternal. Answer: TRUE
g g g g
Diff: 1 Page Ref: 13g g g
LO: 1.5 Discuss the marketing research industry and the types of research suppliers,
g g g g g g g g g g g
17) Field service organizations are limited service suppliers that specialize in
g g g g g g g g g
interviewingor specialize in collecting data through the mail or through personal or
g g g g g g g g g g g g g
telephone interviewing. Answer: TRUE
g g g g
Diff: 2 Page Ref: 15g g g
LO: 1.5 Discuss the marketing research industry and the types of research suppliers,
g g g g g g g g g g g
18) Analytical services include designing and pretesting questionnaires, determining
g g g g g g g
gthebest means of collecting data, designing sampling plans, and conducting statistical
g g g g g g g g g g g
ganalysis of quantitative data. g g g
Answer: FALSE
Diff: 3 Page Ref: 15g g g
LO: 1.5 Discuss the marketing research industry and the types of research suppliers,
g g g g g g g g g g g
3
Copyright © 2019 Pearson g g g
Education, g
, 19) Branded marketing research products and services are specialized problem
g g g g g g g g
identification,data collection and analysis procedures developed to address specific types
g g g g g g g g g g g
of marketing research problems.
g g g g
Answer: TRUE
Diff: 3 Page Ref: 15 g g g
LO: 1.5 Discuss the marketing research industry and the types of research suppliers,
g g g g g g g g g g g
20) Operational supervisor, project manager, research director, analyst, and
g g g g g g g
statistician/data processing specialist are all positions in the marketing research
g g g g g g g g g g
gfield.Answer: TRUE g
Diff: 2 Page Ref: 17 g g g
LO: 1.6 Describe careers available in marketing research and the backgrounds and
g g g g g g g g g g g
skillsneeded to succeed in them.
g g g g g g
21) When conducting international research, the environment prevailing in the countries,
g g g g g g g g g
cultural units, or international markets that are being researched, influences the way the
g g g g g g g g g g g g g
sixsteps of the marketing research process should be performed.
g g g g g g g g g g
Answer: TRUE
Diff: 1 Page Ref: 19 g g g
AACSB: Diverse and multicultural work environments
g g g g g
LO: 1.7 Acquire an appreciation of the international dimension and the complexity involved
g g g g g g g g g g g g
ininternational marketing research.
g g g g
22) International marketing research is much simpler to conduct than g g g g g g g g
domesticresearch. Answer: FALSE
g g g g
Diff: 1 Page Ref: 19 g g g
AACSB: Diverse and multicultural work environments
g g g g g
LO: 1.7 Acquire an appreciation of the international dimension and the complexity involved
g g g g g g g g g g g g
ininternational marketing research.
g g g g
23) Companies that base their business on the Web do not have g g g g g g g g g g
ginternationalmarketing problems. g g
Answer: FALSE
Diff: 1 Page Ref: 19 g g g
AACSB: Information technology gg g
LO: 1.7 Acquire an appreciation of the international dimension and the complexity involved
g g g g g g g g g g g g
ininternational marketing research.
g g g g
24) International marketing research is expected to grow at a faster rate than
g g g g g g g g g g g
domesticresearch. Answer: TRUE
g g g g
Diff: 2 Page Ref: 19 g g g
AACSB: Diverse and multicultural work environments
g g g g g
LO: 1.7 Acquire an appreciation of the international dimension and the complexity involved
g g g g g g g g g g g g
ininternational marketing research.
g g g g
4
Copyright © 2019 Pearson g g g
Education, g