Test Bank for Marketing Research: An Applied Orientation, 7th edition

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1Marketing Research: An Applied Orientation, 7e(Malhotra)Chapter 1Introduction to Marketing Research1) Boeing commissioned Harris Interactive, Inc. to conduct a study to determine the aircraftpreferences of fliers. Boeing did this because they understood the importance of continuouslymonitoring the dynamic marketplace and understanding the needs and priorities of Boeingcustomers.Answer: TRUEDiff: 2Page Ref:3AACSB: Reflective thinkingLO: 1.1 Define marketing research and distinguish between problem-identification research andproblem-solving research.2) Satmetrix capitalizes on the need for "recent" marketing research by providing clients withdata on a weekly basis.Answer: FALSEDiff: 3Page Ref:4AACSB: Analytical thinkingLO: 1.1 Define marketing research and distinguish between problem-identification research andproblem-solving research.3) Quick-Track®is a syndicated market research project conducted quarterly to track keyconsumer behavioral and attitudinal measuresfor all major fast food and pizza chains inindividual markets.Answer: TRUEDiff: 3Page Ref:5LO: 1.1 Define marketing research and distinguish between problem-identification research andproblem-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 decisionmaking related to the identification and solution of problems (and opportunities) in marketing.Answer:TRUEDiff: 1Page Ref:6LO: 1.2 Describe a framework for conducting marketing research as well as the six steps of5) Marketing research is classified into two areas: problem identification and problem solvingresearch.Answer: TRUEDiff: 1Page Ref:7LO: 1.2Describe a framework for conducting marketing research as well as the six steps ofthe marketing research process.

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26) Sales analysis research is a type of problem solving research.Answer: FALSEDiff: 3Page Ref:7LO: 1.2Describe a framework for conducting marketing research as well as the six steps ofthe marketing research process.7) Once a problem or opportunity has been identified, market potential researchis undertaken toarrive at a solution.Answer: FALSEDiff: 2Page Ref:7LO: 1.2Describe a framework for conducting marketing research as well as the six steps ofthe marketing research process.8) Problem identification research provides information about the marketing environment andhelps diagnose a problem.Answer: TRUEDiff: 2Page Ref:7LO: 1.2Describe a framework for conducting marketing research as well as the six steps ofthe marketing research process.9) The findings of problem solving research are used in making decisions that will solvespecificmarketing problems.Answer: TRUEDiff: 2Page Ref:7AACSB: Reflective thinkingLO: 1.2Describe a framework for conducting marketing research as well as the six steps ofthe marketing research process.10) In the Kellogg's example givenin 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 needsof the adult market.Answer: FALSEDiff: 3Page Ref:8LO: 1.3 Understand the nature and scope ofmarketing research and its role in designing andimplementing successful marketing programs.11) The task of marketing research is to assess the information needs and provide managementwith relevant, accurate, reliable, cheap, and current information.Answer: FALSEDiff: 1Page Ref:10LO: 1.3 Understand the nature and scope of marketing research and its role in designing andimplementing successful marketing programs.

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312) Marketing management decisions are complicated by interactions between the uncontrollablemarketing variables and the uncontrollable environmental factors.Answer: FALSEDiff: 3Page Ref:10LO: 1.3 Understand the nature and scope of marketing research and its role in designing andimplementing successful marketing programs.13) Marketing researchers are becoming more involved in decision making, whereas marketingmanagers are not becoming more involved with research.Answer: FALSEDiff: 2Page Ref:12LO: 1.3 Understand the nature and scope of marketing researchand its role in designing andimplementing successful marketing programs.14) It is best to do marketing research even if the resources are not available to conduct a qualityproject.Answer: FALSEDiff: 2Page Ref:12LO: 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,spending the resources to conduct the research may not be warranted.Answer: TRUEDiff: 2Page Ref:12LO: 1.4 Explain how the decision to conduct marketing research is made.16) Marketing research suppliers can be classified as internal or external.Answer: TRUEDiff: 1Page Ref:13LO: 1.5 Discuss the marketing research industry and the types of research suppliers,17) Field service organizations are limited service suppliers that specialize in interviewing orspecialize in collecting data through the mail or through personal or telephone interviewing.Answer: TRUEDiff: 2Page Ref:15LO: 1.5 Discuss the marketing research industry and the types of research suppliers,18) Analytical services include designing and pretesting questionnaires, determining the bestmeans of collecting data, designing sampling plans, and conducting statistical analysis ofquantitative data.Answer: FALSEDiff: 3Page Ref:15LO: 1.5 Discuss the marketing research industry and the types of research suppliers,

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419) Branded marketing research products and services are specialized problem identification,data collection and analysis procedures developed to address specific types of marketing researchproblems.Answer: TRUEDiff: 3Page Ref:15LO: 1.5 Discuss the marketing research industry and the types of research suppliers,20) Operational supervisor, projectmanager, research director, analyst, and statistician/dataprocessing specialist are all positions in the marketing research field.Answer: TRUEDiff: 2Page Ref:17LO: 1.6 Describe careers available in marketing research and the backgrounds and skills neededto succeed in them.21) When conducting international research, the environment prevailing in the countries, culturalunits, or international markets that are being researched, influences the way the six steps of themarketing research process should be performed.Answer: TRUEDiff: 1Page Ref:19AACSB: Diverse and multicultural work environmentsLO: 1.7 Acquire an appreciation of the international dimension and the complexity involved ininternational marketing research.22) International marketing research is much simpler to conduct than domestic research.Answer: FALSEDiff: 1Page Ref:19AACSB: Diverse and multicultural work environmentsLO: 1.7 Acquire an appreciation of the international dimension and the complexity involved ininternational marketing research.23) Companies that base their business on the Web do not have international marketingproblems.Answer: FALSEDiff: 1Page Ref:19AACSB: Information technologyLO: 1.7 Acquire an appreciation of the international dimension and the complexity involved ininternational marketing research.24) International marketing research is expected to grow at a faster rate than domestic research.Answer: TRUEDiff: 2Page Ref:19AACSB: Diverse and multiculturalwork environmentsLO: 1.7 Acquire an appreciation of the international dimension and the complexity involved ininternational marketing research.

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525) Social media embody social computing tools commonly referred to as Web 1.0.Answer: FALSEDiff: 3Page Ref:20AACSB: Information technologyLO: 1.8 Describe the use of social media as a domain in which to conduct marketing research.26) Expectations about objectivity among bloggers and other social media users are lower.Answer: TRUEDiff: 2Page Ref:20AACSB: Information technologyLO: 1.8 Describe the use of social media as a domain in which to conduct marketing research.27) The book advocates the use of social media to replace the traditional ways in which researchis conducted.Answer: FALSEDiff: 3Page Ref:20AACSB: Information technologyLO: 1.8 Describe the use of social media as a domain in which to conduct marketing research.28) Mobile marketing research can execute the principles of traditional research with reach,scale, and affordability.Answer: TRUEDiff: 2Page Ref:21AACSB: Information technologyLO: 1.9 Discuss the developing field of mobile marketing research and its advantages anddisadvantages.29) An advantage of mobile marketing research is thatsurveys must be kept short and simple.Answer: FALSEDiff: 2Page Ref:21-22AACSB: Information technologyLO: 1.9 Discuss the developing field of mobile marketing research and its advantages anddisadvantages.30) Most marketing research is conducted for clients representing commercial firms.Answer: TRUEDiff: 2Page Ref:22AACSB: Ethical understanding and reasoningLO: 1.10 Gain an understanding of the ethical aspects of marketing research and theresponsibilities each of the marketingresearch stakeholders have to themselves, one another, andthe research project.

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631) Ethical issues arise when the interests of the stakeholders are in conflict and when one ormore of the stakeholders are lacking in their responsibilities.Answer: TRUEDiff: 1Page Ref:22AACSB: Ethical understanding and reasoningLO: 1.10 Gain an understanding of the ethical aspects of marketing research and theresponsibilities each of the marketing research stakeholders have to themselves, one another, andthe research project.32) Marketing research has often been described as having three stakeholders.Answer: FALSEDiff: 2Page Ref:22AACSB: Ethical understanding and reasoningLO: 1.10 Gain an understanding of the ethical aspects of marketing research and theresponsibilities each of the marketing research stakeholders have to themselves, one another, andthe research project.33) NBC utilized Satmetrix services to obtain feedback from viewers. Which of the following istrueabout their relationship?A) It helps the network to learn what viewers are looking for.B) NBC created the show "The Voice" as a result of the research results.C) Viewer feedback has been instrumental in composing and modifying scripts and storylines.D) all of the aboveAnswer: DDiff: 2Page Ref:4AACSB: Analytical thinkingLO: 1.1 Define marketing research and distinguish between problem-identification research andproblem-solving research.34) According to the text, marketing research has become ________.A) globalB) real timeC) more integrative with marketing and product developmentD) all of the aboveAnswer: DDiff: 3Page Ref:5AACSB: Analytical thinkingLO: 1.1 Define marketing research and distinguish between problem-identification research andproblem-solving research.

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735) Marketing Research, as defined by the author, is everythingexcept________.A) systematicB) politically biasedC) objectiveD) useful for the purpose of improving decision-makingAnswer: BDiff: 2Page Ref:6LO: 1.2Describe a framework for conducting marketing research as well as the six steps ofthe marketing research process.36) The procedures followed at each stage of marketing research are methodologically sound,well documented, and, as much as possible, planned in advance. The previous statement definesthe ________ aspect of the definition of marketing research.A) systematicB) accuracyC) identification of informationD) collection of informationAnswer: ADiff: 2Page Ref:6LO: 1.2Describe a framework for conducting marketing research as well as the six steps ofthe marketing research process.37) Each phase of the marketing research process is important. If in the first phase of the processthe problem is identified, what is done after that butbefore data is collected?A) Determine the solution to the problem, identify relevant information sources and evaluatedata collection methodsB) Determine what information is needed, identify relevant information sources, and evaluatedata collection methodsC) Determine the solution to the problem, determine what information is needed, and identifyrelevant information sourcesD) Determine what information is needed, evaluate data collection methods, and analyze the dataAnswer: BDiff: 3Page Ref:8LO: 1.2Describe a framework for conducting marketing research as well as the six steps ofthe marketing research process.38) ________ is undertaken to help identify problems that are perhaps not apparent on thesurface and yet exist or are likely toarise in the future.A) Problem identification researchB) Segmentation researchC) Problem solving researchD) Marketing information systemsAnswer: ADiff: 2Page Ref:6LO: 1.2Describe a framework for conducting marketing research as well as the six steps ofthe marketing research process.

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839) ________ is a type of problem identification research.A) Distribution researchB) Pricing researchC) Market characteristics researchD) Promotion researchAnswer: CDiff: 3Page Ref:7LO: 1.2Describe a framework for conducting marketing research as well as the six steps ofthe marketing research process.40) Which of the issues listed below would be addressed using problem-solving research?A) the need to understand market potentialB) the needto understand current cultural trendsC) the need to understand changes in consumer behaviorD) the need to determine where to locate retail outletsAnswer: DDiff: 3Page Ref:7LO: 1.2Describe a framework for conducting marketing research as well as the six steps ofthe marketing research process.41) In the Kellogg's example given in your text, Kellogg's performed several tasks to identifytheir problem. Which of the tasks below wasnotused by Kellogg's to identify their problem?A) They spoke to decision makers within the company.B) They developed and tested several new flavors of cereal using mall intercept interviews withadult customersC) They interviewed industry experts.D) They surveyed customers about their perceptions and preferences for cereals.Answer: BDiff: 3Page Ref:8LO: 1.2Describe a framework for conducting marketing research as well as the six steps ofthe marketing research process.42) ________ is conceptualized as consisting of six steps which include problemdefinition,developing an approach to the problem, research design formulation, field work, data preparationand analysis, and report generation and presentation.A) The marketing research processB) Marketing information systemsC) Marketing research problemD) A decision support systemAnswer: ADiff: 2Page Ref:8LO: 1.2Describe a framework for conducting marketing research as well as the six steps ofthe marketing research process.

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943) Which of the tasks below might be conducted by the researcher during the "problemdefinition" and the "development of an approach to the problem" steps of the marketing researchprocess?A) analysis of secondary dataB) interviews with industry expertsC) qualitative researchD) all of the aboveAnswer: DDiff:3Page Ref:8-9LO: 1.2Describe a framework for conducting marketing research as well as the six steps ofthe marketing research process.44) Which of the tasks below might be conducted by the researcher during the "problemdefinition," the "development of an approach to the problem," or the "research designformulation" steps of the marketing research process?A) analysis of secondary dataB) interviews with industry expertsC) qualitative researchD) all of the aboveAnswer: DDiff: 3PageRef:8-9LO: 1.2Describe a framework for conducting marketing research as well as the six steps ofthe marketing research process.45) The emphasis in marketing is on the identification and satisfaction of ________.A) business needsB) marketing goalsC) market needsD) customer needsAnswer: DDiff: 1Page Ref:10LO: 1.3 Understand the nature and scope of marketing research and its role in designing andimplementing successful marketing programs.46) In order to determine customer needs and toimplement marketing strategies and programsaimed at satisfying those needs, marketing managers need information about ________.A) customersB) competitorsC) other forces in the marketplaceD) all of the aboveAnswer: DDiff: 1Page Ref:10-11LO:1.3 Understand the nature and scope of marketing research and its role in designing andimplementing successful marketing programs.

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1047) Marketing managers need the information provided by marketing research for many reasons.Which of the following isnota reason to need information provided by marketing research?A) Firms have become national and international in scope.B) Consumers have become more affluent and sophisticated.C) Competition has become more intense.D) All of the above are reasons to need information provided by marketing research.Answer: DDiff: 1Page Ref:10-11LO: 1.3 Understand the nature and scope of marketing research and its role in designing andimplementing successful marketing programs.48) Marketing research helps the marketing manager link the ________ with the ________ andthe customer groups.A) marketing variables; environmentB) marketing variables; marketing information systemC) marketing information system; environmentD) none of the aboveAnswer: ADiff: 3Page Ref:11LO: 1.3 Understand the nature and scope of marketing research and its role in designing andimplementing successful marketing programs.49) ________ may be defined as the process of enhancing marketplace competitiveness througha greater understanding of a firm's competitors and the competitive environment.A) Market intelligenceB) Competitive intelligenceC) A marketing information systemD) A decision support systemAnswer: BDiff: 2Page Ref:12LO: 1.3 Understand the nature and scope of marketing research and its role in designing andimplementing successful marketing programs.50) Competitive intelligence ________.A) enables senior managers in companies to make informed decisions about everythingB) consists of integrated systems of hardware, communications networks, and softwareC) is a continuous process involving the legal and ethical collection of informationD) A and C are both correctAnswer: DDiff: 3Page Ref:12LO: 1.3 Understand the nature and scope of marketing research and its role in designing andimplementing successful marketing programs.

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1151) The information obtained through marketing research becomes an integral part of the firm'________ and ________.A) marketing information system (MIS); decision support system (DSS)B) management information system (MIS); marketing information system (MIS)C) decision support system (DSS); Competitive Support System (CIS)D) none of the aboveAnswer: ADiff: 3Page Ref:12AACSB: Information technologyLO:1.3 Understand the nature and scope of marketing research and its role in designing andimplementing successful marketing programs.52) Which of the following isnota consideration when making the decision to conductmarketing research?A) the consumer'sattitude toward researchB) the costs versus the benefits of researchC) the resources available to conduct the researchD) the resources available to implement the research findingsAnswer: ADiff: 3Page Ref:12-13LO: 1.4 Explain how the decision to conduct marketing research is made.53) Which of the following statements is (are)trueconcerning big firms?A) Many firms maintain in-house marketing research departments.B) The marketing research department's place in the organizational structuremay varyconsiderably.C) Firms with in-house research departments never use external research suppliers.D) Both A and B are correct.Answer: DDiff: 2Page Ref:13LO: 1.5 Discuss the marketing research industry and the types of research suppliers,54) External research suppliers can be classified as ________ and ________.A) limited-service; partial-serviceB) full-service; partial-serviceC) full-service; limited-serviceD) none of the aboveAnswer: CDiff: 1Page Ref:13-14LO: 1.5 Discuss the marketing research industry and the types of research suppliers,

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1255) Which of the following isnotan example of a full-service supplier (Figure 1.3 in the text)?A) syndicated servicesB) customized servicesC) Internet servicesD) analytical servicesAnswer: DDiff: 2Page Ref:13-14LO: 1.5 Discuss the marketing research industry and the types of research suppliers,56) The Nielsen Television Index is a set of information of known commercial value that isprovided to multiple clients ona subscription basis. The Nielsen Index is an example of________.A) syndicated servicesB) customized servicesC) standardized servicesD) analytical servicesAnswer: ADiff: 3Page Ref:15LO: 1.5 Discuss the marketing research industry and thetypes of research suppliers,57) Syndicated services ________.A) specialize in one or a few phases of the marketing research projectB) are research studies conducted for different client firms but in a different wayC) are companies that collect and sell common pools of data designed to serve information needsshared by a number of clientsD) offer a wide variety of marketing research services customized to suit a client's specific needsAnswer: CDiff: 3Page Ref:15LO: 1.5 Discuss the marketingresearch industry and the types of research suppliers,58) Customized services ________.A) specialize in one or a few phases of the marketing research projectB) are research studies conducted for different client firms but in a different wayC) collectand sell common pools of data designed to serve information needs shared by anumber of clientsD) offer a wide variety of marketing research services tailored to suit a client's specific needsAnswer: DDiff: 2Page Ref:15LO: 1.5 Discuss the marketing research industry and the types of research suppliers,

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1359) Limited-service suppliers ________.A) specialize in one or a few phases of the marketing research projectB) are research studies conducted for different client firms but in a different wayC) collect and sell common pools of data designed to serve information needs shared by anumber of clients.D) offer a wide variety of marketing research services tailored to suit a client's specific needsAnswer: ADiff: 1Page Ref:15LO: 1.5 Discuss the marketing research industry and the types of research suppliers,60) ORC International (orcinternational.com)offers several products under the Caravan®family. The products include both online and telephone survey options among householdsselected at random from the U.S. population. Clients are charged based on the number ofquestions they ask. Caravan®is a ________.A) field serviceB) branded market research productC) data analysis serviceD) analytical serviceAnswer: BDiff: 3Page Ref:15LO: 1.5 Discuss the marketing research industry and the types of research suppliers,61) When a firm cannot conduct an entire marketing research project in house, it must select anexternal supplier for one or more phases of the project. One of the things that the firm doesnotneed to consider or do when selecting an external research supplier is ________.A) compile a list of prospective suppliersB) realize that the cheapest bid is not always the best bidC) develop criteria for selecting an outside supplierD) All of the above must be considered or done.Answer: DDiff: 1Page Ref:15-16LO: 1.5 Discuss the marketing research industry and the types of research suppliers,62) There are many entry level marketing research positions available for persons with BBAs orMBAs. Which one of the following isnotan entry-level position?A) operational supervisorB) senior analystC) junior research analystD) research analystAnswer: BDiff: 2Page Ref:16-17LO: 1.6 Describe careers available in marketing research and the backgrounds and skills neededto succeed in them.

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1463) According to the author of the text, international research refers to which of the followingtypes of research?A) foreign researchB) multinational researchC) cross-cultural researchD) all of the aboveAnswer: DDiff: 2Page Ref:19AACSB: Diverse and multicultural work environmentsLO: 1.7 Acquire an appreciation of the international dimension and the complexity involved ininternational marketing research.64) Which of the following isnotmentioned as a limitation of social media for conductingmarketing research?A) lower objectivity standards for social mediaB) self-selection biasC) advocacy biasD) expressive biasE) All of these are mentioned as limitations.Answer: DDiff: 3Page Ref:20AACSB: Information technologyLO: 1.8 Describe the use of social media as a domain in which to conduct marketing research.65) Marketing research has often been described as having four stakeholders. Thesestakeholders have certain responsibilities to each other and to the research project. Which of thefollowing isnotone of the stakeholders?A) the marketing researcherB) the respondentC) the publicD) the environmentAnswer: DDiff: 1Page Ref:22AACSB: Ethical understanding and reasoningLO: 1.10 Gain an understanding of the ethical aspects of marketing research and theresponsibilities each of the marketing research stakeholders have to themselves, one another, andthe research project.

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1566) ________ features statistical programs as integrated statistical packages for data analysis.A) SASB) MINITABC) SPSSD) EXCELE) SAS and SPSSAnswer: EDiff: 2Page Ref:24AACSB: Information technologyLO: 1.10 Gain an understanding of the ethical aspects of marketing research and theresponsibilities each of the marketing research stakeholders have to themselves, one another, andthe research project.67) Define and discuss problem identification and problem-solving research. Discuss how thetwo types of research are related. Develop an example showing the relationship between thesetwo types of research.Answer: Problem identification research is undertaken to help identify problems that are perhapsnot apparent on the surface and yet existor are likely to exist in the future. Problem-solvingresearch is undertaken to arrive at a solution.Problem identification research and problem-solving research go hand in hand because once aproblem or opportunity has been identified, problem-solvingresearch can be undertaken. Agiven marketing research project may combine both types of research. This was illustrated in thechapter opening Boeing example. The consumer surveys identified potential demand for smallerplanes (problem identification). Subsequent research led to the introduction of the new versionof the Boeing 737, which caters to the 100 to 215 seat market (problem solving). The studentshould supply his/her own similar examples.Diff: 3Page Ref:6-7AACSB: Analytical thinkingLO: 1.1 Define marketing research and distinguish between problem-identification research andproblem-solving research.68) Define marketing research.Answer: Marketing research is the systematic and objective identification, collection, analysis,dissemination, and use of information for the purpose of improving decision making related tothe identification and solution of problems and opportunities in marketing.Diff: 2Page Ref:6AACSB: Application of knowledgeLO: 1.1 Define marketing researchand distinguish between problem-identification research andproblem-solving research.

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