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

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    1 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 unde rstood the importance of continuously monitoring the dynamic marketplace and understanding the needs and priorities of Boeing customers. Answer: TRUE Diff: 2 Page Ref: 3 AACSB: Reflective thinking LO: 1.1 Define marketing research and distinguish b etween 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. 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. 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 s ystematic 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. 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. 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.

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    2 6) Sales analysis research is a type of problem solving research. Answer: FALSE Diff: 3 Page Ref: 7 LO: 1.2 Des cribe 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. 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 proble m. 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. Answer: TRUE Diff: 2 Page Ref: 7 AACSB: Reflective thinking LO: 1.2 Describe a framework for conducting marketing research as well as the six steps of the marketing research process. 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 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 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. A nswer: FALSE 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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    3 12) Marketing management decisions are complicated by interactions between th e 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 implementing successful marketing progr ams. 13) Marketing researchers are becoming more involved in decision making, whereas marketing managers are not becoming more involved with research. 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 project. Answer: FALSE Diff: 2 Page Ref: 12 LO: 1.4 Explain how the decis ion 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: TRUE Diff: 2 Page Ref: 12 LO: 1.4 E xplain how the decision to conduct marketing research is made. 16) Marketing research suppliers can be classified as internal or external. Answer: TRUE Diff: 1 Page Ref: 13 LO: 1.5 Discuss the marketing research industry and the types of research su ppliers, 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 Diff: 2 Page Ref: 15 LO: 1.5 Discus s 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 quantitative data. Answer: FALSE Diff: 3 Page Ref: 15 LO: 1.5 Discuss the marketing research industry and the types of research suppliers,

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    4 19) Branded marketing research products and services are specialized problem identification, data collectio n and analysis procedures developed to address specific types of marketing research problems. Answer: TRUE Diff: 3 Page Ref: 15 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. Answer: TRUE Diff: 2 Page Ref: 17 LO: 1.6 Describe careers available in marketing research and the backgrounds and s kills needed to succeed in them. 21) When conducting international research, the environment prevailing in the countries, cultural units, or international markets that are being researched, influences the way the six steps of the marketing research proces s should be performed. Answer: TRUE 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 international marketing research. 22) Interna tional marketing research is much simpler to conduct than domestic research. Answer: FALSE Diff: 1 Page Ref: 19 AACSB: Diverse and multicultural work environments LO: 1.7 Acquire an appreciation of the international dimension and the complexity inv olved in international marketing research. 23) Companies that base their business on the Web do not have international marketing problems. Answer: FALSE Diff: 1 Page Ref: 19 AACSB: Information technology LO: 1.7 Acquire an appreciation of the inter national dimension and the complexity involved in international marketing research. 24) International marketing research is expected to grow at a faster rate than domestic research. Answer: TRUE Diff: 2 Page Ref: 19 AACSB: Diverse and multicultural work environments LO: 1.7 Acquire an appreciation of the international dimension and the complexity involved in international marketing research.

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    5 25) Social media embody social computing tools commonly referred to as Web 1.0. Answer: FALSE Diff: 3 Page Ref: 20 AACSB: Information technology LO: 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: TRUE Diff: 2 Page Ref: 20 AACSB: Information technology LO: 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 research is conducted. Answ er: FALSE Diff: 3 Page Ref: 20 AACSB: Information technology LO: 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: TRUE Diff: 2 Page Ref: 21 AACSB: Information technology LO: 1.9 Discuss the developing field of mobile marketing research and its advantages and disadvantages. 29) An advantage of mobile marketing research is that surveys must be kept short and simple. Answer: FALSE Diff: 2 Page Ref: 21 - 22 AACSB: Information technology LO: 1.9 Discuss the developing field of mobile marketing research and its advantages and disadvantages. 30) Most marketing research is cond ucted for clients representing commercial firms. Answer: TRUE Diff: 2 Page Ref: 22 AACSB: Ethical understanding and reasoning LO: 1.10 Gain an understanding of the ethical aspects of marketing research and the responsibilities each of the marketing research stakeholders have to themselves, one another, and the research project.

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    6 31) Ethical issues arise when the interests of the stakeholders are in conflict and when one or more of the stakeholders are lacking in their responsibilities. Answer: TRUE Diff: 1 Page Ref: 22 AACSB: Ethical understanding and reasoning LO: 1.10 Gain an understanding of the ethical aspects of marketing research and the responsibilities each of the marketing research stakeholders have to themselves, one another, and th e research project. 32) Marketing research has often been described as having three stakeholders. Answer: FALSE Diff: 2 Page Ref: 22 AACSB: Ethical understanding and reasoning LO: 1.10 Gain an understanding of the ethical aspects of marketing rese arch and the responsibilities each of the marketing research stakeholders have to themselves, one another, and the research project. 33) NBC utilized Satmetrix services to obtain feedback from viewers. Which of the following is true about their relationsh ip? 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 above Answ er: D Diff: 2 Page Ref: 4 AACSB: Analytical thinking LO: 1.1 Define marketing research and distinguish between problem - identification research and problem - solving research. 34) According to the text, marketing research has become ________. A) glob al B) real time C) more integrative with marketing and product development D) all of the above Answer: D Diff: 3 Page Ref: 5 AACSB: Analytical thinking LO: 1.1 Define marketing research and distinguish between problem - identification research and pr oblem - solving research.

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    7 35) Marketing Research, as defined by the author, is everything except ________. A) systematic B) politically biased C) objective D) useful for the purpose of improving decision - making Answer: B Diff: 2 Page Ref: 6 LO: 1.2 Describe a framework for conducting marketing research as well as the six steps of the marketing research process. 36) The procedures followed at each stage of marketing research are methodologically sound, well documented, and, as much as possible, plann ed in advance. The previous statement defines the ________ aspect of the definition of marketing research. A) systematic B) accuracy C) identification of information D) collection of information Answer: A Diff: 2 Page Ref: 6 LO: 1.2 Describe a fram ework for conducting marketing research as well as the six steps of the marketing research process. 37) Each phase of the marketing research process is important. If in the first phase of the process the problem is identified, what is done after that but before data is collected? A) Determine the solution to the problem, identify relevant information sources and evaluate data collection methods B) Determine what information is needed, identify relevant information sources, and evaluate data collection met hods C) Determine the solution to the problem, determine what information is needed, and identify relevant information sources D) Determine what information is needed, evaluate data collection methods, and analyze the data Answer: B Diff: 3 Page Ref: 8 LO: 1.2 Describe a framework for conducting marketing research as well as the six steps of the marketing research process. 38) ________ is undertaken to help identify problems that are perhaps not apparent on the surface and yet exist or are likely to arise in the future. A) Problem identification research B) Segmentation research C) Problem solving research D) Marketing information systems Answer: A Diff: 2 Page Ref: 6 LO: 1.2 Describe a framework for conducting marketing research as well as th e six steps of the marketing research process.

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    8 39) ________ is a type of problem identification research. A) Distribution research B) Pricing research C) Market characteristics research D) Promotion research Answer: C Diff: 3 Page Ref: 7 LO: 1.2 De scribe a framework for conducting marketing research as well as the six steps of the marketing research process. 40) Which of the issues listed below would be addressed using problem - solving research? A) the need to understand market potential B) the need to understand current cultural trends C) the need to understand changes in consumer behavior D) the need to determine where to locate retail outlets Answer: D Diff: 3 Page Ref: 7 LO: 1.2 Describe a framework for conducting marketing research as wel l as the six steps of the marketing research process. 41) In the Kellogg's example given in your text, Kellogg's performed several tasks to identify their problem. Which of the tasks below was not used by Kellogg's to identify their problem? A) They spok e to decision makers within the company. B) They developed and tested several new flavors of cereal using mall intercept interviews with adult customers C) They interviewed industry experts. D) They surveyed customers about their perceptions and preference s for cereals. Answer: B Diff: 3 Page Ref: 8 LO: 1.2 Describe a framework for conducting marketing research as well as the six steps of the marketing research process. 42) ________ is conceptualized as consisting of six steps which include problem definition, developing an approach to the problem, research design formulation, field work, data preparation and analysis, and report generation and presentation. A) The marketing research process B) Marketing information systems C) Marketing research prob lem D) A decision support system Answer: A Diff: 2 Page Ref: 8 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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    9 43) Which of the tasks below might be conducted by the resear cher during the "problem definition" and the "development of an approach to the problem" steps of the marketing research process? A) analysis of secondary data B) interviews with industry experts C) qualitative research D) all of the above Answer: D Diff: 3 Page Ref: 8 - 9 LO: 1.2 Describe a framework for conducting marketing research as well as the six steps of the marketing research process. 44) Which of the tasks below might be conducted by the researcher during the "problem definition," the "devel opment of an approach to the problem," or the "research design formulation" steps of the marketing research process? A) analysis of secondary data B) interviews with industry experts C) qualitative research D) all of the above Answer: D Diff: 3 Page Ref: 8 - 9 LO: 1.2 Describe a framework for conducting marketing research as well as the six steps of the marketing research process. 45) The emphasis in marketing is on the identification and satisfaction of ________. A) business needs B) marketing goals C) market needs D) customer needs Answer: D 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. 46) In order to determine customer needs and to implement marketing strategies and programs aimed at satisfying those needs, marketing managers need information about ________. A) customers B) competitors C) other forces in the marketplace D) all of the above Answer: D Diff: 1 Page Ref: 10 - 11 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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    10 47) Marketing managers need the information provided by marketing research for many reasons. Which of the following is n ot a 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 n eed information provided by marketing research. Answer: D Diff: 1 Page Ref: 10 - 11 LO: 1.3 Understand the nature and scope of marketing research and its role in designing and implementing successful marketing programs. 48) Marketing research helps t he marketing manager link the ________ with the ________ and the customer groups. A) marketing variables; environment B) marketing variables; marketing information system C) marketing information system; environment D) none of the above Answer: A Diff: 3 Page Ref: 11 LO: 1.3 Understand the nature and scope of marketing research and its role in designing and implementing successful marketing programs. 49) ________ may be defined as the process of enhancing marketplace competitiveness through a greate r understanding of a firm's competitors and the competitive environment. A) Market intelligence B) Competitive intelligence C) A marketing information system D) A decision support system Answer: B Diff: 2 Page Ref: 12 LO: 1.3 Understand the nature a nd scope of marketing research and its role in designing and implementing successful marketing programs. 50) Competitive intelligence ________. A) enables senior managers in companies to make informed decisions about everything B) consists of integrated s ystems of hardware, communications networks, and software C) is a continuous process involving the legal and ethical collection of information D) A and C are both correct Answer: D Diff: 3 Page Ref: 12 LO: 1.3 Understand the nature and scope of mark eting research and its role in designing and implementing successful marketing programs.

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    11 51) The information obtained through marketing research becomes an integral part of the firm' ________ and ________. A) marketing information system (MIS); decision s upport system (DSS) B) management information system (MIS); marketing information system (MIS) C) decision support system (DSS); Competitive Support System (CIS) D) none of the above Answer: A Diff: 3 Page Ref: 12 AACSB: Information technology LO: 1.3 Understand the nature and scope of marketing research and its role in designing and implementing successful marketing programs. 52) Which of the following is not a consideration when making the decision to conduct marketing research? A) the consumer's attitude toward research B) the costs versus the benefits of research C) the resources available to conduct the research D) the resources available to implement the research findings Answer: A Diff: 3 Page Ref: 12 - 13 LO: 1.4 Explain how the decisio n to conduct marketing research is made. 53) Which of the following statements is (are) true concerning big firms? A) Many firms maintain in - house marketing research departments. B) The marketing research department's place in the organizational structure may vary considerably. C) Firms with in - house research departments never use external research suppliers. D) Both A and B are correct. Answer: D Diff: 2 Page Ref: 13 LO: 1.5 Discuss the marketing research industry and the types of research supplier s, 54) External research suppliers can be classified as ________ and ________. A) limited - service; partial - service B) full - service; partial - service C) full - service; limited - service D) none of the above Answer: C Diff: 1 Page Ref: 13 - 14 LO: 1.5 Disc uss the marketing research industry and the types of research suppliers,

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    12 55) Which of the following is not an example of a full - service supplier (Figure 1.3 in the text)? A) syndicated services B) customized services C) Internet services D) analytical se rvices Answer: D Diff: 2 Page Ref: 13 - 14 LO: 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 is provided to multiple clients on a subscription basis. The Nielsen Index is an example of ________. A) syndicated services B) customized services C) standardized services D) analytical services Answer: A Diff: 3 Page Ref: 15 LO: 1.5 Discuss the marketing research industry and the types of research suppliers, 57) Syndicated services ________. A) specialize in one or a few phases of the marketing research project B) are research studies conducted for different client firms but in a different way C) are companies that collect and sel l common pools of data designed to serve information needs shared by a number of clients D) offer a wide variety of marketing research services customized to suit a client's specific needs Answer: C Diff: 3 Page Ref: 15 LO: 1.5 Discuss the marketing research industry and the types of research suppliers, 58) Customized services ________. A) specialize in one or a few phases of the marketing research project B) are research studies conducted for different client firms but in a different way C) collect and sell common pools of data designed to serve information needs shared by a number of clients D) offer a wide variety of marketing research services tailored to suit a client's specific needs Answer: D Diff: 2 Page Ref: 15 LO: 1.5 Discuss the mar keting research industry and the types of research suppliers,

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    13 59) Limited - service suppliers ________. A) specialize in one or a few phases of the marketing research project B) are research studies conducted for different client firms but in a different w ay C) collect and sell common pools of data designed to serve information needs shared by a number of clients. D) offer a wide variety of marketing research services tailored to suit a client's specific needs Answer: A Diff: 1 Page Ref: 15 LO: 1.5 D iscuss 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 households selec ted at random from the U.S. population. Clients are charged based on the number of questions they ask. Caravan ® is a ________. A) field service B) branded market research product C) data analysis service D) analytical service Answer: B Diff: 3 Page R ef: 15 LO: 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 an external supplier for one or more phases of the project. One of t he things that the firm does not need to consider or do when selecting an external research supplier is ________. A) compile a list of prospective suppliers B) realize that the cheapest bid is not always the best bid C) develop criteria for selecting an ou tside supplier D) All of the above must be considered or done. Answer: D Diff: 1 Page Ref: 15 - 16 LO: 1.5 Discuss the marketing research industry and the types of research suppliers, 62) There are many entry level marketing research positions availa ble for persons with BBAs or MBAs. Which one of the following is not an entry - level position? A) operational supervisor B) senior analyst C) junior research analyst D) research analyst Answer: B Diff: 2 Page Ref: 16 - 17 LO: 1.6 Describe careers avai lable in marketing research and the backgrounds and skills needed to succeed in them.

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    14 63) According to the author of the text, international research refers to which of the following types of research? A) foreign research B) multinational research C) cro ss - cultural research D) all of the above Answer: D Diff: 2 Page Ref: 19 AACSB: Diverse and multicultural work environments LO: 1.7 Acquire an appreciation of the international dimension and the complexity involved in international marketing researc h. 64) Which of the following is not mentioned as a limitation of social media for conducting marketing research? A) lower objectivity standards for social media B) self - selection bias C) advocacy bias D) expressive bias E) All of these are mentioned as li mitations. Answer: D Diff: 3 Page Ref: 20 AACSB: Information technology LO: 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. Thes e stakeholders have certain responsibilities to each other and to the research project. Which of the following is not one of the stakeholders? A) the marketing researcher B) the respondent C) the public D) the environment Answer: D Diff: 1 Page Ref: 22 AACSB: Ethical understanding and reasoning LO: 1.10 Gain an understanding of the ethical aspects of marketing research and the responsibilities each of the marketing research stakeholders have to themselves, one another, and the research project.

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    15 66 ) ________ features statistical programs as integrated statistical packages for data analysis. A) SAS B) MINITAB C) SPSS D) EXCEL E) SAS and SPSS Answer: E Diff: 2 Page Ref: 24 AACSB: Information technology LO: 1.10 Gain an understanding of the eth ical aspects of marketing research and the responsibilities each of the marketing research stakeholders have to themselves, one another, and the research project. 67) Define and discuss problem identification and problem - solving research. Discuss how the two types of research are related. Develop an example showing the relationship between these two types of research. Answer: Problem identification research is undertaken to help identify problems that are perhaps not apparent on the surface and yet exist or are likely to exist in the future. Problem - solving research is undertaken to arrive at a solution. Problem identification research and problem - solving research go hand in hand because once a problem or opportunity has been identified, problem - solving research can be undertaken. A given marketing research project may combine both types of research. This was illustrated in the chapter opening Boeing example. The consumer surveys identified potential demand for smaller planes (problem identification). S ubsequent research led to the introduction of the new version of the Boeing 737, which caters to the 100 to 215 seat market (problem solving). The student should supply his/her own similar examples. Diff: 3 Page Ref: 6 - 7 AACSB: Analytical thinking L O: 1.1 Define marketing research and distinguish between problem - identification research and problem - solving research. 68) Define marketing research. Answer: Marketing research is the systematic and objective identification, collection, analysis, dissem ination, and use of information for the purpose of improving decision making related to the identification and solution of problems and opportunities in marketing. Diff: 2 Page Ref: 6 AACSB: Application of knowledge LO: 1.1 Define marketing research and distinguish between problem - identification research and problem - solving research.

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