[Marketing Research An Applied Orientation,Malhotra,6e] Test Bank: Your Pathway to A+ Grades

Marketing Research: An Applied Orientation, 6e (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.

Answer: TRUE

Diff: 2 Page Ref: 3

AACSB: Reflective Thinking

LO : 1



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: Analytic Skills

LO : 1



3) Toyota conducted a secret market research project code-named Genesis which led to
the development of the Scion line of cars.

Answer: TRUE

Diff: 2 Page Ref: 5

LO : 1



4) The Scion line of cars was advertised through traditional channels such as network
television and magazines.

,Answer: FALSE

Diff: 2 Page Ref: 5

LO : 1



5) 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: 6

LO : 1



6) 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.

Answer: TRUE

Diff: 1 Page Ref: 7

LO : 2

,7) Marketing research is classified into two areasproblem identification and problem
solving research.

Answer: TRUE

Diff: 1 Page Ref: 8

LO : 2

8) Sales analysis research is a type of problem solving research.

Answer: FALSE

Diff: 3 Page Ref: 8

LO : 2



9) Once a problem or opportunity has been identified, market potential research is
undertaken to arrive at a solution.

Answer: FALSE

Diff: 2 Page Ref: 8

LO : 2



10) Problem identification research provides information about the marketing
environment and helps diagnose a problem.

Answer: TRUE

Diff: 2 Page Ref: 7

LO : 2



11) The findings of problem solving research are used in making decisions that will solve
specific marketing problems.

Answer: TRUE

Diff: 2 Page Ref: 9

, AACSB: Reflective Thinking

LO : 2



12) 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: 10

LO : 3



13) The task of marketing research is to assess the information needs and provide
management with relevant, accurate, reliable, cheap, and current information.

Answer: FALSE

Diff: 1 Page Ref: 13

AACSB: Communication

LO : 3