MARKETING RESEARCH:
AN APPLIED
ORIENTATION, 7E
(MALHOTRA) CHAPTER
1 INTRODUCTION TO
MARKETING RESEARCH
1
Copyright c© c2019 cPearson cEducation,
cInc.
,1) Boeing ccommissioned cHarris cInteractive, cInc. cto cconduct ca cstudy cto cdetermine cthe
caircraft cpreferences cof cfliers. c Boeing cdid cthis cbecause cthey cunderstood cthe cimportance
cof ccontinuously cmonitoring cthe cdynamic cmarketplace cand cunderstanding cthe cneeds cand
cpriorities cof cBoeing ccustomers.
Answer: c TRUE
Diff: c2 Page cRef: c3
cAACSB: c Reflective
cthinking
LO: c 1.1 cDefine cmarketing cresearch cand cdistinguish cbetween cproblem-identification
cresearch cand cproblem-solving cresearch.
2) Satmetrix ccapitalizes con cthe cneed cfor c"recent" cmarketing cresearch cby cproviding cclients
cwith cdata con ca cweekly cbasis.
Answer: c FALSE
cDiff: c3 Page cRef:
c4
AACSB: c Analytical cthinking
LO: c 1.1 cDefine cmarketing cresearch cand cdistinguish cbetween cproblem-identification
cresearch cand cproblem-solving cresearch.
3) Quick-Track® cis ca csyndicated cmarket cresearch cproject cconducted cquarterly cto
ctrack ckey cconsumer cbehavioral cand cattitudinal cmeasures cfor call cmajor cfast cfood cand
cpizza cchains cin cindividual cmarkets.
Answer: c TRUE
Diff: c3 Page cRef: c5
LO: c 1.1 cDefine cmarketing cresearch cand cdistinguish cbetween cproblem-identification
cresearch cand cproblem-solving cresearch.
4) Marketing cresearch cis cthe csystematic cand cobjective cidentification, ccollection, canalysis,
cdissemination, cand cuse cof cinformation cfor cthe cpurpose cof cassisting cmanagement cin
cdecision cmaking crelated cto cthe cidentification cand csolution cof cproblems c(and
copportunities) cin cmarketing. cAnswer: c TRUE
Diff: c1 Page cRef: c6
LO: c 1.2 cDescribe ca cframework cfor cconducting cmarketing cresearch cas cwell cas cthe csix csteps cof
5) Marketing cresearch cis cclassified cinto ctwo careas: cproblem cidentification cand cproblem
csolving cresearch.
Answer: c TRUE
Diff: c1 Page cRef: c7
LO: c 1.2 cDescribe ca cframework cfor cconducting cmarketing cresearch cas cwell cas cthe csix
csteps cof cthe cmarketing cresearch cprocess.
2
Copyright c© c2019 cPearson cEducation,
cInc.
,6) Sales canalysis cresearch cis ca ctype cof cproblem csolving
cresearch. cAnswer: c FALSE
Diff: c3 Page cRef: c7
LO: c 1.2 cDescribe ca cframework cfor cconducting cmarketing cresearch cas cwell cas cthe csix
csteps cof cthe cmarketing cresearch cprocess.
7) Once ca cproblem cor copportunity chas cbeen cidentified, cmarket cpotential cresearch cis
cundertaken cto carrive cat ca csolution.
Answer: c FALSE
cDiff: c2 Page cRef:
c7
LO: c 1.2 cDescribe ca cframework cfor cconducting cmarketing cresearch cas cwell cas cthe csix
csteps cof cthe cmarketing cresearch cprocess.
8) Problem cidentification cresearch cprovides cinformation cabout cthe cmarketing cenvironment
cand chelps cdiagnose ca cproblem.
Answer: c TRUE
Diff: c2 Page cRef: c7
LO: c 1.2 cDescribe ca cframework cfor cconducting cmarketing cresearch cas cwell cas cthe csix
csteps cof cthe cmarketing cresearch cprocess.
9) The cfindings cof cproblem csolving cresearch care cused cin cmaking cdecisions cthat cwill csolve
cspecific cmarketing cproblems.
Answer: c TRUE
Diff: c2 Page cRef: c7
cAACSB: c Reflective
cthinking
LO: c 1.2 cDescribe ca cframework cfor cconducting cmarketing cresearch cas cwell cas cthe csix
csteps cof cthe cmarketing cresearch cprocess.
10) In cthe cKellogg's cexample cgiven cin cyour ctext, cas ca cresult cof cproblem-solving cresearch,
cKellogg's cfound cout cthat cit cwas cnot cbeing ccreative cin cintroducing cnew cproducts cto cmeet
cthe cneeds cof cthe cadult cmarket.
Answer: c FALSE
cDiff: c3 Page cRef:
c8
LO: c 1.3 cUnderstand cthe cnature cand cscope cof cmarketing cresearch cand cits crole cin cdesigning cand
cimplementing csuccessful cmarketing cprograms.
11) The ctask cof cmarketing cresearch cis cto cassess cthe cinformation cneeds cand cprovide
cmanagement cwith crelevant, caccurate, creliable, ccheap, cand ccurrent cinformation.
Answer: c FALSE
Diff: c1 Page cRef: c10
LO: c 1.3 cUnderstand cthe cnature cand cscope cof cmarketing cresearch cand cits crole cin cdesigning cand
cimplementing csuccessful cmarketing cprograms.
3
Copyright c© c2019 cPearson cEducation,
cInc.
, 12) Marketing cmanagement cdecisions care ccomplicated cby cinteractions cbetween cthe
cuncontrollable cmarketing cvariables cand cthe cuncontrollable cenvironmental cfactors.
Answer: c FALSE
Diff: c3 Page cRef: c10
LO: c 1.3 cUnderstand cthe cnature cand cscope cof cmarketing cresearch cand cits crole cin cdesigning cand
cimplementing csuccessful cmarketing cprograms.
13) Marketing cresearchers care cbecoming cmore cinvolved cin cdecision cmaking, cwhereas
cmarketing cmanagers care cnot cbecoming cmore cinvolved cwith cresearch.
Answer: c FALSE
Diff: c2 Page cRef: c12
LO: c 1.3 cUnderstand cthe cnature cand cscope cof cmarketing cresearch cand cits crole cin
cdesigning cand cimplementing csuccessful cmarketing cprograms.
14) It cis cbest cto cdo cmarketing cresearch ceven cif cthe cresources care cnot cavailable cto cconduct
ca cquality cproject.
Answer: c FALSE
Diff: c2 Page cRef: c12
LO: c 1.4 cExplain chow cthe cdecision cto cconduct cmarketing cresearch cis cmade.
15) If ca cfirm clacks cthe cresources cto cimplement cthe cfindings carising cfrom cmarketing
cresearch, cspending cthe cresources cto cconduct cthe cresearch cmay cnot cbe cwarranted.
Answer: c TRUE
Diff: c2 Page cRef: c12
LO: c 1.4 cExplain chow cthe cdecision cto cconduct cmarketing cresearch cis cmade.
16) Marketing cresearch csuppliers ccan cbe cclassified cas cinternal cor
cexternal. cAnswer: c TRUE
Diff: c1 Page cRef: c13
LO: c 1.5 cDiscuss cthe cmarketing cresearch cindustry cand cthe ctypes cof cresearch csuppliers,
17) Field cservice corganizations care climited cservice csuppliers cthat cspecialize cin
cinterviewing cor cspecialize cin ccollecting cdata cthrough cthe cmail cor cthrough cpersonal cor
ctelephone cinterviewing. cAnswer: c TRUE
Diff: c2 Page cRef: c15
LO: c 1.5 cDiscuss cthe cmarketing cresearch cindustry cand cthe ctypes cof cresearch csuppliers,
18) Analytical cservices cinclude cdesigning cand cpretesting cquestionnaires, cdetermining cthe
cbest cmeans cof ccollecting cdata, cdesigning csampling cplans, cand cconducting cstatistical
canalysis cof cquantitative cdata.
Answer: c FALSE
Diff: c3 Page cRef: c15
LO: c 1.5 cDiscuss cthe cmarketing cresearch cindustry cand cthe ctypes cof cresearch csuppliers,
4
Copyright c© c2019 cPearson cEducation,
cInc.
AN APPLIED
ORIENTATION, 7E
(MALHOTRA) CHAPTER
1 INTRODUCTION TO
MARKETING RESEARCH
1
Copyright c© c2019 cPearson cEducation,
cInc.
,1) Boeing ccommissioned cHarris cInteractive, cInc. cto cconduct ca cstudy cto cdetermine cthe
caircraft cpreferences cof cfliers. c Boeing cdid cthis cbecause cthey cunderstood cthe cimportance
cof ccontinuously cmonitoring cthe cdynamic cmarketplace cand cunderstanding cthe cneeds cand
cpriorities cof cBoeing ccustomers.
Answer: c TRUE
Diff: c2 Page cRef: c3
cAACSB: c Reflective
cthinking
LO: c 1.1 cDefine cmarketing cresearch cand cdistinguish cbetween cproblem-identification
cresearch cand cproblem-solving cresearch.
2) Satmetrix ccapitalizes con cthe cneed cfor c"recent" cmarketing cresearch cby cproviding cclients
cwith cdata con ca cweekly cbasis.
Answer: c FALSE
cDiff: c3 Page cRef:
c4
AACSB: c Analytical cthinking
LO: c 1.1 cDefine cmarketing cresearch cand cdistinguish cbetween cproblem-identification
cresearch cand cproblem-solving cresearch.
3) Quick-Track® cis ca csyndicated cmarket cresearch cproject cconducted cquarterly cto
ctrack ckey cconsumer cbehavioral cand cattitudinal cmeasures cfor call cmajor cfast cfood cand
cpizza cchains cin cindividual cmarkets.
Answer: c TRUE
Diff: c3 Page cRef: c5
LO: c 1.1 cDefine cmarketing cresearch cand cdistinguish cbetween cproblem-identification
cresearch cand cproblem-solving cresearch.
4) Marketing cresearch cis cthe csystematic cand cobjective cidentification, ccollection, canalysis,
cdissemination, cand cuse cof cinformation cfor cthe cpurpose cof cassisting cmanagement cin
cdecision cmaking crelated cto cthe cidentification cand csolution cof cproblems c(and
copportunities) cin cmarketing. cAnswer: c TRUE
Diff: c1 Page cRef: c6
LO: c 1.2 cDescribe ca cframework cfor cconducting cmarketing cresearch cas cwell cas cthe csix csteps cof
5) Marketing cresearch cis cclassified cinto ctwo careas: cproblem cidentification cand cproblem
csolving cresearch.
Answer: c TRUE
Diff: c1 Page cRef: c7
LO: c 1.2 cDescribe ca cframework cfor cconducting cmarketing cresearch cas cwell cas cthe csix
csteps cof cthe cmarketing cresearch cprocess.
2
Copyright c© c2019 cPearson cEducation,
cInc.
,6) Sales canalysis cresearch cis ca ctype cof cproblem csolving
cresearch. cAnswer: c FALSE
Diff: c3 Page cRef: c7
LO: c 1.2 cDescribe ca cframework cfor cconducting cmarketing cresearch cas cwell cas cthe csix
csteps cof cthe cmarketing cresearch cprocess.
7) Once ca cproblem cor copportunity chas cbeen cidentified, cmarket cpotential cresearch cis
cundertaken cto carrive cat ca csolution.
Answer: c FALSE
cDiff: c2 Page cRef:
c7
LO: c 1.2 cDescribe ca cframework cfor cconducting cmarketing cresearch cas cwell cas cthe csix
csteps cof cthe cmarketing cresearch cprocess.
8) Problem cidentification cresearch cprovides cinformation cabout cthe cmarketing cenvironment
cand chelps cdiagnose ca cproblem.
Answer: c TRUE
Diff: c2 Page cRef: c7
LO: c 1.2 cDescribe ca cframework cfor cconducting cmarketing cresearch cas cwell cas cthe csix
csteps cof cthe cmarketing cresearch cprocess.
9) The cfindings cof cproblem csolving cresearch care cused cin cmaking cdecisions cthat cwill csolve
cspecific cmarketing cproblems.
Answer: c TRUE
Diff: c2 Page cRef: c7
cAACSB: c Reflective
cthinking
LO: c 1.2 cDescribe ca cframework cfor cconducting cmarketing cresearch cas cwell cas cthe csix
csteps cof cthe cmarketing cresearch cprocess.
10) In cthe cKellogg's cexample cgiven cin cyour ctext, cas ca cresult cof cproblem-solving cresearch,
cKellogg's cfound cout cthat cit cwas cnot cbeing ccreative cin cintroducing cnew cproducts cto cmeet
cthe cneeds cof cthe cadult cmarket.
Answer: c FALSE
cDiff: c3 Page cRef:
c8
LO: c 1.3 cUnderstand cthe cnature cand cscope cof cmarketing cresearch cand cits crole cin cdesigning cand
cimplementing csuccessful cmarketing cprograms.
11) The ctask cof cmarketing cresearch cis cto cassess cthe cinformation cneeds cand cprovide
cmanagement cwith crelevant, caccurate, creliable, ccheap, cand ccurrent cinformation.
Answer: c FALSE
Diff: c1 Page cRef: c10
LO: c 1.3 cUnderstand cthe cnature cand cscope cof cmarketing cresearch cand cits crole cin cdesigning cand
cimplementing csuccessful cmarketing cprograms.
3
Copyright c© c2019 cPearson cEducation,
cInc.
, 12) Marketing cmanagement cdecisions care ccomplicated cby cinteractions cbetween cthe
cuncontrollable cmarketing cvariables cand cthe cuncontrollable cenvironmental cfactors.
Answer: c FALSE
Diff: c3 Page cRef: c10
LO: c 1.3 cUnderstand cthe cnature cand cscope cof cmarketing cresearch cand cits crole cin cdesigning cand
cimplementing csuccessful cmarketing cprograms.
13) Marketing cresearchers care cbecoming cmore cinvolved cin cdecision cmaking, cwhereas
cmarketing cmanagers care cnot cbecoming cmore cinvolved cwith cresearch.
Answer: c FALSE
Diff: c2 Page cRef: c12
LO: c 1.3 cUnderstand cthe cnature cand cscope cof cmarketing cresearch cand cits crole cin
cdesigning cand cimplementing csuccessful cmarketing cprograms.
14) It cis cbest cto cdo cmarketing cresearch ceven cif cthe cresources care cnot cavailable cto cconduct
ca cquality cproject.
Answer: c FALSE
Diff: c2 Page cRef: c12
LO: c 1.4 cExplain chow cthe cdecision cto cconduct cmarketing cresearch cis cmade.
15) If ca cfirm clacks cthe cresources cto cimplement cthe cfindings carising cfrom cmarketing
cresearch, cspending cthe cresources cto cconduct cthe cresearch cmay cnot cbe cwarranted.
Answer: c TRUE
Diff: c2 Page cRef: c12
LO: c 1.4 cExplain chow cthe cdecision cto cconduct cmarketing cresearch cis cmade.
16) Marketing cresearch csuppliers ccan cbe cclassified cas cinternal cor
cexternal. cAnswer: c TRUE
Diff: c1 Page cRef: c13
LO: c 1.5 cDiscuss cthe cmarketing cresearch cindustry cand cthe ctypes cof cresearch csuppliers,
17) Field cservice corganizations care climited cservice csuppliers cthat cspecialize cin
cinterviewing cor cspecialize cin ccollecting cdata cthrough cthe cmail cor cthrough cpersonal cor
ctelephone cinterviewing. cAnswer: c TRUE
Diff: c2 Page cRef: c15
LO: c 1.5 cDiscuss cthe cmarketing cresearch cindustry cand cthe ctypes cof cresearch csuppliers,
18) Analytical cservices cinclude cdesigning cand cpretesting cquestionnaires, cdetermining cthe
cbest cmeans cof ccollecting cdata, cdesigning csampling cplans, cand cconducting cstatistical
canalysis cof cquantitative cdata.
Answer: c FALSE
Diff: c3 Page cRef: c15
LO: c 1.5 cDiscuss cthe cmarketing cresearch cindustry cand cthe ctypes cof cresearch csuppliers,
4
Copyright c© c2019 cPearson cEducation,
cInc.
