Test Bank Marketing Research an Applied
Orientation 7th Edition by Naresh K. Malhotra,
All Chapters 1-23
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 understood the importance of
continuouslymonitoring 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 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: FALSE Diff:
3 Page Ref: 4
,AACSB: E Analytical Ethinking
LO: E 1.1 EDefine Emarketing Eresearch Eand Edistinguish Ebetween Eproblem-
identification E research Eandproblem-solving Eresearch.
3) Quick-Track® Eis Ea Esyndicated Emarket Eresearch Eproject Econducted Equarterly
to E track Ekeyconsumer Ebehavioral Eand Eattitudinal Emeasures Efor Eall Emajor Efast
E
food Eand E pizza Echains Ein Eindividual Emarkets.
E
Answer: ETRUE
Diff: E3 Page ERef: E5
LO: E 1.1 EDefine Emarketing Eresearch Eand Edistinguish Ebetween Eproblem-
identification E research Eandproblem-solving Eresearch.
4) Marketing Eresearch Eis Ethe Esystematic Eand Eobjective Eidentification, Ecollection,
analysis,
E E dissemination, Eand Euse Eof Einformation Efor Ethe Epurpose Eof Eassisting
management Ein E decision Emaking Erelated Eto Ethe Eidentification Eand Esolution Eof
E
problems E(and E opportunities) Ein Emarketing.Answer: ETRUE
E
Diff: E1 Page ERef: E6
LO: E 1.2 EDescribe Ea Eframework Efor Econducting Emarketing Eresearch Eas Ewell Eas Ethe Esix
Esteps Eof
5) Marketing Eresearch Eis Eclassified Einto Etwo Eareas: Eproblem Eidentification Eand
problem
E E solvingresearch.
Answer: ETRUE
Diff: E1 Page ERef: E7
,LO: E 1.2 EDescribe Ea Eframework Efor Econducting Emarketing Eresearch Eas Ewell Eas
the Esix E steps Eofthe Emarketing Eresearch Eprocess.
E
6) Sales Eanalysis Eresearch Eis Ea Etype Eof Eproblem
solving E research.Answer: EFALSE
E
Diff: E3 Page ERef: E7
LO: E 1.2 EDescribe Ea Eframework Efor Econducting Emarketing Eresearch Eas Ewell Eas
the Esix E steps Eofthe Emarketing Eresearch Eprocess.
E
7) Once Ea Eproblem Eor Eopportunity Ehas Ebeen Eidentified, Emarket Epotential
research E is E undertaken Etoarrive Eat E a Esolution.
E
Answer: E EFALSE EDiff:
2 Page ERef: E7
LO: E 1.2 EDescribe Ea Eframework Efor Econducting Emarketing Eresearch Eas Ewell Eas
the Esix E steps Eofthe Emarketing Eresearch Eprocess.
E
8) Problem Eidentification Eresearch Eprovides Einformation Eabout Ethe
marketing E environment Eandhelps Ediagnose Ea Eproblem.
E
Answer: ETRUE
Diff: E2 Page ERef: E7
LO: E 1.2 EDescribe Ea Eframework Efor Econducting Emarketing Eresearch Eas Ewell Eas
the Esix E steps Eofthe Emarketing Eresearch Eprocess.
E
9) The Efindings Eof Eproblem Esolving Eresearch Eare Eused Ein Emaking Edecisions Ethat Ewill
Esolve
, specificmarketing Eproblems.
E Answer: ETRUE
Diff: E2 Page ERef: E7
E AACSB: E Reflective
thinking
E
LO: E 1.2 EDescribe Ea Eframework Efor Econducting Emarketing Eresearch Eas Ewell Eas
the Esix E steps Eofthe Emarketing Eresearch Eprocess.
E
10) In Ethe EKellogg's Eexample Egiven Ein Eyour Etext, Eas Ea Eresult Eof Eproblem-solving
research, E Kellogg's Efound Eout Ethat Eit Ewas Enot Ebeing Ecreative Ein Eintroducing Enew
E
products Eto Emeet Ethe E needsof Ethe Eadult Emarket.
E
Answer: E EFALSE EDiff:
3 Page ERef: E8
LO: E 1.3 EUnderstand Ethe Enature Eand Escope Eof Emarketing Eresearch Eand Eits Erole Ein
designing Eand E implementing Esuccessful Emarketing Eprograms.
E
11) The Etask Eof Emarketing Eresearch Eis Eto Eassess Ethe Einformation Eneeds Eand
provide E managementwith Erelevant, Eaccurate, Ereliable, Echeap, Eand Ecurrent
E
information.
E E Answer: E FALSE
Diff: E1 Page ERef: E10
LO: E 1.3 EUnderstand Ethe Enature Eand Escope Eof Emarketing Eresearch Eand Eits Erole Ein
designing Eand E implementing Esuccessful Emarketing Eprograms.
E
Orientation 7th Edition by Naresh K. Malhotra,
All Chapters 1-23
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 understood the importance of
continuouslymonitoring 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 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: FALSE Diff:
3 Page Ref: 4
,AACSB: E Analytical Ethinking
LO: E 1.1 EDefine Emarketing Eresearch Eand Edistinguish Ebetween Eproblem-
identification E research Eandproblem-solving Eresearch.
3) Quick-Track® Eis Ea Esyndicated Emarket Eresearch Eproject Econducted Equarterly
to E track Ekeyconsumer Ebehavioral Eand Eattitudinal Emeasures Efor Eall Emajor Efast
E
food Eand E pizza Echains Ein Eindividual Emarkets.
E
Answer: ETRUE
Diff: E3 Page ERef: E5
LO: E 1.1 EDefine Emarketing Eresearch Eand Edistinguish Ebetween Eproblem-
identification E research Eandproblem-solving Eresearch.
4) Marketing Eresearch Eis Ethe Esystematic Eand Eobjective Eidentification, Ecollection,
analysis,
E E dissemination, Eand Euse Eof Einformation Efor Ethe Epurpose Eof Eassisting
management Ein E decision Emaking Erelated Eto Ethe Eidentification Eand Esolution Eof
E
problems E(and E opportunities) Ein Emarketing.Answer: ETRUE
E
Diff: E1 Page ERef: E6
LO: E 1.2 EDescribe Ea Eframework Efor Econducting Emarketing Eresearch Eas Ewell Eas Ethe Esix
Esteps Eof
5) Marketing Eresearch Eis Eclassified Einto Etwo Eareas: Eproblem Eidentification Eand
problem
E E solvingresearch.
Answer: ETRUE
Diff: E1 Page ERef: E7
,LO: E 1.2 EDescribe Ea Eframework Efor Econducting Emarketing Eresearch Eas Ewell Eas
the Esix E steps Eofthe Emarketing Eresearch Eprocess.
E
6) Sales Eanalysis Eresearch Eis Ea Etype Eof Eproblem
solving E research.Answer: EFALSE
E
Diff: E3 Page ERef: E7
LO: E 1.2 EDescribe Ea Eframework Efor Econducting Emarketing Eresearch Eas Ewell Eas
the Esix E steps Eofthe Emarketing Eresearch Eprocess.
E
7) Once Ea Eproblem Eor Eopportunity Ehas Ebeen Eidentified, Emarket Epotential
research E is E undertaken Etoarrive Eat E a Esolution.
E
Answer: E EFALSE EDiff:
2 Page ERef: E7
LO: E 1.2 EDescribe Ea Eframework Efor Econducting Emarketing Eresearch Eas Ewell Eas
the Esix E steps Eofthe Emarketing Eresearch Eprocess.
E
8) Problem Eidentification Eresearch Eprovides Einformation Eabout Ethe
marketing E environment Eandhelps Ediagnose Ea Eproblem.
E
Answer: ETRUE
Diff: E2 Page ERef: E7
LO: E 1.2 EDescribe Ea Eframework Efor Econducting Emarketing Eresearch Eas Ewell Eas
the Esix E steps Eofthe Emarketing Eresearch Eprocess.
E
9) The Efindings Eof Eproblem Esolving Eresearch Eare Eused Ein Emaking Edecisions Ethat Ewill
Esolve
, specificmarketing Eproblems.
E Answer: ETRUE
Diff: E2 Page ERef: E7
E AACSB: E Reflective
thinking
E
LO: E 1.2 EDescribe Ea Eframework Efor Econducting Emarketing Eresearch Eas Ewell Eas
the Esix E steps Eofthe Emarketing Eresearch Eprocess.
E
10) In Ethe EKellogg's Eexample Egiven Ein Eyour Etext, Eas Ea Eresult Eof Eproblem-solving
research, E Kellogg's Efound Eout Ethat Eit Ewas Enot Ebeing Ecreative Ein Eintroducing Enew
E
products Eto Emeet Ethe E needsof Ethe Eadult Emarket.
E
Answer: E EFALSE EDiff:
3 Page ERef: E8
LO: E 1.3 EUnderstand Ethe Enature Eand Escope Eof Emarketing Eresearch Eand Eits Erole Ein
designing Eand E implementing Esuccessful Emarketing Eprograms.
E
11) The Etask Eof Emarketing Eresearch Eis Eto Eassess Ethe Einformation Eneeds Eand
provide E managementwith Erelevant, Eaccurate, Ereliable, Echeap, Eand Ecurrent
E
information.
E E Answer: E FALSE
Diff: E1 Page ERef: E10
LO: E 1.3 EUnderstand Ethe Enature Eand Escope Eof Emarketing Eresearch Eand Eits Erole Ein
designing Eand E implementing Esuccessful Emarketing Eprograms.
E
