MARKETINGgRESEARCH:gANgAPPLIEDgORIENTATION
Chapterg1g IntroductiongtogMarketinggResearch
1) BoeinggcommissionedgHarrisgInteractive,gInc.gtogconductgagstudygtogdeterminegthegaircraftgpre
ferencesgofgfliers.g Boeinggdidgthisgbecausegtheygunderstoodgthegimportancegofgcontinuouslygmon
itoringgthegdynamicgmarketplacegandgunderstandinggthegneedsgandgprioritiesgofgBoeinggcustomer
s.
Answer:g TRUE
2) Satmetrixgcapitalizesgongthegneedgforg"recent"gmarketinggresearchgbygprovidinggclientsgwithgd
atagongagweeklygbasis.
Answer:g FALSE
3) Toyotagconductedgagsecretgmarketgresearchgprojectgcode-
namedgGenesisgwhichgledgtogthegdevelopmentgofgthegScionglinegofgcars.
Answer:g TRUE
4) ThegScionglinegofgcarsgwasgadvertisedgthroughgtraditionalgchannelsgsuchgasgnetworkgtelevision
gandgmagazines.
Answer:g FALSE
5) Quick-
Track®gisgagsyndicatedgmarketgresearchgprojectgconductedgquarterlygtogtrackgkeygconsumergbeha
vioralgandgattitudinalgmeasuresgforgallgmajorgfastgfoodgandgpizzagchainsgingindividualgmarkets.
Answer:g TRUE
6) Marketingg researchg isg theg systematicg andg objectiveg identification,g collection,g analysis
,gdissemination,g andg useg ofg informationg forg theg purposeg ofg assistingg managementg ing decisio
ngmakinggrelatedgtogthegidentificationgandgsolutiongofgproblemsg(andgopportunities)gingmarketing
.gAnswer:g TRUE
7) Marketinggresearchgisgclassifiedgintogtwogareas—
problemgidentificationgandgproblemgsolvinggresearch.
Answer:g TRUE
8) Salesganalysisgresearchgisgagtypegofgproblemgsolvinggresearch
.gAnswer:g FALSE
9) Oncegagproblemgorgopportunityghasgbeengidentified,gmarketgpotentialgresearchgisgundertakengt
ogarrivegatgagsolution.
Answer:g FALSE
10) Problemgidentificationgresearchgprovidesginformationgaboutgthegmarketinggenvironmentgandg
helpsgdiagnosegagproblem.
Answer:g TRUE
11) Theg findingsg ofg problemg solvingg researchg areg usedg ing makingg decisionsg thatg willg solve
1
,specificgmarketinggproblems.gA
nswer:g TRUE
12) IngthegKellogg'sgexampleggivengingyourgtext,gasgagresultgofgproblem-
solvinggresearch,gKellogg'sgfoundgoutgthatgitgwasgnotgbeinggcreativegingintroducinggnewgproducts
gtogmeetgthegneedsgofgthegadultgmarket.
Answer:g FALSE
13) Thegtaskgofgmarketinggresearchgisgtogassessgtheginformationgneedsgandgprovidegmanagementg
withgrelevant,gaccurate,greliable,gcheap,gandgcurrentginformation.
Answer:g FALSE
14) Marketinggmanagementgdecisionsgaregcomplicatedgbyginteractionsgbetweengtheguncontrollabl
egmarketinggvariablesgandgtheguncontrollablegenvironmentalgfactors.
Answer:g FALSE
15) Marketinggresearchersgaregbecominggmoreginvolvedgingdecisiongmaking,gwhereasgmarketingg
managersgaregnotgbecominggmoreginvolvedgwithgresearch.
Answer:g FALSE
16) Effectivegcompetitivegintelligencegisgagcontinuousgprocessginvolvinggtheglegalgandgethicalgco
llectiongofginformation,ganalysisgthatgavoidsgunwelcomegconclusions,gandgcontrolledgdisseminati
ongofgactionablegintelligencegtogdecisiongmakers.
Answer:g FALSE
17) Itgisgbestgtogdogmarketinggresearchgevengifgthegresourcesgaregnotgavailablegtogconductgagqualit
ygproject.
Answer:g FALSE
18) Ifgagfirmglacksgthegresourcesgtogimplementgthegfindingsgarisinggfromgmarketinggresearch,gspe
ndinggthegresourcesgtogconductgthegresearchgmaygnotgbegwarranted.
Answer:g TRUE
19) Marketinggresearchgsuppliersgcangbegclassifiedgasginternalgorgexternal
.gAnswer:g TRUE
20) Fieldg serviceg organizationsg areg limitedg serviceg suppliersg thatg specializeg ing interviewingg o
rgspecializegingcollectinggdatagthroughgthegmailgorgthoughgpersonalgorgtelephoneginterviewing.gA
nswer:g TRUE
21) Analyticalgservicesgincludegdesigninggandgpretestinggquestionnaires,gdetermininggthegbestgm
eansgofgcollectinggdata,gdesigninggsamplinggplans,gandgconductinggstatisticalganalysisgofgquantita
tivegdata.
Answer:g FALSE
22) Brandedgmarketinggresearchgproductsgandgservicesgaregspecializedgproblemgidentification,gd
atagcollectiongandganalysisgproceduresgdevelopedgtogaddressgspecificgtypesgofgmarketinggresearch
gproblems.g g Theseg proceduresg areg patented,g giveng brandg names,g andg marketedg likeg anyg oth
2
,er
3
, brandedgproducts.
gAnswer:g FALS
E
23) Operationalgsupervisor,gprojectgmanager,gresearchgdirector,ganalyst,gandgstatistician/datagpro
cessinggspecialistgaregallgpositionsgingthegmarketinggresearchgfield.
Answer:g TRUE
24) MoreginformationgcangbegobtainedgfromgMISgthangfromgadghocgmarketinggresearchgprojects,g
butgMISgisglimitedgingthegamountgandgnaturegofginformationgitgprovidesgandgthegwaygthisginforma
tiongcangbegusedgbygthegdecisiongmaker.
Answer:g TRUE
25) DSSgdiffersgfromgMISgingthatgthegDSSgisgmoregrigidlygstructuredgthangthegMI
S.gAnswer:g FALSE
26) Whengconductingginternationalgresearch,gthegenvironmentgprevailinggingthegcountries,gcultura
lgunits,gorginternationalgmarketsgthatgaregbeinggresearched,ginfluencesgthegwaygthegsixgstepsgofgth
egmarketinggresearchgprocessgshouldgbegperformed.
Answer:g TRUE
27) Internationalgmarketinggresearchgisgmuchgsimplergtogconductgthangdomesticgresearch
.gAnswer:g FALSE
28) CompaniesgthatgbasegtheirgbusinessgongthegWebgdognotghaveginternationalgmarketinggproble
ms.
Answer:g FALSE
29) Internationalgmarketinggresearchgisgexpectedgtoggrowgatgagfastergrategthangdomesticgresearc
h.gAnswer:g TRUE
30) Mostgmarketinggresearchgisgconductedgforgclientsgrepresentinggcommercialgfirms
.gAnswer:g TRUE
31) Ethicalgissuesgarisegwhengtheginterestsgofgthegstakeholdersgaregingconflictgandgwhengonegorgm
oregofgthegstakeholdersgareglackinggingtheirgresponsibilities.
Answer:g TRUE
32) Marketinggresearchghasgoftengbeengdescribedgasghavinggthreegstakeholders
.gAnswer:g FALSE
33) NBCgutilizedgSatmetrixgservicesgtogobtaingfeedbackgfromgviewers.gWhichgofgthegfollowinggis
truegaboutgtheirgrelationship?
A) Itghelpsgthegnetworkgtoglearngwhatgviewersgareglookinggfor.
B) NBCgcreatedgthegshowg"WillgandgGrace"gasgagresultgofgthegresearchgresults.
C) Viewergfeedbackghasgbeenginstrumentalgingcomposinggandgmodifyinggscriptsgandgstorylines.
D) allgofgthegabove
gAnswer:g D
4
Chapterg1g IntroductiongtogMarketinggResearch
1) BoeinggcommissionedgHarrisgInteractive,gInc.gtogconductgagstudygtogdeterminegthegaircraftgpre
ferencesgofgfliers.g Boeinggdidgthisgbecausegtheygunderstoodgthegimportancegofgcontinuouslygmon
itoringgthegdynamicgmarketplacegandgunderstandinggthegneedsgandgprioritiesgofgBoeinggcustomer
s.
Answer:g TRUE
2) Satmetrixgcapitalizesgongthegneedgforg"recent"gmarketinggresearchgbygprovidinggclientsgwithgd
atagongagweeklygbasis.
Answer:g FALSE
3) Toyotagconductedgagsecretgmarketgresearchgprojectgcode-
namedgGenesisgwhichgledgtogthegdevelopmentgofgthegScionglinegofgcars.
Answer:g TRUE
4) ThegScionglinegofgcarsgwasgadvertisedgthroughgtraditionalgchannelsgsuchgasgnetworkgtelevision
gandgmagazines.
Answer:g FALSE
5) Quick-
Track®gisgagsyndicatedgmarketgresearchgprojectgconductedgquarterlygtogtrackgkeygconsumergbeha
vioralgandgattitudinalgmeasuresgforgallgmajorgfastgfoodgandgpizzagchainsgingindividualgmarkets.
Answer:g TRUE
6) Marketingg researchg isg theg systematicg andg objectiveg identification,g collection,g analysis
,gdissemination,g andg useg ofg informationg forg theg purposeg ofg assistingg managementg ing decisio
ngmakinggrelatedgtogthegidentificationgandgsolutiongofgproblemsg(andgopportunities)gingmarketing
.gAnswer:g TRUE
7) Marketinggresearchgisgclassifiedgintogtwogareas—
problemgidentificationgandgproblemgsolvinggresearch.
Answer:g TRUE
8) Salesganalysisgresearchgisgagtypegofgproblemgsolvinggresearch
.gAnswer:g FALSE
9) Oncegagproblemgorgopportunityghasgbeengidentified,gmarketgpotentialgresearchgisgundertakengt
ogarrivegatgagsolution.
Answer:g FALSE
10) Problemgidentificationgresearchgprovidesginformationgaboutgthegmarketinggenvironmentgandg
helpsgdiagnosegagproblem.
Answer:g TRUE
11) Theg findingsg ofg problemg solvingg researchg areg usedg ing makingg decisionsg thatg willg solve
1
,specificgmarketinggproblems.gA
nswer:g TRUE
12) IngthegKellogg'sgexampleggivengingyourgtext,gasgagresultgofgproblem-
solvinggresearch,gKellogg'sgfoundgoutgthatgitgwasgnotgbeinggcreativegingintroducinggnewgproducts
gtogmeetgthegneedsgofgthegadultgmarket.
Answer:g FALSE
13) Thegtaskgofgmarketinggresearchgisgtogassessgtheginformationgneedsgandgprovidegmanagementg
withgrelevant,gaccurate,greliable,gcheap,gandgcurrentginformation.
Answer:g FALSE
14) Marketinggmanagementgdecisionsgaregcomplicatedgbyginteractionsgbetweengtheguncontrollabl
egmarketinggvariablesgandgtheguncontrollablegenvironmentalgfactors.
Answer:g FALSE
15) Marketinggresearchersgaregbecominggmoreginvolvedgingdecisiongmaking,gwhereasgmarketingg
managersgaregnotgbecominggmoreginvolvedgwithgresearch.
Answer:g FALSE
16) Effectivegcompetitivegintelligencegisgagcontinuousgprocessginvolvinggtheglegalgandgethicalgco
llectiongofginformation,ganalysisgthatgavoidsgunwelcomegconclusions,gandgcontrolledgdisseminati
ongofgactionablegintelligencegtogdecisiongmakers.
Answer:g FALSE
17) Itgisgbestgtogdogmarketinggresearchgevengifgthegresourcesgaregnotgavailablegtogconductgagqualit
ygproject.
Answer:g FALSE
18) Ifgagfirmglacksgthegresourcesgtogimplementgthegfindingsgarisinggfromgmarketinggresearch,gspe
ndinggthegresourcesgtogconductgthegresearchgmaygnotgbegwarranted.
Answer:g TRUE
19) Marketinggresearchgsuppliersgcangbegclassifiedgasginternalgorgexternal
.gAnswer:g TRUE
20) Fieldg serviceg organizationsg areg limitedg serviceg suppliersg thatg specializeg ing interviewingg o
rgspecializegingcollectinggdatagthroughgthegmailgorgthoughgpersonalgorgtelephoneginterviewing.gA
nswer:g TRUE
21) Analyticalgservicesgincludegdesigninggandgpretestinggquestionnaires,gdetermininggthegbestgm
eansgofgcollectinggdata,gdesigninggsamplinggplans,gandgconductinggstatisticalganalysisgofgquantita
tivegdata.
Answer:g FALSE
22) Brandedgmarketinggresearchgproductsgandgservicesgaregspecializedgproblemgidentification,gd
atagcollectiongandganalysisgproceduresgdevelopedgtogaddressgspecificgtypesgofgmarketinggresearch
gproblems.g g Theseg proceduresg areg patented,g giveng brandg names,g andg marketedg likeg anyg oth
2
,er
3
, brandedgproducts.
gAnswer:g FALS
E
23) Operationalgsupervisor,gprojectgmanager,gresearchgdirector,ganalyst,gandgstatistician/datagpro
cessinggspecialistgaregallgpositionsgingthegmarketinggresearchgfield.
Answer:g TRUE
24) MoreginformationgcangbegobtainedgfromgMISgthangfromgadghocgmarketinggresearchgprojects,g
butgMISgisglimitedgingthegamountgandgnaturegofginformationgitgprovidesgandgthegwaygthisginforma
tiongcangbegusedgbygthegdecisiongmaker.
Answer:g TRUE
25) DSSgdiffersgfromgMISgingthatgthegDSSgisgmoregrigidlygstructuredgthangthegMI
S.gAnswer:g FALSE
26) Whengconductingginternationalgresearch,gthegenvironmentgprevailinggingthegcountries,gcultura
lgunits,gorginternationalgmarketsgthatgaregbeinggresearched,ginfluencesgthegwaygthegsixgstepsgofgth
egmarketinggresearchgprocessgshouldgbegperformed.
Answer:g TRUE
27) Internationalgmarketinggresearchgisgmuchgsimplergtogconductgthangdomesticgresearch
.gAnswer:g FALSE
28) CompaniesgthatgbasegtheirgbusinessgongthegWebgdognotghaveginternationalgmarketinggproble
ms.
Answer:g FALSE
29) Internationalgmarketinggresearchgisgexpectedgtoggrowgatgagfastergrategthangdomesticgresearc
h.gAnswer:g TRUE
30) Mostgmarketinggresearchgisgconductedgforgclientsgrepresentinggcommercialgfirms
.gAnswer:g TRUE
31) Ethicalgissuesgarisegwhengtheginterestsgofgthegstakeholdersgaregingconflictgandgwhengonegorgm
oregofgthegstakeholdersgareglackinggingtheirgresponsibilities.
Answer:g TRUE
32) Marketinggresearchghasgoftengbeengdescribedgasghavinggthreegstakeholders
.gAnswer:g FALSE
33) NBCgutilizedgSatmetrixgservicesgtogobtaingfeedbackgfromgviewers.gWhichgofgthegfollowinggis
truegaboutgtheirgrelationship?
A) Itghelpsgthegnetworkgtoglearngwhatgviewersgareglookinggfor.
B) NBCgcreatedgthegshowg"WillgandgGrace"gasgagresultgofgthegresearchgresults.
C) Viewergfeedbackghasgbeenginstrumentalgingcomposinggandgmodifyinggscriptsgandgstorylines.
D) allgofgthegabove
gAnswer:g D
4
