Test Bank Marketing Research an Applied Orientation 7th Edition by Naresh K. Malhotra, All Chapters 1-23

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: Analytical thinking

LO: 1.1 Define marketing research and distinguish between problem-identification

research andproblem-solving research.



3) Quick-Track® is a syndicated market research project conducted quarterly to

track keyconsumer 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 andproblem-solving research.



4) 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: 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

solvingresearch.

Answer: TRUE

Diff: 1 Page Ref: 7

,LO: 1.2 Describe a framework for conducting marketing research as well as the six

steps ofthe marketing research process.

6) Sales analysis research is a type of problem solving

research.Answer: FALSE

Diff: 3 Page Ref: 7

LO: 1.2 Describe a framework for conducting marketing research as well as the six

steps ofthe marketing research process.



7) Once a problem or opportunity has been identified, market potential research is

undertaken toarrive 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/ofthe/marketing/research/process.



8) Problem/identification/research/provides/information/about/the/marketi

ng/ environment/andhelps/diagnose/a/problem.

Answer:/TRUE

Diff:/2 Page/Ref:/7

LO:/ 1.2/Describe/a/framework/for/conducting/marketing/research/as/well/as/the/

six/ steps/ofthe/marketing/research/process.



9) The/findings/of/problem/solving/research/are/used/in/making/decisions/that/will/solv
e

, specificmarketing/problems./ An

swer:/TRUE

Diff:/2

Page/Ref:/7/ AAC

SB:/ Reflective/thinking

LO:/ 1.2/Describe/a/framework/for/conducting/marketing/research/as/well/as/the/

six/ steps/ofthe/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/ needsof/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/prov

ide/ managementwith/relevant,/accurate,/reliable,/cheap,/and/current/informatio

n./ Answer:/ FALSE

Diff:/1 Page/Ref:/10

LO:/ 1.3/Understand/the/nature/and/scope/of/marketing/research/and/its/role/in/designing/a

nd/ implementing/successful/marketing/programs.