MARKETING RESEARCH: AN APPLIED ORIENTATION
j j j j
Chapterj1j IntroductionjtojMarketingjResearch
1) BoeingjcommissionedjHarrisjInteractive,jInc.jtojconductjajstudyjtojdeterminejthejaircraftjpreferen
cesjofjfliers.j Boeingjdidjthisjbecausejtheyjunderstoodjthejimportancejofjcontinuouslyjmonitoringjthej
dynamicjmarketplacejandjunderstandingjthejneedsjandjprioritiesjofjBoeingjcustomers.
Answer:j TRUE
2) Satmetrixjcapitalizesjonjthejneedjforj"recent"jmarketingjresearchjbyjprovidingjclientsjwithjdatajonj
ajweeklyjbasis.
Answer:j FALSE
3) Toyotajconductedjajsecretjmarketjresearchjprojectjcode-
namedjGenesisjwhichjledjtojthejdevelopmentjofjthejScionjlinejofjcars.
Answer:j TRUE
4) ThejScionjlinejofjcarsjwasjadvertisedjthroughjtraditionaljchannelsjsuchjasjnetworkjtelevisionjandj
magazines.
Answer:j FALSE
5) Quick-
Track®jisjajsyndicatedjmarketjresearchjprojectjconductedjquarterlyjtojtrackjkeyjconsumerjbehavioral
jandjattitudinaljmeasuresjforjalljmajorjfastjfoodjandjpizzajchainsjinjindividualjmarkets.
Answer:j TRUE
6) Marketingj researchj isj thej systematicj andj objectivej identification,j collection,j analysis,jdis
semination,j andj usej ofj informationj forj thej purposej ofj assistingj managementj inj decisionjmakingjr
elatedjtojthejidentificationjandjsolutionjofjproblemsj(andjopportunities)jinjmarketing.jAnswer:j TRU
E
7) Marketingjresearchjisjclassifiedjintojtwojareas—
problemjidentificationjandjproblemjsolvingjresearch.
Answer:j TRUE
8) Salesjanalysisjresearchjisjajtypejofjproblemjsolvingjresearch.jAn
swer:j FALSE
9) Oncejajproblemjorjopportunityjhasjbeenjidentified,jmarketjpotentialjresearchjisjundertakenjtojarriv
ejatjajsolution.
Answer:j FALSE
10) Problemjidentificationjresearchjprovidesjinformationjaboutjthejmarketingjenvironmentjandjhelp
sjdiagnosejajproblem.
Answer:j TRUE
11) Thej findingsj ofj problemj solvingj researchj arej usedj inj makingj decisionsj thatj willj solve
1
,specificjmarketingjproblems.jAn
swer:j TRUE
12) InjthejKellogg'sjexamplejgivenjinjyourjtext,jasjajresultjofjproblem-
solvingjresearch,jKellogg'sjfoundjoutjthatjitjwasjnotjbeingjcreativejinjintroducingjnewjproductsjtojmee
tjthejneedsjofjthejadultjmarket.
Answer:j FALSE
13) Thejtaskjofjmarketingjresearchjisjtojassessjthejinformationjneedsjandjprovidejmanagementjwithjr
elevant,jaccurate,jreliable,jcheap,jandjcurrentjinformation.
Answer:j FALSE
14) Marketingjmanagementjdecisionsjarejcomplicatedjbyjinteractionsjbetweenjthejuncontrollablejma
rketingjvariablesjandjthejuncontrollablejenvironmentaljfactors.
Answer:j FALSE
15) Marketingjresearchersjarejbecomingjmorejinvolvedjinjdecisionjmaking,jwhereasjmarketingjman
agersjarejnotjbecomingjmorejinvolvedjwithjresearch.
Answer:j FALSE
16) Effectivejcompetitivejintelligencejisjajcontinuousjprocessjinvolvingjthejlegaljandjethicaljcollecti
onjofjinformation,janalysisjthatjavoidsjunwelcomejconclusions,jandjcontrolledjdisseminationjofjactio
nablejintelligencejtojdecisionjmakers.
Answer:j FALSE
17) Itjisjbestjtojdojmarketingjresearchjevenjifjthejresourcesjarejnotjavailablejtojconductjajqualityjprojec
t.
Answer:j FALSE
18) Ifjajfirmjlacksjthejresourcesjtojimplementjthejfindingsjarisingjfromjmarketingjresearch,jspendingj
thejresourcesjtojconductjthejresearchjmayjnotjbejwarranted.
Answer:j TRUE
19) Marketingjresearchjsuppliersjcanjbejclassifiedjasjinternaljorjexternal.jAn
swer:j TRUE
20) Fieldj servicej organizationsj arej limitedj servicej suppliersj thatj specializej inj interviewingj orjspe
cializejinjcollectingjdatajthroughjthejmailjorjthoughjpersonaljorjtelephonejinterviewing.jAnswer:j TR
UE
21) Analyticaljservicesjincludejdesigningjandjpretestingjquestionnaires,jdeterminingjthejbestjmeansj
ofjcollectingjdata,jdesigningjsamplingjplans,jandjconductingjstatisticaljanalysisjofjquantitativejdata.
Answer:j FALSE
22) Brandedjmarketingjresearchjproductsjandjservicesjarejspecializedjproblemjidentification,jdatajc
ollectionjandjanalysisjproceduresjdevelopedjtojaddressjspecificjtypesjofjmarketingjresearchjproblems
.j j Thesej proceduresj arej patented,j givenj brandj names,j andj marketedj likej anyj other
2
,brandedjproducts.j
Answer:j FALSE
23) Operationaljsupervisor,jprojectjmanager,jresearchjdirector,janalyst,jandjstatistician/datajprocess
ingjspecialistjarejalljpositionsjinjthejmarketingjresearchjfield.
Answer:j TRUE
24) MorejinformationjcanjbejobtainedjfromjMISjthanjfromjadjhocjmarketingjresearchjprojects,jbutjM
ISjisjlimitedjinjthejamountjandjnaturejofjinformationjitjprovidesjandjthejwayjthisjinformationjcanjbejus
edjbyjthejdecisionjmaker.
Answer:j TRUE
25) DSSjdiffersjfromjMISjinjthatjthejDSSjisjmorejrigidlyjstructuredjthanjthejMIS.jAns
wer:j FALSE
26) Whenjconductingjinternationaljresearch,jthejenvironmentjprevailingjinjthejcountries,jculturaljuni
ts,jorjinternationaljmarketsjthatjarejbeingjresearched,jinfluencesjthejwayjthejsixjstepsjofjthejmarketingj
researchjprocessjshouldjbejperformed.
Answer:j TRUE
27) Internationaljmarketingjresearchjisjmuchjsimplerjtojconductjthanjdomesticjresearch.jAn
swer:j FALSE
28) CompaniesjthatjbasejtheirjbusinessjonjthejWebjdojnotjhavejinternationaljmarketingjproblems.
Answer:j FALSE
29) Internationaljmarketingjresearchjisjexpectedjtojgrowjatjajfasterjratejthanjdomesticjresearch.jAns
wer:j TRUE
30) Mostjmarketingjresearchjisjconductedjforjclientsjrepresentingjcommercialjfirms.jAn
swer:j TRUE
31) Ethicaljissuesjarisejwhenjthejinterestsjofjthejstakeholdersjarejinjconflictjandjwhenjonejorjmorejofjt
hejstakeholdersjarejlackingjinjtheirjresponsibilities.
Answer:j TRUE
32) Marketingjresearchjhasjoftenjbeenjdescribedjasjhavingjthreejstakeholders.jAn
swer:j FALSE
33) NBCjutilizedjSatmetrixjservicesjtojobtainjfeedbackjfromjviewers.jWhichjofjthejfollowingjis
truejaboutjtheirjrelationship?
A) Itjhelpsjthejnetworkjtojlearnjwhatjviewersjarejlookingjfor.
B) NBCjcreatedjthejshowj"WilljandjGrace"jasjajresultjofjthejresearchjresults.
C) Viewerjfeedbackjhasjbeenjinstrumentaljinjcomposingjandjmodifyingjscriptsjandjstorylines.
D) alljofjthejabovej
Answer:j D
3
, 34) Accordingjtojthejtext,jmarketingjresearchjhasjbecomej .
A) global
B) realjtime
C) morejintegrativejwithjmarketingjandjproductjdevelopment
D) alljofjthejabovej
Answer:j D
35) MarketingjResearch,jasjdefinedjbyjthejauthor,jisjeverythingjexceptj .
A) systematic
B) politicallyjbiased
C) objective
D) usefuljforjthejpurposejofjimprovingjdecision-
makingjAnswer:j B
36) Thejproceduresjfollowedjatjeachjstagejofjmarketingjresearchjarejmethodologicallyjsound,jwelljd
ocumented,jand,jasjmuchjasjpossible,jplannedjinjadvance.j Thejpreviousjstatementjdefinesjthej
aspectjofjthejdefinitionjofjmarketingjresearch.
A) systematic
B) accuracy
C) identificationjofjinformation
D) collectionjofjinformationj
Answer:j A
37) Eachjphasejofjthejmarketingjresearchjprocessjisjimportant.j Ifjinjthejfirstjphasejofjthejprocessjthejpr
oblemjisjidentified,jwhatjisjdonejafterjthatjbutjbeforejdatajisjcollected?
A) Determinej thej solutionj toj thej problem,j identifyj relevantj informationj sourcesj andj evaluatejdat
ajcollectionjmethods
B) Determinejwhatj informationj isj needed,j identifyjrelevantj informationj sources,j andj evaluatejdat
ajcollectionjmethods
C) Determinejthejsolutionjtojthejproblem,jdeterminejwhatjinformationjisjneeded,jandjidentifyj releva
ntjinformationjsources.
D) Determinejwhatjinformationjisjneeded,jevaluatejdatajcollectionjmethods,jandjanalyzejthejdatajAns
wer:j B
38) jisj undertakenj toj helpj identifyj problemsj thatj arej perhapsj notj apparentj onj thejsurfa
cejandjyetjexistjorjarejlikelyjtojarisejinjthejfuture.
A) Problemjidentificationjresearch
B) Segmentationj research
C) Problemjsolvingjresearch
D) Marketingjinformationjsystemsj
Answer:j A
39) isjajtypejofjproblemjidentificationjresearch.
A) Distributionjresearch
B) Pricingjresearch
C) Marketjcharacteristicsjresearch
D) Promotionjresearchj
Answer:j C
4
j j j j
Chapterj1j IntroductionjtojMarketingjResearch
1) BoeingjcommissionedjHarrisjInteractive,jInc.jtojconductjajstudyjtojdeterminejthejaircraftjpreferen
cesjofjfliers.j Boeingjdidjthisjbecausejtheyjunderstoodjthejimportancejofjcontinuouslyjmonitoringjthej
dynamicjmarketplacejandjunderstandingjthejneedsjandjprioritiesjofjBoeingjcustomers.
Answer:j TRUE
2) Satmetrixjcapitalizesjonjthejneedjforj"recent"jmarketingjresearchjbyjprovidingjclientsjwithjdatajonj
ajweeklyjbasis.
Answer:j FALSE
3) Toyotajconductedjajsecretjmarketjresearchjprojectjcode-
namedjGenesisjwhichjledjtojthejdevelopmentjofjthejScionjlinejofjcars.
Answer:j TRUE
4) ThejScionjlinejofjcarsjwasjadvertisedjthroughjtraditionaljchannelsjsuchjasjnetworkjtelevisionjandj
magazines.
Answer:j FALSE
5) Quick-
Track®jisjajsyndicatedjmarketjresearchjprojectjconductedjquarterlyjtojtrackjkeyjconsumerjbehavioral
jandjattitudinaljmeasuresjforjalljmajorjfastjfoodjandjpizzajchainsjinjindividualjmarkets.
Answer:j TRUE
6) Marketingj researchj isj thej systematicj andj objectivej identification,j collection,j analysis,jdis
semination,j andj usej ofj informationj forj thej purposej ofj assistingj managementj inj decisionjmakingjr
elatedjtojthejidentificationjandjsolutionjofjproblemsj(andjopportunities)jinjmarketing.jAnswer:j TRU
E
7) Marketingjresearchjisjclassifiedjintojtwojareas—
problemjidentificationjandjproblemjsolvingjresearch.
Answer:j TRUE
8) Salesjanalysisjresearchjisjajtypejofjproblemjsolvingjresearch.jAn
swer:j FALSE
9) Oncejajproblemjorjopportunityjhasjbeenjidentified,jmarketjpotentialjresearchjisjundertakenjtojarriv
ejatjajsolution.
Answer:j FALSE
10) Problemjidentificationjresearchjprovidesjinformationjaboutjthejmarketingjenvironmentjandjhelp
sjdiagnosejajproblem.
Answer:j TRUE
11) Thej findingsj ofj problemj solvingj researchj arej usedj inj makingj decisionsj thatj willj solve
1
,specificjmarketingjproblems.jAn
swer:j TRUE
12) InjthejKellogg'sjexamplejgivenjinjyourjtext,jasjajresultjofjproblem-
solvingjresearch,jKellogg'sjfoundjoutjthatjitjwasjnotjbeingjcreativejinjintroducingjnewjproductsjtojmee
tjthejneedsjofjthejadultjmarket.
Answer:j FALSE
13) Thejtaskjofjmarketingjresearchjisjtojassessjthejinformationjneedsjandjprovidejmanagementjwithjr
elevant,jaccurate,jreliable,jcheap,jandjcurrentjinformation.
Answer:j FALSE
14) Marketingjmanagementjdecisionsjarejcomplicatedjbyjinteractionsjbetweenjthejuncontrollablejma
rketingjvariablesjandjthejuncontrollablejenvironmentaljfactors.
Answer:j FALSE
15) Marketingjresearchersjarejbecomingjmorejinvolvedjinjdecisionjmaking,jwhereasjmarketingjman
agersjarejnotjbecomingjmorejinvolvedjwithjresearch.
Answer:j FALSE
16) Effectivejcompetitivejintelligencejisjajcontinuousjprocessjinvolvingjthejlegaljandjethicaljcollecti
onjofjinformation,janalysisjthatjavoidsjunwelcomejconclusions,jandjcontrolledjdisseminationjofjactio
nablejintelligencejtojdecisionjmakers.
Answer:j FALSE
17) Itjisjbestjtojdojmarketingjresearchjevenjifjthejresourcesjarejnotjavailablejtojconductjajqualityjprojec
t.
Answer:j FALSE
18) Ifjajfirmjlacksjthejresourcesjtojimplementjthejfindingsjarisingjfromjmarketingjresearch,jspendingj
thejresourcesjtojconductjthejresearchjmayjnotjbejwarranted.
Answer:j TRUE
19) Marketingjresearchjsuppliersjcanjbejclassifiedjasjinternaljorjexternal.jAn
swer:j TRUE
20) Fieldj servicej organizationsj arej limitedj servicej suppliersj thatj specializej inj interviewingj orjspe
cializejinjcollectingjdatajthroughjthejmailjorjthoughjpersonaljorjtelephonejinterviewing.jAnswer:j TR
UE
21) Analyticaljservicesjincludejdesigningjandjpretestingjquestionnaires,jdeterminingjthejbestjmeansj
ofjcollectingjdata,jdesigningjsamplingjplans,jandjconductingjstatisticaljanalysisjofjquantitativejdata.
Answer:j FALSE
22) Brandedjmarketingjresearchjproductsjandjservicesjarejspecializedjproblemjidentification,jdatajc
ollectionjandjanalysisjproceduresjdevelopedjtojaddressjspecificjtypesjofjmarketingjresearchjproblems
.j j Thesej proceduresj arej patented,j givenj brandj names,j andj marketedj likej anyj other
2
,brandedjproducts.j
Answer:j FALSE
23) Operationaljsupervisor,jprojectjmanager,jresearchjdirector,janalyst,jandjstatistician/datajprocess
ingjspecialistjarejalljpositionsjinjthejmarketingjresearchjfield.
Answer:j TRUE
24) MorejinformationjcanjbejobtainedjfromjMISjthanjfromjadjhocjmarketingjresearchjprojects,jbutjM
ISjisjlimitedjinjthejamountjandjnaturejofjinformationjitjprovidesjandjthejwayjthisjinformationjcanjbejus
edjbyjthejdecisionjmaker.
Answer:j TRUE
25) DSSjdiffersjfromjMISjinjthatjthejDSSjisjmorejrigidlyjstructuredjthanjthejMIS.jAns
wer:j FALSE
26) Whenjconductingjinternationaljresearch,jthejenvironmentjprevailingjinjthejcountries,jculturaljuni
ts,jorjinternationaljmarketsjthatjarejbeingjresearched,jinfluencesjthejwayjthejsixjstepsjofjthejmarketingj
researchjprocessjshouldjbejperformed.
Answer:j TRUE
27) Internationaljmarketingjresearchjisjmuchjsimplerjtojconductjthanjdomesticjresearch.jAn
swer:j FALSE
28) CompaniesjthatjbasejtheirjbusinessjonjthejWebjdojnotjhavejinternationaljmarketingjproblems.
Answer:j FALSE
29) Internationaljmarketingjresearchjisjexpectedjtojgrowjatjajfasterjratejthanjdomesticjresearch.jAns
wer:j TRUE
30) Mostjmarketingjresearchjisjconductedjforjclientsjrepresentingjcommercialjfirms.jAn
swer:j TRUE
31) Ethicaljissuesjarisejwhenjthejinterestsjofjthejstakeholdersjarejinjconflictjandjwhenjonejorjmorejofjt
hejstakeholdersjarejlackingjinjtheirjresponsibilities.
Answer:j TRUE
32) Marketingjresearchjhasjoftenjbeenjdescribedjasjhavingjthreejstakeholders.jAn
swer:j FALSE
33) NBCjutilizedjSatmetrixjservicesjtojobtainjfeedbackjfromjviewers.jWhichjofjthejfollowingjis
truejaboutjtheirjrelationship?
A) Itjhelpsjthejnetworkjtojlearnjwhatjviewersjarejlookingjfor.
B) NBCjcreatedjthejshowj"WilljandjGrace"jasjajresultjofjthejresearchjresults.
C) Viewerjfeedbackjhasjbeenjinstrumentaljinjcomposingjandjmodifyingjscriptsjandjstorylines.
D) alljofjthejabovej
Answer:j D
3
, 34) Accordingjtojthejtext,jmarketingjresearchjhasjbecomej .
A) global
B) realjtime
C) morejintegrativejwithjmarketingjandjproductjdevelopment
D) alljofjthejabovej
Answer:j D
35) MarketingjResearch,jasjdefinedjbyjthejauthor,jisjeverythingjexceptj .
A) systematic
B) politicallyjbiased
C) objective
D) usefuljforjthejpurposejofjimprovingjdecision-
makingjAnswer:j B
36) Thejproceduresjfollowedjatjeachjstagejofjmarketingjresearchjarejmethodologicallyjsound,jwelljd
ocumented,jand,jasjmuchjasjpossible,jplannedjinjadvance.j Thejpreviousjstatementjdefinesjthej
aspectjofjthejdefinitionjofjmarketingjresearch.
A) systematic
B) accuracy
C) identificationjofjinformation
D) collectionjofjinformationj
Answer:j A
37) Eachjphasejofjthejmarketingjresearchjprocessjisjimportant.j Ifjinjthejfirstjphasejofjthejprocessjthejpr
oblemjisjidentified,jwhatjisjdonejafterjthatjbutjbeforejdatajisjcollected?
A) Determinej thej solutionj toj thej problem,j identifyj relevantj informationj sourcesj andj evaluatejdat
ajcollectionjmethods
B) Determinejwhatj informationj isj needed,j identifyjrelevantj informationj sources,j andj evaluatejdat
ajcollectionjmethods
C) Determinejthejsolutionjtojthejproblem,jdeterminejwhatjinformationjisjneeded,jandjidentifyj releva
ntjinformationjsources.
D) Determinejwhatjinformationjisjneeded,jevaluatejdatajcollectionjmethods,jandjanalyzejthejdatajAns
wer:j B
38) jisj undertakenj toj helpj identifyj problemsj thatj arej perhapsj notj apparentj onj thejsurfa
cejandjyetjexistjorjarejlikelyjtojarisejinjthejfuture.
A) Problemjidentificationjresearch
B) Segmentationj research
C) Problemjsolvingjresearch
D) Marketingjinformationjsystemsj
Answer:j A
39) isjajtypejofjproblemjidentificationjresearch.
A) Distributionjresearch
B) Pricingjresearch
C) Marketjcharacteristicsjresearch
D) Promotionjresearchj
Answer:j C
4
