TEST BANK FOR Marketing Research: An Applied Orientation 7th Edition by Naresh K. Malhotra , ISBN: 9781292265636|All Chapters Complete| Guide A+

TEST BANK
Test Bank for Marketing Research: An Applied Orientation
PR 7th Edition




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,Marketing Research: An Applied Orientation, Global Edition



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 continuously
monitoring the dynamic marketplace and understanding the needs and priorities of Boeing
customers.
Answer: TRUE
Diff: 2 Page Ref: 3
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AACSB: Reflective thinking
LO: 1.1 Define marketing research and distinguish between problem-identification research and
problem-solving research.

2) Satmetrix capitalizes on the need for "recent" marketing research by providing clients with
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data on a weekly basis.
Answer: FALSE
Diff: 3 Page Ref: 4
AACSB: Analytical thinking
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LO: 1.1 Define marketing research and distinguish between problem-identification research and
problem-solving research.

3) Quick-Track® is a syndicated market research project conducted quarterly to track key
consumer behavioral and attitudinal measures for all major fast food and pizza chains in
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individual markets.
Answer: TRUE
Diff: 3 Page Ref: 5
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LO: 1.1 Define marketing research and distinguish between problem-identification research and
problem-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 solving
research.
Answer: TRUE
Diff: 1 Page Ref: 7
LO: 1.2 Describe a framework for conducting marketing research as well as the six steps of

,the marketing research process.




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, 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 of
the marketing research process.

7) Once a problem or opportunity has been identified, market potential research is undertaken to
arrive 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 of
the marketing research process.

8) Problem identification research provides information about the marketing environment and
helps diagnose a problem.
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Answer: TRUE
Diff: 2 Page Ref: 7
LO: 1.2 Describe a framework for conducting marketing research as well as the six steps of
the marketing research process.

9) The findings of problem solving research are used in making decisions that will solve specific
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marketing problems.
Answer: TRUE
Diff: 2 Page Ref: 7
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AACSB: Reflective thinking
LO: 1.2 Describe a framework for conducting marketing research as well as the six steps of
the marketing research process.

10) In the Kellogg's example given in your text, as a result of problem-solving research,
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Kellogg's found out that it was not being creative in introducing new products to meet the needs
of the adult market.
Answer: FALSE
Diff: 3 Page Ref: 8
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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 provide management
with relevant, accurate, reliable, cheap, and current information.
Answer: FALSE
Diff: 1 Page Ref: 10
LO: 1.3 Understand the nature and scope of marketing research and its role in designing and
implementing successful marketing programs.