Marketing Research An Applied Orientation 7th Edition Naresh Malhotra,

Marketing Research Test Bank C
h h h h


hapters 1 - 14
h h h

,Chapterh1—hMarketinghResearch:hFromhDatahtohInformationhtohAction

MULTIPLEhCHOICE

1. WhichhofhthehfollowinghishNOThconsistenthwithhthehdefinitionhofhmarketinghresearch?
a. Thehdefinitionhishbroad.
b. Thehdefinitionhstresseshthehimportancehofhactivitieshconductedhinhorderhtohunderstandhthehprocesshofhmarketing.
c. Thehdefinitionhemphasizeshthehfunctionhashahlinkhbetweenhconsumershandhthehfirm.
d. Thehdefinitionhstateshthathmarketinghresearchhishfocusedhonhcollectinghinformation.
e. Neitherhbhnorhdhishconsistenthwithhthehdefinition.

ANS:h D PTS:h 1
NAT:h AACSBhAnalytich|hCB&EhModelhResearchh|hBloom's:hKnowledge

2. Marketinghresearch:
a. ishsimplyhaskinghconsumershforhtheirhlikes,hdislikes,hneeds,handhwantshinhahone-on-onehsituation.
b. spanshthehinformationalhboundaryhbetweenhthehfirmhandhitshenvironment.
c. canhonlyhbehemployedhtohassesshthehimpacthofhpasthorhcontemplatedhadjustmentshinhthehmarketinghmix.
d. ishmosthgenerallyhusedhforhmarketinghcontrolhpurposes.
e. ishmosthgenerallyhahmarketinghimplementationhfunction.

ANS:h B PTS:h 1
NAT:h AACSBhAnalytich|hCB&EhModelhResearchh|hBloom's:hComprehension

3. WhichhofhthehfollowinghishFALSE?
a. Thehbasichpurposehofhmarketinghresearchhishtohassisthmarketinghmanagershinhmakinghmorehinformedhdecisions.
b. MarketinghresearchhbecamehahsignificanthbusinesshactivityhafterhWorldhWarhIIhwhenhtheheconomyhchangedhfromh
a
c. Marketinghresearchhashanhorganizationalhfunctionhwashadoptedhbyhmosthfirmshwhenhtheyhcouldhnohlongerhsatisfyh
de
d. Marketinghmanagershandhmarketinghresearchershworkhtogetherhinhclosehpartnershipshthatharehmosthsuccessfulhwh
en
e. Allhofhthehaboveharehfalse.

ANS:h C PTS:h 1
NAT:h AACSBhAnalytich|hCB&EhModelhResearchh|Bloom's:hComprehension

4. Marketinghresearch:
a. ishthehusehofhinformationhtohidentifyhandhdefinehmarketinghproblems.
b. aimshtohimprovehourhunderstandinghofhmanagementhashahprocess.
c. aimshtohpromotehgovernmenthregulationhofhresearchhactivities.
d. ishonlyhusefulhinhcompanieshwithhoverh$1hmillionhinhannualhsales.
e. ishnothveryhusefulhtohahproviderhofhservices,hsuchhashbanks.

ANS:h A PTS:h 1
NAT:h AACSBhAnalytich|hCB&EhModelhResearchh|hBloom's:hKnowledge

5. Whichhofhthehfollowinghphaseshofhthehinformation-
managementhprocesshishNOThparthofhthehmarketinghresearchhprocess?
a. Thehspecificationhofhwhathinformationhishneeded.
b. Thehcollectionhofhthehinformation.
c. Thehanalysishofhthehinformation.
d. Thehusehofhthehanalyzedhinformation.
e. Thehinterpretationhofhthehinformation.

ANS:h D PTS:h 1

, NAT:h AACSBhAnalytich|hCB&EhModelhResearchh|hBloom's:hComprehension

6. Whathishthehbasichpurposehofhmarketinghresearch?
a. Tohmakehdecisionshforhmanagers.
b. Tohfurnishhinformationhthathaidshdecision-making.
c. Tohassisthgovernmenthregulatoryhagencies.
d. Tohconfirmhmanagement'shdecisions.
e. Tohhelphdevelophnewhproducts.

ANS:h B PTS:h 1
NAT:h AACSBhAnalytich|hCB&EhModelhResearchh|hBloom's:hKnowledge

7. WhichhofhthehfollowinghishFALSE?
a. Thehfederalhgovernmenthishthehlargesthproducerhofhmarketinghfacts.
b. Allhbusinesseshsharehahcommonhproblemhofhneedinghinformation.
c. Thehprincipalhtaskhofhmarketinghresearchhishtohincreasehprofit.
d. Marketinghresearchhishonlyhonehofhthehaspectshofhahmarketinghstrategy.
e. Nothallhofhthehaboveharehfalse.

ANS:h C PTS:h 1
NAT:h AACSBhAnalytich|hCB&EhModelhResearchh|hBloom's:hKnowledge

8. ThehHandymanhToolshCompanyhcommissionedhahsurveyhdesignedhtohdeterminehwhetherhhomeowner
shpreferhplastichorhmetalhcasingshonhelectrichscrewdrivers.hThehresultshofhthishsurveyhwillhlikelyhbehus
edhashinputhintohdecisionshconcerninghwhichhelementhofhthehmarketinghmix?
a. Price
b. Product
c. Publicity
d. Promotion
e. Place

ANS:h B PTS:h 1
NAT:h AACSBhAnalytich|hCB&EhModelhResearchh|hBloom's:hApplication

9. WhichhofhthehfollowinghishFALSE?
a. Ahstudyhtohgaugehthehpropertieshofhahmaterialhforhitshsuitabilityhtohmanufacturehahparticularhproducthishmarkethres
ea
b. Anhattempthtohdeterminehthehmosthefficienthallocationhofhfundinghtohvarioushpromotionalhactivitieshishanhexample
ho
c. Ahsurveyhdesignedhtohidentifyhthehcharacteristicshofhlight,haverage,handhheavyhusershofhdetergenthishanhexamplehof
hm
d. Videotapinghcomputerhusershtohunderstandhthehcontexthofhsoftwarehusehishanhexamplehofhmarketinghresearch.
e. Visitinghvarioushrestaurantshandhsamplinghdifferenthmenuhitemshinhpreparationhforhopeninghahnewhrestauranthisha
nhe
ANS:h A PTS:h 1
NAT:h AACSBhAnalytich|hCB&EhModelhResearchh|hBloom's:hKnowledge

10. Ahcompanyhwantshtohidentifyhthehmarkethforhahnewhcandyhbarhandhcommissionshahsurveyhofh1000hmidd
le-hschoolh studentsh fromh threeh cities.h Inh thish case,h allh middle-
schoolh studentsh inh theh threeh citiesh areh thehforhthehmarkethresearch.
a. population
b. sample
c. controlhgroup
d. census
e. focushgroup

ANS:h A PTS:h 1

, NAT:h AACSBhAnalytich|hCB&EhModelhResearchh|hBloom's:hApplication

11. Whichhofhthehfollowinghcurrentlyhuseshmarkethresearch?
a. Retailhcompanies
b. Politicalhinstitutions
c. Religioushorganizations
d. Not-for-profith institutions
e. Allhofhthehabove

ANS:h E PTS:h 1
NAT:h AACSBhAnalytich|hCB&EhModelhResearchh|hBloom's:hKnowledge

12. WhichhofhthehfollowinghishTRUE?
a. Marketinghresearchhcompanieshonlyhprovidehsyndicatedhresearch.
b. Marketinghresearchhbeganhtohgrowhwhenhfirmshcouldhnohlongerhsellhallhtheyhcouldhproduce.
c. Marketinghresearchhforhretailhishtailoredhspecificallyhforhthehcompany,handhishthereforehalwayshconductedhin-
house.
d. Marketinghresearchhishdominatedhbyhinternational,hespeciallyhEuropeanhfirms,handhishhashonlyhahminorhcollection
ho
e. Allhofhthehaboveharehtrue.

ANS:h B PTS:h 1
NAT:h AACSBhAnalytich|hCB&EhModelhResearchh|hBloom's:hKnowledge

13. Thehprimaryhreasonshforhstudyinghmarketinghresearchhinclude:
a. Somehmayhpursuehahcareerhinhmarketinghresearch.
b. Knowledgehofhthehmarketinghresearchhmakeshforhah"smarter"hconsumer.
c. Managershshouldhknowhthehbenefitshandhlimitationshofhmarketinghresearch.
d. Managershshouldhgainhanhappreciationhforhthehmarketinghresearchhprocess.
e. Allhofhthehaboveharehreasonshforhstudyinghmarketinghresearch.

ANS:h E PTS:h 1
NAT:h AACSBhAnalytich|hCB&EhModelhResearchh|hBloom's:hKnowledge

14. Emma'shIcehCreamhhireshahlocalhmarketinghresearchhfirmhtohfindhouthwhichhflavorshandhinnovationshlo
calhcustomershwouldhprefer.hThehmarketinghresearchhfirmhinhthehabovehscenariohishconductinghwhatht
ypehofhresearch?
a. Causalhresearch
b. Exploratoryhresearch
c. Advocacyhresearch
d. Transnationalh research
e. Syndicatedhresearch

ANS:h B PTS:h 1
NAT:h AACSBhAnalytich|hCB&EhModelhResearchh|hBloom's:hApplication

15. Whichhofhthehfollowinghishanhexamplehofhadvocacyhresearch?
a. Ahfirmhmanipulateshresearchhquestionshtohportrayhahfavorablehimpressionhofhitshproducts.
b. Ahwebsitehemployshpeoplehtohclickhonhitshadshinhorderhtohgeneratehincreasedhrevenue.
c. Ahfirmhsurveyshitshexistinghcustomershinhorderhtohfindhthosehwhohmighthbehinterestedhinhahnewhproduct.
d. Anhairlinehoffershreducedhfareshtohfrequenthfliers,hbuthdoeshnothadvertisehthesehonhitshwebsite.
e. Ahmarketerhcontactshpeoplehforhahsurvey,hbuthishactuallyhtryinghtohsellhahproduct.

ANS:h A PTS:h 1
NAT:h AACSBhAnalytich|hCB&EhModelhResearchh|hBloom's:hComprehension