Marketing Research: An Applied
Orientation, 7e (Malhotra)
GRADED A LATEST VERSION A+
, Marketing Research: An Applied Orientation, 7e (Malhotra)
Chapter 1Introduction to Marketing Research ma m
a ma ma ma
1) Boeing commissioned Harris Interactive, Inc. to conduct a study to determine the aircraft
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apreferences of fliers. Boeing did this because they understood the importance of continuously m
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onitoring the dynamic marketplace and understanding the needs and priorities of Boeing custom
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ers.
Answer: TRUE ma
Diff: 2 Page Ref: 3 AACSB: Reflective thinking
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LO: 1.1 Define marketing research and distinguish between problem-
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identification research and problem-solving research. ma ma m a ma
2) Satmetrix capitalizes on the need for "recent" marketing research by providing clients ma ma ma ma ma ma ma ma ma ma ma m
awith data on a weekly basis.
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Answer: FALSE Diff: 3 ma ma ma
Page Ref: 4 ma ma
m a AACSB: Analytical thinking ma ma
LO: 1.1 Define marketing research and distinguish between problem-
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identification research and problem-solving research. ma ma m a ma
3) Quick-
Track® is a syndicated market research project conducted quarterly to track key consumer be
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havioral and attitudinal measures for all major fast food and pizza chains in individual markets
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.
Answer: TRUE Dif ma m a
f: 3 Page Ref: 5
ma ma ma ma
LO: 1.1 Define marketing research and distinguish between problem-
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identification research and problem-solving research. ma ma m a ma
4) Marketing research is the systematic and objective identification, collection, analysis, ma ma ma ma ma ma ma ma ma m a
dissemination, and use of information for the purpose of assisting management in decision ma
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king related to the identification and solution of problems (and opportunities) in marketing. An
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swer: TRUE ma
Diff: 1 Page Ref: 6 ma ma ma ma
,LO: 1.2 Describe a framework for conducting marketing research as well as the six steps of
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5) Marketing research is classified into two areas: problem identification and problem
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asolving research. ma
Answer: TRUE Dif ma m a
f: 1 Page Ref: 7
ma ma ma ma
LO: 1.2 Describe a framework for conducting marketing research as well as the six steps of the
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marketing research process. ma ma
6) Sales analysis research is a type of problem solving research. Answer: FALSE
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a Diff: 3 Page Ref: 7
ma ma ma ma
LO: 1.2 Describe a framework for conducting marketing research as well as the six steps of the
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marketing research process. ma ma
7) Once a problem or opportunity has been identified, market potential research is
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undertaken to arrive at a solution. ma ma ma ma ma
Answer: FALSE Diff: 2 ma ma ma Page Ref: 7 ma ma
LO: 1.2 Describe a framework for conducting marketing research as well as the six steps of the
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marketing research process. ma ma
8) Problem identification research provides information about the marketing environment
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aand helps diagnose a problem.
ma ma ma ma
Answer: TRUE Dif ma m a
f: 2 Page Ref: 7
ma ma ma ma
LO: 1.2 Describe a framework for conducting marketing research as well as the six steps of the
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marketing research process. ma ma
9) The findings of problem solving research are used in making decisions that will solve
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specific marketing problems.
ma ma
Answer: TRUE ma
, Diff: 2 Page Ref: 7 AACSB: Reflective thinking
ma ma ma ma ma ma ma
LO: 1.2 Describe a framework for conducting marketing research as well as the six steps of the
ma ma ma ma ma ma ma ma ma ma ma ma ma ma ma ma m a
marketing research process. ma ma
10) In the Kellogg's example given in your text, as a result of problem-
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solving research, Kellogg's found out that it was not being creative in introducing new products t
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o meet the needs of the adult market.
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Answer: FALSE Diff: 3 ma ma ma Page Ref: 8 ma ma
LO: 1.3 Understand the nature and scope of marketing research and its role in designing and imp
ma ma ma ma ma ma ma ma ma ma ma ma ma ma ma m a
lementing successful marketing programs. ma ma ma
11) The task of marketing research is to assess the information needs and provide
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management with relevant, accurate, reliable, cheap, and current information.
ma ma ma ma ma ma ma ma
Answer: FALSE Dif ma m a
f: 1 Page Ref: 10
ma ma ma ma
LO: 1.3 Understand the nature and scope of marketing research and its role in designing and imp
ma ma ma ma ma ma ma ma ma ma ma ma ma ma ma m a
lementing successful marketing programs. ma ma ma
12) Marketing management decisions are complicated by interactions between the ma ma ma ma ma ma ma ma m
auncontrollable marketing variables and the uncontrollable environmental factors.
ma ma ma ma ma ma ma
Answer: FALSE Dif ma m a
f: 3 Page Ref: 10
ma ma ma ma
LO: 1.3 Understand the nature and scope of marketing research and its role in designing and imp
ma ma ma ma ma ma ma ma ma ma ma ma ma ma ma m a
lementing successful marketing programs. ma ma ma
13) Marketing researchers are becoming more involved in decision making, whereas ma ma ma ma ma ma ma ma ma m
amarketing managers are not becoming more involved with research.
ma ma ma ma ma ma ma ma
Answer: FALSE Dif ma m a
f: 2 Page Ref: 12
ma ma ma ma
LO: 1.3 Understand the nature and scope of marketing research and its role in designing and imp
ma ma ma ma ma ma ma ma ma ma ma ma ma ma ma m a
lementing successful marketing programs. ma ma ma
Orientation, 7e (Malhotra)
GRADED A LATEST VERSION A+
, Marketing Research: An Applied Orientation, 7e (Malhotra)
Chapter 1Introduction to Marketing Research ma m
a ma ma ma
1) Boeing commissioned Harris Interactive, Inc. to conduct a study to determine the aircraft
ma ma ma ma ma ma ma ma ma ma ma ma m
apreferences of fliers. Boeing did this because they understood the importance of continuously m
ma ma ma ma ma ma ma ma ma ma ma ma m a
onitoring the dynamic marketplace and understanding the needs and priorities of Boeing custom
ma ma ma ma ma ma ma ma ma ma ma m a
ers.
Answer: TRUE ma
Diff: 2 Page Ref: 3 AACSB: Reflective thinking
ma ma ma ma ma ma ma
LO: 1.1 Define marketing research and distinguish between problem-
ma ma ma ma ma ma ma ma
identification research and problem-solving research. ma ma m a ma
2) Satmetrix capitalizes on the need for "recent" marketing research by providing clients ma ma ma ma ma ma ma ma ma ma ma m
awith data on a weekly basis.
ma ma ma ma ma
Answer: FALSE Diff: 3 ma ma ma
Page Ref: 4 ma ma
m a AACSB: Analytical thinking ma ma
LO: 1.1 Define marketing research and distinguish between problem-
ma ma ma ma ma ma ma ma
identification research and problem-solving research. ma ma m a ma
3) Quick-
Track® is a syndicated market research project conducted quarterly to track key consumer be
ma ma ma ma ma ma ma ma ma ma ma m a ma
havioral and attitudinal measures for all major fast food and pizza chains in individual markets
ma ma ma ma ma ma ma ma ma ma ma ma m a ma
.
Answer: TRUE Dif ma m a
f: 3 Page Ref: 5
ma ma ma ma
LO: 1.1 Define marketing research and distinguish between problem-
ma ma ma ma ma ma ma ma
identification research and problem-solving research. ma ma m a ma
4) Marketing research is the systematic and objective identification, collection, analysis, ma ma ma ma ma ma ma ma ma m a
dissemination, and use of information for the purpose of assisting management in decision ma
ma ma ma ma ma ma ma ma ma ma ma ma m a
king related to the identification and solution of problems (and opportunities) in marketing. An
ma ma ma ma ma ma ma ma ma ma ma ma m a
swer: TRUE ma
Diff: 1 Page Ref: 6 ma ma ma ma
,LO: 1.2 Describe a framework for conducting marketing research as well as the six steps of
ma ma ma ma ma ma ma ma ma ma ma ma ma ma ma
5) Marketing research is classified into two areas: problem identification and problem
ma ma ma ma ma ma ma ma ma ma m
asolving research. ma
Answer: TRUE Dif ma m a
f: 1 Page Ref: 7
ma ma ma ma
LO: 1.2 Describe a framework for conducting marketing research as well as the six steps of the
ma ma ma ma ma ma ma ma ma ma ma ma ma ma ma ma m a
marketing research process. ma ma
6) Sales analysis research is a type of problem solving research. Answer: FALSE
ma ma ma ma ma ma ma ma ma ma ma m
a Diff: 3 Page Ref: 7
ma ma ma ma
LO: 1.2 Describe a framework for conducting marketing research as well as the six steps of the
ma ma ma ma ma ma ma ma ma ma ma ma ma ma ma ma m a
marketing research process. ma ma
7) Once a problem or opportunity has been identified, market potential research is
ma ma ma ma ma ma ma ma ma ma ma m a
undertaken to arrive at a solution. ma ma ma ma ma
Answer: FALSE Diff: 2 ma ma ma Page Ref: 7 ma ma
LO: 1.2 Describe a framework for conducting marketing research as well as the six steps of the
ma ma ma ma ma ma ma ma ma ma ma ma ma ma ma ma m a
marketing research process. ma ma
8) Problem identification research provides information about the marketing environment
ma ma ma ma ma ma ma ma m
aand helps diagnose a problem.
ma ma ma ma
Answer: TRUE Dif ma m a
f: 2 Page Ref: 7
ma ma ma ma
LO: 1.2 Describe a framework for conducting marketing research as well as the six steps of the
ma ma ma ma ma ma ma ma ma ma ma ma ma ma ma ma m a
marketing research process. ma ma
9) The findings of problem solving research are used in making decisions that will solve
ma ma ma ma ma ma ma ma ma ma ma ma ma m a
specific marketing problems.
ma ma
Answer: TRUE ma
, Diff: 2 Page Ref: 7 AACSB: Reflective thinking
ma ma ma ma ma ma ma
LO: 1.2 Describe a framework for conducting marketing research as well as the six steps of the
ma ma ma ma ma ma ma ma ma ma ma ma ma ma ma ma m a
marketing research process. ma ma
10) In the Kellogg's example given in your text, as a result of problem-
ma ma ma ma ma ma ma ma ma ma ma ma
solving research, Kellogg's found out that it was not being creative in introducing new products t
ma m a ma ma ma ma ma ma ma ma ma ma ma ma ma
o meet the needs of the adult market.
ma ma ma m a ma ma ma
Answer: FALSE Diff: 3 ma ma ma Page Ref: 8 ma ma
LO: 1.3 Understand the nature and scope of marketing research and its role in designing and imp
ma ma ma ma ma ma ma ma ma ma ma ma ma ma ma m a
lementing successful marketing programs. ma ma ma
11) The task of marketing research is to assess the information needs and provide
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management with relevant, accurate, reliable, cheap, and current information.
ma ma ma ma ma ma ma ma
Answer: FALSE Dif ma m a
f: 1 Page Ref: 10
ma ma ma ma
LO: 1.3 Understand the nature and scope of marketing research and its role in designing and imp
ma ma ma ma ma ma ma ma ma ma ma ma ma ma ma m a
lementing successful marketing programs. ma ma ma
12) Marketing management decisions are complicated by interactions between the ma ma ma ma ma ma ma ma m
auncontrollable marketing variables and the uncontrollable environmental factors.
ma ma ma ma ma ma ma
Answer: FALSE Dif ma m a
f: 3 Page Ref: 10
ma ma ma ma
LO: 1.3 Understand the nature and scope of marketing research and its role in designing and imp
ma ma ma ma ma ma ma ma ma ma ma ma ma ma ma m a
lementing successful marketing programs. ma ma ma
13) Marketing researchers are becoming more involved in decision making, whereas ma ma ma ma ma ma ma ma ma m
amarketing managers are not becoming more involved with research.
ma ma ma ma ma ma ma ma
Answer: FALSE Dif ma m a
f: 2 Page Ref: 12
ma ma ma ma
LO: 1.3 Understand the nature and scope of marketing research and its role in designing and imp
ma ma ma ma ma ma ma ma ma ma ma ma ma ma ma m a
lementing successful marketing programs. ma ma ma
