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: N Analytical Nthinking
LO: N 1.1 NDefine Nmarketing Nresearch Nand Ndistinguish Nbetween Nproblem-
identification N research Nandproblem-solving Nresearch.
3) Quick-Track® Nis Na Nsyndicated Nmarket Nresearch Nproject Nconducted Nquarterly
to N track Nkeyconsumer Nbehavioral Nand Nattitudinal Nmeasures Nfor Nall Nmajor Nfast
N
food Nand
N N pizza Nchains Nin Nindividual Nmarkets.
Answer: NTRUE
Diff: N3 Page NRef: N5
LO: N 1.1 NDefine Nmarketing Nresearch Nand Ndistinguish Nbetween Nproblem-
identification N research Nandproblem-solving Nresearch.
4) Marketing Nresearch Nis Nthe Nsystematic Nand Nobjective Nidentification, Ncollection,
analysis,
N N dissemination, Nand Nuse Nof Ninformation Nfor Nthe Npurpose Nof Nassisting
management Nin N decision Nmaking Nrelated Nto Nthe Nidentification Nand Nsolution Nof
N
problems N(and N opportunities) Nin Nmarketing.Answer: NTRUE
N
Diff: N1 Page NRef: N6
LO: N 1.2 NDescribe Na Nframework Nfor Nconducting Nmarketing Nresearch Nas Nwell Nas Nthe Nsix
Nsteps Nof
5) Marketing Nresearch Nis Nclassified Ninto Ntwo Nareas: Nproblem Nidentification Nand
problem
N N solvingresearch.
Answer: NTRUE
Diff: N1 Page NRef: N7
,LO: N 1.2 NDescribe Na Nframework Nfor Nconducting Nmarketing Nresearch Nas Nwell Nas
the Nsix N steps Nofthe Nmarketing Nresearch Nprocess.
N
6) Sales Nanalysis Nresearch Nis Na Ntype Nof Nproblem
solving N research.Answer: NFALSE
N
Diff: N3 Page NRef: N7
LO: N 1.2 NDescribe Na Nframework Nfor Nconducting Nmarketing Nresearch Nas Nwell Nas
the Nsix N steps Nofthe Nmarketing Nresearch Nprocess.
N
7) Once Na Nproblem Nor Nopportunity Nhas Nbeen Nidentified, Nmarket Npotential
research Nis N undertaken Ntoarrive Nat Na Nsolution.
N
Answer: N NFALSE NDiff:
2 Page NRef: N7
LO: N 1.2 NDescribe Na Nframework Nfor Nconducting Nmarketing Nresearch Nas Nwell Nas
the Nsix N steps Nofthe Nmarketing Nresearch Nprocess.
N
8) Problem Nidentification Nresearch Nprovides Ninformation Nabout Nthe
marketing N environment Nandhelps Ndiagnose Na Nproblem.
N
Answer: NTRUE
Diff: N2 Page NRef: N7
LO: N 1.2 NDescribe Na Nframework Nfor Nconducting Nmarketing Nresearch Nas Nwell Nas
the Nsix N steps Nofthe Nmarketing Nresearch Nprocess.
N
9) The Nfindings Nof Nproblem Nsolving Nresearch Nare Nused Nin Nmaking Ndecisions Nthat Nwill
Nsolve
, specificmarketing Nproblems.
N Answer: NTRUE
Diff: N2 Page NRef: N7
N AACSB: N Reflective
thinking
N
LO: N 1.2 NDescribe Na Nframework Nfor Nconducting Nmarketing Nresearch Nas Nwell Nas
the Nsix N steps Nofthe Nmarketing Nresearch Nprocess.
N
10) In Nthe NKellogg's Nexample Ngiven Nin Nyour Ntext, Nas Na Nresult Nof Nproblem-solving
research,
N N Kellogg's Nfound Nout Nthat Nit Nwas Nnot Nbeing Ncreative Nin Nintroducing Nnew
products Nto Nmeet Nthe N needsof Nthe Nadult Nmarket.
N
Answer: N NFALSE NDiff:
3 Page NRef: N8
LO: N 1.3 NUnderstand Nthe Nnature Nand Nscope Nof Nmarketing Nresearch Nand Nits Nrole Nin
designing Nand N implementing Nsuccessful Nmarketing Nprograms.
N
11) The Ntask Nof Nmarketing Nresearch Nis Nto Nassess Nthe Ninformation Nneeds Nand
provide N managementwith Nrelevant, Naccurate, Nreliable, Ncheap, Nand Ncurrent
N
information.
N N Answer: N FALSE
Diff: N1 Page NRef: N10
LO: N 1.3 NUnderstand Nthe Nnature Nand Nscope Nof Nmarketing Nresearch Nand Nits Nrole Nin
designing Nand N implementing Nsuccessful Nmarketing Nprograms.
N
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: N Analytical Nthinking
LO: N 1.1 NDefine Nmarketing Nresearch Nand Ndistinguish Nbetween Nproblem-
identification N research Nandproblem-solving Nresearch.
3) Quick-Track® Nis Na Nsyndicated Nmarket Nresearch Nproject Nconducted Nquarterly
to N track Nkeyconsumer Nbehavioral Nand Nattitudinal Nmeasures Nfor Nall Nmajor Nfast
N
food Nand
N N pizza Nchains Nin Nindividual Nmarkets.
Answer: NTRUE
Diff: N3 Page NRef: N5
LO: N 1.1 NDefine Nmarketing Nresearch Nand Ndistinguish Nbetween Nproblem-
identification N research Nandproblem-solving Nresearch.
4) Marketing Nresearch Nis Nthe Nsystematic Nand Nobjective Nidentification, Ncollection,
analysis,
N N dissemination, Nand Nuse Nof Ninformation Nfor Nthe Npurpose Nof Nassisting
management Nin N decision Nmaking Nrelated Nto Nthe Nidentification Nand Nsolution Nof
N
problems N(and N opportunities) Nin Nmarketing.Answer: NTRUE
N
Diff: N1 Page NRef: N6
LO: N 1.2 NDescribe Na Nframework Nfor Nconducting Nmarketing Nresearch Nas Nwell Nas Nthe Nsix
Nsteps Nof
5) Marketing Nresearch Nis Nclassified Ninto Ntwo Nareas: Nproblem Nidentification Nand
problem
N N solvingresearch.
Answer: NTRUE
Diff: N1 Page NRef: N7
,LO: N 1.2 NDescribe Na Nframework Nfor Nconducting Nmarketing Nresearch Nas Nwell Nas
the Nsix N steps Nofthe Nmarketing Nresearch Nprocess.
N
6) Sales Nanalysis Nresearch Nis Na Ntype Nof Nproblem
solving N research.Answer: NFALSE
N
Diff: N3 Page NRef: N7
LO: N 1.2 NDescribe Na Nframework Nfor Nconducting Nmarketing Nresearch Nas Nwell Nas
the Nsix N steps Nofthe Nmarketing Nresearch Nprocess.
N
7) Once Na Nproblem Nor Nopportunity Nhas Nbeen Nidentified, Nmarket Npotential
research Nis N undertaken Ntoarrive Nat Na Nsolution.
N
Answer: N NFALSE NDiff:
2 Page NRef: N7
LO: N 1.2 NDescribe Na Nframework Nfor Nconducting Nmarketing Nresearch Nas Nwell Nas
the Nsix N steps Nofthe Nmarketing Nresearch Nprocess.
N
8) Problem Nidentification Nresearch Nprovides Ninformation Nabout Nthe
marketing N environment Nandhelps Ndiagnose Na Nproblem.
N
Answer: NTRUE
Diff: N2 Page NRef: N7
LO: N 1.2 NDescribe Na Nframework Nfor Nconducting Nmarketing Nresearch Nas Nwell Nas
the Nsix N steps Nofthe Nmarketing Nresearch Nprocess.
N
9) The Nfindings Nof Nproblem Nsolving Nresearch Nare Nused Nin Nmaking Ndecisions Nthat Nwill
Nsolve
, specificmarketing Nproblems.
N Answer: NTRUE
Diff: N2 Page NRef: N7
N AACSB: N Reflective
thinking
N
LO: N 1.2 NDescribe Na Nframework Nfor Nconducting Nmarketing Nresearch Nas Nwell Nas
the Nsix N steps Nofthe Nmarketing Nresearch Nprocess.
N
10) In Nthe NKellogg's Nexample Ngiven Nin Nyour Ntext, Nas Na Nresult Nof Nproblem-solving
research,
N N Kellogg's Nfound Nout Nthat Nit Nwas Nnot Nbeing Ncreative Nin Nintroducing Nnew
products Nto Nmeet Nthe N needsof Nthe Nadult Nmarket.
N
Answer: N NFALSE NDiff:
3 Page NRef: N8
LO: N 1.3 NUnderstand Nthe Nnature Nand Nscope Nof Nmarketing Nresearch Nand Nits Nrole Nin
designing Nand N implementing Nsuccessful Nmarketing Nprograms.
N
11) The Ntask Nof Nmarketing Nresearch Nis Nto Nassess Nthe Ninformation Nneeds Nand
provide N managementwith Nrelevant, Naccurate, Nreliable, Ncheap, Nand Ncurrent
N
information.
N N Answer: N FALSE
Diff: N1 Page NRef: N10
LO: N 1.3 NUnderstand Nthe Nnature Nand Nscope Nof Nmarketing Nresearch Nand Nits Nrole Nin
designing Nand N implementing Nsuccessful Nmarketing Nprograms.
N
