MARKETING RESEARCH: AN APPLIED ORIENTATION
g g g g
Chapterg1g IntroductiongtogMarketinggResearch
1) BoeinggcommissionedgHarrisgInteractive,gInc.gtogconductgagstudygtogdeterminegthegaircraftgprefer
encesgofgfliers.g Boeinggdidgthisgbecausegtheygunderstoodgthegimportancegofgcontinuouslygmonitorin
ggthegdynamicgmarketplacegandgunderstandinggthegneedsgandgprioritiesgofgBoeinggcustomers.
Answer:g TRUE
2) Satmetrixgcapitalizesgongthegneedgforg"recent"gmarketinggresearchgbygprovidinggclientsgwithgdata
gongagweeklygbasis.
Answer:g FALSE
3) Toyotagconductedgagsecretgmarketgresearchgprojectgcode-
namedgGenesisgwhichgledgtogthegdevelopmentgofgthegScionglinegofgcars.
Answer:g TRUE
4) ThegScionglinegofgcarsgwasgadvertisedgthroughgtraditionalgchannelsgsuchgasgnetworkgtelevisiongan
dgmagazines.
Answer:g FALSE
5) Quick-
Track®gisgagsyndicatedgmarketgresearchgprojectgconductedgquarterlygtogtrackgkeygconsumergbehavi
oralgandgattitudinalgmeasuresgforgallgmajorgfastgfoodgandgpizzagchainsgingindividualgmarkets.
Answer:g TRUE
6) Marketingg researchg isg theg systematicg andg objectiveg identification,g collection,g analysis,gd
issemination,g andg useg ofg informationg forg theg purposeg ofg assistingg managementg ing decisiongma
kinggrelatedgtogthegidentificationgandgsolutiongofgproblemsg(andgopportunities)gingmarketing.gAnswe
r:g TRUE
7) Marketinggresearchgisgclassifiedgintogtwogareas—
problemgidentificationgandgproblemgsolvinggresearch.
Answer:g TRUE
8) Salesganalysisgresearchgisgagtypegofgproblemgsolvinggresearch.g
Answer:g FALSE
9) Oncegagproblemgorgopportunityghasgbeengidentified,gmarketgpotentialgresearchgisgundertakengtogar
rivegatgagsolution.
Answer:g FALSE
10) Problemgidentificationgresearchgprovidesginformationgaboutgthegmarketinggenvironmentgandghe
lpsgdiagnosegagproblem.
Answer:g TRUE
11) Theg findingsg ofg problemg solvingg researchg areg usedg ing makingg decisionsg thatg willg solve
1
,specificgmarketinggproblems.gAn
swer:g TRUE
12) IngthegKellogg'sgexampleggivengingyourgtext,gasgagresultgofgproblem-
solvinggresearch,gKellogg'sgfoundgoutgthatgitgwasgnotgbeinggcreativegingintroducinggnewgproductsgtog
meetgthegneedsgofgthegadultgmarket.
Answer:g FALSE
13) Thegtaskgofgmarketinggresearchgisgtogassessgtheginformationgneedsgandgprovidegmanagementgwit
hgrelevant,gaccurate,greliable,gcheap,gandgcurrentginformation.
Answer:g FALSE
14) Marketinggmanagementgdecisionsgaregcomplicatedgbyginteractionsgbetweengtheguncontrollableg
marketinggvariablesgandgtheguncontrollablegenvironmentalgfactors.
Answer:g FALSE
15) Marketinggresearchersgaregbecominggmoreginvolvedgingdecisiongmaking,gwhereasgmarketinggm
anagersgaregnotgbecominggmoreginvolvedgwithgresearch.
Answer:g FALSE
16) Effectivegcompetitivegintelligencegisgagcontinuousgprocessginvolvinggtheglegalgandgethicalgcolle
ctiongofginformation,ganalysisgthatgavoidsgunwelcomegconclusions,gandgcontrolledgdisseminationgof
gactionablegintelligencegtogdecisiongmakers.
Answer:g FALSE
17) Itgisgbestgtogdogmarketinggresearchgevengifgthegresourcesgaregnotgavailablegtogconductgagqualitygpr
oject.
Answer:g FALSE
18) Ifgagfirmglacksgthegresourcesgtogimplementgthegfindingsgarisinggfromgmarketinggresearch,gspend
inggthegresourcesgtogconductgthegresearchgmaygnotgbegwarranted.
Answer:g TRUE
19) Marketinggresearchgsuppliersgcangbegclassifiedgasginternalgorgexternal.g
Answer:g TRUE
20) Fieldg serviceg organizationsg areg limitedg serviceg suppliersg thatg specializeg ing interviewingg orgs
pecializegingcollectinggdatagthroughgthegmailgorgthoughgpersonalgorgtelephoneginterviewing.gAnswer
:g TRUE
21) Analyticalgservicesgincludegdesigninggandgpretestinggquestionnaires,gdetermininggthegbestgmea
nsgofgcollectinggdata,gdesigninggsamplinggplans,gandgconductinggstatisticalganalysisgofgquantitativeg
data.
Answer:g FALSE
22) Brandedgmarketinggresearchgproductsgandgservicesgaregspecializedgproblemgidentification,gdata
gcollectiongandganalysisgproceduresgdevelopedgtogaddressgspecificgtypesgofgmarketinggresearchgprobl
ems.g g Theseg proceduresg areg patented,g giveng brandg names,g andg marketedg likeg anyg other
2
,brandedgproducts.
gAnswer:g FALSE
23) Operationalgsupervisor,gprojectgmanager,gresearchgdirector,ganalyst,gandgstatistician/datagproce
ssinggspecialistgaregallgpositionsgingthegmarketinggresearchgfield.
Answer:g TRUE
24) MoreginformationgcangbegobtainedgfromgMISgthangfromgadghocgmarketinggresearchgprojects,gbu
tgMISgisglimitedgingthegamountgandgnaturegofginformationgitgprovidesgandgthegwaygthisginformationgc
angbegusedgbygthegdecisiongmaker.
Answer:g TRUE
25) DSSgdiffersgfromgMISgingthatgthegDSSgisgmoregrigidlygstructuredgthangthegMIS.g
Answer:g FALSE
26) Whengconductingginternationalgresearch,gthegenvironmentgprevailinggingthegcountries,gculturalg
units,gorginternationalgmarketsgthatgaregbeinggresearched,ginfluencesgthegwaygthegsixgstepsgofgthegma
rketinggresearchgprocessgshouldgbegperformed.
Answer:g TRUE
27) Internationalgmarketinggresearchgisgmuchgsimplergtogconductgthangdomesticgresearch.g
Answer:g FALSE
28) CompaniesgthatgbasegtheirgbusinessgongthegWebgdognotghaveginternationalgmarketinggproblems.
Answer:g FALSE
29) Internationalgmarketinggresearchgisgexpectedgtoggrowgatgagfastergrategthangdomesticgresearch.g
Answer:g TRUE
30) Mostgmarketinggresearchgisgconductedgforgclientsgrepresentinggcommercialgfirms.g
Answer:g TRUE
31) Ethicalgissuesgarisegwhengtheginterestsgofgthegstakeholdersgaregingconflictgandgwhengonegorgmore
gofgthegstakeholdersgareglackinggingtheirgresponsibilities.
Answer:g TRUE
32) Marketinggresearchghasgoftengbeengdescribedgasghavinggthreegstakeholders.g
Answer:g FALSE
33) NBCgutilizedgSatmetrixgservicesgtogobtaingfeedbackgfromgviewers.gWhichgofgthegfollowinggis
truegaboutgtheirgrelationship?
A) Itghelpsgthegnetworkgtoglearngwhatgviewersgareglookinggfor.
B) NBCgcreatedgthegshowg"WillgandgGrace"gasgagresultgofgthegresearchgresults.
C) Viewergfeedbackghasgbeenginstrumentalgingcomposinggandgmodifyinggscriptsgandgstorylines.
D) allgofgthegaboveg
Answer:g D
3
, 34) Accordinggtogthegtext,gmarketinggresearchghasgbecomeg .
A) global
B) realgtime
C) moregintegrativegwithgmarketinggandgproductgdevelopment
D) allgofgthegaboveg
Answer:g D
35) MarketinggResearch,gasgdefinedgbygthegauthor,gisgeverythinggexceptg .
A) systematic
B) politicallygbiased
C) objective
D) usefulgforgthegpurposegofgimprovinggdecision-
makinggAnswer:g B
36) Thegproceduresgfollowedgatgeachgstagegofgmarketinggresearchgaregmethodologicallygsound,gwel
lgdocumented,gand,gasgmuchgasgpossible,gplannedgingadvance.g Thegpreviousgstatementgdefinesgtheg
aspectgofgthegdefinitiongofgmarketinggresearch.
A) systematic
B) accuracy
C) identificationgofginformation
D) collectiongofginformationg
Answer:g A
37) Eachgphasegofgthegmarketinggresearchgprocessgisgimportant.g Ifgingthegfirstgphasegofgthegprocessgt
hegproblemgisgidentified,gwhatgisgdonegaftergthatgbutgbeforegdatagisgcollected?
A) Determineg theg solutiong tog theg problem,g identifyg relevantg informationg sourcesg andg evaluateg
datagcollectiongmethods
B) Determinegwhatg informationg isg needed,g identifygrelevantg informationg sources,g andg evaluategd
atagcollectiongmethods
C) Determinegthegsolutiongtogthegproblem,gdeterminegwhatginformationgisgneeded,gandgidentifyg rel
evantginformationgsources.
D) Determinegwhatginformationgisgneeded,gevaluategdatagcollectiongmethods,gandganalyzegthegdatag
Answer:g B
38) gisg undertakeng tog helpg identifyg problemsg thatg areg perhapsg notg apparentg ong thegsu
rfacegandgyetgexistgorgareglikelygtogarisegingthegfuture.
A) Problemgidentificationgresearch
B) Segmentationgresearch
C) Problemgsolvinggresearch
D) Marketingginformationgsystemsg
Answer:g A
39) isgagtypegofgproblemgidentificationgresearch.
A) Distributiongresearch
B) Pricinggresearch
C) Marketgcharacteristicsgresearch
D) Promotiongresearch
gAnswer:g C
4
g g g g
Chapterg1g IntroductiongtogMarketinggResearch
1) BoeinggcommissionedgHarrisgInteractive,gInc.gtogconductgagstudygtogdeterminegthegaircraftgprefer
encesgofgfliers.g Boeinggdidgthisgbecausegtheygunderstoodgthegimportancegofgcontinuouslygmonitorin
ggthegdynamicgmarketplacegandgunderstandinggthegneedsgandgprioritiesgofgBoeinggcustomers.
Answer:g TRUE
2) Satmetrixgcapitalizesgongthegneedgforg"recent"gmarketinggresearchgbygprovidinggclientsgwithgdata
gongagweeklygbasis.
Answer:g FALSE
3) Toyotagconductedgagsecretgmarketgresearchgprojectgcode-
namedgGenesisgwhichgledgtogthegdevelopmentgofgthegScionglinegofgcars.
Answer:g TRUE
4) ThegScionglinegofgcarsgwasgadvertisedgthroughgtraditionalgchannelsgsuchgasgnetworkgtelevisiongan
dgmagazines.
Answer:g FALSE
5) Quick-
Track®gisgagsyndicatedgmarketgresearchgprojectgconductedgquarterlygtogtrackgkeygconsumergbehavi
oralgandgattitudinalgmeasuresgforgallgmajorgfastgfoodgandgpizzagchainsgingindividualgmarkets.
Answer:g TRUE
6) Marketingg researchg isg theg systematicg andg objectiveg identification,g collection,g analysis,gd
issemination,g andg useg ofg informationg forg theg purposeg ofg assistingg managementg ing decisiongma
kinggrelatedgtogthegidentificationgandgsolutiongofgproblemsg(andgopportunities)gingmarketing.gAnswe
r:g TRUE
7) Marketinggresearchgisgclassifiedgintogtwogareas—
problemgidentificationgandgproblemgsolvinggresearch.
Answer:g TRUE
8) Salesganalysisgresearchgisgagtypegofgproblemgsolvinggresearch.g
Answer:g FALSE
9) Oncegagproblemgorgopportunityghasgbeengidentified,gmarketgpotentialgresearchgisgundertakengtogar
rivegatgagsolution.
Answer:g FALSE
10) Problemgidentificationgresearchgprovidesginformationgaboutgthegmarketinggenvironmentgandghe
lpsgdiagnosegagproblem.
Answer:g TRUE
11) Theg findingsg ofg problemg solvingg researchg areg usedg ing makingg decisionsg thatg willg solve
1
,specificgmarketinggproblems.gAn
swer:g TRUE
12) IngthegKellogg'sgexampleggivengingyourgtext,gasgagresultgofgproblem-
solvinggresearch,gKellogg'sgfoundgoutgthatgitgwasgnotgbeinggcreativegingintroducinggnewgproductsgtog
meetgthegneedsgofgthegadultgmarket.
Answer:g FALSE
13) Thegtaskgofgmarketinggresearchgisgtogassessgtheginformationgneedsgandgprovidegmanagementgwit
hgrelevant,gaccurate,greliable,gcheap,gandgcurrentginformation.
Answer:g FALSE
14) Marketinggmanagementgdecisionsgaregcomplicatedgbyginteractionsgbetweengtheguncontrollableg
marketinggvariablesgandgtheguncontrollablegenvironmentalgfactors.
Answer:g FALSE
15) Marketinggresearchersgaregbecominggmoreginvolvedgingdecisiongmaking,gwhereasgmarketinggm
anagersgaregnotgbecominggmoreginvolvedgwithgresearch.
Answer:g FALSE
16) Effectivegcompetitivegintelligencegisgagcontinuousgprocessginvolvinggtheglegalgandgethicalgcolle
ctiongofginformation,ganalysisgthatgavoidsgunwelcomegconclusions,gandgcontrolledgdisseminationgof
gactionablegintelligencegtogdecisiongmakers.
Answer:g FALSE
17) Itgisgbestgtogdogmarketinggresearchgevengifgthegresourcesgaregnotgavailablegtogconductgagqualitygpr
oject.
Answer:g FALSE
18) Ifgagfirmglacksgthegresourcesgtogimplementgthegfindingsgarisinggfromgmarketinggresearch,gspend
inggthegresourcesgtogconductgthegresearchgmaygnotgbegwarranted.
Answer:g TRUE
19) Marketinggresearchgsuppliersgcangbegclassifiedgasginternalgorgexternal.g
Answer:g TRUE
20) Fieldg serviceg organizationsg areg limitedg serviceg suppliersg thatg specializeg ing interviewingg orgs
pecializegingcollectinggdatagthroughgthegmailgorgthoughgpersonalgorgtelephoneginterviewing.gAnswer
:g TRUE
21) Analyticalgservicesgincludegdesigninggandgpretestinggquestionnaires,gdetermininggthegbestgmea
nsgofgcollectinggdata,gdesigninggsamplinggplans,gandgconductinggstatisticalganalysisgofgquantitativeg
data.
Answer:g FALSE
22) Brandedgmarketinggresearchgproductsgandgservicesgaregspecializedgproblemgidentification,gdata
gcollectiongandganalysisgproceduresgdevelopedgtogaddressgspecificgtypesgofgmarketinggresearchgprobl
ems.g g Theseg proceduresg areg patented,g giveng brandg names,g andg marketedg likeg anyg other
2
,brandedgproducts.
gAnswer:g FALSE
23) Operationalgsupervisor,gprojectgmanager,gresearchgdirector,ganalyst,gandgstatistician/datagproce
ssinggspecialistgaregallgpositionsgingthegmarketinggresearchgfield.
Answer:g TRUE
24) MoreginformationgcangbegobtainedgfromgMISgthangfromgadghocgmarketinggresearchgprojects,gbu
tgMISgisglimitedgingthegamountgandgnaturegofginformationgitgprovidesgandgthegwaygthisginformationgc
angbegusedgbygthegdecisiongmaker.
Answer:g TRUE
25) DSSgdiffersgfromgMISgingthatgthegDSSgisgmoregrigidlygstructuredgthangthegMIS.g
Answer:g FALSE
26) Whengconductingginternationalgresearch,gthegenvironmentgprevailinggingthegcountries,gculturalg
units,gorginternationalgmarketsgthatgaregbeinggresearched,ginfluencesgthegwaygthegsixgstepsgofgthegma
rketinggresearchgprocessgshouldgbegperformed.
Answer:g TRUE
27) Internationalgmarketinggresearchgisgmuchgsimplergtogconductgthangdomesticgresearch.g
Answer:g FALSE
28) CompaniesgthatgbasegtheirgbusinessgongthegWebgdognotghaveginternationalgmarketinggproblems.
Answer:g FALSE
29) Internationalgmarketinggresearchgisgexpectedgtoggrowgatgagfastergrategthangdomesticgresearch.g
Answer:g TRUE
30) Mostgmarketinggresearchgisgconductedgforgclientsgrepresentinggcommercialgfirms.g
Answer:g TRUE
31) Ethicalgissuesgarisegwhengtheginterestsgofgthegstakeholdersgaregingconflictgandgwhengonegorgmore
gofgthegstakeholdersgareglackinggingtheirgresponsibilities.
Answer:g TRUE
32) Marketinggresearchghasgoftengbeengdescribedgasghavinggthreegstakeholders.g
Answer:g FALSE
33) NBCgutilizedgSatmetrixgservicesgtogobtaingfeedbackgfromgviewers.gWhichgofgthegfollowinggis
truegaboutgtheirgrelationship?
A) Itghelpsgthegnetworkgtoglearngwhatgviewersgareglookinggfor.
B) NBCgcreatedgthegshowg"WillgandgGrace"gasgagresultgofgthegresearchgresults.
C) Viewergfeedbackghasgbeenginstrumentalgingcomposinggandgmodifyinggscriptsgandgstorylines.
D) allgofgthegaboveg
Answer:g D
3
, 34) Accordinggtogthegtext,gmarketinggresearchghasgbecomeg .
A) global
B) realgtime
C) moregintegrativegwithgmarketinggandgproductgdevelopment
D) allgofgthegaboveg
Answer:g D
35) MarketinggResearch,gasgdefinedgbygthegauthor,gisgeverythinggexceptg .
A) systematic
B) politicallygbiased
C) objective
D) usefulgforgthegpurposegofgimprovinggdecision-
makinggAnswer:g B
36) Thegproceduresgfollowedgatgeachgstagegofgmarketinggresearchgaregmethodologicallygsound,gwel
lgdocumented,gand,gasgmuchgasgpossible,gplannedgingadvance.g Thegpreviousgstatementgdefinesgtheg
aspectgofgthegdefinitiongofgmarketinggresearch.
A) systematic
B) accuracy
C) identificationgofginformation
D) collectiongofginformationg
Answer:g A
37) Eachgphasegofgthegmarketinggresearchgprocessgisgimportant.g Ifgingthegfirstgphasegofgthegprocessgt
hegproblemgisgidentified,gwhatgisgdonegaftergthatgbutgbeforegdatagisgcollected?
A) Determineg theg solutiong tog theg problem,g identifyg relevantg informationg sourcesg andg evaluateg
datagcollectiongmethods
B) Determinegwhatg informationg isg needed,g identifygrelevantg informationg sources,g andg evaluategd
atagcollectiongmethods
C) Determinegthegsolutiongtogthegproblem,gdeterminegwhatginformationgisgneeded,gandgidentifyg rel
evantginformationgsources.
D) Determinegwhatginformationgisgneeded,gevaluategdatagcollectiongmethods,gandganalyzegthegdatag
Answer:g B
38) gisg undertakeng tog helpg identifyg problemsg thatg areg perhapsg notg apparentg ong thegsu
rfacegandgyetgexistgorgareglikelygtogarisegingthegfuture.
A) Problemgidentificationgresearch
B) Segmentationgresearch
C) Problemgsolvinggresearch
D) Marketingginformationgsystemsg
Answer:g A
39) isgagtypegofgproblemgidentificationgresearch.
A) Distributiongresearch
B) Pricinggresearch
C) Marketgcharacteristicsgresearch
D) Promotiongresearch
gAnswer:g C
4
