MARKETING RESEARCH: AN APPLIED ORIENTATION
h h h h
Chapterh1h IntroductionhtohMarketinghResearch
1) BoeinghcommissionedhHarrishInteractive,hInc.htohconducthahstudyhtohdeterminehthehaircrafthprefer
enceshofhfliers.h Boeinghdidhthishbecausehtheyhunderstoodhthehimportancehofhcontinuouslyhmonitorin
ghthehdynamichmarketplacehandhunderstandinghthehneedshandhprioritieshofhBoeinghcustomers.
Answer:h TRUE
2) Satmetrixhcapitalizeshonhthehneedhforh"recent"hmarketinghresearchhbyhprovidinghclientshwithhdata
honhahweeklyhbasis.
Answer:h FALSE
3) Toyotahconductedhahsecrethmarkethresearchhprojecthcode-
namedhGenesishwhichhledhtohthehdevelopmenthofhthehScionhlinehofhcars.
Answer:h TRUE
4) ThehScionhlinehofhcarshwashadvertisedhthroughhtraditionalhchannelshsuchhashnetworkhtelevisionhan
dhmagazines.
Answer:h FALSE
5) Quick-
Track®hishahsyndicatedhmarkethresearchhprojecthconductedhquarterlyhtohtrackhkeyhconsumerhbehavi
oralhandhattitudinalhmeasureshforhallhmajorhfasthfoodhandhpizzahchainshinhindividualhmarkets.
Answer:h TRUE
6) Marketingh researchh ish theh systematich andh objectiveh identification,h collection,h analysis,hd
issemination,h andh useh ofh informationh forh theh purposeh ofh assistingh managementh inh decisionhma
kinghrelatedhtohthehidentificationhandhsolutionhofhproblemsh(andhopportunities)hinhmarketing.hAnswe
r:h TRUE
7) Marketinghresearchhishclassifiedhintohtwohareas—
problemhidentificationhandhproblemhsolvinghresearch.
Answer:h TRUE
8) Saleshanalysishresearchhishahtypehofhproblemhsolvinghresearch.h
Answer:h FALSE
9) Oncehahproblemhorhopportunityhhashbeenhidentified,hmarkethpotentialhresearchhishundertakenhtohar
rivehathahsolution.
Answer:h FALSE
10) Problemhidentificationhresearchhprovideshinformationhabouththehmarketinghenvironmenthandhhe
lpshdiagnosehahproblem.
Answer:h TRUE
11) Theh findingsh ofh problemh solvingh researchh areh usedh inh makingh decisionsh thath willh solve
1
,specifichmarketinghproblems.hAn
swer:h TRUE
12) InhthehKellogg'shexamplehgivenhinhyourhtext,hashahresulthofhproblem-
solvinghresearch,hKellogg'shfoundhouththathithwashnothbeinghcreativehinhintroducinghnewhproductshtoh
meeththehneedshofhthehadulthmarket.
Answer:h FALSE
13) Thehtaskhofhmarketinghresearchhishtohassesshthehinformationhneedshandhprovidehmanagementhwit
hhrelevant,haccurate,hreliable,hcheap,handhcurrenthinformation.
Answer:h FALSE
14) Marketinghmanagementhdecisionsharehcomplicatedhbyhinteractionshbetweenhthehuncontrollableh
marketinghvariableshandhthehuncontrollablehenvironmentalhfactors.
Answer:h FALSE
15) Marketinghresearchersharehbecominghmorehinvolvedhinhdecisionhmaking,hwhereashmarketinghm
anagersharehnothbecominghmorehinvolvedhwithhresearch.
Answer:h FALSE
16) Effectivehcompetitivehintelligencehishahcontinuoushprocesshinvolvinghthehlegalhandhethicalhcolle
ctionhofhinformation,hanalysishthathavoidshunwelcomehconclusions,handhcontrolledhdisseminationhof
hactionablehintelligencehtohdecisionhmakers.
Answer:h FALSE
17) Ithishbesthtohdohmarketinghresearchhevenhifhthehresourcesharehnothavailablehtohconducthahqualityhpr
oject.
Answer:h FALSE
18) Ifhahfirmhlackshthehresourceshtohimplemenththehfindingsharisinghfromhmarketinghresearch,hspend
inghthehresourceshtohconducththehresearchhmayhnothbehwarranted.
Answer:h TRUE
19) Marketinghresearchhsuppliershcanhbehclassifiedhashinternalhorhexternal.h
Answer:h TRUE
20) Fieldh serviceh organizationsh areh limitedh serviceh suppliersh thath specializeh inh interviewingh orhs
pecializehinhcollectinghdatahthroughhthehmailhorhthoughhpersonalhorhtelephonehinterviewing.hAnswer
:h TRUE
21) Analyticalhserviceshincludehdesigninghandhpretestinghquestionnaires,hdetermininghthehbesthmea
nshofhcollectinghdata,hdesigninghsamplinghplans,handhconductinghstatisticalhanalysishofhquantitativeh
data.
Answer:h FALSE
22) Brandedhmarketinghresearchhproductshandhservicesharehspecializedhproblemhidentification,hdata
hcollectionhandhanalysishprocedureshdevelopedhtohaddresshspecifichtypeshofhmarketinghresearchhprobl
ems.h h Theseh proceduresh areh patented,h givenh brandh names,h andh marketedh likeh anyh other
2
,brandedhproducts.
hAnswer:h FALSE
23) Operationalhsupervisor,hprojecthmanager,hresearchhdirector,hanalyst,handhstatistician/datahproce
ssinghspecialistharehallhpositionshinhthehmarketinghresearchhfield.
Answer:h TRUE
24) MorehinformationhcanhbehobtainedhfromhMIShthanhfromhadhhochmarketinghresearchhprojects,hbu
thMIShishlimitedhinhthehamounthandhnaturehofhinformationhithprovideshandhthehwayhthishinformationhc
anhbehusedhbyhthehdecisionhmaker.
Answer:h TRUE
25) DSShdiffershfromhMIShinhthaththehDSShishmorehrigidlyhstructuredhthanhthehMIS.h
Answer:h FALSE
26) Whenhconductinghinternationalhresearch,hthehenvironmenthprevailinghinhthehcountries,hculturalh
units,horhinternationalhmarketshthatharehbeinghresearched,hinfluenceshthehwayhthehsixhstepshofhthehma
rketinghresearchhprocesshshouldhbehperformed.
Answer:h TRUE
27) Internationalhmarketinghresearchhishmuchhsimplerhtohconducththanhdomestichresearch.h
Answer:h FALSE
28) CompanieshthathbasehtheirhbusinesshonhthehWebhdohnothhavehinternationalhmarketinghproblems.
Answer:h FALSE
29) Internationalhmarketinghresearchhishexpectedhtohgrowhathahfasterhratehthanhdomestichresearch.h
Answer:h TRUE
30) Mosthmarketinghresearchhishconductedhforhclientshrepresentinghcommercialhfirms.h
Answer:h TRUE
31) Ethicalhissuesharisehwhenhthehinterestshofhthehstakeholdersharehinhconflicthandhwhenhonehorhmore
hofhthehstakeholdersharehlackinghinhtheirhresponsibilities.
Answer:h TRUE
32) Marketinghresearchhhashoftenhbeenhdescribedhashhavinghthreehstakeholders.h
Answer:h FALSE
33) NBChutilizedhSatmetrixhserviceshtohobtainhfeedbackhfromhviewers.hWhichhofhthehfollowinghis
truehabouththeirhrelationship?
A) Ithhelpshthehnetworkhtohlearnhwhathviewersharehlookinghfor.
B) NBChcreatedhthehshowh"WillhandhGrace"hashahresulthofhthehresearchhresults.
C) Viewerhfeedbackhhashbeenhinstrumentalhinhcomposinghandhmodifyinghscriptshandhstorylines.
D) allhofhthehaboveh
Answer:h D
3
, 34) Accordinghtohthehtext,hmarketinghresearchhhashbecomeh .
A) global
B) realhtime
C) morehintegrativehwithhmarketinghandhproducthdevelopment
D) allhofhthehaboveh
Answer:h D
35) MarketinghResearch,hashdefinedhbyhthehauthor,hisheverythinghexcepth .
A) systematic
B) politicallyhbiased
C) objective
D) usefulhforhthehpurposehofhimprovinghdecision-
makinghAnswer:h B
36) Thehprocedureshfollowedhatheachhstagehofhmarketinghresearchharehmethodologicallyhsound,hwel
lhdocumented,hand,hashmuchhashpossible,hplannedhinhadvance.h Thehprevioushstatementhdefineshtheh
aspecthofhthehdefinitionhofhmarketinghresearch.
A) systematic
B) accuracy
C) identificationhofhinformation
D) collectionhofhinformationh
Answer:h A
37) Eachhphasehofhthehmarketinghresearchhprocesshishimportant.h Ifhinhthehfirsthphasehofhthehprocessht
hehproblemhishidentified,hwhathishdonehafterhthathbuthbeforehdatahishcollected?
A) Determineh theh solutionh toh theh problem,h identifyh relevanth informationh sourcesh andh evaluateh
datahcollectionhmethods
B) Determinehwhath informationh ish needed,h identifyhrelevanth informationh sources,h andh evaluatehd
atahcollectionhmethods
C) Determinehthehsolutionhtohthehproblem,hdeterminehwhathinformationhishneeded,handhidentifyh rel
evanthinformationhsources.
D) Determinehwhathinformationhishneeded,hevaluatehdatahcollectionhmethods,handhanalyzehthehdatah
Answer:h B
38) hish undertakenh toh helph identifyh problemsh thath areh perhapsh noth apparenth onh thehsu
rfacehandhyethexisthorharehlikelyhtoharisehinhthehfuture.
A) Problemhidentificationhresearch
B) Segmentationh research
C) Problemhsolvinghresearch
D) Marketinghinformationhsystemsh
Answer:h A
39) ishahtypehofhproblemhidentificationhresearch.
A) Distributionhresearch
B) Pricinghresearch
C) Markethcharacteristicshresearch
D) Promotionhresearch
hAnswer:h C
4
h h h h
Chapterh1h IntroductionhtohMarketinghResearch
1) BoeinghcommissionedhHarrishInteractive,hInc.htohconducthahstudyhtohdeterminehthehaircrafthprefer
enceshofhfliers.h Boeinghdidhthishbecausehtheyhunderstoodhthehimportancehofhcontinuouslyhmonitorin
ghthehdynamichmarketplacehandhunderstandinghthehneedshandhprioritieshofhBoeinghcustomers.
Answer:h TRUE
2) Satmetrixhcapitalizeshonhthehneedhforh"recent"hmarketinghresearchhbyhprovidinghclientshwithhdata
honhahweeklyhbasis.
Answer:h FALSE
3) Toyotahconductedhahsecrethmarkethresearchhprojecthcode-
namedhGenesishwhichhledhtohthehdevelopmenthofhthehScionhlinehofhcars.
Answer:h TRUE
4) ThehScionhlinehofhcarshwashadvertisedhthroughhtraditionalhchannelshsuchhashnetworkhtelevisionhan
dhmagazines.
Answer:h FALSE
5) Quick-
Track®hishahsyndicatedhmarkethresearchhprojecthconductedhquarterlyhtohtrackhkeyhconsumerhbehavi
oralhandhattitudinalhmeasureshforhallhmajorhfasthfoodhandhpizzahchainshinhindividualhmarkets.
Answer:h TRUE
6) Marketingh researchh ish theh systematich andh objectiveh identification,h collection,h analysis,hd
issemination,h andh useh ofh informationh forh theh purposeh ofh assistingh managementh inh decisionhma
kinghrelatedhtohthehidentificationhandhsolutionhofhproblemsh(andhopportunities)hinhmarketing.hAnswe
r:h TRUE
7) Marketinghresearchhishclassifiedhintohtwohareas—
problemhidentificationhandhproblemhsolvinghresearch.
Answer:h TRUE
8) Saleshanalysishresearchhishahtypehofhproblemhsolvinghresearch.h
Answer:h FALSE
9) Oncehahproblemhorhopportunityhhashbeenhidentified,hmarkethpotentialhresearchhishundertakenhtohar
rivehathahsolution.
Answer:h FALSE
10) Problemhidentificationhresearchhprovideshinformationhabouththehmarketinghenvironmenthandhhe
lpshdiagnosehahproblem.
Answer:h TRUE
11) Theh findingsh ofh problemh solvingh researchh areh usedh inh makingh decisionsh thath willh solve
1
,specifichmarketinghproblems.hAn
swer:h TRUE
12) InhthehKellogg'shexamplehgivenhinhyourhtext,hashahresulthofhproblem-
solvinghresearch,hKellogg'shfoundhouththathithwashnothbeinghcreativehinhintroducinghnewhproductshtoh
meeththehneedshofhthehadulthmarket.
Answer:h FALSE
13) Thehtaskhofhmarketinghresearchhishtohassesshthehinformationhneedshandhprovidehmanagementhwit
hhrelevant,haccurate,hreliable,hcheap,handhcurrenthinformation.
Answer:h FALSE
14) Marketinghmanagementhdecisionsharehcomplicatedhbyhinteractionshbetweenhthehuncontrollableh
marketinghvariableshandhthehuncontrollablehenvironmentalhfactors.
Answer:h FALSE
15) Marketinghresearchersharehbecominghmorehinvolvedhinhdecisionhmaking,hwhereashmarketinghm
anagersharehnothbecominghmorehinvolvedhwithhresearch.
Answer:h FALSE
16) Effectivehcompetitivehintelligencehishahcontinuoushprocesshinvolvinghthehlegalhandhethicalhcolle
ctionhofhinformation,hanalysishthathavoidshunwelcomehconclusions,handhcontrolledhdisseminationhof
hactionablehintelligencehtohdecisionhmakers.
Answer:h FALSE
17) Ithishbesthtohdohmarketinghresearchhevenhifhthehresourcesharehnothavailablehtohconducthahqualityhpr
oject.
Answer:h FALSE
18) Ifhahfirmhlackshthehresourceshtohimplemenththehfindingsharisinghfromhmarketinghresearch,hspend
inghthehresourceshtohconducththehresearchhmayhnothbehwarranted.
Answer:h TRUE
19) Marketinghresearchhsuppliershcanhbehclassifiedhashinternalhorhexternal.h
Answer:h TRUE
20) Fieldh serviceh organizationsh areh limitedh serviceh suppliersh thath specializeh inh interviewingh orhs
pecializehinhcollectinghdatahthroughhthehmailhorhthoughhpersonalhorhtelephonehinterviewing.hAnswer
:h TRUE
21) Analyticalhserviceshincludehdesigninghandhpretestinghquestionnaires,hdetermininghthehbesthmea
nshofhcollectinghdata,hdesigninghsamplinghplans,handhconductinghstatisticalhanalysishofhquantitativeh
data.
Answer:h FALSE
22) Brandedhmarketinghresearchhproductshandhservicesharehspecializedhproblemhidentification,hdata
hcollectionhandhanalysishprocedureshdevelopedhtohaddresshspecifichtypeshofhmarketinghresearchhprobl
ems.h h Theseh proceduresh areh patented,h givenh brandh names,h andh marketedh likeh anyh other
2
,brandedhproducts.
hAnswer:h FALSE
23) Operationalhsupervisor,hprojecthmanager,hresearchhdirector,hanalyst,handhstatistician/datahproce
ssinghspecialistharehallhpositionshinhthehmarketinghresearchhfield.
Answer:h TRUE
24) MorehinformationhcanhbehobtainedhfromhMIShthanhfromhadhhochmarketinghresearchhprojects,hbu
thMIShishlimitedhinhthehamounthandhnaturehofhinformationhithprovideshandhthehwayhthishinformationhc
anhbehusedhbyhthehdecisionhmaker.
Answer:h TRUE
25) DSShdiffershfromhMIShinhthaththehDSShishmorehrigidlyhstructuredhthanhthehMIS.h
Answer:h FALSE
26) Whenhconductinghinternationalhresearch,hthehenvironmenthprevailinghinhthehcountries,hculturalh
units,horhinternationalhmarketshthatharehbeinghresearched,hinfluenceshthehwayhthehsixhstepshofhthehma
rketinghresearchhprocesshshouldhbehperformed.
Answer:h TRUE
27) Internationalhmarketinghresearchhishmuchhsimplerhtohconducththanhdomestichresearch.h
Answer:h FALSE
28) CompanieshthathbasehtheirhbusinesshonhthehWebhdohnothhavehinternationalhmarketinghproblems.
Answer:h FALSE
29) Internationalhmarketinghresearchhishexpectedhtohgrowhathahfasterhratehthanhdomestichresearch.h
Answer:h TRUE
30) Mosthmarketinghresearchhishconductedhforhclientshrepresentinghcommercialhfirms.h
Answer:h TRUE
31) Ethicalhissuesharisehwhenhthehinterestshofhthehstakeholdersharehinhconflicthandhwhenhonehorhmore
hofhthehstakeholdersharehlackinghinhtheirhresponsibilities.
Answer:h TRUE
32) Marketinghresearchhhashoftenhbeenhdescribedhashhavinghthreehstakeholders.h
Answer:h FALSE
33) NBChutilizedhSatmetrixhserviceshtohobtainhfeedbackhfromhviewers.hWhichhofhthehfollowinghis
truehabouththeirhrelationship?
A) Ithhelpshthehnetworkhtohlearnhwhathviewersharehlookinghfor.
B) NBChcreatedhthehshowh"WillhandhGrace"hashahresulthofhthehresearchhresults.
C) Viewerhfeedbackhhashbeenhinstrumentalhinhcomposinghandhmodifyinghscriptshandhstorylines.
D) allhofhthehaboveh
Answer:h D
3
, 34) Accordinghtohthehtext,hmarketinghresearchhhashbecomeh .
A) global
B) realhtime
C) morehintegrativehwithhmarketinghandhproducthdevelopment
D) allhofhthehaboveh
Answer:h D
35) MarketinghResearch,hashdefinedhbyhthehauthor,hisheverythinghexcepth .
A) systematic
B) politicallyhbiased
C) objective
D) usefulhforhthehpurposehofhimprovinghdecision-
makinghAnswer:h B
36) Thehprocedureshfollowedhatheachhstagehofhmarketinghresearchharehmethodologicallyhsound,hwel
lhdocumented,hand,hashmuchhashpossible,hplannedhinhadvance.h Thehprevioushstatementhdefineshtheh
aspecthofhthehdefinitionhofhmarketinghresearch.
A) systematic
B) accuracy
C) identificationhofhinformation
D) collectionhofhinformationh
Answer:h A
37) Eachhphasehofhthehmarketinghresearchhprocesshishimportant.h Ifhinhthehfirsthphasehofhthehprocessht
hehproblemhishidentified,hwhathishdonehafterhthathbuthbeforehdatahishcollected?
A) Determineh theh solutionh toh theh problem,h identifyh relevanth informationh sourcesh andh evaluateh
datahcollectionhmethods
B) Determinehwhath informationh ish needed,h identifyhrelevanth informationh sources,h andh evaluatehd
atahcollectionhmethods
C) Determinehthehsolutionhtohthehproblem,hdeterminehwhathinformationhishneeded,handhidentifyh rel
evanthinformationhsources.
D) Determinehwhathinformationhishneeded,hevaluatehdatahcollectionhmethods,handhanalyzehthehdatah
Answer:h B
38) hish undertakenh toh helph identifyh problemsh thath areh perhapsh noth apparenth onh thehsu
rfacehandhyethexisthorharehlikelyhtoharisehinhthehfuture.
A) Problemhidentificationhresearch
B) Segmentationh research
C) Problemhsolvinghresearch
D) Marketinghinformationhsystemsh
Answer:h A
39) ishahtypehofhproblemhidentificationhresearch.
A) Distributionhresearch
B) Pricinghresearch
C) Markethcharacteristicshresearch
D) Promotionhresearch
hAnswer:h C
4
