Type:
Test Bank
Resource:
Essentials of Marketing Research A Hands-On Orientation
Edition:
1st Edition
Author(s):
Naresh K. MAlhotra
Essentials of Marketing Research (Malhotra) Chapter 1 Introduction to Marketing Research 1) Problem-identification research involves going below the surface to identify the true underlying problem that the marketing manager is facing. Answer: TRUE Diff: 1 AACSB: Reflective thinking Objective: 1 2) Problem-identification research is typically used to address pricing issues. Answer: FALSE Diff: 2 AACSB: Application of knowledge Objective: 1 3) Problem-identification research is the more common of the forms of research and is undertaken by virtually all marketing firms. Answer: TRUE Diff: 2 AACSB: Application of knowledge Objective: 1 4) According to the text, problem-solving research is typically used to assess the environment and diagnose problems. Answer: FALSE Diff: 1 AACSB: Application of knowledge Objective: 1 5) Research undertaken to help solve specific marketing problems is called problem-solving research. Answer: TRUE Diff: 1 AACSB: Reflective thinking Objective: 1 6) Market share is an example of a topic typically addressed by problem-solving research. Answer: FALSE Diff: 2 AACSB: Reflective thinking Objective: 1
1 .
7) Market potential is an example of a topic typically addressed by problem-identification research. Answer: TRUE Diff: 2 AACSB: Reflective thinking Objective: 1 8) Segmentation is an example of a topic typically addressed by problem-solving research. Answer: TRUE Diff: 2 AACSB: Reflective thinking Objective: 1 9) Image research is an example of a topic typically addressed by problem-identification research. Answer: TRUE Diff: 2 AACSB: Reflective thinking Objective: 1 10) Distribution research is an example of a topic typically addressed by problem-identification research. Answer: FALSE Diff: 2 AACSB: Reflective thinking Objective: 1 11) The first step in any marketing research project is to formulate the research design. Answer: FALSE Diff: 1 AACSB: Reflective thinking Objective: 2 12) Formulating an analytical framework along with models, research questions, hypotheses, and the information needed are included in developing an approach to the problem. Answer: TRUE Diff: 3 AACSB: Application of knowledge Objective: 2 13) Fieldwork or data collection is the fourth step of the marketing research process. Answer: TRUE Diff: 2 AACSB: Application of knowledge Objective: 2
2 .
14) Telephone, mail, personal and electronic interviewing are forms of interviewing in the data collection stage of the research process. Answer: TRUE Diff: 3 AACSB: Application of knowledge Objective: 2 15) Collecting and analyzing data are steps involved in the data-processing stage. Answer: FALSE Diff: 3 AACSB: Reflective thinking Objective: 2 16) Promotion is considered an uncontrollable environmental factor. Answer: FALSE Diff: 1 AACSB: Application of knowledge Objective: 3 17) Marketing research is not concerned with factors that are not under the control of the marketing manager. Answer: FALSE Diff: 2 AACSB: Reflective thinking Objective: 3 18) A manager has control over a competitor's pricing policy. Answer: FALSE Diff: 1 AACSB: Reflective thinking Objective: 3 19) Pricing, promotion, and distribution are all considered controllable marketing variables. Answer: TRUE Diff: 1 AACSB: Application of knowledge Objective: 3 20) Marketing research departments located within a firm are called internal suppliers. Answer: TRUE Diff: 2 AACSB: Application of knowledge Objective: 5
3 .
21) Marketing research should be conducted whenever a decision has to be made. Answer: FALSE Diff: 3 AACSB: Reflective thinking Objective: 4 22) The decision to conduct research is automatic. Answer: FALSE Diff: 1 AACSB: Reflective thinking Objective: 4 23) Outside marketing research companies hired to supply marketing research data are called external suppliers. Answer: TRUE Diff: 1 AACSB: Application of knowledge Objective: 5 24) According to the text, most of the research suppliers are Fortune 500 operations. Answer: FALSE Diff: 2 AACSB: Reflective thinking Objective: 5 25) The services of full-service suppliers can be categorized into syndicated, customized, and Internet services. Answer: TRUE Diff: 3 AACSB: Application of knowledge Objective: 5 26) Companies that collect and sell common pools of data designed to serve information needs that a number of clients share are called syndicated services. Answer: TRUE Diff: 1 AACSB: Application of knowledge Objective: 5 27) Focus groups represent the main method by which syndicated services collect data. Answer: FALSE Diff: 3 AACSB: Reflective thinking Objective: 5
4 .
28) According to the text, Nielsen Holding was recognized as the largest global research firm based on global research revenues. Answer: TRUE Diff: 1 AACSB: Application of knowledge Objective: 5 29) Kantar, Westat, and Burke, Inc. are examples of marketing research firms that offer customized services. Answer: TRUE Diff: 2 AACSB: Application of knowledge Objective: 5 30) Companies whose primary service offering is their expertise in collecting data for research projects are called coding and data entry services. Answer: FALSE Diff: 2 AACSB: Application of knowledge Objective: 5 31) Data analysis services perform services that include editing competing questionnaires, developing a coding scheme, and transcribing the data onto diskettes or magnetic tapes for input into the computer. Answer: FALSE Diff: 2 AACSB: Application of knowledge Objective: 5 32) Selecting an outside supplier is always done with a formal "request for proposal." Answer: FALSE Diff: 3 AACSB: Application of knowledge Objective: 5 33) According to the text, the most common entry-level position in the marketing research industry for people with bachelor's degrees is assistant project director. Answer: FALSE Diff: 2 AACSB: Application of knowledge Objective: 6
5 .
34) Either a strong qualitative or a strong quantitative background is sufficient to be a successful in marketing research. Answer: FALSE Diff: 2 AACSB: Reflective thinking Objective: 6 35) A good knowledge of marketing is essential to be a successful in marketing research. Answer: TRUE Diff: 1 AACSB: Application of knowledge Objective: 6 36) A formalized set of procedures for generating, analyzing, storing, and distributing pertinent information to marketing decision makers on an ongoing basis is called a marketing information system. Answer: TRUE Diff: 2 AACSB: Information technology Objective: 7 37) An information system that enables decision makers to interact directly with both databases and analysis models is called a decision support system. Answer: TRUE Diff: 3 AACSB: Information technology Objective: 7 38) Hardware and a communication network are recognized as important components of a decision support system. Answer: TRUE Diff: 3 AACSB: Information technology Objective: 7 39) The ability to improve decision making by using "what-if" analysis is a characteristic of a marketing information system. Answer: FALSE Diff: 3 AACSB: Information technology Objective: 7
6 .
40) Unstructured problems and the use of models are characteristics that describe a decision support system. Answer: TRUE Diff: 3 AACSB: Information technology Objective: 7 41) The United States accounts for 60 percent of the marketing research expenditures worldwide. Answer: FALSE Diff: 3 AACSB: Diverse and multicultural work environments Objective: 8 42) Social media embody social computing tools commonly referred to as Web 1.0. Answer: FALSE Diff: 3 AACSB: Information technology Objective: 9 43) Expectations about objectivity among bloggers and other social media users are lower. Answer: TRUE Diff: 2 AACSB: Information technology Objective: 9 44) Intel is mentioned as a marketing research firm specializing in social media research. Answer: FALSE Diff: 3 AACSB: Information technology Objective: 9 45) The book advocates the use of social media to replace the traditional ways in which research is conducted. Answer: FALSE Diff: 3 AACSB: Information technology Objective: 9
7 .
46) Marketing research involves all of the following regarding information EXCEPT ________. A) identification B) collection C) analysis D) manipulation E) dissemination Answer: D Diff: 2 AACSB: Reflective thinking Objective: 1 47) Which of the following statements is most TRUE about marketing research? A) Marketing research follows an unpredictable path. B) Marketing research is systematic. C) Marketing research cannot be planned. D) All of the answer selections are FALSE. E) A and C are both true. Answer: B Diff: 3 AACSB: Reflective thinking Objective: 1 48) Which of the following statements is most FALSE about marketing research? A) Marketing research follows a predictable path. B) Marketing research is systematic. C) Marketing research is planned. D) Marketing research leads to automatic decisions. E) All of the answer selections are FALSE. Answer: D Diff: 3 AACSB: Analytical thinking Objective: 1 49) ________ research is undertaken to help identify problems that are not necessarily apparent on the surface and yet exist or are likely to arise in the future. A) Problem-solving B) Problem-identification C) Problem-manipulation D) Problem-correction E) Problem exception Answer: B Diff: 2 AACSB: Application of knowledge Objective: 1
8 .
50) Which of the following classifications of marketing research involves going below the surface to identify the true underlying problem that the marketing manager is facing? A) problem solving B) problem manipulation C) problem correction D) problem identification E) problem exception Answer: D Diff: 2 AACSB: Reflective thinking Objective: 1 51) Problem-identification research is typically used to address all of the following topics EXCEPT ________. A) market share B) short-range forecasting C) long-range forecasting D) pricing E) market potential Answer: D Diff: 3 AACSB: Application of knowledge Objective: 1 52) Which of the following is the more common of the forms of research and is undertaken by virtually all marketing firms? A) problem-solving research B) problem-identification research C) problem-manipulation research D) problem-correction research E) problem exception Answer: B Diff: 3 AACSB: Application of knowledge Objective: 1 53) According to the text, ________ is typically used to assess the environment and diagnose problems. A) problem-solving research B) problem-manipulation research C) problem-identification research D) problem-correction research E) problem exception Answer: C Diff: 2 AACSB: Application of knowledge Objective: 1 9 .
54) Research undertaken to help solve specific marketing problems is called ________. A) problem-solving research B) problem-manipulation research C) problem-identification research D) problem-correction research E) problem exception Answer: A Diff: 1 AACSB: Application of knowledge Objective: 1 55) Research undertaken to identify marketing problems is called ________. A) problem-solving research B) problem-manipulation research C) problem-identification research D) problem-correction research E) problem exception Answer: C Diff: 1 AACSB: Application of knowledge Objective: 1 56) All of the following are examples of topics typically addressed by problem-solving research EXCEPT ________. A) segmentation B) product C) promotion D) market share E) pricing Answer: D Diff: 3 AACSB: Analytical thinking Objective: 1 57) All of the following are examples of topics typically addressed by problem-solving research EXCEPT ________. A) segmentation B) product C) market potential D) market share E) C and D Answer: E Diff: 3 AACSB: Analytical thinking Objective: 1
10 .
58) Which of the following is NOT a step in the marketing research process? A) problem definition B) problem correction C) research design formulation D) report generation and presentation E) data preparation and analysis Answer: B Diff: 2 AACSB: Analytical thinking Objective: 2 59) Which of the following is NOT a step in the marketing research process? A) problem correction B) fieldwork C) research design formulation D) report generation and presentation E) data preparation and analysis Answer: A Diff: 3 AACSB: Analytical thinking Objective: 2 60) The first step in any marketing research project is to ________. A) define the problem B) develop an approach to the problem C) formulate the research design D) correct the problem E) eliminate the problem Answer: A Diff: 1 AACSB: Application of knowledge Objective: 2 61) If an outside agency was brought in to conduct work for a research project after the first three steps in the marketing research process were completed, which step would the agency conduct? A) define the problem B) develop an approach to the problem C) formulate the research design D) correct the problem E) do fieldwork or collect data Answer: E Diff: 3 AACSB: Reflective thinking Objective: 2
11 .
62) The marketing chief of Fossil is considering the introduction of a super functional, fashionable wristwatch for men and women priced at $99. For this, he decided on 30 telephonic interviews from their customer database, 50 valid survey responses from individuals whose income is greater than $60,000 and 2 focus groups. To which of the six steps of the marketing research process do the actions of the marketing chief for Fossil fall into? A) defining the problem B) developing an approach to the problem C) doing analysis D) doing fieldwork or collecting data E) formulating the research design Answer: E Diff: 3 AACSB: Analytical thinking Objective: 2 63) Which of the following is NOT a form of interviewing in the data collection stage of the research process? A) telephone interviewing B) mail interviewing C) electronic interviewing D) observational interviewing E) personal interviewing Answer: D Diff: 3 AACSB: Analytical thinking Objective: 2 64) All of the following are steps involved in the data-preparation stage of collected data EXCEPT ________. A) editing B) coding C) transcribing D) collecting E) initial inspection Answer: D Diff: 3 AACSB: Reflective thinking Objective: 2
12 .
65) Which of the following is NOT considered an uncontrollable environmental factor? A) competition B) social and cultural factors C) political factors D) promotion E) economy Answer: D Diff: 2 AACSB: Analytical thinking Objective: 3 66) All of the following are considered to be controllable marketing variables EXCEPT ________. A) competition B) pricing C) promotion D) distribution E) product Answer: A Diff: 1 AACSB: Reflective thinking Objective: 3 67) All of the following are considered to be controllable marketing variables EXCEPT ________. A) economy B) pricing C) promotion D) distribution E) All are controllable. Answer: A Diff: 3 AACSB: Reflective thinking Objective: 3 68) Researchers enter the realm of the decision maker when they ________. A) make an appointment no less than 2 weeks in advance B) state the facts C) send an invoice for professional services they have rendered D) explain the research design E) give justification for a recommended course of action over others Answer: E Diff: 3 AACSB: Analytical thinking Objective: 3
13 .
69) Marketing research departments located within a firm are called ________. A) internal suppliers B) horizontal suppliers C) virtual suppliers D) external suppliers E) smart zones Answer: A Diff: 1 AACSB: Application of knowledge Objective: 5 70) Marketing research departments located outside a firm and comprising the marketing research industry are called ________. A) internal suppliers B) horizontal suppliers C) virtual suppliers D) external suppliers E) smart zones Answer: D Diff: 1 AACSB: Application of knowledge Objective: 5 71) A marketing research project is warranted when ________. A) the required information is already in the organization B) the decision which the research addresses has already been made C) the research will be used for gaining political ends D) time or money are not available in adequate amounts E) the cost of the research is less than its eventual benefits Answer: E Diff: 2 AACSB: Reflective thinking Objective: 4 72) ABC is a company which is involved in selling data that is designed to serve information needs of firms like PepsiCo and Coca-Cola. The data are primarily collected through surveys, purchase and media panels, and scanners. What kind of service does ABC provide in the marketing research industry? A) Internet service B) data analysis service C) limited-service suppliers D) coding and data entry services E) syndicated services Answer: E Diff: 3 AACSB: Application of knowledge Objective: 5 14 .
73) Outside marketing research companies hired to supply marketing research data are called ________. A) horizontal suppliers B) vertical suppliers C) external suppliers D) internal suppliers E) full-service suppliers Answer: C Diff: 1 AACSB: Application of knowledge Objective: 5 74) According to the text, most of the research suppliers are ________. A) multinational operations B) Fortune 500 operations C) foreign operations D) small operations E) 501(c)(3) organizations Answer: D Diff: 3 AACSB: Application of knowledge Objective: 5 75) The services of full-service suppliers can be categorized into all of the following types of services EXCEPT ________. A) syndicated services B) environmental services C) customized services D) Internet services E) All of the above are types of full-service suppliers. Answer: B Diff: 3 AACSB: Reflective thinking Objective: 5 76) Companies that collect and sell common pools of data designed to serve information needs that a number of clients share are called ________. A) environmental services B) customized services C) syndicated services D) Internet services E) field services Answer: C Diff: 2 AACSB: Application of knowledge Objective: 5 15 .
77) All of the following represent main methods used by syndicated services to collected data EXCEPT ________. A) focus groups B) surveys C) panels D) scanners E) audits Answer: A Diff: 3 AACSB: Reflective thinking Objective: 5 78) According to the text, which of the following organizations was recognized as the largest global research firm based on global research revenues? A) IMS Health Inc. B) Arbitron Inc. C) Nielsen D) Ipsos E) GfK SE Answer: C Diff: 2 AACSB: Application of knowledge Objective: 5 79) Which of the following marketing research firms does NOT offer customized services? A) Kantar B) Westat C) Burke, Inc. D) Field Work Chicago, Inc. E) All offer customized services. Answer: D Diff: 3 AACSB: Reflective thinking Objective: 5 80) Companies whose primary service offering is their expertise in collecting data for research projects are called ________. A) field services B) Internet services C) coding and data entry services D) data analysis services E) research directorates Answer: A Diff: 2 AACSB: Application of knowledge Objective: 5 16 .