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1 Copyright © 2015 Pearson Education, Inc.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
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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
Essentials of Marketing Research A Hands-On Orientation 1e Naresh Malhotra (Test Bank All Chapters, 100% Original Verified, A+ Grade) 1 / 4
2 Copyright © 2015 Pearson Education, Inc.7) Market potential is an example of a topic typically addressed by problem-identification research.
Answer: TRUE
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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
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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
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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 / 4
3 Copyright © 2015 Pearson Education, Inc.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
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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
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AACSB: Reflective thinking
Objective: 3
19) Pricing, promotion, and distribution are all considered controllable marketing variables.
Answer: TRUE
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AACSB: Application of knowledge
Objective: 3
20) Marketing research departments located within a firm are called internal suppliers.
Answer: TRUE
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AACSB: Application of knowledge
Objective: 5
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4 Copyright © 2015 Pearson Education, Inc.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
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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
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