Test Bank all Chapters

Basic Marketing Research 4e Naresh K Malhotra

(Test Bank all Chapters)

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1 Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall Basic Marketing Research, 4e (Malhotra) Chapter 1 Introduction to Marketing Research

1) Problem-solving 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.

Answer: FALSE

Diff: 2 Page Ref: 7

Objective: 1

2) Problem-identification research involves going below the surface to identify the true underlying problem that the marketing manager is facing.

Answer: TRUE

Diff: 2 Page Ref: 7

Objective: 1

3) Problem-identification research is typically used to address pricing issues.

Answer: FALSE

Diff: 2 Page Ref: 7

Objective: 1

4) Problem-identification research is the more common of the forms of research and is undertaken by virtually all marketing firms.

Answer: TRUE

Diff: 2 Page Ref: 7

Objective: 1

5) According to the text, problem-solving research is typically used to assess the environment and diagnose problems.

Answer: FALSE

Diff: 2 Page Ref: 7

Objective: 1

6) Research undertaken to help solve specific marketing problems is called problem-solving research.

Answer: TRUE

Diff: 2 Page Ref: 7

Objective: 1

7) Market share is an example of a topic typically addressed by problem-solving research.

Answer: FALSE

Diff: 2 Page Ref: 7

Objective: 1

8) The first step in any marketing research project is to formulate the research design.

Answer: FALSE

Diff: 2 Page Ref: 9

Objective: 2 2 / 4

2 Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 9) 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: 2 Page Ref: 9

Objective: 2

10) Telephone, mail, personal and electronic interviewing are forms of interviewing in the data collection stage of the research process.

Answer: TRUE

Diff: 1 Page Ref: 9

Objective: 2

11) Collecting and analyzing data are steps involved in the data-processing stage.

Answer: FALSE

Diff: 2 Page Ref: 9-10

Objective: 2

12) Promotion is considered an uncontrollable environmental factor.

Answer: FALSE

Diff: 2 Page Ref: 11

Objective: 3

13) Pricing, promotion, and distribution are all considered controllable marketing variables.

Answer: TRUE

Diff: 2 Page Ref: 11

Objective: 3

14) Competitive intelligence (CI) may be defined as the process of enhancing marketplace competitiveness through a greater understanding of a firm's competitors and the competitive environment.

Answer: TRUE

Diff: 2 Page Ref: 13

Objective: 4

15) Competitive intelligence (CI) may sometimes use ethically questionable procedures as the end justifies the means.

Answer: FALSE

Diff: 2 Page Ref: 13

Objective: 4

AACSB: Ethical Reasoning

16) Marketing research departments located within a firm are called internal suppliers.

Answer: TRUE

Diff: 1 Page Ref: 15

Objective: 6

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3 Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall 17) Outside marketing research companies hired to supply marketing research data are called external suppliers.

Answer: TRUE

Diff: 1 Page Ref: 16

Objective: 6

18) According to the text, most of the research suppliers are Fortune 500 operations.

Answer: FALSE

Diff: 2 Page Ref: 16

Objective: 6

19) The services of full-service suppliers can be categorized into syndicated, customized, and Internet services.

Answer: TRUE

Diff: 3 Page Ref: 16

Objective: 6

20) 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 Page Ref: 16

Objective: 6

21) Focus groups represent the main method by which syndicated services collect data.

Answer: FALSE

Diff: 2 Page Ref: 16

Objective: 6

22) According to the text, the Nielsen Co. was recognized as the largest global research firm based on global research revenues.

Answer: TRUE

Diff: 1 Page Ref: 16

Objective: 6

23) Synovate, Westat, and Burke, Inc. are examples of marketing research firms that offer customized services.

Answer: TRUE

Diff: 2 Page Ref: 16

Objective: 6

24) 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 Page Ref: 17

Objective: 6

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