1. Marketing Research Definition
2. Naresh Malhotra Marketing Research

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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 1 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 2 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 3 Copyright © 2012 Pearson Education, Inc.

Publishing as Prentice Hall 25) 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 Page Ref: 17 Objective: 6 26) Selecting an outside supplier is always done with a formal 'request for proposal.' Answer: FALSE Diff: 3 Page Ref: 18 Objective: 6 27) 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 Page Ref: 19 Objective: 7 28) 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 Page Ref: 20 Objective: 8 29) 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: 2 Page Ref: 20 Objective: 8 AACSB: Use of IT 30) Hardware and a communication network are recognized as important components of a decision support system. Answer: TRUE Diff: 2 Page Ref: 21 Objective: 8 AACSB: Use of IT 31) The ability to improve decision making by using 'what if' analysis is a characteristic of a marketing information system.

Answer: FALSE Diff: 2 Page Ref: 21 Objective: 8 AACSB: Use of IT 4 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 32) Unstructured problems and the use of models are characteristics that describe a decision support system. Answer: TRUE Diff: 2 Page Ref: 21 Objective: 8 AACSB: Use of IT 33) An advanced form of decision support system, called expert systems, uses artificial intelligence procedures to incorporate expert judgment. Answer: TRUE Diff: 2 Page Ref: 21 Objective: 8 AACSB: Use of IT 34) The U.S. Accounts for 60 percent of the marketing research expenditures worldwide. Answer: FALSE Diff: 3 Page Ref: 23 Objective: 9 35) Social media embody social computing tools commonly referred to as Web 1.0. Answer: FALSE Diff: 3 Page Ref: 24 Objective: 10 AACSB: Use of IT 36) Expectations about objectivity among bloggers and other social media users are lower.

Answer: TRUE Diff: 3 Page Ref: 24 Objective: 10 AACSB: Use of IT 37) Cymphony is mentioned as a marketing research firm specializing in social media research. Answer: TRUE Diff: 3 Page Ref: 25 Objective: 10 AACSB: Use of IT 38) The book advocates the use of social media to replace the traditional ways in which research is conducted. Answer: FALSE Diff: 3 Page Ref: 25 Objective: 10 AACSB: Use of IT 5 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 39) Marketing research involves all of the following regarding information EXCEPT: A) identification. B) collection. D) manipulation. E) dissemination.

Answer: D Diff: 2 Page Ref: 4 Objective: 1 AACSB: Analytical Skills 40) 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 Page Ref: 5 Objective: 1 41) 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 Page Ref: 7 Objective: 1 42) 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 Page Ref: 7 Objective: 1 6 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 43) 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. E) market potential.

Answer: D Diff: 3 Page Ref: 7 Objective: 1 AACSB: Analytical Skills 44) 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: 2 Page Ref: 7 Objective: 1 45) According to the textresearch is typically used to assess the environment and diagnose problems. A) problem-solving B) problem-manipulation C) problem-identification D) problem-correction E) problem exception Answer: C Diff: 2 Page Ref: 7 Objective: 1 46) 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 Page Ref: 7 Objective: 1 7 Copyright © 2012 Pearson Education, Inc.

Publishing as Prentice Hall 47) All of the following are examples of topics typically addressed by problem-solving research EXCEPT: A) segmentation. C) promotion. D) market share. Answer: D Diff: 3 Page Ref: 7 Objective: 1 AACSB: Analytical Skills 48) 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 Page Ref: 9 Objective: 2 AACSB: Analytical Skills 49) 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) excise the problem Answer: A Diff: 2 Page Ref: 9 Objective: 2 50) 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) doing fieldwork or collecting data Answer: E Diff: 2 Page Ref: 9 Objective: 2 AACSB: Reflective Thinking 8 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 51) 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: 2 Page Ref: 9 Objective: 2 AACSB: Reflective Thinking 52) 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: 2 Page Ref: 10 Objective: 2 AACSB: Analytical Skills 53) All of the following are steps involved in the data-preparation stage of collected data EXCEPT: A) editing. C) transcribing. D) collecting.

E) initial inspection. Answer: D Diff: 2 Page Ref: 10 Objective: 2 AACSB: Analytical Skills 9 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 54) 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 Page Ref: 11 Objective: 3 AACSB: Analytical Skills 55) All of the following are considered to be controllable marketing variables EXCEPT: A) competition. C) promotion. D) distribution.

Answer: A Diff: 2 Page Ref: 11 Objective: 3 AACSB: Analytical Skills 56) 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 redeemed D) explain the research design E) give justification for a recommended course of action over others Answer: E Diff: 2 Page Ref: 13 Objective: 3 57) 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: 2 Page Ref: 15 Objective: 6 10 Copyright © 2012 Pearson Education, Inc.

Publishing as Prentice Hall 58) 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: 1 Page Ref: 14 Objective: 5 59) 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: 2 Page Ref: 15 Objective: 6 AACSB: Reflective Thinking 60) 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: 2 Page Ref: 16 Objective: 6 61) 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 Page Ref: 15 Objective: 6 11 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 62) 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) B and D Answer: B Diff: 2 Page Ref: 15 Objective: 6 AACSB: Analytical Skills 63) 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 Page Ref: 16 Objective: 6 64) All of the following represent main methods used by syndicated services to collected data EXCEPT: A) focus groups. Answer: A Diff: 3 Page Ref: 16 Objective: 6 AACSB: Analytical Skills 65) 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) Synovate E) GfK SE Answer: C Diff: 2 Page Ref: 16 Objective: 9 AACSB: Reflective Thinking 12 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 66) Which of the following marketing research firms does NOT offer customized services? A) Synovate B) Westat C) Burke, Inc. D) Field Work Chicago, Inc. E) both B and D Answer: D Diff: 3 Page Ref: 16 Objective: 6 AACSB: Reflective Thinking 67) 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 Page Ref: 17 Objective: 6 68) According to the text, the most common entry-level position in the marketing research industry for people with bachelor's degrees is. A) assistant project director B) project director C) operational supervisor D) research analyst E) account executive Answer: C Diff: 2 Page Ref: 19 Objective: 7 69) All of the following are mentioned in the text as steps to take to prepare for a career in marketing research EXCEPT: A) acquire computer and Internet skills.

B) obtain any work experience. C) take courses in statistics and quantitative methods. D) acquire effective written and verbal communication skills. E) think creatively. Answer: B Diff: 1 Page Ref: 19 Objective: 7 AACSB: Analytical Skills 13 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 70) A formalized set of procedures for generating, analyzing, storing, and distributing pertinent information to marketing decision makers on an ongoing basis is called a(n).

A) transactions processing system B) formal system C) marketing information system D) expert system E) research directorate Answer: C Diff: 2 Page Ref: 20 Objective: 8 71) In order to compare the national retailers' success in selling its brands of digital cameras with the national retailers' success in selling traditional camera equipment, the marketing manager for Sony decided to use the billing information Sony has for these national retailers. This information is fed into spreadsheets formatted in tabular form and updated continuously as accounts change.

In doing so, the marketing manager for Sony utilized which one of the following? A) a rolling audit B) a functional system C) an expert system D) a decision support system E) a marketing information system Answer: E Diff: 2 Page Ref: 20 Objective: 8 AACSB: Reflective Thinking 72) An information system that enables decision makers to interact directly with both databases and analysis models is called a(n). A) transaction processing system B) decision support system C) expert system D) marketing information system E) information load Answer: B Diff: 2 Page Ref: 21 Objective: 8 14 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 73) All of the following are important components of a decision support system EXCEPT: A) hardware and a communication network. B) model base. C) software base. D) data entry procedures.

Answer: D Diff: 2 Page Ref: 21 Objective: 8 AACSB: Analytical Skills 74) Which of the following is NOT a characteristic of a marketing information system? A) structured problems B) use of reports C) information displaying restricted D) can improve decision making by using 'what if' analysis E) can improve decision making by clarifying new data Answer: D Diff: 3 Page Ref: 21 Objective: 8 AACSB: Use of IT 75) All of the following are characteristics that describe a decision support system EXCEPT: A) can improve decision making by clarifying new data. B) unstructured problems. C) use of models. D) adaptability.

E) both A and B Answer: A Diff: 3 Page Ref: 21 Objective: 8 AACSB: Analytical Skills 76) An advanced form of decision support system, called , uses artificial intelligence procedures to incorporate expert judgment. A) management information systems B) transaction processing systems C) expert systems D) marketing information systems E) total quality management Answer: C Diff: 2 Page Ref: 21 Objective: 8 AACSB: Use of IT 15 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 77) Which of the following is NOT mentioned as a limitation of social media for conducting marketing research.

A) objectivity standards for social media are lower B) self selection bias C) advocacy bias D) expressive bias E) all of these are mentioned as limitations Answer: D Diff: 2 Page Ref: 24-25 Objective: 10 AACSB: Use of IT 78) Which of the following stakeholders is NOT mentioned as being affected by marketing research activities? A) the government B) the client C) the respondent D) the public E) the marketing researcher Answer: A Diff: 2 Page Ref: 26 Objective: 11 AACSB: Ethical Reasoning 79) In a short essay, discuss the differences between problem-identification research and problem-solving research. Include a description of situations in which each type of research would be most appropriate. Answer: Problem-identification research involves going below the surface to identify the true underlying problem that the marketing manager is facing.

It may be designed to estimate market potential, market share, brand or company image, market characteristics, sales analysis, shortrange forecasting, long-range forecasting, or to uncover business trends. Problem identification is the more common of the two forms of research and is undertaken by virtually all marketing firms. This type of research is used to assess the environment and diagnose problems. Once a problem or opportunity has been identified, a firm undertakes problem-solving research to address the problem. Problem-solving research addresses many topics, including segmentation, product, pricing, promotion, and distribution.

Problem-identification research and problemsolving research go hand in hand, and a given marketing research project may combine both types. Diff: 2 Page Ref: 7 Objective: 1 AACSB: Analytical Skills 16 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 80) In a short essay, list and discuss the six steps in the marketing research process. Answer: Step 1: Defining the Problem - the first step in any marketing research project is to define the problem. Researchers accomplish problem definition through discussions with the decision makers, interviews with industry experts, analysis of secondary data, and some qualitative research, such as focus groups. Step 2: Developing an approach to the problem - this includes formulating an analytical framework and models, research questions, and hypotheses. This process is guided by the same tasks performed to define the problem.

Step 3: Formulating a research design - a research design is a framework or blueprint for conducting the marketing research project. It details the procedures needed to obtain the required information. A study may be designed to test hypotheses of interest or determine possible answers to the research questions, both of which contribute to decision making. Step 4: Doing fieldwork or collecting data - data collection is accomplished using a staff that operates in the field.

Fieldwork involves personal, telephone, mail, or electronic interviewing. Proper selection, training, supervision, and evaluation of the field force are essential to ensure high-quality data collection.

Marketing Research Definition

Step 5: Preparing and analyzing data - data preparation involves data-processing steps leading up to analysis. This includes the editing, coding, and transcribing of collected data. This entire process must then be verified for accuracy. The results are interpreted in order to find conclusions related to the marketing research problem. Step 6: Preparing and presenting the report - the entire project should be documented in a written report that addresses the specific research questions; describes the approach, the research design, data collection, and data analysis procedures; and presents the results and the major findings. Diff: 3 Page Ref: 9-10 Objective: 2 81) Traditionally, marketing researchers were responsible for assessing information needs and providing the relevant information, whereas marketing decisions were made by the managers. Discuss why the roles of marketing managers and marketing researchers are changing.

Answer: These roles are changing and marketing researchers are becoming more involved in decision making, whereas marketing managers are becoming more involved with research. This trend can be attributed to better training marketing managers, the Internet and other advances in technology, and a shift in the marketing research paradigm where more and more marketing research is being undertaken on an ongoing basis rather than in response to specific marketing problems or opportunities.

Diff: 3 Page Ref: 13 Objective: 3 AACSB: Analytical Skills 17 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 82) In a short essay, discuss the characteristics of full-service marketing research suppliers and describe three types of these full service suppliers. Include a description of the various services offered by each type of supplier to support your answer.

Answer: Full-service marketing research suppliers offer the entire range of marketing research services, from problem definition to report preparation and presentation. The services of these suppliers can be further broken down into syndicated services, customized services, and Internet services. Syndicated services - these companies collect and sell common pools of data designed to serve information needs that a number of clients share. Surveys, panels, scanners, and audits are the main means by which these data are collected.

Customized services - these companies offer a variety of marketing research services customized to suit a client's needs. Each research project is designed to meet the unique needs of the client.

Internet services - these services are offered by several marketing research firms including some who have specialized in conducting marketing research on the Internet, for example, Harris interactive. Diff: 2 Page Ref: 16 Objective: 6 AACSB: Reflective Thinking 83) In a short essay, describe the stages of developing a career in the marketing research industry. List at least four steps a student should take in order to properly prepare for a career in the marketing research industry. A career in research often begins with a supervisory position in fieldwork or data analysis. With experience, the researcher moves up to project management positions, resulting in director and eventually in a vice president-level position.

The most common entry-level position in the research industry for people with bachelor's degrees is operational supervisor. Those with MBA or equivalent degrees are likely to be employed as project managers. A researcher entering the profession on the client side would typically begin as a junior research analyst (BBAs) or research analyst (MBAs).

To prepare for a career in marketing research, a student should do the following: ∙ take as many marketing courses as possible ∙ take courses in statistics and quantitative methods ∙ acquire computer and Internet skills ∙ take courses in psychology and consumer behavior ∙ acquire effective written and verbal communication skills ∙ think creatively Diff: 1 Page Ref: 19-20 Objective: 7 18 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 84) In a short essay, describe the characteristics of a marketing information system and discuss how it differs from a decision support system. A marketing information system (MIS) is a formalized set of procedures for generating, analyzing, storing, and distributing information to marketing decision makers on an ongoing basis. MIS is differentiated from marketing research in that it is continuously available. MIS is designed to complement the decision maker's responsibilities, style, and information needs.

The power of MIS is in the access it gives managers to vast amounts of information, combining production, invoice, and billing information with marketing intelligence, including marketing research. Developed to overcome the limitation of MIS, decision support systems have built-in flexibility that allows decision makers to interact directly with databases and analysis models. A decision support system (DSS) is an integrated system including hardware, a communications network, database, model base, software base, and the DSS user who collects and interprets information for decision making.

DSSs differ from MISs in that they combine the models and analytic techniques of traditional marketing research with each access and retrieval of MISs. Well-designed DSSs adapt to the decision-making needs of the user with easy interactive processes. In addition to providing easy access to data, DSSs can also enhance decision-making effectiveness by using 'what-if' analysis.

Diff: 2 Page Ref: 20-21 Objective: 8 AACSB: Use of IT 19 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Basic Marketing Research, 4e (Malhotra) Chapter 2 Defining the Marketing Research Problem and Developing an Approach 1) While every step in a marketing research project is important, research design formulation is the most important step. Answer: FALSE Diff: 2 Page Ref: 34 Objective: 1 2) A broad statement of the general problem and identification of the specific components of the marketing research problem is called problem definition. Answer: TRUE Diff: 2 Page Ref: 35 Objective: 5 3) Problem audit is a comprehensive examination of a marketing problem to understand its origin and nature.

Answer: TRUE Diff: 2 Page Ref: 37 Objective: 2 4) The resume of the decision maker is one of the issues discussed with the decision maker during the problem audit. Answer: FALSE Diff: 1 Page Ref: 37 Objective: 2 5) The corporate culture as it relates to decision making is one of the issues discussed with the decision maker during the problem audit. Answer: TRUE Diff: 2 Page Ref: 38 Objective: 2 AACSB: Communication 6) Secondary data are data collected for some purpose other than the problem at hand.

Answer: TRUE Diff: 1 Page Ref: 41 Objective: 2 7) According to the text, primary data are an economical and quick source of background information. Answer: FALSE Diff: 2 Page Ref: 41 Objective: 2 1 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 8) Data originated by the researcher specifically to address the research problem are called primary data. Answer: TRUE Diff: 2 Page Ref: 41 Objective: 2 9) Pilot surveys contain fewer open-ended questions than large-scale surveys. Answer: FALSE Diff: 3 Page Ref: 42 Objective: 2 10) Case studies usually involve legal cases, and in this way they have come to be named 'case studies.'

Answer: FALSE Diff: 2 Page Ref: 41 Objective: 2 11) An unstructured, exploratory research methodology based on small samples intended to provide insight and understanding of the problem setting is called quantitative research. Answer: FALSE Diff: 2 Page Ref: 41 Objective: 2 12) The political environment is a factor that comprises the environmental context of the problem. Answer: FALSE Diff: 3 Page Ref: 44-45 Objective: 3 13) Buyer behavior is a body of knowledge that tries to understand and predict consumers' reactions based on an individual's specific characteristics. Answer: TRUE Diff: 2 Page Ref: 44 Objective: 3 14) According to the text, buyer behavior is a central component of the environmental context of the problem. Answer: TRUE Diff: 2 Page Ref: 44 Objective: 3 15) General economic conditions are considered elements of the legal environment. Answer: FALSE Diff: 2 Page Ref: 45 Objective: 3 2 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 16) The problem confronting the decision maker is typically referred to as the marketing research problem.

Answer: FALSE Diff: 2 Page Ref: 46 Objective: 4 17) The management decision problem asks what information is needed and how it can best be obtained. Answer: FALSE Diff: 2 Page Ref: 46 Objective: 4 18) According to the text, the marketing research problem is information-oriented.

Answer: TRUE Diff: 2 Page Ref: 46 Objective: 4 19) Focusing on the underlying causes of a problem is a characteristic of a management decision problem. Answer: FALSE Diff: 2 Page Ref: 46 Objective: 4 20) The third component of the conceptual map is 'Therefore, we should study (topic).' Answer: FALSE Diff: 2 Page Ref: 47 Objective: 4 21) A marketing research problem asks what information is needed and how it should be obtained. Answer: TRUE Diff: 2 Page Ref: 47 Objective: 4 22) Determining the impact on sales and profits of various levels of price changes is an issue that would be addressed in a management decision problem.

Answer: FALSE Diff: 3 Page Ref: 47 Objective: 4 23) Unbiased evidence that is supported by empirical findings is called objective evidence. Answer: TRUE Diff: 2 Page Ref: 50 Objective: 6 3 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 24) A theory is a conceptual scheme based on foundational statements, which are assumed to be true. Answer: TRUE Diff: 2 Page Ref: 50 Objective: 6 25) An explicit specification of a set of variables and their interrelationships designed to represent some real system or process in whole or in part is called an analytical model. Answer: TRUE Diff: 2 Page Ref: 50 Objective: 6 26) In graphical models, the variables and their relationships are stated in prose form. Answer: FALSE Diff: 2 Page Ref: 50 Objective: 6 27) Verbal models are often a summary or restatement of the main points of the theory. Answer: TRUE Diff: 2 Page Ref: 50 Objective: 6 28) Mathematical models are visual and pictorially represent the theory.

Answer: FALSE Diff: 2 Page Ref: 50 Objective: 6 29) Graphical models are used to isolate variables and to suggest directions of relationships but are not designed to provide numerical results. Answer: TRUE Diff: 2 Page Ref: 50 Objective: 6 30) According to the text, graphical models are logical, preliminary steps to developing mathematical models. Answer: TRUE Diff: 2 Page Ref: 50 Objective: 6 AACSB: Analytical Skills 31) Verbal models explicitly specify the strength and direction of relationships among variables, usually in equation form. Answer: FALSE Diff: 2 Page Ref: 50 Objective: 6 4 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 32) Research questions are refined statements of the specific components of the problem.

Answer: TRUE Diff: 2 Page Ref: 51 Objective: 6 33) An unproven statement or proposition about a factor or phenomenon that is of interest to the researcher is called a theory. Answer: FALSE Diff: 2 Page Ref: 51 Objective: 6 34) Hypotheses are statements about proposed relationships rather than merely questions to be answered. Answer: TRUE Diff: 2 Page Ref: 51 Objective: 6 35) An unproven statement or proposition about a factor or phenomenon that is of interest to the researcher is called a hypothesis. Answer: TRUE Diff: 2 Page Ref: 51 Objective: 6 36) Analysis of blogs and Facebook postings revealed to Hewlett-Packard (HP) that many customers who purchased its computers were having issues with service support. Answer: TRUE Diff: 2 Page Ref: 56 Objective: 8 AACSB: Use of IT 37) With the use of social media such as blogs, Facebook, or Twitter, researchers can update consumers on the research that has been ongoing and the actions that have been taken. Answer: TRUE Diff: 2 Page Ref: 56 Objective: 8 AACSB: Use of IT 38) It is possible to identify industry experts, and an analysis of their social media sites can provide insights into their thinking as it relates to problem at hand.

Answer: TRUE Diff: 2 Page Ref: 56 Objective: 8 AACSB: Use of IT 5 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 39) A limitation of social media in understanding consumer behavior is that we cannot determine how consumers interact with each other over time. Answer: FALSE Diff: 2 Page Ref: 56 Objective: 8 AACSB: Use of IT 40) While every step in a marketing research project is importantis the most important step. A) problem definition B) problem correction C) research design formulation D) report generation and presentation E) project completion Answer: A Diff: 2 Page Ref: 34 Objective: 1 41) According to the problem definition and approach development process as given in the text, the tasks involved in problem definition consist of all of the following EXCEPT: A) discussions with the decision makers. B) interviews with industry experts.

C) analysis of project costs. D) analysis of secondary data.

Answer: C Diff: 2 Page Ref: 36 Objective: 2 AACSB: Analytical Skills 42) A broad statement of the general problem and identification of the specific components of the marketing research problem is called. A) problem correction B) problem definition C) hypotheses generation D) problem audit E) project conceptualization Answer: B Diff: 2 Page Ref: 35 Objective: 5 6 Copyright © 2012 Pearson Education, Inc.

Publishing as Prentice Hall 43) Michael Dell of Dell Computers wants his company to take market share from HewlettPackard and Apple in the category of printers. As his marketing research director, which of the following would NOT be part of the tasks involved in formulating the marketing research problem to support Dell's strategic initiative in selling printers?

A) qualitative research B) interviews with experts C) secondary data analysis D) discussions with Michael Dell E) composing the research design Answer: E Diff: 2 Page Ref: 35 Objective: 2 AACSB: Reflective Thinking 44) The provides a useful framework for interacting with the DM and identifying the underlying causes of the problem. A) problem audit B) management problem C) problem definition D) none of the above Answer: A Diff: 2 Page Ref: 37 Objective: 2 45) is a comprehensive examination of a marketing problem to understand its origin and nature.

A) Problem definition B) Problem correction C) Hypotheses generation D) Research directive E) Problem audit Answer: E Diff: 2 Page Ref: 37 Objective: 2 46) The problem audit involves discussions with the decision maker on all of the following issues EXCEPT: A) the history of the problem. B) the criteria that will be used to evaluate the alternative courses of action. C) the information that is needed to answer the decision maker's questions.

D) the alternative courses of action available to the decision maker. E) the national culture as it's related to a country's trade barriers. Beijing express email address extractor free download.

Answer: E Diff: 3 Page Ref: 37-38 Objective: 2 7 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 47) Interviews with industry experts-individuals knowledgeable about the firm and the industrymay help formulate the marketing research problem. Which of the following statements is true about interviews with industry experts? A) These experts may be found both inside and outside the firm.

B) Typically, expert information is obtained by unstructured personal interviews without administering a formal questionnaire. C) It is helpful to prepare a list of topics to be covered during the interview. D) All of the above are true. Answer: D Diff: 3 Page Ref: 40-41 Objective: 2 48) are data collected for some purpose other than the problem at hand. A) Primary data B) Secondary data C) Virtual data D) Observational data E) Research data Answer: B Diff: 1 Page Ref: 41 Objective: 2 49) According to the textare an economical and quick source of background information. A) primary data B) virtual data C) secondary data D) observational data E) A and B Answer: C Diff: 1 Page Ref: 41 Objective: 2 50) All of the following represent examples of sources of secondary data EXCEPT: A) trade organizations. B) the Bureau of Census.

C) the Internet. D) A and B E) survey data. Answer: E Diff: 2 Page Ref: 41 Objective: 2 AACSB: Analytical Skills 8 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 51) Which sources of secondary data would be helpful in defining the problem of Wendy's increasing its share of the fast food market? A) a field research project conducted by Wendy's to answer the question of how to increase its share of the fast food market B) a report from the Fast Food Retailers Association on changing preferences for consumer tastes C) a U.S.

Census Bureau report on the changing demographic profile of the U.S. Consumer D) all of the above E) B and C only Answer: E Diff: 2 Page Ref: 41 Objective: 2 AACSB: Reflective Thinking 52) Data originated by the researcher specifically to address the research problem are called. A) primary data B) secondary data C) virtual data D) census data E) research data Answer: A Diff: 1 Page Ref: 41 Objective: 2 53) An unstructured, exploratory research methodology based on small samples intended to provide insight and understanding of the problem setting is called. A) quantitative research B) qualitative research C) descriptive research D) causal research E) secondary data Answer: B Diff: 2 Page Ref: 41 Objective: 2 54) tend to be less structured and to have smaller samples than large-scale surveys. A) Mail surveys B) Pilot surveys C) Online surveys D) Census surveys E) Telephone surveys Answer: B Diff: 1 Page Ref: 41 Objective: 2 9 Copyright © 2012 Pearson Education, Inc.

Publishing as Prentice Hall 55) According to the text, examples of cases used in case studies could be all of the following EXCEPT: A) customers. Answer: E Diff: 3 Page Ref: 41-42 Objective: 2 AACSB: Reflective Thinking 56) All of the following represent factors that comprise the environmental context of the problem EXCEPT: A) resources of the firm. B) objectives of the decision maker. C) accounting practices used by the firm twenty years ago. D) economic environment. E) constraints of the firm.

Answer: C Diff: 1 Page Ref: 43 Objective: 3 AACSB: Analytical Skills 57) is a body of knowledge that tries to understand and predict consumers' reactions based on an individual's specific characteristics. A) Economic behavior B) Organizational behavior C) Buyer behavior D) Ethical behavior E) Census data Answer: C Diff: 2 Page Ref: 44 Objective: 3 58) According to the textis a central component of the environment.

A) economic behavior B) organizational behavior C) ethical behavior D) stock price of the publicly held company in question E) buyer behavior Answer: E Diff: 2 Page Ref: 44Objective: 3 10 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 59) includes the underlying motives, perceptions, attitudes, buying habits, and demographic and psychographic profiles of buyers and potential buyers. A) Buyer behavior B) Economic behavior C) Organizational behavior D) Ethical behavior E) Advertising creativity Answer: A Diff: 2 Page Ref: 44Objective: 3 60) The researcher must have a clear understanding of two types of objectives. Objectives: A) that are precise and that are specific. B) for daily and for weekly work. C) for finance and for marketing.

D) for marketing and for research. E) of the organization, and of the decision maker.

Answer: E Diff: 2 Page Ref: 44 Objective: 3 61) Which of the following is NOT considered an element of the legal environment? A) public policies B) general economic conditions C) laws D) government agencies E) pressure groups Answer: B Diff: 3 Page Ref: 45 Objective: 3 AACSB: Analytical Skills 62) All of the following are considered as elements in the economic environment EXCEPT: A) public policies. B) purchasing power.

C) discretionary income. D) general economic conditions. E) disposable income. Answer: A Diff: 2 Page Ref: 45 Objective: 3 AACSB: Analytical Skills 11 Copyright © 2012 Pearson Education, Inc.

Publishing as Prentice Hall 63) The problem confronting the decision maker is typically referred to as the. A) management decision problem B) theoretical decision problem C) hypothetical decision problem D) marketing research problem E) research context problem Answer: A Diff: 2 Page Ref: 46 Objective: 4 64) The asks what information is needed and how it can best be obtained. A) management decision problem B) theoretical decision problem C) hypothetical decision problem D) research context problem E) marketing research problem Answer: E Diff: 2 Page Ref: 46 Objective: 4 65) According to the text, the is information oriented.

A) marketing research problem B) management decision problem C) theoretical decision problem D) hypothetical decision problem E) research context problem Answer: A Diff: 2 Page Ref: 46 Objective: 5 66) Which of the following is NOT a characteristic of a management decision problem? A) focuses on symptoms B) asks what the decision maker needs to do C) is action oriented D) focused on the underlying causes E) A and C Answer: D Diff: 3 Page Ref: 46 Objective: 4 AACSB: Analytical Skills 12 Copyright © 2012 Pearson Education, Inc.

Publishing as Prentice Hall 67) All of the following are characteristics of a marketing research problem EXCEPT: A) asks what the decision maker needs to do. B) asks what information is needed and how it should be obtained. C) is information oriented. D) focuses on the underlying causes.

E) A and D Answer: A Diff: 3 Page Ref: 46 Objective: 5 AACSB: Analytical Skills 68) Which of the following is NOT an issue that would be addressed in a management decision problem? A) Should the advertising campaign be changed? B) Should the price of the product be changed?

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C) Determine the impact on sales and profits of various levels of price changes. D) What can a company do to expand its share of its product category? E) B and C Answer: C Diff: 3 Page Ref: 47 Objective: 4 AACSB: Analytical Skills 69) Unbiased evidence that is supported by empirical findings is called. A) objective evidence B) sound evidence C) legal evidence D) subjective evidence E) research data Answer: A Diff: 2 Page Ref: 50 Objective: 6 70) A(n) is a conceptual scheme based on foundation statements, which are assumed to be true. A) experiment B) theory C) objective D) incident E) investigation Answer: B Diff: 2 Page Ref: 50 Objective: 6 13 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 71) An explicit specification of a set of variables and their interrelationships designed to represent some real system or process in whole or in part is called a(n). A) analytical model B) theory C) hypothesis D) objective E) broad-based research Answer: A Diff: 2 Page Ref: 50 Objective: 6 72) Which of the following is NOT a common form of a model?

A) verbal model B) graphical model C) math.