All of the following are examples of topics typically addressed by problem-solving research except:

Chapter 1 Introduction to Marketing Research

True or false

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.

2) Problem-identification research involves going below the surface to identify the

true underlying problem that the marketing manager is facing.

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

4) Problem-identification research is the more common of the forms of research and is

undertaken by virtually all marketing firms.

5) Research undertaken to help solve specific marketing problems is called problem-

solving research.

6) Market share is an example of a topic typically addressed by problem-solving

research.

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

8) Formulating an analytical framework along with models, research questions,

hypotheses, and the information needed are included in developing an approach to the

problem.

9) Telephone, mail, personal and electronic interviewing are forms of interviewing in

the data collection stage of the research process.

10) Promotion is considered an uncontrollable environmental factor.

11) Pricing, promotion, and distribution are all considered controllable marketing

variables.

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

13) Outside marketing research companies hired to supply marketing research data

are called external suppliers.

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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

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

14. Marketing research should be conducted whenever a decision has to be made. Answer: FALSE Diff: 3 AACSB: Reflective thinking Objective: 4

15. The decision to conduct research is automatic. Answer: FALSE Diff: 1 AACSB: Reflective thinking Objective: 4

16. Outside marketing research companies hired to supply marketing research data are called external suppliers. Answer: TRUE Diff: 1 AACSB: Application of knowledge Objective: 5

17. According to the text, most of the research suppliers are Fortune 500 operations. Answer: FALSE Diff: 2 AACSB: Reflective thinking Objective: 5

18. 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

19. 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

20. Focus groups represent the main method by which syndicated services collect data. Answer: FALSE Diff: 3 AACSB: Reflective thinking

21. 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

22. 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

23. 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

24. 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

25. Selecting an outside supplier is always done with a formal "request for proposal." Answer: FALSE Diff: 3 AACSB: Application of knowledge Objective: 5

26. 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

27. Unstructured problems and the use of models are characteristics that describe a decision support system. Answer: TRUE Diff: 3 AACSB: Information technology Objective: 7

28. 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

29. Social media embody social computing tools commonly referred to as Web 1. Answer: FALSE Diff: 3 AACSB: Information technology Objective: 9

30. Expectations about objectivity among bloggers and other social media users are lower. Answer: TRUE Diff: 2 AACSB: Information technology Objective: 9

31. Intel is mentioned as a marketing research firm specializing in social media research. Answer: FALSE Diff: 3 AACSB: Information technology Objective: 9

32. 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

33. 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

34. 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

35. 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

36. ________ 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

1. 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

2. 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

3. 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

4. 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

Which of the following is more common of the forms of research and is undertaken by virtually all marketing firms?

Which of the following is not an example of a source of secondary data?

What kind of research is undertaken to help identify problems that are not apparent or may arise in the future?

Is typically used to assess the environment and diagnose problems?