Instructions:- Read the following questions carefully and make your choice. Introduction to Marketing Research True/False Questions 1. Boeing commissioned Harris Interactive, Inc. to conduct a study to determine the aircraft preferences of fliers. Boeing did this because they understood the importance of continuously monitoring the dynamic marketplace and understanding the needs and priorities of Boeing customers. -TRUE 2. Informative capitalizes on the need for “recent” marketing research by providing clients with data on a weekly basis. FALSE 3. Toyota conducted a secret market research project code-named Genesis which led to the development of the Scion line of cars. – FALSE 4. The Scion line of cars was advertised through traditional channels such as network television and magazines. -TRUE 5. Quick-Track® is a syndicated market research project conducted quarterly to track key consumer behavioral and attitudinal measures for all major fast food and pizza chains in individual markets. -FALSE 6.
Marketing research is the systematic and objective identification, collection, analysis, dissemination, and use of information for the purpose of assisting management in decision making related to the identification and solution of problems (and opportunities) in marketing. – TRUE 7. Marketing research is classified into two areas—problem identification and problem solving research. -FALSE 8. Sales analysis research is a type of problem solving research. -FALSE 9. Once a problem or opportunity has been identified, market potential research is undertaken to arrive at a solution. – TRUE 10.
Problem identification research provides information about the marketing environment and helps diagnose a problem. -TRUE 11. The findings of problem solving research are used in making decisions that will solve specific marketing problems. -TRUE 12. In the Kellogg’s example given in your text, as a result of problem-solving research, Kellogg’s found out that it was not being creative in introducing new products to meet the needs of the adult market. -FALSE 13. The task of marketing research is to assess the information needs and provide management with relevant, accurate, reliable, cheap, and current information. TRUE 14. Marketing management decisions are complicated by interactions between the uncontrollable marketing variables and the uncontrollable environmental factors. -TRUE 15. Marketing researchers are becoming more involved in decision making, whereas marketing managers are not becoming more involved with research. -FALSE 16. Effective competitive intelligence is a continuous process involving the legal and ethical collection of information, analysis that avoids unwelcome conclusions, and controlled dissemination of actionable intelligence to decision makers. – FALSE 7. It is best to do marketing research even if the resources are not available to conduct a quality project. – TRUE 18. If a firm lacks the resources to implement the findings arising from marketing research, spending the resources to conduct the research may not be warranted. -TRUE 19. Marketing research suppliers can be classified as internal or external. – TRUE 20. Field service organizations are limited service suppliers that specialize in interviewing or specialize in collecting data through the mail or though personal or telephone interviewing. – TRUE 21.
Analytical services include designing and pre-testing questionnaires, determining the best means of collecting data, designing sampling plans, and conducting statistical analysis of quantitative data. – TRUE 22. Coding and data entry services are full service companies whose primary service offering is their expertise in converting completed surveys or interviews into a usable database for conducting statistical analysis. – FALSE 23. Branded marketing research products and services are specialized problem identification, data collection and analysis procedures developed to address specific types of marketing research problems.
These procedures are patented, given brand names, and marketed like any other branded products. – TRUE 24. Operational supervisor, project manager, research director, analyst, and statistician/data processing specialist are all positions in the marketing research field. – FALSE 25. More information can be obtained from MIS than from ad hoc marketing research projects, but MIS is limited in the amount and nature of information it provides and the way this information can be used by the decision maker. – TRUE 26. DSS differs from MIS in that the DSS is more rigidly structured than the MIS. TRUE 27. When conducting international research, the environment prevailing in the countries, cultural units, or international markets that are being researched, influences the way the six steps of the marketing research process should be performed. – TRUE 28. International marketing research is much simpler to conduct than domestic research. FALSE 29. Companies that base their business on the Web do not have international marketing problems . FALSE 30. International marketing research is expected to grow at a faster rate than domestic research. TRUE 1. Most marketing research is conducted for clients representing commercial firms. – TRUE 32. Ethical issues arise when the interests of the stakeholders are in conflict and when one or more of the stakeholders are lacking in their responsibilities. – TRUE 33. Marketing research has often been described as having three stakeholders. – FALSE SUBMITTED BY : vibhav kumar gupta PGDM II nd SEMESTER Section – a
