Marketing Research: An Applied Orientation, 7e (Malhotra)

Chapter 1 Introduction to Marketing Research

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.
Answer: TRUE
Diff: 2 Page Ref: 3
AACSB: Reflective thinking
LO: 1.1 Define marketing research and distinguish between problem-identification research and
problem-solving research.

2) Satmetrix capitalizes on the need for "recent" marketing research by providing clients with
data on a weekly basis.
Answer: FALSE
Diff: 3 Page Ref: 4
AACSB: Analytical thinking
LO: 1.1 Define marketing research and distinguish between problem-identification research and
problem-solving research.

3) 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.
Answer: TRUE
Diff: 3 Page Ref: 5
LO: 1.1 Define marketing research and distinguish between problem-identification research and
problem-solving research.

4) 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.
Answer: TRUE
Diff: 1 Page Ref: 6
LO: 1.2 Describe a framework for conducting marketing research as well as the six steps of

5) Marketing research is classified into two areas: problem identification and problem solving
research.
Answer: TRUE
Diff: 1 Page Ref: 7
LO: 1.2 Describe a framework for conducting marketing research as well as the six steps of
the marketing research process.

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6) Sales analysis research is a type of problem solving research.
Answer: FALSE
Diff: 3 Page Ref: 7
LO: 1.2 Describe a framework for conducting marketing research as well as the six steps of
the marketing research process.

7) Once a problem or opportunity has been identified, market potential research is undertaken to
arrive at a solution.
Answer: FALSE
Diff: 2 Page Ref: 7
LO: 1.2 Describe a framework for conducting marketing research as well as the six steps of
the marketing research process.

8) Problem identification research provides information about the marketing environment and
helps diagnose a problem.
Answer: TRUE
Diff: 2 Page Ref: 7
LO: 1.2 Describe a framework for conducting marketing research as well as the six steps of
the marketing research process.

9) The findings of problem solving research are used in making decisions that will solve specific
marketing problems.
Answer: TRUE
Diff: 2 Page Ref: 7
AACSB: Reflective thinking
LO: 1.2 Describe a framework for conducting marketing research as well as the six steps of
the marketing research process.

10) 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.
Answer: FALSE
Diff: 3 Page Ref: 8
LO: 1.3 Understand the nature and scope of marketing research and its role in designing and
implementing successful marketing programs.

11) The task of marketing research is to assess the information needs and provide management
with relevant, accurate, reliable, cheap, and current information.
Answer: FALSE
Diff: 1 Page Ref: 10
LO: 1.3 Understand the nature and scope of marketing research and its role in designing and
implementing successful marketing programs.

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12) Marketing management decisions are complicated by interactions between the uncontrollable
marketing variables and the uncontrollable environmental factors.
Answer: FALSE
Diff: 3 Page Ref: 10
LO: 1.3 Understand the nature and scope of marketing research and its role in designing and
implementing successful marketing programs.

13) Marketing researchers are becoming more involved in decision making, whereas marketing
managers are not becoming more involved with research.
Answer: FALSE
Diff: 2 Page Ref: 12
LO: 1.3 Understand the nature and scope of marketing research and its role in designing and
implementing successful marketing programs.

14) It is best to do marketing research even if the resources are not available to conduct a quality
project.
Answer: FALSE
Diff: 2 Page Ref: 12
LO: 1.4 Explain how the decision to conduct marketing research is made.

15) 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.
Answer: TRUE
Diff: 2 Page Ref: 12
LO: 1.4 Explain how the decision to conduct marketing research is made.

16) Marketing research suppliers can be classified as internal or external.

Answer: TRUE
Diff: 1 Page Ref: 13
LO: 1.5 Discuss the marketing research industry and the types of research suppliers,

17) Field service organizations are limited service suppliers that specialize in interviewing or
specialize in collecting data through the mail or through personal or telephone interviewing.
Answer: TRUE
Diff: 2 Page Ref: 15
LO: 1.5 Discuss the marketing research industry and the types of research suppliers,

18) Analytical services include designing and pretesting questionnaires, determining the best
means of collecting data, designing sampling plans, and conducting statistical analysis of
quantitative data.
Answer: FALSE
Diff: 3 Page Ref: 15
LO: 1.5 Discuss the marketing research industry and the types of research suppliers,

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19) Branded marketing research products and services are specialized problem identification,
data collection and analysis procedures developed to address specific types of marketing research
problems.
Answer: TRUE
Diff: 3 Page Ref: 15
LO: 1.5 Discuss the marketing research industry and the types of research suppliers,

20) Operational supervisor, project manager, research director, analyst, and statistician/data
processing specialist are all positions in the marketing research field.
Answer: TRUE
Diff: 2 Page Ref: 17
LO: 1.6 Describe careers available in marketing research and the backgrounds and skills needed
to succeed in them.

21) 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.
Answer: TRUE
Diff: 1 Page Ref: 19
AACSB: Diverse and multicultural work environments
LO: 1.7 Acquire an appreciation of the international dimension and the complexity involved in
international marketing research.

22) International marketing research is much simpler to conduct than domestic research.
Answer: FALSE
Diff: 1 Page Ref: 19
AACSB: Diverse and multicultural work environments
LO: 1.7 Acquire an appreciation of the international dimension and the complexity involved in
international marketing research.

23) Companies that base their business on the Web do not have international marketing
problems.
Answer: FALSE
Diff: 1 Page Ref: 19
AACSB: Information technology
LO: 1.7 Acquire an appreciation of the international dimension and the complexity involved in
international marketing research.

24) International marketing research is expected to grow at a faster rate than domestic research.
Answer: TRUE
Diff: 2 Page Ref: 19
AACSB: Diverse and multicultural work environments
LO: 1.7 Acquire an appreciation of the international dimension and the complexity involved in
international marketing research.

4
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25) Social media embody social computing tools commonly referred to as Web 1.0.
Answer: FALSE
Diff: 3 Page Ref: 20
AACSB: Information technology
LO: 1.8 Describe the use of social media as a domain in which to conduct marketing research.

26) Expectations about objectivity among bloggers and other social media users are lower.
Answer: TRUE
Diff: 2 Page Ref: 20
AACSB: Information technology
LO: 1.8 Describe the use of social media as a domain in which to conduct marketing research.

27) The book advocates the use of social media to replace the traditional ways in which research
is conducted.
Answer: FALSE
Diff: 3 Page Ref: 20
AACSB: Information technology
LO: 1.8 Describe the use of social media as a domain in which to conduct marketing research.

28) Mobile marketing research can execute the principles of traditional research with reach,
scale, and affordability.
Answer: TRUE
Diff: 2 Page Ref: 21
AACSB: Information technology
LO: 1.9 Discuss the developing field of mobile marketing research and its advantages and
disadvantages.

29) An advantage of mobile marketing research is that surveys must be kept short and simple.
Answer: FALSE
Diff: 2 Page Ref: 21-22
AACSB: Information technology
LO: 1.9 Discuss the developing field of mobile marketing research and its advantages and
disadvantages.

30) Most marketing research is conducted for clients representing commercial firms.
Answer: TRUE
Diff: 2 Page Ref: 22
AACSB: Ethical understanding and reasoning
LO: 1.10 Gain an understanding of the ethical aspects of marketing research and the
responsibilities each of the marketing research stakeholders have to themselves, one another, and
the research project.

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31) 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.
Answer: TRUE
Diff: 1 Page Ref: 22
AACSB: Ethical understanding and reasoning
LO: 1.10 Gain an understanding of the ethical aspects of marketing research and the
responsibilities each of the marketing research stakeholders have to themselves, one another, and
the research project.

32) Marketing research has often been described as having three stakeholders.
Answer: FALSE
Diff: 2 Page Ref: 22
AACSB: Ethical understanding and reasoning
LO: 1.10 Gain an understanding of the ethical aspects of marketing research and the
responsibilities each of the marketing research stakeholders have to themselves, one another, and
the research project.

33) NBC utilized Satmetrix services to obtain feedback from viewers. Which of the following is
true about their relationship?
A) It helps the network to learn what viewers are looking for.
B) NBC created the show "The Voice" as a result of the research results.
C) Viewer feedback has been instrumental in composing and modifying scripts and storylines.
D) all of the above
Answer: D
Diff: 2 Page Ref: 4
AACSB: Analytical thinking
LO: 1.1 Define marketing research and distinguish between problem-identification research and
problem-solving research.

34) According to the text, marketing research has become ________.

A) global
B) real time
C) more integrative with marketing and product development
D) all of the above
Answer: D
Diff: 3 Page Ref: 5
AACSB: Analytical thinking
LO: 1.1 Define marketing research and distinguish between problem-identification research and
problem-solving research.

6
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35) Marketing Research, as defined by the author, is everything except ________.
A) systematic
B) politically biased
C) objective
D) useful for the purpose of improving decision-making
Answer: B
Diff: 2 Page Ref: 6
LO: 1.2 Describe a framework for conducting marketing research as well as the six steps of
the marketing research process.

36) The procedures followed at each stage of marketing research are methodologically sound,
well documented, and, as much as possible, planned in advance. The previous statement defines
the ________ aspect of the definition of marketing research.
A) systematic
B) accuracy
C) identification of information
D) collection of information
Answer: A
Diff: 2 Page Ref: 6
LO: 1.2 Describe a framework for conducting marketing research as well as the six steps of
the marketing research process.

37) Each phase of the marketing research process is important. If in the first phase of the process
the problem is identified, what is done after that but before data is collected?
A) Determine the solution to the problem, identify relevant information sources and evaluate
data collection methods
B) Determine what information is needed, identify relevant information sources, and evaluate
data collection methods
C) Determine the solution to the problem, determine what information is needed, and identify
relevant information sources
D) Determine what information is needed, evaluate data collection methods, and analyze the data
Answer: B
Diff: 3 Page Ref: 8
LO: 1.2 Describe a framework for conducting marketing research as well as the six steps of
the marketing research process.

38) ________ is undertaken to help identify problems that are perhaps not apparent on the
surface and yet exist or are likely to arise in the future.
A) Problem identification research
B) Segmentation research
C) Problem solving research
D) Marketing information systems
Answer: A
Diff: 2 Page Ref: 6
LO: 1.2 Describe a framework for conducting marketing research as well as the six steps of
the marketing research process.

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39) ________ is a type of problem identification research.
A) Distribution research
B) Pricing research
C) Market characteristics research
D) Promotion research
Answer: C
Diff: 3 Page Ref: 7
LO: 1.2 Describe a framework for conducting marketing research as well as the six steps of
the marketing research process.

40) Which of the issues listed below would be addressed using problem-solving research?
A) the need to understand market potential
B) the need to understand current cultural trends
C) the need to understand changes in consumer behavior
D) the need to determine where to locate retail outlets
Answer: D
Diff: 3 Page Ref: 7
LO: 1.2 Describe a framework for conducting marketing research as well as the six steps of
the marketing research process.

41) In the Kellogg's example given in your text, Kellogg's performed several tasks to identify
their problem. Which of the tasks below was not used by Kellogg's to identify their problem?
A) They spoke to decision makers within the company.
B) They developed and tested several new flavors of cereal using mall intercept interviews with
adult customers
C) They interviewed industry experts.
D) They surveyed customers about their perceptions and preferences for cereals.
Answer: B
Diff: 3 Page Ref: 8
LO: 1.2 Describe a framework for conducting marketing research as well as the six steps of
the marketing research process.

42) ________ is conceptualized as consisting of six steps which include problem definition,
developing an approach to the problem, research design formulation, field work, data preparation
and analysis, and report generation and presentation.
A) The marketing research process
B) Marketing information systems
C) Marketing research problem
D) A decision support system
Answer: A
Diff: 2 Page Ref: 8
LO: 1.2 Describe a framework for conducting marketing research as well as the six steps of
the marketing research process.

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43) Which of the tasks below might be conducted by the researcher during the "problem
definition" and the "development of an approach to the problem" steps of the marketing research
process?
A) analysis of secondary data
B) interviews with industry experts
C) qualitative research
D) all of the above
Answer: D
Diff: 3 Page Ref: 8-9
LO: 1.2 Describe a framework for conducting marketing research as well as the six steps of
the marketing research process.

44) Which of the tasks below might be conducted by the researcher during the "problem
definition," the "development of an approach to the problem," or the "research design
formulation" steps of the marketing research process?
A) analysis of secondary data
B) interviews with industry experts
C) qualitative research
D) all of the above
Answer: D
Diff: 3 Page Ref: 8-9
LO: 1.2 Describe a framework for conducting marketing research as well as the six steps of
the marketing research process.

45) The emphasis in marketing is on the identification and satisfaction of ________.

A) business needs
B) marketing goals
C) market needs
D) customer needs
Answer: D
Diff: 1 Page Ref: 10
LO: 1.3 Understand the nature and scope of marketing research and its role in designing and
implementing successful marketing programs.

46) In order to determine customer needs and to implement marketing strategies and programs
aimed at satisfying those needs, marketing managers need information about ________.
A) customers
B) competitors
C) other forces in the marketplace
D) all of the above
Answer: D
Diff: 1 Page Ref: 10-11
LO: 1.3 Understand the nature and scope of marketing research and its role in designing and
implementing successful marketing programs.

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47) Marketing managers need the information provided by marketing research for many reasons.
Which of the following is not a reason to need information provided by marketing research?
A) Firms have become national and international in scope.
B) Consumers have become more affluent and sophisticated.
C) Competition has become more intense.
D) All of the above are reasons to need information provided by marketing research.
Answer: D
Diff: 1 Page Ref: 10-11
LO: 1.3 Understand the nature and scope of marketing research and its role in designing and
implementing successful marketing programs.

48) Marketing research helps the marketing manager link the ________ with the ________ and
the customer groups.
A) marketing variables; environment
B) marketing variables; marketing information system
C) marketing information system; environment
D) none of the above
Answer: A
Diff: 3 Page Ref: 11
LO: 1.3 Understand the nature and scope of marketing research and its role in designing and
implementing successful marketing programs.

49) ________ may be defined as the process of enhancing marketplace competitiveness through
a greater understanding of a firm's competitors and the competitive environment.
A) Market intelligence
B) Competitive intelligence
C) A marketing information system
D) A decision support system
Answer: B
Diff: 2 Page Ref: 12
LO: 1.3 Understand the nature and scope of marketing research and its role in designing and
implementing successful marketing programs.

50) Competitive intelligence ________.

A) enables senior managers in companies to make informed decisions about everything
B) consists of integrated systems of hardware, communications networks, and software
C) is a continuous process involving the legal and ethical collection of information
D) A and C are both correct
Answer: D
Diff: 3 Page Ref: 12
LO: 1.3 Understand the nature and scope of marketing research and its role in designing and
implementing successful marketing programs.

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51) The information obtained through marketing research becomes an integral part of the firm'
________ and ________.
A) marketing information system (MIS); decision support system (DSS)
B) management information system (MIS); marketing information system (MIS)
C) decision support system (DSS); Competitive Support System (CIS)
D) none of the above
Answer: A
Diff: 3 Page Ref: 12
AACSB: Information technology
LO: 1.3 Understand the nature and scope of marketing research and its role in designing and
implementing successful marketing programs.

52) Which of the following is not a consideration when making the decision to conduct
marketing research?
A) the consumer's attitude toward research
B) the costs versus the benefits of research
C) the resources available to conduct the research
D) the resources available to implement the research findings
Answer: A
Diff: 3 Page Ref: 12-13
LO: 1.4 Explain how the decision to conduct marketing research is made.

53) Which of the following statements is (are) true concerning big firms?
A) Many firms maintain in-house marketing research departments.
B) The marketing research department's place in the organizational structure may vary
considerably.
C) Firms with in-house research departments never use external research suppliers.
D) Both A and B are correct.
Answer: D
Diff: 2 Page Ref: 13
LO: 1.5 Discuss the marketing research industry and the types of research suppliers,

54) External research suppliers can be classified as ________ and ________.

A) limited-service; partial-service
B) full-service; partial-service
C) full-service; limited-service
D) none of the above
Answer: C
Diff: 1 Page Ref: 13-14
LO: 1.5 Discuss the marketing research industry and the types of research suppliers,

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55) Which of the following is not an example of a full-service supplier (Figure 1.3 in the text)?
A) syndicated services
B) customized services
C) Internet services
D) analytical services
Answer: D
Diff: 2 Page Ref: 13-14
LO: 1.5 Discuss the marketing research industry and the types of research suppliers,

56) The Nielsen Television Index is a set of information of known commercial value that is
provided to multiple clients on a subscription basis. The Nielsen Index is an example of
________.
A) syndicated services
B) customized services
C) standardized services
D) analytical services
Answer: A
Diff: 3 Page Ref: 15
LO: 1.5 Discuss the marketing research industry and the types of research suppliers,

57) Syndicated services ________.

A) specialize in one or a few phases of the marketing research project
B) are research studies conducted for different client firms but in a different way
C) are companies that collect and sell common pools of data designed to serve information needs
shared by a number of clients
D) offer a wide variety of marketing research services customized to suit a client's specific needs
Answer: C
Diff: 3 Page Ref: 15
LO: 1.5 Discuss the marketing research industry and the types of research suppliers,

58) Customized services ________.

A) specialize in one or a few phases of the marketing research project
B) are research studies conducted for different client firms but in a different way
C) collect and sell common pools of data designed to serve information needs shared by a
number of clients
D) offer a wide variety of marketing research services tailored to suit a client's specific needs
Answer: D
Diff: 2 Page Ref: 15
LO: 1.5 Discuss the marketing research industry and the types of research suppliers,

12
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59) Limited-service suppliers ________.
A) specialize in one or a few phases of the marketing research project
B) are research studies conducted for different client firms but in a different way
C) collect and sell common pools of data designed to serve information needs shared by a
number of clients.
D) offer a wide variety of marketing research services tailored to suit a client's specific needs
Answer: A
Diff: 1 Page Ref: 15
LO: 1.5 Discuss the marketing research industry and the types of research suppliers,

60) ORC International (orcinternational.com) offers several products under the Caravan®
family. The products include both online and telephone survey options among households
selected at random from the U.S. population. Clients are charged based on the number of
questions they ask. Caravan® is a ________.
A) field service
B) branded market research product
C) data analysis service
D) analytical service
Answer: B
Diff: 3 Page Ref: 15
LO: 1.5 Discuss the marketing research industry and the types of research suppliers,

61) When a firm cannot conduct an entire marketing research project in house, it must select an
external supplier for one or more phases of the project. One of the things that the firm does not
need to consider or do when selecting an external research supplier is ________.
A) compile a list of prospective suppliers
B) realize that the cheapest bid is not always the best bid
C) develop criteria for selecting an outside supplier
D) All of the above must be considered or done.
Answer: D
Diff: 1 Page Ref: 15-16
LO: 1.5 Discuss the marketing research industry and the types of research suppliers,

62) There are many entry level marketing research positions available for persons with BBAs or
MBAs. Which one of the following is not an entry-level position?
A) operational supervisor
B) senior analyst
C) junior research analyst
D) research analyst
Answer: B
Diff: 2 Page Ref: 16-17
LO: 1.6 Describe careers available in marketing research and the backgrounds and skills needed
to succeed in them.

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63) According to the author of the text, international research refers to which of the following
types of research?
A) foreign research
B) multinational research
C) cross-cultural research
D) all of the above
Answer: D
Diff: 2 Page Ref: 19
AACSB: Diverse and multicultural work environments
LO: 1.7 Acquire an appreciation of the international dimension and the complexity involved in
international marketing research.

64) Which of the following is not mentioned as a limitation of social media for conducting
marketing research?
A) lower objectivity standards for social media
B) self-selection bias
C) advocacy bias
D) expressive bias
E) All of these are mentioned as limitations.
Answer: D
Diff: 3 Page Ref: 20
AACSB: Information technology
LO: 1.8 Describe the use of social media as a domain in which to conduct marketing research.

65) Marketing research has often been described as having four stakeholders. These
stakeholders have certain responsibilities to each other and to the research project. Which of the
following is not one of the stakeholders?
A) the marketing researcher
B) the respondent
C) the public
D) the environment
Answer: D
Diff: 1 Page Ref: 22
AACSB: Ethical understanding and reasoning
LO: 1.10 Gain an understanding of the ethical aspects of marketing research and the
responsibilities each of the marketing research stakeholders have to themselves, one another, and
the research project.

14
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66) ________ features statistical programs as integrated statistical packages for data analysis.
A) SAS
B) MINITAB
C) SPSS
D) EXCEL
E) SAS and SPSS
Answer: E
Diff: 2 Page Ref: 24
AACSB: Information technology
LO: 1.10 Gain an understanding of the ethical aspects of marketing research and the
responsibilities each of the marketing research stakeholders have to themselves, one another, and
the research project.

67) Define and discuss problem identification and problem-solving research. Discuss how the
two types of research are related. Develop an example showing the relationship between these
two types of research.
Answer: Problem identification research is undertaken to help identify problems that are perhaps
not apparent on the surface and yet exist or are likely to exist in the future. Problem-solving
research is undertaken to arrive at a solution.
Problem identification research and problem-solving research go hand in hand because once a
problem or opportunity has been identified, problem-solving research can be undertaken. A
given marketing research project may combine both types of research. This was illustrated in the
chapter opening Boeing example. The consumer surveys identified potential demand for smaller
planes (problem identification). Subsequent research led to the introduction of the new version
of the Boeing 737, which caters to the 100 to 215 seat market (problem solving). The student
should supply his/her own similar examples.
Diff: 3 Page Ref: 6-7
AACSB: Analytical thinking
LO: 1.1 Define marketing research and distinguish between problem-identification research and
problem-solving research.

68) Define marketing research.

Answer: Marketing research is the systematic and objective identification, collection, analysis,
dissemination, and use of information for the purpose of improving decision making related to
the identification and solution of problems and opportunities in marketing.
Diff: 2 Page Ref: 6
AACSB: Application of knowledge
LO: 1.1 Define marketing research and distinguish between problem-identification research and
problem-solving research.

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69) 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, short-
range 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 problem-
solving research go hand in hand, and a given marketing research project may combine both
types.
Diff: 2 Page Ref: 6-7
AACSB: Analytical thinking
LO: 1.1 Define marketing research and distinguish between problem-identification research and
problem-solving research.

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70) Briefly define and discuss the six steps of the marketing research process.
Answer:
Step 1: Problem Definition
In defining the problem, the researcher should take into account the purpose of the study, the
relevant background information, the information needed, and how it will be used in decision
making. Problem definition involves discussion with the decision makers, interviews with
industry experts, analysis of secondary data, and, perhaps, some qualitative research, such as
focus groups.
Step 2: Development of an Approach to the Problem
Development of an approach to the problem includes formulating an objective or theoretical
framework, analytical models, research questions, and hypotheses and identifying the
information needed. This process is guided by discussions with management and industry
experts, analysis of secondary data, qualitative research, and pragmatic considerations.
Step 3: Research Design Formulation
A research design is a framework or blueprint for conducting the marketing research project. It
details the procedures necessary for obtaining the required information, and its purpose is to
design a study that will test the hypotheses of interest, determine possible answers to the research
questions, and provide the information needed for decision making. Conducting exploratory
research, precisely defining the variables, and designing appropriate scales to measure them are
also a part of the research design. The issue of how the data should be obtained from the
respondents (for example, by conducting a survey or an experiment) must be addressed. It is also
necessary to design a questionnaire and a sampling plan to select respondents for the study.
Step 4: Field Work or Data Collection
Data collection involves a field force or staff that operates either in the field, as in the case of
personal interviewing (in-home, mall intercept, or computer-assisted personal interviewing),
from an office by telephone (telephone or computer-assisted telephone interviewing), through
mail (traditional mail and mail panel surveys with pre-recruited households), or electronically (e-
mail or Internet). Proper selection, training, supervision, and evaluation of the field force helps
minimize data-collection errors.
Step 5: Data Preparation and Analysis
Data preparation includes the editing, coding, transcription, and verification of data. Each
questionnaire or observation form is inspected or edited and, if necessary, corrected. Number or
letter codes are assigned to represent each response to each question in the questionnaire. The
data from the questionnaires are transcribed or keypunched onto magnetic tape or disks, or input
directly into the computer. The data are analyzed to derive information related to the components
of the marketing research problem and, thus, provide input to the management decision problem.
Step 6: Report Preparation and Presentation
The entire project should be documented in a written report that addresses the specific research
questions identified, describes the approach, the research design, data collection, and data
analysis procedures adopted, and presents the results and the major findings. The findings should
be presented in a comprehensible format so that management can readily use them in the
decision-making process. In addition, an oral presentation should be made to management using
tables, figures, and graphs to enhance clarity and impact.
Diff: 3 Page Ref: 8-9
LO: 1.2 Describe a framework for conducting marketing research as well as the six steps of
the marketing research process.

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71) 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: 12
LO: 1.3 Understand the nature and scope of marketing research and its role in designing and
implementing successful marketing programs.

72) What is competitive intelligence and how does it help companies in making their marketing
decisions?
Answer: Competitive intelligence may be defined as the process of enhancing marketplace
competitiveness through a greater understanding of a firm's competitors and the competitive
environment. This process is unequivocally ethical. It involves the legal collection and analysis
of information regarding the capabilities, vulnerabilities, and intentions of business competitors,
conducted by using databases and other "open sources" and through ethical marketing research
inquiry.
Competitive intelligence enables senior managers in companies of all sizes to make informed
decisions about everything from marketing, R&D, investing tactics to long-term business
strategies. It is a crucial part of the emerging knowledge economy. By analyzing rivals' moves,
competitive intelligence allows companies to anticipate market developments rather than merely
react to them.
Diff: 3 Page Ref: 12
AACSB: Reflective thinking
LO: 1.3 Understand the nature and scope of marketing research and its role in designing and
implementing successful marketing programs.

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73) Write a short essay explaining the differences between a marketing information system and a
decision support system.
Answer: Developed to overcome the limitations of MIS, decision support systems (DSS) enable
decision makers to interact directly with databases and analysis models.

Marketing Information System Decision Support Systems

∙ Structured Problems ∙ Unstructured Problems
∙ Use of Reports ∙ Use of Models
∙ Rigid Structure ∙ User-Friendly Interaction
∙ Information Displaying Restricted ∙ Adaptability
∙ Can Improve Decision Making by ∙ Can Improve Decision Making by
Clarifying Raw Data Using "What If" Analysis

Diff: 3
AACSB: Information technology
LO: 1.3 Understand the nature and scope of marketing research and its role in designing and
implementing successful marketing programs.

74) Write a short essay detailing what a person or student should do to prepare for a career in
marketing research.
Answer:
∙ Take all the marketing courses you can.
∙ Take courses in statistics and quantitative methods.
∙ Acquire Internet and computer skills. Knowledge of programming languages is an added asset.
∙ Take courses in psychology and consumer behavior.
∙ Acquire effective written and verbal communication skills.
∙ Think creatively. Creativity and common sense command a premium.
∙ Marketing researchers should be liberally educated so that they can understand the problems
confronting managers and address them from a broad perspective.
Diff: 3 Page Ref: 17
AACSB: Reflective thinking
LO: 1.6 Describe careers available in marketing research and the backgrounds and skills needed
to succeed in them.

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75) 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.
Answer:
a. 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).
b.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, social media and Internet skills
- take courses in psychology and consumer behavior
- acquire effective written and verbal communication skills
- think creatively
Diff: 2 Page Ref: 17
AACSB: Reflective thinking
LO: 1.6 Describe careers available in marketing research and the backgrounds and skills needed
to succeed in them.

76) Why is international marketing research more complex than domestic marketing research?
Answer: Conducting international marketing research is much more complex than domestic
marketing research. The environment prevailing in the countries or international markets that are
being researched influences the way the six steps of the marketing research process should be
performed. These environmental factors consist of the marketing, government, legal, economic,
structural, informational and technological, and the sociocultural environments. The impact of
these factors on the marketing research process is discussed in detail in subsequent chapters.
Diff: 3 Page Ref: 18-19
AACSB: Diverse and multicultural work environments
LO: 1.7 Acquire an appreciation of the international dimension and the complexity involved in
international marketing research.

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77) In a short essay describe the advantages of mobile marketing research (MMR).
Answer: There are many advantages to conducting marketing research by reaching consumers
via their mobile device. Mobile marketing research can execute the principles of traditional
research with reach, scale, and affordability. MMR has the potential to reach a broader audience,
get results faster, lower costs, and elicit higher quality responses. Respondents can answer at
their convenience. They are more engaged since surveys are shorter and the interface is easier to
use. Global Positioning System (GPS) and other location technologies can deliver surveys to the
target audience based on their current or past locations. Thus, feedback can be obtained from
shoppers while they are inside the stores (or at other moments of discovery), minimizing the time
between experience and feedback and improving the quality of responses. MMR is appealing in
many developing economies, where the mobile phone is often the most frequently used
information gathering, computing and communication device for consumers and businesses.
Diff: 3 Page Ref: 21
AACSB: Information technology
LO: 1.9 Discuss the developing field of mobile marketing research and its advantages and
disadvantages.

78) Describe the stakeholders in marketing research. How do ethical issues arise?
Answer: Marketing research has often been described as having four stakeholders: (1) the
marketing researcher, (2) the client, (3) the respondent, and (4) the public (Figure 1.8). These
stakeholders have certain responsibilities to each other and to the research project. Ethical issues
arise when the interests of these stakeholders are in conflict and when one or more of the
stakeholders are lacking in their responsibilities.
Diff: 3 Page Ref: 22-23
AACSB: Ethical understanding and reasoning
LO: 1.10 Gain an understanding of the ethical aspects of marketing research and the
responsibilities each of the marketing research stakeholders have to themselves, one another, and
the research project.

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