Marketing Research Essay

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Marketing Research: An Applied Orientation, 6e (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 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: Analytic Skills LO : 1 3) Toyota conducted a secret market research project code-named Genesis which led to the development of the Scion line of cars. Answer: TRUE Diff: 2 Page Ref: 5 LO : 1 4) The Scion line of cars was advertised through traditional channels such as network television and magazines. Answer: FALSE Diff: 2 Page Ref: 5 LO : 1 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. Answer: TRUE Diff: 3 Page Ref: 6 LO : 1 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. Answer: TRUE Diff: 1 Page Ref: 7 LO : 2 7) Marketing research is classified into two areasproblem identification and problem solving research. Answer: TRUE Diff: 1 Page Ref: 8 LO : 2 8) Sales analysis research is a type of problem solving research. Answer: FALSE Diff: 3 Page Ref: 8 LO : 2 9) Once a problem or opportunity has been identified,

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