Question 1

The statistical analysis software you are using in this course is called:

Accepted Answer

A)  XL Data Analyst 
B)  SPSS 
C)  STATS 
D)  MICROSTIX 
E)  There is no statistical software associated with marketing research. 
A)  XL Data Analyst 
B)  SPSS 
C)  STATS 
D)  MICROSTIX 
E)  There is no statistical software associated with marketing research.

Question 2

Myron Pitts works for Paramount Entertainment. He reads in a technical newsletter about a new three-dimensional process that produces lifelike three-dimensional images on LCD screens. Myron is considering conducting research because he recognizes this as a/an:

Accepted Answer

A)  problem 
B)  opportunity 
C)  competitive disadvantage 
D)  way to increase return on investment 
E)  way to increase shareholder wealth 
A)  problem 
B)  opportunity 
C)  competitive disadvantage 
D)  way to increase return on investment 
E)  way to increase shareholder wealth

Question 3

Secondary information is information that has already been collected for some other purpose.

Accepted Answer

A) True 
 B)False

Question 4

All marketing research projects follow all 11 steps in the marketing research process

Accepted Answer

A) True 
 B)False

Question 5

In the marketing research industry, validation refers to the process of recontacting ALL respondents in a marketing research study to determine if they indeed took part in the study.

Accepted Answer

A) True 
 B)False

Question 6

Causal research, undertaken to help recognize causes and effects, is carried out through experiments.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following best represents the findings of the 2007 Confirmit survey, measuring the different ways marketing research firms access data?

Accepted Answer

A)  The most popular method of collecting data around the world is "paper" (and pencil) surveys. 
B)  CAPI is the most widely used method of accessing data in Europe and the U.S. 
C)  Web-based surveying is the most popular, but there are variations in the use of data access in different parts of the world. 
D)  Hidden cameras represent a significant method for acquiring data in marketing research. 
E)  Mail is the dominant method of accessing data around the world. 
A)  The most popular method of collecting data around the world is "paper" (and pencil) surveys. 
B)  CAPI is the most widely used method of accessing data in Europe and the U.S. 
C)  Web-based surveying is the most popular, but there are variations in the use of data access in different parts of the world. 
D)  Hidden cameras represent a significant method for acquiring data in marketing research. 
E)  Mail is the dominant method of accessing data around the world.

Question 8

When a potential respondent in a survey provides falsehoods, this would be classified as a nonsampling error.

Accepted Answer

A) True 
 B)False

Question 9

Problems stem from which two primary sources?

Accepted Answer

A)  gaps between what is supposed to happen and what did happen, and gaps between what is supposed to happen and what happened in the past 
B)  gaps between what is supposed to happen and what did happen, and gaps between what did happen and what could have happened 
C)  gaps between what is happening now and what happened prior to the present 
D)  gaps between what management desires and what stockholders desire 
E)  gaps between what present consumers desire and what potential consumers desire 
A)  gaps between what is supposed to happen and what did happen, and gaps between what is supposed to happen and what happened in the past 
B)  gaps between what is supposed to happen and what did happen, and gaps between what did happen and what could have happened 
C)  gaps between what is happening now and what happened prior to the present 
D)  gaps between what management desires and what stockholders desire 
E)  gaps between what present consumers desire and what potential consumers desire

Question 10

Melissa Tudor does consulting for the Yellow Pages. Her clients want to know how much of an increase in customers' awareness will be achieved by having ads that use color instead of black and white. In order to find the answer to this question, Melissa must conduct:

Accepted Answer

A)  exploratory research 
B)  descriptive research 
C)  causal research 
D)  longitudinal research 
E)  cross sectional research 
A)  exploratory research 
B)  descriptive research 
C)  causal research 
D)  longitudinal research 
E)  cross sectional research

Question 11

The 11-step process that your author presents is a universally accepted way of categorizing the marketing research process into a step-by-step format.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following is true regarding the size of the sample?

Accepted Answer

A)  You should strive to have a sample that is at least 50 percent of the size of the population. 
B)  There is no such thing as having a sample that is too large. 
C)  Sample size is more important than the sample plan. 
D)  Only samples with large sample sizes may be considered representative samples. 
E)  A sample size that is too large wastes research dollars; the sample size should be just large enough to give the researcher accurate results without wasting money. 
A)  You should strive to have a sample that is at least 50 percent of the size of the population. 
B)  There is no such thing as having a sample that is too large. 
C)  Sample size is more important than the sample plan. 
D)  Only samples with large sample sizes may be considered representative samples. 
E)  A sample size that is too large wastes research dollars; the sample size should be just large enough to give the researcher accurate results without wasting money.

Question 13

Which of the following is NOT true regarding the steps in the marketing research process?

Accepted Answer

A)  Not all studies use all steps in the marketing research process. 
B)  There is nothing sacred about the number of steps in the research process as proposed by your authors. 
C)  The steps in the marketing research process presented by your authors are universally accepted and are adopted by the American Marketing Association. 
D)  One of the steps in the marketing research process is defining the problem 
E)  The last step in the marketing research process is preparing and presenting the final research report 
A)  Not all studies use all steps in the marketing research process. 
B)  There is nothing sacred about the number of steps in the research process as proposed by your authors. 
C)  The steps in the marketing research process presented by your authors are universally accepted and are adopted by the American Marketing Association. 
D)  One of the steps in the marketing research process is defining the problem 
E)  The last step in the marketing research process is preparing and presenting the final research report

Question 14

A study is conducted in which the objective of the research can be achieved by looking at existing secondary data. In this case, which of the following best represents the situation?

Accepted Answer

A)  All 11 steps in the research process must be followed in order for the study to be a marketing research study. 
B)  In some cases, not all studies use all 11 steps in the marketing research process. 
C)  In some cases, the steps in the marketing research process are not followed in order. 
D)  This situation is better suited to following the 20 steps of the marketing research process. 
E)  When secondary data is used, marketing research is not in use. 
A)  All 11 steps in the research process must be followed in order for the study to be a marketing research study. 
B)  In some cases, not all studies use all 11 steps in the marketing research process. 
C)  In some cases, the steps in the marketing research process are not followed in order. 
D)  This situation is better suited to following the 20 steps of the marketing research process. 
E)  When secondary data is used, marketing research is not in use.

Question 15

In establishing the need for marketing research, which of the following would serve as a good decision rule for managers?

Accepted Answer

A)  ensuring that competitors are using marketing research. Therefore, a company considering marketing research would not be at a competitive disadvantage 
B)  determining the value to be derived from marketing research 
C)  determining the cost of conducting marketing research 
D)  weighing the value derived from the marketing research with the cost of obtaining the marketing research information 
E)  ensuring that subordinates are in favor of conducting the marketing research 
A)  ensuring that competitors are using marketing research. Therefore, a company considering marketing research would not be at a competitive disadvantage 
B)  determining the value to be derived from marketing research 
C)  determining the cost of conducting marketing research 
D)  weighing the value derived from the marketing research with the cost of obtaining the marketing research information 
E)  ensuring that subordinates are in favor of conducting the marketing research

Question 16

Which of the following is an industry standard on "validation"?

Accepted Answer

A)  2 percent 
B)  3 percent 
C)  4 percent 
D)  5 percent 
E)  10 percent 
A)  2 percent 
B)  3 percent 
C)  4 percent 
D)  5 percent 
E)  10 percent

Question 17

The importance of the final research report cannot be overstated because it is the report, or its presentation, that properly communicates the study results to the client.

Accepted Answer

A) True 
 B)False

Question 18

Exploratory research is often used when a great deal of information is already known about the problem at hand.

Accepted Answer

A) True 
 B)False

Question 19

Secondary information refers to information collected by research companies and made available to clients who may sell the information again on the "secondary" market.

Accepted Answer

A) True 
 B)False

Question 20

Consider the following problems. "The wrong sample elements are interviewed, subjects refuse to participate, subjects are not at home when the interviewer calls, subjects who are interviewed intentionally give out the wrong information, and interviewers cheat." These are all examples of:

Accepted Answer

A)  field worker errors 
B)  sampling errors 
C)  nonsampling errors 
D)  errors committed by non-certified marketing researchers 
E)  subject errors 
A)  field worker errors 
B)  sampling errors 
C)  nonsampling errors 
D)  errors committed by non-certified marketing researchers 
E)  subject errors

The statistical analysis software you are using in this course is called:

Myron Pitts works for Paramount Entertainment. He reads in a technical newsletter about a new three-dimensional process that produces lifelike three-dimensional images on LCD screens. Myron is considering conducting research because he recognizes this as a/an:

Secondary information is information that has already been collected for some other purpose.

All marketing research projects follow all 11 steps in the marketing research process

In the marketing research industry, validation refers to the process of recontacting ALL respondents in a marketing research study to determine if they indeed took part in the study.

Causal research, undertaken to help recognize causes and effects, is carried out through experiments.

Which of the following best represents the findings of the 2007 Confirmit survey, measuring the different ways marketing research firms access data?

When a potential respondent in a survey provides falsehoods, this would be classified as a nonsampling error.

Problems stem from which two primary sources?

Melissa Tudor does consulting for the Yellow Pages. Her clients want to know how much of an increase in customers' awareness will be achieved by having ads that use color instead of black and white. In order to find the answer to this question, Melissa must conduct:

The 11-step process that your author presents is a universally accepted way of categorizing the marketing research process into a step-by-step format.

Which of the following is true regarding the size of the sample?

Which of the following is NOT true regarding the steps in the marketing research process?

A study is conducted in which the objective of the research can be achieved by looking at existing secondary data. In this case, which of the following best represents the situation?

In establishing the need for marketing research, which of the following would serve as a good decision rule for managers?

Which of the following is an industry standard on "validation"?

The importance of the final research report cannot be overstated because it is the report, or its presentation, that properly communicates the study results to the client.

Exploratory research is often used when a great deal of information is already known about the problem at hand.

Secondary information refers to information collected by research companies and made available to clients who may sell the information again on the "secondary" market.

Consider the following problems. "The wrong sample elements are interviewed, subjects refuse to participate, subjects are not at home when the interviewer calls, subjects who are interviewed intentionally give out the wrong information, and interviewers cheat." These are all examples of:

Introduction to Marketing Research

The Marketing Research Industry

Defining the Problem and Determining Research Objectives

Research Design

Using Secondary Data and Online Information Databases

Standardized Information Sources

Observation, Focus Groups, and Other Qualitative Methods

Survey Data-Collection Methods

Measurement in Marketing Research

Designing the Questionnaire

Determining How to Select the Sample

Determining the Size of a Sample

Data Collection in the Field, Nonresponse Error, and Questionnaire Screening

Basic Data Analysis: Descriptive Statistics

Generalizing a Sample's Findings to its Population and Testing Hypotheses About Percents and Means

Testing for Differences Between Two Groups or Among More Than

Determining and Interpreting Associations Among Variables

Regression Analysis in Marketing Research

The Marketing Research Report: Preparation and Presentation

Filters

Exam 2: The Marketing Research Process

The statistical analysis software you are using in this course is called:

Myron Pitts works for Paramount Entertainment. He reads in a technical newsletter about a new three-dimensional process that produces lifelike three-dimensional images on LCD screens. Myron is considering conducting research because he recognizes this as a/an:

Secondary information is information that has already been collected for some other purpose.

All marketing research projects follow all 11 steps in the marketing research process

In the marketing research industry, validation refers to the process of recontacting ALL respondents in a marketing research study to determine if they indeed took part in the study.

Causal research, undertaken to help recognize causes and effects, is carried out through experiments.

Which of the following best represents the findings of the 2007 Confirmit survey, measuring the different ways marketing research firms access data?

When a potential respondent in a survey provides falsehoods, this would be classified as a nonsampling error.

Problems stem from which two primary sources?

Melissa Tudor does consulting for the Yellow Pages. Her clients want to know how much of an increase in customers' awareness will be achieved by having ads that use color instead of black and white. In order to find the answer to this question, Melissa must conduct:

The 11-step process that your author presents is a universally accepted way of categorizing the marketing research process into a step-by-step format.

Which of the following is true regarding the size of the sample?

Which of the following is NOT true regarding the steps in the marketing research process?

A study is conducted in which the objective of the research can be achieved by looking at existing secondary data. In this case, which of the following best represents the situation?

In establishing the need for marketing research, which of the following would serve as a good decision rule for managers?

Which of the following is an industry standard on "validation"?

The importance of the final research report cannot be overstated because it is the report, or its presentation, that properly communicates the study results to the client.

Exploratory research is often used when a great deal of information is already known about the problem at hand.

Secondary information refers to information collected by research companies and made available to clients who may sell the information again on the "secondary" market.

Consider the following problems. "The wrong sample elements are interviewed, subjects refuse to participate, subjects are not at home when the interviewer calls, subjects who are interviewed intentionally give out the wrong information, and interviewers cheat." These are all examples of:

Introduction to Marketing Research

The Marketing Research Industry

Defining the Problem and Determining Research Objectives

Research Design

Using Secondary Data and Online Information Databases

Standardized Information Sources

Observation, Focus Groups, and Other Qualitative Methods

Survey Data-Collection Methods

Measurement in Marketing Research

Designing the Questionnaire

Determining How to Select the Sample

Determining the Size of a Sample

Data Collection in the Field, Nonresponse Error, and Questionnaire Screening

Basic Data Analysis: Descriptive Statistics

Generalizing a Sample's Findings to its Population and Testing Hypotheses About Percents and Means

Testing for Differences Between Two Groups or Among More Than

Determining and Interpreting Associations Among Variables

Regression Analysis in Marketing Research

The Marketing Research Report: Preparation and Presentation

Filters