Question 1

The primary advantage of conducting online research is cost.

Accepted Answer

A) True 
 B)False

Question 2

Rogers wireless introduced a new low-priced data package and the number of new customers soared. These new customers are coming from current Telus and Bell subscribers. Should Telus or Bell conduct marketing research to help them with this problem?

Accepted Answer

A)  Marketing research should not be conducted because the timing is wrong. 
B)  Marketing research should be conducted to determine why customers are leaving. 
C)  Marketing research should be conducted to determine why the new Rogers plan is preferred. 
D)  Marketing research should be conducted because the profitability of Telus and Bell is affected. 
E)  Marketing research should not be conducted because they can consult their marketing information systems. 
A)  Marketing research should not be conducted because the timing is wrong. 
B)  Marketing research should be conducted to determine why customers are leaving. 
C)  Marketing research should be conducted to determine why the new Rogers plan is preferred. 
D)  Marketing research should be conducted because the profitability of Telus and Bell is affected. 
E)  Marketing research should not be conducted because they can consult their marketing information systems.

Question 3

Preparation and presentation of the final research report is very important because:

Accepted Answer

A)  until this happens the research will not be paid. 
B)  it is the tenth step. 
C)  it will tell the client the one course of action that will address the objective. 
D)  it can now be part of the client's secondary research for next time. 
E)  it is often the client's only record of the research project. 
A)  until this happens the research will not be paid. 
B)  it is the tenth step. 
C)  it will tell the client the one course of action that will address the objective. 
D)  it can now be part of the client's secondary research for next time. 
E)  it is often the client's only record of the research project.

Question 4

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 5

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

Accepted Answer

A)  Managers need to ensure that competitors are using marketing research. Therefore, a company considering marketing research would not be at a competitive disadvantage. 
B)  Managers need to determine the value to be derived from marketing research. 
C)  Managers need to determine the cost of conducting marketing research. 
D)  Managers need to weigh the value derived from the marketing research with the cost of obtaining the marketing research information. 
E)  Managers need to ensure that subordinates are in favour of conducting the marketing research. 
A)  Managers need to ensure that competitors are using marketing research. Therefore, a company considering marketing research would not be at a competitive disadvantage. 
B)  Managers need to determine the value to be derived from marketing research. 
C)  Managers need to determine the cost of conducting marketing research. 
D)  Managers need to weigh the value derived from the marketing research with the cost of obtaining the marketing research information. 
E)  Managers need to ensure that subordinates are in favour of conducting the marketing research.

Question 6

When a marketer defines brand loyalty as someone who buys their brand 4 out of every 5 times the product is purchased, the marketer is indicating a symptom.

Accepted Answer

A) True 
 B)False

Question 7

Errors in collecting data may be attributed to:

Accepted Answer

A)  field workers but not respondents. 
B)  respondents but not field workers. 
C)  field workers and respondents. 
D)  neither field workers or respondents. 
E)  Ultimately it is the manager's responsibility for any errors that occur. 
A)  field workers but not respondents. 
B)  respondents but not field workers. 
C)  field workers and respondents. 
D)  neither field workers or respondents. 
E)  Ultimately it is the manager's responsibility for any errors that occur.

Question 8

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 9

Melissa Tudor has just acquired the Yellow Pages as a new client. The Yellow Pages wants to know how much of an increase in customers' awareness will be achieved by having ads that use colour instead of black and white. That way they know how to sell the benefits of using colour to their business customers. 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 10

Managers should always consider the cost of research and the value they expect they receive from conducting the research.

Accepted Answer

A) True 
 B)False

Question 11

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 textbook are universally accepted and are adopted by the Canadian 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 a 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 textbook are universally accepted and are adopted by the Canadian 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 a final research report.

Question 12

The 11 steps in the marketing research process presented in the textbook assumes:

Accepted Answer

A)  a three step process is too short. 
B)  that the research process examines secondary data and continues on to collect primary data. 
C)  each step must be taken in succession. 
D)  that regardless of the project's complexity or simplicity, researchers must follow the steps in the step-by-step process. 
E)  that one does not revisit any steps. 
A)  a three step process is too short. 
B)  that the research process examines secondary data and continues on to collect primary data. 
C)  each step must be taken in succession. 
D)  that regardless of the project's complexity or simplicity, researchers must follow the steps in the step-by-step process. 
E)  that one does not revisit any steps.

Question 13

An action standard is the predesignation of some quantity of a measured attribute that must be achieved in order for a predetermined action to take place

Accepted Answer

A) True 
 B)False

Question 14

Primary data can be collected through quantitative methods that examine statistically representative samples.

Accepted Answer

A) True 
 B)False

Question 15

The size of the sample determines the representativeness of the survey results.

Accepted Answer

A) True 
 B)False

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

Which of the following is true regarding primary information?

Accepted Answer

A)  Primary information is information gathered on school children in the primary grades, first through fifth. 
B)  Primary information refers to information that is collected in the early, or primary, stages of the marketing research process. 
C)  Primary information is information that has already been collected primarily for some other purpose. 
D)  Primary information is one of four different types of information sources. 
E)  Primary information is information collected specifically for the problem at hand. 
A)  Primary information is information gathered on school children in the primary grades, first through fifth. 
B)  Primary information refers to information that is collected in the early, or primary, stages of the marketing research process. 
C)  Primary information is information that has already been collected primarily for some other purpose. 
D)  Primary information is one of four different types of information sources. 
E)  Primary information is information collected specifically for the problem at hand.

Question 18

Each research objective must be all of the following except:

Accepted Answer

A)  Precise 
B)  Detailed 
C)  Clear 
D)  Operational 
E)  Budgeted 
A)  Precise 
B)  Detailed 
C)  Clear 
D)  Operational 
E)  Budgeted

Question 19

The importance of the final research report cannot be overstated because it is the report that is often the client's only record of the research project.

Accepted Answer

A) True 
 B)False

Question 20

In general, the more specific the problem, the harder the marketing researcher's task.

Accepted Answer

A) True 
 B)False

The primary advantage of conducting online research is cost.

Rogers wireless introduced a new low-priced data package and the number of new customers soared. These new customers are coming from current Telus and Bell subscribers. Should Telus or Bell conduct marketing research to help them with this problem?

Preparation and presentation of the final research report is very important because:

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

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

When a marketer defines brand loyalty as someone who buys their brand 4 out of every 5 times the product is purchased, the marketer is indicating a symptom.

Errors in collecting data may be attributed to:

Problems stem from which two primary sources?

Managers should always consider the cost of research and the value they expect they receive from conducting the research.

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

The 11 steps in the marketing research process presented in the textbook assumes:

An action standard is the predesignation of some quantity of a measured attribute that must be achieved in order for a predetermined action to take place

Primary data can be collected through quantitative methods that examine statistically representative samples.

The size of the sample determines the representativeness of the survey results.

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

Which of the following is true regarding primary information?

Each research objective must be all of the following except:

The importance of the final research report cannot be overstated because it is the report that is often the client's only record of the research project.

In general, the more specific the problem, the harder the marketing researcher's task.

Introducing Marketing Research

Research Design

Using Secondary Data and Online Information Databases

Qualitative Research Methods

Quantitative Data Collection Methods

Survey Measurement Scales

Questionnaire Design

Sampling

Data Collection and Basic Descriptive Statistics

Population Estimates and Hypothesis Testing

Testing of Differences

Relationships Between Variables

Communicating the Research Results

Filters

Exam 2: The Marketing Research Process

The primary advantage of conducting online research is cost.

Rogers wireless introduced a new low-priced data package and the number of new customers soared. These new customers are coming from current Telus and Bell subscribers. Should Telus or Bell conduct marketing research to help them with this problem?

Preparation and presentation of the final research report is very important because:

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

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

When a marketer defines brand loyalty as someone who buys their brand 4 out of every 5 times the product is purchased, the marketer is indicating a symptom.

Errors in collecting data may be attributed to:

Problems stem from which two primary sources?

Managers should always consider the cost of research and the value they expect they receive from conducting the research.

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

The 11 steps in the marketing research process presented in the textbook assumes:

An action standard is the predesignation of some quantity of a measured attribute that must be achieved in order for a predetermined action to take place

Primary data can be collected through quantitative methods that examine statistically representative samples.

The size of the sample determines the representativeness of the survey results.

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

Which of the following is true regarding primary information?

Each research objective must be all of the following except:

The importance of the final research report cannot be overstated because it is the report that is often the client's only record of the research project.

In general, the more specific the problem, the harder the marketing researcher's task.

Introducing Marketing Research

Research Design

Using Secondary Data and Online Information Databases

Qualitative Research Methods

Quantitative Data Collection Methods

Survey Measurement Scales

Questionnaire Design

Sampling

Data Collection and Basic Descriptive Statistics

Population Estimates and Hypothesis Testing

Testing of Differences

Relationships Between Variables

Communicating the Research Results

Filters