Exam 2: The Marketing Research Process

A bank spent several thousand dollars surveying customers to learn if customers were able to conduct transactions at the bank's ATMs. Their ATMs record, up to 4 decimal places, the times when the units are down. This situation illustrates the point that:

Researchers must resist the temptation to 'go along' with the first problem definition suggested by the client.

Which is the last step in the marketing research process?

The sample plan determines the accuracy of survey results.

Which of the following statements does NOT apply to "symptoms"?

A client must not only look at the cost of conducting marketing research, but also the cost of implementing the research recommendation, when establishing the need for marketing research.

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

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

Which of the following statements is true regarding the marketing research step, "defining the problem"?

Information gaps are the basis for establishing research objectives.

Primary data can be acquired through a variety of methods. Which of the following methods does NOT apply to primary data collection?

Sometimes managers know that marketing research is not needed. In which of the following cases would marketing research NOT be needed?

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

The marketing director for a local car dealership receives the customer satisfaction scores for the past month and notices that they are below objectives and are significantly lower than they have been in the last two years. This means that there is a gap between:

The 11-step process that the textbook presents is the universally accepted process supported by the Canadian Marketing Association.

Carolyn Wolf is considering conducting a significant amount of marketing research to determine how to wrap boxes of products that she sends to their quarterly trade show. Carolyn's boss suggests that she should not conduct the research because:

Under which of the following conditions will marketing research likely have greater value to management?

Invitations to bid and requests for proposals are sensitive issues in terms of appropriate ethical behaviour.

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

Data analysis is a process by which the raw data are checked to verify if they have been correctly input from the data collection form to the computer software program.