Question 1

Knowledge of the steps in the marketing research process serves marketing researchers by enabling them to design better research projects for their clients.

Accepted Answer

A) True 
 B)False

Question 2

Secondary data should always be sought out first to assist managers in making a decision. What supports this statement?

Accepted Answer

A)  The most popular method of collecting data around the world is "paper" (and pencil) surveys. 
B)  Secondary information is much cheaper and faster than performing primary research. 
C)  Primary information only offers qualitative data. 
D)  Secondary information is always more specific to the problem at hand. 
E)  Primary information is done through telephone surveys which, in general, people hate responding to. 
A)  The most popular method of collecting data around the world is "paper" (and pencil) surveys. 
B)  Secondary information is much cheaper and faster than performing primary research. 
C)  Primary information only offers qualitative data. 
D)  Secondary information is always more specific to the problem at hand. 
E)  Primary information is done through telephone surveys which, in general, people hate responding to.

Question 3

Your textbook authors conceptualize the marketing research process as ________ steps?

Accepted Answer

A)  three 
B)  five 
C)  eight 
D)  ten 
E)  eleven 
A)  three 
B)  five 
C)  eight 
D)  ten 
E)  eleven

Question 4

When we have a gap between what did happen and could have happened, we normally refer to the gap as a problem.

Accepted Answer

A) True 
 B)False

Question 5

Diane Fisher of ABC Research determined that her client's problem was lack of knowledge about customer preferences for features on the company's products. Diane then determined that she should gather information on the level of preferences for the six different product features among customers in the company's trading area. Diane's decision to gather preference information for the product features is an example of her determining:

Accepted Answer

A)  a specific problem definition 
B)  customer preferences through the marketing research process 
C)  research objectives 
D)  a research design 
E)  if there is a problem or an opportunity 
A)  a specific problem definition 
B)  customer preferences through the marketing research process 
C)  research objectives 
D)  a research design 
E)  if there is a problem or an opportunity

Question 6

There are three types of research design categories, which are referred to as research designs: qualitative research, descriptive research, and causal research.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following statements about the approach that marketing researchers use to define the problem and establish research objectives is true?

Accepted Answer

A)  There is a step-by-step approach starting with recognizing symptoms, then problem definition, and finally research objectives. 
B)  The process is called market opportunity analysis. 
C)  Defining problems accurately is more science than art. 
D)  The step in defining the problem is the same whether the gap represents an actual problem or an opportunity. 
E)  There is no step-by-step approach used by marketing researchers. 
A)  There is a step-by-step approach starting with recognizing symptoms, then problem definition, and finally research objectives. 
B)  The process is called market opportunity analysis. 
C)  Defining problems accurately is more science than art. 
D)  The step in defining the problem is the same whether the gap represents an actual problem or an opportunity. 
E)  There is no step-by-step approach used by marketing researchers.

Question 8

The first step in the marketing research process is:

Accepted Answer

A)  defining the problem. 
B)  gathering the budget necessary to conduct the research. 
C)  establishing the need for marketing research. 
D)  getting approval from top management to do research. 
E)  finding an appropriate marketing firm to carry out the research project. 
A)  defining the problem. 
B)  gathering the budget necessary to conduct the research. 
C)  establishing the need for marketing research. 
D)  getting approval from top management to do research. 
E)  finding an appropriate marketing firm to carry out the research project.

Question 9

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 10

A marketing research proposal contains all of the following elements except for a:

Accepted Answer

A)  detailed breakdown of the research methodology. 
B)  statement of the problem. 
C)  list of expenses incurred. 
D)  specification of the research objectives. 
E)  timetable. 
A)  detailed breakdown of the research methodology. 
B)  statement of the problem. 
C)  list of expenses incurred. 
D)  specification of the research objectives. 
E)  timetable.

Question 11

The role a hypothesis plays in defining a problem is that it is a statement taken as the best estimate of the truth for the purposes of argument.

Accepted Answer

A) True 
 B)False

Question 12

For managers to recognize a problem, they must be knowledgeable of objectives and actual performance.

Accepted Answer

A) True 
 B)False

Question 13

Although there may be valid reasons not to conduct marketing research, timing is not among those reasons; it is never too late to conduct marketing research.

Accepted Answer

A) True 
 B)False

Question 14

The branch manager of a local Bank of Montreal branch is interested in knowing how his perceive his bank on certain dimensions such as friendliness of employees, convenience of locations, availability of loans, and interest rates. The branch manager needs:

Accepted Answer

A)  exploratory research. 
B)  descriptive research. 
C)  causal research. 
D)  an experiment. 
E)  basic bank research. 
A)  exploratory research. 
B)  descriptive research. 
C)  causal research. 
D)  an experiment. 
E)  basic bank research.

Question 15

A research objection must be precise, detailed, clear, and operational.

Accepted Answer

A) True 
 B)False

Question 16

If the wrong problem is defined, everything that follows in the research process is wrong.

Accepted Answer

A) True 
 B)False

Question 17

The objective of data analysis is to use tools to interpret the information collected so that:

Accepted Answer

A)  a report can be prepared. 
B)  the research is justified. 
C)  the research objectives can be met. 
D)  the questionnaire can be created. 
E)  the sample plan can be determined. 
A)  a report can be prepared. 
B)  the research is justified. 
C)  the research objectives can be met. 
D)  the questionnaire can be created. 
E)  the sample plan can be determined.

Question 18

A study is conducted in which the objective of the research can be achieved by looking solely 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 4 steps of the marketing research process. 
E)  When secondary data is used, the marketing research process is not necessary. 
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 4 steps of the marketing research process. 
E)  When secondary data is used, the marketing research process is not necessary.

Question 19

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 20

A problem statement, the first step in a research proposal, typically identifies four factors. Which factor below is not one of the four?

Accepted Answer

A)  The company, division, or principals involved 
B)  The symptoms 
C)  The probable causes of these symptoms 
D)  The anticipated uses of the research information provided 
E)  The cost of implementing the recommended solution 
A)  The company, division, or principals involved 
B)  The symptoms 
C)  The probable causes of these symptoms 
D)  The anticipated uses of the research information provided 
E)  The cost of implementing the recommended solution

Knowledge of the steps in the marketing research process serves marketing researchers by enabling them to design better research projects for their clients.

Secondary data should always be sought out first to assist managers in making a decision. What supports this statement?

Your textbook authors conceptualize the marketing research process as ________ steps?

When we have a gap between what did happen and could have happened, we normally refer to the gap as a problem.

There are three types of research design categories, which are referred to as research designs: qualitative research, descriptive research, and causal research.

Which of the following statements about the approach that marketing researchers use to define the problem and establish research objectives is true?

The first step in the marketing research process is:

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.

A marketing research proposal contains all of the following elements except for a:

The role a hypothesis plays in defining a problem is that it is a statement taken as the best estimate of the truth for the purposes of argument.

For managers to recognize a problem, they must be knowledgeable of objectives and actual performance.

Although there may be valid reasons not to conduct marketing research, timing is not among those reasons; it is never too late to conduct marketing research.

The branch manager of a local Bank of Montreal branch is interested in knowing how his perceive his bank on certain dimensions such as friendliness of employees, convenience of locations, availability of loans, and interest rates. The branch manager needs:

A research objection must be precise, detailed, clear, and operational.

If the wrong problem is defined, everything that follows in the research process is wrong.

The objective of data analysis is to use tools to interpret the information collected so that:

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

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:

A problem statement, the first step in a research proposal, typically identifies four factors. Which factor below is not one of the four?

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

Knowledge of the steps in the marketing research process serves marketing researchers by enabling them to design better research projects for their clients.

Secondary data should always be sought out first to assist managers in making a decision. What supports this statement?

Your textbook authors conceptualize the marketing research process as ________ steps?

When we have a gap between what did happen and could have happened, we normally refer to the gap as a problem.

There are three types of research design categories, which are referred to as research designs: qualitative research, descriptive research, and causal research.

Which of the following statements about the approach that marketing researchers use to define the problem and establish research objectives is true?

The first step in the marketing research process is:

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.

A marketing research proposal contains all of the following elements except for a:

The role a hypothesis plays in defining a problem is that it is a statement taken as the best estimate of the truth for the purposes of argument.

For managers to recognize a problem, they must be knowledgeable of objectives and actual performance.

Although there may be valid reasons not to conduct marketing research, timing is not among those reasons; it is never too late to conduct marketing research.

The branch manager of a local Bank of Montreal branch is interested in knowing how his perceive his bank on certain dimensions such as friendliness of employees, convenience of locations, availability of loans, and interest rates. The branch manager needs:

A research objection must be precise, detailed, clear, and operational.

If the wrong problem is defined, everything that follows in the research process is wrong.

The objective of data analysis is to use tools to interpret the information collected so that:

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

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:

A problem statement, the first step in a research proposal, typically identifies four factors. Which factor below is not one of the four?

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