Question 1

A situation analysis:

Accepted Answer

A)  is a form of preliminary research undertaken to gather background information and gather data pertinent to the problem area. 
B)  is a form of research conducted by managers looking for opportunities. 
C)  is a form of research conducted by managers to alert them on symptoms. 
D)  is conducted by a manager prior to involving a marketing researcher. 
E)  is a form of causal research. 
A)  is a form of preliminary research undertaken to gather background information and gather data pertinent to the problem area. 
B)  is a form of research conducted by managers looking for opportunities. 
C)  is a form of research conducted by managers to alert them on symptoms. 
D)  is conducted by a manager prior to involving a marketing researcher. 
E)  is a form of causal research.

Question 2

The statistical analysis software provided with this textbook 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 3

Which of the following is true regarding research objectives?

Accepted Answer

A)  Research objectives, when achieved, will provide sufficient earnings to obtain a reasonable return on investment. 
B)  Research objectives, when obtained, will ensure the viability of the marketing research department. 
C)  Research objectives, when achieved, provide the information necessary to solve the problem. 
D)  Research objectives are seldom achieved but should be stated as goals to be sought. 
E)  Research objectives should never be put in writing until the fourth step of the marketing research process. 
A)  Research objectives, when achieved, will provide sufficient earnings to obtain a reasonable return on investment. 
B)  Research objectives, when obtained, will ensure the viability of the marketing research department. 
C)  Research objectives, when achieved, provide the information necessary to solve the problem. 
D)  Research objectives are seldom achieved but should be stated as goals to be sought. 
E)  Research objectives should never be put in writing until the fourth step of the marketing research process.

Question 4

Knowing the 11 steps of the marketing research process benefits researchers by:

Accepted Answer

A)  allowing the researchers to design a better research project for their clients. 
B)  giving researchers a link to making financial and accounting decisions. 
C)  giving researchers a fast way of getting each client "out the door." 
D)  making it easy for clients and the researchers' own shareholders to "see" what is happening. 
E)  making it easier to bill the clients for work as it is completed. 
A)  allowing the researchers to design a better research project for their clients. 
B)  giving researchers a link to making financial and accounting decisions. 
C)  giving researchers a fast way of getting each client "out the door." 
D)  making it easy for clients and the researchers' own shareholders to "see" what is happening. 
E)  making it easier to bill the clients for work as it is completed.

Question 5

Managers historically have been generalists; and researchers have been technical specialists. This difference aids the communication process.

Accepted Answer

A) True 
 B)False

A situation analysis:

The statistical analysis software provided with this textbook is called:

Which of the following is true regarding research objectives?

Knowing the 11 steps of the marketing research process benefits researchers by:

Managers historically have been generalists; and researchers have been technical specialists. This difference aids the communication process.

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

A situation analysis:

The statistical analysis software provided with this textbook is called:

Which of the following is true regarding research objectives?

Knowing the 11 steps of the marketing research process benefits researchers by:

Managers historically have been generalists; and researchers have been technical specialists. This difference aids the communication process.

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