Question 1

Non-sampling errors tend to decrease as the sample size increases while sampling errors tend to increase as the sample size increases.

Accepted Answer

A) True 
 B)False

Question 2

All of the following are characteristics of industrial marketing research except

Accepted Answer

A)  difficult to find good executive interviewers 
B)  respondent definitions are usually fairly simple 
C)  study costs per interview are higher than for consumer research 
D)  respondent cooperation is a major concern 
A)  difficult to find good executive interviewers 
B)  respondent definitions are usually fairly simple 
C)  study costs per interview are higher than for consumer research 
D)  respondent cooperation is a major concern

Question 3

An example of a situational analysis would be an analysis of

Accepted Answer

A)  desired product features 
B)  demand 
C)  the firm's advertising program 
D)  the best price 
A)  desired product features 
B)  demand 
C)  the firm's advertising program 
D)  the best price

Question 4

Researchers must develop a data-collection procedure that establishes an effective link between the information needs and the questions to be asked or the observations to be made.

Accepted Answer

A) True 
 B)False

Question 5

Problems are performance measures,metrics,and diagnostics that signal the presence of an opportunity.

Accepted Answer

A) True 
 B)False

Question 6

Conflicts between researchers and management is not uncommon.Common attitudes among marketing researchers regarding top management include all of the following except

Accepted Answer

A)  required research is generally too costly 
B)  top management is anti-intellectual 
C)  there are too many non-researchable, "fire-fighting," and proof-of-concept requests 
D)  top management is generally unsympathetic to the importance of problem definition, often re-defining the problem after the research is under way 
A)  required research is generally too costly 
B)  top management is anti-intellectual 
C)  there are too many non-researchable, "fire-fighting," and proof-of-concept requests 
D)  top management is generally unsympathetic to the importance of problem definition, often re-defining the problem after the research is under way

Question 7

List the topics that should be considered in a research proposal.

Accepted Answer

Topics to include are:
1.probl

Question 8

A systematic approach to researching the information needs of marketing management facilitates good organizational planning in developing objectives,allocating marketing resources,and auditing performance.

Accepted Answer

A) True 
 B)False

Question 9

Mocked-up data used to visualize the results of a study will tend to lack uncooperative features present in real-world data such as all of the following except

Accepted Answer

A)  missing fields 
B)  insufficient sample size 
C)  miscodes 
D)  self-selection bias 
A)  missing fields 
B)  insufficient sample size 
C)  miscodes 
D)  self-selection bias

Question 10

The criteria that research be systematic means that researchers strive to be unbiased and impartial in conducting their research.

Accepted Answer

A) True 
 B)False

Question 11

Discuss the concepts of symptoms,problems,and opportunities.Give an example of each.

Accepted Answer

Symptoms are performance measures,metric

Question 12

The objective "to study consumer reactions to cartoon characters in advertising" is insufficient for all of the following reasons except

Accepted Answer

A)  it does not indicate what type of market will be studied 
B)  it does not indicate what is to be measured 
C)  it does not indicate the cost of the study 
D)  it does not indicate how the information will be used 
A)  it does not indicate what type of market will be studied 
B)  it does not indicate what is to be measured 
C)  it does not indicate the cost of the study 
D)  it does not indicate how the information will be used

Question 13

Dependent variables are

Accepted Answer

A)  predictors of a phenomenon 
B)  covariates or causes of a phenomenon 
C)  used to explain independent variables 
D)  phenomena one seeks to explain 
A)  predictors of a phenomenon 
B)  covariates or causes of a phenomenon 
C)  used to explain independent variables 
D)  phenomena one seeks to explain

Question 14

Discuss the nature and various types of non-sampling error.

Accepted Answer

Non-sampling error refers to all errors

Question 15

Contribution margin is

Accepted Answer

A)  selling price minus variable costs 
B)  selling price minus fixed costs 
C)  selling price minus variable and fixed costs 
D)  profit per unit divided by variable costs 
A)  selling price minus variable costs 
B)  selling price minus fixed costs 
C)  selling price minus variable and fixed costs 
D)  profit per unit divided by variable costs

Question 16

It is easier to justify the cost of research as the market size _______________ and as the ratio of variable costs to selling price _______________.

Accepted Answer

A)  increases, increases 
B)  increases, decreases 
C)  decreases, increases 
D)  decreases, decreases 
A)  increases, increases 
B)  increases, decreases 
C)  decreases, increases 
D)  decreases, decreases

Question 17

The first step in the marketing research decision-making process is

Accepted Answer

A)  developing a hypothesis 
B)  collecting relevant data 
C)  outlining a process that can be used to collect the necessary information 
D)  recognizing a unique marketing problem or opportunity 
A)  developing a hypothesis 
B)  collecting relevant data 
C)  outlining a process that can be used to collect the necessary information 
D)  recognizing a unique marketing problem or opportunity

Question 18

If a product's share of the market is below the forecasted share,then this would be an example of a(n)

Accepted Answer

A)  problem 
B)  opportunity 
C)  symptom 
D)  both a and b 
A)  problem 
B)  opportunity 
C)  symptom 
D)  both a and b

Question 19

One of the steps in the research process is to process and code data.Coding involves reviewing the data forms as to legibility,consistency,and completeness.

Accepted Answer

A) True 
 B)False

Question 20

Dependent variables are inputs or causes used to explain a particular phenomenon.

Accepted Answer

A) True 
 B)False

Non-sampling errors tend to decrease as the sample size increases while sampling errors tend to increase as the sample size increases.

All of the following are characteristics of industrial marketing research except

An example of a situational analysis would be an analysis of

Researchers must develop a data-collection procedure that establishes an effective link between the information needs and the questions to be asked or the observations to be made.

Problems are performance measures,metrics,and diagnostics that signal the presence of an opportunity.

Conflicts between researchers and management is not uncommon.Common attitudes among marketing researchers regarding top management include all of the following except

List the topics that should be considered in a research proposal.

A systematic approach to researching the information needs of marketing management facilitates good organizational planning in developing objectives,allocating marketing resources,and auditing performance.

Mocked-up data used to visualize the results of a study will tend to lack uncooperative features present in real-world data such as all of the following except

The criteria that research be systematic means that researchers strive to be unbiased and impartial in conducting their research.

Discuss the concepts of symptoms,problems,and opportunities.Give an example of each.

The objective "to study consumer reactions to cartoon characters in advertising" is insufficient for all of the following reasons except

Dependent variables are

Discuss the nature and various types of non-sampling error.

Contribution margin is

It is easier to justify the cost of research as the market size _ and as the ratio of variable costs to selling price _.

The first step in the marketing research decision-making process is

If a product's share of the market is below the forecasted share,then this would be an example of a(n)

One of the steps in the research process is to process and code data.Coding involves reviewing the data forms as to legibility,consistency,and completeness.

Dependent variables are inputs or causes used to explain a particular phenomenon.

Research Design and Data Sources

Measurement in Marketing Research

Causal Designs and Marketing Experiments

Data Collection: Exploratory and Conclusive Research

Designing Surveys and Data Collection Instruments

Sampling

Data Analysis and Statistical Methods: Univariate and Bivariate Analyses

Multiple Regression: Modeling Multivariate Relationships

Multivariate Methods of Marketing Research I: Factor, cluster, and Discriminant Analyses

Multivariate Methods of Marketing Reseach Ii: Conjoint Analysis and Multidimensional Scaling

Advanced Topics, research Frontiers, and Preparing the Final Report

Filters

Exam 1: The Purpose and Process of Marketing Research

Non-sampling errors tend to decrease as the sample size increases while sampling errors tend to increase as the sample size increases.

All of the following are characteristics of industrial marketing research except

An example of a situational analysis would be an analysis of

Researchers must develop a data-collection procedure that establishes an effective link between the information needs and the questions to be asked or the observations to be made.

Problems are performance measures,metrics,and diagnostics that signal the presence of an opportunity.

Conflicts between researchers and management is not uncommon.Common attitudes among marketing researchers regarding top management include all of the following except

List the topics that should be considered in a research proposal.

A systematic approach to researching the information needs of marketing management facilitates good organizational planning in developing objectives,allocating marketing resources,and auditing performance.

Mocked-up data used to visualize the results of a study will tend to lack uncooperative features present in real-world data such as all of the following except

The criteria that research be systematic means that researchers strive to be unbiased and impartial in conducting their research.

Discuss the concepts of symptoms,problems,and opportunities.Give an example of each.

The objective "to study consumer reactions to cartoon characters in advertising" is insufficient for all of the following reasons except

Dependent variables are

Discuss the nature and various types of non-sampling error.

Contribution margin is

It is easier to justify the cost of research as the market size _______________ and as the ratio of variable costs to selling price _______________.

The first step in the marketing research decision-making process is

If a product's share of the market is below the forecasted share,then this would be an example of a(n)

One of the steps in the research process is to process and code data.Coding involves reviewing the data forms as to legibility,consistency,and completeness.

Dependent variables are inputs or causes used to explain a particular phenomenon.

Research Design and Data Sources

Measurement in Marketing Research

Causal Designs and Marketing Experiments

Data Collection: Exploratory and Conclusive Research

Designing Surveys and Data Collection Instruments

Sampling

Data Analysis and Statistical Methods: Univariate and Bivariate Analyses

Multiple Regression: Modeling Multivariate Relationships

Multivariate Methods of Marketing Research I: Factor, cluster, and Discriminant Analyses

Multivariate Methods of Marketing Reseach Ii: Conjoint Analysis and Multidimensional Scaling

Advanced Topics, research Frontiers, and Preparing the Final Report

Filters

It is easier to justify the cost of research as the market size _ and as the ratio of variable costs to selling price _.