Question 1

Exploratory research is the definitive research used to determine course of action.

Accepted Answer

A) True 
 B)False

Question 2

Which of the following is a determinant of whether management will use the research information provided to them?

Accepted Answer

A) conformity to prior expectations 
B) clarity of presentation 
C) research quality 
D) political acceptability within the firm 
E) all of these are determinants 
A) conformity to prior expectations 
B) clarity of presentation 
C) research quality 
D) political acceptability within the firm 
E) all of these are determinants

Question 3

What is a plan for addressing the research objectives or hypotheses? In essence,the researcher develops a structure or framework to answer a specific research problem/opportunity.

Accepted Answer

A) Research Design 
B) Design Strategy 
C) Research Opportunity 
D) Strategic Design 
A) Research Design 
B) Design Strategy 
C) Research Opportunity 
D) Strategic Design

Question 4

Probability samples allow marketing researchers to project their sample results to the population they are studying.

Accepted Answer

A) True 
 B)False

Question 5

A manager who wants to show cause-and-effect between two variables would be advised to use which basic method of research?

Accepted Answer

A) survey 
B) observation 
C) experiment 
D) survey and observation 
A) survey 
B) observation 
C) experiment 
D) survey and observation

Question 6

Pilot studies are more scientific than other types of studies.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following is not a form of exploratory research?

Accepted Answer

A) secondary data analysis 
B) situation analysis 
C) pilot study 
D) experience survey 
E) all of these are forms of exploratory research. 
A) secondary data analysis 
B) situation analysis 
C) pilot study 
D) experience survey 
E) all of these are forms of exploratory research.

Question 8

____________ is preliminary research conducted to increase the understanding of a concept,to clarify the exact nature of the problem to be solved,or to identify important variables to be studied.

Accepted Answer

A) Pilot study 
B) Experience survey 
C) Case analysis 
D) Exploratory research 
E) Situation analysis 
A) Pilot study 
B) Experience survey 
C) Case analysis 
D) Exploratory research 
E) Situation analysis

Question 9

Which of the following should be action oriented?

Accepted Answer

A) objectives statement 
B) marketing research problem 
C) management decision problem 
D) statement of problem symptoms 
E) none of these 
A) objectives statement 
B) marketing research problem 
C) management decision problem 
D) statement of problem symptoms 
E) none of these

Question 10

A/An _______________ is a survey using a limited number of respondents and often employing less rigorous sampling techniques than are employed in large quantitative studies.

Accepted Answer

A) pilot study 
B) experience survey 
C) case analysis 
D) situation analysis 
E) none of these 
A) pilot study 
B) experience survey 
C) case analysis 
D) situation analysis 
E) none of these

Question 11

What type of document does a research supplier prepare in response to an RFP?

Accepted Answer

A) research proposal 
B) sampling report 
C) finished research report 
D) none of these 
A) research proposal 
B) sampling report 
C) finished research report 
D) none of these

Question 12

Secondary research can help define the research problem.

Accepted Answer

A) True 
 B)False

Question 13

________________ is a goal statement,defining specific information needed to solve the marketing research problem.

Accepted Answer

A) Exploratory research 
B) Marketing research objective 
C) Management objective 
D) Managerial decision problem 
E) none of these 
A) Exploratory research 
B) Marketing research objective 
C) Management objective 
D) Managerial decision problem 
E) none of these

Question 14

Marketing research problems are much broader in scope than management problems.

Accepted Answer

A) True 
 B)False

Question 15

In analyzing the effects of shelf placement on sales,shelf placement of the product is the _______.

Accepted Answer

A) independent variable 
B) dependent variable 
C) spurious variable 
D) temporal variable 
E) none of these 
A) independent variable 
B) dependent variable 
C) spurious variable 
D) temporal variable 
E) none of these

Question 16

Suppose a sales manager makes the statement,"The problem with this company is declining sales." Why is such a statement shortsighted?

Accepted Answer

A) The sales manager has identified only a symptom of a deeper problem. 
B) The sales manager is not in a position to make such a statement. 
C) The sales manager has not been shortsighted, but has identified the problem. 
D) none of these 
A) The sales manager has identified only a symptom of a deeper problem. 
B) The sales manager is not in a position to make such a statement. 
C) The sales manager has not been shortsighted, but has identified the problem. 
D) none of these

Question 17

A teen consumer products firm notes that there were 30 million babies born between 1990 and 2002.The firm also recognizes that because of more single parent homes and dual-earner households,these young consumers are making many more purchase decisions.Beginning the process of marketing to that group of young consumers would be an example of which of the following?

Accepted Answer

A) determining if the information exists 
B) using symptoms to clarify a problem 
C) recognizing an opportunity 
D) stating research objectives 
E) none of these 
A) determining if the information exists 
B) using symptoms to clarify a problem 
C) recognizing an opportunity 
D) stating research objectives 
E) none of these

Question 18

The definition of the research problem is one of the most critical steps in the research process.Why? Who should be involved in this process?

Accepted Answer

The definition of the research problem s

Question 19

To test the effectiveness of changes in an advertising campaign,a marketing research firm decides to implement certain changes in Atlanta,other changes in Dallas,and no change to the ad campaign in Denver.With regard to the products in question,the purchasing propensities in the three cities are equal.What type of research design is the marketing research firm invoking?

Accepted Answer

A) exploratory study design 
B) observational study design 
C) descriptive study design 
D) causal study design 
E) all of these 
A) exploratory study design 
B) observational study design 
C) descriptive study design 
D) causal study design 
E) all of these

Question 20

Exploratory research is often referred to as preliminary research.

Accepted Answer

A) True 
 B)False

Exploratory research is the definitive research used to determine course of action.

Which of the following is a determinant of whether management will use the research information provided to them?

What is a plan for addressing the research objectives or hypotheses? In essence,the researcher develops a structure or framework to answer a specific research problem/opportunity.

Probability samples allow marketing researchers to project their sample results to the population they are studying.

A manager who wants to show cause-and-effect between two variables would be advised to use which basic method of research?

Pilot studies are more scientific than other types of studies.

Which of the following is not a form of exploratory research?

____________ is preliminary research conducted to increase the understanding of a concept,to clarify the exact nature of the problem to be solved,or to identify important variables to be studied.

Which of the following should be action oriented?

A/An _______________ is a survey using a limited number of respondents and often employing less rigorous sampling techniques than are employed in large quantitative studies.

What type of document does a research supplier prepare in response to an RFP?

Secondary research can help define the research problem.

________________ is a goal statement,defining specific information needed to solve the marketing research problem.

Marketing research problems are much broader in scope than management problems.

In analyzing the effects of shelf placement on sales,shelf placement of the product is the _______.

Suppose a sales manager makes the statement,"The problem with this company is declining sales." Why is such a statement shortsighted?

The definition of the research problem is one of the most critical steps in the research process.Why? Who should be involved in this process?

Exploratory research is often referred to as preliminary research.

The Role of Marketing Research in Management Decision Making

The Marketing Research Industry and Research Ethics

Secondary Data and Databases

Qualitative Research

Traditional Survey Research

Online Marketing Research-The Growth of Mobile and Social Media Research

Primary Data Collection: Observation

Primary Data Collection: Experimentation and Test Markets

The Concept of Measurement

Using Measurement Scales to Build Marketing Effectiveness

Questionnaire Design

Basic Sampling Issues

Sample Size Determination

Data Processing and Fundamental Data Analysis

Statistical Testing of Differences and Relationships

Bivariate Correlation and Regression

Multivariate Data Analysis

Communicating the Research Results

Managing Marketing Research

Filters

Exam 3: Problem Definition and the Research Process

Exploratory research is the definitive research used to determine course of action.

Which of the following is a determinant of whether management will use the research information provided to them?

What is a plan for addressing the research objectives or hypotheses? In essence,the researcher develops a structure or framework to answer a specific research problem/opportunity.

Probability samples allow marketing researchers to project their sample results to the population they are studying.

A manager who wants to show cause-and-effect between two variables would be advised to use which basic method of research?

Pilot studies are more scientific than other types of studies.

Which of the following is not a form of exploratory research?

____________ is preliminary research conducted to increase the understanding of a concept,to clarify the exact nature of the problem to be solved,or to identify important variables to be studied.

Which of the following should be action oriented?

A/An _______________ is a survey using a limited number of respondents and often employing less rigorous sampling techniques than are employed in large quantitative studies.

What type of document does a research supplier prepare in response to an RFP?

Secondary research can help define the research problem.

________________ is a goal statement,defining specific information needed to solve the marketing research problem.

Marketing research problems are much broader in scope than management problems.

In analyzing the effects of shelf placement on sales,shelf placement of the product is the _______.

Suppose a sales manager makes the statement,"The problem with this company is declining sales." Why is such a statement shortsighted?

The definition of the research problem is one of the most critical steps in the research process.Why? Who should be involved in this process?

Exploratory research is often referred to as preliminary research.

The Role of Marketing Research in Management Decision Making

The Marketing Research Industry and Research Ethics

Secondary Data and Databases

Qualitative Research

Traditional Survey Research

Online Marketing Research-The Growth of Mobile and Social Media Research

Primary Data Collection: Observation

Primary Data Collection: Experimentation and Test Markets

The Concept of Measurement

Using Measurement Scales to Build Marketing Effectiveness

Questionnaire Design

Basic Sampling Issues

Sample Size Determination

Data Processing and Fundamental Data Analysis

Statistical Testing of Differences and Relationships

Bivariate Correlation and Regression

Multivariate Data Analysis

Communicating the Research Results

Managing Marketing Research

Filters