Question 1

Spurious association implies that the relationship between two variables is related to some explainable cause.

Accepted Answer

A) True 
 B)False

Question 2

Two variables must be correlated in order to be causally related.

Accepted Answer

A) True 
 B)False

Question 3

Situational analysis is important in the problem definition process.

Accepted Answer

A) True 
 B)False

Question 4

According to a recent survey,what is the most desirable quality in a marketing researcher,from the client's perspective?

Accepted Answer

A) flexibility 
B) attention to detail 
C) maintains client confidentiality 
D) customer-oriented 
A) flexibility 
B) attention to detail 
C) maintains client confidentiality 
D) customer-oriented

Question 5

All of the following are sections of a formal research request except:

Accepted Answer

A) Action 
B) Use 
C) Information 
D) Logistics 
E) All of these are sections in the formal research request 
A) Action 
B) Use 
C) Information 
D) Logistics 
E) All of these are sections in the formal research request

Question 6

Exploratory research must always lead to a marketing decision.

Accepted Answer

A) True 
 B)False

Question 7

Hypotheses are never stated in a null format.

Accepted Answer

A) True 
 B)False

Question 8

Once the research project is completed,it is critical to determine if the ___________have been met.

Accepted Answer

A) situation analyses 
B) pilot studies 
C) experience surveys 
D) research objectives 
E) all of these 
A) situation analyses 
B) pilot studies 
C) experience surveys 
D) research objectives 
E) all of these

Question 9

What is the "Research Request?" Why is it so important? What should you include in the research request?

Accepted Answer

The Research Request is a document outli

Question 10

Most clients tend to prefer what type of reports?

Accepted Answer

A) elaborate written reports 
B) oral reports 
C) executive summaries 
D) none of these 
A) elaborate written reports 
B) oral reports 
C) executive summaries 
D) none of these

Question 11

Observation is a method of research that enables the researcher to see if one variable causes another.

Accepted Answer

A) True 
 B)False

Question 12

A laboratory experiment would be better than a field experiment in helping a researcher eliminate _______.

Accepted Answer

A) causality 
B) concomitant variation 
C) variables 
D) spurious associations 
E) none of these 
A) causality 
B) concomitant variation 
C) variables 
D) spurious associations 
E) none of these

Question 13

What can researchers do to increase the chances that decision makers will use the marketing research information they generate?

Accepted Answer

Be sure that the marketing manager is on

Question 14

When research managers communicate ineffectively,generate quality data,control costs,and deliver information on untimely,they increase the probability that decision makers will use the research information they provide.

Accepted Answer

A) True 
 B)False

Question 15

The last step in the marketing research process is preparation and presentation of the research report.

Accepted Answer

A) True 
 B)False

Question 16

Managers may have the ability to look up previous research projects if their company has a sophisticated __________.

Accepted Answer

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

Question 17

A pilot study is more rigorous than other types of quantitative studies.

Accepted Answer

A) True 
 B)False

Question 18

The opportunity identification step comes after problem recognition.

Accepted Answer

A) True 
 B)False

Question 19

In a causal study of the effect of shelf placement on sales of a brand of cereal,which is the dependent variable?

Accepted Answer

A) where the cereal was placed on the shelf 
B) sales of the cereal 
C) concomitant variation of the cereal 
D) none of these 
A) where the cereal was placed on the shelf 
B) sales of the cereal 
C) concomitant variation of the cereal 
D) none of these

Question 20

In depth discussions,usually consisting of 8-12 participants,led by a moderator and generally limited to one particular concept,idea or them are:

Accepted Answer

A) Study groups 
B) Accuracy groups 
C) Focus groups 
D) Case groups 
A) Study groups 
B) Accuracy groups 
C) Focus groups 
D) Case groups

Spurious association implies that the relationship between two variables is related to some explainable cause.

Two variables must be correlated in order to be causally related.

Situational analysis is important in the problem definition process.

According to a recent survey,what is the most desirable quality in a marketing researcher,from the client's perspective?

All of the following are sections of a formal research request except:

Exploratory research must always lead to a marketing decision.

Hypotheses are never stated in a null format.

Once the research project is completed,it is critical to determine if the ___________have been met.

What is the "Research Request?" Why is it so important? What should you include in the research request?

Most clients tend to prefer what type of reports?

Observation is a method of research that enables the researcher to see if one variable causes another.

A laboratory experiment would be better than a field experiment in helping a researcher eliminate _______.

What can researchers do to increase the chances that decision makers will use the marketing research information they generate?

When research managers communicate ineffectively,generate quality data,control costs,and deliver information on untimely,they increase the probability that decision makers will use the research information they provide.

The last step in the marketing research process is preparation and presentation of the research report.

Managers may have the ability to look up previous research projects if their company has a sophisticated __________.

A pilot study is more rigorous than other types of quantitative studies.

The opportunity identification step comes after problem recognition.

In a causal study of the effect of shelf placement on sales of a brand of cereal,which is the dependent variable?

In depth discussions,usually consisting of 8-12 participants,led by a moderator and generally limited to one particular concept,idea or them are:

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

Spurious association implies that the relationship between two variables is related to some explainable cause.

Two variables must be correlated in order to be causally related.

Situational analysis is important in the problem definition process.

According to a recent survey,what is the most desirable quality in a marketing researcher,from the client's perspective?

All of the following are sections of a formal research request except:

Exploratory research must always lead to a marketing decision.

Hypotheses are never stated in a null format.

Once the research project is completed,it is critical to determine if the ___________have been met.

What is the "Research Request?" Why is it so important? What should you include in the research request?

Most clients tend to prefer what type of reports?

Observation is a method of research that enables the researcher to see if one variable causes another.

A laboratory experiment would be better than a field experiment in helping a researcher eliminate _______.

What can researchers do to increase the chances that decision makers will use the marketing research information they generate?

When research managers communicate ineffectively,generate quality data,control costs,and deliver information on untimely,they increase the probability that decision makers will use the research information they provide.

The last step in the marketing research process is preparation and presentation of the research report.

Managers may have the ability to look up previous research projects if their company has a sophisticated __________.

A pilot study is more rigorous than other types of quantitative studies.

The opportunity identification step comes after problem recognition.

In a causal study of the effect of shelf placement on sales of a brand of cereal,which is the dependent variable?

In depth discussions,usually consisting of 8-12 participants,led by a moderator and generally limited to one particular concept,idea or them are:

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