Question 1

Unbiased evidence that is supported by empirical findings is ________.

Accepted Answer

A)  an analytical model 
B)  objective evidence 
C)  a theory 
D)  none of the above 
A)  an analytical model 
B)  objective evidence 
C)  a theory 
D)  none of the above

Question 2

Regulatory policies and norms within which organizations must operate,refer to the ________ factor of the environmental context of the problem.

Accepted Answer

A)  objectives 
B)  economic environment 
C)  legal environment 
D)  buyer behavior 
A)  objectives 
B)  economic environment 
C)  legal environment 
D)  buyer behavior

Question 3

"The DM and the researcher must interact continually rather than sporadically" is an explanation of one of the 7 Cs known as continuity.

Accepted Answer

A) True 
 B)False

Question 4

The researcher should rely on ________ to determine which variables should be investigated.

Accepted Answer

A)  objective evidence 
B)  an analytical model 
C)  theory 
D)  all of the above 
A)  objective evidence 
B)  an analytical model 
C)  theory 
D)  all of the above

Question 5

As one of the seven Cs that characterize the interaction between the DM and the researcher,confidence is best defined as: ________.

Accepted Answer

A)  the interaction between the DM and the researcher should be creative rather than formulaic 
B)  there should not be any hidden agendas,and an attitude of openness should prevail 
C)  marketing research is a team project in which both parties (DM and researcher)must cooperate 
D)  the interaction between the DM and the researcher should be guided by mutual trust 
A)  the interaction between the DM and the researcher should be creative rather than formulaic 
B)  there should not be any hidden agendas,and an attitude of openness should prevail 
C)  marketing research is a team project in which both parties (DM and researcher)must cooperate 
D)  the interaction between the DM and the researcher should be guided by mutual trust

Question 6

Research questions ask what general information is required with respect to the problem components.

Accepted Answer

A) True 
 B)False

Question 7

Ethical issues arise if the process of defining the problem and developing an approach is compromised by the personal agendas of the client (DM)or the researcher.Which of these statements concerning ethics in marketing research is not true?

Accepted Answer

A)  The researcher is ethically bound to offer the most expensive set of services to each client. 
B)  The problem definition process is adversely affected when the DM has hidden objectives such as gaining a promotion. 
C)  The DM has the obligation to be candid and disclose to the researcher all the relevant information that will enable a proper definition of the marketing research problem. 
D)  The researcher is ethically bound to define the problem so as to further the best interest of the client,rather than the interest of the research firm. 
A)  The researcher is ethically bound to offer the most expensive set of services to each client. 
B)  The problem definition process is adversely affected when the DM has hidden objectives such as gaining a promotion. 
C)  The DM has the obligation to be candid and disclose to the researcher all the relevant information that will enable a proper definition of the marketing research problem. 
D)  The researcher is ethically bound to define the problem so as to further the best interest of the client,rather than the interest of the research firm.

Question 8

The economic environment includes public policies,laws,government agencies,and pressure groups that influence and regulate various organizations and individuals in society.

Accepted Answer

A) True 
 B)False

Question 9

Analysis of available secondary data is a non-essential step in the problem definition process.

Accepted Answer

A) True 
 B)False

Question 10

The "Got Milk?" campaign sponsored by the California Milk Processor Board and mentioned in your text,used an understanding of ________ to identify the real causes that led to the decline in milk consumption.

Accepted Answer

A)  the economic environment 
B)  the legal environment 
C)  buyer behavior 
D)  objectives 
A)  the economic environment 
B)  the legal environment 
C)  buyer behavior 
D)  objectives

Question 11

The marketing research problem is information oriented.

Accepted Answer

A) True 
 B)False

Question 12

The second part of the marketing research problem definition is specific components.The specific components focus on the key aspects of the problem and provide clear guidelines on how to proceed further.

Accepted Answer

A) True 
 B)False

Question 13

Because of potential difficulties when seeking advice from experts,it is best to use interviews with experts when conducting marketing research ________.

Accepted Answer

A)  for products of a technical nature 
B)  in situations where little information is available from other sources 
C)  for industrial firms 
D)  all of the above 
A)  for products of a technical nature 
B)  in situations where little information is available from other sources 
C)  for industrial firms 
D)  all of the above

Question 14

To formulate a marketing research problem of appropriate scope,it is necessary to take into account both the resources available,such as money and research skills,and the constraints on the organization,such as cost and time.These considerations refer to which of the factors related to the environmental context of the problem?

Accepted Answer

A)  economic environment 
B)  resources and constraints 
C)  legal environment 
D)  buyer behavior 
A)  economic environment 
B)  resources and constraints 
C)  legal environment 
D)  buyer behavior

Question 15

The marketing research problem asks what the DM needs to do,whereas the management decision problem asks what information is needed and how it can best be obtained (Table 2.1 in the text).

Accepted Answer

A) True 
 B)False

Question 16

The ________ provides a useful framework for interacting with the DM and identifying the underlying causes of the problem.

Accepted Answer

A)  management problem 
B)  problem definition 
C)  problem audit 
D)  none of the above 
A)  management problem 
B)  problem definition 
C)  problem audit 
D)  none of the above

Question 17

In the process of developing an approach,research should be based on objective evidence and supported by theory.A theory ________.

Accepted Answer

A)  is incomplete 
B)  also plays a vital role in influencing the research procedures adopted in basic research 
C)  serves as a foundation on which the researcher can organize and interpret the findings 
D)  all of the above 
A)  is incomplete 
B)  also plays a vital role in influencing the research procedures adopted in basic research 
C)  serves as a foundation on which the researcher can organize and interpret the findings 
D)  all of the above

Question 18

Interviews with industry experts individuals knowledgeable about the firm and the industry may help formulate the marketing research problem.Which of the following statements is true about interviews with industry experts?

Accepted Answer

A)  Typically,expert information is obtained by unstructured personal interviews without administering a formal questionnaire. 
B)  It is helpful to prepare a list of topics to be covered during the interview. 
C)  These experts may be found both inside and outside the firm. 
D)  All of the above are true. 
A)  Typically,expert information is obtained by unstructured personal interviews without administering a formal questionnaire. 
B)  It is helpful to prepare a list of topics to be covered during the interview. 
C)  These experts may be found both inside and outside the firm. 
D)  All of the above are true.

Question 19

Past information and forecasts of trends with respect to sales,market share,profitability,technology,population,demographics,and lifestyle can help the researcher understand the underlying marketing research problem.

Accepted Answer

A) True 
 B)False

Question 20

________ is not a qualitative research technique.

Accepted Answer

A)  Word association 
B)  Focus group 
C)  Depth interview 
D)  Conclusive research 
A)  Word association 
B)  Focus group 
C)  Depth interview 
D)  Conclusive research

Exam 2: Defining the Marketing Research Problem and Developing an Approach

Unbiased evidence that is supported by empirical findings is ________.

Regulatory policies and norms within which organizations must operate,refer to the ________ factor of the environmental context of the problem.

"The DM and the researcher must interact continually rather than sporadically" is an explanation of one of the 7 Cs known as continuity.

The researcher should rely on ________ to determine which variables should be investigated.

As one of the seven Cs that characterize the interaction between the DM and the researcher,confidence is best defined as: ________.

Research questions ask what general information is required with respect to the problem components.

Ethical issues arise if the process of defining the problem and developing an approach is compromised by the personal agendas of the client (DM)or the researcher.Which of these statements concerning ethics in marketing research is not true?

The economic environment includes public policies,laws,government agencies,and pressure groups that influence and regulate various organizations and individuals in society.

Analysis of available secondary data is a non-essential step in the problem definition process.

The "Got Milk?" campaign sponsored by the California Milk Processor Board and mentioned in your text,used an understanding of ________ to identify the real causes that led to the decline in milk consumption.

The marketing research problem is information oriented.

The second part of the marketing research problem definition is specific components.The specific components focus on the key aspects of the problem and provide clear guidelines on how to proceed further.

Because of potential difficulties when seeking advice from experts,it is best to use interviews with experts when conducting marketing research ________.

The marketing research problem asks what the DM needs to do,whereas the management decision problem asks what information is needed and how it can best be obtained (Table 2.1 in the text).

The ________ provides a useful framework for interacting with the DM and identifying the underlying causes of the problem.

In the process of developing an approach,research should be based on objective evidence and supported by theory.A theory ________.

Interviews with industry experts individuals knowledgeable about the firm and the industry may help formulate the marketing research problem.Which of the following statements is true about interviews with industry experts?

Past information and forecasts of trends with respect to sales,market share,profitability,technology,population,demographics,and lifestyle can help the researcher understand the underlying marketing research problem.

________ is not a qualitative research technique.

Introduction to Marketing Research

Research Design

Exploratory Research Design: Secondary Data

Exploratory Research Design: Qualitative Research

Descriptive Research Design: Survey and Observation

Casual Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Non Comparative Scaling Techniques

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork

Data Preparation

Frequency Distribution, cross-Tabulation, and Hypothesis Testing

Analysis of Variance and Covariance

Correlation and Regression

Discriminant and Logit Analysis

Factor Analysis

Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Structural Equation Modeling and Path Analysis

Report Preparation and Presentation

International Marketing Research

Filters