Question 1

A questionnaire's implicit appearance is very deceptive, and care must be taken to design a questionnaire that avoids both ambiguous and misleading questions.

Accepted Answer

A) True 
 B)False

Question 2

A knowledge of the steps in the marketing research process serves marketing researchers like a "road map," enabling them to better plan research projects.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following would be true regarding exploratory research?

Accepted Answer

A)  Exploratory research is highly structured. 
B)  Exploratory research is very formal. 
C)  Exploratory research determines causality. 
D)  Exploratory research answers who, what, where, when, and how questions. 
E)  Exploratory research is both unstructured and informal.

Question 4

The authors conceptualize the marketing research process as 11 steps.

Accepted Answer

A) True 
 B)False

Question 5

Some have suggested that marketing research is used in two broad ways: to gather information about markets, and research that is directed at helping top-level management with strategic planning.

Accepted Answer

A) True 
 B)False

Question 6

Your textbook authors conceptualize the marketing research process as ________ steps?

Accepted Answer

A)  four 
B)  five 
C)  eight 
D)  ten 
E)  eleven

Question 7

A bank spent several thousand dollars to learn how customers were satisfied with the readiness of the bank's ATMs. ATMs record, up to 4 decimal places, the time they are down. This situation illustrates the point that:

Accepted Answer

A)  ATM's are seldom not working 
B)  ATMs are not dependable 
C)  the better banks conduct marketing research 
D)  marketing research should not be conducted when the information needed is already available 
E)  marketing research should be used when the information needed is already available

Question 8

Which of the following is true regarding nonsampling errors?

Accepted Answer

A)  The extent of nonsampling error may be determined and predicted through nonsampling error formulas. 
B)  All of the causes of nonsampling error are known in each individual research project. 
C)  It is important to know the possible causes of nonsampling error so that appropriate steps may be taken to limit their occurrence. 
D)  Nonsampling errors may be reduced to 10 percent through "validation." 
E)  There is no such thing as nonsampling error.

Question 9

Data analysis is a process by which the raw data are checked to verify if they have been correctly input from the data collection form to the computer software program.

Accepted Answer

A) True 
 B)False

Question 10

Company policy dictates whether or not marketing research will be used, as well as the types and frequencies of studies, if used.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following is true regarding primary information?

Accepted Answer

A)  Primary information is information gathered on school children in the primary grades, first through fifth. 
B)  Primary information refers to information that is collected in the early, or primary, stages of the marketing research process. 
C)  Primary information is information that has already been collected for some other purpose. 
D)  Primary information is one of 12 different types of information sources. 
E)  Primary information is information collected specifically for the problem at hand.

Question 12

There are three types of research design categories, which are referred to as research designs: exploratory research, descriptive research, and causal research.

Accepted Answer

A) True 
 B)False

Question 13

Problems may vary considerably from being specific and narrowly focused to being general and not narrowly focused.

Accepted Answer

A) True 
 B)False

Question 14

Diane Fisher of ABC Research determined that her client's problem was lack of knowledge about customer preferences for features on the company's products. Diane then determined that she should gather information on the level of preferences for the six different product features among customers in the company's trading area. Diane's decision to gather preference information for the product features is an example of her determining:

Accepted Answer

A)  a specific problem definition 
B)  customer preferences through the marketing research process 
C)  research objectives 
D)  a research design 
E)  if there is a problem or an opportunity

Question 15

Which of the following determines how representative a sample is of a population?

Accepted Answer

A)  the sample plan 
B)  the size of the sample 
C)  the sampling company from which the sample is acquired 
D)  the size of the sample relative to the size of the population 
E)  how varied the population is

Question 16

Some top executives never use marketing research. In other firms, only certain types of marketing research studies are carried out, i.e. focus groups. Which of the following would you say these situations best represent?

Accepted Answer

A)  how company policy dictates the use of marketing research 
B)  the application of marketing research globally 
C)  the use and misuse of marketing research 
D)  counterintuitive marketing research 
E)  sub-intuitive marketing research

Question 17

Jane Ellen Roberts is concerned about error in a survey that she is conducting for her company. Specifically, she is concerned about nonsampling errors but she realizes nonsampling errors:

Accepted Answer

A)  may be controlled through sample size formulas 
B)  may be measured and, therefore, controlled 
C)  can be measured only in percentage terms 
D)  must be identified and appropriate steps must be taken to limit their occurrence 
E)  may not be controlled and therefore should not be of concern to Ms. Roberts

Question 18

Under which of the following conditions will marketing research likely have greater value to management?

Accepted Answer

A)  when the research helps clarify problems or opportunities 
B)  when the research identifies changes that are occurring in the marketplace among consumers and/or competitors 
C)  when the research clearly identifies the best alternatives to pursue 
D)  when the research helps a company's brand establish a competitive advantage 
E)  all of the above

Question 19

Which of the following is true regarding research design?

Accepted Answer

A)  There are three categories of research design. 
B)  There are four categories of research design. 
C)  There are five categories of research design. 
D)  There are eight categories of research design. 
E)  Research design may not be categorized.

Question 20

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.

Exam 2: The Marketing Research Process

A questionnaire's implicit appearance is very deceptive, and care must be taken to design a questionnaire that avoids both ambiguous and misleading questions.

A knowledge of the steps in the marketing research process serves marketing researchers like a "road map," enabling them to better plan research projects.

Which of the following would be true regarding exploratory research?

The authors conceptualize the marketing research process as 11 steps.

Some have suggested that marketing research is used in two broad ways: to gather information about markets, and research that is directed at helping top-level management with strategic planning.

Your textbook authors conceptualize the marketing research process as ________ steps?

A bank spent several thousand dollars to learn how customers were satisfied with the readiness of the bank's ATMs. ATMs record, up to 4 decimal places, the time they are down. This situation illustrates the point that:

Which of the following is true regarding nonsampling errors?

Data analysis is a process by which the raw data are checked to verify if they have been correctly input from the data collection form to the computer software program.

Company policy dictates whether or not marketing research will be used, as well as the types and frequencies of studies, if used.

Which of the following is true regarding primary information?

There are three types of research design categories, which are referred to as research designs: exploratory research, descriptive research, and causal research.

Problems may vary considerably from being specific and narrowly focused to being general and not narrowly focused.

Which of the following determines how representative a sample is of a population?

Some top executives never use marketing research. In other firms, only certain types of marketing research studies are carried out, i.e. focus groups. Which of the following would you say these situations best represent?

Jane Ellen Roberts is concerned about error in a survey that she is conducting for her company. Specifically, she is concerned about nonsampling errors but she realizes nonsampling errors:

Under which of the following conditions will marketing research likely have greater value to management?

Which of the following is true regarding research design?

Which of the following is true regarding research objectives?