Question 1

_____ specifies whether data should be collected about individuals, households, organizations, departments, geographical areas, or some combination.

Accepted Answer

A)   Situation analysis
B)   Cost-benefit analysis
C)   The unit of analysis
D)   Symptom analysis
E)   Integrated analysisF) B) and E)
G) A) and C)

Question 2

The iceberg principle helps researchers _____.

Accepted Answer

A)   distinguish between the symptoms and the causes of a problem
B)   select the appropriate research design for a problem
C)   execute a research design
D)   conduct a review of the literature
E)   determine the types of data that will best answer each research questionF) A) and B)
G) B) and E)

Question 3

The last phase of the research process is reporting the research findings to management.

Accepted Answer

A) True 
 B)False

Question 4

Causal research enables a decision maker to make "If-then" statements about the variables.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following is a characteristic of management decision makers?

Accepted Answer

A)   Their dominant concern is market performance.
B)   They prefer abstractions over information that allows for certainty.
C)   They tend to readily accept the information when they are surprised.
D)   Their dominant concern is to conduct continuous inquiries into market component changes.
E)   Their dominant concern is to ensure completeness by conducting prolonged investigations.F) C) and D)
G) A) and D)

Question 6

In the context of the research process, the variables that need to be studied are also known as constructs.

Accepted Answer

A) True 
 B)False

Question 7

While designing a study, a researcher is wondering if she should ask the respondents their age and gender. She is not sure if she would need that information later in the research process. She is trying to _____.

Accepted Answer

A)   determine the correct unit of analysis for her study
B)   conduct a situation assessment for her study
C)   determine the relevant variables for her study
D)   identify the symptoms and underlying problems for her study
E)   confirm the information valueF) A) and B)
G) A) and C)

Question 8

Zephyr, a hotel chain, hires Symphony Inc., a market research firm, to analyze the customer reviews and identify ways to improve the brand image. To familiarize itself with the overall complexity of the problem, the market research team from Symphony decides to gather and synthesize background information including events and factors that led to the current problem at Zephyr. In this scenario, Symphony Inc. is conducting a _____.

Accepted Answer

A)   situation analysis
B)   symptomatic analysis
C)   variable analysis
D)   sampling analysis
E)   screening analysisF) A) and B)
G) B) and C)

Question 9

In order to do a situation analysis, a marketing researcher must depend solely on the information provided by a client.

Accepted Answer

A) True 
 B)False

Question 10

Felix Corp. is a cookware manufacturer. It conducts market testing for a new appliance. JK Corp., a competitor of Felix, reduces its prices during the market test to prevent Felix from collecting accurate information. In this scenario, JK Corp. is engaging in a practice called _____.

Accepted Answer

A)   scaling
B)   pretesting
C)   clustering
D)   jamming
E)   positioningF) A) and D)
G) B) and E)

Question 11

In the research process, knowledge is created through engaged and careful interpretation of results.

Accepted Answer

A) True 
 B)False

Question 12

In probability sampling, each member of a defined target population has a known chance of being selected.

Accepted Answer

A) True 
 B)False

Question 13

Differentiate between primary and secondary data.

Accepted Answer

Secondary data is information previously...

Question 14

In a census, a researcher attempts to _____.

Accepted Answer

A)   use the probability sampling technique
B)   define the known chance of selecting a subject
C)   use a small representative sample to generalize about a target population
D)   collect data from a small set of people from a target population
E)   question or observe all the members of a defined target populationF) A) and B)
G) A) and C)

Question 15

Discuss the importance of pretesting a questionnaire.

Accepted Answer

Designing good questionnaires is difficu...

Question 16

Marketing research plays a critical role in developing competitive intelligence.

Accepted Answer

A) True 
 B)False

Question 17

Explain the process of collecting data using a census and a sample.

Accepted Answer

In collecting data, researchers can choo...

Question 18

Factors like demographics and brand attitudes are called units of analysis.

Accepted Answer

A) True 
 B)False

Question 19

In a research proposal, which of the following sections discusses the types of scales to be used for data collection?

Accepted Answer

A)   Definition of the target population
B)   Sample design
C)   Data collection method
D)   Specific research instruments
E)   Definition of the sample sizeF) All of the above
G) D) and E)

Question 20

A research proposal includes a brief profile of the researchers and their qualifications.

Accepted Answer

A) True 
 B)False

Exam 2: The Marketing Research Process and Proposals

Correct Answer
verified

Discuss the importance of pretesting a questionnaire.

Correct Answer
verified
Designing good questionnaires is difficu...
View Answer

_____ specifies whether data should be collected about individuals, households, organizations, departments, geographical areas, or some combination.

Correct Answer
verified

A research proposal includes a brief profile of the researchers and their qualifications.

Correct Answer
verified

The last phase of the research process is reporting the research findings to management.

Correct Answer
verified

Felix Corp. is a cookware manufacturer. It conducts market testing for a new appliance. JK Corp., a competitor of Felix, reduces its prices during the market test to prevent Felix from collecting accurate information. In this scenario, JK Corp. is engaging in a practice called _____.

Correct Answer
verified

Explain the process of collecting data using a census and a sample.

Correct Answer
verified
In collecting data, researchers can choo...
View Answer

In probability sampling, each member of a defined target population has a known chance of being selected.

Correct Answer
verified

Marketing research plays a critical role in developing competitive intelligence.

Correct Answer
verified

Causal research enables a decision maker to make "If-then" statements about the variables.

Correct Answer
verified

While designing a study, a researcher is wondering if she should ask the respondents their age and gender. She is not sure if she would need that information later in the research process. She is trying to _____.

Correct Answer
verified

In the context of the research process, the variables that need to be studied are also known as constructs.

Correct Answer
verified

In order to do a situation analysis, a marketing researcher must depend solely on the information provided by a client.

Correct Answer
verified

In the research process, knowledge is created through engaged and careful interpretation of results.

Correct Answer
verified

Which of the following is a characteristic of management decision makers?

Correct Answer
verified

In a census, a researcher attempts to _____.

Correct Answer
verified

Factors like demographics and brand attitudes are called units of analysis.

Correct Answer
verified

In a research proposal, which of the following sections discusses the types of scales to be used for data collection?

Correct Answer
verified

The iceberg principle helps researchers _____.

Correct Answer
verified

Differentiate between primary and secondary data.

Correct Answer
verified
Secondary data is information previously...
View Answer

Exam 2: The Marketing Research Process and Proposals

Correct AnswerverifiedShow Answer

Discuss the importance of pretesting a questionnaire.

Correct AnswerverifiedDesigning good questionnaires is difficu...View AnswerShow Answer

_____ specifies whether data should be collected about individuals, households, organizations, departments, geographical areas, or some combination.

Correct AnswerverifiedShow Answer

A research proposal includes a brief profile of the researchers and their qualifications.

Correct AnswerverifiedShow Answer

The last phase of the research process is reporting the research findings to management.

Correct AnswerverifiedShow Answer

Felix Corp. is a cookware manufacturer. It conducts market testing for a new appliance. JK Corp., a competitor of Felix, reduces its prices during the market test to prevent Felix from collecting accurate information. In this scenario, JK Corp. is engaging in a practice called _____.

Correct AnswerverifiedShow Answer

Explain the process of collecting data using a census and a sample.

Correct AnswerverifiedIn collecting data, researchers can choo...View AnswerShow Answer

In probability sampling, each member of a defined target population has a known chance of being selected.

Correct AnswerverifiedShow Answer

Marketing research plays a critical role in developing competitive intelligence.

Correct AnswerverifiedShow Answer

Causal research enables a decision maker to make "If-then" statements about the variables.

Correct AnswerverifiedShow Answer

While designing a study, a researcher is wondering if she should ask the respondents their age and gender. She is not sure if she would need that information later in the research process. She is trying to _____.

Correct AnswerverifiedShow Answer

In the context of the research process, the variables that need to be studied are also known as constructs.

Correct AnswerverifiedShow Answer

In order to do a situation analysis, a marketing researcher must depend solely on the information provided by a client.

Correct AnswerverifiedShow Answer

In the research process, knowledge is created through engaged and careful interpretation of results.

Correct AnswerverifiedShow Answer

Which of the following is a characteristic of management decision makers?

Correct AnswerverifiedShow Answer

In a census, a researcher attempts to _____.

Correct AnswerverifiedShow Answer

Factors like demographics and brand attitudes are called units of analysis.

Correct AnswerverifiedShow Answer

In a research proposal, which of the following sections discusses the types of scales to be used for data collection?

Correct AnswerverifiedShow Answer

The iceberg principle helps researchers _____.

Correct AnswerverifiedShow Answer

Differentiate between primary and secondary data.

Correct AnswerverifiedSecondary data is information previously...View AnswerShow Answer

Correct Answer
verified

Correct Answer
verified
Designing good questionnaires is difficu...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
In collecting data, researchers can choo...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Secondary data is information previously...
View Answer