Question 1

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) B) and D)
G) A) and E)

Question 2

List the questions a decision maker must ask to determine the need for information research.

Accepted Answer

To determine if research should be used ...

Question 3

_____ is information collected specifically for a current research problem or opportunity.

Accepted Answer

A)   Primary data
B)   Alternate data
C)   Secondary data
D)   Warehouse data
E)   Backup dataF) D) and E)
G) A) and B)

Question 4

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) None of the above
G) A) and C)

Question 5

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 C)
G) A) and E)

Question 6

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) B) and C)
G) A) and E)

Question 7

Caller ID and answering devices are gatekeeper technologies.

Accepted Answer

A) True 
 B)False

Question 8

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

Accepted Answer

In collecting data, researchers can choose between collecting data from a census or a sample. In a census, a researcher attempts to question or observe all the members of a defined target population. For small populations, a census may be the best approach. A second approach, used when the target population is large, involves selection of a sample from a defined target population. Researchers must use a representative sample of the population if they wish to generalize the findings. To achieve this objective, researchers develop a sampling plan as part of the overall research design. A sampling plan serves as the blueprint for defining the appropriate target population, identifying the possible respondents, establishing the procedures for selecting the sample, and determining the appropriate sample size.

Question 9

Unlike management decision-makers, marketing researchers _____.

Accepted Answer

A)   focus on information about past behaviors
B)   want information that allows certainty
C)   tend to reject the information when they are surprised
D)   are not results oriented
E)   are not cost conscious with additional informationF) All of the above
G) C) and E)

Question 10

Procedures such as summary statistics and simple frequency distributions are used while designing and pretesting a questionnaire.

Accepted Answer

A) True 
 B)False  False

Question 11

Katie, a researcher, submits a specific document to Sayeed, the marketing manager of GK Corp. The document serves as a written contract between Katie and Sayeed and lists the activities that will be undertaken by Katie to develop the needed information, the research deliverables, how long it will take, and what it will cost. In this scenario, Katie has most likely submitted _____.

Accepted Answer

A)   a methodology transcript
B)   a questionnaire design
C)   a research proposal
D)   the final research report
E)   the research designF) A) and B)
G) C) and D)

Question 12

Causal research is most useful in _____.

Accepted Answer

A)   generating insights that help in defining a problem situation
B)   understanding consumer motivations and behavior that are not easy to access using other research methods
C)   understanding which variables result in the movement of a dependent variable
D)   analyzing historical data that has been previously collected for some research situation other than the current situation
E)   collecting quantitative data to answer research questions such as who, what, when, where, and howF) A) and E)
G) B) and C)

Question 13

Measurement and scaling issues are relevant only in primary research.

Accepted Answer

A) True 
 B)False  False

Question 14

Which of the following is true about research based on a sample?

Accepted Answer

A)   It involves a small number of members of a target population from which a researcher collects data.
B)   It involves selecting each member from a target population for observation.
C)   It is the best approach for small populations.
D)   It eliminates the need to identify a target population.
E)   It limits the generalizability of the research findings as probability sampling plans cannot measure sampling errors.F) A) and D)
G) B) and E)

Question 15

The research proposal is also called the final research report.

Accepted Answer

A) True 
 B)False

Question 16

Differentiate between primary and secondary data.

Accepted Answer

Secondary data is information previously...

Question 17

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

Accepted Answer

A) True 
 B)False

Question 18

Marilynn Castillo is a marketing manager at Gordon Corp. She debates whether or not to conduct a marketing research study before commercializing a product. After a brief analysis, she realizes that conducting the study will cost approximately $100,000. If she launches the product without conducting the study and the product fails, her firm could suffer a loss of $2 million. In this scenario, Marilynn conducts a(n)  _____.

Accepted Answer

A)   assessment on time availability
B)   cost-benefit assessment
C)   assessment on research designs
D)   assessment on information availability
E)   market-sensitivity assessmentF) B) and E)
G) A) and D)

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) B) and D)
G) C) and D)

Question 20

The initial recognition of the existence of a problem or opportunity should be the primary responsibility of a researcher.

Accepted Answer

A) True 
 B)False

Exam 2: The Marketing Research Process and Proposais

The iceberg principle helps researchers _____.

Correct Answer
verified

List the questions a decision maker must ask to determine the need for information research.

Correct Answer
verified
To determine if research should be used ...
View Answer

_____ is information collected specifically for a current research problem or opportunity.

Correct Answer
verified

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

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

Caller ID and answering devices are gatekeeper technologies.

Correct Answer
verified

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

Unlike management decision-makers, marketing researchers _____.

Correct Answer
verified

Procedures such as summary statistics and simple frequency distributions are used while designing and pretesting a questionnaire.

Correct Answer
verified
False

Correct Answer
verified

Causal research is most useful in _____.

Correct Answer
verified

Measurement and scaling issues are relevant only in primary research.

Correct Answer
verified
False

Which of the following is true about research based on a sample?

Correct Answer
verified

The research proposal is also called the final research report.

Correct Answer
verified

Differentiate between primary and secondary data.

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

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

Correct Answer
verified

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 initial recognition of the existence of a problem or opportunity should be the primary responsibility of a researcher.

Correct Answer
verified

Exam 2: The Marketing Research Process and Proposais

The iceberg principle helps researchers _____.

Correct AnswerverifiedShow Answer

List the questions a decision maker must ask to determine the need for information research.

Correct AnswerverifiedTo determine if research should be used ...View AnswerShow Answer

_____ is information collected specifically for a current research problem or opportunity.

Correct AnswerverifiedShow Answer

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

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

Caller ID and answering devices are gatekeeper technologies.

Correct AnswerverifiedShow Answer

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

Unlike management decision-makers, marketing researchers _____.

Correct AnswerverifiedShow Answer

Procedures such as summary statistics and simple frequency distributions are used while designing and pretesting a questionnaire.

Correct AnswerverifiedFalse

Correct AnswerverifiedShow Answer

Causal research is most useful in _____.

Correct AnswerverifiedShow Answer

Measurement and scaling issues are relevant only in primary research.

Correct AnswerverifiedFalse

Which of the following is true about research based on a sample?

Correct AnswerverifiedShow Answer

The research proposal is also called the final research report.

Correct AnswerverifiedShow Answer

Differentiate between primary and secondary data.

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

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

Correct AnswerverifiedShow Answer

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 initial recognition of the existence of a problem or opportunity should be the primary responsibility of a researcher.

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified
To determine if research should be used ...
View Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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False

Correct Answer
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Correct Answer
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Correct Answer
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False

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

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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