Question 1

Information gaps are discrepancies between:

Accepted Answer

A) the information collected by a researcher and by a marketer. 
B) the information obtained from primary sources and secondary sources. 
C) a researcher's and a manager's information states. 
D) the current information level and the desired level of information. 
E) the decisions and assumptions made by a researcher. 
A) the information collected by a researcher and by a marketer. 
B) the information obtained from primary sources and secondary sources. 
C) a researcher's and a manager's information states. 
D) the current information level and the desired level of information. 
E) the decisions and assumptions made by a researcher.

Question 2

A researcher assesses an existing information state of a manager to:

Accepted Answer

A) determine the best decision alternative. 
B) assess the validity of the manager's assumptions. 
C) identify the symptoms of a problem. 
D) identify the consequences of a decision alternative. 
E) identify consequences of a symptom. 
A) determine the best decision alternative. 
B) assess the validity of the manager's assumptions. 
C) identify the symptoms of a problem. 
D) identify the consequences of a decision alternative. 
E) identify consequences of a symptom.

Question 3

A marketing research proposal contains:

Accepted Answer

A) important assumptions made by the researcher. 
B) the action standards for a project. 
C) the timetable for a research project. 
D) problem symptoms associated with research. 
E) the consequences of all decision alternatives. 
A) important assumptions made by the researcher. 
B) the action standards for a project. 
C) the timetable for a research project. 
D) problem symptoms associated with research. 
E) the consequences of all decision alternatives.

Question 4

Researchers should conduct marketing research only when they do not have the information for decision making.

Accepted Answer

A) True 
 B)False

Question 5

RFPs and ITBs are used by companies to get feedback from marketing research firms on their research projects.

Accepted Answer

A) True 
 B)False

Question 6

________ are statements that are considered true for the purposes of argument or investigation.

Accepted Answer

A) Maxims 
B) Hypotheses 
C) Aphorisms 
D) Assumptions 
E) Axioms 
A) Maxims 
B) Hypotheses 
C) Aphorisms 
D) Assumptions 
E) Axioms

Question 7

A prescriptive research study:

Accepted Answer

A) provides information that allows the manager to best remedy the dissatisfaction. 
B) describes general marketing phenomena like customer satisfaction/dissatisfaction. 
C) determines the sources of dissatisfaction associated with marketing phenomena. 
D) attempts to uncover the factors that cause some event. 
E) mainly tests customer satisfaction levels. 
A) provides information that allows the manager to best remedy the dissatisfaction. 
B) describes general marketing phenomena like customer satisfaction/dissatisfaction. 
C) determines the sources of dissatisfaction associated with marketing phenomena. 
D) attempts to uncover the factors that cause some event. 
E) mainly tests customer satisfaction levels.

Question 8

Primary information is the information that has already been collected for some other purpose.

Accepted Answer

A) True 
 B)False

Question 9

Experience surveys,case analyses,pilot studies and focus groups are methods of conducting a(n):

Accepted Answer

A) problem definition analysis. 
B) situation analysis. 
C) market research study. 
D) organization analysis. 
E) research objective analysis. 
A) problem definition analysis. 
B) situation analysis. 
C) market research study. 
D) organization analysis. 
E) research objective analysis.

Question 10

The definition of a construct that describes the actions to be carried out in order for the construct to be measured empirically is known as a(n):

Accepted Answer

A) ostensive definition. 
B) contextual definition. 
C) operational definition. 
D) theoretical definition. 
E) stipulative definition. 
A) ostensive definition. 
B) contextual definition. 
C) operational definition. 
D) theoretical definition. 
E) stipulative definition.

Question 11

When a researcher is called in after the management has defined the problem,the researcher should:

Accepted Answer

A) bring in a fresh,unbiased view of the problem statement. 
B) accept management's definition of the problem and start the study. 
C) ensure that the research is done with maximum accuracy in the shortest possible time. 
D) turn the management's statement of the problem into a generally defined research objective. 
E) conduct a self-analysis on his capabilities. 
A) bring in a fresh,unbiased view of the problem statement. 
B) accept management's definition of the problem and start the study. 
C) ensure that the research is done with maximum accuracy in the shortest possible time. 
D) turn the management's statement of the problem into a generally defined research objective. 
E) conduct a self-analysis on his capabilities.

Question 12

Market research becomes unnecessary when managers are:

Accepted Answer

A) aware of the causes of a problem at hand. 
B) uncertain about consequences of decision alternatives. 
C) certain about the consequences of decision alternatives. 
D) certain about the symptoms of a problem at hand. 
E) uncertain about the symptoms of a problem at hand. 
A) aware of the causes of a problem at hand. 
B) uncertain about consequences of decision alternatives. 
C) certain about the consequences of decision alternatives. 
D) certain about the symptoms of a problem at hand. 
E) uncertain about the symptoms of a problem at hand.

Question 13

A(n)________ is the predesignation of some quantity of a measured characteristic that must be achieved for a research objective in order for a predetermined action to take place.

Accepted Answer

A) theoretical definition 
B) information state 
C) situational analysis 
D) operational definition 
E) action standard 
A) theoretical definition 
B) information state 
C) situational analysis 
D) operational definition 
E) action standard

Question 14

________ helps determine the best decision alternative when the consequences of the decision alternatives are unknown to the researcher.

Accepted Answer

A) Research on each decision alternative 
B) Research on the identified symptoms of a problem 
C) Research on the few most agreed-upon decision alternatives 
D) A focus group study 
E) A case study 
A) Research on each decision alternative 
B) Research on the identified symptoms of a problem 
C) Research on the few most agreed-upon decision alternatives 
D) A focus group study 
E) A case study

Question 15

When managers have defined what they think the problem is and the decision that must be made to
resolve it,the researcher has an obligation to help managers ensure they are defining the problem correctly.

Accepted Answer

A) True 
 B)False

Question 16

Changes in the level of some key monitor that measures the achievement of an objective are called:

Accepted Answer

A) problems. 
B) symptoms. 
C) signals. 
D) errors. 
E) measures. 
A) problems. 
B) symptoms. 
C) signals. 
D) errors. 
E) measures.

Question 17

Questionnaires are:

Accepted Answer

A) software programs that aid in online surveying. 
B) software programs that provide the best questions for market surveys. 
C) data collection forms used when respondents are observed over a period of time. 
D) data collection forms used when there is direct interaction with respondents. 
E) groups of questions used by a researcher that helps in deciding the best research design. 
A) software programs that aid in online surveying. 
B) software programs that provide the best questions for market surveys. 
C) data collection forms used when respondents are observed over a period of time. 
D) data collection forms used when there is direct interaction with respondents. 
E) groups of questions used by a researcher that helps in deciding the best research design.

Question 18

Which of the following serves as the basis for marketing research objectives?

Accepted Answer

A) information gaps 
B) company objectives 
C) differences between expectations and performance 
D) the research budget and the time allotted to research 
E) symptoms 
A) information gaps 
B) company objectives 
C) differences between expectations and performance 
D) the research budget and the time allotted to research 
E) symptoms

Question 19

John has been hired by a company to conduct a research study on the factors that affect the attrition of employees in that company.John wants to prepare research objectives that would be able to represent and include in their scope the true feelings of the employees,for which he interacts with a few random employees.John recognizes the concept of:

Accepted Answer

A) quality. 
B) attrition. 
C) action standards. 
D) frame of reference. 
E) units of measurement. 
A) quality. 
B) attrition. 
C) action standards. 
D) frame of reference. 
E) units of measurement.

Question 20

Which of the following is true of symptoms?

Accepted Answer

A) The role of a symptom is to help recognize opportunities. 
B) Symptoms are problems that need immediate assessment. 
C) Symptoms work as signals that alert us to a problem. 
D) Perceived changes in the behavior of some market factor are not symptoms. 
E) There is no possible way to identify symptoms early. 
A) The role of a symptom is to help recognize opportunities. 
B) Symptoms are problems that need immediate assessment. 
C) Symptoms work as signals that alert us to a problem. 
D) Perceived changes in the behavior of some market factor are not symptoms. 
E) There is no possible way to identify symptoms early.

Information gaps are discrepancies between:

A researcher assesses an existing information state of a manager to:

A marketing research proposal contains:

Researchers should conduct marketing research only when they do not have the information for decision making.

RFPs and ITBs are used by companies to get feedback from marketing research firms on their research projects.

________ are statements that are considered true for the purposes of argument or investigation.

A prescriptive research study:

Primary information is the information that has already been collected for some other purpose.

Experience surveys,case analyses,pilot studies and focus groups are methods of conducting a(n):

The definition of a construct that describes the actions to be carried out in order for the construct to be measured empirically is known as a(n):

When a researcher is called in after the management has defined the problem,the researcher should:

Market research becomes unnecessary when managers are:

A(n)________ is the predesignation of some quantity of a measured characteristic that must be achieved for a research objective in order for a predetermined action to take place.

________ helps determine the best decision alternative when the consequences of the decision alternatives are unknown to the researcher.

When managers have defined what they think the problem is and the decision that must be made to resolve it,the researcher has an obligation to help managers ensure they are defining the problem correctly.

Changes in the level of some key monitor that measures the achievement of an objective are called:

Questionnaires are:

Which of the following serves as the basis for marketing research objectives?

Which of the following is true of symptoms?

Introduction to Marketing Research

The Marketing Research Industry

Research Design

Secondary Data Packaged Information

Utilizing Exploratory and Qualitative Research Techniques

Evaluating Survey Data Collection Methods

Understanding Measurement, developing Questions, and Designing the Questionnaire

Selecting the Sample

Determining the Size of a Sample

Dealing With Fieldwork and Data Quality

Using Basic Descriptive Analysis, performing Population Estimates, and Testing Hypotheses

Implementing Basic Differences Tests

Making Use of Associations Tests

Understanding Regression Analysis Basics

Writing the Research Report

Filters

Exam 3: The Marketing Research Process Defining the Problem and Research Objectives

Information gaps are discrepancies between:

A researcher assesses an existing information state of a manager to:

A marketing research proposal contains:

Researchers should conduct marketing research only when they do not have the information for decision making.

RFPs and ITBs are used by companies to get feedback from marketing research firms on their research projects.

________ are statements that are considered true for the purposes of argument or investigation.

A prescriptive research study:

Primary information is the information that has already been collected for some other purpose.

Experience surveys,case analyses,pilot studies and focus groups are methods of conducting a(n):

The definition of a construct that describes the actions to be carried out in order for the construct to be measured empirically is known as a(n):

When a researcher is called in after the management has defined the problem,the researcher should:

Market research becomes unnecessary when managers are:

A(n)________ is the predesignation of some quantity of a measured characteristic that must be achieved for a research objective in order for a predetermined action to take place.

________ helps determine the best decision alternative when the consequences of the decision alternatives are unknown to the researcher.

When managers have defined what they think the problem is and the decision that must be made to resolve it,the researcher has an obligation to help managers ensure they are defining the problem correctly.

Changes in the level of some key monitor that measures the achievement of an objective are called:

Questionnaires are:

Which of the following serves as the basis for marketing research objectives?

Which of the following is true of symptoms?

Introduction to Marketing Research

The Marketing Research Industry

Research Design

Secondary Data Packaged Information

Utilizing Exploratory and Qualitative Research Techniques

Evaluating Survey Data Collection Methods

Understanding Measurement, developing Questions, and Designing the Questionnaire

Selecting the Sample

Determining the Size of a Sample

Dealing With Fieldwork and Data Quality

Using Basic Descriptive Analysis, performing Population Estimates, and Testing Hypotheses

Implementing Basic Differences Tests

Making Use of Associations Tests

Understanding Regression Analysis Basics

Writing the Research Report

Filters