Question 1

A manager increasingly recognizes opportunities when an opportunity identification system is used.

Accepted Answer

A) True 
 B)False

Question 2

When a firm's management has not defined the problem in terms of a decision to be made,researchers should first undertake a situation analysis.

Accepted Answer

A) True 
 B)False

Question 3

A research objective should specify:

Accepted Answer

A) the research design used in the research study. 
B) the sample size used in the research study. 
C) the sampling procedure used in the research study. 
D) from whom information is to be gathered. 
E) for whom the research is being conducted. 
A) the research design used in the research study. 
B) the sample size used in the research study. 
C) the sampling procedure used in the research study. 
D) from whom information is to be gathered. 
E) for whom the research is being conducted.

Question 4

Managers should conduct a marketing research study only if they know the consequence of a decision alternative with certainty.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following is true regarding exploratory research?

Accepted Answer

A) It is highly structured. 
B) It is very formal. 
C) It describes the phenomena of interest. 
D) It attempts to uncover the factors that cause some event. 
E) It helps identify research priorities. 
A) It is highly structured. 
B) It is very formal. 
C) It describes the phenomena of interest. 
D) It attempts to uncover the factors that cause some event. 
E) It helps identify research priorities.

Question 6

Dexter learns of a breakthrough in solar panel technology from an online science magazine.Dexter collects as much secondary information as he can on the topic of interest and comes up with some very interesting solar panel application ideas that are presently not in use but can be introduced with the help of the breakthrough technology.Dexter considers hiring a marketing research firm.In the above scenario,Dexter has:

Accepted Answer

A) identified a problem through the control process. 
B) identified an opportunity. 
C) identified a symptom. 
D) used a hypothesis to determine the need for research. 
E) realized the value of research information. 
A) identified a problem through the control process. 
B) identified an opportunity. 
C) identified a symptom. 
D) used a hypothesis to determine the need for research. 
E) realized the value of research information.

Question 7

Problems are situations in which managers have to make choices among alternatives.

Accepted Answer

A) True 
 B)False

Question 8

Conducting a marketing research study is necessary when:

Accepted Answer

A) the product is in the decline stage of its life cycle. 
B) managers require information that is available only from the marketing intelligence system of the company. 
C) companies have cash-flow problems. 
D) companies require additional information from the market for decision making. 
E) the cost of the research is higher than the value expected from the research. 
A) the product is in the decline stage of its life cycle. 
B) managers require information that is available only from the marketing intelligence system of the company. 
C) companies have cash-flow problems. 
D) companies require additional information from the market for decision making. 
E) the cost of the research is higher than the value expected from the research.

Question 9

Which of the following is true regarding secondary data?

Accepted Answer

A) Obtaining secondary data is more expensive than collecting primary data. 
B) It should always be sought second,after primary data. 
C) It refers to data that has already been collected. 
D) It takes a lot of time to collect secondary data. 
E) It is collected specifically for solving the problem at hand. 
A) Obtaining secondary data is more expensive than collecting primary data. 
B) It should always be sought second,after primary data. 
C) It refers to data that has already been collected. 
D) It takes a lot of time to collect secondary data. 
E) It is collected specifically for solving the problem at hand.

Question 10

A(n)________ is an abstract idea inferred from specific instances that are thought to be related.

Accepted Answer

A) hypothesis 
B) assumption 
C) argument 
D) construct 
E) symptom 
A) hypothesis 
B) assumption 
C) argument 
D) construct 
E) symptom

Question 11

When we have a gap between what did happen and what could have happened,we normally refer to the gap as an opportunity.

Accepted Answer

A) True 
 B)False

Question 12

Jane is concerned about an error in the problem statement of a research study she has conducted for her company.The error:

Accepted Answer

A) can be controlled using a larger sample size. 
B) can be measured and,therefore,controlled. 
C) can be measured only in percentage terms. 
D) cannot be corrected. 
E) should not be of concern. 
A) can be controlled using a larger sample size. 
B) can be measured and,therefore,controlled. 
C) can be measured only in percentage terms. 
D) cannot be corrected. 
E) should not be of concern.

Question 13

A problem may also be a perceived change in the behavior of some market factor that implies an emerging opportunity.

Accepted Answer

A) True 
 B)False

Question 14

A(n)________ should be made by a firm's management once the probable cause of a symptom is identified.

Accepted Answer

A) conclusion 
B) recommendation 
C) decision 
D) budget 
E) objective 
A) conclusion 
B) recommendation 
C) decision 
D) budget 
E) objective

Question 15

The purpose of an action standard is to define:

Accepted Answer

A) what action will be taken given the results of the research findings. 
B) the maximum quantity of a measured characteristic that must be achieved for a research objective. 
C) the minimum quantity of a measured characteristic that must be achieved for a research objective. 
D) the information requested of the respondent using the respondent's frame of reference. 
E) the actions to be taken in order to get the results of the research process. 
A) what action will be taken given the results of the research findings. 
B) the maximum quantity of a measured characteristic that must be achieved for a research objective. 
C) the minimum quantity of a measured characteristic that must be achieved for a research objective. 
D) the information requested of the respondent using the respondent's frame of reference. 
E) the actions to be taken in order to get the results of the research process.

Question 16

Exploratory research is used when a great deal of information is already known about the problem at hand.

Accepted Answer

A) True 
 B)False

Question 17

Symptoms are not the problem but are "signals" that alert us to a problem.

Accepted Answer

A) True 
 B)False

Question 18

The primary method of conducting a situation analysis is to review both internal and external secondary data.

Accepted Answer

A) True 
 B)False

Question 19

There are three types of research designs: exploratory research,descriptive research,and causal research.

Accepted Answer

A) True 
 B)False

Question 20

Constructs are changes in the level of some key factor that measures the achievement of an objective.

Accepted Answer

A) True 
 B)False

A manager increasingly recognizes opportunities when an opportunity identification system is used.

When a firm's management has not defined the problem in terms of a decision to be made,researchers should first undertake a situation analysis.

A research objective should specify:

Managers should conduct a marketing research study only if they know the consequence of a decision alternative with certainty.

Which of the following is true regarding exploratory research?

Problems are situations in which managers have to make choices among alternatives.

Conducting a marketing research study is necessary when:

Which of the following is true regarding secondary data?

A(n)________ is an abstract idea inferred from specific instances that are thought to be related.

When we have a gap between what did happen and what could have happened,we normally refer to the gap as an opportunity.

Jane is concerned about an error in the problem statement of a research study she has conducted for her company.The error:

A problem may also be a perceived change in the behavior of some market factor that implies an emerging opportunity.

A(n)________ should be made by a firm's management once the probable cause of a symptom is identified.

The purpose of an action standard is to define:

Exploratory research is used when a great deal of information is already known about the problem at hand.

Symptoms are not the problem but are "signals" that alert us to a problem.

The primary method of conducting a situation analysis is to review both internal and external secondary data.

There are three types of research designs: exploratory research,descriptive research,and causal research.

Constructs are changes in the level of some key factor that measures the achievement of an objective.

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

A manager increasingly recognizes opportunities when an opportunity identification system is used.

When a firm's management has not defined the problem in terms of a decision to be made,researchers should first undertake a situation analysis.

A research objective should specify:

Managers should conduct a marketing research study only if they know the consequence of a decision alternative with certainty.

Which of the following is true regarding exploratory research?

Problems are situations in which managers have to make choices among alternatives.

Conducting a marketing research study is necessary when:

Which of the following is true regarding secondary data?

A(n)________ is an abstract idea inferred from specific instances that are thought to be related.

When we have a gap between what did happen and what could have happened,we normally refer to the gap as an opportunity.

Jane is concerned about an error in the problem statement of a research study she has conducted for her company.The error:

A problem may also be a perceived change in the behavior of some market factor that implies an emerging opportunity.

A(n)________ should be made by a firm's management once the probable cause of a symptom is identified.

The purpose of an action standard is to define:

Exploratory research is used when a great deal of information is already known about the problem at hand.

Symptoms are not the problem but are "signals" that alert us to a problem.

The primary method of conducting a situation analysis is to review both internal and external secondary data.

There are three types of research designs: exploratory research,descriptive research,and causal research.

Constructs are changes in the level of some key factor that measures the achievement of an objective.

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