Question 1

Probability sampling should be used whenever it is crucial to have a sample that is representative of the population being studied.

Accepted Answer

A) True 
 B)False

Question 2

Surrogate information error is the difference or variation between the information required for a marketing research study and the information being sought by a researcher.

Accepted Answer

A) True 
 B)False

Question 3

The detailed blueprint used to guide a research study toward its objectives refers to

Accepted Answer

A)  research design 
B)  primary data 
C)  secondary data 
D)  Sampling error 
A)  research design 
B)  primary data 
C)  secondary data 
D)  Sampling error

Question 4

An) ___________ describes a plan for conducting and controlling a research project.

Accepted Answer

A) action plan 
B) research proposal 
C) Critical Path Method 
D) research objective 
E) control plan 
A) action plan 
B) research proposal 
C) Critical Path Method 
D) research objective 
E) control plan

Question 5

When a detailed cost-benefit analysis is done, one decision alternative is to terminate the research study.

Accepted Answer

A) True 
 B)False

Question 6

A single research approach is seldom perfectly suited to a research objective, and the best choice is often the approach with the greatest number of strengths and the fewest weaknesses.

Accepted Answer

A) True 
 B)False

Question 7

A research proposal should be viewed as a persuasive device that demonstrates the researcher's grasp of the problem and ability to conduct the research and also highlights the benefits of the study.

Accepted Answer

A) True 
 B)False

Question 8

One of the research tactics is to translate the research objectives into questions that can be answered by the respondents and then into information requirements.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following can be called exploratory research ?

Accepted Answer

A)  experiments 
B)  observation 
C)  case studies 
D)  interviews 
A)  experiments 
B)  observation 
C)  case studies 
D)  interviews

Question 10

Response errors occur when the respondent provides inaccurate answers to the research questions.

Accepted Answer

A) True 
 B)False

Question 11

Which research approaches) is/are more often guided by an initial hypothesis?

Accepted Answer

A) Exploratory research 
B) Descriptive research 
C) Causal research 
D) Exploratory and descriptive research 
E) Descriptive and causal research 
A) Exploratory research 
B) Descriptive research 
C) Causal research 
D) Exploratory and descriptive research 
E) Descriptive and causal research

Question 12

Descriptive research can be used to find out how a company should change its product or what kinds of potential customers it should appeal to.

Accepted Answer

A) True 
 B)False

Question 13

A research proposal does not generally contain

Accepted Answer

A)  description of the research design 
B)  definition of the problem 
C)  expected results 
D)  all of the above 
A)  description of the research design 
B)  definition of the problem 
C)  expected results 
D)  all of the above

Question 14

The choice of research approach determines how the data will be obtained

Accepted Answer

A) True 
 B)False

Question 15

Error caused by the improper design of an experiment is measurement error.

Accepted Answer

A) True 
 B)False

Question 16

Exploratory research is characterized by research methods that are highly structured.

Accepted Answer

A) True 
 B)False

Question 17

Selection error occurs when a sample selected is not representative of the population.

Accepted Answer

A) True 
 B)False

Question 18

In causal research, the research questions and hypotheses are very specific.

Accepted Answer

A) True 
 B)False

Question 19

Rainbow Airlines has experienced a continuing and unexplained decline in the number of tickets sold on its major routes from New York to San Francisco.You have been asked to give the Senior Vice- President of the Marketing Division a report on the problem and to Outline alternative courses of action for the airline to take.How would you start?

Accepted Answer

A) Descriptive research 
B) A survey of Rainbow Airlines' passengers 
C) A survey of passengers who patronize competing airlines 
D) Exploratory research 
E) Causal research 
A) Descriptive research 
B) A survey of Rainbow Airlines' passengers 
C) A survey of passengers who patronize competing airlines 
D) Exploratory research 
E) Causal research

Question 20

Without evidence of a relationship or an association between two variables, we would have no basis for even inferring that causality might be present.

Accepted Answer

A) True 
 B)False

Exam 4: Research Design and Implementation

Probability sampling should be used whenever it is crucial to have a sample that is representative of the population being studied.

Surrogate information error is the difference or variation between the information required for a marketing research study and the information being sought by a researcher.

The detailed blueprint used to guide a research study toward its objectives refers to

An) ___________ describes a plan for conducting and controlling a research project.

When a detailed cost-benefit analysis is done, one decision alternative is to terminate the research study.

A single research approach is seldom perfectly suited to a research objective, and the best choice is often the approach with the greatest number of strengths and the fewest weaknesses.

A research proposal should be viewed as a persuasive device that demonstrates the researcher's grasp of the problem and ability to conduct the research and also highlights the benefits of the study.

One of the research tactics is to translate the research objectives into questions that can be answered by the respondents and then into information requirements.

Which of the following can be called exploratory research ?

Response errors occur when the respondent provides inaccurate answers to the research questions.

Which research approaches) is/are more often guided by an initial hypothesis?

Descriptive research can be used to find out how a company should change its product or what kinds of potential customers it should appeal to.

A research proposal does not generally contain

The choice of research approach determines how the data will be obtained

Error caused by the improper design of an experiment is measurement error.

Exploratory research is characterized by research methods that are highly structured.

Selection error occurs when a sample selected is not representative of the population.

In causal research, the research questions and hypotheses are very specific.

Without evidence of a relationship or an association between two variables, we would have no basis for even inferring that causality might be present.

A Decision Making Perspective on Marketing Intelligence

Marketing Research in Practice

The Marketing Research Process

Secondary Sources of Marketing Data

Standardized Sources of Marketing Data

Marketing Research on the Internet

Information Collection: Qualitative and Observational Methods

Information From Respondents: Issues in Data Collection

Information From Respondents: Survey Methods

Attitude Measurement

Designing the Questionnaire

Experimentation

Sampling Fundamentals

Sample Size and Statistical Theory

Fundamentals of Data Analysis

Hypothesis Testing: Basic Concepts and Tests of Association

Hypothesis Testing: Means and Proportions

Correlation Analysis and Regression Analysis

Discriminant, Factor and Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Presenting the Results

Marketing-Mix Measures

Brand and Customer Metrics

New Age Strategies

Filters