Question 1

Discuss the differences between primary and secondary data, and when each should be used during a research effort.

Accepted Answer

Secondary research is pre-existing, accessible data that may be sufficient to help address the research problem. When it isn't sufficient or doesn't exist, a primary data collection effort is required. Because primary data collection can be expensive and time consuming, it should be collected only after determining secondary data is insufficient or doesn't exist.

Question 2

The single most important step in the marketing research process is______________.

Accepted Answer

problem formulation

Question 3

Sugging is a blatantly unethical use of marketing research.

Accepted Answer

A) True 
 B)False  True

Question 4

The marketing team at Hudsucker Industries wants to determine which of two prices on a new version of a product will produce greatest revenues. What kind of research should it use to determine this?

Accepted Answer

A)  Descriptive 
B)  Causal 
C)  Market 
D)  Competitive 
E)  Exploratory 
A)  Descriptive 
B)  Causal 
C)  Market 
D)  Competitive 
E)  Exploratory

Question 5

While a goal of the research process is to minimize total error, even the best projects contain error of one kind or another. Error can enter at______________of the process.

Accepted Answer

A)  The problem definition stage 
B)  The data collection stage 
C)  The data analysis stage 
D)  The information reporting stage 
E)  Any stage 
A)  The problem definition stage 
B)  The data collection stage 
C)  The data analysis stage 
D)  The information reporting stage 
E)  Any stage

Question 6

When a problem goes beyond the scope of regularly-collected internal data, potential sources of existing, external data include which of the following?

Accepted Answer

A)  The government 
B)  Trade associations 
C)  Published sources 
D)  Commercial sources 
E)  All of the above 
A)  The government 
B)  Trade associations 
C)  Published sources 
D)  Commercial sources 
E)  All of the above

Question 7

Much of the data that marketing managers need to make routine decisions may already exist inside a company's databases and accessible through the company's:

Accepted Answer

A)  Corporate intranet 
B)  Decision Support System 
C)  Social Media networks 
D)  Legacy mainframe applications 
E)  Accounting spreadsheets 
A)  Corporate intranet 
B)  Decision Support System 
C)  Social Media networks 
D)  Legacy mainframe applications 
E)  Accounting spreadsheets

Question 8

What type of research is used when the problem to be solved is broad or vague?

Accepted Answer

A)  Exploratory research. 
B)  Secondary research. 
C)  Primary research. 
D)  All of the above. 
E)  None of the above. 
A)  Exploratory research. 
B)  Secondary research. 
C)  Primary research. 
D)  All of the above. 
E)  None of the above.

Question 9

The method of ethical reasoning that considers whether or not costs and benefits of a proposed action are distributed fairly among individuals and groups is called the______________approach:

Accepted Answer

A)  Justice 
B)  Pragmatic 
C)  Utility 
D)  Rights 
E)  None of the above 
A)  Justice 
B)  Pragmatic 
C)  Utility 
D)  Rights 
E)  None of the above

Question 10

During data analysis, the process of scanning data collection forms to ensure they are complete and consistent, and that the instructions were followed is called:

Accepted Answer

A)  Analyzing 
B)  Coding 
C)  Checking 
D)  Verifying 
E)  Editing 
A)  Analyzing 
B)  Coding 
C)  Checking 
D)  Verifying 
E)  Editing

Question 11

In the justice approach to ethical reasoning, deciding what amounts to fair distribution of benefits and costs boils down to:

Accepted Answer

A)  The marketing researcher's intuition. 
B)  The Marketing Research Association's code of ethics. 
C)  Societal consensus. 
D)  Regulatory guidelines. 
E)  Moral principles and values. 
A)  The marketing researcher's intuition. 
B)  The Marketing Research Association's code of ethics. 
C)  Societal consensus. 
D)  Regulatory guidelines. 
E)  Moral principles and values.

Question 12

Primary data should always be collected, even if the information can be obtained from the company's internal sources or from external sources.

Accepted Answer

A) True 
 B)False

Question 13

What kind of research focuses on describing a population, often emphasizing the frequency with which something occurs or the extent to which two variables are related?

Accepted Answer

A)  Descriptive 
B)  Exploratory 
C)  Primary 
D)  Secondary 
E)  Causal 
A)  Descriptive 
B)  Exploratory 
C)  Primary 
D)  Secondary 
E)  Causal

Question 14

Which of the following statements about the Problem Definition phase of the Marketing Research Process is TRUE?

Accepted Answer

A)  It results in specifying the Decision Problem. 
B)  It results in specifying one or more Research Problems. 
C)  No further steps should be taken until A and B are stated explicitly. 
D)  The Research Requests Agreement states the problem the research will address. 
E)  All of the above are true. 
A)  It results in specifying the Decision Problem. 
B)  It results in specifying one or more Research Problems. 
C)  No further steps should be taken until A and B are stated explicitly. 
D)  The Research Requests Agreement states the problem the research will address. 
E)  All of the above are true.

Question 15

Research should be avoided when resources such as time and budget are lacking to do the research properly.

Accepted Answer

A) True 
 B)False

Question 16

The only type of research that should be avoided is unethical research.

Accepted Answer

A) True 
 B)False

Question 17

No matter how well you've performed all the previous steps in the research, a project is often no more successful than the _.

Accepted Answer

A)  Data collection 
B)  Data analysis 
C)  Problem definition 
D)  Survey administration 
E)  Research report 
A)  Data collection 
B)  Data analysis 
C)  Problem definition 
D)  Survey administration 
E)  Research report

Question 18

Globex Corporation has been receiving an unusually high number of negative customer comments on its Facebook page. From this, management realizes some sort of customer satisfaction problem exists, but otherwise knows little about the dissatisfaction problem. What kind of research should Globex initially conduct in an effort to address the problem?

Accepted Answer

A)  Secondary research. 
B)  Exploratory research. 
C)  Primary research. 
D)  Product research. 
E)  Customer research 
A)  Secondary research. 
B)  Exploratory research. 
C)  Primary research. 
D)  Product research. 
E)  Customer research

Question 19

Dunder Miflin paper company already has data within the company that will help it make some routine decisions. How will the Dunder Miflin marketing research team likely access this data?

Accepted Answer

A)  Conduct primary research. 
B)  Submit a request for data to the Information Technology department. 
C)  Use the corporate Decision Support System (DSS). 
D)  Use Google to search for sources of online data. 
E)  All of the above. 
A)  Conduct primary research. 
B)  Submit a request for data to the Information Technology department. 
C)  Use the corporate Decision Support System (DSS). 
D)  Use Google to search for sources of online data. 
E)  All of the above.

Question 20

What type of data was collected for another purpose, but can be used to address a current problem?

Accepted Answer

A)  Primary data 
B)  Tangential data 
C)  Secondary data 
D)  Auxiliary data 
E)  Random data 
A)  Primary data 
B)  Tangential data 
C)  Secondary data 
D)  Auxiliary data 
E)  Random data

Discuss the differences between primary and secondary data, and when each should be used during a research effort.

The single most important step in the marketing research process is______________.

Sugging is a blatantly unethical use of marketing research.

The marketing team at Hudsucker Industries wants to determine which of two prices on a new version of a product will produce greatest revenues. What kind of research should it use to determine this?

While a goal of the research process is to minimize total error, even the best projects contain error of one kind or another. Error can enter at______________of the process.

When a problem goes beyond the scope of regularly-collected internal data, potential sources of existing, external data include which of the following?

Much of the data that marketing managers need to make routine decisions may already exist inside a company's databases and accessible through the company's:

What type of research is used when the problem to be solved is broad or vague?

The method of ethical reasoning that considers whether or not costs and benefits of a proposed action are distributed fairly among individuals and groups is called the______________approach:

During data analysis, the process of scanning data collection forms to ensure they are complete and consistent, and that the instructions were followed is called:

In the justice approach to ethical reasoning, deciding what amounts to fair distribution of benefits and costs boils down to:

Primary data should always be collected, even if the information can be obtained from the company's internal sources or from external sources.

What kind of research focuses on describing a population, often emphasizing the frequency with which something occurs or the extent to which two variables are related?

Which of the following statements about the Problem Definition phase of the Marketing Research Process is TRUE?

Research should be avoided when resources such as time and budget are lacking to do the research properly.

The only type of research that should be avoided is unethical research.

No matter how well you've performed all the previous steps in the research, a project is often no more successful than the _.

Dunder Miflin paper company already has data within the company that will help it make some routine decisions. How will the Dunder Miflin marketing research team likely access this data?

What type of data was collected for another purpose, but can be used to address a current problem?

The Role of Marketing Research

Problem Formulation

Exploratory Research

Decision Support Systems

Decision Support Systems Working With Big Data

Using External Secondary Data

Conducting Causal Research

Collecting Descriptive Primary Data

Collecting Data by Observation

Collecting Data by Communication

Asking Good Questions

Designing the Data Collection Form

Developing the Sampling Plan

Data Collection Enhancing Response Rates While Limiting Errors

Data Preparation for Analysis

Analysis and Interpretation Individual Variables Independently

Analysis and Interpretation Multiple Variables Simultaneously

The Oral Research Presentation

The Written Research Report

Filters

Exam 2: The Research Process and Ethical Concerns

Discuss the differences between primary and secondary data, and when each should be used during a research effort.

The single most important step in the marketing research process is______________.

Sugging is a blatantly unethical use of marketing research.

The marketing team at Hudsucker Industries wants to determine which of two prices on a new version of a product will produce greatest revenues. What kind of research should it use to determine this?

While a goal of the research process is to minimize total error, even the best projects contain error of one kind or another. Error can enter at______________of the process.

When a problem goes beyond the scope of regularly-collected internal data, potential sources of existing, external data include which of the following?

Much of the data that marketing managers need to make routine decisions may already exist inside a company's databases and accessible through the company's:

What type of research is used when the problem to be solved is broad or vague?

The method of ethical reasoning that considers whether or not costs and benefits of a proposed action are distributed fairly among individuals and groups is called the______________approach:

During data analysis, the process of scanning data collection forms to ensure they are complete and consistent, and that the instructions were followed is called:

In the justice approach to ethical reasoning, deciding what amounts to fair distribution of benefits and costs boils down to:

Primary data should always be collected, even if the information can be obtained from the company's internal sources or from external sources.

What kind of research focuses on describing a population, often emphasizing the frequency with which something occurs or the extent to which two variables are related?

Which of the following statements about the Problem Definition phase of the Marketing Research Process is TRUE?

Research should be avoided when resources such as time and budget are lacking to do the research properly.

The only type of research that should be avoided is unethical research.

No matter how well you've performed all the previous steps in the research, a project is often no more successful than the _.

Dunder Miflin paper company already has data within the company that will help it make some routine decisions. How will the Dunder Miflin marketing research team likely access this data?

What type of data was collected for another purpose, but can be used to address a current problem?

The Role of Marketing Research

Problem Formulation

Exploratory Research

Decision Support Systems

Decision Support Systems Working With Big Data

Using External Secondary Data

Conducting Causal Research

Collecting Descriptive Primary Data

Collecting Data by Observation

Collecting Data by Communication

Asking Good Questions

Designing the Data Collection Form

Developing the Sampling Plan

Data Collection Enhancing Response Rates While Limiting Errors

Data Preparation for Analysis

Analysis and Interpretation Individual Variables Independently

Analysis and Interpretation Multiple Variables Simultaneously

The Oral Research Presentation

The Written Research Report

Filters