Question 1

________ is sometimes used interchangeably with the term construct.

Accepted Answer

A) Variable 
B) Measurement 
C) Function 
D) Dependent 
A) Variable 
B) Measurement 
C) Function 
D) Dependent

Question 2

A retailer may experience a decrease in sales over previous periods,a website begins losing traffic,or an advertising campaign does not reach its expected level of awareness.These situations are examples of:

Accepted Answer

A) Failure to perform marketing research. 
B) Failure to perform marketing planning. 
C) Failure to meet sales targets. 
D) Failure to meet objectives. 
A) Failure to perform marketing research. 
B) Failure to perform marketing planning. 
C) Failure to meet sales targets. 
D) Failure to meet objectives.

Question 3

A marketing research proposal contains:

Accepted Answer

A) Symptoms associated with research. 
B) The action standards for a project. 
C) Important assumptions made by the researcher. 
D) The timetable for a research project. 
A) Symptoms associated with research. 
B) The action standards for a project. 
C) Important assumptions made by the researcher. 
D) The timetable for a research project.

Question 4

Identifying information sources and types is an important part of the research process because:

Accepted Answer

A) Decisions need to be made about the methods of analytics. 
B) The methods related to the research plan need to be determined. 
C) The need to determine sample size. 
D) Research provides information to help solve problems. 
A) Decisions need to be made about the methods of analytics. 
B) The methods related to the research plan need to be determined. 
C) The need to determine sample size. 
D) Research provides information to help solve problems.

Question 5

When management has defined the problem and the researcher has conducted a situation analysis,the researcher must make a decision as to whether the problem has been satisfactorily corrected.

Accepted Answer

A) True 
 B)False

Question 6

It is critical that the proposal ________ to be sure that the client and the research firm are in agreement about the goals of the projects.

Accepted Answer

A) states the type of statistical analysis to be used 
B) very clearly defines the problem and states the research objectives 
C) outline the sample size and methods 
D) indicates the type of reports and presentations that will be delivered 
A) states the type of statistical analysis to be used 
B) very clearly defines the problem and states the research objectives 
C) outline the sample size and methods 
D) indicates the type of reports and presentations that will be delivered

Question 7

Action standards entail making important decisions before data collection,but also:

Accepted Answer

A) Set clear guidelines for action after data collection. 
B) Set guidelines for information to be collected from the respondent. 
C) Set guidelines for measured characteristics for a research objective. 
D) Set actions for development of the research plan. 
A) Set clear guidelines for action after data collection. 
B) Set guidelines for information to be collected from the respondent. 
C) Set guidelines for measured characteristics for a research objective. 
D) Set actions for development of the research plan.

Question 8

Once a firm decides to conduct marketing research,the second step is to:

Accepted Answer

A) Decide the research approach. 
B) Establish the research objective. 
C) Establish the research budget. 
D) Define the problem. 
A) Decide the research approach. 
B) Establish the research objective. 
C) Establish the research budget. 
D) Define the problem.

Question 9

What document outlines the code of ethics to which marketing research companies should adhere?

Accepted Answer

A) CASRO Code of Ethics 
B) AMA Market Research Code 
C) MRA Code of Marketing Research Standards 
D) AAPOR Ethics Code 
A) CASRO Code of Ethics 
B) AMA Market Research Code 
C) MRA Code of Marketing Research Standards 
D) AAPOR Ethics Code

Question 10

The tasks that ultimately lead to establishing research objectives begin when a problem or opportunity is recognized,but there is not enough information to know how to respond.

Accepted Answer

A) True 
 B)False

Question 11

Discuss the elements of the research proposal process.

Accepted Answer

Answers should explain that marketing re

Question 12

Our text conceptualizes the research process as entailing 11 steps;other texts or sources may present the process in fewer or more steps.Describe and discuss why these steps are important and why they may or may not be used or even the process altered.

Accepted Answer

Answers should mention that knowledge of

Question 13

For the most part,there is little variability among firms in terms of ability to identify opportunities.

Accepted Answer

A) True 
 B)False

Question 14

Discuss action standards,their purpose,and their importance to managers in the decision-making process.

Accepted Answer

Comments should first mention that once

Question 15

Most research projects follow an orderly,step-by-step process.

Accepted Answer

A) True 
 B)False

Question 16

A new use for a product is identified on social media,or those in a target market would like to have a service delivered to their doors.These would be examples of:

Accepted Answer

A) Identification of an opportunity. 
B) Identification of an alternative product. 
C) Identification of a market. 
D) Identification of a target market. 
A) Identification of an opportunity. 
B) Identification of an alternative product. 
C) Identification of a market. 
D) Identification of a target market.

Question 17

When the manager and researcher are in agreement about which symptom or symptoms are in need of attention,it is time to determine what could possibly cause the symptoms.

Accepted Answer

A) True 
 B)False

Question 18

What portion of the proposal indicates whether the research will be exploratory,descriptive,or causal?

Accepted Answer

A) The research objective 
B) The research method 
C) The problem statement 
D) The statement of deliverables 
A) The research objective 
B) The research method 
C) The problem statement 
D) The statement of deliverables

Question 19

One of the keys to successful proposals is:

Accepted Answer

A) To have the research project priced competitively. 
B) To stress the technology and software that will be used. 
C) To provide a comprehensive background of the problem and proposed methods. 
D) To highlight the type of statistical and data analysis. 
A) To have the research project priced competitively. 
B) To stress the technology and software that will be used. 
C) To provide a comprehensive background of the problem and proposed methods. 
D) To highlight the type of statistical and data analysis.

Question 20

The marketing research proposal process is an area where clients and researchers should be sensitive to ethical issues.Which of the following would constitute an ethical issue?

Accepted Answer

A) Asking for an extension of time to complete the research project 
B) Sharing one company's proposal with another bidder 
C) Seeking help from subject matter experts outside the company 
D) Purchasing additional analytical software to complete the project 
A) Asking for an extension of time to complete the research project 
B) Sharing one company's proposal with another bidder 
C) Seeking help from subject matter experts outside the company 
D) Purchasing additional analytical software to complete the project

________ is sometimes used interchangeably with the term construct.

A retailer may experience a decrease in sales over previous periods,a website begins losing traffic,or an advertising campaign does not reach its expected level of awareness.These situations are examples of:

A marketing research proposal contains:

Identifying information sources and types is an important part of the research process because:

When management has defined the problem and the researcher has conducted a situation analysis,the researcher must make a decision as to whether the problem has been satisfactorily corrected.

It is critical that the proposal ________ to be sure that the client and the research firm are in agreement about the goals of the projects.

Action standards entail making important decisions before data collection,but also:

Once a firm decides to conduct marketing research,the second step is to:

What document outlines the code of ethics to which marketing research companies should adhere?

The tasks that ultimately lead to establishing research objectives begin when a problem or opportunity is recognized,but there is not enough information to know how to respond.

Discuss the elements of the research proposal process.

Our text conceptualizes the research process as entailing 11 steps;other texts or sources may present the process in fewer or more steps.Describe and discuss why these steps are important and why they may or may not be used or even the process altered.

For the most part,there is little variability among firms in terms of ability to identify opportunities.

Discuss action standards,their purpose,and their importance to managers in the decision-making process.

Most research projects follow an orderly,step-by-step process.

A new use for a product is identified on social media,or those in a target market would like to have a service delivered to their doors.These would be examples of:

When the manager and researcher are in agreement about which symptom or symptoms are in need of attention,it is time to determine what could possibly cause the symptoms.

What portion of the proposal indicates whether the research will be exploratory,descriptive,or causal?

One of the keys to successful proposals is:

The marketing research proposal process is an area where clients and researchers should be sensitive to ethical issues.Which of the following would constitute an ethical issue?

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

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

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

________ is sometimes used interchangeably with the term construct.

A retailer may experience a decrease in sales over previous periods,a website begins losing traffic,or an advertising campaign does not reach its expected level of awareness.These situations are examples of:

A marketing research proposal contains:

Identifying information sources and types is an important part of the research process because:

When management has defined the problem and the researcher has conducted a situation analysis,the researcher must make a decision as to whether the problem has been satisfactorily corrected.

It is critical that the proposal ________ to be sure that the client and the research firm are in agreement about the goals of the projects.

Action standards entail making important decisions before data collection,but also:

Once a firm decides to conduct marketing research,the second step is to:

What document outlines the code of ethics to which marketing research companies should adhere?

The tasks that ultimately lead to establishing research objectives begin when a problem or opportunity is recognized,but there is not enough information to know how to respond.

Discuss the elements of the research proposal process.

Our text conceptualizes the research process as entailing 11 steps;other texts or sources may present the process in fewer or more steps.Describe and discuss why these steps are important and why they may or may not be used or even the process altered.

For the most part,there is little variability among firms in terms of ability to identify opportunities.

Discuss action standards,their purpose,and their importance to managers in the decision-making process.

Most research projects follow an orderly,step-by-step process.

A new use for a product is identified on social media,or those in a target market would like to have a service delivered to their doors.These would be examples of:

When the manager and researcher are in agreement about which symptom or symptoms are in need of attention,it is time to determine what could possibly cause the symptoms.

What portion of the proposal indicates whether the research will be exploratory,descriptive,or causal?

One of the keys to successful proposals is:

The marketing research proposal process is an area where clients and researchers should be sensitive to ethical issues.Which of the following would constitute an ethical issue?

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

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

Making Use of Associations Tests

Understanding Regression Analysis Basics

Writing the Research Report

Filters