Question 1

A sample frame is a list of the sample elements chosen for the study.

Accepted Answer

A) True 
 B)False  False

Question 2

The type of research study that describes such things as: consumer's attitudes, intentions, and behaviours, or the number of competitors and their strategies is referred to as descriptive research.

Accepted Answer

A) True 
 B)False  True

Question 3

Golf Digest decides they wish to survey a representative number from a list of all the golfers who have purchased $100 or more in golf equipment through retail golf shops in the last year. They obtain a list of these golfers. This list is called the:

Accepted Answer

A)  population. 
B)  sample plan. 
C)  sample. 
D)  sample frame. 
E)  data. 
A)  population. 
B)  sample plan. 
C)  sample. 
D)  sample frame. 
E)  data. D

Question 4

Research is likely to have greater value when the information will help a company establish its brand with a competitive advantage.

Accepted Answer

A) True 
 B)False

Question 5

Symptoms are changes in the level of some key monitor that measures the achievement of an objective.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following would be true regarding exploratory research?

Accepted Answer

A)  Exploratory research is highly structured. 
B)  Exploratory research is very formal. 
C)  Exploratory research determines causality. 
D)  Exploratory research answers who, what, where, when, how and why questions. 
E)  Exploratory research is both casual and informal. 
A)  Exploratory research is highly structured. 
B)  Exploratory research is very formal. 
C)  Exploratory research determines causality. 
D)  Exploratory research answers who, what, where, when, how and why questions. 
E)  Exploratory research is both casual and informal.

Question 7

Which of the following determines how representative a sample is of a population?

Accepted Answer

A)  the sample plan 
B)  the size of the sample 
C)  the sampling company from which the sample is acquired 
D)  the size of the sample relative to the size of the population 
E)  how varied the population is 
A)  the sample plan 
B)  the size of the sample 
C)  the sampling company from which the sample is acquired 
D)  the size of the sample relative to the size of the population 
E)  how varied the population is

Question 8

Which of the following is true regarding research design?

Accepted Answer

A)  There are three categories of research design. 
B)  There are four categories of research design. 
C)  There are five categories of research design. 
D)  There are eight categories of research design. 
E)  Research design may not be categorized. 
A)  There are three categories of research design. 
B)  There are four categories of research design. 
C)  There are five categories of research design. 
D)  There are eight categories of research design. 
E)  Research design may not be categorized.

Question 9

When is marketing research needed?

Accepted Answer

A)  When information is already available 
B)  When products are at the end of the product life cycle 
C)  When funds are available 
D)  When the costs outweigh the benefits 
E)  When the benefits outweigh the costs 
A)  When information is already available 
B)  When products are at the end of the product life cycle 
C)  When funds are available 
D)  When the costs outweigh the benefits 
E)  When the benefits outweigh the costs

Question 10

It is important to determine all possible causes of a symptom to correctly identify the real cause and ensure proper problem definition.

Accepted Answer

A) True 
 B)False

Question 11

The authors conceptualize the marketing research process as 11 steps.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following is true regarding causal research?

Accepted Answer

A)  Causal research is the questions of who, what, where, when, and how. 
B)  Causal research isolates what factor(s) cause an event. 
C)  Causal research is informal and unstructured. 
D)  Causal research describes marketing phenomena. 
E)  Causal research is the seventh step in the marketing research process. 
A)  Causal research is the questions of who, what, where, when, and how. 
B)  Causal research isolates what factor(s) cause an event. 
C)  Causal research is informal and unstructured. 
D)  Causal research describes marketing phenomena. 
E)  Causal research is the seventh step in the marketing research process.

Question 13

Which of the following elements is not commonly found in a request for proposal or an invitation to bid?

Accepted Answer

A)  The findings 
B)  The evaluation criteria 
C)  The introduction 
D)  The deliverables 
E)  The deadline 
A)  The findings 
B)  The evaluation criteria 
C)  The introduction 
D)  The deliverables 
E)  The deadline

Question 14

While costs of doing research are difficult to estimate, the value research provides is easily calculated.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following statements regarding errors in data collection is incorrect?

Accepted Answer

A)  Data collection errors can be attributed to field workers. 
B)  Data collection errors are only dealt with post data collection. 
C)  Data collection errors can be unintentional. 
D)  Data collection errors can be attributed to respondents. 
E)  Data collection errors can be intentional. 
A)  Data collection errors can be attributed to field workers. 
B)  Data collection errors are only dealt with post data collection. 
C)  Data collection errors can be unintentional. 
D)  Data collection errors can be attributed to respondents. 
E)  Data collection errors can be intentional.

Question 16

Which of the following is true regarding the size of the sample?

Accepted Answer

A)  You should strive to have a sample that is at least 50 percent of the size of the population. 
B)  There is no such thing as having a sample that is too large. 
C)  Sample size is more important than the sample plan. 
D)  Only samples with large sample sizes may be considered representative samples. 
E)  The size of the sample determines how accurately the sample results reflect values in the population. 
A)  You should strive to have a sample that is at least 50 percent of the size of the population. 
B)  There is no such thing as having a sample that is too large. 
C)  Sample size is more important than the sample plan. 
D)  Only samples with large sample sizes may be considered representative samples. 
E)  The size of the sample determines how accurately the sample results reflect values in the population.

Question 17

There is no universally accepted, step-by-step approach used by marketing researchers to define the problem and establish research objectives.

Accepted Answer

A) True 
 B)False

Question 18

The purpose of an action standard is to:

Accepted Answer

A)  define what action will be taken by the researcher to address the problem statement. 
B)  provide focus for the client it deciding whether or not to conduct marketing research. 
C)  operationalize a construct. 
D)  define what action will be taken given the results of the research findings. 
E)  measure the progress through a marketing research study. 
A)  define what action will be taken by the researcher to address the problem statement. 
B)  provide focus for the client it deciding whether or not to conduct marketing research. 
C)  operationalize a construct. 
D)  define what action will be taken given the results of the research findings. 
E)  measure the progress through a marketing research study.

Question 19

Most research projects do not follow an orderly step-by-step process.

Accepted Answer

A) True 
 B)False

Question 20

Fortunately for managers, most situations do not require conducting marketing research. Which of the following statements best supports this statement?

Accepted Answer

A)  Otherwise managers would be mired down in research instead of making timely decisions. 
B)  Marketing research takes managers away from more important issues. 
C)  Most managers are smart enough to make their own decisions. 
D)  Marketing research is always counterintuitive. 
E)  Most problems are financial in nature. 
A)  Otherwise managers would be mired down in research instead of making timely decisions. 
B)  Marketing research takes managers away from more important issues. 
C)  Most managers are smart enough to make their own decisions. 
D)  Marketing research is always counterintuitive. 
E)  Most problems are financial in nature.

A sample frame is a list of the sample elements chosen for the study.

The type of research study that describes such things as: consumer's attitudes, intentions, and behaviours, or the number of competitors and their strategies is referred to as descriptive research.

Golf Digest decides they wish to survey a representative number from a list of all the golfers who have purchased $100 or more in golf equipment through retail golf shops in the last year. They obtain a list of these golfers. This list is called the:

Research is likely to have greater value when the information will help a company establish its brand with a competitive advantage.

Symptoms are changes in the level of some key monitor that measures the achievement of an objective.

Which of the following would be true regarding exploratory research?

Which of the following determines how representative a sample is of a population?

Which of the following is true regarding research design?

When is marketing research needed?

It is important to determine all possible causes of a symptom to correctly identify the real cause and ensure proper problem definition.

The authors conceptualize the marketing research process as 11 steps.

Which of the following is true regarding causal research?

Which of the following elements is not commonly found in a request for proposal or an invitation to bid?

While costs of doing research are difficult to estimate, the value research provides is easily calculated.

Which of the following statements regarding errors in data collection is incorrect?

Which of the following is true regarding the size of the sample?

There is no universally accepted, step-by-step approach used by marketing researchers to define the problem and establish research objectives.

The purpose of an action standard is to:

Most research projects do not follow an orderly step-by-step process.

Fortunately for managers, most situations do not require conducting marketing research. Which of the following statements best supports this statement?

Introducing Marketing Research

Research Design

Using Secondary Data and Online Information Databases

Qualitative Research Methods

Quantitative Data Collection Methods

Survey Measurement Scales

Questionnaire Design

Sampling

Data Collection and Basic Descriptive Statistics

Population Estimates and Hypothesis Testing

Testing of Differences

Relationships Between Variables

Communicating the Research Results

Filters

Exam 2: The Marketing Research Process

A sample frame is a list of the sample elements chosen for the study.

The type of research study that describes such things as: consumer's attitudes, intentions, and behaviours, or the number of competitors and their strategies is referred to as descriptive research.

Golf Digest decides they wish to survey a representative number from a list of all the golfers who have purchased $100 or more in golf equipment through retail golf shops in the last year. They obtain a list of these golfers. This list is called the:

Research is likely to have greater value when the information will help a company establish its brand with a competitive advantage.

Symptoms are changes in the level of some key monitor that measures the achievement of an objective.

Which of the following would be true regarding exploratory research?

Which of the following determines how representative a sample is of a population?

Which of the following is true regarding research design?

When is marketing research needed?

It is important to determine all possible causes of a symptom to correctly identify the real cause and ensure proper problem definition.

The authors conceptualize the marketing research process as 11 steps.

Which of the following is true regarding causal research?

Which of the following elements is not commonly found in a request for proposal or an invitation to bid?

While costs of doing research are difficult to estimate, the value research provides is easily calculated.

Which of the following statements regarding errors in data collection is incorrect?

Which of the following is true regarding the size of the sample?

There is no universally accepted, step-by-step approach used by marketing researchers to define the problem and establish research objectives.

The purpose of an action standard is to:

Most research projects do not follow an orderly step-by-step process.

Fortunately for managers, most situations do not require conducting marketing research. Which of the following statements best supports this statement?

Introducing Marketing Research

Research Design

Using Secondary Data and Online Information Databases

Qualitative Research Methods

Quantitative Data Collection Methods

Survey Measurement Scales

Questionnaire Design

Sampling

Data Collection and Basic Descriptive Statistics

Population Estimates and Hypothesis Testing

Testing of Differences

Relationships Between Variables

Communicating the Research Results

Filters