Exam 1: Introduction to Marketing Research

Hypotheses are the same as the findings of the research

Tactical decisions are long run in scope and may not be altered if successful.

Marketing research alone can guarantee that better decisions will be made.

A(n) _____ evaluate the level of satisfaction existing customers have with the products or services of a company or organization.

In the decision-making context, the best researchers think like researchers in search of answers to research questions.

A(n) _____ determines what products are being purchased at what volume and the actual size of sales being realized by each competitor.

The basic purpose of marketing research is to analyze what is involved in making a decision.

Primary data are data collected explicitly for the research study at hand.

The research purpose should be declared after the decision alternatives, criteria, and timing and significance of the decisions have been considered.

Asking "how" questions promote better decision making.

A tracking study is conducted in a controlled environment where consumers are recruited to taste the product and give their evaluations.

Marketing research refers to procedures and techniques involved in the design, data collection, analysis, and presentation of information used in making research and development decisions.

In order to conduct scientific research, one may find it necessary to use conventional and unconventional methods of research.

The universe or population must be defined for each research project.

The starting point in a research project should be to determine the method to be used to collect the data.

Decision making is defined as a choice among alternative courses of action.

A(n) _____ is an evaluation of consumer response to advertising copy that has been produced or is being considered.

Descriptive research is conducted when the management problem is vague or can be only broadly defined.

Small businesses and entrepreneurial ventures do not benefit from marketing research due to the high cost of the research.

In terms of selecting a sample, the _____ is defined as the group from which a sample is drawn.