Exam 1: Introduction to Marketing Research

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

Tactical decisions are short run in scope and effect and are usually altered on a regular basis.

A(n) _____ is an ongoing periodic survey of pre-recruited consumers who record their usage of various products or services.

All of the following are included in the four-step decision-making process except

The proper utilization of the findings from marketing research by managers is not directly affected by the quality of interactions that take place between managers and researchers, plus the level of researcher involvement in the research-decision making process.

A(n) _____ provides feedback relative to the image a company, product, or service has in the eyes of the consumer.

Developing an understanding of consumer needs, wants, and perceptions is not a prerequisite to effective decision making.

Research cannot be both scientific and unconventional if the research results are to be both relevant and believable.

Developing an understanding of consumer needs, wants, and perceptions is a prerequisite to effective decision making.

Which one of the following shows the correct sequence of the four-step decision-making process?

A(n) _____consists of evaluating consumer responses to a new product or concept.

The proper utilization of the findings from marketing research by managers is directly affected by the quality of interactions that take place between managers and researchers, plus the level of researcher involvement in the research-decision making process.

Exploratory research is usually called for if the management problem is clear or can be exactly defined.

Scientific research is defined as a choice among alternative courses of action.

All of the following are forms of marketing research except

Exploratory research is usually called for if the management problem is vague or can be only broadly defined.

The decisional alternatives are those pieces of information that can be used to identify which alternatives are truly capable of solving the problem.

In terms of the outcome of research, if the research follows a scientific method but is not relevant to management, the results are

Hypotheses are not the same as the findings of the research

In order to conduct scientific research, one must only use conventional methods of research.