Question 1

A(n) _____ determines the key issues in the minds of the public or specific customers relative to a specific issue, individuals, or business sector.

Accepted Answer

A)  image evaluation study 
B)  public opinion survey 
C)  copy test 
D)  test market/product placement analysis 
A)  image evaluation study 
B)  public opinion survey 
C)  copy test 
D)  test market/product placement analysis

Question 2

A(n) _____ is often part of a market share study and is an evaluation of the strengths and weaknesses of competitors.

Accepted Answer

A)  competitive analysis 
B)  market segmentation study 
C)  media measurement study 
D)  market feasibility study 
A)  competitive analysis 
B)  market segmentation study 
C)  media measurement study 
D)  market feasibility study

Question 3

Several different problems cannot produce the same set of symptoms.

Accepted Answer

A) True 
 B)False

Question 4

______ research is usually conducted if the management problem is vague or can be only broadly defined.

Accepted Answer

A)  Causal 
B)  Descriptive 
C)  Exploratory 
A)  Causal 
B)  Descriptive 
C)  Exploratory

Question 5

Several different problems may produce the same set of symptoms.

Accepted Answer

A) True 
 B)False

Question 6

The universe or population does not have to be defined for each research project.

Accepted Answer

A) True 
 B)False

Question 7

In terms of the outcome of research, if the research does not follow a scientific method and is not relevant to management, the results are

Accepted Answer

A)  relevant and believable 
B)  relevant but not believable 
C)  believable but not relevant 
D)  neither believable or relevant 
A)  relevant and believable 
B)  relevant but not believable 
C)  believable but not relevant 
D)  neither believable or relevant

Question 8

______ research is highly structured and is designed to test a cause-and-effect relationship.

Accepted Answer

A)  Causal 
B)  Descriptive 
C)  Exploratory 
A)  Causal 
B)  Descriptive 
C)  Exploratory

Question 9

Primary data are data that have already been collected for other purposes than the research under investigation.

Accepted Answer

A) True 
 B)False

Question 10

______ research is conducted when there is a need to measure the frequency with which a sampled population behaves, thinks, or acts in a certain way.

Accepted Answer

A)  Causal 
B)  Descriptive 
C)  Exploratory 
A)  Causal 
B)  Descriptive 
C)  Exploratory

Question 11

The research questions represent the decomposition of the problem into a series of statements that constitute the end results sought by the research project.

Accepted Answer

A) True 
 B)False

Question 12

Flexibility is an important aspect of the research design.

Accepted Answer

A) True 
 B)False

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

The basic purpose of marketing research is to reduce uncertainty and error in decision making.

Accepted Answer

A) True 
 B)False

Question 15

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

Accepted Answer

A) True 
 B)False

Question 16

In the decision-making context, the best researchers think like researchers in search of information to make decisions rather than to search for answers to research questions.

Accepted Answer

A) True 
 B)False

Question 17

The third stage in the decision-making process is to

Accepted Answer

A)  define the problem or opportunity 
B)  identify the problem or opportunity 
C)  identify alternative courses of action 
D)  select an alternative course of action 
A)  define the problem or opportunity 
B)  identify the problem or opportunity 
C)  identify alternative courses of action 
D)  select an alternative course of action

Question 18

Despite the cost, small businesses and entrepreneurial ventures utilize marketing research to obtain results to help them make better marketing decisions.

Accepted Answer

A) True 
 B)False

Question 19

Research, in the business context, is an organized, formal inquiry into an area to obtain information used for decision making.

Accepted Answer

A) True 
 B)False

Question 20

A(n) _____ involves placing products in the home of consumers for a specified time period.

Accepted Answer

A)  image evaluation study 
B)  public opinion survey 
C)  concept product testing 
D)  product placement analysis 
A)  image evaluation study 
B)  public opinion survey 
C)  concept product testing 
D)  product placement analysis

A(n) _____ determines the key issues in the minds of the public or specific customers relative to a specific issue, individuals, or business sector.

A(n) _____ is often part of a market share study and is an evaluation of the strengths and weaknesses of competitors.

Several different problems cannot produce the same set of symptoms.

______ research is usually conducted if the management problem is vague or can be only broadly defined.

Several different problems may produce the same set of symptoms.

The universe or population does not have to be defined for each research project.

In terms of the outcome of research, if the research does not follow a scientific method and is not relevant to management, the results are

______ research is highly structured and is designed to test a cause-and-effect relationship.

Primary data are data that have already been collected for other purposes than the research under investigation.

______ research is conducted when there is a need to measure the frequency with which a sampled population behaves, thinks, or acts in a certain way.

The research questions represent the decomposition of the problem into a series of statements that constitute the end results sought by the research project.

Flexibility is an important aspect of the research design.

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

The basic purpose of marketing research is to reduce uncertainty and error in decision making.

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

In the decision-making context, the best researchers think like researchers in search of information to make decisions rather than to search for answers to research questions.

The third stage in the decision-making process is to

Despite the cost, small businesses and entrepreneurial ventures utilize marketing research to obtain results to help them make better marketing decisions.

Research, in the business context, is an organized, formal inquiry into an area to obtain information used for decision making.

A(n) _____ involves placing products in the home of consumers for a specified time period.

Ethics in Marketing Research

Secondary Data

Research Designs: Exploratory and Qualitative Research

Research Designs: Descriptive and Causal Research

Measurement

Primary Data Collection

Designing the Data-Gathering Instrument

Sampling Methods and Sample Size

Fielding the Data-Gathering Instrument

Analyzing and Interpreting Data for Decisions

Advanced Data Analysis

The Research Report

Filters

Exam 1: Introduction to Marketing Research

A(n) _____ determines the key issues in the minds of the public or specific customers relative to a specific issue, individuals, or business sector.

A(n) _____ is often part of a market share study and is an evaluation of the strengths and weaknesses of competitors.

Several different problems cannot produce the same set of symptoms.

______ research is usually conducted if the management problem is vague or can be only broadly defined.

Several different problems may produce the same set of symptoms.

The universe or population does not have to be defined for each research project.

In terms of the outcome of research, if the research does not follow a scientific method and is not relevant to management, the results are

______ research is highly structured and is designed to test a cause-and-effect relationship.

Primary data are data that have already been collected for other purposes than the research under investigation.

______ research is conducted when there is a need to measure the frequency with which a sampled population behaves, thinks, or acts in a certain way.

The research questions represent the decomposition of the problem into a series of statements that constitute the end results sought by the research project.

Flexibility is an important aspect of the research design.

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

The basic purpose of marketing research is to reduce uncertainty and error in decision making.

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

In the decision-making context, the best researchers think like researchers in search of information to make decisions rather than to search for answers to research questions.

The third stage in the decision-making process is to

Despite the cost, small businesses and entrepreneurial ventures utilize marketing research to obtain results to help them make better marketing decisions.

Research, in the business context, is an organized, formal inquiry into an area to obtain information used for decision making.

A(n) _____ involves placing products in the home of consumers for a specified time period.

Ethics in Marketing Research

Secondary Data

Research Designs: Exploratory and Qualitative Research

Research Designs: Descriptive and Causal Research

Measurement

Primary Data Collection

Designing the Data-Gathering Instrument

Sampling Methods and Sample Size

Fielding the Data-Gathering Instrument

Analyzing and Interpreting Data for Decisions

Advanced Data Analysis

The Research Report

Filters