Exam 1: The Purpose and Process of Marketing Research

The decision-maker,who has a clear perspective on the specific information needed to reduce the uncertainty surrounding the decision situation,should be actively involved in formulating the information needs for a research project.

In selecting a sample for a telephone company,a researcher used the local telephone book.Given that individuals with an unlisted number,individuals with cell phones,and individuals without any type of phone would not be included,this illustrates which type of non-sampling error?

Exploratory research can be helpful in identifying innovative courses of action.

An example of a problem would be

What is meant by the term "market"?

Increasing market share by 3 percent by next year would be an example of a(n)

In identifying alternative courses of action,"doing nothing" or "status quo" is not a feasible alternative.

The sum of all errors that may occur in the research process over and above the sampling error is called

Challenges in conducting effective marketing research internationally include all of the following except

During which step in the research process would a large proportion of the research budget be spent and a sizeable proportion of the "total error" be incurred?

A research project costs $80,000.Selling price is $30.00 and variable costs are $20.00.What is the break even point to cover the costs of the research?

Research objectives answer the question,"Why is the project being conducted?"

Not only are research objectives rarely relayed to the marketing researcher at the outset of a research project,but decision-makers seldom formulate objectives accurately.

The process of marketing research involves five steps designed to aid managerial decision-making.After determining what information is needed,the next step would be to

Compare and contrast consumer versus industrial marketing research.

The field of marketing research amounts to a set of methodologies designed to aid managerial decision-making.What are the essential steps in this approach?

Decision criteria are rules for

Situations where performance can be improved by a change in activities are

An example of an opportunity would be

All of the following are types of non-sampling errors except