Question 1

Which of the following statements is FALSE?

Accepted Answer

A)  Decision problem formulation is the first step in the research process. 
B)  Sampling error is the key error associated with a research project. 
C)  The stages in the research process are interrelated in that a decision with respect to one stage affect is decisions made at the other stages as well. 
D)  Revision of the decision problem is not possible after data have been collected. 
E)  b and d are false. 
A)  Decision problem formulation is the first step in the research process. 
B)  Sampling error is the key error associated with a research project. 
C)  The stages in the research process are interrelated in that a decision with respect to one stage affect is decisions made at the other stages as well. 
D)  Revision of the decision problem is not possible after data have been collected. 
E)  b and d are false. B

Question 2

Which of the following is TRUE?

Accepted Answer

A)  Marketing research is a science. 
B)  The first step in choosing a research supplier is to ask for references. 
C)  Marketing research should be carried out whenever there is the potential for learning something new about the problem. 
D)  If decision makers do not know what they want to achieve, a research study can help them make the decision. 
E)  The researcher's written statement describing his or her understanding of the decision problem is called the research request statement. 
A)  Marketing research is a science. 
B)  The first step in choosing a research supplier is to ask for references. 
C)  Marketing research should be carried out whenever there is the potential for learning something new about the problem. 
D)  If decision makers do not know what they want to achieve, a research study can help them make the decision. 
E)  The researcher's written statement describing his or her understanding of the decision problem is called the research request statement. E

Question 3

The sampling frame deals with

Accepted Answer

A)  the list of population elements from which the sample will be selected. 
B)  the procedure used to select the sample from the population. 
C)  the number of population elements to be chosen as the sample. 
D)  the form of the sample to be chosen from the population elements. 
E)  none of the above are representative of a sampling frame. 
A)  the list of population elements from which the sample will be selected. 
B)  the procedure used to select the sample from the population. 
C)  the number of population elements to be chosen as the sample. 
D)  the form of the sample to be chosen from the population elements. 
E)  none of the above are representative of a sampling frame. A

Question 4

Which of the following is a method of exploratory research?

Accepted Answer

A)  reviewing published data 
B)  interviewing knowledgeable people 
C)  conducting focus groups 
D)  investigating trade literature 
E)  all of the above 
A)  reviewing published data 
B)  interviewing knowledgeable people 
C)  conducting focus groups 
D)  investigating trade literature 
E)  all of the above

Question 5

The following techniques are useful in order to ensure that the purpose of the research is agreed upon before the research project is begun, EXCEPT

Accepted Answer

A) development of a research request statement. 
B) hypothetical scenario questioning of the decision maker. 
C) development of a research proposal. 
D) anticipation of the final research report contents in a form such as a dummy table. 
E) all of the above are useful techniques to ensure the purpose of the research is agreed upon. 
A) development of a research request statement. 
B) hypothetical scenario questioning of the decision maker. 
C) development of a research proposal. 
D) anticipation of the final research report contents in a form such as a dummy table. 
E) all of the above are useful techniques to ensure the purpose of the research is agreed upon.

Question 6

Which of the following is FALSE?

Accepted Answer

A)  The largest source of marketing problems is serendipity in the form of new ideas. 
B)  Marketing problems develop from not only real marketing problems but also marketing situations called opportunities. 
C)  The marketing problem should be defined clearly so that research can be designed properly. 
D)  Change is a fundamental source of marketing problems. 
E)  They are all true. 
A)  The largest source of marketing problems is serendipity in the form of new ideas. 
B)  Marketing problems develop from not only real marketing problems but also marketing situations called opportunities. 
C)  The marketing problem should be defined clearly so that research can be designed properly. 
D)  Change is a fundamental source of marketing problems. 
E)  They are all true.

Question 7

Chocoholic Ice Cream, Inc. completes an annual study of consumers to determine the customer's brand awareness and satisfaction with the product. These studies demonstrate what type of marketing research strategy?

Accepted Answer

A)  advertising evaluation strategy 
B)  program strategy 
C)  development strategy 
D)  project strategy 
E)  satisfaction research strategy 
A)  advertising evaluation strategy 
B)  program strategy 
C)  development strategy 
D)  project strategy 
E)  satisfaction research strategy

Question 8

Data analysis generally involves a series of steps. In correct order, the first three of these steps are

Accepted Answer

A)  tabulating, coding, and editing. 
B)  coding, tabulating, and editing. 
C)  editing, coding, and tabulating. 
D)  editing, tabulating, and coding. 
E)  coding, editing, and tabulating. 
A)  tabulating, coding, and editing. 
B)  coding, tabulating, and editing. 
C)  editing, coding, and tabulating. 
D)  editing, tabulating, and coding. 
E)  coding, editing, and tabulating.

Question 9

After formulating the decision problem, the next two steps in the research process are

Accepted Answer

A)  determine the research design; design the data collection method and forms. 
B)  design the data collection method and forms; design the sample. 
C)  design the data collection method and forms; collect data. 
D)  design the sample; determine the research design. 
E)  determine the research design; design the sample. 
A)  determine the research design; design the data collection method and forms. 
B)  design the data collection method and forms; design the sample. 
C)  design the data collection method and forms; collect data. 
D)  design the sample; determine the research design. 
E)  determine the research design; design the sample.

Question 10

After you have determined the research design, the next two steps in the research process are

Accepted Answer

A)  design the sample and collect data; analyze and interpret the data. 
B)  design the data collection method and forms; analyze and interpret the data. 
C)  design the data collection method and forms; design the sample and collect data. 
D)  design the sample and collect data; analyze and interpret the data 
E)  analyze and interpret the data; prepare the research report. 
A)  design the sample and collect data; analyze and interpret the data. 
B)  design the data collection method and forms; analyze and interpret the data. 
C)  design the data collection method and forms; design the sample and collect data. 
D)  design the sample and collect data; analyze and interpret the data 
E)  analyze and interpret the data; prepare the research report.

Question 11

Which of the following are involved in the basic decision situation?

Accepted Answer

A)  outcomes 
B)  a choice among differentially desired and unequally probable alternatives 
C)  an individual operating within some environment 
D)  all of the above 
E)  a and c 
A)  outcomes 
B)  a choice among differentially desired and unequally probable alternatives 
C)  an individual operating within some environment 
D)  all of the above 
E)  a and c

Question 12

Comparing data from Web-surveys to paper-pencil surveys, which of the following is true:

Accepted Answer

A) Data from paper-pencil surveys need to be checked for editing. 
B) Data from paper-pencil surveys need to be coded. 
C) Data from Web-surveys need to be coded. 
D) a & b are true 
E) all these statements are true 
A) Data from paper-pencil surveys need to be checked for editing. 
B) Data from paper-pencil surveys need to be coded. 
C) Data from Web-surveys need to be coded. 
D) a & b are true 
E) all these statements are true

Question 13

A research proposal need not contain which of the following:

Accepted Answer

A) caveats and limitations regarding the scope of the project 
B) caveats and limitations regarding the sample 
C) technical appendix describing analyses to be conducted 
D) labor costs estimates 
E) indication of understanding of the client's marketing problem 
A) caveats and limitations regarding the scope of the project 
B) caveats and limitations regarding the sample 
C) technical appendix describing analyses to be conducted 
D) labor costs estimates 
E) indication of understanding of the client's marketing problem

Question 14

The marketing problem should be defined clearly so that

Accepted Answer

A)  communication between the researcher and the decision maker can be reduced. 
B)  research can be designed properly. 
C)  the researcher knows what results to come up with. 
D)  the decision maker understands the decision to be made. 
E)  all of the above. 
A)  communication between the researcher and the decision maker can be reduced. 
B)  research can be designed properly. 
C)  the researcher knows what results to come up with. 
D)  the decision maker understands the decision to be made. 
E)  all of the above.

Question 15

Which of the following statements is FALSE? Decision problems are more complex when

Accepted Answer

A)  there is a group of people charged with the decision rather than a single individual. 
B)  there are many possible courses of action rather than a few. 
C)  the courses of action provide an equal rather than unequal chance of attaining the desired outcome. 
D)  there are many rather than a few outcomes associated with any choice. 
E)  they are all true. 
A)  there is a group of people charged with the decision rather than a single individual. 
B)  there are many possible courses of action rather than a few. 
C)  the courses of action provide an equal rather than unequal chance of attaining the desired outcome. 
D)  there are many rather than a few outcomes associated with any choice. 
E)  they are all true.

Question 16

Which of the following would be considered part of a firm's project strategy?

Accepted Answer

A)  personal interviews in national consumer studies 
B)  mail questionnaires in a brand tracking study 
C)  telephone interviews when measuring brand awareness 
D)  all of the above 
E)  a and c 
A)  personal interviews in national consumer studies 
B)  mail questionnaires in a brand tracking study 
C)  telephone interviews when measuring brand awareness 
D)  all of the above 
E)  a and c

Question 17

Which of the following factors should NOT affect the design of a marketing research project?

Accepted Answer

A)  the decision maker's environment 
B)  the corporate culture 
C)  the consequences of alternative actions 
D)  the objectives of the decision maker 
E)  all of the above should affect the design of the research 
A)  the decision maker's environment 
B)  the corporate culture 
C)  the consequences of alternative actions 
D)  the objectives of the decision maker 
E)  all of the above should affect the design of the research

Question 18

Which of the following is false:

Accepted Answer

A) Secondary data help specify problem formulations. 
B) A plan for analyzing the data should exist before collecting the data. 
C) Research design may be modified after data analysis. 
D) Interpretation of results can inform the marketing problem. 
E) Research reports should be both accessible to nontechnical people as well as contain the technical details for readers who wish to see them. 
A) Secondary data help specify problem formulations. 
B) A plan for analyzing the data should exist before collecting the data. 
C) Research design may be modified after data analysis. 
D) Interpretation of results can inform the marketing problem. 
E) Research reports should be both accessible to nontechnical people as well as contain the technical details for readers who wish to see them.

Question 19

Each of the following is part of a typical research proposal EXCEPT

Accepted Answer

A) statement of the marketing problem. 
B) purposes and limits of the project. 
C) cost estimates. 
D) hypothesized results. 
E) data sources and research methodology. 
A) statement of the marketing problem. 
B) purposes and limits of the project. 
C) cost estimates. 
D) hypothesized results. 
E) data sources and research methodology.

Exam 3: The Research Process and Problem Formulation

Which of the following statements is FALSE?

Which of the following is TRUE?

The sampling frame deals with

Which of the following is a method of exploratory research?

The following techniques are useful in order to ensure that the purpose of the research is agreed upon before the research project is begun, EXCEPT

Which of the following is FALSE?

Chocoholic Ice Cream, Inc. completes an annual study of consumers to determine the customer's brand awareness and satisfaction with the product. These studies demonstrate what type of marketing research strategy?

Data analysis generally involves a series of steps. In correct order, the first three of these steps are

After formulating the decision problem, the next two steps in the research process are

After you have determined the research design, the next two steps in the research process are

Which of the following are involved in the basic decision situation?

Comparing data from Web-surveys to paper-pencil surveys, which of the following is true:

A research proposal need not contain which of the following:

The marketing problem should be defined clearly so that

Which of the following statements is FALSE? Decision problems are more complex when

Which of the following would be considered part of a firm's project strategy?

Which of the following factors should NOT affect the design of a marketing research project?

Which of the following is false:

Each of the following is part of a typical research proposal EXCEPT

Marketing Research: Its Everywhere

Alternative Approaches to Marketing Intelligence

Research Design, Exploratory Research, and Qualitative Data

Descriptive Research

Causal Designs

Data Collection: Secondary Data

Data Collection: Primary Data

Questionnaires and Data Collection Forms

Attitude Measurement

Appendix 10: Psychological Measurement

Sampling Procedures

Sample Size

Collecting the Data: Field Procedures and Nonsampling Error

Data Analysis: Preliminary Steps

Appendix 14: Chi-Square Tests

Data Analysis: Basic Questions

Appendix 15 A: Quick Stats Review

Data Analysis: Examination of Differences

Appendix 16 A: Analysis of Variance

Data Analysis: Investigation of Association

Multivairate Data Analysis: Discriminant Analysis, Factor Analysis, Cluster Analysis, and Multidimensional Scaling

Appendix: More Multivariate Statistical Techniques

The Research Report

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