Question 1

No matter how well you've performed all the previous steps in the research,a project is often no more successful than the ___________.

Accepted Answer

A) Data Capture 
B) Data Analysis 
C) Problem Definition 
D) survey administration 
E) research report 
A) Data Capture 
B) Data Analysis 
C) Problem Definition 
D) survey administration 
E) research report E

Question 2

Which of the following is not one of the phases of the Marketing Research Process?

Accepted Answer

A) Data Capture 
B) Research Configuration 
C) Information Reporting 
D) Problem Definition 
E) Data Analysis 
A) Data Capture 
B) Research Configuration 
C) Information Reporting 
D) Problem Definition 
E) Data Analysis B

Question 3

During data analysis,the process of assigning numbers to each answer on a Data Capture form so that the answers can be analyzed by a computer is called

Accepted Answer

A) analyzing. 
B) coding. 
C) checking. 
D) verifying. 
E) editing. 
A) analyzing. 
B) coding. 
C) checking. 
D) verifying. 
E) editing. B

Question 4

Which of the following statements about the Problem Definition phase of the Marketing Research Process is TRUE?

Accepted Answer

A) It results in specifying the Decision Problem. 
B) It results in specifying one or more Research Problems. 
C) No further steps should be taken until a and b are stated explicitly. 
D) The Research Requests Agreement states the problem the research will address. 
E) All of these are correct. 
A) It results in specifying the Decision Problem. 
B) It results in specifying one or more Research Problems. 
C) No further steps should be taken until a and b are stated explicitly. 
D) The Research Requests Agreement states the problem the research will address. 
E) All of these are correct.

Question 5

Communicating research results to appropriate managers is part of which phase of the Marketing Research Process?

Accepted Answer

A) Data Capture 
B) Research Configuration 
C) Information Reporting 
D) Problem Definition 
E) Data Analysis 
A) Data Capture 
B) Research Configuration 
C) Information Reporting 
D) Problem Definition 
E) Data Analysis

Question 6

Generating primary data is generally a ____________ process.

Accepted Answer

A) time consuming,inexpensive 
B) quick,expensive 
C) quick,inexpensive 
D) time consuming,expensive 
E) None of these are correct. 
A) time consuming,inexpensive 
B) quick,expensive 
C) quick,inexpensive 
D) time consuming,expensive 
E) None of these are correct.

Question 7

Marketing researchers must make many decisions over the course of a single research project and throughout the process consider the ethics involved in the choices they make.Ethics are the _______ that govern the way an individual or a group conducts its activities.

Accepted Answer

A) moral principles and values 
B) established rules 
C) traditional beliefs 
D) accepted practices 
E) approved methods 
A) moral principles and values 
B) established rules 
C) traditional beliefs 
D) accepted practices 
E) approved methods

Question 8

The interpretation of data is part of which phase of the Marketing Research Process?

Accepted Answer

A) Data Capture 
B) Research Configuration 
C) Information Reporting 
D) Problem Definition 
E) Data Analysis 
A) Data Capture 
B) Research Configuration 
C) Information Reporting 
D) Problem Definition 
E) Data Analysis

Question 9

Sometimes research calls for a deeper look at the data by looking for differences or relationships across groups,a technique known as _____________.

Accepted Answer

A) cross-tabulation 
B) cross-analysis 
C) cross-comparison 
D) cross-footing 
E) cross-calculation 
A) cross-tabulation 
B) cross-analysis 
C) cross-comparison 
D) cross-footing 
E) cross-calculation

Question 10

Primary data should always be collected,even if the information can be obtained from the company's internal sources or from external sources.

Accepted Answer

A) True 
 B)False

Question 11

The method of ethical reasoning that considers whether or not costs and benefits of a proposed action are distributed fairly among individuals and groups is called the ________ approach.

Accepted Answer

A) justice 
B) pragmatic 
C) utility 
D) rights 
E) None of these are correct. 
A) justice 
B) pragmatic 
C) utility 
D) rights 
E) None of these are correct.

Question 12

A proposed research action that is ethical under one method of ethical reasoning is also ethical under the other methods of ethical reasoning.

Accepted Answer

A) True 
 B)False

Question 13

The method of ethical reasoning in which a proposed action is right or wrong,in and of itself,with less concern about the consequences of the action is called the ______ approach.

Accepted Answer

A) justice 
B) pragmatic 
C) utility 
D) rights 
E) None of these are correct. 
A) justice 
B) pragmatic 
C) utility 
D) rights 
E) None of these are correct.

Question 14

There can be differences between what is ethical and what is legal.

Accepted Answer

A) True 
 B)False

Question 15

Researchers following the rights method of ethical reasoning focus on

Accepted Answer

A) the welfare of society and society's rights. 
B) the welfare of customers and customers' rights. 
C) the welfare of the individual and individual's rights. 
D) the welfare of employees and employees' rights. 
E) the welfare of the sample population and the sample population's rights. 
A) the welfare of society and society's rights. 
B) the welfare of customers and customers' rights. 
C) the welfare of the individual and individual's rights. 
D) the welfare of employees and employees' rights. 
E) the welfare of the sample population and the sample population's rights.

Question 16

The particular subset of the population chosen for study is known as a _______.

Accepted Answer

A) subset 
B) sub-population 
C) sample 
D) data set 
E) survey group 
A) subset 
B) sub-population 
C) sample 
D) data set 
E) survey group

Question 17

The Taco Hacienda chain of fast food restaurants has clearly defined the decision problem it will address in a marketing research project.As it prepares for the Data Capture phase of the project,a good first place to look for data might be

Accepted Answer

A) from a primary Data Capture initiative,such as a customer survey. 
B) from an external source,such as the Fast Food Franchise Association. 
C) from the corporate Decision Support System. 
D) All of these are appropriate places to begin the Data Capture effort. 
E) None of these are appropriate places to begin the Data Capture effort. 
A) from a primary Data Capture initiative,such as a customer survey. 
B) from an external source,such as the Fast Food Franchise Association. 
C) from the corporate Decision Support System. 
D) All of these are appropriate places to begin the Data Capture effort. 
E) None of these are appropriate places to begin the Data Capture effort.

Question 18

In broad terms,two ways marketing research can gather marketing intelligence is (1)by collecting data to address specific problems or (2)by putting systems in place that provide data on an ongoing basis.

Accepted Answer

A) True 
 B)False

Question 19

In the justice approach to ethical reasoning,deciding what amounts to fair distribution of benefits and costs boils down to

Accepted Answer

A) the marketing researcher's intuition. 
B) the Marketing Research Association's code of ethics. 
C) societal consensus. 
D) regulatory guidelines. 
E) moral principles and values. 
A) the marketing researcher's intuition. 
B) the Marketing Research Association's code of ethics. 
C) societal consensus. 
D) regulatory guidelines. 
E) moral principles and values.

Question 20

While a goal of the research process is to minimize total error,even the best projects contain error of one kind or another.Error can enter at ________ of the process.

Accepted Answer

A) the Problem Definition stage 
B) the Data Capture stage 
C) the Data Analysis stage 
D) the Information Reporting stage 
E) any stage 
A) the Problem Definition stage 
B) the Data Capture stage 
C) the Data Analysis stage 
D) the Information Reporting stage 
E) any stage

No matter how well you've performed all the previous steps in the research,a project is often no more successful than the ___________.

Which of the following is not one of the phases of the Marketing Research Process?

During data analysis,the process of assigning numbers to each answer on a Data Capture form so that the answers can be analyzed by a computer is called

Which of the following statements about the Problem Definition phase of the Marketing Research Process is TRUE?

Communicating research results to appropriate managers is part of which phase of the Marketing Research Process?

Generating primary data is generally a ____________ process.

Marketing researchers must make many decisions over the course of a single research project and throughout the process consider the ethics involved in the choices they make.Ethics are the _______ that govern the way an individual or a group conducts its activities.

The interpretation of data is part of which phase of the Marketing Research Process?

Sometimes research calls for a deeper look at the data by looking for differences or relationships across groups,a technique known as _____________.

Primary data should always be collected,even if the information can be obtained from the company's internal sources or from external sources.

The method of ethical reasoning that considers whether or not costs and benefits of a proposed action are distributed fairly among individuals and groups is called the ________ approach.

A proposed research action that is ethical under one method of ethical reasoning is also ethical under the other methods of ethical reasoning.

The method of ethical reasoning in which a proposed action is right or wrong,in and of itself,with less concern about the consequences of the action is called the ______ approach.

There can be differences between what is ethical and what is legal.

Researchers following the rights method of ethical reasoning focus on

The particular subset of the population chosen for study is known as a _______.

The Taco Hacienda chain of fast food restaurants has clearly defined the decision problem it will address in a marketing research project.As it prepares for the Data Capture phase of the project,a good first place to look for data might be

In broad terms,two ways marketing research can gather marketing intelligence is (1)by collecting data to address specific problems or (2)by putting systems in place that provide data on an ongoing basis.

In the justice approach to ethical reasoning,deciding what amounts to fair distribution of benefits and costs boils down to

While a goal of the research process is to minimize total error,even the best projects contain error of one kind or another.Error can enter at ________ of the process.

The Role of Marketing Research

Problem Formulation

Exploratory Research

Decision Support Systems: Introduction

Decision Support Systems: Working With Big Data

Using External Secondary Data

Conducting Causal Research

Collecting Descriptive Primary Data

Collecting Data by Observation

Collecting Data by Communication

Asking Good Questions

Designing the Data Collection Form for Communication Data

Developing the Sampling Plan

Data Collection: Types of Error and Response Rate Calculation

Data Preparation for Analysis

Analysis and Interpretation: Individual Variables Independently

Analysis and Interpretation: Multiple Variables Simultaneously

The Oral Research Presentation

The Written Research Report

Filters

Exam 2: The Research Process and Ethical Concerns

No matter how well you've performed all the previous steps in the research,a project is often no more successful than the ___________.

Which of the following is not one of the phases of the Marketing Research Process?

During data analysis,the process of assigning numbers to each answer on a Data Capture form so that the answers can be analyzed by a computer is called

Which of the following statements about the Problem Definition phase of the Marketing Research Process is TRUE?

Communicating research results to appropriate managers is part of which phase of the Marketing Research Process?

Generating primary data is generally a ____________ process.

Marketing researchers must make many decisions over the course of a single research project and throughout the process consider the ethics involved in the choices they make.Ethics are the _______ that govern the way an individual or a group conducts its activities.

The interpretation of data is part of which phase of the Marketing Research Process?

Sometimes research calls for a deeper look at the data by looking for differences or relationships across groups,a technique known as _____________.

Primary data should always be collected,even if the information can be obtained from the company's internal sources or from external sources.

The method of ethical reasoning that considers whether or not costs and benefits of a proposed action are distributed fairly among individuals and groups is called the ________ approach.

A proposed research action that is ethical under one method of ethical reasoning is also ethical under the other methods of ethical reasoning.

The method of ethical reasoning in which a proposed action is right or wrong,in and of itself,with less concern about the consequences of the action is called the ______ approach.

There can be differences between what is ethical and what is legal.

Researchers following the rights method of ethical reasoning focus on

The particular subset of the population chosen for study is known as a _______.

The Taco Hacienda chain of fast food restaurants has clearly defined the decision problem it will address in a marketing research project.As it prepares for the Data Capture phase of the project,a good first place to look for data might be

In broad terms,two ways marketing research can gather marketing intelligence is (1)by collecting data to address specific problems or (2)by putting systems in place that provide data on an ongoing basis.

In the justice approach to ethical reasoning,deciding what amounts to fair distribution of benefits and costs boils down to

While a goal of the research process is to minimize total error,even the best projects contain error of one kind or another.Error can enter at ________ of the process.

The Role of Marketing Research

Problem Formulation

Exploratory Research

Decision Support Systems: Introduction

Decision Support Systems: Working With Big Data

Using External Secondary Data

Conducting Causal Research

Collecting Descriptive Primary Data

Collecting Data by Observation

Collecting Data by Communication

Asking Good Questions

Designing the Data Collection Form for Communication Data

Developing the Sampling Plan

Data Collection: Types of Error and Response Rate Calculation

Data Preparation for Analysis

Analysis and Interpretation: Individual Variables Independently

Analysis and Interpretation: Multiple Variables Simultaneously

The Oral Research Presentation

The Written Research Report

Filters