Question 1

Death Wish" research can be characterized as

Accepted Answer

A) research using techniques that offer little in the way of value. 
B) quick,low cost research that corroborates what the marketer already thought. 
C) research that results in a decision to kill a product idea. 
D) All of these are correct. 
E) both research using techniques and quick low,cost research. 
A) research using techniques that offer little in the way of value. 
B) quick,low cost research that corroborates what the marketer already thought. 
C) research that results in a decision to kill a product idea. 
D) All of these are correct. 
E) both research using techniques and quick low,cost research.

Question 2

What type of research is conducted with a goal to support a particular position with pseudoscientific results?

Accepted Answer

A) Positional 
B) Pseudo 
C) Expedient 
D) Advocacy 
E) Tertiary 
A) Positional 
B) Pseudo 
C) Expedient 
D) Advocacy 
E) Tertiary

Question 3

What kind of research focuses on describing a population,often emphasizing the frequency with which something occurs or the extent to which two variables are related?

Accepted Answer

A) Descriptive 
B) Exploratory 
C) Primary 
D) Secondary 
E) Casual 
A) Descriptive 
B) Exploratory 
C) Primary 
D) Secondary 
E) Casual

Question 4

When a problem goes beyond the scope of regularly-collected internal data,potential sources of existing,external data include which of the following?

Accepted Answer

A) The government 
B) Trade associations 
C) Published sources 
D) Commercial sources 
E) All of these are correct. 
A) The government 
B) Trade associations 
C) Published sources 
D) Commercial sources 
E) All of these are correct.

Question 5

The marketing team at Hudsucker Industries wants to determine which of two prices on a new version of a product will produce greatest revenues.What kind of research should it use to determine this?

Accepted Answer

A) Descriptive 
B) Causal 
C) Market 
D) Competitive 
E) Exploratory 
A) Descriptive 
B) Causal 
C) Market 
D) Competitive 
E) Exploratory

Question 6

In judging whether a proposed action is ethical or not,it is necessary to adopt one or more moral reasoning frameworks.Which of the following is NOT one of the frameworks presented in Chapter 2?

Accepted Answer

A) Justice 
B) Pragmatic 
C) Utility 
D) Rights 
E) All of these are correct. 
A) Justice 
B) Pragmatic 
C) Utility 
D) Rights 
E) All of these are correct.

Question 7

One of the most important characteristics of exploratory research is flexibility.

Accepted Answer

A) True 
 B)False

Question 8

What type of research is used when the problem to be solved is broad or vague?

Accepted Answer

A) Exploratory research 
B) Secondary research 
C) Primary research 
D) All of these are correct. 
E) None of these are correct. 
A) Exploratory research 
B) Secondary research 
C) Primary research 
D) All of these are correct. 
E) None of these are correct.

Question 9

A market researcher would use exploratory research during which phase of the Marketing Research Process?

Accepted Answer

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

Question 10

Attempting to sell products or services after telling respondents you are conducting marketing research is a practice known as

Accepted Answer

A) sugging. 
B) probing. 
C) funneling. 
D) posing. 
E) spoofing. 
A) sugging. 
B) probing. 
C) funneling. 
D) posing. 
E) spoofing.

Question 11

In all cases,there is a general marketing research process that managers should follow as they seek information.

Accepted Answer

A) True 
 B)False

Question 12

The utility approach to ethical reasoning holds that the correct course of action is the one that promotes

Accepted Answer

A) the least negative reaction. 
B) the greatest good for the greatest number. 
C) the most benefit to the firm that commissioned the marketing research. 
D) the most favorable publicity. 
E) the most practical solution. 
A) the least negative reaction. 
B) the greatest good for the greatest number. 
C) the most benefit to the firm that commissioned the marketing research. 
D) the most favorable publicity. 
E) the most practical solution.

Question 13

What type of data was collected for another purpose but can be used to address a current problem?

Accepted Answer

A) Primary data 
B) Tangential data 
C) Secondary data 
D) Auxiliary data 
E) Random data 
A) Primary data 
B) Tangential data 
C) Secondary data 
D) Auxiliary data 
E) Random data

Question 14

If relatively little is known about the phenomenon to be investigated,exploratory research is often used to clarify the issues.

Accepted Answer

A) True 
 B)False

Question 15

A product manager is eager to develop a new product idea.To gain approval to do so,the product manager orders the research team to survey a small group of customers that have been briefed on the product concept already and who reacted favorably to it.This type of research effort is known as

Accepted Answer

A) sugging. 
B) advocacy research. 
C) product research. 
D) consumer research. 
E) focus group research. 
A) sugging. 
B) advocacy research. 
C) product research. 
D) consumer research. 
E) focus group research.

Question 16

The use of existing (secondary)data or the gathering of new (primary)data characterizes 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 17

In designing the sample,researchers must specify

Accepted Answer

A) the sampling frame. 
B) the type of sampling plan to be used. 
C) the size of the sample. 
D) All of these are correct. 
E) None of these are correct. 
A) the sampling frame. 
B) the type of sampling plan to be used. 
C) the size of the sample. 
D) All of these are correct. 
E) None of these are correct.

Death Wish" research can be characterized as

What type of research is conducted with a goal to support a particular position with pseudoscientific results?

What kind of research focuses on describing a population,often emphasizing the frequency with which something occurs or the extent to which two variables are related?

When a problem goes beyond the scope of regularly-collected internal data,potential sources of existing,external data include which of the following?

The marketing team at Hudsucker Industries wants to determine which of two prices on a new version of a product will produce greatest revenues.What kind of research should it use to determine this?

In judging whether a proposed action is ethical or not,it is necessary to adopt one or more moral reasoning frameworks.Which of the following is NOT one of the frameworks presented in Chapter 2?

One of the most important characteristics of exploratory research is flexibility.

What type of research is used when the problem to be solved is broad or vague?

A market researcher would use exploratory research during which phase of the Marketing Research Process?

Attempting to sell products or services after telling respondents you are conducting marketing research is a practice known as

In all cases,there is a general marketing research process that managers should follow as they seek information.

The utility approach to ethical reasoning holds that the correct course of action is the one that promotes

What type of data was collected for another purpose but can be used to address a current problem?

If relatively little is known about the phenomenon to be investigated,exploratory research is often used to clarify the issues.

A product manager is eager to develop a new product idea.To gain approval to do so,the product manager orders the research team to survey a small group of customers that have been briefed on the product concept already and who reacted favorably to it.This type of research effort is known as

The use of existing (secondary)data or the gathering of new (primary)data characterizes which phase of the Marketing Research Process?

In designing the sample,researchers must specify

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

Death Wish" research can be characterized as

What type of research is conducted with a goal to support a particular position with pseudoscientific results?

What kind of research focuses on describing a population,often emphasizing the frequency with which something occurs or the extent to which two variables are related?

When a problem goes beyond the scope of regularly-collected internal data,potential sources of existing,external data include which of the following?

The marketing team at Hudsucker Industries wants to determine which of two prices on a new version of a product will produce greatest revenues.What kind of research should it use to determine this?

In judging whether a proposed action is ethical or not,it is necessary to adopt one or more moral reasoning frameworks.Which of the following is NOT one of the frameworks presented in Chapter 2?

One of the most important characteristics of exploratory research is flexibility.

What type of research is used when the problem to be solved is broad or vague?

A market researcher would use exploratory research during which phase of the Marketing Research Process?

Attempting to sell products or services after telling respondents you are conducting marketing research is a practice known as

In all cases,there is a general marketing research process that managers should follow as they seek information.

The utility approach to ethical reasoning holds that the correct course of action is the one that promotes

What type of data was collected for another purpose but can be used to address a current problem?

If relatively little is known about the phenomenon to be investigated,exploratory research is often used to clarify the issues.

A product manager is eager to develop a new product idea.To gain approval to do so,the product manager orders the research team to survey a small group of customers that have been briefed on the product concept already and who reacted favorably to it.This type of research effort is known as

The use of existing (secondary)data or the gathering of new (primary)data characterizes which phase of the Marketing Research Process?

In designing the sample,researchers must specify

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