Question 1

Establishing the need for marketing research:

Accepted Answer

A) arises when managers must make decisions and they have inadequate information 
B) is determined by a quantitative analysis of the appropriateness of marketing research should be undertaken for every decision made in the firm 
C) stems from the need to establish a monitoring system that alerts mid management to either opportunities in the marketplace or problems 
D) should not come from a monitoring system but rather from management intuition 
E) should be determined only after the problem is clearly defined 
A) arises when managers must make decisions and they have inadequate information 
B) is determined by a quantitative analysis of the appropriateness of marketing research should be undertaken for every decision made in the firm 
C) stems from the need to establish a monitoring system that alerts mid management to either opportunities in the marketplace or problems 
D) should not come from a monitoring system but rather from management intuition 
E) should be determined only after the problem is clearly defined A

Question 2

Research objectives,when achieved,provide the information necessary to choose between decision alternatives.

Accepted Answer

A) True 
 B)False  True

Question 3

It has been said that the only thing worse than having a problem is to have a problem and not be aware that you have it!

Accepted Answer

A) True 
 B)False  True

Question 4

"Our sales were $X but could have been $Y had we introduced a new,more competitive product" is an example of what type of problem?

Accepted Answer

A) An opportunity 
B) A failure to meet an objective 
C) A major problem 
D) A marketing failure 
E) none of the above 
A) An opportunity 
B) A failure to meet an objective 
C) A major problem 
D) A marketing failure 
E) none of the above

Question 5

Causal research designs are called experiments.

Accepted Answer

A) True 
 B)False

Question 6

________ are the results of marketing actions.

Accepted Answer

A) Assumptions 
B) Consequences 
C) Hypotheses 
D) Assertions 
E) Objectives 
A) Assumptions 
B) Consequences 
C) Hypotheses 
D) Assertions 
E) Objectives

Question 7

The need for marketing research is affected by the company policy toward its use.

Accepted Answer

A) True 
 B)False

Question 8

Which type of study is undertaken to describe factors?

Accepted Answer

A) Causal 
B) Descriptive 
C) Categorical 
D) Research project 
E) Laboratory 
A) Causal 
B) Descriptive 
C) Categorical 
D) Research project 
E) Laboratory

Question 9

A(n)________ is the predesignation of some quality of a measured attribute necessary for a predetermined action to take place.

Accepted Answer

A) research standard 
B) action rule 
C) action standard 
D) tipping point 
E) tipping line 
A) research standard 
B) action rule 
C) action standard 
D) tipping point 
E) tipping line

Question 10

Methods of accessing external secondary data are relatively easy compared to accessing primary data.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following is NOT true of a good research objective?

Accepted Answer

A) It specifies from whom information will be gathered. 
B) It specifies what information (construct)is needed. 
C) It should specify the unit of measurement used to gather the information. 
D) It should word questions used to gather the information in the respondents' frame of reference. 
E) It should word questions used to gather the information in the researchers' frame of reference. 
A) It specifies from whom information will be gathered. 
B) It specifies what information (construct)is needed. 
C) It should specify the unit of measurement used to gather the information. 
D) It should word questions used to gather the information in the respondents' frame of reference. 
E) It should word questions used to gather the information in the researchers' frame of reference.

Question 12

Your authors list memory,relevance and believability as examples of ________.

Accepted Answer

A) standards 
B) actions 
C) assertions 
D) constructs 
E) consequences 
A) standards 
B) actions 
C) assertions 
D) constructs 
E) consequences

Question 13

Which of the following is true of "symptoms" as discussed n Chapter 3 of your text?

Accepted Answer

A) Symptoms are changes in the level of some key monitor that measures the achievement of an objective. 
B) Symptoms are not the problem but the "signals" that alert us of the problem. 
C) A symptom may also be a perceived change in the behavior of some market factor that implies an emerging opportunity. 
D) all of the above 
E) both A and B 
A) Symptoms are changes in the level of some key monitor that measures the achievement of an objective. 
B) Symptoms are not the problem but the "signals" that alert us of the problem. 
C) A symptom may also be a perceived change in the behavior of some market factor that implies an emerging opportunity. 
D) all of the above 
E) both A and B

Question 14

Which of the following questions should researchers ask when assessing symptoms?

Accepted Answer

A) Can the symptoms be corroborated by other factors identified in the situation analysis? 
B) Are the symptoms aberrant? 
C) Are the symptoms likely to occur again? 
D) A and B 
E) all of the above 
A) Can the symptoms be corroborated by other factors identified in the situation analysis? 
B) Are the symptoms aberrant? 
C) Are the symptoms likely to occur again? 
D) A and B 
E) all of the above

Question 15

When current information falls short of desired information there is an information gap.

Accepted Answer

A) True 
 B)False

Question 16

In creating research objectives,researchers should keep which four important qualities of objectives in mind?

Accepted Answer

A) precise, operational, detailed, concise 
B) precise, objective, detailed, concise 
C) precise, operational, detailed, clear 
D) precise, operational, symptomatic, clear 
E) timely, cost-benefit, axiomatic, detailed 
A) precise, operational, detailed, concise 
B) precise, objective, detailed, concise 
C) precise, operational, detailed, clear 
D) precise, operational, symptomatic, clear 
E) timely, cost-benefit, axiomatic, detailed

Question 17

When managers have already defined the problem prior to calling upon researchers,then researchers must resist the temptation to go along with the first definition suggested.

Accepted Answer

A) True 
 B)False

Question 18

The statistician Tukey coined Type II errors as those made solving the wrong problem.

Accepted Answer

A) True 
 B)False

Question 19

Differences between the current information state and the desired information state are known as:

Accepted Answer

A) irreconcilable 
B) conflicting 
C) information gaps 
D) hypothetical differences 
E) stretches in assertions 
A) irreconcilable 
B) conflicting 
C) information gaps 
D) hypothetical differences 
E) stretches in assertions

Question 20

An "ITB" in research is an "invitation to buy."

Accepted Answer

A) True 
 B)False

Establishing the need for marketing research:

Research objectives,when achieved,provide the information necessary to choose between decision alternatives.

It has been said that the only thing worse than having a problem is to have a problem and not be aware that you have it!

"Our sales were $X but could have been $Y had we introduced a new,more competitive product" is an example of what type of problem?

Causal research designs are called experiments.

________ are the results of marketing actions.

The need for marketing research is affected by the company policy toward its use.

Which type of study is undertaken to describe factors?

A(n)________ is the predesignation of some quality of a measured attribute necessary for a predetermined action to take place.

Methods of accessing external secondary data are relatively easy compared to accessing primary data.

Which of the following is NOT true of a good research objective?

Your authors list memory,relevance and believability as examples of ________.

Which of the following is true of "symptoms" as discussed n Chapter 3 of your text?

Which of the following questions should researchers ask when assessing symptoms?

When current information falls short of desired information there is an information gap.

In creating research objectives,researchers should keep which four important qualities of objectives in mind?

When managers have already defined the problem prior to calling upon researchers,then researchers must resist the temptation to go along with the first definition suggested.

The statistician Tukey coined Type II errors as those made solving the wrong problem.

Differences between the current information state and the desired information state are known as:

An "ITB" in research is an "invitation to buy."

An Introduction to Marketing Research

The Marketing Research Industry

Research Design Alternatives and Qualitative Research

Information Types and Sources: Secondary Data and Standardized Information

Data Collection Methods

Measurement Scales

Designing Data Collection Forms

Determining Sample Size and the Sample Plan

Data Issues and Inputting Data Into Xl Data Analyst

Summarizing Your Data

Generalizing Your Findings

Determining Relationships

Finding Differences

Preparing and Presenting Your Research Report

Filters

Exam 3: The Marketing Research Process Including the Problem and Research Objectives

Establishing the need for marketing research:

Research objectives,when achieved,provide the information necessary to choose between decision alternatives.

It has been said that the only thing worse than having a problem is to have a problem and not be aware that you have it!

"Our sales were $X but could have been $Y had we introduced a new,more competitive product" is an example of what type of problem?

Causal research designs are called experiments.

________ are the results of marketing actions.

The need for marketing research is affected by the company policy toward its use.

Which type of study is undertaken to describe factors?

A(n)________ is the predesignation of some quality of a measured attribute necessary for a predetermined action to take place.

Methods of accessing external secondary data are relatively easy compared to accessing primary data.

Which of the following is NOT true of a good research objective?

Your authors list memory,relevance and believability as examples of ________.

Which of the following is true of "symptoms" as discussed n Chapter 3 of your text?

Which of the following questions should researchers ask when assessing symptoms?

When current information falls short of desired information there is an information gap.

In creating research objectives,researchers should keep which four important qualities of objectives in mind?

When managers have already defined the problem prior to calling upon researchers,then researchers must resist the temptation to go along with the first definition suggested.

The statistician Tukey coined Type II errors as those made solving the wrong problem.

Differences between the current information state and the desired information state are known as:

An "ITB" in research is an "invitation to buy."

An Introduction to Marketing Research

The Marketing Research Industry

Research Design Alternatives and Qualitative Research

Information Types and Sources: Secondary Data and Standardized Information

Data Collection Methods

Measurement Scales

Designing Data Collection Forms

Determining Sample Size and the Sample Plan

Data Issues and Inputting Data Into Xl Data Analyst

Summarizing Your Data

Generalizing Your Findings

Determining Relationships

Finding Differences

Preparing and Presenting Your Research Report

Filters