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

There is always some cause(s)to change.However,researchers only must determine the very likely causes to change in properly defining the problem.

________ are important and deserve researcher attention because they are the glue that holds the decision process together.

A demographic forecast that the number of teenagers will decrease dramatically over the next ten years may be symptomatic of an opportunity to create new drugs designed for teenage problems such as acne or weight issues.

Secondary data refers to:

An increase in sales if product features are changed is an example of a gap between what is supposed to happen and did happen.

Essentially,possible decision alternatives include any marketing action that the marketing manager thinks may resolve the problem.

"Preparing Graphs and Bar Charts" is one of the twelve basic steps in the marketing research process.

If the problem were defined as determining the level of customer satisfaction,a ________ could be to survey 400 users of product X and measure their level of satisfaction on six different attributes as well as measuring their likelihood of purchasing the product again.

Whenever there is an information gap that is relevant to the problem,the researcher and manager come to agree that the information needed to close the gap is a research objective.

Which of the following is a key monitor that measures the achievement of an objective?

Which of the following did the statistician Tukey coin as errors solving the wrong problem?

Questionnaires are used for studies in which respondents are asked questions and when respondents are observed.

A good MIS will provide management with symptoms that performance for a particular objective is not at a desirable level long before a predetermined date on which the objective is to be assessed.

The sample size determines:

Secondary data,as is implied by its name,should always be sought second.

Causal research is often undertaken to help clearly define a problem.

Validation means that 10% (the industry standard)of all respondents in a marketing research study are randomly selected,recontacted,and asked if they indeed took part in a research study.

Which of the following will we use if the source of our problem is the failure to meet an objective?

Because knowledge is worthy just for the sake of knowledge,it's okay for managers to conduct marketing research just "to know something."

Both situations,"failure to meet an objective" and "opportunity," have the same consequence for managers.