Question 1

Which of the following is NOT an example of a source of secondary data?

Accepted Answer

A) trade organizations 
B) Census Bureau 
C) Internet 
D) industry associations 
E) survey data 
A) trade organizations 
B) Census Bureau 
C) Internet 
D) industry associations 
E) survey data

Question 2

The alternative courses of action available to the DM is one of the issues discussed with the decision maker during the problem audit.

Accepted Answer

A) True 
 B)False

Question 3

Hypotheses are statements about proposed relationships rather than merely questions to be answered.

Accepted Answer

A) True 
 B)False

Question 4

Problem audit is a comprehensive examination of a marketing problem to understand its origin and nature.

Accepted Answer

A) True 
 B)False

Question 5

Graphical models explicitly specify the strength and direction of relationships among variables, usually in equation form.

Accepted Answer

A) True 
 B)False

Question 6

According to the problem definition and approach development process as given in the text, the tasks involved in problem definition consist of all of the following EXCEPT ________.

Accepted Answer

A) discussions with the decision makers 
B) interviews with industry experts 
C) analysis of project schedule 
D) analysis of secondary data 
E) qualitative research 
A) discussions with the decision makers 
B) interviews with industry experts 
C) analysis of project schedule 
D) analysis of secondary data 
E) qualitative research

Question 7

Which of the following is NOT a characteristic of a marketing research problem?

Accepted Answer

A) asks what the decision maker needs to do 
B) asks what information is needed and how it should be obtained 
C) is information oriented 
D) focuses on the underlying causes 
E) All are characteristics. 
A) asks what the decision maker needs to do 
B) asks what information is needed and how it should be obtained 
C) is information oriented 
D) focuses on the underlying causes 
E) All are characteristics.

Question 8

________ are data collected for some purpose other than the problem at hand.

Accepted Answer

A) Primary data 
B) Secondary data 
C) Virtual data 
D) Observational data 
E) Research data 
A) Primary data 
B) Secondary data 
C) Virtual data 
D) Observational data 
E) Research data

Question 9

Data originated by the researcher specifically to address the research problem are called ________.

Accepted Answer

A) primary data 
B) secondary data 
C) virtual data 
D) census data 
E) research data 
A) primary data 
B) secondary data 
C) virtual data 
D) census data 
E) research data

Question 10

Which of the following is true about secondary data?

Accepted Answer

A) Collection time is long. 
B) Quality of data is high. 
C) Cost of collecting the data is low. 
D) It is easy to access. 
E) It is highly relevant to marketing research problems. 
A) Collection time is long. 
B) Quality of data is high. 
C) Cost of collecting the data is low. 
D) It is easy to access. 
E) It is highly relevant to marketing research problems.

Question 11

According to the problem definition and approach development process as given in the text, the tasks involved in problem definition consist of ________.

Accepted Answer

A) discussions with the decision makers 
B) estimates of expected results 
C) analysis of project costs 
D) recommendations for decision makers 
E) all of the above 
A) discussions with the decision makers 
B) estimates of expected results 
C) analysis of project costs 
D) recommendations for decision makers 
E) all of the above

Question 12

Which of following is NOT an element in the economic environment?

Accepted Answer

A) public policies 
B) purchasing power 
C) discretionary income 
D) general economic conditions 
E) disposable income 
A) public policies 
B) purchasing power 
C) discretionary income 
D) general economic conditions 
E) disposable income

Question 13

A(n)________ is a conceptual scheme based on foundation statements, which are assumed to be true.

Accepted Answer

A) experiment 
B) theory 
C) objective 
D) incident 
E) investigation 
A) experiment 
B) theory 
C) objective 
D) incident 
E) investigation

Question 14

Which of the following represents an example of a secondary data source?

Accepted Answer

A) the formula for Coca-Cola 
B) population census data 
C) the new models to be introduced by GM in the next three to five years 
D) interviews 
E) experiments 
A) the formula for Coca-Cola 
B) population census data 
C) the new models to be introduced by GM in the next three to five years 
D) interviews 
E) experiments

Question 15

The problem confronting the decision maker is typically referred to as the ________.

Accepted Answer

A) management decision problem 
B) theoretical decision problem 
C) hypothetical decision problem 
D) marketing research problem 
E) research context problem 
A) management decision problem 
B) theoretical decision problem 
C) hypothetical decision problem 
D) marketing research problem 
E) research context problem

Question 16

The management decision problem asks what information is needed and how it can best be obtained.

Accepted Answer

A) True 
 B)False

Question 17

With the use of social media such as blogs, Facebook, or Twitter, researchers can update consumers on the research that has been ongoing and the actions that have been taken.

Accepted Answer

A) True 
 B)False

Question 18

Pilot surveys contain fewer open-ended questions than large-scale surveys.

Accepted Answer

A) True 
 B)False

Question 19

________ includes the underlying motives, perceptions, attitudes, buying habits, and demographic and psychographic profiles of buyers and potential buyers.

Accepted Answer

A) Buyer behavior 
B) Economic behavior 
C) Organizational behavior 
D) Ethical behavior 
E) Advertising creativity 
A) Buyer behavior 
B) Economic behavior 
C) Organizational behavior 
D) Ethical behavior 
E) Advertising creativity

Question 20

An unstructured, exploratory research methodology based on small samples intended to provide insight and understanding of the problem setting is called ________.

Accepted Answer

A) quantitative research 
B) qualitative research 
C) descriptive research 
D) causal research 
E) secondary data 
A) quantitative research 
B) qualitative research 
C) descriptive research 
D) causal research 
E) secondary data

Which of the following is NOT an example of a source of secondary data?

The alternative courses of action available to the DM is one of the issues discussed with the decision maker during the problem audit.

Hypotheses are statements about proposed relationships rather than merely questions to be answered.

Problem audit is a comprehensive examination of a marketing problem to understand its origin and nature.

Graphical models explicitly specify the strength and direction of relationships among variables, usually in equation form.

According to the problem definition and approach development process as given in the text, the tasks involved in problem definition consist of all of the following EXCEPT ________.

Which of the following is NOT a characteristic of a marketing research problem?

________ are data collected for some purpose other than the problem at hand.

Data originated by the researcher specifically to address the research problem are called ________.

Which of the following is true about secondary data?

According to the problem definition and approach development process as given in the text, the tasks involved in problem definition consist of ________.

Which of following is NOT an element in the economic environment?

A(n)________ is a conceptual scheme based on foundation statements, which are assumed to be true.

Which of the following represents an example of a secondary data source?

The problem confronting the decision maker is typically referred to as the ________.

The management decision problem asks what information is needed and how it can best be obtained.

With the use of social media such as blogs, Facebook, or Twitter, researchers can update consumers on the research that has been ongoing and the actions that have been taken.

Pilot surveys contain fewer open-ended questions than large-scale surveys.

________ includes the underlying motives, perceptions, attitudes, buying habits, and demographic and psychographic profiles of buyers and potential buyers.

An unstructured, exploratory research methodology based on small samples intended to provide insight and understanding of the problem setting is called ________.

Introduction to Marketing Research

Research Design, Secondary and Syndicated Data

Qualitative Research

Survey and Observation

Experimentation and Causal Research

Measurement and Scaling

Questionnaire and Form Design

Sampling: Design and Procedures

Data Collection and Preparation

Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation

Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression

Report Preparation and Presentation

Filters

Exam 2: Defining the Marketing Research Problem and Developing an Approach

Which of the following is NOT an example of a source of secondary data?

The alternative courses of action available to the DM is one of the issues discussed with the decision maker during the problem audit.

Hypotheses are statements about proposed relationships rather than merely questions to be answered.

Problem audit is a comprehensive examination of a marketing problem to understand its origin and nature.

Graphical models explicitly specify the strength and direction of relationships among variables, usually in equation form.

According to the problem definition and approach development process as given in the text, the tasks involved in problem definition consist of all of the following EXCEPT ________.

Which of the following is NOT a characteristic of a marketing research problem?

________ are data collected for some purpose other than the problem at hand.

Data originated by the researcher specifically to address the research problem are called ________.

Which of the following is true about secondary data?

According to the problem definition and approach development process as given in the text, the tasks involved in problem definition consist of ________.

Which of following is NOT an element in the economic environment?

A(n)________ is a conceptual scheme based on foundation statements, which are assumed to be true.

Which of the following represents an example of a secondary data source?

The problem confronting the decision maker is typically referred to as the ________.

The management decision problem asks what information is needed and how it can best be obtained.

With the use of social media such as blogs, Facebook, or Twitter, researchers can update consumers on the research that has been ongoing and the actions that have been taken.

Pilot surveys contain fewer open-ended questions than large-scale surveys.

________ includes the underlying motives, perceptions, attitudes, buying habits, and demographic and psychographic profiles of buyers and potential buyers.

An unstructured, exploratory research methodology based on small samples intended to provide insight and understanding of the problem setting is called ________.

Introduction to Marketing Research

Research Design, Secondary and Syndicated Data

Qualitative Research

Survey and Observation

Experimentation and Causal Research

Measurement and Scaling

Questionnaire and Form Design

Sampling: Design and Procedures

Data Collection and Preparation

Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation

Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression

Report Preparation and Presentation

Filters