Question 1

The ________ asks what information is needed and how it can best be obtained.

Accepted Answer

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

Question 2

Verbal models are often a summary or restatement of the main points of the theory.

Accepted Answer

A) True 
 B)False

Question 3

An unproved statement or proposition about a factor or phenomenon that is of interest to the researcher is called a(n) ________.

Accepted Answer

A)  theory 
B)  hypothesis 
C)  model 
D)  experiment 
E)  relationship 
A)  theory 
B)  hypothesis 
C)  model 
D)  experiment 
E)  relationship

Question 4

A marketing research problem asks what information is needed and how it should be obtained.

Accepted Answer

A) True 
 B)False

Question 5

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

Accepted Answer

A)  Problem definition 
B)  Problem correction 
C)  Hypotheses generation 
D)  Research directive 
E)  Problem audit 
A)  Problem definition 
B)  Problem correction 
C)  Hypotheses generation 
D)  Research directive 
E)  Problem audit

Question 6

Which sources of secondary data would be helpful in defining the problem of Wendy's increasing its share of the fast food market?

Accepted Answer

A)  a field research project conducted by Wendy's to answer the question of how to increase its share of the fast food market 
B)  a report from the Fast Food Retailers Association on changing preferences for consumer tastes 
C)  a U.S. Census Bureau report on the changing demographic profile of the U.S. consumer 
D)  all of the above 
E)  B and C only 
A)  a field research project conducted by Wendy's to answer the question of how to increase its share of the fast food market 
B)  a report from the Fast Food Retailers Association on changing preferences for consumer tastes 
C)  a U.S. Census Bureau report on the changing demographic profile of the U.S. consumer 
D)  all of the above 
E)  B and C only

Question 7

The political environment is a factor that comprises the environmental context of the problem.

Accepted Answer

A) True 
 B)False

Question 8

Unbiased evidence that is supported by empirical findings is called objective evidence.

Accepted Answer

A) True 
 B)False

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

The researcher must have a clear understanding of two types of objectives. Objectives:

Accepted Answer

A)  that are precise and that are specific. 
B)  for daily and for weekly work. 
C)  for finance and for marketing. 
D)  for marketing and for research. 
E)  of the organization, and of the decision maker. 
A)  that are precise and that are specific. 
B)  for daily and for weekly work. 
C)  for finance and for marketing. 
D)  for marketing and for research. 
E)  of the organization, and of the decision maker.

Question 11

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

Accepted Answer

A) True 
 B)False

Question 12

According to the text, ________ is a central component of the environment.

Accepted Answer

A)  economic behavior 
B)  organizational behavior 
C)  ethical behavior 
D)  stock price of the publicly held company in question 
E)  buyer behavior 
A)  economic behavior 
B)  organizational behavior 
C)  ethical behavior 
D)  stock price of the publicly held company in question 
E)  buyer behavior

Question 13

All of the following are characteristics of a marketing research problem EXCEPT:

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)  A and D 
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)  A and D

Question 14

According to the text, graphical models are logical, preliminary steps to developing mathematical models.

Accepted Answer

A) True 
 B)False

Question 15

________ are refined statements of the specific components of the problem.

Accepted Answer

A)  Research questions 
B)  Theories 
C)  Hypotheses 
D)  Experiments 
E)  Scientific information 
A)  Research questions 
B)  Theories 
C)  Hypotheses 
D)  Experiments 
E)  Scientific information

Question 16

The resume of the decision maker is one of the issues discussed with the decision maker during the problem audit.

Accepted Answer

A) True 
 B)False

Question 17

In a short essay, discuss the differences between primary and secondary data. Include a specific example of each to support your answer.

Accepted Answer

Secondary data are data collected for so

Question 18

An unproven statement or proposition about a factor or phenomenon that is of interest to the researcher is called a hypothesis.

Accepted Answer

A) True 
 B)False

Question 19

According to the text, the ________ is information oriented.

Accepted Answer

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

Question 20

Which of the following models are used to isolate variables and to suggest directions of relationships but are not designed to provide numerical results?

Accepted Answer

A)  graphical models 
B)  mathematical models 
C)  verbal models 
D)  technological models 
E)  specific models 
A)  graphical models 
B)  mathematical models 
C)  verbal models 
D)  technological models 
E)  specific models

The ________ asks what information is needed and how it can best be obtained.

Verbal models are often a summary or restatement of the main points of the theory.

An unproved statement or proposition about a factor or phenomenon that is of interest to the researcher is called a(n) ________.

A marketing research problem asks what information is needed and how it should be obtained.

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

Which sources of secondary data would be helpful in defining the problem of Wendy's increasing its share of the fast food market?

The political environment is a factor that comprises the environmental context of the problem.

Unbiased evidence that is supported by empirical findings is called objective evidence.

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

The researcher must have a clear understanding of two types of objectives. Objectives:

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

According to the text, ________ is a central component of the environment.

All of the following are characteristics of a marketing research problem EXCEPT:

According to the text, graphical models are logical, preliminary steps to developing mathematical models.

________ are refined statements of the specific components of the problem.

The resume of the decision maker is one of the issues discussed with the decision maker during the problem audit.

In a short essay, discuss the differences between primary and secondary data. Include a specific example of each to support your answer.

An unproven statement or proposition about a factor or phenomenon that is of interest to the researcher is called a hypothesis.

According to the text, the ________ is information oriented.

Which of the following models are used to isolate variables and to suggest directions of relationships but are not designed to provide numerical results?

Introduction to Marketing Research

Research Design

Exploratory Research Design: Secondary Data

Exploratory Research Design: Syndicated Sources of Secondary Data

Exploratory Research Design: Qualitative Research

Descriptive Research Design: Survey and Observation

Causal Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Noncomparative Scaling Techniques

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork: Data Collection

Data Preparation and Analysis Strategy

Frequency Distribution, Hypothesis Testing, and Cross-Tabulation

Hypothesis Testing Related to Differences

Correlation and Regression

Report Preparation and Presentation

Filters

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

The ________ asks what information is needed and how it can best be obtained.

Verbal models are often a summary or restatement of the main points of the theory.

An unproved statement or proposition about a factor or phenomenon that is of interest to the researcher is called a(n) ________.

A marketing research problem asks what information is needed and how it should be obtained.

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

Which sources of secondary data would be helpful in defining the problem of Wendy's increasing its share of the fast food market?

The political environment is a factor that comprises the environmental context of the problem.

Unbiased evidence that is supported by empirical findings is called objective evidence.

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

The researcher must have a clear understanding of two types of objectives. Objectives:

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

According to the text, ________ is a central component of the environment.

All of the following are characteristics of a marketing research problem EXCEPT:

According to the text, graphical models are logical, preliminary steps to developing mathematical models.

________ are refined statements of the specific components of the problem.

The resume of the decision maker is one of the issues discussed with the decision maker during the problem audit.

In a short essay, discuss the differences between primary and secondary data. Include a specific example of each to support your answer.

An unproven statement or proposition about a factor or phenomenon that is of interest to the researcher is called a hypothesis.

According to the text, the ________ is information oriented.

Which of the following models are used to isolate variables and to suggest directions of relationships but are not designed to provide numerical results?

Introduction to Marketing Research

Research Design

Exploratory Research Design: Secondary Data

Exploratory Research Design: Syndicated Sources of Secondary Data

Exploratory Research Design: Qualitative Research

Descriptive Research Design: Survey and Observation

Causal Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Noncomparative Scaling Techniques

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork: Data Collection

Data Preparation and Analysis Strategy

Frequency Distribution, Hypothesis Testing, and Cross-Tabulation

Hypothesis Testing Related to Differences

Correlation and Regression

Report Preparation and Presentation

Filters