Question 1

Which of the following might be a typical question asked using a program strategy for marketing research?

Accepted Answer

A) "Should we do marketing research?" 
B) "How Often?" 
C) "What kind?" 
D) All of the above might be typical questions. 
E) none of the above might be a typical question. 
A) "Should we do marketing research?" 
B) "How Often?" 
C) "What kind?" 
D) All of the above might be typical questions. 
E) none of the above might be a typical question. D

Question 2

The appropriate research to determine the demographic characteristics of owners of skiers in New Mexico would be ____________________.

Accepted Answer

descriptive research

Question 3

What method of ethical reasoning focuses on society as the unit of analysis and stresses the consequences of an act on all those directly or indirectly affected by it?

Accepted Answer

A) The rights approach 
B) The universal approach 
C) The utility approach 
D) The justice approach 
E) The individual approach 
A) The rights approach 
B) The universal approach 
C) The utility approach 
D) The justice approach 
E) The individual approach C

Question 4

The most important step in the research process is

Accepted Answer

A) determining the research design. 
B) designing data collection method and forms. 
C) preparing the research report. 
D) analyzing and interpreting the data. 
E) formulating the problem. 
A) determining the research design. 
B) designing data collection method and forms. 
C) preparing the research report. 
D) analyzing and interpreting the data. 
E) formulating the problem.

Question 5

The utility approach holds that the correct course of action is one that

Accepted Answer

A) promotes "the greatest good" for the greatest number. 
B) focuses on society as the unit of analysis. 
C) focuses on the welfare of the individual. 
D) Both a and b above. 
E) Both b and c above. 
A) promotes "the greatest good" for the greatest number. 
B) focuses on society as the unit of analysis. 
C) focuses on the welfare of the individual. 
D) Both a and b above. 
E) Both b and c above.

Question 6

Which of the following is FALSE?

Accepted Answer

A) Program strategy specifies the types of studies that are to be conducted and for what purposes. 
B) Project strategy deals with how a study should be conducted. 
C) Program strategy is determined by a company's philosophy of how marketing research fits into its marketing plan. 
D) Project strategy involves the design of the individual studies that a firm conducts to gather information. 
E) A program strategy and a project strategy are identical. 
A) Program strategy specifies the types of studies that are to be conducted and for what purposes. 
B) Project strategy deals with how a study should be conducted. 
C) Program strategy is determined by a company's philosophy of how marketing research fits into its marketing plan. 
D) Project strategy involves the design of the individual studies that a firm conducts to gather information. 
E) A program strategy and a project strategy are identical.

Question 7

If the research problem was defined as "what attributes do car buyers today prefer in our U.S.manufactured cars?" the most appropriate type of research would be

Accepted Answer

A) exploratory research. 
B) descriptive research. 
C) causal research. 
D) basic research. 
E) applied Research. 
A) exploratory research. 
B) descriptive research. 
C) causal research. 
D) basic research. 
E) applied Research.

Question 8

The first and most important step in the marketing research process is to define the marketing problem to be solved.

Accepted Answer

A) True 
 B)False

Question 9

A process by which numbers are assigned to each of the answers on a form,so they can be analyzed is called

Accepted Answer

A) editing. 
B) describing. 
C) pricing. 
D) labeling. 
E) coding. 
A) editing. 
B) describing. 
C) pricing. 
D) labeling. 
E) coding.

Question 10

The particular subset of the population chosen for study is known as a

Accepted Answer

A) category. 
B) probability. 
C) frame. 
D) sample. 
E) study. 
A) category. 
B) probability. 
C) frame. 
D) sample. 
E) study.

Question 11

Compare and contrast the various approaches or methods of ethical reasoning.

Accepted Answer

The utility approach is a method that fo

Question 12

Following the sequence of steps in the marketing research process,after designing the sample and collecting data,you would

Accepted Answer

A) design data collection forms. 
B) analyze and interpret data. 
C) prepare the research report. 
D) formulate the problem. 
E) determine research design. 
A) design data collection forms. 
B) analyze and interpret data. 
C) prepare the research report. 
D) formulate the problem. 
E) determine research design.

Question 13

Jerie's Jerseys,a manufacturer of soccer jerseys,has experienced slumping sales over the last quarter.The marketing research department has been asked to investigate this disturbing development.What should be the first step taken by the researchers in their investigation?

Accepted Answer

A) Design a questionnaire to gather pertinent data. 
B) Decide which statistical procedure to use for data analysis. 
C) Determine sources of pertinent internal secondary data. 
D) Identify the sample of customers from which data will be gathered. 
E) Formulate a specific problem statement. 
A) Design a questionnaire to gather pertinent data. 
B) Decide which statistical procedure to use for data analysis. 
C) Determine sources of pertinent internal secondary data. 
D) Identify the sample of customers from which data will be gathered. 
E) Formulate a specific problem statement.

Question 14

Which of the following is FALSE?

Accepted Answer

A) A company's philosophy of how marketing research fits into its marketing plan determines its program strategy for marketing research. 
B) The design of individual studies themselves addresses the firm's project strategy for marketing research. 
C) Program strategy addresses the question of what types of studies the firm should conduct and for what overall purposes. 
D) Program strategy would address an issue like whether personal or telephone interviews should be used to measure customer attitudes. 
E) Companies should have both program and project strategies. 
A) A company's philosophy of how marketing research fits into its marketing plan determines its program strategy for marketing research. 
B) The design of individual studies themselves addresses the firm's project strategy for marketing research. 
C) Program strategy addresses the question of what types of studies the firm should conduct and for what overall purposes. 
D) Program strategy would address an issue like whether personal or telephone interviews should be used to measure customer attitudes. 
E) Companies should have both program and project strategies.

Question 15

The appropriate research to determine the demographic characteristics of owners of boats in Florida would be

Accepted Answer

A) descriptive research. 
B) exploratory research. 
C) causal research. 
D) field experiment. 
E) survey research. 
A) descriptive research. 
B) exploratory research. 
C) causal research. 
D) field experiment. 
E) survey research.

Question 16

You are product manager for Folgers coffee.With the popularity of Starbucks,you have notice sales of gourmet coffee rising.Unfortunately,sales of Folgers coffee has been declining for the last four years.You ask the marketing research department to do a study to determine some possible reasons as to why Folgers Coffee sales have declined.The most appropriate research would be

Accepted Answer

A) a field experiment followed by an exploratory study. 
B) an experimental study followed by a descriptive study. 
C) an exploratory study. 
D) a descriptive study involving a field survey of actual and potential customers. 
E) There is no marketing research that could be done to help the product manager. 
A) a field experiment followed by an exploratory study. 
B) an experimental study followed by a descriptive study. 
C) an exploratory study. 
D) a descriptive study involving a field survey of actual and potential customers. 
E) There is no marketing research that could be done to help the product manager.

Question 17

Which of the following is TRUE?

Accepted Answer

A) Decreasing the sample size is a sure way to reduce total error since it reduces sampling error which is an important component of total error. 
B) In designing a research project,the most important type of research error is total error. 
C) In designing a research project,the most important type of research error is sampling error. 
D) Increasing the sample size is a sure way to reduce total error since it reduces sampling error,which is the most important component of total error. 
E) None of these statements are true;they are all false. 
A) Decreasing the sample size is a sure way to reduce total error since it reduces sampling error which is an important component of total error. 
B) In designing a research project,the most important type of research error is total error. 
C) In designing a research project,the most important type of research error is sampling error. 
D) Increasing the sample size is a sure way to reduce total error since it reduces sampling error,which is the most important component of total error. 
E) None of these statements are true;they are all false.

Question 18

What is NOT an example of primary data for an NFL team?

Accepted Answer

A) Attendance at the sporting event 
B) Survey taken in front of the stadium 
C) Merchandise sales figures on Sunday 
D) Data of the city from the census bureau 
E) All of the above are examples of primary data for the NFL team. 
A) Attendance at the sporting event 
B) Survey taken in front of the stadium 
C) Merchandise sales figures on Sunday 
D) Data of the city from the census bureau 
E) All of the above are examples of primary data for the NFL team.

Question 19

The concept that recognizes the possibility that errors occurring in specific stages of the research process may interact to influence the final results of the study is the concept of

Accepted Answer

A) stage error. 
B) measurement error. 
C) total error. 
D) part error. 
E) interaction error. 
A) stage error. 
B) measurement error. 
C) total error. 
D) part error. 
E) interaction error.

Question 20

The Transportation Department at University of Houston wishes to determine what type of campus transportation system is preferred by UH's 30,000 undergraduate students.Data is collected from 400 undergraduate students enrolled in one section of Freshman English Literature.What type of sample is being utilized in this project?

Accepted Answer

A) Stratified sample 
B) Nonprobability sample 
C) Objective sample 
D) Probability sample 
E) User sample 
A) Stratified sample 
B) Nonprobability sample 
C) Objective sample 
D) Probability sample 
E) User sample

Which of the following might be a typical question asked using a program strategy for marketing research?

The appropriate research to determine the demographic characteristics of owners of skiers in New Mexico would be ____________________.

What method of ethical reasoning focuses on society as the unit of analysis and stresses the consequences of an act on all those directly or indirectly affected by it?

The most important step in the research process is

The utility approach holds that the correct course of action is one that

Which of the following is FALSE?

If the research problem was defined as "what attributes do car buyers today prefer in our U.S.manufactured cars?" the most appropriate type of research would be

The first and most important step in the marketing research process is to define the marketing problem to be solved.

A process by which numbers are assigned to each of the answers on a form,so they can be analyzed is called

The particular subset of the population chosen for study is known as a

Compare and contrast the various approaches or methods of ethical reasoning.

Following the sequence of steps in the marketing research process,after designing the sample and collecting data,you would

Jerie's Jerseys,a manufacturer of soccer jerseys,has experienced slumping sales over the last quarter.The marketing research department has been asked to investigate this disturbing development.What should be the first step taken by the researchers in their investigation?

Which of the following is FALSE?

The appropriate research to determine the demographic characteristics of owners of boats in Florida would be

Which of the following is TRUE?

What is NOT an example of primary data for an NFL team?

The concept that recognizes the possibility that errors occurring in specific stages of the research process may interact to influence the final results of the study is the concept of

The Role of Marketing Research

Gathering Marketing Intelligence: The Systems Approach

Problem Formulation

Types of Research Design and Exploratory Research

Descriptive and Causal Research Designs

Secondary Data

Standardized Marketing Information Services

Collecting Primary Data

Collecting Information by Communication

Collecting Information by Observation

Asking Good Questions: Measurement Basics

Measuring Attitudes and Other Variables

Designing the Questionnaire or Observation Form

Developing the Sampling Plan

Determining Sample Size

Collecting the Data: Nonsampling Errors and Response Rate Calculation

Data Analysis: Preliminary Steps

Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing

Data Analysis: Analyzing Multiple Variables Simultaneously

The Research Report

Filters

Exam 3: Gathering Marketing Intelligence: The Project Approach

Which of the following might be a typical question asked using a program strategy for marketing research?

The appropriate research to determine the demographic characteristics of owners of skiers in New Mexico would be ____________________.

What method of ethical reasoning focuses on society as the unit of analysis and stresses the consequences of an act on all those directly or indirectly affected by it?

The most important step in the research process is

The utility approach holds that the correct course of action is one that

Which of the following is FALSE?

If the research problem was defined as "what attributes do car buyers today prefer in our U.S.manufactured cars?" the most appropriate type of research would be

The first and most important step in the marketing research process is to define the marketing problem to be solved.

A process by which numbers are assigned to each of the answers on a form,so they can be analyzed is called

The particular subset of the population chosen for study is known as a

Compare and contrast the various approaches or methods of ethical reasoning.

Following the sequence of steps in the marketing research process,after designing the sample and collecting data,you would

Jerie's Jerseys,a manufacturer of soccer jerseys,has experienced slumping sales over the last quarter.The marketing research department has been asked to investigate this disturbing development.What should be the first step taken by the researchers in their investigation?

Which of the following is FALSE?

The appropriate research to determine the demographic characteristics of owners of boats in Florida would be

Which of the following is TRUE?

What is NOT an example of primary data for an NFL team?

The concept that recognizes the possibility that errors occurring in specific stages of the research process may interact to influence the final results of the study is the concept of

The Role of Marketing Research

Gathering Marketing Intelligence: The Systems Approach

Problem Formulation

Types of Research Design and Exploratory Research

Descriptive and Causal Research Designs

Secondary Data

Standardized Marketing Information Services

Collecting Primary Data

Collecting Information by Communication

Collecting Information by Observation

Asking Good Questions: Measurement Basics

Measuring Attitudes and Other Variables

Designing the Questionnaire or Observation Form

Developing the Sampling Plan

Determining Sample Size

Collecting the Data: Nonsampling Errors and Response Rate Calculation

Data Analysis: Preliminary Steps

Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing

Data Analysis: Analyzing Multiple Variables Simultaneously

The Research Report

Filters