Question 1

Which of the following situations could make use of exploratory research?

Accepted Answer

A) Sony is interested in developing advanced HDTV imaging technology. 
B) Hillary Clinton,a potential democratic candidate for the U.S.presidency in 2008,is wondering how to allocate her campaign resources efficiently across various states. 
C) A newly formed religious organization is wondering what strategies it should use to seek donations from the public. 
D) Proctor and Gamble is interested in determining what type of appeal is best suited for its new shaver. 
E) All of the above could use exploratory research. 
A) Sony is interested in developing advanced HDTV imaging technology. 
B) Hillary Clinton,a potential democratic candidate for the U.S.presidency in 2008,is wondering how to allocate her campaign resources efficiently across various states. 
C) A newly formed religious organization is wondering what strategies it should use to seek donations from the public. 
D) Proctor and Gamble is interested in determining what type of appeal is best suited for its new shaver. 
E) All of the above could use exploratory research.

Question 2

The utility approach holds that the correct course of action is the one the promotes "the greatest good for the greatest number."

Accepted Answer

A) True 
 B)False

Question 3

Which approach(s)to ethical reasoning focuses on the individual as the unit of analysis and specifically on the rights to which every individual is entitled?

Accepted Answer

A) The rights approach 
B) The utility approach 
C) The strategy approach 
D) The justice approach 
E) All of the above. 
A) The rights approach 
B) The utility approach 
C) The strategy approach 
D) The justice approach 
E) All of the above.

Question 4

Ben and Jerry's Ice Cream,Inc.decided to collect information from consumers regarding their brand awareness and satisfaction with Chocoholic flavored ice creams via personal interviews.These studies demonstrate what type of marketing research strategy?

Accepted Answer

A) Advertising evaluation strategy 
B) Program strategy 
C) Development strategy 
D) Project strategy 
E) Satisfaction research strategy 
A) Advertising evaluation strategy 
B) Program strategy 
C) Development strategy 
D) Project strategy 
E) Satisfaction research strategy

Question 5

After determining the research design,the next step in the research process is

Accepted Answer

A) design sample and collect data. 
B) design the data collection method and forms. 
C) formulate problem. 
D) prepare the research report. 
E) prepare the research proposal. 
A) design sample and collect data. 
B) design the data collection method and forms. 
C) formulate problem. 
D) prepare the research report. 
E) prepare the research proposal.

Question 6

The sampling frame deals with

Accepted Answer

A) how information will be gathered from the sample. 
B) the form of the sample. 
C) the list of population elements from which the sample will be selected. 
D) the size of the sample. 
E) the type of sample,i.e. ,probability or nonprobability. 
A) how information will be gathered from the sample. 
B) the form of the sample. 
C) the list of population elements from which the sample will be selected. 
D) the size of the sample. 
E) the type of sample,i.e. ,probability or nonprobability.

Question 7

The seven steps in the research process are highly interrelated.

Accepted Answer

A) True 
 B)False

Question 8

American Express Travel Agency has seen the leisure portion of its business fall 25% percent in the last two years.The agency is worried that the needs of the leisure customer are changing as many are purchasing tickets off the Internet.If it decides to do some research,what should be the first step in the marketing research process?

Accepted Answer

A) Collect the data 
B) Formulate the problem 
C) Analyze the marketplace 
D) Plan the research design 
E) Specify the sampling plan 
A) Collect the data 
B) Formulate the problem 
C) Analyze the marketplace 
D) Plan the research design 
E) Specify the sampling plan

Question 9

Another name for exploratory research is "quantitative research."

Accepted Answer

A) True 
 B)False

Question 10

Ethics apply to all situations in which there can be actual or potential harm of any kind.

Accepted Answer

A) True 
 B)False

Question 11

In a nonprobability sample,each member of the population has a known,nonzero chance of being selected.

Accepted Answer

A) True 
 B)False

Question 12

The justice approach to ethical reasoning

Accepted Answer

A) considers whether or not the costs and benefits of a proposed action are distributed fairly among individuals and groups. 
B) attempts to be fair to everyone involved. 
C) focuses on the consequences of behaviors. 
D) All of the above. 
E) None of the above. 
A) considers whether or not the costs and benefits of a proposed action are distributed fairly among individuals and groups. 
B) attempts to be fair to everyone involved. 
C) focuses on the consequences of behaviors. 
D) All of the above. 
E) None of the above.

Question 13

Project strategy for marketing research specifies the types of studies that are to be conducted and for what purposes.

Accepted Answer

A) True 
 B)False

Question 14

The strategy that specifies how a company designs individual research studies is called the

Accepted Answer

A) research mix. 
B) analysis strategy. 
C) project strategy. 
D) program strategy. 
E) research design strategy. 
A) research mix. 
B) analysis strategy. 
C) project strategy. 
D) program strategy. 
E) research design strategy.

Which of the following situations could make use of exploratory research?

The utility approach holds that the correct course of action is the one the promotes "the greatest good for the greatest number."

Which approach(s)to ethical reasoning focuses on the individual as the unit of analysis and specifically on the rights to which every individual is entitled?

Ben and Jerry's Ice Cream,Inc.decided to collect information from consumers regarding their brand awareness and satisfaction with Chocoholic flavored ice creams via personal interviews.These studies demonstrate what type of marketing research strategy?

After determining the research design,the next step in the research process is

The sampling frame deals with

The seven steps in the research process are highly interrelated.

Another name for exploratory research is "quantitative research."

Ethics apply to all situations in which there can be actual or potential harm of any kind.

In a nonprobability sample,each member of the population has a known,nonzero chance of being selected.

The justice approach to ethical reasoning

Project strategy for marketing research specifies the types of studies that are to be conducted and for what purposes.

The strategy that specifies how a company designs individual research studies is called the

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 situations could make use of exploratory research?

The utility approach holds that the correct course of action is the one the promotes "the greatest good for the greatest number."

Which approach(s)to ethical reasoning focuses on the individual as the unit of analysis and specifically on the rights to which every individual is entitled?

Ben and Jerry's Ice Cream,Inc.decided to collect information from consumers regarding their brand awareness and satisfaction with Chocoholic flavored ice creams via personal interviews.These studies demonstrate what type of marketing research strategy?

After determining the research design,the next step in the research process is

The sampling frame deals with

The seven steps in the research process are highly interrelated.

Another name for exploratory research is "quantitative research."

Ethics apply to all situations in which there can be actual or potential harm of any kind.

In a nonprobability sample,each member of the population has a known,nonzero chance of being selected.

The justice approach to ethical reasoning

Project strategy for marketing research specifies the types of studies that are to be conducted and for what purposes.

The strategy that specifies how a company designs individual research studies is called the

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