Question 1

Who puts together a request for proposal (RFP)?

Accepted Answer

A)  custom research suppliers 
B)  syndicated data suppliers 
C)  companies that want to hire a research supplier 
D)  respondents 
E)  none of the above 
A)  custom research suppliers 
B)  syndicated data suppliers 
C)  companies that want to hire a research supplier 
D)  respondents 
E)  none of the above

Question 2

What does the iceberg principle refer to?

Accepted Answer

A)  Most data analysis techniques tend to be outdated. 
B)  Research objectives are not often clearly defined. 
C)  Symptoms are often mistaken for problems in business. 
D)  none of the above 
A)  Most data analysis techniques tend to be outdated. 
B)  Research objectives are not often clearly defined. 
C)  Symptoms are often mistaken for problems in business. 
D)  none of the above

Question 3

All of the following are sections of a formal research request except:

Accepted Answer

A)  Action 
B)  Use 
C)  Information 
D)  Logistics 
E)  All of the above 
A)  Action 
B)  Use 
C)  Information 
D)  Logistics 
E)  All of the above

Question 4

Discuss the benefits of a good Request for Proposal.

Accepted Answer

A good request for proposal tells the ma

Question 5

_______________ is a discussion with knowledgeable individuals, both inside and outside the organization, who may provide insights into a problem.

Accepted Answer

A)  Pilot study 
B)  Experience survey a 
C)  Case analysis b 
D)  Situation analysis 
E)  none of the above 
A)  Pilot study 
B)  Experience survey a 
C)  Case analysis b 
D)  Situation analysis 
E)  none of the above

Question 6

Discuss why marketing researchers for a grocery store chain would need top-level management involved when setting up a research project.

Accepted Answer

The decision maker is the one who needs

Question 7

The first step in the problem-definition process is:

Accepted Answer

A)  stating research objectives. 
B)  recognizing that there is a problem or opportunity. 
C)  determining if the needed information is already available. 
D)  determining why the information is being sought. 
E)  none of the above 
A)  stating research objectives. 
B)  recognizing that there is a problem or opportunity. 
C)  determining if the needed information is already available. 
D)  determining why the information is being sought. 
E)  none of the above

Question 8

"We believe that raising the price of membership of our country club will make it more desirable, and will increase our membership base" is an example of a(n) _______.

Accepted Answer

A)  objective 
B)  management problem 
C)  hypothesis 
D)  marketing research problem 
E)  none of the above 
A)  objective 
B)  management problem 
C)  hypothesis 
D)  marketing research problem 
E)  none of the above

Question 9

Exploratory research is often referred to as preliminary research.

Accepted Answer

A) True 
 B)False

Question 10

Describe why "use" must be defined in a research request regarding interior redesign for an airline.

Accepted Answer

In a research request, the use section w

Question 11

Causality is relatively easy to prove in most marketing research studies.

Accepted Answer

A) True 
 B)False

Question 12

What type of document does a research supplier prepare in response to an RFP?

Accepted Answer

A)  research proposal 
B)  sampling report 
C)  finished research report 
D)  none of the above 
A)  research proposal 
B)  sampling report 
C)  finished research report 
D)  none of the above

Question 13

Using marketing research to find and evaluate new opportunities is_________.

Accepted Answer

A)  situation analysis 
B)  case analysis 
C)  research design 
D)  opportunity identification 
A)  situation analysis 
B)  case analysis 
C)  research design 
D)  opportunity identification

Question 14

The researcher cannot compute the statistical reliability of this type of sample.

Accepted Answer

A)  probability sample 
B)  experimental sample 
C)  nonprobability sample 
D)  observational sample 
E)  all of the above 
A)  probability sample 
B)  experimental sample 
C)  nonprobability sample 
D)  observational sample 
E)  all of the above

Question 15

What is a plan for addressing the research objectives or hypotheses? In essence, the researcher develops a structure or framework to answer a specific research problem/opportunity.

Accepted Answer

A)  Research Design 
B)  Design Strategy 
C)  Research Opportunity 
D)  Strategic Design 
A)  Research Design 
B)  Design Strategy 
C)  Research Opportunity 
D)  Strategic Design

Question 16

Writing a RFP is the first step in marketing research for a manager or decision maker.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following is a problem associated with laboratory experiments?

Accepted Answer

A)  They provide little useful information about a population. 
B)  The participants may act differently in a real-world setting. 
C)  The cost of simulating the real-world environment outweighs the benefits. 
D)  all of the above 
E)  none of the above 
A)  They provide little useful information about a population. 
B)  The participants may act differently in a real-world setting. 
C)  The cost of simulating the real-world environment outweighs the benefits. 
D)  all of the above 
E)  none of the above

Question 18

To test the effectiveness of changes in an advertising campaign, a marketing research firm decides to implement certain changes in Atlanta, other changes in Dallas, and no change to the ad campaign in Denver. With regard to the products in question, the purchasing propensities in the three cities are equal. What type of research design is the marketing research firm invoking?

Accepted Answer

A)  exploratory study design 
B)  observational study design 
C)  descriptive study design 
D)  causal study design 
E)  all of the above 
A)  exploratory study design 
B)  observational study design 
C)  descriptive study design 
D)  causal study design 
E)  all of the above

Question 19

Two variables must be correlated in order to be causally related.

Accepted Answer

A) True 
 B)False

Question 20

Casual studies answer who, what, when, where, and how.

Accepted Answer

A) True 
 B)False

Who puts together a request for proposal (RFP)?

What does the iceberg principle refer to?

All of the following are sections of a formal research request except:

Discuss the benefits of a good Request for Proposal.

_______________ is a discussion with knowledgeable individuals, both inside and outside the organization, who may provide insights into a problem.

Discuss why marketing researchers for a grocery store chain would need top-level management involved when setting up a research project.

The first step in the problem-definition process is:

"We believe that raising the price of membership of our country club will make it more desirable, and will increase our membership base" is an example of a(n) _______.

Exploratory research is often referred to as preliminary research.

Describe why "use" must be defined in a research request regarding interior redesign for an airline.

Causality is relatively easy to prove in most marketing research studies.

What type of document does a research supplier prepare in response to an RFP?

Using marketing research to find and evaluate new opportunities is_________.

The researcher cannot compute the statistical reliability of this type of sample.

What is a plan for addressing the research objectives or hypotheses? In essence, the researcher develops a structure or framework to answer a specific research problem/opportunity.

Writing a RFP is the first step in marketing research for a manager or decision maker.

Which of the following is a problem associated with laboratory experiments?

Two variables must be correlated in order to be causally related.

Casual studies answer who, what, when, where, and how.

Secondary Data and Databases

Qualitative Research

Traditional Survey Research

Online Marketing Research

Primary Data Collection: Observation

Primary Data Collection: Experimentation and Test Markets

The Concept of Measurement and Attitude Scales

Questionnaire Design

Basic Sampling Issues

Sample Size Determination

Data Processing, Data Analysis, and Statistical Testing

More Powerful Statistical Methods

Communicating Results and Managing Marketing Research

Filters

Exam 2: Problem Definition and the Research Process

Who puts together a request for proposal (RFP)?

What does the iceberg principle refer to?

All of the following are sections of a formal research request except:

Discuss the benefits of a good Request for Proposal.

_______________ is a discussion with knowledgeable individuals, both inside and outside the organization, who may provide insights into a problem.

Discuss why marketing researchers for a grocery store chain would need top-level management involved when setting up a research project.

The first step in the problem-definition process is:

"We believe that raising the price of membership of our country club will make it more desirable, and will increase our membership base" is an example of a(n) _______.

Exploratory research is often referred to as preliminary research.

Describe why "use" must be defined in a research request regarding interior redesign for an airline.

Causality is relatively easy to prove in most marketing research studies.

What type of document does a research supplier prepare in response to an RFP?

Using marketing research to find and evaluate new opportunities is_________.

The researcher cannot compute the statistical reliability of this type of sample.

What is a plan for addressing the research objectives or hypotheses? In essence, the researcher develops a structure or framework to answer a specific research problem/opportunity.

Writing a RFP is the first step in marketing research for a manager or decision maker.

Which of the following is a problem associated with laboratory experiments?

Two variables must be correlated in order to be causally related.

Casual studies answer who, what, when, where, and how.

Secondary Data and Databases

Qualitative Research

Traditional Survey Research

Online Marketing Research

Primary Data Collection: Observation

Primary Data Collection: Experimentation and Test Markets

The Concept of Measurement and Attitude Scales

Questionnaire Design

Basic Sampling Issues

Sample Size Determination

Data Processing, Data Analysis, and Statistical Testing

More Powerful Statistical Methods

Communicating Results and Managing Marketing Research

Filters