Question 1

In depth discussions, usually consisting of 8-12 participants, led by a moderator and generally limited to one particular concept, idea or them are:

Accepted Answer

A)  Study groups 
B)  Accuracy groups 
C)  Focus groups 
D)  Case groups 
A)  Study groups 
B)  Accuracy groups 
C)  Focus groups 
D)  Case groups

Question 2

A manager who wants to show cause-and-effect between two variables would be advised to use which basic method of research?

Accepted Answer

A)  survey 
B)  observation 
C)  experiment 
D)  none of the above 
A)  survey 
B)  observation 
C)  experiment 
D)  none of the above

Question 3

Secondary research can help define the research problem.

Accepted Answer

A) True 
 B)False

Question 4

Generally, we say that changes in the dependent variable are associated with or caused by changes in the independent variable.

Accepted Answer

A) True 
 B)False

Question 5

Well-formulated objectives serve as a road map in pursuing a research project.

Accepted Answer

A) True 
 B)False

Question 6

Managers may have the ability to look up previous research projects if their company has a sophisticated __________.

Accepted Answer

A)  pilot study 
B)  experience survey 
C)  Intranet 
D)  situation analysis 
E)  none of the above 
A)  pilot study 
B)  experience survey 
C)  Intranet 
D)  situation analysis 
E)  none of the above

Question 7

Most clients tend to prefer what type of reports?

Accepted Answer

A)  elaborate written reports 
B)  oral reports 
C)  PowerPoint presentations 
D)  none of the above 
A)  elaborate written reports 
B)  oral reports 
C)  PowerPoint presentations 
D)  none of the above

Question 8

Because consumers' responses on surveys aren't always consistent with their actions, researchers sometimes turn to this type of research.

Accepted Answer

A)  syndicated research 
B)  observation research 
C)  experimental research 
D)  cause and effect research 
E)  none of the above 
A)  syndicated research 
B)  observation research 
C)  experimental research 
D)  cause and effect research 
E)  none of the above

Question 9

Which of the following is not part of defining a problem?

Accepted Answer

A)  recognize the problem or opportunity 
B)  determine whether the information already exists 
C)  compile a list of symptoms for individual research 
D)  determine whether the question can be answered 
A)  recognize the problem or opportunity 
B)  determine whether the information already exists 
C)  compile a list of symptoms for individual research 
D)  determine whether the question can be answered

Question 10

Recommendations are included in the typical research proposal.

Accepted Answer

A) True 
 B)False

Question 11

________________ is a goal statement, defining specific information needed to solve the marketing research problem.

Accepted Answer

A)  Exploratory research 
B)  Marketing research objective 
C)  Management objective 
D)  Managerial decision problem 
E)  none of the above 
A)  Exploratory research 
B)  Marketing research objective 
C)  Management objective 
D)  Managerial decision problem 
E)  none of the above

Question 12

The ultimate goal of defining a problem is to develop clear, concise, and meaningful research.

Accepted Answer

A) True 
 B)False

Question 13

The United Way agency in your town has contacted you because it has been experiencing declining donations. You tell the agency that your basic plan to determine why donations are declining will be exploratory, then descriptive. Explain what the research firm means.

Accepted Answer

Exploratory Research: talk with prominen

Question 14

Suppose you are wanting to contract with a marketing research firm for a specific project. What criteria would you use in your selection process?

Accepted Answer

The book outlines de

Question 15

The two criterions that must be met for causality are temporal sequence and concomitant variation.

Accepted Answer

A) True 
 B)False

Question 16

The opportunity identification step comes after problem recognition.

Accepted Answer

A) True 
 B)False

Question 17

Exploratory research must always lead to a marketing decision.

Accepted Answer

A) True 
 B)False

Question 18

According to a recent survey, what is the most desirable quality in a marketing researcher, from the client's perspective?

Accepted Answer

A)  flexibility 
B)  attention to detail 
C)  maintains client confidentiality 
D)  customer-oriented 
A)  flexibility 
B)  attention to detail 
C)  maintains client confidentiality 
D)  customer-oriented

Question 19

Suppose a sales manager makes the statement, "The problem with this company is declining sales." Why is such a statement shortsighted?

Accepted Answer

A)  The sales manager has identified only a symptom of a deeper problem. 
B)  The sales manager is not in a position to make such a statement. 
C)  The sales manager has not been shortsighted, but has identified the problem. 
D)  (a) or (b) 
E)  none of the above 
A)  The sales manager has identified only a symptom of a deeper problem. 
B)  The sales manager is not in a position to make such a statement. 
C)  The sales manager has not been shortsighted, but has identified the problem. 
D)  (a) or (b) 
E)  none of the above

Question 20

Nonprobability samples include every element in the population.

Accepted Answer

A) True 
 B)False

In depth discussions, usually consisting of 8-12 participants, led by a moderator and generally limited to one particular concept, idea or them are:

A manager who wants to show cause-and-effect between two variables would be advised to use which basic method of research?

Secondary research can help define the research problem.

Generally, we say that changes in the dependent variable are associated with or caused by changes in the independent variable.

Well-formulated objectives serve as a road map in pursuing a research project.

Managers may have the ability to look up previous research projects if their company has a sophisticated __________.

Most clients tend to prefer what type of reports?

Because consumers' responses on surveys aren't always consistent with their actions, researchers sometimes turn to this type of research.

Which of the following is not part of defining a problem?

Recommendations are included in the typical research proposal.

________________ is a goal statement, defining specific information needed to solve the marketing research problem.

The ultimate goal of defining a problem is to develop clear, concise, and meaningful research.

The United Way agency in your town has contacted you because it has been experiencing declining donations. You tell the agency that your basic plan to determine why donations are declining will be exploratory, then descriptive. Explain what the research firm means.

Suppose you are wanting to contract with a marketing research firm for a specific project. What criteria would you use in your selection process?

The two criterions that must be met for causality are temporal sequence and concomitant variation.

The opportunity identification step comes after problem recognition.

Exploratory research must always lead to a marketing decision.

According to a recent survey, what is the most desirable quality in a marketing researcher, from the client's perspective?

Suppose a sales manager makes the statement, "The problem with this company is declining sales." Why is such a statement shortsighted?

Nonprobability samples include every element in the population.

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

In depth discussions, usually consisting of 8-12 participants, led by a moderator and generally limited to one particular concept, idea or them are:

A manager who wants to show cause-and-effect between two variables would be advised to use which basic method of research?

Secondary research can help define the research problem.

Generally, we say that changes in the dependent variable are associated with or caused by changes in the independent variable.

Well-formulated objectives serve as a road map in pursuing a research project.

Managers may have the ability to look up previous research projects if their company has a sophisticated __________.

Most clients tend to prefer what type of reports?

Because consumers' responses on surveys aren't always consistent with their actions, researchers sometimes turn to this type of research.

Which of the following is not part of defining a problem?

Recommendations are included in the typical research proposal.

________________ is a goal statement, defining specific information needed to solve the marketing research problem.

The ultimate goal of defining a problem is to develop clear, concise, and meaningful research.

The United Way agency in your town has contacted you because it has been experiencing declining donations. You tell the agency that your basic plan to determine why donations are declining will be exploratory, then descriptive. Explain what the research firm means.

Suppose you are wanting to contract with a marketing research firm for a specific project. What criteria would you use in your selection process?

The two criterions that must be met for causality are temporal sequence and concomitant variation.

The opportunity identification step comes after problem recognition.

Exploratory research must always lead to a marketing decision.

According to a recent survey, what is the most desirable quality in a marketing researcher, from the client's perspective?

Suppose a sales manager makes the statement, "The problem with this company is declining sales." Why is such a statement shortsighted?

Nonprobability samples include every element in the population.

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