Question 1

Which of the following is not a form of exploratory research?

Accepted Answer

A)  secondary data analysis 
B)  situation analysis 
C)  pilot study 
D)  experience survey 
E)  All of the above are forms of exploratory research. 
A)  secondary data analysis 
B)  situation analysis 
C)  pilot study 
D)  experience survey 
E)  All of the above are forms of exploratory research.

Question 2

What is the "Research Request?" Why is it so important? What should you include in the research request?

Accepted Answer

The Research Request is a document outli

Question 3

Defining the solution is the critical first step in the "marketing research process."

Accepted Answer

A) True 
 B)False

Question 4

Descriptive research allows the researcher to determine if one variable causes another.

Accepted Answer

A) True 
 B)False

Question 5

A laboratory experiment would be better than a field experiment in helping a researcher eliminate _______.

Accepted Answer

A)  causality 
B)  concomitant variation 
C)  variables 
D)  spurious associations 
E)  none of the above 
A)  causality 
B)  concomitant variation 
C)  variables 
D)  spurious associations 
E)  none of the above

Question 6

Which of the following should be action oriented?

Accepted Answer

A)  objectives statement 
B)  marketing research problem 
C)  management decision problem 
D)  statement of problem symptoms 
E)  none of the above 
A)  objectives statement 
B)  marketing research problem 
C)  management decision problem 
D)  statement of problem symptoms 
E)  none of the above

Question 7

What is the most important determinant of research use?

Accepted Answer

A)  technical quality 
B)  research findings 
C)  type of study 
D)  none of the above 
A)  technical quality 
B)  research findings 
C)  type of study 
D)  none of the above

Question 8

____________ is preliminary research conducted to increase the understanding of a concept, to clarify the exact nature of the problem to be solved, or to identify important variables to be studied.

Accepted Answer

A)  Pilot study 
B)  Experience survey 
C)  Case analysis 
D)  Exploratory research 
E)  Situation analysis 
A)  Pilot study 
B)  Experience survey 
C)  Case analysis 
D)  Exploratory research 
E)  Situation analysis

Question 9

A teen consumer products firm notes that there were 30 million babies born between 1990 and 2002. The firm also recognizes that because of more single parent homes and dual-earner households, these young consumers are making many more purchase decisions. Beginning the process of marketing to that group of young consumers would be an example of which of the following?

Accepted Answer

A)  determining if the information exists 
B)  using symptoms to clarify a problem 
C)  recognizing an opportunity 
D)  stating research objectives 
E)  none of the above 
A)  determining if the information exists 
B)  using symptoms to clarify a problem 
C)  recognizing an opportunity 
D)  stating research objectives 
E)  none of the above

Question 10

A/An _______________ is a survey using a limited number of respondents and often employing less rigorous sampling techniques than are employed in large quantitative studies.

Accepted Answer

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

Question 11

Marketing research problems are much broader in scope than management problems.

Accepted Answer

A) True 
 B)False

Question 12

When research managers communicate ineffectively, generate quality data, control costs, and deliver information on untimely, they increase the probability that decision makers will use the research information they provide.

Accepted Answer

A) True 
 B)False

Question 13

When retailers monitor consumer shopping behavior by using scanner technology, this is an example of _______.

Accepted Answer

A)  survey research 
B)  observation research 
C)  experimental research 
D)  cause-effect research 
E)  none of the above 
A)  survey research 
B)  observation research 
C)  experimental research 
D)  cause-effect research 
E)  none of the above

Question 14

A pilot study is more rigorous than other types of quantitative studies.

Accepted Answer

A) True 
 B)False

Question 15

Who would researchers for Royal Caribbean cruise lines speak to about their ideas for an interior redesign the interior on future cruise ships? Be sure to identify the type of research.

Accepted Answer

Experience surveys involve interviewing

Question 16

Extremely low-incidence studies, such as trying to survey the automobile buyer characteristics of astronauts, are usually not feasible. A marketing research firm concerned about the feasibility of such a project would probably:

Accepted Answer

A)  see if the information already exists. 
B)  first conduct a pilot survey. 
C)  conduct a focus group. 
D)  determine whether or not the question can be answered. 
E)  all of the above 
A)  see if the information already exists. 
B)  first conduct a pilot survey. 
C)  conduct a focus group. 
D)  determine whether or not the question can be answered. 
E)  all of the above

Which of the following is not a form of exploratory research?

What is the "Research Request?" Why is it so important? What should you include in the research request?

Defining the solution is the critical first step in the "marketing research process."

Descriptive research allows the researcher to determine if one variable causes another.

A laboratory experiment would be better than a field experiment in helping a researcher eliminate _______.

Which of the following should be action oriented?

What is the most important determinant of research use?

____________ is preliminary research conducted to increase the understanding of a concept, to clarify the exact nature of the problem to be solved, or to identify important variables to be studied.

A/An _______________ is a survey using a limited number of respondents and often employing less rigorous sampling techniques than are employed in large quantitative studies.

Marketing research problems are much broader in scope than management problems.

When research managers communicate ineffectively, generate quality data, control costs, and deliver information on untimely, they increase the probability that decision makers will use the research information they provide.

When retailers monitor consumer shopping behavior by using scanner technology, this is an example of _______.

A pilot study is more rigorous than other types of quantitative studies.

Who would researchers for Royal Caribbean cruise lines speak to about their ideas for an interior redesign the interior on future cruise ships? Be sure to identify the type of research.

Extremely low-incidence studies, such as trying to survey the automobile buyer characteristics of astronauts, are usually not feasible. A marketing research firm concerned about the feasibility of such a project would probably:

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

Which of the following is not a form of exploratory research?

What is the "Research Request?" Why is it so important? What should you include in the research request?

Defining the solution is the critical first step in the "marketing research process."

Descriptive research allows the researcher to determine if one variable causes another.

A laboratory experiment would be better than a field experiment in helping a researcher eliminate _______.

Which of the following should be action oriented?

What is the most important determinant of research use?

____________ is preliminary research conducted to increase the understanding of a concept, to clarify the exact nature of the problem to be solved, or to identify important variables to be studied.

A/An _______________ is a survey using a limited number of respondents and often employing less rigorous sampling techniques than are employed in large quantitative studies.

Marketing research problems are much broader in scope than management problems.

When research managers communicate ineffectively, generate quality data, control costs, and deliver information on untimely, they increase the probability that decision makers will use the research information they provide.

When retailers monitor consumer shopping behavior by using scanner technology, this is an example of _______.

A pilot study is more rigorous than other types of quantitative studies.

Who would researchers for Royal Caribbean cruise lines speak to about their ideas for an interior redesign the interior on future cruise ships? Be sure to identify the type of research.

Extremely low-incidence studies, such as trying to survey the automobile buyer characteristics of astronauts, are usually not feasible. A marketing research firm concerned about the feasibility of such a project would probably:

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