Exam 3: A: Problem Definition and the Research Process

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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:

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Question 1

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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?

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Question 2

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

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Question 3

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The Research Request is a document outlining potential research.It outlines the steps that will be taken,associated costs,research objectives and any critical issues that need to be assessed before the project can begin.It is important because,if accepted,it becomes a written agreement between supplier and client.The specific components of the Research Request are outlined in the text.

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

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Question 4

Observation is a method of research that enables the researcher to see if one variable causes another.

(True/False)

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Question 5

What does the iceberg principle refer to?

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Question 6

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

(True/False)

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Question 7

____________ 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.

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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)_______.

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Question 9

Secondary research can help define the research problem.

(True/False)

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Question 10

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?

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Question 11

The opportunity identification step comes after problem recognition.

(True/False)

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Question 12

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

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Question 13

A _____________ sample is characterized by every element in the population having a nonzero chance of being selected.

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Question 14

Exploratory research is often referred to as preliminary research.

(True/False)

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Question 15

A firm is experiencing a 15% sales decline over the past year.The firm contracts with a marketing research firm to survey its customers to determine why sales are declining.Suggest how the principals in the marketing research firm should respond to their client's demands.

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Question 16

Exploratory research must always lead to a marketing decision.

(True/False)

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Question 17

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

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Question 18

Probability samples allow marketing researchers to project their sample results to the population they are studying.

(True/False)

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Question 19

Preparing proposal may be the most important function a research supplier performs inasmuch as proposals,and their acceptance or rejection,determine the revenue of the firm.

(True/False)

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Question 20

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Exam 3: A: Problem Definition and the Research Process

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:

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

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

Observation is a method of research that enables the researcher to see if one variable causes another.

What does the iceberg principle refer to?

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

____________ 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.

"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)_______.

Secondary research can help define the research problem.

The opportunity identification step comes after problem recognition.

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

A _____________ sample is characterized by every element in the population having a nonzero chance of being selected.

Exploratory research is often referred to as preliminary research.

A firm is experiencing a 15% sales decline over the past year.The firm contracts with a marketing research firm to survey its customers to determine why sales are declining.Suggest how the principals in the marketing research firm should respond to their client's demands.

Exploratory research must always lead to a marketing decision.

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

Probability samples allow marketing researchers to project their sample results to the population they are studying.

Preparing proposal may be the most important function a research supplier performs inasmuch as proposals,and their acceptance or rejection,determine the revenue of the firm.

The Role of Marketing Research in Management Decision Making

A: The Role of Marketing Research in Management Decision Making

The Marketing Research Industry and Research Ethics

A: The Marketing Research Industry and Research Ethics

Problem Definition,exploratory Research,and the Research Process

Secondary Data and Databases

A: Secondary Data and Databases

Qualitative Research

A: Qualitative Research

Traditional Survey Research

A: Traditional Survey Research

Online Marketing Research

A: Online Marketing Research

Primary Data Collection: Observation

A: Primary Data Collection: Observation

Primary Data Collection: Experimentation and Test Markets

A: Primary Data Collection: Experimentation and Test Markets

The Concept of Measurement

A: The Concept of Measurement

Using Measurement Scales to Build Marketing Effectiveness

A: Using Measurement Scales to Build Marketing Effectiveness

Questionnaire Design

A: Questionnaire Design

Basic Sampling Issues

A: Basic Sampling Issues

Sample Size Determination

A: Sample Size Determination

Data Processing and Fundamental Data Analysis

A: Data Processing and Fundamental Data Analysis

Statistical Testing of Differences and Relationships

A: Statistical Testing of Differences and Relationships

Bivariate Correlation and Regression

A: Bivariate Correlation and Regression

Multivariate Data Analysis

A: Multivariate Data Analysis

Communicating the Research Results

A: Communicating the Research Results

Managing Marketing Research

A: Managing Marketing Research

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