Deck 3: Gathering Marketing Intelligence: The Project Approach

Question 1

The sequence of steps followed when designing a research project is known as the

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

Answer 1

D

Question 2

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

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

Answer 2

C

Question 3

The process of checking completed data-collection forms for completeness,consistency,and adherence to instructions is known as

A)tabulation.
B)scanning.
C)coding.
D)editing.
E)skip-tracing.

Answer 3

D

Question 4

Which of the following statements is FALSE?

A)The data analysis stage includes coding the observations.
B)Specifying the sampling frame is one part of the research process.
C)The stages in the research process are highly interrelated in that a decision with respect to one stage affects decisions made at the other stages as well.
D)Total error,rather than sampling error,is the key error associated with a project.
E)The most important step in the marketing research process is to determine research design.

Question 5

The strategy that specifies the purposes and types of research studies generally conducted by a company is known as the

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

Question 6

Which of the following is FALSE?

A)A company's philosophy of how marketing research fits into its marketing plan determines its program strategy for marketing research.
B)The design of individual studies themselves addresses the firm's project strategy for marketing research.
C)Program strategy addresses the question of what types of studies the firm should conduct and for what overall purposes.
D)Program strategy would address an issue like whether personal or telephone interviews should be used to measure customer attitudes.
E)Companies should have both program and project strategies.

Question 7

The Transportation Department at University of Houston wishes to determine what type of campus transportation system is preferred by UH's 30,000 undergraduate students.Data is collected from 400 undergraduate students enrolled in one section of Freshman English Literature.What type of sample is being utilized in this project?

A)Stratified sample
B)Nonprobability sample
C)Objective sample
D)Probability sample
E)User sample

Question 8

Which of the following is TRUE?

A)A research project can provide the most relevant information for managers when it is based on an imprecise decision problem.
B)A research project should have many objectives;one is too narrow.
C)Specifying the objectives of the research project to be undertaken is part of the research design process.
D)A research project may have one objective or several objectives.
E)Well designed research projects are broad-based fact finding missions.

Question 9

The sample design stage of the research process includes specifying

A)the population from which the sample elements will be drawn.
B)the sampling frame.
C)the type of sample.
D)the sample size.
E)All of the above.

Question 10

Which of the following is FALSE?

A)Program strategy specifies the types of studies that are to be conducted and for what purposes.
B)Project strategy deals with how a study should be conducted.
C)Program strategy is determined by a company's philosophy of how marketing research fits into its marketing plan.
D)Project strategy involves the design of the individual studies that a firm conducts to gather information.
E)A program strategy and a project strategy are identical.

Question 11

The sampling frame deals with

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 12

Which of the following is not a part of the data analysis and interpretation stage of the research process?

A)Designing the data-collection forms
B)Assignment of numerals to the observations
C)Application of a test of statistical significance
D)Classifications and cross-classifications that result from counting the observations
E)Editing the data-collection forms

Question 13

As laid out in its marketing plan,Dominos Corporation annually collects information from all of its restaurants to determine the customers' satisfaction with Domino's delivery service.These studies demonstrate what type of marketing research strategy?

A)Logistics research strategy
B)Program strategy
C)Distribution research strategy
D)Project strategy
E)Satisfaction research strategy

Question 14

Jerie's Jerseys,a manufacturer of soccer jerseys,has experienced slumping sales over the last quarter.The marketing research department has been asked to investigate this disturbing development.What should be the first step taken by the researchers in their investigation?

A)Design a questionnaire to gather pertinent data.
B)Decide which statistical procedure to use for data analysis.
C)Determine sources of pertinent internal secondary data.
D)Identify the sample of customers from which data will be gathered.
E)Formulate a specific problem statement.

Question 15

The most important step in the research process is

A)determining the research design.
B)designing data collection method and forms.
C)preparing the research report.
D)analyzing and interpreting the data.
E)formulating the problem.

Question 16

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

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 17

Which of the following is TRUE?

A)The choice of a data-collection method for a specific issue reflects the firm's program strategy.
B)A company's philosophy of how marketing research fits into its marketing plan determines its project strategy for marketing research.
C)The design of the individual studies themselves defines the firm's program strategy to research.
D)Project strategy should be dealt with before program strategy.
E)A program strategy specifies the types of studies to be conducted and for what purposes.

Question 18

The management of Dirty Dan's Diaper Service is concerned about their choice of advertising media in the Madison,WI area.They aren't sure if advertising placed in the local newspaper is reaching their target market.A research project is launched with the objective of determining the relationship between newspaper readership and use of cotton diapers.What type of research design is most appropriate for this project?

A)Descriptive design
B)Exploratory design
C)Relational design
D)Causal design
E)Advertising design

Question 19

A study which uses data that has already been collected for some other purpose is using

A)primary data.
B)a poor data collection method.
C)secondary data.
D)preliminary data.
E)exploratory data.

Question 20

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?

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

Question 21

What is NOT an example of primary data for an NFL team?

A)Attendance at the sporting event
B)Survey taken in front of the stadium
C)Merchandise sales figures on Sunday
D)Data of the city from the census bureau
E)All of the above are examples of primary data for the NFL team.

Question 22

Which of the following might be a typical question asked using a program strategy for marketing research?

A)"Should we do marketing research?"
B)"How Often?"
C)"What kind?"
D)All of the above might be typical questions.
E)none of the above might be a typical question.

Question 23

What method of ethical reasoning focuses on society as the unit of analysis and stresses the consequences of an act on all those directly or indirectly affected by it?

A)The rights approach
B)The universal approach
C)The utility approach
D)The justice approach
E)The individual approach

Question 24

Which of the following situations could make use of 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 25

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?

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

Question 26

A process by which numbers are assigned to each of the answers on a form,so they can be analyzed is called

A)editing.
B)describing.
C)pricing.
D)labeling.
E)coding.

Question 27

The appropriate research to determine the demographic characteristics of owners of boats in Florida would be

A)descriptive research.
B)exploratory research.
C)causal research.
D)field experiment.
E)survey research.

Question 28

Data collected specifically for a study is called

A)secondary data.
B)exploratory data.
C)primary data.
D)casual data.
E)descriptive data.

Question 29

When the list of all individuals who took the Graduate Management Admissions Test (GMAT)during the past year is used for selecting a simple random sample of students who took the GMAT,it is known as the

A)precision level.
B)standard deviation.
C)sampling frame.
D)sampling error.
E)population parameter.

Question 30

Following the sequence of steps in the marketing research process,after designing the sample and collecting data,you would

A)design data collection forms.
B)analyze and interpret data.
C)prepare the research report.
D)formulate the problem.
E)determine research design.

Question 31

Which of the following is TRUE?

A)Decreasing the sample size is a sure way to reduce total error since it reduces sampling error which is an important component of total error.
B)In designing a research project,the most important type of research error is total error.
C)In designing a research project,the most important type of research error is sampling error.
D)Increasing the sample size is a sure way to reduce total error since it reduces sampling error,which is the most important component of total error.
E)None of these statements are true;they are all false.

Question 32

If the research problem was defined as "what attributes do car buyers today prefer in our U.S.manufactured cars?" the most appropriate type of research would be

A)exploratory research.
B)descriptive research.
C)causal research.
D)basic research.
E)applied Research.

Question 33

The utility approach holds that the correct course of action is one that

A)promotes "the greatest good" for the greatest number.
B)focuses on society as the unit of analysis.
C)focuses on the welfare of the individual.
D)Both a and b above.
E)Both b and c above.

Question 34

You are product manager for Folgers coffee.With the popularity of Starbucks,you have notice sales of gourmet coffee rising.Unfortunately,sales of Folgers coffee has been declining for the last four years.You ask the marketing research department to do a study to determine some possible reasons as to why Folgers Coffee sales have declined.The most appropriate research would be

A)a field experiment followed by an exploratory study.
B)an experimental study followed by a descriptive study.
C)an exploratory study.
D)a descriptive study involving a field survey of actual and potential customers.
E)There is no marketing research that could be done to help the product manager.

Question 35

The concept that recognizes the possibility that errors occurring in specific stages of the research process may interact to influence the final results of the study is the concept of

A)stage error.
B)measurement error.
C)total error.
D)part error.
E)interaction error.

Question 36

The particular subset of the population chosen for study is known as a

A)category.
B)probability.
C)frame.
D)sample.
E)study.

Question 37

Which approach(es)to ethical reasoning focus on the consequences of behavior?

A)The rights approach only
B)Both the rights approach and the utility approach
C)Both the utility approach and the justice approach
D)The utility approach only
E)The justice approach only

Question 38

The marketing manager of Flat Tire Brewing Inc.of Colorado states that he is very concerned with the continuing decline in sales of the company's major product,a dark lager beer.The manager has asked for assistance in finding the reasons for the sales decline.Since not much is know about the reasons for the sales decline,the most appropriate way to begin would be with

A)exploratory research
B)descriptive research
C)causal research
D)an experiment
E)Any of the above could be used.

Question 39

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?

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

Question 40

The justice approach to ethical reasoning

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 41

____________________ is data that is collected specifically for the study at hand.

Question 42

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

Question 43

Researchers should always look first at existing sources of data before launching a research project.

Question 44

Compare and contrast the various approaches or methods of ethical reasoning.

Question 45

A(n)____________________ is a subset of the population.

Question 46

____________________ is data that has already been collected for some other purpose.

Question 47

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

Question 48

The first and most important step in the marketing research process is to define the marketing problem to be solved.

Question 49

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

Question 50

The appropriate research to determine the demographic characteristics of owners of skiers in New Mexico would be ____________________.

Question 51

The ____________________ is a method of ethical reasoning that focuses on society as the unit of analysis and stresses the consequences of an act on all those directly or indirectly affected by it.

Question 52

The seven steps in the research process are highly interrelated.

Question 53

Another name for exploratory research is "quantitative research."

Question 54

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