Marketing Research HW

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

sample

A well-stated decision problem

Takes the manager's perspective Is as simple as possible Takes the form of a question.

Ideas about possible research problems can come from

The client during the process of clarifying the problem Exploratory research The researcher's experience.

Sometimes research calls for a deeper look at the data by looking for differences or relationships across groups, a technique known as _____________.

cross-tabulation

Meeting with the client should be done at the earliest stages of a research project for which of the following reasons?

- Because it is essential that managers and researchers are able to communicate openly - To get as much information as possible from the manager with respect to the problem/opportunity

The research proposal

A written statement that provides the researcher another opportunity to make sure that the proposed research will provide information needed to address the decision problem is called the research proposal.

What type of research is conducted with a goal to support a particular position with pseudoscientific results?

Advocacy

Which kind of research uses experiments to identify cause-and-effect relationships between variables?

Causal

The interpretation of data is part of which phase of the Marketing Research Process?

Data Analysis

What kind of research focuses on describing a population, often emphasizing the frequency with which something occurs or the extent to which two variables are related?

Descriptive

What type of research is used when the problem to be solved is broad or vague?

Exploratory research

Communicating research results to appropriate managers is part of which phase of the Marketing Research Process?

Information Reporting

Which of the following would NOT benefit from causal research?

Measuring customer satisfaction

In judging whether a proposed action is ethical or not, it is necessary to adopt one or more moral reasoning frameworks. Which of the following is NOT one of the frameworks presented in Chapter 2?

Pragmatic

A market researcher would use exploratory research during which phase of the Marketing Research Process?

Problem Definition

The marketing manager at Widgets R Us became aware that a leading competitor was conducting an extensive customer survey. Somewhat alarmed, this manager directed the marketing staff to construct and administer a customer survey immediately. What phase of the Marketing Research Process has this manager likely skipped?

Problem Definition

The process of trying to identify specific areas where additional information is needed about the marketing environment is called

Problem formulation

Which of the following is not one of the phases of the Marketing Research Process?

Research Configuration

The research request agreement pays little attention to

Research methods.

An explanation of the data sources and research methodology to be used in the research project should be included in the

Research proposal.

Which of the following sections would NOT appear in a research proposal?

Research results.

Step six in the process of defining the problem is the preparation of a written research request agreement. Which of the following is NOT one of the components of this agreement?

SWOT analysis

What type of data was collected for another purpose but can be used to address a current problem?

Secondary data

Which of the following is NOT one of the six steps in problem definition identified in Chapter 3?

Secure funding

When a problem goes beyond the scope of regularly-collected internal data, potential sources of existing, external data include which of the following?

The government Trade associations Published sources Commercial sources

In designing the sample, researchers must specify

The sampling frame The type of sampling plan to be used The size of the sample.

An important advantage of using an outside research firm is the degree of objectivity it brings to a project.

True

The best way to avoid the trap of researching the wrong problem is to wait until the problem is properly defined.

True

Discovery-oriented research rarely solves a problem in the sense of providing

actionable results.

During data analysis, the process of assigning numbers to each answer on a Data Capture form so that the answers can be analyzed by a computer is called

coding.

After working through the first two steps of the process of problem definition, the researcher should be in a position to state the manager's

decision problem.

The best way to avoid the trap of researching the wrong problem is to

delay research until the problem is properly defined.

The main purpose of discovery-oriented marketing research is to

find out what is happening and why.

Planned change is oriented more toward the ______ and is ________.

future; proactive

Strategy-oriented decision problems are aimed squarely at

making decisions.

Marketing researchers must make many decisions over the course of a single research project and throughout the process consider the ethics involved in the choices they make. Ethics are the _______ that govern the way an individual or a group conducts its activities.

moral principles and values

Unplanned change tends to be oriented more toward the ______ and is ______.

past; reactive

The two fundamental sources of marketing research problems are

planned change and unplanned change.

Generating primary data is generally a ____________ process.

time consuming, expensive

The goal of exploratory research is

to understand exactly what information is needed by managers to make important decisions