Research COM (ch 3)

Which type of marketing research address who, what, when, where, why, and how questions?

Descriptive research

Pilot studies are a formal research method that produce precise results.

False

Which procedure refers to a small-scale study in which the results are only preliminary and intended only to assist in design of a subsequent study?

Pretest

certainty

The decision maker has all the information needed to make an optimal decision

Market Problem

a situation that makes some significant negative consequence more likely

Juan has noticed that when the temperature rises, sales at his retail clothing store also rise. This is an example of ____.

concominant variation

_____ is the process of developing and selecting from alternative methods of resolving a problem or choosing from among alternative opportunities.

decision making

What is the first stage of the marketing research process?

defining the research objectives

Evan has completed the fieldwork of collecting data, and now he is checking the data collection forms for omissions, legibility, and consistency in classification. What is Evan doing?

editing the data

What type of research is being conducted to answer the question: "Would this target market be interested in this type of new product?"

exploratory research

Concomitant variation is sufficient evidence to determine causality in experiments.

false

The purpose of exploratory research is to provide conclusive evidence for a particular marketing action.

false

There is always one best research design for a marketing research study.

false

_____ means that the researcher alters the level of the experimental variable in specific increments.

manipulation

Symptoms

observable cues that serve as a signal of a problem because they are caused by that problem

​Managers at Procter & Gamble view marketing research at a strategic planning level. Therefore, the company conducts numerous related studies that come together to help in their product planning decisions. This is referred to as a:

research project

Over the past two years, home values have been decreasing. This is an example of a(n):

symptom

Problems are inferred from___

symptoms

A directed search of published works (including periodicals and books) that discusses theory and presents empirical results relevant to the topic at hand is called a literature review.

true

A market opportunity is a situation that makes some potential competitive advantage possible.

true

The researcher often has several alternatives that can accomplish the stated research objectives.

true

Concomitant variation is only one piece of causal evidence - temporal sequence and nonspurious association are also necessary.

true

Exploratory research is conducted to clarify ambiguous situations or discover ideas that may be potential business opportunities. It is not intended to provide conclusive evidence from which to determine a particular course of action.

true

The purpose of exploratory research is to refine and narrow the scope of the research topic.

true

Descriptive studies are conducted with a considerable understanding of the situation being studied.

True

One of the major advantages of observation studies is that they record actual behavior rather than relying on reports of behavior from respondents.

True

market opportunity

a situation that makes some potential competitive advantage possible

pilot study

a small-scale research project that collects data from respondents similar to those that will be used in the full study.

Companies, such as Kraft and Procter & Gamble, conduct research to clarify ambiguous situations or discover ideas that may be potential business opportunities. What type of marketing research is this?

exploratory

uncertainty

The manager grasps the general nature of desired objectives, but the information about alternatives is incomplete

Ambiguity

The nature of the problem itself is unclear such that objectives are vague and decision are difficult to define

decision making

The process of developing and deciding among alternative ways of resolving a problem or choosing from among alternative opportunities