Chapter 2 Quiz

At which stage can errors enter the marketing research process? a. At any stage b. Data capture c. Data analysis d. Information reporting

a. At any stage

The first stage of the marketing research process is Problem Determination. What is the best course of action if the phenomenon to be investigated is broad or vague? a. Conduct exploratory research to clarify the issue. b. Reject the research request. c. Gather primary data through a survey to clarify. d. Find a new research topic that is less broad or vague.

a. Conduct exploratory research to clarify the issue.

Even the best marketing research projects contain error of one kind or another. a. True b. False

a. True

Trying to sell products after telling respondents you are conducting marketing research is an unethical approach known as "sugging." a. True b. False

a. True

Which of the general approaches to marketing research focuses on describing a population? a. Exploratory research b. Descriptive research c. Causal research d. Population research

b. Descriptive research

Descriptive research is a less common means of gathering primary data. a. True b. False

b. False

If an action is legal, then it is ethical. a. True b. False

b. False

Much of the data that marketing managers need to make routine decisions do not exist inside a company's databases. a. True b. False

b. False

Under which moral reasoning framework is it more difficult to judge an action as ethical? a. It is equally difficult for all approaches b. The justice approach c. The rights approach d. The utility approach

c. The rights approach

Marketing research should be avoided when a. the goal of the research is to support a particular position with pseudo-scientific results. b. attempting to sell products, services, or ideas under the guise of marketing research. c. when time, budget, or other resources are lacking to do the research properly. d. All of the above are correct.

d. All of the above are correct.