MKT 352

Which of the following are the approaches used for data collection? (Check all that apply.) A) Questioning B) Content analysis C) Observation D) Trace analysis

A, C

_______ _______ involves collecting quantitative data to answer research questions such as who, what, when, where, and how.

Descriptive Research

True or false: A consequence of technological advances on organizations is the ongoing collection of data that is placed in a data warehouse and is available as primary data that could be useful for understanding business problems and for improving decisions. True/ False

False

_______ _______ refer to technologies such as caller ID that are used to prevent intrusive marketing practices such as by telemarketers and illegal scam artists.

Gatekeeper Technologies

The term _______ _______ means that research procedures should be logical, objective, systematic, reliable, and valid.

scientific method

A major advantage of questioning over observation is that questioning enables researchers to collect a array _______ of data.

wider

A(n) _______ _______ is a specific document that provides an overview of the proposed research and methodology, and it serves as a written contract between decision makers and researchers.

Research Proposal

Information previously collected for some other problem or issue is called _______ _______

Secondary Data

A(n) _______ _______ gathers and synthesizes background information to familiarize researchers with the overall complexity of a specific business problem.

Situation Analysis

The population from which a researcher wants to collect data is known as the _______ _______

Target Population

True or false: The primary goal of the marketing research process is to provide decision makers with knowledge that will help them solve problems or pursue opportunities.

True

In the context of problem definition in the marketing research process, the _______ _______ _______ specifies whether data should be collected about individuals, households, organizations, departments, geographical areas, or some combination.

Unit of Analysis

The _______ _______ process is a systematic approach to collecting, analyzing, interpreting, and transforming data into decision-making information.

information Research

Having a general idea of why research is required helps researchers _____. A) focus on the conditions surrounding a business problem B) assist the decision maker in discovering the obvious measurable symptoms C) pay attention to the real business problem D) specify the research objectives and confirm the value of information

A

Identify a situation in which marketing decision makers may choose to avoid research despite discovering a problem. A) The time frame to effectively carry out research activities is inadequate. B) The potential benefits of conducting research outweigh the cost involved. C) The informational value of research is confirmed by experts. D) The information available in their internal record systems is inadequate.

A

In the context of the information research process, the second step of determining a research problem involves _____. A) redefining the initial problem into research questions B) confirming the value of the information sought C) identifying variables that are pertinent to the problem D) specifying the research objectives

A

Which of the following are usually listed in a research proposal? (Check all that apply.) A) Activities that will be taken up to develop the required information B) Size of the sample C) Expected cost D) Expected duration E) The questionnaire design F) The research deliverables

A, C, D, F

The new sets of cultural issues confronted by marketing decision makers as a result of global expansion of firms compel researchers to _____. A) concentrate on data collection tasks, data interpretation, and information management activities B) focus on the revival of the traditional marketing research process C) remove their focus from strategy development and competitive intelligence D) reduce their emphasis on the use of ethical means of data collection

A

The research process consists of 11 steps that must be completed correctly to get accurate information for decision making. These task steps are guided by _____. A) the scientific method B) tradition C) the arbitrary method D) intuition

A

Which of the following do researchers do in the data analysis stage of the information research process? A) They conduct a detailed examination of data using procedures that vary widely in complexity and sophistication. B) They integrate several aspects of research findings into conclusions that can answer research questions. C) They use data visualization tools to efficiently explain research findings to decision makers. D) They create knowledge for decision makers through engaged and careful interpretation of data.

A

Which of the following is involved in the last step in the information research process? A) Preparation and presentation of the final research report to management B) Integration of several aspects of the findings into conclusions that can answer the research questions C) Careful interpretation of results to create knowledge for decision makers E) Final examination, categorization, and tabulation of the data gathered

A

_____ are specified in step 3 of the information research process in relation to the research questions formulated in step 2. A) Research objectives B) Research designs C) Research methodologies D) Research variables

A

Identify the features of causal research designs. (Check all that apply.) A) They render decision makers capable of making "If-then" statements about variables. B) They provide a chance to evaluate and explain causality among market factors. C) They enable researchers to provide answers to who, what, when, where, and how questions. D) They include literature reviews of already available information, in-depth interviews, or pilot studies.

A, B

Identify the interrelated steps involved in the process of determining a research problem. (Check all that apply.) A) Identifying and clarifying information needs B) Defining the research questions C) Specifying research objectives and confirming the information value D) Developing the sampling design and the sample size E) Executing the research design

A, B, C

What are the considerations that a researcher should take into account when designing a questionnaire? (Check all that apply.) A) Selection of the correct type of questions B) Questionnaire pretest C) Format and sequence of the questionnaire D) Selection of the respondents who should answer the questionnaire E) Expert confirmation of the information value of the survey

A, B, C

Which of the following factors should a researcher consider while determining an appropriate research design? (Check all that apply.) A) Types of data B) Sampling method C) Method of data collection D) Research problem E) Variables of the study F) Budget and schedule

A, B, C, F

In the context of the information research process, which of the following are true of the tasks researchers undertake in the stage of defining research questions? (Check all that apply.) A) They must restate the initial variables associated with the problem as key questions: how, what, where, when, or why. B) They must identify the information requirements. C) They must specify whether data should be collected about individuals, households, organizations, or geographical areas. D) They must determine the types of data that best answer each research question. E) They must determine the sampling design and sample size for the research.

A, B, D

Identify the uses of a sampling plan in the information research process. (Check all that apply.) A) It helps determine the suitable sample size. B) It helps identify the possible respondents. C) It helps confirm the information value. D) It helps define the suitable target population. E) It helps determine the research objectives. F) It helps establish the sample selection procedures.

A, B, D, F

Identify the features of different data analysis procedures used by researchers. (Check all that apply.) A) They enable researchers to assess data quality. B) They allow researchers to test models of cause-effect relationships. C) They help researchers carefully interpret the results of studies. D) They enable researchers to integrate several aspects of research findings into conclusions that can answer research questions. E) They allow researchers to statistically test hypotheses for significant differences or correlations among several variables.

A, B, E

In the context of identifying and clarifying information needs for research, identify the essential components that should be included in a problem definition process. (Check all that apply.) A) Decision makers and researchers must identify measurable symptoms and discern them from the root problem. B) Decision makers and researchers must select the unit of analysis. C) Decision makers must determine the real business problem and then inform researchers. D) Decision makers and researchers must work separately. E) Decision makers and researchers must agree on the decision maker's purpose for the research. F) Decision makers and researchers must comprehend the complete problem.

A, B, E, F

Identify the significance of a situation analysis in understanding the complete problem situation. (Check all that apply.) A) It improves communication between researchers and decision makers. B) It provides a decision maker with a general idea of why research is needed to solve an existing business problem. C) It tries to determine the events and factors that have led to the situation, as well as any potential aftereffects. D) It enhances the relationship between consumers and marketing firms.

A, C

In the context of the information research process, identify true statements about examining measurement issues and scales. (Check all that apply.) A) It involves the identification of the concepts to study and the measurement of the variables related to a research problem. B) It is significant in assessing sampling error and in avoiding the limitations on the generalizability of research findings. C) It involves measurement activities that are mostly related to secondary research. D) It is important for an understanding of measurement approaches and biases in secondary research.

A, D

A _____ is conducted by marketing researchers to provide background information on other organizations that may have faced similar problems. A) self-administered survey B) review of literature C) causal research D) situation analysis

B

How do advances in gatekeeper technologies affect marketers? A) They motivate marketers to use intrusive means of data collection. B) They challenge marketers to find innovative methods to reach respondents. C) They eliminate all means of communication between marketers and consumers. D) They provide marketers easy access to customer information.

B

In the context of identifying and clarifying information needs for research, one of the essential components of the problem definition process is that _____. A) decision makers and consumers must agree on the purpose of the research B) decision makers and researchers must ascertain the relevant variables C) researchers should question the decision maker's rationale for initiating the research D) respondents should question a researcher's understanding of the problem at hand

B

In the context of the changing view of the marketing research process, research is being viewed as a(n) _____. A) key tool for driving out existing competitors from a market B) vital component in developing competitive intelligence C) critical factor in implementing intrusive marketing practices D) important element for preventing the entry of new businesses in a market

B

In the context of the changing view of the marketing research process, why is the term "information research process" considered to be a more suitable name for the traditional marketing research process? A) It reflects the decreasing role of marketing decision makers in the creation of competitive intelligence. B) It manifests the evolving changes in the market research industry that affect organizational decision makers. C) It depicts the decreasing focus of research on strategy development. D) It reiterates the necessity to adopt intrusive methods of data collection.

B

In the context of the information research process, identify the step in which knowledge is created for decision makers. A) Step 8: data preparation B) Step 10: interpretation of data C) Step 9: data analysis D) Step 11: report presentation

B

The new sets of cultural issues confronted by marketing decision makers as a result of global expansion of firms compel researchers to _____. A) focus on the revival of the traditional marketing research process B) concentrate on data collection tasks, data interpretation, and information management activities C) remove their focus from strategy development and competitive intelligence D) reduce their emphasis on the use of ethical means of data collection

B

What is the significance of determining a suitable unit of analysis for marketing research? A) It helps gather information to familiarize the researcher with the overall complexity of a problem. B) It provides direction in research activities such as scale development and sampling. C) It helps distinguish between observable symptoms and the real business problem. D) It attempts to identify the events and factors that have caused a problem situation.

B

What should researchers ensure if predictions are to be made about a market phenomenon? A) They should exclusively use a probability sample. B) They should ensure that the sample is representative. C) They should exclusively use the census approach. D) They should ensure that the sample population is impressionable.

B

Which of the following is true of data interpretation in marketing research? A) It ordinarily involves the process of reporting research findings to the top management of a firm. B) It comprises the integration of various aspects of research findings into conclusions that can help answer research questions. C) It ordinarily involves a mere narrative description of study results. D) It involves the preparation a nontechnical report that is useful to decision makers whether or not they have marketing research backgrounds.

B

Which of the following is true of the evaluation of the value of information sought through research? A) It is ordinarily handled by marketing decision makers. B) It is a challenging task that requires "best judgment" answers to be made for several questions. C) It requires researchers to determine the most appropriate research design. D) It involves determining cause-and-effect relationships between variables.

B

Which of the following is true of the evaluation of the value of information sought through research? A) It requires researchers to determine the most appropriate research design. B) It is a challenging task that requires "best judgment" answers to be made for several questions. C) It is ordinarily handled by marketing decision makers. D) It involves determining cause-and-effect relationships between variables.

B

Identify the fundamental issues that determine data sources used in a research. (Check all that apply.) A) The possibility of gathering data directly from firsthand sources to address the current problem B) The extent to which a researcher knows the reasons for the collection of the secondary data C) Whether the data preexist D) Whether the existing data is sufficient

B, C

Which of the following are situations in which marketing research may be considered dispensable? (Check all that apply.) A) When the past experiences of decision makers are inadequate B) When there are major shortages of resources C) When the benefits of formal research are outweighed by its costs D) When the information value of research is remarkable

B, C

In the context of the final step in the information research process, identify the sections of a final research report. (Check all that apply.) A) Detailed personal information of the target population B) Problem definition and objectives C) Limitations of the study D) Answered questionnaires E) Executive summary F) Results and findings

B, C, E, F

A good rule of thumb for determining the need for information research is to ask whether _____. A) researchers are able to identify a potential marketing problem B) researchers can solve a decision-making question using their own judgment C) decision makers can solve a problem based on previous experience D) decision makers need assistance in identifying marketing opportunities

C

Identify the significance of literature review in marketing research. A) It integrates research findings into conclusions that may be used to answer research questions. B) It ordinarily provides data and other information that answer research questions. C) It provides valuable perspectives and ideas that may be used in research design and in interpretation of results. D) It enables a researcher to statistically test hypotheses for significant differences or correlations among variables.

C

In the context of ascertaining the research purpose, the _____ holds that decision makers are aware of only 10 percent of the true business problem. A) Pac-Man defense B) central limit theorem C) iceberg principle D) Peter principle

C

One of the many developments that affect marketing decision makers is _____. A) the ban on the use of secondary data for marketing research B) the federal restriction on the use of gatekeeper technologies C) the expansion of firms into global markets D) the deanonymization of research data

C

The examination of measurement issues and scales is crucial in the research process for _____. A) in-depth interviews B) ethnographic studies C) causal designs D) pilot studies

C

When does data become knowledge? A) When someone presents data in graphs or tables B) When someone uses data to make assumptions C) When someone interprets data and attaches meaning to it D) When someone presents data in the form of questions

C

Which of the following functions as a general plan of the methods used for data collection and analysis in research? A) The research proposal B) The sampling design C) The research design D) The literature review

C

Which of the following is true of the census approach used for data collection? A) It is often used when the target population is large. B) It could be classified into probability and nonprobability. C) It may be the best approach for small populations. D) It is liable to limit the generalizability of research findings.

C

Who are primarily responsible for the initial recognition of an opportunity or a problem in marketing research? A) Researchers B) Distributors C) Decision makers D) Consumers

C

Identify the features of causal research designs. (Check all that apply.) A) They enable researchers to provide answers to who, what, when, where, and how questions. B) They include literature reviews of already available information, in-depth interviews, or pilot studies. C) They provide a chance to evaluate and explain causality among market factors. D) They render decision makers capable of making "If-then" statements about variables.

C, D

Identify the statements that validate the significant role of marketing research in strategy development. (Check all that apply.) A) It is frequently employed in intrusive marketing practices. B) It is being used increasingly to shift the focus of firms from consumers to employees. C) It is being used increasingly to find new business opportunities. D) It is used more and more to develop new service, product, and delivery ideas.

C, D`

_______ _______ collects data that enables decision makers to determine cause-and-effect relationships between two or more variables (Enter one word per blank).

Causal Research

Based on a company management's recognition of the need for information to improve decision making, the three interrelated steps in the first phase of the information research process help _____. A) develop the most representative sample design and sample size B) choose the most appropriate research design to achieve the research objectives C) examine measurement issues and scales D) bring together researchers and decision makers

D

How does problem definition begin in marketing research? A) By identifying the scope for research B) By ascertaining the root cause of a problem C) By discovering the symptoms of a problem D) By determining the purpose of research

D

In the context of ascertaining a marketing research problem, the iceberg principle states that _____. A) researchers overlook the business problems that are below the waterline of observation B) solutions for the perceived problem often curb the growth and escalation of a root problem C) the research decisions that overlook the evident measurable symptoms are always incorrect D) the business problem perceived by decision makers is often only a symptom of the root cause

D