Chapter 2 MKT 352

Identify the features of different data analysis procedures used by researchers. (Check all that apply.)

They enable researchers to assess data quality. They allow researchers to test models of cause-effect relationships. They allow researchers to statistically test hypotheses for significant differences or correlations among several variables.

What should researchers ensure if predictions are to be made about a market phenomenon?

They should ensure that the sample is representative.

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

When does data become knowledge?

When someone interprets data and attaches meaning to it

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

bring together researchers and decision makers

Marilynn Castillo is a marketing manager at Gordon Corp. She debates whether or not to conduct a marketing research study before commercializing a product. After a brief analysis, she realizes that conducting the study will cost approximately $100,000. If she launches the product without conducting the study and the product fails, her firm could suffer a loss of $2 million. In this scenario, the study is a(n) _________blank.

cost-benefit analysis

In the context of identifying and clarifying information needs for research, one of the essential components of the problem definition process is that

decision makers and researchers must ascertain the relevant variables

A good rule of thumb for determining the need for information research is to ask whether

decision makers can solve a problem based on previous experience

While designing a study, a researcher wonders if she should ask the respondents their age and gender. She is not sure if she will need that information later in the research process. She is trying to _________blank.

determine the relevant variables for her study

Information becomes _________blank when someone, either the researcher or the decision maker, interprets the data and attaches meaning.

knowledge

Which of the following functions as a general plan of the methods used for data collection and analysis in research?

research design

______ are specified in step 3 of the information research process in relation to the research questions formulated in step 2.

research objectives

_________blank is information collected specifically for a current research problem or opportunity.

secondary data

In the context of the information research process, identify the step in which knowledge is created for decision makers.

step 10: interpretation of data

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

target population

Determining the most suitable research design is a function of

the research objectives and information requirements

True or false: In a questionnaire pretest, respondents are asked to comment on issues such as sequence of the topics and questions, clarity of instructions and questions, and other potentially confusing or difficult aspects of the questionnaire.

true

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

wider

The process for determining the research process involves three interrelated activities. Identify those three activities.

(1) identify and clarify information needs; (2) define the research questions; and (3) specify research objectives and confirm the information value.

Who are primarily responsible for the initial recognition of an opportunity or a problem in marketing research?

Decision Makers

In the context of identifying and clarifying information needs for research, identify the essential components that should be included in a problem definition process.

Decision makers and researchers must comprehend the complete problem. Decision makers and researchers must select the unit of analysis. Decision makers and researchers must identify measurable symptoms and discern them from the root problem. Decision makers and researchers must agree on the decision maker's purpose for the research.

Which of the following is the sixth step in the the research process for descriptive and causal designs?

Examine measurement issues and scales.

in the context of the final step in the information research process, identify the sections of a final research report.

Executive summary Results and findings Problem definition and objectives Limitations of the study

For analysis purposes, qualitative data does not need to be converted to structured data. True false question.

False

What is the first step in the research process?

Identify and Clarify Information Needs

Identify the interrelated steps involved in the process of determining a research problem.

Identifying and clarifying information needs, Defining the research questions, Specifying research objectives and confirming the information value

Which of the following is true of data interpretation in marketing research? Multiple choice question.

It comprises the integration of various aspects of research findings into conclusions that can help answer research questions.

Which of the following is true about research based on a sample?

It involves a small number of members of a target population from which a researcher collects data.

Which of the following is true of the evaluation of the value of information sought through research?

It is a challenging task that requires "best judgment" answers to be made for several questions.

In the context of the information research process, identify true statements about examining measurement issues and scales. (Check all that apply.)

It is important for an understanding of measurement approaches and biases in secondary research. It involves the identification of the concepts to study and the measurement of the variables related to a research problem.

Identify the significance of literature review in marketing research.

It provides valuable perspectives and ideas that may be used in research design and in interpretation of results.

Which of the following do researchers do in the data analysis stage of the information research process?

They conduct a detailed examination of data using procedures that vary widely in complexity and sophistication

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.

false

Felix Corp. is a cookware manufacturer. It conducts market testing for a new appliance. JK Corp., Felix's competitor, reduces its prices during the market test to prevent Felix from collecting accurate information. In this scenario, JK Corp. is engaging in a practice called _________blank.

jamming

Which of the following are the approaches used for data collection? (Check all that apply.)

questioning and observation

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

A Blank______ is conducted by marketing researchers to provide background information on other organizations that may have faced similar problems.

review of literature

Which of the following is involved in the last step in the information research process?

Preparation and presentation of the final research report to management

______ data is structured data and is immediately ready for analysis.

Quantitative

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

Scientific Method

means that research procedures should be logical, objective, systematic, reliable, and

Scientific Method

Information previously collected for some other problem or issue is called

Secondary Data

What are the considerations that a researcher should take into account when designing a questionnaire? (Check all that apply.)

Selection of the correct type of questions Questionnaire pretest Format and sequence of the questionnaire