Marketing Research Ch. 2

situation analysis

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

bring together researchers and decision makers

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 ______.

false

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

-It helps establish the sample selection procedures. -It helps determine the suitable sample size. -It helps define the suitable target population. -It helps identify the possible respondents.

Identify the uses of a sampling plan in the information research process.

the business problem perceived by decision makers is often only a symptom of the root cause

In the context of ascertaining a marketing research problem, the iceberg principle states that ______.

decision makers and researchers must ascertain the relevant variables

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

secondary data

Information previously collected for some other problem or issue is called

the expansion of firms into global markets

One of the many developments that affect marketing decision makers is ______.

information research

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

false

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

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

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.

Identify and clarify information needs.

What is the first step in the research process?

It provides direction in research activities such as scale development and sampling.

What is the significance of determining a suitable unit of analysis for marketing research?

They should ensure that the sample is representative.

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

When someone interprets data and attaches meaning to it

When does data become knowledge?

-When there are major shortages of resources -When the benefits of formal research are outweighed by its costs

Which of the following are situations in which marketing research may be considered dispensable?

-Observation -Questioning

Which of the following are the approaches used for data collection?

-The research deliverables -Expected duration -Activities that will be taken up to develop the required information -Expected cost

Which of the following are usually listed in a research proposal?

Decision makers

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

Research objectives

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

Quantitative

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

gatekeeper

___________ technologies refer to technologies such as caller ID that are used as a means of protecting one's privacy against intrusive marketing practices such as by telemarketers and illegal scam artists.

descriptive research

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

Preparation and presentation of the final research report to management

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

Examine measurement issues and scales

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

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

Which of the following is true of data interpretation in marketing research?

It may be the best approach for small populations.

Which of the following is true of the census approach used for data collection?

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

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

research proposal

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.

The time frame to effectively carry out research activities is inadequate.

Identify a situation in which marketing decision makers may choose to avoid research despite discovering a problem.

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

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

wider

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

focus on the conditions surrounding a business problem

Having a general idea of why research is required helps researchers ______.

They challenge marketers to find innovative methods to reach respondents.

How do advances in gatekeeper technologies affect marketers?

By determining the purpose of research

How does problem definition begin in marketing research?

-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.

Identify the features of different data analysis procedures used by researchers.

-Whether the data preexist -The extent to which a researcher knows the reasons for the collection of the secondary data

Identify the fundamental issues that determine data sources used in a research.

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

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

-It improves communication between researchers and decision makers. -It tries to determine the events and factors that have led to the situation, as well as any potential aftereffects.

Identify the significance of a situation analysis in understanding the complete problem situation.

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

Identify the significance of literature review in marketing research.

-It is used more and more to develop new service, product, and delivery ideas. -It is being used increasingly to find new business opportunities.

Identify the statements that validate the significant role of marketing research in strategy development.

-Decision makers and researchers must select the unit of analysis. -Decision makers and researchers must comprehend the complete problem. -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

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

unit of analysis

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.

vital component in developing competitive intelligence

In the context of the changing view of the marketing research process, research is being viewed as a(n) ______.

It manifests the evolving changes in the market research industry that affect organizational decision makers.

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?

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

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

Step 10: interpretation of data

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

-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.

In the context of the information research process, identify true statements about examining measurement issues and scales.

redefining the initial problem into research questions

In the context of the information research process, the second step of determining a research problem involves ______.

-They must identify the information requirements. -They must determine the types of data that best answer each research question. -They must restate the initial variables associated with the problem as key questions: how, what, where, when, or why.

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?

census

In this approach, a researcher attempts to question or observe all the members of a defined target population.

sample

It refers to a small number of members of a defined target population from which a researcher collects data

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

What are the considerations that a researcher should take into account when designing a questionnaire?

The research design

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

review of literature

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

decision makers can solve a problem based on previous experience

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

the research objectives and information requirements

Determining the most suitable research design is a function of ______.

concentrate on data collection tasks, data interpretation, and information management activities

The new sets of cultural issues confronted by marketing decision makers as a result of global expansion of firms compel researchers to ______.

target population

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

the scientific method

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 ______.