Marketing Research Test Review Questions #1

In what section of the research report should extremely comprehensive or detailed charts be placed?

appendix

Which type of research attempts to verify a theory to learn more about a marketing concept, but is not intended to solve a particular marketing problem?

basic research

What is the first stage of the marketing research process?

defining the research objectives

True or False: The conclusions and recommendations section presents the findings of the project and should include tables and charts of the research results

false

True or False: The summary of the research report should be written before the report itself is written

false

True or False: Timeliness means that the data is not more than a few years old

false

What is not an advantage of semi-structured interviews?

high degree of scrutiny

An organizations inventory figures are a good example of what?

internal records

Asking market members to compare the performance of a prototype of a possible new product to the performance of a competitors product is an example of what type of research

product research

Information that is accurate, valid, and reliable is said to be of high what?

quality

What aspect of the research methodology section of the research report should include an explanation of whether the research was exploratory, descriptive, or causal?

research design

A marketing manager is attempting to decide whether a new product launch decision should be postponed until some additional marketing research can be conducted. What question should this manager ask himself or herself?

will the payoff from the research be worth the dollar expenditures for research?

What is the weakest form of causality, but is still a useful concept?

contributory causality

The idea that information involved in a research will not be shared with other is known as what?

confidentiality

A marketing manager decides not to engage in research because a decision must be made before the results of the study can be analyzed. What factor is the determinant of the need for marketing research in this case?

time contraints