MKG350 - CH2

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

- questioning - observation

How does problem definition begin in marketing research?

By determining the purpose of research

When does data become knowledge?

When someone interprets data and attaches meaning to it

____ research collects data that enables decision makers to determine cause-and-effect relationships between two or more variables

causal

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

decision makers

In the context of ascertaining the research purpose, the _____ holds that decision makers are aware of only 10 percent of the true business problem.

iceberg principle

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

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

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

focus on the conditions surrounding a business problem

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

redefining the initial problem into research questions

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

research objectives

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

review of literature

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

Identify the uses of a sampling plan in the information research process. (Check all that apply.)

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

Which of the following factors should a researcher consider while determining an appropriate research design? (Check all that apply.)

- Types of data - Sampling method - Budget and schedule - Method of data collection

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.

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

They should ensure that the sample is representative.

____ ____ 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.

false

____ 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.

gatekeeper

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

information research

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

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

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

the expansion of firms into global markets

Which of the following are usually listed in a research proposal? (Check all that apply.)

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

Identify the features of causal research designs. (Check all that apply.)

- They provide a chance to evaluate and explain causality among market factors. - They render decision makers capable of making "If-then" statements about variables.

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

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

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?

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

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

It may be the best approach for small populations.

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.)

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

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

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

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 - Limitations of the study - Problem definition and objectives

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

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

Identify the significance of a situation analysis in understanding the complete problem situation. (Check all that apply.)

- 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.

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

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

Identify the statements that validate the significant role of marketing research in strategy development. (Check all that apply.)

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

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

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.)

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

Which of the following are situations in which marketing research may be considered dispensable? (Check all that apply.)

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

Identify the fundamental issues that determine data sources used in a research. (Check all that apply.)

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

1) Census 2) Sample

1) In this approach, a researcher attempts to question or observe all the members of a defined target population. 2) It refers to a small number of members of a defined target population from which a researcher collects data.

1) Exploratory research 2) Descriptive research 3) Causal research

1) It produces insights that help define the problem situation confronting a researcher or improves the understanding of consumer motivations, attitudes, and behavior that are not easy to access using other research methods. 2) It usually means numeric rather than textual data in the marketing research industry. 3) It is most suitable when the research objectives include a requirement to understand which variables cause a dependent variable to move.

1) Probability sampling 2) Nonprobability sampling

1) It provides every member of the defined target population a known chance of being selected. 2) It is incapable of measuring sampling error and thus limits the generalizability of the research findings.

1) Primary data sources 2) Secondary data sources

1) They are collected directly from firsthand sources to address the current research problem. 2) They include a company's data warehouse, public libraries and universities, or Internet websites.

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

Examine measurement issues and scales.

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.

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

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

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 is involved in the last step in the information research process?

Preparation and presentation of the final research report to management

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

Step 10: interpretation of data

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

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

How do advances in gatekeeper technologies affect marketers?

They challenge marketers to find innovative methods to reach respondents.

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

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

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

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

scientific method

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

secondary data

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 _____.

the scientific method

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.

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

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

vital component in developing competitive intelligence

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

wider

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

the research objectives and information requirements