Chapter 2

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

They should ensure that the sample is representative.

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

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

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

step 10

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

target population

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

the expansion of firms into global markets

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.

When does data become knowledge?

When someone interprets data and attaches meaning to it

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

the research objectives and information requirements

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

Decision makers

_______ ______ involves collecting quantitative data to answer research questions such as who, what, when, where, and how. (Enter one word in each blank.)

Descriptive research

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 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.

1: Exploratory research 2: Descriptive research 3: Casual 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

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 comprehend the complete problem. Decision makers and researchers must agree on the decision maker's purpose for the research. 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.

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 Limitations of the study Results and findings Problem definition and objectives

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

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 Questionnaire pretest Selection of the correct type of questions

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.

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

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

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

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

Research objectives

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

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

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.

How do advances in gatekeeper technologies affect marketers?

They challenge marketers to find innovative methods to reach respondents.

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

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

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

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

review of literature

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

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

situation analysis

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