Chapter 3 - ( MARKET RESEARCH )

All of the following are examples of an observational study EXCEPT:

a consumer responding to a questionnaire about advertising

A directed search of published works (including periodicals and books) that discusses theory and presents empirical results relevant to the topic at hand is called a literature review. ( T or F )

true

A research proposal is an oral presentation to employees of the research design emphasizing what the research will accomplish ( T or F )

false

Concomitant variation is sufficient evidence to determine causality in experiments. ( T or F )

false

Research is the process of developing and selecting from alternative ways of resolving a problem or choosing from among alternative opportunities. ( T or F )

false

The first stage in the research process is to plan a research design. ( T or F )

false

The purpose of exploratory research is to provide conclusive evidence for a particular marketing action. ( T or F )

false

Concept testing is a form of pricing research.

false; exporatory research

What is the last stage of the marketing research process?

formulating conclusions and preparing a report

_____ is one of three criteria for causality and means any covariation between a cause and an effect is true.

nonspurious variation

Which procedure refers to a small-scale study in which the results are only preliminary and intended only to assist in design of a subsequent study?

pretest

A formal, logical explanation of some events that includes descriptions of how things relate to one another is called a(n):

theory

An experiment is a carefully controlled study in which the researcher manipulates a proposed cause and observes any corresponding change in the proposed effect. ( T or F )

true

The purpose of exploratory research is to refine and narrow the scope of the research topic. ( T or F )

true

When the data from an empirical study are consistent with a hypothesis, we say that the hypothesis is:

Supported

All of the following are a part of data analysis, EXCEPT

application of theorizing

A critical piece of causality is ___ ____.

temporal sequence

What is the first stage of the marketing research process?

defining the research objectives

The research process ends by _______________ from the data analysis.

drawing conclusions

Evan has completed the fieldwork of collecting data, and now he is checking the data collection forms for omissions, legibility, and consistency in classification. What is Evan doing?

editing the data