cnsr 201 exam (quiz questions)

Understanding the source of a problem rarely provides clues about the type of research that is needed. a. True b. False

False

With a known decision problem, a researcher's primary task is to develop a partial range of research problems. a. True b. False

False

Unlike the research request agreement, the research proposal specifies the techniques to be used in implementing research. a. True b. False

True

When meeting with the client, it is important to keep the broader issue in mind to keep from going down a very specific and possibly incorrect path. a. True b. False

True

At which stage can errors enter the marketing research process? a. At any stage b. Data analysis c. Data capture d. Information reporting

A

Researchers should be actively involved in problem formulation by a. listening carefully as managers provide their perspective on the problem. b. accepting managers preexisting assumptions. c. allowing managers to perform their own diagnosis and prescribe treatment for a problem. d. All of the above are ways in which researchers can be actively involved in problem formulation

A

The first thing that must occur for research to be properly designed: a. The problem or opportunity must be precisely defined. b. Secondary research must be analyzed. c. A research request agreement must be put in place. d. Primary research data must be collected

A

The most critical error in research work is a. total error. b. editing error. c. sampling error. d. coding error

A

What is the document that is typically used to describe the nature of the problem and ask research providers to offer proposals? a. Request-for-proposal b. Research proposal c. Research request agreement d. Research invoice

A

What is true about Customer Relationship Management (CRM)? a. It is a system for gathering all relevant information about a company's customers. b. It's goal is to better understand sales representative needs and behaviors. c. CRM cannot be part of the larger DSS of an organization. d. All of these statements about CRM are true

A

When data that marketers need to make decisions already exist inside or outside the organization, it is known as a. secondary data. b. exploratory data. c. primary data. d. preexisting data

A

Which method of ethical reasoning holds that the correct course of action is the one that promotes the greatest good for the greatest number of people? a. Utility approach b. Justice approach c. Rights approach d. All approaches do this

A

Which of the following statements about marketing research is true? a. It is the process of gathering and interpreting data for use in developing, implementing, and monitoring a firm's marketing plans. b. It is just for large organizations with deep pockets c. It is involved in some phases of the information management process. d. It is a non-essential activity that takes a single form.

A

All of the following represent examples of the causal research approach, except: a. Determining which version of a product to offer b. Determining the frequency with which something occurs within a population c. Determining which product packaging design is most effective d. Determining what price to charge for a product

B

The section of a formal research proposal that discusses the editing and proofreading of questionnaires, coding instructions, and type of data analysis is a. the appendices. b. the analysis. c. the research design and data sources. d. the problem definition and background

B

Under which moral reasoning framework is it more difficult to judge an action as ethical? a. The justice approach b. The rights approach c. The utility approach d. It is equally difficult for all approaches

B

Which broad approach to marketing research sheds light on a particular issue at a particular time? a. Putting systems in place that provide marketing intelligence on an ongoing basis b. Collecting data to address specific problems c. Both A and B d. Neither A nor B

B

Which of the following is NOT one of the requirements for entering the marketing research field? a. Communication skills b. Negotiation skills c. Human relations skills d. Analytical skills

B

Which of the following statements about primary data is true? a. It is inexpensive to generate primary data. b. It is time-consuming to generate primary data. c. It should be generated even when information can be obtained from the company's internal or external sources. d. It is not new-to-the-world data

B

Which of the general approaches to marketing research focuses on describing a population? a. Exploratory research b. Descriptive research c. Population research d. Causal research

B

The usefulness of a knowledge management system depends on the willingness of customers to share information. a. True b. False

False

Which systems approach makes the most sense for a manager in a dynamic marketing environment that needs data at irregular intervals? a. A systems approach does not make sense for a manager under these conditions. b. Decision support system (DSS) c. Marketing information system (MIS) d. Marketing Dashboard

B

"Sugging" is best described by which of the following statements? a. Salespeople using results of marketing research studies to help sell their products b. Conducting research to support a particular position with pseudo-scientific results c. Attempting to sell products or services after telling respondents you are conducting marketing research d. All of these statements describe "sugging."

C

A manager's view of the problem or opportunity is known as the a. research problem. b. hypothesis. c. decision problem. d. manager's problem

C

Secondary data is typically more accurate when a. it comes from an anonymous, external source. b. it has been collected in support of an advocacy research effort. c. it comes from the primary source that originated the data. d. the data collection process is not disclosed.

C

The first key step in problem formulation: a. Clarify the problem/opportunity b. Prepare and submit a research request agreement c. Meet with the client d. Select research problem(s) to be addressed

C

The first stage of the marketing research process is Problem Determination. What is the best course of action if the phenomenon to be investigated is broad or vague? a. Gather primary data through a survey to clarify. b. Find a new research topic that is less broad or vague. c. Conduct exploratory research to clarify the issue. d. Reject the research request.

C

What approach seeks to systematically collect organizational knowledge and make it accessible to others? a. Customer relationship management b. Enterprise resource planning c. Knowledge management d. Human resources management

C

What source of secondary data might be useful for a company seeking to understand the type of people who use its products? a. An online survey of people who have purchased the products b. U.S. Census Bureau data c. Product registration card data d. Cost data from accounting

C

When meeting with the client, to get as much information as possible about the problem/opportunity, how many times should you ask "why" the situation has occurred to dive deeper into possible causes? a. One b. Three c. Five d. None - the client will volunteer this information

C

Which component of a decision support system (DSS) has modules containing information about customers, general economic and demographic data, competitor information, and industry information such as market trends? a. Logic system b. Dialog system c. Data system d. Model system

C

Which component of a decision support system (DSS) has routines or tools for helping managers do things like make better marketing mix decisions and new product development decisions or assess alternative marketing plans? a. Data system b. Logic system c. Model system d. Dialog system

C

Which of the following is a potential disadvantage of using secondary data? a. The time required to retrieve and use it b. The cost involved in using it c. The quality of the data d. None of these are potential disadvantages

C

Which of the following statements about the ethical reasoning frameworks is true? a. It's easy to apply these frameworks to marketing research decisions. b. It's optional to use one or more of these ethical reasoning frameworks. c. These frameworks will not always lead to the same conclusion about the ethics of research. d. All of these statements about ethical reasoning frameworks are true

C

Which part of the research request agreement discusses the groups from whom the information must be gathered? a. Logistics b. Background c. Population and subgroups d. Decision problem

C

A well-stated decision problem a. takes the manager's perspective. b. is as simple as possible. c. takes the form of a question. d. All of the above are correct

D

Among the important reasons for studying marketing research are which of the following? a. Marketing research can be rewarding and fun. b. To learn to be a smart consumer of marketing research results c. To gain an appreciation of the process, what it can and cannot do d. All of these are correct

D

Evidence that the research that collected secondary data was done properly involves understanding what details about the data collection process? a. Definitions b. Data collection forms c. Method of sampling d. All of the above provide evidence that research was done properly

D

Knowledge management is an effort to collect and make accessible what kind of information an organization's people possess? a. Customer information b. Product information c. Process information d. All of the above are correct.

D

Marketing research should be avoided when a. it is unethical. b. management bias cannot be overcome with valid research results. c. it wastes a company's resources. d. All of these statements about avoiding marketing research are true

D

Marketing research should be avoided when a. the goal of the research is to support a particular position with pseudo-scientific results. b. attempting to sell products, services, or ideas under the guise of marketing research. c. when time, budget, or other resources are lacking to do the research properly. d. All of the above are correct

D

The stage of marketing research in which error can enter the process is a. data capture. b. problem definition. c. data analysis. d. Error can enter during any stage

D

The two basic sources of change in the marketing environment are a. helpful and harmful. b. internal and external. c. complex and simple. d. planned and unplanned

D

Which are the major categories of firms that conduct marketing research? a. Companies that produce or sell products and services b. Advertising agencies c. Marketing research companies d. All of these are correct

D

Which of the following are components of a decision support system (DSS)? a. The data system b. The model system c. The dialog system d. All of these are components of a decision support system

D

Which of the following is a limitation of the systems approach? a. The cost and time required to build information systems b. Different managers have different data needs. c. Managers are limited to the data available in the system. d. All of these are limitations of the systems approach.

D

Which systems approach to providing managers with the information they need produces regular, standardized reports based on data held in a database? a. Customer relationship management systems (CRM) b. Marketing dashboards c. Decision support systems (DIS) d. Marketing information systems (MIS)

D

"Normal thinking" can help managers or researchers understand the true nature of a problem. a. True b. False

False

Advertising agencies are most likely to do marketing research that estimates market needs for products and services. a. True b. False

False

Descriptive research is a less common means of gathering primary data. a. True b. False

False

If an action is legal, then it is ethical. a. True b. False

False

Much of the data that marketing managers need to make routine decisions do not exist inside a company's databases. a. True b. False

False

Successful marketing researchers tend to be reactive rather than proactive. a. True b. False

False

The element of a DSS that clearly separates it from an MIS is its model system. a. True b. False

False

Because the time from data collection to data dissemination is often long, secondary data are often out of date. a. True b. False

True

Discovery-oriented research rarely solves a problem in the sense of providing actionable results. a. True b. False

True

Even the best marketing research projects contain error of one kind or another. a. True b. False

True

If a company is going to consider and evaluate multiple research providers and select to work with, a request-for-proposal will often be issued to interested or qualified providers. a. True b. False

True

Managers should study marketing research so they can understand what they are asking of researchers when requesting marketing research. a. True b. False

True

Problem formulation involves more art than science. a. True b. False

True

Secondary data make up most of the data held in data systems used in marketing research. a. True b. False

True

The ability to interact with the system to create customized information is the true value of a decision support system (DSS). a. True b. False

True

The basic function of marketing research is to gather information that is needed to help managers make better decisions. a. True b. False

True

The research request agreement helps ensure that the client and the researcher agree about the research problems to be addressed. a. True b. False

True

Trying to sell products after telling respondents you are conducting marketing research is an unethical approach known as "sugging." a. True b. False

True