MKT4533-04: CHAPER 2-THE MARKETING RESEARCH PROCESS AND PROPOSALS

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

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

When does data become knowledge?

When someone interprets data and attaches meaning to it

Having a general idea of why research is required helps researchers

focus on the conditions surrounding a business problem

this refers 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 artists

gatekeeper technologies

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

iceberg principle

specifies whether data should be collected about individuals, households, organizations, departments, geographical areas, or some combination.

unit of analysis

based on a company management 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

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

situation analysis

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

How does problem definition begin in marketing research?

By determining the purpose of research

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.

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

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

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.

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.

a good rule of thumb for determining the need for information research is to ask whether

decision makers can solve problem based on previous experience

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 the sixth step in the the research process for descriptive and causal designs?

examine measurement issues and scales

is the systematic approach to collecting, analyzing, interpreting, and transforming data into decision-making information.

information research

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

review of literature

Choice It refers to a small number of members of a defined target population from which a researcher collects data.

sample

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

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

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

target population

Choice 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.

Exploratory research

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

Decision makers

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.

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 Expected cost Expected duration The research deliverables

Choice It is most suitable when the research objectives include a requirement to understand which variables cause a dependent variable to move.

Causal research

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

Choice It usually means numeric rather than textual data in the marketing research industry.

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.

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

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

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.

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

It may be the best approach for small populations.

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 final step in the information research process, identify the sections of a final research report.

Problem definition and objectives Limitations of the study Results and findings Executive summary

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

Questioning Observation

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

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

______ 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 Defining the research questions Identifying and clarifying information needs

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

Step 10: interpretation of data

Which of the following functions as a general plan of the methods used for data collection and analysis in research?

The research design

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.

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

They should ensure that the sample is representative.

research collects data that enables decision makers to determine cause-and-effect relationships between two or more variables (Enter one word in the blank).

causal

matches Choice In this approach, a researcher attempts to question or observe all the members of a defined target population.

census

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 Blank______.

decision makers and researchers must ascertain the relevant variables

in strategy development what validates the significant role of marketing research

it is being used increasingly to find new business opportunities and is used more and ore to develop new services, product, and delivery ideas

in the context of the changing view of the marketing research process, why is the term "information research process" considered to be more suitable name for the traditional marketing research process?

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

Choice It is incapable of measuring sampling error and thus limits the generalizability of the research findings.

nonprobability sampling

They are collected directly from firsthand sources to address the current research problem.

primary data sources

Choice It provides every member of the defined target population a known chance of being selected

probability sampling

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

redefining the initial problem into research questions

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

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

They include a company's data warehouse, public libraries and universities, or Internet websites.

secondary data souces

one of the many developments that affect marketing decision makers is

the expansion of firms into global markets

the research process consist of 11 steps that must be completed correctly to get accurate information of decision making. these task steps are guided by

the scientific method

how do advances in gatekeeper technology 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

in the context of the changing view of the marketing research process, research is being viewed as

vital component in developing competitive intelligence

what situations in marketing research may be considered dispensable?

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

A major advantage of questioning over observation is that questioning enables researchers to collect

wider array of data

Determining the most suitable research design is a function of

the research objectives and information requirements