MRKT 3008 Ch 2 questions

_______ research is often used in the first stage of a more comprehensive research study. A) Exploratory B) Descriptive C) Causal D) Predictive

A) Exploratory

According to the text, it is unethical to send out an RFP (request for proposals) to various companies if the decision has already been made about who will do the research. A) True B) False

A) True

An exploratory study might seek to define the marketing research problem. A) True B) False

A) True

An exploratory study might seek to generate potential research hypotheses for testing. A) True B) False

A) True

Conducting global marketing research involves fewer concerns and potential ethical situations, which makes planning the research process less critical. A) True B) False

A) True

Qualitative research usually involves the use of small sample. A) True B) False

A) True

The sampling plan begins with a determination of the population to be studied. A) True B) False

A) True

The sampling plan: A) begins with a determination of the population to be studied B) describes the process by which the survey questions will be selected C) both of the above D) none of the above

A) begins with a determination of the population to be studied

__________ is a research process involving brain-image measurements through the tracking of brain activity. A) cognitive neuroscience B) spasmatic reasoning C) hierarchical values mapping D) catatonic exploration

A) cognitive neuroscience

The sample selection process begins by: A) defining the population B) determining cost constraints C) designing the sample method D) determining the size of the needed sample

A) defining the population

A research ______ states an expected research outcome relevant to one or more variables that seems reasonable in light of existing information. A) hypothesis B) construct C) theory D) parameter

A) hypothesis

Research hypotheses are: A) included only when the researcher has reason to conjecture B) always included C) specify the type of information needed in order to successfully fulfill the research D) all of the above

A) included only when the researcher has reason to conjecture

A(n) ________ is research in which the behaviors of those being studied or the results of their behaviors are observed by researchers. A) observation research B) secondary data study C) experiment D) field experiment

A) observation research

Methods of exploratory research include: A) pilot studies B) surveys C) Both of the above D) none of the above

A) pilot studies

__________ research involves unstructured data collection methods that provide results that are subjectively interpreted. A) qualitative B) quantitative C) causal D) predictive

A) qualitative

A __________ states an expected research outcome relevant to one or more variables that seems reasonable in light of existing information. A) research hypothesis B) null hypothesis C) alternative hypothesis D) none of the above

A) research hypothesis

________________ broadly specifies the situation, phenomena, opportunity, or problem to be investigated, and guides the creation of research questions and hypotheses. A) research purpose B) research question C) research design D) research overview

A) research purpose

Low-ball pricing is: A) submitting a bid with an extremely low price in order to get the contract, when in fact the firm has no intention of doing the work at the quoted price. B) pricing below cost in order to drive competitors out of business C) learning what the lowest bid is (usually through competitive intelligence) and then pricing just below it to get the contract D) none of the above

A) submitting a bid with an extremely low price in order to get the contract, when in fact the firm has no intention of doing the work at the quoted price.

In most cases, descriptive studies: A) use numbers which allows for statistical and mathematical relationships to be examined. B) can usually be used to prove causality. C) Both of the above D) none of the above

A) use numbers which allows for statistical and mathematical relationships to be examined.

While _____ research will normally provide a higher level of information, it tends to take longer and costs are higher. A) Exploratory B) Descriptive C) Causal D) Predictive

B) Descriptive

A research construct states an expected research outcome relevant to one or more variables that seems reasonable in light of existing information. A) True B) False

B) False

A spurious association means that the relationship is truly cause-and-effect. A) True B) False

B) False

According to the text, it is ethical to send out RFPs for the sole purpose of seeking information on how to do the study. A) True B) False

B) False

According to the text, the three major types of research designs are Exploratory, Causal, and Predictive. A) True B) False

B) False

As has already been stated, the purpose of marketing research is to help managers by removing all uncertainty. A) True B) False

B) False

Case studies are classified as causal research. A) True B) False

B) False

Descriptive research is appropriate when attempting to investigate whether a change in one item causes a change to occur in another A) True B) False

B) False

In a case study, a researcher may not know exactly what questions to ask. A) True B) False

B) False

In most cases, exploratory studies use numbers which allows for statistical and mathematical relationships to be examined and can usually be used to prove causality. A) True B) False

B) False

Market research is often not conducted with a specific purpose in mind. A) True B) False

B) False

Quantitative research involves unstructured data collection methods that provide results that are subjectively interpreted. A) True B) False

B) False

Research hypotheses are always included. A) True B) False

B) False

The first of the six key steps of the marketing research process is developing the research design. A) true B) False

B) False

The goal of descriptive research includes helping researchers understand the situation and the problem being faced, as well as some possible solutions. A) True B) False

B) False

The sample selection process begins by designing the sample method. A) True B) False

B) False

While exploratory research will normally provide a higher level of information, it tends to take longer and costs are higher than descriptive or causal research. A) True B) False

B) False

With the pilot study, researchers talk with a small group of individuals about a specific topic, exploring their thoughts and ideas in detail. A) True B) False

B) False

Which of the following is the first of the six key steps of the marketing research process: A) developing the research design B) defining the research problem C) determining the sampling plan D) designing the data collection procedures

B) defining the research problem

_____________ research answers the questions who, what, when, where and how in describing the characteristics of consumers, brands, and other marketing phenomena. A) exploratory B) descriptive C) predictive D) causal

B) descriptive

Advocacy research is: A) another term for advertising research B) designed to advocate or support a company's position C) done more by outside research agencies than with internal marketing research projects D) none of the above

B) designed to advocate or support a company's position

With the _________, researchers talk with a small group of individuals about a specific topic, exploring their thoughts and ideas in detail. A) case studies B) focus groups C) depth interview D) pilot study

B) focus groups

________________ specifies the type of information needed to fulfill the research purpose, and make managerial decisions. A) research purpose B) research question C) research design D) research overview

B) research question

Quantitative research involves: A) using an unstructured process in which data is collected subjectively using techniques such as pilot studies and case studies B) statistical tests and analyses C) Both of the above D) None of the Above

B) statistical tests and analyses

The goal of exploratory research includes helping researchers understand: A) the situation and the problem being faced B) some possible solutions C) Both of the above D) None of the above

C) Both of the above

The research questions or objectives: A) outline the scope of the research project B) guide the development of the research design C) Both of the above D) none of the above

C) Both of the above

According to the text, SPSS allows user to perform: A) basic descriptive statistics B) non-parametric tests C) both of the above D) none of the above

C) both of the above

According to the text, honesty and integrity should be the guiding principles of A) marketing research firms B) client companies C) both of the above D) none of the above

C) both of the above

According to the text, to avoid potential pitfalls in global market research related to ethical beliefs, companies: A) often engage local marketing research firms or international firms with experience in various countries B) contract nationals from the country where the research is to be conducted to provide valuable insights into the do's and don'ts of that country or culture C) both of the above D) none of the above

C) both of the above

In a pilot study... A) there is a limited number of respondents B) a researcher may not know exactly what questions to ask C) both of the above D) none of the above

C) both of the above

In determining cause-and-effect, there must be: A) temporal sequence B) concomitant variation C) both of the above D) none of the above

C) both of the above

A request for research proposals (RFPs) typically include all of the following EXCEPT: A) research questions B) an overview of the research purpose, C) description of the researchers' experience D) description of the target audience for the study

C) description of the researchers' experience

A(n) __________is a research study where all variables are held constant except the one under study. A) observation research B) secondary data study C) experiment D) field experiment

C) experiment

________________ is the plan to address the research problem and/or hypothesis. A) research purpose B) research question C) research design D) research overview

C) research design

According to the text, which of the following is not one of the three major types of research designs? A) Exploratory B) Descriptive C) Causal D) Predictive

D) Predictive

An exploratory study might seek to: A) define the marketing research problem B) identify parameters or variables to be studied further C) generate potential research hypotheses for testing D) all of the above

D) all of the above

In contrast to ________research, marketers who use ___________ research already have a good understanding of the marketing problem or situation. A) exploratory, depth interview B) depth interview, exploratory C) descriptive, exploratory D) exploratory, descriptive

D) exploratory, descriptive

Which of the following is NOT true regarding qualitative research? A) it involves the use of small sample, B) it uses unstructured data collection methods, such as focus groups, personal interviews, case studies, and other techniques C) it is subjective and exploratory in nature D) its results should be interpreted as providing definitive answers

D) its results should be interpreted as providing definitive answers

A spurious association means that... A) the relationship is truly cause-and-effect B) there is a strong correlation between the two variables C) Both of the above D) none of the above

D) none of the above

Methods of descriptive research include: A) case studies B) focus groups, C) Both of the above D) none of the above

D) none of the above

Which of the following words is it okay (or even encouraged) to include as part of a research hypothesis? A) "prove" B) "significant" C) both of the above can be included D) none of the can be included

D) none of the can be included