NGHIÊN CỨU MARKETING Ch. 2

In the process of identifying and clarifying information needs, which of the following components provides direction for activities such as scale development and sampling? A. Determination of the unit of analysis (đơn vị phân tích) B. Conducting a situation assessment C. Determination of the relevant variables D. Identification and separation of symptoms E. Determination of the research purpose

A

John works for CompTech Solutions. He is a typical "marketing researcher." Which of the following statements is most likely to be true about John? A. John is a scientific thinker, and loves to explore new phenomena (hiện tượng). B. John wants results about future market component behavior. C. John is an intuitive thinker, and wants information to confirm his decisions. D. John does not like surprises. E. John wants information that allows certainty.

A

Symphony Inc., a market research firm, has formed a team to study a problem. To familiarize themselves with the overall complexity of the problem, the market research team decides to gather and synthesize (tổng hợp) background information including events and factors that led to the current problem. This research team is engaged in doing a(n) _____. A. situation analysis (phân tích tình huống) B. symptomatic analysis C. variable analysis D. sampling analysis E. screening analysis

A

The iceberg principle provides information concerning the _____. A. determination of the research problem (vấn đề nghiên cứu) B. selection of the appropriate research design C. execution of the research design D. communication of the research results E. interpretation of data to create knowledge

A

Which of the following helps generate insights that will help define the problem situation confronting the researcher? A. Exploratory (khám phá) research B. Descriptive research C. Causal research D. Demographic research E. Narrative research

A

Which of the following is true about research based on a sample? A. It involves a small number (số lượng nhỏ) of members of the target population from which the researcher collects data. B. Each member from the target population is selected for the research. C. For small populations a sample is the best approach. D. There is no need to identify a target population. E. Probability sampling plans cannot measure sampling error and thus limit the generalizability of the research findings.

A

_____ is information collected specifically for a current research problem or opportunity. A. Primary data B. Alternate data C. Secondary data D. Warehouse data E. Backup data

A

In the information research process, coding and data-entry errors in the collected primary data are most likely to be caught while _____. A. designing and pretesting the questionnaire B. collecting (thu thập) and preparing (chuẩn bị) data C. developing the sample design D. interpreting data to create knowledge E. examining measurement issues and scales

B

Marilynn Castillo is a marketing manager with a major firm. She is debating whether to conduct a marketing research study before commercializing a product. She realizes that conducting the study will cost approximately $100,000. If she launches the product without conducting the study and the product fails, her firm could suffer a loss of $2 million. According to the above scenario, Marilynn is doing a(n) _____. A. time-availability assessment B. cost-benefit (chi phi-lợi nhuận) assessment C. research-design assessment D. information-availability assessment E. market-sensitivity assessment

B

The first task in the information research process is to _____. A. redefine the decision problems as research problems B. identify and clarify management's information needs (nhu cầu thông tin) C. determine the measurement issues and scales D. determine the sample plan and sample size E. determine the research design and data sources

B

According to the iceberg principle, which of the following statements is true? A. One can often get blindsided by problems that could otherwise have been easily anticipated by proactive marketing research. B. Problems become visible only when they become crises; marketing research can help identify problems in their early stages. C. Managers are aware of just a small portion of the true problem; this small portion is generally the visible symptom (triệu chứng) of a bigger underlying problem. D. 80 percent of marketing research budget is typically spent on solving 20 percent of all the problems facing a company. E. The importance of marketing research is often underestimated in organizations; what people see is a small part of a much bigger support apparatus.

C

As compared to marketing researchers, management decision-makers _____. A. like to explore new phenomena B. like abstractions rather than concrete findings C. focus on information that allows certainty (sự chắc chắn) D. are scientific and analytical thinkers E. focus only on past information

C

Casual research is most useful in _____. A. generating insights that help in defining the problem situation B. understanding consumer motivations and behavior that are not easy to access using other research methods C. understanding which variables (biến) lead to the dependent variable (biến phụ thuộc) D. using historical data that has been previously collected for some research situation other than the current situation E. collecting quantitative data to answer research questions such as who, what, when, where, and how

C

Gatekeeper technologies are used to _____. A. prevent the introduction of new and creative marketing strategies B. help market researchers track the behavior of internet users C. protect one's privacy against intrusive (xâm nhập, quấy rầy) marketing practices D. allow marketers to use traditional methods for contacting people E. simplify the process of getting user information using telemarketing

C

In the information research process, the role of examining measurement issues and scales is to _____. A. examine quantitative data to answer research and measure the sampling error B. determine if the population represented by the secondary data is relevant to the current research problem C. identify the concepts (khái niệm, ý tưởng, quan điểm) to study and measure the variables related to the research problem D. specify research objectives and confirm the information value E. select the correct type, sequence, and format of questions

C

Which of the following statements is true about the information research process? A. It narrows the applicability of the research process in solving organizational problems and creating opportunities. B. A more appropriate name for the information research process is now the traditional marketing research process. C. It is a systematic (có hệ thống) approach to collecting, analyzing, interpreting, and transforming data into decision-making information. D. It is especially useful when costs outweigh the value of the research. E. It serves as a written contract between the decision maker and the researcher.

C

While designing a study, a researcher is wondering if she should ask respondents their age and gender. She is not sure if she would need that information later in the research process. She is trying to _____. A. determine the correct unit of analysis for her study B. conduct a situation assessment for her study C. determine the relevant variables (biến liên quan) for her study D. identify the symptoms and underlying problems for her study E. confirm the information value

C

_____ is a specific document that provides an overview of the proposed research and methodology, and serves as a written contract between the decision maker and the researcher. A. Methodology transcript B. Questionnaire design C. Research proposal (đề xuất nghiên cứu) D. Interview transcript E. Survey design

C

_____ specifies whether data should be collected about individuals, households, organizations, departments, geographical areas, or some combination. A. Situation analysis B. Cost-benefit analysis C. The unit of analysis (đơn vị phân tích) D. Symptom analysis E. Integrated analysis

C

A manager wants to do a market study before launching a new product. The research study will take three months to complete. Just two weeks before starting the study, she learns that one of her company's competitors is about to launch a product that will compete directly with her company's new product. Based on this new information, she decides to cancel the research study and launch the product immediately. Which of the following is most likely the reason for cancelling the study? A. The problem can be resolved using existing information. B. The problem is not of strategic or tactical importance. C. The information required to resolve the problem is already available in the company's internal records. D. The time constraints (điều kiện thời gian) associated with the problem make it impossible to conduct the study. E. The cost of conducting the study outweighs the benefit of additional information.

D

In a research proposal, which of the following sections discusses the types of scales to be used for data collection? A. Definition of the target population B. Sample design C. Data collection method D. Specific research instruments (công cụ nghiên cứu cụ thể) E. Definition of the sample size

D

While collecting and preparing data, a difference between questioning and observation is that questioning approaches _____. A. need fewer researchers as compared to observation approaches B. need not examine data for data-entry errors and inconsistencies C. do not allow researchers to collect information about factors such as motivation and past behavior D. enable researchers to collect a wider array of data (mảng dữ liệu rộng hơn) E. focus on collecting data that does not need coding

D

In a census, a researcher attempts to _____. A. use the probability sampling technique B. define the "known chance" of selecting a subject C. use a small representative sample to generalize about the target population D. collect data from a small set of people from the target population E. question or observe all (tất cả) the members of a defined target population

E

Which of the following data collection techniques is used in exploratory research studies? A. Image assessment surveys B. Customer satisfaction surveys C. Narrative surveys D. Cause-and-effect studies E. Pilot studies (nghiên cứu thử nghiệm nhỏ trước khi thực hiện nghiên cứu chính thức)

E

_____ obtains information from people representative of those who will be questioned in the actual survey. A. Doing a unit analysis B. Conducting a demographic analysis C. Doing a situation analysis D. Defining E. Pretesting (Thử trước)

E