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