Exam 1- Marketing Research Quiz Questions
Which of the following describes data developed or gathered by the researcher specifically for the research project at hand?
Primary Data
________ are data gathered by another source other than the researcher or for some other purpose than the research project.
Secondary Data
Which of the following represents the process of searching for and interpreting existing information relevant to the research topic?
Secondary data analysis
Of the following which NOT an advantage of secondary data?
Secondary data may be obtained in any form desired
The management, use, and commercialization of data raises ethical issues related to ________.
Security, privacy and the protection of consumers
Creating the proper mix of product/service, price, promotion, and distribution for a market begins with ________.
Selecting the segment of the market as a company's target
"Sugging" refers to the practice of ________. Selling under the guise of research Surveying under the guise of selling Fundraising under the guise of a survey Collecting data through telephone interviews
Selling under the guise of research
What is the ratio of positive to negative comments posted about products and brands on the web?
Sentiment
What is the ratio of positive to negative comments posted about products and brands on the web?
Sentiment
Action standards ________ as well as entail making important decisions before data collection. Set guidelines for action after data collection Set guidelines for information to be collected from the respondent Set actions for development of the research plan Set guidelines for measured characteristics for research objective
Set guidelines for action after data collection
Clients are increasingly demanding that marketing researchers provide which types of reports?
Simple Straightforward Results
The general manager of a jewelry store would like to allocate radio ad dollars to the three markets in which the store has locations. The manager's review of secondary data shows that retail sales of jewelry are available by radio market area. Allotting the radio budget based on the percentage of sales in a given market would be an excellent way to ________
Solve the managers problem and satisfy the research objective
Firms supplying syndicated data follow ________ that enable them to collect the same data over time.
Standard research formats
The ________ is the first and one of the most critical elements of a proposal.
Statement of the problem
________, an important emerging source of big data, is a network of physical objects embedded with software or sensors that allow them to gather and send data.
The Internet of Things (IoT)
T/F Knowledge of research design is important in developing an appropriate study to approach a problem or opportunity.
True
T/F The five largest markets by country for marketing research are the United States, United Kingdom, Germany, France, and Japan.
True
T/F The marketing intelligence system gathers atypical and unusual information about pertinent developments in the environment.
True
T/F The metrics surrounding the value of marketing research should demonstrate that risk was mitigated and quantify the financial value of that risk reduction .
True
T/F The phrase commonly used to indicate an experiment, study, or test that is conducted in a field setting is test marketing.
True
T/F The problem statement is a concise description of the problem or opportunity that management is facing that requires research to make a decision.
True
Which is NOT a component of the marketing information system?
A consumer information support system
Some marketing research jobs, particularly those in client-side companies, require ________who have no direct experience in the field.
A graduate degree
What type of research firm specializes in one, or, at most, a few marketing research activities?
A limited-service supplier firm
What type of research firm specializes in one, or, at most, a few marketing research activities? A limited-service supplier firm A full-service supplier firm An internal supplier firm A syndicated data service firm
A limited-service supplier firm
The gap existing between what did happen and what could have happened, is known as ________.
A symptom
________ is the pre-designation of some quantity of a measured attribute or characteristic that must be achieved for a predetermined action to take place Achievement standard Characteristic standard Attribute standard Action standard
Action standard
Some studies are conducted to "prove" some position or to ________.
Advance the special interest of those conducting the study
_______ represent the fastest-growing regions of the world for marketing research. Mexico and Brazil India and China Europe and U.S Africa
Africa
Which of the following correctly describes the difference between basic research and applied research? Applied research helps marketers understand the basic desires and motives of consumers Applied research expands our knowledge rather than solves a specific problem Applied research determines the most basic desired features in new products Applied research expands our knowledge to solve a specific problem
Applied research expands our knowledge to solve a specific problem
Which of the following correctly describes the difference between basic research and applied research?
Applied research expands our knowledge to solve a specific problem.
Some students go directly to work in the marketing research industry after obtaining undergraduate degrees. Which of the following is NOT one of the most common majors for undergrads who want to enter the field?
Archaelogy
Researchers must carefully ________ of secondary data in deciding whether to use it as a basis for making decisions.
Assess the quality and validity
________does NOT represent criteria useful for selecting test-market cities.
Being a major U.S Market
Which of the following refers to numerous types and huge amounts of data to which companies now have access in real time?
Big Data
When conducting ________, "if-then" statements become a researchers way of manipulating variables of interest.
Causal Research
The marketing research proposal process is an area where clients and researchers should be sensitive to ethical issues. Which of the following would constitute an ethical issue?
Charing one company's proposal with another bidder
There is simply too much data for a company to collect, analyze, and store. Which of the following best describes how marketers should handle the proliferation of data?
Companies should prioritize which data to collect
Which of the following does NOT represent an advantage of test marketing?
Competition can run a simultaneous field test
________ are the types of descriptive research studies that measure a population at only one point in time.
Cross-sectional studies
________ measure units from a sample of the population of interest at only one point in time.
Cross-sectional studies
A ________is collected data that may be accessed and analyzed using tools and techniques that assist managers in decision-making. Marketing research system Consumer information support system Marketing intelligence system Decisions support system
Decisions support system
________ alternatives are those marketing actions a manager considers which may resolve a problem. Decision Distribution Pricing Product
Decision
Social media and other advances in technology enable companies to ________.
Determine how to create, communicate, and deliver value by "hearing the voice" of the consumer
________ are the type of panel that varies questions from one panel measurement to the next.
Discontinuous panels
What type of research would a winery use that wants to know more about sales channels, product outlets, and even whether these channels are motivated? Promotion research Distribution research Product research Pricing research
Distribution Research
Which of the following brought about significant change in the 1990s with online panels becoming a primary source of data? Automated sampling New software approaches Electronic surveys Survey volunteers
Electronic surveys
In a 2015 survey of the marketing research industry by GreenBook, one of the greatest challenges for the industry is ________.
Employing qualified individuals
________ is the first step of the marketing research process. Determining methods of accessing data Defining the problem Establishing the research objectives Establishing the need for marketing research
Establishing the need for marketing research
Researchers need to use multiple methods of evaluating secondary data. Which one of the following is NOT a method of evaluating secondary data?
Evaluate the availability of the data
________differ(s) from surveys conducted as part of descriptive research in that there is usually no formal attempt to ensure that the results are representative of any defined group of subjects.
Experience surveys
What type of research design should be used when a small family-owned jeweler experiences more than a 20 percent decline in sales and does NOT know the cause?
Exploratory
________ offers a way to gain background information for a problem, to define terms, to clarify problems and hypotheses, and to establish research priorities.
Exploratory Research
Which type of research is undertaken to gather background information and data that may be helpful in properly defining the problem decision?
Exploratory research
________ is used to define a problem more precisely and generate hypotheses for an upcoming study.
Exploratory research
________ are the three types of research design.
Exploratory, descriptive, and causal
Which of the following is an example of a retailer experiencing a decrease in sales over previous periods, a website beginning to lose traffic, or an advertising campaign not reaching its expected level of awareness? Failure to meet objectives Failure to perform marketing research Failure to meet sales targets Failure to perform marketing planning
Failure to meet objectives
T/F A structure consisting of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers is a marketing intelligence system.
False
T/F A. C. Nielsen and George Gallup are known as the "Fathers of Marketing Research:
False
T/F An offshoot of the U.S. Census, the ACS updates U.S. data on an every-other-year basis.
False
T/F Because of new methods of market research, modern marketing thought holds that firms should not collaborate and learn from consumers.
False
T/F Brand-switching studies can be invaluable to brand managers because longitudinal studies that show changes in market shares between several brands can be misleading
False
T/F Commercial firms, government agencies, or community service organizations conducting surveys, recording transactions, or conducting business activities are creating written records of activities. This type of data represents primary data.
False
T/F Data analysis and visualization dashboards (such as those offered by Burke and Tableau) are tools not commonly used by DIY researchers
False
T/F Decision support systems eliminate the need for marketing research.
False
T/F Even into the late 1950s and 1960s, marketing research was seen as dispensable for companies to track consumption changes in increasingly expanding markets.
False
T/F Even though supplier firms have codes of ethical conduct, they have no obligation to accurately represent their qualifications, skills, experience and resources.
False
T/F Even with big data, researchers first must be sure that the budget and research design have been carefully defined.
False
T/F Exploratory research has a formal and predetermined set of procedures
False
T/F If we know very little about a problem, then the obvious choice is descriptive research.
False
T/F It is never too late for research to produce valuable results even when products are reaching the decline stage of their life cycle.
False
T/F Most projects cannot be based exclusively on secondary data.
False
T/F Most researchers support the opinion that the marketing research industry has been adapting to new opportunities at an acceptable pace.
False
T/F Quirk's Researcher SourceBook™ report provides insights by contrasting supplier marketing research firms views on issues with buyer-client views.
False
T/F Quirk's Researcher SourceBook™ report provides insights by contrasting supplier marketing research firms' views on issues with buyer-client views.
False
T/F Supplier firms only retain all data and research materials to meet industry quality standards, company processes or as requested by a specific client.
False
T/F T/F Managers normally cannot determine what products to make or what services to offer, which methods of advertising are most effective, which prices will help their firm realize its target return on investment (ROI), and which distribution system will add the greatest value to the supply chain.
False
T/F The American Marketing Association defines advertising and sales promotion as the activities, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
False
T/F The National Do Not Call Registry was established that allows U.S. and international citizens to register their telephone numbers to be protected from receiving unsolicited telemarketing calls.
False
T/F The fastest-growing regions of the world for marketing research are Africa and the Middle East.
False
T/F The marketing intelligence system gathers atypical and unusual information about pertinent developments in the environment.
False
T/F The problem statement should specify from whom the information should be gathered and exactly what information is needed.
False
T/F The problem statement should specify from whom the information should be gathered and exactly what information is needed.
False
T/F The research objectives should never be changed even after beginning to gather data.
False
T/F The term syndicated services refers to a prepackaged marketing research process that is used to generate information for a particular user.
False
T/F The term syndicated services refers to a prepackaged marketing research process that is used to generate information for a particular user.
False
T/F There are common categories of objectives. One of these includes gaining background information and developing analytical approaches to data.
False
T/F There is no ethical rule of conduct that includes maintaining the confidential identity of clients and research sponsors.
False
T/F Three major tools are used to track consumers' online activities: behavioral profiling, cookies, and device IDs (identifications).
False
T/F Three major tools are used to track consumers; online activities: behavioral profiling, cookies, and device IDs (identifications).
False
T/F When Walmart Grocery was developing its online pick-up and delivery service, management had several service options available to offer customers and needed to know more about today's shopper. This is an example of using the market research system to design a marketing research study to address a non-specific situation facing the company.
False
T/F When an item is purchased at a grocery store, a record is generated of the SKUs purchased, payment method, coupons or special promotions used, store location, and day of week and time of day. The reports generated from these activities are an example of an external reports system.
False
T/F With globalization, marketing research supply-side firms established branches all over the globe, leading to mergers and acquisitions in the industry. This merger and acquisition activity has continued non-stop for almost 30 years.
False
________ is devoted to developing best practices regarding issues such as social media guidelines, calling cell phones, telephone monitoring and recording, and online sample and panel management.
Insights Association (IA)
"Frugging" refers to the practice of ________. Selling under the guise of a survey Collecting data through telephone interviews Surveying under the guise of selling Fundraising under the guise of research
Fundraising under the guise of research
There is simply too much data for a company to collect, analyze, and store. Which of the following best describes how marketers should handle the proliferation of data?
Given the large amounts of data available, researchers need to be strategic about their use
The generated data from wearables can be particularly valuable to which industry?
Health and fitness industries
Clients are increasingly demanding that marketing researchers provide which types of reports?
Honesty and Transparency
The major associations created a common ethical code to accurately represent their qualifications, skills, experience, and resources. This code falls into the category of ________. Fair dealing with clients and subcontractors Fair dealings with respondents Maintaining research integrity Honesty and transparency
Honesty and transparency
Research analysts sometimes propose ________ as part of the process of developing research objectives.
Hypotheses
A new use for a product is identified on social media, or those in a target market would like to shop online. What are these examples of?
Identification of an opportunity
There is an increasing demand for researchers to present results__________.
In unambiguous, understandable, easy-to-grasp reports
The research proposal should ________.
Include a statement of deliverables
The research proposal should __________ Highlight the type of statistical and data analysis Stress the technology and software that will be used Include a statement of deliverables Be priced competitively and within the client's stated budget
Include a statement of deliverables
Examples of ________ would include level of advertising expenditure, type of advertising appeal (humor, prestige), display location, placement of website ads, method of compensating salespersons, price, and type of product.
Independent variables
Examples of ________ would include level of advertising expenditure, type of advertising appeal (humor, prestige), display location, placement of website ads, method of compensating salespersons, price, and type of product.
Independent variables
Which is the best system that can tell a manager a great deal of information about what has happened in the past? Marketing research system Marketing intelligence system Internal reporting system Decision support system
Internal reporting system
Which of the following most accurately describes the process of marketing research? It is used to generate and refine social media actions and performance It is primarily used to monitor marketing performance It is used to solve general, not specific, marketing problems It is the process of identifying and defining marketing opportunities and problems
It is the process of identifying and defining marketing opportunities and problems
________ are the two basic types of studies categorized as descriptive research.
Longitudinal studies and cross-sectional studies
_______ is a process used to define the size, location, and/or makeup of the market for a product or service.
Market Research
________ is a process used to define the size, location, and/or makeup of the market for a product or service.
Market research
When marketers and researchers want to improve our understanding of the ________ they conduct research to expand our knowledge of marketing.
Marketing Process
Which of the following is the marketing information system component that provides studies conducted for specific situations facing the company?
Marketing Research System
What organization sponsors the certification program in Canada for marketing researchers? Marketing Research Corporation American Marketing Association Marketing Research and Intelligence Associations Insights Association
Marketing Research and Intelligence Associations
The term often used to refer to the management and analysis of data to improve marketing decisions is known as ________.
Marketing analytics
Which of the following goes on continuously and searches a broad range of information sources to bring pertinent information to decision makers?
Marketing intelligence system
General Motors did research on what became the minivan-a small van suitable for families. The research did not convince them to produce it. Later, Chrysler introduced the Dodge Caravan and Plymouth Voyager minivans, which turned out to be among the most successful models in automotive history. This example most closely demonstrates that ________. Marketing research is not as reliable as management intuition Marketing research does not always provide management with the right answer Management should question methods used to conduct product market research Marketing research does not provide correct answers most of the time
Marketing research does not always provide management with the right answer
The ________ is the contract that documents what the marketing researcher pledges to deliver as a result of the marketing research process. Marketing research presentation Marketing research proposal Marketing research plan Marketing research report
Marketing research proposal
______ is a short definition of marketing. Meeting business-to-business wants profitably Meeting needs profitably Meeting consumer demands profitably Meeting wants profitably
Meeting needs profitability
What do marketers need in order to create the right strategies for decision-making?
Objective, accurate, and timely information
________ largely determine(s) the appropriate choice of the type of research design.
Objectives of the research
On which of the following does the success of a marketing research project depend?
On properly pinpointing a problem to formulate the problem statement
The Insights Association "Code of Ethics: Responsibilities to Subjects and Clients" discusses the ethics of collecting data from subjects and on the behalf of clients. Which of the following is NOT considered a responsibility to either subjects or clients?
Only inform clients when a project is conducted on behalf of more than one client
The Insights Association "Code of Ethics: Responsibilities to Subjects and Clients" discusses the ethics of collecting data from subjects and on the behalf of clients. Which of the following is NOT considered a responsibility to either subjects or clients? Only inform clients when a project is conducted on behalf of more than one client Always distinguish between research and non research activities so as to maintain public confidence in the integrity of research Not use any data collected solely for a specific client for any other purpose without permission Respect the rights and well-being of data subjects and make all reasonable efforts to ensure that data subjects are not harmed, disadvantaged or harassed as a result of their participation in research
Only inform clients when a project is conducted on behalf of more than one client
The term geodemographics is associated with what type of research application?
Packaged information
Which of the following is information collected automatically, often without a consumer's knowledge?
Passive data
________ provide each client with a marketing research process that is used to generate information for a particular user.
Prepackaged services
In which of the following functional areas would research be used when marketers want to determine the "value" consumers perceive in a revolutionary new product? Distribution research Promotion research Product research Pricing research
Pricing Research
Which of the following functional areas would research be used when marketers want to determine the "value" consumers perceive in a revolutionary new product?
Pricing Research
The abbreviation, "PRC," stands for ________.
Professional Researcher Certification
Which of the following refers to the research approach used to meet the research objectives?
Research design
Which of the following refers to the research approach used to meet the research objectives? Identify information types and sources Problem definition Design data collection forms Research design
Research design
Which of the following refers to using the research approach to determine research objectives?
Research design plans
Which of the following refers to using the research approach to determine research objectives? Research approaches Research design plans Research objectives Research instruments
Research design plans
Why is identifying information sources and types an important part of the research process?
Research provides information to help solve problems
When we think about marketing research as a way to generate, refine, and evaluate a potential marketing action, we are describing actions such as ________. Social media, campaigns, programs, or tactics Market analytics, controls, tactics, or advertising Controls, campaigns, programs, or tactics Strategies, campaigns, programs, or tactics
Strategies, campaigns, programs, or tactics
Descriptive research studies include type of ________.
Studies that need answers to who, what, when, where and how questions
Which is NOT a key advantage of syndicated data?
The client has control over which data are to be collected
Which of the following concerns external validity?
The extent that the observed relationship between the independent variable and the dependent variable is generalizable to the real world
Why is identifying information sources and types an important part of the research process? The need to determine sample size Decisions need to be made about the methods of analytics Research provides information to help solve problems The methods related to the research plan need to be determined
The methods related to the research plan need to be determined
Marketing researchers not only need to be skilled at gathering and analyzing data, but also at communicating results effectively because of ________.
The multiple new types of data and methods now in use
________is NOT a major source of online information allowing marketers to explore the many different types of research firms that operate worldwide.
Thomas Register
Decision makers need information in a form and at a time when they can use it for decision-making. What is the role of the MIS in that process?
To determine decision makers information needs, acquire the needed information, and distribute that information
Why would a marketing manager use marketing research for problem identification?
To discover the symptoms of problems
Why must questions be phrased properly?
To generate answers that satisfy the research objectives
According to the American Marketing Association (AMA), what is the function of marketing research? To link consumers and customers through targeted information To link consumers, customers, and markets through specific information channels To link the consumer to marketer with information used in marketing decisions To link the marketer to global and domestic markets through information
To link the consumer to marketer with information used in marketing decisions
Which is NOT one of the uses of marketing research?
To provide consumers with information they need to evaluate products and services at a profit
T/F A 2015 survey by GreenBook notes a need for individuals who can combine tech savviness and analytical skills with the ability to synthesize data and communicate results.
True
T/F A 2015 survey by GreenBook notes a need for individuals who can combine tech savviness and analytical skills with the ability to synthesize data and communicate results.
True
T/F Action standards prevent managers from learning information that is "nice to know."
True
T/F After becoming familiar with the problem and research objectives, researchers select a research design, which is a master plan that specifies the methods that will be used to collect and analyze the information needed for a research project
True
T/F All methods of measuring the value of research should specifically link the research results to business impacts.
True
T/F As researchers move through the process, they understand that it is sometimes necessary to go back and revisit a previous step.
True
T/F Because longitudinal studies involve multiple measurements, they can be described as "movies" of the population.
True
T/F Causal research should only be used when a fair amount is known about the problem and when looking for causal relationships among variables associated with the problem or research objectives.
True
T/F Charles Coolidge Parlin conducted the first continuous and organized research in 1911, when he was hired by the Curtis Publishing Company to gather publishing information.
True
T/F Client-side research is research that is conducted within an organization.
True
T/F Competitors get the opportunity to examine product prototypes and to see the planned marketing strategy for the new product via the test market.
True
T/F Competitors get the opportunity to examine product prototypes and to see the planned marketing strategy for the new product via the test market.
True
T/F Consumers now have more power to speak to others in the marketplace because of globalization, online shopping, and social media.
True
T/F Crowdsourcing is the practice of obtaining services or ideas by asking for assistance from large groups of people, generally online communities.
True
T/F Crowdsourcing is the practice of obtaining services or ideas by asking for assistance from large groups of people, generally online communities.
True
T/F Data mining software helps managers make sense out of seemingly senseless masses of information contained in databases.
True
T/F Data mining software helps managers make sense out of seemingly senseless masses of information contained in databases.
True
T/F Decisions must be made about what data to collect and how to analyze the data to find trends, patterns, and relationships among data from multiple sources.
True
T/F Determining the sales potential for a new product or service and testing variations of the marketing mix are the two uses of test markets.
True
T/F Early identification of problems can lead to managerial changes that can greatly improve bottom-line profits.
True
T/F Findings from behavioral economics, a field of study which integrates psychology with economics and other disciplines to understand decision making, are useful in causal research.
True
T/F Firms can specialize in marketing research services such as online communities, questionnaire development and pretesting, data collection, or data analysis.
True
T/F Firms can specialize in marketing research services such as online communities, questionnaire development and pretesting, data collection, or data analysis.
True
T/F For the most part, there is much variability among firms in terms of ability to identify opportunities.
True
T/F In many examples of failed products and services, managers could have avoided the associated losses if they had conducted proper marketing research.
True
T/F In the United States, professionals may earn the Professional Researcher Certification (PRC).
True
T/F Information is gathered and analyzed by the four systems of the MIS: internal reporting system, marketing intelligence, marketing decision support, and marketing research system.
True
T/F Knowledge of research design is important in developing an appropriate study to approach a problem or opportunity.
True
T/F Management information systems typically have subsystems to provide the information necessary for a functional area within an organization. Such subsystems are the accounting information system, financial information system, production information system, human resources information system, and marketing information system.
True
T/F Market research is conducted to determine marketing opportunities as well as to determine the size of the various market segments.
True
T/F Marketers who want to know how effective expenditures are for advertising, sales force, publicity/PR, and promotional offers use promotion research.
True
T/F Marketers who want to know how effective expenditures are for advertising, sales force, publicity/PR and promotional offers use promotion research.
True
T/F Marketing professors at colleges and universities and other not-for-profit organizations, such as the Marketing Science Institute, often conduct basic research and publish their results in journals such as the Journal of Marketing Research or the Journal of Marketing.
True
T/F Marketing research can also be used to generate, refine, and evaluate a potential marketing action.
True
T/F Marketing research projects, unlike the other components of the MIS, are not continuous-they have a beginning and an end.
True
T/F Marketing research provides managers with new information to help them make decisions.
True
T/F Marketing research provides managers with new information to help them make decisions.
True
T/F Marketing research studies are conducted for all specific situations facing the company, which are not collected by other components of the MIS subsystems.
True
T/F Marketing research tools like online survey platforms (such as Qualtrics and SurveyMonkey), statistical analysis tools (such as SPSS, SAS, and R), and social media monitoring tools (such as Hootsuite and Meltwater) are useful to DIY researchers.
True
T/F Medium-sized and smaller firms may assign an individual or team to conduct some of the research, but often their responsibilities lie in helping others in the firm know when to do research and in finding the right supplier firm to help conduct marketing research.
True
T/F Older and established marketing research companies find it difficult to keep abreast of new technologies, while new, upstart marketing research companies cannot always deliver on what they promise.
True
T/F Older and established marketing research companies find it difficult to keep abreast of new technologies, while new, upstart marketing research companies cannot always deliver on what they promise.
True
T/F Once a researcher knows the basic research design, a series of advance decisions can be made to form a framework for the development of the research project.
True
T/F Once a researcher knows the basic research design, a series of advance decisions can be made to form a framework for the development of the research project.
True
T/F Once marketing researchers know the constructs to be measured, they can determine the proper way to measure that construct.
True
T/F One common category of objectives is to measure the state of a variable of interest.
True
T/F Packaged data services provide client firms with sophisticated methods of identifying members of their target market, locating these members, and provide information that will help efficiently reach these target markets.
True
T/F Packaged information is a special form of secondary data and consists of two broad classes, which include syndicated data and packaged services.
True
T/F Point of sale (POS) data are automatically collected when consumers buy products.
True
T/F Problems are situations calling for managers to make choices among alternatives.
True
T/F Research is collected on groups or topics such as product research, pricing research, promotion research, and distribution research.
True
T/F Secondary data may enhance primary data by providing a current look at issues, trends, yardsticks of performance, and so on that may affect the type of primary data that should be collected.
True
T/F Secondary information is widespread and readily available; analyzing secondary data is almost always an important part of a marketing research project.
True
T/F Several industry initiatives have been created to keep the public informed about the value of research, the appropriateness of research methods, and the ethics the industry uses in collecting research information.
True
T/F Social media data may be considered a form of secondary data, since it is information that does not originate as a result of a marketing research project.
True
T/F Some product failures are a result of being brought to market without any research, which increased the probability of failure.
True
T/F T/F Internal information from orders, billing, receivables, inventory levels, stockouts, and so on may be gathered by using an internal reports system.
True
T/F Telemarketers used "sugging" for years to entice the public into taking what they thought was an opinion survey but actually was a lead-in for a sales pitch.
True
T/F The American Community Survey (ACS) is an example of a source of official statistics that are available for free.
True
T/F The Transparency Initiative was launched in 2014 by the American Association for Public Opinion Research (AAPOR) to encourage the routine disclosure of methods used in research information that is released to the public.
True
T/F The process that provides procedures for devising an experimental setting such that a change in a dependent variable may be attributed solely to the change in the independent variable is called experimental design.
True
T/F The research objective should define how the construct being evaluated is measured
True
T/F The research process is made up of 11 clearly defined steps.
True
T/F There are common categories of objectives. One of these includes testing hypotheses that specify the relationships between two or more variables (for example, level of advertising and brand loyalty).
True
T/F Three professional organizations publish industry resources and provide a better understanding of the many different types of research firms and their specialties. The three organizations are New York AMA Communication Services ( GreenBook), Insight Association ( Blue Book), and Quirk's Researcher SourceBook™.
True
T/F Unsolicited phone calls for the purpose of conducting surveys were exempted from the restrictions imposed by the Do Not Call Registry
True
Which of the following represent the five largest markets, by country, for marketing research? U.S, UK, Germany, France, China China, India, U.S, Brazil U.S, Germany, France, India, UK U.S, China, India, Saudi Arabia, UK
U.S, UK, Germany, France, China
One of the most important guiding ethical principles of the marketing research proposal is that ________ in the agreement with the client.
Work must be performed as specified
Which is the one issue that may pose an ethical problem for researchers?
Working on a project in which the outcome may not be in the best interests of society
Which is the one issue that may pose an ethical problem for researchers? Working on a project in which the outcome may not be in the best interests of society Investigating emerging social media trends Conducting research on the environment and climate change Working on political campaign polling
Working on a project in which the outcome may not be in the best interests of society
Which is NOT an advantage of obtaining certification as a professional marketing researcher?
Would be able to charge higher fees for their services
Which of the following is NOT an advantage of obtaining certification as a professional marketing researcher?
Would be able to charge higher fees for their services
A ________is collected data that may be accessed and analyzed using tools and techniques that assist managers in decision-making.
decision support system
Adopting the marketing concept means that ________.
marketers cannot use just any strategy, but have to develop the "right" strategy
A procedure for ensuring that ________ is experimental design.
the change in the dependent variable may be solely attributed to the change in the independent variable
A marketing research proposal contains ________.
the timetable for a research project
