Marketing 320 Chapter 2 quizlet

In the context of identifying and clarifying information needs for research, one of the essential components of the problem definition process is that _____.

decision makers and researchers must ascertain the relevant variables

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

target population

When does data become knowledge?

When someone interprets data and attaches meaning to it

One of the many developments that affect marketing decision makers is _____.

the expansion of firms into global markets

Determining the most suitable research design is a function of _____.

the research objectives and information requirements

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

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

Which of the following are usually listed in a research proposal? (Check all that apply.)

-Expected duration -Activities that will be taken up to develop the required information -The research deliverables -Expected cost

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 factors should a researcher consider while determining an appropriate research design? (Check all that apply.)

-Method of data collection -Sampling method -Types of data -Budget and schedule

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

_______ _________ involves collecting quantitative data to answer research questions such as who, what, when, where, and how.

Descriptive research

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

_____ ______ refer to technologies such as caller ID that are used to prevent intrusive marketing practices such as by telemarketers and illegal scam artists.

Gatekeeper technologies

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.

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

_____ are specified in step 3 of the information research process in relation to the research questions formulated in step 2.

Research objectives

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

How do advances in gatekeeper technologies affect marketers?

They challenge marketers to find innovative methods to reach respondents.

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.

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

They should ensure that the sample is representative.

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

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

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

The term _____ ______ means that 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

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

situation analysis

The research process consists of 11 steps that must be completed correctly to get accurate information for decision making. These task steps are guided by _____.

the scientific method

In the context of problem definition in the marketing research process, the ____ _____ _____ specifies whether data should be collected about individuals, households, organizations, departments, geographical areas, or some combination.

unit of analysis