Marketing Research Exam 1: Chapter 2

(T/F) Research should be conducted only when the expected value of the information to be obtained is less than the cost of the research.

False

(T/F) Secondary data is information collected for a current research problem or opportunity.

False

(T/F) The initial recognition of the existence of a problem or opportunity should be the primary responsibility of the researcher.

False

(T/F) The research proposal is also called the final research report.

False

(T/F) According to the iceberg principle, decision makers are aware of only 10 percent of the true problem.

True

(T/F) Accurately determining the cost of doing marketing research is easier than determining the true value of the expected information.

True

(T/F) Advances in gatekeeper technologies are used to protect one's privacy against intrusive marketing practices.

True

(T/F) Caller ID and answering devices are gatekeeper technologies.

True

(T/F) Causal research enables the decision maker to make "If-then" statements about the variables.

True

(T/F) In probability sampling, each member of the defined target population has a known chance of being selected.

True

(T/F) In qualitative research studies, textual and/or visual information is examined, categorized, and even sometimes tabulated.

True

(T/F) Marketing research plays a critical role in developing competitive intelligence.

True

(T/F) Probability sampling gives the researcher the opportunity to assess sampling error.

True

(T/F) The last phase of the research process is reporting the research findings to management.

True

The first task in the information research process is to _____.

identify and clarify management's information needs

In the information research process, the role of examining measurement issues and scales is to _____.

identify the concepts to study and measure the variables related to the research problem

The iceberg principle provides information concerning the _____.

idetermination of the research problem

Which of the following helps generate insights that will help define the problem situation confronting the researcher?

Exploratory research

(T/F) A cost-benefit assessment examines if there is enough time to conduct the necessary research before the final managerial decision must be made.

False

(T/F) Exploratory research collects quantitative data to answer research questions such as who, what, when, where, and how.

False

(T/F) Factors like demographics and brand attitudes are called units of analysis.

False

(T/F) Image assessment surveys are an example of causal research designs.

False

(T/F) In a census, the researcher attempts to question or observe a small sample representative of a defined target population.

False

(T/F) In order to do a situation analysis, a marketing researcher must depend solely on the information provided by the client.

False

(T/F) Measurement and scaling issues are relevant only in primary research.

False

(T/F) Observational research can collect information about attitudes, intentions, motivations, and past behavior, which are usually invisible in the questioning approach.

False

(T/F) Procedures such as summary statistics and simple frequency distributions are used while designing and pretesting the questionnaire.

False

(T/F) Relevant variables specify whether data should be collected about individuals, households, organizations, departments, geographical areas, or some combination.

False

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) _____.

Cost-benefit assessment

In the process of identifying and clarifying information needs, which of the following components provides direction for activities such as scale development and sampling?

Determination of the unit of analysis

Which of the following is true about research based on a sample?

It involves a small number of members of the target population from which the researcher collects data.

Which of the following statements is true about the information research process?

It is a systematic approach to collecting, analyzing, interpreting, and transforming data into decision-making information.

John works for CompTech Solutions. He is a typical "marketing researcher." Which of the following statements is most likely to be true about John?

John is a scientific thinker, and loves to explore new phenomena.

According to the iceberg principle, which of the following statements is true?

Managers are aware of just a small portion of the true problem; this small portion is generally the visible symptom of a bigger underlying problem.

Which of the following data collection techniques is used in exploratory research studies?

Pilot studies

_____ obtains information from people representative of those who will be questioned in the actual survey.

Pretesting

_____ is information collected specifically for a current research problem or opportunity.

Primary Data

Gatekeeper technologies are used to _____.

Protect one's privacy against intrusive marketing practices

_____ 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.

Research proposal

In a research proposal, which of the following sections discusses the types of scales to be used for data collection?

Specific research instruments

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?

The time constraints associated with the problem make it impossible to conduct the study.

_____ specifies whether data should be collected about individuals, households, organizations, departments, geographical areas, or some combination.

The unit of analysis

(T/F) A research proposal includes a brief profile of the researchers and their qualifications.

True

In the information research process, coding and data-entry errors in the collected primary data are most likely to be caught while _____.

collecting and preparing data

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 _____.

determine the relevant variables for her study

While collecting and preparing data, a difference between questioning and observation is that questioning approaches _____.

enable researchers to collect a wider array of data

As compared to marketing researchers, management decision-makers _____.

focus on information that allows certainty

In a census, a researcher attempts to _____.

question or observe all the members of a defined target population

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 background information including events and factors that led to the current problem. This research team is engaged in doing a(n) _____.

situation analysis

Causal research is most useful in _____.

understanding which variables lead to the dependent variable