MKT352 Marketing Research CH2
Who are primarily responsible for the initial recognition of an opportunity or a problem in marketing research?
Decision makers
In the context of identifying and clarifying information needs for research, identify the essential components that should be included in a problem definition process.
Decision makers and researchers must comprehend the complete problem. Decision makers and researchers must select the unit of analysis. Decision makers and researchers must agree on the decision maker's purpose for the research. Decision makers and researchers must identify measurable symptoms and discern them from the root problem.
Identify the interrelated steps involved in the process of determining a research problem.
Defining the research questions Identifying and clarifying information needs Specifying research objectives and confirming the information value
Which of the following is the sixth step in the the research process for descriptive and causal designs?
Examine measurement issues and scales.
In the context of the final step in the information research process, identify the sections of a final research report.
Executive summary Problem definition and objectives Results and findings Limitations of the study
Which of the following are usually listed in a research proposal?
Expected duration Expected cost The research deliverables Activities that will be taken up to develop the required information
Which of the following is true of data interpretation in marketing research?
It comprises the integration of various aspects of research findings into conclusions that can help answer research questions.
In the context of the information research process, identify true statements about examining measurement issues and scales.
It involves the identification of the concepts to study and the measurement of the variables related to a research problem. It is important for an understanding of measurement approaches and biases in secondary research.
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.
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 are the approaches used for data collection?
Observation Questioning
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
What are the considerations that a researcher should take into account when designing a questionnaire?
Selection of the correct type of questions Questionnaire pretest Format and sequence of the questionnaire
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
Identify the features of different data analysis procedures used by researchers.
They allow researchers to statistically test hypotheses for significant differences or correlations among several variables. They enable researchers to assess data quality. They allow researchers to test models of cause-effect relationships.
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: 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.
This is 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 secondary data that could be useful for understanding business problems and for improving decisions.
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.
This is true. Pretesting is used to obtain data from people representative of those who will be questioned in the actual survey. In a pretest, respondents are requested to fill out the questionnaire and make remarks on issues such as clarity of instructions and questions, sequence of the topics and questions, and other potentially difficult or confusing aspects of the questionnaire.
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.
This is true. The primary goal of the marketing research process is to provide decision makers with knowledge that will help them solve problems or pursue opportunities.
Which of the following factors should a researcher consider while determining an appropriate research design?
Types of data Method of data collection Budget and schedule Sampling method
When does data become knowledge?
When someone interprets data and attaches meaning to it
Based on a company management's recognition of the need for information to improve decision making, the three interrelated steps in the first phase of the information research process help _____.
bring together researchers and decision makers
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
A good rule of thumb for determining the need for information research is to ask whether _____.
decision makers can solve a problem based on previous experience
A(n) ___ ___ is a specific document that provides an overview of the proposed research and methodology, and it serves as a written contract between decision makers and researchers.
research proposal
A _____ is conducted by marketing researchers to provide background information on other organizations that may have faced similar problems.
review of literature
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
The population from which a researcher wants to collect data is known as the
target population
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
A major advantage of questioning over observation is that questioning enables researchers to collect a ___ array of data.
wider
