MKTG RESEARCH Quizzes- UST

Ethnography does not allow researchers to actually see consumers in their natural setting.

False

The first stage in the research process is to plan a research design.

False

The focus of qualitative research is on producing numbers that can be used in statistical tests.

False

Which step comes last in developing a marketing strategy?

analyzing firm performance

Obtaining secondary data is typically ____ and ____ expensive than obtaining primary data.

faster; less

Problems associated with secondary data are

fit and accuracy.

The most important step in the research process is

formulating the problem.

Each of the following is part of a typical research proposal EXCEPT -data sources and research methodology. -cost estimates. -statement of the marketing problem. -purposes and limits of the project. -hypothesized results.

hypothesized results.

When an individual understands what the researcher wants him or her to do, and agrees to the research study, the individual has given ___________.

informed consent

Marketing research

involves the use of information to make better marketing decisions.

Which refers to any procedure that draws conclusions based on measurements of a portion of the entire population?

sampling

Research designs

should stem from the problem.

Qualitative research is likely to prove most efficient when the research objective is to:

understand a cultural phenomenon.

Suppose a major department store conducts research to determine which products it should offer to customers over the Internet. This store is involved in which type of research?

distribution (place) research

Researchers have an obligation to respect the participant's right to _________.

not disguise selling as research

Which situation is LEAST conducive for qualitative research?

when needing conclusive evidence to be drawn from data

Which of the following illustrates an unethical activity of the CLIENT?

Obtaining first drafts of questionnaires and using the information to perform the research project themselves

Which of the following is FALSE? -Secondary data may be helpful in problem definition -The best way to begin research is to conduct a brief preliminary survey so that other areas of interest may be uncovered early in the research process. -A key problem is using secondary data is the difficulty of finding data that exactly fit the needs of the present project. -Secondary data may be helpful in improving the methods by which primary data are collected. -It is recommended that the researcher always use the primary source of secondary data.

The best way to begin research is to conduct a brief preliminary survey so that other areas of interest may be uncovered early in the research process.

All of the following are examples of internal secondary data EXCEPT: -sales invoices -back orders -inventory levels -U.S. Census data

U.S. Census data

In the focus group video example, what is the most important takeaway regarding focus groups:

bring knowledgeable people into your focus group

A rough interpretation of Stakeholder Theory is

A consideration of the impacts on the receiving end(s) of our actions

Researchers have an obligation to respect the participant's right to _________.

Privacy

Which of the following is TRUE? -Secondary data in a secondary source is just as accurate as secondary data in a primary source. -If a researcher obtains secondary data from the party who collected them, he or she is using a secondary source of secondary data. -If a researcher obtains secondary data from the party who collected them, he or she is using a secondary source of secondary data. -The researcher should attempt to gather secondary data before initiating a search for primary data.

The researcher should attempt to gather secondary data before initiating a search for primary data.

Confidentiality means that researchers will not share any individual's information with others.

True

Descriptive research often helps describe market segments.

True

Market potential is frequently estimated through the use of secondary data.

True

One key question that can be used to determine whether a research participant is being treated ethically as a result of an experimental procedure is "Can the research subject be easily returned to his or her initial state?"

True

Properly defining a problem can be more difficult than solving it.

True

Qualitative data analysis is largely inductive.

True

Quantitative research uses empirical assessments that involve numerical measurement and analytical approaches.

True

Rushing into a research project may result in conducting a study that is not needed.

True

Secondary data are data that have already been collected for some other purpose than the one at hand.

True

U.S. Census data:

can help retailers in site selection

Buying new-car purchase data by zip code from the Polk Company is an example of the use of a(n) ____.

commercial source

Quantitative research methods are characterized by:

descriptive and casual designs.

Which type of marketing research addresses who, what, when, where, why, and how questions?

descriptive research

Ansoff's Strategic Opportunity Matrix helps marketing managers because it emphasizes

different products and/or markets need different marketing mixes

Which of the following is TRUE? - Well-designed research projects are broad-based fact finding missions. -A research project should have many objectives; one is too narrow. -Specifying the objectives of the research project to be undertaken is part of the research design process. - A research project may have one objective or several objectives. -A research project can provide the most relevant information for managers when it is based on an imprecise decision problem.

A research project may have one objective or several objectives.

A focus group typically involves a rigid question-and-answer session among participants.

False

A researcher should always give the benefit of the doubt to the professional reputation of the organization that has gathered secondary data in the process of evaluating the quality of the data.

False

Marketing research is restricted to the promotion aspect of the marketing mix.

False

The purpose of exploratory research is to provide conclusive evidence for a particular marketing action.

False

A focus group

is not useful for testing hypotheses

Janna discovers a market segment that is underserved by competitors' products. For Janna's company, this segment represents a:

market opportunity

A firm focusing more on how to provide value to customers than on the physical product or production process is embracing a(n) ____ orientation.

marketing

Which term refers to the application of principles of conduct to business behavior as related to the exchange environment?

marketing ethics

The manager of Capitol Brewing Inc. states that he is very concerned with the continuing decline in sales of the company's major product, a dark lager. The manager has asked for your assistance in finding the reasons for the sales decline. The most appropriate way to begin would be with

exploratory research.