Mktg 315 – Chp 2 MC
A. Primary data
B. Alternate data
C. Secondary data
D. Warehouse data
E. Backup data
A. prevent the introduction of new and creative marketing strategies
B. help market researchers track the behavior of internet users
C. protect one’s privacy against intrusive marketing practices
D. allow marketers to use traditional methods for contacting people
E. simplify the process of getting user information using telemarketing
A. It narrows the applicability of the research process in solving organizational problems and creating opportunities.
B. A more appropriate name for the information research process is now the traditional marketing research process.
C. It is a systematic approach to collecting, analyzing, interpreting, and transforming data into decision-making information.
D. It is especially useful when costs outweigh the value of the research.
E. It serves as a written contract between the decision maker and the researcher.
A. like to explore new phenomena
B. like abstractions rather than concrete findings
C. focus on information that allows certainty
D. are scientific and analytical thinkers
E. focus only on past information
A. John is a scientific thinker, and loves to explore new phenomena.
B. John wants results about future market component behavior.
C. John is an intuitive thinker, and wants information to confirm his decisions.
D. John does not like surprises.
E. John wants information that allows certainty.
A. The problem can be resolved using existing information.
B. The problem is not of strategic or tactical importance.
C. The information required to resolve the problem is already available in the company’s internal records.
D. The time constraints associated with the problem make it impossible to conduct the study.
E. The cost of conducting the study outweighs the benefit of additional information.
A. time-availability assessment
B. cost-benefit assessment
C. research-design assessment
D. information-availability assessment
E. market-sensitivity assessment
A. redefine the decision problems as research problems
B. identify and clarify management’s information needs
C. determine the measurement issues and scales
D. determine the sample plan and sample size
E. determine the research design and data sources
A. situation analysis
B. symptomatic analysis
C. variable analysis
D. sampling analysis
E. screening analysis
A. determination of the research problem
B. selection of the appropriate research design
C. execution of the research design
D. communication of the research results
E. interpretation of data to create knowledge
A. One can often get blindsided by problems that could otherwise have been easily anticipated by proactive marketing research.
B. Problems become visible only when they become crises; marketing research can help identify problems in their early stages.
C. 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.
D. 80 percent of marketing research budget is typically spent on solving 20 percent of all the problems facing a company.
E. The importance of marketing research is often underestimated in organizations; what people see is a small part of a much bigger support apparatus.
A. Situation analysis
B. Cost-benefit analysis
C. The unit of analysis
D. Symptom analysis
E. Integrated analysis
A. Determination of the unit of analysis
B. Conducting a situation assessment
C. Determination of the relevant variables
D. Identification and separation of symptoms
E. Determination of the research purpose
A. determine the correct unit of analysis for her study
B. conduct a situation assessment for her study
C. determine the relevant variables for her study
D. identify the symptoms and underlying problems for her study
E. confirm the information value
A. Exploratory research
B. Descriptive research
C. Causal research
D. Demographic research
E. Narrative research
A. Image assessment surveys
B. Customer satisfaction surveys
C. Narrative surveys
D. Cause-and-effect studies
E. Pilot studies
A. generating insights that help in defining the problem situation
B. understanding consumer motivations and behavior that are not easy to access using other research methods
C. understanding which variables lead to the dependent variable
D. using historical data that has been previously collected for some research situation other than the current situation
E. collecting quantitative data to answer research questions such as who, what, when, where, and how
A. use the probability sampling technique
B. define the “known chance” of selecting a subject
C. use a small representative sample to generalize about the target population
D. collect data from a small set of people from the target population
E. question or observe all the members of a defined target population
A. It involves a small number of members of the target population from which the researcher collects data.
B. Each member from the target population is selected for the research.
C. For small populations a sample is the best approach.
D. There is no need to identify a target population.
E. Probability sampling plans cannot measure sampling error and thus limit the generalizability of the research findings.
A. examine quantitative data to answer research and measure the sampling error
B. determine if the population represented by the secondary data is relevant to the current research problem
C. identify the concepts to study and measure the variables related to the research problem
D. specify research objectives and confirm the information value
E. select the correct type, sequence, and format of questions
A. Doing a unit analysis
B. Conducting a demographic analysis
C. Doing a situation analysis
A. designing and pretesting the questionnaire
B. collecting and preparing data
C. developing the sample design
D. interpreting data to create knowledge
E. examining measurement issues and scales
A. need fewer researchers as compared to observation approaches
B. need not examine data for data-entry errors and inconsistencies
C. do not allow researchers to collect information about factors such as motivation and past behavior
D. enable researchers to collect a wider array of data
E. focus on collecting data that does not need coding
A. Definition of the target population
B. Sample design
C. Data collection method
D. Specific research instruments
E. Definition of the sample size
A. Methodology transcript
B. Questionnaire design
C. Research proposal
D. Interview transcript
E. Survey design
A) Primary data consists of information previously collected for some issue, while secondary data includes information collected for a current research opportunity.
B) Secondary data includes information previously collected for some issue, while primary data consists of information collected for a current research problem.
C) Unlike primary data, secondary data involves the use of gatekeeper technologies.
D) Unlike secondary data, primary data involves the use of gatekeeper technologies.
E) Unlike primary data, secondary data has been used in traditional research philosophies.
A) Once the research process is initiated, in most cases, decision makers will not need assistance in defining the problem, collecting and analyzing the data, or interpreting the data.
B) Until decision makers and marketing researchers become closer in their thinking, the initial recognition of the existence of a problem should be the primary responsibility of the researcher.
C) Researchers often initiate the research process because they recognize opportunity situations before good plans of action can be developed.
D) The research process is often initiated by decision makers because they recognize problem and opportunity situations that require more information.
E) Decision makers should undertake the information research process any time they have a question and are willing to rely on the data at hand to resolve the problem.
A) When the benefits to be gained by conducting the research are not significantly greater than the costs, marketing research is feasible.
B) Conducting secondary and primary research studies costs time, effort, and money.
C) When the discovery of a problem situation leaves inadequate time to perform the necessary analysis, a decision maker may have to use marketing research.
D) If the necessary marketing information is not available in the firm’s internal record system, then a standardized marketing research project to obtain the information should be considered.
E) In most cases, systematic research delivers high-quality information in a short period of time.
A) Selecting the appropriate research design
B) Determining the research problem
C) Executing the research design
D) Communicating the research results
E) Collecting and preparing data
A) Defining the research questions
B) Specifying research objectives
C) Confirming the information value
D) Identifying and clarifying information needs
E) Conducting a review of the literature
A) attempts to identify any expected future consequences.
B) reduces communication between the researcher and the decision maker.
C) analyzes task management.
D) helps the researcher rely solely on information provided by the client.
E) requires the researcher to view the client’s business subjectively so that the true problem can be clarified.
A) situation analysis.
B) symptomatic analysis.
C) unit of analysis.
D) variable analysis.
E) screen-test analysis.
A) Exploratory research generates insights that will help define the problem situation challenging the researcher, while descriptive research collects quantitative data to answer research questions.
B) Exploratory research collects data that enables decision makers to determine cause-and-effect relationships between two or more variables, whereas descriptive research deepens the understanding of consumer motivations, attitudes, and behavior.
C) Exploratory studies provide information about competitors, target markets, and environmental factors, while descriptive research enables the decision maker to make “If-then” statements about the variables.
D) Exploratory research uses only secondary data while descriptive research uses only primary data.
E) Exploratory research is usually conducted when the target population is large, whereas descriptive research is usually conducted when the target population is small.
A) It is easy to conduct and is inexpensive.
B) It often can be time consuming.
C) It should be avoided when the research objectives include the need to understand which variables cause a dependent variable.
D) It usually implies numeric rather than textual data.
E) It includes literature reviews of already available information.
A) is used when the target population sample is small.
B) requires the researcher to observe all the members of a defined target population.
C) gives the researcher the opportunity to assess sampling error.
D) does not require the need to identify a target population.
E) limits the generalizability of the research findings.
A) developing new products and services.
B) identifying new business opportunities.
C) overcoming gatekeeper technologies.
D) efficient execution of CRM strategies.
E) developing competitive intelligence.
A) The information already exists to make an informed decision.
B) A firm needs to make a counter move to its competitor at the earliest.
C) Your research firm does not have enough people at the moment. But you have to finish the survey in ten days.
D) The product you are dealing with is a breakthrough product.
E) The cost of doing research outweighs the benefits that might result from it.
A) Confirmation on the information value
B) Determination of the data sources
C) Design and pretest of the questionnaire
D) Development of the sampling design and sample size
E) Interpretation of the data to create knowledge
A) situation analysis.
B) symptomatic analysis.
C) unit of analysis.
D) pre-screening analysis.
E) screen-test analysis.
A) in collecting data, researchers use samples when the target population is small.
B) researchers must use a representative sample of the population to generalize the findings.
C) qualitative research designs often use small samples.
D) the sample size affects the accuracy and generalizability of research results.
E) the sample must be representative if predictions are to be made about market phenomena.
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