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Mktg 315 – Chp 2 MC

A. Primary data
_____ is information collected specifically for a current research problem or opportunity.
A. Primary data
B. Alternate data
C. Secondary data
D. Warehouse data
E. Backup data
C. protect one’s privacy against intrusive marketing practices
Gatekeeper technologies are used to _____.
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
C. It is a systematic approach to collecting, analyzing, interpreting, and transforming data into decision-making information.
Which of the following statements is true about the information research process?
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.
C. focus on information that allows certainty
As compared to marketing researchers, management decision-makers _____.
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.
John works for CompTech Solutions. He is a typical “marketing researcher.” Which of the following statements is most likely to be true about John?
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.
D. The time constraints associated with the problem make it impossible to conduct the study.
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?
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.
B. cost-benefit assessment
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) _____.
A. time-availability assessment
B. cost-benefit assessment
C. research-design assessment
D. information-availability assessment
E. market-sensitivity assessment
B. identify and clarify management’s information needs
The first task in the information research process is to _____.
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
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) _____.
A. situation analysis
B. symptomatic analysis
C. variable analysis
D. sampling analysis
E. screening analysis
A. determination of the research problem
The iceberg principle provides information concerning the _____.
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
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.
According to the iceberg principle, which of the following statements is true?
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.
C. The unit of analysis
_____ specifies whether data should be collected about individuals, households, organizations, departments, geographical areas, or some combination.
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
In the process of identifying and clarifying information needs, which of the following components provides direction for activities such as scale development and sampling?
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
C. determine the relevant variables for her study
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 _____.
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
Which of the following helps generate insights that will help define the problem situation confronting the researcher?
A. Exploratory research
B. Descriptive research
C. Causal research
D. Demographic research
E. Narrative research
E. Pilot studies
Which of the following data collection techniques is used in exploratory research studies?
A. Image assessment surveys
B. Customer satisfaction surveys
C. Narrative surveys
D. Cause-and-effect studies
E. Pilot studies
C. understanding which variables lead to the dependent variable
Causal research is most useful in _____.
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
E. question or observe all the members of a defined target population
In a census, a researcher attempts to _____.
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.
Which of the following is true about research based on a sample?
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.
C. identify the concepts to study and measure the variables related to the research problem
In the information research process, the role of examining measurement issues and scales is to _____.
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
E. Pretesting
_____ obtains information from people representative of those who will be questioned in the actual survey.
A. Doing a unit analysis
B. Conducting a demographic analysis
C. Doing a situation analysis
D. Defining
E. Pretesting
B. collecting and preparing data
In the information research process, coding and data-entry errors in the collected primary data are most likely to be caught while _____.
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
D. enable researchers to collect a wider array of data
While collecting and preparing data, a difference between questioning and observation is that questioning approaches _____.
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
D. Specific research instruments
In a research proposal, which of the following sections discusses the types of scales to be used for data collection?
A. Definition of the target population
B. Sample design
C. Data collection method
D. Specific research instruments
E. Definition of the sample size
C. Research proposal
_____ 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.
A. Methodology transcript
B. Questionnaire design
C. Research proposal
D. Interview transcript
E. Survey design
False
Secondary data is information collected for a current research problem or opportunity.
True
Advances in gatekeeper technologies are used to protect one’s privacy against intrusive marketing practices.
True
Caller ID and answering devices are gatekeeper technologies.
True
Marketing research plays a critical role in developing competitive intelligence.
False
The initial recognition of the existence of a problem or opportunity should be the primary responsibility of the researcher.
False
A cost-benefit assessment examines if there is enough time to conduct the necessary research before the final managerial decision must be made.
True
Accurately determining the cost of doing marketing research is easier than determining the true value of the expected information.
True
According to the iceberg principle, decision makers are aware of only 10 percent of the true problem.
False
In order to do a situation analysis, a marketing researcher must depend solely on the information provided by the client.
False
Factors like demographics and brand attitudes are called units of analysis.
False
Relevant variables specify whether data should be collected about individuals, households, organizations, departments, geographical areas, or some combination.
False
Research should be conducted only when the expected value of the information to be obtained is less than the cost of the research.
False
Exploratory research collects quantitative data to answer research questions such as who, what, when, where, and how.
False
Image assessment surveys are an example of causal research designs.
True
Causal research enables the decision maker to make “If-then” statements about the variables.
False
In a census, the researcher attempts to question or observe a small sample representative of a defined target population.
True
In probability sampling, each member of the defined target population has a known chance of being selected.
True
Probability sampling gives the researcher the opportunity to assess sampling error.
False
Measurement and scaling issues are relevant only in primary research.
False
Observational research can collect information about attitudes, intentions, motivations, and past behavior, which are usually invisible in the questioning approach.
False
Procedures such as summary statistics and simple frequency distributions are used while designing and pretesting the questionnaire.
True
In qualitative research studies, textual and/or visual information is examined, categorized, and even sometimes tabulated.
True
The last phase of the research process is reporting the research findings to management.
True
A research proposal includes a brief profile of the researchers and their qualifications.
False
The research proposal is also called the final research report.
B) Secondary data includes information previously collected for some issue, while primary data consists of information collected for a current research problem.
Which of the following distinguishes primary data from secondary data?
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.
D) The research process is often initiated by decision makers because they recognize problem and opportunity situations that require more information.
Which of the following is true of the information research process?
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.
B) Conducting secondary and primary research studies costs time, effort, and money.
Which of the following statements is true of conducting research?
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.
B) Determining the research problem
Which of the following is the first phase of the research process?
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
D) Identifying and clarifying information needs
Identify the first activity in the process of determining the research problem.
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.
A situation analysis:
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.
A researcher is brought into a firm to study a problem. He starts designing a questionnaire to study the problem on his very first day. He does not talk to managers to understand the issues at hand, and does no background analysis to familiarize himself with the complexity of the problem. This researcher has not performed a very important component of the research process, called the:
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.
Which of the following distinguishes exploratory research from descriptive research?
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.
B) It often can be time consuming.
Which of the following is true of causal research?
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.
C) gives the researcher the opportunity to assess sampling error.
Probability sampling:
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.
C) overcoming gatekeeper technologies.
A marketing researcher plays all the following roles in strategy development EXCEPT:
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.
D) The product you are dealing with is a breakthrough product.
In which of the following situations would you recommend conducting marketing research?
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.
E) Interpretation of the data to create knowledge
Abraham, a researcher with AC Nielsen, is planning to conduct a research study. He wants to follow the four stage approach to the research process mentioned in your textbook. Which of the following activities should be carried out as part of executing the research design?
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.
A researcher is brought into a firm to study a problem. He starts designing a questionnaire to study the problem on his very first day. He does not talk to managers to understand the issues at hand, and does no background analysis to familiarize himself with the complexity of the problem. This researcher has not performed a very important component of the research process, called the:
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.
All the following are true about developing the sampling design and sample size, EXCEPT:
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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