Question 1

Although there may be valid reasons not to conduct marketing research, timing is not among those reasons; it is never too late to conduct marketing research.

Accepted Answer

A) True 
 B)False

Question 2

The role a hypothesis plays in defining a problem is that it is a statement taken as the best estimate of the truth for the purposes of argument.

Accepted Answer

A) True 
 B)False

Question 3

A research objection must be precise, detailed, clear, and operational.

Accepted Answer

A) True 
 B)False

Question 4

Diane Fisher of ABC Research determined that her client's problem was lack of knowledge about customer preferences for features on the company's products. Diane then determined that she should gather information on the level of preferences for the six different product features among customers in the company's trading area. Diane's decision to gather preference information for the product features is an example of her determining:

Accepted Answer

A)   a specific problem definition
B)   customer preferences through the marketing research process
C)   research objectives
D)   a research design
E)   if there is a problem or an opportunity

Question 5

In the marketing research industry, validation refers to the process of recontacting all respondents in a marketing research study to determine if they indeed took part in the study.

Accepted Answer

A) True 
 B)False

Question 6

A problem statement, the first step in a research proposal, typically identifies four factors. Which factor below is not one of the four?

Accepted Answer

A)   The company, division, or principals involved
B)   The symptoms
C)   The probable causes of these symptoms
D)   The anticipated uses of the research information provided
E)   The cost of implementing the recommended solution

Question 7

A study is conducted in which the objective of the research can be achieved by looking solely at existing secondary data. In this case, which of the following best represents the situation?

Accepted Answer

A)   All 11 steps in the research process must be followed in order for the study to be a marketing research study.
B)   In some cases, not all studies use all 11 steps in the marketing research process.
C)   In some cases, the steps in the marketing research process are not followed in order.
D)   This situation is better suited to following the 4 steps of the marketing research process.
E)   When secondary data is used, the marketing research process is not necessary.

Question 8

A marketing research proposal contains all of the following elements except for a:

Accepted Answer

A)   detailed breakdown of the research methodology.
B)   statement of the problem.
C)   list of expenses incurred.
D)   specification of the research objectives.
E)   timetable.

Question 9

Myron Pitts works for Paramount Entertainment. He reads in a technical newsletter about a new three-dimensional process that produces lifelike three-dimensional images on LCD screens. Myron is considering conducting research because he recognizes this as a/an:

Accepted Answer

A)   problem
B)   opportunity
C)   competitive disadvantage
D)   way to increase return on investment
E)   way to increase shareholder wealth

Question 10

The objective of data analysis is to use tools to interpret the information collected so that:

Accepted Answer

A)   a report can be prepared.
B)   the research is justified.
C)   the research objectives can be met.
D)   the questionnaire can be created.
E)   the sample plan can be determined.

Question 11

For managers to recognize a problem, they must be knowledgeable of objectives and actual performance.

Accepted Answer

A) True 
 B)False

Question 12

The first step in the marketing research process is:

Accepted Answer

A)   defining the problem.
B)   gathering the budget necessary to conduct the research.
C)   establishing the need for marketing research.
D)   getting approval from top management to do research.
E)   finding an appropriate marketing firm to carry out the research project.

Question 13

The branch manager of a local Bank of Montreal branch is interested in knowing how his perceive his bank on certain dimensions such as friendliness of employees, convenience of locations, availability of loans, and interest rates. The branch manager needs:

Accepted Answer

A)   exploratory research.
B)   descriptive research.
C)   causal research.
D)   an experiment.
E)   basic bank research.

Question 14

Your textbook authors conceptualize the marketing research process as ________ steps?

Accepted Answer

A)   three
B)   five
C)   eight
D)   ten
E)   eleven

Question 15

There are three types of research design categories, which are referred to as research designs: qualitative research, descriptive research, and causal research.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following statements about the approach that marketing researchers use to define the problem and establish research objectives is true?

Accepted Answer

A)   There is a step-by-step approach starting with recognizing symptoms, then problem definition, and finally research objectives.
B)   The process is called market opportunity analysis.
C)   Defining problems accurately is more science than art.
D)   The step in defining the problem is the same whether the gap represents an actual problem or an opportunity.
E)   There is no step-by-step approach used by marketing researchers.

Question 17

Secondary data should always be sought out first to assist managers in making a decision. What supports this statement?

Accepted Answer

A)   The most popular method of collecting data around the world is "paper" (and pencil)  surveys.
B)   Secondary information is much cheaper and faster than performing primary research.
C)   Primary information only offers qualitative data.
D)   Secondary information is always more specific to the problem at hand.
E)   Primary information is done through telephone surveys which, in general, people hate responding to.

Question 18

If the wrong problem is defined, everything that follows in the research process is wrong.

Accepted Answer

A) True 
 B)False

Question 19

Knowledge of the steps in the marketing research process serves marketing researchers by enabling them to design better research projects for their clients.

Accepted Answer

A) True 
 B)False

Question 20

When we have a gap between what did happen and could have happened, we normally refer to the gap as a problem.

Accepted Answer

A) True 
 B)False

Exam 2: The Marketing Research Process

Myron Pitts works for Paramount Entertainment. He reads in a technical newsletter about a new three-dimensional process that produces lifelike three-dimensional images on LCD screens. Myron is considering conducting research because he recognizes this as a/an:

Correct Answer
verified

When we have a gap between what did happen and could have happened, we normally refer to the gap as a problem.

Correct Answer
verified

Knowledge of the steps in the marketing research process serves marketing researchers by enabling them to design better research projects for their clients.

Correct Answer
verified

In the marketing research industry, validation refers to the process of recontacting all respondents in a marketing research study to determine if they indeed took part in the study.

Correct Answer
verified

A marketing research proposal contains all of the following elements except for a:

Correct Answer
verified

The objective of data analysis is to use tools to interpret the information collected so that:

Correct Answer
verified

Which of the following statements about the approach that marketing researchers use to define the problem and establish research objectives is true?

Correct Answer
verified

The branch manager of a local Bank of Montreal branch is interested in knowing how his perceive his bank on certain dimensions such as friendliness of employees, convenience of locations, availability of loans, and interest rates. The branch manager needs:

Correct Answer
verified

If the wrong problem is defined, everything that follows in the research process is wrong.

Correct Answer
verified

A research objection must be precise, detailed, clear, and operational.

Correct Answer
verified

Correct Answer
verified

A problem statement, the first step in a research proposal, typically identifies four factors. Which factor below is not one of the four?

Correct Answer
verified

The role a hypothesis plays in defining a problem is that it is a statement taken as the best estimate of the truth for the purposes of argument.

Correct Answer
verified

A study is conducted in which the objective of the research can be achieved by looking solely at existing secondary data. In this case, which of the following best represents the situation?

Correct Answer
verified

There are three types of research design categories, which are referred to as research designs: qualitative research, descriptive research, and causal research.

Correct Answer
verified

Secondary data should always be sought out first to assist managers in making a decision. What supports this statement?

Correct Answer
verified

Your textbook authors conceptualize the marketing research process as ________ steps?

Correct Answer
verified

Although there may be valid reasons not to conduct marketing research, timing is not among those reasons; it is never too late to conduct marketing research.

Correct Answer
verified

The first step in the marketing research process is:

Correct Answer
verified

For managers to recognize a problem, they must be knowledgeable of objectives and actual performance.

Correct Answer
verified

Exam 2: The Marketing Research Process

Myron Pitts works for Paramount Entertainment. He reads in a technical newsletter about a new three-dimensional process that produces lifelike three-dimensional images on LCD screens. Myron is considering conducting research because he recognizes this as a/an:

Correct AnswerverifiedShow Answer

When we have a gap between what did happen and could have happened, we normally refer to the gap as a problem.

Correct AnswerverifiedShow Answer

Knowledge of the steps in the marketing research process serves marketing researchers by enabling them to design better research projects for their clients.

Correct AnswerverifiedShow Answer

In the marketing research industry, validation refers to the process of recontacting all respondents in a marketing research study to determine if they indeed took part in the study.

Correct AnswerverifiedShow Answer

A marketing research proposal contains all of the following elements except for a:

Correct AnswerverifiedShow Answer

The objective of data analysis is to use tools to interpret the information collected so that:

Correct AnswerverifiedShow Answer

Which of the following statements about the approach that marketing researchers use to define the problem and establish research objectives is true?

Correct AnswerverifiedShow Answer

The branch manager of a local Bank of Montreal branch is interested in knowing how his perceive his bank on certain dimensions such as friendliness of employees, convenience of locations, availability of loans, and interest rates. The branch manager needs:

Correct AnswerverifiedShow Answer

If the wrong problem is defined, everything that follows in the research process is wrong.

Correct AnswerverifiedShow Answer

A research objection must be precise, detailed, clear, and operational.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

A problem statement, the first step in a research proposal, typically identifies four factors. Which factor below is not one of the four?

Correct AnswerverifiedShow Answer

The role a hypothesis plays in defining a problem is that it is a statement taken as the best estimate of the truth for the purposes of argument.

Correct AnswerverifiedShow Answer

A study is conducted in which the objective of the research can be achieved by looking solely at existing secondary data. In this case, which of the following best represents the situation?

Correct AnswerverifiedShow Answer

There are three types of research design categories, which are referred to as research designs: qualitative research, descriptive research, and causal research.

Correct AnswerverifiedShow Answer

Secondary data should always be sought out first to assist managers in making a decision. What supports this statement?

Correct AnswerverifiedShow Answer

Your textbook authors conceptualize the marketing research process as ________ steps?

Correct AnswerverifiedShow Answer

Although there may be valid reasons not to conduct marketing research, timing is not among those reasons; it is never too late to conduct marketing research.

Correct AnswerverifiedShow Answer

The first step in the marketing research process is:

Correct AnswerverifiedShow Answer

For managers to recognize a problem, they must be knowledgeable of objectives and actual performance.

Correct AnswerverifiedShow Answer

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