Question 1

Which step in the research process is important for descriptive and causal designs?

Accepted Answer

A)  Step 3
B)  Step 5
C)  Step 7
D)  Step 4
E)  Step 6

Question 2

The research proposal and the final research report are the same.

Accepted Answer

A) True 
 B)False

Question 3

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 believes that she will spend about $100,000 to conduct the study. If she launches the product without conducting the study and the product fails, her firm could suffer a loss of $2 million. One can say that Marilynn is doing:

Accepted Answer

A)  an assessment of the research problem.
B)  a cost-benefit assessment.
C)  an assessment of the research design.
D)  a time availability analysis for doing the research.
E)  market sensitivity analysis of her options.

Question 4

Is it necessary or advisable to always conduct marketing research in order to support decision-making? Under what conditions may you decide against doing marketing research?

Accepted Answer

One would not conduct marketing research...

Question 5

Image assessment surveys are an example of causal research designs.

Accepted Answer

A) True 
 B)False

Question 6

Discuss the Iceberg principle.

Accepted Answer

The iceberg principle holds that decisio...

Question 7

Data entry errors are typically caught in which stage of the research process?

Accepted Answer

A)  Step 7 (pretest the questionnaire) 
B)  Step 8 (collect and prepare data) 
C)  Step 9 (analyze data) 
D)  Step 10 (interpret data) 
E)  Step 6 (measuring the variables related to the research problem)

Question 8

At which stage of the research process is the Iceberg principle generally applicable?

Accepted Answer

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

Question 9

While the cost of doing marketing research can be estimated accurately, determining the true value of the expected information remains difficult.

Accepted Answer

A) True 
 B)False

Question 10

In contrast to marketing researchers, management decision-makers are more focused on:

Accepted Answer

A)  scientific and technical analysis of emerging phenomenon.
B)  abstractions rather than concrete findings.
C)  market performance.
D)  proactive research.
E)  long-term strategic investigation of the marketplace.

Question 11

Observational research can collect information about attitudes, intentions, motivations, and past behavior, which are usually invisible in the questioning approach.

Accepted Answer

A) True 
 B)False

Question 12

According to the Iceberg principle, given the submerged (hidden) nature of a large part of a problem, it is not possible to include those portions of the problem in the problem definition and research design.

Accepted Answer

A) True 
 B)False

Question 13

An advantage of questioning over observation (as a way of collecting data)  is that:

Accepted Answer

A)  questioning needs fewer researchers in the field.
B)  questioning allows for a large sample size.
C)  questioning is more scientific.
D)  questioning allows you to collect data on variables such as intentions and attitudes that are usually invisible.
E)  questioning generates data that are error free.

Question 14

A research proposal should present a brief profile of the researchers and their qualifications.

Accepted Answer

A) True 
 B)False

Question 15

Secondary data is also called "off-the-shelf" research studies.

Accepted Answer

A) True 
 B)False

Question 16

All of the following are true about a sample, EXCEPT:

Accepted Answer

A)  it is best suited when the target population is large.
B)  researchers use a representative sample of the population if they wish to generalize the findings.
C)  serves as the blueprint for defining the appropriate target population.
D)  sample size affects the accuracy and generalizability of research results.
E)  nonprobability sampling plans measure sampling error.

Question 17

A Marketing 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 their competitor is about to launch a product that will compete directly against her company's new product. Given this new development, she decides to cancel the research study and launch the product immediately. The reason for NOT conducting the study is:

Accepted Answer

A)  the problem can be resolved using existing information.
B)  the problem is not of strategic or tactical importance.
C)  adequate information is available in the company's internal records to resolve the problem.
D)  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.

Question 18

The research report must be written in a technical, research-oriented fashion, so that the statistical sophistication of the analysis can be highlighted.

Accepted Answer

A) True 
 B)False

Question 19

Describe the two fundamental dimensions for classifying data as either secondary or primary in nature.

Accepted Answer

(1) The extent that the data already exi...

Question 20

Data becomes knowledge when someone, either the researcher or the decision-maker, interprets the data and attaches meaning.

Accepted Answer

A) True 
 B)False

Exam 2: The Marketing Research Process and Proposals

The research proposal and the final research report are the same.

Correct Answer
verified

Observational research can collect information about attitudes, intentions, motivations, and past behavior, which are usually invisible in the questioning approach.

Correct Answer
verified

In contrast to marketing researchers, management decision-makers are more focused on:

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Is it necessary or advisable to always conduct marketing research in order to support decision-making? Under what conditions may you decide against doing marketing research?

Correct Answer
verified
One would not conduct marketing research...
View Answer

At which stage of the research process is the Iceberg principle generally applicable?

Correct Answer
verified

All of the following are true about a sample, EXCEPT:

Correct Answer
verified

A research proposal should present a brief profile of the researchers and their qualifications.

Correct Answer
verified

Describe the two fundamental dimensions for classifying data as either secondary or primary in nature.

Correct Answer
verified
(1) The extent that the data already exi...
View Answer

Data becomes knowledge when someone, either the researcher or the decision-maker, interprets the data and attaches meaning.

Correct Answer
verified

Secondary data is also called "off-the-shelf" research studies.

Correct Answer
verified

Image assessment surveys are an example of causal research designs.

Correct Answer
verified

Discuss the Iceberg principle.

Correct Answer
verified
The iceberg principle holds that decisio...
View Answer

According to the Iceberg principle, given the submerged (hidden) nature of a large part of a problem, it is not possible to include those portions of the problem in the problem definition and research design.

Correct Answer
verified

Which step in the research process is important for descriptive and causal designs?

Correct Answer
verified

While the cost of doing marketing research can be estimated accurately, determining the true value of the expected information remains difficult.

Correct Answer
verified

Data entry errors are typically caught in which stage of the research process?

Correct Answer
verified

The research report must be written in a technical, research-oriented fashion, so that the statistical sophistication of the analysis can be highlighted.

Correct Answer
verified

An advantage of questioning over observation (as a way of collecting data) is that:

Correct Answer
verified

Exam 2: The Marketing Research Process and Proposals

The research proposal and the final research report are the same.

Correct AnswerverifiedShow Answer

Observational research can collect information about attitudes, intentions, motivations, and past behavior, which are usually invisible in the questioning approach.

Correct AnswerverifiedShow Answer

In contrast to marketing researchers, management decision-makers are more focused on:

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Is it necessary or advisable to always conduct marketing research in order to support decision-making? Under what conditions may you decide against doing marketing research?

Correct AnswerverifiedOne would not conduct marketing research...View AnswerShow Answer

At which stage of the research process is the Iceberg principle generally applicable?

Correct AnswerverifiedShow Answer

All of the following are true about a sample, EXCEPT:

Correct AnswerverifiedShow Answer

A research proposal should present a brief profile of the researchers and their qualifications.

Correct AnswerverifiedShow Answer

Describe the two fundamental dimensions for classifying data as either secondary or primary in nature.

Correct Answerverified(1) The extent that the data already exi...View AnswerShow Answer

Data becomes knowledge when someone, either the researcher or the decision-maker, interprets the data and attaches meaning.

Correct AnswerverifiedShow Answer

Secondary data is also called "off-the-shelf" research studies.

Correct AnswerverifiedShow Answer

Image assessment surveys are an example of causal research designs.

Correct AnswerverifiedShow Answer

Discuss the Iceberg principle.

Correct AnswerverifiedThe iceberg principle holds that decisio...View AnswerShow Answer

According to the Iceberg principle, given the submerged (hidden) nature of a large part of a problem, it is not possible to include those portions of the problem in the problem definition and research design.

Correct AnswerverifiedShow Answer

Which step in the research process is important for descriptive and causal designs?

Correct AnswerverifiedShow Answer

While the cost of doing marketing research can be estimated accurately, determining the true value of the expected information remains difficult.

Correct AnswerverifiedShow Answer

Data entry errors are typically caught in which stage of the research process?

Correct AnswerverifiedShow Answer

The research report must be written in a technical, research-oriented fashion, so that the statistical sophistication of the analysis can be highlighted.

Correct AnswerverifiedShow Answer

An advantage of questioning over observation (as a way of collecting data) is that:

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
verified

Correct Answer
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Correct Answer
verified
One would not conduct marketing research...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
(1) The extent that the data already exi...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The iceberg principle holds that decisio...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
verified

Correct Answer
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