Deck 3: The Marketing Research Process

Question 1

There is always one best research design for a marketing research study.

Answer 1

False

Question 2

Conditional causality means that a cause is necessary but not sufficient to bring about the effect.

Answer 2

True

Question 3

The purpose of exploratory research is to refine and narrow the scope of the research topic.

Answer 3

True

Question 4

Absolute association means that any covariation between a cause and an effect is true and not simply due to some other variable.

Question 5

A market opportunity is a situation that makes some potential competitive advantage possible.

Question 6

Terminal causality means the cause is necessary and sufficient to bring about the effect.

Question 7

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

Question 8

In its simplest form, a research hypothesis is a "guess" about the outcome of a research study.

Question 9

Descriptive studies are conducted with a considerable understanding of the situation being studied.

Question 10

Concomitant variation is sufficient evidence to determine causality in experiments.

Question 11

Statistics can be used to prove that a research hypothesis is true.

Question 12

Research is the process of developing and selecting from alternative ways of resolving a problem or choosing from among alternative opportunities.

Question 13

Exploratory research is typically conducted in the early stages of decision-making.

Question 14

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

Question 15

Descriptive research often helps describe market segments.

Question 16

One of the major advantages of observation studies is that they record actual behavior rather than relying on reports of behavior from respondents.

Question 17

A directed search of published works (including periodicals and books) that discusses theory and presents empirical results relevant to the topic at hand is called a literature review.

Question 18

An experiment is a carefully controlled study in which the researcher manipulates a proposed cause and observes any corresponding change in the proposed effect.

Question 19

Pilot studies are a formal research method that produce precise results.

Question 20

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

Question 21

Which type of research is being conducted when a researcher conducts an experiment to answer the question, "Will consumers purchase more of our brand if we change the package design?"

A) causal research
B) exploratory research
C) pilot study research
D) descriptive research

Question 22

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

A) market threat
B) market opportunity
C) backward linkage
D) test market

Question 23

A sample of respondents is a subset of the population of interest to the researcher.

Question 24

Which process seeks to diagnose reasons for market outcomes and focuses specifically on the beliefs and feelings consumers have about and toward competing products?

A) causal research
B) diagnostic analysis
C) concomitant research
D) test-market

Question 25

All of the following are examples of exploratory research techniques EXCEPT:

A) previous research
B) pilot studies
C) case studies
D) experimentation

Question 26

A conclusion that, when one thing happens, another specific thing will follow is known as a ____.

A) diagnostic analysis
B) manipulation
C) causal inference
D) deliverable

Question 27

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

A) causal research
B) exploratory research
C) descriptive research
D) proscriptive research

Question 28

Juan has noticed that when the temperature rises, sales at his retail clothing store also rise. This is an example of ____.

A) concomitant variation
B) nonspurious variation
C) diagnostic variation
D) absolute variation

Question 29

Companies, such as Kraft and Procter & Gamble, conduct research to clarify ambiguous situations or discover ideas that may be potential business opportunities. What type of marketing research is this?

A) inferential
B) causal
C) descriptive
D) exploratory

Question 30

_____ means that the researcher alters the level of the experimental variable in specific increments.

A) Causality
B) Testing
C) Analyzing
D) Manipulation

Question 31

Which of the following is the weakest form of causality, but is still a useful concept?

A) absolute causality
B) contributory causality
C) conditional causality
D) secondary causality

Question 32

_____ is the process of developing and selecting from alternative methods of resolving a problem or choosing from among alternative opportunities.

A) Marketing
B) Marketing research
C) Decision making
D) Verification

Question 33

Over the past two years, home values have been decreasing. This is an example of a(n):

A) symptom
B) ambiguous situation
C) descriptive hypothesis
D) causal inference

Question 34

What is the first stage of the marketing research process?

A) planning a research design
B) defining the research objectives
C) analyzing the data
D) planning a sample

Question 35

Management is most interested in detailed reporting of the research design and statistical findings.

Question 36

Unobtrusive methods of data gathering are those in which the subjects do not have to be disturbed for data to be collected.

Question 37

What type of research is being conducted to answer the question: "Would this target market be interested in this type of new product?"

A) causal research
B) exploratory research
C) situation analysis research
D) descriptive research

Question 38

All of the following are types of marketing research EXCEPT ____.

A) exploratory marketing
B) selective marketing
C) descriptive marketing
D) causal marketing

Question 39

A research project refers to numerous related studies that come together to address issues about a single company.

Question 40

Coding is the application of reasoning to understand the data that have been gathered.

Question 41

Carol was invited to participate in a research study along with ten other consumers to discuss their experiences using cleaning products. The group was asked to discuss their experiences and were encouraged to feed on each other's comments. What is this type of study called?

A) multivariate research
B) literature review
C) pretest
D) focus group interview

Question 42

When drivers are unaware that a machine is recording how many cars pass a certain intersection that is being considered for a site for a new Wendy's franchise, this is an example of a(n):

A) obtrusive method
B) unobtrusive method
C) experiment
D) exploratory research study

Question 43

An employee who pretends to be a customer in order to observe the sales behavior of a clerk at a cosmetics counter in a department store is called a(n):

A) secondary data researcher
B) mystery shopper
C) pilot researcher
D) undercover researcher

Question 44

The initial stages of a research study that are intended to clarify the nature of the research problem are called ____________________ research.

Question 45

When the data from an empirical study are consistent with a hypothesis, we say that the hypothesis is:

A) Rejected
B) Conclusive
C) Supported
D) True

Question 46

A statement such as: "Consumers with more favorable attitudes toward our advertising will exhibit more favorable attitudes toward the brand advertised" is an example of a(n):

A) hypothesis
B) backward linkage
C) forward linkage
D) non-spurious association

Question 47

When the researcher has only one or a small number of research objectives that can be addressed in a single study, that study is referred to as a:

A) research project
B) research program
C) research assessment
D) research snapshot

Question 48

All of the following are examples of an observational study EXCEPT:

A) a mystery shopper pretending to be a customer in a McDonald's outlet
B) a cable laid across the street that records the number of cars that pass a certain intersection
C) scanning and recording bar codes of products purchased
D) a consumer responding to a questionnaire about advertising

Question 49

A formal, logical explanation of some events that includes descriptions of how things relate to one another is called a(n):

A) hypothesis
B) theory
C) causal statement
D) empirical study

Question 50

Which procedure refers to a small-scale study in which the results are only preliminary and intended only to assist in design of a subsequent study?

A) pretest
B) focus group
C) primary test
D) preliminary study

Question 51

Research that is conducted to identify cause-and-effect relationships between variables is called ____________________ research.

Question 52

When two events occur at the same time, we say that they have ____________________ variation.

Question 53

Which term refers to a research technique in which a sample is interviewed in some form or the behavior of respondents is observed and described in some way?

A) experiment
B) observation study
C) survey
D) personal interview

Question 54

Managers at Procter & Gamble view marketing research at a strategic planning level. Therefore, the company conducts numerous related studies that come together to help in their product planning decisions. This is referred to as a:

A) research project
B) research program
C) research philosophy
D) research integration

Question 55

The last stage of the marketing research process is ____________________.

Question 56

The application of computation, summarizing, and reasoning to understand the information gathered is research is called:

A) experimentation
B) coding
C) theorizing
D) analysis

Question 57

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

A) sampling
B) theorizing
C) segmenting
D) causal inference

Question 58

Evan has completed the fieldwork of collecting data, and now he is checking the data collection forms for omissions, legibility, and consistency in classification. What is Evan doing?

A) analyzing the data
B) editing the data
C) coding the data
D) reporting the results

Question 59

Which term means that something has been examined against reality using data?

A) causality
B) manipulation
C) empirical testing
D) spurious association

Question 60

A research design that is intended to describe important characteristics of a population (e.g. age, gender, income) is called ____________________ research.

Question 61

Checking the data collection forms to correct omissions, illegibly written responses, and the consistency of answers is called ____________________.

Question 62

The application of computation, summarizing, and reasoning to understand the gathered information is called ____________________.

Question 63

Explain how a researcher makes causal inferences.

Question 64

Having an appropriate causal order, or ____________________, is a necessary criterion for causality.

Question 65

In consulting, the term ____________________ is often used to describe the objectives to a research client.

Question 66

Explain the difference between a research project and a research program.

Question 67

A small-scale exploratory research project that collects data from respondents similar to those that will be used in the full study is called a(n) ____________________ study.

Question 68

When considering a study, researchers should search for ____________________ reports within the company's archives.

Question 69

The overall series of marketing research projects is called a ____________________.

Question 70

A formal statement explaining some outcome is called a(n) ____________________.

Question 71

What is a theory and a hypothesis, and what role do they play in marketing research?

Question 72

List the major stages in the research process.

Question 73

Compare and contrast exploratory, descriptive, and causal research. Which approach is the best?

Question 74

Any procedure that involves selecting a small number of people who are part of a larger population of people is called ____________________.

Question 75

A plan that specifies the methods and procedures that will be used for collecting and analyzing data in a research study is called a ____________________.