Deck 2: The Marketing Research Process and Proposais

Question 1

Which of the following is true about research based on a sample?

A) It involves a small number of members of a target population from which a researcher collects data.
B) It involves selecting each member from a target population for observation.
C) It is the best approach for small populations.
D) It eliminates the need to identify a target population.
E) It limits the generalizability of the research findings as probability sampling plans cannot measure sampling errors.

Answer 1

A

Question 2

Zephyr, a hotel chain, hires Symphony Inc., a market research firm, to analyze the customer reviews and identify ways to improve the brand image. To familiarize itself with the overall complexity of the problem, the market research team from Symphony decides to gather and synthesize background information including events and factors that led to the current problem at Zephyr. In this scenario, Symphony Inc. is conducting a _____.

A) situation analysis
B) symptomatic analysis
C) variable analysis
D) sampling analysis
E) screening analysis

Answer 2

A

Question 3

Which of the following is a characteristic of management decision makers?

A) Their dominant concern is market performance.
B) They prefer abstractions over information that allows for certainty.
C) They tend to readily accept the information when they are surprised.
D) Their dominant concern is to conduct continuous inquiries into market component changes.
E) Their dominant concern is to ensure completeness by conducting prolonged investigations.

Answer 3

A

Question 4

Which of the following helps generate insights that will help define the problem situation confronting a researcher?

A) Exploratory research
B) Descriptive research
C) Causal research
D) Demographic research
E) Narrative research

Question 5

Unlike management decision-makers, marketing researchers _____.

A) focus on information about past behaviors
B) want information that allows certainty
C) tend to reject the information when they are surprised
D) are not results oriented
E) are not cost conscious with additional information

Question 6

In the context of marketing research, the iceberg principle states that:

A) a researcher must determine the types of data that will best answer each research question before redefining a problem into research questions.
B) data becomes knowledge when someone, either a researcher or a decision maker, interprets the data and attaches meaning.
C) managers are aware of just a small portion of the true problem, and this small portion is generally the visible symptom of a bigger underlying problem.
D) 80 percent of the marketing research budget of a company is typically spent on solving 20 percent of the problems facing the company.
E) the importance of marketing research is often underestimated in organizations, and what people see is only a small part of a much bigger support system.

Question 7

In the information research process, examining measurement issues and scales involves _____.

A) examining quantitative data to answer a research question and measure the sampling errors
B) determining if the population represented by the secondary data is relevant to the current research problem
C) identifying the concepts to study and measuring the variables related to a research problem
D) specifying the research objectives and confirming the information value
E) selecting the correct type, sequence, and format of questions

Question 8

While designing a study, a researcher is wondering if she should ask the 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

Question 9

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

Question 10

_____ 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

Question 11

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 a target population
D) collect data from a small set of people from a target population
E) question or observe all the members of a defined target population

Question 12

Causal research is most useful in _____.

A) generating insights that help in defining a problem situation
B) understanding consumer motivations and behavior that are not easy to access using other research methods
C) understanding which variables result in the movement of a dependent variable
D) analyzing 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

Question 13

The iceberg principle helps researchers _____.

A) distinguish between the symptoms and the causes of a problem
B) select the appropriate research design for a problem
C) execute a research design
D) conduct a review of the literature
E) determine the types of data that will best answer each research question

Question 14

The first task in the information research process is to _____.

A) specify research objectives and confirm the information value
B) identify and clarify information needs
C) determine measurement issues and scales
D) develop the sampling plan and sample size
E) determine the research design and data sources

Question 15

Marilynn Castillo is a marketing manager at Gordon Corp. She debates whether or not to conduct a marketing research study before commercializing a product. After a brief analysis, 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. In this scenario, Marilynn conducts a(n) _____.

A) assessment on time availability
B) cost-benefit assessment
C) assessment on research designs
D) assessment on information availability
E) market-sensitivity assessment

Question 16

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

Question 17

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.

Question 18

Felix Corp. is a cookware manufacturer. It conducts market testing for a new appliance. JK Corp., a competitor of Felix, reduces its prices during the market test to prevent Felix from collecting accurate information. In this scenario, JK Corp. is engaging in a practice called _____.

A) scaling
B) pretesting
C) clustering
D) jamming
E) positioning

Question 19

_____ 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

Question 20

Kiara, a market researcher, wants to study the relationship between childhood obesity and socioeconomic status. She has to decide whether to collect data on income from individuals or from a husband and wife representing the household. In this scenario, Kiara has to determine the _____.

A) unit of analysis
B) sampling technique
C) secondary sources of data
D) type of research method
E) method of literature review

Question 21

In the context of research designs, literature review is an example of descriptive research methods.

Question 22

In order to do a situation analysis, a marketing researcher must depend solely on the information provided by a client.

Question 23

While collecting and preparing data, a difference between questioning and observation is that questioning approaches _____.

A) need fewer researchers than 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

Question 24

Causal research enables a decision maker to make "If-then" statements about the variables.

Question 25

Secondary data is information collected for a current research problem or opportunity.

Question 26

Relevant variables specify whether data should be collected about individuals, households, organizations, departments, geographical areas, or some combination.

Question 27

A cost-benefit assessment examines if there is enough time to conduct the necessary research before the final managerial decision must be made.

Question 28

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

Question 29

Marketing research plays a critical role in developing competitive intelligence.

Question 30

Katie, a researcher, submits a specific document to Sayeed, the marketing manager of GK Corp. The document serves as a written contract between Katie and Sayeed and lists the activities that will be undertaken by Katie to develop the needed information, the research deliverables, how long it will take, and what it will cost. In this scenario, Katie has most likely submitted _____.

A) a methodology transcript
B) a questionnaire design
C) a research proposal
D) the final research report
E) the research design

Question 31

The initial recognition of the existence of a problem or opportunity should be the primary responsibility of a researcher.

Question 32

_____ obtains information from people representative of those who will be questioned in an actual survey.

A) Random-digit dialing
B) Jamming
C) Positioning
D) Scaling
E) Pretesting

Question 33

In the context of the research process, the variables that need to be studied are also known as constructs.

Question 34

Liam, a market researcher, is preparing a research proposal. He wants to mention that he will use exploratory techniques and collect primary data for the study. In the context of the sections in a research proposal, Liam is most likely to include this information under _____.

A) definition of the target population
B) specific research instruments
C) purpose of the study
D) type of study
E) profile of the company capabilities

Question 35

Advances in gatekeeper technologies are used to protect one's privacy against intrusive marketing practices.

Question 36

Caller ID and answering devices are gatekeeper technologies.

Question 37

Exploratory research collects quantitative data to answer research questions such as who, what, when, where, and how.

Question 38

Factors like demographics and brand attitudes are called units of analysis.

Question 39

Image assessment surveys are an example of causal research designs.

Question 40

Accurately determining the cost of doing marketing research is easier than determining the true value of the expected information.

Question 41

The last phase of the research process is reporting the research findings to management.

Question 42

Probability sampling gives a researcher the opportunity to assess sampling error.

Question 43

The research proposal is also called the final research report.

Question 44

In probability sampling, each member of a defined target population has a known chance of being selected.

Question 45

Compare the descriptive and the causal research approaches.

Question 46

Discuss the importance of pretesting a questionnaire.

Question 47

List the questions a decision maker must ask to determine the need for information research.

Question 48

Measurement and scaling issues are relevant only in primary research.

Question 49

Explain the process of collecting data using a census and a sample.

Question 50

Procedures such as summary statistics and simple frequency distributions are used while designing and pretesting a questionnaire.

Question 51

Discuss the iceberg principle.

Question 52

In the research process, knowledge is created through engaged and careful interpretation of results.

Question 53

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

Question 54

In a census, a researcher attempts to question or observe a small sample representative of a defined target population.

Question 55

Differentiate between primary and secondary data.

Question 56

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