Question 1

The goal of exploratory research is:
A) To cost justify a larger marketing research project.
B) To learn the skills needed to properly conduct real marketing research.
C) To understand exactly what information is needed by managers to make important decisions.
D) To find out if research can solve the problem under consideration.
E) All of the above are true.

Accepted Answer

C

Question 2

What kind of research focuses on describing a population, often emphasizing the frequency with which something occurs or the extent to which two variables are related?
A) Descriptive
B) Exploratory
C) Primary
D) Secondary
E) Causal

Accepted Answer

Descriptive research is designed to describe the characteristics of a population or phenomenon, often focusing on the frequency or relationships between variables.

Question 3

Which of the following would NOT benefit from causal research?
A) Measuring customer satisfaction.
B) Determining which version of a product to offer.
C) Identifying which package design to use.
D) Determining which advertising campaign is most effective.
E) Deciding which price to charge.

Accepted Answer

Causal research is used to identify cause-and-effect relationships. Measuring customer satisfaction is more about understanding perceptions and attitudes, which is typically addressed through descriptive or exploratory research rather than causal research.

Question 4

Which of the following is not one of the phases of the Marketing Research Process?
A) Data Collection
B) Research Configuration
C) Information Reporting
D) Problem Definition
E) Data Analysis

Accepted Answer

Research Configuration is not a standard phase in the Marketing Research Process, which typically includes Problem Definition, Data Collection, Data Analysis, and Information Reporting.

Question 5

Which of the following statements about the Problem Definition phase of the Marketing Research Process is TRUE?
A) It results in specifying the Decision Problem.
B) It results in specifying one or more Research Problems.
C) No further steps should be taken until A and B are stated explicitly.
D) The Research Requests Agreement states the problem the research will address.
E) All of the above are true.

Accepted Answer

The Problem Definition phase involves specifying both the Decision Problem and the Research Problems, and no further steps should be taken until these are clearly stated. The Research Requests Agreement formalizes the problem to be addressed.

Question 6

When a problem goes beyond the scope of regularly-collected internal data, potential sources of existing, external data include which of the following?
A) The government
B) Trade associations
C) Published sources
D) Commercial sources
E) All of the above

Accepted Answer

All of the options listed (government, trade associations, published sources, and commercial sources) are potential sources of existing, external data.

Question 7

Much of the data that marketing managers need to make routine decisions may already exist inside a company's databases and accessible through the company's:
A) Corporate intranet
B) Decision Support System
C) Social Media networks
D) Legacy mainframe applications
E) Accounting spreadsheets

Accepted Answer

The answer of Much of the data that marketing managers...

Question 8

What type of data was collected for another purpose, but can be used to address a current problem?
A) Primary data
B) Tangential data
C) Secondary data
D) Auxiliary data
E) Random data

Accepted Answer

Secondary data is collected for a different purpose but can be repurposed to address a current problem.

Question 9

What type of research is used when the problem to be solved is broad or vague?
A) Exploratory research.
B) Secondary research.
C) Primary research.
D) All of the above.
E) None of the above.

Accepted Answer

Exploratory research is used when the problem is not clearly defined or is broad and vague, as it helps to gain insights and understanding of the problem.

Question 10

The interpretation of data is part of which phase of the Marketing Research Process?
A) Data Collection
B) Research Configuration
C) Information Reporting
D) Problem Definition
E) Data Analysis

Accepted Answer

Data analysis involves examining, cleaning, transforming, and modeling data to discover useful information, which is then interpreted to support decision-making.

Question 11

Dunder Miflin paper company already has data within the company that will help it make some routine decisions. How will the Dunder Miflin marketing research team likely access this data?
A) Conduct primary research.
B) Submit a request for data to the Information Technology department.
C) Use the corporate Decision Support System (DSS).
D) Use Google to search for sources of online data.
E) All of the above.

Accepted Answer

The marketing research team will likely use the corporate Decision Support System (DSS) to access internal data for routine decision-making.

Question 12

A market researcher would use exploratory research during which phase of the Marketing Research Process?
A) Data Integration
B) Research Configuration
C) Information Reporting
D) Problem Definition
E) Data Analysis

Accepted Answer

Exploratory research is typically used during the Problem Definition phase to gain insights and understand the nature of the problem.

Question 13

Which kind of research uses experiments to identify cause-and-effect relationships between variables?
A) Descriptive
B) Exploratory
C) Primary
D) Secondary
E) Causal

Accepted Answer

Causal research uses experiments to determine cause-and-effect relationships between variables.

Question 14

Communicating research results to appropriate managers is part of which phase of the Marketing Research Process?
A) Data Collection
B) Research Configuration
C) Information Reporting
D) Problem Definition
E) Data Analysis

Accepted Answer

Communicating research results to appropriate managers is part of the Information Reporting phase, where findings are compiled and presented to decision-makers.

Question 15

Globex Corporation has been receiving an unusually high number of negative customer comments on its Facebook page. From this, management realizes some sort of customer satisfaction problem exists, but otherwise knows little about the dissatisfaction problem. What kind of research should Globex initially conduct in an effort to address the problem?
A) Secondary research.
B) Exploratory research.
C) Primary research.
D) Product research.
E) Customer research

Accepted Answer

Exploratory research is used to gather more information about a problem or to clarify the nature of the problem when little is known. It helps in understanding the underlying issues and formulating hypotheses for further research.

Question 16

The marketing team at Hudsucker Industries wants to determine which of two prices on a new version of a product will produce greatest revenues. What kind of research should it use to determine this?
A) Descriptive
B) Causal
C) Market
D) Competitive
E) Exploratory

Accepted Answer

Causal research is used to determine the cause-and-effect relationship between variables, such as how different pricing strategies affect revenue.

Question 17

Generating primary data is generally a______________process.
A) Time consuming, inexpensive
B) Quick, expensive
C) Quick, inexpensive
D) Time consuming, expensive
E) None of the choices above are correct

Accepted Answer

Generating primary data is generally time consuming and expensive because it involves collecting new data directly from sources through methods like surveys, interviews, or experiments.

Question 18

The particular subset of the population chosen for study is known as a______________.
A) Subset
B) Sub-population
C) Sample
D) Data set
E) Survey group

Accepted Answer

A sample is a particular subset of the population chosen for study, used to make inferences about the entire population.

Question 19

The marketing manager at Widgets R Us became aware that a leading competitor was conducting an extensive customer survey. Somewhat alarmed, this manager directed the marketing staff to construct and administer a customer survey immediately. What phase of the Marketing Research Process has this manager likely skipped?
A) Data Collection
B) Research Configuration
C) Information Reporting
D) Problem Definition
E) Data Analysis

Accepted Answer

The manager skipped the Problem Definition phase, as they rushed into conducting a survey without first clearly defining the problem or objective of the research.

Question 20

The use of existing (secondary) data or the gathering of new (primary) data characterizes which phase of the Marketing Research Process?
A) Data Collection
B) Research Configuration
C) Information Reporting
D) Problem Definition
E) Data Analysis

Accepted Answer

Data Collection is the phase in the Marketing Research Process where researchers gather existing (secondary) data or collect new (primary) data.

Quiz 2: The Research Process and Ethical Concerns

The goal of exploratory research is:

What kind of research focuses on describing a population, often emphasizing the frequency with which something occurs or the extent to which two variables are related?

Which of the following would NOT benefit from causal research?

Which of the following is not one of the phases of the Marketing Research Process?

Which of the following statements about the Problem Definition phase of the Marketing Research Process is TRUE?

When a problem goes beyond the scope of regularly-collected internal data, potential sources of existing, external data include which of the following?

Much of the data that marketing managers need to make routine decisions may already exist inside a company's databases and accessible through the company's:

What type of data was collected for another purpose, but can be used to address a current problem?

What type of research is used when the problem to be solved is broad or vague?

The interpretation of data is part of which phase of the Marketing Research Process?

Dunder Miflin paper company already has data within the company that will help it make some routine decisions. How will the Dunder Miflin marketing research team likely access this data?

A market researcher would use exploratory research during which phase of the Marketing Research Process?

Which kind of research uses experiments to identify cause-and-effect relationships between variables?

Communicating research results to appropriate managers is part of which phase of the Marketing Research Process?

The marketing team at Hudsucker Industries wants to determine which of two prices on a new version of a product will produce greatest revenues. What kind of research should it use to determine this?

Generating primary data is generally a______________process.

The particular subset of the population chosen for study is known as a______________.

The use of existing (secondary) data or the gathering of new (primary) data characterizes which phase of the Marketing Research Process?