Question 1

Sometimes managers know that marketing research is not needed. In which of the following cases would marketing research NOT be needed?

Accepted Answer

Marketing research is not necessary in this case because the needed information is available from internal reports system. The other options may require marketing research to inform decision-making.

Question 2

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

Accepted Answer

Secondary data research can be conducted without following all 11 steps of the marketing research process. Some of the steps may not be necessary or can be modified to fit the situation. Therefore, option B is the best choice.

Question 3

Which of the following would be true regarding exploratory research?

Accepted Answer

Exploratory research is typically unstructured and informal, as it is aimed at gathering preliminary information and insights that can help guide more focused research efforts. It does not typically involve determining specific cause-and-effect relationships or answering specific questions about who, what, where, when, and how.

Question 4

The value in characterizing research projects in terms of successive steps is best reflected in which statement?

Accepted Answer

Characterizing research projects in terms of successive steps provides a useful overview of the research process that can serve as a guide for planning and conducting research, both for researchers and nonresearchers. However, the steps may vary depending on the specific research project and its complexity, and the process may not necessarily follow a lock-step approach. While marketing research may be more holistic in nature, it too can benefit from the use of a step-by-step approach.

Question 5

Which of the following is true regarding research design?

Accepted Answer

Research design is typically categorized into three main types: exploratory, descriptive, and causal.

Question 6

A bank spent several thousand dollars to learn how customers were satisfied with the readiness of the bank's ATMs. ATMs record, up to 4 decimal places, the time they are down. This situation illustrates the point that:

Accepted Answer

The answer of A bank spent several thousand dollars to...

Question 7

Which of the following is true regarding causal research?

Accepted Answer

Causal research aims to identify cause and effect relationships between variables, making option B the correct statement. Option A describes exploratory research, option C describes qualitative research, option D describes descriptive research, and option E is not accurate as the order of steps in the marketing research process may vary depending on the researcher or organization.

Question 8

Which of the following is true regarding research objectives?

Accepted Answer

Research objectives are the specific information that a research project seeks to uncover. These objectives should be specific, measurable, achievable, relevant, and time-bound. When achieved, research objectives will provide the information necessary to solve the research problem. Options A and B are incorrect because research objectives are not related to financial returns or the viability of the marketing research department. Option D is incorrect because research objectives should be achievable and should be stated as goals to be achieved. Option E is incorrect because research objectives should be set at the beginning of the research process, during the first step of the marketing research process.

Question 9

Colleen Moore-Mezler, President of Moore Research Services, stated the importance of viewing marketing research as a step-by-step process. Which of the following best reflects Ms. Moore's reasoning?

Accepted Answer

Ms. Moore's reason for emphasizing a step-by-step process is because it provides a stabilizing framework to better understand each client's unique situation.

Question 10

Problems stem from which two primary sources?

Accepted Answer

The two primary sources of problems are gaps between what is supposed to happen and what did happen (indicating a failure to meet expectations) and gaps between what did happen and what could have happened (indicating missed opportunities or potential for improvement). Choice A is a similar option, but the "gaps between what happened in the past" doesn't cover missed opportunities or potential for improvement. Choices C, D, and E are not accurate descriptions of the primary sources of problems.

Question 11

In establishing the need for marketing research, which of the following would serve as a good decision rule for managers?

Accepted Answer

The most effective decision rule for managers in establishing the need for marketing research is to weigh the potential value derived from the marketing research with the cost of obtaining the marketing research information. This decision rule helps to ensure that the benefits of the marketing research justify the costs, and that the company can make informed decisions based on the resulting information. A and E are irrelevant factors that do not address the need for marketing research, while B and C are important considerations, but alone do not provide a comprehensive decision rule for managers.

Question 12

Under which of the following conditions will marketing research likely have greater value to management?

Accepted Answer

All of the listed conditions contribute to the value marketing research can provide to management. Clarifying problems or opportunities, identifying changes in the marketplace, identifying the best alternatives to pursue, and establishing a competitive advantage are all important factors that can inform strategic decision-making and ultimately lead to greater success for the company. Therefore, all of these conditions are valuable to management and highlight the importance of marketing research in supporting effective decision-making.

Question 13

Which of the following determines how representative a sample is of a population?

Accepted Answer

The sample plan determines the method of selecting the sample, which directly affects how representative the sample is of the population.

Question 14

Which of the following statements is true regarding the marketing research step, "defining the problem"?

Accepted Answer

Defining the problem is the most important step in the marketing research process. This is because a clear understanding of the problem helps guide all subsequent research activities and ensures that the research effort is focused on the right questions. Without a well-defined problem, the research may end up collecting irrelevant or incomplete information.

Question 15

Which of the following best represents the findings of the 2007 Confirmit survey, measuring the different ways marketing research firms access data?

Accepted Answer

The answer of Which of the following best represents the...

Question 16

Which of the following is true regarding primary information?

Accepted Answer

Primary information refers to information that is collected specifically for the problem at hand. It is collected through methods such as surveys, interviews, and observations. It is the most relevant and reliable source of information for addressing a specific research question or business problem.

Question 17

Some top executives never use marketing research. In other firms, only certain types of marketing research studies are carried out, i.e. focus groups. Which of the following would you say these situations best represent?

Accepted Answer

Company policy dictates the use of marketing research.

Question 18

Which of the following is NOT true regarding the steps in the marketing research process?

Accepted Answer

The statement that the steps in the marketing research process presented by the authors are universally accepted and adopted by the American Marketing Association is not true. While the steps presented are widely recognized and used, they are not the only set of steps used in marketing research, and the American Marketing Association has not officially endorsed them.

Question 19

The first step in the marketing research process is:

Accepted Answer

The first step in the marketing research process is establishing the need for marketing research, as it determines whether research is necessary and sets the foundation for the entire process.

Question 20

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

Accepted Answer

The answer of Your textbook authors conceptualize the marketing research...

Quiz 2: The Marketing Research Process