Marketing 3413 chapter 3 – Flashcards
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an eleven-step process
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The marketing research process is presented to you in your text as:
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prepare and present the final research report
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The last step in the marketing research process is to:
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While such a list is helpful, few research projects follow the steps in the list in exact order and some research projects may even skip some of the steps.
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Which of the following best represents what your author's have to say about the marketing research process?
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arises when managers must make decisions and they have inadequate information
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Establishing the need for marketing research:
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A policy of conducting different types of studies on a continuous basis at specified intervals
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Which company policy regarding marketing research would be used by a firm to make sure that problems were spotted early?
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A) The information is already available. B) The timing is wrong. C) Funds are not available. ***all three answers***
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When is marketing research not needed?
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A product is nearing the end of its life cycle.
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Which of the following is mentioned in your textbook as a situation in which time is a factor in marketing research?
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A problem is a situation that calls for managers to make a choice among alternatives; research objectives are totally dependent on the problem but they are different in that they state what the researcher must do.
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What is the difference between the "problem" and the "research objective" in marketing research?
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When achieved, they provide the necessary information to solve the problem at hand.
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Which of the following best describes research objectives?
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research objective
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If the problem were defined as determining the level of customer satisfaction, a ________ could be to survey 400 users of product X and measure their level of satisfaction on six different attributes as well as measuring their likelihood of purchasing the product again.
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Exploratory & Causal **both answers**
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Which of the following is a type of research design?
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Descriptive
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Which type of study is undertaken to describe factors?
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information that is relatively easy to access
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Secondary data refers to:
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any of the above may be selected
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When a researcher must communicate with respondents which choice of data collection method may be selected?
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questionnaire
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When a researcher communicates with a respondent, what type of data collection form is used?
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the process used to select units from the population to be included in the sample
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The sample plan refers to:
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Sample plans describe how each sample element, or unit, is to be drawn from the total population.
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According to your textbook, which of the following is true regarding sample plans and size?
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how representative the sample is
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The sample plan determines:
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how accurate the sample results will be
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The sample size determines:
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researchers know the source of the errors and implement controls to minimize them
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Errors in collecting data may be attributed to fieldworkers and respondents. What is important about these errors is that:
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data analysis
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According to your authors, using the statistical tools that present data in a form that satisfies research objectives is an objective of:
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problem definition
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Lawrence Gibson would probably be considered an expert on:
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Type III errors
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Which of the following did the statistician Tukey coin as errors solving the wrong problem?
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A failure to meet an objective
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Which source of a problem occurs when there is a gap existing between what was supposed to happen and what did happen?
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An opportunity
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"Our sales were $X but could have been $Y had we introduced a new, more competitive product" is an example of what type of problem?
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They will be aware of problems, or they will soon cease to hold management positions. They will be setting objectives and have a control system in place to monitor performance. They will have a control system in place that will alert them to situations where performance is not achieving desired objectives. ***all of the above***
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Which of the following is true regarding good managers and the need to recognize problem sources?
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A control system
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Which of the following will we use if the source of our problem is the failure to meet an objective?
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Symptoms are changes in the level of some key monitor that measures the achievement of an objective. Symptoms are not the problem but the "signals" that alert us of the problem. A symptom may also be a perceived change in the behavior of some market factor that implies an emerging opportunity. ***all of the above***
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Which of the following is true of "symptoms" as discussed n Chapter 3 of your text?
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a "symptom" as an opportunity
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One of the most successful publishing firms in college textbook history was started when Richard D. Irwin saw, while reading the U.S. Statistical Abstract, the rapid rise in college of business enrollments following World War II. This success was a result of Irwin recognizing:
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opportunity identification
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For managers to recognize an opportunity they must have a system for monitoring opportunities sometimes referred to as:
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symptom
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Which of the following is a key monitor that measures the achievement of an objective?
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to help managers ensure they have properly defined the problem particularly when managers have already defined the problem very specifically
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Which of the following best describes the role of the researcher in problem definition?
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a situation analysis
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To help managers properly define the problem the researcher may conduct their own investigation to develop alternative problem definitions. This additional investigation may take the form of what is called:
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request for proposals
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In the world of research, RFP stands for:
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RFP's
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Your text identified an ethical issue in marketing research by pointing out that it is unethical for a firm to send out phony ________ simply to get ideas for conducting their own research.
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Can the symptoms be corroborated by other factors identified in the situation analysis? Are the symptoms aberrant? Are the symptoms likely to occur again? ***all of the above***
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Which of the following questions should researchers ask when assessing symptoms?
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to define all possible causes
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When defining the problem it is important:
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Price changes Product modification Product improvement ***all of the above***
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Which of the following is a possible decision alternative (as discussed in the book)?
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Consequences
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________ are the results of marketing actions.
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assumptions
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When defining the problem the manager and the researcher make assertions that certain conditions exist or that certain reactions will take place if the considered solutions are implemented. These assertions are known as:
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Assumptions
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________ are important and deserve researcher attention because they are the glue that holds the decision process together.
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Hypotheses
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________ are statements that are taken for true for the purposes of argument or investigation.
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information state
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The quantity and quality of evidence a manager possesses for each of his or her assumptions is known as the:
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information gaps
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Differences between the current information state and the desired information state are known as:
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action standard
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A(n) ________ is the predesignation of some quality of a measured attribute necessary for a predetermined action to take place.
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constructs
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Your authors list memory, relevance and believability as examples of ________.
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operational definition
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A(n) ________ is a definition of a construct.
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They possess line positions.
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Which of the following is true of marketing MANAGERS?
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precise, operational, detailed, clear
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In creating research objectives, researchers should keep which four important qualities of objectives in mind?
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It should word questions used to gather the information in the researchers' frame of reference.
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Which of the following is NOT true of a good research objective?
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Construct
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Which of the following is an abstract idea inferred from specific instances that are thought to be related?
