Ch.3: The Marketing Research Process (QUIZ) [Exam 1] – Flashcards
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*Which of the following is the first step in the marketing research process?* A) defining the problem B) establishing the research objectives C) establishing the need for marketing research D) determining methods of accessing data E) identifying information types and sources
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C) establishing the need for marketing research
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*Which of the following would serve as a good decision rule for managers in establishing the need for marketing research? * A) ensuring that one's competitors are conducting market researches B) determining the value that can be derived from marketing research conducted by competitors C) determining the costs incurred by other companies in conducting marketing research D) comparing the value of the marketing research to the cost E) ensuring that the clients or customers are in favor of conducting the marketing research
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D) comparing the value of the marketing research to the cost
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*Conducting a marketing research study is necessary when:* A) the product is in the decline stage of its life cycle. B) managers require information that is available only from the marketing intelligence system of the company. C) companies have cash-flow problems. D) companies require additional information from the market for decision making. E) the cost of the research is higher than the value expected from the research
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D) companies require additional information from the market for decision making.
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*A prescriptive research study:* A) provides information that allows the manager to best remedy the dissatisfaction. B) describes general marketing phenomena like customer satisfaction/dissatisfaction. C) determines the sources of dissatisfaction associated with marketing phenomena. D) attempts to uncover the factors that cause some event. E) mainly tests customer satisfaction levels.
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A) provides information that allows the manager to best remedy the dissatisfaction.
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*Jeff is the president of a bank. He wants to find out the satisfaction level of his customers in Dallas on certain dimensions such as friendliness of employees, convenience of location, and availability of loans. Jeff needs to conduct:* A) exploratory research. B) descriptive research. C) causal research. D) prescriptive research. E) diagnostic research.
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B) descriptive research.
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*Which of the following is true regarding exploratory research? * A) It is highly structured. B) It is very formal. C) It describes the phenomena of interest. D) It attempts to uncover the factors that cause some event. E) It helps identify research priorities.
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E) It helps identify research priorities.
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*Which of the following is true regarding causal research? * A) It describes marketing phenomena. B) It attempts to uncover the factors that lead to some event. C) It determines the sources of satisfaction and dissatisfaction. D) It is undertaken to learn terms and definitions. E) It helps identify research priorities.
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B) It attempts to uncover the factors that lead to some event.
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*Which of the following is true regarding secondary data? * A) Obtaining secondary data is more expensive than collecting primary data. B) It should always be sought second, after primary data. C) It refers to data that has already been collected. D) It takes a lot of time to collect secondary data. E) It is collected specifically for solving the problem at hand.
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C) It refers to data that has already been collected.
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*The most popular form of accessing data is:* A) telephone surveys. B) online surveys. C) in-home surveys. D) face-to-face intercepts. E) focus groups.
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B) online surveys.
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*Questionnaires are: * A) software programs that aid in online surveying. B) software programs that provide the best questions for market surveys. C) data collection forms used when respondents are observed over a period of time. D) data collection forms used when there is direct interaction with respondents. E) groups of questions used by a researcher that helps in deciding the best research design.
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D) data collection forms used when there is direct interaction with respondents.
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*A ________ describes how each sample element is to be drawn from the total population.* A) sample plan B) sample size C) sampling unit D) sample frame E) sampling process
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A) sample plan
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*________ refers to the number of elements of the population that are used to make up the sample.* A) Sampling unit B) Sample plan C) Sample frame D) Sample size E) Sampling process
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D) Sample size
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*________ is the process in which 10% of all respondents in a marketing research study are randomly selected, re-contacted, and asked if they took part in a research study.* A) Sampling B) Checking C) Testing D) Tabulation E) Validation
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E) Validation
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*Research objectives:* A) specify all the decision alternatives used in the study. B) state specifically the best research design that should be used to solve the problem. C) state specifically what information must be produced to solve the problem. D) are less specific in aiding the researcher in the search for information. E) are more important than the problem statement in conducting the study.
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C) state specifically what information must be produced to solve the problem.
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*A research objective should specify:* A) the research design used in the research study. B) the sample size used in the research study. C) the sampling procedure used in the research study. D) from whom information is to be gathered. E) for whom the research is being conducted.
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D) from whom information is to be gathered.
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*John has been hired by a company to conduct a research study on the factors that affect the attrition of employees in that company. John wants to prepare research objectives that would be able to represent and include in their scope the true feelings of the employees, for which he interacts with a few random employees. John recognizes the concept of:* A) quality. B) attrition. C) action standards. D) frame of reference. E) units of measurement.
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D) frame of reference.
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*If you define a problem incorrectly:* A) the error cannot be overcome. B) correcting the error is time consuming and expensive. C) it results in type I errors. D) it results in type II errors. E) it results in non-sampling errors.
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A) the error cannot be overcome.
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*Jane is concerned about an error in the problem statement of a research study she has conducted for her company. The error:* A) can be controlled using a larger sample size. B) can be measured and, therefore, controlled. C) can be measured only in percentage terms. D) cannot be corrected. E) should not be of concern.
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D) cannot be corrected.
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*A(n) ________ helps managers recognize failures to meet objectives.* A) control system B) market opportunity analysis C) opportunity identification system D) control system for monitoring objectives E) system for monitoring non-sampling errors
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A) control system
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*The annual sales of a company is below its sales objective. The problem the company is facing is a:* A) sampling error. B) non-sampling error. C) failure to make use of an opportunity. D) failure to meet an objective. E) symptom.
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D) failure to meet an objective.
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*A(n) ________ occurs when a gap exists between what did happen and what could have happened.* A) sampling error B) symptom C) opportunity D) problem E) non-sampling error
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C) opportunity
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*Changes in the level of some key monitor that measures the achievement of an objective are called:* A) problems. B) symptoms. C) signals. D) errors. E) measures.
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B) symptoms.
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*Which of the following is true of symptoms?* A) The role of a symptom is to help recognize opportunities. B) Symptoms are problems that need immediate assessment. C) Symptoms work as signals that alert us to a problem. D) Perceived changes in the behavior of some market factor are not symptoms. E) There is no possible way to identify symptoms early.
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C) Symptoms work as signals that alert us to a problem.
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*Dexter learns of a breakthrough in solar panel technology from an online science magazine. Dexter collects as much secondary information as he can on the topic of interest and comes up with some very interesting solar panel application ideas that are presently not in use but can be introduced with the help of the breakthrough technology. Dexter considers hiring a marketing research firm. In the above scenario, Dexter has:* A) identified a problem through the control process. B) identified an opportunity. C) identified a symptom. D) used a hypothesis to determine the need for research. E) realized the value of research information.
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B) identified an opportunity.
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*When a researcher is called in after the management has defined the problem, the researcher should:* A) bring in a fresh, unbiased view of the problem statement. B) accept management's definition of the problem and start the study. C) ensure that the research is done with maximum accuracy in the shortest possible time. D) turn the management's statement of the problem into a generally defined research objective. E) conduct a self-analysis on his capabilities.
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A) bring in a fresh, unbiased view of the problem statement.
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*Researchers should conduct a situation analysis when:* A) clients seek their help in properly defining the problem. B) clients define the problem and a researcher has to prepare research objectives. C) the information needed to define a problem is in the DSS. D) the information needed to solve the problem is in the internal report system. E) it is time to write the final marketing research report.
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A) clients seek their help in properly defining the problem.
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*________ are routinely used in all business when a firm desires supplier firms to present proposals or bids.* A) RFPs B) MOA C) MRP D) SWOT E) GIs
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A) RFPs
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*Experience surveys, case analyses, pilot studies and focus groups are methods of conducting a(n):* A) problem definition analysis. B) situation analysis. C) market research study. D) organization analysis. E) research objective analysis.
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B) situation analysis.
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*A(n) ________ should be made by a firm's management once the probable cause of a symptom is identified.* A) conclusion B) recommendation C) decision D) budget E) objective
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C) decision
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*Once a decision is made regarding the probable cause of a symptom, a firm's management should specify the:* A) data required for further research. B) decision alternatives. C) results of a situation analysis. D) results of a decision analysis. E) ITBs.
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B) decision alternatives.
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*Once the decision alternatives for a problem are decided upon, a manager must try to determine the:* A) next step in the marketing research process. B) consequences of the alternatives. C) reasons for the alternatives. D) definition of the problem. E) research objectives of the study.
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B) consequences of the alternatives.
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*Market research becomes unnecessary when managers are:* A) aware of the causes of a problem at hand. B) uncertain about consequences of decision alternatives. C) certain about the consequences of decision alternatives. D) certain about the symptoms of a problem at hand. E) uncertain about the symptoms of a problem at hand.
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C) certain about the consequences of decision alternatives.
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*________ helps determine the best decision alternative when the consequences of the decision alternatives are unknown to the researcher. * A) Research on each decision alternative B) Research on the identified symptoms of a problem C) Research on the few most agreed-upon decision alternatives D) A focus group study E) A case study
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A) Research on each decision alternative
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*________ are assertions that certain reactions will take place if certain decision alternatives are implemented.* A) Decisions B) Conclusions C) Recommendations D) Assumptions E) Symptoms
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D) Assumptions
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*A researcher assesses an existing information state of a manager to:* A) determine the best decision alternative. B) assess the validity of the manager's assumptions. C) identify the symptoms of a problem. D) identify the consequences of a decision alternative. E) identify consequences of a symptom.
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D) identify the consequences of a decision alternative.
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*Information gaps are discrepancies between:* A) the information collected by a researcher and by a marketer. B) the information obtained from primary sources and secondary sources. C) a researcher's and a manager's information states. D) the current information level and the desired level of information. E) the decisions and assumptions made by a researcher.
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D) the current information level and the desired level of information.
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*Which of the following serves as the basis for marketing research objectives? * A) information gaps B) company objectives C) differences between expectations and performance D) the research budget and the time allotted to research E) symptoms
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A) information gaps
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*________ are statements that are considered true for the purposes of argument or investigation.* A) Maxims B) Hypotheses C) Aphorisms D) Assumptions E) Axioms
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B) Hypotheses
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*A(n) ________ is an abstract idea inferred from specific instances that are thought to be related.* A) hypothesis B) assumption C) argument D) construct E) symptom
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D) construct
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*An intention to purchase is an example of a:* A) research RFP. B) research ITB. C) hypothesis. D) construct. E) concept.
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D) construct.
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*The definition of a construct that describes the actions to be carried out in order for the construct to be measured empirically is known as a(n):* A) ostensive definition. B) contextual definition. C) operational definition. D) theoretical definition. E) stipulative definition.
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C) operational definition.
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*A(n) ________ is the predesignation of some quantity of a measured characteristic that must be achieved for a research objective in order for a predetermined action to take place.* A) theoretical definition B) information state C) situational analysis D) operational definition E) action standard
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E) action standard
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*The purpose of an action standard is to define:* A) what action will be taken given the results of the research findings. B) the maximum quantity of a measured characteristic that must be achieved for a research objective. C) the minimum quantity of a measured characteristic that must be achieved for a research objective. D) the information requested of the respondent using the respondent's frame of reference. E) the actions to be taken in order to get the results of the research process.
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A) what action will be taken given the results of the research findings.
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*A marketing research proposal contains:* A) important assumptions made by the researcher. B) the action standards for a project. C) the timetable for a research project. D) problem symptoms associated with research. E) the consequences of all decision alternatives.
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C) the timetable for a research project.
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*Which of the following is a breach of ethics?* A) extending the time for the conclusion of a research project in order to meet standards B) seeking help from experts outside the company free of cost on non-confidential matters C) using a company's research proposal for the purpose of competitive bidding D) seeking the help of researchers outside the company on non-confidential matters E) using a standard procedure rather than a customized one for research purposes
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C) using a company's research proposal for the purpose of competitive bidding
