MTKG Research Ch. 3
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
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
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
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.
A) exploratory research.
B) descriptive research.
C) causal research.
D) prescriptive research.
E) diagnostic 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.
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.
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.
A) telephone surveys.
B) online surveys.
C) in-home surveys.
D) face-to-face intercepts.
E) focus groups.
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.
A) sample plan
B) sample size
C) sampling unit
D) sample frame
E) sampling process
A) Sampling unit
B) Sample plan
C) Sample frame
D) Sample size
E) Sampling process
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.
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.
C) action standards.
D) frame of reference.
E) units of measurement.
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.
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.
A) control system
B) market opportunity analysis
C) opportunity identification system
D) control system for monitoring objectives
E) system for monitoring non-sampling errors
A) sampling error.
B) non-sampling error.
C) failure to make use of an opportunity.
D) failure to meet an objective.
A) sampling error
E) non-sampling error
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.
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.
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.
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.
A) problem definition analysis.
B) situation analysis.
C) market research study.
D) organization analysis.
E) research objective analysis.
A) data required for further research.
B) decision alternatives.
C) results of a situation analysis.
D) results of a decision analysis.
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.
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.
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
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.
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.
A) information gaps
B) company objectives
C) differences between expectations and performance
D) the research budget and the time allotted to research
A) research RFP.
B) research ITB.
A) ostensive definition.
B) contextual definition.
C) operational definition.
D) theoretical definition.
E) stipulative definition.
A) theoretical definition
B) information state
C) situational analysis
D) operational definition
E) action standard
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.
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.
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