Question 1

Which of the following is true of marketing MANAGERS?

Accepted Answer

A)  They are in staff positions.
B)  They are trained in research techniques.
C)  They are responsible for generating information.
D)  They possess line positions.
E)  none of the above

Question 2

Which of the following best represents what your author's have to say about the marketing research process?

Accepted Answer

A)  It is a "lock-step" process; each and every step must be followed, in order, if there is to be valid and objective research.
B)  Since every research project is different, there aren't enough commonalities among them to lend credibility to such a list of steps known as the research process.
C)  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.
D)  There should be 15 steps in the list known as the marketing research process.
E)  The list in your textbook is the approved list used by the MCA.

Question 3

Sales calls below target are an example of a gap between what is supposed to happen and did happen.

Accepted Answer

A) True 
 B)False

Question 4

Even if we know the consequence,we still need marketing research.

Accepted Answer

A) True 
 B)False

Question 5

The quantity and quality of evidence a manager possesses for each of his or her assumptions is known as the:

Accepted Answer

A)  quantity and quality of evidence
B)  information gap
C)  information state
D)  hypothesis state
E)  hypothesis statement

Question 6

Errors that occur during data collection may be attributed to fieldworkers or to respondents.

Accepted Answer

A) True 
 B)False

Question 7

When a researcher communicates with a respondent,what type of data collection form is used?

Accepted Answer

A)  questionnaire
B)  observation form
C)  data sheets
D)  either A or C
E)  either A or B

Question 8

A(n) ________ is a definition of a construct.

Accepted Answer

A)  research method
B)  standard definition
C)  problem statement
D)  hypothetical difference
E)  operational definition

Question 9

Upon validating the symptoms,the researcher is now ready to examine their causes..

Accepted Answer

A) True 
 B)False

Question 10

Conducting marketing research periodically allows management a method of monitoring company performance in order to spot problems early.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following is a type of research design?

Accepted Answer

A)  Casual
B)  Exploratory
C)  Causal
D)  both A and B
E)  both B and C

Question 12

According to your textbook,which of the following is true regarding sample plans and size?

Accepted Answer

A)  A sample consists of the entire group that the researcher wishes to make inferences about based upon information provided by the sample data.
B)  Only objectives of the research determine which sample plan is to be used.
C)  Sample plans describe how each sample element, or unit, is to be drawn from the total population.
D)  The size of the sample is not particularly relevant to how accurately your sample results reflect values in the population.
E)  A sample could be could be "all department stores within the greater Portland, Oregon, area."

Question 13

Which of the following is true regarding good managers and the need to recognize problem sources?

Accepted Answer

A)  They will be aware of problems, or they will soon cease to hold management positions.
B)  They will be setting objectives and have a control system in place to monitor performance.
C)  They will have a control system in place that will alert them to situations where performance is not achieving desired objectives.
D)  all of the above
E)  none of the above: this was not discussed in the book

Question 14

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:

Accepted Answer

A)  a situation analysis
B)  the preliminary problem definition analysis
C)  the problem definition analysis
D)  a problem situation analysis
E)  an investigation of "preliminary proceedings"

Question 15

Most research projects do not follow an orderly,sequential process.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following is mentioned in your textbook as a situation in which time is a factor in marketing research?

Accepted Answer

A)  A product is nearing the end of its life cycle.
B)  The necessary information is already in the firm's internal reports.
C)  Value can be estimated and a more informed decision may be made justifying or not justifying marketing research.
D)  Marketing managers can quickly and inexpensively access the data.
E)  both B and D

Question 17

The marketing research proposal serves one main function: it states the problem.

Accepted Answer

A) True 
 B)False

Question 18

According to your authors' definition problems are situations that call for managers to make choices among alternatives.

Accepted Answer

A) True 
 B)False

Question 19

For managers to recognize an opportunity they must have a system for monitoring opportunities sometimes referred to as:

Accepted Answer

A)  monitoring access systems
B)  opportunity identification
C)  internal reporting analysis systems
D)  environmental opportunity analysis
E)  diagnosing opportunities

Question 20

An operational definition is necessary for a construct to be measured empirically.

Accepted Answer

A) True 
 B)False

Exam 3: The Marketing Research Process Including the Problem and Research Objectives

According to your authors' definition problems are situations that call for managers to make choices among alternatives.

Correct AnswerverifiedShow Answer

For managers to recognize an opportunity they must have a system for monitoring opportunities sometimes referred to as:

Correct AnswerverifiedShow Answer

Which of the following is a type of research design?

Correct AnswerverifiedShow Answer

Upon validating the symptoms,the researcher is now ready to examine their causes..

Correct AnswerverifiedShow Answer

A(n) ________ is a definition of a construct.

Correct AnswerverifiedShow Answer

Which of the following best represents what your author's have to say about the marketing research process?

Correct AnswerverifiedShow Answer

Errors that occur during data collection may be attributed to fieldworkers or to respondents.

Correct AnswerverifiedShow Answer

Even if we know the consequence,we still need marketing research.

Correct AnswerverifiedShow Answer

Which of the following is true of marketing MANAGERS?

Correct AnswerverifiedShow Answer

The marketing research proposal serves one main function: it states the problem.

Correct AnswerverifiedShow Answer

Most research projects do not follow an orderly,sequential process.

Correct AnswerverifiedShow Answer

Which of the following is mentioned in your textbook as a situation in which time is a factor in marketing research?

Correct AnswerverifiedShow Answer

Which of the following is true regarding good managers and the need to recognize problem sources?

Correct AnswerverifiedShow Answer

Conducting marketing research periodically allows management a method of monitoring company performance in order to spot problems early.

Correct AnswerverifiedShow Answer

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:

Correct AnswerverifiedShow Answer

The quantity and quality of evidence a manager possesses for each of his or her assumptions is known as the:

Correct AnswerverifiedShow Answer

When a researcher communicates with a respondent,what type of data collection form is used?

Correct AnswerverifiedShow Answer

An operational definition is necessary for a construct to be measured empirically.

Correct AnswerverifiedShow Answer

According to your textbook,which of the following is true regarding sample plans and size?

Correct AnswerverifiedShow Answer

Sales calls below target are an example of a gap between what is supposed to happen and did happen.

Correct AnswerverifiedShow Answer

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