Quiz
Chapter 3: Test 1 - MKT 305
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1The marketing research process is presented to you in your text as:
- Aa "go-no go" process
- Ban eleven-step process
- Ca ten step process
- Dan inadequate way to view marketing research
- Ea six step process
2The last step in the marketing research process is to:
- Aprepare and present the final research report
- Bbe sure you have an adequate sample size
- Cget approval to fund the research
- Ddefine the problem
- Eseek approval from the CIO
3Which of the following best represents what your author's have to say about the marketing research process?
- AIt is a "lock-step" process; each and every step must be followed, in order, if there is to be valid and objective research.
- BSince 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.
- CWhile 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.
- DThere should be 15 steps in the list known as the marketing research process.
- EThe list in your textbook is the approved list used by the MCA.
4Establishing the need for marketing research:
- Aarises when managers must make decisions and they have inadequate information
- Bis determined by a quantitative analysis of the appropriateness of marketing research should be undertaken for every decision made in the firm
- Cstems from the need to establish a monitoring system that alerts mid management to either opportunities in the marketplace or problems
- Dshould not come from a monitoring system but rather from management intuition
- Eshould be determined only after the problem is clearly defined
5Which company policy regarding marketing research would be used by a firm to make sure that problems were spotted early?
- AA policy of not conducting marketing research
- BA policy of conducting different types of studies on a continuous basis at specified intervals
- CA policy regarding the use of certain types of studies being used whenever a particular situation occurs
- DA policy of marketing research on an as needed basis
- Enone of the above
6When is marketing research not needed?
- AThe information is already available.
- BThe timing is wrong.
- CFunds are not available.
- DMarketing research is always needed.
- EA, B and C
7Which of the following is mentioned in your textbook as a situation in which time is a factor in marketing research?
- AA product is nearing the end of its life cycle.
- BThe necessary information is already in the firm's internal reports.
- CValue can be estimated and a more informed decision may be made justifying or not justifying marketing research.
- DMarketing managers can quickly and inexpensively access the data.
- Eboth B and D
8What is the difference between the "problem" and the "research objective" in marketing research?
- AFunctionally, there is no difference.
- BA 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.
- CA problem is a situation that calls for managers to make a choice among alternatives; research objectives are NOT totally dependent on the problem but they are different in that they state what the researcher must do.
- DA research objective is a situation that calls for managers to make a choice among alternatives; problems objectives are totally dependent on the problem but they are different in that they state what the researcher must do.
- EThe two terms are so dissimilar, it is not possible to describe the difference.
9Which of the following best describes research objectives?
- AWhen achieved, they provide a clear picture of the problem.
- BWhen achieved, they provide a basis for future research.
- CWhen achieved, they provide the necessary information to solve the problem at hand.
- DWhen achieved, the researcher may go on to the next step in the research process.
- EWhen achieved, they provide a basis for secondary data research.
10If 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.
- Aresearch problem
- Bcounterbalancing problem
- Cresearch description
- Dresearch objective
- Estarting point
11Which of the following is a type of research design?
- ACasual
- BExploratory
- CCausal
- Dboth A and B
- Eboth B and C
12Which type of study is undertaken to describe factors?
- ACausal
- BDescriptive
- CCategorical
- DResearch project
- ELaboratory
13Secondary data refers to:
- Ainformation collected for a purpose other than the study's original purpose
- Binformation gathered specifically to serve the research objectives at hand
- Cinformation that is relatively easy to access
- Dinformation gathered by those whose primary job is marketing research
14When a researcher must communicate with respondents which choice of data collection method may be selected?
- Ahave person ask questions
- Buse a computer to assist or to directly ask questions
- Callow respondents to answer questions themselves
- Dany of the above may be selected
- Enone of the above may be selected
15When a researcher communicates with a respondent, what type of data collection form is used?
- Aquestionnaire
- Bobservation form
- Cdata sheets
- Deither A or C
- Eeither A or B
16The sample plan refers to:
- Athe process used to select units from the population to be included in the sample
- Bthe process used to select units from previous samples into the present sample
- Cthe process used to select units from the population into a sample size formula
- Dthe process used to select units from the population to be included in telephone surveys
- Ethe process used to determine which members of the sample should be contacted
17According to your textbook, which of the following is true regarding sample plans and size?
- A A sample consists of the entire group that the researcher wishes to make inferences about based upon information provided by the sample data.
- BOnly objectives of the research determine which sample plan is to be used.
- CSample plans describe how each sample element, or unit, is to be drawn from the total population.
- DThe size of the sample is not particularly relevant to how accurately your sample results reflect values in the population.
- EA sample could be could be "all department stores within the greater Portland, Oregon, area."
18The sample plan determines:
- Ahow much the sample will cost
- Bhow accurate the sample results will be
- Cwhich firm will be used to actually draw the sample from the population
- Dhow representative the sample is
- Ewhich plan the company will follow in designing a strategic plan
19The sample size determines:
- Ahow accurate the sample results will be
- Bhow representative the sample is
- Chow much the sample will cost
- Dwhich firm will be used to actually draw the sample from the population
- Eif there is an adequate number to represent the entire population.
20Errors in collecting data may be attributed to fieldworkers and respondents. What is important about these errors is that:
- Aresearchers keep a list of all the errors that occur and report them in the "Error Report"
- Bresearchers know the sources of these errors and their history
- Cresearchers know the source and history of these errors and maintain a catalog of them
- Dresearchers know the source of the errors and implement controls to minimize them
- Eresearchers do NOT know the source of these errors but must watch for them carefully
21According to your authors, using the statistical tools that present data in a form that satisfies research objectives is an objective of:
- Asample plans
- Bdata collection
- Cdata manipulation
- Ddata analysis
- Eall marketing research
22Lawrence Gibson would probably be considered an expert on:
- Asample plans
- Bclient billing
- Cdata collection
- Dproblem definition
- Ereport writing
23Which of the following did the statistician Tukey coin as errors solving the wrong problem?Type I errors
- AType I errors
- BType II errors
- CType III errors
- DProblematic errors
- EInconsistent errors
24Which source of a problem occurs when there is a gap existing between what was supposed to happen and what did happen?
- AAn opportunity
- BA marketing opportunity
- CA failure to meet an objective
- DA marketing failure
25"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?
- AAn opportunity
- BA failure to meet an objective
- CA major problem
- DA marketing failure
- EE) none of the above
26Which of the following is true regarding good managers and the need to recognize problem sources?
- AThey will be aware of problems, or they will soon cease to hold management positions.
- BThey will be setting objectives and have a control system in place to monitor performance.
- CThey will have a control system in place that will alert them to situations where performance is not achieving desired objectives.
- Dall of the above
- Enone of the above: this was not discussed in the book
27Which of the following will we use if the source of our problem is the failure to meet an objective?
- AA control system
- BAn opportunity identification system
- CA marketing opportunity analysis
- DAn objectivity course
- Enone of the above
28Which of the following is true of "symptoms" as discussed n Chapter 3 of your text?
- ASymptoms are changes in the level of some key monitor that measures the achievement of an objective.
- BSymptoms are not the problem but the "signals" that alert us of the problem.
- CA symptom may also be a perceived change in the behavior of some market factor that implies an emerging opportunity.
- Dall of the above
- Eboth A and B
29One 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:
- Aa failure to meet an objective
- Ba "symptom" as an opportunity
- Ca "symptom" of data analysis
- Dan environmental opportunity
- Ea "signal symptom"
30For managers to recognize an opportunity they must have a system for monitoring opportunities sometimes referred to as:
- Amonitoring access systems
- Bopportunity identification
- Cinternal reporting analysis systems
- Denvironmental opportunity analysis
- Ediagnosing opportunities
31Which of the following is a key monitor that measures the achievement of an objective?
- Athe triple crown
- Bmetric
- Csymptom
- Dkey-metric
- Edigital dashboard
32Which of the following best describes the role of the researcher in problem definition?
- Ato help managers ensure they have properly defined the problem
- Bto help managers ensure they have properly defined the problem particularly when managers have not yet defined the problem in general terms
- Cto help managers ensure they have properly defined the problem particularly when managers have already defined the problem very specifically
- Dthe researcher should not be involved in problem definition but must remain totally objective
- Enone of the above - managers define problems and researchers carry out the research objectives
33To 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:
- Aa situation analysis
- Bthe preliminary problem definition analysis
- Cthe problem definition analysis
- Da problem situation analysis
- Ean investigation of "preliminary proceedings"
34In the world of research, RFP stands for:
- Arequest for proposals
- Bresearch for profit
- Cresearch for problem
- Drequest from production
- Erequests for problems
35Your 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.
- ARFZ's
- BRFD's
- CRFP's
- DRRR's
- ERPF's
36Which of the following questions should researchers ask when assessing symptoms?
- ACan the symptoms be corroborated by other factors identified in the situation analysis?
- BAre the symptoms aberrant?
- CAre the symptoms likely to occur again?
- DA and B
- Eall of the above
37When defining the problem it is important:
- Ato define the most likely possible causes
- Bto define at least ten possible causes
- Cto define all possible causes
- Dto assess nothing; you must define the cause
- Enone of the above; you are seeking to determine the problem, not causes
38Which of the following is a possible decision alternative (as discussed in the book)?
- APrice changes
- BProduct modification
- CProduct improvement
- Dboth B and C
- Eall of the above
39________ are the results of marketing actions.
- AAssumptions
- BConsequences
- CHypotheses
- DAssertions
- EObjectives
40When 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:
- Aproblem definition assertions
- Bpossible cause assertions
- Creasonable doubts/reasonable assurances
- Dassumptions
- Eresearcher assumptions
41________ are important and deserve researcher attention because they are the glue that holds the decision process together.
- AProblem definition assertions
- BAssumptions
- CPossible cause assertions
- DReasonable doubts/reasonable assurances
- EHypotheses
42________ are statements that are taken for true for the purposes of argument or investigation.
- AHypotheses
- BLogical, projective statements
- CTentative statements
- DForecasts
- EObjectives
43The quantity and quality of evidence a manager possesses for each of his or her assumptions is known as the:
- Aquantity and quality of evidence
- Binformation gap
- Cinformation state
- Dhypothesis state
- Ehypothesis statement
44Differences between the current information state and the desired information state are known as:
- Airreconcilable
- Bconflicting
- Cinformation gaps
- Dhypothetical differences
- Estretches in assertions
45A(n) ________ is the predesignation of some quality of a measured attribute necessary for a predetermined action to take place.
- AYour authors list memory, relevance and believability as examples of ________.
- Bstandards
- Cactions
- Dassertions
- Econstructs
- Fconsequences
46A(n) ________ is a definition of a construct.
- Aresearch method
- Bstandard definition
- Cproblem statement
- Dhypothetical difference
- Eoperational definition
47Which of the following is true of marketing MANAGERS?
- AThey are in staff positions.
- BThey are trained in research techniques.
- CThey are responsible for generating information.
- DThey possess line positions.
- Enone of the above
48In creating research objectives, researchers should keep which four important qualities of objectives in mind?
- Aprecise, operational, detailed, concise
- Bprecise, objective, detailed, concise
- Cprecise, operational, detailed, clear
- Dprecise, operational, symptomatic, clear
- Etimely, cost-benefit, axiomatic, detailed
49Which of the following is NOT true of a good research objective?
- AIt specifies from whom information will be gathered.
- BIt specifies what information (construct) is needed.
- CIt should specify the unit of measurement used to gather the information.
- DIt should word questions used to gather the information in the respondents' frame of reference.
- EIt should word questions used to gather the information in the researchers' frame of reference.
50Which of the following is an abstract idea inferred from specific instances that are thought to be related?
- AAbstract
- BAbstract inference
- CConstruct
- DTitle abstract
- EInferred hypothesis
51It has been said that the only thing worse than having a problem is to have a problem and not be aware that you have it!
- ARichtig
- BFalsch
52"Preparing Graphs and Bar Charts" is one of the twelve basic steps in the marketing research process.
- ARichtig
- BFalsch
53Each and every step (in the ten step research process) should be followed in a step-by-step fashion in order to ensure a quality research project.
- ARichtig
- BFalsch
54A(n) ________ is a definition of a construct.
- Aresearch method
- Bstandard definition
- Cproblem statement
- Dhypothetical difference
- Eoperational definition
55Most research projects do not follow an orderly, sequential process.
- ARichtig
- BFalsch
56The need for marketing research is affected by the company policy toward its use.
- ARichtig
- BFalsch
57Conducting marketing research periodically allows management a method of monitoring company performance in order to spot problems early.
- ARichtig
- BFalsch
58When costs of doing research outweigh the value of the information generated by the research, research should not be performed.
- ARichtig
- BFalsch
59When information is not available, the researcher should consider conducting marketing research.
- ARichtig
- BFalsch
60Research objectives, when achieved, provide the information necessary to choose between decision alternatives.
- ARichtig
- BFalsch
61Causal research is often undertaken to help clearly define a problem.
- ARichtig
- BFalsch
62Exploratory research is often undertaken to help clearly define a problem.
- ARichtig
- BFalsch
63Causal research designs are called experiments.
- ARichtig
- BFalsch
64Primary data refers to information that has already been collected.
- ARichtig
- BFalsch
65Secondary data, as is implied by its name, should always be sought second.
- ARichtig
- BFalsch
66Methods of accessing external secondary data are relatively easy compared to accessing primary data.
- ARichtig
- BFalsch
67Questionnaires are used for studies in which respondents are asked questions and when respondents are observed.
- ARichtig
- BFalsch
68Determining the sample size refers to how we draw sample elements from the census.
- ARichtig
- BFalsch
69Errors that occur during data collection may be attributed to fieldworkers or to respondents.
- ARichtig
- BFalsch
70Validation means that 10% (the industry standard) of all respondents in a marketing research study are randomly selected, recontacted, and asked if they indeed took part in a research study.
- ARichtig
- BFalsch
71The research report is very important, because it is often the client's only record of the research
- ARichtig
- BFalsch
72According to your authors' definition problems are situations that call for managers to make choices among alternatives.
- ARichtig
- BFalsch
73Because knowledge is worthy just for the sake of knowledge, it's okay for managers to conduct marketing research just "to know something."
- ARichtig
- BFalsch
74Research objectives are totally dependent on the problem.
- ARichtig
- BFalsch
75A research objective should specify from whom information is to be gathered.
- ARichtig
- BFalsch
76The statistician Tukey coined Type II errors as those made solving the wrong problem.
- ARichtig
- BFalsch
77Though very important, properly defining the problem is not the most important step in the marketing
- ARichtig
- BFalsch
78Marketing opportunities create problems for managers because they must determine whether and how to respond to take advantage of the opportunity.
- ARichtig
- BFalsch
79Sales calls below target are an example of a gap between what is supposed to happen and did happen.
- ARichtig
- BFalsch
80An increase in sales if product features are changed is an example of a gap between what is supposed to happen and did happen.
- ARichtig
- BFalsch
81Both situations, “failure to meet an objective” and “opportunity,” have the same consequence for managers.
- ARichtig
- BFalsch
82A good MIS will provide management with symptoms that performance for a particular objective is not at a desirable level long before a predetermined date on which the objective is to be assessed.
- ARichtig
- BFalsch
83A demographic forecast that the number of teenagers will decrease dramatically over the next ten years may be symptomatic of an opportunity to create new drugs designed for teenage problems such as acne or weight issues.
- ARichtig
- BFalsch
84When managers recognize there is a problem, they must define the problem by identifying the decision alternatives.
- ARichtig
- BFalsch
85When managers have already defined the problem prior to calling upon researchers, then researchers must resist the temptation to go along with the first definition suggested.
- ARichtig
- BFalsch
86Researchers may gain additional information necessary to define the problem properly by conducting a situation analysis.
- ARichtig
- BFalsch
87An "ITB" in research is an "invitation to buy."
- ARichtig
- BFalsch
88An "RFP" in research is a "request for proposal."
- ARichtig
- BFalsch
89Upon validating the symptoms, the researcher is now ready to examine their causes..
- ARichtig
- BFalsch
90There is always some cause(s) to change. However, researchers only must determine the very likely causes to change in properly defining the problem.
- ARichtig
- BFalsch
91Essentially, possible decision alternatives include any marketing action that the marketing manager thinks may resolve the problem.
- ARichtig
- BFalsch
92Even if we know the consequence, we still need marketing research.
- ARichtig
- BFalsch
93Hypotheses are used to generate theory and laws and they have no place in problem definition.
- ARichtig
- BFalsch
94When current information falls short of desired information there is an information gap.
- ARichtig
- BFalsch
95Whenever there is an information gap that is relevant to the problem, the researcher and manager come to agree that the information needed to close the gap is a research objective.
- ARichtig
- BFalsch
96Researchers realize that, when formulating research objectives, the information requested of respondents must be worded using the researchers' frame of reference.
- ARichtig
- BFalsch
97The marketing research proposal serves one main function: it states the problem.
- ARichtig
- BFalsch
98An operational definition is necessary for a construct to be measured empirically.
- ARichtig
- BFalsch
99A construct provides us with a mental concept that represents real-world phenomena and, while useful to build complex theories, has no place in defining marketing research problems.
- ARichtig
- BFalsch
Informationen
- Beschreibung
- Chapter 3 The Marketing Research Process -Defining the Problem and the Research Objectives
- Autor
- smjackson7
- Sprache
- English
- Aufrufe
- 186
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