Question 1

Gatekeeper technologies are used to _____.

Accepted Answer

A)   prevent the introduction of new and creative marketing strategies
B)   help market researchers track the behavior of internet users
C)   protect one's privacy against intrusive marketing practices
D)   allow marketers to use traditional methods for contacting people
E)   simplify the process of getting user information using telemarketingF) A) and B)
G) A) and C)

Question 2

In the context of marketing research, the iceberg principle states that:

Accepted Answer

A)   a researcher must determine the types of data that will best answer each research question before redefining a problem into research questions.
B)   data becomes knowledge when someone, either a researcher or a decision maker, interprets the data and attaches meaning.
C)   managers are aware of just a small portion of the true problem, and this small portion is generally the visible symptom of a bigger underlying problem.
D)   80 percent of the marketing research budget of a company is typically spent on solving 20 percent of the problems facing the company.
E)   the importance of marketing research is often underestimated in organizations, and what people see is only a small part of a much bigger support system.F) B) and D)
G) D) and E)

Question 3

In a census, a researcher attempts to _____.

Accepted Answer

A)   use the probability sampling technique
B)   define the known chance of selecting a subject
C)   use a small representative sample to generalize about a target population
D)   collect data from a small set of people from a target population
E)   question or observe all the members of a defined target populationF) A) and B)
G) A) and C)

Question 4

Accurately determining the cost of doing marketing research is easier than determining the true value of the expected information.

Accepted Answer

A) True 
 B)False

Question 5

A cost-benefit assessment examines if there is enough time to conduct the necessary research before the final managerial decision must be made.

Accepted Answer

A) True 
 B)False

Question 6

In the context of research designs, literature review is an example of descriptive research methods.

Accepted Answer

A) True 
 B)False

Question 7

Factors like demographics and brand attitudes are called units of analysis.

Accepted Answer

A) True 
 B)False

Question 8

_____ obtains information from people representative of those who will be questioned in an actual survey.

Accepted Answer

A)   Random-digit dialing
B)   Jamming
C)   Positioning
D)   Scaling
E)   PretestingF) A) and E)
G) A) and D)

Question 9

Discuss the importance of pretesting a questionnaire.

Accepted Answer

Designing good questionnaires is difficu...

Question 10

Compare the descriptive and the causal research approaches.

Accepted Answer

Descriptive research involves collecting...

Question 11

Secondary data is information collected for a current research problem or opportunity.

Accepted Answer

A) True 
 B)False

Question 12

A research proposal includes a brief profile of the researchers and their qualifications.

Accepted Answer

A) True 
 B)False

Question 13

Kiara, a market researcher, wants to study the relationship between childhood obesity and socioeconomic status. She has to decide whether to collect data on income from individuals or from a husband and wife representing the household. In this scenario, Kiara has to determine the _____.

Accepted Answer

A)   unit of analysis
B)   sampling technique
C)   secondary sources of data
D)   type of research method
E)   method of literature reviewF) C) and E)
G) B) and E)

Question 14

Which of the following data collection techniques is used in exploratory research studies?

Accepted Answer

A)   Image assessment surveys
B)   Customer satisfaction surveys
C)   Narrative surveys
D)   Cause-and-effect studies
E)   Pilot studiesF) A) and B)
G) C) and D)

Question 15

_____ specifies whether data should be collected about individuals, households, organizations, departments, geographical areas, or some combination.

Accepted Answer

A)   Situation analysis
B)   Cost-benefit analysis
C)   The unit of analysis
D)   Symptom analysis
E)   Integrated analysisF) All of the above
G) A) and E)

Question 16

Observational research can collect information about attitudes, intentions, motivations, and past behavior, which are usually invisible in the questioning approach.

Accepted Answer

A) True 
 B)False

Question 17

Probability sampling gives a researcher the opportunity to assess sampling error.

Accepted Answer

A) True 
 B)False

Question 18

In the context of the research process, the variables that need to be studied are also known as constructs.

Accepted Answer

A) True 
 B)False

Question 19

Image assessment surveys are an example of causal research designs.

Accepted Answer

A) True 
 B)False

Question 20

The last phase of the research process is reporting the research findings to management.

Accepted Answer

A) True 
 B)False

Exam 2: The Marketing Research Process and Proposais

In the context of research designs, literature review is an example of descriptive research methods.

Correct AnswerverifiedShow Answer

Accurately determining the cost of doing marketing research is easier than determining the true value of the expected information.

Correct AnswerverifiedShow Answer

The last phase of the research process is reporting the research findings to management.

Correct AnswerverifiedShow Answer

In the context of the research process, the variables that need to be studied are also known as constructs.

Correct AnswerverifiedShow Answer

Factors like demographics and brand attitudes are called units of analysis.

Correct AnswerverifiedShow Answer

A research proposal includes a brief profile of the researchers and their qualifications.

Correct AnswerverifiedShow Answer

Which of the following data collection techniques is used in exploratory research studies?

Correct AnswerverifiedShow Answer

_____ specifies whether data should be collected about individuals, households, organizations, departments, geographical areas, or some combination.

Correct AnswerverifiedShow Answer

A cost-benefit assessment examines if there is enough time to conduct the necessary research before the final managerial decision must be made.

Correct AnswerverifiedShow Answer

Compare the descriptive and the causal research approaches.

Correct AnswerverifiedDescriptive research involves collecting...View AnswerShow Answer

_____ obtains information from people representative of those who will be questioned in an actual survey.

Correct AnswerverifiedShow Answer

Probability sampling gives a researcher the opportunity to assess sampling error.

Correct AnswerverifiedShow Answer

Gatekeeper technologies are used to _____.

Correct AnswerverifiedShow Answer

Secondary data is information collected for a current research problem or opportunity.

Correct AnswerverifiedShow Answer

Observational research can collect information about attitudes, intentions, motivations, and past behavior, which are usually invisible in the questioning approach.

Correct AnswerverifiedShow Answer

Image assessment surveys are an example of causal research designs.

Correct AnswerverifiedShow Answer

Kiara, a market researcher, wants to study the relationship between childhood obesity and socioeconomic status. She has to decide whether to collect data on income from individuals or from a husband and wife representing the household. In this scenario, Kiara has to determine the _____.

Correct AnswerverifiedShow Answer

In a census, a researcher attempts to _____.

Correct AnswerverifiedShow Answer

In the context of marketing research, the iceberg principle states that:

Correct AnswerverifiedShow Answer

Discuss the importance of pretesting a questionnaire.

Correct AnswerverifiedDesigning good questionnaires is difficu...View AnswerShow Answer

Correct Answer
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Descriptive research involves collecting...
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Designing good questionnaires is difficu...
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