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Marketing Research 1
exam 1
| Question | Answer |
|---|---|
| 1. A type of research design that has its primary objective as the provision of insight into and comprehension of the problem situation confronting the researcher is called ________. | exploratory research |
| 1. Every step in the marketing research project is important, but ______ is the most important step. | problem definition |
| 1. Companies that collect and sell common pools of data designed to serve information needs that a number of data share is called _________. | syndicated services |
| 1. ______ is an unstructured exploratory research methodology based on small samples which provide insights and understanding of the problem setting. | qualitative research |
| 1. A type of research design involving the one-time collection of information from any given sample of population elements is called ______. | cross sectional research |
| 1. According to the text, a basic rule of research is to _______. | examine secondary data first |
| 1. Qualitative research procedures are classified as either ____ or ____. | indirect or direct |
| 1. A projected technique in which respondents are presented with a list of words is _______. | word association |
| ______________ is particularly useful whenever research questions relate to describing a market phenomenon, such as frequency of purchase, identifying relationships, or making predictions. | descriptive research |
| According to the text, most commercial market research is ______________ in nature. | descriptive |
| ____________ assumes that the researcher has prior knowledge about the problem situation. | descriptive |
| All of the following are elements that describe descriptive research EXCEPT: | it is based on data that is collected using small, nonrepresentative samples. |
| Which of the following is NOT one of the major types of descriptive studies? | C. Cause and effect qualItative Studies |
| Which of the following is an example of a longitudinal design in a descriptive research project? | a panel that consists of households that provide purchasing information at specified intervals over an extended period |
| A broad statement of the general problem and identification of the specific components of the marketing research problem is called ______________. | problem definition |
| Michael Dell wants his company to take market share from Hewlett-Packard As his marketing research director, which of the following would NOT be part of the tasks involved in formulating the marketing research problem | - Composing the research design |
| The ______________ asks what information is needed and how it can best be obtained. | - Marketing research problem |
| According to the text, the ______________ is information oriented. | - Marketing research problem |
| All of the following are characteristics of a marketing research problem EXCEPT: | Asks what the decision maker needs to do (management decision proble,) |
| While every step in a marketing research project is important, ______________ is the most important step. | problem definition |
| A broad statement of the general problem and identification of the specific components of the marketing research problem is called ______________. | problem definition |
| ______________ is a comprehensive examination of a marketing problem to understand its origin and nature. | - Problem audit |
| The problem audit involves discussions with the decision maker on all of the following issues EXCEPT: | e. the national culture as it's related to a country's trade barriers. |
| The problem confronting the decision maker is typically referred to as the ______________. | management decision problem |
| The ______________ asks what information is needed and how it can best be obtained. | marketing research problem |
| Which of the following is NOT a characteristic of a management decision problem? | focused on the underlying causes |
| Which of the following is NOT an issue that would be addressed in a management decision problem? | Determine the impact on sales and profits of various levels of price changes. |
| An unproved statement or proposition about a factor or phenomenon that is of interest to the researcher is called a(n) ______________. | hypothesis |
| Which of the following is a characteristic of descriptive research designs? | marked by the prior formulation of specific hypothesis |
| The ______________ is a framework or blueprint for conducting the marketing research project that specifies the procedures necessary to obtain the information needed to structure and/or solve the marketing research problem. | research design |
| Which of the following types of research design should be used when management realizes a problem exists but does not yet understand why? | exploratory research |
| Research designed to assist the decision maker in determining, evaluating, and selecting the best course of action in a given situation is called ______________. | conclusive research |
| Large, representative samples are used to collect data that are analyzed with statistical techniques for which of the following types of research designs? | conclusive research |
| Which of the following is a characteristic of descriptive research designs? | marked by the prior formulation of specific hypothesis |
| The manipulation of one or more independent variables is a characteristic of which of the following types of research designs? | causal research |
| ______________ is a type of research design involving a fixed sample of population elements that is measured repeatedly. | Longitudinal design |
| When little is known about the problem situation, it is desirable to begin with | exploratory research |
| Exploratory research is suitable for generating all of the following EXCEPT: | cause-and-effect relationships. |
| ______________ is very versatile and can be used at any point in a study. | Exploratory research |
| ______________ is based on the assumption that the researcher has an accurate understanding of the problem at hand. | Conclusive research |
| According to the text, the objective of ______________ is to test specific hypotheses and examine specific relationships. | conclusive research |
| ______________ research is typically more formal and structured than ______________ research. | Conclusive; exploratory |
| Descriptive research is a type of ______________ that has as its major objective the description of something—usually market characteristics or functions. | conclusive research |
| All of the following represent examples of sources of secondary data EXCEPT: | survey data |
| Which sources of secondary data would be helpful in defining the problem of Wendy's increasing its share of the fast food market. | b and c |
| When conducting exploratory research overseas in a country such as Saudi Arabia on the topic of attitudes toward household appliances, it would be most effective to conduct ______________. | one-on-one depth interviews matching respondents and interviewers by gender |
| task involved in problem definition | discuss with decision maker, interview with industry experts, secondary data analysis, qualitative research |
| focus of the decision maker | symptoms |
| focus of the researcher | underlying causes |
| management decision problem is _______ oriented and marketing research problem is _______ oriented | action oriented, information |
| common errors of marketing research | problem defintion is too broad or too narrow |
| are refined statements of the specific components of the problem. | research questions |
| research process is flexible and unstructured | exploratory |
| research process is formal and structured | conclusive |
| research in which Sample is small and nonrepresentative. | exploratory |
| To describe the characteristics of relevant groups, such as consumers, salespeople, organizations, or market areas | descriptive research |
| A longitudinal design differs from a cross-sectional design in that the sample or samples ______________ | remain the same over time |
| provide integrated information on household variables, including media consumption and purchases, and marketing variables, such as product sales, price, advertising, promotion, and in-store marketing effort. | single source data |
| an unstructured and direct way of obtaining information. are conducted on a one on one basis | depth interviews |
| Substantial probing is done to surface underlying motives, beliefs, and attitudes. | depth interviews |
Created by:
sanchezdaniel