The marketing research process is presented to you in your text as:
a "go-no go" process
an eleven-step process
a ten step process
an inadequate way to view marketing research
a six step process
The last step in the marketing research process is to:
prepare and present the final research report
be sure you have an adequate sample size
get approval to fund the research
define the problem
seek approval from the CIO
Which of the following best represents what your author's have to say about the marketing research process?
It is a "lock-step" process; each and every step must be followed, in order, if there is to be valid and objective research.
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.
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.
There should be 15 steps in the list known as the marketing research process.
The list in your textbook is the approved list used by the MCA.
Establishing the need for marketing research:
arises when managers must make decisions and they have inadequate information
is determined by a quantitative analysis of the appropriateness of marketing research should be undertaken for every decision made in the firm
stems from the need to establish a monitoring system that alerts mid management to either opportunities in the marketplace or problems
should not come from a monitoring system but rather from management intuition
should be determined only after the problem is clearly defined
Which company policy regarding marketing research would be used by a firm to make sure that problems were spotted early?
A policy of not conducting marketing research
A policy of conducting different types of studies on a continuous basis at specified intervals
A policy regarding the use of certain types of studies being used whenever a particular situation occurs
A policy of marketing research on an as needed basis
none of the above
When is marketing research not needed?
The information is already available.
The timing is wrong.
Funds are not available.
Marketing research is always needed.
A, B and C
Which of the following is mentioned in your textbook as a situation in which time is a factor in marketing research?
A product is nearing the end of its life cycle.
The necessary information is already in the firm's internal reports.
Value can be estimated and a more informed decision may be made justifying or not justifying marketing research.
Marketing managers can quickly and inexpensively access the data.
both B and D
What is the difference between the "problem" and the "research objective" in marketing research?
Functionally, there is no difference.
A 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.
A 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.
A 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.
The two terms are so dissimilar, it is not possible to describe the difference.
Which of the following best describes research objectives?
When achieved, they provide a clear picture of the problem.
When achieved, they provide a basis for future research.
When achieved, they provide the necessary information to solve the problem at hand.
When achieved, the researcher may go on to the next step in the research process.
When achieved, they provide a basis for secondary data research.
If 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.
research problem
counterbalancing problem
research description
research objective
starting point
Which of the following is a type of research design?
Casual
Exploratory
Causal
both A and B
both B and C
Which type of study is undertaken to describe factors?
Descriptive
Categorical
Research project
Laboratory
Secondary data refers to:
information collected for a purpose other than the study's original purpose
information gathered specifically to serve the research objectives at hand
information that is relatively easy to access
information gathered by those whose primary job is marketing research
When a researcher must communicate with respondents which choice of data collection method may be selected?
have person ask questions
use a computer to assist or to directly ask questions
allow respondents to answer questions themselves
any of the above may be selected
none of the above may be selected
When a researcher communicates with a respondent, what type of data collection form is used?
questionnaire
observation form
data sheets
either A or C
either A or B
The sample plan refers to:
the process used to select units from the population to be included in the sample
the process used to select units from previous samples into the present sample
the process used to select units from the population into a sample size formula
the process used to select units from the population to be included in telephone surveys
the process used to determine which members of the sample should be contacted
According to your textbook, which of the following is true regarding sample plans and size?
A sample consists of the entire group that the researcher wishes to make inferences about based upon information provided by the sample data.
Only objectives of the research determine which sample plan is to be used.
Sample plans describe how each sample element, or unit, is to be drawn from the total population.
The size of the sample is not particularly relevant to how accurately your sample results reflect values in the population.
A sample could be could be "all department stores within the greater Portland, Oregon, area."
The sample plan determines:
how much the sample will cost
how accurate the sample results will be
which firm will be used to actually draw the sample from the population
how representative the sample is
which plan the company will follow in designing a strategic plan
The sample size determines:
if there is an adequate number to represent the entire population.
Errors in collecting data may be attributed to fieldworkers and respondents. What is important about these errors is that:
researchers keep a list of all the errors that occur and report them in the "Error Report"
researchers know the sources of these errors and their history
researchers know the source and history of these errors and maintain a catalog of them
researchers know the source of the errors and implement controls to minimize them
researchers do NOT know the source of these errors but must watch for them carefully
According to your authors, using the statistical tools that present data in a form that satisfies research objectives is an objective of:
sample plans
data collection
data manipulation
data analysis
all marketing research
Lawrence Gibson would probably be considered an expert on:
client billing
problem definition
report writing
Which of the following did the statistician Tukey coin as errors solving the wrong problem?Type I errors
Type I errors
Type II errors
Type III errors
Problematic errors
Inconsistent errors
Which source of a problem occurs when there is a gap existing between what was supposed to happen and what did happen?
An opportunity
A marketing opportunity
A failure to meet an objective
A marketing failure
"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?
A major problem
E) none of the above
Which of the following is true regarding good managers and the need to recognize problem sources?
They will be aware of problems, or they will soon cease to hold management positions.
They will be setting objectives and have a control system in place to monitor performance.
They will have a control system in place that will alert them to situations where performance is not achieving desired objectives.
all of the above
none of the above: this was not discussed in the book
Which of the following will we use if the source of our problem is the failure to meet an objective?
A control system
An opportunity identification system
A marketing opportunity analysis
An objectivity course
Which of the following is true of "symptoms" as discussed n Chapter 3 of your text?
Symptoms are changes in the level of some key monitor that measures the achievement of an objective.
Symptoms are not the problem but the "signals" that alert us of the problem.
A symptom may also be a perceived change in the behavior of some market factor that implies an emerging opportunity.
One 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:
a failure to meet an objective
a "symptom" as an opportunity
a "symptom" of data analysis
an environmental opportunity
a "signal symptom"
For managers to recognize an opportunity they must have a system for monitoring opportunities sometimes referred to as:
monitoring access systems
opportunity identification
internal reporting analysis systems
environmental opportunity analysis
diagnosing opportunities
Which of the following is a key monitor that measures the achievement of an objective?
the triple crown
metric
symptom
key-metric
digital dashboard
Which of the following best describes the role of the researcher in problem definition?
to help managers ensure they have properly defined the problem
to help managers ensure they have properly defined the problem particularly when managers have not yet defined the problem in general terms
to help managers ensure they have properly defined the problem particularly when managers have already defined the problem very specifically
the researcher should not be involved in problem definition but must remain totally objective
none of the above - managers define problems and researchers carry out the research objectives
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:
a situation analysis
the preliminary problem definition analysis
the problem definition analysis
a problem situation analysis
an investigation of "preliminary proceedings"
In the world of research, RFP stands for:
request for proposals
research for profit
research for problem
request from production
requests for problems
Your 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.
RFZ's
RFD's
RFP's
RRR's
RPF's
Which of the following questions should researchers ask when assessing symptoms?
Can the symptoms be corroborated by other factors identified in the situation analysis?
Are the symptoms aberrant?
Are the symptoms likely to occur again?
A and B
When defining the problem it is important:
to define the most likely possible causes
to define at least ten possible causes
to define all possible causes
to assess nothing; you must define the cause
none of the above; you are seeking to determine the problem, not causes
Which of the following is a possible decision alternative (as discussed in the book)?
Price changes
Product modification
Product improvement
________ are the results of marketing actions.
Assumptions
Consequences
Hypotheses
Assertions
Objectives
When 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:
problem definition assertions
possible cause assertions
reasonable doubts/reasonable assurances
assumptions
researcher assumptions
________ are important and deserve researcher attention because they are the glue that holds the decision process together.
Problem definition assertions
Possible cause assertions
Reasonable doubts/reasonable assurances
________ are statements that are taken for true for the purposes of argument or investigation.
Logical, projective statements
Tentative statements
Forecasts
The quantity and quality of evidence a manager possesses for each of his or her assumptions is known as the:
quantity and quality of evidence
information gap
information state
hypothesis state
hypothesis statement
Differences between the current information state and the desired information state are known as:
irreconcilable
conflicting
information gaps
hypothetical differences
stretches in assertions
A(n) ________ is the predesignation of some quality of a measured attribute necessary for a predetermined action to take place.
Your authors list memory, relevance and believability as examples of ________.
standards
actions
assertions
constructs
consequences
A(n) ________ is a definition of a construct.
research method
standard definition
problem statement
hypothetical difference
operational definition
Which of the following is true of marketing MANAGERS?
They are in staff positions.
They are trained in research techniques.
They are responsible for generating information.
They possess line positions.
In creating research objectives, researchers should keep which four important qualities of objectives in mind?
precise, operational, detailed, concise
precise, objective, detailed, concise
precise, operational, detailed, clear
precise, operational, symptomatic, clear
timely, cost-benefit, axiomatic, detailed
Which of the following is NOT true of a good research objective?
It specifies from whom information will be gathered.
It specifies what information (construct) is needed.
It should specify the unit of measurement used to gather the information.
It should word questions used to gather the information in the respondents' frame of reference.
It should word questions used to gather the information in the researchers' frame of reference.
Which of the following is an abstract idea inferred from specific instances that are thought to be related?
Abstract
Abstract inference
Construct
Title abstract
Inferred hypothesis
It 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!
"Preparing Graphs and Bar Charts" is one of the twelve basic steps in the marketing research process.
Each 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.
Most research projects do not follow an orderly, sequential process.
The need for marketing research is affected by the company policy toward its use.
Conducting marketing research periodically allows management a method of monitoring company performance in order to spot problems early.
When costs of doing research outweigh the value of the information generated by the research, research should not be performed.
When information is not available, the researcher should consider conducting marketing research.
Research objectives, when achieved, provide the information necessary to choose between decision alternatives.
Causal research is often undertaken to help clearly define a problem.
Exploratory research is often undertaken to help clearly define a problem.
Causal research designs are called experiments.
Primary data refers to information that has already been collected.
Secondary data, as is implied by its name, should always be sought second.
Methods of accessing external secondary data are relatively easy compared to accessing primary data.
Questionnaires are used for studies in which respondents are asked questions and when respondents are observed.
Determining the sample size refers to how we draw sample elements from the census.
Errors that occur during data collection may be attributed to fieldworkers or to respondents.
Validation 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.
The research report is very important, because it is often the client's only record of the research
According to your authors' definition problems are situations that call for managers to make choices among alternatives.
Because knowledge is worthy just for the sake of knowledge, it's okay for managers to conduct marketing research just "to know something."
Research objectives are totally dependent on the problem.
A research objective should specify from whom information is to be gathered.
The statistician Tukey coined Type II errors as those made solving the wrong problem.
Though very important, properly defining the problem is not the most important step in the marketing
Marketing opportunities create problems for managers because they must determine whether and how to respond to take advantage of the opportunity.
Sales calls below target are an example of a gap between what is supposed to happen and did happen.
An increase in sales if product features are changed is an example of a gap between what is supposed to happen and did happen.
Both situations, “failure to meet an objective” and “opportunity,” have the same consequence for managers.
A 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.
A 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.
When managers recognize there is a problem, they must define the problem by identifying the decision alternatives.
When 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.
Researchers may gain additional information necessary to define the problem properly by conducting a situation analysis.
An "ITB" in research is an "invitation to buy."
An "RFP" in research is a "request for proposal."
Upon validating the symptoms, the researcher is now ready to examine their causes..
There is always some cause(s) to change. However, researchers only must determine the very likely causes to change in properly defining the problem.
Essentially, possible decision alternatives include any marketing action that the marketing manager thinks may resolve the problem.
Even if we know the consequence, we still need marketing research.
Hypotheses are used to generate theory and laws and they have no place in problem definition.
When current information falls short of desired information there is an information gap.
Whenever 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.
Researchers realize that, when formulating research objectives, the information requested of respondents must be worded using the researchers' frame of reference.
The marketing research proposal serves one main function: it states the problem.
An operational definition is necessary for a construct to be measured empirically.
A 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.
