Question 1

When the manager and researcher are in agreement about which symptom or symptoms are in need of attention,it is time to determine what could possibly cause the symptoms.

Accepted Answer

A) True 
 B)False

Question 2

For the most part,there is little variability among firms in terms of ability to identify opportunities.

Accepted Answer

A) True 
 B)False

Question 3

Discuss action standards,their purpose,and their importance to managers in the decision-making process.

Accepted Answer

Comments should first mention that once ...

Question 4

It is critical that the proposal ________ to be sure that the client and the research firm are in agreement about the goals of the projects.

Accepted Answer

A)  states the type of statistical analysis to be used
B)  very clearly defines the problem and states the research objectives
C)  outline the sample size and methods
D)  indicates the type of reports and presentations that will be delivered

Question 5

Once a firm decides to conduct marketing research,the second step is to:

Accepted Answer

A)  Decide the research approach.
B)  Establish the research objective.
C)  Establish the research budget.
D)  Define the problem.

Question 6

________ is sometimes used interchangeably with the term construct.

Accepted Answer

A)  Variable
B)  Measurement
C)  Function
D)  Dependent

Question 7

Discuss the elements of the research proposal process.

Accepted Answer

Answers should explain that marketing re...

Question 8

Our text conceptualizes the research process as entailing 11 steps;other texts or sources may present the process in fewer or more steps.Describe and discuss why these steps are important and why they may or may not be used or even the process altered.

Accepted Answer

Answers should mention that knowledge of...

Question 9

What portion of the proposal indicates whether the research will be exploratory,descriptive,or causal?

Accepted Answer

A)  The research objective
B)  The research method
C)  The problem statement
D)  The statement of deliverables

Question 10

A new use for a product is identified on social media,or those in a target market would like to have a service delivered to their doors.These would be examples of:

Accepted Answer

A)  Identification of an opportunity.
B)  Identification of an alternative product.
C)  Identification of a market.
D)  Identification of a target market.

Question 11

Most research projects follow an orderly,step-by-step process.

Accepted Answer

A) True 
 B)False

Question 12

The marketing research proposal process is an area where clients and researchers should be sensitive to ethical issues.Which of the following would constitute an ethical issue?

Accepted Answer

A)  Asking for an extension of time to complete the research project
B)  Sharing one company's proposal with another bidder
C)  Seeking help from subject matter experts outside the company
D)  Purchasing additional analytical software to complete the project

Question 13

One of the keys to successful proposals is:

Accepted Answer

A)  To have the research project priced competitively.
B)  To stress the technology and software that will be used.
C)  To provide a comprehensive background of the problem and proposed methods.
D)  To highlight the type of statistical and data analysis.

Question 14

The tasks that ultimately lead to establishing research objectives begin when a problem or opportunity is recognized,but there is not enough information to know how to respond.

Accepted Answer

A) True 
 B)False

Question 15

When management has defined the problem and the researcher has conducted a situation analysis,the researcher must make a decision as to whether the problem has been satisfactorily corrected.

Accepted Answer

A) True 
 B)False

Question 16

A marketing research proposal contains:

Accepted Answer

A)  Symptoms associated with research.
B)  The action standards for a project.
C)  Important assumptions made by the researcher.
D)  The timetable for a research project.

Question 17

A retailer may experience a decrease in sales over previous periods,a website begins losing traffic,or an advertising campaign does not reach its expected level of awareness.These situations are examples of:

Accepted Answer

A)  Failure to perform marketing research.
B)  Failure to perform marketing planning.
C)  Failure to meet sales targets.
D)  Failure to meet objectives.

Question 18

What document outlines the code of ethics to which marketing research companies should adhere?

Accepted Answer

A)  CASRO Code of Ethics
B)  AMA Market Research Code
C)  MRA Code of Marketing Research Standards
D)  AAPOR Ethics Code

Question 19

Identifying information sources and types is an important part of the research process because:

Accepted Answer

A)  Decisions need to be made about the methods of analytics.
B)  The methods related to the research plan need to be determined.
C)  The need to determine sample size.
D)  Research provides information to help solve problems.

Question 20

Action standards entail making important decisions before data collection,but also:

Accepted Answer

A)  Set clear guidelines for action after data collection.
B)  Set guidelines for information to be collected from the respondent.
C)  Set guidelines for measured characteristics for a research objective.
D)  Set actions for development of the research plan.

Exam 3: The Marketing Research Process & Defining the Problem and Research Objectives

The marketing research proposal process is an area where clients and researchers should be sensitive to ethical issues.Which of the following would constitute an ethical issue?

Correct AnswerverifiedShow Answer

What portion of the proposal indicates whether the research will be exploratory,descriptive,or causal?

Correct AnswerverifiedShow Answer

One of the keys to successful proposals is:

Correct AnswerverifiedShow Answer

The tasks that ultimately lead to establishing research objectives begin when a problem or opportunity is recognized,but there is not enough information to know how to respond.

Correct AnswerverifiedShow Answer

Most research projects follow an orderly,step-by-step process.

Correct AnswerverifiedShow Answer

What document outlines the code of ethics to which marketing research companies should adhere?

Correct AnswerverifiedShow Answer

Identifying information sources and types is an important part of the research process because:

Correct AnswerverifiedShow Answer

Once a firm decides to conduct marketing research,the second step is to:

Correct AnswerverifiedShow Answer

When the manager and researcher are in agreement about which symptom or symptoms are in need of attention,it is time to determine what could possibly cause the symptoms.

Correct AnswerverifiedShow Answer

When management has defined the problem and the researcher has conducted a situation analysis,the researcher must make a decision as to whether the problem has been satisfactorily corrected.

Correct AnswerverifiedShow Answer

________ is sometimes used interchangeably with the term construct.

Correct AnswerverifiedShow Answer

Action standards entail making important decisions before data collection,but also:

Correct AnswerverifiedShow Answer

Our text conceptualizes the research process as entailing 11 steps;other texts or sources may present the process in fewer or more steps.Describe and discuss why these steps are important and why they may or may not be used or even the process altered.

Correct AnswerverifiedAnswers should mention that knowledge of...View AnswerShow Answer

It is critical that the proposal ________ to be sure that the client and the research firm are in agreement about the goals of the projects.

Correct AnswerverifiedShow Answer

A new use for a product is identified on social media,or those in a target market would like to have a service delivered to their doors.These would be examples of:

Correct AnswerverifiedShow Answer

Discuss action standards,their purpose,and their importance to managers in the decision-making process.

Correct AnswerverifiedComments should first mention that once ...View AnswerShow Answer

Discuss the elements of the research proposal process.

Correct AnswerverifiedAnswers should explain that marketing re...View AnswerShow Answer

For the most part,there is little variability among firms in terms of ability to identify opportunities.

Correct AnswerverifiedShow Answer

A marketing research proposal contains:

Correct AnswerverifiedShow Answer

A retailer may experience a decrease in sales over previous periods,a website begins losing traffic,or an advertising campaign does not reach its expected level of awareness.These situations are examples of:

Correct AnswerverifiedShow Answer

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Answers should mention that knowledge of...
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Comments should first mention that once ...
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Answers should explain that marketing re...
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