Chapter 2

Question 1

1) Colleen Moore-Mezler, President of Moore Research Services, stated the importance of viewing marketing research as a step-by-step process. Which of the following best reflects Ms. Moore's reasoning?

A) Since each customer's situation is so different, the step-by-step approach gives us a stabilizing framework which allows us to better sort out the client's situation

B) Since each customer's situation is so similar, the step-by-step approach gives us a link to making financial and accounting decisions

C) Since each customer's situation is so straight forward, the step-by-step approach gives us a fast way of getting each client "out the door"

D) A step-by-step process is easy for clients and our own shareholders to "see" what we are doing

E) Ms. Moore does not value a step-by-step process at all. Rather, she believes marketing research is holistic

Question 2

2) The value in characterizing research projects in terms of successive steps is best reflected in which statement?

A) The steps give researchers a step-by-step approach to conducting ALL research projects

B) The steps give researchers and nonresearchers an overview of the research process which serves as a "road map" for planning

C) The steps identify the process to be taken in research projects in a lock-step process

D) Regardless of the project's complexity or simplicity, researchers can just follow the steps in the step-by-step process

E) Marketing research cannot be thought of as a step-by-step process; rather, it is more holistic in nature

Question 3

4) The first step in the marketing research process is:

A) defining the problem

B) gathering the budget necessary to conduct the research

C) establishing the need for marketing research

D) getting approval from top management to do research

E) finding an appropriate marketing firm to carry out the research project

Question 4

6) A study is conducted in which the objective of the research can be achieved by looking at existing secondary data. In this case, which of the following best represents the situation?

A) All 11 steps in the research process must be followed in order for the study to be a marketing research study.

B) In some cases, not all studies use all 11 steps in the marketing research process.

C) In some cases, the steps in the marketing research process are not followed in order.

D) This situation is better suited to following the 20 steps of the marketing research process.

E) When secondary data is used, marketing research is not in use.

Question 5

7) In establishing the need for marketing research, which of the following would serve as a good decision rule for managers?

A) ensuring that competitors are using marketing research. Therefore, a company considering marketing research would not be at a competitive disadvantage

B) determining the value to be derived from marketing research

C) determining the cost of conducting marketing research

D) weighing the value derived from the marketing research with the cost of obtaining marketing research information

E) ensuring that subordinates are in favor of conducting the marketing research

Question 6

8) Some top executives never use marketing research. In other firms, only certain types of marketing research studies are carried out, i.e. focus groups. Which of the following would you say these situations best represent?

A) how company policy dictates the use of marketing research

B) the application of marketing research globally

C) the use and misuse of marketing research

D) counterintuitive marketing research

E) sub-intuitive marketing research

Question 7

11) Under which of the following conditions will marketing research likely have greater value to management?

A) when the research helps clarify problems or opportunities

B) when the research identifies changes that are occurring in the marketplace among consumers and/or competitors

C) when the research clearly identifies the best alternatives to pursue

D) when the research helps a company's brand establish a competitive advantage

E) all of the above

Question 8

13) Problems stem from which two primary sources?

A) gaps between what is supposed to happen and what did happen, and gaps between what is supposed to happen and what happened in the past

B) gaps between what is supposed to happen and what did happen, and gaps between what did happen and what could have happened

C) gaps between what is happening now and what happened prior to the present

D) gaps between what management desires and what stockholders desire

E) gaps between what present consumers desire and what potential consumers desire

Question 9

16) Which of the following would be true regarding exploratory research?

A) Exploratory research is highly structured.

B) Exploratory research is very formal.

C) Exploratory research determines causality.

D) Exploratory research answers who, what, where, when, and how questions.

E) Exploratory research is both unstructured and informal.

Question 10

18) Which of the following is true regarding primary information?

A) Primary information is information gathered on school children in the primary grades, first through fifth.

B) Primary information refers to information that is collected in the early, or primary, stages of the marketing research process.

C) Primary information is information that has already been collected for some other purpose.

D) Primary information is one of 12 different types of information sources.

E) Primary information is information collected specifically for the problem at hand.

Question 11

20) Which of the following determines how representative a sample is of a population?

A) the sample plan

B) the size of the sample

C) the sampling company from which the sample is acquired

D) the size of the sample relative to the size of the population

E) how varied the population is

Question 12

21) Which of the following is true regarding the size of the sample?

A) You should strive to have a sample that is at least 50 percent of the size of the population.

B) There is no such thing as having a sample that is too large.

C) Sample size is more important than the sample plan.

D) Only samples with large sample sizes may be considered representative samples.

E) A sample size that is too large wastes research dollars; the sample size should be just large enough to give the researcher accurate results without wasting money.

Question 13

25) Which of the following involves entering data in computer files, inspecting the data for errors, and running tabulations and various statistical tests?

A) data analysis

B) data entry

C) data cleaning

D) data tabulation

E) statistical inference testing

Question 14

27) Which is the last step in the marketing research process?

A) collecting payment from the client

B) follow up discussions with the client

C) presenting the final research report

D) notifying the employees that the project has been terminated

E) conducting an exit interview with the all of those who participated in the research project

Question 15

28) A knowledge of the steps in the marketing research process serves marketing researchers like a "road map," enabling them to better plan research projects.

TRUE

FALSE

Question 16

31) All marketing research projects follow all 11 steps in the marketing research process

TRUE

FLASE

Question 17

33) Company policy dictates whether or not marketing research will be used, as well as the types and frequencies of studies, if used.

TRUE

FALSE

Question 18

35) Although there may be valid reasons not to conduct marketing research, timing is not among those reasons; it is never too late to conduct marketing research.

TRUE

FALSE

Question 19

37) Managers should always consider the cost of research and the value they expect they receive from conducting the research.

TRUE

FALSE

Question 20

41) A good way of setting research objectives is to ask, "What information is needed in order to solve the problem?"

TRUE

FALSE

Question 21

47) Secondary information refers to information collected by research companies and made available to clients who may sell the information again on the "secondary" market.

TRUE

FALSE

Question 22

58) Carolyn Wolf is considering conducting a significant amount of marketing research to determine how to wrap boxes of products that she sends to several trade shows during the year. Carolyn's boss suggests that she should not conduct the research becaus

A) competitors have not conducted such research

B) the value of the research will likely outweigh its cost

C) the cost of this research will likely outweigh its value

D) the CEO of the company has not asked for the research

E) the marketing manager is not favorable toward research