Which of the following is NOT one of the six steps in problem definition identified in
chapter 3?
a. State the manager’s decision problem.
b. Prepare research request agreement.
c. Secure funding
d. Meet with client
e. Clarify the problem/opportunity.
The communications approach to gathering primary data can be used for collecting
information about all seven categories of primary data from individuals.
a. True
b. False
Marketing managers generally focus their efforts on the elements of the marketing mix,
which include all of the following EXCEPT:
a. Product
b. Price
c. Promotion
d. Purpose
e. Place
Which of the following is one of the quickest and least costly ways to conduct
exploratory research?
a. Focus group.
b. Data mining.
c. Benchmarking
d. Literature search
e. Case analysis
Which of the following statements is FALSE?
a. The research report represents the end product of the research process. No matter
what the proficiency with which all previous steps have been dispatched, the project
will be no more successful than the research
report.
b. The audience determines the type of report. Researchers must make every effort to
acquaint themselves with the specific preferences of their audience. They should not
consider these preferences as unalterable, but any deviations from them should be made
with reason and not from ignorance.
c. The fundamental criterion by which research reports are evaluated is communication
with the reader.
d. The technical capacity of the reader is unimportant as far as the research report is
concerned. Rather, the reader’s interest is critical in determining the content of the
report. An interested reader should be expected to overcome any difficulties he or she
might have in understanding the report because of limited technical expertise.
e. The competency of the researcher is often evaluated based on the readability of the
research report.
Completeness of the research report should be evaluated from the perspective of the
reader.
a. True
b. False
The analysis that Major League Baseball uses to create its schedule each year, to
optimize stadium commitments, travel, hotel, sponsorships and other factors, is an
example of:
a. Descriptive analysis
b. Prescriptive analysis
c. Chronological analysis
d. Predictive analysis
e. Spatial analysis
Which of the following is needed before a confidence interval can be established for a
population mean?
a. A confidence level
b. A point estimate of the population mean
c. An estimate of the sampling error associated with the sample mean
d. All of the above.
e. Both a and b.
Given a cross tabulation between years of education and income, we would compute
percentages in the direction of years of education because
a. the probability that given X income you will have Y years of education makes sense.
b. the probability that given X years of education you will have Y income makes sense.
c. It doesn’t matter which way you do it.
d. Both a and b.
e. None of the above.
The analysis technique to consider when searching for nonlinear patterns in data is:
a. Visualization
b. Data fusion
c. Data modeling
d. Data mining
e. Neural networks
Research that has been collected in such a way that the results will support a particular
position is often referred to as ______ research.
a. Sponsored
b. Biased
c. Advocacy
d. Persuasive
e. Supporting
The highest level of measurement from those in the following list is a. ratio.
b. ordinal.
c. interval.
d. nominal.
e. conscious.
You are a senior analyst in the marketing research department of a major steel producer.
You have been requested to make a forecast of domestic automobile production for the
forthcoming calendar year in order to predict the total tonnage of steel that will be used
by the automobile manufacturers. This is PRIMARILY a(n)
a. exploratory study.
b. descriptive study.
c. field experiment.
d. simulation.
e. laboratory experiment.
Regression is a robust analytical tool that can also be used when one or more are
categorical as opposed to continuous variables.
The best way to avoid the trap of researching the wrong problem is to_____________is
properly defined.
Controlling the project.
___________-error, rather than any single type of error, is the key in a research
_____________________variables are often used as a basis for market segmentation.
__________________observation is used for studies in which flexibility is allowed in
terms of what is noted and recorded.
105.Anything the researcher can do to_____________the date collection process,such a
s hand-address envelopes for a mail survey or use a person’s name in the email
salutation, will improve response rates.