1. _____ is information collected specifically for a current research problem or opportunity.
D. Warehouse data
E. Backup data
2. Gatekeeper technologies are used to _____.
A. prevent the introduction of new and creative marketing strategies
B. help market researchers track the behavior of internet users
3. Which of the following statements is true about the information research process?
D. It is especially useful when costs outweigh the value of the research.
E. It serves as a written contract between the decision maker and the researcher.
4. Unlike management decision-makers, marketing researchers _____.
A. focus on information about past behaviors
B. want information that allows certainty
5. Which of the following is a characteristic of management decision makers?
D. Their dominant concern is to conduct continuous inquiries into market component changes.
E. Their dominant concern is to ensure completeness by conducting prolonged investigations.
6. Marilynn Castillo is a marketing manager at Gordon Corp. She debates whether or not to
conduct a marketing research study before commercializing a product. After a brief analysis, she
realizes that conducting the study will cost approximately $100,000. If she launches the product
without conducting the study and the product fails, her firm could suffer a loss of $2 million. In
this scenario, Marilynn conducts a(n) _____.
A. assessment on time availability
E. market-sensitivity assessment
7. Felix Corp. is a cookware manufacturer. It conducts market testing for a new appliance.
JK Corp., a competitor of Felix, reduces its prices during the market test to prevent Felix from
collecting accurate information. In this scenario, JK Corp. is engaging in a practice called _____.
A. scaling
E. positioning
8. The first task in the information research process is to _____.
A. specify research objectives and confirm the information value
E. determine the research design and data sources
9. Zephyr, a hotel chain, hires Symphony Inc., a market research firm, to analyze the
customer reviews and identify ways to improve the brand image. To familiarize itself with the
overall complexity of the problem, the market research team from Symphony decides to gather
and synthesize background information including events and factors that led to the current
problem at Zephyr. In this scenario, Symphony Inc. is conducting a _____.
D. sampling analysis
E. screening analysis
10. The iceberg principle helps researchers _____.
D. conduct a review of the literature
E. determine the types of data that will best answer each research question
11. In the context of marketing research, the iceberg principle states that:
A. a researcher must determine the types of data that will best answer each research question
before redefining a problem into research questions.
E. the importance of marketing research is often underestimated in organizations, and what
people see is only a small part of a much bigger support system.
12. _____ specifies whether data should be collected about individuals, households,
organizations, departments, geographical areas, or some combination.
A. Situation analysis
B. Cost-benefit analysis
13. Kiara, a market researcher, wants to study the relationship between childhood obesity
and socioeconomic status. She has to decide whether to collect data on income from individuals
or from a husband and wife representing the household. In this scenario, Kiara has to determine
the _____.
D. type of research method
E. method of literature review
14. While designing a study, a researcher is wondering if she should ask the respondents
their age and gender. She is not sure if she would need that information later in the research
process. She is trying to _____.
A. determine the correct unit of analysis for her study
B. conduct a situation assessment for her study
15. Which of the following helps generate insights that will help define the problem situation
confronting a researcher?
D. Demographic research
E. Narrative research
16. Which of the following data collection techniques is used in exploratory research
studies?
A. Image assessment surveys
B. Customer satisfaction surveys
17. Causal research is most useful in _____.
A. generating insights that help in defining a problem situation
B. understanding consumer motivations and behavior that are not easy to access using other
research methods
18. In a census, a researcher attempts to _____.
A. use the probability sampling technique
B. define the known chance of selecting a subject
19. Which of the following is true about research based on a sample?
D. It eliminates the need to identify a target population.
E. It limits the generalizability of the research findings as probability sampling plans cannot
measure sampling errors.
20. In the information research process, examining measurement issues and scales involves
_____.
A. examining quantitative data to answer a research question and measure the sampling errors
B. determining if the population represented by the secondary data is relevant to the current
research problem
21. _____ obtains information from people representative of those who will be questioned in
an actual survey.
A. Random-digit dialing
B. Jamming
22. While collecting and preparing data, a difference between questioning and observation is
that questioning approaches _____.
A. need fewer researchers than observation approaches
B. need not examine data for data-entry errors and inconsistencies
23. In a research proposal, which of the following sections discusses the types of scales to
be used for data collection?
A. Definition of the target population
B. Sample design