24. Katie, a researcher, submits a specific document to Sayeed, the marketing manager of
GK Corp. The document serves as a written contract between Katie and Sayeed and lists the
activities that will be undertaken by Katie to develop the needed information, the research
deliverables, how long it will take, and what it will cost. In this scenario, Katie has most likely
submitted _____.
A. a methodology transcript
25. Liam, a market researcher, is preparing a research proposal. He wants to mention that he
will use exploratory techniques and collect primary data for the study. In the context of the
sections in a research proposal, Liam is most likely to include this information under _____.
A. definition of the target population
26. Secondary data is information collected for a current research problem or opportunity.
27. Advances in gatekeeper technologies are used to protect one’s privacy against intrusive
marketing practices.
28. Caller ID and answering devices are gatekeeper technologies.
29. Marketing research plays a critical role in developing competitive intelligence.
30. The initial recognition of the existence of a problem or opportunity should be the primary
responsibility of a researcher.
31. A cost-benefit assessment examines if there is enough time to conduct the necessary
research before the final managerial decision must be made.
32. Accurately determining the cost of doing marketing research is easier than determining
the true value of the expected information.
33. In order to do a situation analysis, a marketing researcher must depend solely on the
information provided by a client.
34. Factors like demographics and brand attitudes are called units of analysis.
35. In the context of the research process, the variables that need to be studied are also
known as constructs.
36. Relevant variables specify whether data should be collected about individuals, households,
organizations, departments, geographical areas, or some combination.
37. In the context of research designs, literature review is an example of descriptive research
methods.
38. Exploratory research collects quantitative data to answer research questions such as who,
what, when, where, and how.
39. Image assessment surveys are an example of causal research designs.
40. Causal research enables a decision maker to make “If-then” statements about the
variables.
41. In a census, a researcher attempts to question or observe a small sample representative
of a defined target population.
42. In probability sampling, each member of a defined target population has a known chance
of being selected.
43. Probability sampling gives a researcher the opportunity to assess sampling error.
44. Measurement and scaling issues are relevant only in primary research.
45. Observational research can collect information about attitudes, intentions, motivations,
and past behavior, which are usually invisible in the questioning approach.
46. Procedures such as summary statistics and simple frequency distributions are used while
designing and pretesting a questionnaire.
47. In the research process, knowledge is created through engaged and careful interpretation
of results.
48. The last phase of the research process is reporting the research findings to management.
49. A research proposal includes a brief profile of the researchers and their qualifications.
50. The research proposal is also called the final research report.
51. Differentiate between primary and secondary data.
52. List the questions a decision maker must ask to determine the need for information
research.
53. Discuss the iceberg principle.
54. Compare the descriptive and the causal research approaches.
55. Explain the process of collecting data using a census and a sample.
56. Discuss the importance of pretesting a questionnaire.