Question 1

Discuss the iceberg principle.

Accepted Answer

The iceberg principle holds that decisio...

Question 2

List the questions a decision maker must ask to determine the need for information research.

Accepted Answer

To determine if research should be used ...

Question 3

_____ is information collected specifically for a current research problem or opportunity.

Accepted Answer

A)   Primary data
B)   Alternate data
C)   Secondary data
D)   Warehouse data
E)   Backup data

Question 4

Which of the following data collection techniques is used in exploratory research studies?

Accepted Answer

A)   Image assessment surveys
B)   Customer satisfaction surveys
C)   Narrative surveys
D)   Cause-and-effect studies
E)   Pilot studies

Question 5

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 _____.

Accepted Answer

A)   definition of the target population
B)   specific research instruments
C)   purpose of the study
D)   type of study
E)   profile of the company capabilities

Question 6

A cost-benefit assessment examines if there is enough time to conduct the necessary research before the final managerial decision must be made.

Accepted Answer

A) True 
 B)False

Question 7

Relevant variables specify whether data should be collected about individuals, households, organizations, departments, geographical areas, or some combination.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following helps generate insights that will help define the problem situation confronting a researcher?

Accepted Answer

A)   Exploratory research
B)   Descriptive research
C)   Causal research
D)   Demographic research
E)   Narrative research A

Question 9

Which of the following statements is True about the information research process?

Accepted Answer

A)   It narrows the applicability of the research process in solving organizational problems and creating opportunities.
B)   A more appropriate name for the information research process is now the traditional marketing research process.
C)   It is a systematic approach to collecting, analyzing, interpreting, and transforming data into decision-making information.
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.

Question 10

Caller ID and answering devices are gatekeeper technologies.

Accepted Answer

A) True 
 B)False

Question 11

The research proposal is also called the final research report.

Accepted Answer

A) True 
 B)False

Question 12

Secondary data is information collected for a current research problem or opportunity.

Accepted Answer

A) True 
 B)False

Question 13

In the context of research designs, literature review is an example of descriptive research methods.

Accepted Answer

A) True 
 B)False

Question 14

Procedures such as summary statistics and simple frequency distributions are used while designing and pretesting a questionnaire.

Accepted Answer

A) True 
 B)False

Question 15

In the context of marketing research, the iceberg principle states that:

Accepted Answer

A)   a researcher must determine the types of data that will best answer each research question before redefining a problem into research questions.
B)   data becomes knowledge when someone, either a researcher or a decision maker, interprets the data and attaches meaning.
C)   managers are aware of just a small portion of the True problem, and this small portion is generally the visible symptom of a bigger underlying problem.
D)   80 percent of the marketing research budget of a company is typically spent on solving 20 percent of the problems facing the company.
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.

Question 16

In a census, a researcher attempts to question or observe a small sample representative of a defined target population.

Accepted Answer

A) True 
 B)False  False

Question 17

The first task in the information research process is to _____.

Accepted Answer

A)   specify research objectives and confirm the information value
B)   identify and clarify information needs
C)   determine measurement issues and scales
D)   develop the sampling plan and sample size
E)   determine the research design and data sources

Question 18

Advances in gatekeeper technologies are used to protect one's privacy against intrusive marketing practices.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following is True about research based on a sample?

Accepted Answer

A)   It involves a small number of members of a target population from which a researcher collects data.
B)   It involves selecting each member from a target population for observation.
C)   It is the best approach for small populations.
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. A

Question 20

Observational research can collect information about attitudes, intentions, motivations, and past behavior, which are usually invisible in the questioning approach.

Accepted Answer

A) True 
 B)False

Exam 2: The Marketing Research Process and Proposals

Discuss the iceberg principle.

Correct AnswerverifiedThe iceberg principle holds that decisio...View AnswerShow Answer

List the questions a decision maker must ask to determine the need for information research.

Correct AnswerverifiedTo determine if research should be used ...View AnswerShow Answer

_____ is information collected specifically for a current research problem or opportunity.

Correct AnswerverifiedShow Answer

Which of the following data collection techniques is used in exploratory research studies?

Correct AnswerverifiedShow Answer

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 _____.

Correct AnswerverifiedShow Answer

A cost-benefit assessment examines if there is enough time to conduct the necessary research before the final managerial decision must be made.

Correct AnswerverifiedShow Answer

Relevant variables specify whether data should be collected about individuals, households, organizations, departments, geographical areas, or some combination.

Correct AnswerverifiedShow Answer

Which of the following helps generate insights that will help define the problem situation confronting a researcher?

Correct AnswerverifiedA

Which of the following statements is True about the information research process?

Correct AnswerverifiedShow Answer

Caller ID and answering devices are gatekeeper technologies.

Correct AnswerverifiedShow Answer

The research proposal is also called the final research report.

Correct AnswerverifiedShow Answer

Secondary data is information collected for a current research problem or opportunity.

Correct AnswerverifiedShow Answer

In the context of research designs, literature review is an example of descriptive research methods.

Correct AnswerverifiedShow Answer

Procedures such as summary statistics and simple frequency distributions are used while designing and pretesting a questionnaire.

Correct AnswerverifiedShow Answer

In the context of marketing research, the iceberg principle states that:

Correct AnswerverifiedShow Answer

In a census, a researcher attempts to question or observe a small sample representative of a defined target population.

Correct AnswerverifiedFalse

The first task in the information research process is to _____.

Correct AnswerverifiedShow Answer

Advances in gatekeeper technologies are used to protect one's privacy against intrusive marketing practices.

Correct AnswerverifiedShow Answer

Which of the following is True about research based on a sample?

Correct AnswerverifiedA

Observational research can collect information about attitudes, intentions, motivations, and past behavior, which are usually invisible in the questioning approach.

Correct AnswerverifiedShow Answer

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The iceberg principle holds that decisio...
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To determine if research should be used ...
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A

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False

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A

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