MKTG 323 Chapter 3 Blair Banker

The first step in the marketing research process is to _________________
establish a need for research
t/f
The marketing research proposal serves one main function: it states the problem
false
Which of the following best describes the role of the researcher in problem definition?
A.
to help managers ensure they have properly defined the problem
B.
to help managers ensure they have properly defined the problem particularly when managers have not yet defined the problem in general terms
C.
to help managers ensure they have properly defined the problem particularly when managers have already defined the problem very specifically

D.
the researcher should not be involved in problem definition but must remain totally objective
E.
none of the above – managers define problems and researchers carry out the research objectives

C.
to help managers ensure they have properly defined the problem particularly when managers have already defined the problem very specifically
What is the difference between the “problem” and the “research objective” in marketing research?
A.
A problem is a situation that calls for managers to make a choice among alternatives; research objectives are totally dependent on the problem but they are different in that they state what the researcher must do.
B.
A problem is a situation that calls for managers to make a choice among alternatives; research objectives are NOT totally dependent on the problem but they are different in that they state what the researcher must do.

C.
The two terms are so dissimilar, it is not possible to describe the difference.

D.
A research objective is a situation that calls for managers to make a choice among alternatives; problems objectives are totally dependent on the problem but they are different in that they state what the researcher must do.

E.
Functionally, there is no difference.

B.
A problem is a situation that calls for managers to make a choice among alternatives; research objectives are NOT totally dependent on the problem but they are different in that they state what the researcher must do.
Which of the following is true of “symptoms” as discussed n Chapter 3 of your text?
A.
Symptoms are changes in the level of some key monitor that measures the achievement of an objective.
B.
Symptoms are not the problem but the “signals” that alert us of the problem.

C.
A symptom may also be a perceived change in the behavior of some market factor that implies an emerging opportunity.
D.
all of the above

D.
all of the above
Secondary data refers to:
A.
data collected on primary product/service users
B.
information that is relatively easy to access
C.
information collected for a purpose other than the study’s original purpose

D.
information gathered specifically to serve the research objectives at hand

E.
information gathered by those whose primary job is marketing research

D.
information gathered specifically to serve the research objectives at hand
Which company policy regarding marketing research would be used by a firm to make sure that problems were spotted early?
A.
A policy of not conducting marketing research
B.
A policy of conducting different types of studies on a continuous basis at specified intervals

C.
A policy regarding the use of certain types of studies being used whenever a particular situation occurs
D.
A policy of marketing research on an as needed basis
E.
none of the above

B.
A policy of conducting different types of studies on a continuous basis at specified intervals
When is marketing research not needed?
A.
The information is already available.
B.
The timing is wrong.
C.
Funds are not available.
D.
Marketing research is always needed.
D.
Marketing research is always needed.
According to your textbook, which of the following is true regarding sample plans and size?
A.
The size of the sample is not particularly relevant to how accurately your sample results reflect values in the population.
B.
Sample plans describe how each sample element, or unit, is to be drawn from the total population.
C.
Only objectives of the research determine which sample plan is to be used.
D.
A sample could be could be “all department stores within the greater Portland, Oregon, area.”
E.
A sample consists of the entire group that the researcher wishes to make inferences about based upon information provided by the sample data.
B.
Sample plans describe how each sample element, or unit, is to be drawn from the total population.
Which of the following best represents what your author’s have to say about the marketing research process?
A.
There should be 15 steps in the list known as the marketing research process.
B.
While such a list is helpful, few research projects follow the steps in the list in exact order and some research projects may even skip some of the steps.

C.
Since every research project is different, there aren’t enough commonalities among them to lend credibility to such a list of steps known as the research process.

D.
It is a “lock-step” process; each and every step must be followed, in order, if there is to be valid and objective research.

E.
The list in your textbook is the approved list used by the MCA.

B.
While such a list is helpful, few research projects follow the steps in the list in exact order and some research projects may even skip some of the steps.
When defining the problem the manager and the researcher make assertions that certain conditions exist or that certain reactions will take place if the considered solutions are implemented. These assertions are known as:
A.
problem definition assertions
B.
assumptions
C.
possible cause assertions
D.
reasonable doubts/reasonable assurances
E.
researcher assumptions
B.
assumptions
t/f A research objective should specify from whom information is to be gathered
true
According to your authors, using the statistical tools that present data in a form that satisfies research objectives is an objective of:
A.
sample plans
B.
data collection
C.
data manipulation
D.
data analysis
E.
all marketing research
D.
data analysis
Your authors list memory, relevance and believability as examples of ________.
A.
consequences
B.
actions
C.
standards
D.
constructs
E.
assertions
D.
constructs
Which source of a problem occurs when there is a gap existing between what was supposed to happen and what did happen?
A.
A marketing failure
B.
A failure to meet an objective
C.
An opportunity
D.
A marketing opportunity
E.
A major problem
B.
A failure to meet an objective
differences between the current information state and the desired information state are known as:
A.
hypothetical differences
B.
conflicting
C.
stretches in assertions
D.
information gaps
E.
irreconcilable
D.
information gaps
Which of the following is mentioned in your textbook as a situation in which time is a factor in marketing research?
A.
A product is nearing the end of its life cycle.
B.
The necessary information is already in the firm’s internal reports.
C.
Value can be estimated and a more informed decision may be made justifying or not justifying marketing research.
D.
Marketing managers can quickly and inexpensively access the data.
E.
both B and D
A.
A product is nearing the end of its life cycle.
t/f
an “RFP” in research is a “request for proposal.”
true
Errors in collecting data may be attributed to fieldworkers and respondents. What is important about these errors is that:
A.
researchers know the sources of these errors and their history
B.
researchers know the source of the errors and implement controls to minimize them
C.
researchers do NOT know the source of these errors but must watch for them carefully
D.
researchers know the source and history of these errors and maintain a catalog of them
E.
researchers keep a list of all the errors that occur and report them in the “Error Report”
B.
researchers know the source of the errors and implement controls to minimize them
Which type of study is undertaken to describe factors?
A.
Categorical
B.
Descriptive
C.
Research project
D.
Laboratory
E.
Causal
E. causal
Step 1 of the Marketing Research process
establish the need for marketing research
*affected by the company’s policy towards mktg research
*occurs when managers must make decisions w/out adequate info
step 2 of the Marketing research process
define the problem
*a decision consists of decision alternatives. if there are no alternatives, no decision is neccesary
step 3 of the Marketing Research process
establish research objectives
*tell the researcher exactly how to obtain the info neccessary to allow the manager to choose between decision alternatives
step 4 of the marketing research process
determine research design
* 3 types
-exploratory
-descriptive
-causal
step 5 of the marketing research process
identify information types and sources
*2 types
-primary
-secondary
step 6 of the marketing research process
determine methods of accessing data
*4 main choices of accessing data
– have a person ask questions
-use computer assisted or direct questions
-allow respondents to answer the questions themselves or without computer assistance
-use a combo of the first three
step 7 of the marketing research process
design data collection forms
* if we communicate with respondents (questionnaire)
* if we observe: observation form
step 8 of the marketing research process
determine the sample plan and size
step 9 of the marketing research process
collect data
step 10 of the marketing research process
analyze data
step 11 of the marketing research process
prepare and present the final research report
if the market reacts very __________ to a competitor’s offering then there simply isn’t time to conduct a ______research project
strongly; marketing
_______ firms or firms with __________flow problems may not conduct marketing research simply because of the cost
small; cash
exploratory research
a form of causal, informal research that is undertaken to learn more about the research problem, learn terms and definitions, or identify research priorities
ex: going to a library to find background info
descriptive research
describes the phenomena of interest
ex: a marketing exec who wants to know what types of people buy the company’s brand needs a study to DESCRIBE the demographic profile of heavy users of the company brand
causal research
attempt to uncover what factors cause some event
ex: will changing the package size cause an increase in sales
population
consists of the entire group that the researcher wishes to make inferences about based on info provided by the sample data
sample plans
describe how each sample element, or unit, is to be drawn from the total population
sample size
how many elements of the population should be used to make up the sample
research objectives
totally dependent on the problem but they are different in that they state what the researcher must do
_____________ are situations calling for managers to make choices among alternatives
problems
research objectives should specify
1. from whom the information is going to be gathered
2. what information is needed
3. the unit of measurement used to gather the info
4. word questions used to gather info in the respondent’s frame of reference
assuming we are going to conduct marketing research_________ is the most important step in the marketing research process
defining the problem
there are two sources of problems ______________________ and ___________________
failure to meet objectives & opportunities
_____________has been defined as an area of buyer need or potential interest in which a company can perform profitably
marketing opportunity
____________ are changes in the level of some key monitor that measures the achievement of an objective
symptoms
_____________ is a form of exploratory research undertaken to gather background info and data pertinent to the problem area that may be helpful in properly defining the problem decision
situation analysis
___________ is defined as the most likely factors giving rise to the symptom
probable causes
_______________ are assertions that certain conditions exist or that certain reactions will take place if the considered alternatives are implemented
assumptions
______________ are discrepancies between the current information level and desired level of information at which the manager feels comfortable resolving the problem at hand
information gaps
hypothesis
statements taken for true for the purposes of argument or investigation
___________________ is a definition of a construct, such as intention to buy, or satisfaction, which describes the operations to be carried out in order for the construct to be measured empirically
operational definition
______________ is the predesignation of some quantity of a measured attribute or characteristic that must be achieved for a research objective in order for a predetermined action to take place
action standards