TRUE/FALSE. Write 'T' if the statement is true and 'F' if the statement is false.

1)
Problem
-solving
researc
h is
underta
ken to
help
identify
problem
s that
are not
necessa
rily
apparen
t on the
surface
and yet
exist or
are
likely to
arise in
the
future.
1) ______ _

2)
Problem
-
identific
ation
researc
h
involves
going
below
the
surface
to
identify
the true
underlyi
ng
problem
that the
marketi
ng
manage
r is
facing.
2) ______ _

3)
Problem
-
identific
ation
researc
h is
typicall
y used
to
address
pricing
issues.
3) ______ _

4)
Problem
-
identific
ation
researc
h is the
more
commo
n of the
forms of
researc
h and is
underta
ken by
virtually
all
marketi
ng
firms.
4) ______ _

5)
Accordi
ng to
the
text,
problem
-solving
researc
h is
typicall
y used
to
assess
the
environ
ment
and
diagnos
e
problem
s.
5) ______ _

6)
Researc
h
underta
ken to
help
solve
specific
marketi
ng
problem
s is
called
problem
-solving
researc
h.
6) ______ _

7)
Market
share is
an
exampl
e of a
topic
typicall
y
address
ed by
problem
-solving
researc
h.
7) ______ _

8)
The first
step in
any
marketi
ng
researc
h
project
is to
formula
te the
researc
h
design.
8) ______ _

9)
Formula
ting an
analytic
al
framew
ork
along
with
models,
researc
h
questio
ns,
hypothe
ses, and
the
informa
tion
needed
are
include
d in
develop
ing an
approac
h to the
problem
.
9) ______ _

10 )
Telepho
ne,
mail,
and
electron
ic
commu
nication
are
forms of
intervie
wing in
the
data
collectio
n stage
of the
researc
h
process.
10) ______

11 )
Collecti
ng and
analyzin
g are
steps
involve
d in the
data-
processi
ng
stage of
collecte
d data.
11) ______

12 )
Promoti
on is
conside
red an
uncontr
ollable
environ
mental
factor.
12) ______

13 )
Pricing,
promoti
on, and
distribut
ion are
all
conside
red
controll
able
marketi
ng
variable
s.
13) ______

14 )
The
informa
tion
value
chain
consists
of five
parts.
14) ______

15 )
"Data"
is one
of the
parts of
the
informa
tion
value
chain.
15) ______

16 )
The
final
part of
the
informa
tion
value
chain is
"knowle
dge."
16) ______

17 )
Making
a
recomm
endatio
n to a
decision
maker
is the
final
link in
the
informa
tion
value
chain.
17) ______

18 )
Marketi
ng
researc
h
depart
ments
located
within a
firm are
called
internal
supplier
s.
18) ______

19 )
Outside
marketi
ng
researc
h
compan
ies
hired to
supply
marketi
ng
researc
h data
are
called
external
supplier
s.
19) ______

20 )
Accordi
ng to
the
text,
most of
the
researc
h
supplier
s are
Fortune
500
operatio
ns.
20) ______

21 )
The
services
of full-
service
supplier
s can
be
categori
zed into
syndica
ted,
customi
zed,
and
Internet
services
.
21) ______

22 )
Compan
ies that
collect
and sell
commo
n pools
of data
designe
d to
serve
informa
tion
needs
that a
number
of
clients
share
are
called
syndica
ted
services
.
22) ______

23 )
Focus
groups
represe
nt the
main
method
for
which
data for
syndica
ted
services
are
collecte
d.
23) ______

24 )
Accordi
ng to
the
text,
VNU
N.V.
was
recogni
zed as
the
largest
global
researc
h firm
based
on year
2003
global
researc
h
revenue
s.
24) ______

25 )
Synovat
e, TNS,
and
Burke,
Inc. are
exampl
es of
marketi
ng
researc
h firms
that
offer
customi
zed
services
.
25) ______

26 )
Compan
ies
whose
primary
service
offering
is their
expertis
e in
collectin
g data
for
researc
h
projects
are
called
coding
and
data
entry
services
.
26) ______

27 )
Data
analysis
services
perform
services
that
include
editing
competi
ng
questio
nnaires,
develop
ing a
coding
scheme
, and
transcri
bing the
data
onto
diskette
s or
magneti
c tapes
for
input
into the
comput
er.
27) ______

28 )
Selectin
g an
outside
supplier
is
always
done
with a
formal
"reques
t for
proposa
l."
28) ______

29 )
Accordi
ng to
the
text,
the
most
commo
n entry-
level
position
in the
marketi
ng
researc
h
industry
for
people
with
bachelo
r's
degrees
is
assistan
t
project
director
.
29) ______

30 )
A
formaliz
ed set
of
procedu
res for
generati
ng,
analyzin
g,
storing,
and
distribut
ing
pertine
nt
informa
tion to
marketi
ng
decision
makers
on an
ongoing
basis is
called a
marketi
ng
informa
tion
system.
30) ______

31 )
An
informa
tion
system
that
enables
decision
makers
to
interact
directly
with
both
databas
es and
analysis
models
is called
a
decision
support
system.
31) ______

32 )
Hardwa
re and a
commu
nication
network
are
recogni
zed as
importa
nt
compon
ents of
a
decision
support
system.
32) ______

33 )
The
ability
to
improve
decision
making
by
using
"what
if"
analysis
is a
charact
eristic
of a
marketi
ng
informa
tion
system.
33) ______

34 )
Unstruc
tured
problem
s and
the use
of
models
are
charact
eristics
that
describ
ea
decision
support
system.
34) ______

35 )
An
advanc
ed form
of
decision
support
system,
called
expert
systems
, uses
artificial
intellige
nce
procedu
res to
incorpor
ate
expert
judgme
nt.
35) ______

36 )
The US
account
s for 60
percent
of the
marketi
ng
researc
h
expendi
tures
worldwi
de.
36) ______

MULTIPLE CHOICE. Choose the one alternative that best completes the
statement or answers the question.
37 )
Marketi
ng
researc
h
involves
all of
the
followin
g
regardi
ng
informa
tion
EXCEPT:
37) ______ clecdsemi
A otio i natio
) l n. s n
identification.
D)
analysis.
E)
manipulation.

38)
Which
of the
followin
g
stateme
nts is
most
TRUE
about
marketi
ng
researc
h?
38) ______ Mse M rese
A aar a arch
) rch r follo
kca k ws
enn e an
tot t unpr
i be i edict
npl nable
gan gpath.
ne
rd.
e
All of the answer selections are FALSE.
D)
Marketing research is systematic.
E)
A and C are both true.

39)
________
researc
h is
underta
ken to
help
identify
problem
s that
are not
necessa
rily
apparen
t on the
surface
and yet
exist or
are
likely to
arise in
the
future.
39) ______ P- P blem-
A rm r solvi
) oan o ng
bip
l ul
eati
m on
Problem exception
D)
Problem- identification
E)
Problem- correction

40)
Which
of the
followin
g
classific
ations
of
marketi
ng
researc
h
involves
going
below
the
surface
to
identify
the true
underlyi
ng
problem
that the
marketi
ng
manage
r is
facing?
40) ______ pe pblem
A rm- r exce
) osol o ption
bvi
l ng
problem- correction
D)
problem- manipulation
E)
problem- identification

41)
Problem
-
identific
ation
researc
h is
typicall
y used
to
address
all of
the
followin
g topics
EXCEPT:
41) ______ san l rang
A hge o e
) ofor nforec
rec gastin
tas - g.
- tin
rg.
market share.
D)
market potential.
E)
pricing.

42)
Which
of the
followin
g is the
more
commo
n of the
forms of
researc
h and is
underta
ken by
virtually
all
marketi
ng
firms?
42) ______ pm pm-
A rex r identi
) oce o ficati
bpti bon
l on l resea
e e rch
problem- manipulation research
D)
problem- solving research
E)
problem- correction research

43)
Accordi
ng to
the
text,
________
researc
h is
typicall
y used
to
assess
the
environ
ment
and
diagnos
e
problem
s.
43) ______ pco pem-
A rrre r solvi
) octi o ng
bon bresea
l re l rch
ese
m ar
- ch
problem- identification research
D)
problem- manipulation research
E)
problem exception

44)
Researc
h
underta
ken to
help
solve
specific
marketi
ng
problem
s is
called
________
.
44) ______ pm pem-
A rex r solvi
) oce o ng
bpti bresea
l on l rch
e
problem- identification research
D)
problem- manipulation research
E)
problem- correction research

45)
All of
the
followin
g are
exampl
es of
topics
typicall
y
address
ed by
problem
-solving
researc
h
EXCEPT:
45) ______ pdu pomoti
A rct. r on.
) o
market share.
D)
pricing.
E)
segmentation.

46)
Which
of the
followin
g is
NOT a
step in
the
marketi
ng
researc
h
process
?
46) ______ pm r bindi
A rde e ng
) ofin pand
biti o shelv
l on r ing
e t
problem correction
D)
report generation and presentation
E)
research design formulation

47)
The first
step in
any
marketi
ng
researc
h
project
is to
________
.
47) ______ f th c ect
A oe o the
) rre r probl
m se r em
uar
l ch
ade
tsig
en
excise the problem
D)
develop an approach to the problem
E)
define the problem

48)
If an
outside
agency
was
brought
in to
conduct
work for
a
researc
h
project
after
the first
three
steps in
the
marketi
ng
researc
h
process
were
complet
ed,
which
step
would
the
agency
conduct
?
48) ______ dap dfield
A epr o work
) voa i or
ech ncolle
l to gcting
oth data
pe
pr
aob
nle
m
correct the problem
D)
define the problem
E)
formulate the research design

49)
The of the marketing chief for Fossil fall into?
marketi
ng chief
of Fossil
is
conside
ring the
introduc
tion of a
super
function
al,
fashion
able
wristwa
tch for
men
and
women
priced
at $99.
For this,
he
decided
on 30
telepho
nic
intervie
ws from
their
custom
er
databas
e, 50
valid
survey
respons
es from
individu
als
whose
income
is
greater
than
$60,000
and 2
focus-
groups.
To
which of
the six
steps of
the
marketi
ng
researc
h
process
do the
actions
49) ______ dd dng
A owoo analy
) i rk i sis
nor
gcol
lec
f tin
ig
eda
l ta
developing an approach to the problem
D)
defining the problem
E)
formulating the research design

50)
Which
of the
followin
g is
NOT a
form of
intervie
wing in
the
data
collectio
n stage
of the
researc
h
process
?
50) ______ oon t hone
A bal e inter
) sint l viewi
eer e ng
rvi p
vew
ain
tg
i
mail interviewing
D)
electronic interviewing
E)
personal interviewing

51)
All of
the
followin
g are
steps
involve
d in the
data-
processi
ng
stage of
collecte
d data
EXCEPT:
51) ______ tsc e iting.
A rrib d
) ain
ng.
coding.
D)
initial inspection.
E)
collecting.

52)
Which
of the
followin
g is
NOT
conside
red an
uncontr
ollable
environ
mental
factor?
52) ______ snd c mpet
A ocu o ition
) cltu
i ral
afa
l ct
or
as
promotion
D)
political factors
E)
economy

53)
All of
the
followin
g are
conside
red to
be
controll
able
marketi
ng
variable
s
EXCEPT:
53) ______ pci dstribu
A rng i tion.
) i.
competition.
D)
product
E)
promotion.

54)
Which
of the
followin
g are
links in
the
informa
tion
value
chain?
54) ______ rrc r earch
A eh e desig
) sag s n
een
acy
targeting
D)
segmentation
E)
knowledge

55)
Researc
hers
enter
the
realm of
the
decision
maker
when
they
________
.
55) ______ ehe mpoint
A xre a ment
) pse k no
l ar e less
ach than
i de a 2
nsignweek
n s in
t a adva
pnce
give justification for a recommended course of action over others
D)
state the facts
E)
send an invoice for professional services they have redeemed

56)
Marketi
ng
researc
h
depart
ments
located
within a
firm are
called
________
.
56) ______ hnt s rt
A oal mzone
) rsu a s
i pp
zlie
ors
external suppliers
D)
virtual suppliers
E)
internal suppliers

57)
A
marketi
ng
researc
h
project
is
warrant
ed
when
________
.
57) ______ the t ch
A hre hwill
) ese e be
ar used
dch r for
ead e gaini
cdr s ng
i es e politi
sse a cal
i s r ends
oha
ns
alr
wea
hdy
i be
cen
hm
ad
te
the required information is already in the organization
D)
time or money are not available in adequate amounts
E)
the cost of the research is less than its eventual benefits

58)
ABC is a
compan
y which
is
involve
d in
selling
data
that is
designe
d to
serve
informa
tion
needs
to
compan
y's like
PepsiCo
and
Coco-
cola.
The
data is
primaril
y
collecte
d
through
surveys
,
purchas
e and
media
panels
and
scanner
s. What
kind of
service
does
ABC
provide
in the
marketi
ng
researc
h
industry
?
58) ______ cd i ernet
A oda nservi
) dta t ce
i en
ntry
gse
rvi
ace
ns
data analysis service
D)
limited-service suppliers
E)
syndicated services

59)
Outside
marketi
ng
researc
h
compan
ies
hired to
supply
marketi
ng
researc
h data
are
called
________
.
59) ______ f rvi v tical
A uce e suppl
) l su r iers
l pp
- lie
srs
e
external suppliers
D)
internal suppliers
E)
horizontal suppliers

60)
Accordi
ng to
the
text,
most of
the
researc
h
supplier
s are
________
.
60) ______ 53) f ign
A 0or o oper
) 1ga r ation
(nize s
cati
)on
(s
small operations
D)
Fortune 500 operations
E)
multinational operations

61)
The
services
of full-
service
supplier
s can
be
categori
zed into
all of
the
followin
g types
of
services
EXCEPT:
61) ______ cize e ronm
A ud nental
) sse v servi
trvi i ces.
oce
ms.
syndicated services.
D)
Internet services.
E)
B and D

62)
Compan
ies that
collect
and sell
commo
n pools
of data
designe
d to
serve
informa
tion
needs
that a
number
of
clients
share
are
called
________
.
62) ______ I et f ld
A nse i servi
) trvi e ces
ece
rs
n
environmental services
D)
customized services
E)
syndicated services

63)
All of
the
followin
g
represe
nt main
method
s for
which
data for
syndica
ted
services
are
collecte
d
EXCEPT:
63) ______ f gr s anne
A oou c rs.
) cps
u.
s
dairy panels.
D)
audits.
E)
surveys.

64)
Accordi
ng to
the
text,
which of
the
followin
g
organiz
ations
was
recogni
zed as
the
largest
global
researc
h firm
based
on year
2000
global
researc
h
revenue
s?
64) ______ Atro VU
A rn NN.V.
) bIn
i c.
Decision Analyst, Inc.
D)
Roper Starch Worldwide Inc.
E)
NFO WorldGroup Inc.

65)
Which
of the
followin
g
marketi
ng
researc
h firms
does
NOT
offer
customi
zed
services
?
65) ______ Be, F Wor
A uIn ik
) rc. e Chica
k l go,
dInc.
TNS
D)
Synovate
E)
both B and D

66)
Compan
ies
whose
primary
service
offering
is their
expertis
e in
collectin
g data
for
researc
h
projects
are
called
________
.
66) ______ rch I ernet
A edir nservi
) sec t ces
etor
aat
res
field services
D)
coding and data entry services
E)
data analysis services

67)
Which
of the
followin
g types
of
researc
h
supplier
s
perform
services
that
include
editing
competi
ng
questio
nnaires,
develop
ing a
coding
scheme
, and
transcri
bing the
data
onto
diskette
s or
magneti
c tapes
for
input
into the
comput
er?
67) ______ I et c g and
A nse o data
) trvi dentry
ece i servi
rs nces
n
research directorates
D)
data analysis services
E)
field services

68)
Accordi
ng to
the
text,
the
most
commo
n entry-
level
position
in the
marketi
ng
researc
h
industry
for
people
with
bachelo
r's
degrees
is
________
.
68) ______ at r earch
A spr e analy
) soj s st
i ec
st
tdir
aec
ntor
operational supervisor
D)
project director
E)
account executive

69)
All of
the
followin
g are
mention
ed in
the text
as steps
to take
to
prepare
for a
career
in
marketi
ng
researc
h
EXCEPT:
69) ______ ony t nk
A bwohcreati
) trk i vely.
aex
i pe
nrie
nc
ae.
acquire effective written and verbal communication skills.
D)
take courses in statistics and quantitative methods.
E)
acquire computer and Internet skills.

70)
A
formaliz
ed set
of
procedu
res for
generati
ng,
analyzin
g,
storing,
and
distribut
ing
pertine
nt
informa
tion to
marketi
ng
decision
makers
on an
ongoing
basis is
called
a(n)
________
.
70) ______ tns ming
A rpr a infor
) aoc r matio
nes k n
ssine syste
ag t m
csy
tst
ie
om
research directorate
D)
decision support system
E)
expert system

71)
In order In doing so, the marketing manager for Sony utilized which one of the following?
to
compar
e the
national
retailers
'
success
in
selling
its
brands
of
digital
camera
s with
the
national
retailers
'
success
in
selling
traditio
nal
camera
equipm
ent, the
marketi
ng
manage
r for
Sony
decided
to use
the
billing
informa
tion
Sony
has for
these
national
retailers
. This
informa
tion is
fed into
spreads
heets
formatt
ed in
tabular
form
and
updated
continu
ously as
account
s
change.
71) ______ aon a olling
A su audit
) dpp r
eort
csy
i st
se
im
a marketing information system
D)
a functional system
E)
an expert system

72)
An
informa
tion
system
that
enables
decision
makers
to
interact
directly
with
both
databas
es and
analysis
models
is called
a(n)
________
.
72) ______ min i orma
A afor ntion
) rm f load
kati
eon
tsy
i st
ne
gm
decision support system
D)
transaction processing system
E)
expert system

73)
All of
the
followin
g are
importa
nt
compon
ents of
a
decision
support
system
EXCEPT:
73) ______ h a DS
A aco Suser
) rm
dm
wun
aica
rtio
en
ne
atw
nor
dk.
data entry procedures.
D)
model base.
E)
software base.

74)
Which
of the
followin
g is
NOT a
charact
eristic
of a
marketi
ng
informa
tion
system?
74) ______ uof c ve
A sre a decis
) epo nion
rts maki
i ng by
mclarif
pying
r new
o data
can improve decision making by using "what if" analysis
D)
information displaying restricted
E)
structured problems

75)
All of
the
followin
g are
charact
eristics
that
describ
ea
decision
support
system
EXCEPT:
75) ______ ata c ve
A dbil a decis
) aity nion
p. maki
i ng by
mclarif
pying
r new
o data.
unstructured problems.
D)
use of models.
E)
both A and B

76)
An
advanc
ed form
of
decision
support
system,
called
________
, uses
artificial
intellige
nce
procedu
res to
incorpor
ate
expert
judgme
nt.
76) ______ t pr ming
A roc a infor
) aes r matio
nsink n
sg e syste
asy t ms
cst
te
im
os
n
management information systems
D)
total quality management
E)
expert systems

77)
Accordi
ng to
Alvin
Toffler's
book
The
Third
Wave,
the
third
wave
features
77) ______ sag usion
A ue s supp
) pm i ort
pen nsyste
ot gms
rde and
tcis dexper
i io e t
nn c syste
gwi i ms
th
m ac
atio
nn
seat of the pants decision making
D)
no data needed
E)
summarizing underlying patterns in data

78)
Which
of the
followin
g
stakeho
lders is
NOT
mention
ed as
being
affected
by
marketi
ng
researc
h
activitie
s?
78) ______ t cli t resp
A hen honde
) et e nt
the public
D)
the government
E)
the marketing researcher

ESSAY. Write your answer in the space provided or on a separate sheet of paper.
79)
In a discuss the differences between problem-identification research and problem-solving research.
short Include a description of situations in which each type of research would be most appropriate.
essay,

80)
In a short essay, list and discuss the six steps in the marketing research process.

81)
In a discuss the characteristics of full-service marketing research suppliers and describe three types
short of these full service suppliers. Include a description of the various services offered by each type
essay, of supplier to support your answer.

82)
In a describe the stages of developing a career in the marketing research industry. List at least four
short steps a student should take in order to properly prepare for a career in the marketing research
essay, industry.

83)
In a essay, describe the characteristics of a marketing information system and discuss how it differs
short from a decision support system.

84)
Referen structure of a spreadsheet, explain by analogy the first three links in the information value chain.
cing the

TRUE/FALSE. Write 'T' if the statement is true and 'F' if the statement is false.
85)
While
every
step in
a
marketi
ng
researc
h
project
is
importa
nt,
researc
h
design
formula
tion is
the
most
importa
nt step.
85) ______

86 )
A broad
stateme
nt of
the
general
problem
and
identific
ation of
the
specific
compon
ents of
the
marketi
ng
researc
h
problem
is called
problem
definitio
n.
86) ______

87 )
Problem
audit is
a
compre
hensive
examin
ation of
a
marketi
ng
problem
to
underst
and its
origin
and
nature.
87) ______

88 )
The
resume
of the
decision
maker
is one
of the
issues
discuss
ed with
the
decision
maker
during
the
problem
audit.
False
88) ______

89 )
The
corpora
te
culture
as it
relates
to
decision
making
is one
of the
issues
discuss
ed with
the
decision
maker
during
the
problem
audit.
89) ______

90 )
Second
ary data
are
data
collecte
d for
some
purpose
other
than
the
problem
at hand.
90) ______

91 )
Accordi
ng to
the
text,
primary
data
are an
econom
ical and
quick
source
of
backgro
und
informa
tion.
91) ______

92 )
Data
originat
ed by
the
researc
her
specific
ally to
address
the
researc
h
problem
are
called
primary
data.
92) ______

93 )
Pilot
surveys
contain
fewer
open-
ended
questio
ns than
large-
scale
surveys
.
93) ______

94 )
Case
studies
usually
involve
legal
cases,
and in
this way
they
have
come to
be
named
"case
studies.
" False
94) ______

95 )
An
unstruct
ured,
explorat
ory
researc
h
method
ology
based
on
small
samples
intende
d to
provide
insight
and
underst
anding
of the
problem
setting
is called
quantita
tive
researc
h.
95) ______

96 )
The
political
environ
ment is
a factor
that
compris
es the
environ
mental
context
of the
problem
.
96) ______

97 )
Buyer
behavio
r is a
body of
knowled
ge that
tries to
underst
and and
predict
consum
ers'
reaction
s based
on an
individu
al's
specific
charact
eristics.
97) ______

98 )
Accordi
ng to
the
text,
buyer
behavio
r is a
central
compon
ent of
the
environ
ment.
98) ______

99 )
General
econom
ic
conditio
ns are
conside
red
element
s of the
legal
environ
ment.
99) ______

10 0)
The
problem
confront
ing the
decision
maker
is
typicall
y
referred
to as
the
marketi
ng
researc
h
problem
.
100) _____

10 1)
The
manage
ment
decision
problem
asks
what
informa
tion is
needed
and
how it
can
best be
obtaine
d.
101) _____

10 2)
Accordi
ng to
the
text,
the
marketi
ng
researc
h
problem
is
informa
tion-
oriented
.
102) _____

10 3)
Focusin
g on the
underlyi
ng
causes
of a
problem
is a
charact
eristic
of a
manage
ment
decision
problem
.
103) _____

10 4)
The
third
compon
ent of
the
concept
ual map
is
"Theref
ore, we
should
study
(topic)."
False
104) _____

10 5)
A
marketi
ng
researc
h
problem
asks
what
informa
tion is
needed
and
how it
should
be
obtaine
d.
105) _____

10 6)
Determi
ning the
impact
on sales
and
profits
of
various
levels of
price
change
s is an
issue
that
would
be
address
ed in a
manage
ment
decision
problem
.
106) _____

10 7)
Unbiase
d
evidenc
e that is
support
ed by
empiric
al
findings
is called
objectiv
e
evidenc
e.
107) _____

10 8)
A
theory
is a
concept
ual
scheme
based
on
foundati
onal
stateme
nts,
which
are
assume
d to be
true.
108) _____

10 9)
An
explicit
specific
ation of
a set of
variable
s and
their
interrel
ationshi
ps
designe
d to
represe
nt some
real
system
or
process
in whole
or in
part is
called
an
analytic
al
model.
109) _____

11 0)
In
graphic
al
models,
the
variable
s and
their
relation
ships
are
stated
in prose
form.
110) _____

11 1)
Verbal
models
are
often a
summar
y or
restate
ment of
the
main
points
of the
theory.
111) _____

11 2)
Mathem
atical
models
are
visual
and
pictorial
ly
represe
nt the
theory.
112) _____

11 3)
Graphic
al
models
are
used to
isolate
variable
s and to
suggest
directio
ns of
relation
ships
but are
not
designe
d to
provide
numeric
al
results.
113) _____

11 4)
Accordi
ng to
the
text,
graphic
al
models
are
logical,
prelimin
ary
steps to
develop
ing
mathe
matical
models.
114) _____

11 5)
Verbal
models
explicitl
y
specify
the
strengt
h and
directio
n of
relation
ships
among
variable
s,
usually
in
equatio
n form.
115) _____

11 6)
Researc
h
questio
ns are
refined
stateme
nts of
the
specific
compon
ents of
the
problem
.
116) _____

11 7)
An
unprove
n
stateme
nt or
proposit
ion
about a
factor
or
phenom
enon
that is
of
interest
to the
researc
her is
called a
theory.
117) _____

11 8)
Hypoth
eses
are
stateme
nts
about
propose
d
relation
ships
rather
than
merely
questio
ns to be
answer
ed.
118) _____

11 9)
An
unprove
n
stateme
nt or
proposit
ion
about a
factor
or
phenom
enon
that is
of
interest
to the
researc
her is
called a
hypothe
sis.
119) _____

MULTIPLE CHOICE. Choose the one alternative that best completes the
statement or answers the question.
12 0)
While
every
step in
a
marketi
ng
researc
h
project
is
importa
nt,
________
is the
most
importa
nt step.
120) _____ pct r ch
A r co edesi
) ompl s gn
j etioeform
en aulati
r on
problem correction
D)
report generation and presentation
E)
problem definition

121)
A broad
stateme
nt of
the
general
problem
and
identific
ation of
the
specific
compon
ents of
the
marketi
ng
researc
h
problem
is called
________
.
121) _____ plem plem
A r defi r corr
) oniti oecti
bon bon
hypotheses generation
D)
project conceptualization
E)
problem audit

122)
Michael
Dell of
Dell
Comput
ers
wants
his
compan
y to
take
market
share
from
Hewlett
-
Packard
and
Apple in
the
categor
y of
printers
. As his
marketi
ng
researc
h
director
, which
of the
followin
g would
NOT be
part of
the
tasks
involve
d in
formula
ting the
marketi
ng
researc
h
problem
to
support
Dell's
strategi
c
initiativ
e in
selling
printers
?
122) _____ sary c ing
A edat othe
) ca mrese
oana parch
nlysi odesi
ds s gn
interviews with experts
D)
qualitative research
E)
discussions with Michael Dell

123)
________
is a
compre
hensive
examin
ation of
a
marketi
ng
problem
to
underst
and its
origin
and
nature.
123) _____ Rrch Plem
A edir r audi
) secti ot
eve b
a
Problem definition
D)
Hypotheses generation
E)
Problem correction

124)
The
problem
audit
involves
discussi
ons
with the
decision
maker
on all of
the
followin
g issues
EXCEPT:
124) _____ t hat t e
A his hcour
) enee eses
ded of
i to aacti
nans l on
f wer t avail
othe eable
r dec r to
misio nthe
an adeci
t ma t sion
i ker'i mak
os ver.
nque
stio
t ns.
the national culture as it's related to a country's trade barriers.
D)
the criteria that will be used to evaluate the alternative courses of action.
E)
the history of the problem.

125)
________
are
data
collecte
d for
some
purpose
other
than
the
problem
at hand.
125) _____ Pary Rearc
A r dat eh
) i a s data
m
Observational data
D)
Secondary data
E)
Virtual data

126)
Accordi
ng to
the
text,
________
are an
econom
ical and
quick
source
of
backgro
und
informa
tion.
126) _____ pary vrtual
A r dat i data
) ia
m
observational data
D)
secondary data
E)
A and B

127)
All of
the
followin
g
represe
nt
exampl
es of
sources
of
seconda
ry data
EXCEPT:
127) _____ t rea t Inte
A hu hrnet.
) eof e
Ce
Bnsu
us.
survey data.
D)
A and B
E)
trade organizations.

128)
Which
sources
of
seconda
ry data
would
be
helpful
in
defining
the
problem
of
Wendy'
s
increasi
ng its
share of
the fast
food
market.
128) _____ ated at
A by Foo
) f We r d
i ndy eReta
e's pilers
l to oAsso
dans r ciati
wer t on
r the on
eque f cha
sstio r ngin
en og
aof mpref
r ho eren
cw t ces
hto hfor
incr econs
peas ume
r e Fr
oits atast
j sha s es
ere
cof
t the
fast
cfoo
od
nma
drke
ut
c
a US Census Bureau report on the changing demographic profile of the US consumer
D)
all of the above
E)
B and C only

129)
Data
originat
ed by
the
researc
her
specific
ally to
address
the
researc
h
problem
are
called
________
.
129) _____ Rarc Cnsus
A eh edata
) sdat
ea
secondary data
D)
primary data
E)
virtual data

130)
An
unstruct
ured,
explorat
ory
researc
h
method
ology
based
on
small
samples
intende
d to
provide
insight
and
underst
anding
of the
problem
setting
is called
________
.
130) _____ snda qitati
A ery uve
) cdat arese
oa l arch
causal research
D)
quantitative research
E)
descriptive research

131)
________
tend to
be less
structur
ed and
to have
a
smaller
samples
than
large-
scale
surveys
.
131) _____ Cus Ml
A esur asurv
) nvey i eys
ss
Telephone surveys
D)
Pilot surveys
E)
Online surveys

132)
Accordi
ng to
the
text,
exampl
es of
cases
used in
case
studies
could
be all of
the
followin
g
EXCEPT:
132) _____
A )
firms
B)
customers
C)
surveys
D)
stores
E) ma k t
s
3)
All of
the
followin
g
represe
nt
factors
that
compris
e the
environ
mental
context
of the
problem
EXCEPT:
133) _____ eic r urce
A cenv es of
) oiro s the
nnm ofirm.
oent
m.
constraints of the firm.
D)
objectives of the decision maker.
E)
accounting practices used by the firm twenty years ago.

134)
________
is a
body of
knowled
ge that
tries to
underst
and and
predict
consum
ers'
reaction
s based
on an
individu
al's
specific
charact
eristics.
134) _____ Ecal Oizati
A t behr onal
) havi gbeh
i or aavio
nr
Census data
D)
Economic behavior
E)
Buyer behavior

135)
Accordi
ng to
the
text,
________
is a
central
compon
ent of
the
environ
ment.
135) _____ ecal br
A t behubeh
) havi yavio
i or er
organizational behavior
D)
economic behavior
E)
stock price of the publicly held company in question

136)
________
includes
the
underlyi
ng
motives
,
percepti
ons,
attitude
s,
buying
habits,
and
demogr
aphic
and
psychog
raphic
profiles
of
buyers
and
potentia
l
buyers.
136) _____ Emic Ecal
A cbeht beh
) oavi havio
nor i r
o
Advertising creativity
D)
Buyer behavior
E)
Organizational behavior

137)
The
researc
her
must
have a
clear
underst
anding
of two
types of
objectiv
es.
Objectiv
es:
137) _____ t reci f ly
A hse oand
) aand r for
t tha wee
t dkly
aare awork
r spe i .
ecifi
c.
p
for marketing and for research.
D)
of the organization, and of the decision maker.
E)
for finance and for marketing.

138)
Which
of the
followin
g is
NOT
conside
red an
element
of the
legal
environ
ment?
138) _____ l ws psure
A a r grou
) eps
s
general economic conditions
D)
government agencies
E)
public policies

139)
All of
the
followin
g are
conside
red as
element
s in the
econom
ic
environ
ment
EXCEPT:
139) _____ pasi plic
A ung upolic
) r po bies.
cwer
h.
discretionary income.
D)
general economic conditions.
E)
disposable income.

140)
The
problem
confront
ing the
decision
maker
is
typicall
y
referred
to as
the
________
.
140) _____ t ical mmen
A hdec at
) eisio ndeci
on asion
r pro gprob
eble elem
tm
research context problem
D)
marketing research problem
E)
hypothetical decision problem

141)
The
________
asks
what
informa
tion is
needed
and
how it
can
best be
obtaine
d.
141) _____ ment hetic
A adec yal
) nisio pdeci
an osion
gpro t prob
eble hlem
mm
theoretical decision problem
D)
marketing research problem
E)
research context problem

142)
Accordi
ng to
the
text,
the
________
is
informa
tion
oriented
.
142) _____ mng hetic
A ares yal
) r ear pdeci
kch osion
epro t prob
t ble hlem
im
management decision problem
D)
research context problem
E)
theoretical decision problem

143)
Which
of the
followin
g is
NOT a
charact
eristic
of a
manage
ment
decision
problem
?
143) _____ i tio f on
A sn othe
) ori c und
aent uerlyi
ced s ng
ecaus
des
focuses on symptoms
D)
asks what the decision maker needs to do
E)
A and C

144)
All of
the
followin
g are
charact
eristics
of a
marketi
ng
researc
h
problem
EXCEPT:
144) _____ athe i orm
A sdec s atio
) kisio n
sn i orie
ma nnted
wker f .
hnee
ads
t to
do.
focuses on the underlying causes.
D)
asks what information is needed and how it should be obtained.
E)
A and D

145)
Which
of the
followin
g is
NOT an
issue
that
would
be
address
ed in a
manage
ment
decision
problem
?
145) _____ Spric S adv
A he ofhertis
) othe oing
upro ucam
l duc l paig
dt dn be
be cha
t cha t nge
hnge hd?
ed? e
Determine the impact on sales and profits of various levels of price changes.
D)
What can a company do to expand its share of its product category?
E)
B and C

146)
Unbiase
d
evidenc
e that is
support
ed by
empiric
al
findings
is called
________
.
146) _____ sctiv octiv
A ue be
) bevi j evid
j deneence
ece
research data
D)
analytical evidence
E)
theoretical evidence

147)
A(n)
________
is a
concept
ual
scheme
based
on
foundati
on
stateme
nts,
which
are
assume
d to be
true.
147) _____ i cid i esti
A nent ngati
) von
theory
D)
experiment
E)
objective

148)
An
explicit
specific
ation of
a set of
variable
s and
their
interrel
ationshi
ps
designe
d to
represe
nt some
real
system
or
process
in whole
or in
part is
called
a(n)
________
.
148) _____ aytic t eory
A nal h
) amo
l del
hypothesis
D)
broad-based research
E)
objective

149)
Which
of the
followin
g is
NOT a
commo
n form
of a
model?
149) _____ t olo vbal
A egic emod
) cal r el
hmo
ndel
graphical model
D)
mathematical model
E)
A and B

150)
In
________
, the
variable
s and
their
relation
ships
are
stated
in prose
form.
150) _____ gical pision
A r mo r al
) adel omod
ps vels
h
technological models
D)
verbal models
E)
mathematical models

151)
Which
of the
followin
g
models
are
often a
summar
y or
restate
ment of
the
main
points
of the
theory?
151) _____ gical mema
A r mo atical
) adel t mod
ps hels
h
provisional models
D)
technological models
E)
verbal models

152)
________
are
visual
and
pictorial
ly
represe
nt the
theory.
152) _____ Crto Ghical
A aons r mod
) aels
p
Verbal models
D)
Mathematical models
E)
Technological models

153)
Which
of the
followin
g
models
are
used to
isolate
variable
s and to
suggest
directio
ns of
relation
ships
but are
not
designe
d to
provide
numeric
al
results?
153) _____ val ghical
A emo r mod
) r del aels
bs p
technological models
D)
specific models
E)
mathematical models

154)
Accordi
ng to
the
text,
________
are
logical,
prelimin
ary
steps to
develop
ing
mathe
matical
models.
154) _____ dble ghical
A umo r mod
) r del aels
as p
verbal models
D)
technological models
E)
theoretical models

155)
________
explicitl
y
specify
the
strengt
h and
directio
n of
relation
ships
among
variable
s,
usually
in
equatio
n form.
155) _____ Tlogi Ghical
A ecal r mod
) cmo aels
hdel p
ns
o
Mathematical models
D)
Verbal models
E)
Provisional models

156)
________
are
refined
stateme
nts of
the
specific
compon
ents of
the
problem
.
156) _____ Stific Teori
A cinfo hes
) i rm
eatio
nn
Research questions
D)
Experiments
E)
Hypotheses

157)
An
unprove
d
stateme
nt or
proposit
ion
about a
factor
or
phenom
enon
that is
of
interest
to the
researc
her is
called
a(n)
________
.
157) _____ hoth i voic
A yesi ne
) ps
model
D)
experiment
E)
theory

158)
________
are
stateme
nts
about
propose
d
relation
ships
rather
than
merely
questio
ns to be
answer
ed.
158) _____ Teor Mdels
A hies o
)
scientific notation
D)
Experiments
E)
Hypotheses

159)
An
unprove
n
stateme
nt or
proposit
ion
about a
factor
or
phenom
enon
that is
of
interest
to the
researc
her is
called
a(n)
________
.
159) _____ hoth s tuati
A yesi i on
) ps
invoice
D)
theory
E)
incident

ESSAY. Write your answer in the space provided or on a separate sheet of paper.
160)
In a essay, list and discuss at least five important issues that are discussed with decision makers
short when a problem audit is conducted.

161)
In a essay, discuss the differences between primary and secondary data. Include a specific example
short of each to support your answer.

162)
In a essay, discuss the differences between a management decision problem and a marketing
short research problem.

163)
Explain ual map for linking the management decision problem with the marketing research problem. In
the addition, use the text's example for Cingular Wireless as a guide and develop a conceptual map
concept for retaining families dining at Olive Garden restaurants.

164)
In a essay, discuss the characteristics of an analytical model and list and discuss the three most
short common forms of this model.

165)
In a short essay, discuss the characteristics of research questions and a hypothesis.

TRUE/FALSE. Write 'T' if the statement is true and 'F' if the statement is false.
166)
The
researc
h
design
is a
framew
ork or
blueprin
t for
conduct
ing the
marketi
ng
researc
h
project
that
specifie
s the
procedu
res
necessa
ry to
obtain
the
informa
tion
needed
to
structur
e and/or
solve
the
marketi
ng
researc
h
problem
.
166) _____

16 7)
A type
of
researc
h
design
that has
as its
primary
objectiv
e the
provisio
n of
insights
into and
compre
hension
of the
problem
situatio
n
confront
ing the
researc
her is
called
conclusi
ve
researc
h.
167) _____

16 8)
Explorat
ory
researc
h is
researc
h
conduct
ed to
gain
ideas
and
insight
into the
problem
confront
ing the
manage
ment or
the
researc
her.
168) _____

16 9)
Conclus
ive
researc
h
should
be used
when
manage
ment
realizes
a
problem
exists
but
does
not yet
underst
and
why.
169) _____

17 0)
Conclus
ive
researc
h is
conduct
ed on a
small
and
nonrepr
esentati
ve
sample,
so the
findings
should
be
regarde
d as
tentativ
e and
should
be used
as
building
blocks
for
further
researc
h.
170) _____

17 1)
Researc
h
designe
d to
assist
the
decision
maker
in
determi
ning,
evaluati
ng, and
selectin
g the
best
course
of
action is
a given
situatio
n is
called
subjecti
ve
researc
h.
171) _____

17 2)
Conclus
ive
researc
h is
based
on the
assump
tion
that the
researc
her has
an
accurat
e
underst
anding
of the
problem
at hand.
172) _____

17 3)
Accordi
ng to
the
text,
the
objectiv
e of
explorat
ory
researc
h is to
test
specific
hypothe
ses and
examin
e
specific
relation
ships.
173) _____

17 4)
Explorat
ory
researc
h is
typicall
y more
formal
and
structur
ed than
conclusi
ve
researc
h.
174) _____

17 5)
The
objectiv
e of
causal
researc
h is
discove
ry of
ideas
and
insights
175) _____

17 6)
A
charact
eristic
of
descript
ive
researc
h is that
it is
often
the
front
end of
total
researc
h.
176) _____

17 7)
The
manipul
ation of
one or
more
indepen
dent
variable
s is a
charact
eristic
of
causal
researc
h.
177) _____

17 8)
Accordi
ng to
the
text,
explorat
ory
researc
h can
benefit
from
use of
survey
of
experts
and
analysis
of
seconda
ry data.
178) _____

17 9)
Descript
ive
researc
h is a
type of
explorat
ory
researc
h that
has as
its
major
objectiv
e the
descript
ion of
somethi
ng-
usually
market
charact
eristics
or
function
s.
179) _____

18 0)
Accordi
ng to
the
text,
most
commer
cial
market
researc
h is
descript
ive in
nature.
180) _____

18 1)
A
cause-
and-
effect
qualitati
ve
study is
a major
type of
descript
ive
study.
181) _____

18 2)
The
only
classific
ations
used for
descript
ive
studies
are in
the
followin
g three
categori
es: 1)
sales,
2)
consum
er
percepti
on, and
3)
behavio
r
studies.
182) _____

18 3)
A type
of
researc
h
design
involvin
g the
one-
time
collectio
n of
informa
tion
from
any
given
sample
of
populati
on
element
s is
called
longitud
inal
design.
183) _____

18 4)
Cross-
section
al
design
is a
type of
researc
h
design
involvin
ga
fixed
sample
of
populati
on
element
s that is
measur
ed
repeate
dly.
184) _____

18 5)
Accordi
ng to
the
text, a
longitud
inal
design
provide
sa
series
of
pictures
, which
track
the
change
s that
take
place
over
time.
185) _____

18 6)
A panel
consists
of a
sample
of
respond
ents,
generall
y
househ
olds
that
have
agreed
to
provide
informa
tion
over an
extende
d
period.
186) _____

18 7)
Causal
researc
h is a
type of
conclusi
ve
researc
h whose
major
objectiv
e is to
obtain
evidenc
e
regardi
ng
cause-
and-
effect
relation
ships.
187) _____

18 8)
Accordi
ng to
the
text,
the
main
method
of
causal
researc
h is a
panel.
188) _____

18 9)
When
little is
known
about
the
problem
situatio
n, it is
desirabl
e to
begin
with
descript
ive
researc
h.
189) _____

19 0)
Explorat
ory
researc
h is
suitable
for
generati
ng
alternat
ive
courses
of
action
and
researc
h
questio
ns.
190) _____

19 1)
Causal
researc
h is
very
versatil
e and
can be
used at
any
point in
a study.
191) _____

19 2)
Determi
ning
how to
make
the
researc
h
design
error-
free is a
task a
researc
her
must
perform
in
formula
ting a
researc
h
design.
192) _____

19 3)
Random
samplin
g error
is
where
the
error
due to
the
particul
ar
sample
selecte
d is an
imperfe
ct
represe
ntation
of the
populati
on of
interest.
193) _____

19 4)
The
budget
process
allows
the
researc
her and
the
decision
maker
to
compar
e the
estimat
ed
value of
the
informa
tion
with the
projecte
d costs.
194) _____

19 5)
Errors
that can
be
attribut
ed to
sources
other
than
samplin
g are
called
nonsam
pling
errors.
195) _____

19 6)
Nonsam
pling
errors
are
frequen
tly
attribut
ed to
the
competi
tion.
196) _____

19 7)
The
executi
ve
summar
y is
usually
at the
very
beginni
ng of a
researc
h
proposa
l.
197) _____

19 8)
"Deliver
ables"
are the
informa
tion and
docume
nts to
be
given to
the
client at
the
conclusi
on of
the
project.
198) _____

19 9)
Convent
ional
industry
practice
has the
project
paid in
three
parts
due: 1)
after
the
project
is
accepte
d, 2) at
the
project
mid-
point,
and 3)
at the
conclusi
on of
the
project.
199) _____

20 0)
When
repeatin
ga
project
for a
previou
s client,
a
researc
h
proposa
l is not
necessa
ry.
200) _____

MULTIPLE CHOICE. Choose the one alternative that best completes the
statement or answers the question.
20 1)
The
________
is a
framew
ork or
blueprin
t for
conduct
ing the
marketi
ng
researc
h
project
that
specifie
s the
procedu
res
necessa
ry to
obtain
the
informa
tion
needed
to
structur
e and/or
solve
the
marketi
ng
researc
h
problem
.
201) _____ plem r arch
A r defi edire
) oniti s ctiv
bon ee
field work design
D)
data preparation and analysis
E)
research design

202)
A type
of
researc
h
design
that has
as its
primary
objectiv
e the
provisio
n of
insights
into and
compre
hension
of the
problem
situatio
n
confront
ing the
researc
her is
called
________
.
202) _____ cusi c ual
A ove arese
) nres s arch
cear
l ch
descriptive research
D)
causal research
E)
exploratory research

203)
________
is
researc
h
conduct
ed to
gain
ideas
and
insight
into the
problem
confront
ing the
manage
ment or
the
researc
her.
203) _____ Dipti Dcted
A eve i rese
) sres r arch
cear e
r ch
Causal research
D)
Conclusive research
E)
Exploratory research

204)
Which
of the
followin
g types
of
researc
h
design
should
be used
when
manage
ment
realizes
a
problem
exists
but
does
not yet
underst
and
why?
204) _____ cal eorat
A ares xory
) uear prese
sch l arch
conclusive research
D)
expeditionary research
E)
descriptive research

205)
________
is
conduct
ed on a
small
and
nonrepr
esentati
ve
sample,
so the
findings
should
be
regarde
d as
tentativ
e and
should
be used
as
building
blocks
for
further
researc
h.
205) _____ Erat Dripti
A xory eve
) pres s rese
l ear c arch
och
Conclusive research
D)
Causal research
E)
Focused research

206)
Researc
h
designe
d to
assist
the
decision
maker
in
determi
ning,
evaluati
ng, and
selectin
g the
best
course
of
action
in a
given
situatio
n is
called
________
.
206) _____ erat orvati
A xory bonal
) pres s rese
l ear earch
och
subjective research
D)
supporting research
E)
conclusive research

207)
________
is based
on the
assump
tion
that the
researc
her has
an
accurat
e
underst
anding
of the
problem
at hand.
207) _____ OatioEorat
A bnal xory
) sres prese
eear l arch
r ch
v
Subjective research
D)
Directed research
E)
Conclusive research

208)
Accordi
ng to
the
text,
the
objectiv
e of
________
is to
test
specific
hypothe
ses and
examin
e
specific
relation
ships.
208) _____ oatioeorat
A bnal xory
) sres prese
eear l arch
r ch
v
subjective research
D)
conclusive research
E)
conditional research

209)
________
researc
h is
typicall
y more
formal
and
structur
ed than
________
researc
h.
209) _____ Csiv L;
A oe; esup
) nexp aporti
clor dng
l ato
ury
Subjective; observational
D)
Exploratory; conclusive
E)
Exploratory; descriptive

210)
Large,
represe
ntative
samples
are
used to
collect
data
that are
analyze
d with
statistic
al
techniq
ues for
which of
the
followin
g types
of
researc
h
designs
?
210) _____ srtin s ecti
A ug uve
) pres brese
pear j arch
och
exploratory research
D)
observational research
E)
conclusive research

211)
The
objectiv
e of
which of
the
followin
g types
of
researc
h is
discove
ry of
ideas
and
insights
?
211) _____ otive dripti
A bres eve
) j ear s rese
ech c arch
c
conditional research
D)
exploratory research
E)
causal research

212)
Which
of the
followin
g is a
charact
eristic
of
descript
ive
researc
h
designs
?
212) _____ mpri s ppor
A aor uting
) r for
kmul
eatio
dn
of
bspe
ycifi
c
t hyp
hoth
eesi
s
versatile
D)
often the front end of total research
E)
flexible

213)
The
manipul
ation of
one or
more
indepen
dent
variable
s is a
charact
eristic
of which
of the
followin
g types
of
researc
h
designs
?
213) _____ dipti c sal
A eve arese
) sres uarch
cear
r ch
exploratory research
D)
conditional research
E)
objective research

214)
Accordi
ng to
the
text,
explorat
ory
researc
h can
benefit
from
use of
all of
the
followin
g
method
s
EXCEPT:
214) _____ q da qtativ
A uta ue
) asuc arese
nh l arch
t as i .
i str
t uct
aure
td
i sur
vvey
es.
pilot surveys.
D)
survey of experts.
E)
analysis of secondary data.

215)
Descript
ive
researc
h is a
type of
________
that has
as its
major
objectiv
e the
descript
ion of
somethi
ng-
usually
market
charact
eristics
or
function
s.
215) _____ sctiv eorat
A ue xory
) bres prese
j ear l arch
ech
supporting research
D)
observational research
E)
conclusive research

216)
Accordi
ng to
the
text,
most
commer
cial
market
researc
h is
________
in
nature.
216) _____ cusa dscrip
A al etive
)
exploratory
D)
relatively inexpensive
E)
subjective

217)
________
is
particul
arly
useful
whenev
er
researc
h
questio
ns
relate
to
describi
ng a
market
phenom
enon,
such as
frequen
cy of
purchas
e,
identifyi
ng
relation
ships,
or
making
predicti
ons.
217) _____ I ifyi Eorat
A dng xory
) eres prese
near l arch
t ch
Descriptive research
D)
Causal research
E)
Subjective research

218)
Which
of the
followin
g is
NOT an
exampl
e of a
descript
ive
researc
h goal?
218) _____ t ne t op a
A othe oprofi
) cau le of
dse da
eof aetarg
t sal vet
ees emar
r dec l ket
mrea
i se
to estimate the frequency of product use as a basis for sales forecasts
D)
to determine the relationship between product use and perception of product characteristics
E)
to determine the degree to which marketing variables are associated

219)
________
assume
s that
the
researc
her has
prior
knowled
ge
about
the
problem
situatio
n.
219) _____ Dipti Eorat
A eve xory
) sres prese
cear l arch
r ch
Causal research
D)
Lead research
E)
Subjective research

220)
All of
the
followin
g are
element
s that
describ
e
descript
ive
researc
h
EXCEPT:
220) _____ i ed i ata
A t on t that
) spe is
i cifi i colle
sc s cted
hyp usin
both bg
aese asmal
ss. s l,
enonr
depre
sent
oativ
ne
sam
dples.
data are collected in a structured fashion.
D)
it is based on a clear statement of the problem.
E)
it is based on specification of the information needed.

221)
Which
of the
followin
g is
NOT
one of
the
major
types of
descript
ive
studies?
221) _____ cerc c d-
A oept aeffe
) nion uct
sand s qual
ubeheitati
mavi - ve
eor astud
r stu nies
die
ps
consumer behavior studies
D)
internally or externally focused sales studies
E)
market characteristic studies

222)
A type
of
researc
h
design
involvin
g the
one-
time
collectio
n of
informa
tion
from
any
given
sample
of
populati
on
element
s is
called
________
.
222) _____ l tud hzont
A oinal oal
) ndes r desi
gign i gn
i
vertical design
D)
cross-sectional design
E)
conditional design

223)
________
is a
type of
researc
h
design
involvin
ga
fixed
sample
of
populati
on
element
s that is
measur
ed
repeate
dly.
223) _____ Hzon Fed
A otal i desi
) r des xgn
i ign
Vertical design
D)
Longitudinal design
E)
Cross- sectional design

224)
Accordi
ng to
the
text, a
________
provide
sa
series
of
pictures
, which
track
the
change
s that
take
place
over
time.
224) _____ l tud hzont
A oinal oal
) ndes r desi
gign i gn
i
photographic design
D)
vertical design
E)
cross-sectional design

225)
A(n)
________
consists
of a
sample
of
respond
ents,
generall
y
househ
olds
that
have
agreed
to
provide
informa
tion
over an
extende
d
period.
225) _____ r ear f us
A ech ogrou
) smix c p
hypothesis
D)
theory
E)
panel

226)
Which
of the
followin
g is an
exampl
e of a
longitud
inal
design
in a
descript
ive
researc
h
project?
226) _____ ahol Awoul
A ds d be
) ptha vdispl
at aaye
npro r d in
evid i stor
l e ees,
pur t with
t cha yeach
hsin grou
ag op of
t info f resp
rm ond
catiopents
on r seei
nat ong
sspe monly
i cifi oone
sed t offer
t int i and
serv othe
als nresu
oove alting
f r l bran
an d
hext osale
oendf s
ued f woul
sper ed be
eiod r mon
s itore
d.
surveys mall intercepts in six major cities to determine the likes and dislikes of health food
involving 600
D)
A and B only
E)
B and C only

227)
________
is a
type of
conclusi
ve
researc
h whose
major
objectiv
e is to
obtain
evidenc
e
regardi
ng
cause-
and-
effect
relation
ships.
227) _____ Dipti Secti
A eve uve
) sres brese
cear j arch
r ch
Causal research
D)
Conditional research
E)
Exploratory research

228)
Accordi
ng to
the
text,
the
main
method
of
causal
researc
h is a(n)
________
.
228) _____ cent panel
A l pro
) i ject
focus group
D)
survey
E)
experiment

229)
A
disadva
ntage of
a
longitud
inal
design
would
be
229) _____ l r aacy
A oexp c of
) wens c data
ees ucolle
r cted
amount of data that can be collected
D)
response bias
E)
detecting change

230)
Which
of the
followin
g is the
best
exampl
e in
which
to apply
causal
researc
h?
230) _____ t on t onsh
A owh oip
) y bet
gNo dwee
akia en
i is t sale
nlosi es
ng r pro
i ma mmoti
nrke i on
st nand
i sha eadv
gre ertis
hin t ing
t Asi hexp
sa eendi
ture
rs
eand
l sale
as of
t BM
iW
one-on-one depth interviews matching respondents and interviewers by gender
D)
to understand how consumers evaluate the Home Depot brand compared to competing brands
E)
the Andrew Company periodically conducting surveys to measure consumer's perceptions, attitudes
Jergens and use of soap bars and related personal care products

231)
When
little is
known
about
the
problem
situatio
n, it is
desirabl
e to
begin
with
________
.
231) _____ ctio dripti
A onal eve
) nres s rese
dear c arch
i ch
observational research
D)
causal research
E)
exploratory research

232)
Explorat
ory
researc
h is
suitable
for
generati
ng all of
the
followin
g
EXCEPT:
232) _____ cnd- r arch
A aeff eques
) uect s tion
srel es.
eatio
- nsh
aips.
hypotheses.
D)
alternative courses of action.
E)
C and D

233)
________
is very
versatil
e and
can be
used at
any
point in
a study.
233) _____ Erat Orvati
A xory bonal
) pres s rese
l ear earch
och
Causal research
D)
Provisional research
E)
Descriptive research

234)
All of
the
followin
g are
tasks a
researc
her
must
perform
in
formula
ting a
researc
h
design
EXCEPT:
234) _____ d a s me
A epla pasur
) vn eeme
eof c nt
l ana i and
olysi f scali
ps. yng
proc
t edur
hes.
e
determine how to make the research design error free.
D)
determine the sampling process and sample size.
E)
specify the information needed.

235)
________
is the
error
due to
the
particul
ar
sample
selecte
d being
an
imperfe
ct
represe
ntation
of the
populati
on of
interest.
235) _____ Nmpl Pision
A oing r erro
) nerr er
sor c
a
Problem definition error
D)
Hypothesis error
E)
Random sampling error

236)
Errors
that can
be
attribut
ed to
sources
other
than
samplin
g are
called
________
.
236) _____ nmpl pm
A oing r defi
) nerr onitio
sors bn
a l erro
ers
hypothesis errors
D)
precision errors
E)
random sampling errors

237)
Nonsam
pling
errors
are
frequen
tly
attribut
ed to all
of the
followin
g
EXCEPT:
237) _____ t co t inte
A hmp hrvie
) eetit ewer.
ion.
the respondent.
D)
the researcher.
E)
C and D

238)
Which
of the
followin
g
element
s of a
researc
h
proposa
l is
usually
at the
very
beginni
ng?
238) _____ r arc alysis
A eh nplan
) sdes a
eign
executive summary
D)
approach to the problem
E)
problem definition

239)
Convent
ional
industry
practice
would
have
the
project
paid
________
.
239) _____ i du j all
A ne udeliv
) at s erab
t the t les
hbeg will
r inni bbe
eng, esent
emidf to
- othe
ppoi r clien
ant, et
r and
t the
send
whenever the client's accountants agree to send payment
D)
at the midpoint and at the end.
E)
after all deliverables had been received by the client

240)
When
conduct
ing
explorat
ory
researc
h
oversea
s in a
country
such as
Saudi
Arabia
on the
topic of
attitude
s
toward
househ
old
applian
ces, it
would
be most
effectiv
e to
conduct
________
.
240) _____ oond o inte
A nary nrvie
) l dat ews
ya - mat
coll ochin
secti ng
eon - resp
c oond
nents
eand
inter
dview
eers
pby
t gen
hder
focus groups by gender
D)
interviews with several in-country experts now living in the US
E)
focus groups composed of both males and females

241)
Explorat
ory
researc
h
should
NOT be
used for
which of
the
followin
g
situatio
ns that
Adidas
may
face:
241) _____ t Are t chas
A ohea oe
) vy and
duse ucons
ers nump
vof dtion
eath ebeh
l leti r avio
oc s r of
psho t hea
es avy
hmo nuser
yre ds of
pbra athl
ond petic
t con ushoe
hsci r s
eous
stha
en
sligh
t
- use
rs?
to examine the positive impact of celebrity endorsements on its image
D)
to investigate the reasons why Adidas has a lower market share as compared to Nike in the United States
E)
to develop a profile of the target market in order to make advertising placement decisions

ESSAY. Write your answer in the space provided or on a separate sheet of paper.
242)
In a short essay, discuss the differences between exploratory and conclusive research.

243)
In a short essay, list and discuss at least five situations in which exploratory research can be applied.

244)
In a discuss the relationships among exploratory, descriptive, and causal research and provide some
short basic guidelines discussing the appropriate situation in which to apply each type of research
essay, design. Include a specific example of each research design type to support your answer.

245)
In a essay, list the six tasks that a researcher must typically perform in formulating a research design.
short

246)
In a essay, list and discuss at least seven elements that are included in a proposal presenting a
short detailed research design.

247)
What you say is a unifying theme for the Ethics in Marketing Research examples related to research
would design in Chapter 3? Justify your answer.
1)
FAL SE
2)
TRU E
3)
FAL SE
4)
TRU E
5)
FAL SE
6)
TRU E
7)
FAL SE
8)
FAL SE
9)
TRU E
10)
TRU E
11)
FAL SE
12)
FAL SE
13)
TRU E
14)
TRU E
15)
TRU E
16)
FAL SE
17)
FAL SE
18)
TRU E
19)
TRU E
20)
FAL SE
21)
TRU E
22)
TRU E
23)
FAL SE
24)
TRU E
25)
TRU E
26)
FAL SE
27)
FAL SE
28)
FAL SE
29)
FAL SE
30)
TRU E
31)
TRU E
32)
TRU E
33)
FAL SE
34)
TRU E
35)
TRU E
36)
FAL SE
37)
E
38)
D
39)
D
40)
E
41)
E
42)
B
43)
C
44)
B
45)
C
46)
C
47)
E
48)
D
49)
E
50)
A
51)
E
52)
C
53)
C
54)
E
55)
C
56)
E
57)
E
58)
E
59)
C
60)
C
61)
B
62)
E
63)
A
64)
B
65)
B
66)
C
67)
B
68)
C
69)
A
70)
B
71)
C
72)
C
73)
C
74)
C
75)
B
76)
E
77)
B
78)
D
79)
Prob going below the surface to identify the true underlying problem that the marketing manager is
lem- facing. It may be designed to estimate market potential, market share, brand or company image,
iden market characteristics, sales analysis, short-range forecasting, long-range forecasting, or to uncover
tific business trends. Problem identification is the more common of the two forms of research and is
atio undertaken by virtually all marketing firms. This type of research is used to assess the environment
n and diagnose problems. Once a problem or opportunity has been identified, a firm undertakes
rese problem-solving research to address the problem. Problem-solving research addresses many topics,
arch including segmentation, product, pricing, promotion, and distribution. Problem-identification
invol research and problem-solving research go hand in hand, and a given marketing research project may
ves combine both types.
80)
a. is to define the problem. Researchers accomplish problem definition through discussions with the
decision makers, interviews with industry experts, analysis of secondary data, and some qualitative
Step research, such as focus groups.
1: b. Step 2: Developing an approach to the problem - this includes formulating an analytical
Defi framework and models, research questions, and hypotheses. This process is guided by the same
ning tasks performed to define the problem.
the c. Step 3: Formulating a research design - a research design is a framework or blueprint for
Prob conducting the marketing research project. It details the procedures needed to obtain the required
lem information. A study may be designed to test hypotheses of interest or determine possible answers
- the to the research questions, both of which contribute to decision making.
first d. Step 4: Doing field work or collecting data - data collection is accomplished using a staff that
step operates in the field. Field work involves personal, telephone, mail, or electronic interviewing.
in Proper selection, training, supervision, and evaluation of the field force are essential to ensure high-
any quality data collection.
mar e. Step 5: Preparing an analyzing data - data preparation involves data-processing steps leading up
keti to analysis. This includes the editing, coding, and transcribing of collected data. This entire process
ng must then be verified for accuracy. The results are interpreted in order to find conclusions related to
rese the marketing research problem.
arch f. Step 6: Preparing and presenting the report - the entire project should be documented in a written
proj report that addresses the specific research questions; describes the approach, the research design,
ect data collection, and data analysis procedures; and presents the results and the major findings.
81)
Full- offer the entire range of marketing research services, from problem definition to report preparation
serv and presentation. The services of these suppliers can be further broken down into syndicated
ice services, customized services, and Internet services.
mar a. Syndicated services - these companies collect and sell common pools of data designed to serve
keti information needs that a number of clients share. Surveys, diary panels, scanners, and audits are the
ng main means by which these data are collected.
rese b. Customized services - these companies offer a variety of marketing research services customized
arch to suit a client's needs. Each research project is designed to meet the unique needs of the client.
sup c. Internet services - these services are offered by several marketing research firms including some
plier who have specialized in conducting marketing research on the Internet, for example, Greenfield
s Online.
82)
a. ervisory position in field work or data analysis. With experience, the researcher moves up to project
A management positions, resulting in director and eventually in a vice president-level position. The
care most common entry-level position in the research industry for people with bachelor's degrees is
er in operational supervisor. Those with MBA or equivalent degrees are likely to be employed as project
rese managers. A researcher entering the profession on the client side would typically begin as a junior
arch research analyst (BBAs) or research analyst (MBAs).
ofte b. To prepare for a career in marketing research, a student should do the following:
n ∙ take as many marketing courses as possible
begi ∙ take courses in statistics and quantitative methods
ns ∙ acquire computer and Internet skills
with ∙ take courses in psychology and consumer behavior
a ∙ acquire effective written and verbal communication skills
sup ∙ think creatively
83)
a. formalized set of procedures for generating, analyzing, storing, and distributing information to
marketing decision makers on an ongoing basis. MIS is differentiated from marketing research in
A that it is continuously available. MIS is designed to complement the decision maker's responsibilities,
mar style, and information needs. The power of MIS is in the access it gives managers to vast amounts of
keti information, combining production, invoice, and billing information with marketing intelligence,
ng including marketing research.
infor b. Developed to overcome the limitation of MIS, decision support systems have built-in flexibility
mati that allows decision makers to interact directly with databases and analysis models. A decision
on support system (DSS) is an integrated system including hardware, a communications network,
syst database, model base, software base, and the DSS user who collects and interprets information for
em decision making. DSSs differ from MISs in that they combine the models and analytic techniques of
(MIS traditional marketing research with each access and retrieval of MISs. Well-designed DSSs adapt to
) is the decision-making needs of the user with easy interactive processes. In addition to providing easy
a access to data, DSSs can also enhance decision-making effectiveness by using "what-if" analysis.
84)
The a progression in value for the user as data is rendered into information, and then into knowledge and
gist implementation. An example using the entries in a spreadsheet can help illuminate the information
of value chain concept. Imagine a one-page spreadsheet with single-digit entries in each cell. In this
the spreadsheet, each row contains a different customer's answers to a satisfaction survey given by a
infor firm. Each column of the spreadsheet corresponds to a separate question on this satisfaction survey.
mati Keeping such a spreadsheet in mind, "data" would be the individual cell entries of the spreadsheet.
on "Information" would result from analysis of a more aggregated form of the cell entries, such as
valu inserting a new row at the bottom of the spreadsheet and computing averages for each
e corresponding column. Now, the user would have data with structure - a measure of central
chai tendency - for the responses to each question. "Knowledge" would result from comparing these
n is average values among themselves. Now, the information would be endowed with meaning, as the
this: generally lowest rating and the highest rating could be identified. Richer knowledge would result
ther from comparing the firm's average ratings with the same ratings for a competing firm.
e is
85)
FAL SE
86)
TRU E
87)
TRU E
88)
FAL SE
89)
TRU E
90)
TRU E
91)
FAL SE
92)
TRU E
93)
FAL SE
94)
FAL SE
95)
FAL SE
96)
FAL SE
97)
TRU E
98)
TRU E
99)
FAL SE
100)
FAL SE
101)
FAL SE
102)
TRU E
103)
FAL SE
104)
FAL SE
105)
TRU E
106)
FAL SE
107)
TRU E
108)
TRU E
109)
TRU E
110)
FAL SE
111)
TRU E
112)
FAL SE
113)
TRU E
114)
TRU E
115)
FAL SE
116)
TRU E
117)
FAL SE
118)
TRU E
119)
FAL SE
120)
E
121)
A
122)
B
123)
B
124)
C
125)
D
126)
D
127)
C
128)
E
129)
D
130)
B
131)
D
132)
C
133)
E
134)
E
135)
B
136)
D
137)
D
138)
C
139)
B
140)
B
141)
D
142)
A
143)
B
144)
A
145)
C
146)
B
147)
C
148)
A
149)
A
150)
D
151)
E
152)
B
153)
B
154)
B
155)
C
156)
C
157)
A
158)
E
159)
A
160)
a. events that led to the decision to act.
b. The alternate courses of action available to the decision maker - the set of alternatives may be
The incomplete at this stage, and qualitative research may be needed to identify the more innovative
hist courses of action.
ory c. The criteria that will be used to evaluate the alternative courses of action - for example, new
of product offerings might be evaluated on the basis of sales, market share, profitability, and return on
the investment.
prob d. The nature of potential actions that are likely to be suggested based on research findings - this
lem research finding will likely call for a strategic marketing response to the competition.
- e. The information that is needed to answer the decision maker's questions - the information needed
this includes a comparison of all elements of the marketing mix in order to determine relative strengths
is a and weaknesses.
disc f. The manner in which the decision maker will use each item of information in making the decision
ussi - the key decision makers will devise a strategy based on the research findings and their intuition and
on judgment.
of g. The corporate culture as it relates to decision making - in some firms, the decision-making
the process is dominant; in others, the personality of the decision maker is more important.
161)
Sec data collected for some purpose other than the problem at hand, such as data available from trade
ond organizations, the Bureau of Census, and the Internet. Primary data, on the other hand, are
ary originated by the researcher for the specific problem under study, such as survey data. Secondary
dat data include information made available by business and government sources, commercial marketing
a research firms, and computerized databases. Secondary data are an economical and quick source of
are background information.
162)
The what the decision maker needs to do, whereas the marketing research problem asks what
ma information is needed and how it can best be obtained. The management decision problem is action-
nag oriented, framed from the perspective of what should be done, and focuses on the symptoms
eme concerned with the underlying causes. It asks questions such as "How should the loss of market
nt share be arrested? Should the market be segmented differently? Should a new problem be
deci introduced? Should the promotional budget be increased?" In contrast, the marketing research
sion problem is information-oriented. Research is directed at providing the information necessary to
pro make a sound decision. The marketing research problem focuses on the symptoms concerned with
ble the underlying causes. Examples of this type of problem include the determination of the
m effectiveness of the current advertising campaign and the determination of the impact on sales and
asks problems of various levels of price changes.
163)
A t decision problem is by making use of a conceptual map. A conceptual map involves the following
goo three components:
d
way Management wants to (take an action).
to Therefore, we should study (topic)
link So that we can explain (question).
the
broa The first line states the rationale for the question and the project. This is the management decision
d problem. The second line of the conceptual map declares what broader topic you are investigating.
stat The third line implies the question you are investigating - the who/how/why that you want to explain.
eme Thus, the second and third lines define the broad marketing research problem.
nt of
the An example of the conceptual map for Olive Garden Restaurants follows:
mar
keti Management wants to (develop retention programs that will retain 90% of family diners and lead to
ng 10% higher sales over the next two years). Therefore, we should study (family diner loyalty), So that
rese we can explain (what will be the most important variables in retaining these customers over the next
arch 2 years).
prob
lem As can be seen, the preceding example provides valuable definitions of the management decision
with problem and the broad marketing research problems that are closely linked. The problem is now
the focused upon a segment of customers (family diners) and one behavior of these customers (staying
man with the company over the next 2 years). Measurable results, such as "90 per cent retention of
age family diners" are included, as well as a company goal (ten per cent increase in sales over the next
men two years).
164)
An of a set of variables related in a specified manner to represent all or a part of some real system or
ana process. Models can take many forms. The most common are verbal, graphical, and mathematical
lyti structures. In verbal models, the variables and their relationships are stated in prose form. These
cal models are often a summary or restatement of the main points of the theory. Graphical models are
mo visual and pictorially represent the theory. They are used to isolate variables and to suggest
del directions of relationships but are not designed to provide numerical results. They are logical,
cons preliminary steps to developing mathematical models. Mathematical models explicitly specify the
ists strength and direction of relationships among variables, usually in equation form.
165)
a. nts of the specific components of the problem. A problem component may break into several
research questions. Research questions are designed to ask the specific information required to
Res address each problem component. Research questions that successfully address the problem
earc components will provide valuable information for the decision maker. The formulation of the
h research questions should be guided, not only by the problem definition, but also by the analytical
que framework and the model adopted.
stio b. A hypothesis is an unproven statement or proposition about a factor or phenomenon that is of
ns interest to the researcher. It may be a tentative statement about the relationships discussed in the
are theoretical framework or represented in the analytic model. The hypothesis may also be stated as a
refin possible answer to the research question. Hypotheses are statements about proposed relationships
ed rather than merely questions to be answered. They reflect the researchers' expectation and can be
stat tested empirically. Hypotheses also play the important role of suggesting variables to be included in
eme the research design.
166)
TRU E
167)
FAL SE
168)
TRU E
169)
FAL SE
170)
FAL SE
171)
FAL SE
172)
TRU E
173)
FAL SE
174)
FAL SE
175)
FAL SE
176)
FAL SE
177)
TRU E
178)
TRU E
179)
FAL SE
180)
TRU E
181)
FAL SE
182)
FAL SE
183)
FAL SE
184)
FAL SE
185)
TRU E
186)
TRU E
187)
TRU E
188)
FAL SE
189)
FAL SE
190)
TRU E
191)
FAL SE
192)
FAL SE
193)
TRU E
194)
TRU E
195)
TRU E
196)
FAL SE
197)
TRU E
198)
TRU E
199)
TRU E
200)
FAL SE
201)
E
202)
E
203)
E
204)
B
205)
A
206)
E
207)
E
208)
D
209)
A
210)
E
211)
D
212)
A
213)
B
214)
A
215)
E
216)
B
217)
C
218)
A
219)
A
220)
B
221)
B
222)
D
223)
D
224)
A
225)
E
226)
A
227)
C
228)
E
229)
D
230)
C
231)
E
232)
A
233)
A
234)
C
235)
E
236)
A
237)
A
238)
C
239)
A
240)
B
241)
E
242)
a. ed to explore the problem situation, that is, to gain ideas and insight into the problem confronting the
management or the researcher. Exploratory research may be used when management realizes a
Expl problem exists but does not yet understand why. Because the information needs are only loosely
orat defined at this stage, exploratory research must be flexible and unstructured. Exploratory research is
ory conducted on a small and nonrepresentative sample, so the findings should be regarded as tentative
res and should be used as building blocks for further research.
ear b. Conclusive research is research designed to assist the decision maker in determining,
ch evaluating, and selecting the best course of action in a given situation. Conclusive research is based
is on the assumption that the researcher has an accurate understanding of the problem at hand. The
rese objective of conclusive research is to test specific hypotheses and examine specific relationships.
arch Conclusive research is typically more formal and structured than exploratory research. The
con researcher specifies the detailed steps in the research to be conducted prior to initiating the project.
duct Large, representative samples are used to collect data that are analyzed with statistical techniques.
243)
a. e precisely - exploratory research may reveal that a brand has a lower market share because its
brand image is not as strong as a competitor's image.
To b. To identify alternative courses of action - alternative courses of action to boost the image of a
form brand might include improving product quality, increasing the advertising budget, and distributing
ulat the product through upscale company-owned stores.
ea c. To develop hypotheses - an interesting hypothesis may be that heavy users may be more brand
prob conscious than light users.
lem d. To isolate key variables and relationships for further examination - celebrity endorsements can
or have a positive influence on the image of certain products.
defi e. To gain insights for developing an approach to the problem - brand image is a composite variable
ne a that is influenced by the quality of the product, pricing strategy, image of the outlets through which
prob the product is distributed, and the quality and intensity of advertising and promotion.
lem f. To establish priorities for further research - a company may want to examine the purchase and
mor consumption behavior of heavy users of its product category.
244)
Whe situation, it is desirable to begin with exploratory research. For example, exploratory research is
n suitable for generating alternative courses of action, research questions, or hypotheses. Exploratory
little research can then be followed by descriptive or causal research. It is not necessary to begin every
is research design with exploratory research. If the researcher has a good understanding of the
kno problem situation, descriptive or causal research may be a more appropriate initial step. Annual
wn consumer satisfaction surveys are an example of research that need not begin with or include an
abo exploratory phrase. Exploratory research can be used at any point in a study. For example, when
ut descriptive or causal research leads to results that are unexpected or difficult to interpret, the
the researcher may turn to exploratory research for insight. Exploratory and descriptive designs are
prob frequently used in commercial marketing research, but causal research is not as popular.
lem
245)
a. mation needed.
b. Design the exploratory, descriptive, and/or causal phases of the research.
Spe c. Specify the measurement and scaling procedures.
cify d. Construct and pretest a questionnaire or an appropriate form for data collection.
the e. Specify the sampling process and sample size.
infor f. Develop a plan of data analysis.
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a. proposal, a summary of the major points from each of the other sections.
b. Background - the background to the problem, including the environmental context, should be
Exec described.
utiv c. Problem definition/research objectives - normally, a statement of the problem should be
e presented. If this statement has not been developed, the objectives of the marketing research
sum project should be clearly specified.
mar d. Approach to the problem - a review of the relevant academic and trade literature, along with
y- some kind of an analytical model, should be included. If research questions and hypotheses have
the been identified, these should be included in the proposal.
prop e. Research design - the type of research, whether exploratory, descriptive, causal, or a
osal combination, should be specified. This section often forms the heart of the proposal.
sho f. Field work/data collection - the proposal should discuss how the data will be collected and who
uld will collect it. If the fieldwork is to be subcontracted to another supplier, this should be stated.
begi Control mechanisms to ensure the quality of data collected should be described.
n g. Data analysis - the kind of data analysis that will be conducted and how the results will be
with interpreted should be described.
an h. Reporting - the proposal should specify the nature and number of intermediate reports. The form
over of the final report, including whether a formal presentation of the results will be made, should also be
view stated.
of i. Cost and time - the cost of the project and a time schedule, broken down by phases, should be
the presented. A payment schedule should also be worked out in advance, especially for large projects.
entir j. Appendices - any statistical or other information that is of interest to only a few people should be
e presented in appendices.
247)
One the beginning to the end. Honesty between the researcher and the client will lead the researcher to
imp match the right design with the needs of the business at that time. If a longitudinal design is needed,
orta as in the case of brand switching, then it must be done. If the research firm has no experience in
nt doing a longitudinal design, then this must be disclosed at the outset along with the ways the
the research agency will ensure quality (such as contracting for a consultant to guide them, or for
me another firm to actually execute this part of the project. A research firm that justifies the use of a
in cross-sectional design simply because it has no experience in conducting longitudinal studies is
the behaving unethically. Also, if customer contact has to be restricted or if time is an issue, the client
ethi should make these constraints known at the start of the project.
cs
exa Honesty is also needed from client firms at the start of projects. Theft of ideas must always be
mpl avoided. It would be unethical for a client to extract details from a proposal submitted by one
es research firm and pass them on to another who actually would do the project for the client. A
feat proposal is the property of the research firm that prepared it, unless the client has paid for it.
ured
in
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