Chapter 4 02

Which of the following is the first step in the marketing research process?

• developing a marketing information system

• defining the problem and objectives of the study

• developing the research plan

• interpreting and reporting the findings

In ________ research, the objective is to gather preliminary information that will help define the problem and suggest hypotheses.

• exploratory

• descriptive

• causal

• statistical

Akira Takano, a marketing manager, is about to test the hypothesis that the sale of a particular product will increase exponentially if there is a $5 drop in the selling price of the product. Akira is involved in ________ research.

The research plan should be presented in a written proposal. The proposal should include all of the following EXCEPT ________.

• the predicted results

• research objectives

• how the results will help management's decision making

• estimated research costs

Which of the following is true with regard to gathering secondary data?

• Gathering secondary data involves costly fees to government agencies.

• Commercial online databases contain primary rather than secondary data.

• Internet search engines can be useful sources of relevant secondary data.

• Secondary data eliminates the need for primary data in most cases.

Which of the following is a disadvantage of using secondary data?

• Secondary data is generally not appropriate for consumer products.

• Collecting secondary data is time consuming.

• Few sources exist for secondary data.

• Relevant secondary data can be difficult to locate.

Which of the following is true with regard to mail questionnaires?

• The response rate of mail questionnaires is often very low.

• The researcher has maximum control over the mail questionnaire sample.

• Mail questionnaires are unsuitable for collecting large amounts of information about respondents.

• Respondents always provide honest answers to personal questions on mail questionnaires.