reapds

Research undertaken to help solve specific marketing problems is called ________.

• A) problem-solving research
• B) problem-manipulation research
• C) problem-identification research
• D) problem-correction research
• E) problem exception

If an outside agency was brought in to conduct work for a research project after the first three steps in the marketing research process were completed, which step would the agency conduct?

• A) define the problem
• B) develop an approach to the problem
• C) formulate the research design
• D) correct the problem
• E) doing fieldwork or collecting data

The problem audit involves discussions with the decision maker on all of the following issues EXCEPT:

• A) the history of the problem
• B) the criteria that will be used to evaluate the alternative courses of action
• C) the information that is needed to answer the decision maker's questions
• D) the alternative courses of action available to the decision maker
• E) the national culture as it's related to a country's trade barriers

Which of the following is NOT an issue that would be addressed in a management decision problem?

• A) Should the advertising campaign be changed?
• B) Should the price of the product be changed?
• C) 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

Which statement is not true about research design?

• A) Research design is a framework for conducting the marketing research project.
• B) Research design specifies the measurement and scaling procedures.
• C) Research design is undertaken before developing the approach to the problem.
• D) Research design is undertaken after the marketing research problem is defined.
• E) None of the above

Which of the following is a characteristic of descriptive research designs?

• A) flexible
• B) marked by the prior formulation of specific hypothesis
• C) versatile
• D) often the front end of total research
• E) supporting

Which of the following types of general surveys measure the same group of respondents over time but not necessarily on the same variables?

• A) periodic surveys
• B) panel surveys
• C) shared surveys
• D) parallel surveys
• E) regular surveys

Which of the following are described as loosely structured conversations with individuals drawn from the target audience?

• A) experiments
• B) quantitative surveys
• C) panels
• D) conversation interviews
• E) depth interviews

The advantages of using in-home interviewing to collect research data include all of the following EXCEPT:

• A) good for physical stimuli.
• B) least expensive.
• C) good sample control.
• D) large quantity of data can be collected.
• E) complex questions can be asked.

The recording of behavioral patterns of people, objects, and events in a systematic manner to obtain information about the phenomenon of interest is called ________.

• A) projection
• B) observation
• C) description
• D) exploration
• E) micro-pattern research