Marketing Research Quiz

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

• problem-solving research

• problem-manipulation research

• problem-identification research

• problem-correction research

• 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?

• define the problem

• develop an approach to the problem

• formulate the research design

• correct the problem

• doing fieldwork or collecting data

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

• the history of the problem

• the criteria that will be used to evaluate the alternative courses of action

• the information that is needed to answer the decision maker's questions

• the alternative courses of action available to the decision maker

• 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?

• Should the advertising campaign be changed?

• Should the price of the product be changed?

• Determine the impact on sales and profits of various levels of price changes.

• What can a company do to expand its share of its product category?

• B and C

Which statement is not true about research design?

• Research design is a framework for conducting the marketing research marketing research project.

• Research design specifies the measurement and scaling procedures.

• Research design is undertaken before developing the approach to the problem.

• Research design is undertaken after the marketing research problem is defined.

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

• flexible

• marked by the prior formulation of specific hypothesis

• versatile

• often the front end of total research

• supporting

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

• periodic surveys

• panel surveys

• shared surveys

• parallel surveys

• regular surveys

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

• experiments

• quantitative surveys

• panels

• conversation interviews

• depth interviews

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

• good for physical stimuli.

• least expensive.

• good sample control.

• large quantity of data can be collected.

• 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 ________.

• projection

• observation

• description

• exploration

• micro-pattern research