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Globex Corporation has been receiving an unusually high number of negative customer comments on its Facebook page. From this, management realizes some sort of customer satisfaction problem exists, but otherwise knows little about the dissatisfaction problem. What kind of research should Globex initially conduct in an effort to address the problem? Secondary research. Exploratory research. Primary research. Product research. Customer research Question 2. Question : Strategy-oriented decision problems are aimed squarely at: Large organizations. Tactical situations. Complex problems. Making decisions. All of the above. Question 3. Question : Serendipity, or chance ideas, as a source of marketing research problems, might arise from: Customer complaint letters Salesperson’s call reports Comments in trade publications Customer calls to toll-free service assistance centers. All of the above are sources of chance ideas. Question 4. Question : Meeting with the client should be done at the earliest stages of a research project for which of the following reasons? To avoid duplicating efforts. Because it is essential that managers and researchers are able to communicate openly. To get as much information as possible from the manager with respect to the problem/ opportunity. Both B and C are correct. None of the above are correct. Question 5. Question : Defining the problem is among the most difficult aspects of the marketing research process because of the __________ of every situation a manager may encounter. Complexity Urgency Riskiness Uniqueness Subjectiveness Question 6. Question : The research proposal: Is used primarily to summarize the problem definition process. Does not include proposed research methods. Provides the researcher another opportunity to make sure that the proposed research will provide information needed to address the decision problem. Should be no longer than two (2) pages. Cannot be changed once it has been accepted by the manager. Question 7. Question : The method of ethical reasoning that considers whether or not costs and benefits of a proposed action are distributed fairly among individuals and groups is called the ________ approach: Justice Pragmatic I Utility Rights None of the above Chapter 3 Question 8. Question : Which of the following is NOT one of the six steps in problem definition identified in chapter 3? State the manager’s decision problem. Prepare research request agreement. Secure funding Meet with client Clarify the problem/opportunity. Question 9. Question : Step five of the problem definition process is to select research problem(s) to be addressed. Which of the following statements about this step is TRUE? Marketing researchers should allow managers to vote on which research problems to address. Marketing researchers should address every research problem that has been identified. Marketing researchers should address the research problems for which they are reasonably sure they can get favorable results. Researchers should attempt to address the identified research problems regardless of the cost of obtaining information. Researchers must carefully review each identified research problem in terms of trade-off between the information to be obtained versus the costs of obtaining that information. Question 10. Question : Communicating research results to appropriate managers is part of which phase of the Marketing Research Process? Data Collection Research Configuration Information Reporting Problem Definition Data Analysis Big Data is the process of ____________ large and varied data sets. Capturing, understanding and distributing Detecting, merging and analyzing Capturing, merging and analyzing Securing, validating and storing Researching, analyzing and storing Question 2. Question : A great source of “Voice of the Customer” (VOC) data is: Structured Mobile Omni-transactional Unstructured Social Points Received: 0 of 3 Comments: Question 3. Question : Which type of marketing research focuses on the short- or long-term decisions that the firm must make with respect to the elements of the marketing mix? Planning Decision making Problem solving Performance monitoring Control ved: 3 of 3 Question 4. Question : Which of the following are ways to judge the accuracy of secondary data? Consider the source of the data Look at the sponsor of the research that yielded the secondary data Look for evidence that the research was done properly All of the above are correct Only B and C are correct. Question 5. Question : With secondary data, who incurs the expense of collecting it? The user of the secondary data The government No one – secondary data by definition is always free. Taxpayers. The original compiler of the information. Question 6. Question : Acme Corporation has identified several new market opportunities, but has limited funds to invest and therefore cannot pursue them all. Which function of market research will it conduct to identify the most promising opportunities? : CORRECT Planning Decision making Problem Solving Performance monitoring Control 0 of 3 Question 7. Question : Which type of firm is one of the three major categories of firms that conduct Marketing Research? Marketing research companies. Advertising agencies. Companies that produce or sell products and services. All of the above. None of the above. Question 8. Question : A key distinction of a Marketing Information System (MIS) is that: The information is accurate. It can only be used by marketing managers. Information is collected on a regular basis. It does not involve focused reports The information is used in making marketing decisions Question 9. Question : Which of the following is NOT one of the three dimensions of the framework for understanding Big Data? Volume Vastness Velocity Variety All of the above are dimensions of the framework Comments: Question 10. Question : The Town Square Tattler, gossip tabloid, has decided to do some market research to help it sell more advertising. What should it seek to learn through its research? Which of its stories are most popular. The demographic profile of its audience. How much readers are willing to pay for an issue. The size of its total readership. Both B and D. * Times are displayed in (-07:00) Mountain Time (US & Canada) The decision to use observation methods of data collection requires that the researcher specify: Who is to be observed. What aspects of the behavior should be reported. When the observation is to be made. Where the observation is to be made. All of the above. Question 2. Question : Which of the following types of primary data can be measured by observation? Attitudes and opinions Motivations and present behavior Gender and current behavior Social class and gender Motivations and intentions Question 3. Question : Observational data have the advantage over communication data in which of the following categories? Objectivity, cost, and speed Objectivity and accuracy Objectivity and speed Speed and versatility Cost and versatility Question 4. Question : Phone book sampling frames are inadequate because of : plus-one sampling. people who have recently moved or have unlisted numbers. random-digit dialing. interviewer bias. small sample size. Question 5. Question : “How do you feel about the Apple, Inc.?” is an example of which type of question? Fixed-alternative Structured Open-ended Close-ended a, b, and c. Question 6. Question : Fixed-alternative questions would be inappropriate for securing information about respondents’ apartment rental payments. motivations in husband-wife interactions over purchase decisions. age. awareness of current events. income level. Question 7. Question : Which of the following is an example of the observation method of collecting primary data? Administering a questionnaire to shoppers in a supermarket. Recording the amount of time a shopper stops in front of a point-of-purchase display. Asking shoppers which brand they noticed first in a shelf display. Conducting a telephone survey to determine which brands of detergent are purchased by mothers with young children. Using a tape recorder to gather shopper impressions of a new store layout design. Question 8. Question : Which of the following is a life-style characteristic? Social class Interests Attitudes Home ownership Age Question 9. Question : Which of the following data collection methods provides the greatest degree of anonymity for respondents? Mail surveys Personal interviews Online surveys Telephone interviews Mall intercepts Question 10. Question : Which of the following statements does NOT accurately describe the mail questionnaire? It allows a wide sample to be used. It allows a representative sample to be used. It is a relatively inexpensive means of recruiting respondents. It ensures that the correct person receives and completes the questionnaire. It is more suitable for contacting busy executives than a telephone or personal interview. To determine the degree to which the variables in a cross-tabulation analysis are independent of one another, a researcher should use cross tabulation variable independence test. Pearson chi-square test of independence. regression analysis. Cramer’s V. Kendall’s coefficient of concordance. Question 2. Question : Given a cross tabulation between years of education and income, we would compute percentages in the direction of years of education because the probability that given X income you will have Y years of education makes sense. the probability that given X years of education you will have Y income makes sense. It doesn’t matter which way you do it. Both a and b. None of the above. Question 3. Question : The purpose of the coding process is to transform raw data into symbols. encrypt the raw data so that it is secure from unauthorized use. determine if the raw data meets minimum quality standards. detect incorrect or invalid responses. separate completed questionnaires from incomplete ones. Question 4. Question : Which of the following is FALSE about cross tabulations? Cross tabulations work equally well with continuous measures that have been recast as categorical measures. Cross tabulations are used for studying the relationships between two (or more) categorical variables. Recasting continuous measures into categories may result in lowered statistical power. Cross tabulation seeks to investigate the influence of the independent variable on the dependent variable. Recasting continuous measures into categories almost never results in the loss of information. Question 5. Question : When performing cross tabulations, percentages are always calculated in the direction of the dependent variable. independent variable. causal variable. Both a and b. Both b and c. 17 Which of the assumptions listed below are necessary in order for the coefficients in a partial regression equation to be interpreted as the average change in the criterion variable associated with a unit change in the appropriate predictor variable holding other predictor variables constant? a. The predictor variables must be correlated. b. The variance among predictor variables must be equal. c. The criterion variable must be normally distributed. *d. The predictor variables must be uncorrelated. e. None of the above are necessary assumptions. Points Received: 3 of 3 Question 6. Question : The following categories of ages are ____ and ____, but not ____. 18-24 25-34 35-44 45-54 55 and over closed-ended, exhaustive, mutually exhaustive open-ended, mutually exclusive, exhaustive closed-ended, mutually exclusive, exhaustive exhaustive, mutually exclusive, open-ended None of the above. Question 7. Question : In ANOVA, the independent variables are typically called treatments. factors. F-statistics. causal variables. tabulations. Question 8. Question : Which Use as many columns as necessary for the field. Locate only one character in each column. Use alphabetic codes if possible. Use consistent codes for similar types of responses. Code in an identification number for each questionnaire. Question 9. Question : In most multivariate analyses, the goal is to see whether one _________ variable has an influence on another __________ variable. independent, predictor predictor, outcome independent, outcome outcome, dependent Both b and c. Question 10. Question : The editing process involves : the inspection of the data received from each sample element. the correction of the data received from each sample element. the transformation of the raw data received from each sample element into symbols. All of the above. Both a and b. Po

Globex Corporation has been receiving an unusually high number of negative customer comments on its Facebook page. From this, management realizes some sort of customer satisfaction problem exists, but otherwise knows little about the dissatisfaction problem. What kind of research should Globex initially conduct in an effort to address the problem?

Secondary research.

Exploratory research.

Primary research.

Product research.

Customer research

Question 2. Question :

Strategy-oriented decision problems are aimed squarely at:

Large organizations.

Tactical situations.

Complex problems.

Making decisions.

All of the above.

Question 3. Question :

Serendipity, or chance ideas, as a source of marketing research problems, might arise from:

Customer complaint letters

Salesperson’s call reports

Comments in trade publications

Customer calls to toll-free service assistance centers.

All of the above are sources of chance ideas.

Question 4. Question :

Meeting with the client should be done at the earliest stages of a research project for which of the following reasons?

To avoid duplicating efforts.

Because it is essential that managers and researchers are able to communicate openly.

To get as much information as possible from the manager with respect to the problem/ opportunity.

Both B and C are correct.

None of the above are correct.

Question 5. Question :

Defining the problem is among the most difficult aspects of the marketing research process because of the

__________ of every situation a manager may encounter.

Complexity

Urgency

Riskiness

Uniqueness

Subjectiveness

Question 6. Question :

The research proposal:

Is used primarily to summarize the problem definition process.

Does not include proposed research methods.

Provides the researcher another opportunity to make sure that the proposed research will provide information

needed to address the decision problem.

Should be no longer than two (2) pages.

Cannot be changed once it has been accepted by the manager.

Question 7. Question :

The method of ethical reasoning that considers whether or not costs and benefits of a proposed action are distributed fairly among individuals and groups is called the ________ approach:

Justice

Pragmatic

I Utility

Rights

None of the above

Chapter 3

Question 8. Question :

Which of the following is NOT one of the six steps in problem definition identified in chapter 3?

State the manager’s decision problem.

Prepare research request agreement.

Secure funding

Meet with client

Clarify the problem/opportunity.

Question 9. Question :

Step five of the problem definition process is to select research problem(s) to be addressed.

Which of the following statements about this step is TRUE?

Marketing researchers should allow managers to vote on which research problems to address.

Marketing researchers should address every research problem that has been identified.

Marketing researchers should address the research problems for which they are reasonably sure they can get favorable results.

Researchers should attempt to address the identified research problems regardless of the cost of obtaining information.

Researchers must carefully review each identified research problem in terms of trade-off between the

information to be obtained versus the costs of obtaining that information.

Question 10. Question :

Communicating research results to appropriate managers is part of which phase of the Marketing Research Process?

Data Collection

Research Configuration

Information Reporting

Problem Definition

Data Analysis

 

 

 

Big Data is the process of ____________ large and varied data sets.

Capturing, understanding and distributing

Detecting, merging and analyzing

Capturing, merging and analyzing

Securing, validating and storing

Researching, analyzing and storing

Question 2. Question :

A great source of “Voice of the Customer” (VOC) data is:

Structured

Mobile

Omni-transactional

Unstructured

Social

Points Received: 0 of 3

Comments:

Question 3. Question :

Which type of marketing research focuses on the short- or long-term decisions that the firm must make with respect to the elements of the marketing mix?

Planning

Decision making

Problem solving

Performance monitoring

Control

ved: 3 of 3

Question 4. Question :

Which of the following are ways to judge the accuracy of secondary data?

Consider the source of the data

Look at the sponsor of the research that yielded the secondary data

Look for evidence that the research was done properly

All of the above are correct

Only B and C are correct.

Question 5. Question :

With secondary data, who incurs the expense of collecting it?

The user of the secondary data

The government

No one – secondary data by definition is always free.

Taxpayers.

The original compiler of the information.

Question 6. Question :

Acme Corporation has identified several new market opportunities, but has limited funds to invest and therefore cannot pursue them all. Which function of market research will it conduct to identify the most promising opportunities?

: CORRECT Planning

Decision making

Problem Solving

Performance monitoring

Control

0 of 3

Question 7. Question :

Which type of firm is one of the three major categories of firms that conduct Marketing Research?

Marketing research companies.

Advertising agencies.

Companies that produce or sell products and services.

All of the above.

None of the above.

Question 8. Question :

A key distinction of a Marketing Information System (MIS) is that:

The information is accurate.

It can only be used by marketing managers.

Information is collected on a regular basis.

It does not involve focused reports

The information is used in making marketing decisions

Question 9. Question :

Which of the following is NOT one of the three dimensions of the framework for understanding Big Data?

Volume

Vastness

Velocity

Variety

All of the above are dimensions of the framework

Comments:

Question 10. Question :

The Town Square Tattler, gossip tabloid, has decided to do some market research to help it sell more advertising. What should it seek to learn through its research?

Which of its stories are most popular.

The demographic profile of its audience.

How much readers are willing to pay for an issue.

The size of its total readership.

Both B and D.

* Times are displayed in (-07:00) Mountain Time (US & Canada)

The decision to use observation methods of data collection requires that the researcher specify:

Who is to be observed.

What aspects of the behavior should be reported.

When the observation is to be made.

Where the observation is to be made.

All of the above.

Question 2. Question :

Which of the following types of primary data can be measured by observation?

Attitudes and opinions

Motivations and present behavior

Gender and current behavior

Social class and gender

Motivations and intentions

Question 3. Question :

Observational data have the advantage over communication data in which of the following categories?

Objectivity, cost, and speed

Objectivity and accuracy

Objectivity and speed

Speed and versatility

Cost and versatility

Question 4. Question :

Phone book sampling frames are inadequate because of

: plus-one sampling.

people who have recently moved or have unlisted numbers.

random-digit dialing.

interviewer bias.

small sample size.

Question 5. Question :

“How do you feel about the Apple, Inc.?” is an example of which type of question?

Fixed-alternative

Structured

Open-ended

Close-ended

a, b, and c.

Question 6. Question :

Fixed-alternative questions would be inappropriate for securing information about respondents’

apartment rental payments.

motivations in husband-wife interactions over purchase decisions.

age.

awareness of current events.

income level.

Question 7. Question :

Which of the following is an example of the observation method of collecting primary data?

Administering a questionnaire to shoppers in a supermarket.

Recording the amount of time a shopper stops in front of a point-of-purchase display.

Asking shoppers which brand they noticed first in a shelf display.

Conducting a telephone survey to determine which brands of detergent are purchased by mothers with young children.

Using a tape recorder to gather shopper impressions of a new store layout design.

Question 8. Question :

Which of the following is a life-style characteristic?

Social class

Interests

Attitudes

Home ownership

Age

Question 9. Question :

Which of the following data collection methods provides the greatest degree of anonymity for respondents?

Mail surveys

Personal interviews

Online surveys

Telephone interviews

Mall intercepts

Question 10. Question :

Which of the following statements does NOT accurately describe the mail questionnaire?

It allows a wide sample to be used.

It allows a representative sample to be used.

It is a relatively inexpensive means of recruiting respondents.

It ensures that the correct person receives and completes the questionnaire.

It is more suitable for contacting busy executives than a telephone or personal interview.

To determine the degree to which the variables in a cross-tabulation analysis are independent of one another, a researcher should use

cross tabulation variable independence test.

Pearson chi-square test of independence.

regression analysis.

Cramer’s V.

Kendall’s coefficient of concordance.

Question 2. Question :

Given a cross tabulation between years of education and income, we would compute percentages in the direction of years of education because

the probability that given X income you will have Y years of education makes sense.

the probability that given X years of education you will have Y income makes sense.

It doesn’t matter which way you do it.

Both a and b.

None of the above.

Question 3. Question :

The purpose of the coding process is

to transform raw data into symbols.

encrypt the raw data so that it is secure from unauthorized use.

determine if the raw data meets minimum quality standards.

detect incorrect or invalid responses.

separate completed questionnaires from incomplete ones.

Question 4. Question :

Which of the following is FALSE about cross tabulations?

Cross tabulations work equally well with continuous measures that have been recast as categorical measures.

Cross tabulations are used for studying the relationships between two (or more) categorical variables.

Recasting continuous measures into categories may result in lowered statistical power.

Cross tabulation seeks to investigate the influence of the independent variable on the dependent variable.

Recasting continuous measures into categories almost never results in the loss of information.

Question 5. Question :

When performing cross tabulations, percentages are always calculated in the direction of the

dependent variable.

independent variable.

causal variable.

Both a and b.

Both b and c.

17 Which of the assumptions listed below are necessary in order for the coefficients in a partial regression equation to be interpreted as the average change in the criterion variable associated with a unit change in the appropriate predictor variable holding other predictor variables constant?

a. The predictor variables must be correlated.

b. The variance among predictor variables must be equal.

c. The criterion variable must be normally distributed.

*d. The predictor variables must be uncorrelated.

e. None of the above are necessary assumptions.

Points Received: 3 of 3

Question 6. Question :

The following categories of ages are ____ and ____, but not ____.

18-24

25-34

35-44

45-54

55 and over

closed-ended, exhaustive, mutually exhaustive

open-ended, mutually exclusive, exhaustive

closed-ended, mutually exclusive, exhaustive

exhaustive, mutually exclusive, open-ended

None of the above.

Question 7. Question :

In ANOVA, the independent variables are typically called

treatments.

factors.

F-statistics.

causal variables.

tabulations.

Question 8. Question :

Which

Use as many columns as necessary for the field.

Locate only one character in each column.

Use alphabetic codes if possible.

Use consistent codes for similar types of responses.

Code in an identification number for each questionnaire.

Question 9. Question :

In most multivariate analyses, the goal is to see whether one _________ variable has an influence on another __________ variable.

independent, predictor

predictor, outcome

independent, outcome

outcome, dependent

Both b and c.

Question 10. Question :

The editing process involves

: the inspection of the data received from each sample element.

the correction of the data received from each sample element.

the transformation of the raw data received from each sample element into symbols.

All of the above.

Both a and b.

Po

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