If one is short of time, one should opt for quantitative research as it can generally be completed in a shorter time period compared to qualitative research.

NA

False

NA

True

A literature review can suggest research hypotheses to investigate.

False

NA

NA

True

Topic sensitivity is the:

level of preparation required to create an appropriate environment for the respondent.

respondent's inclination or disposition to share his/her thoughts

degree to which a specific survey question leads the respondent to give a socially acceptable response.

degree to which respondents share certain similarities

In which stage of the sampling plan will random-digit dialing probably be considered?

Defining the target population

Identifying the sampling frame

Selecting the appropriate sampling method

Selecting the data collection method

Test marketing _____.

includes choosing and evaluating locations, channels, and distribution partners

focuses on database development through optical scanning at the point of purchase

identifies two or more segments within the market for a particular company's products

provides information for decisions on product improvements and new-product introductions

Services provided by standardized research firms that include data made or developed from a common data pool or database are called _____ services.

customized

syndicated business

highly tailored

debriefed

While evaluating secondary data, the accuracy criterion suggests that researchers must _____.

evaluate when the secondary data was collected

evaluate the overall procedure for collecting the data

seek out multiple sources to check consistency of data

carefully evaluate the data on how it relates to the current research objective

In which of the following scenarios would you most strongly recommend using quantitative research?

When the objective is to understand hidden underlying psychological processes

When the objective is to identify new ideas and thoughts for a product

When the main goal is to uncover unanticipated findings and reactions

When the objective is to validate and estimate the strength of a relationship

Major reasons for using government documents as secondary data sources is that they _____.

are easily available in all marketing blogs

include the number of previous citations

provide information about past sales of the company

are detailed, complete, and consistent

When respondents provide wrong answers due to impaired memory, then it leads to a nonresponse error.

True

False

NA

NA

A new supermarket, The Factory, has installed closed circuit cameras and TVs to find out the category of products and the specific brands favored by customers. This is done so that space allocated to different products can be revised. This is an example of:

retailing research.

logistical assessment.

test marketing.

perceptual mapping.

The first task in the information research process is to _____.

determine the sample plan and sample size

redefine the decision problems as research problems

determine the measurement issues and scales

identify and clarify management's information needs

The purpose of theory is to generalize relationships between concepts in a way that is applicable to a wide variety of business and often other settings

NA

False

NA

True

The initial recognition of the existence of a problem or opportunity should be the primary responsibility of the researcher

NA

NA

False

True

Which of the following is true about sampling errors?

They cannot be measured statistically.

They cannot be measured directly.

They can be reduced by decreasing the sample volume.

They are caused by the size of the sample.

Which method of sampling relies on the assumption that rare groups of people tend to form their own unique social circles?

Cluster sampling

Quota sampling

Snowball sampling

Judgment sampling

Which of the following is true of quantitative methods?

It can be superior for studying topics that involve complex psychological motivations.

It enables researchers and clients to get closer to their customers and potential customers than does qualitative research.

It uses formal questions and predetermined response options in questionnaires administered to large numbers of respondents.

Quantitative analysis techniques cannot be applied to qualitative data.

A _____ is an observable item that is used as a measure on a questionnaire.

variable

hypothesis

relationship

construct

Conducting a census is less time-consuming and less costly than sampling.

NA

False

NA

True

Which of the following helps generate insights that will help define the problem situation confronting the researcher?

Descriptive research

Demographic research

Exploratory research

Causal research

Which of the following is an advantage of using quantitative research over qualitative research?

Cost-effective data collection

Relatively quick data collection in most cases

High reliability

Richness of the data

Which of the following statements is true about the information research process?

It narrows the applicability of the research process in solving organizational problems and creating opportunities.

It is especially useful when costs outweigh the value of the research.

It is a systematic approach to collecting, analyzing, interpreting, and transforming data into decision-making information.

A more appropriate name for the information research process is now the traditional marketing research process.

_____ data is market research data that is collected, packaged, and sold to many different firms.

Syndicated

Open source

Noncommercial

Government

An in-depth interview

is an extended contact with a natural setting, but without participation by the researcher.

involves asking a subject a set of semi-structured questions in a face-to-face setting.

has a higher likelihood of participants responding in a socially desirable manner.

is a formalized process of bringing a small group together for discussion on a particular topic.

Compared to person-administered surveys, self-administered surveys have:

higher response rates.

the advantage of respondent control.

higher cost per survey.

greater interviewer-respondent bias.

Which of the following illustrates abuse of respondents in marketing research?

Not using the designated sample of respondents but rather anyone who is conveniently available to complete the survey

Having friends and relatives fill out surveys

Selling of unnecessary or unwarranted research services

Not providing the promised incentive for completing interviews or questionnaires

Which of the following is true of convenience sampling?

The representativeness of the sample can be measured because sampling error estimates are not calculated.

It is a time-consuming process when there are a large number of respondents.

Using convenience samples to develop constructs and scales can be risky.

It is commonly used in the later stages of research.

Which of the following is an advantage of person-administered survey methods?

They eliminate the possibility of the interviewer-respondent error

They ensure that there are no recording errors.

Interviewers can help ensure respondents are screened to represent the target population.

Overall cost of data collection using an interviewer is lower than other data collection methods

The difference between stratified random sampling and cluster sampling is that in cluster sampling:

representativeness of the sample cannot be measured because sampling error estimates cannot be calculated

a large number of respondents is interviewed in a relatively short time.

the sampling units are divided into mutually exclusive and collectively exhaustive subpopulations.

the researcher must be able to secure a complete listing of the potential sampling units that make up the defined target population.

The iceberg principle provides information concerning the _____.

determination of the research problem

execution of the research design

selection of the appropriate research design

communication of the research results