MGT410 Ch3

Question 1

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

Answer 1

C) establishing the need for marketing research

Question 2

2) Which of the following would serve as a good decision rule for managers in establishing the need for marketing research?

Answer 2

D) comparing the value of the marketing research to the cost

Question 3

3) Conducting a marketing research study is necessary when:

Answer 3

D) companies require additional information from the market for decision making.

Question 4

4) A prescriptive research study:

Answer 4

A) provides information that allows the manager to best remedy the dissatisfaction

Question 5

6) Which of the following is true regarding exploratory research?

Answer 5

E) It helps identify research priorities.

Question 6

7) Which of the following is true regarding causal research?

Answer 6

B) It attempts to uncover the factors that lead to some event.

Question 7

14) Research objectives:

Answer 7

C) state specifically what information must be produced to solve the problem.

Question 8

19) A(n) ________ helps managers recognize failures to meet objectives.

Answer 8

A) control system

Question 9

39) A(n) ________ is an abstract idea inferred from specific instances that are thought to be related.
40) An intention to purchase is an example of a:

Answer 9

D) construct

Question 10

42) A(n) ________ is the predesignation of some quantity of a measured characteristic that must be achieved for a research objective in order for a predetermined action to take place.

Answer 10

E) action standard