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Marketing Research: Within a Changing Information Environment, 2/e

Joseph Hair, Louisiana State University
Robert Bush, University of Memphis
David Ortinau, University of South Florida

The Research Process

Multiple Choice Quiz


1	The practice of marketing research faces challenges from:
		A)	the advent of the internet and e-commerce.
		B)	"gatekeeper" technologies and data privacy legislation.
		C)	global market expansion.
		D)	the emergence of marketing research as a strategy.
		E)	all of the above.


2	Given the trends impacting the marketing research process, the term ________________ process may be a more appropriate description of its future role.
		A)	market creation
		B)	information research
		C)	customer creation
		D)	competitive marketing
		E)	strategic marketing


3	Responsibility for initiating the activities involved in recognizing and defining a problem opportunity situation should be given to:
		A)	research specialists.
		B)	statisticians.
		C)	field interviewers.
		D)	decision makers.
		E)	distribution specialists.


4	Generally, the information research process is triggered by:
		A)	a decision problem.
		B)	a decision opportunity.
		C)	market performance symptoms.
		D)	the need to test new research techniques.
		E)	the progress of the "research cycle."


5	The information research process is composed of:
		A)	the determination of the research problem.
		B)	the development of the appropriate research design.
		C)	execution of the research design.
		D)	communication of the results.
		E)	all of the above.


6	Ultimately, marketing problems and/or opportunities are "solved" through the development and application of:
		A)	raw secondary data.
		B)	raw primary data
		C)	statistical data structures.
		D)	psychographic data structures.
		E)	information


7	The most important phase of the information research process is:
		A)	determination of the information research problem.
		B)	development of the appropriate research design.
		C)	execution of the research design.
		D)	communication of results.
		E)	all are equally important.


8	The single most critical task in the information research process is:
		A)	determine and clarify management's information needs.
		B)	redefining the decision problem as a research problem.
		C)	establishing research objectives and determining the value of the information.
		D)	development of the appropriate research design.
		E)	determine and evaluate the research design and data sources.


9	The X-Cel Corporation often utilizes focus groups early in the research process to develop a better understanding of a problem or opportunity situation. Focus groups would be best described as an example of:
		A)	exploratory research.
		B)	descriptive research.
		C)	casual research.
		D)	statistical research.


10	The X-Cel Corporation often categorizes various consumer attitudes and behaviors according to the demographic characteristics of the sample group. The firm's efforts would be best described as:
		A)	causal research.
		B)	exploratory research.
		C)	descriptive research.
		D)	secondary research.
		E)	casual research.


11	Which of the following types of research is best suited to developing an understanding of why certain market phenomena occur as they do?
		A)	causal research
		B)	exploratory research
		C)	secondary research
		D)	descriptive research
		E)	demographic research


12	Primary data is developed from:
		A)	"firsthand" raw data and structures.
		B)	exploratory, descriptive, or causal research.
		C)	surveys, experiments, and/or observation techniques.
		D)	data and data structures specifically collected and assembled for a current problem or opportunity.
		E)	all of the above.


13	If possible, a market researcher would prefer to employ which of the following types of samples?
		A)	a census
		B)	a defined sample
		C)	a probability sample
		D)	a non-probability sample
		E)	a convenience sample


14	Which of the following data collection methods allows the researcher to collect the greatest variety and depth of raw data?
		A)	mail questionnaires
		B)	telephone interviews
		C)	observation techniques
		D)	personal interviews
		E)	computer/fax questionnaires


15	In which of the following stages of the information research process are usable results first produced?
		A)	problem definition
		B)	transforming data structures into information
		C)	sampling design
		D)	data analysis
		E)	target market selection

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