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1 | |
Which of the following forms of information is generally considered to be the least desirable or reliable? |
| | A) | secondary information |
| | B) | primary information |
| | C) | subjective information |
| | D) | factual information |
| | E) | statistical information |
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2 | |
Which of the following "scientific" forms of information ranks highest in quality and lowest in complexity? |
| | A) | facts |
| | B) | estimates |
| | C) | predictions |
| | D) | suppositions |
| | E) | relationships |
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3 | |
The X-Cel Corporation routinely slashes prices whenever sales fall. The firm's belief that lower prices will stimulate sales is an example of an assumed: |
| | A) | fact |
| | B) | relationship |
| | C) | tactic |
| | D) | estimate |
| | E) | strategy |
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4 | |
All of the following statements concerning the use of the information research process are true except: |
| | A) | The use of the process is indicated if the decision problem and/or opportunity cannot be resolved using only subjective information. |
| | B) | The process should be employed if the problem/opportunity situation has strategic or tactical importance. |
| | C) | The process should automatically be used for all decisions faced by the firm. |
| | D) | Use of the process is indicated when adequate information is not already existent within the firm's internal record system. |
| | E) | The process should be used only if the benefits of having the additional information outweighs the cost of gathering it. |
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5 | |
The X-Cel Corporation is considering the conditions under which the information research process should be employed. Generally, such an effort is indicated if: |
| | A) | the information can help clarify the defined problem or identity market changes critical to the firm's activities. |
| | B) | the information can assist the firm develop meaning for competitive advantages. |
| | C) | if the information can lead to actions that result in achieving current marketing objectives or provides proactive understanding of future market conditions. |
| | D) | the value of the information exceeds the cost of obtaining the information. |
| | E) | all of the above are true. |
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6 | |
According to the "___________________ Principle", only 10 percent of most problems are visible to decision makers, while the remaining 90 percent must be discovered through research. |
| | A) | Cost-Benefit |
| | B) | Complexity |
| | C) | Iceberg |
| | D) | Pyramid |
| | E) | Pandora-Box |
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7 | |
With which of the following components of the integrated problem definition process is situation analysis most closely associated? |
| | A) | determining the decision maker's purpose for the research |
| | B) | determining the unit of analysis |
| | C) | identify and separate out measurable symptoms |
| | D) | understand the complete problem within its environment |
| | E) | determine the relevant variables |
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8 | |
The X-Cel Corporation feels that it should investigate the fact that its products are losing market share to its competitors. Which of the following is most likely the symptom that triggered this decision? |
| | A) | declining sales |
| | B) | poor advertising strategy |
| | C) | inefficient distribution |
| | D) | lack of sales force motivation |
| | E) | inappropriate pricing strategy. |
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9 | |
Concepts or ideas about an object, attribute, or phenomenon that are worthy of measurement are called: |
| | A) | hypotheses |
| | B) | variables |
| | C) | alternatives |
| | D) | constructs |
| | E) | symptoms |
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10 | |
After defining a research problem, and identifying possible relevant constructs, information researchers formulate unproven research questions or solutions in a testable format called a(n): |
| | A) | variable |
| | B) | hypothesis |
| | C) | alternative |
| | D) | construct |
| | E) | symptom |
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11 | |
Which of the following guidelines for approximating the cost-to-value ratio of a research project is typically the most subjective in nature? |
| | A) | assessing the value of information |
| | B) | focusing on the most important issues of the project |
| | C) | never trying to do too much |
| | D) | determining whether secondary or primary information--or some combination of the two is required. |
| | E) | analyzing all potential methods of information collection |
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12 | |
The value of a proposed research endeavor is affected by: |
| | A) | objectivity. |
| | B) | validity of the data. |
| | C) | confidentiality. |
| | D) | accuracy of the data. |
| | E) | all of the above. |
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13 | |
Decision makers, unfortunately, may employ an outside researcher for the purpose of supporting or promoting their personal preferences for solving a research problem. Such practices place an extra burden upon the researcher with regard to: |
| | A) | pricing the project. |
| | B) | confidentiality. |
| | C) | data accuracy. |
| | D) | objectivity. |
| | E) | data validity. |
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14 | |
In evaluating the quality of a contracted (outside) research firm, a decision maker should assess: |
| | A) | technical competence. |
| | B) | marketing knowledge. |
| | C) | service reliability. |
| | D) | conformance to standards. |
| | E) | all of the above. |
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15 | |
All of the following are examples of ethical problems in information research except: |
| | A) | sale of respondent information without the respondent's knowledge or permission. |
| | B) | data entry errors. |
| | C) | falsifying data. |
| | D) | requesting detailed research proposals from several outside research providers with no intention of awarding a contract. |
| | E) | respondents providing dishonest answers or faking behavior. |
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2003 McGraw-Hill Higher Education