BAS 282: MARKETING RESEARCH: SMARTBOOK
QUESTIONS WITH VERIFIED ANSWERS
Which of the following statements are true about the marketing research process? -
Answers - *Marketing research involves identifying, collecting, interpreting, and
reporting data.
*Marketers use data from marketing research to identify trends, uncover new
opportunities, and better serve customers.
List the steps in the marketing research process in order from first to last, with the
first step at the top and the last step at the bottom. - Answers - 1. Problem
Definition
2. Plan Development
3. Data Collection
4. Data Analysis
5. Taking Action
The first step in the marketing research process is ______. During this step,
researchers must choose research objectives that are specific and ______. -
Answers - problem definition; measurable
What is another name for plan development? - Answers - Research design
Causal research investigates how an independent variable, known as the ______,
affects a particular dependent variable, known as the ______. - Answers - cause;
effect
A key benefit of the marketing research process lies in its proven ability to ______. -
Answers - help shape where a company focuses its efforts and resources
Which is the next step of the marketing research process after you have developed
a plan? - Answers - Collecting data
During ______, firms clearly identify the issue they want to address through the
marketing research process. - Answers - problem definition
How researchers conduct sampling is critical to the __________ of the research
findings, or how well the data measure what the researchers intended to
measure. - Answers - validity
The second step in the marketing-research process, ______, involves identifying the
specific type of research the firm will undertake and what ______ methods will be
used. - Answers - plan development; sampling
1
, During the data collection step of marketing research, the Hawthorne Effect occurs
when ______. - Answers - people behave differently because they know they are
being watched
The focus of exploratory research is on uncovering fresh ______ and generally
involves ______. - Answers - ideas and insights; personal interaction with
research subjects
Which is an example of quantitative research? - Answers - A sales manager
conducting a survey of perspective car buyers
The qualitative analysis process generally involves a systematic approach to
summarizing the collected results that is known as ______ and involves the
assignment of letters, phrases, or numbers to portions of the results. - Answers -
coding
The process of selecting a subset of the population that is representative of the
whole target population is referred to as ______. How this selection is made has
a major impact on the ______ of the findings, or how well the collected
information measures what it was intended to measure. - Answers - sampling;
validity
In the third step of the marketing research process, data collection, researchers start
by asking themselves which one of the following questions? - Answers - Can we
acquire the data we need from someone else, or do we need to collect it
ourselves?
Classify each example as representing qualitative or quantitative research. -
Answers - Qualitative
- A mystery shopper observing employees and customers in a department store
- A focus group discussion on a golf course about golf equipment
-An exit interview at a car dealership
Quantitative
- An online questionnaire sent to loyal gas station customers
- A calculation that shows how many shoes will be sold if the price is lowered by ten
percent
- A count of the number of customers who bought cookies under blue lighting,
versus the number who bought them under red lighting
Before a company makes any final decisions based on a marketing research report,
______. - Answers - the limitations of the final marketing-research report must be
taken into consideration
The purpose of data analysis, the fourth step in the marketing research process, is
to convert the data collected into information marketers can use to ______. -
Answers - answer the question or solve the key marketing problem
2
QUESTIONS WITH VERIFIED ANSWERS
Which of the following statements are true about the marketing research process? -
Answers - *Marketing research involves identifying, collecting, interpreting, and
reporting data.
*Marketers use data from marketing research to identify trends, uncover new
opportunities, and better serve customers.
List the steps in the marketing research process in order from first to last, with the
first step at the top and the last step at the bottom. - Answers - 1. Problem
Definition
2. Plan Development
3. Data Collection
4. Data Analysis
5. Taking Action
The first step in the marketing research process is ______. During this step,
researchers must choose research objectives that are specific and ______. -
Answers - problem definition; measurable
What is another name for plan development? - Answers - Research design
Causal research investigates how an independent variable, known as the ______,
affects a particular dependent variable, known as the ______. - Answers - cause;
effect
A key benefit of the marketing research process lies in its proven ability to ______. -
Answers - help shape where a company focuses its efforts and resources
Which is the next step of the marketing research process after you have developed
a plan? - Answers - Collecting data
During ______, firms clearly identify the issue they want to address through the
marketing research process. - Answers - problem definition
How researchers conduct sampling is critical to the __________ of the research
findings, or how well the data measure what the researchers intended to
measure. - Answers - validity
The second step in the marketing-research process, ______, involves identifying the
specific type of research the firm will undertake and what ______ methods will be
used. - Answers - plan development; sampling
1
, During the data collection step of marketing research, the Hawthorne Effect occurs
when ______. - Answers - people behave differently because they know they are
being watched
The focus of exploratory research is on uncovering fresh ______ and generally
involves ______. - Answers - ideas and insights; personal interaction with
research subjects
Which is an example of quantitative research? - Answers - A sales manager
conducting a survey of perspective car buyers
The qualitative analysis process generally involves a systematic approach to
summarizing the collected results that is known as ______ and involves the
assignment of letters, phrases, or numbers to portions of the results. - Answers -
coding
The process of selecting a subset of the population that is representative of the
whole target population is referred to as ______. How this selection is made has
a major impact on the ______ of the findings, or how well the collected
information measures what it was intended to measure. - Answers - sampling;
validity
In the third step of the marketing research process, data collection, researchers start
by asking themselves which one of the following questions? - Answers - Can we
acquire the data we need from someone else, or do we need to collect it
ourselves?
Classify each example as representing qualitative or quantitative research. -
Answers - Qualitative
- A mystery shopper observing employees and customers in a department store
- A focus group discussion on a golf course about golf equipment
-An exit interview at a car dealership
Quantitative
- An online questionnaire sent to loyal gas station customers
- A calculation that shows how many shoes will be sold if the price is lowered by ten
percent
- A count of the number of customers who bought cookies under blue lighting,
versus the number who bought them under red lighting
Before a company makes any final decisions based on a marketing research report,
______. - Answers - the limitations of the final marketing-research report must be
taken into consideration
The purpose of data analysis, the fourth step in the marketing research process, is
to convert the data collected into information marketers can use to ______. -
Answers - answer the question or solve the key marketing problem
2
