The Marketing Research Process and Proposals Chapter 2

Chapter 02 The Marketing Research Process and Proposals Multiple Choice Questions 1. Gatekeeper technologies are used to _____. A. prevent the introduction of new and creative marketing strategies B. help market researchers track the behavior of internet users C. protect one’s privacy against intrusive marketing practices D. allow marketers to use traditional methods for contacting people E. simplify the process of getting user information using telemarketing 2. Which of the following statements is true about the information research process? A. It narrows the applicability of the research process in solving organizational problems and creating opportunities. B. A more appropriate name for the information research process is now the traditional marketing research process. C. It is a systematic approach to collecting, analyzing, interpreting, and transforming data into decision-making information. D. It is especially useful when costs outweigh the value of the research. E. It serves as a written contract between the decision maker and the researcher. 3. A manager wants to do a market study before launching a new product. The research study will take three months to complete. Just two weeks before starting the study, she learns that one of her company’s competitors is about to launch a product that will compete directly with her company’s new product. Based on this new information, she decides to cancel the research study and launch the product immediately. Which of the following is most likely the reason for cancelling the study A. The problem can be resolved using existing information. B. The problem is not of strategic or tactical importance. C. The information required to resolve the problem is already available in the company’s internal records. D. The time constraints associated with the problem make it impossible to conduct the study. E. The cost of conducting the study outweighs the benefit of additional information. 4. The iceberg principle provides information concerning the _____. A. determination of the research problem B. selection of the appropriate research design C. execution of the research design D. communication of the research results E. interpretation of data to create knowledge 5. According to the iceberg principle, which of the following statements is true? A. One can often get blindsided by problems that could otherwise have been easily anticipated by proactive marketing research. B. Problems become visible only when they become crises; marketing research can help identify problems in their early stages. C. Managers are aware of just a small portion of the true problem; this small portion is generally the visible symptom of a bigger underlying problem. D. 80 percent of marketing research budget is typically spent on solving 20 percent of all the problems facing a company. E. The importance of marketing research is often underestimated in organizations; what people see is a small part of a much bigger support apparatus. True / False Questions 6. Marketing research plays a critical role in developing competitive intelligence.  True 7. The initial recognition of the existence of a problem or opportunity should be the primary responsibility of the researcher.  False 8. In order to do a situation analysis, a marketing researcher must depend solely on the information provided by the client.  False 9. Causal research enables the decision maker to make “If–then” statements about the variables.  True 10. The research proposal is also called the final research report.  False