MKT500 - Marketing Research
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Questions and Answers

Which type of research is funded by institutions or the government?

  • Basic Research (correct)
  • Marketing Research
  • Applied Research
  • Observational Study
  • Which step in the research process involves defining the 'problem'?

  • Step 4: Establish research design
  • Step 1: Establish the need for research
  • Step 3: Establish research objectives
  • Step 2: Define the 'problem' (correct)
  • Why might promotional sales every 3 months not necessarily apply to Apple products?

  • Apple products are low-end products
  • Apple products do not need promotions (correct)
  • Promotional sales are not effective for Apple products
  • Promotional sales decrease profit for Apple products
  • Which of the following is a characteristic of descriptive research?

    <p>Requires prior knowledge of what to measure</p> Signup and view all the answers

    What type of research relies on preset, structured questions and response options?

    <p>Descriptive research</p> Signup and view all the answers

    What is the main difference between lab studies and field studies?

    <p>Control over variables</p> Signup and view all the answers

    Which type of research is conducted before quantitative research?

    <p>Qualitative research</p> Signup and view all the answers

    What is the purpose of descriptive studies in quantitative research?

    <p>To describe a situation</p> Signup and view all the answers

    What is the main difference between qualitative and quantitative research?

    <p>Qualitative research focuses on exploration, while quantitative research focuses on measurement</p> Signup and view all the answers

    What is the purpose of primary data in qualitative research?

    <p>Direct observation</p> Signup and view all the answers

    Which one of the following is NOT a characteristic of managerial decisions?

    <p>Require research to be made</p> Signup and view all the answers

    Which one best describes a 'problem statement'?

    <p>Will clearly identify the problem/opportunity being faced</p> Signup and view all the answers

    Which one best describes the role of the SWOT analysis?

    <p>Helps identify when the data needs to be gathered</p> Signup and view all the answers

    What is the focus of defining the research objective(s)?

    <p>All of the above</p> Signup and view all the answers

    Which step of the market research process involves determining the sample plan and size?

    <p>Step 8: Determine sample plan &amp; size</p> Signup and view all the answers

    What is the purpose of conducting a SWOT analysis in the research process?

    <p>To gain a broad perspective and collect data</p> Signup and view all the answers

    When would a company not need to engage in market research?

    <p>When the company already knows what decision alternative makes sense</p> Signup and view all the answers

    What is the purpose of establishing the need for research in the market research process?

    <p>To identify the need for research</p> Signup and view all the answers

    Which type of research is funded by institutions or the government?

    <p>Basic research</p> Signup and view all the answers

    Which type of research uses a representative sample size?

    <p>Descriptive research</p> Signup and view all the answers

    What is a characteristic of causal research?

    <p>Requires foreknowledge of what to measure</p> Signup and view all the answers

    What is the purpose of descriptive studies in quantitative research?

    <p>To describe characteristics or behaviors</p> Signup and view all the answers

    What type of research relies on experiments?

    <p>Causal research</p> Signup and view all the answers

    What is the main difference between lab studies and field studies?

    <p>Lab studies are conducted in controlled environments, while field studies are conducted in real-world settings</p> Signup and view all the answers

    What is the main difference between lab studies and field studies?

    <p>Data collection method</p> Signup and view all the answers

    What is the purpose of establishing the need for research in the market research process?

    <p>To justify the research</p> Signup and view all the answers

    What type of research relies on preset, structured questions and response options?

    <p>Descriptive research</p> Signup and view all the answers

    Why might promotional sales every 3 months not necessarily apply to Apple products?

    <p>Promotional sales could decrease profit for Apple products</p> Signup and view all the answers

    What do you need to have before conducting causal research?

    <p>Foreknowledge of what to measure</p> Signup and view all the answers

    Which step in the research process involves establishing research objectives?

    <p>Step 3: Establish research objectives</p> Signup and view all the answers

    Which step in the research process involves analyzing the data collected?

    <p>Step 10</p> Signup and view all the answers

    What is the purpose of conducting a SWOT analysis in the research process?

    <p>To analyze a situation from a broad perspective</p> Signup and view all the answers

    What is the main difference between qualitative and quantitative research?

    <p>Qualitative research is subjective, while quantitative research is objective</p> Signup and view all the answers

    What is the purpose of establishing the need for research in the market research process?

    <p>To assess whether more information is necessary</p> Signup and view all the answers

    Which step of the market research process involves determining the sample plan and size?

    <p>Step 8</p> Signup and view all the answers

    What is the focus of defining the research objective(s)?

    <p>To specify what the research aims to achieve</p> Signup and view all the answers

    Which one of the following should be considered THE LEAST when establishing the need for research?

    <p>The potential impact of the decision on the company's reputation</p> Signup and view all the answers

    Which one best describes a 'problem statement'?

    <p>Will clearly identify the problem/opportunity being faced</p> Signup and view all the answers

    Which one best describes the role of the SWOT analysis?

    <p>Helps identify the problem.</p> Signup and view all the answers

    What are some possible explanations for the lack of changes in sales levels and consistent brand awareness measures after the advertising campaign?

    <p>The commercials were not effective in reaching the target audience.</p> Signup and view all the answers

    What are some things you'd want to clarify before getting worried about the lack of changes in sales levels and consistent brand awareness measures?

    <p>The demographics of the audience reached by the advertising campaign.</p> Signup and view all the answers

    If you were to engage in primary research, what information would you want to have?

    <p>The effectiveness of the advertising campaign in reaching the target audience.</p> Signup and view all the answers

    Which type of research is conducted before quantitative research?

    <p>Exploratory research</p> Signup and view all the answers

    What is the purpose of descriptive studies in quantitative research?

    <p>To measure and describe phenomena</p> Signup and view all the answers

    What is the main difference between qualitative and quantitative research?

    <p>Qualitative research is subjective, while quantitative research is objective</p> Signup and view all the answers

    Which step in the research process involves defining the 'problem'?

    <p>Step 7: Define the problem</p> Signup and view all the answers

    What is the purpose of primary data in qualitative research?

    <p>To explore new ideas</p> Signup and view all the answers

    Which one best describes the role of the SWOT analysis?

    <p>To analyze internal and external factors affecting a business</p> Signup and view all the answers

    Which type of research is funded by institutions or the government?

    <p>Basic research</p> Signup and view all the answers

    What is the purpose of establishing the need for research in the market research process?

    <p>To justify the research project</p> Signup and view all the answers

    Why might promotional sales every 3 months not necessarily apply to Apple products?

    <p>Promotions could decrease profit for high-end products</p> Signup and view all the answers

    Which type of research relies on preset, structured questions and response options to gather information?

    <p>Descriptive research</p> Signup and view all the answers

    What is the main difference between lab studies and field studies?

    <p>Lab studies are conducted in controlled environments, while field studies are conducted in natural settings</p> Signup and view all the answers

    Which one of the following is a characteristic of causal research?

    <p>Uses experiments</p> Signup and view all the answers

    Which one of these is the correct order of steps in the market research process?

    <p>Identify information types &amp; sources, Establish research design, Determine data access method</p> Signup and view all the answers

    Which type of research relies on observing people in real time?

    <p>Qualitative research</p> Signup and view all the answers

    What is the purpose of secondary data in qualitative research?

    <p>To gain background information</p> Signup and view all the answers

    Which step in the market research process involves analyzing the data collected?

    <p>None of the above</p> Signup and view all the answers

    Which one of the following is NOT a characteristic of managerial decisions?

    <p>They require research to be conducted</p> Signup and view all the answers

    What is the purpose of conducting a SWOT analysis in the research process?

    <p>To help identify the problem</p> Signup and view all the answers

    What is the main difference between qualitative and quantitative research?

    <p>Qualitative research is more subjective, while quantitative research is more objective</p> Signup and view all the answers

    What is the focus of defining the research objective(s)?

    <p>To specify what information is needed</p> Signup and view all the answers

    What are the 11 steps of market research?

    <p>Step 1: Establish the need for research, Step 2: Define the ‘problem’, Step 3: Establish research objectives, Step 4: Determine data access method, Step 5: Identify information types &amp; sources, Step 6: Design data collection forms, Step 7: Determine sample plan &amp; size, Step 8: Collect data, Step 9: Analyze data, Step 10: Prepare &amp; Present Report, Step 11: Determine sample plan &amp; size</p> Signup and view all the answers

    What is the purpose of conducting a SWOT analysis in the research process?

    <p>To gain a broad perspective and collect data</p> Signup and view all the answers

    Which step in the research process involves defining the 'problem'?

    <p>Step 2: Define the ‘problem’</p> Signup and view all the answers

    When would a company not need to engage in market research?

    <p>When the company has enough information without conducting research</p> Signup and view all the answers

    Which type of research is funded by institutions or the government?

    <p>Basic research</p> Signup and view all the answers

    What is the purpose of conducting a SWOT analysis in the research process?

    <p>To identify strengths and weaknesses of a company</p> Signup and view all the answers

    What is the main difference between qualitative and quantitative research?

    <p>Qualitative research is subjective, while quantitative research is objective</p> Signup and view all the answers

    Which type of research relies on experiments?

    <p>Causal research</p> Signup and view all the answers

    What is a characteristic of causal research?

    <p>Requires foreknowledge of what to measure and describe</p> Signup and view all the answers

    Which type of research uses a representative sample size?

    <p>Descriptive research</p> Signup and view all the answers

    Which step in the research process involves identifying information types and sources?

    <p>Step 5</p> Signup and view all the answers

    What is the purpose of conducting a SWOT analysis in the research process?

    <p>To brainstorm possible reasons for a symptom</p> Signup and view all the answers

    When would a company not need to engage in market research?

    <p>When funds are not available for research</p> Signup and view all the answers

    What is the main difference between qualitative and quantitative research?

    <p>Quantitative research uses numerical data and statistical analysis</p> Signup and view all the answers

    Which one of the following is a characteristic of descriptive research?

    <p>It involves observing and describing phenomena</p> Signup and view all the answers

    What is the purpose of qualitative research in the market research process?

    <p>To observe people in real time</p> Signup and view all the answers

    Which step in the research process involves analyzing the data collected?

    <p>Analyzing the data collected</p> Signup and view all the answers

    Which step in the market research process involves determining the sample plan and size?

    <p>Establish research objective(s)</p> Signup and view all the answers

    Which type of research is conducted before quantitative research?

    <p>Exploratory research</p> Signup and view all the answers

    What is the main difference between descriptive and causal research?

    <p>Descriptive research describes situations, while causal research focuses on establishing causality</p> Signup and view all the answers

    What is the main difference between lab studies and field studies?

    <p>Lab studies involve observing and collecting data in controlled environments, while field studies involve observing and collecting data in real-world settings</p> Signup and view all the answers

    Which type of research focuses on exploring newspaper titles throughout the last century to understand the evolution of people's sentiments toward marijuana?

    <p>Secondary data</p> Signup and view all the answers

    Which type of research is funded by institutions or the government?

    <p>Basic research</p> Signup and view all the answers

    What is the focus of defining the research objective(s)?

    <p>Setting clear goals for the research</p> Signup and view all the answers

    Why might promotional sales every 3 months not necessarily apply to Apple products?

    <p>Apple products sell themselves without promotions</p> Signup and view all the answers

    Which type of research uses a sufficient, representative sample size?

    <p>Descriptive research</p> Signup and view all the answers

    What is a key requirement for conducting causal research?

    <p>Having prior knowledge of what needs to be measured</p> Signup and view all the answers

    When using surveys in research, what type of questions are typically used?

    <p>Multiple-choice questions</p> Signup and view all the answers

    Which one of the following is NOT a characteristic of managerial decisions?

    <p>They require research to be conducted</p> Signup and view all the answers

    Which one best describes a 'problem statement'?

    <p>Will clearly identify the problem/opportunity being faced</p> Signup and view all the answers

    Which one best describes the role of the SWOT analysis?

    <p>Helps identify the problem</p> Signup and view all the answers

    What is the purpose of conducting a SWOT analysis in the research process?

    <p>To help identify the problem</p> Signup and view all the answers

    Which step in the market research process involves designing data collection forms?

    <p>Step 7</p> Signup and view all the answers

    What is the purpose of conducting a SWOT analysis in the research process?

    <p>To gain a broad perspective and collect data</p> Signup and view all the answers

    When would a company not need to engage in market research?

    <p>When the company already has enough information</p> Signup and view all the answers

    What is the main difference between qualitative and quantitative research?

    <p>Qualitative research focuses on exploring sentiments, while quantitative research focuses on structured questions and response options</p> Signup and view all the answers

    Which type of research is typically conducted before quantitative research?

    <p>Exploratory research</p> Signup and view all the answers

    What is the purpose of conducting a SWOT analysis in the research process?

    <p>To assess the internal and external factors affecting a business</p> Signup and view all the answers

    Which step in the research process involves analyzing the data collected?

    <p>Step 7: Analyze the data</p> Signup and view all the answers

    What is the main difference between lab studies and field studies?

    <p>Lab studies are conducted in controlled environments, while field studies are conducted in real-world settings</p> Signup and view all the answers

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