Question : 31. (p. 222) Bert Wong has decided to pursue a marketing research effort : 1242270

 

31. (p. 222) Bert Wong has decided to pursue a marketing research effort to acquire information before his company makes a strategic relocation move to the West Coast. Which of the following marketing research process steps would be the first step that Bert’s company (and marketing researchers) should take as it embarks on the research effort? 
A. Define the research problem and establish research objectives.
B. Analyze, interpret, and summarize the results.
C. Determine the sources of information to fulfill the research objectives.
D. Consider the costs and benefits of the research effort.
E. Gather relevant data from secondary or primary sources, or both.

32. (p. 222) Once the researcher has defined the research problem and established research objectives, the researcher must: 
A. effectively communicate the problem and objectives to decision makers.
B. analyze, interpret, and summarize the results.
C. determine the sources of information to fulfill the research objectives.
D. determine which statistical methods should be used for analyzing the data.
E. evaluate the cost and benefits of the research effort.

33. (p. 223) Ben Grissom has decided to use information collected by the United States government in his upcoming research project on cultural trends. Since Ben is not collecting this information himself, this is an example of: 
A. primary research.
B. secondary research.
C. tertiary research.
D. parallel research.
E. simplistic research.

34. (p. 223) Which of the following reasons best describes why much of secondary research provided by foreign governments is suspect with respect to reliability? 
A. The data in foreign countries is usually written in a foreign language and there are translation difficulties that are often insurmountable.
B. The size of the sample and the technique used for sampling may be faulty.
C. Official statistics are sometimes too optimistic, reflecting national pride rather than practical reality.
D. An outdated technology could have been used for processing the data.
E. The data tend to be incomplete, and outdated.

35. (p. 223) While the United States is unmatched with reference to the quantity and quality of the marketing-related data, the data available on and in _____ is a close second. 
A. Brazil
B. Australia
C. China
D. Japan
E. Kenya

36. (p. 225) Which of the following questions should be asked by a marketing researcher that is seeking to establish the reliability of secondary data sources in the international arena? 
A. How much does the data cost?
B. What language is used in the host country?
C. How does the government view marketing research in the host country?
D. Who collected the data?
E. Was the data available on the Internet?

37. (p. 226) Which of the following is an effective and often-used way of judging validity of data from an international market or source? 
A. Determining how much the data costs
B. Checking the consistency of one set of secondary data with other data of known validity
C. Examining government seals of approval or authenticity
D. Using only U.S. researchers to conduct any research
E. Checking the consistency of the data with focus groups

38. (p. 226) If data is collected specifically for the particular research project at hand it is called: 
A. secondary data.
B. primary data.
C. simplistic data.
D. bipolar data.
E. cohort data.

39. (p. 226) Marketing research methods can be grouped into two basic types. What are these two types? 
A. Pre-analysis and post-analysis
B. Quantitative and qualitative
C. Descriptive and conclusive
D. Intuitive and deductive
E. Traditional and electronic

40. (p. 226) In _____ research, usually a large number of respondents are asked to reply, either verbally or in writing, to structured questions using a specific response format or to select a response from a set of choices. 
A. quantitative
B. qualitative
C. descriptive
D. secondary
E. explanatory

 

 

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