Question : Multiple choice: choose only one answer from your point of view:

1.Marketing Research is everything except ________.

A) systematic

B) politically biased

C) objective

D) useful for the purpose of improving decision-making

2.________ is undertaken to help identify problems that are perhaps not apparent on the surface and yet exist or are likely to arise in the future.

A) Problem identification research

B) Segmentation research

C) Problem solving research

D) Marketing information systems

3.The emphasis in marketing is on the identification and satisfaction of ________.

A) Business needs

B) Marketing goals

C) Market needs

D) Customer needs

4.Sound management decisions are based on ________.

A)Gut feeling.

B)Marketing research.

C)Intuition.

D)Pure judgment.

5.Syndicated services ________.

A) specialize in one or a few phases of the marketing research project

B) are research studies conducted for different client firms but in a different way

C) are companies that collect and sell common pools of data designed to serve information needs shared by a number of clients

D) offer a wide variety of marketing research services customized to suit a client's specific needs.

6.Which of the following statements about secondary data is true?

A) Secondary data are originated by the researcher for the specific purpose of addressing the research problem at hand.

B) Secondary data are an economical and quick source of background information.

C) Primary data should not be collected until the available secondary data have been fully analyzed.

D) Both B and C are true.

7.________ is an unstructured, exploratory research methodology based on small samples intended to provide insight and understanding of the problem setting.

A) Primary research

B) Qualitative research

C) Secondary research

D) Quantitative research

8.________ is not a qualitative research technique.

A) Depth interview

B) Word association

C) Focus group

D) Conclusive research

9.________ are refined statements of the specific components of the problem.

A) Hypotheses

B) Research questions

C) Marketing research problems

D) Analytical models

10.________ is a framework or blueprint for conducting the marketing research project. It specifies the details of the procedures necessary for obtaining the information needed to structure and/or solve marketing research problems.

A) Research classification

B) Research design

C) Design formulation

D) None of the above

11.Typically, a ________ involves the tasks of designing the information needed, specifying the measurement and scaling procedures, and developing a plan of data analysis.

A) Research classification

B) research design

C) Design formulation

D) None of the above

12.Which of the following tasks is not a component of research design?

A) Design the exploratory, descriptive, and/or causal phases of the research.

B) Construct and pretest a questionnaire (interviewing form) or an appropriate form for data collection.

C) Specify the sampling process and sample size.

D) Develop hypotheses.

13.Research designs may be broadly classified as ________ or ________

A) Exploratory; causal

B) Conclusive; causal

C) Exploratory; conclusive

D) Conclusive; descriptive

14.The primary objective of ________ is to provide insights into, and an understanding of, the problem confronting the researcher.

A) exploratory research

B) conclusive research

C) causal research

D) descriptive research

15.________ is research designed to assist the decision maker in determining, evaluating, and selecting the best course of action to take in a given situation.

A) Exploratory research

B) Conclusive research

C) Complex research

D) Problem-identification research

16.Cross-sectional and longitudinal designs are types of ________.

A) causal research

B) exploratory research

C) descriptive research

D) none of the above

17.________ designs involve the collection of information from any given sample of population elements only once.

A) Exploratory

B) Causal

C) Cross-sectional

D) None of the above

18.________ is the most used descriptive design in marketing research.

A) Longitudinal design

B) Exploratory design

C) Cross-sectional design

D) None of the above

19.________ refers to a sample of respondents who have agreed to provide information at specified intervals over an extended period.

A) Experiment

B) Survey

C) Panel

D) None of the above

20.As compared to primary data, secondary data are collected ________.

A) rapidly and easily

B) at a relatively low cost

C) in a short time

D) all of the above

21.Which of the following statements refer to the specifications/methodology criteria when evaluating secondary data?

A) Data should be reliable and generalizable to the problem at hand.

B) Syndicated firms periodically update census data.

C) The objective will determine the relevance of the data.Reconfigure the data to increase their usefulness, if possible.

D) Assess accuracy by comparing data from different sources.

22.There are several reasons to use qualitative research.Which of the following is not a reason to use qualitative research?

A) It is not always possible, or desirable, to use fully structured or formal methods to obtain information from respondents.

B) People may be unwilling or unable to answer certain questions.

C) People are unwilling to give truthful answers to questions that invade their privacy, embarrass them, or have a negative impact on their ego or status.

D) none of the above

23.An interview conducted by a trained moderator among a small group of respondents in an unstructured and natural manner is a(n) ________.

A) depth interview

B) projective technique

C) association technique

D) focus group

24.A ________ is an unstructured, direct, personal interview in which a single respondent is probed by a highly skilled interviewer to uncover underlying motivations, beliefs, attitudes, and feelings on a topic.

A) focus group

B) qualitative interview

C) projective interview

D) depth interview

25.The first step in the questionnaire design process is ________.

A) specify the type of interview method

B) identify the form and layout

C) specify the information needed

D) determine the content of individual questions

26.When developing a questionnaire, to ensure that the information obtained fully addresses all components of the problem, the researcher should ________.

A) review components of the problem and the approach

B) prepare a set of dummy tables

C) have a clear idea of the target population

D) all of the above

27."Do you think Coca-Cola is a tasty and refreshing soft drink?" is an example of a ________.

A) structured question

B) dichotomous question

C) double-barreled question

D) branching question

28.A ________ is a single question that attempts to cover two issues.

A) structured question

B) dichotomous question

C) double-barreled question

D) branching question

29.When determining if a question is necessary, in some situations it may be necessary to ask questions that are not directly related to the information that is needed.Which of the reasons stated below were given in your text as reasons why questions not related to the information needed might be included in the questionnaire?

A) to establish involvement and rapport

B) to disguise the purpose or sponsorship of the project

C) to generate client support for the project

D) all of the above

30.________ refer to open-ended questions that respondents answer in their own words.

A) Dichotomous questions

B) Structured questions

C) Unstructured questions

D) Branching questions

31.Which of the following is not a type of structured question?

A) multiple choice

B) dichotomous

C) scale

D) none of the above

32.Which of the words below is an ambiguous word?

A) once

B) never

C) often

D) none of the above

33.Which of the words below is not an ambiguous word?

A) frequently.

B) often.

C) twice.

D) occasionally.

34.The aggregate of all the elements, sharing some common set of characteristics, that comprises the universe for the purpose of the marketing problem is the ________.

A) population

B) sampling frame

C) element

D) census

35.A subgroup of the elements of the population selected for participation in the study is a ________.

A) judgmental sample

B) sample

C) sampling unit

D) sampling frame

36.The collection of elements or objects that possess the information sought by the researcher and about which inferences are to be made is a ________.

A) population

B) target population

C) element

D) census

37.________ is a sampling procedure in which each element of the population has a fixed probabilistic chance of being selected for the sample.

A) Nonprobability sampling

B) Probability sampling

C) Convenience sampling

D) Judgmental sampling

38.________ attempts to obtain a sample of convenient elements.The selection of sampling units is left primarily to the interviewer.

A) Nonprobability sampling

B) Probability sampling

C) Convenience sampling

D) Judgmental sampling

39.________ is a form of convenience sampling in which the population elements are selected based on the judgment of the researcher.

A) Nonprobability sampling

B) Probability sampling

C) Convenience sampling

D) Judgmental sampling

40.________ is a probability sampling technique in which the sample is chosen by selecting a random starting point and then picking every ith element in succession from the sampling frame.

A) Stratified sampling

B) Simple random sampling

C) Systematic sampling

D) Cluster sampling

41.________ is a probability sampling technique that uses a two-step process to partition the population into subpopulations, or strata.Elements are selected from each stratum by a random procedure.

A) Stratified sampling

B) Simple random sampling

C) Systematic sampling

D) Cluster sampling

42.In ________, the target population is first divided into mutually exclusive and collectively exhaustive subpopulations, or clusters.

A) stratified sampling

B) simple random sampling

C) systematic sampling

D) cluster sampling