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Chapter_2_-_The_Research_Process_and_Ethical_Concerns-2.pdf

Chapter_2_-_The_Research_Process_and_Ethical_Concerns-2.pdf...

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1. Which of the following is not one of the phases of the Marketing Research Process? a. Data Collection b. Research Configuration c. Information Reporting d. Problem Definition e. Data Analysis ANSWER: b POINTS: 1 DIFFICULTY: Easy NATIONAL STANDARDS: United States - BUSPROG: Analytic 2. A market researcher would use exploratory research during which phase of the Marketing Research Process? 3. Much of the data that marketing managers need to make routine decisions may already exist inside a company's databases and accessible through the company's:
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4. The use of existing (secondary) data or the gathering of new (primary) data characterizes which phase of the Marketing Research Process? 5. What type of data was collected for another purpose, but can be used to address a current problem? a. Primary data b. Tangential data c. Secondary data d. Auxiliary data e. Random data ANSWER: c POINTS: 1 DIFFICULTY: Easy NATIONAL STANDARDS: United States - BUSPROG: Analytic 6. When a problem goes beyond the scope of regularly-collected internal data, potential sources of existing, external data include which of the following?
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7. The interpretation of data is part of which phase of the Marketing Research Process? 8. Communicating research results to appropriate managers is part of which phase of the Marketing Research Process? 9. The marketing manager at Widgets R Us became aware that a leading competitor was conducting an extensive customer survey. Somewhat alarmed, this manager directed the marketing staff to construct and administer a customer survey immediately. What phase of the Marketing Research Process has this manager likely skipped?
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