Marketing Final Exam

Specifies which research questions must be answered

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Unformatted text preview: . b. c. d. e. OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Knowledge follow-up procedures for the research the information that will be found how the final report will be written how the information gathered will be used to predict external environmental changes the research questions to be answered ANS: E The research design specifies which research questions must be answered, how and when the data will be gathered, and how the data will be analyzed. PTS: 1 REF: 142 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Comprehension 34. Information collected for the first time for the purpose of solving a particular problem under investigation is called _____ data. a. primary b. secondary c. dichotomous d. observation e. convenience ANS: A This is the definition of primary data. PTS: 1 REF: 142 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Knowledge 35. When a university began thinking about offering more online degrees, it used primary data to get potential students’ attitudes and intentions. What is the most likely reason for using primary data? a. This information was already freely available to all interested parties. b. The value of the research is unrelated to sample size. c. The information can be collected quickly and at low cost. d. The information will fit the university’s needs exactly since it will be collected specifically for this study. e. It will benchmark consumers’ interest in grading equipment. ANS: D Primary data are information collected for the first time for the purpose of solving a particular problem under investigation. PTS: 1 REF: 142 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Application 36. When Wilson, a manufacturer of tennis racquets, sent a team of researchers, designers, and tennis pros out to visit with 40 women tennis players of various abilities in locations from California to Florida to find out what women players want in a racquet, what kind of research were they conducting? a. Heuristic b. c. d. e. Primary Cohesive Random Secondary ANS: B Primary research is conducted when data are gathered for the first time to answer a specific research question. PTS: 1 REF: 142 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Application 37. What is the chief advantage of primary data? a. b. c. d. e. Low cost compared to secondary data Relevance to the problem at hand Availability to any interested party for use Accessibility through computerized databases Avoiding interviewer biases ANS: B Primary data are information collected for the first time for the purpose of solving a particular problem under investigation. PTS: 1 REF: 142 Thinking KEY: CB&E Model Research OBJ: 09-3 TOP: AACSB Reflective MSC: BLOOMS Comprehension 38. Community Trust Bank’s management decided to design a new product and promotion to appeal to small to medium-sized businesses. A researcher conducted a seri...
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