False this is not at all the case in fact if there is

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FALSE This is not at all the case; in fact, if there is reason to believe that senior management will only listen to results that confirm currently held views, there is no point in conducting marketing research. AACSB: Analytic Blooms: Understand Difficulty: 1 Easy Learning Objective: 09-01 Identify the five steps in the marketing research process Topic: Marketing Research Process 3. (p. 181) The Marketing Research Process follows five steps, and in order to be effective they must be followed in order without omitting any steps. FALSE Researchers may go back and forth between the five steps as needed, perhaps using results from one study to guide design of another study related to the same objectives and needs. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 09-01 Identify the five steps in the marketing research process Topic: Marketing Research Process 4. (p. 181) Before conducting market research, the first question to ask is, "What are we trying to learn?"
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TRUE The first task in marketing research is to clearly understand what the research is needed for-- what information is required, and what questions need to be answered. AACSB: Analytic Blooms: Remember Difficulty: 1 Easy Learning Objective: 09-01 Identify the five steps in the marketing research process Topic: Marketing Research Process Step 1--Defining the Objectives and Research Needs 5. (p. 183) Briena is looking at the results of a syndicated study conducted two years ago. Briena is looking at primary data. FALSE Data collected in advance of the current project is secondary data. AACSB: Analytic Blooms: Remember Difficulty: 2 Medium Learning Objective: 09-02 Summarize the differences between secondary data and primary data. Topic: Marketing Research Process Step 3--Data Collection Process 6. (p. 196) A major advantage of primary data collection is that it can be tailored to fit the pertinent research questions. TRUE Primary data is usually more expensive to obtain than is secondary data; however, it can be tailored precisely to the needs of the current study. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 09-04 Describe the various primary data collection techniques. Topic: Marketing Research Process Step 3--Data Collection Process 7. (p. 181) In the marketing research process, data collection happens after research design. TRUE Before data is collected, the research should be designed to ensure that data collection is conducted in a way that will suit the research needs and objectives. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 09-01 Identify the five steps in the marketing research process Topic: Marketing Research Process 8. (p. 188) Warren is conducting a marketing research project. He is not sure what questions to ask or what types of consumers he should talk to. Warren is ready to conduct conclusive research.
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