Chapter 2 SmartBook Reading Assignment

A  iceberg principle

B  central limit theorem

C  Pac-Man defense

D  Peter principle

A  It provides a decision maker with a general idea of why research is needed to solve an existing business problem.
It tries to determine the events and factors that have led to the situation, as well as any potential aftereffects.

B  It improves communication between researchers and decision makers.
It enhances the relationship between consumers and marketing firms.

C  It tries to determine the events and factors that have led to the situation, as well as any potential aftereffects.
It improves communication between researchers and decision makers.

D  It enhances the relationship between consumers and marketing firms.
It provides a decision maker with a general idea of why research is needed to solve an existing business problem.

A  researchers should question the decision maker’s rationale for initiating the research

B  decision makers and researchers must ascertain the relevant variables

C  respondents should question a researcher’s understanding of the problem at hand

D  decision makers and consumers must agree on the purpose of the research

A  choose the most appropriate research design to achieve the research objectives

B  bring together researchers and decision makers

C  develop the most representative sample design and sample size

D  examine measurement issues and scales

A  the business problem perceived by decision makers is often only a symptom of the root cause

B  researchers overlook the business problems that are below the waterline of observation

C  solutions for the perceived problem often curb the growth and escalation of a root problem

D  the research decisions that overlook the evident measurable symptoms are always

A  By determining the purpose of research

B  By ascertaining the root cause of a problem

C  By identifying the scope for research

D  By discovering the symptoms of a problem

A  Decision makers and researchers must identify measurable symptoms and discern them from the root problem.
Decision makers and researchers must work separately.
Decision makers and researchers must comprehend the complete problem.
Decision makers and researchers must agree on the decision maker’s purpose for the research.

B  Decision makers must determine the real business problem and then inform researchers.
Decision makers and researchers must select the unit of analysis.
Decision makers and researchers must comprehend the complete problem.
Decision makers and researchers must work separately.

C  Decision makers and researchers must identify measurable symptoms and discern them from the root problem.
Decision makers and researchers must select the unit of analysis.
Decision makers and researchers must comprehend the complete problem.
Decision makers and researchers must agree on the decision maker’s purpose for the research.

D  Decision makers and researchers must identify measurable symptoms and discern them from the root problem.
Decision makers and researchers must select the unit of analysis.
Decision makers must determine the real business problem and then inform researchers.
Decision makers and researchers must agree on the decision maker’s purpose for the research.

A  Identifying and clarifying information needs. Developing the sampling design and the sample size. Defining the research questions

B  Developing the sampling design and the sample size. Executing the research design. Defining the research questions

C  Identifying and clarifying information needs. Specifying research objectives and confirming the information value. Executing the research design.

D  Identifying and clarifying information needs. Specifying research objectives and confirming the information value. Defining the research questions

A  the federal restriction on the use of gatekeeper technologies

B  the expansion of firms into global markets

C  the ban on the use of secondary data for marketing research

D  the deanonymization of research data

A  TRUE

B  FALSE

A  They create knowledge for decision makers through engaged and careful interpretation of data.

B  They integrate several aspects of research findings into conclusions that can answer research questions.

C  They conduct a detailed examination of data using procedures that vary widely in complexity and sophistication.

D  They use data visualization tools to efficiently explain research findings to decision makers.

A  The informational value of research is confirmed by experts.

B  The potential benefits of conducting research outweigh the cost involved.

C  The time frame to effectively carry out research activities is inadequate.

D  The information available in their internal record systems is inadequate.

A  It reflects the decreasing role of marketing decision makers in the creation of competitive intelligence.

B  It manifests the evolving changes in the market research industry that affect organizational decision makers.

C  It reiterates the necessity to adopt intrusive methods of data collection.

D  It depicts the decreasing focus of research on strategy development.

A  When someone presents data in the form of questions

B  When someone uses data to make assumptions

C  When someone interprets data and attaches meaning to it

D  When someone presents data in graphs or tables

A  intuition

B  the scientific method

C  tradition

D  the arbitrary method

A  When the past experiences of decision makers are inadequate. When the information value of research is remarkable

B  When the benefits of formal research are outweighed by its costs. When the past experiences of decision makers are inadequate

C  When there are major shortages of resources. When the benefits of formal research are outweighed by its costs.

D  When the information value of research is remarkable. When there are major shortages of resources

A  Distributors

B  Consumers

C  Researchers

D  Decision makers

A  the ban on the use of secondary data for marketing research

B  the deanonymization of research data

C  the expansion of firms into global markets

D  the federal restriction on the use of gatekeeper technologies

A  target research

B  primary research

C  marketing reserch

D  information research

A  They create knowledge for decision makers through engaged and careful interpretation of data.

B  They conduct a detailed examination of data using procedures that vary widely in complexity and sophistication.

C  They integrate several aspects of research findings into conclusions that can answer research questions.

D  They use data visualization tools to efficiently explain research findings to decision makers.

A  important element for preventing the entry of new businesses in a market

B  vital component in developing competitive intelligence

C  key tool for driving out existing competitors from a market

D  critical factor in implementing intrusive marketing practices

A  focus on the revival of the traditional marketing research process

B  reduce their emphasis on the use of ethical means of data collection

C  remove their focus from strategy development and competitive intelligence

D  concentrate on data collection tasks, data interpretation, and information management activities

A  They provide marketers easy access to customer information.

B  They motivate marketers to use intrusive means of data collection.

C  They challenge marketers to find innovative methods to reach respondents.

D  They eliminate all means of communication between marketers and consumers.

A  FALSE

B  TRUE

A  They allow researchers to test models of cause-effect relationships.
They enable researchers to assess data quality.
They allow researchers to statistically test hypotheses for significant differences or correlations among several variables.

B  They help researchers carefully interpret the results of studies.
They enable researchers to integrate several aspects of research findings into conclusions that can answer research questions.
They allow researchers to test models of cause-effect relationships.

C  They help researchers carefully interpret the results of studies.
They enable researchers to assess data quality.
They allow researchers to statistically test hypotheses for significant differences or correlations among several variables.

D  They enable researchers to integrate several aspects of research findings into conclusions that can answer research questions.
They allow researchers to test models of cause-effect relationships.
They enable researchers to assess data quality.

A  It is being used increasingly to find new business opportunities. It is used more and more to develop new service, product, and delivery ideas.

B  It is being used increasingly to shift the focus of firms from consumers to employees. It is being used increasingly to find new business opportunities.

C  It is used more and more to develop new service, product, and delivery ideas. It is being used increasingly to shift the focus of firms from consumers to employees.

D  It is frequently employed in intrusive marketing practices. It is being used increasingly to shift the focus of firms from consumers to employees.

A  Trace analysis, Content analysis

B  Observation, Questioning

C  Trace analysis, Questioning

D  Content analysis, Observation

A  the federal restriction on the use of gatekeeper technologies

B  the ban on the use of secondary data for marketing research

C  the expansion of firms into global markets

D  the deanonymization of research data

A  It produces insights that help define the problem situation confronting a researcher or improves the understanding of consumer motivations, attitudes, and behavior that are not easy to access using other research methods.

B  It is most suitable when the research objectives include a requirement to understand which variables cause a dependent variable to move.

C  It usually means numeric rather than textual data in the marketing research industry.

A  It produces insights that help define the problem situation confronting a researcher or improves the understanding of consumer motivations, attitudes, and behavior that are not easy to access using other research methods.

B  It usually means numeric rather than textual data in the marketing research industry.

C  It is most suitable when the research objectives include a requirement to understand which variables cause a dependent variable to move.

A  It is most suitable when the research objectives include a requirement to understand which variables cause a dependent variable to move.

B  It produces insights that help define the problem situation confronting a researcher or improves the understanding of consumer motivations, attitudes, and behavior that are not easy to access using other research methods.

C  It usually means numeric rather than textual data in the marketing research industry.

A  Storage

B  Gatekeeper or gatekeeping

C  Trace

A  research data

B  secondary data

C  stored data

D  primary data