Chapter 2 Connect Quiz

A  managers are unaware of a large portion of the true research problem as this portion is generally not visible to them.

B  a researcher must determine the types of data that will best answer each research question before redefining a problem into research questions.

C  80 percent of the marketing research budget of a company is typically spent on solving 20 percent of the problems facing the company.

D  data become knowledge when someone, either a researcher or a decision maker, interprets the data and attaches meaning.

E  the importance of marketing research is often underestimated in organizations, and what people see is only a small part of a much bigger support system.

A  True

B  False

A  False

B  True

A  Cost-benefit analysis

B  Integrated analysis

C  The unit of analysis

D  Situation analysis

E  Symptom analysis

A  False

B  True

A  Secondary data

B  Alternate data

C  Backup data

D  Warehouse data

E  Primary data

A  determine the relevant variables for her study

B  determine the correct unit of analysis for her study

C  confirm the information value

D  conduct a situation assessment for her study

E  identify the symptoms and underlying problems of her study

A  Exploratory research

B  Descriptive research

C  Causal research

D  Narrative research

E  Demographic research

A  It serves as a written contract between the decision maker and the researcher.

B  A more appropriate name for the information research process is now the traditional marketing research process.

C  It is a systematic approach to collecting, analyzing, interpreting, and transforming data into decision-making information.

D  It narrows the applicability of the research process in solving organizational problems and creating opportunities.

E  It is especially useful when costs outweigh the value of the research.

A  a methodology transcript

B  a final research report

C  a research proposal

D  a research design

E  a questionnaire design