Chapter 2 Connect Quiz

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

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

C  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.

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

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

A  False

B  True

A  True

B  False

A  Symptom analysis

B  Cost-benefit analysis

C  Integrated analysis

D  Situation analysis

E  The unit of analysis

A  False

B  True

A  Warehouse data

B  Primary data

C  Backup data

D  Alternate data

E  Secondary data

A  conduct a situation assessment for her study

B  confirm the information value

C  determine the correct unit of analysis for her study

D  identify the symptoms and underlying problems of her study

E  determine the relevant variables for her study

A  Narrative research

B  Exploratory research

C  Descriptive research

D  Causal research

E  Demographic research

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

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

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

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

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

A  a final research report

B  a methodology transcript

C  a research proposal

D  a questionnaire design

E  a research design