Subject: Marketing Research

1. How should a researcher determine if case analysis is an appropriate component of exploratory research? a. ask themselves questions to determine the relevance of prior cases b. determine how similar phenomenon in the past is with phenomenon in the present c. it is not necessary to determine appropriateness, because case analysis should always be included in exploratory research d. both a and b are correct

2. Small groups of people brought together and guided by a moderator through an unstructured, spontaneous discussion for the purpose of gaining information relevant to the research problem can be categorized under which type of research design? a. causal research b. exploratory research c. deductive research d. exploitive research

3. Although focus groups should encourage open, free-wheeling information, who has the task of ensuring that the conversation stays focused? a. Focus groups manager b. focus group moderator c. focus group gate keeper d. quantitative research assistant (QRA)

4. In your text your authors discuss how research was conducted by the disposable diaper industry that demonstrated that disposable diapers were no more harmful on the environment than cloth diapers. The cloth diaper industry found just the opposite. The point of this example is: a. research studies are always objective and are conducted to provide the truth b. when evaluating research studies you should understand that some studies are conducted with a clear purpose in mind to prove some position or advance some special interest c. chambers of commerce have always been able to clear up discrepancies between research studies d. if you are really concerned about the environment, dont wear any type of diaper

5. When two or more secondary sources provide conflicting information you should: a. select the one source that has been in business the longest b. evaluate the information from each source and select the source that best suits your needs for reliable and valid information c. if there is conflicting information you should probably abandon the project; you will never have objective results upon which to base your decision d. the researcher should call the client/manager and ask which source is desired

6. The first step in conducting a search of secondary data sources is: a. identify what you wish to know and what you already know about your topic b. develop a list of key terms and names c. begin with going through the Business Periodicals Index

d. call a trade association that best represents your topic/firm/industry

7. Which of the following best represents the hierarchy of organization for information databases? a. databanks, databases, records, words, fields b. databases, databanks, records, fields, words or numbers c. records, databanks, databases, fields, words or numbers d. databanks, databases, records, fields, words or numbers

8. Which of the following was NOT discussed as a method of evaluating secondary data? a. What was the purpose of the study? b. Who collected the information? c. How readily available is the information to the public? d. How consistent is the information with other information?

9. Which of the following should you look for in evaluating a study that is secondary data? a. What was the sample? b. How large was the sample? c. What was the response rate? d. all of the above

10. When two or more secondary sources provide conflicting information you should: a. select the one source that has been in business the longest b. evaluate the information from each source and select the source that best suits your needs for reliable and valid information c. if there is conflicting information you should probably abandon the project; you will never have objective results upon which to base your decision d. the researcher should call the client/manager and ask which source is desired