BASIC MARKETING RESEARCH 9TH EDITION BY TOM J. BROWN - TEST BANK - UPDATED

a. 

Data Capture

b. 

Research Configuration

c. 

Information Reporting

d. 

Problem Definition

e. 

Data Analysis

ANSWER:  

b

RATIONALE:  

The four steps of the marketing research process are: Problem Definition, Data Capture, Data Analysis, and Information Reporting. See 2-1: The Marketing Research Process.

POINTS:  

1

DIFFICULTY:  

Easy

REFERENCES:  

Understand

QUESTION TYPE:  

Multiple Choice

HAS VARIABLES:  

False

LEARNING OBJECTIVES:  

2.01 - Outline the marketing research process.

DATE CREATED:  

7/19/2017 5:06 AM

DATE MODIFIED:  

7/19/2017 5:11 AM

a. 

Data Integration

b. 

Research Configuration

c. 

Information Reporting

d. 

Problem Definition

e. 

Data Analysis

ANSWER:  

d

RATIONALE:  

If relatively little is known about the problem or opportunity, exploratory research is often used during the Problem Definition phase to clarify the issues. See 2-1: The Marketing Research Process.

POINTS:  

1

DIFFICULTY:  

Easy

REFERENCES:  

Remember

QUESTION TYPE:  

Multiple Choice

HAS VARIABLES:  

False

LEARNING OBJECTIVES:  

2.01 - Outline the marketing research process.

DATE CREATED:  

7/19/2017 5:43 AM

DATE MODIFIED:  

7/19/2017 5:47 AM

a. 

corporate intranet.

b. 

decision support system.

c. 

social media networks.

d. 

legacy mainframe applications.

e. 

accounting spreadsheets.

ANSWER:  

b

RATIONALE:  

After data has been processed, it can be stored in your internal databases and is available for use as part of the company’s decision support system. See 2-1: The Marketing Research Process.

POINTS:  

1

DIFFICULTY:  

Easy

REFERENCES:  

Remember

QUESTION TYPE:  

Multiple Choice

HAS VARIABLES:  

False

LEARNING OBJECTIVES:  

2.02 - Describe the general approaches to marketing research.

DATE CREATED:  

7/19/2017 5:48 AM

DATE MODIFIED:  

7/19/2017 5:52 AM

a. 

Data Capture

b. 

Research Configuration

c. 

Information Reporting

d. 

Problem Definition

e. 

Data Analysis

ANSWER:  

a

RATIONALE:  

Gathering new primary data and utilizing secondary data characterizes the Data Capture phase. See 2-1: The Marketing Research Process.

POINTS:  

1

DIFFICULTY:  

Easy

REFERENCES:  

Remember

QUESTION TYPE:  

Multiple Choice

HAS VARIABLES:  

False

LEARNING OBJECTIVES:  

2.02 - Describe the general approaches to marketing research.

DATE CREATED:  

7/19/2017 6:07 AM

DATE MODIFIED:  

7/19/2017 6:12 AM

a. 

Primary data

b. 

Tangential data

c. 

Secondary data

d. 

Auxiliary data

e. 

Random data

ANSWER:  

c

RATIONALE:  

Data that was collected for another purpose but can be used to address current and future problems is known as secondary or existing data. See 2-1: The Marketing Research Process.

POINTS:  

1

DIFFICULTY:  

Easy

REFERENCES:  

Remember

QUESTION TYPE:  

Multiple Choice

HAS VARIABLES:  

False

LEARNING OBJECTIVES:  

2.02 - Describe the general approaches to marketing research.

DATE CREATED:  

7/19/2017 6:13 AM

DATE MODIFIED:  

7/19/2017 6:16 AM