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Exam 1: The Role of Marketing Research and the Research Process

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Question 21

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Which type of research design would you recommend to investigate whether a product's new packaging has an influence on purchase decisions?

A) Descriptive research
B) Secondary research
C) Observational research
D) Causal research

E) B) and D)
F) A) and D)

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Question 22

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The research question 'Which of the two advertising campaigns is more effective?' is best addressed by conducting:

A) secondary research.
B) causal research.
C) exploratory research.
D) descriptive research.

E) A) and C)
F) B) and C)

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Question 23

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Asking consumers what they think about a possible brand name for a new product is an example of which type of research?

Applied research is typically used for hypothesis testing against a certain phenomenon.

If an ___________ method of data gathering is used, the subjects do not actively participate.

The systematic and objective process of generating information in order to make better marketing decisions is known as _________ ________

An organisation attempting to decide whether or not to add home delivery to its customer service options is an example of which type of research?

A local book publisher would like to investigate possible options for improving the accessibility of its titles to customers. This would involve:

Checking the data collected for omissions, legibility and consistency in classification is an example of:

_____________ data are collected unobtrusively, without direct participation from the respondents.

Both basic and applied research employ the scientific method to answer the research question at hand.

Marketing research helps decision-makers shift from intuitive information gathering to __________ and _________ investigating.

Research that attempts to verify a theory but is not intended to solve any specific business problem is known as _____ or ____ research.

Marketing research provides certainty in decision-making through the supply of accurate information.

Data collected from marketing research should support the researcher's preconceived ideas.

A company manager is facing declining sales, but does not know why. Which type of research design would you recommend to address this problem?

The research question 'Would people be interested in our new product idea?' is best addressed by conducting exploratory research.

Suppose that Coles supermarket is attempting to decide where to locate its regional warehouses in order to minimise travel time to its stores. Which type of research is this an example of?

The systematic and objective process of generating information to improve marketing decisions is the essence of:

Research can help marketing managers to ensure that marketing mix decisions are executed with certainty.