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39. Decreasing sales, increasing expenses, or decreasing profits


A) are to be expected during the marketing research process.


B) are examples of symptoms that point to larger problems.


C) usually have no effect on the marketing research process.


D) are important considerations in designing the research project.


E) should be carefully considered before collecting data.





A





40. Research design means developing a plan for obtaining the necessary market


information. When a researcher forms an informed guess or assumption about a certain


problem, he or she is


A) conducting a search of secondary data.


B) forming a hypothesis.


C) examining research reliability.


D) considering how to collect primary data.


E) examining research validity.





C





41. A valid study


A) portrays the population being studied.


13) results in a causal relationship between the independent and dependent variables.


C) uses random sampling.


D) verifies expected results.


E) measures what it is supposed to.





A





42. Patricia Robertson is running for Congress from the Sixth District in her state. She is


interested in knowing the intended choices of the voters. All the registered voters in her


district would constitute the study's


A) experiment.


B) dependent variable.


C) population.


D) independent variable.


E) sample.





D





43. In marketing research, a sample is best described as


A) a small group that is a part of a larger group.


B) all the elements, units, or individuals of interest to researchers for a specific study.


C) a limited number of units chosen to represent the characteristics of a total


population.


D) a group that shares a common attribute within a population.


E) a small portion of a product offered to customers to try a new product.





E





44. The National Do-Not-Call list affects the ability of marketing researchers to use


A) mail surveys.


B) sampling.


C) personal interview surveys.


D) in-home interviews.


E) telephone surveys.





C





45. If a marketing researcher is interested in observing group interaction during an informal,


unstructured, and open-ended data collection process, he or she should use


A) observation.


B) a focus-group interview.


C) an on-site computer interview.


D) a shopping mall intercept interview.


E) a telephone survey.





B|||Not a single right answer. Congratulations. It must have been hard to get that many wrong.