SOLVED

41) The purpose of an action standard is to: A) define what action will be taken by the researcher to address the problem statement. B) provide focus for the client it deciding whether or not to conduct marketing research. C) operationalize a construct. D) define what action will be taken given the results of the research findings. E) measure the progress through a marketing research study. 42) Which of the following statements about the approach that marketing researchers use to define the problem and establish research objectives is true? A) There is a step-by-step approach starting with recognizing symptoms, then problem definition, and finally research objectives. B) The process is called market opportunity analysis. C) Defining problems accurately is more science than art. D) The step in defining the problem is the same whether the gap represents an actual problem or an opportunity. E) There is no step-by-step approach used by marketing researchers. 43) A situation analysis: A) is a form of preliminary research undertaken to gather background information and gather data pertinent to the problem area. B) is a form of research conducted by managers looking for opportunities. C) is a form of research conducted by managers to alert them on symptoms. D) is conducted by a manager prior to involving a marketing researcher. E) is a form of causal research. 44) When is marketing research needed? A) When information is already available B) When products are at the end of the product life cycle C) When funds are available D) When the costs outweigh the benefits E) When the benefits outweigh the costs 45) Which of the following statements regarding errors in data collection is incorrect? A) Data collection errors can be attributed to field workers. B) Data collection errors are only dealt with post data collection. C) Data collection errors can be unintentional. D) Data collection errors can be attributed to respondents. E) Data collection errors can be intentional. 46) Primary data can be acquired through a variety of methods. Which of the following methods does NOT apply to primary data collection? A) Online panels B) Face-to-face interviews C) Syndicated data review D) Focus groups E) Observation 47) Knowledge of the steps in the marketing research process serves marketing researchers by enabling them to design better research projects for their clients. A) True B) False 48) The authors conceptualize the marketing research process as 11 steps. A) True B) False 49) The 11-step process that the textbook presents is the universally accepted process supported by the Canadian Marketing Association. A) True B) False 50) All marketing research projects follow all 11 steps in the marketing research process. A) True B) False