Market research becomes unnecessary when managers are?

Question 1

Market research becomes unnecessary when managers are:

aware of the causes of a problem at hand.

uncertain about consequences of decision alternatives.

certain about the consequences of decision alternatives.

certain about the symptoms of a problem at hand.

Question 2

Which of the following would serve as a good decision rule for managers in establishing the need for marketing research

Ensuring that one’s competitors are conducting market researches

Determining the value that can be derived from marketing research conducted by competitors

Determining the costs incurred by other companies in conducting marketing research

Comparing the value of the marketing research to the cost

Question 3

Jeff is the president of a bank. He wants to find out the satisfaction level of his customers in Dallas on certain dimensions such as friendliness of employees, convenience of location, and availability of loans. Jeff needs to conduct:

exploratory research.

descriptive research.

causal research.

prescriptive research.

Question 4

If we were measuring age, income, height, number of bottles purchased, and so on, we would be measuring:

objective properties.

subjective properties.

objective objects.

subjective objects.

Question 5

Screening questions are used to:

increase reliability by screening out respondents with inconsistent answers.

shield the true purpose of a question from a respondent.

determine whether or not a potential respondent qualifies to take part in a survey based on certain selection criteria the researcher has deemed essential.

increase response rates by screening out unlikely respondents.