Chapter 4--The Business Research Process Key
1. A business opportunity is a situation that makes some potential competitive
advantage possible. TRUE
2. Negative consumer attitudes is an example of a symptom. TRUE
3.
...
Chapter 4--The Business Research Process Key
1. A business opportunity is a situation that makes some potential competitive
advantage possible. TRUE
2. Negative consumer attitudes is an example of a symptom. TRUE
3. Uncertainty in decision making means that the nature of the problem itself is unclear
and is the most difficult decision situation. FALSE
4. The three types of marketing research are exploratory, descriptive, and causal. TRUE
5. The purpose of exploratory research is to provide conclusive evidence for a particular
business action. FALSE
6. Descriptive studies are conducted with a considerable understanding of the situation
being studied. TRUE
7. Descriptive research often helps describe market segments. TRUE
8. Correlation is sufficient evidence to determine causality in experiments. FALSE
9. Direct association means any covariation between a cause and an effect is true and
not simply due to some other variable. FALSE
10. Absolute causality means the cause is necessary and sufficient to bring about the
effect. TRUE11. When a researcher varies price levels and examines the impact on sales, he is
conducting an experiment. TRUE
12. Test-marketing studies are a form of experimental research. TRUE
13. Exploratory research is typically conducted in the early stages of decision-making
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