Multiple choice

1. In contrast to marketing researchers, management decision-makers are more focused on:

A. scientific and technical analysis of emerging phenomenon. 

B. abstractions rather than concrete findings. 

C. market performance. 

D. proactive research. 

2. A scientific research procedure should include all the following characteristics EXCEPT being:

A. logical. 

B. subjective. 

C. systematic. 

D. reliable. 

3. At which stage of the research process is the Iceberg principle generally applicable?

A. Determination of the research problem 

B. Selection of the appropriate research design 

C. Execution of the research design 

D. Communication of the research results 

4. In identifying and clarifying information needs, which of the following component provides direction for activities such as scale development and sampling?

A. Determination of the correct unit of analysis. 

B. Conducting of a situation assessment. 

C. Determination of the relevant variables. 

D. Identification and separation of symptoms.