Question 1

Meeting with the client should be done at the earliest stages of a research project for which of the following reasons?

Accepted Answer

A)  To avoid duplicating efforts. 
B)  Because it is essential that managers and researchers are able to communicate openly. 
C)  To get as much information as possible from the manager with respect to the problem/ opportunity. 
D)  Both B and C are correct. 
E)  None of the above are correct. 
A)  To avoid duplicating efforts. 
B)  Because it is essential that managers and researchers are able to communicate openly. 
C)  To get as much information as possible from the manager with respect to the problem/ opportunity. 
D)  Both B and C are correct. 
E)  None of the above are correct.

Question 2

The best way to avoid the trap of researching the wrong problem is to______________until the problem is properly defined.

Accepted Answer

The answer of The best way to avoid the trap...

Question 3

A famous case in the 1980s involved Coca-Cola introducing New Coke after much research. The failure of New Coke was largely due to:

Accepted Answer

A)  A narrow conception of the research. 
B)  Uneven caliber of researchers. 
C)  Poor problem definition. 
D)  Late and occasional erroneous findings. 
E)  Personality and presentation differences. 
A)  A narrow conception of the research. 
B)  Uneven caliber of researchers. 
C)  Poor problem definition. 
D)  Late and occasional erroneous findings. 
E)  Personality and presentation differences.

Question 4

The research request agreement pays little attention to:

Accepted Answer

A)  Research methods. 
B)  Population and subgroups. 
C)  The way each piece of information will be used. 
D)  Estimates of time and money available to conduct the research. 
E)  The underlying question confronting the manager. 
A)  Research methods. 
B)  Population and subgroups. 
C)  The way each piece of information will be used. 
D)  Estimates of time and money available to conduct the research. 
E)  The underlying question confronting the manager.

Question 5

In most cases, decision makers will fund research on all possible decision problems.

Accepted Answer

A) True 
 B)False

Question 6

The main purpose of marketing research brought about by planned change is to:

Accepted Answer

A)  Decide how to implement change. 
B)  Find out what is happening and why. 
C)  Describe changes in the internal environment. 
D)  Describe changes in the external environment. 
E)  Capture and evaluate the new idea. 
A)  Decide how to implement change. 
B)  Find out what is happening and why. 
C)  Describe changes in the internal environment. 
D)  Describe changes in the external environment. 
E)  Capture and evaluate the new idea.

Question 7

A marketing researcher is meeting with a manager who has identified a problem. During the initial meeting, the researcher asks, "why do you think this situation has occurred?" How many times is it recommended for the researcher to ask "why" to dive deeper into possible causes of the problem?

Accepted Answer

A)  Two 
B)  Five 
C)  Three 
D)  One 
E)  Four 
A)  Two 
B)  Five 
C)  Three 
D)  One 
E)  Four

Question 8

Which of the following sections would NOT appear in a research proposal?

Accepted Answer

A)  Purpose and limits of the project. 
B)  Research results. 
C)  Data sources and research methodology. 
D)  Estimate of time and personnel requirements. 
E)  All of the above would appear in a research proposal. 
A)  Purpose and limits of the project. 
B)  Research results. 
C)  Data sources and research methodology. 
D)  Estimate of time and personnel requirements. 
E)  All of the above would appear in a research proposal.

Question 9

Planned change is oriented more toward the______________and is______________.

Accepted Answer

A)  Present; reactive 
B)  Future; proactive 
C)  Past, proactive 
D)  Future, reactive 
E)  Past, reactive 
A)  Present; reactive 
B)  Future; proactive 
C)  Past, proactive 
D)  Future, reactive 
E)  Past, reactive

Question 10

The two fundamental sources of marketing research problems are

Accepted Answer

A)  Ineffective advertising and change. 
B)  Poor sales and ineffective advertising. 
C)  Planned change and unplanned change 
D)  Technological advancement and customer suggestions. 
E)  Poor management and unplanned change. 
A)  Ineffective advertising and change. 
B)  Poor sales and ineffective advertising. 
C)  Planned change and unplanned change 
D)  Technological advancement and customer suggestions. 
E)  Poor management and unplanned change.

Question 11

Ideas about possible research problems can come from:

Accepted Answer

A)  The client during the process of clarifying the problem. 
B)  Exploratory research. 
C)  The researcher's experience. 
D)  All of the above. 
E)  None of the above. 
A)  The client during the process of clarifying the problem. 
B)  Exploratory research. 
C)  The researcher's experience. 
D)  All of the above. 
E)  None of the above.

Question 12

Step two of the process of defining the problem is to clarify the problem/opportunity, which involves helping:

Accepted Answer

A)  Managers get precisely to the heart of the problem. 
B)  Managers perform their own diagnosis of the problem. 
C)  Managers prescribe a treatment to the problem. 
D)  Both B and C are correct. 
E)  None of the above are correct. 
A)  Managers get precisely to the heart of the problem. 
B)  Managers perform their own diagnosis of the problem. 
C)  Managers prescribe a treatment to the problem. 
D)  Both B and C are correct. 
E)  None of the above are correct.

Question 13

The best way of avoiding the trap of researching the wrong problem is to:

Accepted Answer

A)  Research all possible problems. 
B)  Define the research problem broadly. 
C)  Delay research until the problem is properly defined. 
D)  All of the above are correct. 
E)  None of the above are correct. 
A)  Research all possible problems. 
B)  Define the research problem broadly. 
C)  Delay research until the problem is properly defined. 
D)  All of the above are correct. 
E)  None of the above are correct.

Question 14

A discovery-oriented decision problem is best defined as a:

Accepted Answer

A)  Decision problem that typically seeks to answer "what" or "why" questions. 
B)  Restatement of the decision problem in research terms. 
C)  Decision problem that typically seeks to answer "how" questions. 
D)  Written statement that describes the marketing problem. 
E)  All of the above. 
A)  Decision problem that typically seeks to answer "what" or "why" questions. 
B)  Restatement of the decision problem in research terms. 
C)  Decision problem that typically seeks to answer "how" questions. 
D)  Written statement that describes the marketing problem. 
E)  All of the above.

Question 15

One of the most important things a researcher can do for a manager is to provide the same perspective of the problem/opportunity.

Accepted Answer

A) True 
 B)False

Question 16

Discovery-oriented research rarely solves a problem in the sense of providing:

Accepted Answer

A)  Quantitative data. 
B)  Actionable results. 
C)  Cause and effect. 
D)  Qualitative data. 
E)  Noticeable improvement. 
A)  Quantitative data. 
B)  Actionable results. 
C)  Cause and effect. 
D)  Qualitative data. 
E)  Noticeable improvement.

Question 17

Serendipity, or chance ideas, as a source of marketing research problems, might arise from:

Accepted Answer

A)  Customer complaint letters 
B)  Salesperson's call reports 
C)  Comments in trade publications 
D)  Customer calls to toll-free service assistance centers. 
E)  All of the above are sources of chance ideas. 
A)  Customer complaint letters 
B)  Salesperson's call reports 
C)  Comments in trade publications 
D)  Customer calls to toll-free service assistance centers. 
E)  All of the above are sources of chance ideas.

Question 18

The main purpose of discovery-oriented marketing research is to:

Accepted Answer

A)  Decide what to do about a planned change. 
B)  Find out what is happening and why. 
C)  Describe changes in the internal environment. 
D)  Describe changes in the external environment. 
E)  Capture and evaluate the new idea. 
A)  Decide what to do about a planned change. 
B)  Find out what is happening and why. 
C)  Describe changes in the internal environment. 
D)  Describe changes in the external environment. 
E)  Capture and evaluate the new idea.

Question 19

Which of the following is NOT one of the six steps in problem definition identified in chapter 3?

Accepted Answer

A)  State the manager's decision problem. 
B)  Prepare research request agreement. 
C)  Secure funding 
D)  Meet with client 
E)  Clarify the problem/opportunity. 
A)  State the manager's decision problem. 
B)  Prepare research request agreement. 
C)  Secure funding 
D)  Meet with client 
E)  Clarify the problem/opportunity.

Question 20

A marketing researcher can take all the necessary steps and get perfectly valid answers - only to discover that he or she was asking the wrong questions.

Accepted Answer

A) True 
 B)False

Meeting with the client should be done at the earliest stages of a research project for which of the following reasons?

The best way to avoid the trap of researching the wrong problem is to______________until the problem is properly defined.

A famous case in the 1980s involved Coca-Cola introducing New Coke after much research. The failure of New Coke was largely due to:

The research request agreement pays little attention to:

In most cases, decision makers will fund research on all possible decision problems.

The main purpose of marketing research brought about by planned change is to:

A marketing researcher is meeting with a manager who has identified a problem. During the initial meeting, the researcher asks, "why do you think this situation has occurred?" How many times is it recommended for the researcher to ask "why" to dive deeper into possible causes of the problem?

Which of the following sections would NOT appear in a research proposal?

Planned change is oriented more toward theand is.

The two fundamental sources of marketing research problems are

Ideas about possible research problems can come from:

Step two of the process of defining the problem is to clarify the problem/opportunity, which involves helping:

The best way of avoiding the trap of researching the wrong problem is to:

A discovery-oriented decision problem is best defined as a:

One of the most important things a researcher can do for a manager is to provide the same perspective of the problem/opportunity.

Discovery-oriented research rarely solves a problem in the sense of providing:

Serendipity, or chance ideas, as a source of marketing research problems, might arise from:

The main purpose of discovery-oriented marketing research is to:

Which of the following is NOT one of the six steps in problem definition identified in chapter 3?

A marketing researcher can take all the necessary steps and get perfectly valid answers - only to discover that he or she was asking the wrong questions.

The Role of Marketing Research

The Research Process and Ethical Concerns

Exploratory Research

Decision Support Systems

Decision Support Systems Working With Big Data

Using External Secondary Data

Conducting Causal Research

Collecting Descriptive Primary Data

Collecting Data by Observation

Collecting Data by Communication

Asking Good Questions

Designing the Data Collection Form

Developing the Sampling Plan

Data Collection Enhancing Response Rates While Limiting Errors

Data Preparation for Analysis

Analysis and Interpretation Individual Variables Independently

Analysis and Interpretation Multiple Variables Simultaneously

The Oral Research Presentation

The Written Research Report

Filters

Exam 3: Problem Formulation

Meeting with the client should be done at the earliest stages of a research project for which of the following reasons?

The best way to avoid the trap of researching the wrong problem is to______________until the problem is properly defined.

A famous case in the 1980s involved Coca-Cola introducing New Coke after much research. The failure of New Coke was largely due to:

The research request agreement pays little attention to:

In most cases, decision makers will fund research on all possible decision problems.

The main purpose of marketing research brought about by planned change is to:

A marketing researcher is meeting with a manager who has identified a problem. During the initial meeting, the researcher asks, "why do you think this situation has occurred?" How many times is it recommended for the researcher to ask "why" to dive deeper into possible causes of the problem?

Which of the following sections would NOT appear in a research proposal?

Planned change is oriented more toward the______________and is______________.

The two fundamental sources of marketing research problems are

Ideas about possible research problems can come from:

Step two of the process of defining the problem is to clarify the problem/opportunity, which involves helping:

The best way of avoiding the trap of researching the wrong problem is to:

A discovery-oriented decision problem is best defined as a:

One of the most important things a researcher can do for a manager is to provide the same perspective of the problem/opportunity.

Discovery-oriented research rarely solves a problem in the sense of providing:

Serendipity, or chance ideas, as a source of marketing research problems, might arise from:

The main purpose of discovery-oriented marketing research is to:

Which of the following is NOT one of the six steps in problem definition identified in chapter 3?

A marketing researcher can take all the necessary steps and get perfectly valid answers - only to discover that he or she was asking the wrong questions.

The Role of Marketing Research

The Research Process and Ethical Concerns

Exploratory Research

Decision Support Systems

Decision Support Systems Working With Big Data

Using External Secondary Data

Conducting Causal Research

Collecting Descriptive Primary Data

Collecting Data by Observation

Collecting Data by Communication

Asking Good Questions

Designing the Data Collection Form

Developing the Sampling Plan

Data Collection Enhancing Response Rates While Limiting Errors

Data Preparation for Analysis

Analysis and Interpretation Individual Variables Independently

Analysis and Interpretation Multiple Variables Simultaneously

The Oral Research Presentation

The Written Research Report

Filters

Planned change is oriented more toward theand is.