Question 1

A research request agreement includes all of the following items, EXCEPT:

Accepted Answer

A)  an analysis of the results of the research process. 
B)  the decision problem confronting the manager. 
C)  the target population from which a sample will be drawn. 
D)  an approximation of the time and expense of the research report. 
E)  the way each piece of information will be used. 
A)  an analysis of the results of the research process. 
B)  the decision problem confronting the manager. 
C)  the target population from which a sample will be drawn. 
D)  an approximation of the time and expense of the research report. 
E)  the way each piece of information will be used. A

Question 2

A strategy-oriented decision problem typically seeks to answer "how" questions about a problem/opportunity.

Accepted Answer

A) True 
 B)False  True

Question 3

A(n) ____________________ is a restatement of the decision problem in research terms, from the researcher's perspective.

Accepted Answer

research problem

Question 4

Research problems might arise from:

Accepted Answer

A)  unanticipated change in the marketing environment. 
B)  a firm's planned change of a marketing variable. 
C)  customer complaint letters and salepeople's reports. 
D)  both a and 
E)  a, b and c. 
A)  unanticipated change in the marketing environment. 
B)  a firm's planned change of a marketing variable. 
C)  customer complaint letters and salepeople's reports. 
D)  both a and 
E)  a, b and c.

Question 5

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 assistance centers. 
E)  all of the above. 
A)  customer complaint letters. 
B)  salesperson's call reports. 
C)  comments in trade publications. 
D)  customer calls to assistance centers. 
E)  all of the above.

Question 6

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 7

Normal thinking is not always the best way to understand the true nature of a problem.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following is FALSE?

Accepted Answer

A)  Serendipity is synonymous with planned change. 
B)  Strategy-oriented decision problems focus on selecting alternative courses of action. 
C)  The marketing problem should be defined clearly so that research can be designed properly. 
D)  Change is a fundamental source of marketing problems. 
E)  Discovery-oriented problems are common with unplanned changes in the marketing environment. 
A)  Serendipity is synonymous with planned change. 
B)  Strategy-oriented decision problems focus on selecting alternative courses of action. 
C)  The marketing problem should be defined clearly so that research can be designed properly. 
D)  Change is a fundamental source of marketing problems. 
E)  Discovery-oriented problems are common with unplanned changes in the marketing environment.

Question 9

It is important to meet with the client at the earliest stages of the research project so that:

Accepted Answer

A)  an appropriate budget can be established. 
B)  the researcher(s) and client can begin to develop rapport and trust. 
C)  research methods can be selected in time to meet project deadlines. 
D)  the researcher(s) can get as much background information as possible. 
E)  Both b and d 
A)  an appropriate budget can be established. 
B)  the researcher(s) and client can begin to develop rapport and trust. 
C)  research methods can be selected in time to meet project deadlines. 
D)  the researcher(s) can get as much background information as possible. 
E)  Both b and d

Question 10

Strategy-oriented decision problems are commonly used:

Accepted Answer

A)  with unplanned change. 
B)  with planned change. 
C)  to determine what is going on in a situation. 
D)  to make a choice between strategic alternatives. 
E)  Both b and 
A)  with unplanned change. 
B)  with planned change. 
C)  to determine what is going on in a situation. 
D)  to make a choice between strategic alternatives. 
E)  Both b and

Question 11

A research request agreement should only include the decision problem and the research problem.

Accepted Answer

A) True 
 B)False

Question 12

Despite research proving that consumers preferred the taste of New Coke, its intorduction to the market was a failure because people did not want the old formulation to be discontinued. This failure could have been avoided if:

Accepted Answer

A)  researchers had concentrated on advocacy research. 
B)  researchers had broadened the sample population. 
C)  researchers had defined the problem differently. 
D)  researchers had changed the method for the taste tests. 
E)  researchers had focused on novelty rather than taste. 
A)  researchers had concentrated on advocacy research. 
B)  researchers had broadened the sample population. 
C)  researchers had defined the problem differently. 
D)  researchers had changed the method for the taste tests. 
E)  researchers had focused on novelty rather than taste.

Question 13

The two fundamental sources of marketing research problems are:

Accepted Answer

A)  planned change and unplanned change. 
B)  ineffective advertising and change. 
C)  poor sales and ineffective advertising. 
D)  poor management and unplanned change. 
E)  technological advancement and customer suggestions. 
A)  planned change and unplanned change. 
B)  ineffective advertising and change. 
C)  poor sales and ineffective advertising. 
D)  poor management and unplanned change. 
E)  technological advancement and customer suggestions.

Question 14

Which of the following is TRUE?

Accepted Answer

A)  The decision problem is synonymous with the research problem. 
B)  The decision problem involves determining what information to provide and how that information can best be secured. 
C)  The decision problem focuses on the problem or opportunity from the manager's perspective while the research problem focuses on the problem as viewed by the researcher. 
D)  The research problem focuses on what action needs to be taken while the decision problem focuses on what information to provide and how that information can best be secured. 
E)  All of the above statements are true. 
A)  The decision problem is synonymous with the research problem. 
B)  The decision problem involves determining what information to provide and how that information can best be secured. 
C)  The decision problem focuses on the problem or opportunity from the manager's perspective while the research problem focuses on the problem as viewed by the researcher. 
D)  The research problem focuses on what action needs to be taken while the decision problem focuses on what information to provide and how that information can best be secured. 
E)  All of the above statements are true.

Question 15

A store manager seeking to discover why store revenues have fallen in the past two months is faced with:

Accepted Answer

A)  a discovery-oriented decision problem 
B)  normal thinking 
C)  a strategy-oriented decision problem 
D)  serendipity 
E)  none of the above. 
A)  a discovery-oriented decision problem 
B)  normal thinking 
C)  a strategy-oriented decision problem 
D)  serendipity 
E)  none of the above.

Question 16

Which of the following statements is FALSE?

Accepted Answer

A)  Under normal circumstances, poor problem formulation can be rescued by more sophisticated statistical analyses. 
B)  Misdefining the problem or opportunity can produce disastrous results for companies. 
C)  The best way to avoid researching the wrong problem is to delay the research until the problem is properly defined. 
D)  A "problem" confronting a company might also be viewed as an opportunity, and vice versa. 
E)  A research problem is merely a restatement of the decision problem in research terms, from the researcher's perspective. 
A)  Under normal circumstances, poor problem formulation can be rescued by more sophisticated statistical analyses. 
B)  Misdefining the problem or opportunity can produce disastrous results for companies. 
C)  The best way to avoid researching the wrong problem is to delay the research until the problem is properly defined. 
D)  A "problem" confronting a company might also be viewed as an opportunity, and vice versa. 
E)  A research problem is merely a restatement of the decision problem in research terms, from the researcher's perspective.

Question 17

Which of the following is TRUE?

Accepted Answer

A)  Many managers cannot clearly and precisely state the nature of the decision problem they want investigated. 
B)  Managers do not need to be actively involved in the marketing research process. 
C)  If a decision-maker will not change his decision regardless of the result of the research, the research should still be conducted for informational purposes. 
D)  A researcher should not worry about the decision alternatives as decision-makers typically provide researchers with a complete list of them. 
E)  All of the above statements are true. 
A)  Many managers cannot clearly and precisely state the nature of the decision problem they want investigated. 
B)  Managers do not need to be actively involved in the marketing research process. 
C)  If a decision-maker will not change his decision regardless of the result of the research, the research should still be conducted for informational purposes. 
D)  A researcher should not worry about the decision alternatives as decision-makers typically provide researchers with a complete list of them. 
E)  All of the above statements are true.

Question 18

A customer service representative for a large financial institution noticed that several of the bank's customers had recently closed accounts and paid off loans long before the loans were due. He also noticed that most of the customers had closed their accounts shortly after a competitor had opened a new branch nearby. The fundamental source of this marketing problem might best be described as:

Accepted Answer

A)  a planned change in the marketing environment. 
B)  a discovery-oriented decision problem. 
C)  an unplanned change in the marketing environment. 
D)  all of the above. 
E)  none of the above. 
A)  a planned change in the marketing environment. 
B)  a discovery-oriented decision problem. 
C)  an unplanned change in the marketing environment. 
D)  all of the above. 
E)  none of the above.

Question 19

List all the points that should be included in a research request agreement.

Accepted Answer

The research request agreement summarize

Question 20

The research proposal:

Accepted Answer

A)  is used primarily to summarize the problem definition process. 
B)  does not include proposed research methods. 
C)  lays out the proposed method of conducting the research. 
D)  is a request to a researcher who will study the problem. 
E)  cannot be changed once it has been accepted by the manager. 
A)  is used primarily to summarize the problem definition process. 
B)  does not include proposed research methods. 
C)  lays out the proposed method of conducting the research. 
D)  is a request to a researcher who will study the problem. 
E)  cannot be changed once it has been accepted by the manager.

A research request agreement includes all of the following items, EXCEPT:

A strategy-oriented decision problem typically seeks to answer "how" questions about a problem/opportunity.

A(n) ____________________ is a restatement of the decision problem in research terms, from the researcher's perspective.

Research problems might arise from:

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

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

Normal thinking is not always the best way to understand the true nature of a problem.

Which of the following is FALSE?

It is important to meet with the client at the earliest stages of the research project so that:

Strategy-oriented decision problems are commonly used:

A research request agreement should only include the decision problem and the research problem.

Despite research proving that consumers preferred the taste of New Coke, its intorduction to the market was a failure because people did not want the old formulation to be discontinued. This failure could have been avoided if:

The two fundamental sources of marketing research problems are:

Which of the following is TRUE?

A store manager seeking to discover why store revenues have fallen in the past two months is faced with:

Which of the following statements is FALSE?

Which of the following is TRUE?

List all the points that should be included in a research request agreement.

The research proposal:

Marketing Research: From Data to Information to Action

Exploratory, Descriptive, and Causal Research Designs

Collecting Secondary Data from Inside and Outside the Organization

Collecting Primary Data by Observation

Collecting Primary Data by Communication

Asking Good Questions

Designing the Questionnaire

Developing the Sampling Plan

Data Collection: Enhancing Response Rates while Limiting Errors

Data Preparation for Analysis

Analysis & Interpretation: Individual Variables Independently

Analysis & Interpretation: Multiple Variables Simultaneously

The Research Report

Filters

Exam 2: The Research Question: Formulation of the Problem

A research request agreement includes all of the following items, EXCEPT:

A strategy-oriented decision problem typically seeks to answer "how" questions about a problem/opportunity.

A(n) ____________________ is a restatement of the decision problem in research terms, from the researcher's perspective.

Research problems might arise from:

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

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

Normal thinking is not always the best way to understand the true nature of a problem.

Which of the following is FALSE?

It is important to meet with the client at the earliest stages of the research project so that:

Strategy-oriented decision problems are commonly used:

A research request agreement should only include the decision problem and the research problem.

Despite research proving that consumers preferred the taste of New Coke, its intorduction to the market was a failure because people did not want the old formulation to be discontinued. This failure could have been avoided if:

The two fundamental sources of marketing research problems are:

Which of the following is TRUE?

A store manager seeking to discover why store revenues have fallen in the past two months is faced with:

Which of the following statements is FALSE?

Which of the following is TRUE?

List all the points that should be included in a research request agreement.

The research proposal:

Marketing Research: From Data to Information to Action

Exploratory, Descriptive, and Causal Research Designs

Collecting Secondary Data from Inside and Outside the Organization

Collecting Primary Data by Observation

Collecting Primary Data by Communication

Asking Good Questions

Designing the Questionnaire

Developing the Sampling Plan

Data Collection: Enhancing Response Rates while Limiting Errors

Data Preparation for Analysis

Analysis & Interpretation: Individual Variables Independently

Analysis & Interpretation: Multiple Variables Simultaneously

The Research Report

Filters