Question 1

________ is not a qualitative research technique.

Accepted Answer

A) Depth interview 
B) Word association 
C) Focus group 
D) Conclusive research 
A) Depth interview 
B) Word association 
C) Focus group 
D) Conclusive research

Question 2

A limitation of social media in understanding consumer behavior is that we cannot determine how consumers interact with each other over time.

Accepted Answer

A) True 
 B)False

Question 3

The marketing research problem is information oriented.

Accepted Answer

A) True 
 B)False

Question 4

Media consumption behavior and response to promotions,price sensitivity,and retail outlets patronized are factors that should be considered in the ________ component of the environmental context of the problem.

Accepted Answer

A) objectives 
B) legal environment 
C) economic environment 
D) buyer behavior 
A) objectives 
B) legal environment 
C) economic environment 
D) buyer behavior

Question 5

Explain the concept of an analytical model and discuss the different forms of analytical models.Using the marketing scenario of your choice,provide an example of each model.Each model should depict the same scenario.

Accepted Answer

An analytical model is a set of variable

Question 6

A(n)________ is a set of variables and their interrelationships designed to represent,in whole or in part,some real system or process.

Accepted Answer

A) mathematical model 
B) graphical model 
C) verbal model 
D) all of the above 
A) mathematical model 
B) graphical model 
C) verbal model 
D) all of the above

Question 7

Which of the following ethical issues is/are pertinent in developing an approach?

Accepted Answer

A) When a client solicits proposals,not with the intent of subcontracting the research,but with the intent of gaining the expertise of research firms without pay,an ethical breach has occurred. 
B) The research firm has the ethical obligation to develop an appropriate approach. 
C) Proprietary models and approaches developed by a research firm are the property of that firm and should not be reused by the client in subsequent studies without the permission of the research firm. 
D) All of the issues are pertinent. 
A) When a client solicits proposals,not with the intent of subcontracting the research,but with the intent of gaining the expertise of research firms without pay,an ethical breach has occurred. 
B) The research firm has the ethical obligation to develop an appropriate approach. 
C) Proprietary models and approaches developed by a research firm are the property of that firm and should not be reused by the client in subsequent studies without the permission of the research firm. 
D) All of the issues are pertinent.

Question 8

The researcher should rely on ________ to determine which variables should be investigated.

Accepted Answer

A) objective evidence 
B) theory 
C) an analytical model 
D) all of the above 
A) objective evidence 
B) theory 
C) an analytical model 
D) all of the above

Question 9

Based on Table 2.1 in the text,which statement is true about the management decision problem?

Accepted Answer

A) It asks what information is needed and how it should be obtained. 
B) It is information oriented. 
C) It asks what the decision maker needs to do. 
D) It focuses on the underlying causes. 
A) It asks what information is needed and how it should be obtained. 
B) It is information oriented. 
C) It asks what the decision maker needs to do. 
D) It focuses on the underlying causes.

Question 10

As one of the seven Cs that characterize the interaction between the DM and the researcher,confidence is best defined as: ________.

Accepted Answer

A) there should not be any hidden agendas,and an attitude of openness should prevail 
B) the interaction between the DM and the researcher should be guided by mutual trust 
C) marketing research is a team project in which both parties (DM and researcher)must cooperate 
D) the interaction between the DM and the researcher should be creative rather than formulaic 
A) there should not be any hidden agendas,and an attitude of openness should prevail 
B) the interaction between the DM and the researcher should be guided by mutual trust 
C) marketing research is a team project in which both parties (DM and researcher)must cooperate 
D) the interaction between the DM and the researcher should be creative rather than formulaic

Question 11

The interaction between the DM and the researcher should be characterized by the seven Cs.Which of the following is not one of the seven Cs?

Accepted Answer

A) continuity 
B) communication 
C) causality 
D) candor 
A) continuity 
B) communication 
C) causality 
D) candor

Question 12

The management decision problem focuses on ________,while the marketing research problem focuses on ________.

Accepted Answer

A) symptoms;solutions 
B) symptoms;underlying causes 
C) solutions;underlying causes 
D) none of the above 
A) symptoms;solutions 
B) symptoms;underlying causes 
C) solutions;underlying causes 
D) none of the above

Question 13

According to the problem definition and approach development process as shown in Figure 2.1 in the text,the tasks involved in problem definition consist of all of the following except ________.

Accepted Answer

A) discussions with the decision makers 
B) interviews with industry experts 
C) analysis of project costs 
D) analysis of secondary data 
A) discussions with the decision makers 
B) interviews with industry experts 
C) analysis of project costs 
D) analysis of secondary data

Question 14

The outputs of the approach development process should include all of the following components except ________.

Accepted Answer

A) objective/theoretical framework 
B) analytical models 
C) hypotheses 
D) all of the above 
A) objective/theoretical framework 
B) analytical models 
C) hypotheses 
D) all of the above

Question 15

Problem definition is the most important step in the marketing research project.

Accepted Answer

A) True 
 B)False

Question 16

To identify the management problem,the researcher must possess considerable skill in interacting with the DM.Which of the following is a factor that might complicate this interaction?

Accepted Answer

A) Access to the DM may be difficult and some organizations have complicated protocols for access to top executives. 
B) The organizational status of the researcher or the research department may make it difficult to reach the key DM in the early stages of the project. 
C) There may be more than one key DM and meeting with them collectively or individually may be difficult. 
D) All of the above are correct. 
A) Access to the DM may be difficult and some organizations have complicated protocols for access to top executives. 
B) The organizational status of the researcher or the research department may make it difficult to reach the key DM in the early stages of the project. 
C) There may be more than one key DM and meeting with them collectively or individually may be difficult. 
D) All of the above are correct.

Question 17

According to the Chain Restaurant Study in your text,the researcher had collected data but did not know ________.

Accepted Answer

A) the marketing research problem 
B) the management decision problem 
C) the data collection process 
D) the approach to the problem 
A) the marketing research problem 
B) the management decision problem 
C) the data collection process 
D) the approach to the problem

Question 18

Graphical models are analytical models that provide a visual picture of the relationships between variables.

Accepted Answer

A) True 
 B)False

Question 19

________ are refined statements of the specific components of the problem.

Accepted Answer

A) Hypotheses 
B) Research questions 
C) Marketing research problems 
D) Analytical models 
A) Hypotheses 
B) Research questions 
C) Marketing research problems 
D) Analytical models

Question 20

According to Figure 2.1 in the text,the components of the ________ consist of: objective/theoretical foundations,analytical models,research questions,hypotheses,and specification of the information needed.

Accepted Answer

A) approach to the problem 
B) management decision problem 
C) marketing research problem 
D) environmental context of the problem 
A) approach to the problem 
B) management decision problem 
C) marketing research problem 
D) environmental context of the problem

Exam 2: Defining the Marketing Research Problem and Developing an Approach

________ is not a qualitative research technique.

A limitation of social media in understanding consumer behavior is that we cannot determine how consumers interact with each other over time.

The marketing research problem is information oriented.

Media consumption behavior and response to promotions,price sensitivity,and retail outlets patronized are factors that should be considered in the ________ component of the environmental context of the problem.

Explain the concept of an analytical model and discuss the different forms of analytical models.Using the marketing scenario of your choice,provide an example of each model.Each model should depict the same scenario.

A(n)________ is a set of variables and their interrelationships designed to represent,in whole or in part,some real system or process.

Which of the following ethical issues is/are pertinent in developing an approach?

The researcher should rely on ________ to determine which variables should be investigated.

Based on Table 2.1 in the text,which statement is true about the management decision problem?

As one of the seven Cs that characterize the interaction between the DM and the researcher,confidence is best defined as: ________.

The interaction between the DM and the researcher should be characterized by the seven Cs.Which of the following is not one of the seven Cs?

The management decision problem focuses on ________,while the marketing research problem focuses on ________.

According to the problem definition and approach development process as shown in Figure 2.1 in the text,the tasks involved in problem definition consist of all of the following except ________.

The outputs of the approach development process should include all of the following components except ________.

Problem definition is the most important step in the marketing research project.

To identify the management problem,the researcher must possess considerable skill in interacting with the DM.Which of the following is a factor that might complicate this interaction?

According to the Chain Restaurant Study in your text,the researcher had collected data but did not know ________.

Graphical models are analytical models that provide a visual picture of the relationships between variables.

________ are refined statements of the specific components of the problem.

According to Figure 2.1 in the text,the components of the ________ consist of: objective/theoretical foundations,analytical models,research questions,hypotheses,and specification of the information needed.

Introduction to Marketing Research

Research Design

Exploratory Research Design: Secondary Data

Exploratory Research Design: Qualitative Research

Descriptive Research Design: Survey and Observation

Causal Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Noncomparative Scaling Techniques

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork

Data Preparation

Frequency Distribution,cross-Tabulation,and Hypothesis Testing

Analysis of Variance and Covariance

Correlation and Regression

Discriminant and Logit Analysis

Factor Analysis

Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Structural Equation Modeling and Path Analysis

Report Preparation and Presentation

Filters

The management decision problem focuses on ,while the marketing research problem focuses on .