Exam 4: Defining the Problem and Determining Research Objectives

In your text, Coke was used as example of a company that improperly defined the research problem when the problem was defined as:

Ash Morgan was interested in understanding how he could reduce turnover among his sales force. He read some basic research that was reported in the Journal of Marketing Research that showed that turnover of industrial salespersons is negatively related to perceived opportunities for advancement. That is, if salespersons perceive that there are opportunities for advancement they are less likely to leave the organization; therefore, turnover is reduced. He commissioned a marketing research firm to conduct several studies on the salespersons in his firm. Eventually, he was successful in getting top pay scales raised, and he introduced three additional sales force ranks, each with having additional benefits, vacation time, and pay increases. Within two years, Ash's firm had the lowest sales force turnover in the industry. In this example, which of the following best identifies Ash's relationship between turnover and perceived opportunities for advancement?

When ITBs or RFPs are used, it means that there is less dialogue between researchers and managers in terms of defining the problem. This is a good thing in that it makes for a more efficient process.

Which of the following best describes the sources of problems?

When a manager says to a researcher, "Here is what I want to know..." the researcher should ask:

Research objectives should be worded in such as way as to close the information gaps needed for managers to select the correct decision analysis.

Given a symptom, managers assume that certain causes are at fault. Consequences are assumed to result from each decision alternative specified. Research is NOT needed when:

A manager needs to choose between adding a proposed new product or scrapping the new product idea. This situation best illustrates:

A researcher determines she must collect data from likely buyers of a proposed new product on a scale that measures the probability that they will purchase the product. This is an example of:

Action standards specify what actions are to be taken during the initial stages of the marketing research process, and they should follow accepted marketing research standards.

The construct "intention to buy" is actually measured by a researcher using a 1 to 7 scale measuring different levels of likelihood to purchase product X. The way the construct is measured is referred to as an:

What are the three functions served by the marketing research proposal?

Amy Kuhnert is the CEO for Murphy Manufacturing. She and her board of directors have decided to hire a marketing research firm to help them explore emerging market opportunities in Asia. Amy schedules a 30-minute appointment with Josh Husband of Monroe Research Associates in between 30-minute appointments with three other company representatives offering to provide Murphy Manufacturing with a. machine leasing contracts, b. computer software services, and c. photocopying services. This example illustrates:

Opportunities and problems have the same consequence for managers; they must make decisions.

Which of the following serves as the basis for marketing research objectives?

Sometimes researchers must conduct research in order to define the problem. This additional investigation is sometimes known as a situation analysis.

When a gap exists between what was supposed to happen and what did happen, it is called:

Once the probable cause of the symptom is determined, the ________ should be specified.

Marketing research is not needed when the costs of the research are more than the value of the research information.

A researcher and client agree that a difference of 15 percent is needed in the preference ratings of an existing product, and a proposed new product in order to warrant dropping the old product and producing the new one. The 15 percent difference in preference is called the: