Question 1

It is important, in the problem definition process, to determine ________ causes for the change identified by the symptom.

Accepted Answer

A)  the most consistent 
B)  all possible 
C)  the important 
D)  the most egregious 
E)  the latest 
A)  the most consistent 
B)  all possible 
C)  the important 
D)  the most egregious 
E)  the latest

Question 2

Which best represents what the textbook has to say about information gaps? Information gaps are:

Accepted Answer

A)  discrepancies between what a marketer expects to happen and what feedback says could have happened 
B)  discrepancies between what a marketer expects could have happened and what feedback says has happened 
C)  discrepancies between the former information state and the current information state 
D)  discrepancies between the current information level and the desired level of information at which the manager feels comfortable resolving the problem at hand 
E)  resolved by using secondary information 
A)  discrepancies between what a marketer expects to happen and what feedback says could have happened 
B)  discrepancies between what a marketer expects could have happened and what feedback says has happened 
C)  discrepancies between the former information state and the current information state 
D)  discrepancies between the current information level and the desired level of information at which the manager feels comfortable resolving the problem at hand 
E)  resolved by using secondary information

Question 3

Which defines what information will be collected from whom and in what format?

Accepted Answer

A)  the PRC certification board 
B)  research objectives 
C)  the client in the initial meeting 
D)  The Chief Marketing Officer 
E)  it is included in the statement of "need to do marketing research" 
A)  the PRC certification board 
B)  research objectives 
C)  the client in the initial meeting 
D)  The Chief Marketing Officer 
E)  it is included in the statement of "need to do marketing research"

Question 4

Another way of thinking about hypotheses is that they are "statements of the decision alternative's ________ ________."

Accepted Answer

A)  real goals 
B)  correct answers 
C)  incorrect answers 
D)  assumed consequences 
E)  uninformed answers 
A)  real goals 
B)  correct answers 
C)  incorrect answers 
D)  assumed consequences 
E)  uninformed answers

Question 5

When management is completely certain of their assumptions regarding consequences to decision alternatives, they SHOULD NOT conduct marketing research.

Accepted Answer

A) True 
 B)False

Question 6

Researchers should resist the temptation to accept the first problem defined. Rather, they should conduct their own investigation to determine if there are alternative problems. This investigation may take the form of a:

Accepted Answer

A)  secondary problem definition analysis 
B)  situation analysis 
C)  self-analysis 
D)  private investigation 
E)  secondary problem research 
A)  secondary problem definition analysis 
B)  situation analysis 
C)  self-analysis 
D)  private investigation 
E)  secondary problem research

Question 7

Which one of the following steps in the research process is thought to be the most important step in the marketing research process?

Accepted Answer

A)  defining the problem 
B)  data collection and analysis 
C)  report writing and determining research objectives 
D)  determining information types and sources 
E)  determining the research design 
A)  defining the problem 
B)  data collection and analysis 
C)  report writing and determining research objectives 
D)  determining information types and sources 
E)  determining the research design

Question 8

When is marketing research NOT needed?

Accepted Answer

A)  the information needed is not already available 
B)  other components of the MIS do not have the needed information 
C)  there is a need, but not an IMMEDIATE need to respond to a competitive strategy 
D)  costs of the research are much greater than the value of the information to be gathered 
E)  costs of the research are much lower than the value of the information to be gathered 
A)  the information needed is not already available 
B)  other components of the MIS do not have the needed information 
C)  there is a need, but not an IMMEDIATE need to respond to a competitive strategy 
D)  costs of the research are much greater than the value of the information to be gathered 
E)  costs of the research are much lower than the value of the information to be gathered

Question 9

Which of the following has these common elements? Introduction, Scope of Proposal, Deliverables, Evaluation Criteria, Deadline and Bidding specifics.

Accepted Answer

A)  The research report 
B)  Opening remarks given by marketing researchers to clients 
C)  ITB's or RFP's 
D)  IBM's or ICBM's 
E)  The research process 
A)  The research report 
B)  Opening remarks given by marketing researchers to clients 
C)  ITB's or RFP's 
D)  IBM's or ICBM's 
E)  The research process

Question 10

An opportunity, which is a type of problem, occurs when there is a gap between what did happen and what could have happened.

Accepted Answer

A) True 
 B)False

Question 11

Once decision alternatives are stated, it is appropriate to determine the "consequences" of the alternatives.

Accepted Answer

A) True 
 B)False

Question 12

Symptoms are:

Accepted Answer

A)  causes of the marketing research problem 
B)  changes in resources as a result of the marketing management problem 
C)  changes in the level of some key monitor that measures the achievement of some objective 
D)  changes in the level of some key objective that measures the achievement of some monitor 
E)  all of the above 
A)  causes of the marketing research problem 
B)  changes in resources as a result of the marketing management problem 
C)  changes in the level of some key monitor that measures the achievement of some objective 
D)  changes in the level of some key objective that measures the achievement of some monitor 
E)  all of the above

Question 13

Problem definition is sometimes aggravated by:

Accepted Answer

A)  researchers and managers' similar experiences within the company 
B)  researchers and managers always thinking alike 
C)  researchers being generally indifferent to helping define the problem for the manager 
D)  the ability of the research office staff to quickly process initial paperwork on research projects 
E)  managers failing to recognize that they must change their behavior in dealing with outside suppliers; they must enter into in-depth communication over an extended period of time 
A)  researchers and managers' similar experiences within the company 
B)  researchers and managers always thinking alike 
C)  researchers being generally indifferent to helping define the problem for the manager 
D)  the ability of the research office staff to quickly process initial paperwork on research projects 
E)  managers failing to recognize that they must change their behavior in dealing with outside suppliers; they must enter into in-depth communication over an extended period of time

Question 14

"We are losing money" is often one of the most prevalent PROBLEMS facing managers.

Accepted Answer

A) True 
 B)False

Question 15

When management has not already defined the problem in terms of a decision to be made, researchers should first undertake a situation analysis.

Accepted Answer

A) True 
 B)False

Question 16

When management has defined the problem and the decision to be made before calling in the marketing researcher, the researcher should:

Accepted Answer

A)  accept the client's wishes 
B)  accept the client's wishes, except define the problem more specifically 
C)  ensure that broader questions are asked, in order to ensure that the real problem is dealt with 
D)  turn the client's statement of the problem into a generally defined research objective 
E)  "go along" with what the client wants even though the researcher may not agree 
A)  accept the client's wishes 
B)  accept the client's wishes, except define the problem more specifically 
C)  ensure that broader questions are asked, in order to ensure that the real problem is dealt with 
D)  turn the client's statement of the problem into a generally defined research objective 
E)  "go along" with what the client wants even though the researcher may not agree

Question 17

It is acceptable in the marketing research industry to send out RFPs and ITBs just to get feedback from marketing research firms on how they would design the research needed to solve the problem or opportunity.

Accepted Answer

A) True 
 B)False

Question 18

In the "Hierarchy of Effects" model, awareness, knowledge, liking, intention, and purchase are examples of:

Accepted Answer

A)  research RFPs 
B)  research ITBs 
C)  persuasion 
D)  constructs 
E)  multicollinearity of concepts 
A)  research RFPs 
B)  research ITBs 
C)  persuasion 
D)  constructs 
E)  multicollinearity of concepts

Question 19

It is not good enough to specify a decision. Rather, ________ must be specified.

Accepted Answer

A)  the data needed 
B)  alternatives 
C)  situation analysis 
D)  RFP's 
E)  ITB's 
A)  the data needed 
B)  alternatives 
C)  situation analysis 
D)  RFP's 
E)  ITB's

It is important, in the problem definition process, to determine ________ causes for the change identified by the symptom.

Which best represents what the textbook has to say about information gaps? Information gaps are:

Which defines what information will be collected from whom and in what format?

Another way of thinking about hypotheses is that they are "statements of the decision alternative's ."

When management is completely certain of their assumptions regarding consequences to decision alternatives, they SHOULD NOT conduct marketing research.

Researchers should resist the temptation to accept the first problem defined. Rather, they should conduct their own investigation to determine if there are alternative problems. This investigation may take the form of a:

Which one of the following steps in the research process is thought to be the most important step in the marketing research process?

When is marketing research NOT needed?

Which of the following has these common elements? Introduction, Scope of Proposal, Deliverables, Evaluation Criteria, Deadline and Bidding specifics.

An opportunity, which is a type of problem, occurs when there is a gap between what did happen and what could have happened.

Once decision alternatives are stated, it is appropriate to determine the "consequences" of the alternatives.

Symptoms are:

Problem definition is sometimes aggravated by:

"We are losing money" is often one of the most prevalent PROBLEMS facing managers.

When management has not already defined the problem in terms of a decision to be made, researchers should first undertake a situation analysis.

When management has defined the problem and the decision to be made before calling in the marketing researcher, the researcher should:

It is acceptable in the marketing research industry to send out RFPs and ITBs just to get feedback from marketing research firms on how they would design the research needed to solve the problem or opportunity.

In the "Hierarchy of Effects" model, awareness, knowledge, liking, intention, and purchase are examples of:

It is not good enough to specify a decision. Rather, ________ must be specified.

Introduction to Marketing Research

The Marketing Research Process

The Marketing Research Industry

Research Design

Using Secondary Data and Online Information Databases

Standardized Information Sources

Observation, Focus Groups, and Other Qualitative Methods

Survey Data-Collection Methods

Measurement in Marketing Research

Designing the Questionnaire

Determining How to Select the Sample

Determining the Size of a Sample

Data Collection in the Field, Nonresponse Error, and Questionnaire Screening

Basic Data Analysis: Descriptive Statistics

Generalizing a Sample's Findings to its Population and Testing Hypotheses About Percents and Means

Testing for Differences Between Two Groups or Among More Than

Determining and Interpreting Associations Among Variables

Regression Analysis in Marketing Research

The Marketing Research Report: Preparation and Presentation

Filters

Exam 4: Defining the Problem and Determining Research Objectives

It is important, in the problem definition process, to determine ________ causes for the change identified by the symptom.

Which best represents what the textbook has to say about information gaps? Information gaps are:

Which defines what information will be collected from whom and in what format?

Another way of thinking about hypotheses is that they are "statements of the decision alternative's ________ ________."

When management is completely certain of their assumptions regarding consequences to decision alternatives, they SHOULD NOT conduct marketing research.

Researchers should resist the temptation to accept the first problem defined. Rather, they should conduct their own investigation to determine if there are alternative problems. This investigation may take the form of a:

Which one of the following steps in the research process is thought to be the most important step in the marketing research process?

When is marketing research NOT needed?

Which of the following has these common elements? Introduction, Scope of Proposal, Deliverables, Evaluation Criteria, Deadline and Bidding specifics.

An opportunity, which is a type of problem, occurs when there is a gap between what did happen and what could have happened.

Once decision alternatives are stated, it is appropriate to determine the "consequences" of the alternatives.

Symptoms are:

Problem definition is sometimes aggravated by:

"We are losing money" is often one of the most prevalent PROBLEMS facing managers.

When management has not already defined the problem in terms of a decision to be made, researchers should first undertake a situation analysis.

When management has defined the problem and the decision to be made before calling in the marketing researcher, the researcher should:

It is acceptable in the marketing research industry to send out RFPs and ITBs just to get feedback from marketing research firms on how they would design the research needed to solve the problem or opportunity.

In the "Hierarchy of Effects" model, awareness, knowledge, liking, intention, and purchase are examples of:

It is not good enough to specify a decision. Rather, ________ must be specified.

Introduction to Marketing Research

The Marketing Research Process

The Marketing Research Industry

Research Design

Using Secondary Data and Online Information Databases

Standardized Information Sources

Observation, Focus Groups, and Other Qualitative Methods

Survey Data-Collection Methods

Measurement in Marketing Research

Designing the Questionnaire

Determining How to Select the Sample

Determining the Size of a Sample

Data Collection in the Field, Nonresponse Error, and Questionnaire Screening

Basic Data Analysis: Descriptive Statistics

Generalizing a Sample's Findings to its Population and Testing Hypotheses About Percents and Means

Testing for Differences Between Two Groups or Among More Than

Determining and Interpreting Associations Among Variables

Regression Analysis in Marketing Research

The Marketing Research Report: Preparation and Presentation

Filters

Another way of thinking about hypotheses is that they are "statements of the decision alternative's ."