Question 1

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 publication. 
D) customer calls to toll-free service assistance centers. 
E) All of these are sources of chance ideas. 
A) customer complaint letters. 
B) salesperson's call reports. 
C) comments in trade publication. 
D) customer calls to toll-free service assistance centers. 
E) All of these are sources of chance ideas. E

Question 2

Step four of the process of defining the problem is to develop possible ________,a restatement of the decision problem in research terms written from the researcher's perspective.

Accepted Answer

A) research approaches 
B) research abstracts 
C) research problems 
D) research methods 
E) research experiments 
A) research approaches 
B) research abstracts 
C) research problems 
D) research methods 
E) research experiments C

Question 3

A company selling a food product had received a number of complaints about its packaging.After researching the complaints,the company switched packaging,and sales increased significantly.In marketing research terms,this type of change is best understood as

Accepted Answer

A) product change. 
B) packaging change. 
C) unplanned change. 
D) planned change. 
E) materials change. 
A) product change. 
B) packaging change. 
C) unplanned change. 
D) planned change. 
E) materials change. C

Question 4

If possible,researchers should attempt to conduct strategy-oriented research.

Accepted Answer

A) True 
 B)False

Question 5

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 6

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 7

The research proposal

Accepted Answer

A) is used primarily to summarize the problem definition process. 
B) does not include proposed research methods. 
C) provides the researcher another opportunity to make sure that the proposed research will provide information needed to address the decision problem. 
D) should be no longer than two (2)pages. 
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) provides the researcher another opportunity to make sure that the proposed research will provide information needed to address the decision problem. 
D) should be no longer than two (2)pages. 
E) cannot be changed once it has been accepted by the manager.

Question 8

Problem formulation involves more science than art and must be approached with great care.

Accepted Answer

A) True 
 B)False

Question 9

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 these are correct. 
E) None of these are correct. 
A) the client during the process of clarifying the problem. 
B) exploratory research. 
C) the researcher's experience. 
D) All of these are correct. 
E) None of these are correct.

Question 10

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 11

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 12

A research problem is a restatement of the decision problem in research terms from the researcher's perspective.

Accepted Answer

A) True 
 B)False

Question 13

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 these are correct. 
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 these are correct.

Question 14

Normal thinking often can get in the way of understanding the true nature of a problem.

Accepted Answer

A) True 
 B)False

Question 15

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) All of these are correct. 
E) None of these 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) All of these are correct. 
E) None of these are correct.

Question 16

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 17

A ________ is simply a document that describes,a specifically as possible,the nature of the problem for which research is sought and that asks providers to offer proposals.

Accepted Answer

A) research requisition 
B) scope of work 
C) request for proposal 
D) research contract 
E) bid for services 
A) research requisition 
B) scope of work 
C) request for proposal 
D) research contract 
E) bid for services

Question 18

Defining the problem is among the most difficult aspects of the marketing research process because of the __________ of every situation a manager may encounter.

Accepted Answer

A) complexity 
B) urgency 
C) riskiness 
D) uniqueness 
E) subjectiveness 
A) complexity 
B) urgency 
C) riskiness 
D) uniqueness 
E) subjectiveness

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

After working through the first two steps of the process of problem definition,the researcher should be in a position to state the manager's

Accepted Answer

A) root problem cause. 
B) Buy-in. 
C) change resistance. 
D) resolution timeframe. 
E) decision problem. 
A) root problem cause. 
B) Buy-in. 
C) change resistance. 
D) resolution timeframe. 
E) decision problem.

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

Step four of the process of defining the problem is to develop possible ________,a restatement of the decision problem in research terms written from the researcher's perspective.

A company selling a food product had received a number of complaints about its packaging.After researching the complaints,the company switched packaging,and sales increased significantly.In marketing research terms,this type of change is best understood as

If possible,researchers should attempt to conduct strategy-oriented research.

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?

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

The research proposal

Problem formulation involves more science than art and must be approached with great care.

Ideas about possible research problems can come from

Planned change is oriented more toward the and is __.

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

A research problem is a restatement of the decision problem in research terms from the researcher's perspective.

A discovery-oriented decision problem is best defined as a

Normal thinking often can get in the way of understanding the true nature of a problem.

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

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

A ________ is simply a document that describes,a specifically as possible,the nature of the problem for which research is sought and that asks providers to offer proposals.

Defining the problem is among the most difficult aspects of the marketing research process because of the __________ of every situation a manager may encounter.

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

After working through the first two steps of the process of problem definition,the researcher should be in a position to state the manager's

The Role of Marketing Research

The Research Process and Ethical Concerns

Exploratory Research

Decision Support Systems: Introduction

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 for Communication Data

Developing the Sampling Plan

Data Collection: Types of Error and Response Rate Calculation

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

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

Step four of the process of defining the problem is to develop possible ________,a restatement of the decision problem in research terms written from the researcher's perspective.

A company selling a food product had received a number of complaints about its packaging.After researching the complaints,the company switched packaging,and sales increased significantly.In marketing research terms,this type of change is best understood as

If possible,researchers should attempt to conduct strategy-oriented research.

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?

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

The research proposal

Problem formulation involves more science than art and must be approached with great care.

Ideas about possible research problems can come from

Planned change is oriented more toward the ______ and is ________.

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

A research problem is a restatement of the decision problem in research terms from the researcher's perspective.

A discovery-oriented decision problem is best defined as a

Normal thinking often can get in the way of understanding the true nature of a problem.

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

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

A ________ is simply a document that describes,a specifically as possible,the nature of the problem for which research is sought and that asks providers to offer proposals.

Defining the problem is among the most difficult aspects of the marketing research process because of the __________ of every situation a manager may encounter.

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

After working through the first two steps of the process of problem definition,the researcher should be in a position to state the manager's

The Role of Marketing Research

The Research Process and Ethical Concerns

Exploratory Research

Decision Support Systems: Introduction

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 for Communication Data

Developing the Sampling Plan

Data Collection: Types of Error and Response Rate Calculation

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 the and is __.