Question 1

The best way to avoid the trap of researching the wrong problem is to

Accepted Answer

A) research all possible problems. 
B) define the research problem broadly. 
C) delay research until the problem is properly defined. 
D) All of these are correct. 
E) None of these are correct. 
A) research all possible problems. 
B) define the research problem broadly. 
C) delay research until the problem is properly defined. 
D) All of these are correct. 
E) None of these are correct.

Question 2

When using an outside research firm,experts suggest that managers seek proposals from at least ten companies.

Accepted Answer

A) True 
 B)False

Question 3

Serendipity,or chance ideas,can be a source of marketing research problems.Discuss all the drivers or sources of this type of research.

Accepted Answer

Serendipity,or chance ideas,might arise

Question 4

Step six in the process of defining the problem is the preparation of a written research request agreement.Which of the following is NOT one of the components of this agreement?

Accepted Answer

A) SWOT analysis 
B) Logistics 
C) Decision problem 
D) Research problem(s) 
E) Background 
A) SWOT analysis 
B) Logistics 
C) Decision problem 
D) Research problem(s) 
E) Background

Question 5

The two fundamental sources of marketing research problems are

Accepted Answer

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

Question 6

An explanation of the data sources and research methodology to be used in the research project should be included in the

Accepted Answer

A) research outline. 
B) research request. 
C) cost/benefit analysis of the project. 
D) research proposal. 
E) initial research prospectus. 
A) research outline. 
B) research request. 
C) cost/benefit analysis of the project. 
D) research proposal. 
E) initial research prospectus.

Question 7

The main purpose of discovery-oriented marketing research is to

Accepted Answer

A) decide what to do about a planned 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 what to do about a planned 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 8

The best way to avoid the trap of researching the wrong problem is to wait until the problem is properly defined.

Accepted Answer

A) True 
 B)False

Question 9

An important advantage of using an outside research firm is the degree of objectivity it brings to a project.

Accepted Answer

A) True 
 B)False

Question 10

Strategy-oriented decision problems are aimed squarely at

Accepted Answer

A) large organizations. 
B) tactical situations. 
C) complex problems. 
D) making decisions. 
E) All of these are correct. 
A) large organizations. 
B) tactical situations. 
C) complex problems. 
D) making decisions. 
E) All of these are correct.

Question 11

A decision problem is the problem/opportunity as seen by a manager.

Accepted Answer

A) True 
 B)False

Question 12

Unplanned change tends to be 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 13

A famous case in the 1980s involved Coca-Cola introducing New Coke after much research.The failure of New Coke was largely due to

Accepted Answer

A) a narrow conception of the research. 
B) uneven caliber of researchers. 
C) poor problem definition. 
D) late and occasional erroneous findings. 
E) personality and presentation differences. 
A) a narrow conception of the research. 
B) uneven caliber of researchers. 
C) poor problem definition. 
D) late and occasional erroneous findings. 
E) personality and presentation differences.

Question 14

In marketing research,a _______ is something that needs information regardless of whether the organization originally viewed the situation as a problem or an opportunity.

Accepted Answer

A) situation 
B) study 
C) project 
D) plan 
E) problem 
A) situation 
B) study 
C) project 
D) plan 
E) problem

Question 15

Which of the following is NOT one of the six steps in problem definition identified in Chapter 3?

Accepted Answer

A) State the manager's decision problem 
B) Prepare research request agreement 
C) Secure funding 
D) Meet with client 
E) Clarify the problem/opportunity 
A) State the manager's decision problem 
B) Prepare research request agreement 
C) Secure funding 
D) Meet with client 
E) Clarify the problem/opportunity

Question 16

A marketing researcher can take all the necessary steps and get perfectly valid answers-only to dis-cover that he or she was asking the wrong questions.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following sections would NOT appear in a research proposal?

Accepted Answer

A) Purpose and limits of the project 
B) Research results 
C) Data sources and research methodology 
D) Estimate of time and personnel requirements 
E) All of these would be in a research proposal. 
A) Purpose and limits of the project 
B) Research results 
C) Data sources and research methodology 
D) Estimate of time and personnel requirements 
E) All of these would be in a research proposal.

Question 18

Many managers,particularly those who have been with a company for a long time,are afflicted with "____________",which can get in the way of understanding the true nature of a problem.

Accepted Answer

A) group think 
B) paralysis of analysis 
C) normal thinking 
D) loyalty bias 
E) creative thinking 
A) group think 
B) paralysis of analysis 
C) normal thinking 
D) loyalty bias 
E) creative thinking

Question 19

A small fraction of marketing research is conducted to track changes in consumer preferences.

Accepted Answer

A) True 
 B)False

Question 20

It is better to address one or two research problems fully than to try to tackle multiple issues and do a half-baked job on each.

Accepted Answer

A) True 
 B)False

The best way to avoid the trap of researching the wrong problem is to

When using an outside research firm,experts suggest that managers seek proposals from at least ten companies.

Serendipity,or chance ideas,can be a source of marketing research problems.Discuss all the drivers or sources of this type of research.

Step six in the process of defining the problem is the preparation of a written research request agreement.Which of the following is NOT one of the components of this agreement?

The two fundamental sources of marketing research problems are

An explanation of the data sources and research methodology to be used in the research project should be included in the

The main purpose of discovery-oriented marketing research is to

The best way to avoid the trap of researching the wrong problem is to wait until the problem is properly defined.

An important advantage of using an outside research firm is the degree of objectivity it brings to a project.

Strategy-oriented decision problems are aimed squarely at

A decision problem is the problem/opportunity as seen by a manager.

Unplanned change tends to be oriented more toward the and is .

A famous case in the 1980s involved Coca-Cola introducing New Coke after much research.The failure of New Coke was largely due to

In marketing research,a _______ is something that needs information regardless of whether the organization originally viewed the situation as a problem or an opportunity.

Which of the following is NOT one of the six steps in problem definition identified in Chapter 3?

A marketing researcher can take all the necessary steps and get perfectly valid answers-only to dis-cover that he or she was asking the wrong questions.

Which of the following sections would NOT appear in a research proposal?

Many managers,particularly those who have been with a company for a long time,are afflicted with "____________",which can get in the way of understanding the true nature of a problem.

A small fraction of marketing research is conducted to track changes in consumer preferences.

It is better to address one or two research problems fully than to try to tackle multiple issues and do a half-baked job on each.

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

The best way to avoid the trap of researching the wrong problem is to

When using an outside research firm,experts suggest that managers seek proposals from at least ten companies.

Serendipity,or chance ideas,can be a source of marketing research problems.Discuss all the drivers or sources of this type of research.

Step six in the process of defining the problem is the preparation of a written research request agreement.Which of the following is NOT one of the components of this agreement?

The two fundamental sources of marketing research problems are

An explanation of the data sources and research methodology to be used in the research project should be included in the

The main purpose of discovery-oriented marketing research is to

The best way to avoid the trap of researching the wrong problem is to wait until the problem is properly defined.

An important advantage of using an outside research firm is the degree of objectivity it brings to a project.

Strategy-oriented decision problems are aimed squarely at

A decision problem is the problem/opportunity as seen by a manager.

Unplanned change tends to be oriented more toward the ______ and is ______.

A famous case in the 1980s involved Coca-Cola introducing New Coke after much research.The failure of New Coke was largely due to

In marketing research,a _______ is something that needs information regardless of whether the organization originally viewed the situation as a problem or an opportunity.

Which of the following is NOT one of the six steps in problem definition identified in Chapter 3?

A marketing researcher can take all the necessary steps and get perfectly valid answers-only to dis-cover that he or she was asking the wrong questions.

Which of the following sections would NOT appear in a research proposal?

Many managers,particularly those who have been with a company for a long time,are afflicted with "____________",which can get in the way of understanding the true nature of a problem.

A small fraction of marketing research is conducted to track changes in consumer preferences.

It is better to address one or two research problems fully than to try to tackle multiple issues and do a half-baked job on each.

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

Unplanned change tends to be oriented more toward the and is .