Question 1

Which statement about hypotheses is not true?

Accepted Answer

A) A hypothesis is an unproven statement or proposition about a factor or phenomenon that is of interest to the researcher. 
B) Hypotheses are declarative and can be tested empirically. 
C) It is possible to formulate hypotheses in all situations. 
D) An important role of a hypothesis is to suggest variables to be included in the research design. 
A) A hypothesis is an unproven statement or proposition about a factor or phenomenon that is of interest to the researcher. 
B) Hypotheses are declarative and can be tested empirically. 
C) It is possible to formulate hypotheses in all situations. 
D) An important role of a hypothesis is to suggest variables to be included in the research design.

Question 2

Many factors have an impact on the definition of the marketing research problem. These factors encompass the environmental context of the problem. Which of the following is not one of the factors?

Accepted Answer

A) marketing and technological skills of the firm 
B) objectives 
C) past information and forecasts pertaining to the industry and the firm 
D) political environment 
A) marketing and technological skills of the firm 
B) objectives 
C) past information and forecasts pertaining to the industry and the firm 
D) political environment

Question 3

The problem audit provides a useful framework for interacting with the researcher and identifying the underlying causes of the problem.

Accepted Answer

A) True 
 B)False

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

Research questions ask what general information is required with respect to the problem components.

Accepted Answer

A) True 
 B)False

Question 6

Which statement is true concerning defining the marketing research problem?

Accepted Answer

A) The definition should allow the researcher to obtain all the information needed to address the management decision problem. 
B) The definition should guide the researcher in proceeding with the project. 
C) The marketing research problem should be stated in broad, general terms with specific components identified. 
D) All of the above are correct. 
A) The definition should allow the researcher to obtain all the information needed to address the management decision problem. 
B) The definition should guide the researcher in proceeding with the project. 
C) The marketing research problem should be stated in broad, general terms with specific components identified. 
D) All of the above are correct.

Question 7

The need for the researcher to understand the nature of what decision managers face and what they hope to learn from research is one of the reasons to conduct ________.

Accepted Answer

A) discussions with decision makers 
B) interview with experts 
C) secondary data analysis 
D) qualitative research 
A) discussions with decision makers 
B) interview with experts 
C) secondary data analysis 
D) qualitative research

Question 8

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 9

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 10

The marketing research problem asks what the DM needs to do, whereas the management decision problem asks what information is needed and how it can best be obtained (Table 2.1 in the text).

Accepted Answer

A) True 
 B)False

Question 11

Where appropriate, analysis of past information and forecasts of trends should be carried out at the firm's department level.

Accepted Answer

A) True 
 B)False

Question 12

Briefly discuss problem definition and why it is the most important task in the marketing research project.

Accepted Answer

Problem definition involves stating the

Question 13

If the management decision problem is: "Should a new product be introduced?" what is the most appropriate marketing research problem?

Accepted Answer

A) determining the price elasticity of demand and the impact on sales and profits of various levels of price changes 
B) determining consumer preferences and purchase intentions for the proposed new product 
C) determining the effectiveness of the current advertising campaign 
D) determining the impact of new distribution outlets 
A) determining the price elasticity of demand and the impact on sales and profits of various levels of price changes 
B) determining consumer preferences and purchase intentions for the proposed new product 
C) determining the effectiveness of the current advertising campaign 
D) determining the impact of new distribution outlets

Question 14

________ 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 15

The purpose of interviewing experts is to help define the marketing research problem rather than to develop a conclusive solution.

Accepted Answer

A) True 
 B)False

Question 16

The second part of the marketing research problem definition is specific components.The specific components focus on the key aspects of the problem and provide clear guidelines on how to proceed further.

Accepted Answer

A) True 
 B)False

Question 17

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 18

Past information and forecasts of trends with respect to sales, market share, profitability, technology, population, demographics, and lifestyle can help the researcher understand the underlying marketing research problem.

Accepted Answer

A) True 
 B)False

Question 19

The "Got Milk?" campaign sponsored by the California Milk Processor Board and mentioned in your text, used an understanding of ________ to identify the real causes that led to the decline in milk consumption.

Accepted Answer

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

Question 20

________ 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

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

Which statement about hypotheses is not true?

Many factors have an impact on the definition of the marketing research problem. These factors encompass the environmental context of the problem. Which of the following is not one of the factors?

The problem audit provides a useful framework for interacting with the researcher and identifying the underlying causes of the problem.

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

Research questions ask what general information is required with respect to the problem components.

Which statement is true concerning defining the marketing research problem?

The need for the researcher to understand the nature of what decision managers face and what they hope to learn from research is one of the reasons to conduct ________.

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?

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.

The marketing research problem asks what the DM needs to do, whereas the management decision problem asks what information is needed and how it can best be obtained (Table 2.1 in the text).

Where appropriate, analysis of past information and forecasts of trends should be carried out at the firm's department level.

Briefly discuss problem definition and why it is the most important task in the marketing research project.

If the management decision problem is: "Should a new product be introduced?" what is the most appropriate marketing research problem?

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

The purpose of interviewing experts is to help define the marketing research problem rather than to develop a conclusive solution.

The second part of the marketing research problem definition is specific components.The specific components focus on the key aspects of the problem and provide clear guidelines on how to proceed further.

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

Past information and forecasts of trends with respect to sales, market share, profitability, technology, population, demographics, and lifestyle can help the researcher understand the underlying marketing research problem.

The "Got Milk?" campaign sponsored by the California Milk Processor Board and mentioned in your text, used an understanding of ________ to identify the real causes that led to the decline in milk consumption.

________ is not a qualitative research technique.

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

International Marketing Research

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