Question 1

Which of the following statements about the manager's decision problem is FALSE?

Accepted Answer

A) The decision problem is the problem/opportunity facing the manager for which marketing research is intended to provide answers. 
B) The decision problem takes the manager's perspective. 
C) The decision problem should be in the form of a question. 
D) Discovery-oriented decision problems typically lead directly to managerial actions. 
E) None of these statements are false;they are all true. 
A) The decision problem is the problem/opportunity facing the manager for which marketing research is intended to provide answers. 
B) The decision problem takes the manager's perspective. 
C) The decision problem should be in the form of a question. 
D) Discovery-oriented decision problems typically lead directly to managerial actions. 
E) None of these statements are false;they are all true. D

Question 2

A document that describes,as specifically as possible,the nature of the problem for which research is sought and that asks providers to offer proposals,including cost estimates,about how they would perform a job is called a(n)____________________.

Accepted Answer

request for proposal

Question 3

In general,the most important asset of a research firm is the qualifications of the research professionals.

Accepted Answer

A) True 
 B)False  True

Question 4

A written statement that describes the marketing problem,the purpose of the study,and the research methodology to be used is known as a

Accepted Answer

A) research proposal. 
B) statement of technique. 
C) statement of research purpose and method. 
D) research request. 
E) research outline. 
A) research proposal. 
B) statement of technique. 
C) statement of research purpose and method. 
D) research request. 
E) research outline.

Question 5

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

Accepted Answer

A) decide how to implement the 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 the 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 6

Which of the following is TRUE?

Accepted Answer

A) The decision problem is also the research problem. 
B) The decision problem involves determining what information to provide and how that information can best be secured. 
C) The key difference between the decision problem and the research problem is the decision problem focuses on the problem or opportunity from the manager's perspective while the research problem focuses on the problem as viewed by the researcher. 
D) The key difference between the decision problem and the research problem is the research problem focuses on what action needs to be taken while the decision problem focuses on what information to provide and how that information can best be secured. 
E) All of the above statements are true. 
A) The decision problem is also the research problem. 
B) The decision problem involves determining what information to provide and how that information can best be secured. 
C) The key difference between the decision problem and the research problem is the decision problem focuses on the problem or opportunity from the manager's perspective while the research problem focuses on the problem as viewed by the researcher. 
D) The key difference between the decision problem and the research problem is the research problem focuses on what action needs to be taken while the decision problem focuses on what information to provide and how that information can best be secured. 
E) All of the above statements are true.

Question 7

Well-planned and executed strategy-oriented marketing research should produce

Accepted Answer

A) new marketing strategies. 
B) a set of alternative decisions for management. 
C) a choice among strategic alternatives. 
D) a list of business priorities. 
E) None of the above. 
A) new marketing strategies. 
B) a set of alternative decisions for management. 
C) a choice among strategic alternatives. 
D) a list of business priorities. 
E) None of the above.

Question 8

Research problems might arise from

Accepted Answer

A) unanticipated change in the marketing environment in the form of competitor initiatives. 
B) a firm's planned change of a marketing variable. 
C) customer complaint letters. 
D) Both a and c. 
E) a,b and c. 
A) unanticipated change in the marketing environment in the form of competitor initiatives. 
B) a firm's planned change of a marketing variable. 
C) customer complaint letters. 
D) Both a and c. 
E) a,b and c.

Question 9

Attempting to sell products or services or ideas after telling respondents you are conducting marketing research is called

Accepted Answer

A) coding. 
B) market strategy. 
C) serendipity. 
D) sugging. 
E) scaling. 
A) coding. 
B) market strategy. 
C) serendipity. 
D) sugging. 
E) scaling.

Question 10

A(n)____________________ is a restatement of the decision problem in research terms,from the researcher's perspective.

Accepted Answer

The answer of A(n)____________________ is a restatement of the decision...

Question 11

A research request agreement should only include the decision problem,research problem and the logistics.

Accepted Answer

A) True 
 B)False

Question 12

The comparative analysis of different outside research suppliers that are bidding on a research project should be based on evaluation of

Accepted Answer

A) written research requests. 
B) key supplier personnel and written research proposals. 
C) written research proposals. 
D) cost/benefit analyses. 
E) key supplier personnel. 
A) written research requests. 
B) key supplier personnel and written research proposals. 
C) written research proposals. 
D) cost/benefit analyses. 
E) key supplier personnel.

Question 13

A research problem is a restatement of the decision problem from the manager's perspective.

Accepted Answer

A) True 
 B)False

Question 14

In the famous case in the 1980's,where Coca-Cola introduced the New Coke after much research.The failure of New Coke was largely due to a marketing research barrier identified as

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 15

Which of the following questions is least appropriate for a researcher to ask a client during their initial meeting?

Accepted Answer

A) What factors do you think have created this situation? 
B) What is likely to happen if nothing changes in the next 12 months? 
C) Which method of data collection¾mail,telephone,email¾do you prefer? 
D) What caused you to notice the problem? 
E) None of these questions is less appropriate than the others. 
A) What factors do you think have created this situation? 
B) What is likely to happen if nothing changes in the next 12 months? 
C) Which method of data collection¾mail,telephone,email¾do you prefer? 
D) What caused you to notice the problem? 
E) None of these questions is less appropriate than the others.

Question 16

A research request agreement includes all of the following items EXCEPT

Accepted Answer

A) the scales for the measures. 
B) the decision problem confronting the manager. 
C) the target population from which a sample will be drawn. 
D) an approximation of the time and expense of the research report. 
E) All of the above are included in a research request agreement. 
A) the scales for the measures. 
B) the decision problem confronting the manager. 
C) the target population from which a sample will be drawn. 
D) an approximation of the time and expense of the research report. 
E) All of the above are included in a research request agreement.

Question 17

Which of the following statements is FALSE?

Accepted Answer

A) Managers usually have a clear understanding of the problems they face.The real difficulty lies in communicating the problems to researchers. 
B) It is important that researchers help managers understand the real marketing problem(s). 
C) Researchers must avoid simply responding to managers' requests for information. 
D) Good marketing research is based on a clear understanding of what information is needed and how that information will be used to address the problem / opportunity. 
E) None of these statements are false;they are all true. 
A) Managers usually have a clear understanding of the problems they face.The real difficulty lies in communicating the problems to researchers. 
B) It is important that researchers help managers understand the real marketing problem(s). 
C) Researchers must avoid simply responding to managers' requests for information. 
D) Good marketing research is based on a clear understanding of what information is needed and how that information will be used to address the problem / opportunity. 
E) None of these statements are false;they are all true.

Question 18

Which of the following types of research should be avoided?

Accepted Answer

A) Unethical research 
B) Research for which a decision has already been made and a manager is not going to change his or her mind 
C) Any research where resources are unavailable to do the research appropriately 
D) All of the above should be avoided. 
E) Both a and b only should be avoided. 
A) Unethical research 
B) Research for which a decision has already been made and a manager is not going to change his or her mind 
C) Any research where resources are unavailable to do the research appropriately 
D) All of the above should be avoided. 
E) Both a and b only should be avoided.

Question 19

Which of the following is TRUE?

Accepted Answer

A) Many managers cannot clearly and precisely state the nature of the decision problem they want investigated. 
B) Managers do not need to be actively involved in the marketing research process. 
C) If a decision maker will not change his decision regardless of the result of the research,the research should still be conducted for informational purposes. 
D) A researcher should not worry about the decision alternatives as decision makers typically will provide researchers with a complete list of them. 
E) All of the above statements are true. 
A) Many managers cannot clearly and precisely state the nature of the decision problem they want investigated. 
B) Managers do not need to be actively involved in the marketing research process. 
C) If a decision maker will not change his decision regardless of the result of the research,the research should still be conducted for informational purposes. 
D) A researcher should not worry about the decision alternatives as decision makers typically will provide researchers with a complete list of them. 
E) All of the above statements are true.

Question 20

It is important to meet with the client at the earliest stages of the research project so that

Accepted Answer

A) an appropriate budget can be established. 
B) the researcher(s)and client can begin to develop rapport and trust. 
C) research methods can be selected in time to meet project deadlines. 
D) the researcher(s)can get as much background information as possible. 
E) Both b and d 
A) an appropriate budget can be established. 
B) the researcher(s)and client can begin to develop rapport and trust. 
C) research methods can be selected in time to meet project deadlines. 
D) the researcher(s)can get as much background information as possible. 
E) Both b and d

Exam 4: Problem Formulation

Which of the following statements about the manager's decision problem is FALSE?

A document that describes,as specifically as possible,the nature of the problem for which research is sought and that asks providers to offer proposals,including cost estimates,about how they would perform a job is called a(n)____________________.

In general,the most important asset of a research firm is the qualifications of the research professionals.

A written statement that describes the marketing problem,the purpose of the study,and the research methodology to be used is known as a

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

Which of the following is TRUE?

Well-planned and executed strategy-oriented marketing research should produce

Research problems might arise from

Attempting to sell products or services or ideas after telling respondents you are conducting marketing research is called

A(n)____________________ is a restatement of the decision problem in research terms,from the researcher's perspective.

A research request agreement should only include the decision problem,research problem and the logistics.

The comparative analysis of different outside research suppliers that are bidding on a research project should be based on evaluation of

A research problem is a restatement of the decision problem from the manager's perspective.

In the famous case in the 1980's,where Coca-Cola introduced the New Coke after much research.The failure of New Coke was largely due to a marketing research barrier identified as

Which of the following questions is least appropriate for a researcher to ask a client during their initial meeting?

A research request agreement includes all of the following items EXCEPT

Which of the following statements is FALSE?

Which of the following types of research should be avoided?

Which of the following is TRUE?

It is important to meet with the client at the earliest stages of the research project so that

The Role of Marketing Research

Gathering Marketing Intelligence: The Systems Approach

Gathering Marketing Intelligence: The Project Approach

Types of Research Design and Exploratory Research

Descriptive and Causal Research Designs

Secondary Data

Standardized Marketing Information Services

Collecting Primary Data

Collecting Information by Communication

Collecting Information by Observation

Asking Good Questions: Measurement Basics

Measuring Attitudes and Other Variables

Designing the Questionnaire or Observation Form

Developing the Sampling Plan

Determining Sample Size

Collecting the Data: Nonsampling Errors and Response Rate Calculation

Data Analysis: Preliminary Steps

Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing

Data Analysis: Analyzing Multiple Variables Simultaneously

The Research Report

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