Question 1

The first step taken by a manager when selecting an outside research supplier should be

Accepted Answer

A) contacting other managers who use outside suppliers for their recommendations. 
B) consulting the American Marketing Association's Guidebook of Research Suppliers. 
C) deciding if the proposed research is really necessary. 
D) soliciting research proposals from at least three suppliers. 
E) soliciting research requests from at least three suppliers. 
A) contacting other managers who use outside suppliers for their recommendations. 
B) consulting the American Marketing Association's Guidebook of Research Suppliers. 
C) deciding if the proposed research is really necessary. 
D) soliciting research proposals from at least three suppliers. 
E) soliciting research requests from at least three suppliers.

Question 2

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 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

The two fundamental sources of marketing research problems are

Accepted Answer

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

Question 5

Which of the following is FALSE?

Accepted Answer

A) Serendipity is the same thing as planned change. 
B) Marketing problems develop from not only real marketing problems but also marketing situations called opportunities. 
C) The marketing problem should be defined clearly so that research can be designed properly. 
D) Change is a fundamental source of marketing problems. 
E) None of these statements are false;they are all true. 
A) Serendipity is the same thing as planned change. 
B) Marketing problems develop from not only real marketing problems but also marketing situations called opportunities. 
C) The marketing problem should be defined clearly so that research can be designed properly. 
D) Change is a fundamental source of marketing problems. 
E) None of these statements are false;they are all true.

Question 6

The primary purpose of requiring the decision maker to initial and date the written research request agreement is to

Accepted Answer

A) absolve the researcher of legal responsibility concerning the proposed research project. 
B) assure the researcher of adequate funding for the proposed research project. 
C) transfer responsibility for ethical research conduct to management. 
D) ensure that research data will be used properly by the decision maker. 
E) formalize and strengthen the agreement between researcher and decision maker on the objectives of the research. 
A) absolve the researcher of legal responsibility concerning the proposed research project. 
B) assure the researcher of adequate funding for the proposed research project. 
C) transfer responsibility for ethical research conduct to management. 
D) ensure that research data will be used properly by the decision maker. 
E) formalize and strengthen the agreement between researcher and decision maker on the objectives of the research.

Question 7

A decision problem is the problem/opportunity as seen by a(n)____________________.

Accepted Answer

The answer of A decision problem is the problem/opportunity as...

Question 8

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

Question 9

"Death wish" research occurs when short cuts are taken.

Accepted Answer

A) True 
 B)False

Question 10

A research proposal should be no more than 10 pages long.

Accepted Answer

A) True 
 B)False

Question 11

A customer service representative for a large financial institution noticed that several of the bank's customers had recently closed accounts and paid off loans long before the loans were due.He also noticed that most of the customers had closed their accounts shortly after a competitor had opened a new branch nearby.The fundamental source of this marketing problem might best be described as

Accepted Answer

A) a planned change in the marketing environment. 
B) serendipity. 
C) the presence of a new competitor. 
D) an unplanned change in the marketing environment. 
E) None of the above. 
A) a planned change in the marketing environment. 
B) serendipity. 
C) the presence of a new competitor. 
D) an unplanned change in the marketing environment. 
E) None of the above.

Question 12

Which of the following statements is FALSE?

Accepted Answer

A) Under normal circumstances,poor problem formulation can be rescued by more sophisticated statistical analyses. 
B) Misdefining the problem / opportunity can produce disastrous results for companies. 
C) The best way to avoid researching the wrong problem is to delay the research until the problem is properly defined. 
D) A "problem" confronting a company might also be viewed as an opportunity,and vice versa. 
E) None of these statements are false;they are all true. 
A) Under normal circumstances,poor problem formulation can be rescued by more sophisticated statistical analyses. 
B) Misdefining the problem / opportunity can produce disastrous results for companies. 
C) The best way to avoid researching the wrong problem is to delay the research until the problem is properly defined. 
D) A "problem" confronting a company might also be viewed as an opportunity,and vice versa. 
E) None of these statements are false;they are all true.

Question 13

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 the above would appear 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 the above would appear in a research proposal.

Question 14

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 15

Which of the following types of research should be avoided?

Accepted Answer

A) Sugging 
B) Advocacy research 
C) Research in which costs involved outweigh the benefits to be obtained 
D) Only a and c. 
E) All of the above. 
A) Sugging 
B) Advocacy research 
C) Research in which costs involved outweigh the benefits to be obtained 
D) Only a and c. 
E) All of the above.

Question 16

Change that is proactive,or future-oriented,is known as

Accepted Answer

A) future shock. 
B) active change. 
C) planned change. 
D) unanticipated change. 
E) serendipitous change. 
A) future shock. 
B) active change. 
C) planned change. 
D) unanticipated change. 
E) serendipitous change.

Question 17

One of the most common criticisms managers have of marketing research studies is that the findings are not "actionable."

Accepted Answer

A) True 
 B)False

Question 18

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 the above. 
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 the above.

Question 19

A strategy-oriented decision problem typically seeks to answer "how" questions about a problem/opportunity.

Accepted Answer

A) True 
 B)False

Question 20

Sugging is a blatantly unethical use of marketing research.

Accepted Answer

A) True 
 B)False

The first step taken by a manager when selecting an outside research supplier should be

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

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

The two fundamental sources of marketing research problems are

Which of the following is FALSE?

The primary purpose of requiring the decision maker to initial and date the written research request agreement is to

A decision problem is the problem/opportunity as seen by a(n)____________________.

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

"Death wish" research occurs when short cuts are taken.

A research proposal should be no more than 10 pages long.

Which of the following statements is FALSE?

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

The research proposal

Which of the following types of research should be avoided?

Change that is proactive,or future-oriented,is known as

One of the most common criticisms managers have of marketing research studies is that the findings are not "actionable."

A discovery-oriented decision problem is best defined as a

A strategy-oriented decision problem typically seeks to answer "how" questions about a problem/opportunity.

Sugging is a blatantly unethical use of marketing research.

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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Exam 4: Problem Formulation

The first step taken by a manager when selecting an outside research supplier should be

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

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

The two fundamental sources of marketing research problems are

Which of the following is FALSE?

The primary purpose of requiring the decision maker to initial and date the written research request agreement is to

A decision problem is the problem/opportunity as seen by a(n)____________________.

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

"Death wish" research occurs when short cuts are taken.

A research proposal should be no more than 10 pages long.

Which of the following statements is FALSE?

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

The research proposal

Which of the following types of research should be avoided?

Change that is proactive,or future-oriented,is known as

One of the most common criticisms managers have of marketing research studies is that the findings are not "actionable."

A discovery-oriented decision problem is best defined as a

A strategy-oriented decision problem typically seeks to answer "how" questions about a problem/opportunity.

Sugging is a blatantly unethical use of marketing research.

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

Filters