Deck 3: The Marketing Research Process & Defining the Problem and Research Objectives

Question 1

A retailer may experience a decrease in sales over previous periods,a website begins losing traffic,or an advertising campaign does not reach its expected level of awareness.These situations are examples of:

A)Failure to perform marketing research.
B)Failure to perform marketing planning.
C)Failure to meet sales targets.
D)Failure to meet objectives.

Answer 1

D

Question 2

The most important step in the marketing research process is:

A)Defining the problem.
B)Determining the need for marketing research.
C)Determining the research objectives.
D)Defining the research plan.

Answer 2

A

Question 3

Companies find and identify opportunities in varying ways.Which of the following does NOT represent a proactive way of finding and identifying opportunities?

A)Reliance on innovation to renew product and services
B)Having an opportunity fall into the company's lap
C)Empowering sales teams and front-line employees to identify problems
D)Collaborating with clients in product development

Answer 3

B

Question 4

Identifying information sources and types is an important part of the research process because:

A)Decisions need to be made about the methods of analytics.
B)The methods related to the research plan need to be determined.
C)The need to determine sample size.
D)Research provides information to help solve problems.

Question 5

A new use for a product is identified on social media,or those in a target market would like to have a service delivered to their doors.These would be examples of:

A)Identification of an opportunity.
B)Identification of an alternative product.
C)Identification of a market.
D)Identification of a target market.

Question 6

The term"research design"refers to the research approach used to meet the research objectives.Three widely recognized research designs are:

A)Exploratory,structured,and causal.
B)Formal research,descriptive,and causal.
C)Exploratory,descriptive,and causal.
D)Descriptive,casual,and exploratory.

Question 7

When managers must make decisions and they have inadequate information,this signals the need:

A)To define the problem.
B)For marketing research.
C)To establish research objectives.
D)To establish research design.

Question 8

Questions must be phrased properly to ________ and therefore can be used to solve the problem.

A)generate answers that satisfy the research objectives
B)generate responses that satisfy the sampling plan
C)promote respondent bias
D)elicit the answers the client is seeking

Question 9

A research objective should specify:

A)The research design used in the research study.
B)The sample size used in the research study.
C)The sampling procedure used in the research study.
D)From whom information is to be gathered.

Question 10

What term describes how each sample element is to be drawn from the total population?

A)Sample size
B)Sample plan
C)Sample frame
D)Sampling unit

Question 11

The marketing research process begins when a managerial problem or opportunity exists that demands action,but there is not enough information to know how to respond to the problem.This sets into motion a series of tasks that ultimately leads to:

A)Acknowledging the need for research.
B)Setting the research budget.
C)Establishing research objectives.
D)Determining the research plan.

Question 12

To what does the number of elements of the population that are used to make up the sample refer?

A)Sampling unit
B)Sample size
C)Sample frame
D)Sample plan

Question 13

The success of a marketing research project depends on properly pinpointing a problem to formulate the:

A)Research plan.
B)Problem statement.
C)Research methods.
D)Research budget.

Question 14

The marketing research process contains multiple steps.The first step of the process is:

A)Establishing the need for marketing research.
B)Defining the problem.
C)Establishing the research objectives.
D)Determining methods of accessing data.

Question 15

Identification of problems is challenging.What portion of an MIS system would make managers aware of promotions that are cannibalizing other products or indicate which geographical regions are responding or not responding to promotions?

A)Marketing research system
B)Marketing intelligence system
C)Internal reports system
D)Marketing decision support system

Question 16

________ need to be very clear,since they will determine the methods used and the content of the measurement instrument.

A)Research instruments
B)Research objectives
C)Research approaches
D)Research design plans

Question 17

Sometimes problems arise for which marketing research is not the best solution.Which of the following is NOT one of the major reasons that marketing may not be the best solution?

A)The information is already available
B)The timing is wrong to conduct marketing research
C)The company has revenue
D)Costs outweigh the value of the marketing research

Question 18

Once a firm decides to conduct marketing research,the second step is to:

A)Decide the research approach.
B)Establish the research objective.
C)Establish the research budget.
D)Define the problem.

Question 19

A situation analysis is a form of ________ undertaken to gather background information and data that may be helpful in properly defining the problem decision.

A)causal research
B)informal research
C)descriptive research
D)exploratory research

Question 20

The information that tells the researcher exactly what needs to be gathered and analyzed to allow managers to make decisions related to a problem is contained in the:

A)Research objectives.
B)Research design.
C)Research methodologies.
D)Research plan.

Question 21

As part of the research process,researchers develop a goal-oriented statement or question that specifies what information is needed to solve a problem.This is called:

A)Establishing the need for marketing
B)Defining the problem
C)Establishing research objectives
D)Creating the problem statement

Question 22

A manager considers which actions may resolve the problem.Actions such as price changes,product modification or improvement,promotion of any kind,and adjustments in channels of distribution are examples of:

A)Product alternatives.
B)Distribution alternatives.
C)Decision alternatives.
D)Pricing alternatives.

Question 23

Researchers realize that,when they are formulating their research objectives,the information requested of respondents must be worded using the:

A)Industry's frame of reference.
B)Researcher's frame of reference.
C)Respondent's frame of reference.
D)Client's frame of reference.

Question 24

An important step in the problem definition process involves ________,which is the quantity and quality of evidence a manager possesses for each of his or her assumptions.

A)assessing the existing information state
B)explaining the existing information state
C)assessing research objectives
D)assessing marketing actions

Question 25

One of the keys to successful proposals is:

A)To have the research project priced competitively.
B)To stress the technology and software that will be used.
C)To provide a comprehensive background of the problem and proposed methods.
D)To highlight the type of statistical and data analysis.

Question 26

Action standards entail making important decisions before data collection,but also:

A)Set clear guidelines for action after data collection.
B)Set guidelines for information to be collected from the respondent.
C)Set guidelines for measured characteristics for a research objective.
D)Set actions for development of the research plan.

Question 27

What is the document that the marketing researcher pledges to deliver as a result of the marketing research process?

A)Marketing research plan
B)Marketing research report
C)Marketing research proposal
D)Marketing research presentation

Question 28

What is the name of the type of document that is routinely used in all business sectors when a firm desires supplier firms to present proposals or bids?

A)RFP
B)RTP
C)MRD
D)PRD

Question 29

________ is sometimes used interchangeably with the term construct.

A)Variable
B)Measurement
C)Function
D)Dependent

Question 30

Marketing researchers find constructs helpful.Once it is determined that a specific construct is applicable to the problem,there are customary ways of ________ the constructs.

A)synchronizing
B)operationalizing
C)analyzing
D)projecting

Question 31

When the manager and researcher are in agreement about which symptom or symptoms are in need of attention,it is time to determine what could possibly cause the symptoms.A ________ should have identified these possible causes.

A)competitive analysis
B)situation analysis
C)financial analysis
D)product analysis

Question 32

It is critical that the proposal ________ to be sure that the client and the research firm are in agreement about the goals of the projects.

A)states the type of statistical analysis to be used
B)very clearly defines the problem and states the research objectives
C)outline the sample size and methods
D)indicates the type of reports and presentations that will be delivered

Question 33

A situation analysis should be conducted in which of the following circumstances?

A)A client seeks help in properly defining the problem.
B)A client defines the problem and a researcher prepares research objectives.
C)When the information needed to define a problem is in the decision support system.
D)When the information needed to solve the problem is in the internal report system.

Question 34

A retailer wants to understand the consequences of an increase in sales by baby boomers and a decrease in sales by millennials during the past 12 months.This is an example of:

A)Problem definition
B)Problem statement
C)Weighing alternatives
D)Problem consequences

Question 35

To evaluate decision alternatives,managers must speculate as to the consequences of selecting each alternative.This process is called:

A)Choosing an alternative.
B)Selecting an action.
C)Planning actions.
D)Weighing the alternatives.

Question 36

What is the pre-designation of some quantity of a measured attribute or characteristic that must be achieved for a predetermined action to take place?

A)Achievement standard
B)Characteristic standard
C)Attribute standard
D)Action standard

Question 37

Symptoms are sometimes confused with problems.The researcher should:

A)Clarify the symptoms early in the research process.
B)Modify the research plan to address the symptoms.
C)Use a methodology that is appropriate for the problem.
D)Design a research plan to explore symptoms during the research phase.

Question 38

Researchers realize that an important part of developing research objectives is determining what type of information should be measured.What is the term for multiple characteristics used to measure a concept?

A)A survey instrument
B)A survey measurement
C)Construct measurement
D)A construct

Question 39

Action standards provide a path for:

A)Research design.
B)Decision-making.
C)Creating research objectives.
D)Choosing a methodology.

Question 40

When a gap exists between what did happen and what could have happened,it is known as:

A)Sampling error.
B)A symptom.
C)An opportunity.
D)A problem.

Question 41

A marketing research proposal contains:

A)Symptoms associated with research.
B)The action standards for a project.
C)Important assumptions made by the researcher.
D)The timetable for a research project.

Question 42

The importance of research will be reflected in a company's policy regarding the use of marketing research.

Question 43

Before proceeding with a marketing research effort,managers should see if the marketing intelligence system(MIS),the internal reports system,or the decision support system(DSS)contains the needed information or data.

Question 44

Companies with policies regarding marketing research never show a preference for the type of research management prefers.

Question 45

When managers must make decisions and they have inadequate information,this signals the need for marketing research.

Question 46

The need for marketing research arises when managers must make decisions and they have adequate information.

Question 47

What portion of the proposal indicates whether the research will be exploratory,descriptive,or causal?

A)The research objective
B)The research method
C)The problem statement
D)The statement of deliverables

Question 48

Most research projects follow an orderly,step-by-step process.

Question 49

In almost all cases,the research process is made up of 11 definite and clearly defined steps.

Question 50

Even though a manager may determine the timing is wrong to conduct marketing research,he or she should take the time to perform the necessary research.

Question 51

Researchers understand that as they make decisions on how to proceed in the future,that it is poor research practice to go back and revisit a previous step.

Question 52

The marketing research proposal process is an area where clients and researchers should be sensitive to ethical issues.Which of the following would constitute an ethical issue?

A)Asking for an extension of time to complete the research project
B)Sharing one company's proposal with another bidder
C)Seeking help from subject matter experts outside the company
D)Purchasing additional analytical software to complete the project

Question 53

When products have been around for many years and are reaching the decline stage of their life cycle,it may be too late for research to produce valuable results.

Question 54

One of the most important guiding ethical principles of the marketing research proposal is that ________ in the agreement with the client.

A)deadlines should be met as specified
B)invoices should be issued as specified
C)technologies should be used as specified
D)work must be performed as specified

Question 55

The value in characterizing the steps in the marketing research process is two fold.The first is that the steps give researchers and others an overview of the process.

Question 56

When making routine decisions,most managers do not have experience to act without any additional information.

Question 57

What document outlines the code of ethics to which marketing research companies should adhere?

A)CASRO Code of Ethics
B)AMA Market Research Code
C)MRA Code of Marketing Research Standards
D)AAPOR Ethics Code

Question 58

The first and one of the most critical elements of a proposal is:

A)Research objective.
B)Research method.
C)Project cost.
D)Problem statement.

Question 59

Although costs for marketing research are readily estimated,it is much more difficult to estimate the value research is likely to add.

Question 60

After beginning to gather data,it may be determined that the research objectives should be changed.

Question 61

Penalties are the results of marketing actions.In view of potential penalties and to evaluate decision alternatives,managers must speculate on the consequences of selecting any alternative.

Question 62

Problems are situations calling for managers to make choices among alternatives.

Question 63

The success of a marketing research project depends on properly pinpointing a problem to formulate the situation analysis.

Question 64

Failure to meet an objective and the identification of an opportunity are two sources of problems in situations that are either potentially positive or negative for an organization.

Question 65

When the manager and researcher are in agreement about which symptom or symptoms are in need of attention,it is time to determine what could possibly cause the symptoms.

Question 66

Managers may be aware of symptoms,which are changes in the level of some key monitor that measures the achievement of an objective,but that does not mean they know what the problem is.

Question 67

Marketing researchers are constantly thinking of constructs during the problem definition process.Once they know the constructs to be measured,they can determine the proper way to measure that construct.

Question 68

The research objective should not define how the construct being evaluated is measured.

Question 69

The metrics surrounding the value of marketing research should demonstrate that risk was mitigated and quantify the financial value of that risk reduction.

Question 70

For the most part,there is little variability among firms in terms of ability to identify opportunities.

Question 71

Late identification of problems can lead to managerial changes that can greatly improve bottom-line profits.

Question 72

Research objectives should specify from whom the information should be gathered and exactly what information is needed.

Question 73

Price changes,product modification or improvement,promotion of any kind,and adjustments in channels of distribution are examples of decision alternatives,which are all marketing actions the manager thinks may resolve the problem.

Question 74

All methods of measuring the value of research generally do not link the research results to business impacts.

Question 75

The tasks that ultimately lead to establishing research objectives begin when a problem or opportunity is recognized,but there is not enough information to know how to respond.

Question 76

Marketing research should be conducted periodically,even when there is no need to make a decision,and have the information available to guide decision-making.

Question 77

When management has defined the problem and the researcher has conducted a situation analysis,the researcher must make a decision as to whether the problem has been satisfactorily corrected.

Question 78

A strategic analysis is a form of exploratory research undertaken to gather background information and data pertinent to the problem area that may be helpful in properly defining the problem decision.

Question 79

The situation analysis is a concise description of the problem or opportunity that management is facing that requires research to make a decision.

Question 80

An important part of developing research objectives is speculating on what type of information should be measured.