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

Question 1

The economic environment component of the environmental context is comprised of purchasing power, gross income, disposable income, discretionary income, prices, savings, credit availability, and general economic conditions.

Answer 1

True

Question 2

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

Answer 2

False

Question 3

Information obtained from the DM, industry experts, and secondary data may not be sufficient to define the research problem.

Answer 3

True

Question 4

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.

Question 5

Analysis of available secondary data is a non-essential step in the problem definition process.

Question 6

DMs tend to focus on symptoms rather than causes.

Question 7

The organizational status of the researcher or the research department may make it easy to reach the key DM in the early stages of the project.

Question 8

Better communication and more involvement in problem definition are the most frequently mentioned ways of improving the usefulness of research.

Question 9

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

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).

Question 11

The marketing research problem is information oriented.

Question 12

"The number and geographical location of the buyers and non-buyers" is a factor that should be considered in the "objectives" component of the environmental context of the problem.

Question 13

To understand the background of a marketing research problem, the researcher must understand the client's firm and industry.

Question 14

To properly identify the marketing research problem, it is best to state the problem in narrow, specific terms and identify its broad concepts.

Question 15

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

Question 16

"The DM and the researcher must interact continually rather than sporadically" is an explanation of one of the 7 Cs known as continuity.

Question 17

The management decision problem is action oriented.

Question 18

In instances where the resources are too limited to allow a high-quality project, the firm should be advised not to undertake formal marketing research.

Question 19

The economic environment includes public policies, laws, government agencies, and pressure groups that influence and regulate various organizations and individuals in society.

Question 20

Problem definition is the most important step in the marketing research project.

Question 21

Interviews with industry experts-individuals knowledgeable about the firm and the industry-may help formulate the marketing research problem. Which of the following statements is true about interviews with industry experts?

A)These experts may be found both inside and outside the firm.
B)Typically, expert information is obtained by unstructured personal interviews without administering a formal questionnaire.
C)It is helpful to prepare a list of topics to be covered during the interview.
D)All of the above are true.

Question 22

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.

Question 23

According to Figure 2.1 in the text, the components of the ________ consist of: objective/theoretical foundations, analytical models, research questions, hypotheses, and specification of the information needed.

A)approach to the problem
B)management decision problem
C)marketing research problem
D)environmental context of the problem

Question 24

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

Question 25

As one of the seven Cs that characterize the interaction between the DM and the researcher, confidence is best defined as: ________.

A)there should not be any hidden agendas, and an attitude of openness should prevail
B)the interaction between the DM and the researcher should be guided by mutual trust
C)marketing research is a team project in which both parties (DM and researcher)must cooperate
D)the interaction between the DM and the researcher should be creative rather than formulaic

Question 26

Being too familiar with the environmental factors of the country where the research is being conducted can greatly increase the difficulty of understanding the problem's environmental context and uncovering its causes.

Question 27

Verbal, graphical, and mathematical models depict the same phenomenon or theoretical framework in different ways.

Question 28

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 ________.

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

Question 29

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

A)problem audit
B)management problem
C)problem definition
D)none of the above

Question 30

The ________ is a comprehensive examination of a marketing problem with the purpose of understanding its origin and nature.

A)problem audit
B)management problem
C)problem definition
D)none of the above

Question 31

The interaction between the DM and the researcher should be characterized by the seven Cs. Which of the following is not one of the seven Cs?

A)continuity
B)communication
C)causality
D)candor

Question 32

SPSS can be used to perform forecasts and "what-if" analyses to help the researcher in isolating the underlying causes, identifying the relevant variables that should be investigated, and formulating appropriate research questions and hypotheses.

Question 33

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

Question 34

According to the problem definition and approach development process as shown in Figure 2.1 in the text, the tasks involved in problem definition consist of all of the following except ________.

A)discussions with the decision makers
B)interviews with industry experts
C)analysis of project costs
D)analysis of secondary data

Question 35

In the example given in your text, the Harley Davidson management decision problem and the marketing research problem were defined with the help of all of the following except ________.

A)discussions with industry experts
B)discussions with a committee of top management
C)secondary data on motorcycle owners
D)focus groups with motorcycle owners

Question 36

According to the Chain Restaurant Study in your text, the researcher had collected data but did not know ________.

A)the marketing research problem
B)the management decision problem
C)the data collection process
D)the approach to the problem

Question 37

It is important to perform a problem audit because ________.

A)the DM knows the cause of the problem
B)DMs tend to focus on symptoms rather than on causes
C)the DM, in most cases, has only a vague idea of what the problem is
D)both B and C are correct

Question 38

Hypotheses go beyond research questions because they are statements of relationships or propositions rather than merely questions to which answers are sought.

Question 39

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?

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 40

The ________ is a broad statement of the general problem and identification of the specific components of the marketing research problem.

A)problem audit
B)management problem
C)problem definition
D)none of the above

Question 41

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.

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

Question 42

To formulate a marketing research problem of appropriate scope, it is necessary to take into account both the resources available, such as money and research skills, and the constraints on the organization, such as cost and time. These considerations refer to which of the factors related to the environmental context of the problem?

A)resources and constraints
B)buyer behavior
C)legal environment
D)economic environment

Question 43

Unbiased evidence that is supported by empirical findings is ________.

A)objective evidence
B)a theory
C)an analytical model
D)none of the above

Question 44

Media consumption behavior and response to promotions, price sensitivity, and retail outlets patronized are factors that should be considered in the ________ component of the environmental context of the problem.

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

Question 45

The outputs of the approach development process should include all of the following components except ________.

A)objective/theoretical framework
B)analytical models
C)hypotheses
D)all of the above

Question 46

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

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 47

________ is the problem confronting the decision maker. It asks what the decision maker needs to do.

A)The environmental context of the problem
B)The management decision problem
C)The marketing research problem
D)Problem definition

Question 48

________ is an unstructured, exploratory research methodology based on small samples intended to provide insight and understanding of the problem setting.

A)Primary research
B)Qualitative research
C)Secondary research
D)Quantitative research

Question 49

Which statement is true concerning defining the marketing research problem?

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 50

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?

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 51

________ is not a qualitative research technique.

A)Depth interview
B)Word association
C)Focus group
D)Conclusive research

Question 52

Based on Table 2.1 in the text, which statement is true about the management decision problem?

A)It asks what information is needed and how it should be obtained.
B)It is information oriented.
C)It asks what the decision maker needs to do.
D)It focuses on the underlying causes.

Question 53

________ consists of the factors that have an impact on the definition of the marketing research problem, including past information and forecasts, resources and constraints of the firm, objectives of the decision maker, buyer behavior, legal environment, economic environment, and marketing and technological skills of the firm.

A)The approach to the problem
B)Research design
C)The environmental context of the problem
D)Problem definition

Question 54

Based on Table 2.1 in the text, which statement is true about the marketing research problem?

A)It focuses on underlying causes.
B)It focuses on symptoms.
C)It is information oriented.
D)Both A and C are correct.

Question 55

Because of potential difficulties when seeking advice from experts, it is best to use interviews with experts when conducting marketing research ________.

A)for industrial firms
B)for products of a technical nature
C)in situations where little information is available from other sources
D)all of the above

Question 56

A conceptual scheme based on foundational statements called axioms, which are assumed to be true, is ________.

A)objective evidence
B)a theory
C)an analytical model
D)none of the above

Question 57

Regulatory policies and norms within which organizations must operate, refer to the ________ factor of the environmental context of the problem.

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

Question 58

The management decision problem focuses on ________, while the marketing research problem focuses on ________.

A)symptoms; solutions
B)symptoms; underlying causes
C)solutions; underlying causes
D)none of the above

Question 59

________ is a problem that entails determining what information is needed and how it can be obtained in the most feasible way.

A)The environmental context of the problem
B)The management decision problem
C)The marketing research problem
D)Problem definition

Question 60

Which of the following statements about secondary data is true?

A)Secondary data are originated by the researcher for the specific purpose of addressing the research problem at hand.
B)Secondary data are an economical and quick source of background information.
C)Primary data should not be collected until the available secondary data have been fully analyzed.
D)Both B and C are true.

Question 61

Explain the structure of a well-defined marketing research problem, including the broad statement and the specific components.

Question 62

In the process of developing an approach, research should be based on objective evidence and supported by theory. A theory ________.

A)serves as a foundation on which the researcher can organize and interpret the findings
B)also plays a vital role in influencing the research procedures adopted in basic research
C)is incomplete
D)all of the above

Question 63

Ethical issues arise if the process of defining the problem and developing an approach is compromised by the personal agendas of the client (DM)or the researcher. Which of these statements concerning ethics in marketing research is not true?

A)The DM has the obligation to be candid and disclose to the researcher all the relevant information that will enable a proper definition of the marketing research problem.
B)The researcher is ethically bound to offer the most expensive set of services to each client.
C)The problem definition process is adversely affected when the DM has hidden objectives such as gaining a promotion.
D)The researcher is ethically bound to define the problem so as to further the best interest of the client, rather than the interest of the research firm.

Question 64

The problem audit involves discussions with the DM on numerous issues. List and elaborate on these issues.

Question 65

Discuss the two potential difficulties that may arise when seeking advice from experts.

Question 66

Which statement about hypotheses is not true?

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 67

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

A)Hypotheses
B)Research questions
C)Marketing research problems
D)Analytical models

Question 68

Which of the following ethical issues is/are pertinent in developing an approach?

A)When a client solicits proposals, not with the intent of subcontracting the research, but with the intent of gaining the expertise of research firms without pay, an ethical breach has occurred.
B)The research firm has the ethical obligation to develop an appropriate approach.
C)Proprietary models and approaches developed by a research firm are the property of that firm and should not be reused by the client in subsequent studies without the permission of the research firm.
D)All of the issues are pertinent.

Question 69

A(n)________ is a set of variables and their interrelationships designed to represent, in whole or in part, some real system or process.

A)mathematical model
B)graphical model
C)verbal model
D)all of the above

Question 70

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

Question 71

A problem audit, which involves extensive interaction between the DM and the researcher, can greatly facilitate problem definition by determining the underlying causes.The interaction between the researcher and the DM is facilitated when one or more people in the client organization serve as a liaison and form a team with the marketing researcher.In order to be fruitful, the interaction between the DM and the researcher should be characterized by the seven Cs. List and describe the seven Cs.

Question 72

Before defining the problem, the researcher must isolate and examine the impact of the self-reference criterion (SRC), or the unconscious reference to one's own cultural values.Which of the following steps does not help researchers account for environmental and cultural differences when defining the problem in an international marketing context?

A)Define the marketing research problem in terms of domestic environmental and cultural factors.This involves an identification of relevant American (domestic country)traits, economics, values, needs, or habits.
B)Define the marketing research problem in terms of foreign environmental and cultural factors.Make no judgments.This involves an identification of the related traits, economics, values, needs, or habits in the proposed market culture.This task requires input from researchers familiar with the foreign environment.
C)Isolate the self-reference criterion (SRC)influence on the problem and examine it carefully to see how it complicates the problem.
D)All of the above are correct.

Question 73

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.

Question 74

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

A)objective evidence
B)theory
C)an analytical model
D)all of the above