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

Question 1

________ is the process in which 10% of all respondents in a marketing research study are randomly selected,re-contacted,and asked if they took part in a research study.

A)Sampling
B)Checking
C)Testing
D)Tabulation
E)Validation

Answer 1

E

Question 2

John has been hired by a company to conduct a research study on the factors that affect the attrition of employees in that company.John wants to prepare research objectives that would be able to represent and include in their scope the true feelings of the employees,for which he interacts with a few random employees.John recognizes the concept of:

A)quality.
B)attrition.
C)action standards.
D)frame of reference.
E)units of measurement.

Answer 2

D

Question 3

Which of the following is true regarding exploratory research?

A)It is highly structured.
B)It is very formal.
C)It describes the phenomena of interest.
D)It attempts to uncover the factors that cause some event.
E)It helps identify research priorities.

Answer 3

E

Question 4

Which of the following is the first step in the marketing research process?

A)defining the problem
B)establishing the research objectives
C)establishing the need for marketing research
D)determining methods of accessing data
E)identifying information types and sources

Question 5

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.
E)for whom the research is being conducted.

Question 6

Which of the following is true regarding causal research?

A)It describes marketing phenomena.
B)It attempts to uncover the factors that lead to some event.
C)It determines the sources of satisfaction and dissatisfaction.
D)It is undertaken to learn terms and definitions.
E)It helps identify research priorities.

Question 7

Which of the following is true regarding secondary data?

A)Obtaining secondary data is more expensive than collecting primary data.
B)It should always be sought second,after primary data.
C)It refers to data that has already been collected.
D)It takes a lot of time to collect secondary data.
E)It is collected specifically for solving the problem at hand.

Question 8

Questionnaires are:

A)software programs that aid in online surveying.
B)software programs that provide the best questions for market surveys.
C)data collection forms used when respondents are observed over a period of time.
D)data collection forms used when there is direct interaction with respondents.
E)groups of questions used by a researcher that helps in deciding the best research design.

Question 9

Jane is concerned about an error in the problem statement of a research study she has conducted for her company.The error:

A)can be controlled using a larger sample size.
B)can be measured and,therefore,controlled.
C)can be measured only in percentage terms.
D)cannot be corrected.
E)should not be of concern.

Question 10

A ________ describes how each sample element is to be drawn from the total population.

A)sample plan
B)sample size
C)sampling unit
D)sample frame
E)sampling process

Question 11

The most popular form of accessing data is:

A)telephone surveys.
B)online surveys.
C)in-home surveys.
D)face-to-face intercepts.
E)focus groups.

Question 12

________ refers to the number of elements of the population that are used to make up the sample.

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

Question 13

Conducting a marketing research study is necessary when:

A)the product is in the decline stage of its life cycle.
B)managers require information that is available only from the marketing intelligence system of the company.
C)companies have cash-flow problems.
D)companies require additional information from the market for decision making.
E)the cost of the research is higher than the value expected from the research.

Question 14

A prescriptive research study:

A)provides information that allows the manager to best remedy the dissatisfaction.
B)describes general marketing phenomena like customer satisfaction/dissatisfaction.
C)determines the sources of dissatisfaction associated with marketing phenomena.
D)attempts to uncover the factors that cause some event.
E)mainly tests customer satisfaction levels.

Question 15

Research objectives:

A)specify all the decision alternatives used in the study.
B)state specifically the best research design that should be used to solve the problem.
C)state specifically what information must be produced to solve the problem.
D)are less specific in aiding the researcher in the search for information.
E)are more important than the problem statement in conducting the study.

Question 16

Which of the following would serve as a good decision rule for managers in establishing the need for marketing research?

A)ensuring that one's competitors are conducting market researches
B)determining the value that can be derived from marketing research conducted by competitors
C)determining the costs incurred by other companies in conducting marketing research
D)comparing the value of the marketing research to the cost
E)ensuring that the clients or customers are in favor of conducting the marketing research

Question 17

The annual sales of a company is below its sales objective.The problem the company is facing is a:

A)sampling error.
B)non-sampling error.
C)failure to make use of an opportunity.
D)failure to meet an objective.
E)symptom.

Question 18

A(n)________ helps managers recognize failures to meet objectives.

A)control system
B)market opportunity analysis
C)opportunity identification system
D)control system for monitoring objectives
E)system for monitoring non-sampling errors

Question 19

If you define a problem incorrectly:

A)the error cannot be overcome.
B)correcting the error is time consuming and expensive.
C)it results in type I errors.
D)it results in type II errors.
E)it results in non-sampling errors.

Question 20

Jeff is the president of a bank.He wants to find out the satisfaction level of his customers in Dallas on certain dimensions such as friendliness of employees,convenience of location,and availability of loans.Jeff needs to conduct:

A)exploratory research.
B)descriptive research.
C)causal research.
D)prescriptive research.
E)diagnostic research.

Question 21

Which of the following serves as the basis for marketing research objectives?

A)information gaps
B)company objectives
C)differences between expectations and performance
D)the research budget and the time allotted to research
E)symptoms

Question 22

Changes in the level of some key monitor that measures the achievement of an objective are called:

A)problems.
B)symptoms.
C)signals.
D)errors.
E)measures.

Question 23

________ helps determine the best decision alternative when the consequences of the decision alternatives are unknown to the researcher.

A)Research on each decision alternative
B)Research on the identified symptoms of a problem
C)Research on the few most agreed-upon decision alternatives
D)A focus group study
E)A case study

Question 24

A(n)________ is an abstract idea inferred from specific instances that are thought to be related.

A)hypothesis
B)assumption
C)argument
D)construct
E)symptom

Question 25

Researchers should conduct a situation analysis when:

A)clients seek their help in properly defining the problem.
B)clients define the problem and a researcher has to prepare research objectives.
C)the information needed to define a problem is in the DSS.
D)the information needed to solve the problem is in the internal report system.
E)it is time to write the final marketing research report.

Question 26

A researcher assesses an existing information state of a manager to:

A)determine the best decision alternative.
B)assess the validity of the manager's assumptions.
C)identify the symptoms of a problem.
D)identify the consequences of a decision alternative.
E)identify consequences of a symptom.

Question 27

Information gaps are discrepancies between:

A)the information collected by a researcher and by a marketer.
B)the information obtained from primary sources and secondary sources.
C)a researcher's and a manager's information states.
D)the current information level and the desired level of information.
E)the decisions and assumptions made by a researcher.

Question 28

________ are assertions that certain reactions will take place if certain decision alternatives are implemented.

A)Decisions
B)Conclusions
C)Recommendations
D)Assumptions
E)Symptoms

Question 29

Experience surveys,case analyses,pilot studies and focus groups are methods of conducting a(n):

A)problem definition analysis.
B)situation analysis.
C)market research study.
D)organization analysis.
E)research objective analysis.

Question 30

An intention to purchase is an example of a:

A)research RFP.
B)research ITB.
C)hypothesis.
D)construct.
E)concept.

Question 31

A(n)________ occurs when a gap exists between what did happen and what could have happened.

A)sampling error
B)symptom
C)opportunity
D)problem
E)non-sampling error

Question 32

Market research becomes unnecessary when managers are:

A)aware of the causes of a problem at hand.
B)uncertain about consequences of decision alternatives.
C)certain about the consequences of decision alternatives.
D)certain about the symptoms of a problem at hand.
E)uncertain about the symptoms of a problem at hand.

Question 33

When a researcher is called in after the management has defined the problem,the researcher should:

A)bring in a fresh,unbiased view of the problem statement.
B)accept management's definition of the problem and start the study.
C)ensure that the research is done with maximum accuracy in the shortest possible time.
D)turn the management's statement of the problem into a generally defined research objective.
E)conduct a self-analysis on his capabilities.

Question 34

________ are routinely used in all business when a firm desires supplier firms to present proposals or bids.

A)RFPs
B)MOA
C)MRP
D)SWOT
E)GIs

Question 35

Dexter learns of a breakthrough in solar panel technology from an online science magazine.Dexter collects as much secondary information as he can on the topic of interest and comes up with some very interesting solar panel application ideas that are presently not in use but can be introduced with the help of the breakthrough technology.Dexter considers hiring a marketing research firm.In the above scenario,Dexter has:

A)identified a problem through the control process.
B)identified an opportunity.
C)identified a symptom.
D)used a hypothesis to determine the need for research.
E)realized the value of research information.

Question 36

Once a decision is made regarding the probable cause of a symptom,a firm's management should specify the:

A)data required for further research.
B)decision alternatives.
C)results of a situation analysis.
D)results of a decision analysis.
E)ITBs.

Question 37

Which of the following is true of symptoms?

A)The role of a symptom is to help recognize opportunities.
B)Symptoms are problems that need immediate assessment.
C)Symptoms work as signals that alert us to a problem.
D)Perceived changes in the behavior of some market factor are not symptoms.
E)There is no possible way to identify symptoms early.

Question 38

Once the decision alternatives for a problem are decided upon,a manager must try to determine the:

A)next step in the marketing research process.
B)consequences of the alternatives.
C)reasons for the alternatives.
D)definition of the problem.
E)research objectives of the study.

Question 39

________ are statements that are considered true for the purposes of argument or investigation.

A)Maxims
B)Hypotheses
C)Aphorisms
D)Assumptions
E)Axioms

Question 40

A(n)________ should be made by a firm's management once the probable cause of a symptom is identified.

A)conclusion
B)recommendation
C)decision
D)budget
E)objective

Question 41

Company policies dictate whether or not marketing research will be used in decision making.

Question 42

Exploratory research is used when a great deal of information is already known about the problem at hand.

Question 43

Causal research,undertaken to help recognize causes and effects,is usually carried out through experiments.

Question 44

A carwash franchiser wants to know how car owners in Austin,TX,would respond to a new promotional message she has just created.She would need to collect secondary data.

Question 45

The purpose of an action standard is to define:

A)what action will be taken given the results of the research findings.
B)the maximum quantity of a measured characteristic that must be achieved for a research objective.
C)the minimum quantity of a measured characteristic that must be achieved for a research objective.
D)the information requested of the respondent using the respondent's frame of reference.
E)the actions to be taken in order to get the results of the research process.

Question 46

Researchers should conduct marketing research only when they do not have the information for decision making.

Question 47

There are three types of research designs: exploratory research,descriptive research,and causal research.

Question 48

The type of research study that describes factors such as consumer attitude,consumer behavior,or competitor strategies is referred to as descriptive research.

Question 49

All research projects follow an orderly step-by-step process.

Question 50

Primary information is the information that has already been collected for some other purpose.

Question 51

A marketing research proposal contains:

A)important assumptions made by the researcher.
B)the action standards for a project.
C)the timetable for a research project.
D)problem symptoms associated with research.
E)the consequences of all decision alternatives.

Question 52

Managers should conduct marketing research if the cost of the research is less than the value expected from conducting the research.

Question 53

Which of the following is a breach of ethics?

A)extending the time for the conclusion of a research project in order to meet standards
B)seeking help from experts outside the company free of cost on non-confidential matters
C)using a company's research proposal for the purpose of competitive bidding
D)seeking the help of researchers outside the company on non-confidential matters
E)using a standard procedure rather than a customized one for research purposes

Question 54

Firms having cash-flow problems should preferably resort to marketing research.

Question 55

A(n)________ is the predesignation of some quantity of a measured characteristic that must be achieved for a research objective in order for a predetermined action to take place.

A)theoretical definition
B)information state
C)situational analysis
D)operational definition
E)action standard

Question 56

The final research report is often the client's only record of the research project.

Question 57

A problem statement gives information that helps a manager choose the correct decision alternative.

Question 58

Problems are situations in which managers have to make choices among alternatives.

Question 59

Secondary information is collected by research companies and made available to clients who again sell the information to secondary markets.

Question 60

The definition of a construct that describes the actions to be carried out in order for the construct to be measured empirically is known as a(n):

A)ostensive definition.
B)contextual definition.
C)operational definition.
D)theoretical definition.
E)stipulative definition.

Question 61

When ITBs or RFPs are used,there is little dialogue between researchers and managers in terms of defining the problem.

Question 62

Brand preference,brand awareness,and brand recall are examples of constructs.

Question 63

Symptoms are not the problem but are "signals" that alert us to a problem.

Question 64

Constructs are changes in the level of some key factor that measures the achievement of an objective.

Question 65

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

Question 66

A problem may also be a perceived change in the behavior of some market factor that implies an emerging opportunity.

Question 67

Information state is a discrepancy between the current information level and the desired level of information at which the manager feels comfortable resolving the problem at hand.

Question 68

If only a partial list of causes is made,it is possible that the real cause will be overlooked,leading ultimately to an incorrect decision.

Question 69

Managers should conduct a marketing research study only if they know the consequence of a decision alternative with certainty.

Question 70

RFPs and ITBs are used by companies to get feedback from marketing research firms on their research projects.

Question 71

The two main sources of problems are failure to meet an objective and opportunities.

Question 72

Unless managers have a control system,they will not likely identify problems arising from failure to meet objectives.

Question 73

Conclusions are assertions that certain conditions exist or that certain reactions will take place if the considered alternatives are implemented.

Question 74

When a firm's management has not defined the problem in terms of a decision to be made,researchers should first undertake a situation analysis.

Question 75

Research objectives should specify the unit of measurement used to gather the required information in a research study.

Question 76

The primary method of conducting a situation analysis is to review both internal and external secondary data.

Question 77

When we have a gap between what did happen and what could have happened,we normally refer to the gap as an opportunity.

Question 78

If you define a problem incorrectly,the error can be overcome through reconstruction.

Question 79

A manager increasingly recognizes opportunities when an opportunity identification system is used.

Question 80

When managers have defined what they think the problem is and the decision that must be made to
resolve it,the researcher has an obligation to help managers ensure they are defining the problem correctly.