Question 1

Which statement about hypotheses is not true?

Accepted Answer

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 2

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.

Accepted Answer

The answer of A problem audit,which involves extensive interaction between...

Question 3

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

Accepted Answer

A) True 
 B)False

Question 4

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.

Accepted Answer

A) True 
 B)False

Question 5

DMs tend to focus on symptoms rather than causes.

Accepted Answer

A) True 
 B)False

Question 6

Discuss the role of mobile marketing research in defining the problem as well as in developing an approach to the problem.

Accepted Answer

The answer of Discuss the role of mobile marketing research...

Question 7

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?

Accepted Answer

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

Question 8

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

Accepted Answer

The answer of Discuss the two potential difficulties that may...

Question 9

Which of the following statements about secondary data is true?

Accepted Answer

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 10

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 ________.

Accepted Answer

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 11

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?

Accepted Answer

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 12

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).

Accepted Answer

A) True 
 B)False

Question 13

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.

Accepted Answer

A) True 
 B)False

Question 14

It is possible to identify industry experts,and an analysis of their social media sites can provide insights into their thinking as it relates to problem at hand.

Accepted Answer

A) True 
 B)False

Question 15

It is important to perform a problem audit because ________.

Accepted Answer

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 16

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?

Accepted Answer

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 17

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?

Accepted Answer

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 (SR
C) influence on the problem and examine it carefully to see how it complicates the problem. 
D) All of the above are correct.

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

Which statement about hypotheses is not true?

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

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.

DMs tend to focus on symptoms rather than causes.

Discuss the role of mobile marketing research in defining the problem as well as in developing an approach to the problem.

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

Which of the following statements about secondary data is true?

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 ________.

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?

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).

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.

It is possible to identify industry experts,and an analysis of their social media sites can provide insights into their thinking as it relates to problem at hand.

It is important to perform a problem audit because ________.

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?