Question 1

In your text, Coke was used as example of a company that improperly defined the research problem when the problem was defined as:

Accepted Answer

A)  how to provide a better tasting cola for the present market 
B)  how to provide a better tasting cola for the noncustomers 
C)  how to keep distributors satisfied 
D)  how to beat Pepsi in taste tests 
E)  how to improve advertising's effectiveness

Question 2

Ash Morgan was interested in understanding how he could reduce turnover among his sales force. He read some basic research that was reported in the Journal of Marketing Research that showed that turnover of industrial salespersons is negatively related to perceived opportunities for advancement. That is, if salespersons perceive that there are opportunities for advancement they are less likely to leave the organization; therefore, turnover is reduced. He commissioned a marketing research firm to conduct several studies on the salespersons in his firm. Eventually, he was successful in getting top pay scales raised, and he introduced three additional sales force ranks, each with having additional benefits, vacation time, and pay increases. Within two years, Ash's firm had the lowest sales force turnover in the industry. In this example, which of the following best identifies Ash's relationship between turnover and perceived opportunities for advancement?

Accepted Answer

A)  frames of reference resulting in creating constructs 
B)  a model showing the relationships between constructs 
C)  constructs, action standards 
D)  action standards showing the relationships between frames of reference 
E)  constructs and operational definitions

Question 3

When ITBs or RFPs are used, it means that there is less dialogue between researchers and managers in terms of defining the problem. This is a good thing in that it makes for a more efficient process.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following best describes the sources of problems?

Accepted Answer

A)  There are actually two sources of problems. 
B)  Problems come only from nonperformance of a key goal. 
C)  There are three sources of problems: stockholders, customers and distributors . 
D)  All problems have a single source. 
E)  If a company does not have an objective, it cannot have a problem.

Question 5

When a manager says to a researcher, "Here is what I want to know..." the researcher should ask:

Accepted Answer

A)  What decision are you trying to make? 
B)  When do you want to know it? 
C)  In which format should we give you the answer? 
D)  How long have you known this is what you need? 
E)  What are you willing to pay for that information?

Question 6

Research objectives should be worded in such as way as to close the information gaps needed for managers to select the correct decision analysis.

Accepted Answer

A) True 
 B)False

Question 7

Given a symptom, managers assume that certain causes are at fault. Consequences are assumed to result from each decision alternative specified. Research is NOT needed when:

Accepted Answer

A)  managers know what the causes are 
B)  managers know what the symptoms are 
C)  managers are uncertain about these assumptions 
D)  managers are certain about these assumptions 
E)  managers are uncertain about the symptoms

Question 8

A manager needs to choose between adding a proposed new product or scrapping the new product idea. This situation best illustrates:

Accepted Answer

A)  a risk of losing ROI 
B)  a stable ROI situation 
C)  decision alternatives that create a problem 
D)  decision alternatives that eliminate the problem 
E)  a product design situation

Question 9

A researcher determines she must collect data from likely buyers of a proposed new product on a scale that measures the probability that they will purchase the product. This is an example of:

Accepted Answer

A)  an opportunity 
B)  use of research when it is not needed 
C)  a research objective 
D)  the problem 
E)  an RFR, "request for research"

Question 10

Action standards specify what actions are to be taken during the initial stages of the marketing research process, and they should follow accepted marketing research standards.

Accepted Answer

A) True 
 B)False

Question 11

The construct "intention to buy" is actually measured by a researcher using a 1 to 7 scale measuring different levels of likelihood to purchase product X. The way the construct is measured is referred to as an:

Accepted Answer

A)  operational definition 
B)  multi-category closed ended question 
C)  open-ended question 
D)  CATI question 
E)  CAPI question

Question 12

What are the three functions served by the marketing research proposal?

Accepted Answer

A)  defines the problem, specifies the role of the manager, and asks for budget 
B)  specifies the problem, the method used to solve the problem, and provides the limitations of the proposed method 
C)  defines the problem, specifies research objectives, and details the method proposed to accomplish the research objectives 
D)  defines the research objectives, the budget, and the required personnel 
E)  defines the hypotheses, advance decisions, and the action standards

Question 13

Amy Kuhnert is the CEO for Murphy Manufacturing. She and her board of directors have decided to hire a marketing research firm to help them explore emerging market opportunities in Asia. Amy schedules a 30-minute appointment with Josh Husband of Monroe Research Associates in between 30-minute appointments with three other company representatives offering to provide Murphy Manufacturing with a. machine leasing contracts, b. computer software services, and c. photocopying services. This example illustrates:

Accepted Answer

A)  why marketing researchers must use promotional materials to get the attention of prospective customers 
B)  why CEOs are paid high salaries 
C)  why problem definition is sometimes difficult; managers fail to change their normal behavior 
D)  why problem definition is so easy; managers maintain their normal behavior 
E)  why a situation analysis may be needed

Question 14

Opportunities and problems have the same consequence for managers; they must make decisions.

Accepted Answer

A) True 
 B)False

Question 15

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

Accepted Answer

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

Question 16

Sometimes researchers must conduct research in order to define the problem. This additional investigation is sometimes known as a situation analysis.

Accepted Answer

A) True 
 B)False

Question 17

When a gap exists between what was supposed to happen and what did happen, it is called:

Accepted Answer

A)  a marketing opportunity 
B)  gap symptom 
C)  gap opportunity 
D)  a problem 
E)  gap management

Question 18

Once the probable cause of the symptom is determined, the ________ should be specified.

Accepted Answer

A)  conclusions 
B)  recommendations 
C)  decision 
D)  budget 
E)  method of analyzing data

Question 19

Marketing research is not needed when the costs of the research are more than the value of the research information.

Accepted Answer

A) True 
 B)False

Question 20

A researcher and client agree that a difference of 15 percent is needed in the preference ratings of an existing product, and a proposed new product in order to warrant dropping the old product and producing the new one. The 15 percent difference in preference is called the:

Accepted Answer

A)  just noticeable difference (jnd) 
B)  decision criterion percentage 
C)  decision criterion, mean 
D)  minimal standard 
E)  action standard

Exam 4: Defining the Problem and Determining Research Objectives

In your text, Coke was used as example of a company that improperly defined the research problem when the problem was defined as:

When ITBs or RFPs are used, it means that there is less dialogue between researchers and managers in terms of defining the problem. This is a good thing in that it makes for a more efficient process.

Which of the following best describes the sources of problems?

When a manager says to a researcher, "Here is what I want to know..." the researcher should ask:

Research objectives should be worded in such as way as to close the information gaps needed for managers to select the correct decision analysis.

Given a symptom, managers assume that certain causes are at fault. Consequences are assumed to result from each decision alternative specified. Research is NOT needed when:

A manager needs to choose between adding a proposed new product or scrapping the new product idea. This situation best illustrates:

A researcher determines she must collect data from likely buyers of a proposed new product on a scale that measures the probability that they will purchase the product. This is an example of:

Action standards specify what actions are to be taken during the initial stages of the marketing research process, and they should follow accepted marketing research standards.

The construct "intention to buy" is actually measured by a researcher using a 1 to 7 scale measuring different levels of likelihood to purchase product X. The way the construct is measured is referred to as an:

What are the three functions served by the marketing research proposal?

Opportunities and problems have the same consequence for managers; they must make decisions.

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

Sometimes researchers must conduct research in order to define the problem. This additional investigation is sometimes known as a situation analysis.

When a gap exists between what was supposed to happen and what did happen, it is called:

Once the probable cause of the symptom is determined, the ________ should be specified.

Marketing research is not needed when the costs of the research are more than the value of the research information.

A researcher and client agree that a difference of 15 percent is needed in the preference ratings of an existing product, and a proposed new product in order to warrant dropping the old product and producing the new one. The 15 percent difference in preference is called the: