Question 1

Defining the problem is among the most difficult aspects of the marketing research process because of the __________ of every situation a manager may encounter.

Accepted Answer

A)  complexity
B)  urgency
C)  riskiness
D)  uniqueness
E)  subjectivenessF) A) and E)
G) A) and B)

Question 2

After working through the first two steps of the process of problem definition,the researcher should be in a position to state the manager's

Accepted Answer

A)  root problem cause.
B)  Buy-in.
C)  change resistance.
D)  resolution timeframe.
E)  decision problem.F) None of the above
G) B) and D)

Question 3

Planned change is oriented more toward the ______ and is ________.

Accepted Answer

A)  present;reactive
B)  future;proactive
C)  past;proactive
D)  future;reactive
E)  past;reactiveF) C) and E)
G) A) and E)

Question 4

The main purpose of marketing research brought about by planned change is to

Accepted Answer

A)  decide how to implement change.
B)  find out what is happening and why.
C)  describe changes in the internal environment.
D)  describe changes in the external environment.
E)  capture and evaluate the new idea.F) D) and E)
G) A) and D)

Question 5

Normal thinking often can get in the way of understanding the true nature of a problem.

Accepted Answer

A) True 
 B)False

Question 6

Serendipity,or chance ideas,as a source of marketing research problems,might arise from

Accepted Answer

A)  customer complaint letters.
B)  salesperson's call reports.
C)  comments in trade publication.
D)  customer calls to toll-free service assistance centers.
E)  All of these are sources of chance ideas.F) B) and C)
G) A) and E) E

Question 7

The research proposal

Accepted Answer

A)  is used primarily to summarize the problem definition process.
B)  does not include proposed research methods.
C)  provides the researcher another opportunity to make sure that the proposed research will provide information needed to address the decision problem.
D)  should be no longer than two (2) pages.
E)  cannot be changed once it has been accepted by the manager.F) A) and E)
G) C) and D)

Question 8

Step two of the process of defining the problem is to clarify the problem/opportunity,which involves helping

Accepted Answer

A)  managers get precisely to the heart of the problem.
B)  managers perform their own diagnosis of the problem.
C)  managers prescribe a treatment to the problem.
D)  All of these are correct.
E)  None of these are correct.F) A) and D)
G) A) and B)

Question 9

A discovery-oriented decision problem is best defined as a

Accepted Answer

A)  decision problem that typically seeks to answer "what" or "why" questions.
B)  restatement of the decision problem in research terms.
C)  decision problem that typically seeks to answer "how" questions.
D)  written statement that describes the marketing problem.
E)  All of these are correct.F) C) and D)
G) None of the above

Question 10

If possible,researchers should attempt to conduct strategy-oriented research.

Accepted Answer

A) True 
 B)False

Question 11

A ________ is simply a document that describes,a specifically as possible,the nature of the problem for which research is sought and that asks providers to offer proposals.

Accepted Answer

A)  research requisition
B)  scope of work
C)  request for proposal
D)  research contract
E)  bid for servicesF) C) and D)
G) A) and D)

Question 12

Step four of the process of defining the problem is to develop possible ________,a restatement of the decision problem in research terms written from the researcher's perspective.

Accepted Answer

A)  research approaches
B)  research abstracts
C)  research problems
D)  research methods
E)  research experimentsF) D) and E)
G) A) and B) C

Question 13

Problem formulation involves more science than art and must be approached with great care.

Accepted Answer

A) True 
 B)False

Question 14

A research problem is a restatement of the decision problem in research terms from the researcher's perspective.

Accepted Answer

A) True 
 B)False

Question 15

A company selling a food product had received a number of complaints about its packaging.After researching the complaints,the company switched packaging,and sales increased significantly.In marketing research terms,this type of change is best understood as

Accepted Answer

A)  product change.
B)  packaging change.
C)  unplanned change.
D)  planned change.
E)  materials change.F) A) and C)
G) A) and B) C

Question 16

A marketing researcher is meeting with a manager who has identified a problem.During the initial meeting,the researcher asks,"Why do you think this situation has occurred?" How many times is it recommended for the researcher to ask "why" to dive deeper into possible causes of the problem?

Accepted Answer

A)  Two
B)  Five
C)  Three
D)  One
E)  FourF) A) and D)
G) None of the above

Question 17

In most cases,decision makers will fund research on all possible decision problems.

Accepted Answer

A) True 
 B)False

Question 18

Ideas about possible research problems can come from

Accepted Answer

A)  the client during the process of clarifying the problem.
B)  exploratory research.
C)  the researcher's experience.
D)  All of these are correct.
E)  None of these are correct.F) B) and E)
G) B) and D)

Question 19

Discovery-oriented research rarely solves a problem in the sense of providing

Accepted Answer

A)  quantitative data.
B)  actionable results.
C)  cause and effect.
D)  qualitative data.
E)  noticeable improvement.F) A) and E)
G) B) and E)

Question 20

One of the most important things a researcher can do for a manager is to provide the same perspective of the problem/opportunity.

Accepted Answer

A) True 
 B)False

Exam 3: Problem Formulation

Defining the problem is among the most difficult aspects of the marketing research process because of the __________ of every situation a manager may encounter.

Correct AnswerverifiedShow Answer

After working through the first two steps of the process of problem definition,the researcher should be in a position to state the manager's

Correct AnswerverifiedShow Answer

Planned change is oriented more toward the ______ and is ________.

Correct AnswerverifiedShow Answer

The main purpose of marketing research brought about by planned change is to

Correct AnswerverifiedShow Answer

Normal thinking often can get in the way of understanding the true nature of a problem.

Correct AnswerverifiedShow Answer

Serendipity,or chance ideas,as a source of marketing research problems,might arise from

Correct AnswerverifiedE

The research proposal

Correct AnswerverifiedShow Answer

Step two of the process of defining the problem is to clarify the problem/opportunity,which involves helping

Correct AnswerverifiedShow Answer

A discovery-oriented decision problem is best defined as a

Correct AnswerverifiedShow Answer

If possible,researchers should attempt to conduct strategy-oriented research.

Correct AnswerverifiedShow Answer

A ________ is simply a document that describes,a specifically as possible,the nature of the problem for which research is sought and that asks providers to offer proposals.

Correct AnswerverifiedShow Answer

Step four of the process of defining the problem is to develop possible ________,a restatement of the decision problem in research terms written from the researcher's perspective.

Correct AnswerverifiedC

Problem formulation involves more science than art and must be approached with great care.

Correct AnswerverifiedShow Answer

A research problem is a restatement of the decision problem in research terms from the researcher's perspective.

Correct AnswerverifiedShow Answer

A company selling a food product had received a number of complaints about its packaging.After researching the complaints,the company switched packaging,and sales increased significantly.In marketing research terms,this type of change is best understood as

Correct AnswerverifiedC

A marketing researcher is meeting with a manager who has identified a problem.During the initial meeting,the researcher asks,"Why do you think this situation has occurred?" How many times is it recommended for the researcher to ask "why" to dive deeper into possible causes of the problem?

Correct AnswerverifiedShow Answer

In most cases,decision makers will fund research on all possible decision problems.

Correct AnswerverifiedShow Answer

Ideas about possible research problems can come from

Correct AnswerverifiedShow Answer

Discovery-oriented research rarely solves a problem in the sense of providing

Correct AnswerverifiedShow Answer

One of the most important things a researcher can do for a manager is to provide the same perspective of the problem/opportunity.

Correct AnswerverifiedShow Answer

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Planned change is oriented more toward the and is __.

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E

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C

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C

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