Question 1

Which of the following is FALSE?

Accepted Answer

A)   Serendipity is synonymous with planned change.
B)   Strategy-oriented decision problems focus on selecting alternative courses of action.
C)   The marketing problem should be defined clearly so that research can be designed properly.
D)   Change is a fundamental source of marketing problems.
E)   Discovery-oriented problems are common with unplanned changes in the marketing environment.F) C) and D)
G) All of the above

Question 2

A store manager seeking to discover why store revenues have fallen in the past two months is faced with:

Accepted Answer

A)   a discovery-oriented decision problem
B)   normal thinking
C)   a strategy-oriented decision problem
D)   serendipity
E)   none of the above.F) B) and D)
G) C) and D)

Question 3

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 the above.F) A) and E)
G) A) and C)

Question 4

A customer service representative for a large financial institution noticed that several of the bank's customers had recently closed accounts and paid off loans long before the loans were due. He also noticed that most of the customers had closed their accounts shortly after a competitor had opened a new branch nearby. The fundamental source of this marketing problem might best be described as:

Accepted Answer

A)   a planned change in the marketing environment.
B)   a discovery-oriented decision problem.
C)   an unplanned change in the marketing environment.
D)   all of the above.
E)   none of the above.F) C) and D)
G) A) and E)

Question 5

Normal thinking is not always the best way to understand the true nature of a problem.

Accepted Answer

A) True 
 B)False

Question 6

A strategy-oriented decision problem typically seeks to answer "how" questions about a problem/opportunity.

Accepted Answer

A) True 
 B)False  True

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)   lays out the proposed method of conducting the research.
D)   is a request to a researcher who will study the problem.
E)   cannot be changed once it has been accepted by the manager.F) A) and B)
G) B) and C)

Question 8

Strategy-oriented decision problems are commonly used:

Accepted Answer

A)   with unplanned change.
B)   with planned change.
C)   to determine what is going on in a situation.
D)   to make a choice between strategic alternatives.
E)   Both b andF) None of the above
G) B) and E)

Question 9

A research request agreement should only include the decision problem and the research problem.

Accepted Answer

A) True 
 B)False

Question 10

A research request agreement includes all of the following items, EXCEPT:

Accepted Answer

A)   an analysis of the results of the research process.
B)   the decision problem confronting the manager.
C)   the target population from which a sample will be drawn.
D)   an approximation of the time and expense of the research report.
E)   the way each piece of information will be used.F) A) and B)
G) None of the above A

Question 11

List all the points that should be included in a research request agreement.

Accepted Answer

The research request agreement summarize...

Question 12

It is important to meet with the client at the earliest stages of the research project so that:

Accepted Answer

A)   an appropriate budget can be established.
B)   the researcher(s)  and client can begin to develop rapport and trust.
C)   research methods can be selected in time to meet project deadlines.
D)   the researcher(s)  can get as much background information as possible.
E)   Both b and dF) B) and E)
G) A) and C)

Question 13

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 publications.
D)   customer calls to assistance centers.
E)   all of the above.F) A) and B)
G) A) and C)

Question 14

A(n) ____________________ is a restatement of the decision problem in research terms, from the researcher's perspective.

Accepted Answer

research problem

Question 15

Which of the following statements is FALSE?

Accepted Answer

A)   Under normal circumstances, poor problem formulation can be rescued by more sophisticated statistical analyses.
B)   Misdefining the problem or opportunity can produce disastrous results for companies.
C)   The best way to avoid researching the wrong problem is to delay the research until the problem is properly defined.
D)   A "problem" confronting a company might also be viewed as an opportunity, and vice versa.
E)   A research problem is merely a restatement of the decision problem in research terms, from the researcher's perspective.F) A) and B)
G) C) and D)

Question 16

Which of the following is TRUE?

Accepted Answer

A)   Many managers cannot clearly and precisely state the nature of the decision problem they want investigated.
B)   Managers do not need to be actively involved in the marketing research process.
C)   If a decision-maker will not change his decision regardless of the result of the research, the research should still be conducted for informational purposes.
D)   A researcher should not worry about the decision alternatives as decision-makers typically provide researchers with a complete list of them.
E)   All of the above statements are true.F) A) and E)
G) A) and C)

Question 17

Despite research proving that consumers preferred the taste of New Coke, its intorduction to the market was a failure because people did not want the old formulation to be discontinued. This failure could have been avoided if:

Accepted Answer

A)   researchers had concentrated on advocacy research.
B)   researchers had broadened the sample population.
C)   researchers had defined the problem differently.
D)   researchers had changed the method for the taste tests.
E)   researchers had focused on novelty rather than taste.F) None of the above
G) All of the above

Question 18

The two fundamental sources of marketing research problems are:

Accepted Answer

A)   planned change and unplanned change.
B)   ineffective advertising and change.
C)   poor sales and ineffective advertising.
D)   poor management and unplanned change.
E)   technological advancement and customer suggestions.F) C) and E)
G) A) and D)

Question 19

Which of the following is TRUE?

Accepted Answer

A)   The decision problem is synonymous with the research problem.
B)   The decision problem involves determining what information to provide and how that information can best be secured.
C)   The decision problem focuses on the problem or opportunity from the manager's perspective while the research problem focuses on the problem as viewed by the researcher.
D)   The research problem focuses on what action needs to be taken while the decision problem focuses on what information to provide and how that information can best be secured.
E)   All of the above statements are true.F) A) and E)
G) D) and E)

Question 20

Research problems might arise from:

Accepted Answer

A)   unanticipated change in the marketing environment.
B)   a firm's planned change of a marketing variable.
C)   customer complaint letters and salepeople's reports.
D)   both a and
E)   a, b and c.F) All of the above
G) B) and D)

Exam 2: The Research Question: Formulation of the Problem

Which of the following is FALSE?

Correct Answer
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A store manager seeking to discover why store revenues have fallen in the past two months is faced with:

Correct Answer
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A discovery-oriented decision problem is best defined as a:

Correct Answer
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Correct Answer
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Normal thinking is not always the best way to understand the true nature of a problem.

Correct Answer
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A strategy-oriented decision problem typically seeks to answer "how" questions about a problem/opportunity.

Correct Answer
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True

The research proposal:

Correct Answer
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Strategy-oriented decision problems are commonly used:

Correct Answer
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A research request agreement should only include the decision problem and the research problem.

Correct Answer
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A research request agreement includes all of the following items, EXCEPT:

Correct Answer
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A

List all the points that should be included in a research request agreement.

Correct Answer
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The research request agreement summarize...
View Answer

It is important to meet with the client at the earliest stages of the research project so that:

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

Correct Answer
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A(n) ____________________ is a restatement of the decision problem in research terms, from the researcher's perspective.

Correct Answer
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research problem

Which of the following statements is FALSE?

Correct Answer
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Which of the following is TRUE?

Correct Answer
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Despite research proving that consumers preferred the taste of New Coke, its intorduction to the market was a failure because people did not want the old formulation to be discontinued. This failure could have been avoided if:

Correct Answer
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The two fundamental sources of marketing research problems are:

Correct Answer
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Which of the following is TRUE?

Correct Answer
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Research problems might arise from:

Correct Answer
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Exam 2: The Research Question: Formulation of the Problem

Which of the following is FALSE?

Correct AnswerverifiedShow Answer

A store manager seeking to discover why store revenues have fallen in the past two months is faced with:

Correct AnswerverifiedShow Answer

A discovery-oriented decision problem is best defined as a:

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Normal thinking is not always the best way to understand the true nature of a problem.

Correct AnswerverifiedShow Answer

A strategy-oriented decision problem typically seeks to answer "how" questions about a problem/opportunity.

Correct AnswerverifiedTrue

The research proposal:

Correct AnswerverifiedShow Answer

Strategy-oriented decision problems are commonly used:

Correct AnswerverifiedShow Answer

A research request agreement should only include the decision problem and the research problem.

Correct AnswerverifiedShow Answer

A research request agreement includes all of the following items, EXCEPT:

Correct AnswerverifiedA

List all the points that should be included in a research request agreement.

Correct AnswerverifiedThe research request agreement summarize...View AnswerShow Answer

It is important to meet with the client at the earliest stages of the research project so that:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

A(n) ____________________ is a restatement of the decision problem in research terms, from the researcher's perspective.

Correct Answerverifiedresearch problem

Which of the following statements is FALSE?

Correct AnswerverifiedShow Answer

Which of the following is TRUE?

Correct AnswerverifiedShow Answer

Despite research proving that consumers preferred the taste of New Coke, its intorduction to the market was a failure because people did not want the old formulation to be discontinued. This failure could have been avoided if:

Correct AnswerverifiedShow Answer

The two fundamental sources of marketing research problems are:

Correct AnswerverifiedShow Answer

Which of the following is TRUE?

Correct AnswerverifiedShow Answer

Research problems might arise from:

Correct AnswerverifiedShow Answer

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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True

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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A

Correct Answer
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The research request agreement summarize...
View Answer

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Correct Answer
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Correct Answer
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research problem

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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