Question 1

Which of the following sections would NOT appear in a research proposal?

Accepted Answer

A)   Purpose and limits of the project.
B)   Research results.
C)   Data sources and research methodology.
D)   Estimate of time and personnel requirements.
E)   All of the above would appear in a research proposal.

Question 2

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

Accepted Answer

A) True 
 B)False

Question 3

A marketing researcher can take all the necessary steps and get perfectly valid answers - only to discover that he or she was asking the wrong questions.

Accepted Answer

A) True 
 B)False

Question 4

A famous case in the 1980s involved Coca-Cola introducing New Coke after much research. The failure of New Coke was largely due to:

Accepted Answer

A)   A narrow conception of the research.
B)   Uneven caliber of researchers.
C)   Poor problem definition.
D)   Late and occasional erroneous findings.
E)   Personality and presentation differences.

Question 5

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.

Question 6

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)   Both B and C are correct.
E)   None of the above are correct.

Question 7

The two fundamental sources of marketing research problems are

Accepted Answer

A)   Ineffective advertising and change.
B)   Poor sales and ineffective advertising.
C)   Planned change and unplanned change
D)   Technological advancement and customer suggestions.
E)   Poor management and unplanned change.

Question 8

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.

Question 9

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 the above.
E)   None of the above.

Question 10

The research request agreement pays little attention to:

Accepted Answer

A)   Research methods.
B)   Population and subgroups.
C)   The way each piece of information will be used.
D)   Estimates of time and money available to conduct the research.
E)   The underlying question confronting the manager.

Question 11

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, reactive

Question 12

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)   Four

Question 13

The best way to avoid the trap of researching the wrong problem is to______________until the problem is properly defined.

Accepted Answer

The answer of The best way to avoid the trap...

Question 14

The best way of avoiding the trap of researching the wrong problem is to:

Accepted Answer

A)   Research all possible problems.
B)   Define the research problem broadly.
C)   Delay research until the problem is properly defined.
D)   All of the above are correct.
E)   None of the above are correct.

Question 15

Meeting with the client should be done at the earliest stages of a research project for which of the following reasons?

Accepted Answer

A)   To avoid duplicating efforts.
B)   Because it is essential that managers and researchers are able to communicate openly.
C)   To get as much information as possible from the manager with respect to the problem/ opportunity.
D)   Both B and C are correct.
E)   None of the above are correct.

Question 16

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 toll-free service assistance centers.
E)   All of the above are sources of chance ideas.

Question 17

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

Question 18

The main purpose of discovery-oriented marketing research is to:

Accepted Answer

A)   Decide what to do about a planned 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.

Question 19

Which of the following is NOT one of the six steps in problem definition identified in chapter 3?

Accepted Answer

A)   State the manager's decision problem.
B)   Prepare research request agreement.
C)   Secure funding
D)   Meet with client
E)   Clarify the problem/opportunity.

Question 20

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.

Exam 3: Problem Formulation

The main purpose of discovery-oriented marketing research is to:

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A marketing researcher can take all the necessary steps and get perfectly valid answers - only to discover that he or she was asking the wrong questions.

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following is NOT one of the six steps in problem definition identified in chapter 3?

Correct AnswerverifiedShow Answer

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

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

Correct AnswerverifiedShow Answer

The research request agreement pays little attention to:

Correct AnswerverifiedShow Answer

Ideas about possible research problems can come from:

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Planned change is oriented more toward the______________and is______________.

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

Correct AnswerverifiedShow Answer

Meeting with the client should be done at the earliest stages of a research project for which of the following reasons?

Correct AnswerverifiedShow Answer

A famous case in the 1980s involved Coca-Cola introducing New Coke after much research. The failure of New Coke was largely due to:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following sections would NOT appear in a research proposal?

Correct AnswerverifiedShow Answer

The two fundamental sources of marketing research problems are

Correct AnswerverifiedShow Answer

The best way of avoiding the trap of researching the wrong problem is to:

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

The best way to avoid the trap of researching the wrong problem is to______________until the problem is properly defined.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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Planned change is oriented more toward theand is.

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