Question 1

Many managers,particularly those who have been with a company for a long time,are afflicted with "____________",which can get in the way of understanding the true nature of a problem.

Accepted Answer

A)  group think
B)  paralysis of analysis
C)  normal thinking
D)  loyalty bias
E)  creative thinkingF) A) and B)
G) A) and C)

Question 2

Step six in the process of defining the problem is the preparation of a written research request agreement.Which of the following is NOT one of the components of this agreement?

Accepted Answer

A)  SWOT analysis
B)  Logistics
C)  Decision problem
D)  Research problem(s) 
E)  BackgroundF) B) and C)
G) All of the above

Question 3

In marketing research,a _______ is something that needs information regardless of whether the organization originally viewed the situation as a problem or an opportunity.

Accepted Answer

A)  situation
B)  study
C)  project
D)  plan
E)  problemF) B) and E)
G) C) and D)

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

A decision problem is the problem/opportunity as seen by a manager.

Accepted Answer

A) True 
 B)False

Question 6

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/opportunityF) A) and C)
G) B) and C)

Question 7

The best way to avoid 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 these are correct.
E)  None of these are correct.F) A) and E)
G) C) and E)

Question 8

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.F) B) and C)
G) C) and D)

Question 9

An explanation of the data sources and research methodology to be used in the research project should be included in the

Accepted Answer

A)  research outline.
B)  research request.
C)  cost/benefit analysis of the project.
D)  research proposal.
E)  initial research prospectus.F) A) and B)
G) C) and E)

Question 10

An important advantage of using an outside research firm is the degree of objectivity it brings to a project.

Accepted Answer

A) True 
 B)False

Question 11

When using an outside research firm,experts suggest that managers seek proposals from at least ten companies.

Accepted Answer

A) True 
 B)False

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

It is better to address one or two research problems fully than to try to tackle multiple issues and do a half-baked job on each.

Accepted Answer

A) True 
 B)False

Question 14

Unplanned change tends to be 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) C) and D)

Question 15

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 these would be in a research proposal.F) A) and C)
G) D) and E)

Question 16

Strategy-oriented decision problems are aimed squarely at

Accepted Answer

A)  large organizations.
B)  tactical situations.
C)  complex problems.
D)  making decisions.
E)  All of these are correct.F) All of the above
G) A) and E)

Question 17

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.F) None of the above
G) All of the above

Question 18

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.F) B) and D)
G) None of the above

Question 19

A small fraction of marketing research is conducted to track changes in consumer preferences.

Accepted Answer

A) True 
 B)False

Question 20

Serendipity,or chance ideas,can be a source of marketing research problems.Discuss all the drivers or sources of this type of research.

Accepted Answer

Serendipity,or chance ideas,might arise ...

Exam 3: Problem Formulation

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

Correct AnswerverifiedShow Answer

A decision problem is the problem/opportunity as seen by a manager.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Step six in the process of defining the problem is the preparation of a written research request agreement.Which of the following is NOT one of the components of this agreement?

Correct AnswerverifiedShow Answer

Serendipity,or chance ideas,can be a source of marketing research problems.Discuss all the drivers or sources of this type of research.

Correct AnswerverifiedSerendipity,or chance ideas,might arise ...View AnswerShow Answer

A small fraction of marketing research is conducted to track changes in consumer preferences.

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

Strategy-oriented decision problems are aimed squarely at

Correct AnswerverifiedShow Answer

Unplanned change tends to be oriented more toward the ______ and is ______.

Correct AnswerverifiedShow Answer

When using an outside research firm,experts suggest that managers seek proposals from at least ten companies.

Correct AnswerverifiedShow Answer

An important advantage of using an outside research firm is the degree of objectivity it brings to a project.

Correct AnswerverifiedShow Answer

The two fundamental sources of marketing research problems are

Correct AnswerverifiedShow Answer

In marketing research,a _______ is something that needs information regardless of whether the organization originally viewed the situation as a problem or an opportunity.

Correct AnswerverifiedShow Answer

Many managers,particularly those who have been with a company for a long time,are afflicted with "____________",which can get in the way of understanding the true nature of a problem.

Correct AnswerverifiedShow Answer

An explanation of the data sources and research methodology to be used in the research project should be included in the

Correct AnswerverifiedShow Answer

The main purpose of discovery-oriented marketing research is to

Correct AnswerverifiedShow Answer

The best way to avoid the trap of researching the wrong problem is to

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

It is better to address one or two research problems fully than to try to tackle multiple issues and do a half-baked job on each.

Correct AnswerverifiedShow Answer

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Serendipity,or chance ideas,might arise ...
View Answer

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Unplanned change tends to be oriented more toward the and is .

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