Question 1

The first step taken by a manager when selecting an outside research supplier should be

Accepted Answer

A)  contacting other managers who use outside suppliers for their recommendations.
B)  consulting the American Marketing Association's Guidebook of Research Suppliers.
C)  deciding if the proposed research is really necessary.
D)  soliciting research proposals from at least three suppliers.
E)  soliciting research requests from at least three suppliers.F) B) and E)
G) A) and D)

Question 2

The primary purpose of requiring the decision maker to initial and date the written research request agreement is to

Accepted Answer

A)  absolve the researcher of legal responsibility concerning the proposed research project.
B)  assure the researcher of adequate funding for the proposed research project.
C)  transfer responsibility for ethical research conduct to management.
D)  ensure that research data will be used properly by the decision maker.
E)  formalize and strengthen the agreement between researcher and decision maker on the objectives of the research.F) A) and E)
G) A) and D)

Question 3

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 B)
G) All of the above

Question 4

A decision problem is the problem/opportunity as seen by a(n)____________________.

Accepted Answer

The answer of A decision problem is the problem/opportunity as...

Question 5

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 ...

Question 6

One of the most common criticisms managers have of marketing research studies is that the findings are not "actionable."

Accepted Answer

A) True 
 B)False

Question 7

Which of the following is FALSE?

Accepted Answer

A)  Serendipity is the same thing as planned change.
B)  Marketing problems develop from not only real marketing problems but also marketing situations called opportunities.
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)  None of these statements are false;they are all true.F) C) and E)
G) All of the above

Question 8

"Death wish" research occurs when short cuts are taken.

Accepted Answer

A) True 
 B)False

Question 9

Sugging is a blatantly unethical use of marketing research.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following types of research should be avoided?

Accepted Answer

A)  Sugging
B)  Advocacy research
C)  Research in which costs involved outweigh the benefits to be obtained
D)  Only a and c.
E)  All of the above.F) A) and B)
G) C) and D)

Question 11

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.F) A) and E)
G) A) and B)

Question 12

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) B) and C)
G) C) and D)

Question 13

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 / 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)  None of these statements are false;they are all true.F) A) and E)
G) C) and E)

Question 14

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.F) B) and E)
G) B) and C)

Question 15

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)  serendipity.
C)  the presence of a new competitor.
D)  an unplanned change in the marketing environment.
E)  None of the above.F) C) and E)
G) A) and D)

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

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 C)
G) B) and E)

Question 18

Change that is proactive,or future-oriented,is known as

Accepted Answer

A)  future shock.
B)  active change.
C)  planned change.
D)  unanticipated change.
E)  serendipitous change.F) None of the above
G) B) and E)

Question 19

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) B) and E)
G) All of the above

Question 20

A research proposal should be no more than 10 pages long.

Accepted Answer

A) True 
 B)False

Exam 4: Problem Formulation

Correct Answer
verified

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

Correct Answer
verified

The first step taken by a manager when selecting an outside research supplier should be

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

Change that is proactive,or future-oriented,is known as

Correct Answer
verified

The primary purpose of requiring the decision maker to initial and date the written research request agreement is to

Correct Answer
verified

A discovery-oriented decision problem is best defined as a

Correct Answer
verified

A research proposal should be no more than 10 pages long.

Correct Answer
verified

Which of the following is FALSE?

Correct Answer
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Which of the following types of research should be avoided?

Correct Answer
verified

The research proposal

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

Correct Answer
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One of the most common criticisms managers have of marketing research studies is that the findings are not "actionable."

Correct Answer
verified

"Death wish" research occurs when short cuts are taken.

Correct Answer
verified

The two fundamental sources of marketing research problems are

Correct Answer
verified

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

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

Sugging is a blatantly unethical use of marketing research.

Correct Answer
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Which of the following statements is FALSE?

Correct Answer
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A decision problem is the problem/opportunity as seen by a(n)____________________.

Correct Answer
verified

Exam 4: Problem Formulation

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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 first step taken by a manager when selecting an outside research supplier should be

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Change that is proactive,or future-oriented,is known as

Correct AnswerverifiedShow Answer

The primary purpose of requiring the decision maker to initial and date the written research request agreement is to

Correct AnswerverifiedShow Answer

A discovery-oriented decision problem is best defined as a

Correct AnswerverifiedShow Answer

A research proposal should be no more than 10 pages long.

Correct AnswerverifiedShow Answer

Which of the following is FALSE?

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Which of the following types of research should be avoided?

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The research proposal

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

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One of the most common criticisms managers have of marketing research studies is that the findings are not "actionable."

Correct AnswerverifiedShow Answer

"Death wish" research occurs when short cuts are taken.

Correct AnswerverifiedShow Answer

The two fundamental sources of marketing research problems are

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

Sugging is a blatantly unethical use of marketing research.

Correct AnswerverifiedShow Answer

Which of the following statements is FALSE?

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A decision problem is the problem/opportunity as seen by a(n)____________________.

Correct AnswerverifiedShow Answer

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

Correct Answer
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Correct Answer
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Correct Answer
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