CH 2

A

The need for the researcher to understand the nature of what decision managers face and what they hope to learn from research is one of the reasons to conduct ________. A) discussions with decision makers B) interview with experts C) secondary data analysis D) qualitative research

B

If the management decision problem is: "Should a new product be introduced?" what is the most appropriate marketing research problem? A) determining the price elasticity of demand and the impact on sales and profits of various levels of price changes B) determining consumer preferences and purchase intentions for the proposed new product C) determining the effectiveness of t he current advertising campaign D) determining the impact of new distribution outlets

True

Problem definition is the most important step in the marketing research project

True

To understand the background of a marketing research problem, the researcher must understand the client's firm and industry.

C

Which statement about hypotheses is not true? A) A hypothesis is an unproven statement or proposition about a factor or phenomenon that is of interest to the researcher. B) Hypotheses are declarative and can be tested empirically. C) It is possible to formulate hypotheses in all situations. D) An important role of a hypothesis is to suggest variables to be included in the research design.

D

Which statement is true concerning defining the marketing research problem? A) The definition should allow the researcher to obtain all the information needed to address the management decision problem. B) The definition should guide the researcher in proceeding with the project. C) The marketing research problem should be stated in broad, general terms with specific components identified. D) All of the above are correct.