Mrk. Res. Test 1

C

According to the problem definition and approach development process as given in the text, the tasks involved in problem definition consist of all of the following EXCEPT __________. A) discussions with the decision makers B) interviews with industry experts C) analysis of project costs D) analysis of secondary data

C

According to the problem definition and approach development process as given in the text, the tasks involved in problem definition consist of all of the following EXCEPT __________. A) discussions with the decision makers B) interviews with industry experts C) analysis of project schedule D) analysis of secondary data E) qualitative research

C

According to the text, ____________ are an economical and quick source of background information. A) primary data B) virtual data C) secondary data D) observational data E) all of the above

E

According to the text, ______________ is a central component of the environmental context of the problem. A) economic theory B) organizational behavior C) ethical behavior D) stock price of the publicly held company in question E) buyer behavior

A

According to the text, the ____________ is information oriented. A) marketing research problem B) management decision problem C) theoretical decision problem D) hypothetical decision problem E) research context problem

C

All of the following represent factors that comprise the environmental context of the problem EXCEPT _____________. A) resources of the firm B) objectives of the decision maker C) accounting practices used by the firm twenty years ago D) economic environment E) constraints of the firm

A

An explicit specification of a set of variables and their interrelationships designed to represent some real system or process in whole or in part is called ___________. A) an analytical model B) a theory C) a hypothesis D) an objective E) broad-based research

B

An unproved statement or proposition about a factor or phenomenon that is of interest to the researcher is called a(n) ______________. A) theory B) hypothesis C) model D) experiment E) relationship

C

An unproven statement or proposition about a factor or phenomenon that is of interest to the researcher is called a(n) ______________. A) situation B) incident C) hypothesis D) theory E) research question

B

An unstructured, exploratory research methodology based on small samples intended to provide insight and understanding of the problem setting is called _____________. A) quantitative research B) qualitative research C) descriptive research D) casual research E) secondary research

E

The problem audit involves discussions with the decision maker on all of the following issues EXCEPT the ______________. A) history of the problem B) criteria that will be used to evaluate the alternative courses of action C) information that is needed to answer the decision maker's questions D) alternative courses of action available to the decision maker E) national culture as it's related to a country's trade barriers

True

True or false? According to the text, the marketing research problem is information-oriented.

False

True or false? The researcher is ethically bound to define the problem so as to further the best interest of the research firm, rather than the interest of the client.

False

True or false? The resume of the decision maker is one of the issues discussed with the decision maker during the problem audit.

True

True or false? Unbiased evidence that is supported by empirical findings is called objective evidence.

False

True or false? While every step in a marketing research project is important, research design formulation is the most important step.

True

True or false? With the use of social media such as blogs, Facebook, or Twitter, researchers can update consumers on the research that has been ongoing and the actions that have been taken.

A

Unbiased evidence that is supported by empirical findings is called _____________. A) objective evidence B) sound evidence C) legal evidence D) subjective evidence E) research data

E

Which sources of secondary data would be helpful in defining the problem of Wendy's increasing its share of the fast food market? A) a field research project to be conducted by Wendy's to answer the question of how to increase its share of the fast food market B) a report from the Fast Food Retailers Association on changing preferences for consumer tastes C) a US Census Bureau report on the changing demographic profile of the US consumer D) all of the above E) B and C only

D

A hypothesis is a possible answer to a ____________. A) management decision problem B) marketing research problem C) theory D) research question E) none of the above

B

A statement of the management decision problem and a broad statement of marketing research problem and identification of the specific components is called ____________. A) problem correction B) problem definition C) hypotheses generation D) problem audit E) project conceptualization

B

A(n) ___________ is a conceptual scheme based on foundation statements, which are assumed to be true. A) experiment B) theory C) objective D) incident E) investigation

A

According to the problem definition and approach development process as given in the text, the tasks involved in problem definition consist of ___________. A) discussions with the decision makers B) estimates of expected results C) analysis of project costs D) recommendations for decision makers E) all of the above

A

According to the problem definition and approach development process as given in the text, the tasks involved in problem definition consist of ______________. A) secondary data analysis B) experimentation C) budgeting of the project D) scheduling of the project E) all of the above

B

In ____________, the variables and their relationships are depicted in a diagram. A) verbal models B) graphical models C) mathematical models D) technological models E) provisional models

E

The ______________ asks what information is needed and how can it best be obtained. A) management decision problem B) theoretical decision problem C) hypothetical decision problem D) research context problem E) marketing research problem

A

The problem confronting the decision maker is typically referred to as the ________________. A) management decision problem B) theoretical decision problem C) hypothetical decision problem D) marketing research problem E) research context problem

D

The researcher can determine what information should be obtained by focusing on ______________. A) the components of the problem B) research questions C) hypotheses D) all of the above E) none of the above

False

True or false? A limitation of social media in understanding consumer behavior is that we cannot determine how consumers interact with each other over time.

True

True or false? A marketing research problem asks what information is needed and how it should be obtained.

True

True or false? A statement if the management decision problem and a broad statement of the general problem and identification of the specific components of the marketing research problem is called problem definition.

True

True or false? A theory is a conceptual scheme based on foundational statements, which are assumed to be true.

True

True or false? According to the text, buyer behavior is a central component of the environmental context of the problem.

False

True or false? According to the text, primary data are an economical and quick source of background information.

True

True or false? An analytical model consists of a set of variables related in a specified manner to represent all or a part of some real system or process.

True

True or false? An unproven statement or proposition about a factor or phenomenon that is of interest to the researcher is called a hypothesis.

False

True or false? An unproven statement or proposition about a factor or phenomenon that is of interest to the researcher is called a theory.

False

True or false? An unstructured, exploratory research methodology based on small samples intended to provide insight and understanding of the problem setting is called quantitative research.

True

True or false? Analysis of blogs and Facebook postings revealed to Dell that many customers who purchased its computers were having issues with service support.

True

True or false? At times, ethical considerations may involve making the interest of the research firm subservient to the client.

True

True or false? Buyer behavior is a body of knowledge that tries to understand and predict consumers' reactions based on an individual's specific characteristics.

True

True or false? By focusing on each component of the problem, the research questions and hypotheses, the researcher can determine what information should be obtained.

True

True or false? Data originated by the researcher specifically to address the research problem are called primary data.

False

True or false? Determining the impact on sales and profits of various levels of price changes is an issue that would be addressed in a management decision problem.

True

True or false? Each specific component of the marketing research problem should be further refined by developing one or more research questions and associated hypotheses.

False

True or false? Focusing on the underlying causes of a problem is a characteristic of a management decision problem.

True

True or false? Focusing on the underlying causes of a problem is a characteristic of the marketing research problem.

False

True or false? General economic conditions are considered elements of the legal environment.

True

True or false? Graphical models are particularly helpful in conceptualizing an approach to the problem.

False

True or false? Graphical models explicitly specify the strength and direction of relationships among variables, usually in equation form.

True

True or false? Hypotheses are statements about proposed relationships rather than merely questions to be answered.

True

True or false? In defining problem and developing an approach, the researcher must be sensitive to the underlying cultural factors that influence consumption and purchase behavior.

False

True or false? In graphical models, the variables and their relationships are stated in prose form.

True

True or false? It is possible to identify industry experts, and an analysis of their social media sites can provide insights into their thinking as it relates to problems at hand.

True

True or false? Many international marketing efforts fail because a problem audit is not conducted prior to entering the foreign market, and the relevant environmental factors are not taken into account.

True

True or false? Marketing and technological skills are considered elements of the environmental context.

False

True or false? Pilot surveys contain fewer open-ended questions than large-scale surveys.

False

True or false? Problem audit is a comprehensive examination of a marketing department to identify fraud.

True

True or false? Problem audit is a comprehensive examination of a marketing problem to understand its origin and nature.

True

True or false? Problem-identification research involves going below the surface to identify the true underlying problem that the marketing manager is facing.

False

True or false? Problem-identification research is typically used to address pricing issues.

False

True or false? Qualitative research is based on large samples and involves statistical analysis.

True

True or false? Research questions are refined statements of the specific components of the problem.

True

True or false? Secondary data are data collected for some purpose other than the problem at hand.

True

True or false? Specification of information needed is one of the components of the approach to the problem.

False

True or false? Specification of information needed is one of the components of the marketing research problem.

True

True or false? The alternative courses of action available to the DM is one of the issues discussed with the decision maker during the problem audit.

False

True or false? The management decision problem asks what information is needed and how it can best be obtained.

False

True or false? The political environment is a factor that comprises the environmental context of the problem.

False

True or false? The problem confronting the decision maker is typically referred to as the marketing research problem.

D

Which of the following is NOT a characteristic of a management decision problem? A) focuses on symptoms B) asks what the decision maker needs to do C) is action oriented D) focused on the underlying causes E) All are characteristics of a management decision problem.

A

Which of the following is NOT a characteristic of a marketing research problem? A) asks what the decision maker needs to do B) asks what information is needed and how it should be obtained C) is information oriented D) focuses on the underlying causes E) All are characteristics

A

Which of the following is NOT an element in the economic environment? A) public policies B) purchasing power C) discretionary income D) general economic conditions E) disposable income

E

Which of the following is NOT an example of a source of secondary data? A) trade organizations B) Census Bureau C) Internet D) industry associations E) survey data

C

Which of the following is NOT an issue that would be addressed in a management decision problem? A) Should the advertising campaign be changed? B) Should the price of the product be changed? C) Determine the impact on sales and profits of various levels of price changes. D) What can a company do to expand its share of its product category? E) B and C

B

Which of the following is NOT considered an element of the legal environment? A) public policies B) general economic conditions C) laws D) government agencies E) pressure groups

A

Which of the following is a characteristic of a management decision problem? A) tends to focus on symptoms B) asks what the decision maker would do without the need for information C) focuses on the underlying causes D) occurs late in the research process E) all of the above

B

Which of the following is a common form of a model discussed in the text? A) verbal model B) graphical model C) mathematical model D) technological model E) casual model

C

Which of the following is true about secondary data? A) Collection time is long. B) Quality of data is high. C) Cost of collecting the data is low. D) It is easy to access. E) It is highly relevant to marketing research problems.

A

Which of the following models are used to isolate variables and to suggest directions of relationships but are not designed to provide numerical results? A) graphical models B) mathematical models C) verbal models D) technological models E) specific models

B

Which of the following represents an example of a secondary date source? A) the formula for Coca-Cola B) population census data C) the new models to be introduced by GM in the next three to five years D) interviews E) experiments

A

While every step in a marketing research project is important, ____________ is the most important step. A) problem definition B) problem correction C) research design formulation D) report generation and presentation E) project completion

B

____________ are data collected for some purpose other than the problem at hand. A) Primary data B) Secondary data C) Virtual data D) Observational data E) Research data

A

____________ includes the underlying motives, perceptions, attitudes, buying habits, and demographic profiles of buyers and potential buyers. A) Buyer behavior B) Economic behavior C) Organizational behavior D) Ethical behavior E) Advertising creativity

B

____________ tend to be less structured and to have smaller samples than large-scale surveys. A) Mail surveys B) Pilot surveys C) Online surveys D) Census surveys E) Telephone surveys

A

_____________ are refined statements of the specific components of the problem. A) Research questions B) Theories C) Hypotheses D) Experiments E) Scientific information

D

_____________ are statements about proposed relationships rather than merely questions to be answered. A) Theories B) Models C) Experiments D) Hypotheses E) Scientific notations

A

_____________ are visual and pictorially represent the theory. A) Graphical models B) Mathematical models C) Verbal models D) Technological models E) Cartoons

C

_____________ is a body of knowledge that tries to understand and predict consumers' reactions based on an individual's specific characteristics. A) Economic behavior B) Organizational behavior C) Buyer behavior D) Ethical behavior E) Census behavior

E

_______________ is a comprehensive examination of a marketing problem to understand its origin and nature. A) Problem definition B) Problem correction C) Hypotheses generation D) Research directive E) Problem audit

A

To identify the underlying causes of the problem, the researcher should ___________. A) conduct a problem audit B) define the management decision problem C) assess what past research was done for the firm D) assess competitor success E) all of the above

False

True or false? Secondary data are data of secondary importance

C

The marketing research problem asks the question, ____________. A) how can we increase market share B) how can we increase sales and profits C) what information is needed and how can it best be obtained D) how can we save money E) where do we go from here

A

The ______________ provides a useful framework for interacting with the decision maker and identifying the underlying causes of the problem. A) problem audit B) management problem C) problem definition D) research presentation E) none of the above

B

The management decision problem is _____________. A) the shakeup of the management B) the problem confronting the decision maker C) how to boost the stock price D) how to meet objectives E) how to please stockholders

A

Data originated by the researcher specifically to address the research problem are called ___________. A) primary data B) secondary data C) virtual data D) census data E) research data

D

Interviews with industry experts. those individuals who are knowledgable about the firm and the industry, may help formulate the marketing research problem. Which of the following statements is true about interviews with industry experts? A) These experts may be found both inside and outside the firm. B) Typically, expert information is obtained by unstructured personal interviews without Administering a formal questionnaire. C) It is helpful to prepare a list of topics to be covered during the interview. D) All of the above are true.

B

Many international marketing efforts fail because ____________. A) the researcher cannot understand the language B) the relevant environmental factors are not taken into account C) the researcher is incompetent D) funds are not provided to conduct the research E) all of the above

E

Michael Dell of Dell Computers wants his company to take market share from Hewlett-Packard and Apple in the category of printers. As his marketing research director, which of the following would NOT be part of the tasks involved in formulating the marketing research problem to support Dell's strategic initiative in selling printers? A) qualitative research B) interviews with experts C) secondary data analysis D) discussions with Michael Dell E) composing the research design

E

Of which 2 objectives must the researcher have a clear understanding? A) market share and profitability B) daily and weekly C) financial and non-financial D) return on investment and return on equity E) of the organization and of the decision maker