Chapter 3 Quiz

Discovery-oriented research rarely solves a problem in the sense of providing actionable results. a. True b. False

a. True

If a company is going to consider and evaluate multiple research providers and select to work with, a request-for-proposal will often be issued to interested or qualified providers. a. True b. False

a. True

Problem formulation involves more art than science. a. True b. False

a. True

The research request agreement helps ensure that the client and the researcher agree about the research problems to be addressed. a. True b. False

a. True

Unlike the research request agreement, the research proposal specifies the techniques to be used in implementing research. a. True b. False

a. True

When meeting with the client, it is important to keep the broader issue in mind to keep from going down a very specific and possibly incorrect path. a. True b. False

a. True

Researchers should be actively involved in problem formulation by a. listening carefully as managers provide their perspective on the problem. b. accepting managers preexisting assumptions. c. allowing managers to perform their own diagnosis and prescribe treatment for a problem. d. All of the above are ways in which researchers can be actively involved in problem formulation.

a. listening carefully as managers provide their perspective on the problem.

The two basic sources of change in the marketing environment are a. planned and unplanned. b. internal and external. c. complex and simple. d. helpful and harmful.

a. planned and unplanned.

"Normal thinking" can help managers or researchers understand the true nature of a problem. a. True b. False

b. False

Understanding the source of a problem rarely provides clues about the type of research that is needed. a. True b. False

b. False

With a known decision problem, a researcher's primary task is to develop a partial range of research problems. a. True b. False

b. False

The first key step in problem formulation: a. Clarify the problem/opportunity b. Meet with the client c. Select research problem(s) to be addressed d. Prepare and submit a research request agreement

b. Meet with the client

Which part of the research request agreement discusses the groups from whom the information must be gathered? a. Logistics b. Population and subgroups c. Background d. Decision problem

b. Population and subgroups

When meeting with the client, to get as much information as possible about the problem/opportunity, how many times should you ask "why" the situation has occurred to dive deeper into possible causes? a. One b. Three c. Five d. None - the client will volunteer this information

c. Five

What is the document that is typically used to describe the nature of the problem and ask research providers to offer proposals? a. Research request agreement b. Research proposal c. Request-for-proposal d. Research invoice

c. Request-for-proposal

A manager's view of the problem or opportunity is known as the a. research problem. b. manager's problem. c. decision problem. d. hypothesis.

c. decision problem.

A well-stated decision problem a. takes the manager's perspective. b. is as simple as possible. c. takes the form of a question. d. All of the above are correct.

d. All of the above are correct.

The section of a formal research proposal that discusses the editing and proofreading of questionnaires, coding instructions, and type of data analysis is a. the appendices. b. the research design and data sources. c. the problem definition and background. d. the analysis.

d. the analysis.