Question 1

LEGO Group designers created MINDSTORMS®kits to appeal to middle school kids, among others. When attempting to choose between potential designs, what was the measure of success for use by LEGO Group in this instance?

Accepted Answer

The measure of success for LEGO MINDSTORMS® kits was the assembly time, as it directly relates to the ease of use and engagement level for middle school kids.

Question 2

Effective decision makers rely on criteria or standards known as ________ that are used in evaluating proposed solutions to a problem.

Accepted Answer

Measures of success are criteria or standards used to evaluate the effectiveness of proposed solutions to a problem, helping decision makers determine which solution best meets the desired outcomes.

Question 3

Research that involves trying to determine the extent to which the change in one factor changes another one is referred to as

Accepted Answer

Causal research is designed to determine whether a change in one factor causes a change in another factor.

Question 4

A firm using a test market to determine which pricing strategy results in highest sales for a new line of watches is an example of which type of marketing research?

Accepted Answer

Causal research is used to determine the cause-and-effect relationship between variables, such as how different pricing strategies affect sales.

Question 5

Which of the following statements represents a possible measure of success in the first step of the five-step marketing research approach, defining the problem?

Accepted Answer

The answer of Which of the following statements represents a...

Question 6

One test of whether marketing research should be done is if

Accepted Answer

Marketing research should be conducted if the results will lead to different marketing actions, making it a valuable tool for decision-making.

Question 7

Once the problem has been defined, the market researcher proceeds to __________, the second step of the five-step marketing research approach.

Accepted Answer

After defining the problem, the next step in the marketing research process is to develop the research plan, which involves determining how to collect the necessary data and information.

Question 8

Research that involves trying to find the frequency with which something occurs or the extent of a relationship between two factors is referred to as

Accepted Answer

Descriptive research is used to determine the frequency with which something occurs or to describe the extent of a relationship between variables.

Question 9

A firm trying to obtain data on the number of households that buy a particular product would most likely use which type of marketing research?

Accepted Answer

Descriptive research is used to gather quantifiable information about specific variables, such as the number of households purchasing a product.

Question 10

Specifying constraints, identifying data needed for marketing actions, and determining how to collect data would all take place during which step of the five-step marketing research approach?

Accepted Answer

These activities are part of developing the research plan, which involves outlining the constraints, identifying the necessary data, and determining the methods for data collection.

Question 11

When Home Depot entered the Quebec market in Canada, two percent of people were aware of the retail chain. To determine advertising effectiveness during the first 18 months in Quebec, awareness research was done a second time. For this research, it was decided that if at least 50 percent of a 600-person sample of the population were aware of the Home Depot brand, it would continue its present advertising program. Here, level of awareness is an example of

Accepted Answer

The level of awareness is used as a criterion to determine the success of the advertising program, making it a measure of success.

Question 12

Research that provides ideas about a vague problem or question is referred to as

Accepted Answer

Exploratory research is conducted to clarify ambiguous problems or discover ideas that may be potential business opportunities. It is not intended to provide conclusive evidence but rather to gain insights and understanding of the problem.

Question 13

What are two common constraints in marketing problem solving?

Accepted Answer

Limitations on the time and money available are two common constraints in marketing problem solving.

Question 14

In a marketing decision, constraints are

Accepted Answer

Constraints in a marketing decision are the restrictions or limitations that affect the potential solutions to a problem, such as budget limits, time constraints, or resource availability.

Question 15

The retail mall owner told a marketing researcher, "We have the option of staying open late twice a week or opening up an hour early every day. We need to know which will be most profitable since we cannot do both. The decision must be made in 11 weeks and we only have $10,000 budgeted for this research project." In which step of the marketing research process would the owner determine this budget and time frame?

Accepted Answer

The budget and time frame are determined during the development of the research plan, where the scope, resources, and timeline for the research are outlined.

Question 16

There are three key elements when developing the research plan. One of these is

Accepted Answer

The answer of There are three key elements when developing...

Question 17

The marketing research measure of success for the LEGO Group MINDSTORMS®product is assembly time for a particular design meant for middle school kids. Which would be the best possible marketing action if the results of a marketing research study concluded, "All 10 teams could assemble Design B in 20 minutes but only three teams completed Design A"?

Accepted Answer

Design B is easier to assemble, as all teams could complete it in 20 minutes, making it more suitable for the target audience of middle school kids.

Question 18

Measures of success are

Accepted Answer

Measures of success refer to the criteria or standards used to evaluate the effectiveness of proposed solutions to a problem.

Question 19

In a decision, the restrictions placed on potential solutions to a problem are referred to as

Accepted Answer

Constraints are the limitations or restrictions that define the boundaries within which a solution to a problem must be found.

Question 20

In setting research objectives, marketers have to be clear on the purpose of research they are about to do that leads to marketing actions. The three main types of marketing research include descriptive research, causal research, and ________ research.

Accepted Answer

Exploratory research is used to gather preliminary information that will help define problems and suggest hypotheses, making it one of the main types of marketing research alongside descriptive and causal research.

Quiz 8: Marketing Research: From Customer Insights to Actions