Question 1

As part of the research process,researchers develop a goal-oriented statement or question that specifies what information is needed to solve a problem.This is called:

Accepted Answer

Establishing research objectives involves developing a goal-oriented statement or question that specifies what information is needed to solve a problem. Option A, establishing the need for marketing, is not relevant to the research process. Option B, defining the problem, is a preliminary step that helps identify the main issue, but it does not involve developing a specific research objective. Option D, creating the problem statement, is too vague and does not necessarily imply a specific research objective.

Question 2

A manager considers which actions may resolve the problem.Actions such as price changes,product modification or improvement,promotion of any kind,and adjustments in channels of distribution are examples of:

Accepted Answer

The actions listed are known as decision alternatives as they are considered by a manager as potential solutions to a problem. Choices A, B, and D are too specific in nature and do not encompass all potential actions that a manager may consider.

Question 3

Researchers realize that,when they are formulating their research objectives,the information requested of respondents must be worded using the:

Accepted Answer

The information requested should be worded using the respondent's frame of reference to ensure that the questions are clear, easily comprehensible, and relevant to the respondent's experience. This helps in ensuring that the data collected is accurate and useful for the research objectives. Using the industry or researcher's frame of reference may result in biased or misleading responses. While considering the client's frame of reference is important, it should not be the primary consideration when formulating research objectives.

Question 4

An important step in the problem definition process involves ________,which is the quantity and quality of evidence a manager possesses for each of his or her assumptions.

Accepted Answer

Assessing the existing information state involves evaluating the quantity and quality of evidence a manager has for each of their assumptions, which is an important part of defining the problem. This assessment helps managers identify areas where more information is needed to make informed decisions. Choices B, C, and D are not directly related to assessing the existing information state.

Question 5

One of the keys to successful proposals is:

Accepted Answer

Providing a comprehensive background of the problem and proposed methods is crucial in convincing the funding agency that the research project is relevant and feasible. It sets the context and importance of the study, and outlines the specific approach that will be taken to address the problem. While other factors such as pricing, technology, and statistical analysis are important, they do not provide the same level of insight into the research focus and methodology.

Question 6

Action standards entail making important decisions before data collection,but also:

Accepted Answer

Action standards not only involve making decisions before data collection but also setting clear guidelines for actions to be taken after data collection. This ensures that the data collected is used effectively to reach research objectives and make informed decisions.

Question 7

What is the document that the marketing researcher pledges to deliver as a result of the marketing research process?

Accepted Answer

The answer of What is the document that the marketing...

Question 8

What is the name of the type of document that is routinely used in all business sectors when a firm desires supplier firms to present proposals or bids?

Accepted Answer

RFP stands for Request for Proposal and is a formal document used by companies to solicit proposals from potential suppliers or vendors. RFPs typically outline the requirements and specifications for the goods or services needed, as well as the evaluation criteria that will be used to select a vendor. RFPs are commonly used in all business sectors when a firm desires supplier firms to present proposals or bids.

Question 9

________ is sometimes used interchangeably with the term construct.

Accepted Answer

A construct is an abstract concept that cannot be directly measured, while a variable is a specific measurable aspect or characteristic of a construct. Therefore, the term variable is sometimes used interchangeably with the term construct.

Question 10

Marketing researchers find constructs helpful.Once it is determined that a specific construct is applicable to the problem,there are customary ways of ________ the constructs.

Accepted Answer

Operationalizing refers to defining how a construct will be measured or observed, making it more concrete and allowing researchers to collect data on it. This step is important in order to ensure that the construct is being accurately measured and that the resulting data is reliable and valid.

Question 11

When the manager and researcher are in agreement about which symptom or symptoms are in need of attention,it is time to determine what could possibly cause the symptoms.A ________ should have identified these possible causes.

Accepted Answer

A situation analysis involves analyzing the internal and external factors that could be causing the symptoms. This analysis should have identified possible causes for the symptoms. Competitive analysis, financial analysis, and product analysis may provide valuable information but may not necessarily address the underlying causes of the symptoms.

Question 12

It is critical that the proposal ________ to be sure that the client and the research firm are in agreement about the goals of the projects.

Accepted Answer

Clearly defining the problem and stating research objectives is essential to ensuring that the client and research firm are in agreement about the goals of the project. The other options listed are important components of a research proposal, but they do not address the critical need for agreement regarding project goals.

Question 13

A situation analysis should be conducted in which of the following circumstances?

Accepted Answer

A situation analysis should be conducted when a client seeks help in properly defining the problem. This is because a situation analysis helps the client to understand the current situation, identify problems and opportunities, and develop an understanding of the factors that are influencing the situation. This then helps to define the problem properly and set research objectives that will be more effective in addressing the problem.

Question 14

A retailer wants to understand the consequences of an increase in sales by baby boomers and a decrease in sales by millennials during the past 12 months.This is an example of:

Accepted Answer

The scenario describes a specific problem that needs to be defined and articulated in a clear and concise manner, which is the purpose of a problem statement. The retailer wants to understand the consequences of the changing sales patterns among different age groups, but has not yet identified any specific alternatives for addressing this problem. Therefore, options C and D are not relevant at this stage, and the best choice is B - problem statement.

Question 15

To evaluate decision alternatives,managers must speculate as to the consequences of selecting each alternative.This process is called:

Accepted Answer

To evaluate decision alternatives, managers must weigh the potential consequences of each alternative. This involves considering the pros and cons of each option and predicting the potential outcomes of each. Therefore, option D, weighing the alternatives, is the most appropriate choice.

Question 16

What is the pre-designation of some quantity of a measured attribute or characteristic that must be achieved for a predetermined action to take place?

Accepted Answer

This is referred to as an action standard, which requires a pre-designated level of a measured attribute or characteristic to be achieved in order for a predetermined action to take place. The other answer choices refer to standards for measuring or achieving a certain level of a characteristic, but do not necessarily tie to a predetermined action.

Question 17

Symptoms are sometimes confused with problems.The researcher should:

Accepted Answer

Clarifying the symptoms early in the research process is important as it helps the researcher to identify the underlying problem accurately. This ensures that the research plan is appropriately designed to address the problem and not just the symptoms. Modifying the research plan to address the symptoms or using a methodology appropriate to the problem may not be effective if the underlying problem is not clear. Designing a research plan to explore symptoms during the research phase may also lead to unnecessary expenses and time wastage. Therefore, clarifying the symptoms early in the research process is the best choice.

Question 18

Researchers realize that an important part of developing research objectives is determining what type of information should be measured.What is the term for multiple characteristics used to measure a concept?

Accepted Answer

A construct is a concept that is measured using multiple characteristics or variables.

Question 19

Action standards provide a path for:

Accepted Answer

Action standards provide a framework for decision-making by establishing clear and specific goals, objectives, and criteria for success. It helps to ensure that actions taken are aligned with the desired outcome and that progress can be measured and evaluated. While action standards may inform research design, objectives, and methodology choices, their primary purpose is to guide decision-making.

Question 20

When a gap exists between what did happen and what could have happened,it is known as:

Accepted Answer

The answer of When a gap exists between what did...

Quiz 3: The Marketing Research Process & Defining the Problem and Research Objectives