Question 1

"If managers are not making a decision, they don't need information," according to Parlin Award recipient Ron Tatham.

Accepted Answer

Ron Tatham's statement suggests that if managers are not actively making decisions, then they do not require information to inform those decisions.

Question 2

Which of the following serves as the basis for marketing research objectives?

Accepted Answer

Information gaps are the areas where research is needed to fill the gaps. Marketing research objectives are formulated to address these gaps and gather information that would help the company make informed decisions. Choice B, C, D, and E may influence the marketing research objectives, but they are not the basis for formulating them.

Question 3

In the "Hierarchy of Effects" model, awareness, knowledge, liking, intention, and purchase are examples of:

Accepted Answer

The Hierarchy of Effects model is a framework that explains how consumers move through stages, including awareness, knowledge, liking or preference, intention or conviction, and finally purchase. These stages are referred to as constructs in the field of marketing and advertising research, and they represent key concepts that need to be understood and measured in order to assess the effectiveness of a particular campaign or message.

Question 4

Marketing research is not needed when the costs of the research are more than the value of the research information.

Accepted Answer

Marketing research should always be conducted only if the information it provides is worth more than the cost of conducting the research. If the research cost is higher than the value of the information obtained, it's not necessary to conduct the research.

Question 5

It is important, in the problem definition process, to determine ________ causes for the change identified by the symptom.

Accepted Answer

It is important to identify all possible causes for the change identified by the symptom in order to have a comprehensive understanding of the problem and to develop effective solutions. Limiting the identification to just the most consistent or important causes may lead to overlooking important factors that could be contributing to the problem. Similarly, focusing only on the most egregious or latest causes may result in overlooking underlying and more complex factors. Thus, the best approach is to identify all possible causes and then systematically eliminate them based on their significance and relevance to the problem at hand.

Question 6

Managers assess their "information state" when:

Accepted Answer

Managers assess their "information state" when they are uncertain about their assumptions, as this involves evaluating the adequacy and reliability of the information they have to make informed decisions.

Question 7

The problem is totally dependent on the research objective. Once we know the research objective we can accurately surmise the problem.

Accepted Answer

Understanding the research objective is crucial, but accurately defining the problem also requires considering other factors such as context, constraints, and available data.

Question 8

Which best represents what the textbook has to say about information gaps? Information gaps are:

Accepted Answer

The textbook defines information gaps as discrepancies between the current information level and the desired level of information at which the manager feels comfortable resolving the problem at hand. Option D reflects this definition best. Options A and B are similar but do not reflect the true definition of information gaps. Option C is too vague and could apply to various types of discrepancies. Option E is not always applicable, as resolving information gaps can involve primary research as well.

Question 9

It is not good enough to specify a decision. Rather, ________ must be specified.

Accepted Answer

Simply specifying a decision does not provide any options or considerations. Including alternatives is necessary to ensure that different possibilities are explored and the best course of action is chosen. Alternatively, specifying data, situation analysis, RFPs, or ITBs may be important in other aspects of decision-making but are not sufficient on their own.

Question 10

Given a symptom, managers assume that certain causes are at fault. Consequences are assumed to result from each decision alternative specified. Research is NOT needed when:

Accepted Answer

Research is not needed when managers are certain about their assumptions because they have confidence in their understanding of the causes and consequences, making additional investigation unnecessary.

Question 11

A researcher and client agree that a difference of 15 percent is needed in the preference ratings of an existing product, and a proposed new product in order to warrant dropping the old product and producing the new one. The 15 percent difference in preference is called the:

Accepted Answer

The 15 percent difference in preference is a specific action standard that must be met before a decision is made to drop the old product and produce the new one. Therefore, the correct term to describe it is an action standard. The other options are not accurate descriptions of this concept.

Question 12

A restaurant owner makes the following statement: "I believe I will need to place x amount of food on an entre dinner plate in order to satisfy my customers." This statement may be viewed as:

Accepted Answer

This statement is a hypothesis because it is a proposed explanation or assumption that the restaurant owner can test by observing customer satisfaction with different amounts of food on the dinner plate.

Question 13

The construct "intention to buy" is actually measured by a researcher using a 1 to 7 scale measuring different levels of likelihood to purchase product X. The way the construct is measured is referred to as an:

Accepted Answer

An operational definition is a way of defining a concept or construct in measurable terms. In this scenario, the researcher is using a 1 to 7 scale to measure the construct of "intention to buy" for product X, making it an operational definition.

Question 14

Problem definition is sometimes aggravated by:

Accepted Answer

Managers failing to recognize the need for change in behavior and communication with outside suppliers can complicate problem definition, as it may lead to misunderstandings and lack of clarity in research objectives.

Question 15

Another way of thinking about hypotheses is that they are "statements of the decision alternative's ________ ________."

Accepted Answer

Hypotheses are statements that propose a relationship between two or more variables and assume certain consequences. They represent the decision alternative's consequences if it is chosen as the correct one. Therefore, the correct answer is D, assumed consequences, as it best describes the purpose of hypotheses.

Question 16

If a researcher decided to measure the construct of "attitude" by using a 5-point scale ranging from "Poor" to "Excellent," this would be an example of:

Accepted Answer

The use of a 5-point scale to measure attitude represents an operational definition. An operational definition is a clear, concise and measurable way to segment a construct into a set of observable phenomena or behaviors. In this case, the researcher is establishing a clear set of measurements that will be used to capture the construct of attitude.

Question 17

Once marketers know which construct is to be used in a research objective they can determine the proper way to:

Accepted Answer

Once the construct is determined, the next step for marketers is to measure it accurately. This will help to ensure that the data collected is meaningful and useful for achieving the research objectives.

Question 18

What are the three functions served by the marketing research proposal?

Accepted Answer

The marketing research proposal should define the problem, specify research objectives, and detail the method proposed to accomplish the research objectives. This ensures that the research is focused and has clearly defined goals, and that the proposed method is appropriate for achieving those goals. Other elements such as budget and required personnel may also be included, but they are not the primary functions of the proposal.

Question 19

Once the probable cause of the symptom is determined, the ________ should be specified.

Accepted Answer

The answer of Once the probable cause of the symptom...

Question 20

Which defines what information will be collected from whom and in what format?

Accepted Answer

Research objectives specify the purpose and scope of a marketing research project, including what information will be collected, from whom, and in what format. This is a critical component of the research design process and helps ensure that the study will provide meaningful insights to the client. While input from the client and other stakeholders is important, it is ultimately the responsibility of the research team to develop clear and specific research objectives that guide the research process.

Quiz 4: Defining the Problem and Determining Research Objectives