Question 1

In the marketing research process,defining the problem

Accepted Answer

A list of research questions that includes all the possible problem areas can be developed.Then,a situation analysis is carried out before narrowing down to final research objectives.

Question 2

A marketing manager searches the Internet to find information about a research problem.This is an example of

Accepted Answer

The situation analysis may begin with quick research-perhaps an Internet search,utilizing an MIS,and phone calls or informal talks with people familiar with the industry,problem,or situation.

Question 3

What is the likely goal of a situation analysis?

Accepted Answer

A situation analysis is an informal study of what information is already available in the problem area.It can help define the problem and specify what additional information,if any,is needed.

Question 4

A marketing manager scans a firm's MIS to try to obtain information about why the firm's product sales are down.This is an example of

Accepted Answer

The situation analysis may begin with quick research-perhaps an Internet search,utilizing an MIS,and phone calls or informal talks with people familiar with the industry,problem,or situation.

Question 5

Often the most difficult step in the marketing research process is

Accepted Answer

Defining the problem,which is the first step in the marketing research process,is often also the most difficult.

Question 6

During a situation analysis,a marketing researcher should

Accepted Answer

A situation analysis is an informal study of what information is already available in the problem area.

Question 7

A marketing manager wants to know why her sales are down.She talks with several sales reps and finds that a competitor has introduced a successful new product.This "research" is likely to be part of

Accepted Answer

The situation analysis may begin with quick research-perhaps an Internet search,utilizing an MIS,and phone calls or informal talks with people familiar with the industry,problem,or situation.

Question 8

In the marketing research process,defining the problem

Accepted Answer

Defining the problem is often confused with symptoms.The strategy planning framework is useful for guiding the problem definition step.Situation analysis is carried out before narrowing down to final research objectives.

Question 9

Which of the following statements about doing a situation analysis is correct?

Accepted Answer

When a marketing manager thinks the real problem has begun to surface,a situation analysis is useful.A situation analysis is an informal study of what information is already available in the problem area.

Question 10

Which of the following statements about a situation analysis is FALSE?

Accepted Answer

A situation analysis is an informal study of what information is already available in the problem area.It can help define the problem.

Question 11

An informal study of what information is already available in the problem area is called

Accepted Answer

A situation analysis is an informal study of what information is already available in the problem area.It can help define the problem.

Question 12

Which of the following identifies secondary data easily accessible to marketers and generated inside their own firms?

Accepted Answer

A marketing information system (MIS)is an excellent source of secondary data generated from inside the firm.

Question 13

Which of the following statements is true of marketing research?

Accepted Answer

The strategy planning framework is useful for guiding the problem definition step of marketing research.It helps the researcher identify the real problem area and the information needed.

Question 14

Which of the following statements about the marketing research process is FALSE?

Accepted Answer

Defining the problem sounds simple,but it's easy to confuse problems with symptoms.The problem may need to be redefined several times.

Question 15

To conduct marketing research,the first thing a marketing manager should do if one of his firm's products drops in sales volume is to

Accepted Answer

Defining the problem is the first step in the marketing research process.

Question 16

Which of the following is NOT among the reasons a situation analysis can be highly beneficial to marketers?

Accepted Answer

A situation analysis is a method of gathering secondary data,not primary data.Secondary data is information that has been collected or published already.

Question 17

A marketing manager has phone conversations with key wholesalers of his firm's products to try to obtain information about why the firm's product sales are down.This is an example of

Accepted Answer

The situation analysis may begin with quick research-perhaps an Internet search,utilizing MIS,and phone calls or informal talks with people familiar with the industry,problem,or situation.

Question 18

What is the first step in the marketing research process?

Accepted Answer

Defining the problem is the first step in the marketing research process.It is also often the most difficult.

Question 19

The most difficult and important step in the scientific approach to marketing research is

Accepted Answer

Defining the problem,which is the first step in the marketing research process,is often also the most difficult.

Question 20

Why is defining the problem considered the most difficult step of the marketing research process?

Accepted Answer

Defining the problem is often the most difficult step in the marketing research process; but it's important for the objectives of the research to be clearly defined.The best research job conducted on the wrong problem is wasted effort.

Quiz 7: Improving Decisions With Marketing Information

In the marketing research process,defining the problem

A marketing manager searches the Internet to find information about a research problem.This is an example of

What is the likely goal of a situation analysis?

A marketing manager scans a firm's MIS to try to obtain information about why the firm's product sales are down.This is an example of

Often the most difficult step in the marketing research process is

During a situation analysis,a marketing researcher should

A marketing manager wants to know why her sales are down.She talks with several sales reps and finds that a competitor has introduced a successful new product.This "research" is likely to be part of

In the marketing research process,defining the problem

Which of the following statements about doing a situation analysis is correct?

Which of the following statements about a situation analysis is FALSE?

An informal study of what information is already available in the problem area is called

Which of the following identifies secondary data easily accessible to marketers and generated inside their own firms?

Which of the following statements is true of marketing research?

Which of the following statements about the marketing research process is FALSE?

To conduct marketing research,the first thing a marketing manager should do if one of his firm's products drops in sales volume is to

Which of the following is NOT among the reasons a situation analysis can be highly beneficial to marketers?

A marketing manager has phone conversations with key wholesalers of his firm's products to try to obtain information about why the firm's product sales are down.This is an example of

What is the first step in the marketing research process?

The most difficult and important step in the scientific approach to marketing research is

Why is defining the problem considered the most difficult step of the marketing research process?