Question 1

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

Accepted Answer

The term "constraints" refers to limitations or restrictions placed on potential solutions to a problem. This could include limitations on resources, time, budget, or other factors that must be taken into consideration when developing a solution. Constraints help to focus the problem-solving process and ensure that solutions are realistic and feasible within the given parameters.

Question 2

Research objectives are

Accepted Answer

Research objectives should be specific and measurable, meaning they should clearly state what is being researched and how it will be measured. Option A is incorrect because conjectures are more like hypotheses that need to be tested through research. Option B is incorrect because research guidelines are more like a structure or process for conducting research, rather than the goals or objectives of that research. Option C is incorrect because solutions come after research and evaluation, not before. Option E is incorrect because research dashboards are a tool for tracking progress and presenting data, not the actual research objectives themselves.

Question 3

Consider the LEGO Group MINDSTORMS product.LEGO Group designers created MINDSTORMS kits to appeal to middle-school students,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 answer of Consider the LEGO Group MINDSTORMS product.LEGO Group...

Question 4

When Home Depot entered the Quebec market in Canada,2 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.This is an example of

Accepted Answer

The scenario presents a measure of success for Home Depot's advertising effectiveness in Quebec. The company set a specific goal of at least 50 percent awareness within a 600-person sample, indicating that this would be considered successful for their present advertising program. Therefore, D is the correct answer as a measure of success.

Question 5

What are the two most common constraints in marketing problem solving?

Accepted Answer

The two most common constraints in marketing problem solving are typically time and money limitations. These constraints often require marketers to be creative in finding ways to achieve their goals within their allotted resources.

Question 6

Set during the marketing research process,__________ are the specific,measurable goals the decision maker seeks to achieve in conducting the marketing research.

Accepted Answer

Research objectives are the specific, measurable goals that the decision maker seeks to achieve in conducting marketing research. They guide the research process and help ensure that the research meets the needs of the decision maker. Measures of success refer to how the research results will be evaluated, research constraints refer to limitations on the research process, marketing research plans refer to the overall strategy for conducting the research, and hypothetical scenarios refer to fictional situations used to explore potential outcomes.

Question 7

One test of whether marketing research should be done is if

Accepted Answer

The purpose of marketing research is to gather and analyze data to make informed decisions about marketing actions. If different outcomes will lead to different marketing actions, then the research is necessary to help make the best decision.

Question 8

Measures of success refers to

Accepted Answer

Measures of success refer to the criteria or standards used to evaluate proposed solutions to a problem. The decision maker sets these measures of success based on the goals they seek to achieve in solving the problem. Acceptable alternatives for data collection and objective or subjective data are not measures of success themselves.

Question 9

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

Specifying constraints, identifying data needed and determining how to collect data are all part of developing the research plan, which is the second step of the five-step marketing research approach.

Question 10

In a marketing decision,constraints refer to

Accepted Answer

Constraints are restrictions or limitations placed on potential solutions to a problem. These can be external, such as legal or regulatory requirements, or internal, such as budgetary limitations or resource availability. Option A is incorrect as it refers to factors affecting the number of people who can work on a solution, not constraints. Option B is incorrect as it refers to the number of possible alternatives, not constraints. Option D is incorrect as it refers to internal factors affecting the selection of one alternative over another, not constraints. Option E is incorrect as it refers to internal factors determining who in the organization selects the best problem to fit the hypothetical solution, not constraints.

Question 11

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

Measures of success are criteria or standards used in evaluating proposed solutions to the problem.Effective decision makers develop specific measures of success,which are criteria or standards used in evaluating proposed solutions to the problem.Different research outcomes,based on the measure of success,lead to different marketing actions.The amount consumed during a taste test could be one such measure.

Question 12

Watch was a teen publication given out free to high school students,but the publication was unable to deliver the response rates to coupons or sample offers that its advertisers expected.Marketing researchers for its publisher developed a research plan,gathered information from teen focus groups,analyzed the findings,and recommended replacing Watch magazine with Fuel for boys and Verve for girls.Making this change would be considered which step in the marketing research approach?

Accepted Answer

Taking marketing action is the step taken by the publishers in this case by replacing Watch magazine with Fuel for boys and Verve for girls.

Question 13

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

Determining the budget and time frame for the research project is a part of developing the research plan, which is the second step in the marketing research process.

Question 14

Considering the five-step marketing research approach leading to marketing actions,the feedback loop

Accepted Answer

The feedback loop is the step that occurs after the marketing actions have been implemented, and involves reviewing and evaluating the effectiveness of those actions. This feedback can then be used to improve each of the preceding steps in the research approach, from problem definition to research design, data collection and analysis, and findings. Therefore, the correct answer is E, as the feedback loop consists of lessons learned that can improve each of the steps.

Question 15

DirectProtect is an insurance provider that uses telemarketers rather than insurance agents to sell its insurance and to deal with claims.It wants to introduce its product into new markets,but before it does so,it wants to predict how successful its sales efforts will be.The marketing research firm hired to conduct the research study has six months to gather,analyze,and present its data to DirectProtect.The required time frame is an example of

Accepted Answer

The time frame provided for the research study is a constraint, as it limits the amount of time the marketing research firm has to gather and analyze the data before presenting it to DirectProtect.

Question 16

There are two key elements when defining a marketing research problem.One of these is

Accepted Answer

The first key element when defining a marketing research problem is setting the research objectives. This means determining what information needs to be gathered in order to make informed marketing decisions. The second key element is to specify constraints, which are the limitations that must be considered in collecting data or conducting research. Options C, D, and E are all important steps in the marketing research process, but they are not the key elements in defining the research problem.

Question 17

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 the criteria or standards used by effective decision makers to evaluate proposed solutions to a problem. They help decision makers assess the effectiveness of different solutions and choose the one that best meets their goals and objectives. Marketing dashboards provide data and insights, descriptive research informs decision making, constraints limit the range of options, and problem definitions provide clarity about the nature and scope of the problem to be solved, but they are not criteria used to evaluate proposed solutions.

Question 18

Several years ago,SwissAir made some unwise investments to pay for a planned expansion.As a result,the company had to make some cost-cutting moves that alienated its customers.Eventually,the company declared bankruptcy,regrouped,and found itself able to resume business.Its board of directors recently announced that the company would resume flying if it could prove that the airline could regain at least 75 percent of its lost customers.It decided to allocate $50,000 to determine the likelihood that its former customers would fly on the airline again and find methods requiring little or no money that could be used to increase that probability.This description represents which step in the marketing research approach?

Accepted Answer

The answer of Several years ago,SwissAir made some unwise investments...

Question 19

After defining the problem,the next step in the five-step marketing research approach is to

Accepted Answer

Once the problem has been defined, the next step in the five-step marketing research approach is to develop the research plan. This involves outlining the research objectives, determining the data sources and methods, designing data collection forms, and specifying the sampling plan.

Question 20

There are three key elements when defining a marketing research problem.One of these is

Accepted Answer

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

Quiz 7: Marketing Research: From Customer Insights to Actions