Deck 4: Defining the Problem and Determining Research Objectives

Question 1

Symptoms are:

A) causes of the marketing research problem
B) changes in resources as a result of the marketing management problem
C) changes in the level of some key monitor that measures the achievement of some objective
D) changes in the level of some key objective that measures the achievement of some monitor
E) all of the above

Answer 1

C

Question 2

A marketing researcher investigates the way a client measures sales which are falling. This illustrates

A) one of the first things a researcher should do
B) validating the symptom
C) conducting a situation setting
D) determining if the client will have enough funds to pay for the research
E) wasted effort; if sales are falling the researcher should determine why

Answer 2

B

Question 3

The key lesson regarding symptoms is that they:

A) are problems
B) are both problems and opportunities
C) should not be confused with opportunity identification
D) should be used in all control systems as well as opportunity identification software
E) should alert managers to recognize problems

Answer 3

E

Question 4

When a manager says to a researcher, "Here is what I want to know..." the researcher should ask:

A) What decision are you trying to make?
B) When do you want to know it?
C) In which format should we give you the answer?
D) How long have you known this is what you need?
E) What are you willing to pay for that information?

Question 5

A manager needs to choose between adding a proposed new product or scrapping the new product idea. This situation best illustrates:

A) a risk of losing ROI
B) a stable ROI situation
C) decision alternatives that create a problem
D) decision alternatives that eliminate the problem
E) a product design situation

Question 6

Under what condition is it likely that the problem definition dialogue between manager and researcher may not take place?

A) when the RRL or the RRB specifies the problem
B) when everything is accomplished via online research
C) when research is commissioned through government agencies
D) when the RFP or ITB specifies the problem
E) None of the above; dialogue is always required to properly define the problem.

Question 7

When management has defined the problem and the decision to be made before calling in the marketing researcher, the researcher should:

A) accept the client's wishes
B) accept the client's wishes, except define the problem more specifically
C) ensure that broader questions are asked, in order to ensure that the real problem is dealt with
D) turn the client's statement of the problem into a generally defined research objective
E) "go along" with what the client wants even though the researcher may not agree

Question 8

In your text, your authors provide some insights from marketing researcher, Lawrence D. Gibson. Which of the following best describes a key point made by Mr. Gibson relative to defining the problem?

A) A problem that is solved is well defined.
B) A problem that is half defined is well solved.
C) A problem that is well defined is half solved.
D) A problem that is not defined is partially solved.
E) A problem that is well solved is half defined.

Question 9

When a gap exists between what was supposed to happen and what did happen, it is called:

A) a marketing opportunity
B) gap symptom
C) gap opportunity
D) a problem
E) gap management

Question 10

A researcher determines she must collect data from likely buyers of a proposed new product on a scale that measures the probability that they will purchase the product. This is an example of:

A) an opportunity
B) use of research when it is not needed
C) a research objective
D) the problem
E) an RFR, "request for research"

Question 11

Which one of the following steps in the research process is thought to be the most important step in the marketing research process?

A) defining the problem
B) data collection and analysis
C) report writing and determining research objectives
D) determining information types and sources
E) determining the research design

Question 12

In your text, McDonald's was used as an example of a company that improperly defined the research problem when the problem was defined as:

A) how to provide a better tasting burger for the present market
B) how to provide a better tasking burger for noncustomers
C) how to improve data collection methods for research
D) how to improve the taste of food products while also being sensitive to environmental issues such as Styrofoam wastes
E) how to beat Burger King's Deluxe burger

Question 13

In your text, Coke was used as example of a company that improperly defined the research problem when the problem was defined as:

A) how to provide a better tasting cola for the present market
B) how to provide a better tasting cola for the noncustomers
C) how to keep distributors satisfied
D) how to beat Pepsi in taste tests
E) how to improve advertising's effectiveness

Question 14

Which of the following has these common elements? Introduction, Scope of Proposal, Deliverables, Evaluation Criteria, Deadline and Bidding specifics.

A) The research report
B) Opening remarks given by marketing researchers to clients
C) ITB's or RFP's
D) IBM's or ICBM's
E) The research process

Question 15

When is marketing research NOT needed?

A) the information needed is not already available
B) other components of the MIS do not have the needed information
C) there is a need, but not an IMMEDIATE need to respond to a competitive strategy
D) costs of the research are much greater than the value of the information to be gathered
E) costs of the research are much lower than the value of the information to be gathered

Question 16

Which of the following best describes the role of the researcher in the problem definition stage of the marketing research process?

A) Researchers, because they know how to define problems, should undertake this step independently and without interference of managers.
B) The researcher should immediately conduct a private investigation upon learning of the first client meeting so as to be aware of the industry and the firm from the beginning.
C) Problem definition should be left up to managers alone, as researchers will almost always define the problem too broadly, ensuring that too much research will be conducted.
D) Because they are accustomed to dealing with problem definition, researchers should help managers to define the problem accurately, as this will enable them to provide the manager with valuable research information.
E) Problem definition should be left up to managers alone as researchers will almost always define the problem too narrowly, thus ensuring that the research may easily focus on the defined problem.

Question 17

Which of the following best characterizes what managers should do in order to recognize problems?

A) set up a process for opportunity identification to recognize problems
B) set up a control system to identify problems and a process of opportunity identification to identify opportunities
C) set up a control system to monitor performance
D) set up a control system to identify opportunities
E) set up a control system to identify opportunities and a process of opportunity identification to identify problems

Question 18

Researchers should resist the temptation to accept the first problem defined. Rather, they should conduct their own investigation to determine if there are alternative problems. This investigation may take the form of a:

A) secondary problem definition analysis
B) situation analysis
C) self-analysis
D) private investigation
E) secondary problem research

Question 19

Researchers should conduct a "situation analysis" when:

A) clients tell researchers they sense something is wrong and they need help
B) clients tell researchers they know what the problem is and they do not need help
C) the information needed to solve the problem is in the DSS
D) the information needed to solve the problem is in the internal reports system
E) it is time to write the final marketing research report

Question 20

Which of the following best describes the sources of problems?

A) There are actually two sources of problems.
B) Problems come only from nonperformance of a key goal.
C) There are three sources of problems: stockholders, customers and distributors .
D) All problems have a single source.
E) If a company does not have an objective, it cannot have a problem.

Question 21

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

Question 22

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

A) information gaps
B) company objectives
C) differences between expectations and performance
D) the research budget and the time allotted to research
E) project director instructions

Question 23

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

A) research RFPs
B) research ITBs
C) persuasion
D) constructs
E) multicollinearity of concepts

Question 24

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

Question 25

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

A) the most consistent
B) all possible
C) the important
D) the most egregious
E) the latest

Question 26

Managers assess their "information state" when:

A) they evaluate their MIS department
B) they are not certain about their assumptions
C) when their sales are plummeting
D) when sales are stable but other symptoms occur
E) determining which marketing research firm to hire

Question 27

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

Question 28

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

A) discrepancies between what a marketer expects to happen and what feedback says could have happened
B) discrepancies between what a marketer expects could have happened and what feedback says has happened
C) discrepancies between the former information state and the current information state
D) discrepancies between the current information level and the desired level of information at which the manager feels comfortable resolving the problem at hand
E) resolved by using secondary information

Question 29

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

A) the data needed
B) alternatives
C) situation analysis
D) RFP's
E) ITB's

Question 30

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:

A) managers know what the causes are
B) managers know what the symptoms are
C) managers are uncertain about these assumptions
D) managers are certain about these assumptions
E) managers are uncertain about the symptoms

Question 31

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:

A) just noticeable difference (jnd)
B) decision criterion percentage
C) decision criterion, mean
D) minimal standard
E) action standard

Question 32

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:

A) an uninformed statement
B) an informed statement
C) a decision criterion
D) a preposterous statement
E) a hypothesis

Question 33

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:

A) operational definition
B) multi-category closed ended question
C) open-ended question
D) CATI question
E) CAPI question

Question 34

Problem definition is sometimes aggravated by:

A) researchers and managers' similar experiences within the company
B) researchers and managers always thinking alike
C) researchers being generally indifferent to helping define the problem for the manager
D) the ability of the research office staff to quickly process initial paperwork on research projects
E) managers failing to recognize that they must change their behavior in dealing with outside suppliers; they must enter into in-depth communication over an extended period of time

Question 35

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

A) real goals
B) correct answers
C) incorrect answers
D) assumed consequences
E) uninformed answers

Question 36

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:

A) an improper way to measure attitude
B) an operational definition
C) a construct definition
D) modeling a construct
E) action standard

Question 37

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

A) measure it
B) avoid it
C) keep it confidential
D) input data into SPSS
E) share the construct with the client for the client's use

Question 38

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

A) defines the problem, specifies the role of the manager, and asks for budget
B) specifies the problem, the method used to solve the problem, and provides the limitations of the proposed method
C) defines the problem, specifies research objectives, and details the method proposed to accomplish the research objectives
D) defines the research objectives, the budget, and the required personnel
E) defines the hypotheses, advance decisions, and the action standards

Question 39

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

A) conclusions
B) recommendations
C) decision
D) budget
E) method of analyzing data

Question 40

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

A) the PRC certification board
B) research objectives
C) the client in the initial meeting
D) The Chief Marketing Officer
E) it is included in the statement of "need to do marketing research"

Question 41

An opportunity, which is a type of problem, occurs when there is a gap between what did happen and what could have happened.

Question 42

"We are losing money" is often one of the most prevalent PROBLEMS facing managers.

Question 43

Sometimes researchers must conduct research in order to define the problem. This additional investigation is sometimes known as a situation analysis.

Question 44

In the problem definition process, once a symptom has been identified it is important to specify all possible causes for the change that brought about the symptom.

Question 45

Marketing researchers may take the symptoms provided to them by management as valid without investigating the validity of the symptoms themselves.

Question 46

There is always some cause(s)for a change that brings about a symptom.

Question 47

Symptoms are changes in the level of some key monitor that measures the achievement of an objective.

Question 48

Control systems that monitor performance against objectives are useful for recognizing problems.

Question 49

It is acceptable in the marketing research industry to send out RFPs and ITBs just to get feedback from marketing research firms on how they would design the research needed to solve the problem or opportunity.

Question 50

Researchers must resist the temptation to "go along" with the first problem definition suggested.

Question 51

Management's ability to recognize opportunities is increased if they use a process called opportunity identification.

Question 52

Opportunities and problems have the same consequence for managers; they must make decisions.

Question 53

When there is a gap between what was supposed to happen and what did happen, we have a problem.

Question 54

The marketing researcher plays an important role in problem definition when management asks the researcher for help in defining the problem. Researchers do not play an important role in problem definition when management has already defined the problem.

Question 55

Once a researcher knows what decision a manager must make, it is not important to determine the alternatives involved in the decision.

Question 56

When management has not already defined the problem in terms of a decision to be made, researchers should first undertake a situation analysis.

Question 57

It is important for researchers to examine ALL possible causes for the symptoms before narrowing possible causes down to the probable causes.

Question 58

Probable causes create decisions that managers must make and decisions require that decision alternatives be stated.

Question 59

When ITBs or RFPs are used, it means that there is less dialogue between researchers and managers in terms of defining the problem. This is a good thing in that it makes for a more efficient process.

Question 60

Although important, properly defining the problem is not as important as analyzing data in marketing research.

Question 61

Preference, awareness, and recall could be thought of as marketing constructs and the constructs to be measured should be defined in the research objectives.

Question 62

Research objectives should be worded in such as way as to close the information gaps needed for managers to select the correct decision analysis.

Question 63

Researchers should assess the "information state" that deals with the quality and quantity of information a manager uses for his or her assumptions.

Question 64

Action standards specify what actions are to be taken during the initial stages of the marketing research process, and they should follow accepted marketing research standards.

Question 65

Marketing researchers find constructs helpful for two reasons: a. they reduce the time needed to process data and b. once respondents know constructs are being measured, they are more likely to participate in the research.

Question 66

Research objectives should state the "unit of measurement" and define the operational definition which specifies how the construct(s)will be measured empirically.

Question 67

While research objectives should be reasonably specific they do not need to specify from whom the information will be gathered, as this decision is made during the data collection step of the marketing research process.

Question 68

"Information gaps," as discussed in the textbook, are areas of knowledge not possessed by the researcher due to a lack of education in that particular area.

Question 69

In some cases a manager is uncertain about his or her assumptions and believes he or she does not have adequate information to support or refute the assumptions.

Question 70

When managers know the consequence of a decision alternative with certainty, they should conduct marketing research to make certain of their knowledge.

Question 71

Dexter Alvarez learns of a new breakthrough in solar panel technology by reading one of his online science magazines. Being a businessman, Dexter would like information regarding whether or not this breakthrough would make practical some solar panel applications that are presently not in use. Dexter considers hiring a marketing research firm. This would be an example of:

A) identifying a problem through the control process
B) identifying a type of problem that is called an "opportunity"
C) identifying a symptom
D) using a hypothesis to determine the need for research
E) the value of research information being far less than the cost of the research

Question 72

When management is completely certain of their assumptions regarding consequences to decision alternatives, they SHOULD NOT conduct marketing research.

Question 73

One of the functions of the marketing research proposal is to detail the research method proposed by the researcher to accomplish the research objectives.

Question 74

Amy Kuhnert is the CEO for Murphy Manufacturing. She and her board of directors have decided to hire a marketing research firm to help them explore emerging market opportunities in Asia. Amy schedules a 30-minute appointment with Josh Husband of Monroe Research Associates in between 30-minute appointments with three other company representatives offering to provide Murphy Manufacturing with a. machine leasing contracts, b. computer software services, and c. photocopying services. This example illustrates:

A) why marketing researchers must use promotional materials to get the attention of prospective customers
B) why CEOs are paid high salaries
C) why problem definition is sometimes difficult; managers fail to change their normal behavior
D) why problem definition is so easy; managers maintain their normal behavior
E) why a situation analysis may be needed

Question 75

Ralph Thomas is director of sales for Hopkins Pharmaceutical. He is commissioning research to help him determine which advertising message will be the most effective at getting MDs to start prescribing the company's new bird-flu vaccine. He normally thinks of drugs in terms of form of medicine (tablet vs. liquid), dosage levels, effectiveness vs. competitors' drug, and so on. But, he knows that MDs are more apt to think in terms of severity of side effects, interactions with other medicines, factors that would make patients ineligible to take the vaccine, and so on. By concentrating on how the targeted MDs think about drugs in formulating the research, Thomas is ensuring that the information collected in the research will be in the proper:

A) quantity
B) quality
C) form to equate to the action standard
D) frame of reference
E) unit of measurement

Question 76

Researchers should try to determine what assumptions have been made about consequences of decision alternatives.

Question 77

Frank C. Church is a brand manager for Heinz. He hires a research firm. When he meets the research company representative he states: "Here's the information I want to know. Tell me the change in market shares every time my top three competitors change advertising strategies." The researcher should ask:

A) Who are your three top competitors?
B) Do you know when your competitors changed advertising strategies?
C) What decision are you trying to make using that information?
D) What decisions have you made in the past and what information did you use to make them?
E) How much money do you want to spend on this project?

Question 78

Once decision alternatives are stated, it is appropriate to determine the "consequences" of the alternatives.

Question 79

Ash Morgan was interested in understanding how he could reduce turnover among his sales force. He read some basic research that was reported in the Journal of Marketing Research that showed that turnover of industrial salespersons is negatively related to perceived opportunities for advancement. That is, if salespersons perceive that there are opportunities for advancement they are less likely to leave the organization; therefore, turnover is reduced. He commissioned a marketing research firm to conduct several studies on the salespersons in his firm. Eventually, he was successful in getting top pay scales raised, and he introduced three additional sales force ranks, each with having additional benefits, vacation time, and pay increases. Within two years, Ash's firm had the lowest sales force turnover in the industry. In this example, which of the following best identifies Ash's relationship between turnover and perceived opportunities for advancement?

A) frames of reference resulting in creating constructs
B) a model showing the relationships between constructs
C) constructs, action standards
D) action standards showing the relationships between frames of reference
E) constructs and operational definitions