Question 1

Describe the process of establishing research objectives and why they are important to the marketing research process.

Accepted Answer

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Question 2

Managers often are aware of the need to work closely with the researcher,and this eases difficulties in identifying the real problem.

Accepted Answer

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Question 3

Our text conceptualizes the research process as entailing 11 steps;other texts or sources may present the process in fewer or more steps.Describe and discuss why these steps are important and why they may or may not be used or even the process altered.

Accepted Answer

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Question 4

Research proposals take many hours of work and thought.The details may contain proprietary details of proposed methods,approaches,and cost structures.

Accepted Answer

Research proposals often contain confidential or proprietary information regarding the proposed methods or cost structures, therefore, they require extensive work and thought.

Question 5

Ethical issues are of little concern to clients and researchers within the marketing research proposal process.

Accepted Answer

Ethical issues are a major concern to both clients and researchers in the marketing research proposal process. The use of informed consent, confidentiality, and avoiding deceptive practices are critical ethical considerations in marketing research.

Question 6

Researchers realize that when they are formulating their research objectives,the information requested of respondents must be worded using the respondent's frame of reference.

Accepted Answer

This is true because if the information requested is not worded in a way that is understandable to the respondent, the data collected may not accurately reflect the respondent's true opinions or experiences. Therefore, it is important to use language and terminology that is familiar to the target audience.

Question 7

It is rare that client-side marketing researchers who are planning to conduct research on behalf of their own companies are required to submit proposals prior to conducting research.

Accepted Answer

Client-side marketing researchers often need to submit proposals to outline the research objectives, methodologies, timelines, and budgets to gain approval from stakeholders within their own companies before conducting research.

Question 8

Managers who are more involved with the research process tend not to launch new products which fail in the marketplace.

Accepted Answer

Managers who are involved in the research process are more likely to have a deep understanding of customer needs, market trends, and potential challenges, resulting in more informed decision-making and a higher likelihood of success in product launches.

Question 9

Discuss action standards,their purpose,and their importance to managers in the decision-making process.

Accepted Answer

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Question 10

Marketing research can produce interesting results and information.However,if the interesting information gives managers no guidance,it may indicate the absence of action standards.

Accepted Answer

If the interesting information does not provide guidance for actions, it can suggest that there are no established action standards in place for the organization or that the research objectives were not well-defined.

Question 11

Define situation analysis.Discuss the primary methods for conducting a situation analysis and the value of the process to the researcher.

Accepted Answer

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Question 12

The proposal should be professional looking,well written,and comprehensive.It should also very clearly define the problem and state the research objectives.

Accepted Answer

A professional-looking, well-written, and comprehensive proposal is important in convincing others to fund the research project. Clear definition of the problem and research objectives is essential for the success of the project.

Question 13

Research projects have the least likelihood for success when the managers and researchers are in too close communication throughout the research process.

Accepted Answer

Close communication between managers and researchers is important for the success of research projects. It allows for a better understanding of project objectives and expectations, as well as effective problem-solving and decision-making. Lack of communication, on the other hand, can lead to misunderstandings, delays, and reduced productivity.

Question 14

When diagnosing a problem,symptoms are sometimes confused with problems.Discuss the process of clarifying symptoms and determining the cause of the symptoms.

Accepted Answer

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Question 15

One of the basic ethical codes of conduct includes maintaining the confidential identity of clients and research sponsors.

Accepted Answer

Maintaining the confidential identity of clients and research sponsors is one of the core ethical principles in many professions, including research, psychology, counseling, and healthcare. This principle reflects the importance of protecting individuals' privacy rights and maintaining their trust and confidentiality. Failure to adhere to this principle can lead to serious consequences, such as breaches of confidentiality, legal liability, and damage to professional reputation. Therefore, it is crucial for professionals to prioritize confidentiality and obtain informed consent from clients and research participants before sharing any information.

Question 16

Discuss the elements of the research proposal process.

Accepted Answer

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Question 17

Once the problem definition and research objectives development process have been formulated,it may be useful to determine action standards.

Accepted Answer

Action standards help in establishing specific benchmarks for success and provide guidelines for decision-making when conducting research. It helps in ensuring that the research outcomes align with the organization's objectives and priorities. Therefore, it is crucial to determine action standards after defining the problem and research objectives.

Question 18

Discuss the basic processes managers must go through in determining the need to conduct marketing research.Also,how do managers justify or not justify the value of performing marketing research?

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Question 19

The alternative term to"Request for Proposal"is"Requirement to Bid."

Accepted Answer

The alternative term to "Request for Proposal" is "Invitation to Bid" or "Invitation for Bid". "Requirement to Bid" is not a commonly used term in the procurement process.

Question 20

Defining the problem properly is the most important step in the marketing research process.Describe the processes that may be used for defining the problem or in some cases,potential opportunities.

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