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

Accepted Answer

Symptoms are changes in the level of some key monitor that measures the achievement of some objective. They are indications or signals that something is happening or not happening as expected, and they can help identify a marketing management problem that needs to be addressed through marketing research. Causes, resources, and objectives are related concepts but are not equivalent to symptoms.

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

Accepted Answer

Validating the symptom is important in any research project. In this case, the researcher is investigating a situation where sales are falling. It is important to confirm that sales are indeed falling before proceeding with further research. This will help the researcher to ensure that the research is focused on the right problem and will lead to actionable insights.

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

Accepted Answer

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?

Accepted Answer

Asking about the decision the manager is trying to make will help the researcher understand the context and purpose of the research.

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

Accepted Answer

The situation presents decision alternatives that create a problem - whether to add the proposed new product or scrap the idea. It does not suggest a risk of losing ROI or a stable ROI situation, as it does not provide information on the potential profitability of the new product. It may lead to a product design situation, depending on the manager's decision, but this is not the most appropriate option to describe the 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.

Accepted Answer

When the Request for Proposal (RFP) or Invitation to Bid (ITB) specifies the problem, the problem is already clearly defined, reducing the need for a dialogue between the manager and researcher.

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

Accepted Answer

The researcher should ensure that broader questions are asked to address the real problem, as the client's initial problem definition may not fully capture the underlying issues.

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.

Accepted Answer

Lawrence D. Gibson argues that defining the problem is key to solving it successfully. He states that a problem that is well defined is already halfway to being solved. This emphasizes the importance of properly defining the problem before attempting to solve it.

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

Accepted Answer

When there is a gap between what was supposed to happen and what did happen, it indicates a problem. This could be a problem with the product, service, or internal processes. Identifying and addressing these problems is essential for improving customer satisfaction and maintaining a competitive edge in the market. Gap symptoms and opportunities are terms used in gap analysis, which is a process of identifying and addressing gaps within an organization. Marketing opportunities and gap management are not relevant to the context of a gap between expected and actual outcomes.

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"

Accepted Answer

The researcher has a specific research objective, which is to collect data on the likelihood of purchase. This objective guides the entire research process, from the design of the survey instrument to the selection of participants to the analysis of the data. Therefore, choice C is the correct answer. The other options do not accurately describe the situation presented.

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

Accepted Answer

Defining the problem is considered the most important step in the marketing research process as it sets the foundation for the entire research project. Without a clear understanding of the problem, the research may not provide useful insights or data.

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

Accepted Answer

The problem was improperly defined as focusing on beating a competitor's specific product rather than addressing broader issues like taste improvement or environmental concerns.

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

Accepted Answer

The answer of In your text, Coke was used as...

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

Accepted Answer

ITB's or RFP's (Invitation to Bid or Request for Proposal) typically have an introduction section, scope of proposal, deliverables, evaluation criteria, deadline, and bidding specifics. The other options do not necessarily have all of these elements.

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

Accepted Answer

When the costs of the research are much greater than the value of the information to be gathered, it is not advisable to conduct marketing research. In such cases, it would be more cost-effective to rely on existing data or make assumptions based on available information.

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.

Accepted Answer

It is best for the researcher to work with the managers in defining the problem accurately. Researchers can use their skillset to help refine the problem statement and ensure it is actionable and leads to valuable research information. Collaboration between the researcher and manager will result in a clear and specific problem statement that will guide the research process.

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

Accepted Answer

The answer of Which of the following best characterizes what...

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

Accepted Answer

A situation analysis involves gathering information about the current situation and environment, which can help identify potential problems and alternative problem definitions. This analysis can also help researchers understand the broader context in which the problem exists, which can inform the research approach and methods.

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

Accepted Answer

Conducting a situation analysis is recommended when clients express a sense that something is wrong and they need help. This allows researchers to identify and understand the problem before proposing solutions.

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.

Accepted Answer

The statement "There are actually two sources of problems" aligns with the idea that problems can come from both internal and external factors, such as breakdowns in processes or changes in the market.

Quiz 4: Defining the Problem and Determining Research Objectives

Symptoms are:

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

The key lesson regarding symptoms is that they:

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

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

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

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

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?

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

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:

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

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:

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

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

When is marketing research NOT needed?

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

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

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:

Researchers should conduct a "situation analysis" when:

Which of the following best describes the sources of problems?