Question 1

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

Accepted Answer

An opportunity is a type of problem because it represents a situation where something could have been better or different than what actually happened. The gap between what did happen and what could have happened is the problem that needs to be solved in order to take advantage of the opportunity.

Question 2

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

Accepted Answer

The answer of "We are losing money" is often one...

Question 3

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

Accepted Answer

Sometimes researchers may not have a clear understanding or definition of the problem they are trying to solve. In such cases, they may need to conduct additional research to gather more information about the situation, identify key factors, and define the problem more precisely. This additional investigation is often referred to as a situation analysis.

Question 4

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.

Accepted Answer

It is important to identify all possible causes for the symptom, in order to accurately diagnose and solve the underlying problem. Failure to do so may result in treating only the symptoms rather than fixing the root cause.

Question 5

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

Accepted Answer

Marketing researchers should critically evaluate the symptoms provided by management to ensure they are accurate and not just assumptions, as this can lead to more effective problem-solving and decision-making.

Question 6

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

Accepted Answer

Symptoms are the result of some underlying cause. Identifying and addressing the cause is often key to effectively treating the symptom.

Question 7

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

Accepted Answer

Symptoms are signs or indicators of changes in the level of a certain key monitor that measures the success or achievement of a goal or objective.

Question 8

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

Accepted Answer

Control systems help in identifying deviations from desired outcomes and recognizing problem areas that need attention for improvement.

Question 9

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.

Accepted Answer

Sending out RFPs and ITBs just to get feedback on research designs without the intention of hiring a research firm is not ethical and could be seen as wasting the time and resources of these firms. It is important to have a genuine intention of hiring a firm for the project before sending out an RFP or ITB.

Question 10

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

Accepted Answer

Researchers should carefully evaluate and consider different problem definitions before choosing one to pursue. Blindly accepting the first suggestion may lead to overlooking important factors or biases in the problem.

Question 11

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

Accepted Answer

The process of opportunity identification allows management to systematically identify potential opportunities in the market or industry, increasing their ability to recognize and capitalize on them.

Question 12

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

Accepted Answer

Both opportunities and problems require managers to make decisions. Opportunities may require decisions about investments, new ventures, or strategic partnerships, while problems may require decisions about how to address issues, allocate resources, or mitigate risks. In both cases, managers must rely on their judgment and expertise to make the best decisions for their organization.

Question 13

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

Accepted Answer

When there is a gap between what was supposed to happen and what did happen, it typically indicates a problem or issue.

Question 14

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.

Accepted Answer

Researchers can still play an important role in problem definition even if management has already defined the problem, as they can provide insights, validate assumptions, and ensure the problem is accurately understood.

Question 15

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

Accepted Answer

It is important for a researcher to determine the alternatives involved in a decision so that they can provide the manager with a range of options to choose from, as well as evaluate the potential outcomes and risks associated with each alternative.

Question 16

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

Accepted Answer

When management has not already identified the problem as a decision to be made, researchers should conduct a situation analysis to better understand the situation and define the problem. This helps to ensure that the research conducted is relevant and addresses the root cause of the problem.

Question 17

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

Accepted Answer

It is important for researchers to consider all possible factors that could be contributing to the symptoms they are observing. This helps ensure that the true underlying cause is identified and that any potential treatment or intervention is appropriately targeted. Failing to consider alternative explanations could result in misdiagnosis or inappropriate management of the condition.

Question 18

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

Accepted Answer

Probable causes help managers to identify the root cause of an issue, and based on that they need to make decisions to address the issue. These decisions involve evaluating different alternatives and choosing the best course of action to solve the problem. Therefore, decisions do require that decision alternatives be stated.

Question 19

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.

Accepted Answer

The statement is incorrect. When ITBs or RFPs are used, there is actually less opportunity for dialogue and collaboration between researchers and managers in the problem definition stage. This can sometimes lead to misunderstanding or misconceptions about the problem and may ultimately result in a less efficient process.

Question 20

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

Accepted Answer

While analyzing data is a crucial step in marketing research, properly defining the problem is equally important as it sets the decision-making context and guides the research process. A clear problem definition helps to ensure that the data collected is relevant and useful in addressing the research objectives.

Quiz 4: Defining the Problem and Determining Research Objectives