Question 1

According to the problem definition and approach development process as given in the text, the tasks involved in problem definition consist of all of the following EXCEPT ________.
A)discussions with the decision makers
B)interviews with industry experts
C)analysis of project costs
D)analysis of secondary data

Accepted Answer

The tasks involved in problem definition include discussions with decision makers, interviews with industry experts, and analysis of secondary data. However, analysis of project costs is not typically considered a part of problem definition, but rather a part of solution development.

Question 2

A limitation of social media in understanding consumer behavior is that we cannot determine how consumers interact with each other over time.

Accepted Answer

Social media platforms often provide data and analytics that can track and analyze how consumers interact with each other and brands over time, allowing for an understanding of consumer behavior dynamics.

Question 3

While every step in a marketing research project is important, ________ is the most important step.
A)problem definition
B)problem correction
C)research design formulation
D)report generation and presentation
E)project completion

Accepted Answer

Problem definition is the most important step in a marketing research project because it helps to identify the purpose of the research, the research questions, and the research objectives. Without a clear problem definition, the research may lack focus and direction, leading to irrelevant or inaccurate findings.

Question 4

Analysis of blogs and Facebook postings revealed to Dell that many customers who purchased its computers were having issues with service support.

Accepted Answer

The statement clearly states that analysis of blogs and Facebook postings revealed issues with service support for customers who purchased Dell computers.

Question 5

The ________ provides a useful framework for interacting with the decision maker and identifying the underlying causes of the problem.
A)problem audit
B)management problem
C)problem definition
D)research presentation
E)none of the above

Accepted Answer

The problem audit framework is designed to interact with decision makers and identify the root cause of the problem. The other options presented do not provide the same level of structure or guidance in problem-solving.

Question 6

According to the problem definition and approach development process as given in the text, the tasks involved in problem definition consist of ________.
A)secondary data analysis
B)experimentation
C)budgeting of the project
D)scheduling of the project
E)all of the above

Accepted Answer

The tasks involved in problem definition consist of secondary data analysis such as literature review, market research, and interviews with stakeholders. Experimentation, budgeting, and scheduling come later in the approach development process after the problem has been defined. Therefore, options B, C, D, and E are incorrect.

Question 7

It is possible to identify industry experts, and an analysis of their social media sites can provide insights into their thinking as it relates to problems at hand.

Accepted Answer

It is possible to identify industry experts and their social media activity can provide valuable insights into their thinking regarding relevant issues or problems. This can be useful in gathering information and formulating strategies or solutions.

Question 8

At times, ethical considerations may involve making the interest of the research firm subservient to the client.

Accepted Answer

This statement is true. In some cases, a research firm may be asked by a client to conduct research that may not align with ethical considerations. In such situations, the research firm may need to prioritize the interest of the client over their own, which may result in ethical dilemmas.

Question 9

To identify the underlying causes of the problem, the researcher should ________.
A)conduct a problem audit
B)define the management decision problem
C)assess what past research was done for the firm
D)assess competitor success
E)all of the above

Accepted Answer

Conducting a problem audit is the best choice for identifying the underlying causes of the problem. This involves a detailed analysis of the problem and factors contributing to it in order to pinpoint the root cause. While defining the management decision problem and assessing past research and competitor success can provide valuable insights, they may not necessarily lead to a comprehensive understanding of the underlying causes of the problem.

Question 10

Interviews with industry experts, those individuals who are knowledgeable about the firm and the industry, may help formulate the marketing research problem.Which of the following statements is true about interviews with industry experts?
A)These experts may be found both inside and outside the firm.
B)Typically, expert information is obtained by unstructured personal interviews without Administering a formal questionnaire.
C)It is helpful to prepare a list of topics to be covered during the interview.
D)All of the above are true.

Accepted Answer

All of the statements are true. Interviews with industry experts can be found both inside and outside the firm. Expert information is often obtained through unstructured personal interviews, and it is helpful to prepare a list of topics to be covered during the interview.

Question 11

Michael Dell of Dell Computers wants his company to take market share from Hewlett-Packard and Apple in the category of printers.As his marketing research director, which of the following would NOT be part of the tasks involved in formulating the marketing research problem to support Dell's strategic initiative in selling printers?
A)qualitative research
B)interviews with experts
C)secondary data analysis
D)discussions with Michael Dell
E)composing the research design

Accepted Answer

Composing the research design is a step that comes after formulating the marketing research problem. The initial phase involves identifying and defining the problem or opportunity, which can include qualitative research, expert interviews, and secondary data analysis, as well as discussions with key stakeholders like Michael Dell.

Question 12

According to the problem definition and approach development process as given in the text, the tasks involved in problem definition consist of ________.
A)discussions with the decision makers
B)estimates of expected results
C)analysis of project costs
D)recommendations for decision makers
E)all of the above

Accepted Answer

The tasks involved in problem definition consist of discussions with the decision makers, understanding the problem, identifying the project objectives, and establishing the project scope. Estimates of expected results, analysis of project costs, and recommendations for decision makers are part of the approach development process, which comes after the problem definition phase.

Question 13

________ are data collected for some purpose other than the problem at hand.
A)Primary data
B)Secondary data
C)Virtual data
D)Observational data
E)Research data

Accepted Answer

Secondary data refers to data that has already been collected and exists in some form, such as in government records or previous research studies. This data may have been collected for a different purpose than the current research problem, but can still be used in the analysis. Primary data, on the other hand, is collected specifically for the current research problem, while virtual data and observational data are not standard terms in research methodology. Research data is a broad term that could refer to either primary or secondary data, so it is not the best answer in this context.

Question 14

The researcher is ethically bound to define the problem so as to further the best interest of the research firm, rather than the interest of the client.

Accepted Answer

The researcher is ethically bound to define the problem in such a way that it serves the best interest of the client, and not the research firm. It is important to maintain objectivity and not manipulate the research to benefit the researcher or their organization.

Question 15

The problem audit involves discussions with the decision maker on all of the following issues EXCEPT the ________.
A)history of the problem
B)criteria that will be used to evaluate the alternative courses of action
C)information that is needed to answer the decision maker's questions
D)alternative courses of action available to the decision maker
E)national culture as it's related to a country's trade barriers

Accepted Answer

The problem audit involves discussing issues such as the history of the problem, criteria to evaluate alternative courses of action, information needed to answer questions, and alternative courses of action available to the decision maker. However, national culture as it relates to trade barriers is not typically a relevant issue discussed in a problem audit.

Question 16

A statement of the management decision problem and a broad statement of marketing research problem and identification of the specific components is called ________.
A)problem correction
B)problem definition
C)hypotheses generation
D)problem audit
E)project conceptualization

Accepted Answer

Problem definition is the process of clarifying management's decision problem and identifying the specific components of the marketing research problem. This includes understanding the information needs, research objectives, research questions, and hypotheses. Therefore, the correct answer is B.

Question 17

In defining the problem and developing an approach, the researcher must be sensitive to the underlying cultural factors that influence consumption and purchase behavior.

Accepted Answer

Cultural factors such as values, beliefs, attitudes, and social norms can significantly influence an individual's behavior, including their consumption and purchase behavior. Therefore, it is crucial for a researcher to be sensitive and considerate of these cultural factors when defining the problem and developing an approach for research.

Question 18

According to the problem definition and approach development process as given in the text, the tasks involved in problem definition consist of all of the following EXCEPT ________.
A)discussions with the decision makers
B)interviews with industry experts
C)analysis of project schedule
D)analysis of secondary data
E)qualitative research

Accepted Answer

The tasks involved in problem definition include discussions with the decision makers, interviews with industry experts, analysis of secondary data, and qualitative research. However, analysis of project schedule is not included in problem definition tasks.

Question 19

________ is a comprehensive examination of a marketing problem to understand its origin and nature.
A)Problem definition
B)Problem correction
C)Hypotheses generation
D)Research directive
E)Problem audit

Accepted Answer

A problem audit is a thorough examination of a marketing issue to understand its cause and nature, making it the correct choice.

Question 20

With the use of social media such as blogs, Facebook, or Twitter, researchers can update consumers on the research that has been ongoing and the actions that have been taken.

Accepted Answer

With the use of social media, researchers can easily communicate and update consumers on their ongoing research and actions taken.

Quiz 2: Defining the Marketing Research Problem and Developing an Approach

According to the problem definition and approach development process as given in the text, the tasks involved in problem definition consist of all of the following EXCEPT ________.

A limitation of social media in understanding consumer behavior is that we cannot determine how consumers interact with each other over time.

While every step in a marketing research project is important, ________ is the most important step.

Analysis of blogs and Facebook postings revealed to Dell that many customers who purchased its computers were having issues with service support.

The ________ provides a useful framework for interacting with the decision maker and identifying the underlying causes of the problem.

According to the problem definition and approach development process as given in the text, the tasks involved in problem definition consist of ________.

It is possible to identify industry experts, and an analysis of their social media sites can provide insights into their thinking as it relates to problems at hand.

At times, ethical considerations may involve making the interest of the research firm subservient to the client.

To identify the underlying causes of the problem, the researcher should ________.

Interviews with industry experts, those individuals who are knowledgeable about the firm and the industry, may help formulate the marketing research problem.Which of the following statements is true about interviews with industry experts?

According to the problem definition and approach development process as given in the text, the tasks involved in problem definition consist of ________.

________ are data collected for some purpose other than the problem at hand.

The researcher is ethically bound to define the problem so as to further the best interest of the research firm, rather than the interest of the client.

The problem audit involves discussions with the decision maker on all of the following issues EXCEPT the ________.

A statement of the management decision problem and a broad statement of marketing research problem and identification of the specific components is called ________.

In defining the problem and developing an approach, the researcher must be sensitive to the underlying cultural factors that influence consumption and purchase behavior.

According to the problem definition and approach development process as given in the text, the tasks involved in problem definition consist of all of the following EXCEPT ________.

________ is a comprehensive examination of a marketing problem to understand its origin and nature.

With the use of social media such as blogs, Facebook, or Twitter, researchers can update consumers on the research that has been ongoing and the actions that have been taken.