Question 1

Research findings which are "interesting" need to be translated into decision-making information in order to be useful.

Accepted Answer

Research findings may be interesting, but unless they are translated into actionable information, they do not have much practical value. Decision-makers need to be able to understand the implications of the research and use it to guide their actions and strategies.

Question 2

When a marketing researcher who works for the St.Louis Rams professional football team studies the Web site of ESPN to determine which offensive and defensive statistics appear to be most closely related to the number of games a team wins in a season,this is an example of:

Accepted Answer

This is an example of secondary data analysis, as the researcher is analyzing existing data (statistics on ESPN's website) rather than collecting new data through methods like a focus group or depth interview.

Question 3

A management decision problem describes an action that needs to be taken.

Accepted Answer

A management decision problem is a situation where a decision needs to be made by management to address a particular challenge or opportunity. It requires identifying and evaluating various options and selecting the best course of action to achieve the desired outcome. Therefore, a management decision problem always describes an action that needs to be taken.

Question 4

When a marketing researcher designs a test market study in two cities in which the price of one of its products in increased by five percent in one of these cities but is not increased in the other city to determine the impact of this price change on the product's profits,price is:

Accepted Answer

Price is being manipulated in one city and not in the other, which makes it the independent variable in this study. The researcher is testing how this change in price affects profits, making profits the dependent variable. The other options (B, D, E) are not applicable in this scenario.

Question 5

An intranet provides easy access to external data.

Accepted Answer

An intranet is a private network that is internal to a company or organization. It is designed to provide easy access to internal data, such as company policies, employee directories, and internal communication tools. It does not provide access to external data, which would be available on the internet.

Question 6

When the city of St.Louis uses cameras at busy intersections to record the license plates of drivers who run a red light so that it can send them a ticket for a $100 fine in the mail,this is a type of what kind of research design?

Accepted Answer

This is an example of observation, as the city is simply observing and recording the behavior of drivers at busy intersections. There is no manipulation of variables or control group involved, which are key components of an experiment. It is also not secondary data, as the city is collecting new and specific data through the cameras. A focus group and experience survey involve gathering opinions or experiences from individuals, which is not applicable in this scenario.

Question 7

When a marketing researcher at Burger King believes that if Burger King increases it advertising budget in St.Louis by $100,000 over the next three months,that St.Louis profits will increase by five percent,this is an example of a(n):

Accepted Answer

The researcher's belief that increasing advertising budget will lead to an increase in profits is a hypothesis, which is a proposed explanation for a phenomenon that can be tested through research.

Question 8

There is always one best research design to be used in a marketing research study.

Accepted Answer

There is no one best research design that can be used in all marketing research studies. The choice of research design depends on the research objectives, research questions, availability of data, resources, time, and feasibility factors. Different research designs such as surveys, experiments, case studies, observational studies, and secondary data analysis have their own strengths and weaknesses and may be appropriate for different research contexts. The researcher needs to carefully consider these factors and choose the research design that best fits their research needs and goals.

Question 9

All of the following are examples of exploratory research EXCEPT:

Accepted Answer

Experiments are not considered exploratory research. They typically involve manipulating one or more variables to see the effect on the dependent variable and are more focused on testing hypotheses and causal relationships rather than exploring new ideas or phenomena. The other options (focus groups, pilot studies, experience surveys, and secondary data analysis) are all examples of exploratory research.

Question 10

The first step in the marketing research process is:

Accepted Answer

Defining the problem is the first step in the marketing research process. This involves identifying the problem or opportunity that the research is intended to address, as well as any constraints or limitations that may affect the research. Only after the problem is clearly defined can the research process proceed to the next step of designing a research plan.

Question 11

When an executive at American Airlines interviews the airline's flight attendants in an attempt to determine how customer service on the airline can be improved,this is an example of a(n):

Accepted Answer

An experience survey is a type of primary data collection method that seeks to understand customers' experiences with a product or service. In this case, the executive is interviewing the flight attendants to gain insights into how the airline can improve customer service, which is an example of an experience survey. Secondary data analysis involves analyzing data that has already been collected by someone else, while a focus group involves a group discussion among a selected set of participants. A case analysis typically involves analyzing a specific business situation, and a longitudinal study involves collecting data over a period of time to identify trends and changes.

Question 12

When McDonald's conducts an in-depth discussion for 90 minutes with eight of its current customers in a group discussion led by a moderator to try to come up with new menu offerings that would be of interest to these customers,this type of research is:

Accepted Answer

This is because the research method described involves conducting a group discussion with current customers to gain insights into their preferences for new menu offerings, which is a classic example of a focus group research. A focus group is a form of qualitative research where a small, diverse group of individuals is brought together to discuss a particular topic and provide their opinions and insights.

Question 13

Bank One of Columbus,Ohio is famous in the banking industry for creating new products and services that can be sold to its existing business customers.When UMB Bank in St.Louis studies the products and services offered by Bank One to see which ones would be good products or services to offer to UMB's business customers,this is a form of what type of research?

Accepted Answer

The answer of Bank One of Columbus,Ohio is famous in...

Question 14

Marketing researchers need to distinguish between symptoms and problems.

Accepted Answer

It is important for marketing researchers to distinguish symptoms (e.g. sales decline) from underlying problems (e.g. outdated product design) in order to accurately identify and address the root cause of a company's issues.

Question 15

When Kellogg's increases its square feet of shelf space for its Corn Flakes in Kansas City supermarkets to determine the impact of this change on unit sales,this is an example of what kind of research design?

Accepted Answer

This is an experiment because Kellogg's is manipulating an independent variable (shelf space) to measure its effect on a dependent variable (unit sales) in a controlled setting (Kansas City supermarkets).

Question 16

The last step in the problem definition process is:

Accepted Answer

Stating the research objectives is the last step in the problem definition process. This step helps to clearly define the purpose and scope of the research study.

Question 17

The first step in problem definition is:

Accepted Answer

The first step in problem definition is recognizing a problem or opportunity. This step involves identifying a specific issue that needs to be addressed or an opportunity that can be capitalized on. Once a problem or opportunity is recognized, the researcher can move on to determining why the information is needed, using symptoms to help clarify the problem, and stating research objectives. Determining whether or not the information already exists is not necessarily the first step, as the researcher may need to conduct research to determine if the information is available or not.

Question 18

When BMW designs a research study to determine the age,gender,income,and education of buyers of its 3-sedan during the past year,this is a type of what type of research design?

Accepted Answer

A descriptive study is designed to describe the characteristics of a population or phenomenon. In this case, BMW is trying to describe the characteristics of buyers of its 3-sedan during the past year by gathering information on their age, gender, income, and education. This type of study does not attempt to establish cause-and-effect relationships.

Question 19

When Southwest Airlines sends a five-item questionnaire over the Internet to its frequent fliers from St.Louis to Newark the day after the flight to determine their degree of customer satisfaction with the airline,this is an example of what type of research design?

Accepted Answer

This is an example of survey research as a questionnaire is being used to gather data on the customers' satisfaction with the airline. The other options- experience survey, experiment, observation, and secondary data analysis- do not fit this scenario as they involve different methods of data collection and analysis.

Question 20

When Procter & Gamble sends a request to several marketing research suppliers asking them to bid on a test market study for a new type of shampoo,this is an example of a(n):

Accepted Answer

This is a request for proposal (RFP), which is a formal process used by companies to obtain bids from suppliers for goods or services. In this case, Procter & Gamble is requesting bids from marketing research suppliers for a test market study of a new type of shampoo. This allows Procter & Gamble to compare and select the most suitable supplier for their needs.

Quiz 3: Problem Definition,exploratory Research,and the Research Process