Question 1

To avoid wasting time working on the wrong problem, marketing researchers can use a logical strategy planning framework to guide their efforts.

Accepted Answer

A logical strategy planning framework helps researchers to identify and define the problem, gather relevant information, and use that information to develop and evaluate potential solutions. This reduces the chance of working on the wrong problem and helps to ensure that the research is focused, efficient, and effective.

Question 2

A marketing researcher using the scientific method develops and tests hypotheses about the relationships between things or about what will happen in the future.

Accepted Answer

This statement is true. Marketing researchers use the scientific method to develop and test hypotheses, which involves developing a research question, collecting data, analyzing the data, and drawing conclusions. This process helps them understand relationships between variables or make predictions about future events.

Question 3

Secondary data is information which is already published or collected.

Accepted Answer

Secondary data refers to information that is already published or collected by someone else. It is different from primary data, which is collected by the researcher for the first time. Examples of secondary data include reports, statistics, and surveys conducted by other organizations or individuals.

Question 4

Specialized search engines like Blogdex and Google Groups can locate websites that allow marketing managers to listen in or ask questions as customers chat about companies and brands.

Accepted Answer

Specialized search engines like Blogdex and Google Groups can indeed locate websites where customers chat about companies and brands, providing an opportunity for marketing managers to listen in or ask questions.

Question 5

Unless the problem is precisely defined, research effort may be wasted on the wrong problem, and may lead to costly mistakes.

Accepted Answer

Without a clear problem definition, resources and time may be used inefficiently, and the results may not be useful or relevant to the actual problem at hand. It is important to accurately define the problem before initiating any research effort.

Question 6

Secondary data involves information that has been collected or published already.

Accepted Answer

Secondary data refers to information that has been collected or published already, such as statistics, reports, and research studies. This data can be obtained from various sources such as textbooks, government publications, or online databases.

Question 7

During the situation analysis, marketing researchers may talk to informed people within the company, study internal records, search libraries for available information, or browse the Internet with a search engine.

Accepted Answer

This statement is true as all these methods are commonly used by marketing researchers during the situation analysis to gather necessary information.

Question 8

The government, advertising agencies, newspapers, trade associations, and research subscription services are all major sources of primary data.

Accepted Answer

These entities typically provide secondary data, which is information that has already been collected, analyzed, and often published for purposes other than the current research need. Primary data, on the other hand, is data collected firsthand for a specific research purpose.

Question 9

During the situation analysis, a marketing researcher will evaluate primary data rather than secondary data.

Accepted Answer

During the situation analysis, a marketing researcher will evaluate both primary and secondary data to fully understand the market and consumer behavior. Primary data refers to new data gathered specifically for the research purpose, while secondary data refers to existing data that is already available from various sources.

Question 10

Defining the problem is the first step in the marketing research process-and is usually the easiest job for the researcher.

Accepted Answer

Defining the problem can be one of the most challenging tasks for a researcher as it requires a clear understanding and identification of the problem or question to be addressed.

Question 11

Use of the scientific method in marketing research helps managers make the best decisions possible.

Accepted Answer

The scientific method involves systematic data collection, analysis, and interpretation, which enables marketers to make objective and evidence-based decisions that minimize biases and errors. By using rigorous research methods, marketers can gather insights into consumer behavior, preferences, and attitudes, and use this information to develop effective marketing strategies that meet their target audience's needs and expectations. Thus, the scientific method is an essential tool for managers who want to achieve success in today's competitive marketplace.

Question 12

Hypotheses are educated guesses about the relationships between things or about what will happen in the future.

Accepted Answer

Hypotheses are indeed educated guesses about the relationships between things or about what will happen in the future.

Question 13

Use of the scientific method in marketing research forces researchers to use an inflexible process.

Accepted Answer

While the scientific method in marketing research provides a structured approach to ensure accuracy and reliability of results, it does not force researchers to use an inflexible process. The scientific method can be adapted to suit the specific needs and goals of the research project.

Question 14

Much of the secondary data on the Internet is stored in database formats that standard website search engines cannot find.

Accepted Answer

Many databases and online repositories store data in formats that are not accessible by website search engines, making it difficult to find and access certain types of secondary data.

Question 15

A situation analysis is a formal study of what information is already available in the problem area.

Accepted Answer

The answer of A situation analysis is a formal study...

Question 16

Use of the scientific method in marketing research forces researchers to use an orderly process.

Accepted Answer

The scientific method is a systematic and orderly approach to research, and using it in marketing research helps ensure that the study is structured and the results are reliable.

Question 17

Defining the problem is often the most difficult step in the marketing research process.

Accepted Answer

Defining the problem accurately and precisely is crucial as it forms the foundation of the entire research process. It requires careful analysis and a deep understanding of the market, customers, and the organization's goals and objectives. Failure to define the problem correctly can lead to misguided research, incorrect conclusions, and ineffective marketing strategies. Thus, it is the most challenging step in the marketing research process.

Question 18

The scientific method is a research process which consists of five stages: observation, developing hypotheses, predicting the future, collecting data, and using statistical methods of analysis.

Accepted Answer

The scientific method typically includes the following steps: making observations, forming a hypothesis, conducting experiments, analyzing the data, and drawing conclusions. Predicting the future is not a standard step, and using statistical methods is part of data analysis rather than a separate step.

Question 19

Defining the problem is always the easiest step in the marketing research process.

Accepted Answer

Defining the problem is often the most challenging and critical step in the marketing research process. It involves identifying the research problem, specifying the research objectives, and developing a research plan to address the problem. It requires careful analysis, creativity, and critical thinking to ensure that the research is relevant, practical, and actionable.

Question 20

The Internet is an excellent source for primary data, but not secondary data.

Accepted Answer

The statement is incorrect. The Internet can be a great source for both primary and secondary data. Primary data can be obtained through surveys, online questionnaires, and interviews conducted via the Internet. Secondary data such as statistics, reports, and articles can also be found on the Internet.

Quiz 7: Improving Decisions With Marketing Information