Question 1

Information obtained from the DM,industry experts,and secondary data may not be sufficient to define the research problem.

Accepted Answer

Sometimes further research or data gathering is required to accurately define the research problem.

Question 2

Past information and forecasts of trends with respect to sales,market share,profitability,technology,population,demographics,and lifestyle can help the researcher understand the underlying marketing research problem.

Accepted Answer

Past information and forecasts of trends in sales, market share, profitability, technology, population, demographics, and lifestyle provide valuable insights into the marketing research problem and help the researcher make informed decisions.

Question 3

The organizational status of the researcher or the research department may make it easy to reach the key DM in the early stages of the project.

Accepted Answer

False

Question 4

The purpose of interviewing experts is to help define the marketing research problem rather than to develop a conclusive solution.

Accepted Answer

The purpose of interviewing experts is to gain insights and information that can help define the marketing research problem and guide the research process. It is not intended to provide a conclusive solution to the problem.

Question 5

Problem definition is the most important step in the marketing research project.

Accepted Answer

Problem definition sets the direction for the entire marketing research project and helps in understanding the research objectives and goals. It is the foundation on which the rest of the research project is built. Therefore, it is crucial to get the problem definition right at the start of the project.

Question 6

To understand the background of a marketing research problem,the researcher must understand the client's firm and industry.

Accepted Answer

Understanding the client's firm and industry is important in order to properly frame the marketing research problem and design a research study that will address the client's objectives and provide actionable insights. Without this understanding, the researcher may not be able to accurately identify the key issues and variables that need to be measured and analyzed.

Question 7

Where appropriate,analysis of past information and forecasts of trends should be carried out at the firm's department level.

Accepted Answer

The answer of Where appropriate,analysis of past information and forecasts...

Question 8

The marketing research problem is information oriented.

Accepted Answer

The marketing research problem is focused on gathering information and insights to address a particular business challenge or opportunity. Therefore, it is information oriented.

Question 9

To properly identify the marketing research problem,it is best to state the problem in narrow,specific terms and identify its broad concepts.

Accepted Answer

To properly identify the marketing research problem, it is best to state the problem in broad terms first to understand the overall scope and then narrow it down to specific aspects for focused research. This approach ensures a comprehensive understanding before focusing on specifics.

Question 10

The economic environment includes public policies,laws,government agencies,and pressure groups that influence and regulate various organizations and individuals in society.

Accepted Answer

The economic environment primarily refers to factors like inflation, interest rates, economic growth, and unemployment, while public policies, laws, government agencies, and pressure groups are part of the political and legal environment.

Question 11

The management decision problem is action oriented.

Accepted Answer

The management decision problem requires action and decision making to resolve or address the issue at hand. Therefore, it is action oriented.

Question 12

"The DM and the researcher must interact continually rather than sporadically" is an explanation of one of the 7 Cs known as continuity.

Accepted Answer

The statement is an accurate description of the continuity principle.

Question 13

DMs tend to focus on symptoms rather than causes.

Accepted Answer

DMs, or Direct Messages, are a form of communication commonly used on social media platforms. When troubleshooting an issue or problem, DMs often focus on symptoms rather than causes. They may ask questions about the problem itself, rather than trying to dig deeper to identify the underlying cause.

Question 14

Analysis of available secondary data is a non-essential step in the problem definition process.

Accepted Answer

Analysis of available secondary data is an important step in the problem definition process as it helps in identifying the previous research studies, trends, and patterns related to the problem. It can also provide insight into the gaps in previous studies, which can be helpful in defining the research problem.

Question 15

Better communication and more involvement in problem definition are the most frequently mentioned ways of improving the usefulness of research.

Accepted Answer

This statement is true as per the given information.

Question 16

The economic environment component of the environmental context is comprised of purchasing power,gross income,disposable income,discretionary income,prices,savings,credit availability,and general economic conditions.

Accepted Answer

The statement accurately describes the economic environment component of the environmental context.

Question 17

"The number and geographical location of the buyers and non-buyers" is a factor that should be considered in the "objectives" component of the environmental context of the problem.

Accepted Answer

The "number and geographical location of the buyers and non-buyers" is more relevant to the "market characteristics" or "market analysis" component rather than the "objectives" component of the environmental context of the problem, which typically focuses on what the research aims to achieve or solve.

Question 18

In instances where the resources are too limited to allow a high-quality project,the firm should be advised not to undertake formal marketing research.

Accepted Answer

If resources are too limited, then the cost of conducting formal marketing research may outweigh the potential benefits. In such cases, it may be more prudent for the firm to rely on other sources of information or to postpone the research until sufficient resources are available.

Question 19

The marketing research problem asks what the DM needs to do,whereas the management decision problem asks what information is needed and how it can best be obtained (Table 2.1 in the text).

Accepted Answer

The marketing research problem focuses on identifying what information is needed and how it can best be obtained, whereas the management decision problem is concerned with what the decision maker (DM) needs to do.

Question 20

The problem audit provides a useful framework for interacting with the researcher and identifying the underlying causes of the problem.

Accepted Answer

The answer of The problem audit provides a useful framework...

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