Deck 2: Problem Definition and the Research Process

Question 1

Specific objectives influence decisions about the research design, because they indicate the type of information needed.

Answer 1

True

Question 2

When using a fishbone diagram to identify relevant variables for investigation, each dependent variable is listed on one of its ribs.

Answer 2

False

Question 3

The iceberg principle illustrates that in many marketing problem situations, the marketing manager only understands 10 per cent of the actual problem, while 90 per cent of it remains submerged.

Answer 3

False

Question 4

Problem statements are declarative, while hypotheses are interrogative.

Question 5

The problem definition process begins with understanding the background of the problem.

Question 6

No marketing manager can be completely certain about a business situation.

Question 7

A variable is anything that has a fixed numerical or categorical value.

Question 8

A useful technique to clarify research objectives is to ask the marketing manager directly, 'What are your objectives for this study?'

Question 9

Specification of the unit of analysis to be used in the research study occurs in the research design stage of the research process.

Question 10

Problem statements are typically more specific than hypotheses.

Question 11

Formal quantitative research procedures can help to define the research problem.

Question 12

A situation analysis involves the informal gathering of background information in order to familiarise researchers or managers with the decision area.

Question 13

Research objectives are derived from the marketing problem before the research questions or hypotheses have been stated.

Question 14

Gaining an awareness of marketplace conditions often requires exploratory research.

Question 15

Exploratory research can help to clarify research objectives.

Question 16

Most marketing decision situations, because of their dynamic nature, are uncertain or absolutely ambiguous.

Question 17

The degree of uncertainty faced by the marketing manager influences decisions about the type of research that will be conducted.

Question 18

A research objective is considered useless unless it serves as a managerial action standard that specifies the performance criterion to be used.

Question 19

A key role of researchers is to isolate and identify the most likely causes of a symptom.

Question 20

A independent variable is a variable that is expected to influence the dependent variable.

Question 21

Writing down the research questions and research objectives are important in clarifying any ambiguity about what the research hopes to accomplish.

Question 22

After the decision-maker's objectives have been verified, the next stage of the problem definition process involves:

A) stating the hypotheses and research objectives.
B) isolating and identifying the problem.
C) determining the unit of analysis.
D) understanding the background of the problem.

Question 23

Which type of variable is sales volume?

A) Continuous
B) Independent
C) Dummy
D) Classificatory

Question 24

A preliminary investigation designed to gain an awareness of marketplace conditions is known as:

A) test marketing.
B) situation analysis.
C) unit analysis.
D) problem definition .

Question 25

Informal gathering of background information to gain an awareness of marketplace conditions often requires:

A) exploratory research.
B) descriptive research.
C) causal research.
D) market testing.

Question 26

Which of the following is not typical of an ambiguous decision-making situation?

A) Research objectives are vague
B) Alternative decisions are difficult to define
C) The nature of the problem is unclear
D) Information about decision alternatives is incomplete

Question 27

In the problem definition process, which stage precedes specifying the relevant variables?

A) Determining the unit of analysis
B) Understanding the background of the problem
C) Ascertaining the decision-maker's objectives
D) Stating the research hypotheses

Question 28

Problem statements and hypotheses are similar because both:

A) state relationships
B) are interrogative
C) are declarative
D) are intuitive

Question 29

The statement, 'Consumers prefer the taste of a competitor's brand' is an example of a:

A) hypothesis.
B) symptom.
C) marketing problem.
D) research objective.

Question 30

The researcher's translation of the marketing problem into a specific inquiry is called a(n):

A) intuitive statement.
B) research objective.
C) research question.
D) research hypothesis.

Question 31

Specifying whether the research data should be gathered from individuals or from households occurs at which stage of the problem definition process?

A) Determining the relevant variables
B) Determining the decision-maker's objectives
C) Determining the unit of analysis
D) Determining the research hypotheses

Question 32

According to the analogy in the iceberg principle, the portion of a problem that extends above the water reveals the ______.

A) marketing problems.
B) symptoms.
C) hypotheses.
D) problem background.

Question 33

Which type of variable is gender?

A) Continuous
B) Dummy
C) Dependent
D) Categorical

Question 34

The statement, 'Consumers will experience cognitive dissonance after the decision to purchase an LCD television rather than an LED widescreen television.' is an example of a:

A) symptom isolation.
B) problem identification.
C) research objective.
D) hypothesis.

Question 35

A research proposal is an estimate of what will occur in the research and does not need to be specific about issues such as sample size.

Question 36

'Distributors do not have adequate product knowledge to communicate the product's value.' This statement is an example of a:

A) true problem.
B) symptom.
C) hypothesis.
D) research objective.

Question 37

Consider the statement, 'Years of sales experience is an important variable in influencing average sales compensation.' Which types of variables are 'years of sales experience' and 'average sales compensation', respectively?

A) dependent; independent
B) independent; dependent
C) Both are interdependent variables.
D) Both are dependent variables.

Question 38

The statement, 'Old-fashioned packaging influences consumers' taste perceptions' is an example of a:

A) symptom.
B) hypothesis.
C) true problem.
D) research inquiry.

Question 39

An independent variable that influences the dependent variable is also known as a(n) ______.

A) factor.
B) outcome.
C) hypothesis.
D) criterion.

Question 40

The process of defining the research problem should be conducted as quickly as possible in order to save time and costs for the data collection stage of the research.

Question 41

The question, 'In which of the several possible forms should the service be offered?' is an example of a:

A) management problem.
B) managerial action standard.
C) research question.
D) research objective.

Question 42

The idea that an important aspect of a marketing problem is not completely understood by the marketing manager is called the _______ principle.

Question 43

The statement, 'Opinion leaders are more affected by mass-media communication sources than are non-leaders.' is an example of a:

A) hypothesis.
B) dependent variable.
C) problem definition.
D) research objective.

Question 44

'Who or what is the source of the data?' is a fundamental question typically asked at which planning stage of a research design?

A) Selection of research design
B) Sample selection
C) Data analysis and evaluation
D) Problem definition

Question 45

Which of the following questions is not typically asked in the problem definition stage when planning a research design?

A) How much is already known?
B) What questions need to be answered?
C) Can a hypothesis be developed?
D) What is the purpose of the study?

Question 46

The research proposal is complete when:

A) the marketing problem is translated into research objectives.
B) the appropriate research design and sample are proposed.
C) all ambiguities about why and how the research will be carried out have been clarified.
D) all requisite data analysis and evaluation procedures have been considered.

Question 47

Defining the problem requires the researcher to determine the unit of ________.

Question 48

The problem definition process begins with ascertaining the decision-maker's __________.

Question 49

'Sales are lower for salespeople in regions that receive less advertising support.' This statement is an example of a:

A) management problem.
B) market symptom.
C) research hypothesis.
D) research objective.

Question 50

Which type of marketing decision needs to be made to answer the question, 'How much will this research study cost?'

A) Data analysis
B) Problem definition
C) Data-gathering
D) Overall evaluation

Question 51

Which type of marketing decision needs to be made to answer the question, 'Can the data be made available?'

A) Problem definition
B) Data analysis
C) Data-gathering
D) Sample selection

Question 52

'Distributors complain prices are too high.' Is an example of a:

A) hypothesis.
B) symptom.
C) research objective.
D) true problem.

Question 53

Which of the following questions is not typically asked in the data analysis and evaluation stage of planning a research design?

A) What is the nature of the data?
B) Will computer or hand tabulation be used?
C) What are the criteria for performance evaluation?
D) What is the source of the data?

Question 54

When a researcher determines that data on water usage should be collected at the household level, they are determining the:

A) unit of analysis.
B) independent variable.
C) dependent variable.
D) research hypotheses.

Question 55

The purpose of including a dummy table in the research proposal is to:

A) help the manager decide on the sample size and selection.
B) help the manager evaluate details of the proposed research design.
C) help the manager to gain a better understanding of the actual outcome of the research.
D) help the manager to determine the unit of analysis for the research.

Question 56

Which type of marketing decision needs to be made to answer the question, 'What is to be measured?'

A) Sample selection
B) Data-gathering
C) Problem definition
D) Data analysis

Question 57

Which type of variable is Country of Birth?

A) Continuous
B) Dummy
C) Independent
D) Categorical

Question 58

The components of a research proposal include all of the following, except:

A) a statement explaining the purpose of the study.
B) the research methodology.
C) a schedule of costs.
D) tables of findings.

Question 59

A(n) _________ decision-making situation occurs when the objectives are vague and the alternatives are difficult to define.

Question 60

'How will the data be categorised?' is a fundamental question typically asked at which planning stage of a research design?

A) Problem definition
B) Data-gathering
C) Data analysis and evaluation
D) Sample selection

Question 61

An unproven statement that can be empirically tested is called a __________.

Question 62

Gender (that is, male or female) is a type of ___________ variable.

Question 63

___________ variables are not directly relevant to the research problem.

Question 64

Consider the statement, 'Sales are lower for salespeople in regions that receive less advertising support.' In this statement, 'sales' represents a(n) _________ variable while 'advertising support' represents a(n) ___________ variable.

Question 65

A performance criterion or objective that expresses specific actions that will be taken if the criterion is achieved is known as a _________ _______ ________.

Question 66

Sales volume is a type of __________ variable.

Question 67

Tables in a research proposal that contain fictitious, but realistic data of the likely outcome of the research study, are referred to as _____ tables.

Question 68

The proposal serves as a communication mechanism to convey to management exactly ____ information will be obtained, and _____ and ___ it will be obtained.

Question 69

________ __________ explain the purpose of the research in measurable terms and define standard for what the research should accomplish.

Question 70

The gathering of background information to gain familiarity with the decision area usually involves ___________ research.

Question 71

'Can the data be made available?' is a typical question asked at the _______ __________ stage when planning a research design.

Question 72

The variable that is manipulated in an experiment in order to determine its influence on sales performance is known as the ___________ variable.

Question 73

A representation that shows the important factors that influence the outcome is often called a ________ _______.

Question 74

A written statement of the research design that defines a specific problem is known as the ________ ________.

Question 75

A ________ ________ is the researcher's translation of the marketing problem into a specific inquiry.