Deck 3: The Research Process and Problem Formulation

Question 1

Chocoholic Ice Cream, Inc. completes an annual study of consumers to determine the customer's brand awareness and satisfaction with the product. These studies demonstrate what type of marketing research strategy?

A) advertising evaluation strategy
B) program strategy
C) development strategy
D) project strategy
E) satisfaction research strategy

Answer 1

project strategy

Question 2

After you have determined the research design, the next two steps in the research process are

A) design the sample and collect data; analyze and interpret the data.
B) design the data collection method and forms; analyze and interpret the data.
C) design the data collection method and forms; design the sample and collect data.
D) design the sample and collect data; analyze and interpret the data
E) analyze and interpret the data; prepare the research report.

Answer 2

design the data collection method and forms; design the sample and collect data.

Question 3

After formulating the decision problem, the next two steps in the research process are

A) determine the research design; design the data collection method and forms.
B) design the data collection method and forms; design the sample.
C) design the data collection method and forms; collect data.
D) design the sample; determine the research design.
E) determine the research design; design the sample.

Answer 3

determine the research design; design the data collection method and forms.

Question 4

The sampling frame deals with

A) the list of population elements from which the sample will be selected.
B) the procedure used to select the sample from the population.
C) the number of population elements to be chosen as the sample.
D) the form of the sample to be chosen from the population elements.
E) none of the above are representative of a sampling frame.

Question 5

Data analysis generally involves a series of steps. In correct order, the first three of these steps are

A) tabulating, coding, and editing.
B) coding, tabulating, and editing.
C) editing, coding, and tabulating.
D) editing, tabulating, and coding.
E) coding, editing, and tabulating.

Question 6

Which of the following statements is FALSE?

A) Decision problem formulation is the first step in the research process.
B) Sampling error is the key error associated with a research project.
C) The stages in the research process are interrelated in that a decision with respect to one stage affect is decisions made at the other stages as well.
D) Revision of the decision problem is not possible after data have been collected.
E) b and d are false.

Question 7

The marketing problem should be defined clearly so that

A) communication between the researcher and the decision maker can be reduced.
B) research can be designed properly.
C) the researcher knows what results to come up with.
D) the decision maker understands the decision to be made.
E) all of the above.

Question 8

Which of the following is FALSE?

A) The largest source of marketing problems is serendipity in the form of new ideas.
B) Marketing problems develop from not only real marketing problems but also marketing situations called opportunities.
C) The marketing problem should be defined clearly so that research can be designed properly.
D) Change is a fundamental source of marketing problems.
E) They are all true.

Question 9

Which of the following factors should NOT affect the design of a marketing research project?

A) the decision maker's environment
B) the corporate culture
C) the consequences of alternative actions
D) the objectives of the decision maker
E) all of the above should affect the design of the research

Question 10

Which of the following are involved in the basic decision situation?

A) outcomes
B) a choice among differentially desired and unequally probable alternatives
C) an individual operating within some environment
D) all of the above
E) a and c

Question 11

Which of the following statements is FALSE? Decision problems are more complex when

A) there is a group of people charged with the decision rather than a single individual.
B) there are many possible courses of action rather than a few.
C) the courses of action provide an equal rather than unequal chance of attaining the desired outcome.
D) there are many rather than a few outcomes associated with any choice.
E) they are all true.

Question 12

Which of the following is TRUE?

A) Marketing research is a science.
B) The first step in choosing a research supplier is to ask for references.
C) Marketing research should be carried out whenever there is the potential for learning something new about the problem.
D) If decision makers do not know what they want to achieve, a research study can help them make the decision.
E) The researcher's written statement describing his or her understanding of the decision problem is called the research request statement.

Question 13

Which of the following would be considered part of a firm's project strategy?

A) personal interviews in national consumer studies
B) mail questionnaires in a brand tracking study
C) telephone interviews when measuring brand awareness
D) all of the above
E) a and c

Question 14

Which of the following is a method of exploratory research?

A) reviewing published data
B) interviewing knowledgeable people
C) conducting focus groups
D) investigating trade literature
E) all of the above

Question 15

Each of the following is part of a typical research proposal EXCEPT

A)statement of the marketing problem.
B)purposes and limits of the project.
C)cost estimates.
D)hypothesized results.
E)data sources and research methodology.

Question 16

The following techniques are useful in order to ensure that the purpose of the research is agreed upon before the research project is begun, EXCEPT

A)development of a research request statement.
B)hypothetical scenario questioning of the decision maker.
C)development of a research proposal.
D)anticipation of the final research report contents in a form such as a dummy table.
E)all of the above are useful techniques to ensure the purpose of the research is agreed upon.

Question 17

Which of the following is false:

A)Secondary data help specify problem formulations.
B)A plan for analyzing the data should exist before collecting the data.
C)Research design may be modified after data analysis.
D)Interpretation of results can inform the marketing problem.
E)Research reports should be both accessible to nontechnical people as well as contain the technical details for readers who wish to see them.

Question 18

Comparing data from Web-surveys to paper-pencil surveys, which of the following is true:

A)Data from paper-pencil surveys need to be checked for editing.
B)Data from paper-pencil surveys need to be coded.
C)Data from Web-surveys need to be coded.
D)a & b are true
E)all these statements are true

Question 19

A research proposal need not contain which of the following:

A)caveats and limitations regarding the scope of the project
B)caveats and limitations regarding the sample
C)technical appendix describing analyses to be conducted
D)labor costs estimates
E)indication of understanding of the client's marketing problem