Deck 2: Problem Definition and the Research Process

Question 1

The quantitative research process can begin without defining a problem.

Answer 1

False

Question 2

A pilot study cannot be based on interviews.

Answer 2

False

Question 3

The iceberg principle illustrates that many marketing problems are neither visible nor understood by marketing managers.

Answer 3

True

Question 4

Gaining an awareness of marketplace conditions often requires causal research.

Question 5

The first step in defining a problem is to ascertain the decision-maker's objectives?'

Question 6

Exploratory studies always follow a structured design.

Question 7

When developing literature review, it is enough to summarise other research studies.

Question 8

A small scale research project that collects data from respondents as planned in the full study, as a sort of dry run is called sampling.

Question 9

A situation analysis involves the marketing managers to analyse the relevant information.

Question 10

An old fashioned package influence the taste perception is an example of a symptom.

Question 11

A directed search of published work is called as literature review.

Question 12

Distributors complaint that the prices are too high is an example of a true problem.

Question 13

The first step in defining a problem is to identify relevant variables?'

Question 14

In market research, a researcher can list the objectives without an understanding of the decision situation.

Question 15

Distributors do not have adequate product knowledge to communicate the product's value is an example of a true problem.

Question 16

As a rule, researchers should first look for new research to solve the problem.

Question 17

Anything that may assume different numerical or categorical value is called unit of analysis.

Question 18

Research objectives cannot be developed until managers and researchers agree upon the 'business problem' that will be addressed through research.

Question 19

Careful attention to the problem definition allows the researcher to set the proper research objectives.

Question 20

Determining solution is often more essential than defining a problem.

Question 21

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 22

Which of the following is not part of defining a problem?

A) Ascertain decision-maker's objectives
B) Understand background of the problem
C) Determine the unit of analysis
D) Determine the sampling procedure

Question 23

A research objective defines what research should accomplish.

Question 24

The overall evaluation of a research design includes cost and time frame.

Question 25

A research proposal has nine stages.

Question 26

A proposal is a written statement of a research design that includes a statement explaining the purpose of the study and a systemic outline of procedure associated with a particular research methodology.

Question 27

After identifying the problem, 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 28

'Fitness club gym membership has been declining over the past two years.' This statement is an example of a:

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

Question 29

'Older members of the residents no longer swim': This statement is an example of a:

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

Question 30

A researcher's version of a marketing problem is called hypothesis.

Question 31

In the problem definition process, which stage precedes specifying the research questions?

A) Determining the relevant variables
B) Understanding the background of the problem
C) Ascertaining the decision-maker's objectives
D) Determine the unit of analysis

Question 32

A variable that has infinite number of possible values is called as independent variable.

Question 33

'Consumers prefer taste of a competitor's brand.' This statement is an example of a:

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

Question 34

Dummy tables are representations of actual tables that appears in the research proposal.

Question 35

Selection of a sampling procedure deals with the source of data.

Question 36

Problem statements and research questions are similar.

Question 37

Anything that may assume different numerical or categorical value is called variable.

Question 38

'In what ways we can price our new product?' is an example of a decision statement.

Question 39

Sampling often includes data collection.

Question 40

An unproven proposition is known as theory.

Question 41

'There is a positive relationship between packaging aesthetics and product quality' This statement is an example of a:

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

Question 42

What market segments should be target market for a service can be answered through following questions, except:

A) What are the perceived benefits of the service?
B) Will consumers use the service?
C) How often consumers use the service?
D) Does consumption differ for demographics?

Question 43

Which of the two are similar?

A) problem statement and hypothesis
B) problem statement and research questions
C) research questions and research objectives
D) all of the above are unique to one another

Question 44

To learn how the price of product is perceived relative to competitor's pricing is a:

A) management problem
B) research question
C) research objective
D) research hypothesis

Question 45

To measure the purchase intention is a:

A) management problem
B) research question
C) research objective
D) research hypothesis

Question 46

A variable that has a limited number of distinct values is:

A) categorial
B) dependent
C) continuous
D) independent

Question 47

The researcher's unproven proposition is called a(n):

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

Question 48

The decision for the selection of the sample covers following, except:

A) Can target population be identified?
B) Who and what is the source of data?
C) How large a sample is necessary?
D) Who will gather the data?

Question 49

The overall evaluation of a research design includes all, except:

A) How much the study will cost?
B) How will the data be categorized?
C) Is outside help needed?
D) Is the time frame acceptable?

Question 50

Consider the statement, 'My product choice is based on brand name and price'. Which type of variable is product choice in this case?

A) independent
B) dependent
C) inconclusive
D) dependent and inconclusive

Question 51

The statement, 'High price has a positive impact on brand image' is an example of a:

A) symptom isolation.
B) research question.
C) research objective.
D) hypothesis.

Question 52

The selection of a basic research design covers all, except:

A) Can a hypothesis be formulated?
B) What is the source of data?
C) How should survey questions be worded?
D) How should experimental manipulations be made?

Question 53

'What attitude consumers have towards different brands of laptops?' is an example of a:

A) symptom isolation.
B) research question.
C) research objective.
D) hypothesis.

Question 54

'How familiar consumers are with various brands of toothpaste?' is an example of a:

A) symptom isolation.
B) research question.
C) research objective.
D) hypothesis.

Question 55

Consider the statement, 'Social media advertising is driving the sales growth of a new product.' Which types of variables are 'social media advertising' and 'sales growth of a new product', respectively?

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

Question 56

Which type of variable is sales volume?

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

Question 57

A variable to be predicted is:

A) categorial
B) dependent
C) continuous
D) independent

Question 58

A formal and logical explanation of an event is:

A) theory
B) problem statement
C) variable
D) unit of analysis

Question 59

Price is affecting sales of the company. In this example, sales of the company are a(n):

A) independent variable
B) dependent variable
C) sample
D) hypothesis

Question 60

Which type of variable is gender?

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