Question 1

According to your authors' definition problems are situations that call for managers to make choices among alternatives.

Accepted Answer

The authors define problems as situations that require decision-making among alternative options. Therefore, the answer is true.

Question 2

The research report is very important,because it is often the client's only record of the research
project.

Accepted Answer

The statement is true. The research report is the documented record of the research project and serves as an important reference for the client in making decisions or implementing recommendations.

Question 3

Secondary data,as is implied by its name,should always be sought second.

Accepted Answer

Secondary data can be sought first as it helps to understand what information is already available, saving time and resources before collecting primary data.

Question 4

Because knowledge is worthy just for the sake of knowledge,it's okay for managers to conduct marketing research just "to know something."

Accepted Answer

While knowledge is valuable, in a business context, resources such as time and money should be allocated efficiently. Marketing research should have a clear purpose and potential application to justify the investment, rather than being conducted solely for the sake of acquiring knowledge.

Question 5

Sales calls below target are an example of a gap between what is supposed to happen and did happen.

Accepted Answer

Yes, sales calls below target represent a difference or gap between the expected number or amount of sales calls and the actual number of sales calls made.

Question 6

A research objective should specify from whom information is to be gathered.

Accepted Answer

A research objective should not only specify the information that needs to be gathered, but also from whom the information needs to be gathered. This helps in defining the population or sample for the research and ensures that the information gathered is relevant and useful for the research study.

Question 7

Causal research designs are called experiments.

Accepted Answer

Causal research designs are experiments as they seek to establish a cause-and-effect relationship between variables.

Question 8

Questionnaires are used for studies in which respondents are asked questions and when respondents are observed.

Accepted Answer

Questionnaires are used for studies in which respondents are asked questions, not necessarily when they are observed. Observations would require a different data collection method, such as direct observation or video recordings.

Question 9

Errors that occur during data collection may be attributed to fieldworkers or to respondents.

Accepted Answer

Errors during data collection can occur due to mistakes made by the fieldworkers or due to incorrect or incomplete responses given by the respondents.

Question 10

The statistician Tukey coined Type II errors as those made solving the wrong problem.

Accepted Answer

Tukey actually coined the term Type II errors to refer to the erroneous acceptance of a null hypothesis despite there being a true alternative hypothesis.

Question 11

Determining the sample size refers to how we draw sample elements from the census.

Accepted Answer

Determining the sample size refers to deciding how many elements or observations should be included in the sample for the study, not how to draw the sample elements from the population.

Question 12

Causal research is often undertaken to help clearly define a problem.

Accepted Answer

Causal research is primarily conducted to identify cause-and-effect relationships, not to define a problem. Exploratory research is typically used to define a problem.

Question 13

Validation means that 10% (the industry standard)of all respondents in a marketing research study are randomly selected,recontacted,and asked if they indeed took part in a research study.

Accepted Answer

This statement accurately describes the process of validation in marketing research studies. A random sample of respondents are selected and recontacted to confirm their participation in the study, which typically involves asking questions about their experience and opinions. The industry standard for validation is 10% of the total sample size.

Question 14

Primary data refers to information that has already been collected.

Accepted Answer

Primary data refers to information that is collected directly from the original source through research methods such as surveys, interviews or experiments. It is distinct from secondary data, which refers to information that has already been collected and published, such as in academic or governmental reports, publications, or databases.

Question 15

Methods of accessing external secondary data are relatively easy compared to accessing primary data.

Accepted Answer

External secondary data is data that has already been collected and published by others, such as government agencies, research institutions, or commercial organizations. This data is easily accessible through various sources like libraries, online databases, or the internet. In contrast, collecting primary data involves designing a research methodology, recruiting participants, and collecting data from scratch, which can be time-consuming and costly.

Question 16

Exploratory research is often undertaken to help clearly define a problem.

Accepted Answer

Exploratory research is a preliminary research conducted to gain initial understanding of a problem, identify potential solutions, and refine research questions. Therefore, it helps in defining a problem more clearly.

Question 17

An increase in sales if product features are changed is an example of a gap between what is supposed to happen and did happen.

Accepted Answer

An increase in sales due to changes in product features is an example of a positive outcome or impact of those changes, not a gap between expected and actual outcomes.

Question 18

Marketing opportunities create problems for managers because they must determine whether and how to respond to take advantage of the opportunity.

Accepted Answer

Marketing opportunities may be attractive, but managers must weigh the potential benefits against the costs and risks associated with pursuing them. Deciding whether and how to respond to a marketing opportunity is not always straightforward, and it requires careful analysis and strategic thinking.

Question 19

Though very important,properly defining the problem is not the most important step in the marketing
research process.

Accepted Answer

Properly defining the problem is the most important step in the marketing research process as it sets the foundation for the entire research process and helps in identifying the relevant data needed to solve the problem.

Question 20

Research objectives are totally dependent on the problem.

Accepted Answer

Research objectives are formulated based on the research problem or question. Therefore, the objectives are totally dependent on the problem being investigated.

Quiz 3: The Marketing Research Process Including the Problem and Research Objectives