Question 1

A limitation of social media in understanding consumer behavior is that we cannot determine how consumers interact with each other over time.

Accepted Answer

Social media platforms often provide data and analytics that can track and analyze how consumers interact with each other and brands over time, offering insights into consumer behavior and trends.

Question 2

In defining the problem and developing an approach, the researcher must be sensitive to the underlying cultural factors that influence consumption and purchase behavior.

Accepted Answer

Cultural factors have a significant impact on consumer behavior, and ignoring or neglecting them can lead to inaccurate research results and misinterpreted data. Understanding cultural values, beliefs, and attitudes can help researchers develop appropriate research designs and methodologies.

Question 3

________ is a comprehensive examination of a marketing problem to understand its origin and nature.
A)Problem definition
B)Problem correction
C)Hypotheses generation
D)Research directive
E)Problem audit

Accepted Answer

The answer of ________ is a comprehensive examination of a...

Question 4

At times, ethical considerations may involve making the interest of the research firm subservient to the client.

Accepted Answer

While ethical considerations prioritize the well-being of research participants and the integrity of the research itself, in some cases fulfilling the client's interests may conflict with these priorities. In such situations, it may be important to prioritize the ethical considerations over the interests of the research firm or client.

Question 5

Michael Dell of Dell Computers wants his company to take market share from Hewlett-Packard and Apple in the category of printers. As his marketing research director, which of the following would NOT be part of the tasks involved in formulating the marketing research problem to support Dell's strategic initiative in selling printers?
A)qualitative research
B)interviews with experts
C)secondary data analysis
D)discussions with Michael Dell
E)composing the research design

Accepted Answer

The answer of Michael Dell of Dell Computers wants his...

Question 6

According to the problem definition and approach development process as given in the text, the tasks involved in problem definition consist of all of the following EXCEPT ________.
A)discussions with the decision makers
B)interviews with industry experts
C)analysis of project costs
D)analysis of secondary data

Accepted Answer

The tasks involved in problem definition include discussions with decision makers, interviews with industry experts, and analysis of secondary data. However, analysis of project costs is not typically a task involved in problem definition, but may be part of the overall approach development process.

Question 7

Analysis of blogs and Facebook postings revealed to Dell that many customers who purchased its computers were having issues with service support.

Accepted Answer

The statement clearly states that analysis of blogs and Facebook postings revealed that customers were having issues with Dell's service support.

Question 8

The problem audit involves discussions with the decision maker on all of the following issues EXCEPT the ________.
A)history of the problem
B)criteria that will be used to evaluate the alternative courses of action
C)information that is needed to answer the decision maker's questions
D)alternative courses of action available to the decision maker
E)national culture as it's related to a country's trade barriers

Accepted Answer

The problem audit involves discussions with the decision maker on the history of the problem, criteria that will be used to evaluate the alternative courses of action, information that is needed to answer the decision maker's questions, and alternative courses of action available to the decision maker. National culture as it's related to a country's trade barriers is not typically a consideration in a problem audit.

Question 9

According to the problem definition and approach development process as given in the text, the tasks involved in problem definition consist of ________.
A)discussions with the decision makers
B)estimates of expected results
C)analysis of project costs
D)recommendations for decision makers
E)all of the above

Accepted Answer

The tasks involved in problem definition consist of discussions with the decision makers to identify the problem, understand the objectives and goals, and clarify any constraints or limitations. Estimates of expected results, analysis of project costs, and recommendations for decision makers typically occur during the approach development process.

Question 10

It is possible to identify industry experts, and an analysis of their social media sites can provide insights into their thinking as it relates to problems at hand.

Accepted Answer

It is possible to identify industry experts through social media and their opinions on various problems can be analyzed based on their posts, comments and shares.

Question 11

With the use of social media such as blogs, Facebook, or Twitter, researchers can update consumers on the research that has been ongoing and the actions that have been taken.

Accepted Answer

Social media can be effectively used by researchers to communicate their updates to the consumers.

Question 12

To identify the underlying causes of the problem, the researcher should ________.
A)conduct a problem audit
B)define the management decision problem
C)assess what past research was done for the firm
D)assess competitor success
E)all of the above

Accepted Answer

Conducting a problem audit involves a thorough examination of the problem and its underlying causes. This step is crucial in identifying the factors that contribute to the problem and developing effective solutions. Defining the management decision problem, assessing past research, and assessing competitor success are all important steps in the research process, but they do not specifically target the underlying causes of the problem.

Question 13

The ________ provides a useful framework for interacting with the decision maker and identifying the underlying causes of the problem.
A)problem audit
B)management problem
C)problem definition
D)research presentation
E)none of the above

Accepted Answer

The problem audit framework is designed to interact with decision makers and identify the root cause of the problem. The other options presented do not provide the same level of structure or guidance in problem-solving.

Question 14

Interviews with industry experts, those individuals who are knowledgeable about the firm and the industry, may help formulate the marketing research problem. Which of the following statements is true about interviews with industry experts?
A)These experts may be found both inside and outside the firm.
B)Typically, expert information is obtained by unstructured personal interviews without Administering a formal questionnaire.
C)It is helpful to prepare a list of topics to be covered during the interview.
D)All of the above are true.

Accepted Answer

Industry experts can be found both inside and outside the firm, and typically, information is gathered through unstructured personal interviews without a formal questionnaire. It is helpful to prepare a list of topics to be covered during the interview to ensure that all necessary information is gathered. Therefore, all of the statements are true about interviews with industry experts.

Question 15

________ are data collected for some purpose other than the problem at hand.
A)Primary data
B)Secondary data
C)Virtual data
D)Observational data
E)Research data

Accepted Answer

Secondary data are data that have already been collected for some other purpose than the current research problem. They could be obtained from internal records or external sources such as government agencies, industry associations, or academic institutions. Primary data, on the other hand, are data collected specifically for the current research problem. Virtual data and research data are not commonly used terms in the context of data collection. Observational data could be either primary or secondary, depending on the purpose of the observation.

Question 16

According to the problem definition and approach development process as given in the text, the tasks involved in problem definition consist of ________.
A)secondary data analysis
B)experimentation
C)budgeting of the project
D)scheduling of the project
E)all of the above

Accepted Answer

The tasks involved in problem definition include identifying the problem, gathering information through secondary data analysis, defining the objective, identifying the decision-maker, and defining the boundaries of the problem. Experimentation, budgeting of the project, and scheduling of the project come at later stages in the approach development process.

Question 17

A statement of the management decision problem and a broad statement of marketing research problem and identification of the specific components is called ________.
A)problem correction
B)problem definition
C)hypotheses generation
D)problem audit
E)project conceptualization

Accepted Answer

Problem definition involves identifying the management decision problem, stating the research problem, and identifying its specific components. Therefore, it is the best choice for the given description.

Question 18

According to the problem definition and approach development process as given in the text, the tasks involved in problem definition consist of all of the following EXCEPT ________.
A)discussions with the decision makers
B)interviews with industry experts
C)analysis of project schedule
D)analysis of secondary data
E)qualitative research

Accepted Answer

The tasks involved in problem definition include discussions with decision makers, interviews with industry experts, analysis of secondary data, and qualitative research. However, analysis of project schedule is not typically a task involved in problem definition.

Question 19

While every step in a marketing research project is important, ________ is the most important step.
A)problem definition
B)problem correction
C)research design formulation
D)report generation and presentation
E)project completion

Accepted Answer

Problem definition is the most important step in a marketing research project as it sets the foundation for the entire project. It helps to identify the research problem and objectives, define the population to be studied, and determine the appropriate research methodology. Without a clearly defined problem, the research project may lack direction and lead to inaccurate or irrelevant results.

Question 20

The researcher is ethically bound to define the problem so as to further the best interest of the research firm, rather than the interest of the client.

Accepted Answer

The researcher is ethically bound to define the problem in a way that serves the best interest of the client, rather than the research firm. This ensures that the research findings are unbiased and accurately reflect the client's needs and objectives.

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

A limitation of social media in understanding consumer behavior is that we cannot determine how consumers interact with each other over time.

In defining the problem and developing an approach, the researcher must be sensitive to the underlying cultural factors that influence consumption and purchase behavior.

________ is a comprehensive examination of a marketing problem to understand its origin and nature.

At times, ethical considerations may involve making the interest of the research firm subservient to the client.

According to the problem definition and approach development process as given in the text, the tasks involved in problem definition consist of all of the following EXCEPT ________.

Analysis of blogs and Facebook postings revealed to Dell that many customers who purchased its computers were having issues with service support.

The problem audit involves discussions with the decision maker on all of the following issues EXCEPT the ________.

According to the problem definition and approach development process as given in the text, the tasks involved in problem definition consist of ________.

It is possible to identify industry experts, and an analysis of their social media sites can provide insights into their thinking as it relates to problems at hand.

With the use of social media such as blogs, Facebook, or Twitter, researchers can update consumers on the research that has been ongoing and the actions that have been taken.

To identify the underlying causes of the problem, the researcher should ________.

The ________ provides a useful framework for interacting with the decision maker and identifying the underlying causes of the problem.

Interviews with industry experts, those individuals who are knowledgeable about the firm and the industry, may help formulate the marketing research problem. Which of the following statements is true about interviews with industry experts?

________ are data collected for some purpose other than the problem at hand.

According to the problem definition and approach development process as given in the text, the tasks involved in problem definition consist of ________.

A statement of the management decision problem and a broad statement of marketing research problem and identification of the specific components is called ________.

According to the problem definition and approach development process as given in the text, the tasks involved in problem definition consist of all of the following EXCEPT ________.

While every step in a marketing research project is important, ________ is the most important step.

The researcher is ethically bound to define the problem so as to further the best interest of the research firm, rather than the interest of the client.