Chapter 3 - Textbook Solution Manual for BU422 PDF

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Marketing Research, 8e (Burns/Bush) Chapter 3 The Marketing Research Process & Defining the Problem and Research Objectives 1) The marketing research process contains multiple steps. The first step of the process is: A) Establishing the need for marketing research. B) Defining the problem. C) Establishing the research objectives. D) Determining methods of accessing data. Answer: A LO: 3:1: The steps of the marketing research process Diff: Moderate Classification: Application AACSB: Application of knowledge 2) When managers must make decisions and they have inadequate information, this signals the need: A) To define the problem. B) For marketing research. C) To establish research objectives. D) To establish research design. Answer: B LO: 3:1: The steps of the marketing research process Diff: Easy Classification: Application AACSB: Application of knowledge 3) Sometimes problems arise for which marketing research is not the best solution. Which of the following is NOT one of the major reasons that marketing may not be the best solution? A) The information is already available B) The timing is wrong to conduct marketing research C) The company has revenue D) Costs outweigh the value of the marketing research Answer: C LO: 3:1: The steps of the marketing research process Diff: Easy Classification: Application AACSB: Application of knowledge

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4) Once a firm decides to conduct marketing research, the second step is to: A) Decide the research approach. B) Establish the research objective. C) Establish the research budget. D) Define the problem. Answer: D LO: 3:1: The steps of the marketing research process Diff: Moderate Classification: Application AACSB: Application of knowledge 5) The information that tells the researcher exactly what needs to be gathered and analyzed to allow managers to make decisions related to a problem is contained in the: A) Research objectives. B) Research design. C) Research methodologies. D) Research plan. Answer: A LO: 3:1: The steps of the marketing research process Diff: Moderate Classification: Application AACSB: Application of knowledge 6) ________ need to be very clear, since they will determine the methods used and the content of the measurement instrument. A) Research instruments B) Research objectives C) Research approaches D) Research design plans Answer: B LO: 3:1: The steps of the marketing research process Diff: Moderate Classification: Application AACSB: Application of knowledge 7) A research objective should specify: A) The research design used in the research study. B) The sample size used in the research study. C) The sampling procedure used in the research study. D) From whom information is to be gathered. Answer: D LO: 3:1: The steps of the marketing research process Diff: Moderate Classification: Application AACSB: Application of knowledge

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8) The term "research design" refers to the research approach used to meet the research objectives. Three widely recognized research designs are: A) Exploratory, structured, and causal. B) Formal research, descriptive, and causal. C) Exploratory, descriptive, and causal. D) Descriptive, casual, and exploratory. Answer: C LO: 3:1: The steps of the marketing research process Diff: Difficult Classification: Application AACSB: Application of knowledge 9) Identifying information sources and types is an important part of the research process because: A) Decisions need to be made about the methods of analytics. B) The methods related to the research plan need to be determined. C) The need to determine sample size. D) Research provides information to help solve problems. Answer: D LO: 3:1: The steps of the marketing research process Diff: Difficult Classification: Application AACSB: Application of knowledge 10) Questions must be phrased properly to ________ and therefore can be used to solve the problem. A) generate answers that satisfy the research objectives B) generate responses that satisfy the sampling plan C) promote respondent bias D) elicit the answers the client is seeking Answer: A LO: 3:1: The steps of the marketing research process Diff: Moderate Classification: Application AACSB: Application of knowledge 11) What term describes how each sample element is to be drawn from the total population? A) Sample size B) Sample plan C) Sample frame D) Sampling unit Answer: B LO: 3:1: The steps of the marketing research process Diff: Easy Classification: Application AACSB: Application of knowledge

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12) To what does the number of elements of the population that are used to make up the sample refer? A) Sampling unit B) Sample size C) Sample frame D) Sample plan Answer: B LO: 3:1: The steps of the marketing research process Diff: Easy Classification: Application AACSB: Application of knowledge 13) The most important step in the marketing research process is: A) Defining the problem. B) Determining the need for marketing research. C) Determining the research objectives. D) Defining the research plan. Answer: A LO: 3:2: The importance and process of defining the problem Diff: Moderate Classification: Application AACSB: Application of knowledge 14) The success of a marketing research project depends on properly pinpointing a problem to formulate the: A) Research plan. B) Problem statement. C) Research methods. D) Research budget. Answer: B LO: 3:2: The importance and process of defining the problem Diff: Moderate Classification: Application AACSB: Application of knowledge 15) The marketing research process begins when a managerial problem or opportunity exists that demands action, but there is not enough information to know how to respond to the problem. This sets into motion a series of tasks that ultimately leads to: A) Acknowledging the need for research. B) Setting the research budget. C) Establishing research objectives. D) Determining the research plan. Answer: C LO: 3:2: The importance and process of defining the problem Diff: Moderate Classification: Application AACSB: Application of knowledge 4 Copyright © 2017 Pearson Education, Inc.

16) A retailer may experience a decrease in sales over previous periods, a website begins losing traffic, or an advertising campaign does not reach its expected level of awareness. These situations are examples of: A) Failure to perform marketing research. B) Failure to perform marketing planning. C) Failure to meet sales targets. D) Failure to meet objectives. Answer: D LO: 3:2: The importance and process of defining the problem Diff: Easy Classification: Application AACSB: Application of knowledge 17) A new use for a product is identified on social media, or those in a target market would like to have a service delivered to their doors. These would be examples of: A) Identification of an opportunity. B) Identification of an alternative product. C) Identification of a market. D) Identification of a target market. Answer: A LO: 3:2: The importance and process of defining the problem Diff: Easy Classification: Application AACSB: Application of knowledge 18) Companies find and identify opportunities in varying ways. Which of the following does NOT represent a proactive way of finding and identifying opportunities? A) Reliance on innovation to renew product and services B) Having an opportunity fall into the company's lap C) Empowering sales teams and front-line employees to identify problems D) Collaborating with clients in product development Answer: B LO: 3:2: The importance and process of defining the problem Diff: Moderate Classification: Application AACSB: Application of knowledge

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19) Identification of problems is challenging. What portion of an MIS system would make managers aware of promotions that are cannibalizing other products or indicate which geographical regions are responding or not responding to promotions? A) Marketing research system B) Marketing intelligence system C) Internal reports system D) Marketing decision support system Answer: C LO: 3:2: The importance and process of defining the problem Diff: Difficult Classification: Application AACSB: Application of knowledge 20) A situation analysis is a form of ________ undertaken to gather background information and data that may be helpful in properly defining the problem decision. A) causal research B) informal research C) descriptive research D) exploratory research Answer: D LO: 3:2: The importance and process of defining the problem Diff: Difficult Classification: Application AACSB: Application of knowledge 21) A situation analysis should be conducted in which of the following circumstances? A) A client seeks help in properly defining the problem. B) A client defines the problem and a researcher prepares research objectives. C) When the information needed to define a problem is in the decision support system. D) When the information needed to solve the problem is in the internal report system. Answer: A LO: 3:2: The importance and process of defining the problem Diff: Easy Classification: Application AACSB: Application of knowledge 22) Symptoms are sometimes confused with problems. The researcher should: A) Clarify the symptoms early in the research process. B) Modify the research plan to address the symptoms. C) Use a methodology that is appropriate for the problem. D) Design a research plan to explore symptoms during the research phase. Answer: A LO: 3:2: The importance and process of defining the problem Diff: Difficult Classification: Application AACSB: Application of knowledge 6 Copyright © 2017 Pearson Education, Inc.

23) When a gap exists between what did happen and what could have happened, it is known as: A) Sampling error. B) A symptom. C) An opportunity. D) A problem. Answer: B LO: 3:2: The importance and process of defining the problem Diff: Difficult Classification: Application AACSB: Application of knowledge 24) When the manager and researcher are in agreement about which symptom or symptoms are in need of attention, it is time to determine what could possibly cause the symptoms. A ________ should have identified these possible causes. A) competitive analysis B) situation analysis C) financial analysis D) product analysis Answer: B LO: 3:2: The importance and process of defining the problem Diff: Difficult Classification: Application AACSB: Application of knowledge 25) A manager considers which actions may resolve the problem. Actions such as price changes, product modification or improvement, promotion of any kind, and adjustments in channels of distribution are examples of: A) Product alternatives. B) Distribution alternatives. C) Decision alternatives. D) Pricing alternatives. Answer: C LO: 3:2: The importance and process of defining the problem Diff: Easy Classification: Application AACSB: Application of knowledge

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26) To evaluate decision alternatives, managers must speculate as to the consequences of selecting each alternative. This process is called: A) Choosing an alternative. B) Selecting an action. C) Planning actions. D) Weighing the alternatives. Answer: D LO: 3:2: The importance and process of defining the problem Diff: Easy Classification: Application AACSB: Application of knowledge 27) An important step in the problem definition process involves ________, which is the quantity and quality of evidence a manager possesses for each of his or her assumptions. A) assessing the existing information state B) explaining the existing information state C) assessing research objectives D) assessing marketing actions Answer: A LO: 3:2: The importance and process of defining the problem Diff: Moderate Classification: Application AACSB: Application of knowledge 28) A retailer wants to understand the consequences of an increase in sales by baby boomers and a decrease in sales by millennials during the past 12 months. This is an example of: A) Problem definition B) Problem statement C) Weighing alternatives D) Problem consequences Answer: B LO: 3:2: The importance and process of defining the problem Diff: Moderate Classification: Application AACSB: Application of knowledge 29) As part of the research process, researchers develop a goal-oriented statement or question that specifies what information is needed to solve a problem. This is called: A) Establishing the need for marketing B) Defining the problem C) Establishing research objectives D) Creating the problem statement Answer: C LO: 3:3: How to formulate research objectives Diff: Difficult Classification: Application AACSB: Application of knowledge 8 Copyright © 2017 Pearson Education, Inc.

30) Researchers realize that an important part of developing research objectives is determining what type of information should be measured. What is the term for multiple characteristics used to measure a concept? A) A survey instrument B) A survey measurement C) Construct measurement D) A construct Answer: D LO: 3:3: How to formulate research objectives Diff: Difficult Classification: Application AACSB: Application of knowledge 31) ________ is sometimes used interchangeably with the term construct. A) Variable B) Measurement C) Function D) Dependent Answer: A LO: 3:3: How to formulate research objectives Diff: Moderate Classification: Application AACSB: Application of knowledge 32) Marketing researchers find constructs helpful. Once it is determined that a specific construct is applicable to the problem, there are customary ways of ________ the constructs. A) synchronizing B) operationalizing C) analyzing D) projecting Answer: B LO: 3:3: How to formulate research objectives Diff: Moderate Classification: Application AACSB: Application of knowledge

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33) Researchers realize that, when they are formulating their research objectives, the information requested of respondents must be worded using the: A) Industry's frame of reference. B) Researcher's frame of reference. C) Respondent's frame of reference. D) Client's frame of reference. Answer: C LO: 3:3: How to formulate research objectives Diff: Moderate Classification: Application AACSB: Application of knowledge 34) What is the pre-designation of some quantity of a measured attribute or characteristic that must be achieved for a predetermined action to take place? A) Achievement standard B) Characteristic standard C) Attribute standard D) Action standard Answer: D LO: 3:4: What an action standard is and why it can be helpful Diff: Moderate Classification: Application AACSB: Application of knowledge 35) Action standards entail making important decisions before data collection, but also: A) Set clear guidelines for action after data collection. B) Set guidelines for information to be collected from the respondent. C) Set guidelines for measured characteristics for a research objective. D) Set actions for development of the research plan. Answer: A LO: 3:4: What an action standard is and why it can be helpful Diff: Easy Classification: Application AACSB: Application of knowledge 36) Action standards provide a path for: A) Research design. B) Decision-making. C) Creating research objectives. D) Choosing a methodology. Answer: B LO: 3:4: What an action standard is and why it can be helpful Diff: Easy Classification: Application AACSB: Application of knowledge

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37) What is the document that the marketing researcher pledges to deliver as a result of the marketing research process? A) Marketing research plan B) Marketing research report C) Marketing research proposal D) Marketing research presentation Answer: C LO: 3:5: The components of the marketing research proposal Diff: Easy Classification: Application AACSB: Application of knowledge 38) What is the name of the type of document that is routinely used in all business sectors when a firm desires supplier firms to present proposals or bids? A) RFP B) RTP C) MRD D) PRD Answer: A LO: 3:5: The components of the marketing research proposal Diff: Easy Classification: Application AACSB: Application of knowledge 39) It is critical that the proposal ________ to be sure that the client and the research firm are in agreement about the goals of the projects. A) states the type of statistical analysis to be used B) very clearly defines the problem and states the research objectives C) outline the sample size and methods D) indicates the type of reports and presentations that will be delivered Answer: B LO: 3:5: The components of the marketing research proposal Diff: Difficult Classification: Application AACSB: Application of knowledge 40) One of the keys to successful proposals is: A) To have the research project priced competitively. B) To stress the technology and software that will be used. C) To provide a comprehensive background of the problem and proposed methods. D) To highlight the type of statistical and data analysis. Answer: C LO: 3:5: The components of the marketing research proposal Diff: Moderate Classification: Application AACSB: Application of knowledge 11 Copyright © 2017 Pearson Education, Inc.

41) The first and one of the most critical elements of a proposal is: A) Research objective. B) Research method. C) Project cost. D) Problem statement. Answer: D LO: 3:5: The components of the marketing research proposal Diff: Moderate Classification: Application AACSB: Application of knowledge 42) A marketing research proposal contains: A) Symptoms associated with research. B) The action standards for a project. C) Important assumptions made by the researcher. D) The timetable for a research project. Answer: D LO: 3:5: The components of the marketing research proposal Diff: Moderate Classification: Application AACSB: Application of knowledge 43) What portion of the proposal indicates whether the research will be exploratory, descriptive, or causal? A) The research objective B) The research method C) The problem statement D) The statement of deliverables Answer: A LO: 3:5: The components of the marketing research proposal Diff: Easy Classification: Application AACSB: Application of knowledge 44) The marketing research proposal process is an area where clients and researchers should be sensitive to ethical issues. Which of the following would constitute an ethical issue? A) Asking for an extension of time to complete the research project B) Sharing one company's proposal with another bidder C) Seeking help from subject matter experts outside the company D) Purchasing additional analytical software to complete the project Answer: B LO: 3:5: The components of the marketing research proposal Diff: Difficult Classification: Application AACSB: Ethical understanding and reasoning

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45) What document outlines the code of ethics to which marketing research companies should adhere? A) CASRO Code of Ethics B) AMA Market Research Code C) MRA Code of Marketing Research Standards D) AAPOR Ethics Code Answer: C LO: 3:5: The components of the marketing research proposal Diff: Moderate Classification: Application AACSB: Ethical understanding and reasoning 46) One of the most important guiding ethical principles of the marketing research proposal is that ________ in the agreement with the client. A) deadlines should be met as specified B) invoices should be issued as specified C) technologies should be used as specified D) work must be performed as specified Answer: D LO: 3:5: The components of the marketing research proposal Diff: Difficult Classification: Application AACSB: Ethical understanding and reasoning 47) The value in characterizing the steps in the marketing research process is two fold. The first is that the steps give researchers and others an overview of the process. Answer: TRUE LO: 3:1: The steps of the marketing research process Diff: Easy Classification: Application AACSB: Application of knowledge 48) In almost all cases, the research process is made up of 11 definite and clearly defined steps. Answer: FALSE LO: 3:1: The steps of the marketing research process Diff: Moderate Classification: Application AACSB: Application of knowledge 49) Most research projects follow an or...