1.

Media consumption behavior and response to promotions, price sensitivity, and retail outlets
patronized are factors that should be considered in the ________ component of the
environmental context of the problem.
A) objectives
B) legal environment
C) economic environment
D) buyer behavior
Answer: D

________ is the problem confronting the decision maker. It asks what the decision maker needs
to do.
A) The environmental context of the problem
B) The management decision problem
C) The marketing research problem
D) Problem definition
Answer: B

________ is a problem that entails determining what information is needed and how it can be
obtained in the most feasible way.
A) The environmental context of the problem
B) The management decision problem
C) The marketing research problem
D) Problem definition
Answer: C

If the management decision problem is: "Should a new product be introduced?" what is the most
appropriate marketing research problem?
A) determining the price elasticity of demand and the impact on sales and profits of various
levels of price changes
B) determining consumer preferences and purchase intentions for the proposed new product
C) determining the effectiveness of the current advertising campaign
D) determining the impact of new distribution outlets
Answer: B

5.Unbiased evidence that is supported by empirical findings is ________.

A) objective evidence
B) a theory
C) an analytical model
D) none of the above

Answer: A

In the process of developing an approach, research should be based on objective evidence and
supported by theory. A theory ________.
A) serves as a foundation on which the researcher can organize and interpret the findings
B) also plays a vital role in influencing the research procedures adopted in basic research
C) is incomplete
D) all of the above

Answer: D

Ethical issues arise if the process of defining the problem and developing an approach is
compromised by the personal agendas of the client (DM) or the researcher. Which of these
statements concerning ethics in marketing research is not true?
A) The DM has the obligation to be candid and disclose to the researcher all the relevant
information that will enable a proper definition of the marketing research problem.
B) The researcher is ethically bound to offer the most expensive set of services to each client.
C) The problem definition process is adversely affected when the DM has hidden objectives such
as gaining a promotion.
D) The researcher is ethically bound to define the problem so as to further the best interest of the
client, rather than the interest of the research firm.

Answer: B

8.Marketing management decisions are complicated by interactions between the uncontrollable

marketing variables and the uncontrollable environmental factors.

A) True
B) False

Answer: B

More information can be obtained from MIS than from ad hoc marketing research projects,
but MIS is limited in the amount and nature of information it provides and the way this
information can be used by the decision maker.

A) True
B) False

Answer: A

________ is undertaken to help identify problems that are perhaps not apparent on the surface
and yet exist or are likely to arise in the future.
A) Problem solving research
B) Marketing information systems
C) Segmentation research
D) Problem identification research

Answer: D

________ may be defined as the process of enhancing marketplace competitiveness through a

greater understanding of a firm's competitors and the competitive environment.
A) A marketing information system
B) Market intelligence
C) Competitive intelligence
D) A decision support system

Answer: C

Which of the following is not a consideration when making the decision to conduct marketing
research?
A) the resources available to implement the research findings
B) the consumer's attitude toward research
C) the costs versus the benefits of research
D) the resources available to conduct the research
Answer: B

The definition of a(n) ________ is similar to marketing research, except that a(n) ________
provides information continuously rather than on the basis of ad hoc research studies.
A) decision support system (DSS); DSS
B) management information system (MIS); MIS
C) marketing information system (MIS); MIS
D) none of the above

5.Marketing Research, as defined by the author, is everything except ________.

A) useful for the purpose of improving decision-making
B) objective
C) systematic
D) politically biased

Answer: D

The procedures followed at each stage of marketing research are methodologically sound,
well documented, and, as much as possible, planned in advance. The previous statement
defines the ________ aspect of the definition of marketing research.

A) identification of information
B) collection of information
C) accuracy
D) systematic

Answer: D

Each phase of the marketing research process is important. If in the first phase of the process
the problem is identified, what is done after that but before data is collected?
A) Determine what information is needed, identify relevant information sources, and evaluate
data collection methods
B)Determine what information is needed, evaluate data collection methods, and analyze the
data
C)Determine the solution to the problem, identify relevant information sources and evaluate data
collection methods
D)Determine the solution to the problem, determine what information is needed, and identify
relevant information sources.

Answer: A

Which of the issues listed below would be addressed using problem-solving research?
A) the need to understand current cultural trends
B)the need to determine where to locate retail outlets
C)the need to understand changes in consumer behavior
D)the need to understand market potential

Answer: B

Which of the tasks below might be conducted by the researcher during the "problem definition,"
the "development of an approach to the problem," or the "research design formulation" steps of
the marketing research process?
A) qualitative research
B) interviews with industry experts
C) analysis of secondary data
D) all of the above

Answer: D

To identify the management problem, the researcher must possess considerable skill in
interacting with the DM(Decision Maker). Which of the following is a factor that might
complicate this interaction?
A) Access to the DM may be difficult and some organizations have complicated protocols for
access to top executives.
B) The organizational status of the researcher or the research department may make it difficult to
reach the key DM in the early stages of the project.
C) There may be more than one key DM and meeting with them collectively or individually may
be difficult.
D) All of the above are correct

Answer: D

13.Which statement about hypotheses is not true?

A) A hypothesis is an unproven statement or proposition about a factor or phenomenon that is of
interest to the researcher.
B) Hypotheses are declarative and can be tested empirically.
C) It is possible to formulate hypotheses in all situations.
D) An important role of a hypothesis is to suggest variables to be included in the research design.

Answer: C

________ is not a qualitative research technique.

A) Depth interview
B) Word association
C) Focus group
D) Conclusive research

Answer: D

________ is an unstructured, exploratory research methodology based on small samples intended

to provide insight and understanding of the problem setting.
A) Primary research
B) Qualitative research
C) Secondary research
D) Quantitative research

Answer: B