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MULTIPLE CHOICE
3. The main purpose of marketing research brought about by planned change is to:
a. decide how to implement the change.
b. find out what is happening and why.
c. describe changes in the internal environment.
d. describe changes in the external environment.
e. explore the possible causes of the change.
ANS: A PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge
7. Serendipity, or chance ideas, as a source of marketing research problems, might arise from:
a. customer complaint letters.
b. salesperson's call reports.
c. comments in trade publications.
d. customer calls to assistance centers.
e. all of the above.
ANS: E PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom's: Comprehension
11. It is important to meet with the client at the earliest stages of the research project so that:
a. an appropriate budget can be established.
b. the researcher(s) and client can begin to develop rapport and trust.
c. research methods can be selected in time to meet project deadlines.
d. the researcher(s) can get as much background information as possible.
e. Both b and d
ANS: E PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom's: Comprehension
12. A customer service representative for a large financial institution noticed that several of the bank's
customers had recently closed accounts and paid off loans long before the loans were due. He also
noticed that most of the customers had closed their accounts shortly after a competitor had opened a
new branch nearby. The fundamental source of this marketing problem might best be described as:
a. a planned change in the marketing environment.
b. a discovery-oriented decision problem.
c. an unplanned change in the marketing environment.
d. all of the above.
e. none of the above.
ANS: C PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom's: Application
13. A store manager seeking to discover why store revenues have fallen in the past two months is faced
with:
a. a discovery-oriented decision problem
b. normal thinking
c. a strategy-oriented decision problem
d. serendipity
e. none of the above.
ANS: A PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge
14. A store manager attempting to discover methods by which store revenue can be raised is faced with:
a. a discovery-oriented decision problem.
b. a promise problem.
c. a conjugacy problem.
d. a strategy-oriented decision problem.
e. all of the above.
ANS: D PTS: 1
NAT: AACSB Analytic | CB&E Model Research | Bloom's: Application
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