Dronten CAH - Chapter 4

Question 1

1) When a manager says to a researcher, "Here is what I want to know..." the researcher should ask:

A) What decision are you trying to make?

B) When do you want to know it?

C) In which format should we give you the answer?

D) How long have you known this is what you need?

E) What are you willing to pay for that information?

Question 2

4) When is marketing research NOT needed?

A) the information needed is not already available

B) other components of the MIS do not have the needed information

C) there is a need, but not an IMMEDIATE need to respond to a competitive strategy

D) costs of the research are much greater than the value of the information to be gathered

E) costs of the research are much lower than the value of the information to be gathered

Question 3

9) When a gap exists between what was supposed to happen and what did happen, it is called:

A) a marketing opportunity

B) gap symptom

C) gap opportunity

D) a problem

E) gap management

Question 4

11) Which of the following best characterizes what managers should do in order to recognize problems?

A) set up a process for opportunity identification to recognize problems

B) set up a control system to identify problems and a process of opportunity identification to identify opportunities

C) set up a control system to monitor performance

D) set up a control system to identify opportunities

E) set up a control system to identify opportunities and a process of opportunity identification to identify problems

Question 5

14) When management has defined the problem and the decision to be made before calling in the marketing researcher, the researcher should:

A) accept the client's wishes

B) accept the client's wishes, except define the problem more specifically

C) ensure that broader questions are asked, in order to ensure that the real problem is dealt with

D) turn the client's statement of the problem into a generally defined research objective

E) "go along" with what the client wants even though the researcher may not agree Answer: C

Question 6

26) Which best represents what the textbook has to say about information gaps? Information gaps are:

A) discrepancies between what a marketer expects to happen and what feedback says could have happened

B) discrepancies between what a marketer expects could have happened and what feedback says has happened

C) discrepancies between the former information state and the current information state

D) discrepancies between the current information level and the desired level of information at which the manager feels comfortable resolving the problem at hand

E) resolved by using secondary information

Question 7

27) Which of the following serves as the basis for marketing research objectives?

A) information gaps

B) company objectives

C) differences between expectations and performance

D) the research budget and the time allotted to research

E) project director instructions

Question 8

27) Which of the following serves as the basis for marketing research objectives? A) information gaps

A) information gaps

B) company objectives

C) differences between expectations and performance

D) the research budget and the time allotted to research

E) project director instructions

Question 9

31) Once marketers know which construct is to be used in a research objective they can determine the proper way to:

A) measure it

B) avoid it

C) keep it confidential

D) input data into SPSS

E) share the construct with the client for the client's use

Question 10

34) If a researcher decided to measure the construct of "attitude" by using a 5-point scale ranging from "Poor" to "Excellent," this would be an example of:

A) an improper way to measure attitude

B) an operational definition

C) a construct definition

D) modeling a construct

E) action standard

Question 11

37) What are the three functions served by the marketing research proposal?

A) defines the problem, specifies the role of the manager, and asks for budget

B) specifies the problem, the method used to solve the problem, and provides the limitations of the proposed method

C) defines the problem, specifies research objectives, and details the method proposed to accomplish the research objectives

D) defines the research objectives, the budget, and the required personnel

E) defines the hypotheses, advance decisions, and the action standards

Question 12

40) Marketing research is not needed when the costs of the research are more than the value of the research information.

TRUE

FALSE

Question 13

41) Although important, properly defining the problem is not as important as analyzing data in marketing research.

TRUE

FALSE

Question 14

42) When there is a gap between what was supposed to happen and what did happen, we have a problem.

TRUE

FALSE

Question 15

43) An opportunity, which is a type of problem, occurs when there is a gap between what did happen and what could have happened.

TRUE

FALSE

Question 16

43) An opportunity, which is a type of problem, occurs when there is a gap between what did happen and what could have happened.

TRUE

FALSE

Question 17

Dexter would like information regarding whether or not this breakthrough would make practical some solar panel applications that are presently not in use. Dexter considers hiring a marketing research firm. This would be an example of:

A) identifying a problem through the control process

B) identifying a type of problem that is called an "opportunity"

C) identifying a symptom

D) using a hypothesis to determine the need for research

E) the value of research information being far less than the cost of the research

Question 18

77) Frank C. Church is a brand manager for Heinz. He hires a research firm. When he meets the research company representative he states: "Here's the information I want to know. Tell me the change in market shares every time my top three competitors change

A) Who are your three top competitors?

B) Do you know when your competitors changed advertising strategies?

C) What decision are you trying to make using that information?

D) What decisions have you made in the past and what information did you use to make them?

E) How much money do you want to spend on this project?