MR Chapter 2

Q1. In doing marketing research, a researcher cannot list the objectives without an understanding of the decision situation.

 

• True

• False

Q2. The first step in defining a problem is to identify relevant variables?’

• True

• False

Q3. The first step in defining a problem is to ascertain the decision-maker’s objectives?’

• True

• False

Q4. The iceberg principle illustrates that many marketing problems are neither visible nor understood by marketing managers.

• True

• False

Q5. A research objective defines what research should accomplish.

 

• True

• False

Q6. Which of the following is not part of defining a problem?

• A.

  Ascertain decision-maker’s objectives

• B.

  Understand background of the problem

• C.

  Determine the unit of analysis

• D.

  Determine the sampling procedure

Q7. In the problem definition process, which stage precedes specifying the research questions?

• A.

  Determining the relevant variables

• B.

  Understanding the background of the problem

• C.

  Ascertaining the decision-maker's objectives

• D.

  Determine the unit of analysis

Q8. After identifying the problem, the next stage of the problem definition process involves:

• A.

  stating the hypotheses and research objectives.

• B.

  isolating and identifying the problem.

• C.

  determining the unit of analysis.

• D.

  understanding the background of the problem.

Q9. According to the analogy in the iceberg principle, the portion of a problem that extends above the water reveals the:

• A.

  marketing problems.

• B.

  symptoms.

• C.

  hypotheses.

• D.

  problem background.

Q10. ‘Consumers prefer taste of a competitor’s brand.’ This statement is an example of a:

• A.

  true problem.

• B.

  symptom.

• C.

  hypothesis.

• D.

  research objective.