Marketing II Obj. 2.02 What's the Problem Test

Which of the following is a true statement about marketing research studies:

• Marketing research studies should be conducted once per year.
• Lower-level employees should not be involved in research studies.
• Each marketing research study is unique.
• Research studies are difficult to conduct.

The success of any marketing research study depends most directly on

• defining the problem correctly.
• finding the best customers.
• having enough money.
• hiring the right researchers.

Which of the following is a way that researchers help managers clarify decision problems:

• Conducting a situation analysis
• Determining unit(s) of analysis
• Deciding on relevant variables
• Drafting research objectives

“Which advertising campaign will be more effective?” is an example of a(n)

• discovery-oriented decision problem.
• strategy-oriented decision problem.
• unit of analysis.
• relevant variable.

Which of the following questions would be answered through a situation analysis:

• How can we reach our target market more effectively?
• Which new product has more potential?
• Why is our business’s market share dropping?
• What do we already know about this problem or opportunity?

Which of the following is a benefit of having managers and researchers on the same page about the marketing research problem:

• It eliminates the need to establish research objectives.
• It ensures favorable results from the research study.
• It improves the business’s market share.
• It keeps the business from wasting resources.

A decision problem may be translated into several

• sets of secondary data.
• other decision problems.
• research problems.
• situation analyses.

Managers should avoid marketing research projects that

• might give unfavorable results.
• make little financial sense.
• take a long time to complete.
• involve new products.

Which of the following activities helps managers make smart decisions regarding the problems and opportunities facing their businesses:

• Advertising and sales promotion
• Conducting marketing research
• Hiring new employees
• Providing customer service

Researchers are studying a company’s past sales invoices as part of their current marketing research project. The sales invoices are examples of

• relevant variables.
• secondary data.
• primary data.
• units of analysis.