Ch 3: Defining The Problem And Research Objectives

Question 1

A manager considers which actions may resolve the problem. Actions such as price changes, product modification or improvement, promotion of any kind, and adjustments in channels of distribution are examples of:

Answer 1

Decision alternatives

Question 2

A marketing research proposal contains:

Answer 2

The timetable for a research project

Question 3

A new use for a product is identified on social media or those in a target market would lile to have a service delivered to their doors. These would be examples of:

Answer 3

Identification of an opportunity

Question 4

A research objective should specify:

Answer 4

From whom the information is to be gathered

Question 5

A retailer may experience a decrease in sales over previous periods, a website begins losing traffic, or an advertising campaign does not reach its expected level of awareness. These situations are examples of:

Answer 5

Failure to meet objectives

Question 6

A retailer wants to understand the consequences of an increase in sales by baby boomers and a decrease in sales by millennial during the past 12 months. This is an example of:

Answer 6

Problem statement

Question 7

A situation analysis should be conducted in which of the following circumstances?

Answer 7

A client seeks help in properly defining the problem

Question 8

A situation analysis is a form of _____ undertaken to gather background information and data that may be helpful in properly defining the problem decision

Answer 8

Exploratory research

Question 9

Action standards entail making important decisions before data collection, but also:

Answer 9

Set clear guidelines for action after data collection

Question 10

Action standards provide a path for:

Answer 10

Decision making