525 Ch. 2 – Flashcard
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The two fundamental sources of marketing research problems are:
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planned change and unplanned change.
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Which of the following is FALSE?
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Serendipity is synonymous with planned change.
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The main purpose of marketing research brought about by planned change is to:
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decide how to implement the change.
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The main purpose of discovery-oriented marketing research is to:
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find out what is happening and why.
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Which of the following is TRUE?
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Many managers cannot clearly and precisely state the nature of the decision problem they want investigated
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Research problems might arise from:
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-unanticipated change in the marketing environment. -a firm's planned change of a marketing variable. -customer complaint letters and salepeople's reports. (A, B & C)
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Serendipity, or chance ideas, as a source of marketing research problems, might arise from:
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-customer complaint letters. -salesperson's call reports. -comments in trade publications. -customer calls to assistance centers. (all of the above)
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Which of the following is TRUE??
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The decision problem focuses on the problem or opportunity from the manager's perspective while the research problem focuses on the problem as viewed by the researcher
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A research request agreement includes all of the following items, EXCEPT:
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an analysis of the results of the research process.
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Which of the following statements is FALSE?
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Under normal circumstances, poor problem formulation can be rescued by more sophisticated statistical analyses.
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It is important to meet with the client at the earliest stages of the research project so that:
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-the researcher(s) and client can begin to develop rapport and trust. -the researcher(s) can get as much background information as possible. (B & D)
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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:
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an unplanned change in the marketing environment.
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A store manager seeking to discover why store revenues have fallen in the past two months is faced with:
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a discovery-oriented decision problem
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A store manager attempting to discover methods by which store revenue can be raised is faced with:
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a strategy-oriented decision problem.
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Strategy-oriented decision problems are commonly used:
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-with planned change. -to make a choice between strategic alternatives. (B & D)
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The research proposal:
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lays out the proposed method of conducting the research.
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Despite research proving that consumers preferred the taste of New Coke, its introduction to the market was a failure because people did not want the old formulation to be discontinued. This failure could have been avoided if:
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researchers had defined the problem differently.
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A discovery-oriented decision problem is best defined as a:
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decision problem that typically seeks to answer "what" or "why" questions.
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A strategy-oriented decision problem typically seeks to answer "how" questions about a problem/opportunity.
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True
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A research request agreement should only include the decision problem and the research problem.
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False
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Normal thinking is not always the best way to understand the true nature of a problem.
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True
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A(n) ____________________ is a restatement of the decision problem in research terms, from the researcher's perspective.
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research problem
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____________________ decision problems are common with unplanned changes in the marketing environment.
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Discovery-oriented
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A document that describes, as specifically as possible, the nature of the problem for which research is sought and that asks providers to offer proposals, including cost estimates, about how they would perform a job is called a(n) ____________________.
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request for proposal
