Test Bank For MR2, 2nd Edition by Tom J. Brown

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Test Bank For MR2, 2nd Edition by Tom J. Brown

Chapter 2—The Research Question: Formulation of the ProblemMULTIPLE CHOICE1. The two fundamental sources of marketing research problems are:a.planned change and unplanned change.b.ineffective advertising and change.c.poor sales and ineffective advertising.d.poor management and unplanned change.e.technological advancement and customer suggestions.  ANS:APTS:1NAT:AACSB Analytic | CB&E Model Research | Bloom’s: Knowledge 2.Which of the following is FALSE?a.Serendipity is synonymous with planned change.b.Strategy-oriented decision problems focus on selecting alternative courses of action.c.The marketing problem should be defined clearly so that research can be designed properly.d.Change is a fundamental source of marketing problems.e.Discovery-oriented problems are common with unplanned changes in the marketing environment.  ANS:APTS:1NAT: AACSB Analytic | CB&E Model Research | Bloom’s: Comprehension 3.The main purpose of marketing research brought about by planned change is to:a.decide how to implement the change.b.find out what is happening and why.c.describe changes in the internal environment.d.describe changes in the external environment.e.explore the possible causes of the change.  ANS:APTS:1NAT:AACSB Analytic | CB&E Model Research | Bloom’s: Knowledge 4.The main purpose of discovery-oriented marketing research is to:a.decide what to do about a planned change.b.find out what is happening and why.c.try out a new product in a test market.d.describe changes in the internal environment.e.capture and evaluate a new idea.  ANS:BPTS:1NAT:AACSB Analytic | CB&E Model Research | Bloom’s: Analysis 5.Which of the following is TRUE?a.Many managers cannot clearly and precisely state the nature of the decision problem they want investigated.b.Managers do not need to be actively involved in the marketing research process.c.If a decision-maker will not change his decision regardless of the result of the research, the research should still be conducted for informational purposes.d.A researcher should not worry about the decision alternatives as decision-makers typically provide researchers with a complete list of them.e.All of the above statements are true.  ANS:APTS:1NAT: AACSB Analytic | CB&E Model Research | Bloom’s: Comprehension 6.Research problems might arise from:a.unanticipated change in the marketing environment.b.a firm’s planned change of a marketing variable.c.customer complaint letters and salepeople’s reports.d.both a and c.e.a, b and c.  ANS:EPTS:1NAT: AACSB Analytic | CB&E Model Research | Bloom’s: Comprehension 7.Serendipity, or chance ideas, as a source of marketing research problems, might arise from:a.customer complaint letters.b.salesperson’s call reports.c.comments in trade publications.d.customer calls to assistance centers.e.all of the above.  ANS:EPTS:1NAT: AACSB Analytic | CB&E Model Research | Bloom’s: Comprehension 8.Which of the following is TRUE?a.The decision problem is synonymous with the research problem.b.The decision problem involves determining what information to provide and how that information can best be secured.c.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.d.The research problem focuses on what action needs to be taken while the decision problem focuses on what information to provide and how that information can best be secured.e.All of the above statements are true.  ANS:CPTS:1NAT:AACSB Analytic | CB&E Model Research | Bloom’s: Knowledge 9.A research request agreement includes all of the following items, EXCEPT:a.an analysis of the results of the research process.b.the decision problem confronting the manager.c.the target population from which a sample will be drawn.d.an approximation of the time and expense of the research report.e.the way each piece of information will be used.  ANS:APTS:1NAT:AACSB Analytic | CB&E Model Research | Bloom’s: Knowledge 10.Which of the following statements is FALSE?a.Under normal circumstances, poor problem formulation can be rescued by more sophisticated statistical analyses.b.Misdefining the problem or opportunity can produce disastrous results for companies.c.The best way to avoid researching the wrong problem is to delay the research until the problem is properly defined.d.A “problem” confronting a company might also be viewed as an opportunity, and vice versa.e.A research problem is merely a restatement of the decision problem in research terms, from the researcher’s perspective.  ANS:APTS:1NAT: AACSB Analytic | CB&E Model Research | Bloom’s: Comprehension

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