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McDaniel/Gates-Marketing Research Essentials, 7
th Edition Test Bank
2-1
ch02, Chapter 2: Problem Definition, Exploratory Research, and the Research Process
Multiple Choice
Critical Importance of Correctly Defining the Problem
1. The first step in the problem-definition process is:
A. stating research objectives
B. recognizing a problem or opportunity
C. determining if the needed information is already available
D. determining why the information is being sought
Ans: B
Response: See page 42
Difficulty: Easy
2. A teen consumer products firm notes that there were 30 million babies born between 1990 and
2002. The firm also recognizes that because of more single parent homes and dual-earner
households, that these young consumers are making many more purchase decisions. Beginning
the process of marketing to that group of young consumers would be an example of which of the
following?
A. determining if the information exists
B. using symptoms to clarify a problem
C. recognizing an opportunity
D. stating research objectives
Ans: C
Response: See page 42-43
Difficulty: Difficult
3. Which of the following is NOT a key question at the problem-definition stage?
A. why is the information being sought?
B. does the information already exist?
C. can the question really be answered?
D. should a probability or non-probability sample be used?
Ans: D
Response: See page 42-43
Difficulty: Medium
McDaniel/Gates-Marketing Research Essentials, 7
th Edition Test Bank
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4. Large amounts of money, time, and effort are wasted because requests for marketing information
were poorly formulated. The preceding could have been avoided if the researcher had:
A. found out exactly why the information was being sought
B. stated their objectives more clearly
C. recognize the opportunity
D. determine whether the information already exists
Ans: A
Response: See page 43
Difficulty: Medium
5. Which of the following is a key question at the problem-definition stage?
a. Why is the information being sought?
b. Does the information already exist?
c. Can the question really be answered?
d. Is there an understanding of the decision making environment?
e. all of the above
Ans: E
Difficulty: Medium
Response: See page 42
6. A(n) ____________ is preliminary research conducted to increase the understanding of a concept,
to clarify the exact nature of the problem to be solved, or to identify important variables to be
studied.
A. exploratory research study
B. descriptive survey
C. experiment
D. situation analysis
Ans: A
Response: See page 43
Difficulty: Easy
6a. Which of the following is untrue about exploratory research?
A. it is a large-scale study involving a formal questionnaire and rigorous sampling effort
B. can be flexible in nature and include open-ended questions
C. could involve reviewing secondary data
D. help clarify a research problem
Ans: A
Response: See page 43
Difficulty: Medium
McDaniel/Gates-Marketing Research Essentials, 7
th Edition Test Bank
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7. A(n) _______________ is a survey using a limited number of respondents and often employing
less rigorous sampling techniques than are employed in large quantitative studies.
A. pilot study
B. experience survey
C. case analysis
D. situation analysis
Ans: A
Response: See page 44
Difficulty: Easy
8. _______________ is a discussion with knowledgeable individuals, both inside and outside the
organization, who may provide insights into a problem.
A. pilot study
B. experience survey
C. case analysis
D. situation analysis
Ans: B
Response: See page 44
Difficulty: Easy
9. Which type of exploratory research can often take the form of an informal discussion?
A. pilot study
B. experience survey
C. case analysis
D. situation analysis
Ans: B
Response: See page 44
Difficulty: Easy
10. This type of exploratory research reviews information from a few other situations that are similar
to the present research problem.
A. pilot study
B. experience survey
C. case analysis
D. situation analysis
Ans: C
Response: See page 44
Difficulty: Easy
McDaniel/Gates-Marketing Research Essentials, 7
th Edition Test Bank
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11. A student reviews the United States Census site to look for demographic trends in her state. This
type of exploratory research is:
A. a pilot study
B. an experience survey
C. case analysis
D. secondary research
Ans: D
Response: See page 44
Difficulty: Medium
12. Which of the following is NOT a form of exploratory research?
A. secondary data analysis
B. test market
C. pilot study
D. experience survey
Ans: B
Response: See page 44
Difficulty: Medium
13. A researcher has put together a group of eight male knife enthusiasts to discuss the merits of a
new multi-tool with many different types of knife blades. The researcher is using exploratory
research in the form of:
A. a pilot study
B. experience surveys
C. a focus group
D. intranets
Ans: C
Response: See page 44-45
Difficulty: Medium
14.. A company has made its sales and customer databases available on a central networked computer
accessible to all members of the firm. The accounting department was able to calculate customer
profitability, and the marketing department could identify brand loyal customers. This
exploratory research is an example of:
A. the Intranet
B. the Internet
C. the computer focus group
D. pilot studying
Ans: A
Response: See page 45
McDaniel/Gates-Marketing Research Essentials, 7
th Edition Test Bank
2-5
Difficulty: Medium
15. Managers may have the ability to look up previous research projects if their company has
a sophisticated __________.
a. pilot study
a. experience survey
b. Intranet
c. situation analysis
d. none of the above
Ans: C
Difficulty: Medium
Response: See page 45
16. Suppose a sales manager makes the statement, “The problem with this company is declining
sales.” Why is such a statement shortsighted?
A. the sales manager has identified only a symptom of a deeper problem
B. the sales manager is not in a position to make such a statement
C. the sales manager has not been shortsighted, but has identified the problem
D. the sales manager has not performed research to prove that sales are declining
Ans: A
Response: See page 46
Difficulty: Difficult
17. In the problem definition stage of using symptoms to clarify a problem, many managers follow
the “iceberg principle” and therefore:
A. grow cold at the thought of continuing the research problem any further, as the task is
daunting
B. crash into unexpected obstacles while blindly following corporate rules and therefore sink
C. are preoccupied with the obstacle they can see and fail to comprehend and confront the
deeper problem, which remains submerged
D. float along in a sea of doubt about the next stages of the research process
Ans: C
Response: See page 46
Difficulty: Medium
18. What does the iceberg principle refer to?
A. Most data analysis techniques tend to be outdated.
B. Research objectives are not often clearly defined.
C. Symptoms are often mistaken for problems in business.
D. none of the above
Ans: B
Difficulty: Hard
McDaniel/Gates-Marketing Research Essentials, 7
th Edition Test Bank
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Response: See page 46
19. A(n) ________________ is a goal statement, defining specific information needed to solve the
marketing research problem.
A. Exploratory study
B. Marketing research objective
C. Management objective
D. Managerial decision problem
Ans: B
Response: See page 46
Difficulty: Easy
20. “What is the best way for our company to enhance our advertising investment?” is an example of
what?
A. objectives statement
B. marketing research problem
C. management decision problem
D. statement of problem symptoms
Ans: C
Response: See page 46
Difficulty: Medium
21. Which of the following should be action oriented?
E. objectives statement
F. marketing research problem
G. management decision problem
H. statement of problem symptoms
I. none of the above
Ans: C
Difficulty: Medium
Response: See page 46
22. A barbecue restaurant conducted a survey of patrons and found out that customers were unhappy
with the temperature of the restaurant, but management didn’t know whether they should make it
warmer or colder. The survey failed because:
A. the findings of the research must be actionable
B. secondary research was not collected first
C. it did not reduce management’s level of ignorance
D. the question was not important enough to ask
Ans: A
Response: See page 47-48
Difficulty: Difficult
McDaniel/Gates-Marketing Research Essentials, 7
th Edition Test Bank
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23. Extremely low-incidence studies, such as trying to survey the automobile buying characteristics
of astronauts, are usually not feasible. A marketing research firm concerned about the feasibility
of such a project would probably:
A. see if the information already exists
B. first conduct a pilot survey
C. consult the Internet for secondary data
D. determine whether or not the question can be answered
Ans: D
Response: See page 48
Difficulty: Difficult
24. Once the research project is completed, it is critical to determine if the ___________have
been met.
a. situation analyses
b. pilot studies
c. experience surveys
d. research objectives
e. all of the above
Ans: D
Difficulty: Medium
Response: See page 48-49
25. “We believe that raising the price of membership of our country club will make it more desirable,
and will increase our membership base” is an example of a (n):
A. objective
B. management problem
C. hypothesis
D. marketing research problem
Ans: C
Response: See page 49
Difficulty: Medium
Marketing Research Process
26. Deciding whether to conduct a causal study or a descriptive one takes place during which phase
of the research process?
A. problem definition
B. data analysis
C. sampling
McDaniel/Gates-Marketing Research Essentials, 7
th Edition Test Bank
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D. reporting
Ans: A
Response: See page 49
Difficulty: Medium
27. To test the effectiveness of changes in an advertising campaign, a marketing research firm
decides to implement certain changes in Atlanta, other changes in Dallas, and no change to the ad
campaign in Denver. With regard to the products in question, the purchasing propensities in the
three cities are equal. What type of research design is the marketing research firm invoking?
A. exploratory study design
B. observational study design
C. descriptive study design
D. causal study design
Ans: D
Response: See page 50
Difficulty: Medium
28. In analyzing the effects of different shelf placements on sales, shelf placement of the product is
the:
A. independent variable
B. dependent variable
C. spurious variable
D. temporal variable
Ans: A
Response: See page 50
Difficulty: Medium
29. In a causal study of the effect of shelf placement on sales of a brand of cereal, which is
the dependent variable?
A. where the cereal was placed on the shelf
B. sales of the cereal
C. concomitant variation of the cereal
D. none of the above
Ans: B
Difficulty: Hard
Response: See page 50
30. A researcher statistically proves there is a mathematical correlation between the size of the
mosquito population and the amount of rainfall in the area. He reports that by measuring the
mosquito population, one can predict future rainfall. His reasoning has a problem of:
McDaniel/Gates-Marketing Research Essentials, 7
th Edition Test Bank
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A. causality
B. concomitant variation
C. temporal sequence
D. spurious associations
Ans: D
Response: See page 51
Difficulty: Medium
31. A laboratory experiment would be better than a field experiment in a grocery store in helping a
researcher eliminate:
A. causality
B. concomitant variation
C. variables
D. spurious associations
Ans: D
Response: See page 51
Difficulty: Medium
32. Which of the following is a problem associated with laboratory experiments?
A. They provide little useful information about a population.
B. The participants may act differently in a real-world setting.
C. The cost of simulating the real-world environment outweighs the benefits.
D. all of the above
E. none of the above
Ans: B
Difficulty: Medium
Response: See page 52
33. A research firm decides the best method of achieving its client’s research objectives would be to
conduct a telephone interview. This type of data collection approach would be classified as
________________ research.
A. survey research
B. observation research
C. experimental research
D. cause and effect research
Ans: A
Response: See page 51
Difficulty: Easy
34. When retailers monitor consumer shopping behavior by using scanner technology, this is an
example of:
McDaniel/Gates-Marketing Research Essentials, 7
th Edition Test Bank
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A. survey research
B. observation research
C. experimental research
D. cause-effect research
Ans: B
Response: See page 51-52
Difficulty: Medium
35. Because consumers’ responses on surveys aren’t always consistent with their actions,
researchers sometimes turn to this type of research.
A. syndicated research
B. observation research
C. experimental research
D. cause and effect research
E. none of the above
Ans: B
Difficulty: Hard
Response: See page 51-52
36. A manager who wants to show cause-and-effect between two variables would be advised to use
which basic method of research?
A. survey
B. observation
C. experiment
D. focus group
Ans: C
Response: See page 52
Difficulty: Easy
37. The researcher cannot compute the statistical reliability of this type of sample.
A. probability sample
B. experimental sample
C. nonprobability sample
D. observational sample
Ans: C
Response: See page 52
Difficulty: Medium
38. A _____________ sample is characterized by every element in the population having a nonzero
chance of being selected.
A. nonrandom
McDaniel/Gates-Marketing Research Essentials, 7
th Edition Test Bank
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B. nonprobability
C. probability
D. convenience
Ans: C
Response: See page 52
Difficulty: Easy
39. Most clients tend to prefer what type of reports?
A. elaborate written reports
B. oral reports presented in day-long seminars
C. PowerPoint presentations
D. no reports – just the data
Ans: C
Response: See page 53-54
Difficulty: Medium
Managing the Research Process
40. The brand-line manager for Frito’s snacks has decided he needs additional consumer research
about regional offerings in the corn chips line. The manager writes up a memo about the need for
the project and the potential costs and submits it to upper-level management. The memo is a(n):
A. request for proposal
B. research request
C. research feasibility proposal
D. research proposal
Ans: B
Response: See page 54
Difficulty: Medium
41. Who puts together a request for proposal (RFP)?
A. custom research suppliers
B. syndicated data suppliers
C. companies that want to hire a research supplier
D. respondents
Ans: C
Response: See page 55
Difficulty: Easy
McDaniel/Gates-Marketing Research Essentials, 7
th Edition Test Bank
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The Marketing Research Proposal
42. What type of document does a research supplier prepare in response to an RFP?
A. research proposal
B. sampling report
C. finished research report
D. none of the above
Ans: A
Difficulty:
Response: See page 55
43. According to a recent survey, what is the most desirable quality in a marketing researcher, from
the client’s perspective?
A. flexibility
B. attention to detail
C. maintains client confidentiality
D. customer-oriented
Ans: C
Response: See page 57
Difficulty: Medium
44. Managers in which type of firm tend to use research findings the most?
A. consumer good companies
B. industrial firms
C. retailers
D. service firms
Ans: B
Response: See page 60
Difficulty: Medium
True – False
Critical Importance of Correctly Defining the Problem
45. The opportunity identification step comes after problem recognition.
McDaniel/Gates-Marketing Research Essentials, 7
th Edition Test Bank
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Ans: False
Response: See page 42
Difficulty: Easy
46. Exploratory research is often referred to as preliminary research.
Ans: True
Response: See page 43
Difficulty: Easy
47. A pilot study is more rigorous than other types of quantitative studies.
Ans: False
Response: See page 44
Difficulty: Medium
48. Experience surveys usually include a formal questionnaire, often conducted online.
Ans: False
Response: See page 44
Difficulty: Medium
49. The most popular form of exploratory research is the experience survey.
Ans: False
Response: See page 44-45
Difficulty: Medium
50. Gathering data from previously published articles is an example of primary research.
Ans: False
Response: See page 44
Difficulty: Easy
51. Secondary research can help define the research problem.
Ans: True
Difficulty: Easy
Response: See page 44
McDaniel/Gates-Marketing Research Essentials, 7
th Edition Test Bank
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52. The primary use of exploratory research is to determine a course of action.
Ans: False
Response: See page 43
Difficulty: Medium
53. Exploratory research must always lead to a marketing decision.
Ans: False
Difficulty: Hard
Response: See page 43
54. Marketing research problems are often broader in scope than management problems.
Ans: False
Response: See page 46
Difficulty: Medium
55. Marketing research findings must be actionable to be of value.
Ans: True
Response: See page 46
Difficulty: Easy
56. Research objectives are sometimes stated as hypotheses.
Ans: True
Response: See page 49
Difficulty: Easy
Marketing Research Process
57. One of the advantages of descriptive studies is that they provide evidence of cause and effect
relationships, such as advertising causing sales to increase.
Ans: False
Response: See page 49
Difficulty: Medium
58. Descriptive research allows the researcher to determine if one variable causes another.
McDaniel/Gates-Marketing Research Essentials, 7
th Edition Test Bank
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Ans: False
Difficulty: Medium
Response: See page 49
59. Observation is a research method that enables the researcher to see if one variable causes another.
Ans: False
Response: See page 51-52
Difficulty: Easy
60. Changes in the dependent variable are associated with or caused by changes in the independent
variable.
Ans: True
Response: See page 50
Difficulty: Easy
61. Two variables must be correlated in order to be causally related.
Ans: True
Response: See page 50
Difficulty: Medium
62. Causality is relatively easy to prove in most marketing research studies.
Ans: False
Difficulty: Medium
Response: See page 50
63. Spurious association implies that the relationship between two variables is related to some
explainable cause.
Ans: False
Response: See pages 51
Difficulty: Medium
64. It is often quite easy to hold all factors constant in a field experiment.
Ans: False
McDaniel/Gates-Marketing Research Essentials, 7
th Edition Test Bank
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Response: See page 52
Difficulty: Easy
65. The Falleys clothing store uses hidden security cameras to provide data on how customers are
reacting to special displays. This method of information collection is observation research.
Ans: True
Response: See page 51-52
Difficulty: Medium
66. Probability samples allow marketing researchers to project their sample results to the population
they are studying.
Ans: True
Response: See page 52
Difficulty: Easy
67. A mall-intercept researcher has a goal of interviewing 50 male and 50 female respondents by the
end of the day. Additionally, the 100 respondents must fit equally into 4 income categories. The
researcher is conducting a probability sample.
Ans: False
Response: See page 52
Difficulty: Difficult
68. Marketing research suppliers typically do their own data collection.
Ans: False
Response: See page 53
Difficulty: Easy
69. Writing and presenting the report is the final stage in the marketing research process.
Ans: False
Response: See page 53-54
Difficulty: Medium
McDaniel/Gates-Marketing Research Essentials, 7
th Edition Test Bank
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70. Most marketing researchers are reluctant to put their client’s reports on the Web.
Ans: False
Response: See page 53-54
Difficulty: Easy
Managing the Research Process
71. The Florida Citrus Board sent a letter to research firms in the state inviting them to send a
description and bid for a project to track Internet communications about the health benefits of
drinking orange juice. This solicitation is known as an RFP
Ans: True
Response: See page 55
Difficulty: Medium
The Marketing Research Proposal
72. Research objectives should not be included in the marketing research proposal.
Ans: False
Response: See page 57
Difficulty: Easy
Essay
Critical Importance of Correctly Defining the Problem
73. The President of a small state college commissions a marketing research firm to determine why the
college’s enrollment has been declining. The President contends that the college is underfunded by
the state, compared to other colleges of the same size. The research firm does a study and finds the
main reason that enrollment is declining is the lack of relationships between faculty and students.
Why might the President not be motivated to use the results of the marketing research study?
McDaniel/Gates-Marketing Research Essentials, 7
th Edition Test Bank
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SUGGESTED ANSWER: The President might not be motivated to use the research firm’s results
because (1) the results do not confirm to prior expectations, and (2) the
results would not be politically acceptable within the college. The results
might, in fact, cause state legislatures to appropriate less funding for the
college.
Response: See pages 41-49
Difficulty: Medium
74. A firm is experiencing a 15% sales decline over the past year. The firm contracts with a marketing
research firm to survey its sales force to see what is wrong with their selling techniques. Suggest how
the principals in the marketing research firm should respond to their client’s demands.
SUGGESTED ANSWER: The researchers should explain that declining sales are not the problem,
and that an exploratory research effort preceding a survey will be necessary
to clarify exactly what the problem might be. After the exploratory effort,
clear research objectives can be established, and a more formal process can
proceed.
Response: See pages 43-45, 48-49
Difficulty: Medium
75. The United Way agency in your town has contacted you because it has been experiencing declining
donations. You tell the agency that your basic plan to determine why donations are declining will be
exploratory, then descriptive. Explain what the research firm means.
SUGGESTED ANSWER: Exploratory Research: talk with prominent persons in the agency’s
community. Ask these prominent people for their impressions of how the
agency is doing in their town. Look at the agency’s donations record. Has
the decline been gradual or sudden?
Descriptive Research: armed with the information from the exploratory
research effort, conduct a formal survey of the people in the community to
establish their opinions of the agency and their intentions concerning
giving to the agency.
Response: See pages 43-45, 48-49
Difficulty: Medium
76. As a student, assume you have been assigned a real-world client for a class project, and you are the
team leader. You need to call a meeting with your team members and you want to spell out the steps
in the research process that will need to be accomplished for the class. In addition, you need to detail
out the stages of the first step (problem identification) to prepare for your first meeting with your
client, who is a local veterinarian with a practice that also includes grooming, dental work, boarding,
and obedience training. Outline and briefly describe each step of the research process and the
activities in the problem definition process.
SUGGESTED ANSWER: The steps in the marketing research process include (1) problem definition,
(2) research design, (3) method of research, (4) sampling procedure, (5)
McDaniel/Gates-Marketing Research Essentials, 7
th Edition Test Bank
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data collection, (6) data analysis, (7) report preparation, (8) presentation to
the client, and (9) follow-up.
The stages in the problem definition step include (1) recognize the problem
or opportunity, (2) find out why information is being sought, (3)
understand the decision-making environment, (4) use the symptoms to help
clarify problems, (5) translate the management problem into a marketing
research problem, (6) determine whether the information already exists, (7)
determine whether the question can be answered, and (8) state the research
objectives.
Response: See pages 42-49
Difficulty: Difficult