Chapter 3: Problem Definition and the Research Process
Multiple Choice
1. The first step in the problem-definition process is:
a. stating research objectives.
b. recognizing that there is a problem or opportunity.
c. determining if the needed information is already available.
d. determining why the information is being sought.
e. none of these
Ans: B
Difficulty: Easy
Ref: Critical Importance of Correctly Defining the Problem
Learning Objective 3.1: To understand the problem definition process.
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, 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
e. none of these
Ans: C
Difficulty: Medium
Ref: Critical Importance of Correctly Defining the Problem
Learning Objective 3.1: To understand the problem definition process.
3. 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 his/her objectives more clearly.
c. recognized the opportunity.
d. determined whether the information already exists.
e. all of these
Ans: A
Difficulty: Hard
Ref: Critical Importance of Correctly Defining the Problem
Learning Objective 3.1: To understand the problem definition process.
,4. 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 these
Ans: E
Difficulty: Medium
Ref: Critical Importance of Correctly Defining the Problem
Learning Objective 3.1: To understand the problem definition process.
5. 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. Pilot study
b. Experience survey
c. Case analysis
d. Exploratory research
e. Situation analysis
Ans: D
Difficulty: Easy
Ref: Critical Importance of Correctly Defining the Problem
Learning Objective 3.1: To understand the problem definition process.
6. A/An 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
e. none of these
Ans: A
Difficulty: Easy
Ref: Critical Importance of Correctly Defining the Problem
Learning Objective 3.1: To understand the problem definition process.
,7. 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
e. none of these
Ans: B
Difficulty: Medium
Ref: Critical Importance of Correctly Defining the Problem
Learning Objective 3.1: To understand the problem definition process.
8. 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 these
Ans: B
Difficulty: Hard
Ref: Critical Importance of Correctly Defining the Problem
Learning Objective 3.1: To understand the problem definition process.
9. Managers may have the ability to look up previous research projects if their
company has a sophisticated .
a. pilot study
b. experience survey
c. Intranet
d. situation analysis
e. none of these
Ans: C
Difficulty: Medium
Ref: Critical Importance of Correctly Defining the Problem
Learning Objective 3.1: To understand the problem definition process.
, 10. Which of the following is not a form of exploratory research?
a. secondary data analysis
b. situation analysis
c. pilot study
d. experience survey
e. all of these are forms of exploratory research.
Ans: E
Difficulty: Medium
Ref: Critical Importance of Correctly Defining the Problem
Learning Objective 3.1: To understand the problem definition process.
11. 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. none of these
Ans: A
Difficulty: Hard
Ref: Critical Importance of Correctly Defining the Problem
Learning Objective 3.1: To understand the problem definition process.
12. is a goal statement, defining specific information needed to solve
the marketing research problem.
a. Exploratory research
b. Marketing research objective
c. Management objective
d. Managerial decision problem
e. none of these
Ans: B
Difficulty: Easy
Ref: Critical Importance of Correctly Defining the Problem
Learning Objective 3.2: To learn the steps involved in the marketing research
process.
Multiple Choice
1. The first step in the problem-definition process is:
a. stating research objectives.
b. recognizing that there is a problem or opportunity.
c. determining if the needed information is already available.
d. determining why the information is being sought.
e. none of these
Ans: B
Difficulty: Easy
Ref: Critical Importance of Correctly Defining the Problem
Learning Objective 3.1: To understand the problem definition process.
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, 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
e. none of these
Ans: C
Difficulty: Medium
Ref: Critical Importance of Correctly Defining the Problem
Learning Objective 3.1: To understand the problem definition process.
3. 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 his/her objectives more clearly.
c. recognized the opportunity.
d. determined whether the information already exists.
e. all of these
Ans: A
Difficulty: Hard
Ref: Critical Importance of Correctly Defining the Problem
Learning Objective 3.1: To understand the problem definition process.
,4. 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 these
Ans: E
Difficulty: Medium
Ref: Critical Importance of Correctly Defining the Problem
Learning Objective 3.1: To understand the problem definition process.
5. 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. Pilot study
b. Experience survey
c. Case analysis
d. Exploratory research
e. Situation analysis
Ans: D
Difficulty: Easy
Ref: Critical Importance of Correctly Defining the Problem
Learning Objective 3.1: To understand the problem definition process.
6. A/An 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
e. none of these
Ans: A
Difficulty: Easy
Ref: Critical Importance of Correctly Defining the Problem
Learning Objective 3.1: To understand the problem definition process.
,7. 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
e. none of these
Ans: B
Difficulty: Medium
Ref: Critical Importance of Correctly Defining the Problem
Learning Objective 3.1: To understand the problem definition process.
8. 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 these
Ans: B
Difficulty: Hard
Ref: Critical Importance of Correctly Defining the Problem
Learning Objective 3.1: To understand the problem definition process.
9. Managers may have the ability to look up previous research projects if their
company has a sophisticated .
a. pilot study
b. experience survey
c. Intranet
d. situation analysis
e. none of these
Ans: C
Difficulty: Medium
Ref: Critical Importance of Correctly Defining the Problem
Learning Objective 3.1: To understand the problem definition process.
, 10. Which of the following is not a form of exploratory research?
a. secondary data analysis
b. situation analysis
c. pilot study
d. experience survey
e. all of these are forms of exploratory research.
Ans: E
Difficulty: Medium
Ref: Critical Importance of Correctly Defining the Problem
Learning Objective 3.1: To understand the problem definition process.
11. 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. none of these
Ans: A
Difficulty: Hard
Ref: Critical Importance of Correctly Defining the Problem
Learning Objective 3.1: To understand the problem definition process.
12. is a goal statement, defining specific information needed to solve
the marketing research problem.
a. Exploratory research
b. Marketing research objective
c. Management objective
d. Managerial decision problem
e. none of these
Ans: B
Difficulty: Easy
Ref: Critical Importance of Correctly Defining the Problem
Learning Objective 3.2: To learn the steps involved in the marketing research
process.
