1 .		What is the first (and most important) step in the marketing research process? [Hint]   Performing fieldwork   Deciding on a research design   Developing a problem approach   Defining the marketing research problem
2 .		To define a research problem correctly, the researcher must perform a number of tasks. These tasks would include all of the following except: [Hint]   Discuss the problem with decision makers in the client organization   Interview industry experts and other knowledgeable individuals   Implement a survey determining the buyer behavior of the potential respondents   Collect secondary data and perform some qualitative research.
3 .		Alex has been retained by Cargill, Inc. to do a marketing research project to determine the cause of sinking fertilizer sales. Alex has started the process by interviewing management about the history of their problem, discussing the alternative courses of action available, and determining which specific data is needed to answer the research question. Alex's tasks are part of the: [Hint]   problem audit   qualitative research plan   definition of the environmental context of the problem   analytical model definition
4 .		Soo needs to collect secondary data to better define her research problem and could perform all of the following tasks except: [Hint]   look at U.S. Census data on the Internet   conduct a survey to identify the needs and wants of respondents   review the past three years of annual reports from competitor companies   purchase an industry report published by the national trade organization
5 .		When defining the environmental context of the marketing research problem, a researcher should look at all of the following factors except: [Hint]   the legal and economic environment surrounding the problem   past information, resources and constraints, and objectives of the decision maker   the analytical, verbal, and mathematical models used   buyer behavior and past qualitative research
6 .		The American Red Cross, a non-profit charitable organization, is worried that the U.S. government will pass a law that no longer allows charitable contributions to be tax deductible. The performance of the Red Cross would potentially be impacted by: [Hint]   the firm's objectives   demographic trends   The economic environment   the legal environment
7 .		Jari wants to know whether her firm should introduce a new line of clothing made of recycled materials. Jari is faced with the: [Hint]   marketing research problem   hypotheses development   management decision problem   analytical model definition
8 .		If a researcher defines a problem too narrowly, the researcher would be faced with all of the following flaws except: [Hint]   A lack of guidelines about the subsequent steps in the process   Restrictive sampling, which could result in erroneous conclusions   Inability to examine innovative options   Preventing the researcher from addressing important components of the management decision problem
9 .		An analytical model that describes the relationships between variables in the form of an equation is a: [Hint]   verbal model   graphical model   empirical model   mathematical model
10 .		Serge is about to study the relationship between demographics and Internet purchases. He has tentatively proposed that people with higher education levels are more likely to purchase goods and services over the Internet. Serge's yet-to-be-proved statement is a(n): [Hint]   research question   hypothesis   analytical model   theory
11 .		Tito is involved in the TQM program at his ferret grooming company and has conducted extensive marketing research to determine customer attitudes and needs and wants. Tito has determined that customers evaluate his firm on the basis of grooming quality, response time, and billing. These three components make up the: [Hint]   SPSS   TQM   CVP   RQs
12 .		Many international marketing efforts fail because __________ is not conducted prior to entering the foreign market, and the relevant environmental factors are not taken into account. [Hint]   theory construction   hypothesis testing   analytical modeling   a problem audit
13 .		Morgan is using a piece of software called Think Tank that is allowing him to list ideas about a marketing research problem and then sort these ideas into a hierarchical format to help him better define the problem and develop a research approach. Morgan is using a(n): [Hint]   outline processor   text processor   idea processor   problem approach processor
14 .		Ethical dilemmas that could potentially face stakeholders during the problem definition and approach development process include all of the following except: [Hint]   A client wants to conduct research that is not warranted or needed, so the researcher must decide to communicate this to the client and lose the work.   A client asks the researcher to remove some questionnaires from the data set that do not support the hypotheses proposed.   A researcher who completed a project for a client in the airline industry is tempted to use their client-specific model for a new customer in the airline industry.   The client wants to perform research to defend a personal decision that has already been made even though this objective is at variance with the overall objectives of the firm
15 .		The Internet can add value to the traditional methods of defining a marketing research problem and developing an approach. In which areas would the Internet be most beneficial in facilitating these steps of the marketing research process? [Hint]   discussions with decision makers and interviews with industry experts   analytical model development, including graphical and mathematical models   qualitative research of buyer behavior   formulating the objectives of the marketing research project