Marketing Research: An Applied Orientation, 7e (Malhotra)

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1) Problem definition is the most important step in the marketing research project. Answer: TRUE Diff: 1 Page Ref: 32 LO: 2.1 Understand the importance of and the process used for defining the mark... eting research problem. 2) Better communication and more involvement in problem definition are the most frequently mentioned ways of improving the usefulness of research. Answer: TRUE Diff: 2 Page Ref: 33-34 LO: 2.2 Describe the tasks involved in problem definition, including discussions with decision makers, interviews with industry experts, secondary data analysis, and qualitative research. 3) The organizational status of the researcher or the research department may make it easy to reach the key DM in the early stages of the project. Answer: FALSE Diff: 3 Page Ref: 34 AACSB: Written and oral communication LO: 2.2 Describe the tasks involved in problem definition, including discussions with decision makers, interviews with industry experts, secondary data analysis, and qualitative research. 4) The problem audit provides a useful framework for interacting with the researcher and identifying the underlying causes of the problem. Answer: FALSE Diff: 2 Page Ref: 35 AACSB: Written and oral communication LO: 2.2 Describe the tasks involved in problem definition, including discussions with decision makers, interviews with industry experts, secondary data analysis, and qualitative research. 5) DMs tend to focus on symptoms rather than causes. Answer: TRUE Diff: 1 Page Ref: 36 AACSB: Written and oral communication LO: 2.2 Describe the tasks involved in problem definition, including discussions with decision makers, interviews with industry experts, secondary data analysis, and qualitative research. 6) "The DM and the researcher must interact continually rather than sporadically" is an explanation of one of the 7 Cs known as continuity. Answer: TRUE Diff: 1 Page Ref: 37 AACSB: Written and oral communication LO: 2.2 Describe the tasks involved in problem definition, including discussions with decision makers, interviews with industry experts, secondary data analysis, and qualitative research. DOWNLOAD THE Test Bank for Marketing Research An Applied Orientation 7th Edition Malhotra mynursytest.store2 Copyright © 2019 Pearson Education, Inc. 7) The purpose of interviewing experts is to help define the marketing research problem rather than to develop a conclusive solution. Answer: TRUE Diff: 2 Page Ref: 37 AACSB: Written and oral communication LO: 2.2 Describe the tasks involved in problem definition, including discussions with decision makers, interviews with industry experts, secondary data analysis, and qualitative research. 8) Analysis of available secondary data is a non-essential step in the problem definition process. Answer: FALSE Diff: 2 Page Ref: 38-39 LO: 2.2 Describe the tasks involved in problem definition, including discussions with decision makers, interviews with industry experts, secondary data analysis, and qualitative research. 9) Information obtained from the DM, industry experts, and secondary data may not be sufficient to define the research problem. Answer: TRUE Diff: 1 Page Ref: 39 LO: 2.2 Describe the tasks involved in problem definition, including discussions with decision makers, interviews with industry experts, secondary data analysis, and qualitative research. 10) To understand the background of a marketing research problem, the researcher must understand the client's firm and industry. Answer: TRUE Diff: 1 Page Ref: 40 LO: 2.3 Discuss the environmental factors affecting the definition of the research problem: past information and forecasts, resources and constraints, objectives of the decision maker, buyer behavior, legal environment, economic environment, and marketing and technological skills of the firm. 11) Past information and forecasts of trends with respect to sales, market share, profitability, technology, population, demographics, and lifestyle can help the researcher understand the underlying marketing research problem. Answer: TRUE Diff: 2 Page Ref: 40 LO: 2.3 Discuss the environmental factors affecting the definition of the research problem: past information and forecasts, resources and constraints, objectives of the decision maker, buyer behavior, legal environment, economic environment, and marketing and technological skills of the firm. DOWNLOAD THE Test Bank for Marketing Research An Applied Orientation 7th Edition Malhotra [Show More]

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