Identifying Symptoms and Probable Causes Quiz
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Questions and Answers

What is the purpose of research objectives?

  • To make the problem statement more complex
  • To limit the scope of the research project
  • To specify what information is needed to solve the problem (correct)
  • To increase the number of respondents

    • How should research objectives be in relation to the limitations of time, money, and technology?

  • They should be ignored if they exceed the limitations
  • They should be made more general to accommodate limitations
  • They should be obtainable through marketing research despite limitations (correct)
  • They should be completely disregarded due to limitations

    • What is the recommended range of research objectives per project?

  • It depends on the complexity of the problem statement
  • One objective to two objectives
  • Seven objectives to ten objectives
  • Three objectives to six objectives (correct)

    • What do research objectives specify?

    <p>The unit of measurement used to gather information</p> Signup and view all the answers

    In what way do research objectives word questions?

    <p>Using questions based on the respondents’ frame of reference</p> Signup and view all the answers

    What is the primary characteristic of research objectives?

    <p>They are clear, specific, and actionable</p> Signup and view all the answers

    What is the main purpose of defining the problem in marketing research?

    <p>To identify potential decision alternatives</p> Signup and view all the answers

    In marketing research, when is a decision necessary?

    <p>When there are no alternatives</p> Signup and view all the answers

    What should all methods of measuring the value of research demonstrate?

    <p>That something happened as a result of the research</p> Signup and view all the answers

    What do research objectives provide when achieved?

    <p>The information necessary to solve the problem</p> Signup and view all the answers

    When is exploratory research usually conducted in marketing research?

    <p>Before establishing research objectives</p> Signup and view all the answers

    What is the primary reason for undertaking exploratory research in marketing?

    <p>To learn more about the research problem and priorities</p> Signup and view all the answers

    What is the purpose of a situation analysis?

    <p>To define the problem decision</p> Signup and view all the answers

    What should the researcher start with when conducting a situation analysis?

    <p>Understanding the industry</p> Signup and view all the answers

    What is an example of a method used in a situation analysis?

    <p>Experience surveys</p> Signup and view all the answers

    What should the researcher move to after understanding the industry in a situation analysis?

    <p>The company itself: its history, performance, products/services</p> Signup and view all the answers

    What should a situation analysis help in properly defining?

    <p>The problem decision</p> Signup and view all the answers

    What is sometimes confused with problems when diagnosing a problem?

    <p>Symptoms</p> Signup and view all the answers

    What is the most important step in the marketing research process?

    <p>Recognizing problems and opportunities</p> Signup and view all the answers

    When does a problem occur, according to the text?

    <p>When there is a gap between what was supposed to happen and what did happen</p> Signup and view all the answers

    What are examples of key performance indicators (KPIs) mentioned in the text?

    <p>Decrease in sales, decrease in brand awareness, fewer website conversions</p> Signup and view all the answers

    What does a marketing opportunity represent?

    <p>A potentially favorable circumstance for successful performance</p> Signup and view all the answers

    Why is defining the problem crucial in the marketing research process?

    <p>Because an incorrectly defined problem can lead to fundamentally flawed research</p> Signup and view all the answers

    What do some firms rely on to renew their life cycles and stay competitive?

    <p>Innovations and formal procedures to find and evaluate opportunities</p> Signup and view all the answers

    What is the role of a symptom in the context of defining a problem?

    <p>To signal and alert management to recognize problems</p> Signup and view all the answers

    Why is it important to determine the probable cause of the symptoms?

    <p>To narrow down the possible causes to a small set of probable causes</p> Signup and view all the answers

    What are decision alternatives in the context of defining a problem?

    <p>All the marketing actions that may resolve the problem</p> Signup and view all the answers

    Why does a researcher's marketing education and knowledge come into play when determining decision alternatives?

    <p>To brainstorm possible decision alternatives</p> Signup and view all the answers

    What is the purpose of developing the problem statement in the context of defining a problem?

    <p>To provide a concise description of the problem or opportunity that requires research to make a decision</p> Signup and view all the answers

    Can the symptoms be verified by other factors identified in the situation analysis?

    <p>Yes, symptoms can be cross-verified with other identified factors</p> Signup and view all the answers

    What are decision alternatives in the context of defining a problem?

    <p>The marketing actions that may resolve the problem</p> Signup and view all the answers

    Why does the researcher's marketing education and knowledge come into play when brainstorming decision alternatives?

    <p>To suggest possible solutions based on marketing expertise</p> Signup and view all the answers

    What is the purpose of developing the problem statement in the context of decision alternatives?

    <p>To identify potential marketing actions for resolution</p> Signup and view all the answers

    What should all decision alternatives represent?

    <p>Marketing actions that may resolve the problem</p> Signup and view all the answers

    What is the most crucial role of symptoms in relation to decision alternatives?

    <p>To alert management to a problem that requires resolution</p> Signup and view all the answers

    How do decision alternatives relate to the situation analysis?

    <p>They help verify the symptoms identified in the analysis</p> Signup and view all the answers

    In the context of decision alternatives, when might marketing research not be needed?

    <p>When competitive firms need to react quickly</p> Signup and view all the answers

    What should all methods of measuring the value of marketing research explicitly link the research results to?

    <p>Business impacts</p> Signup and view all the answers

    In the context of decision alternatives, why might marketing research not be needed if the product is at the end of its life cycle?

    <p>The product is already familiar to consumers</p> Signup and view all the answers

    What might be a reason for not conducting marketing research when costs far exceed the expected value?

    <p>Circumstances dictate there is simply not enough time to conduct marketing research</p> Signup and view all the answers

    In what situation might a manager have the experience to act without any additional information in the context of decision alternatives?

    <p>For routine decisions</p> Signup and view all the answers

    What could be a reason for not conducting marketing research if competitive firms need to react quickly?

    <p>When circumstances dictate there is simply not enough time to conduct marketing research</p> Signup and view all the answers

    What is the recommended range of research objectives per project?

    <p>3 to 6 research objectives</p> Signup and view all the answers

    What do research objectives specify?

    <p>The information needed</p> Signup and view all the answers

    Why is defining the problem crucial in the marketing research process?

    <p>To facilitate selection of an alternative</p> Signup and view all the answers

    When is exploratory research usually conducted in marketing research?

    <p>At the beginning of the research process</p> Signup and view all the answers

    What is the primary characteristic of research objectives?

    <p>Specificity</p> Signup and view all the answers

    What should a situation analysis help in properly defining?

    <p>The problem</p> Signup and view all the answers

    In marketing research, when is a decision necessary?

    <p>When there are multiple alternatives to choose from</p> Signup and view all the answers

    What represents a marketing opportunity according to the text?

    <p>A situation where multiple decision alternatives exist</p> Signup and view all the answers

    Why is understanding decision alternatives important according to the text?

    <p>To ensure that an informed decision can be made in marketing research</p> Signup and view all the answers

    What role do decision alternatives play in defining a problem in marketing research?

    <p>They enable the researcher to evaluate potential solutions to the problem</p> Signup and view all the answers

    When does a problem occur, according to the text?

    <p>When there are no available decision alternatives</p> Signup and view all the answers

    What do decision alternatives help in determining in marketing research?

    <p>The potential solutions to the identified problem</p> Signup and view all the answers

    Why is defining the problem considered the most important step in the marketing research process?

    <p>It prevents a gap between what was supposed to happen and what did happen.</p> Signup and view all the answers

    In the context of defining a problem, what is a symptom?

    <p>A situation causing a gap between what was supposed to happen and what did happen.</p> Signup and view all the answers

    What occurs when there is a gap between what did happen and what could have happened?

    <p>A failure to realize a favorable circumstance or chance for progress or advancement.</p> Signup and view all the answers

    What represents a potentially favorable circumstance in which a company can perform successfully?

    <p>Marketing Opportunity</p> Signup and view all the answers

    What are key performance indicators (KPIs) used for?

    <p>To provide scores of how well a company is performing relative to its objectives.</p> Signup and view all the answers

    What happens if a problem is defined incorrectly in the marketing research process?

    <p>The rest of the steps in the research process will be fundamentally flawed.</p> Signup and view all the answers

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