kaplan mt355 unit 2 quiz

Globex Corporation has been receiving an unusually high number of negative customer comments on its Facebook page. From this, management realizes some sort of customer satisfaction problem exists, but otherwise knows little about the dissatisfaction problem. What kind of research should Globex initially conduct in an effort to address the problem?

Secondary research.

Exploratory research.

Primary research.

Product research.

Customer research

Question 2. Question :

Strategy-oriented decision problems are aimed squarely at:

Large organizations.

Tactical situations.

Complex problems.

Making decisions.

All of the above.

Question 3. Question :

Serendipity, or chance ideas, as a source of marketing research problems, might arise from:

Customer complaint letters

Salesperson's call reports

Comments in trade publications

Customer calls to toll-free service assistance centers.

All of the above are sources of chance ideas.

Question 4. Question :

Meeting with the client should be done at the earliest stages of a research project for which of the following reasons?

To avoid duplicating efforts.

Because it is essential that managers and researchers are able to communicate openly.

To get as much information as possible from the manager with respect to the problem/ opportunity.

Both B and C are correct.

None of the above are correct.

Question 5. Question :

Defining the problem is among the most difficult aspects of the marketing research process because of the

__________ of every situation a manager may encounter.

Complexity

Urgency

Riskiness

Uniqueness

Subjectiveness

Question 6. Question :

The research proposal:

Is used primarily to summarize the problem definition process.

Does not include proposed research methods.

Provides the researcher another opportunity to make sure that the proposed research will provide information

needed to address the decision problem.

Should be no longer than two (2) pages.

Cannot be changed once it has been accepted by the manager.

Question 7. Question :

The method of ethical reasoning that considers whether or not costs and benefits of a proposed action are distributed fairly among individuals and groups is called the ________ approach:

Justice

Pragmatic

I Utility

Rights

None of the above

Chapter 3

Question 8. Question :

Which of the following is NOT one of the six steps in problem definition identified in chapter 3?

State the manager's decision problem.

Prepare research request agreement.

Secure funding

Meet with client

Clarify the problem/opportunity.

Question 9. Question :

Step five of the problem definition process is to select research problem(s) to be addressed.

Which of the following statements about this step is TRUE?

Marketing researchers should allow managers to vote on which research problems to address.

Marketing researchers should address every research problem that has been identified.

Marketing researchers should address the research problems for which they are reasonably sure they can get favorable results.

Researchers should attempt to address the identified research problems regardless of the cost of obtaining information.

Researchers must carefully review each identified research problem in terms of trade-off between the

information to be obtained versus the costs of obtaining that information.

Question 10. Question :

Communicating research results to appropriate managers is part of which phase of the Marketing Research Process?

Data Collection

Research Configuration

Information Reporting

Problem Definition

Data Analysis